In addition to the active role, Dr Elvira Bolat took in supporting the BBC One Panorama research team and the editor, Jamie Hamilton, in preparing the latest episode titled, Million Pound Selfie Sell Out, she has also been interviewed by The Times journalist, Kaya Burgess.
The Times article titled ‘Instagram life is far from a pretty picture, insist bloggers‘ talks about the true reality of shiny and glossy lifestyle portrayed by the influencers online with less glam and numerous negative effects on mental health the bloggers/vloggers live with. In addition, the article features one of the Bournemouth Bloggers – Emma Longden, who confirms that being a micro-influencer comes with side effects and pressures, many are not aware of.
Beyond this particular interview, but in numerous media interviews and providing insights to the Panorama research and editorial teams, Dr Bolat’s emphasised that the ecosystem of influencing marketing is much more complex and with the presence of brands and businesses in such ecosystem responsible business practices should be shaping the future of influencer marketing. Influencer marketing is a fantastic phenomenon enabling social media users to express their creativity, connect with various audiences and serve the social purpose. However, as it stands it became a powerful financial engine to further foster consumerism and beyond that harm not only followers but creators of content, who no longer have control, passion, and purpose with their social media storytelling.
In December 2018 BBC World Service has broadcasted its new documentary titled “When you tire of tech”. The documentary is presented by Ana Matronic who explored dangers associated with tech addiction and what is done currently to minimise our over-reliance on tech.
Three weeks ago I had a pleasure and amazing opportunity to attend and engage with fantastic research training – the 4th European University Association (EUA) Funding Forum. The forum took place in one BU’s current and established Erasmus+ links – the Universitat Ramon Llull (Barcelona, Spain).
The 4th EUA Funding Forum, titled ‘Frameworks that empower, universities that deliver’ has primarily focused on macro-level changes that affect models and processes that EU universities traditionally apply.
The opening talk by Joseph Garrell I Guiu, Rector of Ramon Llull University (Spain); Jose Manuel Pingarron Carrazon, Secretary General of Universities (Spanish Ministry of Science, Innovation and Universities) and Rolf Tarrach, President of the European University Association, highlighted the roles of Higher Education Institutions (HEIs) in a deeper engagement with social issues. This naturally can be done via education. However, research and business engagement would require different models of thinking in relation to funding. Investments should be attracted from elsewhere and with the purpose of HEIs being at forefront of sustainable living. BU with its new BU2025 vision and strategic plan puts a large emphasis on responsibility. However, to deliver an evidence-based impact would require reconsideration of processes and in many cases steeping out of the HE comfort zone and take risk by implementing different but importantly efficiency-based approaches.
Following the opening talk, Thomas Estermann, Director, Governance, Funding and Public Policy Development at EUA has presented astonishing statistics on how various HEIs within the EU operate in terms of attracting investment and students. Photo below show extract from the slides, presented by Thomas Estermann.
4th EUA Forum, Thomas Estermann
Thomas Estermann stated that the UK has a 20% decrease in attracting any sort of investment that supports HE sector. This is mainly driven by a lesser exposure to funding opportunities that the UK had access to but also nation-wide issues with decreasing student numbers. This left me wondering what can be done to minimise the gap.
Elvira Bolat, 4th EUA Forum
The event took place over two days, 18-19th October, and was an amazing opportunity to meet a frontline of EU HEIs’ leadership. Combination of plenary sessions and masterclasses offered the participants, not only an opportunity to network, but hear stories of ‘brave’ approaches to leading and managing HEIs and to learn about i.e. new types of partnerships within the HE context that can generate funding to support HEIs’ missions or importance of integrating business intelligence systems and management structures to inform HEIs’ processes.
One of my favourite talks was a panel formed by Mikulas Bek, Rector of Masaryk University (Czech Republic); Francisco Jose Mora Mas, Rector of Universitat Politecnica de Valencia (Spain) and Petra Wend, Vice-Chancellor of Queen Margaret University (United Kingdom).
The 4th Funding Forum Plenary Panel I
The panel shared personal professional stories of their HEIs’ journeys in tackling financial uncertainty. It was quite refreshing to see how HEIs are moving, although I must admit this is a slow follow-up on some comprehensive business models, towards evidence-based decision-making via data mining and data-based intelligence. It is uplifting for me to witness the shift in HE leadership mindset, as my and Dr Gelareh Roushan’s PhD student, Claudia Vanzellotti, is exploring how for instance social media intelligence is embedded into small and medium sized enterprises’ (SMEs) strategic decision-making. In era of Big Data HEIs ought to observe trends around own sector but also other related and unrelated contexts which will spark ideas for efficient processes and funding models that will generate impact. Listening to students and open consented online conversations is also something educators should be doing in order to adapt pedagogical models and deliver effective and exciting education experiences.
Overall, attending the 4th Funding Forum had a number of immediate benefits for me:
Expansion of networks with various organisations (i.e. HEIs, governments, other public organisations and businesses);
A better understanding of the HE environment, challenges and future areas of consideration, critical for the UK HEIs operating in post-Brexit context;
Knowledge around the latest thinking in the debate around sources of funding for HEIs – the programme covered sessions around leadership, evaluation of economic impact of research activities, on how to develop income-generating partnerships, on designing institutional efficiency strategy, university management and overview of next generation of EU funding;
Feeding lessons learned on HE strategic directions into design of new UG and PG programmes across the Business School departments as well as within global engagement models we ought to consider.
Of course following BU’s Fusion I would like to reflect on some teaching and pedagogical lessons I gained from attending the 4th Funding Forum. In particular, I learnt about new TEL tool, Sli.do, that is alternative to Mentimeter and Kahoot and allows engaging large groups of students via Q&A feeders or group discussions to stimulate a better understanding and critical thinking around the content. I already experimented with the Sli.do during several talks in October/November 2018 period and found it easy to use, from both facilitator and audience perspectives. In addition I am planning to use the interviewing / conversational approach to Panel session discussions during the conference that Dr Kaouther Kooli, Dr Julie Robson and I are co-organising with the University of Manouba in Tunis this December.
Last but not least the training, funded by Erasmus+, enabled me to meet and network with the host institution’s colleagues. BU’s Business School has a long lasting and successful relationships in terms of staff and student mobility with the Universitat Ramon Llull (URL). URL is located in fantastic location, Barcelona, and has amazing facilities which are combined by modern architecture and historical buildings.
Quite impressed by Ramon Llull University campus. It is our Business School’s @BUAACSB1 current Erasmus partner so I recommend all students to consider coming and spending a semester abroad here @GlobalBUpic.twitter.com/K6zcm7qY9G
URL did truly amazing job with hosting the 4th Funding Forum, showcasing its facilities, professionalism of staff and students and warm hospitality of Catalonian capital.
Overall it has been an amazing experience, which will feed into many more exciting professional projects for me personally but also for the Department of Marketing, the Business School and BU. To conclude this post, I would like to leave you with this slide:
The 4th EUA Funding Forum: Presentation by Thomas Estermann
To survive, HEIs need to experiment, expand their external networks and defend their autonomy.
If you wish to experience something new, learn, network and enhance your knowledge in areas of research and/or education, and/or professional practice, I would highly recommend applying for the Erasmus+ Staff Mobility Training funding.
Elvira Bolat, Principal Academic in Marketing (The Business School), e-mail:email@example.com
17th IAPNM annual congress is hosted by the BU Business School’s Department of Marketing and is taking place on 6-7 September 2018 at the Executive Business Centre.
Some of key figures to share with you about this year’s congress:
From analysis of the influencing factors that affect the Generation Z’s milk consumption habits, hand washing campaigns, food waste to motivations of businesses to engage with charities – there is so much to hear and learn about.
If you are interested in this area of research and practice or do teach related issues, do join us for this what promises to be thought-provoking and stimulating event. See the full programme in here: IAPNM 2018 programme
Follow us on Twitter: @iapnm2018 or via #iapnm2018
Dr Parisa Gilani was interviewed prior to the publication and addressed all questions of the correspondent. It is critical to highlight that the research itself is based on BU’s BA (Hons) Business Studies with Marketing final year student Claudia Wilkin’s research project. Although the CEL-funded co-creation project focused on understanding what makes social media influencers successful businesspeople, one of the finding was quite fascinating and contributing to literature around FOMO, cyberbullying and leader-followers relationships.
As Mark Bridge noted, there is a need for responsible behaviour and actions within online space and as most of us consume content online, we need to be much more thoughtful on how we express our reactions to various types of content.
I just came back from a beautiful place in Portugal, Covilhã, where I went to deliver teaching to the Department of Management and Economics (Faculty of Humanity and Social Sciences, UBI) students. Covilhã is a city surrounded by mountains.
Serra da Estrela is the highest mountain range in Continental Portugal
It is because of its location, access to water and forest, the city was chosen as the Portugal’s centre of wool and fabrics making. In fact, Covilhã used be known as Portuguese Manchester. However, industrial crises led to a close of numerous factories, with these that are left operating now mainly producing wool for export purposes. Streets of Covilhã are continuous reminder of its heritage and history via unique street art.
Street art (1), Covilhã
Street art (2), Covilhã
Street art (3), Covilhã
Street art (4), Covilhã
UBI is a public university that was established in 1973 as Polytechnic Institute (hence very similar to BU). Currently, UBI hosts more than 7000 students who study across five faculties, Arts and Letters, Sciences, Health Sciences, Human and Social Sciences, and Engineering.
UBI – main campus
The BU-UBI Erasmus staff exchange partnership was first established by Professor Chris Shiel back in 2010. As it stands both institutions have not extended the partnership to cover student exchange because up until now UBI has not delivered their content in English. While teaching digital marketing to both undergraduate and postgraduate students, I have met many Erasmus+ exchange students who came to UBI from Bulgaria, Poland, Spain and Brazil.
UBI – Faculty of Human and Social Sciences
Majority of students expected teaching delivery in English and for this reason, as well as increasing interest towards UBI from EU students, from September 2018 the Department of Management and Economics starts delivery of their business and management courses in English. In light of such positive improvements, it is worth for us reviewing our Erasmus partnership with UBI.
Back to main focus of this post: this teaching opportunity was my first experience of teaching outside the UK and Russia, and first experience of engaging with Erasmus+. My teaching content and learning outcomes were agreed prior to the visit. I was down to teach aspects of e-commerce [I decided to talk about Headless Commerce instead] to final year BA (Hons) Marketing (1st cycle programme) students and digital marketing communications to MA Marketing (2nd cycle programme) students. In both cases students had not covered the topics previously so my aim was to introduce these, explain basics, critique applications and instil interest to read further. I did, however, felt nervous about the language, the pace of teaching and students’ understanding of concepts which might not have been applicable to the context of Portugal. All these fears disappeared as soon as I went to the classroom, saw students and started teaching. Both UG and PG students were extremely engaged with the content. In fact they were complimentary of visual images and infographics.
with final year BA (Hons) Marketing students
Students engaged in discussions as they could easily apply theory to practice and share examples of social commerce or search engine marketing from personal experiences. In fact, I experienced what I could call a teaching co-creation process that benefited both I and students. Students learnt from my UK-based examples and I have learnt so much from students on how digital marketing is done in Portugal. Together we debated nuances of newly implemented GDPR – this sparked so much interest. Being an advocate of digital pedagogy via extending classroom engagement to social media spaces, I had to offer an opportunity to UBI students to connect with me on Twitter, Facebook and LinkedIn. Many of them were surprised and connected immediately. Strangely UBI academics were asking me about this as they were surprised how quickly I persuaded students to engage. I shared with UBI academics few links to BU’s TEL videos and they were quite intrigued by an institution wide initiative to encourage use of educational technology to enhance student experience.
Having spent five days within UBI’s walls (28.05.2018-1.06.2018), I managed not only to deliver teaching but also network with UBI’s academics, present my research (in particular recently accepted research paper on deployment of mobile technology by creative B2B SMEs and its impact on service innovation practices) and deliver a session on netnographic methodology to UBI’s academics and PhD researchers (some of whom came to Covilhã from Brazil).
Finally, as somebody who now lives and breathes Fusion my visit could not be all about teaching. In relation to a joint BU-UBI research, Dr Arminda do Paço and Dr Helena Alves are now working with me on two projects, (1) trust and communication, linked to the Faculty of Management QR-funded project on Trust Repair; and (2) circular economy – a comparative study of consumers’ perceptions in the UK and Portugal. Work on both projects is at the conceptualisation level with the team planning to seek an ethics approval in July and commencing data collection by end of July 2018. To keep up to date with developments connect with me on Twitter or read my work on ResearchGate. In relation to professional practice linked to future research and education, I was privileged to visit the UBI’s Wool Museum.
Wool museum (1)
Wool museum (2)
Wool museum (3)
It has been an amazing experience to hear all about sustainable manufacturing and business practices adopted by wool making factories, practices which are challenged by fast fashion and postmodern consumerism. Sustainability is one of the UN’s, EU’s and the UK’s key research areas. Dr Arminda do Paço and I are now discussing potential to work on joint research involving industrial partners as well as opportunities to organise international field trips for BA Business Studies, BSc Marketing and BA Retail Management students.
In conclusion, this week in Portugal was busy and at the start nerve wrecking, but overall extremely positive and led to many more exciting opportunities for BU and UBI to foster our partnership, work on international research, share best practice in teaching and learning and meet again in a sunny Bournemouth this September.
If you wish to experience something new, share and enhance your teaching practices, I would highly recommend to apply for the Erasmus+ Staff Mobility Teaching funding.
Elvira Bolat, Global Engagement Lead (Department of Marketing), Senior Lecturer in Marketing (The Business School), e-mail:firstname.lastname@example.org
Professor Juliet Memery is presenting Food Waste project
(1) Food waste – this project has received a BA Leverhulme research grant to explore consumer-led strategies for combating the problem of overstocking food. It is astonishing to see some facts and figures around household food waste and learn that the UK is one of largest offenders in this domain. Led by Professor Juliet Memery this research project seeks to understand what consumers do and can do to minimise food waste.
Dr Julie Robson is discussing Trust Repair project
Dr Elvira Bolat introduces the B2B marketing challenges
(3) B2B marketing – is the research field led by Dr Kaouther Kooli. She, together with Dr Elvira Bolat, leads the B2B Special Interest Group of the Academy of Marketing. B2B businesses are the greatest contributors to economic prosperity and in fact the majority of businesses work within complex ecosystems of multiple business players. Interestingly B2B research is hardly covered by the majority of marketing journals and represents an area of enormous research potential that can generate much needed impact for practitioners. This particular project that discusses challenges faced by B2B firms due to digitalisation and ‘poor’ or non-existent branding practices has delivered two special issues with Journal of Business and Industrial Marketing and Journal of Customer Behaviour. Bournemouth University’s academics are now working closely with creative industries practitioners, Institute of Direct and Digital Marketing, and Regent’s University in London to initiate and drive change in B2B branding.
All three projects have attracted internal and external funding and have a series of outputs which will lead to impact case study conversions.
On 16th May ICB kicked off its small series of research sandpits to seek further expansion of the three research projects’ impact.
Academic attendees at the ICB 1st Research Sandpit
First an overview of the current projects was presented. Next, academics from the Faculties of Management, Science and Technology, Media and Communications together with a few local practitioners split into three roundtable (research teams) discussions – to elaborate on potential future research agendas across the three strategic projects. Two-three research directions and suitable external funding opportunities as well as research dissemination plans were identified by each roundtable research team. We are planning to monitor progress of each research team and communicate success stories.
At this point we are planning the second ICB research sandpit – please keep an eye on the Research Blog for further details.
Dr Elvira Bolat has secured Erasmus Staff Teaching Mobility fund to visit and teach at the University of Beira Interior (Covilhã, Portugal) in May-June 2018. Elvira will deliver a social media marketing and online communication course to Master students. This visit will be hosted by Dr Arminda Maria Finisterra do Paço, Assistant Professor in Marketing.
In addition, Dr Bolat is organising and chairing the 17th The International Congress on Public and Non Profit Marketing (IAPNM), an annual event organised by major universities and scientific institutes that offers a friendly atmosphere and professional work environment for the presentation and discussion of the latest scientific and practical advances in the areas of public and nonprofit marketing, as well as in any other issue related to corporate social responsibility, social marketing and management of nonprofit organisations. IAPNM will be held in Bournemouth on 6-7 September 2018. The event attracts academics, businesses, public organisations and non-profit organisations across the world. Bournemouth being a Sustainable Fish city of Europe will continue building on its current reputation in a sustainability agenda. Dr Arminda Maria Finisterra do Paço and Dr Helena Maria Alves, from the University of Beira Interior, are members of IAPNM scientific committee. Travel to and teaching in the University of Beira Interior will allow Dr Bolat to discuss organisation of IAPNM in Bournemouth as well as enable collaborative research projects via joint funding proposals and research papers around use of social media in NGO’s (non-governmental organisations), tourism or HEI (higher education institutions).
Overall the visit will strengthen and expand the partnership between BU and the University of Beira Interior, especially in relation to the nonprofit marketing discipline.
On behalf of the International Association on Public and Nonprofit Marketing (IAPNM), we are pleased to announce that Bournemouth University’ Department of Marketing will be hosting the 17th IAPNM Congress in September 2018.
The International Congress on Public and Non Profit Marketing (IAPNM) is an annual event organised by major universities and scientific institutes that offers a friendly atmosphere and professional work environment for the presentation and discussion of the latest scientific and practical advances in the areas of public and nonprofit marketing, as well as in any other issue related to corporate social responsibility, social marketing and management of nonprofit organisations.
IAPNM not only receives contributions from marketing and management, but also from academics and professionals from other related disciplines, who are concerned with or interested in these areas of knowledge.
The Congress, whose first meeting took place in 2002, provides a point of productive meeting to encourage collaborative projects and to foment international cooperation research.
We look forward to welcoming you in Bournemouth with a vibrant programme.
B2B marketing is an important sector in social sciences and relevant to many academics and practitioners. The B2B label has become out-dated; lacks focus, clarity and accuracy as a descriptive classification; and fails to inspire interest and enthusiasm. This event calls on marketers to rethink the B2B label by engaging relevant stakeholders: researchers, practitioners and educators, in an in-depth conversation on what B2B means today.
4th B2B colloquium – welcome talk by Dr Kaouther Kooli
Led by Dr Kaouther Kooli academics from the Department of Marketing, Faculty of Management (BU) and Professor Merlin Stone from St Mary’s University are co-organising a conference aimed at rethinking the Business to Business label. This event calls on marketers to rethink the B2B label by engaging relevant stakeholders: researchers, practitioners and educators, in an in-depth conversation on what B2B means today.
4th B2B colloquium – parallel session
The conference is taking place on 18thDecember 2017 at St Mary’s University Twickenham. The half day event will engage the B2B community (researchers, practitioners and educators) in an in-depth conversation on B2B marketing with the aim to define what B2B is and exchange new ideas about how to advance academic and practitioner thinking in this area.
Round tables will be facilitated by Dr Kaouther Kooli, Dr Julie Robson and Dr Elvira Bolat, all of Bournemouth University and specialists in B2B marketing. A detailed programme can be downloaded in here.
Attendance is free. We are welcoming all academics, PhD candidates, UG and PG students as well as practitioners.
Her research titled ‘From Compassion to Defence: Exploring Service Brands’ Trust Repair Mechanisms across Traditional and Digital Media’ is the sub-project of the Faculty of Management’s QR-funded project on Trust Repair in the service sectors, led by Dr Julie Robson.
Using integrative content analysis and emotional text analysis, Dr Bolat’s project will explore the trust repair process and trust repair mechanisms used in the context of traditional and digital media, within selected high profile trust erosion cases in the service sectors. Dr Robson (Department of Marketing, FM), Professor Juliet Memery (Department of Marketing, FM) and Dr Caroline Jackson (Department of Leisure and Events, FM) are acting as mentors for the project and advising on the contextual setting of the study.
Moreover, this project supports Dr Bolat in acquiring new skills in quantitative analysis of qualitative data and deepening understanding and use of language processing software.
Dr Bolat comments: “Academy of Marketing is one of the biggest international organisations to support marketing scholars and to be one of the few recipients of this prestigious funding scheme is an absolute honour. This also helps our QR project to extend its impact and reach.”
Trust Repair team has delivered a successful Festival of Learning 2017 event on 11 July titled ‘Lies and Scandals: Whatever happened to Trust?’ and received an overwhelmingly positive feedback from the audience. Once of things that came out of this interactive event is a powerful impact media has on stakeholders’ interpretation of organisational transgressions and, therefore, on ability of brands to repair trust damage. Hence, this sub-project will help in extending scholar’s and practitioners’ understanding on role of both traditional and digital media play in repairing trust towards brands.
This grant is a very positive recognition of BU’s standing internationally and nationally within marketing and consumer behaviour research and contributes towards a growing impact generated by Influences on Consumer Behaviour research centre.
To connect with Dr Bolat, email at email@example.com or tweet at @Elvira_MLady
Business Consultancy pop-up store was a 1-day event, organised to aid SMEs in realising their potential and growing their businesses.
Morning sessions enabled individual attendees to have 1:1 consultancy with four academic experts:
Dr Parisa Gilani (leadership)
Dr Sara Hourani (dispute resolutions)
Dr Parisa Gilani consulting businesses regarding the leadership agenda of SMEs
Dr Nasiru Taura (entrepreneurship)
Dr Elvira Bolat (digital marketing).
Afternoon sessions included quick-fire talks for all attendees:
Maximising the impact of leadership development for your business – Dr Parisa Gilani
Business failure: real options for finance and running your business – Dr Nasiru Taura
Online dispute resolution: more efficient ways for resolving customer disputes – Dr Sara Hourani
(Re)energising your business with digital: six essential tips – Dr Elvira Bolat.
Both parts of the event were well attended by students, staff and primary local businesses, among which are Creatful, Kindred, Eat Pho Ltd. BU academic experts are now in conversation with individual SME owners to see how BU can further support these businesses in desire to grow. Most businesses are now considering to work with BU’s Student Project Bank to allow students to work on individual assignments that will greatly benefit both businesses and students.
In addition, during the event we have organised tombola. The winning number is 2 and now local Vietnamese restaurant, Eat Pho Ltd, is going to receive 1 hour 1:1 consultancy with all four academic experts.
Signature dish of Eat Pho, source: https://media-cdn.tripadvisor.com/media/photo-s/08/36/07/20/highly-recommended-our.jpg
Congratulations to Eat Pho Ltd and we are looking forward to making a difference for your truly amazing business.
We would like to thank BU Events and RKEO teams as well as BSc Marketing students (Molly Oven, Danielle Hearn, Annaik Mackel, Andrew Herschtal) for supporting the event and organising it to such high standard.
The Digital Me pop-up photo exhibition took place on 5th November. The event was part of the ESRC Festival of Social Science and took place at Sovereign Shopping Centre.
Dr Elvira Bolat and Dr Parisa Gilani were lead organisers of the event with the help of incredible Knowledge Exchange & Impact Team made the event an absolute hit: over 243 people engaged with the event and learnt about Bournemouth University’s research into digital. In particular, visitors were interested in the following three topics: digital addition, slacktivist behaviour, and age difference in consumption of mobile social media.
Research featured on the microsite and via images was a collection of studies conducted by staff and students from the Faculty of Management, Faculty of Science and Technology and Faculty of Media and Communications.
Two Faculty of Management academics, Dr Mohamed Haffar and Dr Elvira Bolat, are selected as keynote speakers for the 6th International Conference on Modern Research in Management, Economics and Accounting, which is held on 15th November at London South Bank University.
Dr Haffar from the Department of Leadership, Strategy and Organisational Behaviour is presenting on the following topic, ‘Guidelines for organisational sustainability in an era of radical change: The vital role of employees readiness and commitment to change’. Dr Bolat from the Department of Marketing is talking about ‘Digital transformation and its implications for academia and practice’.
The MEAConference aims to pave an international way for leading academics, active researchers, experts, industry leaders and interested scholars to communicate and exchange their viewpoints on latest scientific findings and practical experiences in the fields of Management, Economics and Accounting. Besides, the Conference attempts to examine the scientific and practical challenges in their application process across all geographical regions as well as at diverse local, national, regional and international levels.
Bournemouth University’s, Dr Elvira Bolat and Dr Kaouther Kooli, and Professor Len Tiu Wright from University of Huddersfield have published new article in Journal of Business and Industrial Marketing.
“The study is amongst the first to provide insights into B2B firms’ practices of using mobile social media. This paper found that marketing and advertising firms use mobile social media for branding, sensing market, managing relationships and developing content. Mobile social media is treated by businesses as a strategic firm-specific capability that drives firms’ competitiveness, where imitation of such capability by competitors is limited because mobile social media skills are specific to individuals within organisations and mobile social media routines are manifested as a result of firm-specific mobile social media skills’ interactions.”
Access full article by clicking on the image below.
For me last academic year (2015-16) was amazing in terms of fantastic things I have been working on with UG and PG students. One of these projects was study on Slacktivists’ behaviour – study initiated and conducted by brilliant BA (Hons) Business Studies with Marketing student (about to graduate), Freya Samuelson-Cramp.
Results of Freya’s study have been extensively shared with external audiences, i.e. at ‘Parallel worlds: real life vs digital personalities‘ BU Festival of Learning event organised in partnership with Barclays Digital Eagle Labs and at ‘Digital Planet and its People’ BU Global Festival of Learning in Sias Internationa, China. ‘Slacktivism’ is a term that combines the words “slacker” and “activism“, it is most commonly associated with actions like signing online petitions, copying social network statuses or changing a profile photo in aid of a cause. Freya’s study, under my supervision, haa examined how slacktivists are behaving when it comes to charity-related content and what personality traits as well influencing factors drive slacktivist behaviour.
This topic in actual fact deserves recognition in other contexts of studies as slacktivism is a norm behaviour in online, social media, context and is exercised in relation to any type of social media content.
However, the reason for this post was primarily to communicate latest recognition and progress events that both Freya and I were part of.
Firstly, Freya’s final year research project was shorlisted for the ‘Best Bachelor’ thesis category at the Digital Communications Awards (DCA) 2016. The DCAs exclusively honour achievements in the field of digital communication throughout Europe and welcomes practitioners from various industries! It is prestigious event judged and attended by world-known pioneers in the field of digital communications. Freya has defended her work and was praised for rigorous methodological approach as well as topic that has interest and relevance to all businesses involved in use of social media channels.
Secondly, on 6-7 October 2016 I have presented joint conference paper titled ‘Helping the world one ‘like’ at a time – The rise of the Slacktivist‘ at the 5th International CSR Conference which took place in Bocconi University, Milan – fantastic conference, organised and chaired by BU academic Dr Georgiana Grigore. Once again, the paper has received enormous interest with follow-up controversial discussions around the notion of slacktivism and we are now working on submission of full paper as the book chapter.
Freya now works as account executive at Good Agency and about to graduate with First-class honours degree. In contradiction to all stories of UG student-academic collaborations, which end at the graduation point, I and Freya are planning to continue working together on understanding further what constitutes stacktivism behaviour. Apart from that we invite to Digital Me photo gallery event, part of the ESRC Festival of Social Science, which takes place on 5th November at the Sovereign Shopping Center.
Finally, hope this positive story can inspire you to co-create with students. We also would love to thank CEL for funding the project through Co-creation fund, GlobalBU team, Department of Marketing (Faculty of Management) and Department of Leadership, Strategy and Organisational Behaviour (Faculty of Management) for ongoing support in conducting research and disseminating results of our study.
Any questions about our story, mentioned conference paper or Digital Me event, email at firstname.lastname@example.org
Dr. Elvira Bolat in the Faculty of Management published her latest paper today in the Journal of Customer Behaviour. This paper focuses on one of the issues Dr. Bolat has explored in her PhD thesis – values deriving from mobile technology use. No existing research maps and discusses holistically the values deriving from mobile technology use, capturing both strategic and operational opportunities, which are most likely to emerge in the business-to-business (B2B) context. This empirical paper addresses this gap. An adapted grounded theory approach is applied to collect and analyse in-depth interviews with 28 B2B practitioners from advertising and marketing firms. Whether mobile technology is a simple means to advanced communication with no physical boundaries of time and location, or a business tool to boost creative thinking, this study concludes that mobile technology represents a novel and unique category of technology because of its core distinctive feature, ‘being mobile’. B2B practitioners argue that the true nature of mobile technology lies in seeing it as a source of value that derives from using mobile technology. B2B practitioners view mobile technology not only as a purely technical tool (functional value) enabling effective communication (social value) but as a strategic tool driving balanced and flexible ways in managing business (emotional value) and enabling creative thinking (creative value).
Full reference to the article: Bolat, E., 2016. Business practitioners’ perspectives on the value of mobile technology. Journal of Customer Behaviour, 15 (1), 31-48.
Dr. Elvira Bolat and her research supervisee, Jack Strong (BA Business Studies 2015 graduate), in the Faculty of Management published her latest paper today in the Journal of Customer Behaviour. The paper is more focused version of Jack’s final year research project which focused on Panasonic where Jack had done his placement during the third year of the studies. This paper explores customers’ perspectives on branding and the role of digital technologies in Business-to-Business context. Branding is a well-researched notion in the business-to-customer (B2C) environment but a concept which is unexplored in the business-to-business (B2B) context. Conceptually, similar to B2C organisations, digital communication via digital tools and devices allows B2B organisations to experience the benefits of exposing their brands to a wider audience. In reality, questions of whether branding is purposeful in the B2B context and what role digital technologies play in B2B branding remain open. This study explores branding in the B2B context, using Panasonic as a case study, to consider the value of B2B branding from the B2B customer (buyer) perspective. Results indicate that B2B branding is of importance in the B2B context, in particular for an organisation such as Panasonic where reputation is a driving force in attracting new B2B customers and nurturing long-term relationships with existing B2B customers. Moreover, this study concludes that whilst use of digital technologies enables the portrayal of brand perceptions of Panasonic, digital technologies have yet to be fully embraced for the purpose of branding in the B2B context.
Full reference to the article: Strong, J. and Bolat, E., 2016. A qualitative inquiry into customers’ perspectives on branding and the role of digital technologies in B2B: A case study of Panasonic. Journal of Customer Behaviour, 15 (1), 97-116.