scholarly journals The Girl Rising ‘We Dream, We Rise’ Social Media Campaign in India: Reach, Engagement and Impact

2020 ◽  
Vol 15 (1) ◽  
pp. 106-124
Author(s):  
Amita N. Vyas ◽  
Nitasha Nagaraj ◽  
Jordan Genovese ◽  
Gayatri Malhotra ◽  
Nidhi Dubey ◽  
...  
Keyword(s):  
Social Media ◽  
Adolescent Girls ◽  
Social Action ◽  
Gender Stereotypes ◽  
Lessons Learned ◽  
Media Campaign ◽  
Media Campaigns ◽  
Campaign Evaluation ◽  
Global Campaign ◽  
Meaningful Information

Girl Rising, a global campaign, uses the power of storytelling to build a movement for adolescent girls by inspiring people to change the way girls are valued, and sparking social action. We Dream, We Rise, is a social media campaign that was launched to call attention to age-old gender stereotypes that have gone unquestioned for generations and to inspire adults across the country to ‘dream as big for their girls as they do for their boys’. A descriptive evaluation of the campaign was conducted to measure its reach, saliency, and lessons learned. The campaign evaluation focused primarily on reach, engagement, perceptions of the campaign messaging, and intention to take social action. The campaign reached 25 million people, received more than 600,000 views, and engaged with more than 200,000 people, which yielded a more than 2% engagement rate compared to the industry average of 1%. While extracting meaningful information from social media campaigns can pose to be challenging, there is a need to move beyond just measures of reach. Measurement on quality, saliency, and outcomes are critical to ensuring that future campaigns are successful and yield the desired rigor, quality, and investments needed to facilitate change.

scholarly journals Fan Engagement in Motorsports: A Case of the FIA World Rally Championship

2019 ◽  
Vol 5 (1) ◽  
pp. 31-44
Author(s):  
Hans Erik Næss ◽  
Sam Tickell
Keyword(s):  
Social Media ◽  
Media Campaign ◽  
Audience Engagement ◽  
Media Campaigns ◽  
Building Relationships ◽  
Transmedia Storytelling ◽  
Fan Engagement

Social media success is increasingly being linked to profitable relations between sporting teams and their communities of fans. Through a case study of RallytheWorld, Volkswagen’s social media campaign 2013-2016 for the FIA World Rally Championship (WRC), this paper provides sports marketers with relevant practices on how to develop social media strategies and building relationships with and between the fans. Drawing upon theories of community facilitation and ‘transmedia storytelling’, as well as the method of autoethnography, our finding is that RallytheWorld, through its audience engagement techniques provided WRC fans with a new experience while respecting the championship’s sporting traditions. This combination, we argue, made RallytheWorld a qualitatively better offer to rally fans than comparable social media campaigns in the WRC.

scholarly journals Marketing to Youth in the Digital Age: The Promotion of Unhealthy Products and Health Promoting Behaviours on Social Media

2016 ◽  
Vol 4 (3) ◽  
pp. 35-49 ◽  
Author(s):  
Sally Dunlop ◽  
Becky Freeman ◽  
Sandra C. Jones
Keyword(s):  
Social Media ◽  
Health Behaviours ◽  
Negative Influence ◽  
Lessons Learned ◽  
Current Evidence ◽  
Future Research ◽  
Policy And Practice ◽  
Media Campaigns ◽  
Health Promoting ◽  
The Impact

The near-ubiquitous use of social media among adolescents and young adults creates opportunities for both corporate brands and health promotion agencies to target and engage with young audiences in unprecedented ways. Traditional media is known to have both a positive and negative influence on youth health behaviours, but the impact of social media is less well understood. This paper first summarises current evidence around adolescents’ exposure to the promotion and marketing of unhealthy products such as energy dense and nutrient poor food and beverages, alcohol, and tobacco on social media sites such as Facebook, Twitter, Instagram and YouTube. We explore emerging evidence about the extent of exposure to marketing of these harmful products through social media platforms and potential impacts of exposure on adolescent health. Secondly, we present examples of health-promoting social media campaigns aimed at youth, with the purpose of describing innovative campaigns and highlighting lessons learned for creating effective social media interventions. Finally, we suggest implications for policy and practice, and identify knowledge gaps and opportunities for future research.

scholarly journals Impact of a Social Media Campaign on Reach, Uptake, and Engagement with a Free Web- and App-Based Physical Activity Intervention: The 10,000 Steps Australia Program

2019 ◽  
Vol 16 (24) ◽  
pp. 5076
Author(s):  
Anna T. Rayward ◽  
Corneel Vandelanotte ◽  
Kelly Corry ◽  
Anetta Van Itallie ◽  
Mitch J. Duncan
Keyword(s):  
Social Media ◽  
Physical Activity Intervention ◽  
Binary Logistic Regression ◽  
Health Programs ◽  
Media Campaign ◽  
Media Campaigns ◽  
Engagement Strategies ◽  
Effective Combination ◽  
Social Media Platforms ◽  
One Year

Social media campaigns provide broad-reach and convenience for promoting freely-available health programs. However, their effectiveness and subsequent engagement of new users is unknown. This study aimed to assess the reach and new member registration rates resulting from a dedicated 10,000 Steps social media campaign (SMC) and to compare program engagement and time to non-usage attrition of new users from the SMC with other users. SMC reach (using Facebook, Instagram, and display advertisements engagement metrics), new-user numbers, engagement (usage of the website and its features), and time to non-usage attrition were assessed using generalized linear regression, binary logistic regression, and Cox proportion hazards regression models. During the SMC, Instagram and display advertisement impressions, Facebook reach and new daily registrations were significantly higher compared with six weeks and one year prior. There were no between-group differences in the average usage of most website/program features. Risk of non-usage attrition was higher among new users from the SMC than new users from one year prior. The SMC was effective in promoting awareness of the 10,000 Steps program. Further research to identify long-term engagement strategies and the most effective combination of social media platforms for promotion of, and recruitment to, health programs is warranted.

scholarly journals Islamic Principles in Marketing: An Overview of Islamic Marketing mix in Social-Media Campaign

2021 ◽  
Vol 1 (1) ◽  
pp. 69-82
Author(s):  
Syafwendi Syafril ◽  
M. Fuad Hadziq
Keyword(s):  
Social Media ◽  
Marketing Mix ◽  
Media Campaign ◽  
Marketing Theory ◽  
Islamic Ethics ◽  
Media Campaigns ◽  
Library Research ◽  
Internet Users ◽  
Marketing Activities ◽  
Analytical Result

The increasing number of internet users among Muslims worldwide has open opportunities for business players to develop Islamic marketing and get attention from them. Social media becomes a popular platform for the Muslim community to interact, communicate, and share regarding humanity, education, donation, and the Islamic lifestyle. This paper arranges to analyzes the Islamic marketing mix that must be existed in social media campaigns. The Islamic principles in marketing are the main key to determine whether businesses not only provide sharia-compliant products and services but also succeed to comminates it based on Islamic ethics and value. The library research was conducted in research methodology to review marketing theory and concept from an Islamic perspective. Findings. The analytical result shows that the integrated Islamic principles such as halalan tayyiban, anti-monopoly, gharar, speculation, excessive action, manipulative sales tactic, etc., should be eliminated in the marketing mix in social media campaigns. All that aims to ensure marketing activities run properly according to Shariah principles.

scholarly journals Predicting Public Interest Issue Campaign Participation on Social Media

2018 ◽  
Vol 2 (1) ◽  
pp. 129 ◽  
Author(s):  
Jungyun Won ◽  
Linda Hon ◽  
Ah Ram Lee
Keyword(s):  
Social Media ◽  
Public Interest ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Situational Awareness ◽  
Equation Modeling ◽  
Media Campaign ◽  
Strong Ties ◽  
Media Campaigns ◽  
Animal Protection

This study investigates what motivates people to participate in a social media campaign in the context of animal protection issues. Structural equation modeling (SEM) tested a proposed research model with survey data from 326 respondents. Situational awareness, participation benefits, and social ties influence were positive predictors of social media campaign participation intentions. Situational awareness also partially mediates the relationship between participation benefits and participation intentions as well as strong ties influence and participation intentions. When designing social media campaigns, public interest communicators should raise situational awareness and emphasize participation benefits. Messages shared through social networks, especially via strong ties, also may be more effective than those posted only on official websites or social networking sites (SNSs).

KEEFEKTIFAN MEDIA KOMUNIKASI VISUAL SEBAGAI PENUNJANG PROMOSI PADA PERGURUAN TINGGI RAHARJA

CCIT Journal ◽  
2015 ◽  
Vol 9 (1) ◽  
pp. 77-86
Author(s):  
Lusyani Sunarya ◽  
Po Abas Sunarya ◽  
Jasmine Dara Assyifa
Keyword(s):  
Visual Communication ◽  
Communication Media ◽  
Media Campaign ◽  
Prospective Students ◽  
Media Campaigns ◽  
Great Opportunity ◽  
Information And Communication ◽  
The Media ◽  
Fierce Competition ◽  
The University

The development of visual communication media at this time is very helpful in supporting information and communication. But often presented visual communication  media  are  less  effective  and appropriate. While so many universities in Indonesia, the increasingly fierce competition in attracting new students. Media Visual Communication can be applied to college in introducing or raising the image and popularity or promote and provide information to prospective students. In essence, in this case the effectiveness of media campaigns assessed in spreading information, influence or persuade prospective students and new student to join the university. The method used by the questionnaires to assess the effectiveness of implemented that have been implemented such as  brochures,  banners, posters, billboards, catalogs, paper bag,  flyers  and  merchandise.  In  conclusion,  this  article specifically assess visual communication media from case studies in Perguruan Tinggi Raharja considered effective and consistent contribution.. This study found a great opportunity to improve the promotion of additional digital marketing media campaign called the college through the  stages resulting in some visual communication media that can be received by the target audience. To create a media campaign needs planning in accordance with the background of the problem so that the media are made to overcome the problems encountered

scholarly journals Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience

2021 ◽  
Vol 11 (8) ◽  
pp. 108
Author(s):  
Idoia Rúa Hidalgo ◽  
Maria Galmes-Cerezo ◽  
Carmen Cristofol-Rodríguez ◽  
Irene Aliagas
Keyword(s):  
Social Media ◽  
Emotional Valence ◽  
Marketing Strategies ◽  
Emotional Impact ◽  
Media Campaigns ◽  
Biometric Analysis ◽  
Neuroscience Research ◽  
Explicit Measure ◽  
Two Phases ◽  
Emotional Level

The ability of GIFs to generate emotionality in social media marketing strategies is analyzed. The aim of this work is to show how neuroscience research techniques can be integrated into the analysis of emotions, improving the results and helping to guide actions in social networks. This research is structured in two phases: an experimental study using automated biometric analysis (facial coding, GSR and eye tracking) and an analysis of declared feelings in the comments of Instagram users. Explicit valence, type of emotion, length of comment and proportion of emojis are extracted. The results indicate that the explicit measure of emotional valence shows a higher and more positive emotional level than the implicit one. This difference is influenced differently by the engagement and the proportion of emojis in the comment. A further step has been taken in the measurement of user emotionality in social media campaigns, including not only content analysis, but also providing new insights thanks to neuromarketing.

scholarly journals Principles for the production and dissemination of recruitment material for three clinical trials of an online intervention

Trials ◽  
2021 ◽  
Vol 22 (1) ◽  
Author(s):  
Stefan Rennick-Egglestone
Keyword(s):  
Social Media ◽  
Clinical Trials ◽  
Health Research ◽  
Online Intervention ◽  
Ethics Committee ◽  
Promotional Material ◽  
Media Campaigns ◽  
Social Media Platforms ◽  
Ethical Oversight ◽  
Research Studies

AbstractSome health research studies recruit participants through electronic mechanisms such as the placement of messages on social media platforms. This raises questions for ethics committee oversight, since effective social media campaigns might involve the production and dissemination of hundreds of contemporaneous messages. For the Narrative Experiences Online (NEON) study, we have developed nine principles to control the production and dissemination of promotional material. These have been approved by an ethics committee and enable the audit of our recruitment work. We propose that the drafting for approval of recruitment principles by health research studies may, in many cases, strike an appropriate balance between enabling ethical oversight of online recruitment work and the potential burden of message review.

The Patient in Patient Safety: Contemporary Issues, From COVID-19 to Citizen Science

2021 ◽  
Vol 10 (1) ◽  
pp. 301-303
Author(s):  
Elizabeth Lerner Papautsky ◽  
Richard J. Holden ◽  
Rupa S. Valdez ◽  
Jordan Hill ◽  
Janetta Brown
Keyword(s):  
Social Media ◽  
Patient Safety ◽  
Citizen Science ◽  
Human Subjects ◽  
Lessons Learned ◽  
Human Subjects Research ◽  
Research Strategies ◽  
Face To Face

In the 4th panel on the topic of The Patient in Patient Safety, we highlighted topics of current relevance and facilitated a reflection session. The objective was to highlight the ways in which the COVID-19 pandemic has impacted patient ergonomics research and work, with particular focus on safety. After a topic overview, panelists presented their work on overcoming challenges to human subjects research created by the suspension of face-to-face activities during the COVID-19 pandemic. A facilitated reflection and brainstorming session using Miro followed. We used questions to elicit examples of patient and caregiver roles in safety during the pandemic and research strategies and challenges. These questions were also distributed on social media prior to the event. The panel served as an opportunity to share lessons learned.

Sign in / Sign up

Export Citation Format

Share Document