scholarly journals Beyond the hashtag: Circumventing content moderation on social media

2018 ◽  
Vol 20 (12) ◽  
pp. 4492-4511 ◽  
Author(s):  
Ysabel Gerrard
Keyword(s):  
Social Media ◽  
Eating Disorder ◽  
Public Service ◽  
Recommendation Systems ◽  
Public Service Announcements ◽  
Media Content ◽  
Media Companies ◽  
Search Mechanism

Social media companies make important decisions about what counts as “problematic” content and how they will remove it. Some choose to moderate hashtags, blocking the results for certain tag searches and issuing public service announcements (PSAs) when users search for troubling terms. The hashtag has thus become an indicator of where problematic content can be found, but this has produced limited understandings of how such content actually circulates. Using pro-eating disorder (pro-ED) communities as a case study, this article explores the practices of circumventing hashtag moderation in online pro-ED communities. It shows how (1) untagged pro-ED content can be found without using the hashtag as a search mechanism; (2) users are evading hashtag and other forms of platform policing, devising signals to identify themselves as “pro-ED”; and (3) platforms’ recommendation systems recirculate pro-ED content, revealing the limitations of hashtag logics in social media content moderation.

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.

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110302
Author(s):  
Nor Hasliza Md Saad ◽  
Zulnaidi Yaacob
Keyword(s):  
Social Media ◽  
Building Blocks ◽  
Media Content ◽  
Fashion Industry ◽  
Personal Brand ◽  
Branding Strategies ◽  
Social Media Presence ◽  
Personal Branding ◽  
The Masses

Social media is a new platform for CEOs to build their image and create a strong personal brand to represent themselves and their company. This research examines an outstanding Malaysian fashion icon and social media–savvy businesswoman with over a million followers on Instagram, Vivy Yusof, the youngest Malaysian e-commerce mogul and an example of a successful CEO who has used personal branding to build an empire in the fashion industry. The objectives of this research are to identify the type of messages Vivy Yusof communicates to her audience through her personal Instagram posts and to identify the ways Vivy Yusof’s audience engages with her posts on Instagram. Her Instagram post content is classified using the Honeycomb framework that comprises seven functional building blocks, namely, presence, relationships, reputation, groups, identity, conversations, and sharing. In this study, the content of Vivy Yusof’s Instagram posts is categorized by how she focuses on the various functional building blocks in her posts and the implications these blocks have on how her audience interacts with the posts. Her social media presence confirms the importance of CEO personal branding because of her role and influence on the masses evidenced by the willingness of her followers to interact (through likes and comments) and engage with her posts on any subject matter, relating either to her business or personal life. The study contributes to a growing body of literature on personal branding strategies by shedding light on the association between content strategies and engagement with social media content.

scholarly journals Terrorist Speech under Bills C-51 and C-59 and the Othman Hamdan Case: The Continued Incoherence of Canada’s Approach

2019 ◽  
pp. 203
Author(s):  
Kent Roach
Keyword(s):  
Social Media ◽  
Hate Speech ◽  
Criminal Code ◽  
Immigration Law ◽  
The Internet ◽  
Media Companies ◽  
Violent Extremism ◽  
Fundamental Freedoms

It is argued that neither the approach taken to terrorist speech in Bill C-51 nor Bill C-59 is satisfactory. A case study of the Othman Hamdan case, including his calls on the Internet for “lone wolves” “swiftly to activate,” is featured, along with the use of immigration law after his acquittal for counselling murder and other crimes. Hamdan’s acquittal suggests that the new Bill C-59 terrorist speech offence and take-down powers based on counselling terrorism offences without specifying a particular terrorism offence may not reach Hamdan’s Internet postings. One coherent response would be to repeal terrorist speech offences while making greater use of court-ordered take-downs of speech on the Internet and programs to counter violent extremism. Another coherent response would be to criminalize the promotion and advocacy of terrorist activities (as opposed to terrorist offences in general in Bill C-51 or terrorism offences without identifying a specific terrorist offence in Bill C-59) and provide for defences designed to protect fundamental freedoms such as those under section 319(3) of the Criminal Code that apply to hate speech. Unfortunately, neither Bill C-51 nor Bill C-59 pursues either of these options. The result is that speech such as Hamdan’s will continue to be subject to the vagaries of take-downs by social media companies and immigration law.

Stigmatizing the other: An exploratory study of unintended consequences of eating disorder public service announcements

2016 ◽  
Vol 22 (1) ◽  
pp. 120-131 ◽  
Author(s):  
Irina A Iles ◽  
Anita Atwell Seate ◽  
Leah Waks
Keyword(s):  
Eating Disorders ◽  
Eating Disorder ◽  
Public Service ◽  
Exploratory Study ◽  
Public Service Announcements ◽  
Unintended Consequences ◽  
The Other ◽  
Public Service Announcement ◽  
Negative Attitudes ◽  
Practical Implications

This research explores the intended and unintended consequences of eating disorder public service announcements. We assessed participants’ attitudes toward eating disorders and people with eating disorders, willingness to interact with people with eating disorders, and experience with eating disorders (covariate) at Time 1. At Time 2, participants were randomly assigned to watch a stigmatizing or a non-stigmatizing eating disorder public service announcement. Exposure to the stigmatizing public service announcement resulted in more negative attitudes toward eating disorders and in less willingness to interact with people with eating disorders, but not in significantly more negative attitudes toward people with eating disorders. The discussion highlights the practical implications for health communication campaigns.

scholarly journals Extreme Branding: Examining Brand Devotion of Fashion Companies by Customers Using Social Media

2021 ◽  
Author(s):  
Caroline Czajkowski
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Customer Loyalty ◽  
Brand Community ◽  
Product Review ◽  
Level Of Involvement ◽  
Media Companies ◽  
High Level

This paper looks at how social media is used as part of company branding to encourage customer loyalty. The research presents a case study of lululemon andIts Facebook page and customer product review page to illustrate the importance of social media, using content analysis to interpret the data gathered. The case study shows evidence that a brand community exists on lululemon’s Facebook page, illustrating the importance of social media to customers. The paper concludes that because customers have a high level of involvement in social media, companies would benefit from maintaining a high level of involvement in that same media. The Paper suggests that further research could determine whether the involvement of companies via social media does affect their level of loyalty.

scholarly journals Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 57-82
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 Stories From an (Un)lived Past: Applying Narrative Theory, Vicarious Nostalgia and Brand Authenticity to Urban Outfitters' Instagram Advertising Practices

2021 ◽  
Author(s):  
Cristina Rizzardo
Keyword(s):  
Social Media ◽  
Media Content ◽  
Multimodal Approach ◽  
Major Research ◽  
Brand Authenticity ◽  
Digital Infrastructure ◽  
The Social ◽  
Consumption Practices ◽  
Social Media Platforms

This study develops a narrative-focused analytic model that assesses how a brand communicates its narrative identity by incorporating vicarious nostalgia as a branding practice. Nostalgia as a branding strategy aims to leverage affect and emotion in consumption practices. This is carried out via engagement with stories of an era primarily unlived by the brand’s targeted consumer base. In the presence of nostalgic associations, this strategy facilitates the impression of brand longevity and, thus, brand authenticity and legitimacy. This major research paper applies these theoretical discourses to a case study of the American lifestyle brand Urban Outfitters’ digital advertising implementations on Instagram. A multimodal approach guided the analysis of narrative communication patterns that occurred throughout the 2014 calendar year on the brand’s Instagram account. The findings indicate that Urban Outfitters uses Instagram’s digital infrastructure to facilitate a cohesive brand narrative that is both temporally and causally structured. This narrative encompasses plotlines, settings, and characters of an idealized era that the brand’s targeted consumer base is unacquainted with yet endeavours to elicit consumer identification with the brand nonetheless. Finally, by using an authentic mode of communication as well as cues that faithfully depict the character and culture of a former era, Urban Outfitters generates the same projections of authenticity that nostalgic brands with longstanding histories have by virtue of age. This project offers suggestions for further research including the adaptation of the study to other social media platforms, as well as expanding it to integrate user response to the social media content.

scholarly journals The Mediatisation of MFAS: Diplomacy in the New Media Ecology

2019 ◽  
Vol 15 (1-2) ◽  
pp. 66-92 ◽  
Author(s):  
Ilan Manor ◽  
Rhys Crilley
Keyword(s):  
Social Media ◽  
Statistical Analysis ◽  
New Media ◽  
Foreign Affairs ◽  
Media Ecology ◽  
Media Content ◽  
Profound Impact ◽  
The Press ◽  
Online Audiences

Summary The proliferation of social media has had a profound impact on the practice of diplomacy; diplomats can bypass the press and communicate their messages directly to online audiences. Subsequently, ministries of foreign affairs (MFAS) are now mediatised; they produce media content, circulate content through social media and adopt media logics in their daily operations. Through a case study of the Israeli MFA during the 2014 Gaza War, this article explores the mediatisation of MFAS. It does so by analysing how the Israeli MFA crafted frames through which online audiences could understand the war and demonstrates that these frames evolved as the conflict unfolded. It then draws attention to the important way in which MFAS are now media actors through a statistical analysis, which demonstrates that the use of images in tweets increased engagement with the Israeli MFA’s frames. Finally, the article illustrates how these frames were used to legitimize Israel’s actions, and delegitimise those of Hamas.

Consumers as “Integrators” of Marketing Communications

2014 ◽  
pp. 650-664
Author(s):  
Kelley O'Reilly ◽  
Karen M. Lancendorfer
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Media Companies ◽  
Fan Communities ◽  
Marketing Relationships ◽  
Brand Credibility ◽  
Marketing Tool

This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

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