Should we stay or should we go: EU input legitimacy under threat? Social media and Brexit

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dina Sebastião ◽  
Susana Borges
Keyword(s):  
Social Media ◽  
Political Science ◽  
Political Communication ◽  
Political System ◽  
Content Type ◽  
The Social ◽  
The Future ◽  
Practical Implications ◽  
Input Legitimacy ◽  
The Eu

Purpose The purpose of the paper is to reflect on the conditions of referenda as an EU input legitimacy, on the era of social media microtargeting campaigns. Taking the case of Brexit as an example, it takes conclusions for the democracy as an inherent value of the EU multilevel polity and opens prospects for possible solutions. Design/methodology/approach The paper is interdisciplinary based, complementing political science approaches on EU democratic legitimacy and communication studies on social media and political communication. These are the theoretical frameworks for analysing the case of Brexit referendum campaign, which is based on an empirical tracing of strategies and contents used. This empirical assessment is supported by official reports of the House of Commons and of the UK Information Commissioner’s Office and media news on the case. Analysis and discussion of it allows to come to conclusions. Findings Primary finding is that manipulation and disinformation occurred in Brexit campaign, creating a biased, fake and unbalanced information. Second main finding is that microtargeting and suppression of public debate enhances the typical polarisation of binary options on a referendum, and in the case of Brexit deepened the social cleavage that already shaped voter’s preferences, once information consumed by citizens functioned as “eco-chambers”, strengthening preconceptions. The ultimate conclusion in this case is a sign that social media can deepen the historical gap between elites and voters in the EU, with negative consequences for democracy and social legitimacy of the EU political system. Research limitations/implications The almost impossible access to the digital microtargeted adverts used in campaigns, to allow a more detailed analysis of the EU content issued. Practical implications Conclusions of this research are useful for politicians and advisers of policy-making to reflect on the future of the political system of the EU in terms of democracy, and the Europe as a whole and think about measures to be taken either on the level of improving legitimacy processes or regulation of digital media. Social implications If practical implications are taken from conclusions of this study, enhancing democratic processes, avoiding privacy data manipulation and providing accurate, impartial and trustworthy information to citizens public can be a social benefit achieved mainly through regulation. Originality/value Despite some studies have been released on Brexit referendum, they have mainly been single-disciplinary. This study innovates because it conciliates political science theoretical views with communications studies’ ones, to produce strengthened reasoning ground on the purposed of this research: to search evidence that new political communication strategies within the social media landscape can be of special negative influence in EU referenda and for the future of the multilevel polity.

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 How to increase engagement on social media using the honeycomb model

2020 ◽  
Vol 27 (2) ◽  
pp. 153-167
Author(s):  
Susana Costa Silva ◽  
Wilian Feitosa ◽  
Paulo Duarte ◽  
Marta Vasconcelos
Keyword(s):  
Social Media ◽  
Social Engagement ◽  
Design Methodology ◽  
Convenience Sample ◽  
Content Type ◽  
The Social ◽  
Before And After ◽  
A Company ◽  
New Procedures ◽  
Practical Implications

Purpose The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and consulting company located in Portugal. The company’s presence on Facebook was analysed by using the honeycomb model for SM functionality, by Kietzmann et al. (2011), as a theoretical framework. Design/methodology/approach The authors implemented some actions to change procedures on SM management. Monitoring five months of data, the authors could compare the SM engagement before and after changes on SM management. Then, a convenience sample of 205 useable questionnaires was collected. The population of the study comprised Portuguese Facebook users who liked the Alento Facebook Fan Page. An analysis of honeycomb dimensions was performed. Findings The engagement level on Alento’s SM was increased by changing procedures identified on survey. In five months, Alento’s number of followers was increased by just 4.5 per cent, interactions were increased by 35 per cent, views were more than twice (+122 per cent) and fans who clicked on Alento’s Facebook page’s links were increased by 146 per cent. Research limitations/implications There were also some limitations related to the sample, since the authors only obtained 205 responses. Therefore, the second suggestion for future investigations would be to conduct the survey on a larger number of people. This study just considers five months after changing procedures. A longer range of time could produce different results. Practical implications The most relevant contribution of the current study is the offer of some insights into the use of a simple tool such as the honeycomb model of Kietzmann et al. (2011) for the analysis of the social engagement from a firm’s perspective, regardless of their nature. Social implications The importance of SM to spread good content and to reduce media costs is reinforced in this study. Originality/value This study is innovative, as it identifies a need of change on SM management, proposes and implements new procedures, checking its results. SM marketing is a new wagon of study, and the problem of how to increase engagement on professional SM is on top priorities of the field.

Multiple identities of a festival

2020 ◽  
Vol 32 (2) ◽  
pp. 749-768 ◽  
Author(s):  
Barbara Masiello ◽  
Enrico Bonetti ◽  
Francesco Izzo
Keyword(s):  
Social Media ◽  
Brand Personality ◽  
Research Area ◽  
Multiple Identities ◽  
Media Environment ◽  
Content Type ◽  
The Social ◽  
Sport Events ◽  
Practical Implications

Purpose This paper aims to understand how festival brand personality is built and managed in the social media environment by explaining the intended (by the organizers) festival brand personality and how this concept is communicated and perceived by social media users. Design/methodology/approach A multi-method research design was used. Initially, a qualitative analysis based on the free-listing psychological meaning approach was adopted. Then, a content analysis of 23,717 Facebook posts and tweets was performed through NVivo11. Finally, the resulting data were examined through a non-parametric statistical analysis. Findings The results show an “internal brand personality gap” (between the intended and communicated brand personality) and an “external brand personality gap” (between the communicated and perceived brand personality). The findings also highlight the existence of an “ultimate brand personality on social media,” which represents a collective and dynamic construct that is co-created by the organization and its customers through interaction and the key role of the customers’ experiences. Research limitations/implications The findings contribute to a theory of event brand personality and its management on social media by showing a case with multiple identities. Practical implications Implications for the organizers of festivals and non-sport events are discussed to reduce internal and external gaps and better understand the “fit/unfit problem” when dealing with brand personality on social media. Originality/value This paper contributes to a research area that is in its infancy because it is one of the first attempts to analyze festival brand personality and its relationship with social media.

Tracking the social media tourist

2015 ◽  
Vol 31 (10) ◽  
pp. 18-20
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Content Type ◽  
The Social ◽  
The Status ◽  
Pertinent Information ◽  
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 – Conversation has changed. Not the art of conversation, which changed sometime in the mid-1970s if our parents are to be believed, but the status of conversation itself. Discussion, argument, discourse and verbal jousting are no longer deemed real enough to matter very much. Unless, of course, they occur online and are witnessed by thousands of people. 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.

Retweet or like? That is the question

2018 ◽  
Vol 42 (5) ◽  
pp. 562-578 ◽  
Author(s):  
Eva Lahuerta-Otero ◽  
Rebeca Cordero-Gutiérrez ◽  
Fernando De la Prieta-Pintado
Keyword(s):  
Social Media ◽  
Social Impact ◽  
Product Category ◽  
Content Type ◽  
Systematic Processing ◽  
The Social ◽  
Key Factor ◽  
Regression Techniques ◽  
Twitter Users ◽  
Practical Implications

Purpose Due to the size and importance of social media, user-generated content analysis is becoming a key factor for companies and brands across the world. By using Twitter messages’ content, the purpose of this paper is to identify which elements of the messages enable tweet diffusion and facilitate eWOM. Design/methodology/approach In total, 30,082 tweets collected from 10,120 Twitter users were classified based on four assorted brands. By comparing with multiple regression techniques high vs low purchase involvement and hedonic vs utilitarian products and using the theory of heuristic-systematic processing of information, the authors examine the causes of tweet diffusion. Findings The authors illustrate how the elements of a tweet (hashtags, mentions, links, sentiment or tweet length) influence its diffusion and popularity. Research limitations/implications This study validated the use of information processing theories in the social media field. The study showed a picture on how different Twitter elements influence eWOM and message diffusion under several purchase involvement situations. Practical implications The results of this study can help social media brand community managers of all types of companies on how to write their Twitter messages to obtain greater dissemination and popularity. Originality/value The study offers a unique deep brand analysis which helps brands and companies to understand their social media popularity in detail. Depending on product category, companies can achieve maximum social impact on Twitter by focusing on the interactivity items that will work best for their products or brands.

Foresight versus FP7: comparing innovations in healthcare

foresight ◽  
2008 ◽  
Vol 10 (6) ◽  
pp. 39-61 ◽  
Author(s):  
Maurits Butter ◽  
Joost Hoogendoorn
Keyword(s):  
Design Methodology ◽  
Framework Programme ◽  
Content Type ◽  
Future Developments ◽  
The Future ◽  
Practical Implications ◽  
Insight Into ◽  
The Eu

PurposeThe EU Framework Programme and the foresight community are both focusing on future developments in innovation. This paper seeks to answer the questions: How much can they learn from one another to enhance their visions on the future? Are both perspectives aligned?Design/methodology/approachThis research used the Dynamo approach, which analyses the match and mismatch of innovation entities by characterising both by a codified taxonomy on innovation. This taxonomy is based on the experience of TNO in innovation. In total, 140 flagship foresight activities from the EFMN database are analysed, as well as the Working Programmes 2007‐2008 from FP7 Cooperation.FindingsThe findings show that the perspectives of FP7 and the foresight community on innovations in health are highly aligned. Some interesting mismatches are identified that can be taken up by FP8 and the foresight community. Only a limited number of innovation themes are not addressed by both perspectives.Practical implicationsThese results can help the foresight community to focus on important innovation themes in health not generally addressed and give input to the new FP7 working for 2009‐2013.Originality/valueThe results of the study show a more detailed insight into what innovation topics foresight and FP7 are mentioning/addressing.

Doing the knowledge

2017 ◽  
Vol 33 (3) ◽  
pp. 34-36
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Corporate Strategy ◽  
Content Type ◽  
Course Of Action ◽  
The Social ◽  
Pertinent Information ◽  
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 We are in a post-truth era. Should we trust that statement, or toss it into the social media morass with so many other throwaway lines? Surely that depends on who says it, what they say it about and the context of why they are saying it. If this correspondent makes that statement merely to grab the reader’s attention and fails to explain anything about it, then perhaps the latter course of action is most appropriate. But if there follows something meaningful that will help explain why it is to be believed and how this will help a firm’s corporate strategy with relation to risk and knowledge, then the reader will be glad they stuck with it. 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 as the path to a marketing strategy

2016 ◽  
Vol 32 (2) ◽  
pp. 20-22
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Transformation Process ◽  
Content Type ◽  
The Social ◽  
Pertinent Information ◽  
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 – Considers the ways that social media is evolving and the implications for companies who must seek to engage with it. Suggests that firms should develop strategies which will transform their brand message so that it is seen as social rather than commercial. The authors call this the social media transformation process. 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.

Strategies for chief executives to build the organizations of the future

2020 ◽  
Vol 19 (1) ◽  
pp. 28-31
Author(s):  
M.S. Rao
Keyword(s):  
Social Implications ◽  
Chief Executives ◽  
Content Type ◽  
Organizational Network ◽  
Differentiation Strategy ◽  
The Social ◽  
The Future ◽  
Global Companies ◽  
Tools And Techniques ◽  
Practical Implications

Purpose The purpose of this paper is to help CEOs understand the capabilities and mechanisms that they need to adopt today to build successful organizations in the future. Design/methodology/approach It illustrates with examples of global companies including Blockbuster, Nokia, Kodak and Sears that failed to embrace change while Google, Amazon, Apple and Facebook succeeded in reinventing. It draws a blueprint for CEOs to build organizations in the future. Findings It implores to plan for multiple and emerging visions of the future using a scenario approach. It concludes that CEOs must predict the future, embrace change and adopt innovative tools and techniques to lead the organizations in the future. Practical implications These tools and techniques can be applied by chief executives in any industry and any size of the organization. Social implications The social implications of this research suggest that the chief executives must adopt these tools and techniques to build the organizations of the future. Originality/value It explores organizational network analysis, encourages a focused differentiation strategy and emphasizes differentiated skill-focused structures. It advises integrated efforts from all stakeholders including the organization, employees, human resources and chief executives to reinvent and build organizations of the future.

Welcome to the marriage of human capability and artificial intelligence

2019 ◽  
Vol 19 (1) ◽  
pp. 10-14
Author(s):  
Ryan Scott ◽  
Malcolm Le Lievre
Keyword(s):  
Artificial Intelligence ◽  
Team Building ◽  
Workplace Change ◽  
Content Type ◽  
The Future ◽  
Human Capability ◽  
Mind Set ◽  
Future Work ◽  
Crucial Part ◽  
Practical Implications

Purpose The purpose of this paper is to explore insights methodology and technology by using behavioral to create a mind-set change in the way people work, especially in the age of artificial intelligence (AI). Design/methodology/approach The approach is to examine how AI is driving workplace change, introduce the idea that most organizations have untapped analytics, add the idea of what we know future work will look like and look at how greater, data-driven human behavioral insights will help prepare future human-to-human work and inform people’s work with and alongside AI. Findings Human (behavioral) intelligence will be an increasingly crucial part of behaviorally smart organizations, from hiring to placement to adaptation to team building, compliance and more. These human capability insights will, among other things, better prepare people and organizations for changing work roles, including working with and alongside AI and similar tech innovation. Research limitations/implications No doubt researchers across the private, public and nonprofit sectors will want to further study the nexus of human capability, behavioral insights technology and AI, but it is clear that such work is already underway and can prove even more valuable if adopted on a broader, deeper level. Practical implications Much “people data” inside organizations is currently not being harvested. Validated, scalable processes exist to mine that data and leverage it to help organizations of all types and sizes be ready for the future, particularly in regard to the marriage of human capability and AI. Social implications In terms of human capability and AI, individuals, teams, organizations, customers and other stakeholders will all benefit. The investment of time and other resources is minimal, but must include C-suite buy in. Originality/value Much exists on the softer aspects of the marriage of human capability and AI and other workplace advancements. What has been lacking – until now – is a 1) practical, 2) validated and 3) scalable behavioral insights tech form that quantifiably informs how people and AI will work in the future, especially side by side.

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