Social media activity in a festival context: temporal and content analysis

2017 ◽  
Vol 29 (2) ◽  
pp. 669-689 ◽  
Author(s):  
Kelly MacKay ◽  
Danielle Barbe ◽  
Christine M. Van Winkle ◽  
Elizabeth Halpenny
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Information Seeking ◽  
Design Methodology ◽  
Message Content ◽  
Content Type ◽  
Time Points ◽  
Multi Phase ◽  
Time Frames ◽  
Lost Opportunity

Purpose This study explores the multi-phasic experience of festivals to understand the nature, purpose and degree of social media (SM) use before, during and after festival occurrence and how this may inform better engagement of attendees. Design/methodology/approach A census of tweets and posts from four festivals’ Twitter handles and Facebook accounts were coded and analyzed across three time points: one week prior, during and one week after the festival. They were coded on nature (e.g. conversational, promotional, informational), purpose (e.g. information-seeking, friendship/relationship) and presence of links, photos, etc. Tests for platform influences on usage were conducted. Findings In total, 1,169 tweets and 483 posts were captured. Two-thirds of SM activity occurred during the festivals, one-third pre-festival and minimal activity post festival. Temporal analyses found that while the purpose and nature of the message content varied across festival time points, this was often dependent on SM platform. Research limitations/implications Festivals are not taking advantage of the multi-phase experience model and the utility of SM to maintain contact and encourage visitors to continue processing their experience after the festival. This lost opportunity has implications for re-patronizing behaviour and sponsor relationships. Originality value Leung et al. (2013a) call for sector specific research to elucidate SM use in tourism. Festivals provide a unique environment of co-created experience. Findings suggest differential usage of SM across festival time frames and platforms that can be used to guide festival organizations’ SM communication to better engage its patrons.

Does KFC sell rat? Analysis of tweets in the wake of a rumor outbreak

2017 ◽  
Vol 69 (6) ◽  
pp. 660-673 ◽  
Author(s):  
Anjan Pal ◽  
Alton Y.K. Chua ◽  
Dion Hoe-Lian Goh
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Food Chain ◽  
Fast Food ◽  
Design Methodology ◽  
Social Ties ◽  
High Volume ◽  
Content Type ◽  
Personal Involvement ◽  
The Social

Purpose In the wake of a rumor outbreak, individuals exchange three types of messages: rumor messages, counter-rumor messages, and uncertainty-expressing messages. However, the properties of the three types of messages are relatively unknown particularly in the social media context. Hence, the purpose of this paper is to examine these three types of messages posted on social media in the wake of a rumor outbreak. Design/methodology/approach Data included tweets posted after the outbreak of a rumor that wrongly accused the fast food chain Kentucky Fried Chicken (KFC) for selling rats instead of chicken. Using a deductive approach, codes were derived via content analysis on the tweets. Volume and exposure of tweets were also examined. Findings Counter-rumor tweets (52 percent) outnumbered rumors tweets (32 percent) and uncertainty-expressing tweets (16 percent). Emotions and personal involvement were abundant in rumor tweets. Expressions of credence and references to URLs were high in counter-rumor tweets. Social ties were found widely in uncertainty-expressing tweets. The high volume and exposure of counter-rumor tweets compared with those of either rumor tweets or uncertainty-expressing tweets highlight the potential of counter-rumors to mitigate rumors. Originality/value This research ventures into a relatively unexplored territory by concurrently examining rumor messages, counter-rumor messages and uncertainty-expressing messages in the wake of a rumor outbreak. It reveals that counter-rumor messages have the potential to mitigate rumors on social media.

Twitter sentiments related to natural calamities

2018 ◽  
Vol 36 (1) ◽  
pp. 38-54 ◽  
Author(s):  
Sumeer Gul ◽  
Tariq Ahmad Shah ◽  
Muzaffer Ahad ◽  
Mir Mubashir ◽  
Suhail Ahmad ◽  
...  
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Design Methodology ◽  
Positive Association ◽  
Pivotal Role ◽  
Significant Positive Association ◽  
Jammu And Kashmir ◽  
Content Type ◽  
Naturalistic Approach

Purpose The study aims to showcase public sentiments via social media, Twitter, during 2014 floods of Jammu and Kashmir, India. Design/methodology/approach The study is based on content analysis of tweets related to Kashmir floods. Search was performed with “#kashmirfloods” and was confined to tweets posted from 4 September 2014 through 3 November 2014. A naturalistic approach was applied to examine the content and classify tweets into 5 major and 25 sub categories. Data as such collected were tabulated in SPSS 21 for analysis. Findings During the study period, individuals, news channels, and organisations posted a total of 36,697 tweets related to Kashmir floods. It all started with an outburst of tweets which goes on declining (exponentially) with every passing day. People express themselves in a number of ways with informational tweets used more during the time of disaster. Individuals expressing their sentiments outscore other types of sentiments with text-based tweets ranking high. About 44 per cent of tweets were retweeted, and nearly 31 per cent tweets were marked favourite. Comparatively, more number of informational and help tweets were retweeted or marked favourite. Contextual richness of tweet (i.e. number of embedded expressions) enhances its visibility by means of getting liked and/or retweeted. A statistically significant positive association is observed between the number of expressions in a tweet and the number of times it is liked (favourite) or retweeted. Research limitations/implications Twitter plays a pivotal role during natural calamities like Kashmir floods to connect people in the hour of need and help. It provides a platform where the plight of people is heard across the globe and which encourages people to unite and overcome hurdles together. Originality/value This study examines the sentiments of people expressed during Jammu and Kashmir (India) Floods 2014 on social media – Twitter.

The state of social media engagement in Saudi universities

2017 ◽  
Vol 9 (2) ◽  
pp. 267-303 ◽  
Author(s):  
Norah Khalid Alsufyan ◽  
Monira Aloud
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Design Methodology ◽  
Public Universities ◽  
Private Universities ◽  
The Other ◽  
Content Type ◽  
The Public ◽  
Social Media Engagement ◽  
Social Media Platforms

Purpose The purpose of this paper is to investigate the way that Saudi universities are engaging their audience via social media platforms by means of the five meaningful themes: visibility, branding, authenticity, commitment, and engagement. The study will answer the questions: how do Saudi universities exploit social media platforms to engage their target audience? What are the recommendations for Saudi universities toward maximizing the value of social media engagement? Design/methodology/approach A content analysis approach was used to study all Saudi universities (26 public, 11 private). Facebook, YouTube, LinkedIn and Twitter were the anticipated social media platforms in this study. Findings The results showed that Twitter is the most frequently used platform to communicate with audiences. While visibility in the anticipated social media platforms was high, the engagement was lacking. On the other hand, authenticity and branding in the anticipated social media platforms were medium, while commitment was low except on Twitter. In general, the private universities exceed the public universities in terms of visibility, branding, authenticity, commitment and engagement in the anticipated social media platforms, which indicates their attention on gaining their audience’s satisfaction, a dynamic of trust which will lead to maintaining current relationships or building new ones. Originality/value Since there are few studies in the field regarding social media platforms usage by Saudi universities, this study aims to understand how Saudi universities are utilizing social media platforms to engage their audiences and propose recommendations for how Saudi universities can build value from social media platforms.

Brands, community and style – exploring linking value in fashion blogging

2014 ◽  
Vol 18 (1) ◽  
pp. 3-19 ◽  
Author(s):  
Christofer Pihl
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Design Methodology ◽  
Study Strategies ◽  
Future Research ◽  
Community Members ◽  
Content Type ◽  
Potential Source ◽  
Empirical Context ◽  
Practical Implications

Purpose – By using the concept of style, the purpose of this paper is to elaborate on the notion of brand community. More specifically, it seeks to explore how style can function as a linking value in forms of communities centred on brands that emerge within the empirical context of fashion and social media. Design/methodology/approach – A netnography of the content produced by 18 fashion bloggers in Sweden was conducted. Content analysis of this material was used to map how consumption objects, in terms of fashion brands, were integrated in activities taking place on blogs, and through these processes, acted as a linking value for community members. Findings – This paper demonstrates how fashion bloggers, together with their readers, constitute a form of community centred on style. It also shows how fashion bloggers, by combining and assembling fashion brands and products, articulate and express different style sets, and how they, together with their followers, engage in activities connected to these style ideals. Research limitations/implications – As this study has been empirically limited to a Swedish setting, future research would benefit from findings of international expressions of communities of style. Practical implications – Based on this study, strategies for managing communities of style is suggested to represent a potential source of competitive advantage for fashion firms. Originality/value – In the context of the conceptual discussion about what brings members of communities together, this study provides evidence of how style can function as a linking value in the setting of consumer communities that emerge within the boundaries of fashion and social media.

Bibi and Mr. Prime Minister: do different Facebook identities imply different messages for political leaders?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gal Yavetz
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Political Parties ◽  
Peer Review ◽  
Design Methodology ◽  
Prime Minister ◽  
Political Agenda ◽  
Political Leaders ◽  
Content Type ◽  
Link Type

PurposeSocial media has been widely adopted by politicians and political parties during elections and routine times and has been discussed before. However, research in the field has so far not addressed how a political leader's private or official social media account affects their message, language and style. The current study examined how Israeli Prime Minister Benjamin Netanyahu uses his private Facebook account, compared to his use of his official Facebook page “Prime Minister of Israel.”Design/methodology/approachIn this study, the author identified the differences between these two digital entities using in-depth content analysis based on all posts (N = 1,484) published on the two pages over a 12-month period between 2018 and 2019.FindingsThe study’s findings indicate that Netanyahu regularly uses his personal page to address topics that are not represented on his official page, such as mentioning and attacking political rivals, presenting political agenda, and criticizing Israeli journalists and media organizations. Netanyahu's private Facebook account is also used to comment on personal events such as the criminal indictments he is facing and family affairs.Originality/valueThe findings highlight the need to investigate the different identities that politicians maintain on social media when they use personal or official accounts, sometimes on the same platform. The medium matters, yet the author also discovered that a leader's choice of account and its title are also important.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2021-0004.

Sponsor and ambush marketing during the 2018 Commonwealth Games on Twitter and Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Olan K.M. Scott ◽  
Nicholas Burton ◽  
Bo Li
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Design Methodology ◽  
Content Type ◽  
Sporting Event ◽  
Ambush Marketing ◽  
Social Media Platforms ◽  
Commonwealth Games

Purpose This research explores ambush marketing on social media during the 2018 Commonwealth Games held in Australia. Two social media platforms – Twitter and Instagram – served as the dataset to uncover how official sponsors of the Canadian and Australian Commonwealth Games teams were ambushed.Design/methodology/approach Employing a content analysis of all official team sponsors and their competitors, the study’s findings offer an original and multi-national look into social media ambushing.Findings Results indicated that promoting Games’ links was the most common social media post type used by official event sponsors, followed by sharing results of their endorsed athletes and behind-the-scenes information.Research limitations/implications In an effort to provide connection to the event, posts by ambushers focused on promoting athletes endorsed by their brand. All ambushers were more likely to use Twitter to promote their endorsed athletes. Instagram, however, was not fully embraced in their ambush marketing.Originality/value Discussion and implications of the results provide sport marketers with information on how to leverage one’s link with a major sporting event.

scholarly journals National memory institutions' social media policies and risk management: a content analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chern Li Liew
Keyword(s):  
Social Media ◽  
Risk Management ◽  
Content Analysis ◽  
Peer Review ◽  
Policy Development ◽  
Design Methodology ◽  
National Level ◽  
Content Type ◽  
Account Management ◽  
National Memory

PurposeAmong the current discourses around social media risk management (SMRM) is whether institutions perceive social media (SM) as more of an opportunity to be embraced and regulated, or a risk to be avoided or mitigated, how this is reflected in their policies and how institutional stance reflects their regulation and management of SM use and practices. There is currently no scholarly literature that addresses these for the memory sector where SM use has proliferated. This research aims to address this gap by putting a focus on national memory institutions (MIs), whose strategies and operations are often governed by a public/civic mandate.Design/methodology/approachThis research involves a comprehensive literature review and a content analysis. The review includes studies that have analysed institutional SM policies in other sectors. The review informs our content analysis both in terms of approaches and in terms of identifying areas for comparisons. Following an initial scoping review and a close inspection, a sample of eight policies of national MIs were included in the content analysis.FindingsThe content analysis led to the identification of 8 core themes and 36 sub-themes. The main themes are concerned with account management, audience management, rules for use, protecting institutional interests, legal considerations, the purpose of the policy, nature of postings and referencing information. Also emerged from the findings are a few gaps that we expect will provide a platform for further discourses with regard to the potentially complex role SM policies have in MIs and the broader cultural heritage sector in relation to their public/civic mandates.Originality/valueThis is the first close SM policy analysis for the memory sector focusing on national MIs. This research contributes insights into how national-level MIs tend to frame the opportunities and the risk of SM use, the ways in which they govern SM usage and their different approaches to SMRM. The findings have implications for SM policy development and implementations, and further iterations of SM policies in the memory sector.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-09-2020-0421

scholarly journals Prevention and response to gender-based violence (GBV) during novel Covid-19 lock-down in Uganda

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Madinah Nabukeera
Keyword(s):  
Social Media ◽  
Domestic Violence ◽  
Content Analysis ◽  
Design Methodology ◽  
Gender Based Violence ◽  
Content Type ◽  
Fertile Ground ◽  
Gender Based ◽  
Novel Coronavirus ◽  
And Control

Purpose The purpose of this paper is to understand the challenges related to fighting gender-based violence (GBV) victims during the lockdown in Uganda and suggest prevention and response to GBV and domestic violence victims and stakeholders amidst the deadly novel coronavirus Covid-19 pandemic. Design/methodology/approach Content analysis was used to collect data to answer the objective of the study. Relevant documents that related to prevention and response to GBV amidst the deadly novel coronavirus Covid-19 pandemic were reviewed i.e. both print ((inter)-national newspapers i.e. monitor and newspaper), electronic (television and radio) and social media (Facebook and Twitter) and presidential addresses on Covid-19. Findings The usual mechanisms that victims go through to report are curtailed and the lockdown and quarantine presented the perpetrators the perfect environment to continue disrespecting victims, as everyone was required to respect the stay at home orders, hence it gave fertile ground for isolation and control of the victims. Originality/value Proposing prevention and response to GBV during the coronavirus novel Covid-19 pandemic lockdown in Uganda.

scholarly journals Apparel brands’ use of Facebook: an exploratory content analysis of branded entertainment

2015 ◽  
Vol 19 (2) ◽  
pp. 107-119 ◽  
Author(s):  
Ben Touchette ◽  
Morgan Schanski ◽  
Seung-Eun Lee
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Conceptual Framework ◽  
Design Methodology ◽  
Content Type ◽  
Consumer Motivation ◽  
Time Period ◽  
Facebook Pages ◽  
Social Media Strategy

Purpose – The purpose of this paper is to examine features of branded entertainment in apparel brands’ Facebook pages based on the conceptual framework of play themes (Zhang, 2010). Design/methodology/approach – A content analysis was performed for 1,443 posts present on 50 apparel brands’ Facebook profile pages in the time period from November 28, 2011 to December 25, 2011. Findings – The findings provide meaningful insights into apparel brands’ use of Facebook as a social media strategy. The most dominant branded entertainment consisted of photos and advertisements and was directed toward promoting specific products and sales without using a particular play theme. Among the play themes used, play as frivolity, which includes simple and fun activities, was predominant. Overall, apparel brands utilized limited types of branded entertainment on their Facebook pages. Research limitations/implications – By integrating play themes into branded entertainment, apparel brands can optimize their branded contents on Facebook to connect with consumers and increase consumer motivation to interact with the brand. More specifically, apparel brands that adopt additional play themes other than play as frivolity for their branded entertainment will stand out and cut through the clutter of competitors’ Facebook pages. Originality/value – No previous research investigated apparel brands’ use of Facebook pages. This study fills the void in the literature by addressing how apparel brands utilize types of branded entertainment on their Facebook profile pages.

scholarly journals Impact of romantic Facebook “crush pages” on the Egyptian youth

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alamira Samah Saleh
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Romantic Relationships ◽  
Romantic Relationship ◽  
Design Methodology ◽  
Moral Panic ◽  
Red Flags ◽  
Public Concern ◽  
Content Type ◽  
The Past

Purpose Like many social media trends, the romantic craze charms Egyptian youth. Romantic Facebook crush pages popped up locally in the past few years among university students particularly. They expressed a new aspect of online social interaction that has raised red flags with some adults, while thought to be a new healthy way to pour youth’s hearts out anonymously in a so-called a conservative society for others. Some crush pages, in particular, drew concerns of several parents for they are more vulgar and aggressive submissions. Laying between the two arguments, this study aims to examine the extent to which Facebook users make use of it to pursue romance, if Facebook’s characteristics and social context reflected in users’ perceptions of romantic relationships, the implications of being in a romantic relationship on Facebook and if such FB practices could pose a state of moral panic or a public concern. Design/methodology/approach A survey of 200 Facebook users between 18 and 25 years was gathered. Furthermore, a content analysis of three Egyptian universities’ “crush pages” posts was applied. Findings The study highlighted the conflicting ideals of today’s Egyptian youth moral lives. Ultimately, there is an evidence that practices of using Facebook online crush pages have been creating new contested but delightful moral normative rules around love. Originality/value Crushes pages have been sweeping across Egyptian colleges and faculties; however, almost no Arabic study was done to figure out its impact. Furthermore, the study takes into account the socio-cultural background of the Egyptian society.

Sign in / Sign up

Export Citation Format

Share Document