nep-cul New Economics Papers
on Cultural Economics
Issue of 2021‒09‒06
three papers chosen by
Roberto Zanola
Università degli Studi del Piemonte Orientale

  1. It’s selling like hotcakes: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics By Rohde, Paul; Mau, Gunnar
  2. Development of Urban Cultural Center Area Project with Strategic Planning Approach: A Case Study of Atatürk Cultural Center in Ankara, Turkey By Harun Tanrivermis; Md Moynul Ahsan; Sinan Güne; Aylin Blengabs; Orhan Matarac
  3. Tailoring rice varieties to consumer preferences induced by cultural and colonial heritage: Lessons from New Rice for Africa (NERICA) in The Gambia By Britwum, Kofi; Demont, Matty

  1. By: Rohde, Paul; Mau, Gunnar
    Abstract: Purpose: This study aims to examine the ability of the social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on YouTube for influencer-owned brands and products. Design/methodology/approach: The theoretical lens was a framework of seven evidence-based social influence heuristics (reciprocity, social proof, consistency, scarcity, liking, authority and unity). For the methodological lens, a qualitative case study approach was applied to a purposeful sample of 6 SMIs and 15 videos on YouTube. Findings: The evidence shows that self-promotional influencer marketing in long-form video content is relatable to all seven heuristics and shows signs of high elaboration, innovativeness and skillfulness. Research limitations/implications: The study reveals that a heuristic-based account of self-promotional influencer marketing in long-form video content can greatly contribute to the understanding of how various well-established marketing concepts (e.g. source attractivity) might be expressed in real-world communications and behaviors. Based on this improved, in-depth understanding, current research efforts, such as experimental studies using one video with a more or less arbitrary influencer and pre-post measure, are advised to explore research questions via designs that account for the observed subtle and complex nature of real-world influencer marketing in long-form video content. Practical implications: This structured account of skillful and creative marketing can be used as educational and instructive material for influencer marketing practitioners to enhance their creativity, for consumers to increase their marketing literacy and for policymakers to rethink policies for influencer marketing. Originality/value: Prior research has created a body of knowledge on influencer marketing. However, a conceptual disconnect has hampered the advancement of the field. The social influence heuristics framework is a highly functional conceptual bridge that links the qualitative and quantitative evidence and will advance the understanding of influencer marketing more effectively.
    Keywords: celebrity endorsement; children; influencer marketing; long-form video marketing; native marketing; social influence; social media marketing; social psychology; vlog; young people; YouTube
    JEL: L81
    Date: 2021–08–10
  2. By: Harun Tanrivermis; Md Moynul Ahsan; Sinan Güne; Aylin Blengabs; Orhan Matarac
    Abstract: Integrated strategic urban planning in many cities and countries, as well as analysis of current situation in local development, urban transformation and urban conservation together with the participation of all stakeholders in various activities, poses an impact on the success of a project. It is possible to create a useful model with the participation of local people and other stakeholders in the use of urban space, conservation of areas and monuments of natural and historical value and in this way, the success of sustainable urban revitalization at the local level can be improved. In order to develop sustainable approaches to the conservation and revitalization of archaeological, historical and urban areas, it is necessary to increase compliance with local community values, contemporary needs, public participation and stakeholder satisfaction levels. Because, in the analysis of urban development, conservation and real estate projects through a strategic planning approach with the participation of local people and the private sector is considered among the main conditions for ensuring the sustainability of projects. In recent years, importance and priority have been given to the analysis of open and green areas, parks, conservation areas and urban transformation implementation projects in cities, and integrating strategic planning model has adding value in the process. In the city centre of Ankara province, which is the capital of Turkey, there are several large areas among which the most important is Ataturk Cultural Center (AKM) area, which is an historical centre of the city in the Zubeyde Hanm neighborhood of Altindag District. In this study, physical, economic, legal, social and environmental indicators of Atatürk Cultural Center area were determined. In addition to ensuring the preservation and development of historic urban spaces, opportunities for the development of an adequate and effective strategic model and practice-based management tools were evaluated. In the analysis of AKM case study, the relationship between the historical development and the environment of the area was revealed by using the current situation analysis and region data. Based on historical and cultural characteristics and stakeholder views of the area, current use of status and problem analysis of region called the green belt and historical city centre of Ankara Province was conducted. With the data obtained, the difference/gap analysis related to the region was performed and the possible risks were examined in various aspects. In addition to the survey work, project alternatives were determined by taking into account the property and zoning data related to the region, the historical, cultural and symbolic characteristics of the region, and the most appropriate alternative was selected using the Analytical Hierarchy Process (AHP). According to the most appropriate alternative, market and competitiveness conditions were examined, and strategic goals were determined at the real estate level by taking into account the compatibility of the project alternative with the relevant existing corporate-macro strategic plans. According to the income-generating approaches included in the selected project, the path of cost and income estimation was taken and the outline of the strategic action plan was presented by designing the process for the strategic spatial plan. According to the research results, it has emphasized that in real estate development project model with the strategic planning approach, competitive real estate markets and the functioning logic of the current region for sustainable (economic, environmental and social) impacts, the potentials and benefits should be taken into account. According to the results of the field study, it has revealed that the AKM area should be a cultural centre by function; and if integrated with its surroundings, especially the historical city centre it will have a modern appearance that preserves its historical and cultural nature. In addition, according to the results of the competitor analysis and gap analysis, it was determined that the project alternative envisaged to be carried out in the region has a competitive advantage and is compatible with the strategic plans already in practice. The fact that the strategic action plan is compatible with the results of fieldwork shows that the strategic planning approach is consistent in itself. Finally, monitoring and evaluation of the strategic plan with the perspective of 10P model for providing corporate level action. In addition, considering that corporate real estate needs to be increasingly integrated into business strategy, it should be emphasized that corporate real estate strategy and corporate strategy should be harmonized in specialized areas such as AKM.
    Keywords: Historic city centre; Strategic alignment and project development; Strategic Planning; sustainability
    JEL: R3
    Date: 2021–01–01
  3. By: Britwum, Kofi; Demont, Matty
    Keywords: Research Methods/Statistical Methods, Agribusiness, Institutional and Behavioral Economics
    Date: 2021–08

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