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USER ENGAGEMENT IN FESTIVALS’ VIRTUAL BRAND COMMUNITIES: SÓNAR FESTIVAL TWITTER AND FACEBOOK
Lluís Garay,Soledad Morales 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Festival branding is undergoing a revolution based on the consolidation of new communicative behaviours in virtual brand communities (VBC), above all channelled through social media platforms (Hudson & Hudson, 2013; MacKay, Barbe, Van Winkle, & Halpenny, 2017). Although generic literature (Dessart, Veloutsou, & Morgan-Thomas, 2015) has highlighted the role of user engagement in VBC, there are no in-depth analyses of how users modulate engagement attributes and behaviours and how they are related to festival branding, as well as other possible and sometimes interrelated drivers (social capital creation, place making). Thus, this paper aims to characterise these elements in festivals’ VBC to cover these shortcomings. This proposal performs a multi-platform, multi-period, multi-user and mixed-method analysis of nearly 2,150 references in the Twitter and Facebook VBC of one of the most prominent music festivals in Europe, Sónar (Barcelona). Results show the benefits for organisers (and other relevant users) of jointly understanding these elements (and their mutual relationships) with the aim of retaining various positive economic and social impacts.
Jose Armando Hernandez-Diaz,Jorge Jonathan Oswaldo Garza-G,Victor Garcia-Gaytan,Janet Maria Leon-Morales,Adalberto Zamudio-Ojeda,Soledad Garcia-Morales 한국원예학회 2021 원예과학기술지 Vol.39 No.4
In this study, the effects of different concentrations of vanadium (V), selenium (Se), cerium (Ce), and iodine (I) on the growth parameters, biomass accumulation, and content of photosynthetic pigments during the seedling stage of marigold (Calendula officinalis L.) were evaluated. The beneficial elements V (3, 5, or 10 μM), Se (5, 10, or 20 μM), Ce (25, 50, or 100 μM), and I (5 or 10 μM) were applied once a week along with 50% Hoagland nutritive solution. Four applications were applied to the roots. Doses of 5 μM V and 50 μM Ce improved plant height, while 5 μM I promoted root growth. Leaf area and number of leaves increased with the application of 20 μM Se and 5 μM I, respectively. High concentrations of Se and Ce improved leaf dry weight, while 10 μM V increased the photosynthetic pigment content. The application of these elements contributed to the development and production of marigold seedlings during nursery growth.