Which social media posts generate the most buzz? Evidence from WeChat

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jie She ◽  
Tao Zhang ◽  
Qun Chen ◽  
Jianzhang Zhang ◽  
Weiguo Fan ◽  
...  
Keyword(s):  
Social Media ◽  
Process Model ◽  
Domain Specificity ◽  
User Engagement ◽  
Content Type ◽  
Step Process ◽  
Media Type ◽  
Lexical Density ◽  
New Variables ◽  
Hierarchy Of Effects

PurposeFollowing the hierarchy-of-effects model, this study aims to propose a two-step process framework to investigate social media post efficacy via attraction and likes.Design/methodology/approachThe study analyzes 113,785 social media posts from 126 WeChat official accounts to explore how external (headline features and account type) and internal (content features and media type) features impact social media post attractions and likes, respectively.FindingsThe antecedents of post attraction differ from those of post likes. First, headline features (punctuation, length, sentiment and lexical density) and account type significantly influence social media post attraction. Second, content features (depth, tone, domain specificity, lexical density and readability) and media type affect social media post likes.Originality/valueFirst, this study considers online user engagement as a two-step process regarding social media posts and explores different influencing factors. Second, the study constructs new variables (account type and domain specificity) in each stage of the two-step process model.

CSR communication strategies and stakeholder engagement of upscale hotels in social media

2019 ◽  
Vol 31 (5) ◽  
pp. 2129-2148 ◽  
Author(s):  
Deniz Kucukusta ◽  
Mariia Perelygina ◽  
Wing Sze Lam
Keyword(s):  
Social Media ◽  
Stakeholder Engagement ◽  
Data Extraction ◽  
Communication Strategies ◽  
Content Type ◽  
Csr Communication ◽  
Media Type ◽  
Message Strategy ◽  
Communication Activity ◽  
Corporate Social

Purpose The purpose of this study is to investigate how hotels practice corporate social responsibility (CSR) communication through social media, including which content type and media type receive the highest level of engagement. Two major aspects are considered, namely, CSR communication activity and stakeholder engagement. Design/methodology/approach The analysis is conducted for Forbes four-star to five-star hotels in Hong Kong. Facebook data are extracted from the property pages of the sample hotels by Netvizz, which is a Facebook data extraction application. The data analysis includes three steps and combines qualitative and quantitative approaches. Findings The results indicate that the type of information has a significant influence on engagement and has even more of an affect than the message strategy. Although the number of CSR-related posts is significantly lower than marketing-oriented posts, they achieve a comparable level of popularity and engagement. Posts encouraging CSR practices show the highest level of engagement among CSR-related posts. In terms of media and content types, video achieves the highest engagement, and posts related to discounts achieve the highest engagement. Originality/value This study fills the gap in the current literature by conducting a comparison between marketing and CSR communication strategies on social media. It also provides insights on how to draft more effective CSR messages.

scholarly journals Social media optimization: making library content shareable and engaging

2015 ◽  
Vol 33 (4) ◽  
pp. 526-544 ◽  
Author(s):  
Doralyn Rossmann ◽  
Scott W.H. Young
Keyword(s):  
Social Media ◽  
Social Connectedness ◽  
User Engagement ◽  
Media Optimization ◽  
Web Analytics ◽  
Web Content ◽  
Content Type ◽  
User Behaviors ◽  
Study Results ◽  
Before And After

Purpose – Social Media Optimization (SMO) offers guidelines by which libraries can design content for social shareability through social networking services (SNSs). The purpose of this paper is to introduce SMO and discuss its effects and benefits for libraries. Design/methodology/approach – Researchers identified and applied five principles of SMO. Web analytics software provides data on web site traffic and user engagement before and after the application of SMO. Findings – By intentionally applying a program of SMO, the library increased content shareability, increased user engagement, and built community. Research limitations/implications – Increasing use of SNSs may influence the study results, independent of SMO application. Limitations inherent to web analytics software may affect results. Further study could expand analysis beyond web analytics to include comments on SNS posts, SNS shares from library pages, and a qualitative analysis of user behaviors and attitudes regarding library web content and SNSs. Practical implications – This research offers an intentional approach for libraries to optimize their online resources sharing through SNSs. Originality/value – Previous research has examined the role of community building and social connectedness for SNS users, but none have discussed using SMO to encourage user engagement and interactivity through increased SNS traffic into library web pages.

scholarly journals Managing knowledge through social media

2018 ◽  
Vol 13 (3) ◽  
pp. 303-328 ◽  
Author(s):  
Robert Crammond ◽  
Kingsley Obi Omeihe ◽  
Alan Murray ◽  
Kirstin Ledger
Keyword(s):  
Social Media ◽  
Process Model ◽  
Management Tool ◽  
Content Type ◽  
Media Usage ◽  
Media Technologies ◽  
Entrepreneurial Behaviour ◽  
Start Up ◽  
Research Concept ◽  
Organisational Strategy

Purpose The purpose of this paper is to conceptualise social media usage (SMU) as a contributory, knowledge management (KM) tool towards entrepreneurial behaviour amongst small- and medium-sized enterprises (SMEs). Although an underdeveloped concept in entrepreneurship, the conceptual analysis of KM presents evidence which links SMU as complementary to changing KM conventions. Design/methodology/approach The pertinent KM and SMU literatures of the SME context were reviewed to form an understanding of this context. Employing a mixed-methods approach, a pragmatic, thematic investigation of SMU-enhanced KM was facilitated. Findings Substantial benefits of innovative SMU, as a management tool towards SME entrepreneurialism, were witnessed. SMU enhances the administration of real-time knowledge, encouraging creativity. However, longer-term costs of employing requisite personnel, and anticipated organisational restructuring, present challenges. The paper identifies the potentials of social media technologies in overcoming KM issues. The authors propose a reasoned process model towards entrepreneurial exploitation by acknowledging systematic phases of research, concept, institutionalise, develop, target and assess, referred to as the RCIDTA model. Practical implications The authors argue that KM, through social media, facilitates interactions to execute innovative processes within SMEs ever-changing infrastructures. It also informs nascent entrepreneurs, in considering the benefits of systematic KM, and novel SMU, opportunities. The RCIDTA model for SMEs can be utilised in improving knowledge ecosystems of entrepreneurial SMEs, promoting innovation towards sustained organisation growth. Originality/value This paper embraces the growing approach of SMEs applying SMU. SMU and its cost efficiency support the start-up activity. This paper highlights central issues concerning the exploitation of sector-specific KM, including organisational strategy, structure, brand formation, fiscal and personnel resource allocation and market share.

Social media based value creation and business models

2016 ◽  
Vol 116 (8) ◽  
pp. 1820-1838 ◽  
Author(s):  
Sanna Ketonen-Oksi ◽  
Jari J. Jussila ◽  
Hannu Kärkkäinen
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Process Model ◽  
Business Models ◽  
Academic Research ◽  
Research Literature ◽  
Service Development ◽  
Academic Journal ◽  
Content Type ◽  
Customer Services

Purpose The purpose of this paper is to create an organized picture of the current understanding of social media-based value creation and business models. Design/methodology/approach Following the process model presented by Fink (2005), a systematic literature review of academic journal articles published between 2005 and 2014 was conducted. The research was grounded on the theoretical foundations of service-dominant logic. Findings This study offers detailed descriptions and analyses of the major social media mechanisms affecting how value is created in social media-based value networks and the kinds of impact social media can have on present and future business models. Research limitations/implications The study is limited to academic research literature on business organizations, excluding all studies related to public and non-profit organizations. Practical implications Attention is given to developing an in-depth understanding of the functions and concrete value creation mechanisms of social media-based co-creation within the different organizational processes (e.g. in product and service development and customer services) and to updating the related practices and knowledge. Originality/value This study provides new insight into the challenges related to research models and frameworks commonly used for observing value creation, thus highlighting the need for further studies and updates.

scholarly journals Catching silver consumers in China: an integrated model of Chinese older adults' use of social networking technology

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jin Su ◽  
Xiao Tong
Keyword(s):  
Older Adults ◽  
Social Media ◽  
Social Networking ◽  
Perceived Value ◽  
User Engagement ◽  
Content Type ◽  
Chinese Older Adults ◽  
Facilitating Conditions ◽  
Social Networking Technology ◽  
Networking Technology

PurposeThis study aims to gain a more holistic understanding of Chinese older adults' perceptions and use of social networking technology.Design/methodology/approachGrounded in the extended unified theory of acceptance and use of technology (UTAUT2) and expectation-confirmation (ECM) theory, the study proposed an integrated social media user engagement model and tested the model utilizing the data collected from 323 Chinese older adults.FindingsThe results reveal that half of the relationships in the proposed model were supported. Specifically, performance expectancy, facilitating conditions, social influence and hedonic motivation were all found to have a significant positive influence on perceived value. In addition, the results confirmed the positive impact of facilitating conditions on satisfaction. Both perceived value and satisfaction were also found to have a significant positive effect on Chinese older adults' intention to engage in social networking technology.Originality/valueChinese older adults are embracing Internet technologies at a greater rate; thus, understanding their perspectives of social networking technology offers valuable insights. This empirical study enhances understanding of the nature and strength of the relationships in the proposed integrated social media user engagement model in the context of Chinese older adults.

Facebook seeks new users and markets as troubles mount

2018 ◽  
Keyword(s):  
Social Media ◽  
Regulatory Regime ◽  
User Engagement ◽  
Barriers To Entry ◽  
Content Type ◽  
Social Media Platform ◽  
Video Sharing ◽  
Media Platform ◽  
Business Response ◽  
European Markets

Subject Facebook's troubles and business response. Significance Facebook’s financial performance is determined by its success in adding, retaining and engaging active users of its products, particularly its eponymous social media platform and photo- and video-sharing service Instagram. Its North American and West European markets are reaching their ceiling for new users while removing fake accounts, estimated by the company to account for 3-4% of the total, is reducing overall numbers. Meanwhile, privacy, data sharing and security, and false and bot-created content concerns, put user engagement and retention at risk, further endangering revenue. Impacts A global regulatory regime against social media is highly improbable. Some US and EU regulation could be useful for Facebook as barriers to entry, as it does in such industries as banking and airlines. Sustaining advertiser loyalty is as vital to the sustainability of Facebook’s business model as growing users.

The impact of social media on disaster relief effort – recovery coordination for Hurricane Harvey

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bidyut Hazarika ◽  
Alan Rea ◽  
Reza Mousavi ◽  
Kuanchin Chen
Keyword(s):  
Social Media ◽  
Disaster Recovery ◽  
Disaster Relief ◽  
Recovery Period ◽  
User Engagement ◽  
Content Type ◽  
Disaster Event ◽  
The Impact ◽  
Relief Organizations ◽  
Post Disaster

Purpose This study aims to investigate patterns of social media posting occurring during the initial post-disaster recovery period. In addition, the study investigates the antecedents of user engagement with Twitter posts or “tweets.” Design/methodology/approach This study uses Hurricane Harvey as the research focus because of its $125bn in damage and the recovery effort associated with it. Analyzing nearly 38,000 tweets related to 2017’s Hurricane Harvey and specifically focuses on rescuers who became to be known as the “Cajun Navy.” Findings The popularity of the tweet significantly influences social media engagement; disaster relief organizations first should seek out alliances and partnerships with those who already are well-known or influential in social media. In addition, by regularly monitoring and participating in social media, such as encouraging retweets and mentions even when not responding to a disaster, agencies will gain social media followers and influence when these are most needed. Research limitations/implications By analyzing patterns of social media posts during and after Hurricane Harvey, this study attempts to quantify social media’s effectiveness during this disaster, in particular with a focus on what characteristics of Harvey-related Twitter posts most influenced user engagement. Practical implications Findings underscore the need for agencies to strengthen their social media presence and use it in all three phases of disaster conceptualization. Beyond managing communication with other agencies and the community, which alone is critical for an agency’s impact, social media offers the world as a potential audience for agencies that can deftly leverage it. Originality/value Social media has revolutionized not only communication but also inter-connectivity as people have normalized its use. Its ubiquity and efficiency have seen its incorporation into the critical area of emergency management, both during and after disasters. The main objective of this paper is to investigate and evaluate the usefulness of social media in disaster recovery efforts, focusing on its advantages in relation to a recent disaster event.

Agenda-setting on traditional vs social media

2019 ◽  
Vol 29 (4) ◽  
pp. 688-703 ◽  
Author(s):  
Liang Chen ◽  
Jingyuan Shi ◽  
Yu Guo ◽  
Pianpian Wang ◽  
Yiwei Li
Keyword(s):  
Social Media ◽  
Agenda Setting ◽  
Process Model ◽  
Semantic Network ◽  
Rank Order ◽  
Quadratic Assignment ◽  
Extended Parallel Process Model ◽  
Content Type ◽  
People’S Daily ◽  
People's Daily

Purpose The purpose of this paper is to explore and compare haze-related content between traditional and social media in China by applying agenda-setting theory and the extended parallel process model (EPPM). Specifically, this paper examines the correlation between the two forms of media in terms of the ranking of the attributes of haze (i.e. the EPPM components) and the interrelationships among the attributes. Design/methodology/approach Content analysis and semantic network analysis were employed to address the research aims. Findings The results revealed that more than half of the total messages on both types of media reflected the EPPM components, either threat or efficacy information. However, the imbalance between the threat and efficacy information was more prominent in the haze-related content presented in the People’s Daily than it was on Weibo. In addition, the results from a Spearman’s rank-order correlation and a quadratic assignment procedure (QAP) indicated that there was no significant correlation between the People’s Daily and Weibo in terms of the rankings of the attributes of haze (i.e. the EPPM components) or the interrelationships among the attributes. Originality/value This study is the first to apply a theoretical approach to examine and compare the nature of haze-related messages on traditional and 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.

Analyzing media types and content orientations in Facebook for global brands

2015 ◽  
Vol 9 (1) ◽  
pp. 4-30 ◽  
Author(s):  
Dae-Hee Kim ◽  
Lisa Spiller ◽  
Matt Hettche
Keyword(s):  
Social Media ◽  
Consumer Response ◽  
Message Content ◽  
Content Type ◽  
Consumer Responses ◽  
Global Brands ◽  
Product Categories ◽  
Media Type ◽  
Media Message ◽  
Facebook Pages

Purpose – This study aims to examine current practices of social media marketing among major global brands across five product categories (namely, convenience, shopping, specialty, industrial and service). Assessing the frequency, media type and content orientations of corporate Facebook pages, this study aims to isolate the qualitative factors of a brand’s social media message that are most likely to facilitate a consumer response. Design/methodology/approach – A content analysis of 1,086 social media posts was conducted from the corporate Facebook pages of 92 global brands during a one-month (snapshot) time horizon in July 2013. The data collected from each individual post include its media type (i.e. text, photo or video), its content orientation (i.e. task, interaction and self-oriented) and the number and type of consumer response it generated (i.e. likes, comments and shares). Findings – Research findings reveal that global brands actively utilize social media, posting on average three messages per week and generally use photos (as a media type) and interaction-focused content (as a content orientation) to secure consumer responses. However, differences in consumer responses exist along various product categories, message media type and message content orientation. Practical implications – Findings imply that marketers should not only carefully consider the media type they use to message consumers on social media but should also try to consider the individual consumer’s motive for interaction. Originality/value – This article suggests a new way to study social media content by applying pre-existing communication frameworks from salesmanship literature as a way to define message content orientation.

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