Examining Engagement With Sport Sponsor Activations on Twitter

2021 ◽  
Vol 14 (1) ◽  
pp. 79-108
Author(s):  
Terry Eddy ◽  
B. Colin Cork ◽  
Katie Lebel ◽  
Erin Howie Hickey
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Negative Binomial ◽  
Negative Binomial Regression ◽  
Sport Organizations ◽  
Media Messages ◽  
Binomial Regression ◽  
Different Types ◽  
Use Of Social Media ◽  
Activation Type

Research on sport sponsors’ use of social media has begun to emerge, but, to date, limited research has examined how sponsors are using social media as an activation platform to engage with followers. Thus, the purpose of this research was to examine differences in follower engagement with regard to sponsored Twitter posts from North American professional sport organizations, based upon the focus, scope, and activation type of the sponsored messages. This manuscript consists of two related studies—Study 1 employed a deductive content analysis, followed by negative binomial regression modeling, to examine differences in engagement between message structures defined by focus and scope. Study 2 featured an inductive content analysis to investigate differences in engagement between different types of activations. The findings suggest that, in general, more passive (or less overt) forms of sponsor integration in social media messages drive more engagement among followers.

The politics of blame: Mass media messages and political violence during peace negotiations

Journalism ◽  
2019 ◽  
pp. 146488491986028
Author(s):  
Maria Armoudian ◽  
Barry Milne
Keyword(s):  
Northern Ireland ◽  
Mass Media ◽  
Political Violence ◽  
Negative Binomial ◽  
Negative Binomial Regression ◽  
Reciprocal Relationships ◽  
Media Messages ◽  
Peace Negotiations ◽  
Binomial Regression ◽  
Violent Acts

Using negative binomial regression, we tested the relationships between political violence and media messages of blame across five distinct publications in Northern Ireland, publications that varied by ideology/identity and structure over a period of 4.5 years during the peace process. While controlling for previous violence, we found reciprocal relationships, suggesting that violent acts correlated with a rise in blame in mass media and that blame in some mass media correlated with escalating violence in what appears to be a cycle. Not surprisingly, violent acts also led to subsequent violent acts.

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 The impact of political instability upon the increase of terrorism in the Middle East

2021 ◽  
pp. 43-62
Author(s):  
Andrey Vadimovich Novikov
Keyword(s):  
Regression Models ◽  
Negative Binomial ◽  
Political Instability ◽  
Negative Binomial Regression ◽  
Severe Form ◽  
Political Regime ◽  
Level Of Education ◽  
Binomial Regression ◽  
Different Types ◽  
The Impact

The key goal of the article is to examine whether the domestic political instability associated with the “Arab Spring” caused the subsequent surge of global terrorism, which reached its peak in 2014. The author reviews six different types of domestic political instability: antigovernment demonstrations, national strikes, government crises, government repression, disturbances, and revolutions. Using the regression models, the author clarifies the impact of such factors as the level of education, Internet access, economic development, democratization indexes, and the degree of religious and ethnic fragmentariness. Analysis is conducted on the results of the models separately for different types of political regimes, forms of domestic political instability, and global regions. The results of construction and analysis a number of negative binomial regression models testify to the support of “escalation effect”, which implies that heightened intensity of domestic political instability leads to the surge of terrorist attacks. More severe forms of domestic political instability, namely repression and disturbances, generate a higher level of terrorism; however, revolution, as the most severe form of domestic political instability does not produce such effect. The formulated conclusions are also substantiated by the fact that certain forms of political instability have a different impact upon terrorism and its peculiarities, depending on the geographical region and the type of political regime.

Twitter and Facebook: Populists’ double-barreled gun?

2020 ◽  
Vol 22 (4) ◽  
pp. 611-633
Author(s):  
Kristof Jacobs ◽  
Linn Sandberg ◽  
Niels Spierings
Keyword(s):  
Social Media ◽  
The Netherlands ◽  
Negative Binomial ◽  
Negative Binomial Regression ◽  
Members Of Parliament ◽  
Binomial Regression ◽  
Content Analyses

Social media are said to be a core driver of populists’ current success. Yet, our knowledge of how populist politicians use social media is limited. We argue that they can use Twitter and Facebook, politically the most important platforms, as a “double-barreled gun,” each serving a different target. Based on the architecture of the platforms and the populist ideology, we expect that Twitter is used to name and shame journalists publicly, Facebook to activate anger among citizens. Both types of use are examined by studying the Members of Parliament (MPs) of Austria, The Netherlands, and Sweden. We collected 9852 tweets for the 475 MPs on Twitter and 10,355 Facebook posts from the 287 MPs with a Facebook Page. Using negative binomial regression and content analyses, we find that populists seem eager to activate anger. They are not more likely to @-mention media accounts, but “shame” them roughly three times more often.

scholarly journals Using text analytics to measure an effect of topics and sentiments on social-media engagement: Focusing on Facebook fan page of Toyota

2021 ◽  
Vol 13 ◽  
pp. 184797902110162
Author(s):  
Heuiju Chun ◽  
Byung-Hak Leem ◽  
Hyesun Suh
Keyword(s):  
Social Media ◽  
Regression Model ◽  
Topic Modeling ◽  
Negative Binomial ◽  
Negative Binomial Regression ◽  
Influential Factor ◽  
Negative Binomial Regression Model ◽  
Binomial Regression ◽  
Social Media Engagement ◽  
The Media

In this study we investigate whether Facebook fan-page posting types and topics have a significant effect on engagement. More specifically, the media type and content theme of posting on Facebook are examined to see whether or not there was a difference between content topics. In order to achieve this goal, we set hypotheses as follows: (1) the media types of posting have a significant effect on engagement; (2) the topics and sentiment polarity of posting have a significant effect on engagement. We tested these hypotheses using research procedures as follows: (1) collection and preprocessing of social-media data, including posting types, comments, and reactions on Facebook fan pages, (2) topic modeling of fan-page postings using R and SAS, (3) testing hypotheses using a negative binomial regression model, and (4) implications and insights for social-media marketing. Topic modeling applying to textual data and sentiment analysis were conducted. After that, in order to find the factors to affect the number of Facebook fan-page engagements, the negative binomial regression model including post type, topic, sentiment, reactions of “love,” “haha,” and their interaction as exploratory variables was considered. Finally, the results show that post type is the most influential factor to affect social-media engagement, and content topics, sentiments of posts and comments also have significant effects on it.

scholarly journals Adolescents’ Exposure to Online Risks: Gender Disparities and Vulnerabilities Related to Online Behaviors

2021 ◽  
Author(s):  
Elena Savoia ◽  
Nigel Walsh Harriman ◽  
Max Su ◽  
Tyler Cote ◽  
Neil Shortland
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Negative Binomial ◽  
Negative Binomial Regression ◽  
Female Gender ◽  
The Internet ◽  
Cross Sectional ◽  
Convenience Sample ◽  
Online Risk ◽  
Use Of Social Media

In the last decade, readily available electronic devices have created unprecedented opportunities for teens to access a wide variety of information and media – both positive and negative – on the internet. Despite the increasing number of initiatives taking place worldwide intended to assess and mitigate the online risks encountered by children and adolescents, there is still a need for a better understanding of how adolescents use the internet and what consequences they may face. We conducted a cross sectional online survey of a convenience sample of 733 8th and 9th grade students in Utah. The survey contained eight questions regarding students’ exposure to three types of online risk scenarios: content risk, contact risk, and commercial risk. Independent variables included students’ online behaviors, use of social media and private messaging apps, and adult supervision of online activities. Logistic and negative binomial regression models indicated that female gender, social media use, and chatting with strangers were associated with exposure to multiple unsafe online scenarios. Our results provide critical information to practitioners involved in the development of educational initiatives by building a profile of potentially risky online behaviors and allow them to tailor their initiatives to meet the needs of more vulnerable populations.

Hiding behind the party brand or currying favor with constituents: Why do representatives engage in different types of constituency-oriented behavior?

2017 ◽  
Vol 25 (3) ◽  
pp. 369-381 ◽  
Author(s):  
Sabri Ciftci ◽  
Tevfik Murat Yildirim
Keyword(s):  
Negative Binomial ◽  
Negative Binomial Regression ◽  
Ordinary Least Squares ◽  
Party Leader ◽  
Data Sets ◽  
Members Of Parliament ◽  
Binomial Regression ◽  
Different Types ◽  
Role Orientations

Why do representatives prioritize certain types of constituency service in parliamentary systems? This study argues that the choice for constituency-oriented activities is conditioned by both partisan factors and legislative role orientations. Two novel data sets combining behavioral and attitudinal measures of constituency-oriented behavior are used for empirical tests: an elite survey including detailed interviews with 204 members of the Turkish parliament and 4000 parliamentary questions tabled by these members. The results from a series of ordered logit, ordinary least squares (OLS), and negative binomial regression estimations confirm that members of parliament choose different types of constituency-oriented activities based on their visibility to the party leadership and their constituency. This choice is primarily driven by partisanship and members of parliament’s perceptions about the influence of party leader in renomination. The analysis provides important insights about the role of partisan factors as drivers of parliamentary behavior.

scholarly journals 1023 The Role of Social Media in Disseminating Plastic Surgery Research: The Relationship Between Citations, Altmetrics and Article Characteristics

2021 ◽  
Vol 108 (Supplement_2) ◽  
Author(s):  
M Grant ◽  
K Scott-Bridge ◽  
R Wade
Keyword(s):  
Social Media ◽  
Plastic Surgery ◽  
Negative Binomial ◽  
Negative Binomial Regression ◽  
Aesthetic Surgery ◽  
Binomial Regression ◽  
Surgery Research ◽  
Medical Disciplines ◽  
The Relationship

Abstract Background Social media (SoMe) enable the dissemination of content immediately and directly to interested end-users. Alternative metrics (altmetrics) are non-traditional bibliometrics which describe the exposure and impact of an article on freely available platforms such as Twitter and Facebook. Altmetrics within days of publication are associated with ultimate citation counts in various medical disciplines, except plastic surgery which represents the rationale for this study. Method Altmetric explorer was used to extract altmetrics and citation rates for articles published during 2018 in Plastic and Reconstructive Surgery (PRS), the Journal of Plastic, Reconstructive and Aesthetic Surgery, the Annals of Plastics Surgery and Plastic Surgery. Multivariable negative binomial regression was used to estimate the relationship between citations and predictors (presented as the incidence rate ratio, IRR with 95% confidence interval, CI). Results Overall, 1215 articles were captured. On average, articles published in PRS were cited nearly five times as often as articles published elsewhere (adjusted IRR 4.77 [95% CI 2.36, 9.62]). Overall, SoMe mentions were positively associated with citation rates (adjusted IRR 1.01 [95% CI 1.01, 1.1]); marginal analysis showed that 45 mentions translated to one extra citation. Conclusions Dissemination of plastic surgery research through SoMe channels are associated with significant improvements in short term citations rates.

scholarly journals Adolescents’ Exposure to Online Risks: Gender Disparities and Vulnerabilities Related to Online Behaviors

2021 ◽  
Vol 18 (11) ◽  
pp. 5786
Author(s):  
Elena Savoia ◽  
Nigel Walsh Harriman ◽  
Max Su ◽  
Tyler Cote ◽  
Neil Shortland
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Negative Binomial ◽  
Negative Binomial Regression ◽  
The Internet ◽  
Cross Sectional ◽  
Convenience Sample ◽  
9Th Grade ◽  
Online Risk ◽  
Use Of Social Media

In the last decade, readily available electronic devices have created unprecedented opportunities for teens to access a wide variety of information and media–both positive and negative–on the internet. Despite the increasing number of initiatives taking place worldwide intended to assess and mitigate the online risks encountered by children and adolescents, there is still a need for a better understanding of how adolescents use the internet and their susceptibility to exposure to risks in the online space. We conducted a cross-sectional online survey of a convenience sample of 733 8th and 9th grade students in Utah. The survey contained eight questions regarding students’ exposure to three types of online risk scenarios: content risk, contact risk, and criminal risk. Independent variables included students’ online behaviors, use of social media and private messaging apps, and adult supervision of online activities. Logistic and negative binomial regression models indicated that gender, social media use, and chatting with strangers were associated with exposure to multiple risky online scenarios. Our results provide critical information to educators involved in the development of initiatives focusing on the reduction of youth online risk by identifying correlates of risky online events, allowing them to tailor their initiatives to meet the needs of potentially vulnerable populations.

scholarly journals SOCIAL MEDIA MARKETING ON INSTAGRAM: WHEN IS THE MOST EFFECTIVE POSTING TIMING?

2020 ◽  
pp. 312-321
Author(s):  
Risqo M. Wahid ◽  
Muhammad Wadud
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Negative Binomial ◽  
Negative Binomial Regression ◽  
Social Media Marketing ◽  
Binomial Regression

This study investigates the most effective posting timing on Instagram to enhance content engagements (i.e., likes and comments). Data of 2,958 Indonesian food brands posts were analysed using negative binomial regression to predict the number of likes and comments. This study reveals that the most effective posting days are on Monday, Tuesday, Wednesday, Thursday, and Friday as contents posted on Instagram on these days result in a higher number of likes and comments. In addition, this study also encourages food brands to post their contents during breakfast and lunch times as these times of the day prompt more likes and comments. The findings of this study will help brands and social media managers to include scheduling in their social media marketing strategy on Instagram. KEYWORDS: Social Media Marketing, Instagram, Posting Days, Posting Times, Content Engagement

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