Sustainable fashion social media influencers and content creation calibration

Social media and 21st century mass communication have changed the technological landscape of marketing and advertising, enabling instant content creation, content curation, and audience feedback. The thought of Edward Bernays can be useful in examining and interrogating today's media, especially through the lens of Frankfurt School social theorists Max Horkheimer and Theodor Adorno. Further, the works Crystalizing Public Opinion and Propaganda are critiqued through ideas found in Dialectic of Enlightenment to give business and PR professionals ethical concepts that may be applied to modern trends in communications.

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Using Data Analytics to Create a Digital Strategy That Drives Engagement and Views on Social Media

Case Studies in Sport Management ◽

10.1123/cssm.2019-0028 ◽

2020 ◽

Vol 9 (S1) ◽

pp. S9-S12

Author(s):

David Pierce ◽

Geoffre Sherman

Keyword(s):

Social Media ◽

Digital Literacy ◽

Large Data ◽

Sport Marketing ◽

Data Set ◽

Content Creation ◽

New Strategy ◽

Sports Organization ◽

Using Data ◽

Creativity And Innovation

Students are placed into a consulting role with SPT, a sport marketing agency hired to help a sports organization create a new strategy for video content creation on social media. Students are provided a large data set in Tableau with analytics that hold the key to increasing the team’s engagement and views of videos on social media. Can your students find the insights in the data to drive a new video strategy for social media? Can they turn those insights into a creative content plan that will engage and win fans in the future? Students will have the opportunity to demonstrate creativity and innovation, data-based decision making, and digital literacy.

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Understanding the Skills and Competencies Athletic Department Social Media Staff Seek in Sport Management Graduates

Sport Management Education Journal ◽

10.1123/smej.2019-0032 ◽

2020 ◽

Vol 14 (1) ◽

pp. 48-51

Author(s):

Joshua R. Pate ◽

Alyssa T. Bosley

Keyword(s):

Social Media ◽

Sport Management ◽

College Athletics ◽

Academic Programs ◽

Athletic Department ◽

Sport Communication ◽

Content Creation ◽

Entry Level ◽

Sport Industry ◽

Student Workers

Sport management academic programs can do better at preparing a graduate for a career by addressing the technology demands in the sport industry. Equally important is to weigh the skills that athletic department personnel want and need in a college graduate seeking an entry-level position in a sport communication, media relations, or sports information office. Those offices train student workers as an extension of their learning environment where they can put classroom learning to practice. The purpose of these interviews was to inform and equip sport management educators on how to best prepare students to enter the field of sport communication, specifically using social media in college athletics. Professionals indicated that students should be proficient in content creation and planning, representing an organization’s brand, and social media trends across all platforms. It is important for the sport management educator to know the skills and knowledge professionals desire from students so that classroom activity can be planned accordingly.

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DIMENSI SOCIAL MEDIA MARKETING DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI WILAYAH BOYOLALI DENGAN KEMAMPUAN INOVASI SEBAGAI VARIABEL MEDIASI

ProBank ◽

10.36587/probank.v5i1.566 ◽

2020 ◽

Vol 5 (1) ◽

pp. 36-44

Author(s):

Septiana Novita Dewi ◽

Joko Sekti Riyadi ◽

Aris Tri Haryanto

Keyword(s):

Social Media ◽

Structural Equation Modelling ◽

Random Sampling ◽

Structural Equation ◽

Community Building ◽

Social Media Marketing ◽

Content Creation ◽

Content Sharing ◽

Equation Modelling

ABSTRAKTujuan penelitian adalah mengetahui secara empiris pengaruh dimensi social media marketing terhadap keputusan pembelian yang diharapkan dapat memberikan kontribusi positif berupa penguatan terhadap pandangan-pandangan teoritik mengenai keterkaitan antara content creation, content sharing, conneting dan community bulding terhadap kemampuan inovasi dan keputusan pembelian.Populasi dalam penelitian ini adalah seluruh UMKM di wilayah Boyolali yang terdaftar di Dinas Koperasi & UKM Kabupaten Boyolali pada bulan Januari 2019. Sampel yang diteliti adalah sejumlah 190 responden dengan mengkalikan jumlah parameter yaitu 19x10=190. Teknik pengambilan sampel menggunakan random sampling. Teknik análisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan content creation, content sharing, conneting dan community bulding berpengaruh positif signifikan terhadap kemampuan inovasi. Content creation dan content sharing berpengaruh positif tidak signifikan terhadap keputusan pembelian. Conneting, community bulding dan kemampuan inovasi berpengaruh positif signifikan terhadap keputusan pembelian. Pengaruh tidak langsung lebih besar dibandingkan pengaruh langsung, sehingga dengan menggunakan kemampuan inovasi sebagai variabel mediasi adalah tepat. Keywords: Content creation, Content sharing, Conecting, Community Building, Kemampuan Inovasi, Keputusan Pembelian

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Implementing Social Media - Practical Reflections from County Governments During Hurricane Matthew

International Journal of Public Administration in the Digital Age ◽

10.4018/ijpada.20210101oa09 ◽

2021 ◽

Vol 8 (1) ◽

pp. 0-0

Keyword(s):

Social Media ◽

Emergency Management ◽

Information Dissemination ◽

Public Agencies ◽

Media Content Analysis ◽

County Governments ◽

Content Creation ◽

The Public ◽

Facebook Pages

Social media is an important avenue for information dissemination and public communication in emergency management. Through social media content analysis and in-depth interviews, this study explores how county level emergency management agencies use their Facebook pages to communicate with the public, using Hurricane Matthew as a case study. The findings reveal some areas of congruence between literature and practitioner experience. The results suggest that public agencies integrate flexible social media strategies, which emphasize one-way communication when the public expects larger volumes of information and directions, and two-way communication when the public might have individualized needs. Furthermore, the findings show that visual content (e.g. pictures) are more likely to garner higher levels of public engagement on Facebook. Last, the study provides several practical suggestions for content creation and interaction on social media for emergency purposes.

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PEMANFAATAN MEDIA SOSIAL INSTAGRAM PADA KAMPANYE "TRADITIONAL GAMES RETURNS"

Jurnal Kajian Media ◽

10.25139/jkm.v3i1.1453 ◽

2019 ◽

Vol 3 (1) ◽

Author(s):

Dhita Widya Putri

Keyword(s):

Social Media ◽

National Identity ◽

Cultural Heritage ◽

Qualitative Approach ◽

Non Profit ◽

Content Creation ◽

Message Effectiveness ◽

Public Figures ◽

Digital Generation ◽

Main Factor

ABSTRAK Traditional Games Returns (TGR) adalah sebuah komunitas non-profit yang memiliki misi untuk mengembalikan kejayaan dan mengenalkan permainan tradisional Indonesia. Hal ini merupakan salah satu aset dan warisan budaya yang dapat membantu melestarikan jati diri bangsa. Seiring dengan berkembangnya teknologi, permainan tradisional saat ini sudah jarang dimainkan. Atas keprihatinan ini, Komunitas TGR berkampanye lewat media sosial Instagram, dengan tujuan untuk merangkul targetnya yang rata-rata masuk dalam generasi digital. Penelitian ini akan mengungkap bagaimana TGR sebagai komunitas memanfaatkan media sosial dilihat dari perspektif informasi, komunitas dan aksi menurut Lovejoy dan Saxton (2012) dengan pendekatan kualitatif. Hasil penelitian menunjukkan bahwa TGR memanfaatkan figur publik agar pesan yang disampaikan efektif dan bersifat kredibel, menciptakan konten-konten yang bersifat interaktif seperti mengandung nilai nostalgia, dan melibatkan partisipasi warganet dengan membuat kompetisi serta memanfaatkan fitur dari instagram, salah satunya adalah tagar atau hashtag. Saran untuk penelitian selanjutnya agar dapat dikaji lebih dalam mengenai strategi kreatif dalam pembuatan konten, karena dalam hal ini konten lah yang sebenarnya menjadi kunci utama dalam menarik calon pengikut maupun pengikut untuk terus berpartisipasi, juga menjadikan organisasi non-profit tetap terus bertahan. Kata Kunci: Pemanfaatan Media Sosial, Instagram, Komunitas, Kampanye Digital ABSTRACT Traditional Games Returns (TGR) is a non-profit community that the mission is to restore and introduce Indonesian traditional games. This counted as the asset and cultural heritage to preserve national identity. Along with the development of technology, traditional games are now rarely played. Thus, TGR Community campaigned through Instagram to grab its target which is digital generation. This study will reveal how TGR as a community utilizes social media according to the perspective of information, community and action (Lovejoy and Saxton, 2012) as well as qualitative approach. The result showed that TGR used public figures for message effectiveness and credibility. Then TGR created interactive and creative content such as nostalgic values, and involved participation from netizens by making competitions and utilizing hashtag feature. Suggestions for further research is dig more deeper about creative strategies in content creation, this is actually main factor in attracting potential and main followers to participate, that makes non-profit organization survive. Keywords: Media Social Utilization, Instagram, Community, Digital Campaign

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Consumers' Awareness and Trust Toward Food Safety News on Social Media in Malaysia

Journal of Food Protection ◽

10.4315/0362-028x.jfp-19-415 ◽

2020 ◽

Vol 83 (3) ◽

pp. 452-459 ◽

Cited By ~ 1

Author(s):

JAN MEI SOON

Keyword(s):

Social Media ◽

Food Safety ◽

Safety Issue ◽

Safety Information ◽

Food Poisoning ◽

Public Authorities ◽

Content Creation ◽

The Public ◽

Willingness To Purchase ◽

Total Agreement

ABSTRACT Social media offers numerous advantages for personal users and organizations to communicate, socialize, and market their products. When used correctly, social media is an effective tool to communicate and to share food safety news and good practices. However, there have been reports of fake food safety news shared via social media, fueling panic and resulting in a loss of revenue. Thus, this study aimed to investigate the consumers' awareness, trust, and usage of social media in communicating food safety news in Malaysia. A questionnaire divided into five sections—(i) demographics, (ii) reaction to food safety news, (iii) consumers' awareness, (iv) social media truth and level of trust, and (v) social media uses and content creation—was created and shared online. A total of 341 questionnaires were returned of which 339 surveys were valid. This study revealed that less than one-third of the study group (27.1%) knew which of the food safety news were fake. Most respondents (67.8%) were less likely to purchase the affected foods if the foods were featured in social media as problematic, although no differences were made between true and fake news and how that would influence respondents' willingness to purchase affected foods. Overall, 62% of the respondents agreed or strongly agreed about the usage of social media and its ability to prevent food poisoning cases, while more than 50% of the respondents were in total agreement that social media allow consumers to act more responsibly by sharing food safety news. Respondents tended to trust information shared by scientists (67.5%) and family members and friends (33%). Respondents would most often share the news after verifying its authenticity (46%). If respondents experienced a personal food safety issue (e.g., discovered a fly in their meal), they seldom or never took photos to post online (56.1%). It is possible that the respondents preferred to inform the food handlers and/or shop owners about the affected products rather than post the photos online. It is suggested that targeted food safety information and media literacy be provided to improve consumers' awareness and to positively influence self-verification of the food safety information before sharing. This study provides crucial insights for a range of stakeholders, particularly public authorities, food bloggers, and the public, in using social media effectively to build consumers' awareness and trust in food safety information. HIGHLIGHTS

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Variation matters

Internet Research ◽

10.1108/intr-12-2017-0524 ◽

2019 ◽

Vol 29 (6) ◽

pp. 1469-1484 ◽

Cited By ~ 3

Author(s):

Guanxiong Huang

Keyword(s):

Social Media ◽

Structural Equation ◽

Design Methodology ◽

Brand Attitude ◽

Equation Modeling ◽

Purchase Intent ◽

Content Type ◽

Content Creation ◽

Content Strategy ◽

Underlying Mechanisms

Purpose In-feed native ads have become a major social media advertising format. The purpose of this paper is to investigate strategies for leveraging native advertising in terms of content creation and platform selection on social media, proposing that variations in content and platform reduce the intrusiveness of native ads, thereby resulting in enhanced brand attitude and purchase intent. Design/methodology/approach Two experiments were conducted with online samples, employing a 2 (content strategy: repeated ads vs varied ads) × 2 (platform strategy: single platform vs multiple platforms) between-subject factorial design. ANCOVA and structural equation modeling were used to test the hypotheses. Findings When repeated ads were used, the use of multiple platforms reduced ad intrusiveness, resulting in more favorable brand attitude and greater purchase intent as opposed to the use of a single platform. In contrast, when varied ads were used, there were no significant differences in the outcome variables between a single platform and multiple platforms. The results were largely consistent across the two experiments. Originality/value This study contributes to theory advancement by unpacking the underlying mechanisms of processing native advertising and shedding light on which content and platform strategies are the most effective on social media.

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