Brand Hijacked - Mar 2018 Professor Vilma Luoma-aho and Mr Matias Lievonen

Brand Hijacked - Mar 2018 Professor Vilma Luoma-aho and Mr Matias Lievonen

Brand Hijacked

Professor Vilma Luoma-aho

Professor of Corporate Communication
Vice Dean of Research at the Jyväskylä University School for Business and Economics (JSBE), Finland.

Mr. Matias Lievonen

PhD Candidate, University of Jyväskylä

Abstract

Communication today is increasingly based on diverse Issue Arenas, where discussions on brands and organizations are controlled by customers’ and audiences’ interests and experiences. If the consumer experience with the brand or organization is less than ideal, campaigns run the risk of becoming hijacked by the customers and consumers. Hashtag hijacking (or bashtag) has been defined as using the hashtag in unintended, negative, critical or slanderous ways that run counter to its original purpose or creator. This talk looks at the phenomenon of brandjacking and introduces a hijacking case of the popular brand Starbucks on Twitter.

Speakers’ Bio

Professor Vilma Luoma-aho is the Department Chair of Corporate Communication, Vice Dean of Research at the Jyväskylä University School for Business and Economics (JSBE), University of Jyväskylä, Finland.  As part of the Digital Marketing and Communication research group, Professor Luoma-aho has been a visiting scholar at University of Southern California and Stanford University. She has published in top corporate communication journals and is the author and editor of several books including Measurable Communication published in 2017 in Finnish. She is the Professor in charge for the Finnish data of the European Communication Monitor, and currently working on two books for public sector communication and intangible assets (Wiley). She is the first Finn to be invited to join the Arthur W. Page Society for Global Communication Executives. Professor Luoma-aho is also active in consulting businesses and public sector organizations and serves as the Chairman of the Board of ProCom, the Communication Professionals in Finland since 2016. She currently leads the TEKES-funded research consortium Opening the Black Box of Content Marketing in collaboration with University of Tampere (Finland), University of Oklahoma (USA), Macquarie University, and University of Southern California (USA). For details about Professor Luoma-aho’s research, please visit https://www.jyu.fi/jsbe/fi/tiedekunta/henkilosto/jsbe-faculty/luoma-aho-vilma.

Matias Lievonen is a PhD student in Corporate Communication at the Jyväskylä University School of Business and Economics (JSBE) in Finland. In his dissertation, Mr Lievonen focuses on negative stakeholder engagement and he is especially interested in customer post-consumption behaviors in the online environments (e.g. negative electronic Word-of-Mouth). He currently works in two separate TEKES-funded research projects at the University of Jyväskylä. In these projects, he examines the logic of content marketing, and he also studies the critical incidents of customer emotional journey in the electronic commerce.

Topic: Brand Hijacked

Speakers: Professor Vilma Luoma-aho Professor of Corporate Communication, Vice Dean of Research at the Jyväskylä University School for Business and Economics (JSBE), Finland.

Mr. Matias Lievonen, PhD Candidate, University of Jyväskylä

Date/Time: 1-2pm, Wednesday, 7th March 2018

Venue: 4ER 623 seminar room, Macquarie University

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