Brand and influencer strategies in social media marketing of luxury brands in African cities

2021 ◽  
Vol 7 (1) ◽  
pp. 105-121 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
African Cities ◽  
Global Brands ◽  
Global Brand ◽  
Critical Theories ◽  
The Social ◽  
The Relationship ◽  
Depth Interviews

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

Study of Consumer Brand Following Intention on Instagram

2021 ◽  
Vol 11 (2) ◽  
pp. 32-51
Author(s):  
Simran Kaur Madan ◽  
Payal S. Kapoor
Keyword(s):  
Social Media ◽  
Consumer Motivation ◽  
Media Usage ◽  
Consumer Skepticism ◽  
Consumption Decisions ◽  
The Social ◽  
Media Platform ◽  
Relationship Of ◽  
The Relationship

The research, based on uses and gratifications theory, identifies consumer motivation and factors that influence consumers' intention to follow brands on the social media platform of Instagram. Accordingly, this study empirically examines the role of need for self-enhancement, the need for entertainment, and deal-seeking behaviour on the intention to follow brands on Instagram. Further, the study investigates the mediation of social media usage behaviour for consumption decisions on eliciting brand following behaviour. Moderation of consumer skepticism on the relationship of deal-seeking behaviour, and intention to follow brands is also investigated. Findings reveal a significant direct effect of need for self-enhancement, need for entertainment, and deal-seeking behaviour on intention to follow brands. Indirect effect of social media usage behaviour for consumption decisions was also significant; however, moderation of consumer skepticism was not found to be significant. The study will help marketers create engaging content that enables consumer-brand interactions.

The Role of Social Media in Adolescent Loneliness and Mental Health Problems: Current Evidence and Suggestions for Future Work

2021 ◽  
Author(s):  
Warner Myntti ◽  
Jensen Spicer ◽  
Carol Janney ◽  
Stacey Armstrong ◽  
Sarah Domoff
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Mental Health Problems ◽  
Media Use ◽  
Current Evidence ◽  
Social Media Use ◽  
The Social ◽  
Future Work ◽  
The Relationship

Adolescents are spending more time interacting with peers online than in person, evidencing the need to examine this shift’s implications for adolescent loneliness and mental health. The current review examines research documenting an association between social media use and mental health, and highlights several specific areas that should be further explored as mechanisms within this relationship. Overall, it appears that frequency of social media use, the kind of social media use, the social environment, the platform used, and the potential for adverse events are especially important in understanding the relationship between social media use and adolescent mental health.

The Role of Social Media Strategies in Competitive Banking Operations Worldwide

2014 ◽  
pp. 304-340
Author(s):  
Nurdan Oncel Taskiran ◽  
Recep Yilmaz ◽  
Nursel Bolat
Keyword(s):  
Social Media ◽  
Banking Sector ◽  
Concept Development ◽  
Economic Capital ◽  
The Social ◽  
The Relationship ◽  
Banking Operations

Social media has rapidly taken its place among the important phenomenons of today. It has an important role in institutionalization and companies’ financial effectivness in many fields. This chapter discusses concept, development of social media, investigations about social media in different continents, its relation with institutionalization, and its role in the banking sector in the process of globalisation. In this study, social media strategies of a global bank on different continents are empirically analysed. Obtained data sheds light on the relationship between the social and economic capital in today’s world in an interdisciplinary platform.

The Role of Social Media Strategies in Competitive Banking Operations Worldwide

2015 ◽  
pp. 180-217
Author(s):  
Nurdan Oncel Taskiran ◽  
Recep Yilmaz ◽  
Nursel Bolat
Keyword(s):  
Social Media ◽  
Banking Sector ◽  
Concept Development ◽  
Economic Capital ◽  
The Social ◽  
The Relationship ◽  
Banking Operations

Social media has rapidly taken its place among the important phenomenons of today. It has an important role in institutionalization and companies' financial effectivness in many fields. This chapter discusses concept, development of social media, investigations about social media in different continents, its relation with institutionalization, and its role in the banking sector in the process of globalisation. In this study, social media strategies of a global bank on different continents are empirically analysed. Obtained data sheds light on the relationship between the social and economic capital in today's world in an interdisciplinary platform.

The Role of Social Media Strategies in Competitive Banking Operations Worldwide

2018 ◽  
pp. 1258-1297
Author(s):  
Nurdan Oncel Taskiran ◽  
Recep Yilmaz ◽  
Nursel Bolat
Keyword(s):  
Social Media ◽  
Banking Sector ◽  
Concept Development ◽  
Economic Capital ◽  
The Social ◽  
The Relationship ◽  
Banking Operations

Social media has rapidly taken its place among the important phenomenons of today. It has an important role in institutionalization and companies' financial effectivness in many fields. This chapter discusses concept, development of social media, investigations about social media in different continents, its relation with institutionalization, and its role in the banking sector in the process of globalisation. In this study, social media strategies of a global bank on different continents are empirically analysed. Obtained data sheds light on the relationship between the social and economic capital in today's world in an interdisciplinary platform.

The role of social media in political change in the Kurdistan Region of Iraq

2021 ◽  
Author(s):  
Yahya Fatah
Keyword(s):  
Social Media ◽  
The Political ◽  
Political Transformation ◽  
Religious Leaders ◽  
Kurdistan Region ◽  
The Social ◽  
Social Media Platforms ◽  
The Media ◽  
The Relationship

This study deals with the relationship between the political field and the media field especially the role of the social media platforms on the political transformation recently in Kurdistan region of Iraq. This is done through a scientific and theoretical study about the controversial relationship between both politic and media and by directing a group of questions concerning this subject to the media experts and socialists in both of Sulaymaniyah and Polytechnic University of Sulaymaniyah. Finally the researcher reaches a group of results, of which: most of the sample members see that the social media platforms is a suitable environment to express and oppose the authority in the Kurdistan region but it is also see that the social media platforms causes stirring up strife and chaos in the region and they also see that it encourages violence which leads to burning party headquarters and governmental institutes in the Kurdistan region of Iraq. On the other hand, most of the sample people see that the role of the religious leaders is stronger than the role of the social media on the community in the Kurdistan region of Iraq.

Journalism and Truth in an Age of Social Media

2019 ◽  
Keyword(s):  
Social Sciences ◽  
Social Media ◽  
Communication Studies ◽  
Interdisciplinary Work ◽  
The Public ◽  
The Social ◽  
Media Institutions ◽  
Truth Claims ◽  
The Relationship

This edited volume examines how the growth of social media and ancillary computer systems is affecting the relationship between journalism and the pursuit of truth. Experts explore how news is perceived and identified, presented to the public, and how the public responds to news. They consider social media’s effect on the craft of journalism as well as the growing role of algorithms, big data, and automatic content production regimes. The volume’s aim is to confront these issues in a way that will be of enduring relevance; the discussions about contemporary journalism inform current students and help scholars in the future. Chapters reflect on questions such as what is different and what remains the same in journalism’s pursuit of truth now that social media has become such a prominent force in news gathering, dissemination, and reinterpretation? How has reader participation and responses changed? What are the implications for journalistic information gathering and truth claims? What is different now about the social roles of journalists and media institutions? How does interaction between journalists and social media affect democratic practices? The chapters offer a mix of empirical and critical work that reflects on journalism’s past, present, and future roles in our lives and in society. An interdisciplinary work, this volume brings together leading scholars in the fields of journalism and communication studies, philosophy, and the social sciences to explore how we should understand journalism’s changing landscape as it relates to fundamental questions about the role of truth and information in society.

Pathways to political (dis-)engagement: motivations behind social media use and the role of incidental and intentional exposure modes in adolescents’ political engagement

2020 ◽  
Vol 45 (s1) ◽  
pp. 671-693 ◽  
Author(s):  
Raffael Heiss ◽  
Johannes Knoll ◽  
Jörg Matthes
Keyword(s):  
Social Media ◽  
Social Network ◽  
Information Seeking ◽  
Social Network Sites ◽  
Political Engagement ◽  
Online Engagement ◽  
The Social ◽  
Intentional Mode ◽  
The Relationship

AbstractBased on the Social Media Political Participation Model (SMPPM), this study investigates the relationship between four key motivations behind the use of Social Network Sites (SNS) and political engagement among adolescents. We collected our data in a paper-pencil survey with 15- to 20-year-old adolescents (N=294), a highly underexplored group, which is most active on social media. We theorize that adolescents’ user motivations are related to political engagement via two modes of exposure: The intentional mode, which is related to active information seeking, and the incidental mode, in which adolescents run into politics only by accident. We found that political information and self-expression motivations were positively related to political engagement via the intentional mode. By contrast, entertainment motivations were negatively related to offline, but not to online engagement via the incidental mode.

Picturing luxury, producing value: The cultural labour of social media brand influencers in South Africa

2019 ◽  
Vol 22 (2) ◽  
pp. 229-247 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Brand Value ◽  
Luxury Brands ◽  
Global Brands ◽  
Critical Scholarship ◽  
The Aesthetic ◽  
Insight Into ◽  
Relevant Material

This article explores the cultural labour of social media influencers who market luxury brands on their Instagram profiles. Through an analysis of brand-relevant material posted by six social media ‘influencers’, this article provides insight into the aesthetic of their cultural labour. As context, a brief summary of literature on the concept of brand ambassadorship is offered alongside a discussion of critical scholarship that defines the work of social media influencers as a form of brand value creation. The article argues that there are three types of value creation evident in visuals created by the influencers: as attempts at celebritization, in telling the story of the brand, and as role of models of aspirational consumer-citizenship. It is argued that the visual work undertaken online by social media influencers contributes in significant ways to the production of the value of global brands, and that this should be contextualized within the unique socio-economic aspirations of consumers based in the global south.

From an “idea generator” to a “solution facilitator”

2019 ◽  
Vol 24 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Pui Yuen Lee ◽  
Kung Wong Lau
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Traditional Role ◽  
Content Type ◽  
Role Identities ◽  
Advertising Industry ◽  
The Social ◽  
Depth Interviews ◽  
Service Advertising

PurposeThe rise of social media marketing has brought significant implications for advertising industry and its organizations. The traditional role of advertising professionals had been changing from a clear identity to an unclear one. However, previous research has studied relatively little about advertising professionals’ roles and identities or how they may be changing in the social media marketing era. The paper aims to discuss these issues.Design/methodology/approachA qualitative, interpretive approach was taken in this study. It involved 32 in-depth interviews with advertising professionals in advertising organizations differing in size, digital focus and ownership in different multinational full-service advertising organizations and digital organizations.FindingsThe findings indicated that the role of advertising professionals is innovating from a traditional “idea generator” to a “solution facilitator” in response to the social media marketing.Originality/valueThis study identified the key experiences of advertising professionals that they were found to have divergent role identities linked to their identification with traditional and digital organizations.

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