Anchored in analysis of in-depth and semi-structured interviews with 23 Black women in Britain, this research explores how media and online content-sharing is implicated in the development of Black women’s diasporic identities. Such matters are unpacked via an interpretive analytic lens, with Black feminist and social constructionist underpinnings. Shaped by critical studies of marketing, media, race, and gender, this research addresses issues concerning identity, ideology and inclusion, amidst media and digital culture. This thesis analyses media-based coping mechanisms concerning experiences of marginalisation and searches for a sense of belonging, related to intersecting issues of race, ethnicity and gender. There is analysis of how content generated by Black online users is entangled in processes of cultural transmission, counter-cultural resistance, and the construction of a digitally-mediated collective Black consciousness. As such, there is discussion of the notion of Black digital diaspora, in relation to analysis of the online media experiences of Black women in Britain. As part of this thesis, the concept of Black British diasporic literacy is also outlined, to further understand the particularities of Black identity development in Britain and how it is influenced by media content. Whilst the narratives of interview participants are emphasised in this thesis, it expands upon research that embraces a self-reflexive quality, by including reflections on the author’s own experiences as a Black and mixed-race woman.

Kaohsiung City locates in the Southern Taiwan, being the second largest municipality directly under the jurisdiction of the Central Government. Among all the cities in Taiwan, Kaohsiung City not has the highest population density, but also prospers in heavy industry. Following with the population aggregation, urbanization trends, and industry development, Kaohsiung City has become the most important urban metropolis and is now the centre of economy, administration, education, and entertainment in the Southern Taiwan. Kaohsiung City is representative for the characteristics and spirits of Taiwan, comprising mountains and oceans. Kaohsiung harbor is the 6th largest harbor in the world, the center of Taiwan's shipbuilding industry, a key position of pelagic fishing business, as well as home to a large R.O.C. Navy base. Kaohsuing is therefore considered as the Marin Capital. Nowadays, Kaohsiung City further develops its tourism markets and endeavors to make Love River, most representative symbol of Kaohsiung, become one of the well-known tourist attractions in Taiwan. ¡§Promoting business and encouraging economy¡¨ is the slogan for developing Kaohsiung City. In Kaohsiung Lantern Festival 2006, there were 6,000,000 tourists coming to Kaohsiung and thus raised 15% of the lodging rate for Tourism Hotels in Kaohsiung. In order to mold Kaohsiung City into a International Tourist City, it is plan to continuously developing the Love River Transportation System, and working on landscaping projects around the Lover River and Kaohsiung Harbor. Kaohsiung City is expected to be a Tourism Spots of the Southern Taiwan, and an International Urban Metropolis. This study investigates the tourism business of Love River. By conducting in-depth interviews with experts in business and history of Kaohsiung, we explores whether if the media marketing strategies in tourism is contributive to the tourism industry of Kaohsiung Love River.

Problematisation Previous study has indicated that social media is an effective marketing tool. Moreover, Weibo, a Chinese social network contains large potential for the companies. However little theoretical guidance exists on what are the key features of Weibo marketing. Purpose and research question The purpose of this study contributes to a better understanding of the social media by analyzing the advantages and disadvantages of Weibo for Western companies that expect to launch a successful marketing strategy. Methodology This research is done through qualitative approach and is of an abductive nature . It uses a case-study methodology and relying on empirical data and theoretical conceptions. The main empirical findings are based on collection of 13 personal  interviews. Results and conclusion The result of this paper contributed to deep understanding of Weibo marketing. Therefore, the theoretical guideline in form of model has been developed and includes 8  key features (4 advantages and 4 disadvantages) that should be considered by Western companies in order to apply successful marketing strategy on Weibo.

University of Macau / Faculty of Social Sciences / Department of Communication

This diploma thesis compares marketing strategies of TV stations in the Czech Republic during 1990s. It focuses on segmentation, brands and positioning. The first part defines theoretical terms. Practical part describes television market in the Czech Republic and analyzes and compares marketing strategies of individual TV stations. The last chapter highlights current trends in respect of television market.

Consumers had either positive or negative interpretations based on multiple factors. However, the factors we were able to spot were the following: 1. Content 2. Timing 3. Relevancy 4. The metaphors used and its simplicity. 5. Cultural values 6. The message of the ad and its validity. These 6 factors formed discussions in regards to the participant's interpretation of the ads and, in return, ended up with themes that we, as researchers, could identify as either positive or negative interpretations of the ads. Thus, through the observation of the connection between the overarching themes mentioned in 4.5, figure 8 was created to visualise the connection. For social media networks like Tiktok, people are more interested in marketing campaigns that are direct and informative. Further, consumers are attracted to colourful ads with humour, as it eases up the ad for the consumer and makes the ad feel less pushy. Consumers also preferred skippable ads over non-skippable ads as it gave them the chance to decide if the ad was in their interest or not.

Mit dem Konzept der Erstellung und Verbreitung mobiler Kurzvideos hat sich die Plattform TikTok innerhalb von fünf Jahren zu einer Konkurrenz für weltweit etablierte Namen wie Instagram oder YouTube entwickelt. Insbesondere Verlage mit einem Fokus auf Belletristik, wie Penguin Random House und Bastei Lübbe mit seinem New-Adult-Imprint Lyx, haben eine Präsenz auf TikTok bereits in ihre Kommunikationspolitik integriert. Doch bietet die Plattform auch kommunikationspolitische Potenziale für Ratgeberverlage, wie z.B. humboldt? Ziel dieser Arbeit ist die analytische Ermittlung einer Handlungsempfehlung der potentiellen Integrierung von TikTok in die Kommunikationspolitik von Ratgeberverlagen. Diese wird basierend auf den Potenzialen zur Erreichung von Kommunikationszielen auf der Plattform erörtert. Hierzu wird die Forschungsfrage gestellt: Ist die Plattform TikTok ein geeigneter Kanal für die Kommunikationspolitik des Ratgeberverlages humboldt? Zur Beantwortung dieser Frage sind die kommunikationspolitischen Ziele und Voraussetzungen einer TikTok-Präsenz aus der Innenperspektive der Marke humboldt mittels eines Experteninterviews zu erheben. Das Erreichen der Ziele wird mittels eines Vergleichs des Mediennutzungsverhaltens von TikTok-Nutzern und der ratgeberaffinen Zielgruppe der Marke humboldt zu überprüft. Zur Generierung der notwendigen Daten ist eine empirische Datenerhebung im Rahmen einer Online-Umfrage durchzuführen. Eine Konkurrenzanalyse hinsichtlich der Social-Media-Kommunikation der direkten und indirekten Konkurrenz von humboldt ergänzt diese Erkenntnisse, wodurch eine abschließende fundierte Aussage und Zukunftsperspektive der Eignung von TikTok als Kommunikationsinstrument für Ratgeberverlage entsteht.:1. Einleitung 1.1 Motivation und Darstellung des Forschungsthemas 1.2 Zielsetzung und Erkenntnisinteresse 1.3 Argumentationsstruktur und Forschungskonzept 2. Der Ratgebermarkt in Deutschland 2.1 Nutzenversprechen und Zielgruppe der Warengruppe Ratgeber 2.2 Marktsituation 2.3 Konkurrenzsituation 2.4 Herausforderungen und deren Auswirkungen auf den Ratgebermarkt 3. Online-Marketing als Bestandteil der Kommunikationspolitik 3.1 Theoretische Grundlagen des Online-Marketings 3.2 Social-Media-Marketing 3.3 Aktuelle Anforderungen an die Kommunikation im Online-Marketing 4. TikTok als Kommunikationsinstrument für Verlage 4.1 Die Social-Media-Plattform TikTok 4.2 Erfolgsfaktoren einer Präsenz auf TikTok 4.3 Chancen und Risiken für das Online-Marketing von Verlagen 5. Das Ratgeber-Imprint humboldt 5.1 Die Verlagsmarke humboldt 5.2 Experteninterview mit humboldt-Kommunikationsmanagerin 5.3 Auswertung der Ausgangssituation für die Erstellung einer TikTok-Präsenz 5.4 Grundvoraussetzungen für die Erstellung einer TikTok-Präsenz 6. Affinität der humboldt-Zielgruppe zu der Plattform TikTok 6.1 Online-Umfrage in der humboldt-Zielgruppe 6.2 Nutzungsverhalten von Social Media 6.3 Markenwahrnehmung 6.4 Die humboldt-Zielgruppe und TikTok 7. Konkurrenzanalyse 7.1 Direkte Konkurrenz 7.2 Indirekte Kommunikationskonkurrenz auf TikTok 8. Eignung von TikTok als Kommunikationsinstrument für humboldt 8.1 Kommunikationsziele 8.2 Zielgruppenplanung 8.3 Handlungsempfehlung 8.4 Zukunftsperspektive 9. Reflexion und Ausblick Bibliographie Literaturverzeichnis Onlinequellenverzeichnis Anlagen Selbstständigkeitserklärung

Yes / The objective of this research is to increase understanding about B2B company-led user engagement on social media content. Building on hierarchy-of-effects (HoE) theory, we explore how the world’s leading B2B companies use content objectives (why), strategies (how), and tactics (what) on Twitter. We first integrate B2B advertising and social media research on companies’ content objectives, strategies, and tactics. Then, using qualitative analyses, we examine the existence of objectives, strategies, and tactics in the most engaging tweets (N=365) of the worlds’ ten leading B2B brands, covering five industries, in 2017. Finally, we quantitatively examine how the use of diverse objectives and strategies differs between the most engaging tweets (N=318) and least engaging tweets (N=229) of the companies in 2018. The companies use objectives, strategies and tactics that relate to creating awareness, knowledge and trust, interest, and liking in the majority of their most and least engaging tweets, and express preference, conviction and purchase aspects much less. Differences exist in general, industry-wise, and company-wise. The study is a rare attempt to integrate the extant B2B advertising and social media research, and compare the most and least engaging B2B social media content.

Yes / Social media facilitates and enhances communication between businesses and customers. Nowadays, although it is commonly recognised that companies implement social media into their marketing activities, it is also acknowledged that companies struggle to calculate the return on investment (ROI) from social media marketing efforts as most of them focus only on certain tangible outcomes such as the impact on sales and purchases. Attempts have been made by researchers to identify how to measure key impacts of social media in relation to marketing; however, there remains a lack of empirical data and no comprehensive overview of what “ROI” can mean for an organisation seeking returns on their social media adoption. By knowing how to measure ROI from social media, companies can produce valuable insights which can help enhance marketing strategies in promoting their products/services. Thus, the aim of this chapter is to provide a review of ROI in social media marketing with a particular focus on intangible outcomes such as brand awareness, customer engagement/relationship and eWOM.

Yes / Return on investment (ROI) from social media marketing activities has attracted significant attention from academics and practitioners resulting in an increasing number of studies on this important topic. The current study conducted a bibliometric analysis to provide a consolidated view on the topic of ROI in social media marketing. By using 115 outputs from the Web of Science database and employing software CiteSpace the study presents and discusses the analysis of temporal distribution, cited countries, cited journals, cited authors, and research hotspots from 2009 till 2020. A holistic picture of this topic will help researchers to get an overview of this field and develop directions for future studies.