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.

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.

Social media and the visibility of horrific violence

2020 ◽  
Vol 96 (3) ◽  
pp. 609-629
Author(s):  
Constance Duncombe
Keyword(s):  
Social Media ◽  
News Media ◽  
Policy Making ◽  
Media Communication ◽  
Social Media Platforms ◽  
Short Video ◽  
Audience Responses ◽  
Social Media Communication ◽  
Violent Images ◽  
Media Censorship

Abstract Images are central to social media communication. Billions of images are shared across different social media platforms every day: photos, cartoons, GIFs and short video clips are exchanged by users, facilitating or framing discourse on participatory sites such as Twitter, Facebook and Instagram. Many of these images depict events of extreme violence, which circulate uninhibited by the conventional constraints associated with traditional news media censorship. A question arises here as to how such images mobilize public and policy-making responses to atrocities. This article examines the political dynamics of violent social media images. I argue that the particular qualities of social media can play an important role in how the digital visibility of horrific violence influences policy-making as a response to such atrocities. There is an important connection between the properties of social media platforms that allow user images to reach a global audience in real time and the emotional responses that this level of circulation generates. In turn, the pressure created by events made globally visible through the circulation of violent images and the audience responses to those images puts governments in a position where they are forced to act, which has significant implications for policy-making.

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.

The journey of Chumbak: from mail to mall – leveraging social media networks for on-going dialogue with customers

2015 ◽  
Vol 5 (4) ◽  
pp. 1-20 ◽  
Author(s):  
Chetna Kudeshia ◽  
Arun Mittal
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Subject Area ◽  
Small Scale ◽  
Content Type ◽  
Social Media Networks ◽  
Social Media Platforms ◽  
Management Students ◽  
Positive Word Of Mouth ◽  
Start Ups

Subject area Marketing. Study level/applicability Undergraduate and postgraduate management students. Case overview Small scale business in India employ almost 30 million people contributing 50 per cent to industrial and 45 per cent to the total exports of the country. The rapid growth of internet has made it possible for the small scale start ups to reach its existing and potential customers without investing much. The case highlights this fact describing the journey of “Chumbak” a small scale business from an unknown brand to the foremost favourable funky product of India. Through this case the authors have tried to relinquish a synoptic view of how Chumbak has used varied social media platforms, to engage and connect with its customers. A survey of 147 customers of Chumbak customers shows that engagement through Facebook fan page of Chumbak positively impacts its purchase intention, brand image and leads to positive word of mouth. Expected learning outcomes The case highlights numerous dynamics of social media marketing and shows the recent social media promoting methods being used by the little scale businesses to ascertain on-going dialogues with their customers. The Case would facilitate the scholars in learning how these platforms may be used alone as a promotional tool not solely to reach the purchasers but additionally to type a higher complete awareness of the products with reference to Chumbak. The case explains that communication happening at varied social media platforms got to be tailored considering the sort of users. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

scholarly journals What factors influence knowledge sharing in organizations? A social dilemma perspective of social media communication

2016 ◽  
Vol 20 (6) ◽  
pp. 1225-1246 ◽  
Author(s):  
Liana Razmerita ◽  
Kathrin Kirchner ◽  
Pia Nielsen
Keyword(s):  
Social Media ◽  
Knowledge Sharing ◽  
Social Dilemma ◽  
Self Determination ◽  
Management Support ◽  
Media Communication ◽  
Content Type ◽  
Enterprise Social Media ◽  
The Social ◽  
Social Media Platforms

Purpose Enterprise social media platforms provide new ways of sharing knowledge and communicating within organizations to benefit from the social capital and valuable knowledge that employees have. Drawing on social dilemma and self-determination theory, the purpose of this paper is to understand what factors drive employees’ participation and what factors hamper their participation in enterprise social media. Design/methodology/approach Based on a literature review, a unified research model is derived integrating demographic, individual, organizational and technological factors that influence the motivation of employees to share knowledge. The model is tested using statistical methods on a sample of 114 respondents in Denmark. Qualitative data are used to elaborate and explain quantitative findings. Findings The findings pinpoint towards the general drivers and barriers to knowledge sharing within organizations. The significant drivers to knowledge sharing are: enjoy helping others, monetary rewards, management support, management encourages and motivates knowledge sharing behavior and knowledge sharing is recognized. The significant identified barriers are: change of behavior, lack of trust and lack of time. Practical implications The proposed knowledge sharing framework helps to understand what factors impact engagement on social media. Furthermore, the article suggests different types of interventions to overcome the social dilemma of knowledge sharing. Originality/value The study contributes to an understanding of factors leading to the success or failure of enterprise social media drawing on self-determination and social dilemma theory.

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>

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