| Presentation | 2016-10-03 Brand crisis in social media: A study from entertainment perspective Rungsiman Nararatwong, Hitoshi Okada, |
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| PDF Download Page |  PDF download Page Link |
| Abstract(in Japanese) | (See Japanese page) |
| Abstract(in English) | 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. |
| Keyword(in Japanese) | (See Japanese page) |
| Keyword(in English) | Social media / Brand crisis / Entertainment |
| Paper # | SITE2016-35 |
| Date of Issue | 2016-09-26 (SITE) |
| Conference Information | |
| Committee | SITE |
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| Conference Date | 2016/10/3(1days) |
| Place (in Japanese) | (See Japanese page) |
| Place (in English) | Nihon University, Surugadai-Campus |
| Topics (in Japanese) | (See Japanese page) |
| Topics (in English) | |
| Chair | Hitoshi Okada(NII) |
| Vice Chair | Tetsuya Morizumi(Kanagawa Univ.) / Masaru Ogawa(Kobe Gakuin Univ.) |
| Secretary | Tetsuya Morizumi(Kyushu Univ.) / Masaru Ogawa(Gifu Shotoku Gakuen Univ.) |
| Assistant | Kanako Kawaguchi(Tokyo Univ. of the Arts) |
| Paper Information | |
| Registration To | Technical Committee on Social Implications of Technology and Information Ethics |
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| Language | ENG |
| Title (in Japanese) | (See Japanese page) |
| Sub Title (in Japanese) | (See Japanese page) |
| Title (in English) | Brand crisis in social media: A study from entertainment perspective |
| Sub Title (in English) | |
| Keyword(1) | Social media |
| Keyword(2) | Brand crisis |
| Keyword(3) | Entertainment |
| 1st Author's Name | Rungsiman Nararatwong |
| 1st Author's Affiliation | The Graduate University for Advanced Studies(Sokendai) |
| 2nd Author's Name | Hitoshi Okada |
| 2nd Author's Affiliation | National Institute of Informatics(NII) |
| Date | 2016-10-03 |
| Paper # | SITE2016-35 |
| Volume (vol) | vol.116 |
| Number (no) | SITE-234 |
| Page | pp.pp.19-22(SITE), |
| #Pages | 4 |
| Date of Issue | 2016-09-26 (SITE) |