Effects of relationship types on customers’ parasocial interactions

2017 ◽  
Vol 8 (1) ◽  
pp. 133-147 ◽  
Author(s):  
Seonjeong Ally Lee ◽  
Minwoo Lee
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Marketing Research ◽  
Customer Relationships ◽  
Cross Sectional ◽  
Content Type ◽  
Relationship Types ◽  
Different Types ◽  
Social Media Platforms ◽  
Parasocial Interactions

Purpose The purpose of this study is to investigate different types of customer relationships on customers’ interaction with the brand, based on prior social media and relationship marketing research. Design/methodology/approach A cross-sectional, self-administered online survey was conducted to investigate the role of different types of relationships on customers’ brand-relevant responses in the context of hotel social media platforms. Findings Results identified customers’ relationships with services and brands, and how other customers influenced their parasocial interactions (PSIs). Customers’ PSIs then positively influenced their self-brand connection and their brand usage intention. Originality/value This study was the first attempt to propose a conceptual framework to explain different types of customer relationships on customers’ interactions with the brand in the context of hotel social media platforms.

scholarly journals Online paediatric chronic pain management: assessing the needs of UK adolescents and parents, using a cross-sectional survey

2020 ◽  
pp. 204946372094034
Author(s):  
Anna Hurley-Wallace ◽  
Daniel E Schoth ◽  
Suzanne Lilley ◽  
Glyn Williams ◽  
Christina Liossi
Keyword(s):  
Social Media ◽  
Chronic Pain ◽  
Pain Management ◽  
Online Survey ◽  
Interdisciplinary Treatment ◽  
Future Research ◽  
Chronic Pain Management ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Social Media Platforms

Background: Adolescent chronic pain is prevalent, and interdisciplinary treatment is recommended. Although it is well known that technology is a key part of adolescents’ daily lives, there have not been any online, interdisciplinary interventions developed for adolescents with chronic pain in a UK healthcare context. Little is known about how adolescents currently use online resources to manage chronic pain, or what guidance they seek. Methods: Ninety-five participants from the community answered this mixed-methods, online survey (adolescent n = 54, parent n = 41), which assessed the needs of UK-based adolescents for a new online chronic pain management resource. Results: Findings indicated that, at the time of the survey, adolescents frequently used social media platforms, such as Instagram, for chronic pain management. Desired techniques for a new interdisciplinary resource for adolescents included ‘advice on explaining chronic pain to others’ (86.7% of adolescents) and sleep hygiene (82.2% of adolescents), though access to a range of pain management techniques was desired. Qualitative results indicated endorsement of a new programme by adolescents and parents. Conclusions: Adolescents and parents had a positive outlook towards the development of a UK-specific online resource to help manage chronic pain. Such an intervention should aim to be made accessible via the National Health Service. Adolescent use of social media platforms to seek support for chronic pain requires further exploration in future research.

Fundraising campaigns via social media platforms for mitigating the impacts of the COVID-19 epidemic

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Saeed Awadh Bin-Nashwan ◽  
Meshari Al-Daihani
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Mediating Effect ◽  
Internet Technology ◽  
Equation Modeling ◽  
Content Type ◽  
Social Media Platforms ◽  
Intrinsic And Extrinsic Motivations ◽  
Online Donations

Purpose The rapid outbreak of coronavirus 2019 (COVID-19) has triggered unprecedented restrictions on not only human movement but also a wide sphere of economic activities, disrupting livelihood, welfare and business worldwide. In response, some Muslim communities have launched fundraising campaigns to mitigate the socio-economic impacts of the virus on the front-liners and the most affected segments of vulnerable populations. The purpose of this study is to explore the intrinsic and extrinsic motivations of donors to these campaigns who contribute via social media platforms (SMPs). Design/methodology/approach This study adopts a cross-sectional research design using an online survey conducted in a typical Muslim community such as Kuwait. A total of 565 samples of data (356 women, 209 men) were used for analysis. Partial least squares-structural equation modeling was used to estimate the research model and extract meaningful conclusions. Findings The results show that charitable projects, internet technology features, SMP features and religiosity are significant motivations that influence attitudes toward online donations related to COVID-19 response. All these relationships are indirectly related to intentions to donate via SMP through a significant mediating effect of attitude. Practical implications The outcome of this study could support the efforts of governments, non-profit organizations and communities to focus attention on suitable proactive strategies to boost online fundraising campaigns for those affected by epidemic diseases. Originality/value This study enriches the literature by integrating both intrinsic and extrinsic motivations of online donations into a new and unique related context such as SMP, especially amid the COVID-19 crisis.

“Digital buddies”: parasocial interactions in social media

2016 ◽  
Vol 10 (4) ◽  
pp. 305-320 ◽  
Author(s):  
Mujde Yuksel ◽  
Lauren I. Labrecque
Keyword(s):  
Social Media ◽  
Student Athletes ◽  
Future Research ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
Personal Accounts ◽  
Parasocial Interactions

Purpose This paper aims to focus its inquiries on the parasocial interactions (PSI) and relationships (PSR) consumers form with personae in online social media communities. The authors extend the marketing literature on parasocial interaction/relationship beyond brands by focusing on personal social media accounts (public student-athletes). Design/methodology/approach The authors adopt a grounded theory methodology (Glaser and Strauss, 2009) triangulating observational netnographic data (Kozinets, 2010) of 49 public student-athlete accounts on Twitter (34,500 tweets) with in-depth interviews. The findings emphasize that PSI/PSR occur not only from interactions with brands but also through personal accounts on social media platforms. Findings The investigation reveals that through such social media platforms, PSI/PSR influence consumers cognitively, affectively and behaviorally. In terms of cognition, the data suggest that PSI/PSR can influence opinion, interests, attention allocation and construction of relations, specifically through the availability of in-depth knowledge about the social media persona. Additionally, the research findings indicate that affect-laden messages from persona can alter emotion and mood, induce empathetic reactions and trigger inspiration, especially in relation to the shared interest of the online community of the social media account. Behaviorally, the findings suggest that personas’ messages can direct and inspire both online and offline actions through endorsed behavioral parasocial interactions. Research limitations/implications This research focused on one specific social media platform, Twitter. Twitter was specifically chosen, because it is a popular social media platform and allows non-reciprocal relationships. Although the authors feel that the findings would hold for other social media platforms, future research may be conducted to see if there are differences in PSI/PSR development on different types of networks. Additionally, the authors focused on a specific type of personal account, student-athletes. Future research may wish to extend beyond this population to other personal social media accounts, such as fashion bloggers, diy bloggers and others. Originality/value This research reveals that PSI/PSR can occur not only from interactions with brands but also through personal accounts on social media platforms. The findings give support for the value of brand spokespersons and brand ambassadors and suggest that brands should take careful consideration into who is chosen to represent the brand.

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.

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.

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.

Role of brand story on narrative engagement, brand attitude, and behavioral intention

2017 ◽  
Vol 8 (3) ◽  
pp. 465-480 ◽  
Author(s):  
Seonjeong Ally Lee ◽  
Miyoung Jeong
Keyword(s):  
Social Networking Sites ◽  
Behavioral Intentions ◽  
Online Survey ◽  
Management Practices ◽  
Hotel Management ◽  
Cross Sectional ◽  
Content Type ◽  
Different Types ◽  
Narrative Engagement

Purpose This study aims to investigate antecedents and outcomes of customers’ narrative engagement on hotels’ social networking sites (SNSs). Four different types of brand story were explored as antecedents for brand story. Design/methodology/approach A cross-sectional, self-administered, online survey was conducted with customers who have stayed at a hotel and have used hotel SNSs within the past 12 months. Findings Results identified authenticity and humor brand story influenced customers’ narrative engagement, which further influenced their brand attitudes and behavioral intentions. However, reversal and conciseness types of a hotel’s brand story did not lead to customers’ narrative engagement. Research limitations/implications The role of SNSs in the hotel industry is evolving; however, the use of a hotel’s brand story has not been closely examined to date. This study investigated the importance of a hotel’s brand story that influenced customers’ narrative engagement on SNSs. Practical implications The prevalence of SNSs has changed hotel management practices. Hotels are suggested to pay attention to create persuasive brand stories that encourage customers’ visits to the hotel. Originality/value This study is an original attempt to propose a conceptual framework, explaining the relationships among different types of hotel brand stories, customers’ narrative engagements, their attitudes and their behavioral intentions in the SNSs context.

scholarly journals How big is your bubble? Characteristics of self-isolating household units (‘bubbles’) during the COVID-19 Alert Level 4 period in New Zealand: a cross-sectional survey

BMJ Open ◽  
2021 ◽  
Vol 11 (1) ◽  
pp. e042464
Author(s):  
Nethmi Kearns ◽  
Nick Shortt ◽  
Ciléin Kearns ◽  
Allie Eathorne ◽  
Mark Holliday ◽  
...  
Keyword(s):  
Social Media ◽  
New Zealand ◽  
Online Survey ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Convenience Sample ◽  
Vulnerable People ◽  
Social Media Platforms ◽  
The Mean ◽  
Bubble Sizes

ObjectiveTo characterise the self-isolating household units (bubbles) during the COVID-19 Alert Level 4 lockdown in New Zealand.Design, setting and participantsIn this cross-sectional study, an online survey was distributed to a convenience sample via Facebook advertising and the Medical Research Institute of New Zealand’s social media platforms and mailing list. Respondents were able to share a link to the survey via their own social media platforms and by email. Results were collected over 6 days during Alert Level 4 from respondents living in New Zealand, aged 16 years and over.Main outcomes measuresThe primary outcome was the mean size of a self-isolating household unit or bubble. Secondary outcomes included the mean number of households in each bubble, the proportion of bubbles containing essential workers and/or vulnerable people, and the mean number of times the home was left each week.Results14 876 surveys were included in the analysis. The mean (SD) bubble size was 3.58 (4.63) people, with mean (SD) number of households 1.26 (0.77). The proportion of bubbles containing one or more essential workers, or one or more vulnerable persons was 45.3% and 42.1%, respectively. The mean number of times individual bubble members left their home in the previous week was 12.9 (12.4). Bubbles that contained at least one vulnerable individual had fewer outings over the previous week compared with bubbles that did not contain a vulnerable person. The bubble sizes were similar by respondent ethnicity.ConclusionIn this New Zealand convenience sample, bubble sizes were small, mostly limited to one household, and a high proportion contained essential workers and/or vulnerable people. Understanding these characteristics from a country which achieved a low COVID-19 infection rate may help inform public health interventions during this and future pandemics.

Establishing thought leadership through social media in B2B settings: effects on customer relationship performance

2019 ◽  
Vol 35 (3) ◽  
pp. 437-446 ◽  
Author(s):  
Francesca Magno ◽  
Fabio Cassia
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Academic Research ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Content Type ◽  
Relationship Performance ◽  
Thought Leadership

Purpose Establishing thought leadership by disseminating relevant digital content through social media has become one of the main priorities for marketers in business-to-business (B2B) settings. However, academic research has only recently started to address this phenomenon. In particular, researchers have not yet examined whether and how thought leadership positively influences a firm’s relationship with its customers. This paper aims to propose and test a model to explain how a firm’s thought leadership improves its customer relationship performance. Design/methodology/approach A cross-sectional research design was applied using covariance-based structural equation modeling to estimate the suggested model. Data were collected from a sample of 160 firms in different industries that create and share content on social media. Findings Thought leadership on social media positively influences brand performance and, in turn, customer relationship performance in B2B settings. Moreover, establishing thought leadership on social media results from specific thought leadership capabilities and is supported by social media capabilities. Research limitations/implications This study advances knowledge on social media thought leadership in B2B settings by proposing and testing a model that combines available insights from three distinct but interrelated B2B streams of studies: branding, social media marketing and thought leadership. Moreover, this study conceptualizes the effects of thought leadership, which is consistent with the relational nature of B2B settings. In fact, it explores thought leadership as a means to maintain and strengthen business relationships. However, further studies are needed to explore detailed strategies that affect the effectiveness of thought leadership. Practical implications The results provide managers with evidence on the effectiveness of a thought leadership strategy. Establishing thought leadership on social media can help to nurture customer relationships over time. By sharing valuable content, suppliers can continuously demonstrate their cutting-edge competences and expertise, thus keeping their brand relevant to customers. Originality/value This is the first study to provide evidence of the benefits of social media thought leadership on customer relationships in B2B settings.

How researchers view altmetrics: an investigation of ISSI participants

2020 ◽  
Vol 72 (3) ◽  
pp. 361-378
Author(s):  
Xiaojuan Liu ◽  
Yu Wei ◽  
Zhuojing Zhao
Keyword(s):  
Social Media ◽  
Research Evaluation ◽  
Content Type ◽  
Positive Attitudes ◽  
Academic Activities ◽  
Different Types ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Questionnaire Method ◽  
Depth Interviews

PurposeThe purpose of this study is to explore informetrics researchers' use of social media for academic activities, their attitudes to the applicability of altmetrics in research evaluation, the factors influencing their attitudes, and the main opportunities and weaknesses of using altmetrics.Design/methodology/approachA survey using a questionnaire was conducted with researchers who participated in the 16th International Conference on Scientometrics and Informetrics ISSI 2017 and a sample of 125 respondents was obtained.FindingsProgressively more researchers are using social media for different types of academic activities. The study found that many factors affect informetrics researchers' attitudes in different application scenarios with respect to research evaluation. Researchers who have studied altmetrics and who began using social media platforms recently or frequently have more positive attitudes. Academic users and social users have statistically significantly disparate attitudes toward altmetrics in different disciplines and different application scenarios.Research limitations/implicationsOur study only focused on 125 informetrics researchers, who participated in ISSI 2017. We mainly used the questionnaire method, but did not conduct in-depth interviews with the researcher's views.Originality/valueInformetrics researchers are participants in social media and major researchers of altmetrics. Previous research has examined their use of social media, and this study combines this use of social media with their attitudes to altmetrics to explore the value of altmetrics from a particular perspective. The paper also provides suggestions for the application of altmetrics in research evaluation.

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