scholarly journals The role of social media in shaping solidarity and compassion fade: How the death of a child turned apathy into action but distress took it away

2018 ◽  
Vol 20 (10) ◽  
pp. 3778-3798 ◽  
Author(s):  
Emma F Thomas ◽  
Nicola Cary ◽  
Laura GE Smith ◽  
Russell Spears ◽  
Craig McGarty
Keyword(s):  
Social Media ◽  
Change Score ◽  
Syrian Refugees ◽  
Group Consciousness ◽  
Online Engagement ◽  
Social Media Engagement ◽  
The Face ◽  
Latent Change Score ◽  
Latent Change Score Modeling

An image of drowned Syrian toddler, Aylan Kurdi, was popularly shared through social media and this promoted a surge of solidarity with Syrian refugees in September 2015. However, this response was not sustained. We explore the role of social media engagement in the emergence of solidarity and its decline (compassion fade). We collected data when sympathy for refugees was peaking (September 2015), and 1 year later. Latent change score modeling ( N = 237) showed that engagement with the image through social media allowed people to form a pro-refugee group consciousness that acted as the proximal predictor of solidarity. However, reductions in the same factors explain the reduced commitment 1 year later. Distress predicted the reductions in social media engagement. The results support the power of social media to ignite world-changing action, but caution that online engagement may dissipate in the face of ongoing challenges.

scholarly journals It takes two to tango: the interplay between decision logics, communication strategies and social media engagement in start-ups

2021 ◽  
Author(s):  
Christian Rudeloff ◽  
Stefanie Pakura ◽  
Fabian Eggers ◽  
Thomas Niemand
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Fuzzy Set ◽  
Exploratory Study ◽  
Communication Strategies ◽  
Qualitative Comparative Analysis ◽  
Communication Models ◽  
Social Media Engagement ◽  
Start Ups

AbstractThis manuscript analyzes start-ups’ usage of different communication strategies (information, response, involvement), their underlying decision logics (effectuation, causation, strategy absence) and respective social media success. A multitude of studies have been published on the decision logics of entrepreneurs as well as on different communication strategies. Decision logics and according strategies and actions are closely connected. Still, research on the interplay between the two areas is largely missing. This applies in particular to the effect of different decision logics and communication models on social media success. Through a combination of case studies with fuzzy-set Qualitative Comparative Analysis this exploratory study demonstrates that different combinations of causal and absence of strategy decision logics can be equally successful when it comes to social media engagement, whereas effectuation is detrimental for success. Furthermore, we find that two-way-communication is essential to create engagement, while information strategy alone cannot lead to social media success. This study provides new insights into the role of decision logics and connects effectuation theory with the communication literature, a field that has been dominated by causal approaches.

The Effects of Social Media Content Created by Human Brands on Engagement: Evidence from Indian General Election 2014

2021 ◽  
Author(s):  
Rakesh R. Mallipeddi ◽  
Ramkumar Janakiraman ◽  
Subodha Kumar ◽  
Seema Gupta
Keyword(s):  
Social Media ◽  
Chief Executive Officers ◽  
Chief Executive ◽  
Media Content ◽  
Online Engagement ◽  
Social Media Engagement ◽  
Social Media Platforms ◽  
Key Drivers ◽  
Executive Officers ◽  
Human Brands

With human brands or individual celebrities in fields ranging from sports to politics increasingly using social media platforms to engage with their audience, it is important to understand the key drivers of online engagement. Using Twitter data from the political domain, we show that positive and negative-toned content receive higher engagement, as measured by retweets, than mixed or neutral toned tweets. However, less popular human brands generate higher social media engagement from positive-toned content compared with more popular human brands. Therefore, we recommend that popular human brands (e.g., popular politicians or chief executive officers) keep their content objective rather than emotional. Furthermore, the tone of related brands (i.e., human brands who belong to the same political party) has a strong reinforcement effect; that is, social media engagement is higher when the tone of the focal human brand and related brands are the same and lower when the tones are different. Therefore, we prescribe that human brands actively coordinate their social media content with related brands to generate higher engagement. From human brands’ perspective, our findings recommend a comprehensive social media strategy, which takes into account the tone of content, tone of related brands’ content, and human brands’ popularity.

Adolfo Domínguez: The Role of Sustainability on the Social Media Engagement in 2020

2021 ◽  
pp. 157-172
Author(s):  
Elisa Regadera ◽  
Paula Gárgoles ◽  
Lucía Pérez
Keyword(s):  
Social Media ◽  
The Social ◽  
Social Media Engagement

Obstacles and Adaptations of Mega-Events in São Paulo in the Face of the COVID-19 Pandemic

2021 ◽  
pp. 728-746
Author(s):  
Daiane Oliveira da Silva ◽  
Madalena Pedroso Aulicino
Keyword(s):  
Social Media ◽  
Research Study ◽  
Sao Paulo ◽  
The Internet ◽  
São Paulo ◽  
Health Safety ◽  
Mega Events ◽  
The Future ◽  
The Face

The purpose of this research study was to identify how mega-events that had been established in the official calendar of SPTuris (São Paulo Tourism Company) in 2020, of the Municipality of São Paulo, Brazil, have adapted to the coronavirus pandemic. The study verified the impacts and obstacles caused in the event industry as well as the mitigation of such difficulties. A presentation was made on concepts, classifications of events, their history, and position in the market, including a description of actions by organizers not to stop all activities; the authors also included an interview with a representative of two companies in the event industry. The study conclusion was that most events opted for the internet and social media, in addition to drive-thru and delivery activities in the case of gastronomy; and that there have been gains in health safety and in the role of hybrid events in the future.

scholarly journals A critical evaluation of science outreach via social media: its role and impact on scientists

F1000Research ◽  
2014 ◽  
Vol 3 ◽  
pp. 300 ◽  
Author(s):  
Craig McClain ◽  
Liz Neeley
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Public Relations ◽  
Scientific Community ◽  
Critical Evaluation ◽  
Science Outreach ◽  
Social Media Engagement ◽  
Value Measure

The role of scientists in social media and its impact on their careers are not fully explored.  While policies and best practices are still fluid, it is concerning that discourse is often based on little to no data, and some arguments directly contradict the available data.  Here, we consider the relevant but subjective questions about social media for science outreach (SOSM), specifically: (1) Does a public relations nightmare exist for science?; (2) Why (or why aren’t) scientists engaging in social media?; (3) Are scientists using social media well?; and (4) Will social media benefit a scientist’s career? We call for the scientific community to create tangible plans that value, measure, and help manage scientists’ social media engagement.

scholarly journals An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA

2021 ◽  
Vol 3 ◽  
Author(s):  
Ann Pegoraro ◽  
Heather Kennedy ◽  
Nola Agha ◽  
Nicholas Brown ◽  
David Berri
Keyword(s):  
Social Media ◽  
New Media ◽  
Empirical Research ◽  
The Core ◽  
Sport Consumption ◽  
Online Engagement ◽  
Social Media Engagement ◽  
And Performance ◽  
Using Data ◽  
The Impact

While there has been research into what teams, leagues, and athletes post on social media and the impact of post content on social media engagement, there is limited understanding and empirical research on the impact of broadcasting media on social sport consumption. There are an increasing number of new media through which sport leagues can distribute their content to fans. This research examines the impact of different broadcast platforms on game day engagement with WNBA team Twitter accounts. Using data for the 2016–2018 seasons, results indicate athlete/team quality and performance were positively associated with post engagement, underscoring the importance of the core sport product and potentially indicating that the WNBA is developing a star-driven culture similar to the NBA. In addition, broadcasting on League Pass or local TV (for home teams) and Twitter were associated with lower post engagement suggesting we have more to learn about maximizing online engagement.

Defining the Role of Social Media as a Contemporary Local Area Marketing Technique in Franchising

2015 ◽  
pp. 223-251 ◽  
Author(s):  
Geoffrey Webster ◽  
Margee Hume
Keyword(s):  
Social Media ◽  
New Technology ◽  
Local Area ◽  
Online Marketing ◽  
Business Success ◽  
New Technology Adoption ◽  
Social Media Engagement ◽  
Primary Focus ◽  
Use Of Social Media

Literature on Local Area Marketing (LAM) and social media engagement techniques for franchise businesses is scant, with Direct and Online Marketing the primary focus. It is important for franchise businesses to have a qualified understanding of social media to integrate its use as a LAM technique in their business. Problems facing franchise businesses include confusion over how social media functions within local area marketing strategy, a unified perception over how social media can be used to develop their business, and the lack of a basic theoretical model for social media engagement and LAM guidelines. This chapter examines the role of social media in LAM. It explores the franchise business attitude on new technology adoption including the use of social media. It presents a coordinated framework for the application of social media to increase awareness and enhance franchise business success, providing an important contribution to the franchise industry sector.

The role of women's leadership in environmental NGOs' online accountability

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Laura Saraite-Sariene ◽  
Federico Galán-Valdivieso ◽  
Juana Alonso-Cañadas ◽  
Manuela García-Tabuyo
Keyword(s):  
Social Media ◽  
Female Leadership ◽  
Content Type ◽  
Governmental Organization ◽  
Governmental Organizations ◽  
Online Engagement ◽  
Non Governmental Organizations ◽  
Using Data ◽  
Environmental Ngo

PurposeThe role of female managers has been of increasing interest among scholars in recent years, especially regarding sustainability issues. The same could be said about the usefulness of social media in non-governmental organizations (NGOs) in demonstrating accountability to their stakeholders and attracting and keeping donors and volunteers. This paper aims to meet both research interests by analyzing to what extent women in top positions can foster stakeholders' engagement via social media.Design/methodology/approachOnline engagement can be proxied using data from social media to develop a measure that summarizes the main actions social media users are able to use in order to show their reactions to social media publications. Facebook data were obtained using proprietary software (Facebook data model) developed by the research team to carry out data massive extraction, processing and exploration.FindingsThe results of the multivariate analysis show that female leadership in both top and environmental-specific positions enhance social media engagement, while a higher percentage of women on the board of directors exert the opposite effect.Research limitations/implicationsThis study is not without limitations. First, this research is focused on a specific type of non-governmental organization (environmental NGO). Second, this study does not include economic variables such as donation income or expense structure. Third, data come only from Facebook as the leading social network.Originality/valueThis paper advances in the scarce knowledge about the role of women and the levels of online engagement (interactive conversations) in NGOs focused on sustainability.

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