When Climate-Induced Change Reaches Social Media: How Realistic Travel Expectations Shape Consumers’ Attitudes toward the Destination

2019 ◽  
Vol 59 (8) ◽  
pp. 1413-1429 ◽  
Author(s):  
Ursula Scholl-Grissemann ◽  
Mike Peters ◽  
Karin Teichmann
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Consumer Response ◽  
Mediating Effect ◽  
User Generated Content ◽  
Media Content ◽  
Marketing Communication ◽  
Online Content ◽  
Positive Attitudes ◽  
The Relationship

The Web 2.0 has significantly changed how consumers plan for and book trips. For example, online content showing climate-induced, unfavorable conditions at a destination might influence overall attitudes toward that destination. Two experimental studies confirm that when consumers learn of unfavorable conditions in a destination (e.g., snow deficiency) through online content, they develop more realistic travel expectations and ultimately more positive attitudes toward the destination, compared with when they review online content that ignores the unfavorable conditions. In addition, user-generated content influences the mediating effect of realistic expectations on the relationship between climate-induced, unfavorable conditions at a destination and attitudes toward the destination, whereas DMO-generated content does not. Implications underline the importance of realistic destination marketing communication strategies. The study contributes to the understanding of consumer response to realistic social media content in tourism.

scholarly journals Restricted modes: Social media, content classification and LGBTQ sexual citizenship

2020 ◽  
pp. 146144482090436
Author(s):  
Clare Southerton ◽  
Daniel Marshall ◽  
Peter Aggleton ◽  
Mary Lou Rasmussen ◽  
Rob Cover
Keyword(s):  
Social Media ◽  
Classification Systems ◽  
Media Content ◽  
Sexual Citizenship ◽  
Online Content ◽  
High Profile ◽  
Content Classification ◽  
The Relationship ◽  
Public Criticism

In the context of recent controversies surrounding the censorship of lesbian, gay, bisexual, transgender and queer online content, specifically on YouTube and Tumblr, we interrogate the relationship between normative understandings of sexual citizenship and the content classification regimes. We argue that these content classification systems and the platforms’ responses to public criticism both operate as norm-producing technologies, in which the complexities of sexuality and desire are obscured in order to cultivate notions of a ‘good’ lesbian, gay, bisexual, transgender or queer sexual citizen. However, despite normative work of classification seeking to distinguish between sexuality and sex, we argue that the high-profile failures of these classification systems create the conditions for users to draw attention to, rather than firm, these messy boundaries.

Advertising Collision in Social Media amid Facebook and Twitter

2018 ◽  
Vol 6 (8) ◽  
pp. 329
Author(s):  
Kavitha .R
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Communication Strategies ◽  
Brand Attitude ◽  
Mediating Effect ◽  
Marketing Communication ◽  
Purchasing Intention ◽  
Social Media Advertising ◽  
The Relationship

Marketers have recognized that social media advertising has an important part of their marketing communication strategies. Also, social media helps the organization to communicate with their customers. Social media becomes part of a person’s life. The relationship between social media and customer decision making present that social media affects advertising attitudes and brand attitude and purchasing intention of customers. It will not necessarily affect customer’s decision making but might possess a mediating effect.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

Suggesting text alternatives for images in social media

2021 ◽  
pp. 1-6
Author(s):  
Letícia Seixas Pereira ◽  
João Guerreiro ◽  
André Rodrigues ◽  
André Santos ◽  
João Vicente ◽  
...  
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Shared Responsibility ◽  
User Generated Content ◽  
Media Content ◽  
Android Application ◽  
Image Description ◽  
Visual Content ◽  
Considerable Part ◽  
The Web

Image description has been a recurrent topic on web accessibility over the years. With the increased use of social networks, this discussion is even more relevant. Social networks are responsible for a considerable part of the images available on the web. In this context, users are not only consuming visual content but also creating it. Due to this shared responsibility of providing accessible content, major platforms must go beyond accessible interfaces. Additional resources must also be available to support users in creating accessible content. Although many of today's services already support accessible media content authoring, current efforts still fail to properly integrate and guide their users through the authoring process. One of the consequences is that many users are still unaware of what an image description is, how to provide it, and why it is necessary. We present SONAAR, a project that aims to improve the accessibility of user-generated content on social networks. Our approach is to support the authoring and consumption of accessible social media content. Our prototypes currently focus on Twitter and Facebook and are available as an Android application and as a Chrome extension.

scholarly journals International TV series distribution on Chinese digital platforms: Marketing strategies and audience engagement

2018 ◽  
Vol 3 (3) ◽  
pp. 213-230 ◽  
Author(s):  
Filippo Gilardi ◽  
Celia Lam ◽  
K Cohen Tan ◽  
Andrew White ◽  
Shuxin Cheng ◽  
...  
Keyword(s):  
Case Studies ◽  
Cultural Context ◽  
Marketing Strategies ◽  
User Generated Content ◽  
Online Media ◽  
Media Content ◽  
Online Video ◽  
Audience Engagement ◽  
Digital Platforms ◽  
The Relationship

The relationship between online media platforms in China and fan groups is a dynamic one when it comes to the distribution of international TV series and other media content, as media platforms incorporate user-generated content to encourage or foster audience engagement. Through a series of case studies, this article investigates how international TV series are acquired, distributed, marketed and curated on Chinese online video platforms. This helps to identify specific strategies and themes used by these platforms to promote international content and engage users. These marketing techniques, however, are not always as successful as expected, suggesting the need for a closer examination of the types of engagement sought by media platforms, and the ways in which Chinese audiences have responded within their cultural context.

scholarly journals FOMO, Brands and Consumers – about the Reactions of Polish Internet Users to the Activities of Brands in Social Media (Based on CAWI Representative Research)

2019 ◽  
Vol 5 (2) ◽  
pp. 69-84 ◽  
Author(s):  
Anna Jupowicz-Ginalska
Keyword(s):  
Social Media ◽  
Representative Sample ◽  
Research Work ◽  
Psychological Research ◽  
Marketing Communication ◽  
Specific Nature ◽  
Internet Users ◽  
Interdisciplinary Character ◽  
Research Questions ◽  
The Relationship

Abstract Fear of Missing Out is mainly a subject of psychological research; however, due to its specific nature, it gains an interdisciplinary character. Thanks to this, it can also be analysed from the perspective of media or business. This paper focuses on the threads of the relationship between FOMO and marketing communication online. It realizes the following objectives: it presents the scale of FOMO in Poland; it analyses the phenomenon in the context of consumers’ reactions to basic brand activity on social and it shows differences between the answers given by all the respondents and those with high FOMO. In order to clarify the scope of the research work, four research questions are answered: how do social media users react to the use of particular features of social platforms by brands? What form of posts coming from brands are preferred by Polish Internet users? What is the attitude of the respondents towards advertisements posted on social media portals? Does FOMO influence the answers in any way? The research was based on the nationwide, representative sample of Internet users aged 15+ (N=1060). The tool was the CAWI questionnaire.

scholarly journals The Impact of Social Media on Customers’ Loyalty toward Hotels in Jordan

2019 ◽  
Vol 14 (5) ◽  
pp. 123
Author(s):  
Faiz H. Zoubi ◽  
Diya Mohammad Al-Harazneh
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Causal Relationship ◽  
Mediating Effect ◽  
Marketing Managers ◽  
The Impact ◽  
The Relationship ◽  
Hotel Customers

The present study aimed at exploring the impact of social media on customers' loyalty toward the five stars hotels located in Jordan, it also aimed at exploring the impact of satisfaction as a mediating variable on the relationship between social media and customers’ loyalty from the perspectives of customers and marketing managers. In more precise, to measure the mediating effect of satisfaction in the causal relationship between social media and customers’ loyalty toward five stars hotels. Regression analysis and correlational coefficient were used for analysis purposive of the acquired data that were collected through a self-designed questionnaire.  A sample of (200) hotel customers and (32) marketing managers was drawn from the population of the study. The major findings of the study were as follow: social media has a statistical significant effect on customer’s loyalty, and on satisfaction. Satisfaction as mediating variable has a statistical significant effect on the relationship between social media and customer’s loyalty. Furthermore; marketing managers were found to be having positive beliefs that social media has an effect on customers’ loyalty. But communication and motivation were found to be having no significant effect on customer’s loyalty.

scholarly journals Rating Determinants Factored in E-Commerce Decision-Making

2015 ◽  
Vol 14 (1) ◽  
Author(s):  
Juheng Zhang ◽  
M. Riaz Khan ◽  
Dachuan Shih
Keyword(s):  
United States ◽  
Open Source Software ◽  
Web Sites ◽  
The United States ◽  
User Generated Content ◽  
Media Content ◽  
Price Levels ◽  
Wide Range ◽  
Hotel Booking ◽  
The Relationship

The user-generated content (UGC) Web sites are gaining popularity for a wide range of media content, such as news, blogs, forums, and open-source software. Instead of relying on information on company Web sites, users benefit by reading reviews written on UGC Web sites by consumers. Online evaluations are usually informative and reduce the information asymmetry. This study examines the problem where UGC can be expedient for online hotel booking. It investigates the relationship between the ratings obtained from the TripAdvisor.com reviewers and the hotel price levels in the United States, outside the United States, and top 20 hotels and others, respectively. Findings suggest that medium-priced hotels provide a comparable value with their high-priced counterparts. Further, the ratings for U.S. hotels are lower than others across all price levels.

The Relationship Between eHealth Literacy, Social Media Self-Efficacy and Health Communication Intention Among Chinese Nursing Undergraduates: A Cross-Sectional Study (Preprint)

2021 ◽  
Author(s):  
Huiping Sun ◽  
Lin Qian ◽  
Mengxin Xue ◽  
Ting Zhou ◽  
Jiling Qu ◽  
...  
Keyword(s):  
Social Media ◽  
Health Communication ◽  
Health Information ◽  
Self Efficacy ◽  
Mediating Effect ◽  
Cluster Sampling ◽  
Cross Sectional ◽  
Ehealth Literacy ◽  
Mediating Role ◽  
The Relationship

BACKGROUND With the popularization of the Internet, it has become possible to widely disseminate health information via social media. Medical staff’s health communication through social media can improve the public’s health literacy, and improving the intention of health communication among nursing undergraduates is of great significance for them to actively carry out health communication after entering clinical practice. OBJECTIVE To explore the relationship among eHealth literacy, social media self-efficacy, and health communication intention and to determine the mediating role of social media self-efficacy in the relationship between eHealth literacy and health communication intention. METHODS A cross-sectional descriptive correlation design was used in this study.Stratified cluster sampling was used to select 958 nursing students from four nursing colleges in Jiangsu Province, China, from June to July 2021.Data were collected using the eHealth Literacy Scale, the Social Media Self-efficacy Scale, and the Health Communication Intention Questionnaire. Sociodemographic data were also collected. Correlation analysis and regression analysis were used to determine the relationship between eHealth literacy, social media self-efficacy, and health communication intention. RESULTS Health communication intention is positively correlated with eHealth literacy and social media self-efficacy. eHealth literacy directly affects the intention of health communication significantly (p < 0.001), and social media self-efficacy played a mediating role in the influence of eHealth literacy on health communication intention (the mediating effect accounted for 37.2% of the total effect). CONCLUSIONS Improving the eHealth literacy of nursing undergraduates can directly affect or promote health communication intention and can also indirectly improve health communication intention through improving social media self-efficacy. In view of these results, targeted educational programs must be developed to improve eHealth literacy and social media self-efficacy among nursing undergraduates, thereby promoting their health information transmission.

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