Who will land and stay? Page-specific antecedents of news engagement on social media

2020 ◽  
Vol 44 (5) ◽  
pp. 1013-1025
Author(s):  
Shahid Iqbal Khan ◽  
Ahmad Raza Bilal ◽  
Bilal Ahmad
Keyword(s):  
Social Media ◽  
Negative Relationship ◽  
Secondary Data ◽  
Target Population ◽  
Community Size ◽  
Content Type ◽  
Online Engagement ◽  
Specific Factors ◽  
Facebook Pages ◽  
The Impact

PurposeThe purpose of this study is to investigate the impact of page-specific factors such as page language, posting frequency and community size on online engagement in the context of social media pages of news channels in Pakistan.Design/methodology/approachFor this research, official Facebook pages of news channels in Pakistan were defined as the target population. Secondary data were obtained from the Facebook pages of 28 news channels in Pakistan. For the selected period between August and September 2019, a total of 420 cases were obtained and manually entered in SPSS 21 for analysis. Tweedie estimation was run to check the proposed hypotheses.FindingsResults show that English pages are more engaging than Urdu. Additionally, posting frequency and community size have a negative relationship with online engagement.Practical implicationsThe findings of the study suggest that administrators of social media pages of news channels should target English news readers more than Urdu news readers. Additionally, they should manage a low posting frequency so that readers may not get irritated. Administrators should not sponsor their pages to expand community size on a single page. Instead, they may opt to build a separate page for each news category with smaller community size.Originality/valueWhile previous studies have discussed the post-specific factors of engagement, this study has checked the impact of page-specific factors such as page language, posting frequency and community size on online engagement.

Tweet so good that they can't ignore you! Suggesting posting strategies to micro-celebrities for online engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shahid Iqbal Khan ◽  
Bilal Ahmad
Keyword(s):  
Social Media ◽  
Secondary Data ◽  
Target Population ◽  
Content Type ◽  
Mean Values ◽  
Social Media Networks ◽  
Online Engagement ◽  
Day Of The Week ◽  
Engagement Factors ◽  
The Impact

PurposeThe purpose of this study is to investigate the impact of post content, post media and post scheduling strategies on online engagement on Twitter in context of micro celebrities in Pakistan.Design/methodology/approachFor this research, micro celebrities of Pakistan have been defined as the target population. Secondary data consisting of 464 tweets from walls of six micro celebrities belonging to both genders and diverse set of socio-political fields was collected. Tweedie estimation analysis was run to accept or reject the hypotheses. Mean values with standard deviations were utilized to analyze the different engagement patterns of dichotomous variables (content type, content language, mentions, hashtags, text, images, links, videos, hour of the day and day of the week) on online engagement.FindingsContent type, content language, content length, hashtags, mentions, images, links, videos, hour of the day and day of the week have been found to have a significant relationship with online engagement on Twitter.Research limitations/implicationsFirst, the study has been conducted in context of micro celebrities on Twitter. It did not include influencers on other social media networks. Second, study considered only quantitative aspects of engagement based on secondary data ignoring qualitative aspects of phenomenon due to time and methodology constraints. Third, study did not include link clicks as a measure of engagement as clicks data is not publicly available on the posts.Practical implicationsThe study contributes significantly to find out valuable “micro celebrity” strategies in Pakistan. The study suggests micro celebrities to tweet soft content in Urdu language along with relevant hashtags and mentions to get higher engagement on their tweets. Further, tweets should contain maximum number of characters. Micro celebrities should not insert images, links and videos in their tweets as these media types result in lower engagement on Twitter. Micro celebrities should tweet at low hours and weekends.Social implicationsAs this study focuses on investigation of better engagement practices for micro celebrities, it will help general public to express themselves more effectively through social media.Originality/valueFirst, this is the first study that investigates the online engagement model for micro celebrities. Second, the online engagement model designed in this study has yet not been investigated to best of our knowledge. The theoretical model combines multiple engagement factors discussed in previous studies conducted on Facebook, YouTube, Instagram and Twitter.

scholarly journals Imported feminism: problematizing the Westernized image of the feminist in Arab social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ramy Magdy ◽  
Maries Mikhael ◽  
Yassmine G. Hussein
Keyword(s):  
Social Media ◽  
New Media ◽  
Real Time ◽  
Arab Women ◽  
Content Type ◽  
Second Wave Feminism ◽  
Women Experiences ◽  
Facebook Pages ◽  
The Impact ◽  
Second Wave

Purpose This paper aims to analyze the discourse of Arab feminism social media pages as a form of real-time new media. This is to be conducted culturally to understand the Westernized character these pages tend to propagate and the politico-cultural significations of such a propagation. Design/methodology/approach Using visual and content analysis the paper analyzes both the written and visual contents of two popular Arab feminist Facebook pages, “Thory” and “Feminist doodles” to explore its culture relevance/Westernization via the categories of “re-employing the binary second wave feminism, the historical relevance and the Westernized tone of both pages. Findings The pages showed a tendency toward second wave, Westernized, anti-orient feminism. Such importation of feminism made the pages’ message not only a bit irrelevant but also conceptually violent to a large extent. Starting from alien contexts, the two pages dislocate the Arab women experiences of their situation for the sake of comprehending and adapting to heavily Westernized images. Originality/value The paper contributes to the ongoing debate over the gender issue in the Arab context after 2011, what it originally offers is discussing the cultural relevance of popular feminist Facebook pages claiming to represent the everyday struggles of the Arab women. In addition, it shows the impact of real-time media on identity formulation.

Impact of liquidity and financial leverage on firm’s profitability – an empirical analysis of the textile industry of Pakistan

2019 ◽  
Vol 23 (4) ◽  
pp. 291-305 ◽  
Author(s):  
Asif Hussain Samo ◽  
Hadeeqa Murad
Keyword(s):  
Textile Industry ◽  
Negative Impact ◽  
Negative Relationship ◽  
Secondary Data ◽  
Annual Data ◽  
Strong Impact ◽  
Financial Leverage ◽  
Content Type ◽  
The Impact ◽  
Textile Sector

Purpose This study aims to determine the impact of liquidity and financial leverage on the profitability, using a sample of 40 selected publicly quoted companies in the textile sector of the Pakistani economy. Design/methodology/approach Through quantitative approach, pooled panel regression and descriptive statistics models are used by taking annual data of Pakistan’s textile sectors from 2006 to 2016. Secondary data has been gathered from financial statements of the firms. Findings The results revealed that there is a positive relationship between liquidity and profitability and negative relationship between financial leverage and profitability. The results for liquidity measure CR revealed positive strong impact on ROA and the financial leverage measure D_E ratio showed negative but not strong impact on ROA. The other part of result concluded that there is a positive strong impact of C_R on ROE too and D_E has a negative impact on ROE. Research limitations/implications The results are showing the impact among these ratios for the textile sector of Pakistan only. Practical implications This study can help higher management of textile firms firm in decision-making stating clearly about how to perform well to enhance financial health of company, which can encourage investors to invest in companies having sound market standing. Originality/value This study takes the latest empirical data with different analysis technique.

The impact of marketing innovation on companies’ environmental orientation

2020 ◽  
Vol 35 (1) ◽  
pp. 1-12 ◽  
Author(s):  
Natalia Medrano ◽  
María Cornejo-Cañamares ◽  
Cristina Olarte-Pascual
Keyword(s):  
Technological Innovation ◽  
Negative Relationship ◽  
Secondary Data ◽  
Manufacturing Companies ◽  
Path Modeling ◽  
Environmental Orientation ◽  
Content Type ◽  
Marketing Innovation ◽  
Service Companies ◽  
The Impact

Purpose The purpose of this study is to explore the relationship between companies’ marketing innovation and environmental orientation and to determine how this relationship differs between manufacturing and service companies. Design/methodology/approach The study uses secondary data from the Technological Innovation Panel (PITEC) to look at 6,435 Spanish companies during the 2013-2015 period. To examine the contingency effect of the activity sector, the sample is divided into two subsamples: manufacturing companies and service companies. Partial least squares path modeling is used to test and validate the research model and proposed hypotheses. Findings The results show there is a statistically significant negative relationship between marketing innovation and environmental orientation. Significant differences were also found between manufacturing and service companies depending on the companies’ activity sector and size. Practical implications The analyzed manufacturing and service companies still use traditional marketing and have yet to embrace the “green marketing” or “marketing 3.0” concept. The marketing innovations a company undertakes should be positively, rather than negatively, related to its environmental orientation. In today’s companies, the two actions must go hand in hand. Originality/value Most studies on environmental orientation have focused on its relationship with technological innovation. In this sense, it is important to analyze its relationship with marketing innovation as well, as nowadays, when consumers are deciding between different companies’ products, they look for “companies with values.” Companies thus need to engage in environmentally oriented marketing innovation.

Bilingual brand communities? Strategies for targeting Hispanics on social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dino A. Villegas ◽  
Alejandra Marin Marin
Keyword(s):  
Social Media ◽  
Cultural Identity ◽  
Customer Engagement ◽  
Content Type ◽  
Online Spaces ◽  
The Usa ◽  
Social Media Platforms ◽  
Four Levels ◽  
Facebook Pages ◽  
The Impact

Purpose This paper aims to explore different strategies used by brands to target the Hispanic market via social media from the lens of the Spanish language in a multicultural country like the USA. Design/methodology/approach This study uses a netnographic approach by drawing information from a study of the Facebook pages of 11 brands belonging to different industries. Findings Companies engage in four levels of cultural identity adaptation using different strategies based on ethnicity: language adaptation, identity elements, identity matching and Latino persona. The study also shows that merely translating Facebook pages do not generate high levels of communitarian interaction. Practical implications This study examines different strategies used by brands in the USA to target the Hispanic audience on social media to provide insights for brand managers to develop online engagement. Originality/value With the increase in cultural diversity in different countries and the rise of social media platforms, brand researchers need to better understand how cultural identity permeates marketing strategies in online spaces. Social media platforms such as Facebook offer flexible environments where strategies beyond product- and brand-related aspects can be used. This study extends the literature by showing the heterogeneity of cultural identity-based strategies used by companies to ensure customer engagement and brand loyalty and the impact of such strategies on users.

The impact of financial ratios on the financial performance of a chemical company

2014 ◽  
Vol 10 (2) ◽  
pp. 154-160 ◽  
Author(s):  
Halimahton Borhan ◽  
Rozita Naina Mohamed ◽  
Nurnafisah Azmi
Keyword(s):  
Financial Performance ◽  
Negative Relationship ◽  
Secondary Data ◽  
Multiple Regression Model ◽  
Profit Margin ◽  
Financial Ratios ◽  
Content Type ◽  
Chemical Company ◽  
Operating Profit ◽  
The Impact

Purpose – The purpose of this paper is to examine the impact of financial ratios on the financial performance of a chemical company: LyondellBasell Industries (LYB). Some selected ratios: current ratio (CR) and quick ratio (QR) represent the liquidity ratios, debt ratio (DR) and debt equity ratio (DTER) represent the leverage ratios, while operating profit margin (OPM) and net profit margin (NPM) represent the profitability ratios. LYB faced financial problems after its merger and the financial performance of the company shrank to negative due to the world financial crisis. However, this company has bounced back after a year and is now the world's third largest chemical company based on revenue. Design/methodology/approach – The financial ratios were measured from 2004 to 2011, quarterly. A multiple regression model has been used and secondary data has been analyzed. Findings – The results shows that CR, QR, DR and NPM have a positive relationship while DTER and OPM have a negative relationship with the company's financial performance. Among the six ratios, CR, DR and NPM show the highest significant impact on the company's performance. Originality/value – This research paper contributed the result of the impact of financial ratios on the financial performance of a chemical company as the previous studies with this focus are hard to find and some of the sources are not specifically related to the topic.

Linking social media marketing activities with brand love

Kybernetes ◽  
2017 ◽  
Vol 46 (10) ◽  
pp. 1801-1819 ◽  
Author(s):  
Raed Salah Algharabat
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Marketing Activities ◽  
Facebook Pages ◽  
The Impact

Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand love on brand loyalty. Design/methodology/approach Using a sample of 400 followers of Facebook pages, data were collected and analyzed using structural equation modeling. Findings The findings reveal that SMM activities positively affect self-expressive brands (inner and social), which in turn impact brand love. The author also finds that brand love positively affects brand loyalty. The author further finds that self-expressive brand (inner) fully mediates the relationship between SMM activities and brand love, whereas self-expressive brand (social) partially mediates this relationship. Originality/value Previous researchers neither have the chance to link SMM activities with brand love nor to explain its role as an antecedent to self-expressive brand. Therefore, the author contributes to nascent literature by linking and investigating the mediating impact of self-expressive brands between the relationships of SMM activities and brand love which in turn impact brand loyalty.

scholarly journals EFFECT OF VOLUME OF SHARES TRADED ON SHARE PRICES OF FIRM’S LISTED ON NAIROBI SECURITY EXCHANGE

2017 ◽  
Vol 1 (3) ◽  
pp. 71
Author(s):  
Batista J. Mariko ◽  
Theuri J. M
Keyword(s):  
Stock Returns ◽  
Negative Relationship ◽  
Secondary Data ◽  
Sampling Technique ◽  
Target Population ◽  
Share Price ◽  
P Value ◽  
Share Prices ◽  
Rights Issue ◽  
The Impact

Purpose: The purpose of this study was to establish the effect of volume of shares traded on share prices of firm’s listed on Nairobi Security Exchange.Methodology: The study was carried out using descriptive research design. The target population consisted all companies listed on the NSE, and had previously done a rights issue. Convenient sampling technique was used to identify firms that had rights issue in the period under study.  Secondary data was collected using a schedule developed by the researcher. Data analysis was done using events study methodology and regression modelling.Results: Based on the findings the study found out that there existed a negative relationship between volume of shares traded and the share price. Specifically, the share price is negative (β=-0.909) and significant (p-value = 0.000) at 5% and that 9.4 percent of the variations in volume of shares traded were explained by the variations in share pricesUnique contribution to theory, practice and policy: Based on the findings the study recommends that further studies to be done on the impact of bonus issues, IPOs, and the global economic crisis (2008-2009) on stock returns of companies listed at the NSE.

The effect of corporate social responsibility content on consumer engagement behaviours on Facebook brand pages in Egypt

2020 ◽  
Vol 19 (3) ◽  
pp. 280-297
Author(s):  
Hazem Rasheed Gaber ◽  
Ahmed Elsamadicy
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Content Analysis ◽  
Social Network ◽  
Social Responsibility ◽  
Consumer Engagement ◽  
Content Type ◽  
Corporate Social ◽  
Facebook Pages ◽  
The Impact

The purpose of this paper is to study how companies communicate their corporate social responsibility (CSR) practices on their Facebook pages, and it also investigates the impact of this content type on consumer engagement behaviours. Based on content analysis of the biggest twenty corporate Facebook pages in Egypt, it was found that these companies focus on non-CSR posts more than CSR posts. However, the findings showed that the CSR posts received the highest number of likes, comments and shares if compared to other content types. This article provides social media managers with some guidelines for effective posting strategies when adopting Facebook marketing. Specifically, it recommends that corporations use this social network to communicate CSR practices to consumers. Since the adoption of Facebook in CSR activities by many corporations is a relatively new practice, this article provides practitioners with some guidelines to follow.

Facebook practices for business communication among fashion retailers

2017 ◽  
Vol 21 (1) ◽  
pp. 33-50 ◽  
Author(s):  
Tomás Escobar-Rodríguez ◽  
Rocío Bonsón-Fernández
Keyword(s):  
Social Media ◽  
Relationship Building ◽  
Fashion Industry ◽  
Brand Community ◽  
Theoretical Frameworks ◽  
Audience Engagement ◽  
Content Type ◽  
Time Period ◽  
Facebook Pages ◽  
The Impact

Purpose The present study examines relationship building of major players in fashion retailing through social media. Using the theories of word-of-mouth marketing and brand community as theoretical frameworks, this paper analyses the impact of social media marketing in creating brand community. To that end, the use of the popular networking site Facebook was studied. The purpose of this paper is to analyze the extent and main purposes of the usage of this communication channel and to examine companies’ activity on their Facebook pages as well as to observe their audiences and the effect in their audiences’ engagement. Additionally, this paper analyses the main type of content and the most commonly used type of media. Design/methodology/approach Research was based on a content analysis performed on 2,326 Facebook posts; a sample of 46 international leading companies in the fashion industry was analyzed in the time period between March 1 and May 31, 2015. Findings Facebook audience is positively related to retailer’s size. However, audiences in this sector are not related to the level of activity of the retailers’ Facebook pages. Audience engagement and participation in fashion retailer’s Facebook sites is higher in small retailers. The main content of the Facebook pages of top fashion retailers is marketing, photo albums and videos being the most popular drivers of this means. Originality/value No previous research analyzed fashion retailers use of Facebook sites. This study examines the variables size and engagement of fashion retailers’ audience on Facebook according to retailers’ size and activity on their corporate profiles.

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