#COVID-19: Forms and drivers of social media users’ engagement behavior toward a global crisis

2021 ◽  
Vol 135 ◽  
pp. 99-111
Author(s):  
Jaylan Azer ◽  
Lorena Blasco-Arcas ◽  
Paul Harrigan
2021 ◽  
Vol 135 ◽  
pp. 282-294
Author(s):  
Tobias Schaefers ◽  
Tomas Falk ◽  
Ashish Kumar ◽  
Julia Schamari

2021 ◽  
pp. 147078532110337
Author(s):  
Serdar Yıldız ◽  
Necip Serdar Sever

This study investigates the effects of narrative ads, which differ in terms of narrative focus and brand prominence in a native advertising context. Considering the recent methodological debates about advertising and consumer experiments, we aim to design the research to be as realistic as possible. We produced video ad stimuli and published them as sponsored posts on Instagram to test the effects in a real-life setting. In this way, online engagement behavior was examined through social media metrics. The users who clicked on the ad were directed to the research website and asked to answer the scales of narrative transportation and attitude toward the ad. While the ads achieved different engagement results in line with their content features, transportation and attitude results demonstrate the superiority of narrative ads, which are product-oriented and with low brand prominence.


Author(s):  
Mark Fenwick ◽  
Joseph A. McCahery ◽  
Erik P. M. Vermeulen

Abstract Coronavirus is the first global crisis of a digital age and the divergence in policy responses reflects the challenge of navigating an unprecedented global situation under conditions of enormous uncertainty. We ask what lessons can be learned from this experience and identify two, both of which push against mainstream interpretations of recent events. First, and contrary to the view that the crisis exposed social media and Big Tech as a source of dangerous misinformation that needs to be regulated more strictly, the paper argues that the less mediated spaces of the Internet—social media and Twitter, in particular—played an essential role in triggering a more effective policy response based around social distancing, lockdown, and containment. Second, and contrary to the view that things will go back to normal once the worst of the crisis has passed, the paper argues that, as a direct result of lockdown, the status quo has been shifted across multiple sectors of the economy. Three examples of this shift are introduced, notably the forced experimentation with digital technologies in education and health, the increased use of remote work in many companies, and a reduction in environmentally harmful behavior and decrease in pollution levels. The long-term effects of this ‘reset’ are impossible to predict, but a quick return to the ‘old normal’ seems unlikely. The paper concludes with the suggestion that this reset has created a unique historical opportunity for the reappraisal of regulatory approaches across multiple domains and exposed the need for regulatory models better aligned to a less mediated, more decentralized world. COVID-19 is a global tragedy, but—given that it has happened—it should be used as a learning experience to re-imagine a better, more socially, and environmentally responsible future.


2019 ◽  
Vol 14 (1-2) ◽  
pp. 21-35 ◽  
Author(s):  
Nicholas J. Cull

Summary A global crisis exists today, driven by a toxic mix of populist politics and disruptive social media. For public diplomacy to respond, it must remain true to its core principles: 1) begin by listening; 2) connect to policy; 3) do not perform for domestic consumption; 4) look for credibility and partnership; as 5) the most credible voice is not your own. 6) Public diplomacy is not always ‘about you’; but 7) is everyone’s business. These core principles must now be supplemented by the following future needs: 1) reframing soft power as a new category of reputational security, relevant to the survival of vulnerable states; 2) contest disinformation and engage in information disarmament; 3) counter victim narratives; and 4) articulate a compelling vision of the future. This article refuses to abandon an element of optimism and continues to see hope in the ability of humans to connect effectively with one another.


2017 ◽  
Vol 13 (1) ◽  
pp. 25-43 ◽  
Author(s):  
Xiaoyun He ◽  
Arash Negahban

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific consumer engagement behaviors and the growth rate of social media brand community over time. The results of their study suggest that the overall consumer engagement behavior has a significant predictive relationship with the growth rate of brand community in both short term and long term. While each type of positive consumer engagement behavior alone is not a significant indicator of the growth rate of brand community, a combination of them, as a whole, has a positive predictive relationship with the growth rate of brand community. When the effect of promotional posts is taken into consideration, consumer sharing is found to have relatively stronger and faster predictive relationship with the growth rate of brand community, followed by commenting and liking, than other consumer engaging activities. Negative consumer engagement behaviors in general do not play a significant role in predicting the growth rate of brand community in long term, but it does lead to adverse effect in the short term. This study sheds insights on the dynamic effects of consumer engagement behavior in building and growing social media based brand communities.


Author(s):  
Xiaoyun He ◽  
Arash Negahban

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific consumer engagement behaviors and the growth rate of social media brand community over time. The results of their study suggest that the overall consumer engagement behavior has a significant predictive relationship with the growth rate of brand community in both short term and long term. While each type of positive consumer engagement behavior alone is not a significant indicator of the growth rate of brand community, a combination of them, as a whole, has a positive predictive relationship with the growth rate of brand community. When the effect of promotional posts is taken into consideration, consumer sharing is found to have relatively stronger and faster predictive relationship with the growth rate of brand community, followed by commenting and liking, than other consumer engaging activities. Negative consumer engagement behaviors in general do not play a significant role in predicting the growth rate of brand community in long term, but it does lead to adverse effect in the short term. This study sheds insights on the dynamic effects of consumer engagement behavior in building and growing social media based brand communities.


2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mahmoud Yasin ◽  
Lucia Porcu ◽  
Francisco Liébana-Cabanillas

Purpose The purpose of this paper is to investigate how religious values of Islamic banking users influence their active social media engagement behavior (SMEB), when exposed to online brand related-content. Design/methodology/approach The method used for data collection was an online self-administered questionnaire. A total of 448 valid responses were obtained from Islamic banks customers, who are members of at least one online brand community (OBC) on Facebook. Responses were analyzed and processed by means of structural equation modeling. Findings The results of the online survey reveal that religious values have a positive influence on the active SMEB in terms of contributing (like and/or share) and creating (posting positive comments) of brand related-contents via Facebook OBC. Religious values play a key role in encouraging Islamic banks’ customers to share and forward posts, advertisements and/or contents. Furthermore, religious values encourage customers to forward contents that comply with their religious values and beliefs and are also compatible with the Islamic rules of Shari’ah. Originality/value The findings of this study suggest that religious values are likely to impact customer behavior when consuming, liking, sharing and commenting on the online contents generated by Islamic banks. Given the fact that Islamic religious values are universal and persistent, there is a potential for long-term benefits for those Islamic banks that identify profitable religious consumer segments within the domestic and global markets as well as to promote and enhance active SMEB in terms of number of positive comments, likes and shares of brand-related contents.


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