Enhancing brand experience in the online social media network context: a contingency perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Geeta Marmat
Keyword(s):  
Social Media ◽  
Environmental Influence ◽  
Complex Nature ◽  
Brand Experience ◽  
Holistic View ◽  
Content Type ◽  
Social Media Networks ◽  
Online Social Media ◽  
Contingency Model ◽  
Social Media Network

Purpose Marketing and branding literature has provided important insights into the context, environment and individual factors that shape customer brand experience. However, a holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered. In addition, main focus of the previous research is on antecedent and consequence of brand experience rather strategy for enhancing brand experience. This paper aims to propose a contingency model for enhancing brand experience to provide a more holistic framework in the uncertain and complex nature of online social media network. Design/methodology/approach The proposed framework is based on previous literature that is identified and integrated to propose effectiveness of the contingent determinants on brand experience in different interactional circumstances. Findings The proposed framework implies that brand characteristics and interactive complexities of online social media networks cause contingency to the marketers or brands’ strategic attempt in delivering superior brand experience in online social media network context. These forces are as follows: online social media network characteristic (interactivity); brands’ co-creation characteristics (consumers’ and stakeholders’ participation); brand’s technical and operational competency (brands’ knowledge, ease of interactive platform); internal human resource characteristics (employees’ behaviour, brands culture, brands reputation); and customer interactive characteristics (customer demographic characteristics, customer motivation, customer attitude). These identified forces can be optimized to formulate strategies in the interactive medium for enhancing brand experience. Research limitations/implications This paper proposes a contingency model as well as research propositions that need to be validated and confirmed empirically. While narrowing down the current identified gap in brand experience literature by proposing a novel perspective to the concept, this research broadens and deepens understanding of the concept of brand experiences, how it is linked to the context and contextual factors. This contingency framework elucidates the resources that marketers, practitioners can use to enhance, limit or maintain all the dimensions within brand experience. Originality/value A holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered so far. Although literature demonstrates the positive outcome of brand experience, little attention has been paid to enhancing customer brand experience, specifically in the context of online social media networks with various complex forces acting and influencing the way customers experience a brand.

Data retrieval from online social media networks for defining business angels’ profile

2019 ◽  
Vol 14 (1) ◽  
pp. 57-75
Author(s):  
Gustavo Morales-Alonso ◽  
Guzmán A. Vila ◽  
Isaac Lemus-Aguilar ◽  
Antonio Hidalgo
Keyword(s):  
Social Media ◽  
Early Stage ◽  
Data Retrieval ◽  
Business Angels ◽  
Informal Finance ◽  
Content Type ◽  
Highly Educated ◽  
Social Media Networks ◽  
Retrieval Technique ◽  
Online Social Media

Purpose Entrepreneurship is the basis of economic development but is somehow limited by the lack of access to financing sources, especially in the crucial moments of start-up early-stage development. For crossing the so-called “valley of death,” start-ups need to access informal finance sources, such as business angels. This study aims at defining the profile of business angels and comparing it with the existing literature. Design/methodology/approach A novel methodology for sampling the business angles population has been used, which extracts data from online social media networks. This allows taking a closer look at informal sources of entrepreneurial finance. A total of 500 real business angels, acting worldwide, from the LinkedIn and Crunchbase databases has been retrieved for this study. Findings Results point out that younger investors seem to be entering the entrepreneurial informal finance market. They are mainly males between 40 and 50 years of age, with a previous entrepreneurial record, and more highly educated than previously stated. They tend to have studies from Business Administration and Economics, although they prefer to invest in the ICT sector. Originality/value Besides the novel data retrieval technique for analyzing the informal sources of finance, the originality of the work lies in updating the archetype for business angels.

Use of social media by science students in public universities in Southwest Nigeria

2016 ◽  
Vol 34 (2) ◽  
pp. 213-222 ◽  
Author(s):  
Joseph Kehinde Fasae ◽  
Idowu Adegbilero-Iwari
Keyword(s):  
Social Media ◽  
Public Universities ◽  
Sampling Technique ◽  
Science Students ◽  
Content Type ◽  
Social Media Networks ◽  
Academic Practices ◽  
Southwest Nigeria ◽  
Use Of Social Media ◽  
Social Media Network

Purpose – The purpose of this paper is to investigate the use of social media for academic practices by science students of public universities in Southwest Nigeria. Design/methodology/approach – Descriptive design was used for the study. Research instrument used was questionnaire where 140 copies were administered to science students, using purposive sampling technique. Three institutions in southwest of Nigeria were selected for the study. Copies of the questionnaire were distributed to students in their lecture rooms and laboratories during practical classes with the permission and assistance of their lecturers. The data collected were analysed using frequency and simple percentage. Findings – The results reveal that among the various social media networks available, Facebook (93.48 per cent) is the most recognized and most famous, followed by Google+ (63.77 per cent) and Twitter (47.83 per cent). Two-third of the students make use of social media daily to remain up-to-date with trending events/news and to occupy free time when they are bored, among other reasons. The findings show that Google+ (52.17 per cent) is the most beneficial social media network followed by Facebook (29.7 per cent) and Wikia (23.91 per cent). Most of the science students are knowledgeable in the usage and application of social media, while majority of them considered poor Internet connectivity, receiving of unwanted messages/pictures and electricity failure as the leading problems encountered while using social media. Originality/value – The study was necessary to identify the use and application of social media by science students in public universities in Southwest Nigeria.

Birds of a feather: the geographic interconnection of Australian universities on Twitter

2016 ◽  
Vol 8 (1) ◽  
pp. 88-100 ◽  
Author(s):  
Stuart Palmer
Keyword(s):  
Social Media ◽  
State Level ◽  
Strong Relationship ◽  
Physical Geography ◽  
Research Literature ◽  
Content Type ◽  
Social Media Networks ◽  
Online Social Media ◽  
Use Of Social Media ◽  
Australian Universities

Purpose – Regardless of their virtual nature, research suggests that social media networks are still influenced by geography. The purpose of this paper is to investigate the connections between Australian universities on the Twitter social media system. Design/methodology/approach – This research employs network analysis and visualisation to characterise the connections between Australian universities on Twitter. Findings – A strong relationship to geography, both at the intra-state level and the inter-state level, was observed in the connections between Australian universities on Twitter. A relationship between number of followers and time since joining Twitter was also observed. Research limitations/implications – The research presented is limited to Australian universities only and represents a snapshot in time only. Practical implications – Australian universities have the opportunity to reach beyond the geographically restricted connections observed here, to actively seek new audiences, and to realise the cited benefits of online social media relating to increased connection across physical and digital frontiers. By capitalising on the strong “locality” observed in social media connections, a university could become a desirable source of information that is likely to be of interest to, and valued by, local constituents. Originality/value – This paper contributes to the research literature on university use of social media by addressing the so far largely silent area of inter-institutional connections via social media, and the influence of physical geography on the connections between universities on Twitter. It also offers a practical methodology for those interested in further research in this area.

scholarly journals Heterogeneous Ensemble Structure based Universal Spam Profile Detection System for Social Media Networks

2020 ◽  
Vol 9 (1) ◽  
pp. 1028-1039
Keyword(s):  
Social Media ◽  
Detection System ◽  
User Profile ◽  
Classification Model ◽  
Support Vector ◽  
Social Media Networks ◽  
Online Social Media ◽  
Linear Polynomial ◽  
Proposed Model ◽  
Social Media Network

The exponential rise in internet technology and online social media networks have revitalized human-being to connect and socialize globally irrespective of geographical and any demographic boundaries. Additionally, it has revitalized business communities to reach target audiences through social media networks. However, as parallel adverse up-surge the everincreasing presence of malicious users or spam has altered predominant intend of such social media network by propagating biased contents, malicious contents and fraud acts. Avoiding and neutralizing such malefic users on social media network has remained a critical challenge due to gigantically large size and user’s diversity such as Facebook, Twitter, and LinkedIn etc. Though exploiting certain user’s behavior and content types can help identifying malicious users, majority of the existing methods are limited due to confined parametric assessment, and inferior classification approaches. With intend to provide spam profile detection system in this paper a novel heterogeneous ensemblebased method is developed. The proposed model exploits user profile features, user’s activity features, location features and content features to perform spam user profile detection. To ensure optimality of computational significances, we applied multi-phased feature selection method employing Wilcoxon Rank Sum test, Significant Predictor test, and Pearson Correlation test, which assured retaining optimal feature sets for further classification. Subsequently, applying an array of machine learning methods, including Logistic regression, decision tree, Support Vector Machine variants with Linear, Polynomial and RBF kernels, Least Square SVM with linear, polynomial and RBF kernels, ANN with different kernels, etc we constituted a robust ensemble model for spam user profile classification. Simulations revealed that the proposed ensemble classification model achieves accuracy and F-score higher than 98%, which is the highest amongst major works done so far. It affirms suitability and robustness of the proposed model for real time spam profile detection and classification on social media platforms

Do we follow the crowd on social media? Experimental evidence on consumer attitudes in the contexts of NeWOM and firm crisis response

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sasithorn Suwandee ◽  
Aurathai Lertwannawit ◽  
Olimpia C. Racela ◽  
Pattana Boonchoo
Keyword(s):  
Social Media ◽  
Consumer Attitudes ◽  
Crisis Response ◽  
Response Strategy ◽  
Repeated Measure ◽  
Substantial Impact ◽  
Content Type ◽  
Online Social Media ◽  
The Impact ◽  
Social Media Network

PurposeThis study applies social network theory to examine the moderating effects of two online social media network characteristics, namely homophily and consensus, on the influence of negative electronic word of mouth (NeWOM) and of firm crisis response on consumer attitude toward a company.Design/methodology/approachHypotheses were tested using a mixed-model experimental design of three between-subjects factors, including manipulations of homophily (high vs low), consensus (high vs low), and firm crisis response (accommodative vs defensive), and one repeated measure within-subjects factor of attitude toward the company at three different points in time (A0, A1, A2). Data were collected from 328 Thai participants who were randomly assigned to one of the eight experimental conditions.FindingsHigh homophily and high consensus online social media network conditions worsen the negative impact of NeWOM on consumer attitudes. However, high homophily and high consensus strengthen the positive influence of an accommodative response in regaining favorable attitude toward the company. Low homophily and low consensus negate the impact of the firm's defensive response, preventing any further deterioration of attitude toward the company.Practical implicationsMarketers need to understand the relational patterns among members of online social media networks in order to assess the extent to which consumers are influenced by others in the network. In doing so, the firm can better anticipate and manage the impact of NeWOM and can launch an appropriate response strategy that optimizes the recovery, or minimizes the deterioration, of lost company image and reputation.Originality/valueThis study provides a dynamic view of consumer attitudes and highlights the substantial impact that others in the online social media network have on consumers' evaluation of NeWOM and of firm recovery efforts.

scholarly journals Classification of unlabeled online media

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Sakthi Kumar Arul Prakash ◽  
Conrad Tucker
Keyword(s):  
Social Media ◽  
Real World ◽  
Graphical Model ◽  
Ground Truth ◽  
Classification Problem ◽  
Machine Learning Algorithms ◽  
Social Media Networks ◽  
Online Social Media ◽  
Wide Range

AbstractThis work investigates the ability to classify misinformation in online social media networks in a manner that avoids the need for ground truth labels. Rather than approach the classification problem as a task for humans or machine learning algorithms, this work leverages user–user and user–media (i.e.,media likes) interactions to infer the type of information (fake vs. authentic) being spread, without needing to know the actual details of the information itself. To study the inception and evolution of user–user and user–media interactions over time, we create an experimental platform that mimics the functionality of real-world social media networks. We develop a graphical model that considers the evolution of this network topology to model the uncertainty (entropy) propagation when fake and authentic media disseminates across the network. The creation of a real-world social media network enables a wide range of hypotheses to be tested pertaining to users, their interactions with other users, and with media content. The discovery that the entropy of user–user and user–media interactions approximate fake and authentic media likes, enables us to classify fake media in an unsupervised learning manner.

Private club members’ perceptions of social media

2017 ◽  
Vol 8 (1) ◽  
pp. 119-132 ◽  
Author(s):  
MiRan Kim ◽  
Ronald Cichy
Keyword(s):  
Social Media ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Media Usage ◽  
Online Social Media ◽  
Usage Behavior ◽  
Perceived Enjoyment ◽  
Beliefs And Attitudes

Purpose Private club members belong to an organization where people with common interests, experiences, backgrounds and professions meet for social and recreational purposes. This study aims to examine the relationships among private club members’ perceptions of social media regarding perceived ease of use, perceived usefulness, perceived enjoyment, attitude toward social media involvement and behavioral intention toward social media usage. Design/methodology/approach An online survey was conducted among private club members across the USA (n = 571). The data were analyzed using structural equation modeling. Findings The findings of this study center on the perceptions of club members and their beliefs and attitudes associated with their social media usage behavior. This study extends the social media literature by supporting previous studies that suggest a causal flow from perceived ease of use to intrinsic and extrinsic motivations (perceived usefulness, perceived enjoyment) based on a motivational model. Research limitations/implications This study is meaningful for revealing the perceptions of private club members and their beliefs and attitudes associated with their social media usage behavior. It is untested whether this study’s model applies to other hospitality businesses. Future research could examine other segments and add other variables such as perceived security and trust. Practical implications This study can provide private club managers, and the members of the clubs that they lead, with a better understanding of online social media. Originality/value This study is one of a few empirical online social media studies in the area of the private club industry. This study seeks to provide baselines regarding social media perceptions and usage in the hospitality literature by providing a comprehensive model.

scholarly journals Why people use online social media brand communities

2018 ◽  
Vol 42 (2) ◽  
pp. 205-221 ◽  
Author(s):  
Puneet Kaur ◽  
Amandeep Dhir ◽  
Risto Rajala ◽  
Yogesh Dwivedi
Keyword(s):  
Social Media ◽  
Social Values ◽  
User Participation ◽  
Activity Levels ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Online Social Media ◽  
Consumption Values ◽  
Intention To Continue

Purpose The success and survival of any form of online community relies on the presence and active participation of its users. Hence, ensuring active user participation and retaining existing users is a key concern of the moderators of online communities. To address these challenges, the purpose of this paper is to investigate the epistemic, emotional, and social values that influence users’ intention to continue using an online social media brand community. Moreover, the study also investigates the differences in the influence of the investigated constructs and users’ various activity levels. Design/methodology/approach This study utilized the consumption value theory framework for testing the relationship between different measures. An empirical analysis of the consumption values of 577 users in an online social media brand community was accomplished using structural equation modeling. Findings The study findings revealed that emotional and social values exert partial influence in predicting users’ intention to continue using online social media brand communities. In particular, social enhancement and playfulness predict users’ continuation intentions. Moreover, the results show that the influence of the investigated constructs (except playfulness) is consistent across users with various activity levels in online social media brand communities. Research limitations/implications These findings pave the way for further theoretical and practical considerations of the role of consumption values in resolving challenges of user participation and retention. However, there are still some open gaps concerning the generalizability of the findings as well as other factors that could potentially influence the user intentions. Future studies should validate the findings by recruiting diverse users in terms of their age and cultural background. Practical implications The study findings are of special relevance for the service operators interested in practicing user-centric innovation. Moreover, the findings can help online social media brand community managers to kick start user-centric innovation activities in their community. Originality/value The study provides a novel perspective on the challenges of assessing users’ consumption behavior. The perceived values have been conceptualized using the constructs of social influence, problem solving, playfulness, social enhancement, and social interaction.

Online brand communication and building brand trust: social information processing theory perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Geeta Marmat
Keyword(s):  
Social Media ◽  
Information Processing ◽  
Social Information Processing ◽  
Social Information ◽  
Trust Building ◽  
Brand Trust ◽  
Brand Communication ◽  
Content Type ◽  
Processing Theory ◽  
Online Social Media

Purpose The purpose of this paper is to present the mechanism of online customer brand trust building through the lens of Walther’s Computer Mediated Communication (CMC) – Social Information Processing Theory (SIPT). Design/methodology/approach This paper integrates a range of theoretical and empirical works across branding and marketing, including concept of brand trust, use of online social media in brand communication and customer brand relations and CMC-SIPT theory and relational marketing literature other relevant information which were found useful in the given context were reviewed. The aim was to collect a broad spectrum of ideas, based on their relevance to the research purpose to propose effective online brand trust building framework. Findings This paper proposes three different developmental stages in brand trust building on online social media networks. Each stage is guided by the components of CMC-SIPT. Stage I is interaction and compliance of the brand communication clues which suggest that the aggregated level of interaction and compliance in online brand communication on social media determine the movement of the customer to the next level. Stage II suggests information processing at three successive layers by the customer as identification, internalization brand information and bonding, which eventually prompt the customer to the next level of brand trust building. Stage III is related to trust building which is the critical stage as customer internal states of arousal are experienced, which reduces the emotional risk of decision-making and increases confidence and trust of the customers in brands. Research limitations/implications The proposed framework of brand trust building has not been tested empirically. Future research could test and validate the proposed model tracking intrinsic changes in the customer in different brand trust development stages. This research is important for marketers or brands who wish to move beyond the notion of merely satisfying customers, to establishing more powerful emotional bonds between their brands and customers. It fills a gap in brand-trust literature and provides marketers and researchers a means to understand and draw strategies for consumers’ attraction toward brands (Patwardhan and Balasubramanian, 2011). The proposed framework has the capacity to revolutionize the way business and brands engage with society by enhancing and establishing trusting relationship. Originality/value To date, this research has not been done specifically from the SIPT perspective. This research is the first to examine brand communication strategies in an effort of building brand trust in the context of online social media network from the CMC-Social information theory perspective. It highlights the peculiarities of online brand communication on social media networks and customer information processing in presenting three stages of customer brand trust development to explain the development and flow of events.

Impact of Social Media Usage on Information Retrieval Among Undergraduate Students in Faculty of Management Sciences, University of Ilorin

2020 ◽  
pp. 406-436
Author(s):  
Evelyn Olakitan Akinboro ◽  
Taylor Morenikeji Olayinka
Keyword(s):  
Social Media ◽  
Information Retrieval ◽  
Undergraduate Students ◽  
Sources Of Information ◽  
Media Usage ◽  
Social Media Networks ◽  
Gender And Age ◽  
Use Of Social Media ◽  
Types Of Information ◽  
Social Media Network

The chapter examined the impact of social media on information retrieval among undergraduate students in Faculty of Management Science, University of Ilorin. It determined the social media network that undergraduate students are more exposed to for retrieving information, identifying the differences in undergraduate students' usage of social media network for information retrieval based on gender and age brackets, exploring preference for social media compared to other sources of information retrieval system available for students, exploring the types of information retrieved from social media network, and identifying the challenges faced by undergraduates in the use of social media networks. The population of the study was comprised of 3,634 students out of which a sample of 360 was chosen through stratified random technique. A self-designed questionnaire was used to collect data. Five research questions were developed and answered by the study. The findings revealed that undergraduate students' exposure to social media is very high.

Sign in / Sign up

Export Citation Format

Share Document