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| 講演名 | 2016-10-03 14:00 Brand crisis in social media: A study from entertainment perspective ○Rungsiman Nararatwong（Sokendai）・Hitoshi Okada（NII）  SITE2016-35 |
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| 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. |
| （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 / / / / / |
| （英） | Social media / Brand crisis / Entertainment / / / / / | |
| 文献情報 | 信学技報, vol. 116, no. 234, SITE2016-35, pp. 19-22, 2016年10月. | |
| 資料番号 | SITE2016-35 | |
| 発行日 | 2016-09-26 (SITE) | |
| ISSN | Print edition: ISSN 0913-5685 Online edition: ISSN 2432-6380 | |
| 著作権に ついて |
技術研究報告に掲載された論文の著作権は電子情報通信学会に帰属します．(許諾番号：10GA0019/12GB0052/13GB0056/17GB0034/18GB0034) | |
| PDFダウンロード | SITE2016-35 |
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| 研究会情報 | |
| 研究会 | SITE |
| 開催期間 | 2016-10-03 - 2016-10-03 |
| 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） | |
| 講演論文情報の詳細 | |
| 申込み研究会 | SITE |
| 会議コード | 2016-10-SITE |
| 本文の言語 | 英語 |
| 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（英） | |
| 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 |
| キーワード(4)（和/英） | / |
| キーワード(5)（和/英） | / |
| キーワード(6)（和/英） | / |
| キーワード(7)（和/英） | / |
| キーワード(8)（和/英） | / |
| 第1著者 氏名（和/英/ヨミ） | 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/ヨミ） | 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) |
| 第3著者 氏名（和/英/ヨミ） | / / |
| 第3著者 所属（和/英） | (略称： ) (略称： ) |
| 第4著者 氏名（和/英/ヨミ） | / / |
| 第4著者 所属（和/英） | (略称： ) (略称： ) |
| 第5著者 氏名（和/英/ヨミ） | / / |
| 第5著者 所属（和/英） | (略称： ) (略称： ) |
| 第6著者 氏名（和/英/ヨミ） | / / |
| 第6著者 所属（和/英） | (略称： ) (略称： ) |
| 講演者 | 第1著者 |
| 発表日時 | 2016-10-03 14:00:00 |
| 発表時間 | 25分 |
| 申込先研究会 | SITE |
| 資料番号 | SITE2016-35 |
| 巻番号（vol） | vol.116 |
| 号番号（no） | no.234 |
| ページ範囲 | pp.19-22 |
| ページ数 | 4 |
| 発行日 | 2016-09-26 (SITE) |
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