scholarly journals An investigation of the online presence of UK universities on Instagram

2017 ◽  
Vol 41 (5) ◽  
pp. 582-597 ◽  
Author(s):  
Emma Stuart ◽  
David Stuart ◽  
Mike Thelwall
Keyword(s):  
Social Media ◽  
Valuable Insight ◽  
Content Type ◽  
Analysis Methodology ◽  
League Tables ◽  
Online Presence ◽  
University Branding ◽  
Media Services ◽  
The Moment ◽  
To Receive

Purpose Rising tuition fees and a growing importance on league tables has meant that university branding is becoming more of a necessity to attract prospective staff, students, and funding. Whilst university websites are an important branding tool, academic institutions are also beginning to exploit social media. Image-based social media services such as Instagram are particularly popular at the moment. It is therefore logical for universities to have a presence on popular image-based social media services such as Instagram. The purpose of this paper is to investigate the online presence of UK universities on Instagram in an initial investigation of use. Design/methodology/approach This study utilizes webometric data collection, and content analysis methodology. Findings The results indicate that at the time of data analysis for this investigation (In the Spring of 2015), UK universities had a limited presence on Instagram for general university accounts, with only 51 out of 128 institutions having an account. The most common types of images posted were humanizing (31.0 percent), showcasing (28.8 percent), and orienting (14.3 percent). Orienting images were more likely to receive likes than other image types, and crowdsourcing images were more likely to receive comments. Originality/value This paper gives a valuable insight into the image posting practices of UK universities on Instagram. The findings are of value to heads of marketing, online content creators, social media campaign managers, and anyone who is responsible for the marketing, branding, and promoting of a university’s services.

scholarly journals Who says waiting is boring? How consumer narratives within online communities help reduce stress while waiting

2020 ◽  
Vol 24 (3) ◽  
pp. 403-424
Author(s):  
Mahmud Hassan ◽  
Rumman Hassan
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Design Methodology ◽  
Service Sector ◽  
Brand Community ◽  
Emotional Pain ◽  
Waiting Period ◽  
Content Type ◽  
Waiting Periods ◽  
To Receive

Purpose Waiting is associated with pain and stress that leads to frustration. However, consumer narratives may help cope with the stress associated with such waiting. This study aims to understand consumer waiting behaviours within online communities. Design/methodology/approach Data was gathered following a netnographic approach from a Facebook brand community (FBC) by downloading and archiving the threads related to members’ waiting behaviours. This resulted in 91 pages of data, with 438 individual comments and 179 distinct threads. Findings The data revealed that members of the sampled FBC exercised waiting behaviour. The authors confirm that waiting for a product is associated with both negative outcomes (frustration, boredom, etc.), but positive ones (create stronger ties with the brand and fellow members, etc.). Members of the FBC exhibited reduced consumer anxiety and stress during the waiting period. Research limitations/implications This study found 13 waiting behaviours within the FBC and supports the idea that new value-creating behaviours are noticed within the context of FBCs. Originality/value This study focuses on waiting within a goods-based context (waiting to be served has been examined predominantly within the service sector). The study explored the behaviours of consumers who use social media to complain about extended waiting periods to receive the product along with other consumer reactions to these waiting crowds to reduce the emotional pain associated with such delays.

scholarly journals Decolonizing mobile media: Mobile Internet appropriation in a Guaraní community

2019 ◽  
Vol 8 (1) ◽  
pp. 83-103
Author(s):  
Sarah Wagner ◽  
Mireia Fernández-Ardèvol
Keyword(s):  
Social Media ◽  
Mobile Internet ◽  
The Internet ◽  
Central Position ◽  
Mobile Media ◽  
Political Issue ◽  
Communication Preferences ◽  
Content Type ◽  
Media Services ◽  
Media Practices

The Internet has been a valuable resource for many indigenous groups as a vehicle for self-representation. In this paper, we describe how the installation of a Wi-Fi signal in a Guaraní community in Greater Buenos Aires—as part of the community leader’s decolonizing media projects—generated issues within the community. While much indigenous media research concerns the politics of cultural representation, we consider the politics of everyday, intracommunity mobile communication practices. Firstly, our findings show how the choice of communication medium can become a political issue. An upsurge in mobile-mediated communication within the community contributed to the decline of face-to-face deliberations, which were the mainstay of communal sharing arrangements and which held a central position in understandings of Guaraní culture. Secondly, our findings show how discrepancies between users’ communication preferences and the readily available mobile media services can generate a use barrier by deterring users from obtaining the skills needed to effectively appropriate or transform mobile media services. Familiarity with a few mainstream social media apps not only reinforced imaginaries of the Internet as a nonindigenous space but also generated set ideas of what the Internet supports in terms of communicative form—social networking—and content type—mainstream media. In the end, the community leader’s decolonizing projects, aimed at using social media for community media dissemination, were not only rejected by community members but also undermined by the dynamics of mobile media practices in the community. We argue that limited mobile technology skills combined with commercially oriented mobile media services can hinder creative and adaptable mobile media practices, and in turn, undermine decolonizing mobile appropriations.

Self-presentation and gender on social media: an exploration of the expression of “authentic selves”

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Klaudia Kondakciu ◽  
Melissa Souto ◽  
Linda Tuncay Zayer
Keyword(s):  
Social Media ◽  
Theoretical Work ◽  
Protective Measure ◽  
Valuable Insight ◽  
Visual Data ◽  
Self Presentation ◽  
Content Type ◽  
Authentic Self ◽  
Gender Policing ◽  
And Gender

Purpose In response to calls for more research on gender(s) in digital contexts, this paper aims to ask, how do individuals engage in self-presentation of their gender identities on social media? Design/methodology/approach Using a multi-method qualitative approach, this research explores the narratives of 17 Millennials as they negotiate their online gender expressions with a particular focus on the image-based social platforms, Facebook and Instagram. Specifically, in-depth interviews, a collage technique and visual data from informants’ social media pages were analyzed to identify emergent themes. Findings Drawing on the theoretical work of Goffman’s (1971) self-presentation and Butler’s (1999) gender performance, this research highlights a pervading discourse of authenticity or the desire for Millennial social media users to craft and perform a perceived “authentic self” online. This often entails both expressions of gender fluidly and gender policing. Further, four strategies emerge in the data which reveal how individuals negotiate and navigate their gendered self-presentation online, either in an agentic manner or as a protective measure. Originality/value While much research exists on online self-presentation, gender(s) has been under-researched in a digital context. Existing studies examine the content of social media pages (e.g. Facebook profiles or women’s Instagram pages) as it relates to gender, but largely do not explore the lived experiences and narratives of individuals as they negotiate their gendered expressions. In addition, the use of visual data through the collage technique adds valuable insight into how gender is experienced and performed. Findings reveal that while Millennials are often touted as a gender-fluid generation, tensions still exist in online gendered expressions.

The soft side of branding: leveraging emotional intelligence

2018 ◽  
Vol 33 (1) ◽  
pp. 117-125 ◽  
Author(s):  
Jennifer Hutchins ◽  
Darlene Xiomara Rodriguez
Keyword(s):  
Social Media ◽  
Emotional Intelligence ◽  
Brand Equity ◽  
Online Communication ◽  
Media Content ◽  
Conceptual Approach ◽  
Content Type ◽  
Hard Skills ◽  
Analysis Methodology ◽  
Content Marketing

Purpose The purpose of this paper is to support the need for further research and theory building on emotions in business-to-business (B2B) industries. Specifically, this research conceptualizes emotional intelligence (EI) as an alternative to building brand equity for B2B companies beyond name recognition, product quality and catchy slogans. Additionally, the authors closely analyze social media content marketing by B2Bs as a channel through which to exercise EI with the goal of enhancing brand image and growing brand equity. Design/methodology/approach This study takes a conceptual approach, building on current literature to develop a model of functional and emotional paths to B2B brand equity. The study uses content analysis methodology to examine 11 “best in class” B2B companies recognized for their social media content marketing. The analysis reveals the level to which each company demonstrates the collective EI of the firm through content marketing. Findings EI is a learned skill that can be an essential behavioral asset. In addition to hard skills such as product development and process refinement, leveraging a firm’s soft skills and collective EI is also a viable route to increasing brand equity. Additionally, B2B companies that are considered the best at content marketing demonstrate EI through their online communication strategies. Research limitations/implications This research reveals another avenue through which B2B firms to increase brand equity, but there is a need to empirically validate the model and connections made in this paper. Practical implications Leveraging EI in B2B firms through content marketing is a source of or key driver of competitive advantage and increased brand equity. Originality/value By providing the history and importance of EI, and by connecting existing knowledge of B2B communications to concepts of improving brand equity, this study offers a unique, extended framework that urges further research to expand this field.

Social media usage, electronic word of mouth and purchase-decision involvement

2017 ◽  
Vol 9 (2) ◽  
pp. 134-145 ◽  
Author(s):  
Shantanu Prasad ◽  
Ishwar C. Gupta ◽  
Navindra K. Totala
Keyword(s):  
Social Media ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Valuable Insight ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Media Usage

Purpose The purpose of this paper is to propose the theory which gives valuable insight into the context of social media, electronic word of mouth (EWOM), trust and purchase-decision involvement. Design/methodology/approach A review of the existing literature was carried out and construct-wise measurement items were adapted from existing scales. Experts reviewed the items and validated. Convergent validity, discriminant validity and reliability of the scales were tested with the data collected from 252 respondents. Structural equation modeling was used to examine the proposed model. Findings Social media usage and EWOM have positive impact on purchase-decision involvement and online trust plays a vital mediating role in this context. Originality/value The implications of findings of this research are relevant for managers and public policy makers. People can be sensitized against any menace or can be made aware about any good things in the society in true sense so that they become proactive, participate and take decision (or purchase decision).

Measuring blog service innovation in social media services

2014 ◽  
Vol 24 (1) ◽  
pp. 110-128 ◽  
Author(s):  
Ming-Hsien Yang ◽  
Sung-Shun Weng ◽  
Pei-I Hsiao
Keyword(s):  
Social Media ◽  
Research Methods ◽  
Quantitative Research ◽  
Critical Item ◽  
Social Activity ◽  
Service Innovation ◽  
Critical Factor ◽  
Content Type ◽  
Quantitative Research Methods ◽  
Media Services

Purpose – Blog is a web-based social activity that has become mainstream media. The purpose of this paper is to develope a measurement instrument for assessing blog service innovation, which social media services providers and bloggers can use to promote blog functions and to ensure high quality blog services. Design/methodology/approach – The study adopted both qualitative and quantitative research methods and performed four steps of scale development, including item generation and item pooling, pretest and initial purification, scale refinement, and scale validation and critical item analysis. Findings – From a user-oriented service perspective, the major findings of the study were the 18 measurement items for blog service innovation scale (BLOG-S-INNO scale), which was derived from the innovative blog cognition of blog users. One critical factor in the BLOG-S-INNO scale was further identified to effectively predict outcomes of blog service innovation in social media services. Research limitations/implications – Management at social media services providers can apply the BLOG-S-INNO scale as a diagnostic tool to assess organizational innovation capabilities in relation to blog services, and to link their innovation strategies with the innovation experiences of bloggers improving bloggers’ affection. The findings of this study also make it possible to offer recommendations to help bloggers improve service innovation to increase the experience and preference of blog browsers. Originality/value – The study used qualitative research methods to construct a pool of items for measuring blog service innovation. Furthermore, the paper conducted quantitative research methods to develop a new blog service innovation scale and analyzed the key indicators of blog service innovation.

Library marketing via social media

2018 ◽  
Vol 42 (6) ◽  
pp. 940-955 ◽  
Author(s):  
Soohyung Joo ◽  
Namjoo Choi ◽  
Tae Hyun Baek
Keyword(s):  
Social Media ◽  
Public Libraries ◽  
Public Library ◽  
Media Content ◽  
User Engagement ◽  
Content Type ◽  
The Usa ◽  
Open Coding ◽  
To Receive ◽  
Library Marketing

PurposeThe purpose of this paper is twofold: to explore what kinds of social media content public libraries create to communicate with users online, and to examine the relationships between social media content types and corresponding levels of user engagement.Design/methodology/approachThe sample comprises 4,637 Facebook posts collected from 151 public libraries across the USA. The authors identified ten types of Facebook posts based on the open coding, and calculated the degrees of user engagement for each type of Facebook post, represented by the numbers of likes, shares and comments. Also, The authors examined the effects of the inclusions of images or video clips on user engagement.FindingsThe authors observed that the most frequent type of post was related to announcing upcoming events held in libraries. This study also found that posts about community news or emotionally inspiring messages elicited much engagement from users. Posts having an image or images tend to receive more user engagement.Practical implicationsBased on the findings of this study, the authors discussed practical strategies for public libraries to effectively use social media to better facilitate user engagement.Originality/valueThis study is one of a few attempts that examine the relationships between the types of social media content and the degrees of user engagement in public library environments. Also, the authors have proposed a coding scheme useful to analyze social media content in the context of public libraries.

Evaluation of higher education services: social media learning

2020 ◽  
Vol 38 (1) ◽  
pp. 147-159
Author(s):  
Gokmen Dagli ◽  
Fahriye Altinay ◽  
Zehra Altinay ◽  
Mehmet Altinay
Keyword(s):  
Higher Education ◽  
Social Media ◽  
University Students ◽  
Value Added ◽  
Semistructured Interview ◽  
Content Type ◽  
Media Services ◽  
Problems And Solutions ◽  
Use Of Social Media ◽  
The University

PurposeThis research study aims to examine the quality of life and services of higher education through social media in fostering students' learning and environments.Design/methodology/approachQualitative research methods were used in this study. In the study, as a data collection tool, a semistructured interview form was prepared and questions were asked. A study group was formed with a total of 80 participants in order to analyze the opinions of students studying in the University of Kyrenia.FindingsAccording to the findings obtained in the study, it is understood that higher education students generally use Facebook or Instagram especially for following the trainings conducted abroad. It can be said that university students of higher education can follow many educational developments by being members of various educational institutions. In addition to this, university students can be thought to use this tool continuously and intensively in all project or assignment submissions thanks to social media. It is understood that especially university students can communicate with faculty members and access big data when necessary. Again, in this context, thanks to social media, it is understood from the opinions and thoughts received from the participants that they can easily prepare their lessons by making group interviews with each other or with the groups they have formed collectively. It is understood from the findings that the quality can be increased because various trainings can be provided in groups established through social media; thus, the fact that there is an opening to the world and the reason for the exchange of healthy ideas, information and science increases the quality.Research limitations/implicationsResearch is limited to numbers of research participants from the University of Kyrenia, Faculty of Education in northern part of Cyprus. Social media is used as a medium of learning and development in the research.Practical implicationsIt is a study that ensures that if social media services are used correctly in practice, this research will contribute to the continuous development of students.Social implicationsThe research conducted contributes to how social media services can be organized through technology in higher education and measurement of learning can be enriched through social media.Originality/valueWith this research, it has a unique value due to the fact that the problems encountered in the use of social media services in universities reveal the problems and solutions. In this context, it shows the contribution of social media on the value added to the learning and learning environments and the benefit of services in higher education.

Effectiveness of incentivized social media campaigns for a Fortune 500 company’s brand

2019 ◽  
Vol 34 (1) ◽  
pp. 37-56
Author(s):  
Muhammad Razi ◽  
J. Michael Tarn ◽  
Alhassan G. Mumuni
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Social Networking Sites ◽  
Positive Impact ◽  
Fortune 500 ◽  
Social Media Analytics ◽  
Valuable Insight ◽  
Strong Impact ◽  
Content Type ◽  
Study Results

Purpose The purpose of this paper is to determine how best to build online advocates for a food company’s brand based on data available from the brand’s Facebook pages. Specific research objectives are to study examine whether incentivizing actions such as “liking,” sharing or commenting on a brand’s Facebook impacts the brand community’s sentiment and engagement with the brand, and whether such engagement is different for different actions (e.g. liking vs sharing). Design/methodology/approach To achieve the objectives of this research, sentiment analysis is performed on Facebook insight data from a Fortune 500 company, consisting of fans’ comments, shares and “likes” for promotional and fan posts pertaining to one of its brands. Paired samples t-tests are performed to assess differences in sentiment and engagement before and after each promotional post. Findings The results do not support a strong impact of promotional posts on overall sentiment. However, there is evidence in support of a positive impact of the campaigns on overall wall-level engagement with the brand. Moreover, the levels of engagement are not the same for all promotional posts. Rather, some posts resulted in much higher engagement levels than others, suggesting that not all incentivized campaigns are created equal. Research limitations/implications The study used the data from only one of company’s many brands. Therefore, similar studies on other brands are warranted. Practical implications Social networking sites are increasing in numbers, and more and more businesses are embracing social networks and/or blogs as part of their marketing platforms. Many companies offer coupons and incentives on social media to entice customers to engage with their social media platforms as well as buy products. The study results provide valuable insight into the effectiveness of different kinds of social media promotional campaigns, and can help managers decide which campaigns to implement to achieve specific objectives. Originality/value This research adds to the literature in two ways. First, it contributes to the limited literature on the effectiveness of incentivized social media campaign. Second, it contributes to the social media analytics literature by demonstrating how sentiment analysis can be used along with other statistical procedures to make sense of qualitative social media data.

PENERAPAN NILAI-NILAI MORAL PADA SANTRI TPQ AL-KHUMAIER PEKANBARU

Generasi Emas ◽  
2018 ◽  
Vol 1 (1) ◽  
pp. 51
Author(s):  
Ida Windi Wahyuni
Keyword(s):  
Social Media ◽  
Moral Education ◽  
Internal Control ◽  
Growth And Development ◽  
Moral Values ◽  
Early Age ◽  
Global Era ◽  
Good And Evil ◽  
To Receive ◽  
Control Tool

Moral planting to children from an early age is very important considering that in the era of an increasingly global era, moral education as the basis of self-discipline to be an internal control tool in behaving consistently in religion. A child is naturally created in a state ready to receive good and evil. The habituation of religious and moral values ​​for early childhood is very important to apply as early as possible to the most basic foundation in the process of growth and development of children. The objectives of this research are (1) To describe TPQ Al-Khumaier program, (2) To describe the application of moral values ​​to students by TPQ Al-Khumaier teacher (3) To know the obstacles in applying moral values ​​to the students of TPQ Al-Khumaier and looking for a solution. The results of this study indicate that the program TPQ Al-Khumaier has been implemented according to the program prepared by the school in collaboration with Kemenag Pekanbaru. The application of santri moral values ​​has been practiced in the activities and the process of habituation and modeling of the teachers. The obstacles are the duration of the meeting, social outside TPQ, including social media at home and in the neighborhood where students live.

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