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Why Zlatan Ibrahimović is Bigger Than Manchester United: Investigating Digital Traces in Co-branding Processes on Social Media Platforms
Umeå University, Faculty of Social Sciences, Department of Informatics. (Swedish Center for Digital Innovation)ORCID iD: 0000-0002-0441-0547
Umeå University, Faculty of Social Sciences, Department of Informatics. (Swedish Center for Digital Innovation)
Beedie School of Business, Simon Fraser University, Canada.
2019 (English)In: Proceedings of the 52nd Hawaii International Conference on System Sciences, 2019, p. 2729-2738Conference paper, Published paper (Refereed)
Abstract [en]

The purpose of this study is to examine the co-branding activity on social media platforms, particularly in regard to company-employee relationship. We conducted a case study of co-branding on Instagram involving the soccer club Manchester United and the soccer player Zlatan Ibrahimović. We performed sentiment and emotional tone analysis, assessed intersection of the audience and illustrated non-verbal communication used by social media users. We demonstrated how the soccer club failed to capitalize on co-branding activity as measured through consolidating the audience, generating consistent emotional response, and creating a coherent message. This paper contributes to social media management research by illustrating the difficulties associated with co-branding between personal and corporate brands as well asynchronous communication. Further, our use of digital traces and computational analysis illustrates how access to social media can illuminate research activities and provide insight about online communication.

Place, publisher, year, edition, pages
2019. p. 2729-2738
Keywords [en]
computational methods, digital traces, social media management, social media, co-branding, Social Media Management in Big Data Era, Digital and Social Media
National Category
Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:umu:diva-155553ISBN: 978-0-9981331-2-6 (electronic)OAI: oai:DiVA.org:umu-155553DiVA, id: diva2:1281176
Conference
Hawaii International Conference on System Sciences, 2019, 8-11 January, Maui, USA
Available from: 2019-01-21 Created: 2019-01-21 Last updated: 2019-09-03Bibliographically approved
In thesis
1. Digital innovation management: investigating digital trace data in online communities
Open this publication in new window or tab >>Digital innovation management: investigating digital trace data in online communities
2019 (English)Doctoral thesis, comprehensive summary (Other academic)
Alternative title[sv]
Digital innovationshantering : en undersökning av digital spårningsdata i onlinemiljöer
Abstract [en]

Firms and individuals are interacting online on an unprecedented scale. These interactions may lead to new digital products, services and practices, all of which are manifestations of digital innovation. This process relies on records users leave on various digital platforms which carry information about their activities – digital trace data. The data is generated on a massive scale, yet is just data until it is confronted with meaning – its value remains latent. Digital trace data is agnostic about future use, it carries records of interactions with digital artifacts and is available to wide numbers of actors to reinterpret them as sources of innovation and value creation. Online communities where data is generated can be sources of innovation, but are also extremely vulnerable. Digital trace data are not finitely expendable but may be used and passed along to any other individuals, partners, customers, or suppliers. To remain competitive, firms increasingly need to manage dynamic interactions of online community members, confront digital trace data with meaning, and facilitate innovation that is decentralized and requires heterogeneous knowledge resources.

This dissertation explores how digital innovation can be leveraged in the context of online communities. It is based on four empirical investigations in the context of firms interacting with online communities that are rich with digital trace data. Collectively, these studies illustrate the potential utility of digital trace data generated by online communities for digital innovation, and suggest possible strategies for effective management of digital innovation for value creation. The dissertation contributes to both theoretically and empirically oriented discourses on the use of digital trace data. Specifically, it does so by providing propositions for dealing with digital trace data through platform design, community sociality, and narration for digital innovation.

Place, publisher, year, edition, pages
Umeå: Umeå universitet, 2019. p. 73
Series
Research reports in informatics, ISSN 1401-4572 ; 19.03
Keywords
Digital innovation, digital trace data, online communities, computational methods, recombination
National Category
Information Systems, Social aspects
Research subject
computer and systems sciences
Identifiers
urn:nbn:se:umu:diva-162950 (URN)978-91-7855-111-8 (ISBN)
Public defence
2019-09-27, MA121, MIT-huset, Umeå, 14:00 (English)
Opponent
Supervisors
Available from: 2019-09-06 Created: 2019-09-03 Last updated: 2019-09-18Bibliographically approved

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Mankevich, VasiliHolmström, Jonny

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