scholarly journals Social Media Sellout: The Increasing Role of Product Promotion on YouTube

2018 ◽  
Vol 4 (3) ◽  
pp. 205630511878672 ◽  
Author(s):  
Carsten Schwemmer ◽  
Sandra Ziewiecki
Keyword(s):  
Social Media ◽  
Past Research ◽  
Target Groups ◽  
Video Sharing ◽  
Automated Content Analysis ◽  
Original Dataset ◽  
The Social ◽  
Marketing Tool ◽  
Product Promotion

Since its foundation in 2005, YouTube, which is considered to be the largest video sharing site, has undergone substantial changes. Over the last decade, the platform developed into a leading marketing tool used for product promotion by social media influencers. Past research indicates that these influencers are regarded as opinion leaders and cooperate with brands to market products on YouTube through electronic-word-of-mouth mechanisms. However, surprisingly little is known about the magnitude of this phenomenon. In our article, we make a first attempt to quantify product promotion and use an original dataset of 139,475 videos created by German YouTube channels between 2009 and 2017. Applying methods for automated content analysis, we find that YouTube users indeed are confronted with an ever-growing share of product promotion, particularly in the beauty and fashion sector. Our findings fuel concerns regarding the social and economic impact of influencers, especially on younger target groups.

scholarly journals Social Media Sellout - The Increasing Role of Product Promotion on YouTube

2018 ◽  
Author(s):  
Carsten Schwemmer ◽  
Sandra Ziewiecki
Keyword(s):  
Social Media ◽  
Past Research ◽  
Target Groups ◽  
Video Sharing ◽  
Automated Content Analysis ◽  
Original Dataset ◽  
The Social ◽  
Marketing Tool ◽  
Product Promotion

Since its foundation in 2005, YouTube, which is considered to be the largest video sharing site, has undergone substantial changes. Over the last decade, the platform developed into a leading marketing tool used for product promotion by social media influencers. Past research indicates that these influencers are regarded as opinion leaders and cooperate with brands to market products on YouTube through electronic-word-of-mouth mechanisms. However, surprisingly little is known about the magnitude of this phenomenon. In our article, we make a first attempt to quantify product promotion and use an original dataset of 139,475 videos created by German YouTube channels between 2009 and 2017. Applying methods for automated content analysis, we find that YouTube users indeed are confronted with an ever-growing share of product promotion, particularly in the beauty and fashion sector. Our findings fuel concerns regarding the social and economic impact of influencers, especially on younger target groups.

Framing the revolution: the role of social media in Ukraine's Euromaidan movement

2017 ◽  
Vol 45 (5) ◽  
pp. 758-779 ◽  
Author(s):  
Lena Surzhko-Harned ◽  
Andrew J. Zahuranec
Keyword(s):  
Social Media ◽  
Public Information ◽  
Issue Framing ◽  
Protest Movements ◽  
Original Dataset ◽  
The Social ◽  
Foreign Media ◽  
Ukrainian Crisis ◽  
The Arab Spring

The role of social media as a tool of mobilization, communication, and organization of social movements has been well documented since the Arab Spring. The public information posted on social media sites also presents researchers with a unique tool to study protests movements from within. The proposed study utilizes the theoretical foundation of issue framing literature and examines the social media framing of the Ukrainian Euromaidan protest movement. The original dataset traces the activities of the users on the social media site Facebook from 21 November 2013 to February 2014. While foreign media sources portrayed the Ukrainian crisis as a geopolitical struggle, the results of our analysis show that the participants of the protest conceptualized their movement in terms of domestic issues and an anti-regime revolution rather than a geopolitical crossroad between the EU and Russia. This study contributes to our understanding of the role social media sites play in the activities of protest movements, such as Euromaidan. Furthermore, it highlights the importance of social media as a tool of issue framing on par with the traditional sources of framing such as mass media and political elites.

Understanding the selfie phenomenon: current insights and future research directions

2016 ◽  
Vol 50 (9/10) ◽  
pp. 1773-1788 ◽  
Author(s):  
Weng Marc Lim
Keyword(s):  
Social Media ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Marketing Performance ◽  
The Social ◽  
Future Research Directions ◽  
Marketing Tool ◽  
The Impact

Purpose This paper aims to define the conceptual boundary of the selfie and to discuss the role of the selfie in the social media marketplace. Design/methodology/approach This paper extensively reviews and draws themes from the extant literature on consumer identities in the social media marketplace to explain the selfie phenomenon and to identify potentially fruitful directions for further research. Findings Current insights into the selfie phenomenon can be understood from socio-historical, technological, social media, marketing and ethical perspectives. Research limitations/implications Despite the limitations of a general review (e.g. absence of empirical data and analysis), this paper identifies multiple avenues to extend existing lines of inquiry on the selfie phenomenon. Thus, this paper should encourage further research on the topic in the academic and scientific community. Practical implications The selfie can be used as a marketing tool to improve marketing performance and accomplish marketing-related goals. Originality/value This paper sheds light on how marketing academics and practitioners can better understand the impact of the selfie in the social media marketplace.

scholarly journals MALE AND FEMALE SOCIAL MEDIA INFLUENCERS: THE IMPACT OF GENDER ON EMERGING ADULTS

2019 ◽  
Vol 2 (9) ◽  
pp. 21-30 ◽  
Author(s):  
Komathi Lokithasan ◽  
Salomi Simon ◽  
Nur Zahrawaani Jasmin ◽  
Nur Ajeerah Othman
Keyword(s):  
Social Media ◽  
Emerging Adults ◽  
Qualitative Method ◽  
Male And Female ◽  
The Social ◽  
The Difference ◽  
Marketing Tool ◽  
Short Time ◽  
The Impact

Social media influencers are people who have established a reputation for themselves on social media. Nowadays, a social media influencer has played the important role of a marketing tool for organizations. Organizations use the power of social media influencers to influence and persuade consumers through social media. It is because social media influencers have a huge number of followers in their social media, thus, social media influencers could promote and reach a large number of consumers in a short time. The result is more effective than celebrity endorsement for small-and-medium-sized enterprises (SME). This research is to study the perceptions of emerging adults on the difference between male and female social media influencers’ style of promotion. Qualitative method is used by conducting a focus group and content analysis to compare the impact of male and female social media influencers towards emerging adults. Findings showed that female respondents are influenced by influencers who promote beauty products while male respondents are drawn to technology and gaming products. The most important factors mentioned by the respondents in the impact of the social media influencers’ posts are the entertainment factor and followed by informativeness.

Fashion and Social Media

2016 ◽  
pp. 649-669
Author(s):  
Hanna Kontu ◽  
Alessandra Vecchi
Keyword(s):  
Social Media ◽  
New Media ◽  
Fashion Industry ◽  
Media Environment ◽  
Italian Market ◽  
Exploratory Approach ◽  
The Social ◽  
Marketing Tool ◽  
Use Of Social Media

Although it is clear that social media is powerful, many luxury fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. Adopting an exploratory approach, this chapter studies the use of social media in the luxury fashion industry through three case studies from the Italian market. The aim is to understand the role of social media as a strategic marketing tool and its broader implications to the overall marketing strategy. The findings arising from this research can help practitioners and managers to make sense of the social media environment and better understand how to design social media activities to engage with the luxury fashion consumer.

scholarly journals The role of digital personal photography: a theoretical exploration with Deleuze-Guattari approach

Lumina ◽  
2020 ◽  
Vol 14 (1) ◽  
pp. 97-110
Author(s):  
Zhen Sun
Keyword(s):  
Social Media ◽  
Digital Photography ◽  
Minor Literature ◽  
Photographic Images ◽  
De Re ◽  
Video Sharing ◽  
The Social ◽  
Changing Role ◽  
Personal Photography

The innovations of digital photography are transforming people’s experiences of producing, manipulating, sharing, and using their personal photographic images. The essentialist and representational dualistic viewpoints of photography that were initially developed in the era of the Daguerreotype appear no longer tenable in the contemporary photography era. This study focuses on the ever-changing role of personal photographic images in the three typical photography events, i.e., the selfie production, the real-time beautified video sharing on the social media, and the production of deepfake AI face-swaps. The study is inspired by the Deleuze-Guattari’s conceptual framework that is mainly composed of the concepts of minor literature, assemblage, becoming, and de/re-territorialization, and defines personal photographic images as both an assemblage and a constitutive part of larger assemblages, i.e., personal photograph production and usage events. The tetravalent model of assemblages is used as a major analysis toolkit to achieve the research purpose. A thorough analysis and discussion shows the material and expressive components that compose different sizes of assemblages and the emergent capacities. It also discloses how digital photography apps play as a line of flight to de/re-territorialize the presumed representational association between individuals and their photographic images. The images have become one of the multiplicities or becoming of individuals, either interacting with individuals, acting on individuals, or extending individuals’ disembodied experiences. This study seeks to develop alternative theoretical lenses on the role of digital personal photography in everyday life and the rhizomatic experiences that it generates.

New Democracy in Digital Era through Social Media and News Online

Humaniora ◽  
2020 ◽  
Vol 11 (1) ◽  
pp. 13
Author(s):  
Abitassha Az Zahra ◽  
Eko Priyo Purnomo ◽  
Aulia Nur Kasiwi
Keyword(s):  
Social Media ◽  
Social Network ◽  
Communication Networks ◽  
Social Communication ◽  
Development Policy ◽  
Online News ◽  
Digital Era ◽  
The Social ◽  
New Democracy

The research aimed to explain the pattern of social communication on the issue of rejection of the PLTU Batang development policy. It used data on Twitter accounts involved in the rejection of the PLTU Batang development policy. In analyzing existing data, qualitative methods and social analysis networks were used. To see social networks in the rejection of the PLTU Batang development policy, the research used the NodeXL application to find out the patterns of social communication networks in #TolakPLTUBatang. From the results, it can be seen that in the dissemination of social networking information, the @praditya_wibby account is the most central account in the social network and has a strong influence on the social network. The @praditya_wibby account has a role in moving the community through Twitter to make a critical social movement. This means that in the current digital era, democracy enters a new form through the movement of public opinion delivery through social media. Besides, by encouraging the role of online news, the distribution of information becomes faster to form new perceptions of an issue. This is evident from the correlation network where the @praditya_wibby account has correlations with several compass online media accounts, tirto.id, okezonenews, vice, antaranews, BBCIndonesia, and CNN Indonesia.

A market-based rationale for the privacy paradox

2021 ◽  
pp. 016344372110158
Author(s):  
Opeyemi Akanbi
Keyword(s):  
Social Media ◽  
Market Structures ◽  
Media Companies ◽  
The Social ◽  
Social Media Platforms ◽  
Privacy Paradox ◽  
The Individual ◽  
Privacy Risks ◽  
Social Collective

Moving beyond the current focus on the individual as the unit of analysis in the privacy paradox, this article examines the misalignment between privacy attitudes and online behaviors at the level of society as a collective. I draw on Facebook’s market performance to show how despite concerns about privacy, market structures drive user, advertiser and investor behaviors to continue to reward corporate owners of social media platforms. In this market-oriented analysis, I introduce the metaphor of elasticity to capture the responsiveness of demand for social media to the data (price) charged by social media companies. Overall, this article positions social media as inelastic, relative to privacy costs; highlights the role of the social collective in the privacy crises; and ultimately underscores the need for structural interventions in addressing privacy risks.

scholarly journals Twitter in Marketing Practice of the Religious Media. An Empirical Study on Catholic Weeklies in Poland

Religions ◽  
2021 ◽  
Vol 12 (6) ◽  
pp. 421
Author(s):  
Iwona Leonowicz-Bukała ◽  
Andrzej Adamski ◽  
Anna Jupowicz-Ginalska
Keyword(s):  
Communication Channel ◽  
Basic Research ◽  
Marketing Practice ◽  
Religious Media ◽  
The Social ◽  
Social Media Platforms ◽  
Twitter Account ◽  
Research Questions ◽  
Marketing Tool

This article presents the partial conclusion of the research project devoted to marketing activity of Polish Catholic opinion-forming weeklies on the social media platforms. The main aim of this article is to present the results of the study on the use of Twitter as a marketing tool by Polish nationwide Catholic opinion-forming weeklies. The basic research questions concerned the extent of utilizing the platform by the magazines’ editors to create and distribute the content of their media product, maintain and develop brand communication and self-promotion. The case studies and the content analysis of the accounts of the three magazines—Gość Niedzielny, Tygodnik Katolicki Niedziela and Przewodnik Katolicki—show that there are three different ways in how the editors of the magazines understand the role of the Twitter account of the title they represent—as an ‘active communicator’, ‘active communicator and community supporter’ or ‘community supporter’. The conclusions show that the studied media fairly efficiently use the visual and distributional potential of the platform as well as some of its features, at the same time missing the chance to build a brand-loyal community. They also limit the role of Twitter to that of a supplement for the main communication channel, which is the printed weekly and its website.

scholarly journals Using Social Media in Tourist Sentiment Analysis: A Case Study of Andalusia during the Covid-19 Pandemic

2021 ◽  
Vol 13 (7) ◽  
pp. 3836
Author(s):  
David Flores-Ruiz ◽  
Adolfo Elizondo-Salto ◽  
María de la O. Barroso-González
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Cost Savings ◽  
Mass Scale ◽  
Tourism Sector ◽  
The Social ◽  
Analytical Tools ◽  
Media Data

This paper explores the role of social media in tourist sentiment analysis. To do this, it describes previous studies that have carried out tourist sentiment analysis using social media data, before analyzing changes in tourists’ sentiments and behaviors during the COVID-19 pandemic. In the case study, which focuses on Andalusia, the changes experienced by the tourism sector in the southern Spanish region as a result of the COVID-19 pandemic are assessed using the Andalusian Tourism Situation Survey (ECTA). This information is then compared with data obtained from a sentiment analysis based on the social network Twitter. On the basis of this comparative analysis, the paper concludes that it is possible to identify and classify tourists’ perceptions using sentiment analysis on a mass scale with the help of statistical software (RStudio and Knime). The sentiment analysis using Twitter data correlates with and is supplemented by information from the ECTA survey, with both analyses showing that tourists placed greater value on safety and preferred to travel individually to nearby, less crowded destinations since the pandemic began. Of the two analytical tools, sentiment analysis can be carried out on social media on a continuous basis and offers cost savings.

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