Innovation in social media strategy for movie success

2018 ◽  
Vol 56 (1) ◽  
pp. 233-251 ◽  
Author(s):  
Madhumita Nanda ◽  
Chinmay Pattnaik ◽  
Qiang (Steven) Lu
Keyword(s):  
Social Media ◽  
Movie Industry ◽  
Content Type ◽  
Box Office ◽  
Promotional Strategy ◽  
The Social ◽  
Social Media Platforms ◽  
Movie Success ◽  
Social Media Strategy

Purpose The purpose of this paper is to examine how movie studios develop an integrated social media strategy to achieve box office success. Departing from prior studies which focus on single social media platforms, this study examines the role of integrated social media promotion strategy using multiple social media platforms on movie success in the Bollywood movie industry. Design/methodology/approach This study adopts an in-depth and comprehensive case study approach to examine the promotional strategies adopted through YouTube, Facebook and Twitter throughout the life cycle of the movie and its impact on the box office success of the movie. Findings The study provides three major findings. First, the social media promotional strategy was centred on developing appropriate content to match the unique characteristics of the social media platforms. While Facebook was utilised primarily to connect audiences through organising fun events, Twitter was used to retweet the positive word-of-mouth generated from the audiences. Second, emphasis on promotional strategy through social media platforms in the post-release stage of the movie was found to be equally important as the pre-release stage. Finally, the social media platforms were utilised to develop emotional connection with the audience by promoting the content through which the audience identified themselves with the main protagonist of the movie. Originality/value This study is among the very few studies which examines the role of integrative social media strategy on the box office success in the movie industry. This study emphasises the way firms can utilise the synergies across different social media platforms to achieve success in the movie industry.

A market-based rationale for the privacy paradox

2021 ◽  
pp. 016344372110158
Author(s):  
Opeyemi Akanbi
Keyword(s):  
Social Media ◽  
Market Structures ◽  
Media Companies ◽  
The Social ◽  
Social Media Platforms ◽  
Privacy Paradox ◽  
The Individual ◽  
Privacy Risks ◽  
Social Collective

Moving beyond the current focus on the individual as the unit of analysis in the privacy paradox, this article examines the misalignment between privacy attitudes and online behaviors at the level of society as a collective. I draw on Facebook’s market performance to show how despite concerns about privacy, market structures drive user, advertiser and investor behaviors to continue to reward corporate owners of social media platforms. In this market-oriented analysis, I introduce the metaphor of elasticity to capture the responsiveness of demand for social media to the data (price) charged by social media companies. Overall, this article positions social media as inelastic, relative to privacy costs; highlights the role of the social collective in the privacy crises; and ultimately underscores the need for structural interventions in addressing privacy risks.

How to build employees' relationship capital through different enterprise social media platform use: the moderating role of innovation culture

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Liang Ma ◽  
Xin Zhang ◽  
Gaoshan Wang ◽  
Ge Zhang
Keyword(s):  
Social Media ◽  
Information Exchange ◽  
Content Type ◽  
Enterprise Social Media ◽  
Work Related ◽  
Innovation Culture ◽  
Social Media Platforms ◽  
Relationship Capital ◽  
Moderating Role

PurposeThe purpose of the present study is to build a research model to study how the use of different enterprise social media platforms affects employees' relationship capital, and the moderating role of innovation culture is also examined.Design/methodology/approachStructural equation modeling was performed to test the research model and hypotheses. Surveys were conducted in an electronic commerce company in China that uses different social media platforms, generating 301 valid responses for analysis.FindingsFirst, private social media used for work-related purposes can contribute to employees' relationship capital, and public social media QQ used for work-related purposes can contribute to employees' communication quality. WeChat used for social-related purposes has a positive effect on employees' information exchange. Second, innovation culture acts as a positive moderator between work-related media use and employees' information exchange, while innovation culture acts as a negative moderator between social-related WeChat use and employees' information exchange. Third, innovation culture acts as a positive moderator between work-related QQ use and employees' trust, while innovation culture acts as a negative moderator between social-related QQ use and employees' trust.Originality/valueFirst, this paper contributes to the information system (IS) social media literature by studying the effect of the use of different enterprise social media platforms used for different purposes on employees' relationship capital. Second, the authors contribute to relationship capital theory by clarifying that use of public and private social media platforms for social- and work-related purposes is an important driver of the formation of employees' relational capital. Third, the present study also contributes to enterprise social media literature by confirming that innovation culture acts as a different moderator between use of different enterprise social media platforms and employees' relationship capital.

Organizing, Organizations, and the Role of Social Media Conversations

2018 ◽  
pp. 62-78
Author(s):  
Veronica R. Dawson
Keyword(s):  
Social Media ◽  
Organizational Identity ◽  
Organization Theory ◽  
Theory Of The Firm ◽  
Organizational Participation ◽  
Making Sense ◽  
The Social ◽  
Social Media Platforms ◽  
Communicative Theory

This chapter traces the concept of organizational identity in organization theory and places it in the social media context. It proposes that organizational communication theories intellectually based in the “linguistic turn” (e.g., the Montreal School Approach to how communication constitutes organizations, communicative theory of the firm) are well positioned to illuminate the constitutive capabilities of identity-bound interaction on social media. It suggest that social media is more than another organizational tool for communication with stakeholders in that it affords interactants the opportunity to negotiate foundational organizational practices: organizational identity, boundaries, and membership, in public. In this negotiative process, the organizing role of the stakeholder is emphasized and legitimized by organizational participation and engagement on social media platforms. The Montreal School Approach's conversation–text dialectic and the communicative theory of the firm's conceptualization of organizations as social, are two useful concepts when making sense of organization–stakeholder interaction in the social media context.

Crypto-currencies narrated on tweets: a sentiment analysis approach

2019 ◽  
Vol 36 (1) ◽  
pp. 58-72
Author(s):  
Saeed Rouhani ◽  
Ehsan Abedin
Keyword(s):  
Social Media ◽  
Radical Change ◽  
Media Analysis ◽  
Support Vector ◽  
Policy Makers ◽  
Content Type ◽  
The Social ◽  
Wide Range ◽  
Social Media Platforms ◽  
Social Opinions

Purpose Crypto-currencies, decentralized electronic currencies systems, denote a radical change in financial exchange and economy environment. Consequently, it would be attractive for designers and policy-makers in this area to make out what social media users think about them on Twitter. The purpose of this study is to investigate the social opinions about different kinds of crypto-currencies and tune the best-customized classification technique to categorize the tweets based on sentiments. Design/methodology/approach This paper utilized a lexicon-based approach for analyzing the reviews on a wide range of crypto-currencies over Twitter data to measure positive, negative or neutral sentiments; in addition, the end result of sentiments played a training role to train a supervised technique, which can predict the sentiment loading of tweets about the main crypto-currencies. Findings The findings further prove that more than 50 per cent of people have positive beliefs about crypto-currencies. Furthermore, this paper confirms that marketers can predict the sentiment of tweets about these crypto-currencies with high accuracy if they use appropriate classification techniques like support vector machine (SVM). Practical implications Considering the growing interest in crypto-currencies (Bitcoin, Cardano, Ethereum, Litcoin and Ripple), the findings of this paper have a remarkable value for enterprises in the financial area to obtain the promised benefits of social media analysis at work. In addition, this paper helps crypto-currencies vendors analyze public opinion in social media platforms. In this sense, the current paper strengthens our understanding of what happens in social media for crypto-currencies. Originality/value For managers and decision-makers, this paper suggests that the news and campaign for their crypto in Twitter would affect people’s perspectives in a good manner. Because of this fact, the firms, investing in these crypto-currencies, could apply the social media as a magnifier for their promotional activities. The findings steer the market managers to see social media as a predictor tool, which can analyze the market through understanding the opinions of users of Twitter.

“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.

How to strengthen the social media interactivity of e-government

2016 ◽  
Vol 40 (1) ◽  
pp. 79-96 ◽  
Author(s):  
xiaoling Hao ◽  
Daqing Zheng ◽  
Qingfeng Zeng ◽  
Weiguo Fan
Keyword(s):  
Social Media ◽  
Local Governments ◽  
Structural Features ◽  
Content Type ◽  
The Public ◽  
Positive Effects ◽  
Popular Government ◽  
The Social ◽  
Social Media Platforms ◽  
The Government

Purpose – The purpose of this paper is to explore how to use social media in e-government to strengthen interactivity between government and the general public. Design/methodology/approach – Categorizing the determinants to interactivity covering depth and breadth into two aspects that are the structural features and the content features, this study employs general linear model and ANOVA method to analyse 14,910 posts belonged to the top list of the 96 most popular government accounts of Sina, one of the largest social media platforms in China. Findings – The main findings of the research are that both variables of the ratio of multimedia elements, and the ratio of external links have positive effects on the breadth of interactivity, while the ratio of multimedia features, and the ratio of originality have significant effects on the depth of interactivity. Originality/value – The contributions are as follows. First, the authors analyse the properties and the topics of government posts to draw a rich picture of how local governments use the micro-blog as a communications channel to interact with the public. Second, the authors conceptualize the government online interactivity in terms of the breadth and depth. Third, the authors identify factors that will enhance the interactivity from two aspects: structural features and content features. Lastly, the authors offer suggestions to local governments on how to strengthen the e-government interactivity in social media.

scholarly journals Social Media Use in Cardiovascular Imaging

2019 ◽  
Vol 15 ◽  
Author(s):  
Purvi Parwani ◽  
James Lee ◽  
Omar K. Khalique ◽  
Chiara Bucciarelli-Ducci
Keyword(s):  
Social Media ◽  
Cardiac Imaging ◽  
Multimodality Imaging ◽  
Physician Education ◽  
Research Dissemination ◽  
The Social ◽  
Social Media Platforms ◽  
Collaborative Discussion ◽  
Global World

: Social Media is a rising influence in the global world of cardiovascular medicine, allowing for a dynamic approach to physician education, research dissemination, and collaborative discussion. The visual nature of the social media platforms, particularly Twitter, lends itself particularly well to the tremendous advances and visually stunning imagery of cardiac imaging. The hashtag “#cardiotwitter” provides around the clock, asynchronous, ubiquitous, free of charge and timeless education. It allows connection among cardiac imagers across the world, with an ability to share ideas and discuss contemporary issues pertaining to multimodality imaging. This review highlights the role of social media in advancing the practice of cardiac imaging and provides guidance on gaining visibility in the social media imaging community.

scholarly journals The Negative Role of Social Media to Create Anxiety in University Students Amidst COVID-19

2021 ◽  
Vol VI (I) ◽  
pp. 254-263
Author(s):  
Humaira Irfan
Keyword(s):  
Social Media ◽  
University Students ◽  
Qualitative Data ◽  
Social Innovation ◽  
Public University ◽  
The Social ◽  
Social Media Platforms ◽  
Negative Role ◽  
English Students

The purpose of the study is to explore the negative role of social media on university students mental health amidst digitalized COVID-19 setting that throbs excruciating pain, fear, anxiety, stress and depression. The quantitative and qualitative data were collected from the Department of English students of a public university in Punjab, Pakistan. The findings reveal that students' are engaged daily for 4 hours on social media forums for online chats, information and amusement. The social media platforms strategically create situations to express unrestrained sentiments. The use of cartoons and images reflect students' potential for creativity, criticality and social innovation.

From likes to love: trust catalysing the digital romantic journey

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Burna Nayar ◽  
Surabhi Koul
Keyword(s):  
Social Media ◽  
Romantic Relationships ◽  
Romantic Relationship ◽  
Online Dating ◽  
Self Disclosure ◽  
Content Type ◽  
Online Social Media ◽  
Social Media Platforms ◽  
Social Intimacy

Purpose The behavioural changes embraced by the current generation has prompted researchers to revisit the paradigm of human relationships, especially romantic liaisons. The present study revisits the construct of romantic relationships steered by social media platforms, through the dimensions of self-disclosure, social intimacy and trust. The role of trust as a mediator to determine the success of online dating is also explored in this study. Design/methodology/approach The study uses the data collected from 225 respondents (86 females and 139 males) in the age group of 18 to 30 years. The respondents were asked to fill a questionnaire (provided they fulfilled the necessary conditions and expressed their consent to be a participant in this study). Findings The study validates that the extent of self-disclosure propels the degree of social intimacy. The results also confirm a significant partial mediation effect of trust on the relationship between social intimacy and the success of online dating. Thus, practitioners need to keep in mind that the probability of online dating success is higher when individuals disclose more and engage in an intimate relationship driven by trust. Research limitations/implications The study sample is restricted to young adults ranging from 18 to 30 years, based on the author’s convenience. The study was restricted to three most popular social media platforms in India where disclosure is limited to private timelines or messages. Another limitation of this study is that a multi-variate model of analysis could not be used due to the lack of parallel variables. Further studies can also compare online versus offline dating behaviour and determinants that influence the romantic relationship between two partners. Practical implications The new perspective could be to ascertain specific built-in mechanisms providers should develop to ensure that the new generation benefits from new technology rather than falling victim to its toxins. Social implications The study re-establishes the importance of the role of trust in any romantic relationship – may it be online or the more traditional, offline or face-to-face mode. Originality/value The study delves into the domain of existing romantic relationships established through the modernistic viewpoint of online social media platforms. The findings bring a fresh perspective on the dynamics of online romantic relationships through the mélange of self-disclosure, social intimacy and trust. Previous literature suggests that trust is dependent on self-disclosure, which is in contrast with the results of the current study. The present study corroborates that trust leads to the success of online dating.

scholarly journals Viral misinformation and echo chambers: the diffusion of rumors about genetically modified organisms on social media

2020 ◽  
Vol 30 (5) ◽  
pp. 1547-1564
Author(s):  
Xiaohui Wang ◽  
Yunya Song
Keyword(s):  
Social Media ◽  
Genetically Modified Organisms ◽  
Genetically Modified ◽  
Content Type ◽  
User Attitudes ◽  
Social Media Platforms ◽  
Echo Chamber ◽  
Fact Checking ◽  
Chamber Effect

PurposeThe spread of rumors on social media has caused increasing concerns about an under-informed or even misinformed public when it comes to scientific issues. However, researchers have rarely investigated their diffusion in non-western contexts. This study aims to systematically examine the content and network structure of rumor-related discussions around genetically modified organisms (GMOs) on Chinese social media.Design/methodology/approachThis study identified 21,837 rumor-related posts of GMOs on Weibo, one of China's most popular social media platforms. An approach combining social network analysis and content analysis was employed to classify user attitudes toward rumors, measure the level of homophily of their attitudes and examine the nature of their interactions.FindingsThough a certain level of homophily existed in the interaction networks, referring to the observed echo chamber effect, Weibo also served as a public forum for GMO discussions in which cross-cutting ties between communities existed. A considerable amount of interactions emerged between the pro- and anti-GMO camps, and most of them involved providing or requesting information, which could mitigate the likelihood of opinion polarization. Moreover, this study revealed the declining role of traditional opinion leaders and pointed toward the need for alternative strategies for efficient fact-checking.Originality/valueIn general, the findings of this study suggested that microblogging platforms such as Weibo can function as public forums for discussing GMOs that expose users to ideologically cross-cutting viewpoints. This study stands to provide important insights into the viral processes of scientific rumors on social media.

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