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.

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.

The effects of social media usage on loneliness and well-being: analysing friendship connections of Facebook, Twitter and Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaoyu Ye ◽  
Kevin K.W. Ho ◽  
Andre Zerbe
Keyword(s):  
Social Media ◽  
University Students ◽  
Design Methodology ◽  
Well Being ◽  
Self Report ◽  
Access Time ◽  
Content Type ◽  
Media Usage ◽  
Usage Patterns ◽  
Social Media Platforms

Purpose This study aims to clarify the effects of different patterns of Facebook, Twitter and Instagram usage on user loneliness and well-being in Japan. Design/methodology/approach Based on responses to a self-report questionnaire in Japan, 155 university students were separated into 4 groups: users of Twitter only, users of Twitter and Facebook, users of Twitter and Instagram and users of all three social media. The effects of social media usage on loneliness and well-being for each group were analysed. Findings No social media usage effects on loneliness or well-being were detected for those who used only Twitter or both Twitter and Instagram. For those using both Twitter and Facebook, loneliness was reduced when users accessed Twitter and Facebook more frequently but was increased when they posted more tweets. Users of all three social media were lonelier and had lower levels of well-being when they accessed Facebook via PC longer; whereas their their access time of Facebook via smartphones helped them decrease loneliness and improve their levels of well-being. Originality/value The findings reported here provide possible explanations for the conflicting results reported in previous research by exploring why users choose different social media platforms to communicate with different groups of friends or acquaintances and different usage patterns that affect their loneliness and well-being.

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.

This thing of social media! Going business or socialisation? Solving the great dilemma

foresight ◽  
2019 ◽  
Vol 22 (3) ◽  
pp. 331-350
Author(s):  
Akwesi Assensoh-Kodua
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Continuance Intention ◽  
Content Type ◽  
Social Media Platform ◽  
Actual Usage ◽  
The Future ◽  
Social Media Platforms ◽  
Media Platform ◽  
Near Future

Purpose Social media has become a “thing” not just for its historical purpose of socialisation, but a multi-faceted platform of unpredictable possibilities. With the current high levels of actual usage, business on the platform has assumed different styles and has become one of the competing activities on this platform, creating a dilemma for the future. However, as social beings, we can manage such capricious adventure by means of research, to predict the possible destination before we are taken by surprise. One of such medium of studies is through the philosophies of the continuance intention theories. To this end, the purpose of this paper was to investigated some antecedents of social media that are capable of predicting the direction of this platform to test this theory of continuance intention, and the results from the predictive Smart PLS3 shows that the continuance intention for business on this platform will overtake socialisation to offer the biggest market among the elitist class in the near future, and not China, Nigeria or the NYSE. Design/methodology/approach This paper uses Predictive Smart PLS3 to analyse the continuance intention of social media platforms. Findings Predictive Smart PLS3 shows that the continuance intention for business on social media platform will overtake socialisation to offer the biggest market. Research limitations/implications The questions asked in this study focussed on buyers and not platform managers. As the continuance intention depends on the latter as well, it would have been better if their opinions were also sought to determine what will make them continue to provide social media. Originality/value This paper is among the first to do such a study.

Innovating through social media

2019 ◽  
Vol 35 (4) ◽  
pp. 26-27
Keyword(s):  
Social Media ◽  
Open Innovation ◽  
Design Methodology ◽  
Global Market ◽  
Diverse Range ◽  
Content Type ◽  
Social Media Platforms ◽  
Pertinent Information ◽  
External Actors ◽  
Practical Implications

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 Open innovation, bringing internal and external actors together to create new products and services, is the key to survival in the global market. Social media platforms are able to help companies bring a diverse range of actors together to gain competitive advantage. Originality/value The briefing saves busy executives, strategists, 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.

One size doesn’t fit all: a uses and gratifications analysis of social media platforms

2020 ◽  
Vol 14 (2) ◽  
pp. 269-284 ◽  
Author(s):  
Mark J. Pelletier ◽  
Alexandra Krallman ◽  
Frank G. Adams ◽  
Tyler Hancock
Keyword(s):  
Social Media ◽  
Multivariate Analysis ◽  
Qualitative Study ◽  
Design Methodology ◽  
Research Study ◽  
Analysis Of Covariance ◽  
Main Study ◽  
Content Type ◽  
Value Propositions ◽  
Social Media Platforms

Purpose This research study aims to investigate consumer usage motivations for three of the top social media platforms today: Facebook, Twitter and Instagram. Additionally, through understanding various platform distinctions, firms can understand which social media platforms consumers prefer to use to co-create with brands online. Design/methodology/approach An exploratory qualitative study is first conducted to understand consumer motivations for using different social media platforms. The main study tests five hypotheses related to consumer usage intentions and social media co-creation behavior across three social media platforms. A survey is conducted with 1,050 social media users with a comparison of mean responses using multivariate analysis of covariance. Findings Results support significant differences between platforms in terms of use and co-creation behaviors. For informational purposes, consumers gravitate toward Twitter. For social purposes, Twitter and Instagram are preferred. Instagram is the primary platform for entertainment motivation as well as co-creating with brands via social media. Surprisingly, Facebook shows the lowest usage intentions and co-creation despite being the largest platform and network most widely used by marketers. Originality/value To the best of the authors’ knowledge, this is one of the first studies to take a multi-platform approach to understanding consumer social media use and co-creation with brands. The results highlight that marketing academics and practitioners must segment the various social media platforms as each offers unique value propositions to consumers.

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.

When silence isn’t golden

2019 ◽  
Vol 35 (12) ◽  
pp. 17-19
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Communication Strategies ◽  
Content Type ◽  
Social Media Platforms ◽  
Pertinent Information ◽  
Corporate Crisis ◽  
Practical Implications

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 Organizations should utilize social media platforms like Twitter to communicate effectively with stakeholders impacted in the wake of a preventable corporate crisis. It is critical to deploy relevant communication strategies in order to repair relations and minimize damage caused to the reputation and legitimacy of the firm. 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.

Typology of social media followers: the case of luxury brands

2018 ◽  
Vol 36 (5) ◽  
pp. 558-571 ◽  
Author(s):  
Zahy Ramadan ◽  
Maya F. Farah ◽  
Armig Dukenjian
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Qualitative Approach ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Different Types ◽  
Social Media Platforms ◽  
Different Characteristics ◽  
Depth Interviews

Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms. Design/methodology/approach A qualitative approach was utilized in which 24 in-depth interviews were conducted with Lebanese followers of an online luxury brand’s social media pages. Findings The study identifies the presence of six main categories of online luxury followers: pragmatists, bystanders, trend hunters, image seekers, passionate owners, and prime consumers. Each group has a specific engagement and propensity to buy levels. Research limitations/implications Understanding the different segments of luxury brand followers provides a framework for marketing managers that allows them to correctly target their marketing and communication strategies in order to maximize consumer engagement and purchasing behaviors. Originality/value A significant gap exists in the extant literature which offers no understanding of the different luxury brand followers and their different characteristics. This study is the first to offer an exploratory typology of the various luxury brand followers on social media platforms.

Using social media to explore regional cuisine preferences in China

2019 ◽  
Vol 43 (7) ◽  
pp. 1098-1114 ◽  
Author(s):  
Chengzhi Zhang ◽  
Zijing Yue ◽  
Qingqing Zhou ◽  
Shutian Ma ◽  
Zi-Ke Zhang
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Large Scale ◽  
Food Preference ◽  
Time Cost ◽  
Content Type ◽  
Social Media Platforms ◽  
New Association ◽  
Large Scale Survey ◽  
Regional Similarity

Purpose Food plays an important role in every culture around the world. Recently, cuisine preference analysis has become a popular research topic. However, most of these studies are conducted through questionnaires and interviews, which are highly limited by the time, cost and scope of data collection, especially when facing large-scale survey studies. Some researchers have, therefore, attempted to mine cuisine preferences based on online recipes, while this approach cannot reveal food preference from people’s perspective. Today, people are sharing what they eat on social media platforms by posting reviews about the meal, reciting the names of appetizers or entrees, and photographing as well. Such large amount of user-generated contents (UGC) has potential to indicate people’s preferences over different cuisines. Accordingly, the purpose of this paper is to explore Chinese cuisine preferences among online users of social media. Design/methodology/approach Based on both UGC and online recipes, the authors first investigated the cuisine preference distribution in different regions. Then, dish preference similarity between regions was calculated and few geographic factors were identified, which might lead to such regional similarity appeared in our study. By applying hierarchical clustering, the authors clustered regions based on dish preference and ingredient usage separately. Findings Experimental results show that, among 20 types of traditional Chinese cuisines, Sichuan cuisine is most favored across all regions in China. Geographical proximity is the more closely related to differences of regional dish preference than climate proximity. Originality/value Different from traditional definitions of regions to which cuisine belong, the authors found new association between region and cuisine based on dish preference from social media and ingredient usage of dishes. Using social media may overcome problems with using traditional questionnaires, such as high costs and long cycle for questionnaire design and answering.

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