Do Social Media Affect Museums’ Brand Equity? An Exploratory Qualitative Study

Purpose This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't. Design/methodology/approach We conducted a textual content analysis of posts published on the social media job evaluation site glassdoor.com. LIWC software package was used to analyze 30 of the top 200 business-to-business brands listed on Brandwatch using four variables, namely, analytical thinking, clout, authenticity and emotional tone. Findings The results show that employees who rate their employer’s brand low use significantly more words, are significantly less analytic and write with significantly more clout because they focus more on others than themselves. Employees who rate their employer’s brand highly, write with significantly more authenticity, exhibit a significantly higher tone and display far more positive emotions in their reviews. Practical implications Brand managers should treat social media data disseminated by individual stakeholders, like the variables used in this study (tone, word count, frequency), as a valuable tool for brand insight on their industry, competition and their own brand equity, now and especially over time. Originality/value This study provides acknowledgement that social media is a significant source of marketing intelligence that may improve brand equity by better understanding and managing brand engagement.

Download Full-text

Household medication safety practices during the COVID-19 pandemic: a descriptive qualitative study protocol

BMJ Open ◽

10.1136/bmjopen-2020-044441 ◽

2020 ◽

Vol 10 (11) ◽

pp. e044441

Author(s):

Tamasine C Grimes ◽

Sara Garfield ◽

Dervla Kelly ◽

Joan Cahill ◽

Sam Cromie ◽

...

Keyword(s):

Social Media ◽

Qualitative Study ◽

Medication Safety ◽

Best Practice ◽

Public Involvement ◽

Comparative Method ◽

Patient And Public Involvement ◽

Safety Practices ◽

Trinity College Dublin ◽

Descriptive Qualitative

IntroductionThose who are staying at home and reducing contact with other people during the COVID-19 pandemic are likely to be at greater risk of medication-related problems than the general population. This study aims to explore household medication practices by and for this population, identify practices that benefit or jeopardise medication safety and develop best practice guidance about household medication safety practices during a pandemic, grounded in individual experiences.Methods and analysisThis is a descriptive qualitative study using semistructured interviews, by telephone or video call. People who have been advised to ‘cocoon’/‘shield’ and/or are aged 70 years or over and using at least one long-term medication, or their caregivers, will be eligible for inclusion. We will recruit 100 patient/carer participants: 50 from the UK and 50 from Ireland. Recruitment will be supported by our patient and public involvement (PPI) partners, personal networks and social media. Individual participant consent will be sought, and interviews audio/video recorded and/or detailed notes made. A constructivist interpretivist approach to data analysis will involve use of the constant comparative method to organise the data, along with inductive analysis. From this, we will iteratively develop best practice guidance about household medication safety practices during a pandemic from the patient’s/carer’s perspective.Ethics and disseminationThis study has Trinity College Dublin, University of Limerick and University College London ethics approvals. We plan to disseminate our findings via presentations at relevant patient/public, professional, academic and scientific meetings, and for publication in peer-reviewed journals. We will create a list of helpful strategies that participants have reported and share this with participants, PPI partners and on social media.

Download Full-text

The influence of social media on purchase intention: The mediating role of brand equity

Cogent Business & Management ◽

10.1080/23311975.2021.1944008 ◽

2021 ◽

Vol 8 (1) ◽

pp. 1944008

Author(s):

Mohammed Majeed ◽

Martin Owusu-Ansah ◽

Adu-Ansere Ashmond

Keyword(s):

Social Media ◽

Brand Equity ◽

Purchase Intention ◽

Mediating Role

Download Full-text

#GomorraLaSerie: Converging audience and enhanced authorship on twenty-first-century Italian screens

Modern Italy ◽

10.1017/s1353294400014800 ◽

2015 ◽

Vol 20 (4) ◽

pp. 335-349 ◽

Cited By ~ 2

Author(s):

Pierluigi Erbaggio

Keyword(s):

Social Media ◽

Quantitative Analysis ◽

Young People ◽

Qualitative Study ◽

Organised Crime ◽

First Century ◽

Social Media Platform ◽

Screen Viewing ◽

The Social ◽

Media Platform

Based on Roberto Saviano's book Gomorra (2006), production of the TV series Gomorra – La serie (2014) was met with scepticism as many feared it would glamorise organised crime and, consequently, attract young people toward Camorra affiliation. The series' bleak portrayal of criminals and criminality was offered as a response to such concerns. Despite the preoccupations, Gomorra – La serie was hugely successful and, because of its quality, was sold to other countries. In Italy, the series' success can be measured by the popularity of its Twitter hashtag #GomorraLaSerie. Engaged with Henry Jenkins' theories of media convergence and based on a corpus of tweets bearing this official hashtag, this article proposes a quantitative analysis and advances conclusions regarding the Italian TV audience and second-screen viewing practices. Additionally, through a qualitative study of Saviano's tweets about the series, it examines the writer's use of the social media platform as a tool of narrative continuity. Finally, the article highlights a few examples of fan-generated media and concludes with remarks regarding Saviano's problematic position at the centre of a transmedia object.

Download Full-text

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽

10.46961/mediasi.v2i3.396 ◽

2021 ◽

Vol 2 (3) ◽

pp. 163-180

Author(s):

Dwi Mandasari Rahayu

Keyword(s):

Social Media ◽

Brand Equity ◽

Structural Equation ◽

Consumer Response ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Trust ◽

Study Results ◽

Brand Involvement ◽

The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

Download Full-text