scholarly journals What KPIs Are Key? Evaluating Performance Metrics for Social Media Influencers

2019 ◽  
Vol 5 (3) ◽  
pp. 205630511986547 ◽  
Author(s):  
Jan-Frederik Gräve
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Performance Metrics ◽  
Secondary Data ◽  
Media Communication ◽  
Trade Off ◽  
Quantitative Metrics ◽  
Multiple Metrics ◽  
Social Media Communication ◽  
The Impact

Measuring the impact of social media communication is a prominent and pertinent challenge; the commercialization of social media influencers (SMIs) in the form of so-called influencer marketing makes this effort even more complicated. Companies that embrace influencer marketing have limited control over content and context, so they must evaluate both the SMIs and the content they post, prior to and during their collaborations. Although quantitative success metrics (e.g., number of followers, number of likes) are readily available, it remains unclear whether such metrics offer appropriate proxies for evaluating an SMIs or the outcomes of an influencer marketing campaign. By combining secondary data on influencer marketing campaigns from Instagram with an online survey among marketers, this study finds that professionals generally rely on an SMI’s reach and number of interactions as success metrics. When they must trade off across multiple metrics, these professionals predominantly rely on comment sentiment, indicating their implicit awareness that the commonly used metrics are inadequate. A regression analysis affirms that only the sentiment measure correlates positively with professional content evaluations, so this study both challenges the use of common quantitative metrics to evaluate SMI content and emphasizes the relevance of content-based metrics.

scholarly journals The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events

2019 ◽  
Vol 23 (6) ◽  
pp. 835-853 ◽  
Author(s):  
Bruno Schivinski ◽  
Daniela Langaro ◽  
Christina Shaw
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Online Survey ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Media Communication ◽  
Intentions To Participate ◽  
Social Media Communication ◽  
The Impact

Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. To address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers' attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers' attitudes towards the brand and the event was examined. An online survey (n = 307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (1) the effects of firm-created social media (SM) brand-related content on brand attitude, (2) the influence of user-generated SM brand-related content on both brand and event attitudes, (3) the impact of brand attitude on event attitude, (4) the influence of event attitude on the consumers' intentions to participate; and (5) identifies different arrays revealing how consumers' attitudes towards the brand and the event mediate the relationship between SM communications on consumers' behavioral intentions, while distinguishing the type of SM brand-related content source.

#INCLUSION – THE IMPACT OF SOCIAL MEDIA COMMUNICATION ON THE LEGITIMACY OF ARMED FORCES

2019 ◽  
pp. 43-60
Author(s):  
EVA MOEHLECKE DE BASEGGIO ◽  
OLIVIA SCHNEIDER ◽  
TIBOR SZVIRCSEV TRESCH
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Structural Equation ◽  
Armed Forces ◽  
Equation Model ◽  
Media Communication ◽  
The Public ◽  
Political Legitimation ◽  
Social Media Communication ◽  
The Impact

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

scholarly journals The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention

2021 ◽  
Vol 13 (16) ◽  
pp. 9471
Author(s):  
Hye-Ryeong Shin ◽  
Jeong-Gil Choi
Keyword(s):  
Social Media ◽  
Generational Differences ◽  
Purchase Intention ◽  
Source Credibility ◽  
Brand Image ◽  
Group Analysis ◽  
Moderating Effect ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs).

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

2020 ◽  
Vol 14 (1) ◽  
pp. 33-50 ◽  
Author(s):  
Heejin Lim ◽  
Michelle Childs
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Media Communication ◽  
Visual Storytelling ◽  
Content Type ◽  
Narrative Transportation ◽  
Implied Motion ◽  
Social Media Communication ◽  
The Impact

Purpose The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism. Design/methodology/approach Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2). Findings Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context. Practical implications Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story. Originality/value This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

scholarly journals Future trends in social media use for strategic organisation communication: Results of a Delphi study

2012 ◽  
Vol 2 (2) ◽  
Author(s):  
Anne Linke ◽  
Ansgar Zerfass
Keyword(s):  
Social Media ◽  
Delphi Study ◽  
Online Survey ◽  
Delphi Panel ◽  
Future Trends ◽  
Media Communication ◽  
Non Profit ◽  
The Status ◽  
Research Findings ◽  
Social Media Communication

This article examines current uses of social media for communication by enterprises, political organisations and non-profit organisations (NPOs) and identifies likely future trends. Based on a quantitative online survey among 860 communication professionals in Germany and a follow-up qualitative Delphi study with 32 identified experts from the organisational communication profession and academia, it explores the status quo and aims to identify future directions. While organisations show more advanced structures for social media communication compared to earlier research findings, the empirical data also identifies many shortcomings. The potentials of social media communication are not fully exploited due to missing prerequisites including governance structures, rules and resources. Looking into the future, the Delphi panel suggests that dedicated budgets, social media guidelines and other structural aspects will increase in the near future. However, many organisations will find specific ways to deal with the issue and common strategies are rare. At the same time, according to the qualitative findings, social media evaluation and cooperation across the boundaries of departments and organisational functions are likely to stay underdeveloped.

scholarly journals Enhancement of Retail Consumer Loyalty in Latvia by Means of Social Media Communication

2020 ◽  
Vol 1 (14) ◽  
pp. 80-89
Author(s):  
Iveta Linina ◽  
Velga Vevere
Keyword(s):  
Social Media ◽  
Research Question ◽  
Online Communication ◽  
Retail Store ◽  
Communication Strategy ◽  
Consumer Loyalty ◽  
Snowball Sampling ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

Social media communication has become an important tool both in relying information to potential consumers, as well as in creating experience sharing opportunities. The purpose of this paper is to examine the impact of’ social media communication on the loyalty formation in retailing. The tasks to be carried out are: (1) to research theoretical framework of social media communication and loyalty; (2) to work out methodology for empirical research; (3) to carry out research on consumers’ perception of retail stores online communication. Within the framework of the current study the authors employed a method of customer survey. Applying the non-probability snowball sampling method the questionnaire was distributed via e-mails and Facebook groups (n=327). The general population in this research  consisted of the economically active Latvia residents in 2020. The authors used 5-point Likert scale (1-low evaluation, 5 – very high evaluation). The SPSS program was used for this purpose, the following indicators were calculated: arithmetic mean (X ̅), Median (Me); Mode (Mo); Variation; Standard Deviation; Variation Coefficient. The research question posed in the article was the following: What role does social media play in enhancing consumer loyalty in retailing? Findings: 87% of all respondents have noticed the communication of Latvian retail store networks on social media and 60% of all respondents have chosen to follow the profile of social networks to one of them, which indicates the untapped opportunities of companies in this respect. Evaluating the communication of Latvian retail store chains, the arithmetic average is 2.68, but for communication on social media - 2.72.  It means that in order to increase these indicators, Latvian retail store chains must develop a communication strategy taking into account both the values of the target audience and the basic principles of building relationships with customers. The current research results can serve as grounds for the strategy development.

scholarly journals ANALISIS DAMPAK ADIKSI INTERNET PADA MEDIA SOSIAL TWITTER DI INDONESIA DENGAN PENDEKATAN TEORI KOMUNIKASI

2021 ◽  
Vol 7 (1) ◽  
pp. 582
Author(s):  
Nadya Berliana Putri ◽  
Nada Arina Romli
Keyword(s):  
Social Media ◽  
New Media ◽  
Learning Process ◽  
Internet Addiction ◽  
Communication Theory ◽  
Secondary Data ◽  
Theory Approach ◽  
Media Communication ◽  
Keywords Internet ◽  
The Impact

AbstrakTwitter merupakan salah satu platform media sosial terkemuka di seluruh dunia. Di Indonesia sendiri, penggunaannya sangat luas mulai dari update status, hiburan sampai berbisnis. Tak heran, berbagai kalangan sangat senang menggunakan media sosial ini. Namun, terdapat dampak dari penggunaan yang terus menerus. Maka dari itu, penulisan artikel ilmiah ini bertujuan untuk menganalisis dampak adiksi internet pada media sosial  Twitter di Indonesia dengan pendekatan teori komunikasi. Teori yang digunakan dalam penelitian ini adalah Teori Komunikasi Media Baru oleh Daniel Harries dan Teori Komunikasi Interpersonal oleh Young Yun Kim dan William Gudykunst. Metode yang digunakan pada penelitian ini adalah dengan pendekatan kualitatif dimana teknik pengumpulan data menggunakan kajian pustaka yang memfokuskan pada data sekunder. Hasil penelitian ini menunjukkan bahwa Twitter memanfaatkan proses pembelajaran berbasis bakat alami kita yaitu pemicu, perilaku, dan penghargaan. Kita memiliki ide atau memikirkan sesuatu yang lucu (pemicu), tweet (perilaku), dan menerima likes dan retweet (hadiah). Proses belajar ini menyebabkan aliran dopamin di pusat-pusat otak. Semakin banyak kita melakukan ini, semakin perilaku ini semakin diperkuat bahkan karena kuatnya kebanyakan orang memilih untuk tidak tidur (atau susah tidur) karena euforia yang dirasakan.Kata-kata kunci: Adiksi internet; perilaku; media sosial; teori komunikasi; twitter.AbstractTwitter is one of the leading social media platforms throughout the world. In Indonesia, its use is very wide ranging from status updates, entertainment, to business. Not surprisingly, various groups are very happy to use social media. However, there is an impact of continuous use. Therefore, the writing of this article aims to analyze the impact of internet addiction on Twitter's social media in Indonesia with a communication theory approach. Theories used in this research are New Media Communication Theory by Daniel Harries and Interpersonal Communication Theory by Young Yun Kim and William Gudykunst. The method used in this study is a qualitative approach where data collection techniques use literature review that focuses on secondary data. The results of this study indicate that Twitter makes use of our natural talent-based learning process, namely triggers, behaviors, and rewards. We have ideas or think of something funny (triggers), tweet (behavior), and receive likes and retweets (gifts). This learning process causes the flow of dopamine in the centers of the brain. The more we do this, the more amplified this behavior is, even because most people choose not to sleep (or have trouble sleeping) because of the euphoria they feel. Keywords:  Internet addiction; behavior; social media; communication theory; twitter.

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