Transformational or informational holidays? An analysis of the message strategies for technology brands in Romania

https://doi.org/10.31178/SC.16.2.01

Roland-Mihai ÎMPUȘCATU 

Abstract: In today’s digital landscape, social media platforms, particularly Facebook, play a pivotal role in shaping consumer-brand interactions, especially in high-interest sectors such as the smartphone market in Romania. This study investigates which message strategies are associated with higher levels of user engagement on the Facebook pages of two leading smartphone brands, Samsung and Xiaomi. The research explores the dynamics between messaging strategies (informational and transformational) and user engagement, providing insights into the digital advertising strategies adopted by these brands during the crucial holiday shopping season. The findings suggest that the informational dimension, notably ration message strategy, generated different types of engagement. In particular, ration led to higher levels of sharing than ego. Furthermore, regarding reactions, ration resulted in greater engagement than ego, routine and sensory. This research contributes to understanding digital consumer engagement and provides valuable insights for marketers seeking to optimize social media strategies in the competitive smartphone market.

Madonna’s four-decade influence: Brand strategy and global impact of the celebration tour  Rio de Janeiro 

https://doi.org/10.31178/SC.16.2. 02 

Pedro BELTRÁN CUERVO, Cecilia VALLEJOS PARÁS 

Abstract: Madonna, a well-known musician and entertainer who has remained at the top of her game for over 40 years, is also a marketing and brand strategist. This research explores the evolution of global perceptions around her brand following her 2024 Celebration Tour, culminating in a record-breaking closing concert in Rio de Janeiro attended by 1.6 million people. Grounded in the theoretical frameworks of Aaker’s and Keller’s brand equity models, the study employs a quantitative methodology using a self-administered online questionnaire distributed among Madonna’s international fan communities. The survey examined the most important components of brand equity. The results suggest that Madonna has a firm stronghold in the entertainment world. Notably, most respondents reported that the 2024 tour enhanced her brand’s value on a global scale. This longstanding impact shows her capacity to continue to be an iconic cultural figure and confirms the longevity and power of her brand. 

The language of luck: An exploration into media discourse on gambling in Romanian news outlets

https://doi.org/10.31178/SC.16.2.03

Alexandra-Teodora BERZOVAN, Ioana NEDELCU, Andreea Alina MOGOȘ 

Abstract: The issue of gambling has become a widely discussed topic. In Romania, this discussion has gained momentum due to public concerns about excessive and unmarked advertising, as well as the proximity of gambling halls to public institutions and schools, posing a risk to young people. Mass-media also plays a crucial role in shaping and directing public opinion. Therefore, this research uses a mixed methods approach, combining quantitative methods with qualitative methods in order to closely examine how the media constructs its narratives about gambling and the individuals involved in such practices. This paper takes into account the predominant frames used in online media coverage of gambling in the general news websites Libertatea and Adevărul and the tabloids Click and Cancan, along with prevailing sentiments and narratives in each case. By using a Media Frames Corpus, the study unveils prevalent themes such as “Policy prescription and evaluation,” “Crime and punishment,” and “Public figures and celebrities”. Notably, sentiment analysis uncovers a pervasive negative tone across all sources, with Click exhibiting the highest negativity. It has further yielded results that showcase general news websites’ focus on legal and regulatory aspects, and tabloids’ tendency to expand on anecdotal, sensational or tragic stories.

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