scholarly journals Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands

2021 ◽  
Vol 135 ◽  
pp. 519-531
Author(s):  
Elaine Wallace ◽  
Pedro Torres ◽  
Mário Augusto ◽  
Maryana Stefuryn
Keyword(s):  
Social Media ◽  
Social Self ◽  
Inner Self

scholarly journals How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media

2020 ◽  
Vol 5 (3) ◽  
pp. 188-196
Author(s):  
Sarah Dwi Septyani ◽  
Yeshika Alversia
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Social Self ◽  
Brand Love ◽  
Self Identity ◽  
Functional Benefit ◽  
Inner Self ◽  
Brand Advocacy ◽  
Positive Effect

Objective – One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow consumers to show their “ideal self" (Schau & Gilly, 2003). To identify the relationships between brands and consumers’ self-identity, this study aims to examine the effect of self-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context. Methodology/Technique – The sample in this study is comprised of social media (Facebook) users who have liked, commented and shared social media content related to a particular brand within a 6 month period. A total of 225 valid samples were collected. The data was processed using Structural Equation Modelling (SEM). Findings – The results of this study show that both self-expressive brands (inner self) and self-expressive brands (social self) have a positive effect to brand love. Brand love has a positive effect on brand advocacy through word of mouth and brand advocacy acceptance. The results also show that self-expressive brands (inner self) have a positive effect on brand advocacy acceptance, but it does not have an effect to brand advocacy through word of mouth. On the other hand, self-expressive brands (social self) have a positive effect on brand advocacy through word of mouth, but does not have an effect on brand advocacy acceptance. Type of Paper: Empirical. JEL Classification: M31, M37, M39. Keywords: Brand Advocacy; Word of Mouth; Brand Love; Social Media; Self-expressive Brands. Reference to this paper should be made as follows: Septyani,S.D; Alversia, Y. 2020. How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media, J. Mgt. Mkt. Review 5(3) 188 – 196. https://doi.org/10.35609/jmmr.2020.5.3(7)

scholarly journals Brand Engagement and Word of Mouth

2017 ◽  
Vol 1 (1) ◽  
pp. 85
Author(s):  
I Nyoman Nurcaya ◽  
Ni Made Purnami
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Partial Least Square ◽  
Least Square ◽  
Social Self ◽  
Brand Love ◽  
Brand Engagement ◽  
Analysis Technique ◽  
Inner Self ◽  
Pls Analysis

Modern marketing using social media such as Facebook allow the marketers to have a two-way interaction with the consumers, let them give appreciation each other, allow the consumers to leave comments about the products, and the company can directly provide answers to the consumers’ questions and complaints. The purpose of this study is to examine the effect of brand engagement on word of mouth. This research was conducted in Denpasar. The respondents are those who have clicked “like”, “share”, or “comment” button upon a particular brand on Facebook. The data were collected by distributing questionnaires to the respondents who have met the criteria. This study used Partial Least Square (PLS) analysis technique. The results show that 1) Inner self has positive and significant impact on brand love Oriflame; 2) Social self has positive and significant impact on brand love Oriflame; 3) Brand love has positive and significant impacton Word of Mouth Oriflame on Facebook.

scholarly journals A Disinformation-Misinformation Ecology: The Case of Trump

2020 ◽  
Author(s):  
Thomas J. Froehlich
Keyword(s):  
Social Media ◽  
Psychological Factors ◽  
Right Wing ◽  
Social Self ◽  
Sources Of Information ◽  
Fox News ◽  
Knowledge And Beliefs ◽  
Approval Rating

This paper lays out many of the factors that make disinformation or misinformation campaigns of Trump successful. By all rational standards, he is unfit for office, a compulsive liar, incompetent, arrogant, ignorant, mean, petty, and narcissistic. Yet his approval rating tends to remain at 40%. Why do rational assessments of his presidency fail to have any traction? This paper looks at the conflation of knowledge and beliefs in partisan minds, how beliefs lead to self-deception and social self-deception and how they reinforce one another. It then looks at psychological factors, conscious and unconscious, that predispose partisans to pursue partisan sources of information and reject non-partisan sources. It then explains how these factors sustain the variety and motivations of Trump supporters’ commitment to Trump. The role of cognitive authorities like Fox News and right-wing social media sites are examined to show how the power of these media sources escalates and reinforces partisan views and the rejection of other cognitive authorities. These cognitive authorities also use emotional triggers to inflame Trump supporters, keeping them addicted by feeding their anger, resentment, or self-righteousness. The paper concludes by discussing the dynamics of the Trump disinformation-misinformation ecology, creating an Age of Inflamed Grievances.

scholarly journals Fenomena Seleb Hijrah: Tendensi Ekslusivisme dan Kemunculan Kelompok Sosial Baru

2020 ◽  
Vol 3 (01) ◽  
pp. 1-17
Author(s):  
Rahmi Nur Fitri ◽  
Indah Rama Jayanti
Keyword(s):  
Social Media ◽  
Young People ◽  
Public Sphere ◽  
Religious Identity ◽  
Social Self ◽  
Religious Behavior ◽  
The Public ◽  
The Media ◽  
The Public Sphere ◽  
Society Today

Religious behavior nowadays has became a sector which has a lot of change. Modernity and globalization formed a society that was worried on their religious identity. This problem deliver to a new trend amongst young people and Indonesian celebrities. Campaigns of movement extensively spread on media social, self convertion to religious individuals also known as “seleb hijrah”. The massive movement of hijrah lead by various groups that caused alteration the meaning of it and increased activities of religion commodification. Society today has liberation to select literature of hijrah concept that are available in the media. Media extention facilitate spreading of the existence of seleb hijrah which eventually form new communities such as “Kajian MuSaWaRah”. Data obtain through social media, various video and articles discussing the same topic. This paper aims to scientifically explore and critically examine the phenomenon of seleb hijrah that have occurred among artists in recent years. Examine further the emergence of tendency of exclusivism in modern social circle. In addition, the article also explain the tendency of religious commodification in artists circle, in which called them selves with preacher. Nadirsyah Hosen said that hijrah activity amongst celebrities should not only be a popular trend to moving stage in seek of audiences. The majority of artists who are members of the group, innovate to maintain their existence in the public sphere. Keywords: hijrah, artist, exclusivism, identity  Abstrak Perilaku keagamaan masa kini telah menjadi bidang yang banyak mengalami perubahan. Modernitas dan globalisasi kemudian membentuk masyarakat yang terguncang akan identitas keagamaannya. Kekhawatiran ini kemudian menghasilkan tren baru di kalangan anak muda dan selebriti Indonesia. Kampanye gerakan untuk menjadi pribadi religius yang dilakoni para artis kemudian marak ditemukan di media sosial atau yang juga dikenal dengan seleb hijrah. Gerakan massif hijrah yang dilakukan oleh berbagai kalangan, menyebabkan terjadinya pergeseran makna hijrah serta meningkatnya aktivitas komodifikasi yang menjadikan agama sebagai obyeknya. Masyarakat dewasa ini bebas untuk memilih referensi hijrah dari sekian banyak sumber yang telah tersedia di media. Ekstensi media mempermudah penyebaran eksistensi artis hijrah yang akhirnya membentuk sebuah komunitas baru seperti Kajian MuSaWaRah. Data didapatkan melalui media sosial, berbagai video kajian serta artikel-artikel yang membahas topik yang sama. Tulisan ini bertujuan untuk menelusuri dan mengkritisi secara ilmiah fenomena seleb hijrah yang terjadi di kalangan artis beberapa tahun terakhir. Menelaah lebih jauh munculnya kecenderungan ekslusivisme kelompok sosial modern. Selain itu, artikel juga memaparkan terjadinya kecenderungan komodifikasi agama di dalam kelompok artis yang mulai mengidentifikasikan diri sebagai kelompok pendakwah. Mengutip tulisan Nadirsyah Hosen, aktivitas hijrah di kalangan artis seharusnya tidak hanya menjadi tren populer perpindahan panggung dalam mencari audiensi. Mayoritas artis yang tergabung ke dalam kelompok ini kemudian berinovasi untuk tetap mempertahankan eksistensi mereka di ranah publik. Kata kunci: hijrah, artis, eksklusivisme, identitas  

Fake-love: brand love for counterfeits

2018 ◽  
Vol 36 (6) ◽  
pp. 661-677 ◽  
Author(s):  
Kapil Khandeparkar ◽  
Manoj Motiani
Keyword(s):  
Design Methodology ◽  
Group Analysis ◽  
Social Self ◽  
Brand Love ◽  
Content Type ◽  
The Social ◽  
Inner Self ◽  
Convenience Sampling ◽  
The Relationship

Purpose Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand. Research in this field has not studied how these two love types differ in its genesis and consequences. Therefore, the paper aims to discuss this issue and intends to fill this gap. Design/methodology/approach This study performed a multi-group analysis using (PLS-SEM) between two groups of customers (real-buyers and fake-buyers) to elucidate the factors that separate fake-love from real-love. This study adopted a combination of convenience sampling and field visits to identify 500 individuals who were classified as either real-buyers or fake-buyers. Findings The relationship between social-self and brand love is significantly stronger for fake-buyers as compared to real-buyers. However, the relationship between inner-self and brand love is significantly stronger in the case of real-buyers as compared to fake-buyers. Real-buyers tend to be more brand resilient than fake-buyers as their love emanates primarily from the inner-self. Additionally, fake-buyers indulge in +WOM more than real-buyers as their brand love emanates from the social-self. Originality/value This is the first study to explore the concept of brand love among consumers who purchase counterfeits in spite of being able to afford the original brands. This is also the first study that is focused on identifying the antecedents and outcomes that separate real-love from fake-love.

scholarly journals Towards the Discovery of Learner Metacognition From Reflective Writing

2016 ◽  
Vol 3 (2) ◽  
pp. 22-36 ◽  
Author(s):  
Andrew Gibson ◽  
Kirsty Kitto ◽  
Peter Bruza
Keyword(s):  
Conceptual Model ◽  
Undergraduate Students ◽  
Computational Analysis ◽  
Modern Society ◽  
Reflective Writing ◽  
Social Self ◽  
The Unconscious ◽  
Inner Self ◽  
Metacognitive Activity ◽  
Uncertain Future

Modern society demands renewed attention on the competencies required to best equip students for a dynamic and uncertain future. We present exploratory work based on the premise that metacognitive and reflective competencies are essential for this task. Bringing the concepts of metacognition and reflection together into a conceptual model within which we conceived of them as both a set of similar features, and as a spectrum ranging from the unconscious inner-self through to the conscious external social self. This model was used to guide exploratory computational analysis of 6090 instances of reflective writing authored by undergraduate students. We found the conceptual model to be useful in informing the computational analysis, which in turn showed potential for automating the discovery of metacognitive activity in reflective writing, an approach that holds promise for the generation of formative feedback for students as they work towards developing core 21st century competencies. 

scholarly journals Slice of life in a live and wired masquerade: Playful prosumption as identity work and performance in an identity college Bilibili

2020 ◽  
Vol 5 (3) ◽  
pp. 319-337
Author(s):  
Zhen Troy Chen
Keyword(s):  
Social Media ◽  
Participant Observation ◽  
Identity Work ◽  
Identity Performance ◽  
Social Self ◽  
Hybrid Identities ◽  
Video Sharing ◽  
Generation Z ◽  
Engagement Process ◽  
And Performance

This article investigates Chinese urban youth’s mediated ‘slice of life’ and playful encounters as part of their identity construction and performance work on Bilibili, one of China’s most influential video-sharing social media sites mediating anime, comics, games and novels. Using a mix-method approach of digital ethnography, participant observation, interviews and data visualisation, this article examines fans’ hermeneutic practices through anime, comic, game and novel prosumption, exemplified by danmaku: ‘bullet screen’, barrage-like comments overlaid on videos. This article argues that Bilibili works as an ‘identity college’ for fans to perform various roles and explore their hybrid identities in a social-hermeneutic engagement process. In particular, the function of anonymous danmaku comments will be closely analysed as it offers a quasi-real-time engagement experience for fans and helps shape fans’ social self. Following a symbolic interactionist tradition, Mead’s ‘generalised other’ and Goffman’s dramaturgical theory are contextualised in the Chinese socio-cultural milieu where fans’ identity performance is regarded as masquerade. Departing from the moral panic rhetoric that Generation Z is ‘amused to death’, becoming ‘infantile and animalised’, or even enslaved by their desires and capable only of ‘cold intimacies’, the findings of this explorative study present a more complex understanding of Chinese youth’s identity work through participatory social media use and networked fandom.

Methodological Cyborg as Black Feminist Technology: Constructing the Social Self Using Computational Digital Autoethnography and Social Media

2018 ◽  
Vol 19 (1) ◽  
pp. 55-67 ◽  
Author(s):  
Nicole Marie Brown
Keyword(s):  
Social Media ◽  
African American Women ◽  
Mixed Methods Research ◽  
Ways Of Knowing ◽  
Social Self ◽  
Black Feminist ◽  
Social Media Data ◽  
Societal Issues ◽  
The Social ◽  
Media Data

This article reimagines the quantified self within the context of Black feminist technologies. Bringing computation and autoethnographic methods together using a methodology I call computational digital autoethnography, I harvest my social media data to create a corpus for analysis. I apply topic modeling to these data to uncover themes that are connected with broader societal issues affecting African American women. Applying a computational autoethnographic approach to a researcher’s own digitized data allows for yet another dimension of mixed-methods research. This radical intervention has the potential to transform the social sciences by bringing together two seemingly divergent methodological approaches in service to Black feminist ways of knowing.

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