scholarly journals Communicating with Voters on YouTube: Content Analysis of the Relationship Between Advertisement Message Characteristics and Viewers’ Responses

2019 ◽  
Vol 44 (1) ◽  
pp. 17-35
Author(s):  
Seerat Sohal ◽  
Harsandaldeep Kaur
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Developed Countries ◽  
Political Campaigns ◽  
Marketing Strategies ◽  
Political Marketing ◽  
Political Advertisements ◽  
Use Of Social Media ◽  
The Relationship

The present study is an endeavour to broaden the research on the use of social media websites in political campaigns beyond the ambit of developed countries. This article focuses on scrutinizing the role of YouTube during 2014 Indian Parliamentary elections—the first ‘social media’-based elections in India. The methodology of data collection incorporates the content analysis of 147 YouTube-based audio–visual political advertisements, associating the message characteristics (natures, types and appeals) with message reach (number of views) and viewer engagement (types of comments). The results reveal the failure of the viewers to recognize the association between message reach and viewers’ engagement with message characteristics, confirming the ‘marginal’ use of YouTube. However, the study recommends the incorporation of contemporary, Internet-based social media advertising tools along with the traditional tools in the future political marketing campaigns. This article is instrumental for political marketers and consultants in devising political marketing strategies.

How Political Candidates' Use of Facebook Relates to the Election Outcomes

2017 ◽  
Vol 59 (1) ◽  
pp. 77-96 ◽  
Author(s):  
Hsin-Chen Lin
Keyword(s):  
Social Media ◽  
Political Campaigns ◽  
Vote Share ◽  
Political Marketing ◽  
Political Candidates ◽  
The Past ◽  
Use Of Social Media ◽  
Municipal Election ◽  
Online Fans ◽  
The Relationship

This paper examines the relationship between political candidates' use of Facebook and their election outcomes (vote share and election success). The use of social media in political marketing campaigns has grown dramatically over the past few years. It is also expected to become even more critical to future political campaigns, as it creates two-way communication and engagement that stimulates and fosters candidates' relationships with their supporters. Online Facebook data were acquired for all 84 candidates running in a municipal election in Taiwan. Results suggest that a candidate's Facebook presence, the type of account they use, the authentication of the account, and the number of online fans they have are related to their election outcomes.

scholarly journals Hillary Clinton's political campaign communication in the interactive Facebook world

2017 ◽  
Author(s):  
◽  
Megan Schumacher
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Information Processing ◽  
Political Communication ◽  
Political Campaigns ◽  
Political Campaign ◽  
Setting Theory ◽  
The Relationship ◽  
Message Strategies

This research uses content analysis to examine the role of social media in modern American political communication. The purpose of this study is to explore the relationship between different message strategies and level of engagement by focusing on Hillary Clinton's Facebook posts between October 1, 2016, and November 7, 2016, just prior to the campaign election. Agenda-setting theory will be examined in relation to political campaigns' increasing ability to engage voters directly via social media. The number of interactions via Facebook's native buttons will provide a way to measure interactions. It's important to know what message strategies are most effective on Facebook because the more interactions a post receives, the more widely that message has the potential to be distributed via newsfeeds. According to the receive-accept-sample model of information processing, exposure to a message can affect people's opinions and behaviors, so future political campaigns could benefit from the current research by using its findings when determining message strategies.

scholarly journals Social Media Capabilities dalam Adopsi Media Sosial Guna Meningkatkan Kinerja UMKM

JEMBATAN ◽  
2020 ◽  
Vol 17 (2) ◽  
pp. 227-238
Author(s):  
Lia Febria Lina ◽  
Berlintina Permatasari
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Digital Media ◽  
Cost Effective ◽  
The Government ◽  
Use Of Social Media ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

Social media is currently being used by both large companies and SMEs. For large companies the use of social media has been used successfully in reaching potential consumers. However, for SMEs, the marketing strategy of using social media is still being questioned. The purpose of this study is to fill the gaps in previous research by examining the driving factors for SMEs in using social media in promoting their products and testing how the performance of SMEs after adopting this technology is good both in financial and non-financial aspects that have not been done much research. The results of this study found that the compatible, cost-effective, interactive variables had a positive effect on the use of social media and subsequently had a positive effect on both financial and non-financial performance. However, the moderating role of social media capabilities cannot strengthen the relationship between use and the performance of SMEs. The results of this study are expected to be the basis for evaluating SMEs so that they can use digital media to support their business. The government must also pay attention to this to actively socialize the use of digital media for MSMEs so that the performance of SMEs can increase.

The Role of Social Media During a Natural Disaster: A Case Study of the 2011 Thai Flood

2014 ◽  
Vol 11 (03) ◽  
pp. 1440012 ◽  
Author(s):  
Alisa Kongthon ◽  
Choochart Haruechaiyasak ◽  
Jaruwat Pailai ◽  
Sarawoot Kongyoung
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Natural Disaster ◽  
Thai People ◽  
Twitter Users ◽  
Use Of Social Media ◽  
Share Information ◽  
Multiple Analysis

Recently, social media has become a key platform that allowed people to interact and share information. The use of social media is expanding significantly and can serve a variety of purposes. Over the last few years, users of social media have played an increasing role in the dissemination of emergency and disaster information. In this paper, we conduct a case study exploring how Thai people used social media such as Twitter in response to one of the country's worst disasters in recent history: the 2011 Thai Flood. We combine multiple analysis methods in this study, including content analysis of Twitter messages, trend analysis of different message categories, and influential Twitter users analysis. This study helps us understand the role of social media in time of natural disaster.

Social media adoption and business performance: the mediating role of organizational learning capability (OLC)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Luqman Oyekunle Oyewobi ◽  
Olatunde Folaranmi Adedayo ◽  
Seth Olufemi Olorunyomi ◽  
Richard Jimoh
Keyword(s):  
Social Media ◽  
Business Performance ◽  
Learning Capability ◽  
Content Type ◽  
Learning Capacity ◽  
Mediating Role ◽  
And Performance ◽  
Use Of Social Media ◽  
The Relationship

Purpose The purpose of this paper is to explore the mediating effect of learning capacity in the relationship between the social media usage by the construction of small- and medium-sized enterprises (SMEs) and their business performance in Nigeria. Design/methodology/approach A quantitative survey technique was used to collect data from the owner/manager of construction SMEs in Nigeria. The partial least square structural equation modeling was used in the assessment of the measurement model and structural model to assess the validity and reliability of the measures and to evaluate the hypotheses proposed in the conceptual model. Findings Empirical findings indicated a significant positive relationship between learning capacity and performance of SMEs. Similarly, the use of social media is significantly and positively associated to the business performance of SMEs. It has also been shown that learning capacity is a mediator of the relationship between social media and SME performance. Research limitations/implications The data for the study is are all from a single industry and a related line of business, so it could be more interesting to include more companies across sectors or industries. The finding contributes to the ongoing debate on the effect of social media on business performance. It also defined the need for the owner/manager of SMEs to understand and appreciate the effect of social media through the organization's learning potential to gain a sustainable competitive advantage. Practical implications There are a number of theoretical and practical implications for academics and practitioners who are interested in further studies of organizational social media. The research presents a quantitative study on the effect of social media adoption on the organizational performance of the construction industry. This study confirms the mediating role of learning capability in the relationship between the use of social media and performance of SMEs operating in the construction industry. Originality/value This study empirically examined the relationship between social media adoption and the SMEs learning capability and business performance by evaluating a hypothesized conceptual framework to establish the relationships.

scholarly journals Policy Makers and Their Communication Strategy

2020 ◽  
Vol 11 (3) ◽  
pp. 1
Author(s):  
Giulia Netti
Keyword(s):  
Social Media ◽  
Social Network ◽  
Communication Channels ◽  
Reliable Data ◽  
Communication Strategy ◽  
Policy Makers ◽  
Use Of Social Media ◽  
The Relationship ◽  
Institutional Websites

This paper wants to verify how politicians move within different communication channels, both in traditional networks (i.e., exploitative communications) and social network (i.e., explorational communications). The study of the role of these two forms of communication may ameliorate the current understanding of how politicians communicate with citizens; and also it aims at examining the relationship between traditional forms of communication used by politicians (here intended as the use of a personal website) and the use of social network (here measured in terms of the number of posts on Twitter) in influencing the tendency to be followed on social networks.This research aims to demonstrate that the choice of politicians in adopting both exploitative communication and explorational communication is more effective and efficient than choosing to adopt a single strategy.It is made two different study. In the study 1, we a collected data about votes by section, number elected by section, average voters for the last legislature for each Italian party. Data were extracted from the Minister of Internal Affairs. Five models were created and they are estimated for the most important Parties of the last legislature in which reliable data exist for votes by section, number elected by section, average voters, Followers on Facebook, Likes Instagram, Likes Facebook, Followers on Instagram, Facebook Profile and Followers on Twitter.The supplementary analysis is further test of our hypothesis. We a collected data concerning traditional channels - in particular the use of institutional websites and personal websites - and data relating to social media in particular, were collected for each individual parliamentarian (deputies and senators).Specifically, a moderation analysis was conducted in which followers on Twitter served as the dependent variable. The results support our hypothesis.This study has found important and significant results compared to the use of social media by Italian politicians. However, it has many potentialities to explore.

scholarly journals “Goodness and Kindness”: Long-Distance Caregiving Through Volunteers During the COVID-19 Lockdown in India

2020 ◽  
Author(s):  
Senjooti Roy ◽  
Liat Ayalon
Keyword(s):  
Older Adults ◽  
Social Media ◽  
Content Analysis ◽  
Urgent Care ◽  
Long Distance ◽  
Quantitative Content ◽  
Domestic Help ◽  
Use Of Social Media ◽  
Paid Caregivers

Abstract Objectives The first Covid-19 lockdown in India was announced on March 24, 2020, with less than 4 hours’ notice, leaving older adults without access to domestic help and paid caregivers. As traditional caregiving models ceased to function in the new setup, relatives of older adults turned to strangers and volunteers in an effort to provide urgent care to their older family members. This study explores the role of volunteers in meeting the immediate needs of older adults during the lockdown. Methods A pan-India group of volunteers was formed during the lockdown on a popular social media website to connect people of all ages in need of help with those able to offer assistance. A sample of 242 messages pertaining to older adults was extracted for quantitative content analysis. Results All but 2 requests were placed by adult relatives of older adults. Requests covered a number of needs, some of which were directly tied to the pandemic and lockdown, while others were general in nature but were greatly exacerbated by recent events. Discussion The use of social media to encourage acts of kindness at a time of crisis was an innovative attempt to meet the immediate needs of older adults. The lockdown, however, exposed the lack of dedicated supports and services for older adults in India.

scholarly journals Speed of Use of Social Media as an Antecedent of Speed of Business Internationalization

2020 ◽  
Vol 28 (1) ◽  
pp. 142-166
Author(s):  
Josep Rialp-Criado ◽  
María-del-Carmen Alarcón-del-Amo ◽  
Alex Rialp
Keyword(s):  
Social Media ◽  
New Ventures ◽  
Group Analysis ◽  
International New Ventures ◽  
Use Of Social Media ◽  
The Relationship ◽  
Business To Business ◽  
Interesting Area ◽  
Positive Effect

Despite various advances in international business and entrepreneurship literatures and increasing interest in speed of internationalization mainly among international entrepreneurship scholars, the relationship between the use of social media and the internationalization speed of the firm remains poorly investigated. This article presents the reflective construct “speed of use of social media” and proves its positive effect on the third order formative construct “speed of internationalization.” Furthermore, using multi-group analysis, the article demonstrates that this effect is moderated by the industry where the company performs (business-to-customer vs. business-to-business) and its export intensity, but not by the size of the firm. The results obtained open an interesting area for further research in the role of Web 2.0 and social networking in future knowledge management systems of international new ventures companies.

scholarly journals Strategies Against Political Dynasty in Banjar Mayor Election 2018

2019 ◽  
Author(s):  
Wiwi Widiastuti ◽  
Taufik Nurohman
Keyword(s):  
Social Media ◽  
Rural Communities ◽  
Urban Society ◽  
Political Campaigns ◽  
Marketing Strategies ◽  
Political Marketing ◽  
The Political ◽  
Sampling Techniques ◽  
Marketing Theory ◽  
Second Period

The issue of the political dynasty in Banjar City has emerged since the last ten years after two periods of the leadership of Herman Sutrisno were continued by Ade Uu Sukaesih who is his wife. Entering the second period Ade Uu Sukaesih re-nominated as Mayor of Banjar, again the issue of political dynasty reappeared. The issue of the dynasty was then used as an opportunity for political opponents in participating in political contestation. Through this research, the author wants to find out how the political marketing strategies of Maman Suryaman and Irma Bastaman's pair against the political dynasty. This study uses political marketing theory and descriptive qualitative research methods with sampling techniques namely purposive sampling. The results of the study prove that the dynastic issue that accompanied Ade Uu Sukaesih's journey began to fade with the vote in the second period of Ade Uu Sukaesih's leadership which declined from the first period to the second period. Although the pair Maman Suryaman and Irma Bastaman failed to defeat the incumbent, they began to shift the political map in Banjar City and became one of the bearers of the change movement for Banjar with superior marketing strategies through social media and combing deeper into urban society. The weakness of Maman Suryaman and Irma Bastaman's partners lies in their focus on social media by putting aside the functions and roles of print and electronic media. In addition, they also focus too much on the millennia generation and put aside other segments such as rural communities, laborers as well as farmers who are not all technology literate so that political campaigns through social media are not always effective.

scholarly journals Kiprah Aktor Warganet melalui Media Sosial dalam Pemasaran Digital: Studi Kasus pada #HondaBeAT

2021 ◽  
Vol 11 (1) ◽  
pp. 19
Author(s):  
Bambang Arianto ◽  
Andriya Risdwiyanto
Keyword(s):  
Social Media ◽  
Millennial Generation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Building Relationships ◽  
Generation Z ◽  
Service Brand ◽  
Social Media Platforms ◽  
Use Of Social Media

<em><span lang="EN-US">This study aims to determine the role of netizen actors on social media in the digital marketing of a product brand, like #HondaBeAT. Nowadays, the use of social media to exchange information is increasing for the dissemination of messages and other contents. In the digital marketing ecosystem, social media plays an important role in introducing products, enhancing a positive image, and building relationships with customers. The use of social media platforms, such as Twitter and Instagram, has attracted the attention of the younger generation, especially the millennial generation (Y) and the post-millennial generation (Z). The level of effectiveness of digital marketing is also influenced and determined by the progress of netizen actors, such as followers, influencers, and buzzers. Their role is increasingly important to convey information more effectively through various product and service brand content on various social media platforms. This study uses a qualitative approach to analyze data from social media conversations on Twitter and Instagram within a certain period of time with the help of the Drone Emprit Academic (DEA) application. This research reveals the progress of netizen actors on the company’s official accounts of Twitter and Instagram as a basic understanding for designing and compiling digital marketing strategies using product brand hashtags. This study also found that the netizen actors studied had their respective roles in strengthening the delivery of messages and content on social media.</span></em>

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