scholarly journals Social media use to improve communication on children and adolescent’s health: the role of the Italian Paediatric Society influencers

2021 ◽  
Vol 47 (1) ◽  
Author(s):  
Elena Bozzola ◽  
Anna Maria Staiano ◽  
Giulia Spina ◽  
Nicola Zamperini ◽  
Francesco Marino ◽  
...  
Keyword(s):  
Social Media ◽  
Easy Access ◽  
Paediatric Society ◽  
Media Communication ◽  
Digital Era ◽  
Public Health Organizations ◽  
Internet Availability ◽  
Correct Communication ◽  
Social Media Communication

Abstract Background Fake news on children’s and adolescent health are spreading. Internet availability and decreasing costs of media devices are contributing to an easy access to technology by families. Public health organizations are working to contrast misinformation and promote scientific communication. In this context, a new form of communication is emerging social media influencers. Aim of this study is to evaluate the role of paediatric influencers (PI) in communicating information about children and adolescents’ health. Materials and methods A group of PI was enrolled from December 2019 to January 2020 by a scientific commission nominated by the Italian Paediatric Society (SIP). PI were asked to share Facebook messages from the official page of the SIP to their own network. Social media tools have been evaluated across 12 months, from July 28, 2019, to July 11, 2020. For the purposes of clarity, we schematically divided the study period as follows: the period of PIs activity (January 6, 2020, to July 11, 2020) and the period when PIs were not yet active (July 28, 2019, to January 4, 2020). Information on Facebook page (lifetime total likes, daily new likes, daily page engaged, daily total reach) and on published post (lifetime post total reach, lifetime post organic reach, lifetime engaged users) were evaluated. Results A significant increase in Facebook daily new likes, page engagement and total reach, as well as in lifetime post total and organic reach was evidenced. As for PI, they reported a positive experience in most cases. Discussion In the digital era, communication strategies are becoming more important, so that the scientific community has to be actively involved in social media communication. Our pilot study demonstrated that the recruitment of paediatric influencers has increased communication and interaction of the SIP Facebook page. Conclusion Our study shows the potential role of influencers: spreading health messages via PI seems to be a successful strategy to promote correct communication about children’s and adolescents’ health.

Social media communication and higher education brand equity: The mediating role of eWOM

2020 ◽  
Author(s):  
Sabira Sagynbekova ◽  
Ecem Ince ◽  
Oluwatobi A. Ogunmokun ◽  
Ridhwan O. Olaoke ◽  
Uchechukwu E. Ukeje
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Brand Equity ◽  
Media Communication ◽  
Mediating Role ◽  
Social Media Communication

scholarly journals Membership in the digital era

2020 ◽  
Vol 57 (1) ◽  
Author(s):  
Gabriella Scaramuzzino ◽  
Roberto Scaramuzzino
Keyword(s):  
Social Media ◽  
Trade Unions ◽  
New Technologies ◽  
Civil Society Organizations ◽  
Media Communication ◽  
Digital Era ◽  
Use Of Internet ◽  
Social Media Communication ◽  
Point Of Departure ◽  
Internet And Social Media

The aim of the article is to explore trade unions’ use of Internet and social media in communicating with members and to understand membership in the digital era. A point of departure is that new forms of relationships between individuals and organizations are on the rise as our present societies become more digitalized, which has changed how citizens interact, mobilize, and organize. Digitalization has been discussed as a driving factor behind membership decline and disengagement, but also as an opportunity to revitalize the labor movement. Drawing on theories on social movements, interest groups, and civil society organizations the article adopts a multi-dimensional perspective that understands membership as participation, resource, representativeness, and identity. It presents results from a qualitative study of two Swedish trade unions. The empirical data consists of documentation from websites and social media complemented by interviews with employees with knowledge about the unions’ Internet and social media communication. The results show that Swedish unions do not seem to be adapting to new technologies, rather using them as opportunities for strengthening and reviving membership without re-formulating its premises.

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.

Exploring the relationships between socialization agents, social media communication, online shopping experience, and pre-purchase search: a moderated model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mahasweta Saha ◽  
Sangeeta Sahney
Keyword(s):  
Social Media ◽  
Information Search ◽  
Online Shopping ◽  
Consumer Socialization ◽  
Media Communication ◽  
Content Type ◽  
Shopping Experience ◽  
Socialization Agents ◽  
Social Media Communication

PurposeThe purpose of this study is to examine the relationships between the dimensions of the pre-purchase information search (PS) such as direction (reliance on the information sources-RIS) and pattern (reliance on the utilitarian value-RUV), moderating role of the online shopping experience (OSE), and their influence on the behavior of the socialization agents (family communication (FC), peer communication (PC), TV advertising-TVAdv, social media communication (SMC)) for buying branded apparel.Design/methodology/approachThis study used a questionnaire, and a total of 458 responses were obtained. A measurement model with the dimensions of the pre-purchase information search and socialization agents was analyzed using confirmatory factor analysis. The conceptual model with hypotheses (direct and moderated effects) was analyzed using a moderated approach using Hayes Macros.FindingsThe findings confirm the significant influence of the dimensions of the PS (RIS and RUV) on the behavior of socialization agents for buying branded apparel with the strongest influence of RIS on SMC. The moderated effects of OSE between the dimensions of PS and socialization agents are found to be significant except for the relationship between RIS and FC. The direct effects of the RIS and RUV on the socialization agents are higher for consumers having high OSE and lower for consumers having low OSE.Originality/valueThe findings contribute to the growing body of literature on the PS, highlighting the importance of consumer socialization for the purchase decision of consumers in emerging markets. No previous studies have applied a psychological approach to explain the variation in the external search incorporating the dimensions like direction (RIS) and pattern (RUV), which did not receive research attention so far. This study uniquely sets a new direction for the researchers by establishing a theoretical linkage between the dimensions of PS that can act as antecedents and can significantly influence the behavior of socialization agents using the consumer socialization approach based on the social learning theory. The results reveal the strongest influence of SMC and establish the moderating role of OSE for the buying decision of branded apparel. The findings are valuable for online marketers who must acknowledge that social media is the strongest platform for reaching customers and must create a formal page for displaying their latest updates about their products and services. Marketers must engage all the family members through online contests and feedback sessions for developing trust for online shopping platforms.

PERAN PUBLIC RELATIONS ORGANISASI B2B MEMBANGUN BRAND IMAGE MELALUI JEJARING SOSIAL PROFESIONAL LINKEDIN (STUDI KASUS MITSUBISHI FUSO)

2021 ◽  
Vol 6 (2) ◽  
pp. 156
Author(s):  
Suci Sitoresmi
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Brand Image ◽  
Media Communication ◽  
Brand Association ◽  
Use Of Social Media ◽  
Social Media Communication ◽  
Business To Business

Social media communication still not becoming key focus in business to business (B2B) organization. In fact, social media utilization in supporting company activities continues to develop. This condition requires B2B companies to adapt to the tremendous use of social media nowadays. LinkedIn is a media social platform which has the same ‘professional’ audience with B2B organizations, including professional executive, decision makers, and top-level-management. The purpose of this writing is to determine how does the role of B2B public relations in building brand image through LinkedIn. This research was conducted through a qualitative approach with a case study method. The results show that the role of B2B public relations in building brand image through LinkedIn can be done by creating LinkedIn contents that considering the dimensions of brand image, namely brand identity, brand personality, brand association, brand behavior and attitude, and brand competence and benefit.

The role of space and place in social media communication: two case studies of policy perspectives

2019 ◽  
Vol 2 (2) ◽  
pp. 221-244 ◽  
Author(s):  
Adiyana Sharag-Eldin ◽  
Xinyue Ye ◽  
Brian Spitzberg ◽  
Ming-Hsiang Tsou
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Space And Place ◽  
Media Communication ◽  
Social Media Communication

scholarly journals Emoticons are not for everyone: The role of congruence between hotel brand positioning strategies and communication style in enhancing customers’ brand attitude and booking intention

2021 ◽  
pp. 146735842199390
Author(s):  
Sabrina M Hegner ◽  
Carlotta Lotze ◽  
Ardion Daroca Beldad
Keyword(s):  
Social Media ◽  
Brand Attitude ◽  
Communication Style ◽  
Communication Styles ◽  
Brand Positioning ◽  
Media Communication ◽  
Booking Intentions ◽  
Social Media Communication ◽  
The Impact

Social media has become an influential communication channel, and brands are increasingly using an informal style in their social media communication. Nonetheless, despite this development, little research has addressed the influence of social media communication style on brand perceptions. Hence, this study addresses the question on how the interaction of employing different communication styles and different hotel positioning strategies affects consumers’ perceptions and booking intentions in the hotel industry. Additionally, this study explores whether the fit between communication style and hotel positioning mediates the relationship on brand attitude and booking intention. A 2x2 between-subjects full-factorial design with 336 participants was conducted. Results of the experiment show that an informal communication style can be harmful for a utilitarian positioned hotel. A perception of fit between brand positioning and communication style leads to a more favorable brand attitude and higher booking intention. Despite the tendency for brands to increasingly use an informal style in their social media communication, only little research has analyzed the impact of communication style on consumer perceptions. Furthermore, considering a hotel’s positioning represents an important moderator in this relationship.

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