| 講演名 | 2016-10-03 Brand crisis in social media: A study from entertainment perspective Rungsiman Nararatwong(総研大), Hitoshi Okada(NII), |
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| PDFダウンロードページ |  PDFダウンロードページへ |
| 抄録(和) | Of many elements constituting social media experience, people seek entertainment. Entertainment is subtle and sometimes involves a sequential process. An unpleasant experience, through a chain of transformation, can eventually become entertaining. This has been well employed by traditional media. Social media, however, being a novel landscape to entertainment studies, is yet to be explored in this regard. If true, that the undesirable experience can be entertaining in social media, then we should be able to explain why people may find themselves engrossed in an unfortunate, oftentimes heated controversial, online brand crisis. We have designed an experiment, for which we hypothesized a brand crisis conflict to have an influence on the audience?s enjoyment, brand perception, negative emotion, and expectation. Participants will first evaluate their personality traits, then randomly assigned to one of three experimental conditions. The participants in the control condition will read only a neutral article about a brand. This article is a placebo. The first treatment condition shortens the brand story and appends more roused crisis narrative. The second treatment eliminates the placebo, commences with the crisis narrative, and intensifies the whole content with fabricated vehement arguments claimed to be from social media users. After the content is read, follow the questions, which measure the four dependent variables. We expect the treatment conditions to present more entertaining value and to have stronger effects on the brand. |
| 抄録(英) | Of many elements constituting social media experience, people seek entertainment. Entertainment is subtle and sometimes involves a sequential process. An unpleasant experience, through a chain of transformation, can eventually become entertaining. This has been well employed by traditional media. Social media, however, being a novel landscape to entertainment studies, is yet to be explored in this regard. If true, that the undesirable experience can be entertaining in social media, then we should be able to explain why people may find themselves engrossed in an unfortunate, oftentimes heated controversial, online brand crisis. We have designed an experiment, for which we hypothesized a brand crisis conflict to have an influence on the audience?s enjoyment, brand perception, negative emotion, and expectation. Participants will first evaluate their personality traits, then randomly assigned to one of three experimental conditions. The participants in the control condition will read only a neutral article about a brand. This article is a placebo. The first treatment condition shortens the brand story and appends more roused crisis narrative. The second treatment eliminates the placebo, commences with the crisis narrative, and intensifies the whole content with fabricated vehement arguments claimed to be from social media users. After the content is read, follow the questions, which measure the four dependent variables. We expect the treatment conditions to present more entertaining value and to have stronger effects on the brand. |
| キーワード(和) | Social media / Brand crisis / Entertainment |
| キーワード(英) | Social media / Brand crisis / Entertainment |
| 資料番号 | SITE2016-35 |
| 発行日 | 2016-09-26 (SITE) |
| 研究会情報 | |
| 研究会 | SITE |
|---|---|
| 開催期間 | 2016/10/3(から1日開催) |
| 開催地（和） | 日本大学理工学部駿河台キャンパス１号館１２２号室 |
| 開催地（英） | Nihon University, Surugadai-Campus |
| テーマ（和） | 情報教育、一般 |
| テーマ（英） | |
| 委員長氏名（和） | 岡田 仁志(NII) |
| 委員長氏名（英） | Hitoshi Okada(NII) |
| 副委員長氏名（和） | 森住 哲也(神奈川大) / 小川 賢(神戸学院大) |
| 副委員長氏名（英） | Tetsuya Morizumi(Kanagawa Univ.) / Masaru Ogawa(Kobe Gakuin Univ.) |
| 幹事氏名（和） | 多川 孝央(九大) / 芳賀 高洋(岐阜聖徳学園大) |
| 幹事氏名（英） | Takahiro Tagawa(Kyushu Univ.) / Takahiro Haga(Gifu Shotoku Gakuen Univ.) |
| 幹事補佐氏名（和） | 川口 嘉奈子(東京藝術大) |
| 幹事補佐氏名（英） | Kanako Kawaguchi(Tokyo Univ. of the Arts) |
| 講演論文情報詳細 | |
| 申込み研究会 | Technical Committee on Social Implications of Technology and Information Ethics |
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| 本文の言語 | ENG |
| タイトル（和） | |
| サブタイトル（和） | |
| タイトル（英） | Brand crisis in social media: A study from entertainment perspective |
| サブタイトル（和） | |
| キーワード(1)（和/英） | Social media / Social media |
| キーワード(2)（和/英） | Brand crisis / Brand crisis |
| キーワード(3)（和/英） | Entertainment / Entertainment |
| 第 1 著者 氏名（和/英） | Rungsiman Nararatwong / Rungsiman Nararatwong |
| 第 1 著者 所属（和/英） | The Graduate University for Advanced Studies(略称：総研大) The Graduate University for Advanced Studies(略称：Sokendai) |
| 第 2 著者 氏名（和/英） | Hitoshi Okada / Hitoshi Okada |
| 第 2 著者 所属（和/英） | National Institute of Informatics(略称：NII) National Institute of Informatics(略称：NII) |
| 発表年月日 | 2016-10-03 |
| 資料番号 | SITE2016-35 |
| 巻番号（vol） | vol.116 |
| 号番号（no） | SITE-234 |
| ページ範囲 | pp.19-22(SITE), |
| ページ数 | 4 |
| 発行日 | 2016-09-26 (SITE) |