Moving social marketing beyond personal change to social change

2014 ◽  
Vol 4 (3) ◽  
pp. 240-260 ◽  
Author(s):  
Jeanine P.D. Guidry ◽  
Richard D. Waters ◽  
Gregory D. Saxton
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Social Marketing ◽  
Community Building ◽  
Social Changes ◽  
Media Communication ◽  
Content Type ◽  
The Public ◽  
Personal Changes ◽  
Social Media Communication

Purpose – This paper aims to examine what type of messaging on Twitter is most effective for helping move social marketing beyond focusing on personal changes to find out what messages help turn members of the public into vocal advocates for these organizations’ social changes. Social marketing scholarship has regularly focused on how organizations can effectively influence changes in awareness and behaviors among their targeted audience. Communication scholarship, however, has repeatedly shown that the most influential form of persuasion happens interpersonally. As such, it is imperative that organizations learn how to engage audiences and facilitate the discussion about organizational messages between individuals. Social media provide platforms for such conversations, as organizational messaging can be shared and discussed by individuals with others in their networks. Design/methodology/approach – Through a content analysis of 3,415 Twitter updates from 50 nonprofit organizations, this study identifies specific types of messages that are more likely to get stakeholders retweeting, archiving and discussing the organizations’ messaging through regression analysis. Findings – Messages focusing on calls-to-action and community building generated the most retweets and Twitter conversation; however, they were also the least used strategies by nonprofit organizations. Originality/value – Research has regularly examined the types of messages sent out by nonprofit organizations on Twitter, but they have not tested those messages against measures of engagement. This study pushes the understanding of social media communication to the next level by analyzing those message categories against metrics provided by Twitter for each tweet in the sample.

#INCLUSION – THE IMPACT OF SOCIAL MEDIA COMMUNICATION ON THE LEGITIMACY OF ARMED FORCES

2019 ◽  
pp. 43-60
Author(s):  
EVA MOEHLECKE DE BASEGGIO ◽  
OLIVIA SCHNEIDER ◽  
TIBOR SZVIRCSEV TRESCH
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Structural Equation ◽  
Armed Forces ◽  
Equation Model ◽  
Media Communication ◽  
The Public ◽  
Political Legitimation ◽  
Social Media Communication ◽  
The Impact

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

2020 ◽  
Vol 14 (1) ◽  
pp. 33-50 ◽  
Author(s):  
Heejin Lim ◽  
Michelle Childs
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Media Communication ◽  
Visual Storytelling ◽  
Content Type ◽  
Narrative Transportation ◽  
Implied Motion ◽  
Social Media Communication ◽  
The Impact

Purpose The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism. Design/methodology/approach Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2). Findings Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context. Practical implications Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story. Originality/value This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

scholarly journals Communicating philanthropic CSR versus ethical and legal CSR to employees: empirical evidence in Turkey

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yijing Wang ◽  
Buket Pala
Keyword(s):  
Social Media ◽  
Banking Sector ◽  
Media Communication ◽  
Content Type ◽  
Moderation Effect ◽  
Csr Communication ◽  
Different Types ◽  
Employee Identification ◽  
Corporate Social ◽  
Social Media Communication

PurposeThis study investigates the mechanism through which banks employ corporate social responsibility (CSR) commitment to engage in employees. The values of different types of CSR engagement (i.e. philanthropic CSR vs ethical and legal CSR) are distinguished and their influences on employee identification are analyzed. The moderation effect of CSR communication through corporate social media is examined in this context.Design/methodology/approachA sample of 254 respondents was collected through surveying the employees of one of the largest banks in Turkey.FindingsFindings suggest that ethical and legal CSR is perceived more importantly than philanthropic CSR by employees in the banking industry. In addition, the level of transparency and frequency of CSR communication through corporate social media moderates the CSR types–employee identification relationship distinctively.Practical implicationsSpecial attention should be paid to the conditions under which CSR communication takes place effectively, as skeptics toward certain types of CSR initiatives may occur along with the disclosure of information about them.Social implicationsIf organizations use social media communication in a way that would bring the CSR interests of their employees to light, it is likely that CSR initiatives will become more meaningful and have a greater societal impact.Originality/valueThis study contributes to the CSR literature through identifying the value of different types of CSR initiative and confirming the importance of transparent and proactive CSR communication on employee identification in the banking sector.

I trust what she's #endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
S. Venus Jin ◽  
Ehri Ryu ◽  
Aziz Muqaddam
Keyword(s):  
Social Media ◽  
Social Presence ◽  
Positive Relationship ◽  
Brand Management ◽  
Parasocial Interaction ◽  
Media Campaigns ◽  
Media Communication ◽  
Content Type ◽  
Fashion Brand ◽  
Social Media Communication

PurposeSocial media campaigns by fashion brands typically rely on two types of accounts: official brands' accounts and social media influencers' accounts. The current study investigates relevant mechanisms that explain the effectiveness of Instagram posts contingent upon their account types (commercial brand's Instagram account versus influencer's Instagram account) and content types (the absence versus presence of human figures in the posted contents).Design/methodology/approachConducting an online experiment (N Females = 195), it was tested if parasocial interaction (PSI) and feelings of social presence moderate the effects of Instagram accounts' promotional posts on consumers' perceived trustworthiness of the endorsed fashion brand. The experiment employed a 2 (Type of Instagram posts: product-only posts versus product posts with a person content) × 2 (Type of Instagram account: a fashion-brand account versus a a fashion-influencer account) between-subjects factorial design.FindingsResults demonstrate three-way interaction effects among the type of the Instagram account, the type of Instagram posts and PSI/social presence on the perceived trustworthiness of a brand. When the content is coming from a fashion-influencer account, there is no difference between product posts with a person and product-only posts conditions with regard to the positive relationship between PSI/social presence and trustworthiness. In contrast, when the source is a fashion-brand account on Instagram, the positive relationship between PSI/social presence and trustworthiness is stronger for product posts with a person. These findings suggest that Instagram posts that are promoted by fashion influencers would have similar effects of PSI and social presence, even if they do not appear themselves in the branded content.Originality/valueThis research contributes to our understanding of the effective antecedents of trustworthiness in social media-based fashion marketing and fashion brand management. Instagram account types and content types influence the extent to which social media communication allows for the formation of emotional ties with and positive evaluation of the fashion brand.

Exploring the relationships between socialization agents, social media communication, online shopping experience, and pre-purchase search: a moderated model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mahasweta Saha ◽  
Sangeeta Sahney
Keyword(s):  
Social Media ◽  
Information Search ◽  
Online Shopping ◽  
Consumer Socialization ◽  
Media Communication ◽  
Content Type ◽  
Shopping Experience ◽  
Socialization Agents ◽  
Social Media Communication

PurposeThe purpose of this study is to examine the relationships between the dimensions of the pre-purchase information search (PS) such as direction (reliance on the information sources-RIS) and pattern (reliance on the utilitarian value-RUV), moderating role of the online shopping experience (OSE), and their influence on the behavior of the socialization agents (family communication (FC), peer communication (PC), TV advertising-TVAdv, social media communication (SMC)) for buying branded apparel.Design/methodology/approachThis study used a questionnaire, and a total of 458 responses were obtained. A measurement model with the dimensions of the pre-purchase information search and socialization agents was analyzed using confirmatory factor analysis. The conceptual model with hypotheses (direct and moderated effects) was analyzed using a moderated approach using Hayes Macros.FindingsThe findings confirm the significant influence of the dimensions of the PS (RIS and RUV) on the behavior of socialization agents for buying branded apparel with the strongest influence of RIS on SMC. The moderated effects of OSE between the dimensions of PS and socialization agents are found to be significant except for the relationship between RIS and FC. The direct effects of the RIS and RUV on the socialization agents are higher for consumers having high OSE and lower for consumers having low OSE.Originality/valueThe findings contribute to the growing body of literature on the PS, highlighting the importance of consumer socialization for the purchase decision of consumers in emerging markets. No previous studies have applied a psychological approach to explain the variation in the external search incorporating the dimensions like direction (RIS) and pattern (RUV), which did not receive research attention so far. This study uniquely sets a new direction for the researchers by establishing a theoretical linkage between the dimensions of PS that can act as antecedents and can significantly influence the behavior of socialization agents using the consumer socialization approach based on the social learning theory. The results reveal the strongest influence of SMC and establish the moderating role of OSE for the buying decision of branded apparel. The findings are valuable for online marketers who must acknowledge that social media is the strongest platform for reaching customers and must create a formal page for displaying their latest updates about their products and services. Marketers must engage all the family members through online contests and feedback sessions for developing trust for online shopping platforms.

Social media communication strategies

2016 ◽  
Vol 30 (5) ◽  
pp. 490-503 ◽  
Author(s):  
Paola Barbara Floreddu ◽  
Francesca Cabiddu
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Communication Strategies ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Systematic Research ◽  
Media Communication ◽  
Content Type ◽  
Social Media Communication ◽  
The Relationship

Purpose While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature, this paper aims to contribute to this gap in the research in two main ways. First identifying which social media communication strategy is more effective with contrasting levels of reputations; second, analyzing the differences between high- and low-reputation companies with respect to their ability to use corporate communication. Design/methodology/approach This paper uses a longitudinal explorative multiple-case study and theoretical sampling. The research setting is the Italian insurance context. The focus of this analysis on one medium, Facebook, because it is the most exploited in the context of the Italian insurance sector. Findings Six complementary social media communication strategies were identified: egocentric, conversational, selective, openness, secretive and supportive. The results also reveal distinct ways in which high-, medium- and low-reputation companies’ utilize the six complementary strategies of communications. Research limitations/implications The study is based on a single industry and on one single geographical market, and care should thus be taken in generalizing the findings to other contexts. Therefore emerges the opportunity to broaden this research to other similar service sector, such as banking, to assess and generalize the results obtained. In addition, a possible direction of research, especially from a methodological standpoint, should investigate companies from different countries. Such a comparative study would examine in depth whether and to what extent the institutional framework may impact on communication strategies implemented by companies. This study only analyzed one social media (Facebook); hence, we cannot draw firm conclusions about what may constitute a successful social media communication strategy. Practical implications From this study, managers can learn how to combine the six communication strategies to have an effective impact on the corporate reputation. They can also learn how the number of interactions and the time taken to respond to questions from customers improve the corporate reputation and provide communication that is more effective. Originality/value This research extends the previous literature on corporate reputation and corporate communication, showing the relationship between them in a social media context and providing different strategies of managing this combination.

scholarly journals Augmenting the agora: Media and civic engagement in museums

2014 ◽  
Vol 30 (56) ◽  
pp. 15
Author(s):  
Rikke Haller Baggesen
Keyword(s):  
Social Media ◽  
Civic Engagement ◽  
New Media ◽  
Digital Culture ◽  
Media Communication ◽  
The Public ◽  
Social Media Platforms ◽  
Communication Practices ◽  
Social Media Communication ◽  
New Museology

<p>Mirroring digital culture developments in society at large, museums are increasingly incorporating social media platforms and formats into their communication practices. More than merely providing additional channels of communication, this development is invested with an understanding of social media as integral to the ongoing democratisation of the museum. The confluences of new media affordances with New Museology objectives along with the underpinning of the aforementioned understanding is discussed in this article. The article will argue that development in this area is not only driven by solid results and public demand but also by collective assumptions and associations as well as by a political need for institutions to justify their relevance in society. In conclusion, the article suggests that, while the integration of social media communication may serve to market the museum as inclusive, it may also simply pay lip service to genuine civic engagement and democratic exchanges with the public.</p>

scholarly journals Social media communication: content analysis of Indonesian parliament instagram account

2021 ◽  
Vol 5 (3) ◽  
pp. 746-763
Author(s):  
Achmad Jamil ◽  
Eriyanto Eriyanto
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
House Of Representatives ◽  
Media Communication ◽  
Dialogic Communication ◽  
The Public ◽  
Thematic Units ◽  
The Republic ◽  
Use Of Social Media ◽  
Social Media Communication

This study aimed to analyse the dialogic communication by The House of Representatives through Instagram of the Republic of Indonesia (DPR-RI) as part of public institutions. This study is prompted by the low public trust in DPR using dialogic communication in Instagram. DPR-RI Instagram account is one of the most popular accounts among Indonesian government bodies’ Instagram accounts. Having 470,000 followers, DPR_RI’s Instagram has uploaded 6,347 photos and videos. The research method used was quantitative content analysis. This study also used thematic units that examined the topic or discussion of a text. The populations in this study were the posts on the Instagram account of DPR RI (@dpr_ri) from January 2015 to December 2020. The sample in this study amounted to 600 posts where, in each year, 100 posts were taken as a sample. The result indicates that DPR Instagram account has not applied the principle of dialogic communication. The low number of posts suggesting a dialogue with the public and stakeholders signifies this finding. DPR could use the results of this study to improve their public communication, especially in the use of social media.

Social media communication of the scientific and technological literature in emergency under COVID-19

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiapei Li ◽  
Liming Sun ◽  
Xin Feng ◽  
Peiyi He ◽  
Yue Zhang
Keyword(s):  
Social Media ◽  
Science Communication ◽  
Scientific Communication ◽  
Media Communication ◽  
Content Type ◽  
Social Media Networks ◽  
Communication Law ◽  
Social Media Platforms ◽  
Academic Communication ◽  
Social Media Communication

PurposeThis paper takes the current COVID-19 pandemic raging around the world as a realistic background and uses the informal scientific communication mode in social media as the theoretical basis. It aims to explore the characteristics and rules of scientific communication in social media under emergency events, grasp the potential and risks of scientific communication in social media in special times and provide a perspective of academic communication for the scientific response.Design/methodology/approachThe authors select the enumeration data of the early COVID-19 theme papers spread on social media networks as the research object, apply descriptive statistical analysis to the basic statistical distribution of variables and use factor analysis and visualization methods to explore the law and characteristics of the spread of scientific papers on social media platforms.FindingsIt was found that users of the COVID-19 paper are mainly in North America, Europe and South America, followed by those in East Asia, Southeast Asia and Oceania. The users are mainly public figures, doctors and other practitioners, science communicators and scientists. The process of social media communication reflects three ways of knowledge construction, social interaction and academic communication, and there are three ways of communication law and changing trend of cross transition and integration.Originality/valueThis study observes the function and role of science communication in social media in a special period from a unique perspective of academic communication, so as to promote academic means to fight against the epidemic.

Singapore will improve ties with neighbours

2018 ◽  
Keyword(s):  
Social Media ◽  
Economic Integration ◽  
Free Speech ◽  
Executive Committee ◽  
Prime Minister ◽  
Fake News ◽  
Profit Shifting ◽  
Media Communication ◽  
Content Type ◽  
Social Media Communication

Significance As its period as ASEAN chair nears its end, Singapore is continuing to promote regional economic integration and trade liberalisation. The country’s leadership is also seeking improved bilateral ties with regional neighbours and China. Impacts The front runners to succeed Prime Minister Lee Hsien Loong in 2021 will be elected to the ruling party’s executive committee in December. Parliament will likely introduce an anti-fake news law to regulate social media communication, prompting fears over free speech. Bank reporting in Singapore could reveal the extent of profit shifting into the country from across the region.

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