Effectiveness of incentivized social media campaigns for a Fortune 500 company’s brand

2019 ◽  
Vol 34 (1) ◽  
pp. 37-56
Author(s):  
Muhammad Razi ◽  
J. Michael Tarn ◽  
Alhassan G. Mumuni
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Social Networking Sites ◽  
Positive Impact ◽  
Fortune 500 ◽  
Social Media Analytics ◽  
Valuable Insight ◽  
Strong Impact ◽  
Content Type ◽  
Study Results

Purpose The purpose of this paper is to determine how best to build online advocates for a food company’s brand based on data available from the brand’s Facebook pages. Specific research objectives are to study examine whether incentivizing actions such as “liking,” sharing or commenting on a brand’s Facebook impacts the brand community’s sentiment and engagement with the brand, and whether such engagement is different for different actions (e.g. liking vs sharing). Design/methodology/approach To achieve the objectives of this research, sentiment analysis is performed on Facebook insight data from a Fortune 500 company, consisting of fans’ comments, shares and “likes” for promotional and fan posts pertaining to one of its brands. Paired samples t-tests are performed to assess differences in sentiment and engagement before and after each promotional post. Findings The results do not support a strong impact of promotional posts on overall sentiment. However, there is evidence in support of a positive impact of the campaigns on overall wall-level engagement with the brand. Moreover, the levels of engagement are not the same for all promotional posts. Rather, some posts resulted in much higher engagement levels than others, suggesting that not all incentivized campaigns are created equal. Research limitations/implications The study used the data from only one of company’s many brands. Therefore, similar studies on other brands are warranted. Practical implications Social networking sites are increasing in numbers, and more and more businesses are embracing social networks and/or blogs as part of their marketing platforms. Many companies offer coupons and incentives on social media to entice customers to engage with their social media platforms as well as buy products. The study results provide valuable insight into the effectiveness of different kinds of social media promotional campaigns, and can help managers decide which campaigns to implement to achieve specific objectives. Originality/value This research adds to the literature in two ways. First, it contributes to the limited literature on the effectiveness of incentivized social media campaign. Second, it contributes to the social media analytics literature by demonstrating how sentiment analysis can be used along with other statistical procedures to make sense of qualitative social media data.

The role of perceived social media agility in customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Gligor ◽  
Sıddık Bozkurt
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Positive Impact ◽  
Customer Engagement ◽  
Measurement Scale ◽  
Content Type ◽  
Study Results ◽  
Seeking Behavior ◽  
The Impact

Purpose The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE. Design/methodology/approach This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior. Findings The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement. Originality/value This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.

Does multitasking computer self-efficacy mitigate the impact of social media affordances on overload and fatigue among professionals?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
A.K.M. Najmul Islam ◽  
Eoin Whelan ◽  
Stoney Brooks
Keyword(s):  
Social Media ◽  
Self Efficacy ◽  
Information Overload ◽  
Positive Impact ◽  
Content Type ◽  
Study Results ◽  
Prior Literature ◽  
Information And Communication ◽  
The Impact ◽  
Computer Self Efficacy

PurposeThis paper investigates the moderating role of multitasking computer self-efficacy on the relationship between social media affordances and social media overload as well as its moderation between social media overload and social media fatigue.Design/methodology/approachThe authors hypothesize that social media affordances will have a positive impact on social media overload (i.e. information and communication overload). They also hypothesize that social media overload will affect social media fatigue. In addition, they hypothesize that multitasking computer self-efficacy will attenuate the effect of social media affordances on both information overload and communication overload. Similarly, they also hypothesize that multitasking computer self-efficacy will attenuate the effects of both information overload and communication overload on fatigue. The authors test this model by collecting two-wave data from 220 professionals using PLS techniques.FindingsSocial media affordances have significant impacts on information overload, but not on communication overload. In turn, information overload and communication overload significantly affect social media fatigue. Multitasking computer self-efficacy was found to attenuate the effect of social media affordances on both information overload and communication overload. Furthermore, the study results suggest that multitasking computer self-efficacy attenuates the effect of information overload and reinforces the effect of communication overload on social media fatigue.Originality/valueMost prior literature focused on students rather than on professionals. There is a lack of research that investigates how the affordances of social media relate to social media overload and fatigue. Furthermore, research that investigates mitigating mechanisms of social media fatigue has been rare. This paper fills these important research gaps.

Analyzing Twitter to explore perceptions of Asian restaurants

2016 ◽  
Vol 7 (4) ◽  
pp. 405-422 ◽  
Author(s):  
Seunghyun Brian Park ◽  
Jichul Jang ◽  
Chihyung Michael Ok
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Text Messages ◽  
Media Analysis ◽  
Food Culture ◽  
Social Media Analytics ◽  
Emotional States ◽  
Content Type ◽  
Different Types ◽  
Twitter Users

Purpose The purpose of this paper is to use Twitter analysis to explore diner perceptions of four types of Asian restaurants (Chinese, Japanese, Korean and Thai). Design/methodology/approach Using 86,015 tweets referring to Asian restaurants, this research used text mining and sentiment analysis to find meaningful patterns, popular words and emotional states in opinions. Findings Twitter users held mingled perceptions of different types of Asian restaurants. Sentiment analysis and ANOVA showed that the average sentiment scores for Chinese restaurants was significantly lower than the other three Asian restaurants. While most positive tweets referred to food quality, many negative tweets suggested problems associated with service quality or food culture. Research limitations/implications This research provides a methodology that future researchers can use in applying social media analytics to explore major issues and extract sentiment information from text messages. Originality/value Limited research has been conducted applying social media analysis in hospitality research. This study fills a gap by using social media analytics with Twitter data to examine the Twitter users’ thoughts and emotions for four different types of Asian restaurants.

Gaining competitive intelligence from social media data

2015 ◽  
Vol 115 (9) ◽  
pp. 1622-1636 ◽  
Author(s):  
Wu He ◽  
Jiancheng Shen ◽  
Xin Tian ◽  
Yaohang Li ◽  
Vasudeva Akula ◽  
...  
Keyword(s):  
Social Media ◽  
Business Value ◽  
Competitive Intelligence ◽  
Social Media Analytics ◽  
Data Set ◽  
Social Media Data ◽  
Content Type ◽  
Study Results ◽  
Media Data

Purpose – Social media analytics uses data mining platforms, tools and analytics techniques to collect, monitor and analyze massive amounts of social media data to extract useful patterns, gain insight into market requirements and enhance business intelligence. The purpose of this paper is to propose a framework for social media competitive intelligence to enhance business value and market intelligence. Design/methodology/approach – The authors conducted a case study to collect and analyze a data set with nearly half million tweets related to two largest retail chains in the world: Walmart and Costco in the past three months during December 1, 2014-February 28, 2015. Findings – The results of the case study revealed the value of analyzing social media mentions and conducting sentiment analysis and comparison on individual product level. In addition to analyzing the social media data-at-rest, the proposed framework and the case study results also indicate that there is a strong need for creating a social media data application that can conduct real-time social media competitive intelligence for social media data-in-motion. Originality/value – So far there is little research to guide businesses for social media competitive intelligence. This paper proposes a novel framework for social media competitive intelligence to illustrate how organizations can leverage social media analytics to enhance business value through a case study.

Exploring repost features of police-generated microblogs through topic and sentiment analysis

2019 ◽  
Vol 37 (4) ◽  
pp. 607-623 ◽  
Author(s):  
XiaoBo Tang ◽  
Shixuan Li ◽  
Na Gu ◽  
MingLiang Tan
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Information Diffusion ◽  
Social Media Analytics ◽  
Online Information ◽  
Police Departments ◽  
Content Type ◽  
New Findings ◽  
Topic Sentiment ◽  
High Level

Purpose This study aims to explore the repost features of microblogs acting to promote the information diffusion of government-generated content on social media. Design/methodology/approach This study proposes a topic−sentiment analysis using a mixed social media analytics framework to analyse the microblogs collected from the Sina Weibo accounts of 30 Chinese provincial police departments. On the basis of this analysis, this study presents the distribution of reposted microblogs and reveals the reposting characteristics of police-generated microblogs (PGMs). Findings The experimental results indicate that children’s safety and crime-related PGMs with a positive sentiment can achieve a high level of online information diffusion. Originality/value This study is novel, as it reveals the reposting features of PGMs from both a topic and sentiment perspectives, and provides new findings that can inspire users’ reposting behaviour.

A new approach of social media analytics to predict service quality: evidence from the airline industry

2019 ◽  
Vol 33 (1) ◽  
pp. 51-70 ◽  
Author(s):  
Xin Tian ◽  
Wu He ◽  
Chuanyi Tang ◽  
Ling Li ◽  
Hangjun Xu ◽  
...  
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Service Quality ◽  
Sentiment Analysis ◽  
Airline Industry ◽  
Social Media Analytics ◽  
Data Set ◽  
Social Media Data ◽  
Content Type ◽  
Media Data

Purpose Research on how to use social media data to measure and evaluate service quality is still limited. To fill the research gap in the literature, the purpose of this paper is to open a new avenue for future work to measure the service quality in the service industry by developing a new analytical approach of using social media analytics to evaluate service quality. Design/methodology/approach This paper uses social media data to measure the service quality of the airline industry with the SERVQUAL metrics. A novel benchmark data set was created for each SERVQUAL metric. The data set was analyzed through text mining and sentiment analysis. Findings By comparing the results from social media with official service quality report from the Department of Transportation, the authors found that the proposed service quality metrics from social media are valid and can be used to estimate the service quality. Practical implications This paper presents service quality metrics and a methodology that can be easily adopted by other businesses to assess service quality. This study also provides guidance and suggestions to help businesses understand how to collect and analyze social media data for the purpose of evaluating service quality. Originality/value This paper offers a novel methodology that uses text mining and sentiment analysis to help the airline industry assess its service quality.

How significant are users’ opinions in social media?

2014 ◽  
Vol 22 (4) ◽  
pp. 254-272 ◽  
Author(s):  
Hamid Khobzi ◽  
Babak Teimourpour
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Social Networking Sites ◽  
Design Methodology ◽  
Regression Method ◽  
Analysis Approach ◽  
Content Type ◽  
Polarity Score ◽  
Facebook Pages ◽  
The Relationship

Purpose – The purpose of this study is to assign polarity score to each post from Facebook fan pages, and then examine whether the Comments submitted by users on a post from fan page have a significant relationship with the popularity of that post. Being aware of how to enhance the popularity of posts will help companies in terms of administrating their fan pages. Design/methodology/approach – In the context of fan page and post popularity, the authors test significance of the relationship between Comments’ polarity and number of Likes and Comments of a post in different Facebook pages by regression method. The data are collected from different fan page posts in Facebook, and a sentiment analysis approach is proposed to accomplish this research. Findings – Results show that the relation between users’ Comments and popularity of fan page posts is strongly significant. Outcomes of this research are useful for every company in terms of monitoring and managing their brand fan pages on social networking sites such as Facebook. Originality/value – Investigation of factors influencing popularity of fan page posts in social media is almost a new area of study that dates back to recent years. The authors use a sentiment analysis approach to evaluate a new concept describing the relationship between users’ Comments and popularity of posts from Facebook fan pages. Moreover, a part of dataset is extracted from Facebook by a crawler which is an advantage to prior studies.

scholarly journals Social media and sentiment in bioenergy consultation

2016 ◽  
Vol 10 (1) ◽  
pp. 87-98 ◽  
Author(s):  
Victoria Uren ◽  
Daniel Wright ◽  
James Scott ◽  
Yulan He ◽  
Hassan Saif
Keyword(s):  
Social Media ◽  
New Media ◽  
Sentiment Analysis ◽  
Opinion Mining ◽  
Public Consultation ◽  
Short Paper ◽  
Consultation Process ◽  
Content Type ◽  
The Public ◽  
The Uk

Purpose – This paper aims to address the following challenge: the push to widen participation in public consultation suggests social media as an additional mechanism through which to engage the public. Bioenergy companies need to build their capacity to communicate in these new media and to monitor the attitudes of the public and opposition organizations towards energy development projects. Design/methodology/approach – This short paper outlines the planning issues bioenergy developments face and the main methods of communication used in the public consultation process in the UK. The potential role of social media in communication with stakeholders is identified. The capacity of sentiment analysis to mine opinions from social media is summarised and illustrated using a sample of tweets containing the term “bioenergy”. Findings – Social media have the potential to improve information flows between stakeholders and developers. Sentiment analysis is a viable methodology, which bioenergy companies should be using to measure public opinion in the consultation process. Preliminary analysis shows promising results. Research limitations/implications – Analysis is preliminary and based on a small dataset. It is intended only to illustrate the potential of sentiment analysis and not to draw general conclusions about the bioenergy sector. Social implications – Social media have the potential to open access to the consultation process and help bioenergy companies to make use of waste for energy developments. Originality/value – Opinion mining, though established in marketing and political analysis, is not yet systematically applied as a planning consultation tool. This is a missed opportunity.

Social media activity: its impact on career-related perceptions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kimberly W. O'Connor ◽  
Kimberly S. McDonald ◽  
Brandon T. McDaniel ◽  
Gordon B. Schmidt
Keyword(s):  
Social Media ◽  
Online Learning ◽  
Career Satisfaction ◽  
Media Use ◽  
Positive Impact ◽  
Amazon Mechanical Turk ◽  
Social Media Use ◽  
Content Type ◽  
The Impact ◽  
Career Benefits

Purpose The purpose of this exploratory study is to examine individual perceptions about the impact that social media use has on career satisfaction and perceived career benefits. We examined whether informal online learning through “typical” types of social media behaviors (e.g. liking a post or messaging another user) and “networking” types of social media behaviors (e.g. endorsing another user, writing recommendations, going “live,” or looking for a job) impacted career-related perceptions. Design/methodology/approach In this study, we analyzed Amazon Mechanical Turk survey data gathered from adult participants (n = 475). We focused our inquiry specifically on two social media sites, Facebook and LinkedIn. We asked participants about their social media use and behaviors, as well as their perceptions of career satisfaction and career benefits related to social media. Findings We found that both typical and networking types of social media behaviors positively predicted the “knowing whom” career competency (defined as career relevant networks and contacts that individuals use to develop their careers) and career satisfaction. Only networking behaviors were positively associated with perceived career benefits of social media use. We further found that LinkedIn users’ career satisfaction was lower compared to non-LinkedIn users. Originality/value This study adds to the small, but growing body of career research focusing on social capital and social media. Our results suggest that informal online learning via social media may have a positive impact on employees’ career-related perceptions.

Impact of social media usage on performance of construction businesses (CBs) in Abuja, Nigeria

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Luqman Oyekunle Oyewobi ◽  
Olufemi Seth Olorunyomi ◽  
Richard Ajayi Jimoh ◽  
James Olabode Bamidele Rotimi
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Structural Equation ◽  
Building Materials ◽  
Positive Impact ◽  
Research Approach ◽  
Cross Sectional ◽  
Content Type ◽  
Business Interest ◽  
The Impact

Purpose Many construction businesses are currently building and keeping social media pages for their enterprises to be visible to the public to improve their social interaction, promote business interest, build trust and relationships with their targeted audience on social media. The purpose of this study is to examine the impact of social mediausage on performance of construction businesses (CBs) in Abuja, Nigeria. Design/methodology/approach This study used a quantitative research approach by identifying constructs that reveal three aspects of organisation’s physiognomies that impact the process of espousing, implementing and using technological innovations in conducting businesses. Well-structured questionnaire was used to obtain data from 113 purposively sampled building materials’ merchant operating in Dei-Dei Market, Abuja, Nigeria. This study used partial least squares structural equation modelling technique to establish the relationship among the constructs. Findings The results of this study indicated that technology has significant relationship with social media adoption, whereas social media adoption has a very strong positive impact on organisation’s performance (P < 0.001) with respect to improved customer relations and services and enhanced information accessibility. Research limitations/implications This study has implications for CBs that wish to adopt social media to promote their businesses by presenting to them the opportunity to understand the impact of technology, environment and organisational potential in improving business performance. This study is cross-sectional in nature, and this calls for caution in interpreting the results. Originality/value This paper developed and tested a conceptual framework presented to understand the interrelationships amongst the constructs, which would be of great significance to business owners in developing their social interaction and promote business interest via social media. The outcome of this research is beneficial to researchers to further study how the different social media tools could help in influencing business decisions.

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