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.

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zheng Shen
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Relevant Literature ◽  
Consumer Participation ◽  
Marketing Communication ◽  
Consumer Engagement ◽  
Brand Relationships ◽  
Content Type ◽  
Consumer Interactions ◽  
The Relationship

Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

Post popularity and reactions in retail brand pages on Facebook

2019 ◽  
Vol 47 (9) ◽  
pp. 957-973 ◽  
Author(s):  
Ioannis Antoniadis ◽  
Symeon Paltsoglou ◽  
Vasilis Patoulidis
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Marketing Communication ◽  
Interactive Marketing ◽  
Content Type ◽  
Message Length ◽  
Length Increase ◽  
Facebook Pages ◽  
Positive Effect ◽  
Practical Implications

Purpose Social networking sites and Facebook have grown to become an important channel of interactive marketing communication with consumers for retail. The purpose of this paper is to examine the ways posts characteristics and reactions affect post popularity and engagement in retail brands Facebook pages. Design/methodology/approach In total, 18 retail brand pages out of the 120 most popular brand pages on Facebook in Greece are examined for a three months’ period (April–June 2016). In all, 2,627 posts are analyzed with the use of OLS regressions in order to identify the characteristics of posts that increase consumers’ engagement, including the newly introduced reaction feature. Findings The results suggest that richness of content (images and videos) and message length increase the engagement levels and the popularity of posts. Reactions have a positive effect on engagement, and negative reactions stronger than positive reactions, except in sharing. On the other hand, posting time does not seem to have a statistically significant impact on the engagement and popularity of a post. Research limitations/implications The study was conducted during a period that reactions were only recently introduced by Facebook, therefore users and brands may not have been familiarized with their use. Practical implications The study contributes to the understanding of consumer engagement with retail brands’ pages on Facebook and social media, and the ways they use reactions and other ways of interactions with brand posts. The results can provide some insight to retailers on how to achieve higher levels of engagement for their brands through their Facebook pages, improving the effectiveness of social media marketing campaigns. Originality/value The findings contribute in understanding the ways users interact with brand posts in Facebook using reactions, using a number of popularity measures, providing useful insights about reactions, engagement and e-WoM, extending prior research.

Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics

2016 ◽  
Vol 40 (4) ◽  
pp. 458-471 ◽  
Author(s):  
Ricardo Limongi França Coelho ◽  
Denise Santos de Oliveira ◽  
Marcos Inácio Severo de Almeida
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Design Methodology ◽  
Ordinary Least Squares ◽  
User Preference ◽  
Content Type ◽  
Dependent Variables ◽  
Body Design ◽  
The Impact ◽  
The Relationship

Purpose – The purpose of this paper is to measure the impact of post type (advertising, fan, events, information, and promotion) on two interaction metrics: likes and comments. The measuring involved two popular social media, Facebook and Instagram, and in business profiles of five different segments (food, hairdressing, ladies’ footwear, body design, fashion gym wear). Design/methodology/approach – The method used was multiple regression analysis with an estimator of the ordinary least squares for 1,849 posts from five different companies posted on Facebook (680 posts) and Instagram (1,169 Instagram) over an eight-month posting period. Regression analysis was used to identify the relationship between the dependent variables (likes and comments), and the independent variables (post typology, segments, week period, month, characters and hashtag). Findings – It was seen that the post types events and promotion led to a greater involvement of followers in Instagram, in particular. In Facebook, the events post type was only significant in the like’s interaction. Another finding of the research is the relevance of the food and body design segment which was significant in both virtual social media. This indicates a user preference involving their day-to-day lives, in this case, having a tattoo done or seeing a photo of a dessert. Originality/value – With the findings of this study, academics and social media managers can improve the return indicators of interactions in posts and broaden the discussion on the types of post and interaction in different virtual social media.

The alchemy of social media engagement

2017 ◽  
Vol 33 (7) ◽  
pp. 14-16
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Reading Time ◽  
User Engagement ◽  
Content Type ◽  
Pertinent Information ◽  
Day Of The Week ◽  
Facebook Pages ◽  
Practical Implications ◽  
Low Rate

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The findings demonstrate a low rate of engagement among the users of wine brand Facebook pages. Majority of Facebook fans rarely engage with the brands. The results demonstrate that user engagement varies depending on the day of the week and hour of the day of the brand post. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Social media influence on the B2B buying process

2019 ◽  
Vol 34 (7) ◽  
pp. 1482-1496 ◽  
Author(s):  
Hoda Diba ◽  
Joseph M. Vella ◽  
Russell Abratt
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Media Influence ◽  
Content Type ◽  
Exploratory Approach ◽  
Functional Blocks ◽  
Use Of Social Media ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

Purpose This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. Design/methodology/approach The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with social media. Findings The study shows that companies in a B2B context can use social media as a means of influencing the stages of the buying process by means of using one or more of the seven functional blocks of social media. Research limitations/implications The findings demonstrate the relation that exists between each stage of the buyer process in a B2B organization and the functional blocks of social media. This study opens the door for further research into the influence of each of these blocks on the buying process stages and the roles involved. Practical implications This study identifies how social media’s blocks influence the different stages and how organizations can use that to their benefit. Originality/value Few studies have investigated the use of social media in a B2B context. However, not many have looked into the influence of social media in the B2B buying process and buying center. This study looks into the relationship between the buying process stages and social media’s functional blocks as related to the different roles of the buying center.

Getting acquainted with social networks and apps: picking up the Slack in communication and collaboration

2016 ◽  
Vol 33 (9) ◽  
pp. 6-9 ◽  
Author(s):  
Katie Elson Anderson
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Design Methodology ◽  
Business Organizations ◽  
Audience Engagement ◽  
Content Type ◽  
Social Media Networks ◽  
Use Of Social Media ◽  
Social Networking Tools

Purpose This paper aims to present the use of social media to engage internally with employees and stakeholders, which is becoming a popular option of communication for many business, organizations and libraries. Design/methodology/approach The popularity and importance of social media networks like Twitter, Facebook and Instagram cannot be ignored. Findings The number of users on these networks continues to grow with 65 per cent of American adults using social networking sites (Perrin, 2015). Social implications Social networking tools provide an ease of communication that allows for increased interaction and audience engagement. Originality/value Many of the elements that make social networking platforms strong communication tools are now being used internally, allowing employees of these organizations and businesses to collaborate and connect with the same ease as with external audiences.

Sound sellers: musicians' strategies for marketing to industry gatekeepers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ariel Sanders ◽  
Barbara J. Phillips ◽  
David E. Williams
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Phenomenological Approach ◽  
Professional Musicians ◽  
Content Type ◽  
Music Genres ◽  
Interpretative Phenomenological Approach ◽  
The Relationship ◽  
Insight Into ◽  
Key Industry

PurposeThe relationship between musicians and the music industry has often been depicted as a dichotomy between creativity and commerce with musicians conflicted between their roles as artists and their roles as marketers of sound. Recently, marketing researchers have problematized this dichotomy and suggested musicians perceive these roles as inevitable and indivisible. However, the processes of how musicians market their sound to the industry gatekeepers remain unclear. This study seeks to find the key industry gatekeepers for musicians and how musicians sell their personal sound to them.Design/methodology/approachUsing an interpretative phenomenological approach, ten interviews with professional musicians across different music genres provided insight into the strategies musicians use to market their sound to industry gatekeepers.FindingsIn total, three key gatekeepers and the five strategies that musicians use to sell their sound are identified. The gatekeepers are record labels, other musicians and consumers. Musicians sell their sound to these gatekeepers through the externally directed strategies of using social media to build relationships, defining their personal sound through genre and creating a unique sound, and through the internally directed strategies of keeping motivated through sound evolution and counting on luck.Research limitations/implicationsThe findings are limited by the small number of musicians interviewed and the heterogeneous representation of music genres.Originality/valueThe study contributes to theoretical understandings of how musicians as cultural producers market their sound in a commercial industry.

The influence of brokers on networking behaviour during internationalization: a study of Czech SMEs

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohit Srivastava
Keyword(s):  
Design Methodology ◽  
Online Survey ◽  
Environmental Uncertainty ◽  
International Market ◽  
Regression Method ◽  
Hierarchical Regression ◽  
Content Type ◽  
Different Types ◽  
The Relationship ◽  
The Coordinator

Purpose Under given environmental uncertainties, the purpose of this paper is to examine the effect of brokers on the networking behaviour of small- and medium-sized enterprise (SMEs) and the subsequent impact on the performance of SMEs. The following five different types of brokers were tested, namely, coordinator, representative, cosmopolitan, liaison and gatekeeper brokers. Design/methodology/approach Data were collected through an online survey and analyzed by using the hierarchical regression method. Findings The results from the hierarchical regression analysis of 198 Czech firms showed that coordinator and representative brokers moderate the relationship between environmental uncertainty and networking behaviour. However, under high environmental uncertainty, the coordinator broker worked best, whereas in the host country, under low environmental uncertainty, the representative broker worked best. Originality/value The findings of this study have useful implications for SMEs in selecting an appropriate broker for strengthening their networking behaviour in the international market. This study aimed to explore the effectiveness of various types of brokers on networking behaviour during their internationalization of SMEs. More specifically, this study examined if and how, given the uncertainties in the international market, multiple brokers help SME executives develop networking behaviour.

Customer engagement and co-created value in social media

2019 ◽  
Vol 38 (6) ◽  
pp. 730-744 ◽  
Author(s):  
Sara Quach ◽  
Wei Shao ◽  
Mitchell Ross ◽  
Park Thaichon
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Extrinsic Motivation ◽  
Customer Participation ◽  
Customer Engagement ◽  
Privacy Concern ◽  
Content Type ◽  
External Reward ◽  
Customer Motivation ◽  
The Relationship

Purpose The purpose of this paper is to understand the relationship between customer participation, co-created value and customer engagement as well as customer motivation involved in this process. Design/methodology/approach Respondents were randomly exposed to one of the six types of social media scenarios. A total of 181 respondents were drawn from an MTurk opt-in survey panel of individuals who resided in America and were over the age of 18 years. Findings Overall, the results of this study showed that as the level of customer participation increased, the level of co-created value decreased. The relationship between customer participation and customer engagement was fully mediated by co-created value. Extrinsic motivation was found to moderate the relationship between customer participation and co-created value but did not moderate the relationship between customer participation and customer engagement. Moreover, customer engagement was at its highest when an external reward was not offered, in other words, when customers were intrinsically motivated. Furthermore, when an external reward was offered, a significant effect of privacy concern on customer engagement was observed. Originality/value The study extends the current understanding of customer engagement through value co-creation, customer participation and perceptions of privacy in firm-initiated activities in social media.

Effects of Halal social media and customer engagement on brand satisfaction of Muslim customer

2019 ◽  
Vol 11 (6) ◽  
pp. 1671-1689 ◽  
Author(s):  
Syed Alamdar Ali Shah ◽  
Raditya Sukmana ◽  
Bayu Arie Fianto ◽  
Muhammad Ali Ahmad ◽  
Indrianawati Usman Usman ◽  
...  
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Customer Engagement ◽  
Hierarchical Regression ◽  
Content Type ◽  
Google Docs ◽  
Moderation Effects ◽  
The Relationship ◽  
Practical Implications ◽  
Brand Satisfaction

Purpose The purpose of this research is to examine the factors that affect brand satisfaction of a Muslim customer who is making purchases from selling outlets on social media. Design/methodology/approach The study used a new mechanism of sampling for research studies relating to social media which. Further, we used hierarchical regression to analyze the moderation effects of religiosity. Findings The authors’ findings suggest that religiosity has moderation effects on the relationship between halal social media and brand satisfaction of a Muslim customer and even higher moderation effects on relationship between customer engagement and brand satisfaction of a Muslim customer. Research limitations/implications The respondents of this research are completely unknown as the data has been collected from google-docs link sharing arrangement. Practical implications This study identifies factors that need to be focused on winning the brand loyalty of a Muslim customer. Originality/value This study provides a new sampling methodology to be used for the purpose of studies related to social media, which has been labeled as “social-media disguised snow ball sampling”. Further, this study is one of the few studies in the area of “halal social media”.

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