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As online brand communities gain popularity, the demand for brand-related activities like finding and sharing product information increases. This can lead to consumer overwhelm, known as brand overload. To understand this phenomenon, we conducted a study using surveys from 409 American consumers. Our results show that consumer-generated content and social interaction quality drive information and social overload, which in turn leads to brand disloyalty. Our study contributes to the literature by introducing the concept of brand overload and providing insights for companies to strategically and efficiently use online brand communities.
Faculti is a research, policy and scholarship streaming platform, set up by a former school teacher, that covers 8000 academics annually across 20 subjects, across the world. The aim is to interview academics and policy makers discussing their research or analysis without any journalistic influence or bias. More here
How do you select interviews?
Team of editors across all the main disciplines select publications along a three-pronged approach: 1. Most cited and latest in each subject 2. Internal audience website data 3. Publisher Partners suggestions eg Taylor and Francis, Princeton University Press, they suggest what to cover.
Interview Process
All questions sent in advance by 4-5 days. Interview undertaken on Zoom, Webex or phone. Journalist checks for framing, lighting, sound. Journalist interviews you, asks follow-ups, retakes. Raw footage enters editing cycle.