Investigating social media consumption, sports enthusiasm, and gender on sponsorship outcomes in the context of Rio Olympics

2018 ◽  
Vol 19 (4) ◽  
pp. 396-414 ◽  
Author(s):  
Sunil Hazari
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Sports Participation ◽  
The Body ◽  
Purchase Behavior ◽  
Media Consumption ◽  
Content Type ◽  
Social Media Networks ◽  
And Gender ◽  
Use Of Social Media

Purpose Using the context of Rio Olympic games, the purpose of this paper is to investigate attitude toward sponsorship outcome as it relates to purchase behavior, gender, sponsor patronage, sports enthusiasm, and social media consumption. Design/methodology/approach Data were collected using an online survey of 265 participants. Questions regarding demographics, viewing habits, sports participation, enthusiasm, attitude toward Olympic events were included in the survey. The four sub-scales were sponsorship attitude, sponsor patronage, social media consumption, and sports enthusiasm. Findings The findings of the study showed that social media consumption is positively related to attitude toward event and sports patronage. There was a significant gender difference on attitude toward event, social media consumption, and sports enthusiasm. Predictors for making a purchase as a result of seeing a social media advertisement were gender, playing competitive sport, and social media consumption. Practical implications This study will add to the body of academic and practitioner research on sponsorship outcomes, and provides an opportunity for marketers to leverage social media networks for sponsorship communication. Originality/value As the use of social media networks has increased over the past few years, no previous study has investigated association of sports enthusiasm, gender, or social media consumption toward sponsor patronage which relates to consumers seeking out sponsors and being influenced to make a purchase as a result of marketing communication of sponsors.

Brand crisis communication through social media

2016 ◽  
Vol 21 (1) ◽  
pp. 56-72 ◽  
Author(s):  
Yan Wang
Keyword(s):  
Social Media ◽  
Crisis Communication ◽  
Brand Management ◽  
The Body ◽  
Advertising Campaign ◽  
Content Type ◽  
Negative Effect ◽  
Brand Crisis ◽  
Use Of Social Media ◽  
Corporate Crisis

Purpose – The purpose of this paper is to investigate how companies make use of social media communication to turn crises into opportunities and how consumers respond to this brand management strategy, and evaluate the effects of this kind of advertising campaign. Design/methodology/approach – This study uses the textual analysis method to examine the verbal fight between two brand competitors on Sina Weibo. An interpretative analysis approach is adopted to analyze a series of micro-blog messages and relevant responses and comments. A statistical analysis is conducted to reveal the public opinion on this case. Findings – The brand crisis due to trademark dispute has been successfully turned into an advertising campaign, which received eager and favorable responses from the consumers. In the name of making apologies, the company in crisis availed itself of the Weibo platform to make a veiled protest against the verdict of the Court. The technique “acting cute” was proved to be effective in diminishing the negative effect of a brand crisis and winning public sympathy and support. Research limitations/implications – The research findings may provide insights into the interplay between brand advertising and corporate crisis communication on the platform of social media. Practical implications – This study can inform practitioners of useful techniques to deal with brand crises via social media. Originality/value – The value of this study lies not only in its contribution to the body of knowledge on online crisis management with a case of Chinese companies, but also in its validation of the interplay between crisis communication and advertising.

Burnout in emergency medical technicians and paramedics in the USA

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Celia Sporer
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Maslach Burnout Inventory ◽  
Personal Accomplishment ◽  
Screening Tools ◽  
Content Type ◽  
Emergency Medical ◽  
The Usa ◽  
Individual Variables ◽  
Use Of Social Media

PurposeThis study was designed to examine burnout in US emergency medical services (EMS) providers. It examined burnout scores measured using the Maslach Burnout Inventory (MBI) on a convince sample of US EMS providers as well individual variables associated of burnout in this population.Design/methodology/approachThis study used a convince sample, recruited using social media, of EMTs and paramedics and engaged them in an online survey to obtain information on burnout in this population. The responses were analyzed using stand statistical approached in order to determine MBI burnout scores, as well as which individual variables were influential in contributing to burnout in EMS.FindingsThis study found that most EMS providers had high levels of depersonalization and medium levels of personal accomplishment and emotional exhaustion. Gender differences were found as they were differences based on agency type and response area.Research limitations/implicationsThe main limitation is the nature of sample recruitment. The use of social media for the recruitment of this type of study has not been done before. Furthermore, it is a convince sample. This issue has limited impact on the results and the ability to apply them more generally because despite the convince nature of this sample, the sample is similar to those used in other studies as well as reflect that national statistics on the make of this population. The second major limitation of this study is that it does not include job specific and organization specific factors that may contribute to burnout. The findings for the variables used in this study suggest that future works should encompass these variables as well.Practical implicationsThis study sets a clear foundation for further examination of US EMS providers and burnout. It helps to establish key ideas that can be followed up. Difference and key issues among US EMS providers need to be understood on a more comprehensive level before the assertion that they are similar to EMS providers worldwide. Ultimately, there is a need to develop better screening tools to assess burnout in EMS as well as to develop prevention and intervention programs based on clear empirical data.Social implicationsBurnout EMS provides are a harm to themselves as well as the organization that employ them. The cost of burnout EMS provider crosses over to patient care and provision of care.Originality/valueThis study is one of the first to examine such a large US-based sample of EMS providers using the MBI. Other studies have used smaller sample or other tools to assess burnout in providers

Using social media in the wine business

2014 ◽  
Vol 26 (2) ◽  
pp. 80-96 ◽  
Author(s):  
Gergely Szolnoki ◽  
Dimitri Taits ◽  
Moritz Nagel ◽  
Alessio Fortunato
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Wine Industry ◽  
Communication Tool ◽  
Vast Number ◽  
Content Type ◽  
Sales Channels ◽  
Wine Sector ◽  
Use Of Social Media ◽  
The Impact

Purpose – This paper aims to conduct two studies to investigate the use of social media tools by wineries in Germany and assess the impact of Facebook membership on customers by comparing them with customers who were not members. Today, a vast number of books and studies are being published about social media in general, but less is known about their usage and effectiveness in the wine industry. Design/methodology/approach – The first study was conducted among 321 German wineries. It focused on the attitudes and preferences of the winemakers regarding social media, and it analysed the daily use of this new communication tool. The second study took place in August 2012, and it set out to define the value that accrued to a winery from having Facebook fans. This analysis was based on an online survey with customers of the winery as well as on a comparative analysis of the buying patterns of customers who were Facebook fans and those who were not. The analysis compared the turnover from the purchases of both groups over a period of three years. Findings – It was determined that 60 per cent of German wineries did communicate with their customers using social media. Facebook was the most important social media channel, followed by Twitter and YouTube. Of the winemakers interviewed, 40 per cent planned, in the near future, to implement additional activities involving social media. The consumer study proved that Facebook fans had a higher turnover compared to the non-Facebook fans of the winery studied. This finding emphasises the loyalty of Facebook fans. In addition, the study revealed that Facebook fans are open to receiving sales offers from the company which they support. Practical implications – Winery owners should be aware of the effectiveness of this modern communication tool. This is not only because Facebook fans generate a much higher turnover but also because of the possibility that they are interested in additional special offers on Facebook, which could mean an expansion of the available sales channels. Originality/value – To our knowledge, this kind of overview about the Germany wine sector as well as about the value of a Facebook-fan of a winery has not yet been undertaken.

scholarly journals Digital inequalities and social media: experiences of young people in Chile

2017 ◽  
Vol 118 (7/8) ◽  
pp. 372-384
Author(s):  
Sarah McNicol ◽  
Karine Aillerie
Keyword(s):  
Social Media ◽  
Young People ◽  
Information Seeking ◽  
Online Survey ◽  
Ministry Of Education ◽  
School Students ◽  
Content Type ◽  
Related Information ◽  
Use Of Social Media ◽  
Types Of Information

Purpose This paper aims to report the findings from a survey of secondary school students in Chile by exploring their use of social networking services for information-seeking purposes. Design/methodology/approach An online survey was distributed via Chile’s Ministry of Education and 12,354 responses were received. Findings The results indicate that young people in Chile extensively use SNSs, but there are differences in the ways in which they use these services, specifically for information purposes. When considering school-related activities, there are differences in the use of SNSs by students in different types of schools. Those in academic-focussed institutions are more likely to use SNSs for school-related information purposes and are more likely to publish most types of information on SNSs than their counterparts in vocational schools. Research limitations/implications The sample was self-selecting and excluded students without online access to the survey. Practical implications The findings indicate more needs to be done in schools serving lower socio-economic communities to support students’ use of SNSs for information-seeking, especially for academic purposes. Social implications The findings suggest that school-associated social capital may have a role in shaping students’ use of SNSs for information and learning purposes and, potentially, in exacerbating digital inequalities. Originality/value The focus on the use of social media specifically for information-seeking distinguishes this research. The findings challenge possible assumptions about the links between social media use and social class and suggest that differences may be exacerbated by school practices.

Mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wooyoung William Jang ◽  
Kevin K. Byon ◽  
Thomas A. Baker III ◽  
Yosuke Tsuji
Keyword(s):  
Online Survey ◽  
Measurement Model ◽  
Mediating Effect ◽  
Media Consumption ◽  
Live Streaming ◽  
Content Type ◽  
Five Dimensions ◽  
New Type ◽  
And Gender ◽  
The Relationship

PurposeRecently, Jang and Byon (2020) found that esports recreational gameplay consumption is causally linked to esports online media consumption. In the context of esports, live-streaming content (by individual creators) is a new type of media consumption, which should be distinguished from esports event broadcast. Extending Jang and Byon’s finding, the purpose of this study is to examine the mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast because it allows the games to be more accessible to viewers due to two-way communication. In order to test for stability of the mediating effect of esports live content streaming, we examined the hypothesized model across the three genres (i.e. imagination [n = 224], physical enactment [n = 195], sport simulation [n = 179]).Design/methodology/approachData (N = 598) were collected via an online survey from individuals who had experienced esports recreational gameplay. A total of 15 items with five dimensions (i.e. esports recreational gameplay, esports content live streaming, esports event broadcast, streamer identification, and pro-player identification) were adapted from existing studies. The two identification constructs and gender were used as control variables.FindingsThe model fit of the measurement model was found to be acceptable via CFA. The results of SEM indicated that the intention of esports content live streaming consumption played a full mediation role in the relationship between esports recreational gameplay behavior and the intention of esports event broadcast consumption. Additionally, we found the mediating effect of esports content live streaming across the three genres.Originality/valueThis study contributes to literature related to the esports consumer behavior by conceptualizing esports content live streaming and found that esports content live streaming represents a mechanism that underlies the relationship between esports recreational gameplay intention and esports event broadcast consumption.

Social media screening and content effects: implications for job applicant reactions

2019 ◽  
Vol 40 (1) ◽  
pp. 73-86 ◽  
Author(s):  
Debora Jeske ◽  
Kenneth S. Shultz
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Selection Process ◽  
Privacy Concern ◽  
Applicant Reactions ◽  
Negative Effects ◽  
Cross Sectional ◽  
Content Type ◽  
Job Applicant ◽  
Use Of Social Media

PurposeThe purpose of this paper is to pursue several goals: first, what is the relationship between perceived respect for privacy and potential job pursuit of student applicants in a hypothetical application scenario which includes social media screening as part of the selection process? Second, if the job involves vulnerable others, what are the implications for privacy perceptions? And third, to what extent does the use of social media for non-work purposes relate to perceived respect for privacy?Design/methodology/approachUsing a cross-sectional sampling approach, data were collected from 388 student participants in two different data collection rounds via an online survey.FindingsPerceived respect for privacy was positively correlated, and information privacy concern was negatively correlated, with job pursuit intention. However, perceived respect for privacy differed across the different jobs. Specifically, respect for privacy was higher when the employer screened social media for jobs involving explicit work with children. Social media use and content effects also emerged. Those who either observed others online or interacted with others online to socialize reported lower respect for privacy. Participants with more sensitive content online and content they would be unwilling to share also reported lower scores for privacy.Research limitations/implicationsThe results were based on cross-sectional data, correlational analyses and hypothetical job scenarios due to ethical considerations and causal restrictions in what may be bi-directional effects.Originality/valueThe current study adds to the limited research on the negative effects of social media screening by employers on applicant reactions and the role of job-specifics on how applicant may react to screening.

Understanding public libraries’ challenges, motivators, and perceptions toward the use of social media for marketing

2018 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Namjoo Choi ◽  
Soohyung Joo
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Public Libraries ◽  
Public Library ◽  
Content Type ◽  
The Public ◽  
Current State ◽  
The Usa ◽  
Use Of Social Media ◽  
Library Marketing

Purpose The purpose of this paper is to identify challenges and motivators to social media adoption for marketing purposes in public libraries and to investigate how these libraries perceive the importance of social media marketing. Design/methodology/approach A nation-wide online survey on public libraries in the USA was conducted to carry out this study, and a total number of 470 responses were used for data analysis. Findings This study determined a range of challenges and motivators to implementing social media for marketing in public libraries. The results also showed that public libraries perceive social media as an important tool for their library marketing and intend to increase their use. Practical implications The findings from this study can serve as a guideline for public libraries when employing social media for marketing purposes in their libraries. Originality/value This study assessed the current state of social media use for marketing in the public library context, a context that has been under-researched in the literature, from three perspectives: challenges, motivators, and perceptions.

scholarly journals Instagram Stories versus Facebook Wall: an advertising effectiveness analysis

2019 ◽  
Vol 23 (1) ◽  
pp. 69-94 ◽  
Author(s):  
Daniel Belanche ◽  
Isabel Cenjor ◽  
Alfredo Pérez-Rueda
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Advertising Effectiveness ◽  
Consumer Attitude ◽  
Content Type ◽  
Social Media Platforms ◽  
Research Findings ◽  
And Gender ◽  
Attitude Toward Ads ◽  
Practical Implications

Purpose This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign. Design/methodology/approach The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators. Findings The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories. Practical implications Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men. Originality/value This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.

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.

Use of social media by science students in public universities in Southwest Nigeria

2016 ◽  
Vol 34 (2) ◽  
pp. 213-222 ◽  
Author(s):  
Joseph Kehinde Fasae ◽  
Idowu Adegbilero-Iwari
Keyword(s):  
Social Media ◽  
Public Universities ◽  
Sampling Technique ◽  
Science Students ◽  
Content Type ◽  
Social Media Networks ◽  
Academic Practices ◽  
Southwest Nigeria ◽  
Use Of Social Media ◽  
Social Media Network

Purpose – The purpose of this paper is to investigate the use of social media for academic practices by science students of public universities in Southwest Nigeria. Design/methodology/approach – Descriptive design was used for the study. Research instrument used was questionnaire where 140 copies were administered to science students, using purposive sampling technique. Three institutions in southwest of Nigeria were selected for the study. Copies of the questionnaire were distributed to students in their lecture rooms and laboratories during practical classes with the permission and assistance of their lecturers. The data collected were analysed using frequency and simple percentage. Findings – The results reveal that among the various social media networks available, Facebook (93.48 per cent) is the most recognized and most famous, followed by Google+ (63.77 per cent) and Twitter (47.83 per cent). Two-third of the students make use of social media daily to remain up-to-date with trending events/news and to occupy free time when they are bored, among other reasons. The findings show that Google+ (52.17 per cent) is the most beneficial social media network followed by Facebook (29.7 per cent) and Wikia (23.91 per cent). Most of the science students are knowledgeable in the usage and application of social media, while majority of them considered poor Internet connectivity, receiving of unwanted messages/pictures and electricity failure as the leading problems encountered while using social media. Originality/value – The study was necessary to identify the use and application of social media by science students in public universities in Southwest Nigeria.

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