Search Results (13)

This study aims to identify and evaluate the essential design features, strengths, and limitations of a virtual reality (VR) application that has been developed to train an international sales force effectively for a premium global wine brand. The study emphasizes the value of stakeholder-driven iterative development and systematic evaluations. A case study methodology was adopted for the research, focusing on a VR training application, developed for Marchesi Antinori. The Scrum framework was employed to facilitate iterative stakeholder collaboration. A qualitative evaluation was conducted using focus groups, comprising marketing, communications, and sales representatives. A systematic application of natural language processing (NLP) embedding techniques and recursive clustering analyses was undertaken to interpret stakeholder feedback. The findings suggest that stakeholder-driven, iterative processes can significantly enhance the effectiveness of VR applications by providing a clear structure for immersive storytelling that focuses on terroir characteristics, vineyard operations, and cellar practices. Stakeholders acknowledged the potent educational benefits of VR in regard to business-to-business (B2B) sales training. However, they also highlighted significant limitations, including user discomfort, concerns about authenticity, and variations in market receptivity. Alternative immersive technologies, including augmented reality and immersive multimedia environments, have emerged as valuable complementary approaches. This study addresses a significant gap in the literature by examining the application of VR technology for B2B sales training in the premium wine industry. The study integrates an iterative Scrum methodology with advanced natural language processing (NLP) analytical techniques to derive nuanced, context-rich insights. Full article

In an increasingly competitive global tourism context, territorial branding plays a key role in enhancing the visibility, identity, and resilience of regions. This study focuses on the Algarve, a region in southern Portugal, and investigates how innovation and competitiveness are reflected in its digital communication strategy. Using a mixed-methods approach, this research combines the quantitative analysis of 689 social media posts published in 2024 on Facebook, Instagram, and YouTube with the qualitative content analysis of 38 documents and the official website of Algarve. The findings reveal a coherent and visually appealing brand narrative centred on the coastal identity of the Algarve, complemented by content related to nature, gastronomy, and cultural heritage. Instagram stands out as the most engaging platform, particularly when posts adopt a participatory tone, emotional storytelling, and references to specific locations. However, only 6.4% of the content surpassed the 1% engagement threshold, suggesting limited audience connection. The website presents a broader thematic range but under-represents intangible heritage and local products.The Algarve brand successfully projects an aspirational image based on landscape and leisure but would benefit from greater content diversification, enhanced stakeholder integration, and expanded narrative strategies to strengthen digital engagement and destination competitiveness. Full article

Although the opening series of Bridgerton, a nineteenth-century mixed romance, was celebrated for the casting of Black characters, its use of white–Black inter-marriage is part of UK–US storytelling traditions that treat mixed relationships as worthy of screentime only if they involve a white person—what Derrick Bell in 1980 coined as ‘interest convergence’: when Black people are only allowed to progress with the interests of white peoples. Discussing Bridgerton as part of a wider anti-Black brand of Equality, Diversity, and Inclusion [EDI], this paper argues that the way its Black characters are used and abused on screen is like a digital lynching. Here, white characters use Black people (i.e., to give them children) while simultaneously keeping them mentally dependent on the white family. While there is not a physical death, the place of Black partners in this so-called alt-London is nothing short of a zombification of Black humans. Additionally, this paper encourages readers to think about how the near-exclusive use of white-centring mixed love as representative of all mixed romance is racist. In other words, even in fantasy, Black men are written out of Blackness, forced to take on the culture of their partner. As this “fantasy” occurs in a world “made white” by colonialism, characters like Simon Bassett and Marina Thompson do not “pass” for white, but their world is one where few “see” colour except when Black folks upset white spaces. Those who choose not to “see” are most in fear of losing power, as novelist Toni Morrison writes in Playing in the Dark: Whiteness and the Literary Imagination “it requires hard work not to see”. Full article

Against the background of B2C e-commerce platforms, ecological agricultural enterprises often overlook the issues of quality and safety, as well as product image shaping, during their operations, thereby affecting consumers’ purchase decisions. This study adopted authoritative scales and utilized data from 201 questionnaires to empirically investigate the influence of brand images on brand attitudes. Firstly, variables of consumers’ perception and brand attitude were measured through questionnaires. Secondly, regression models were used to discuss the impacts of different brand storytelling themes on brand attitudes. Finally, models of the mediating and moderating effects were employed to empirically study the mechanisms of consumers’ perception and regional familiarity. The research results indicate that brand storytelling themes of ecological agricultural products have a significant positive impact on consumers’ brand attitudes. Consumers’ perception of authenticity plays a mediating role, while regional familiarity acts as a moderator. The research conclusions enrich brand evaluation systems, deepen the related research on brand storytelling themes of agricultural products, reveal the inherent mechanism of the influence of brand storytelling themes of ecological agricultural products on consumers’ brand attitudes, and provide a reference for the practice of regional brand narratives of agricultural products. Full article

Graphic designers play an important role in producing various types of designs to meet the promotional needs of a business, especially in today’s digital media industry. This is closely related to marketing at Kumparan which requires design execution through the visual marketing team. Kumparan is an Indonesia’s leading digital news media platform, leveraging data and innovation to deliver fresh content to millions of readers daily through world-class storytelling and journalism. This paper shows the role of a graphic designer carrying out creative execution on the Kumparan visual marketing team in meeting the needs of KumparanPLUS premium content that tries to keep up with the times and the transformation of the new media industry with an interactive communication approach. The focus of KumparanPLUS is the provision of premium content to meet the information needs of the various types of Indonesian people with attractive visual presentations in the form of cover collections, cover stories, social media content, and infographics. This research is observational research conducted at Kumparan. The data were obtained from interviews, observations, assessments, and applications of graphic design practices. The contribution of a graphic designer will be seen through the results of creative execution to produce content with high engagement and achievements on the social media platform Instagram which has experienced a drastic increase from the number of followers of 11,000 within 4 months, as well as the interaction of each audience from each post. With the activities of the visual marketing team itself, it is expected to be able to achieve the main goal of premium content, namely brand loyalty. Full article

This study investigates the effects of tourism storytelling on the tourism destination brand value, lovemarks and relationship strength. The survey data was collected from 259 respondents who had experienced tourism storytelling in South Korea. Among the determinants of tourism storytelling, uniqueness, interestingness and educability have significant effect on tourism destination brand value. Sensibility, descriptiveness and interestingness have significant effect on the lovemarks formation. Both brand value and lovemarks are found to affect relationship strength. The study further found that the rational factor has more influence on the brand value whereas the emotional factor has more influence on the lovemarks. The study made a theoretical contribution by examining whether tourism storytelling affects lovemarks and could boost relationship strength. The managerial implication of this study is that DMO should make efforts to form a lovemarks for tourism destinations. Full article

Throughout history, the natural perishability of food and its inconstant supply over the year have influenced family diets and local food traditions worldwide. These critical issues have been managed in two very different ways: by preserving raw foodstuffs, or by processing them. Underground spaces have often been used for both purposes. Their use for the preservation or processing of foods is a case of successful adaptation of local skills and technologies to the management of local resources and environmental conflicts. This paper, after proposing a methodological approach for elements included in the function “food” of the new-born Underground Built Heritage (UBH) class, lists the main characteristics of three different types of artefacts falling within this category: iceboxes, cellars, and traditional food production. For each group, several examples from all over the world are presented. After this overview, the paper turns to a case study of Italian production of cheese in caves and the general level of protection guaranteed by the current European and Italian legislation to the connection between given food specialities and the UBH used in their production. After introducing the general context, the article analyses the production of traditional Italian “cave cheeses” in detail, with particular reference to Taleggio, Fossa di Sogliano, Canestrato di Moliteno, Pallone di Gravina, and Grotte del Caglieron cheeses, in order to determine how and whether UBH is included in dedicated marketing strategies such as the choice of a product’s logo and the product’s branding and storytelling. Full article

Introduction: Currently Europe regards itself as a leader in the global race towards smart automated transport. According to ERTRAC, European Road Transport Research Advisory Council, automated driving innovation is motivated by technological advancements as well as “social goals of equality”. This article analyzes to what extent such dimensions of gender and diversity have become visible in smart car advertisements and how they correspond with the notion of Gender-Smart Mobility, which signifies equal and accessible transport solutions. Methods: Guided by theoretical notions of gender scripts and discourse analysis, this article addresses how perspectives of smart technology, gender, and class are carved out and handled in YouTube videos applied as marketing tools. Using visual analysis as a method, videos from well-known car producers such as BMW and Volvo are scrutinized. The visual analysis includes a presentation of the car company, descriptions of the most relevant YouTube videos, and discussion of the findings. Results: The visual analysis of the Volvo and BMW YouTube videos points to the lack of inclusiveness. There continues to be a prevalent reproduction of gendered stereotypes in the videos, not least in the notion of ‘hyper masculinity’ storytelling by BMW and how leaders (be they women or men) look, i.e., middle-class people. Volvo, on the other hand, has maintained its focus on female professionals in parallel with the introduction of new and energy-saving cars. Yet, a rather one-sided presentation of a professional business-woman is depicted as a replication of the businessman. Conclusion: In the final section, it is assessed how the visual branding complies with the notion of Gender-Smart Mobility, a concept that was developed in the EU Horizon 2020 project TInnGO. The two brands meet the Gender-Smart Mobility indicator, but only to some degree. None of the companies are fully inclusive, and it is difficult to label them as gender-smart and sustainable despite their ambitions of feeding into the green transition. Full article

The digitalization of cultural routes and virtual storytelling has emerged as a way of showcasing to individuals the heritage of different cultural universes. Regarding this fractional environment, and as a by-product of the international EU funded iHERITAGE project, (B_A.2.1_0056), the goal is to create, through an innovation-driven growth process and technological transfer, brand strategies for the affirmation and better knowledge of intangible realities in the Mediterranean region. The Sicilian Tourism Department in Italy is the project’s lead beneficiary, with representative partners throughout six Mediterranean countries (Italy, Egypt, Spain, Jordan, Lebanon, Portugal). The case study in Portugal is being developed in Tavira, through the intangible cultural heritage of the Mediterranean diet. The research based on the cultural experience, the history of the landscape and the sense of identity and continuity of knowledge is reassigned into a digital platform—the creation of apps and, within this, the design of a virtual route that navigates key geographical places. These apps will later revolve around one of the cultural elements of the Mediterranean, namely, the olive oil activity, with a detailed presentation of the manufacturing process, as well as its didactic interpretation and dissemination about the protection and conservation of Mediterranean research. The methodological approach is developed through the analysis and interpretation of a detailed list of references, fieldwork in a plurality of sites, contextual inquiries and interviews. As a powerful tool for internet marketing and research, these apps will reinforce identity, hospitality and tourism enterprises connected through the virtual itinerary, allowing a closer interaction between tourists and locals, endorsing the rise of technological development, as well as to drastically reduce environmental and ecological risks. Full article

Co-creation in place branding is used as an umbrella term for the complex brand meaning emerging through stakeholders’ participation in place activities, their contribution, collaborations and interchange of ideas and resources. Co-creation is often an aspiration for places to create and promote their brands collectively. In this context, storytelling—an old technique used in corporate marketing to instigate brand stakeholders’ participation—serves as a method which facilitates place brand co-creation through shared place stories. With the rise of online interactions, the chances of place stakeholders’ participation in brand meaning creation increase, and place stories are effective in allowing diverse place meanings to emerge from various stakeholders. However, when storytelling emerges as a marketing tactic, mostly from a top-down campaign, the stories are not always accepted by all place stakeholders, and they create contrasting brand meanings. The paper aims to investigate the benefits and risks of participation in “Many Voices One Town” (2018), a top-down campaign from Luton, UK, which used storytelling to instigate place brand co-creation. The campaign was created by the Luton Council with an external advertising agency. The campaign attempted to tackle the town’s segregation issues and foster community cohesion through the promotion of seven selected Lutonians’ stories about their diverse and multicultural experiences of living in Luton. The study employs a qualitative methodology to analyse the MVOT case study. Interviews with the council and participants in the campaign and netnographic data from Twitter, Facebook and Instagram were used to gain an insight into residents’ participation in a top-down approach and examine the outcomes of co-creation. Residents’ participation in such a campaign shows numerous benefits but also risks for the place brand. The findings show that participation can sometimes intensify disputes about the town if people’s needs are not properly addressed. The study highlights the importance of open communication between all parties involved in the process, bringing into focus the need for careful coordination of top-down initiatives in line with stakeholders’ needs. It also demonstrates the ‘power of the people’ in the sense that stakeholder engagement with the shared stories led to negative outcomes that were not predicted by the Council. Full article

Short videos have become the most-liked medium for Chinese consumers to learn about a brand’s products or services. This paper assesses how short video storytelling shapes Chinese consumers’ perceptions towards blockchain-credentialed Australian beef and their willingness to pay (WTP). A controlled experiment with a one-minute short video was implemented in an online survey. Respondents in the treatment group watched the video before filling out the survey, whereas respondents in the control group did not. The paper analyses and compares the empirical results from local (n = 76) and foreign (n = 27) consumers. Results illustrate that the short video, as part of our food communications, positively shapes consumer perception towards meat quality, labelling and traceability trust of Australian beef but has only slight or even negative effects on WTP. This could be due to the short video offering consumers a sense of supply chain visibility but not delivering the right messages to meet their expectation of blockchain credentials. Furthermore, short video storytelling effects vary among consumers with different socio-economic characteristics. Our results posit that short video storytelling can be a useful tool in communicating blockchain-credentialed food products but require the design of a tailor-made storytelling experience for diverse consumers. Full article

Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a “collage” of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical “collage” genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences. Full article

The purpose of the research is exploring the resonance of advertising benefits of storytelling in marketing from the perspective of consumers’ purchase intention. The college students are the study objects to watch different advertisement stories of different video duration, and compares the differences in the influence of different advertisement stories on college students’ purchasing inclination to reflect the advertising investment profits. The study found that the longer video duration of the advertising story, the more positive the consumer’s perception of the brand image and brand identity, and the more likely it is to promote consumers’ purchase intention for the brand. Full article