This Is How We Do It: A Qualitative Approach to National Sport Organizations’ Social-Media Implementation

2017 ◽  
Vol 10 (2) ◽  
pp. 196-217 ◽  
Author(s):  
Michael L. Naraine ◽  
Milena M. Parent
Keyword(s):  
Social Media ◽  
Qualitative Approach ◽  
Sport Organizations ◽  
Factors Affecting ◽  
Perceived Utility ◽  
Strategic Value ◽  
Semistructured Interviews ◽  
Social Media Platforms ◽  
Business To Consumer ◽  
Social Media Presence

This study’s purpose was to uncover national sport organizations’ (NSOs) perceptions of social media to understand how social media are situated and implemented. Specifically, the study sought to understand the perceived utility of social media, the rationale for the content produced and disseminated, and the factors affecting social-media implementation. Through semistructured interviews with Canadian NSOs, results were grouped into 3 themes: the value of social media (i.e., benefits, potential, and credibility), social-media use (i.e., content, types of social-media platforms, and rationale/motivations), and the challenges associated with social media (i.e., capacity, language issues, stakeholders engagement or lack thereof, and resistance). NSOs implement social media solely for business-to-consumer purposes. Social media act as a “double-edged sword”: NSOs believe that a good social-media presence requires sufficient resources but remain unconvinced of the “true” strategic value of social media.

scholarly journals Applying a Communicating Vessels Framework to CSR Value Co-creation: Empirical Evidence From Professional Team Sport Organizations

2016 ◽  
Vol 30 (6) ◽  
pp. 702-719 ◽  
Author(s):  
Dimitrios Kolyperas ◽  
Christos Anagnostopoulos ◽  
Simon Chadwick ◽  
Leigh Sparks
Keyword(s):  
Social Media ◽  
Team Sport ◽  
Customer Relationship ◽  
Sport Organizations ◽  
Team Cooperation ◽  
Charitable Foundations ◽  
Semistructured Interviews ◽  
Social Media Platforms ◽  
Value Cocreation ◽  
Corporate Social

Despite the increasing number and significance of charitable foundations in various business sectors, their role in cocreating corporate social responsibility (CSR) value remains unclear. This paper identifies CSR value cocreation in professional team sport organizations (PTSOs) and answers three key research questions: (a) Why have PTSOs developed charitable foundations as their means toward CSR value cocreation? (b) What CSR-related resources do PTSOs and their charitable foundations integrate? and (c) How do they manage, share, and transfer such resources to cocreate CSR value? Drawing theoretical insights from service dominant logic and consumer culture theory—and using empirical data from 47 semistructured interviews of UK-based professional football (soccer) clubs—this study develops a communicating vessels framework to illustrate the role of charitable foundations in the CSR value cocreation process. Through four tentative CSR value cocreation levels of relationship (bolt-on, cooperative, controlled, and strategic) the study suggests several internal strategies that can enhance the level of collaboration between founders and foundations. These include information sharing through customer relationship management (CRM) systems and social media platforms; staff sharing or flexible movement across the organizations; quality assurance agreements; flexible team cooperation; partnership protocols with social, media, cultural, and commercial stakeholders; and cotraining of personnel.

Coming out of the closet? Audience reactions to the heteronormative disruptive advertising

2020 ◽  
Vol 3 (2) ◽  
pp. 75-102
Author(s):  
Ramasela Semang L. Mathobela ◽  
Shepherd Mpofu ◽  
Samukezi Mrubula-Ngwenya
Keyword(s):  
Social Media ◽  
Human Rights ◽  
Coming Out ◽  
Gender Issues ◽  
Qualitative Approach ◽  
Positive Development ◽  
Global Trend ◽  
Social Media Platforms ◽  
The Media

An emerging global trend of brands advertising their products through LGBTIQ+ individuals and couples indicates growth of gender awareness across the globe. The media, through advertising, deconstructs homophobia and associated cultures through the use of LGBTIQ+s in commercials. This qualitative research paper centres the advancement of debates on human rights and social media as critical in the interaction between corporates and consumers. The Gillette, Chicken Licken‘s Soul Sisters and We the Brave advertisements were used to critically analyse how audiences react to the use of LGBTIQ+ characters and casts through comments posted on the brands‘ social media platforms. Further, the paper explored the role of social media in the mediation of significant gender issues such as homosexuality that are considered taboo to engage in. The paper used a qualitative approach. Using the digital ethnography method to observe comments and interactions from the chosen advertisement‘s online platforms, the paper employed queer and constructionist theories to deconstruct discourses around same-sex relations as used in commercials, especially in quasiconservative. The data used in the paper included thirty comments of the brands customers and audiences obtained from Twitter, Facebook and YouTube. The paper concludes there are positive development in human rights awareness as seen through advertisements and campaigns that use LGBTIQ+ communities in a positive light across the world.

scholarly journals Social Media Research Network: Social Media Toolkit

2021 ◽  
Author(s):  
Akash Shroff ◽  
Chantelle A Roulston ◽  
Marian Ruiz ◽  
Sharon Chen
Keyword(s):  
Social Media ◽  
Science Communication ◽  
Research Network ◽  
Research Groups ◽  
The Social ◽  
Large Audience ◽  
Social Media Platforms ◽  
Media Research ◽  
Social Media Research ◽  
Social Media Presence

The Social Media Research Network was co-founded by Chantelle Roulston and Akash Shroff in August 2021 with the support of Dr. Jessica Schleider and the Lab for Scalable Mental Health (LSMH). Since 2018, LSMH has been recruiting adolescents and parents using social media—primarily Facebook and Instagram. As of September 2021, our social media presence has reached 1.4 million people across the world. More than 35,000 individuals have interacted with our posts and messages and more than 6,000 youth, young adults, and parents have completed our single-session interventions. We wanted to share our current success and improve our processes by forming a collaboration of psychology/adolescent development research labs.The SMRN Social Media Toolkit is designed to consolidate social media experiences and suggestions from various labs into a useful document for others to use. This is by no means an exhaustive list of social media platforms and suggestions. We have limited the toolkit to include the use of Facebook and Instagram, owned and trademarked by Meta Platforms, Inc.. Instagram and Facebook encompass a very large audience (diverse in age, location, and race/ethnicity). The platforms have a lot of overlap and have been successful in research efforts for the authors. This toolkit outlines broad concepts of branding, post design, and post management. It also provides details, suggestions, and tips on how to create an account, gain a following, increase engagement, and more on both Facebook and Instagram. . Lastly, it details the process of using paid Facebook and Instagram advertisements for research purposes (i.e., recruiting participants).The ultimate goal of SMRN is to increase collaboration across research groups so that we can leverage the entire network’s social media presence to improve recruitment, science communication, and outreach efforts for all research groups involved. We hope this document will serve as a preliminary guide for the research groups within the network.

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

2016 ◽  
Vol 7 (1) ◽  
pp. 30-41 ◽  
Author(s):  
Graham Romello Perera ◽  
Irosha Perera
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Brand Image ◽  
Social Media Marketing ◽  
Primary Data ◽  
Factors Affecting ◽  
The Social ◽  
Social Media Platforms ◽  
Relationship Of ◽  
The Relationship

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.

Exploring the Factors Affecting Popularity in Social Media: A Case Study of Football Bowl Subdivision Head Coaches

2014 ◽  
Vol 7 (2) ◽  
pp. 261-278 ◽  
Author(s):  
Jonathan A. Jensen ◽  
Shaina M. Ervin ◽  
Stephen W. Dittmore
Keyword(s):  
Social Media ◽  
Intercollegiate Athletics ◽  
Field Performance ◽  
Influential Factor ◽  
Football Bowl Subdivision ◽  
Factors Affecting ◽  
Football Coaches ◽  
Social Media Platforms ◽  
Media Platform

Social media have become an increasingly important tool for college coaches and administrators to connect with fans, alumni, and recruits. However, despite their increasing prevalence, it is not well understood which factors may contribute to the reach and popularity in social media of high-profile figures such as coaches and athletic directors. Using Football Bowl Subdivision head football coaches and the popular social-media platform Twitter, this case study sought to explore the potential influence of on-field performance on coaches’ popularity in social media. Among the results is the finding that the most influential factor is the football program’s prestige (long-term success), while the coach’s on-field success and the size of the school’s fan base are of lesser importance. Given the increasing influence of social media in intercollegiate athletics, the case study’s results feature several important considerations for administrators seeking to use social-media platforms to increase the reach of their athletic programs.

Typology of social media followers: the case of luxury brands

2018 ◽  
Vol 36 (5) ◽  
pp. 558-571 ◽  
Author(s):  
Zahy Ramadan ◽  
Maya F. Farah ◽  
Armig Dukenjian
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Qualitative Approach ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Different Types ◽  
Social Media Platforms ◽  
Different Characteristics ◽  
Depth Interviews

Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms. Design/methodology/approach A qualitative approach was utilized in which 24 in-depth interviews were conducted with Lebanese followers of an online luxury brand’s social media pages. Findings The study identifies the presence of six main categories of online luxury followers: pragmatists, bystanders, trend hunters, image seekers, passionate owners, and prime consumers. Each group has a specific engagement and propensity to buy levels. Research limitations/implications Understanding the different segments of luxury brand followers provides a framework for marketing managers that allows them to correctly target their marketing and communication strategies in order to maximize consumer engagement and purchasing behaviors. Originality/value A significant gap exists in the extant literature which offers no understanding of the different luxury brand followers and their different characteristics. This study is the first to offer an exploratory typology of the various luxury brand followers on social media platforms.

Service co-creation on social media: varieties and measures among nonprofit organizations

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fatuma Namisango ◽  
Kyeong Kang ◽  
Junaid Rehman
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Nonprofit Sector ◽  
Social Needs ◽  
Mixed Methods Design ◽  
Content Type ◽  
Multidimensional Measure ◽  
Strategic Value ◽  
Social Media Platforms ◽  
Service Experiences

PurposeLittle is known about the variations in service co-creation on social media, despite the resource integrating capabilities and co-creator roles afforded by these platforms. The gap is even more troubling in the nonprofit sector, where leveraging public interaction on social media is prevalent and vital to charitable and philanthropic endeavors. Arguably, such interaction is embedded in resource integrating activities leading to nonprofit service co-creation. This paper reports the forms, dimensions or service co-creation measures enabled by social media use in the nonprofits' sector.Design/methodology/approachThe authors conducted a sequential exploratory mixed methods design. First, the authors interviewed 19 social media managers in education, health and social service nonprofit organizations to identify the varieties in service co-creation realized. Second, the authors surveyed 73 nonprofit organizations on social media and gathered 267 useable responses, which were used to analyze and validate the identified forms of service co-creation.FindingsThe authors found that nonprofit organizations realize up to seven forms of service co-creation using social media. These include co-ideating to tweak service ideas, co-diagnosing social needs and problems, co-assessing service events, co-transforming services to targeted communities, co-advocating for community and service reach, co-resourcing in service delivery, and co-experiencing through a pool of diverse service experiences.Originality/valueThis study develops a reliable and valid multidimensional measure for nonprofit service co-creation enabled by social media platforms. Theoretically, this study offers a nonprofit service co-creation model to drive nuanced explanatory research and service co-creation perspectives in other contexts and engagement platforms. Managerially, this research illustrates the variations in service co-creation, which inform the strategic value of social media to nonprofits and will assist nonprofit practitioners in planning and evaluating their service co-creation outcomes.

Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction

First Monday ◽  
2017 ◽  
Vol 22 (5) ◽  
Author(s):  
Jacky Au Duong ◽  
Frauke Zeller
Keyword(s):  
Social Media ◽  
Computer Mediated Communication ◽  
Marketing Communication ◽  
Mediated Communication ◽  
Computer Mediated ◽  
Academic Researchers ◽  
Social Media Platforms ◽  
Business To Consumer ◽  
Source Of Information

Social media platforms have become the new centre of attention in business-to-consumer (B2C) communication. These interactions provide a rich source of information for businesses in terms of their customers’ preferences, backgrounds and behaviour. We introduce a multi-disciplinary theoretical and methodological framework based on studies in marketing, communication and computer-mediated communication, which aims to inform marketing professionals and academic researchers on how social media can facilitate B2C engagement.

Expanding the social media presence of the Journal of Neurointerventional Surgery: editor's report

2016 ◽  
Vol 9 (2) ◽  
pp. 215-218 ◽  
Author(s):  
Kyle M Fargen ◽  
Andrew F Ducruet ◽  
Madison Hyer ◽  
Joshua A Hirsch ◽  
Robert W Tarr
Keyword(s):  
Social Media ◽  
Professional Journals ◽  
The Social ◽  
Social Media Platforms ◽  
Social Media Presence ◽  
Use Of Social Media

The use of social media is pervasive throughout society and serves many purposes. Traditional forms of advertising are being upended as vendors recognize the unique abilities of social media platforms to target their messages to specific customers. Peer reviewed medical and professional journals are beginning to develop their own initiatives using social media to advertize unique content. We present the nascent Journal of NeuroInterventional Surgery experience.

scholarly journals Factors Affecting Customer Satisfaction and Repurchase Intention: A Study of Full-Service Trendy Restaurants in Vietnam

2021 ◽  
Vol 1 ◽  
Author(s):  
Chen Ho ◽  
Huei-Sheng Tu ◽  
Nguyen Ngoc Anh ◽  
Pham Minh Tuan ◽  
Nguyen Thi Ngoc Anh ◽  
...  
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Engagement ◽  
Future Research ◽  
Repurchase Intention ◽  
Factors Affecting ◽  
The World ◽  
Food And Beverage ◽  
Social Media Platforms

“Trendy restaurants” have emerged in the food and beverage industry as the popularity of social media arose rapidly. For consumers enjoy sharing pictures or videos taken in restaurants, providing trendy space turned out to be an effective way of customer engagement. A growing number of consumers all over the world are always sharing their experiences as well as using these platforms to discover food and beverage trends. Among different parts of the world, Vietnam has a significant number of consumers, especially younger age, are considering social media platforms as a powerful medium in their decision-making. In order to explore the factors behind customer satisfaction at trendy restaurants, this study investigates narcissism personality together with food/drink and service quality as potential predictors to satisfaction and repurchase intention in Vietnamese full-service trendy restaurants. Samples of 213 Vietnamese guests from trendy restaurants were surveyed. SPSS was used to analyze collected data and the findings point out that, in general, food quality, service quality and narcissism personality traits have significant impacts on customer satisfaction and repurchase intention. Customer satisfaction mediates the relationships between predictors and repurchase intention. The implications of these findings, limitations of the study and future research suggestions are also discussed

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