scholarly journals Social media-based sponsorship activation – a typology of content

2017 ◽  
Vol 7 (3) ◽  
pp. 293-314 ◽  
Author(s):  
Leah Gillooly ◽  
Christos Anagnostopoulos ◽  
Simon Chadwick
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Qualitative Content Analysis ◽  
Media Content ◽  
Content Type ◽  
Planning Decisions ◽  
London 2012 ◽  
Sports Sponsorship ◽  
Use Of Social Media ◽  
Practical Implications

Purpose The purpose of this paper is to thematically categorise sports sponsorship-linked Twitter content and, by drawing on uses & gratifications theory, to map the extent to which these categories cohere with known user motivations for consuming social media. Design/methodology/approach Qualitative content analysis of a sample of 1,502 tweets by London 2012 Olympic and Paralympic Games sponsors posted between January 2011 and September 2012 was used to develop the typology of sponsorship-linked Twitter content. Findings From the data, a typology is developed, comprising 17 categories grouped under four main types: informing, entertaining, rewarding and interacting. The majority of sponsor tweets (68 per cent) fell into the informing type, with 17 per cent categorised as interacting. While few (2 per cent) tweets were categorised as entertaining, the link to the sponsored event implies a degree of entertaining content even in ostensibly informative, rewarding or interactional sponsorship-linked tweets. Therefore, the typology categories highlight Twitter content produced by sponsors which engages customers, fostering dialogue alongside providing informative and entertaining content. Practical implications The typology can inform practitioners’ future sports sponsorship activation planning decisions and can also aid rights holders in tailoring appropriate sponsorship opportunities to potential sponsors, based on an appreciation of the nature of content sought by brand followers. Originality/value The typology extends existing understanding of the use of social media within sponsorship activation campaigns by thematically categorising content and mapping this against known user motivations for consuming brand-related social media content.

Engaging fans through social media: implications for team identification

2015 ◽  
Vol 5 (3) ◽  
pp. 199-217 ◽  
Author(s):  
Matthew D. Meng ◽  
Constantino Stavros ◽  
Kate Westberg
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Team Identification ◽  
Sport Organizations ◽  
Content Type ◽  
Online Comments ◽  
Different Types ◽  
Use Of Social Media ◽  
Direct Use ◽  
Practical Implications

Purpose – The ubiquity of social media provides sport organizations with opportunities to communicate with fans and as a result, potentially strengthen team identification. The purpose of this paper is to contribute to emerging research on the nature of social media use by sport organizations by examining the platforms adopted over a three-year period by National Basketball Association (NBA) teams and the way in which social media is used to communicate and engage with fans. Design/methodology/approach – A content analysis was used to examine online comments posted by all 30 teams in the NBA on Facebook and Twitter during the off-season. Findings – The results demonstrate that NBA teams have embraced social media, primarily using four different types of communication to engage fans: Informing, Marketing, Personalizing and Activating. Practical implications – The authors establish that social media is an effective vehicle for sport organizations to engage with fans and to enhance team identification. The data suggests that teams should make a concerted effort in their communications, where possible, to personalize communications, genuinely inform and involve fans and provide relevant marketing communications, all of which can be effectively implemented within existing marketing efforts. Originality/value – This is the first study to examine the direct use of social media by sport organizations and its potential for enhancing team identification.

scholarly journals Social media as a means to access millennial wine consumers

2017 ◽  
Vol 29 (3) ◽  
pp. 269-284 ◽  
Author(s):  
Rosana Fuentes Fernández ◽  
Frank Vriesekoop ◽  
Beatriz Urbano
Keyword(s):  
Social Media ◽  
Logistic Regression ◽  
Observational Study ◽  
Design Methodology ◽  
Wine Industry ◽  
Outcome Variable ◽  
Content Type ◽  
Dichotomous Outcome ◽  
Use Of Social Media ◽  
Practical Implications

Purpose The purpose of this paper is to gain insights of the use of social media (SM) in the wine industry. The theoretical viewpoint is to analyse wineries’ SM segmentation, targeting and positioning (STP) to help the wine industry to improve the effectiveness of SM communication. Design/methodology/approach An observational study of Spanish wineries’ SM presence and traffic was carried out during a three-month period in 2013 and repeated in 2016. During this period, a questionnaire was distributed to 196 wineries. Logistic regression was used to model the dichotomous outcome variable of whether a winery “does” or “does not” utilise SM. Additionally, leader wineries were interviewed in April/May 2016 about SM STP. Findings The results show that most wineries are starting in SM without a well-defined strategy. The presence of a webpage is significantly related to the use of SM. SM wineries do not segment and can take advantage of digital targeting strategies. Practical implications Segmentation and targeting SM can improve the effectiveness of the winery SM activities as well as the winery competitiveness in the wine industry. Originality/value This paper is a first step in understanding the value of segmentation SM to reach millennial consumers and the importance of targeting to improve the effectiveness of winery on SM.

Managing the risks of social media

2014 ◽  
Vol 22 (5) ◽  
pp. 39-41 ◽  
Author(s):  
John Chelliah ◽  
James Field
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Social Implications ◽  
Content Type ◽  
Personal Use ◽  
Use Of Social Media ◽  
Practical Implications

Purpose – The purpose of this paper is to highlight the risks employers face when employees use social media. Design/methodology/approach – This paper considers the types of risks and suggests how they could be mitigated. Findings – It is revealed that employers need two policies to manage risks associated with the use of social media: one covering business use of social media and another covering employees’ personal use of social media. Practical implications – This paper guides managers in assessing the exposure of their organizations and clients to the risks identified. Social implications – This paper draws attention to the risks associated with the widespread use of social media for both business and employees’ personal purposes. Originality/value – The issue of organizational awareness and preparedness to tackle the challenges posed by social media has been raised.

Tweeting times

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Content Type ◽  
Pertinent Information ◽  
Use Of Social Media ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Organizations that managed to weather the financial and economic storms caused by the COVID-19 pandemic made good use of social media, namely Twitter, to engage with stakeholders on specific actions to be taken as part of CSR initiatives. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals IMC, social media and UK fashion micro-organisations

2017 ◽  
Vol 51 (3) ◽  
pp. 668-691 ◽  
Author(s):  
Claudia Elisabeth Henninger ◽  
Panayiota J. Alevizou ◽  
Caroline J. Oates
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Integrated Marketing Communications ◽  
Fashion Industry ◽  
Integrated Marketing ◽  
Structured Interviews ◽  
Content Type ◽  
Online Platforms ◽  
Use Of Social Media ◽  
Practical Implications

Purpose This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC. Findings The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages. Research limitations/implications This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched. Practical implications Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice. Originality/value This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.

Facebook, Twitter and the future of HR

2017 ◽  
Vol 25 (1) ◽  
pp. 41-43
Author(s):  
Simon Linacre
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Reading Time ◽  
Customer Engagement ◽  
Bottom Line ◽  
Content Type ◽  
Productive Activities ◽  
Pertinent Information ◽  
Use Of Social Media ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Mention the use of social media to some human resource management professionals, and from many you will hear dark mutterings of “distractions” and “waste of time”. Many people believe that while social media – or Web 2.0 as some describe it – offers opportunities for free advertising, promotion and customer engagement, it also allows employees to enter into non-productive activities online that contribute little to nothing to the bottom line. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Social media influence on the B2B buying process

2019 ◽  
Vol 34 (7) ◽  
pp. 1482-1496 ◽  
Author(s):  
Hoda Diba ◽  
Joseph M. Vella ◽  
Russell Abratt
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Media Influence ◽  
Content Type ◽  
Exploratory Approach ◽  
Functional Blocks ◽  
Use Of Social Media ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

Purpose This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. Design/methodology/approach The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with social media. Findings The study shows that companies in a B2B context can use social media as a means of influencing the stages of the buying process by means of using one or more of the seven functional blocks of social media. Research limitations/implications The findings demonstrate the relation that exists between each stage of the buyer process in a B2B organization and the functional blocks of social media. This study opens the door for further research into the influence of each of these blocks on the buying process stages and the roles involved. Practical implications This study identifies how social media’s blocks influence the different stages and how organizations can use that to their benefit. Originality/value Few studies have investigated the use of social media in a B2B context. However, not many have looked into the influence of social media in the B2B buying process and buying center. This study looks into the relationship between the buying process stages and social media’s functional blocks as related to the different roles of the buying center.

All about that tweet: student perceptions of professors’ social media use in the classroom

2016 ◽  
Vol 10 (2) ◽  
pp. 124-136 ◽  
Author(s):  
Patrick Merle ◽  
Karen Freberg
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Public Relations ◽  
Student Perceptions ◽  
Design Methodology ◽  
Media Use ◽  
Social Media Use ◽  
Content Type ◽  
Use Of Social Media ◽  
Practical Implications

Purpose The purpose of this study is to explore whether public relations professors’ presence on social media and the inclusion of a social media assignment influence students’ perceptions of a course. Design/methodology/approach The experimental portion of this investigation consisted of a 2 (the presence or absence of a professor’s social media accounts) × 2 (the presence or absence of a social media assignment) factorial design resulting in four conditions. Findings The presence of a social media assignment positively influences students’ intent to register for a public relations course. Research limitations/implications The manipulation of a professor’s social media use and the inclusion of a social media assignment might have been too subtle. A more explicit scenario might elicit more reactions from the participants. Practical implications This study discussed key findings and best practices for professors who may want to use social media and the use of social media assignments in the classroom. Originality/value This experimental investigation emerged from a distinct need to understand whether university students expect their professors to engage in social media activities.

scholarly journals Exploring types, drivers and outcomes of social e-HRM

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mattia Martini ◽  
Dario Cavenago ◽  
Elisabetta Marafioti
Keyword(s):  
Social Media ◽  
Cluster Analysis ◽  
Design Methodology ◽  
National Context ◽  
Cross Sectional ◽  
Content Type ◽  
Configurational Approach ◽  
Logistic Regressions ◽  
Use Of Social Media ◽  
Practical Implications

PurposeThis paper explores the use of social media (SM) in Human Resource Management (HRM). Building on the configurational approach, the study investigates the existence of different configurations of social e-HRM, their consequences for the organizations and their predictors.Design/methodology/approachThis empirical study draws on a survey administered to HR directors of 176 companies operating in Italy. Two-step cluster analysis, test for variance and logistic regressions were employed for data analysis.FindingsThree social e-HRM configurations emerged – non-use, relational use and extended relational use – which distinguish different goals for using SM in HRM. The three configurations lead to similar outcomes for organizations, even if SM users, in general, enjoy greater success than non-users. Certain structural, strategic and HRM factors are systematically and variously associated with each configuration.Research limitations/implicationsThe study is based on cross-sectional research, and thus it is difficult to identify causal links between the variables. The study also relies on data collected in a specific national context, which limits the generalizability of the results.Practical implicationsThe study suggests that different and equally effective social e-HRM configurations exist and that their presence is predicted by specific structural, strategic and HRM factors.Originality/valueThe study contributes to an emerging and still scarce literature on types, drivers and outcomes of SM use in HRM.

Perceptions and acceptance of librarians towards using Facebook and Twitter to promote library services in Oyo State, Nigeria

2015 ◽  
Vol 33 (5) ◽  
pp. 870-882 ◽  
Author(s):  
Omobolanle Serifat Fasola
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Survey Design ◽  
Library Services ◽  
Positive Perception ◽  
Library Service ◽  
Content Type ◽  
Social Media Tools ◽  
Use Of Social Media ◽  
Practical Implications

Purpose – The purpose of this paper is to report on research that examined librarians’ perception and acceptance of use of Facebook and Twitter in promoting library services in Oyo state, Nigeria. Design/methodology/approach – The survey design and interview were used to collect data from librarians in Oyo state. The questionnaire contained questions that are pertinent to the issues being investigated. The 81 responses (81 per cent) received were processed, analysed and results presented. Findings – The paper reveals that majority of the libraries in Oyo state, Nigeria, have Facebook profiles, though minority have Twitter accounts. Librarians in Oyo state, Nigeria, have high perception and acceptance of using Facebook and Twitter to promote library services. Findings also reveal that librarians in academic and special libraries in Oyo state, Nigeria, are more highly receptive to use of Facebook and Twitter to promote library services. Findings revealed further that younger librarians showed more positive perception and higher acceptance. Research limitations/implications – While the research was limited to librarians in Oyo state, Nigeria, it has applications to librarians and libraries all over Nigeria. Practical implications – This research provides information on the perceptions and acceptance of social media tools (Facebook and Twitter) in promoting library services. The findings may help provide information to library heads on adopting new and popular technologies to bring the library closer to the user and attract more users and on why it is not being used where they are provided. Originality/value – At the time of completing this study, research had mainly been on librarians’ use of social media for personal issues not on librarians’ perception and acceptance of using it to promote library services. This research also focuses on libraries in Oyo state having a presence on Facebook and Twitter to promote library service and direct and prompt communication with their users.

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