How Do You “Like” My Style? Examining How Communication Style Influences Facebook Behaviors

2015 ◽  
Vol 8 (3) ◽  
pp. 276-292 ◽  
Author(s):  
Courtney Hodge ◽  
Joseph A. Pederson ◽  
Matthew Walker
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Communication Strategies ◽  
Personal Communication ◽  
Communication Style ◽  
Communication Styles ◽  
Marketing Communication ◽  
Sports Fans ◽  
Attitudes And Behaviors ◽  
User Attitudes

Given the increasing popularity of social-networking sites, it is extremely important for brand managers involved with Internet-based communication platforms to evaluate whether their communication strategies are positively influencing user attitudes and behaviors toward their brands. This article aims to address this need by investigating how sports fans respond to various marketing communication styles via Facebook posts. Using a case-manipulation design, this study empirically examines the relation among communication styles and individual willingness to engage in 4 common Facebook behaviors (i.e., “comment,” “like,” “share,” and “RSVP”). The results indicate that a personal communication style enhanced individual willingness to “comment” on Facebook posts, while the colorful style enhanced individual willingness to “like” and “RSVP” to Facebook events.

MARKETING COMMUNICATION STRATEGIES OF THE ENTERPRISE IN THE CONDITIONS OF ECONOMY DIGITALIZATION

2018 ◽  
Author(s):  
Anastasiia Zerkal ◽  
◽  
Viktoriia Holomb ◽  
Keyword(s):  
Social Networks ◽  
Social Networking ◽  
Social Networking Sites ◽  
Positive Impact ◽  
Communication Strategies ◽  
Mobile Technologies ◽  
Customer Engagement ◽  
User Engagement ◽  
Marketing Communication ◽  
Internet Users

The article considers the peculiarities of the formation of marketing communication strategies of the enterprise in terms of digitalization of the economy. The main directions of mass media in the twentieth century are determined and the delimitation of modern social media is presented. The conditions of compliance of the website have been determined so that it can be considered as a part of web 2.0: the ability to independently contribute to the content of the site; User control of your own information and website design -interactive and useful. The influence of digital and mobile technologies on the peculiarities of users' communication, as well as their attitude to the interactivity of social networks is proved. The potential of social networks to support their brands, increase the customer base and promote goods and services of enterprises has been identified. It is determined that due to its popularity, social networking sites have had a significant impact on ways of social communication and as a result have changed the sales channels of enterprises. It is estimated that the number of people using social networks is growing very fast, and at the time of writing, more than 2.62 billion people are using social networking sites. The largest social networks were analyzed: Facebook, Pinterest, Twitter, LinkedIn, Instagram. Their features and advantages for both users and professional marketers of enterprises are determined. It is estimated that in 2021, 71% of the total number of Internet users were users of social networks, and this percentage is projected to increase. The most popular activity among Internet users is social networking, and it has a high level of user engagement, which has a positive impact on the sales of businesses that work with digital marketing tools. The ease and low cost of Internet marketing compared to conventional advertising has proven that businesses in all sectors of the economy can more effectively reach their target audience, and social networks help influence other potential customers, and allow businesses to get useful feedback on their product or service. Ultimately, this leads to improved products / services and customer engagement, ie improves the company's marketing communication strategies in today's digital economy.

scholarly journals COMMUNICATIVE STYLES IN THE NOVEL “SANG ETNOGRAF”

2021 ◽  
Vol 8 (1) ◽  
pp. 106
Author(s):  
Satriani Satriani
Keyword(s):  
Speech Act ◽  
Communication Strategies ◽  
Discourse Markers ◽  
Language Choice ◽  
Communication Style ◽  
Communication Styles ◽  
The Novel ◽  
Cultural Aspects ◽  
Language Choices ◽  
Address Terms

The research is about the study of communication style based on the reader’ perspectif on novel “Sang Etnograf” by Murni Mahmud. the researchers tried to investigate the communication strategies of the performers in textual dialogues of a novel which includes linguistic form and some cultural aspects in Bugis society.The findings of this study are there are five extract based on the kinds of speech act production , there are four extract about discourse markers , there are three extract about the language choices, there are five extract about the address terms and the last is about the regional term consists of three extract is about ergative pronoun, exclusive and inclusive.This research was successful in making an attempt of determining communicative styles used by the several characters in the dialogue of novel of “Sang Etnograf”. This research have presented some extract which talks about some aspect of communication styles such as the speech act production, discourse marker, address term, language choice and regional term.  

scholarly journals Teachers’ End-User Attitudes Toward the Implementation of School-Based Social Networking Sites in K-8 Schools

2020 ◽  
Author(s):  
Barak D. Stanley
Keyword(s):  
United States ◽  
Social Networking ◽  
Social Networking Sites ◽  
Subjective Norm ◽  
Perceived Usefulness ◽  
Security Awareness ◽  
End User ◽  
School Based ◽  
User Attitudes ◽  
Teachers Attitudes

Advancement in technologies, such as smartphones and social networking sites (SNSs), are transforming traditional school-based communication in education. School-based SNSs are a web-based system that enables administrators and teachers to (1) create or join a semi-public online school community within a bounded system, (2) construct a virtual classroom with individual student profiles, or avatars, (3) invite parents and guardians to create a profile and link with their child's profile, (4) and communicate with students, parents, and guardians about students' school experiences using the classroom management and communication platform. ClassDojo, a school-based SNS, has over three million teachers and 35 million students using the platform (Williamson, 2017a). Teachers create and manage the virtual community; therefore, it is crucial to understand teachers' end-user attitudes towards adopting school-based SNSs. An extension of the Technology Acceptance Model (TAM) examined K-8 teachers' end-user attitudes to integrate school-based SNSs in United States' primary and middle schools. The TAM's foundation, extensions, and correlation to teachers' attitudes towards technology presented as an ideal model to ground the study. Thus, using theoretical and empirical studies related to teachers' adoption of technology and SNSs, this research study extended TAM using the following factors: (1) perceived usefulness (PU), (2) perceived ease of use (PEOU), (3) security awareness (SA), (4) subjective norm (SN), (5) attitude toward using SNSs (ATT), and (6) intention to use SNSs (ITU). TAM research traditionally relies on obtaining self-reported data from participants through survey. This survey-research collected data from 264 kindergarten to eighth-grade teachers throughout the United States. The survey data was used to analyze descriptive statistics between TAM variables, as well as perform path analyses on the relationships between the TAM variables. In this study, the TAM was extended to include subjective norm (SN) and security awareness (SA). In summary, a majority of K-8 teachers had a generally favorable attitude about ClassDojo's: (1) perceived usefulness, (2) perceived ease of use, (3) security awareness, (4) subjective norm, (5) attitude towards use, and (6) intention to use. Path analysis with latent factors utilized multiple regressions to assess the direct and indirect influences of variables within a model (Hatcher, 2013). The extended TAM model was reliable and illustrated that seven out of the eight path analyses were statistically significant. Teachers' attitudes towards ClassDojo use had the most statistically significant influence on teachers' intentions to use ClassDojo. Similar to findings from traditional TAM studies, perceived usefulness had the largest statistically significant influence on teachers' attitudes toward ClassDojo use. A thematic analysis of teachers' comments about ClassDojo provided support for the extended TAM path analysis. In conclusion, this study synthesized other TAM variables to establish, the Teacher Technology Acceptance Model of Social Networking Sites (T-TAMS), to identify and explore factors that positively influenced K-8 teachers' end-user attitudes towards school-based SNSs use. Lastly, limitations and future research were presented. This study advanced research on teachers' TAM of SNSs, teachers' end-user attitudes toward ClassDojo, and school-based communication. Thus, these findings can be used to boost ClassDojo's adoption rates among K-8 schools in the United States.

Privacy and Safety on Social Networking Sites: Autistic and Non-Autistic Teenagers’ Attitudes and Behaviors

2022 ◽  
Vol 29 (1) ◽  
pp. 1-39
Author(s):  
Jessica N. Rocheleau ◽  
Sonia Chiasson
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Structured Interviews ◽  
Privacy And Security ◽  
Factors Affecting ◽  
Attitudes And Behaviors ◽  
Security Research ◽  
Increased Risk ◽  
And Behaviors ◽  
Protective Strategies

Autistic teenagers are suspected to be more vulnerable to privacy and safety threats on social networking sites (SNS) than the general population. However, there are no studies comparing these users’ privacy and safety concerns and protective strategies online with those reported by non-autistic teenagers. Furthermore, researchers have yet to identify possible explanations for autistic teenagers’ increased risk of online harms. To address these research gaps, we conducted semi-structured interviews with 12 autistic and 16 non-autistic teenagers assessing their privacy- and safety-related attitudes and behaviors on SNS, and factors affecting them. We used videos demonstrating relevant SNS scenarios as prompts to engage participants in conversation. Through our thematic analyses, we found evidence that autistic teenagers may be more averse to taking risks on SNS than non-autistic teenagers. Yet, several personal, social, and SNS design factors may make autistic teenagers more vulnerable to cyberbullying and social exclusion online. We provide recommendations for making SNS safer for autistic teenagers. Our research highlights the need for more inclusive usable privacy and security research with this population.

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