Employing a dramaturgical lens to the interpretation of brand online social networking

2019 ◽  
Vol 22 (3) ◽  
pp. 278-300
Author(s):  
Heejin Lim ◽  
David W. Schumann
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Sense Of Self ◽  
Online Social Networking ◽  
Content Type ◽  
The Public ◽  
Brand Relationship ◽  
Online Brand Communities ◽  
The Social ◽  
Media Platform

Purpose Brand online social networking (BOSN) is a novel marketing phenomenon in which companies initiate and cultivate relationships with their customers through online social networking (OSN) sites. Because of its openness to the public, BOSN is distinct from a traditional brand community. This study aims to explore patterns and schemes of individuals’ BOSN based on the sociological schemas noted in Goffman’s dramaturgical approach. Design/methodology/approach This study adopts in-depth personal interviews to uncover the full meaning of BOSN. A total of 21 Facebook brand page participants were interviewed, and the interviews were recorded digitally and transcribed verbatim, providing data for analysis. Triangulation was accomplished through examination of informants’ Facebook webpages that presented their own postings. The transcribed data were interpreted using a hermeneutic approach. Findings The data analysis based on the dramaturgical lens reveals four key themes: diversity in consumers’ intentionality toward BOSN social connections, their feeling of contamination of the digital self and a desire for autonomy, consumers’ roles as the actors and audiences on a brand’s BOSN stage and backstage experience and consumers’ feeling of intimacy. Findings highlight how individuals’ perceptions of audiences and the social media platform as a stage influence their performance in BOSN conjointly. These findings reveal that individuals participate in BOSN as a means of augmenting their identity. Originality/value Findings from this study advance the extant literature addressing online brand communities by exploring a novel form of brand assemblages within the context of social media. Employing a dramaturgical approach, this study identifies the distinct nature of the consumer–brand relationship in the virtual agora of OSN, which is hyperindividualistic in nature and is used to augment a sense of self.

Getting acquainted with social networks and apps: talking about TikTok

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Katie Elson Anderson
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Literature Review ◽  
Design Methodology ◽  
Research Literature ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
Information Professionals

Purpose This paper aims to provide information and promote discussion around the social media platform TikTok. Design/methodology/approach Research, literature review. Findings Libraries and library and information professionals should be aware of the potential of TikTok for engagement and information sharing. Originality/value Adds to the research on the social media platform TikTok.

The new marketing solutions that will drive strategy implementation

2016 ◽  
Vol 44 (3) ◽  
pp. 20-26 ◽  
Author(s):  
Kenneth Alan Grossberg
Keyword(s):  
Social Media ◽  
Digital Technology ◽  
Design Methodology ◽  
Content Type ◽  
Marketing Automation ◽  
Marketing Innovation ◽  
The Social ◽  
Efficiency And Effectiveness ◽  
Media Platform ◽  
Practical Implications

Purpose Delineate the strategic implications for three new marketing trends based on digital technology. Design/methodology/approach The author looks at how strategy is being affected by: Marketing automation, where artificial intelligence is used to help win a customer and optimize the search for such potential prospects. Social media, which blends the personal and the businesslike and provides opportunities for engagement with the client on an almost real-time, personalized basis. The manipulation of huge quantities of “Big Data” to increase the efficiency and effectiveness of marketing automation and of deriving value from social media. Findings Under all emerging digital technology scenarios, the marketer’s job becomes more complex and more central to the interaction between the customers and the corporation. Practical implications Social marketing will increasingly involve co-creation of product and brand story with customers, experienced-based marketing and more sophisticated management of the interface between the social media platform and automated marketing. Originality/value This article identifies the integral relationship between advances in marketing technology and strategic opportunities for marketing innovation.

scholarly journals @Indonesiatanpafeminis.id as a Challenge of Feminist Movement in Virtual Space

2021 ◽  
Vol 6 ◽  
Author(s):  
Eni Maryani ◽  
Preciosa Alnashava Janitra ◽  
Reksa Anggia Ratmita
Keyword(s):  
Social Media ◽  
Public Space ◽  
Religious Identity ◽  
Virtual Space ◽  
Literature Study ◽  
The Public ◽  
The Social ◽  
Nahdlatul Ulama ◽  
Media Platform ◽  
Dynamic Relationships

The fast-growing social media in Indonesia has opened up opportunities for spreading feminist ideas to a wider and more diverse audience. Various social media accounts especially Instagram that focus on gender advocacy and feminism such as @indonesiafeminis, @lawanpatriarki, and @feminismanis have developed in Indonesia. However, the development of the social media platform also presents groups that oppose feminists. One of the accounts of women’s groups that oppose feminists is @indonesiatanpafeminis.id (@indonesiawithoutfeminist.id). The research objectives are namely to analyze the diversity of issues and reveal the discourse contestation that developed in the @indonesiatanpafeminis.id, and dynamic relationships on the online and offline spaces between groups of feminists and anti-feminists or the other interest. This research employed the digital ethnography method that utilized observation, interview, and literature study as data collection techniques. This study found that the online conversations at @indonesiatanpafeminis.id revealed misconceptions on feminism from a group of women with a religious identity. Furthermore, the conversation also tends to strengthen patriarchal values with religious arguments that are gender-biased. However, the @indonesiatanpafeminis.id serves as a public space for open debates and education on feminist issues. The anti-feminist group behind the @indonesiatanpafeminis.id are women who identify themselves in a certain Muslim circle that has political, cultural, and religious agendas. One of the agendas is to influence the public to reject the Sexual Violence Eradication Bill. This study also noted the Muslim supporters of anti-feminism in Indonesia are less popular compared to progressive religious-based Muslim women organizations such as Aisyiyah (Muhammadiyah), Muslimat NU (Nahdlatul Ulama), and Rahima (Center for Education and Information on Islam and Women’s Rights). The study also evokes discussion on how the feminist and anti-feminist discourses can be utilized to criticize and develop the women’s movement or feminism in a multicultural context.

Facebook confessions: Corporate abdication and Silicon Valley dystopianism

2020 ◽  
pp. 146144482093354
Author(s):  
Tero Karppi ◽  
David B Nieborg
Keyword(s):  
United States ◽  
Decision Making ◽  
Social Media ◽  
Small Group ◽  
Silicon Valley ◽  
Unintended Consequences ◽  
Social Media Platform ◽  
The Public ◽  
The Social ◽  
Media Platform

This article investigates the public confessions of a small group of ex-Facebook employees, investors, and founders who express regret helping to build the social media platform. Prompted by Facebook’s role in the 2016 United States elections and pointing to the platform’s unintended consequences, the confessions are more than formal admissions of sins. They speak of Facebook’s capacity to damage democratic decision-making and “exploit human psychology,” suggesting that individual users, children in particular, should disconnect. Rather than expressions of truth, this emerging form of corporate abdication constructs dystopian narratives that have the power shape our future visions of social platforms and give rise to new utopias. As such, and marking a stark break with decades of technological utopianism, the confessions are an emergent form of Silicon Valley dystopianism.

Mediatization of conflict in the social media era: A case study of Sino-Indian border crisis in 2017

Journalism ◽  
2019 ◽  
pp. 146488491987032 ◽  
Author(s):  
Shixin Ivy Zhang
Keyword(s):  
Social Media ◽  
Actor Network Theory ◽  
Social Media Platform ◽  
The Public ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
Central Argument ◽  
Actor Networks

Inspired by the concepts of Arrested War and actor–network theory, this study has traced and analyzed four main actors in the wars and conflicts in the social media age: social media platform, the mainstream news organizations, online users, and social media content. These four human and nonhuman actors associate, interact, and negotiate with each other in the social media network surrounding specific issues. Based on the case study of Sino-Indian border crisis in 2017, the central argument is that social media is playing an enabling role in contemporary wars and conflicts. Both professional media outlets and web users employ the functionalities of social media platforms to set, counter-set, or expand the public agenda. Social media platform embodies a web of technological and human complexities with different actors, factors, interests, and relations. These actor-networks and the macro social-political context are influential in the mediatization of conflict in the social media era.

“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 Nostalgia in online brand communities

2016 ◽  
Vol 37 (3) ◽  
pp. 22-29 ◽  
Author(s):  
Clara Koetz ◽  
John Daniel Tankersley
Keyword(s):  
Social Media ◽  
Community Identity ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Symbolic Meanings ◽  
On Line ◽  
Media Platform ◽  
Collective Dimension

Purpose The purpose of this paper is to analyze the characteristics of a subculture of consumption organized toward a nostalgic brand on a social media platform. More specifically, the authors examine the role of these nostalgic feelings in the development of a community identity and the benefits they promote in the creation and perpetuation of this group. Design/methodology/approach The authors conducted a netnographic study to examine the case of Caloi 10 on Facebook. The data collection was carried out by following interactions among members of this community for seven months. Besides this, field observations and interviews were also considered in the analysis. Findings Four categories emerged from the analysis: Identity and nostalgia, the subculture’s ethos, consumption habits and hierarchical social structure. Nostalgia was shown to have a collective dimension, connecting the group around the brand, and positively affecting the ties between members and members and the brand. Practical implications On-line brand communities can be promoted to strengthen connections between consumers and a brand, and between consumers with each other. For that, it is important to understand the characteristics and specificities of these groups. Originality/value Few studies have dealt with the characteristics of brand communities in social media, as well as the role of nostalgia in these groups. This research fills these gaps, exploring aspects related to consumption as a way of transmitting symbolic meanings and expressing nostalgic feelings in on-line brand communities.

scholarly journals A survey on : Online Social Networking Attacks Detection Techniques

2021 ◽  
pp. 44-50
Author(s):  
Ankita Sharma
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Web Applications ◽  
Privacy And Security ◽  
Research Issues ◽  
Social Media Platform ◽  
Detection Techniques ◽  
Security Issues ◽  
The Social ◽  
Media Platform

Today's due the popularity of internet number of users are increase on every social media platform. In recent research found that 80% of youth depend on social media to make new friends , share photos. Through this they get popularity and large number of user base and become influencers . Most of the social media platform are providing different privacy and security . Still attacker find out the way to breech the security, privacy and confidently of users and companies or organizations using several techniques . This paper highlight the major security issues phasing by many social networking web applications. Also identify the solution based on attacks in different literature . At last, we discuss open research issues

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