Engaging consumers on social media: empirical evidence from the communications analysis of a CSR oriented company

2017 ◽  
Vol 12 (1) ◽  
pp. 1
Author(s):  
Andrea Moretti ◽  
Annamaria Tuan
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Communications Analysis

scholarly journals Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns

2019 ◽  
Vol 83 (5) ◽  
pp. 78-96 ◽  
Author(s):  
Christian Hughes ◽  
Vanitha Swaminathan ◽  
Gillian Brooks
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Empirical Investigation ◽  
Social Media Platform ◽  
Firm Strategies ◽  
Brand Engagement ◽  
Response Data ◽  
Source Expertise ◽  
Online Engagement ◽  
Media Platform

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content, which are further moderated by social media platform type and campaign advertising intent. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial. However, source expertise fails to drive engagement when the sponsored post occurs on Facebook. When a sponsored post occurs on Facebook, posts high in hedonic content are more effective when the advertising intent is to increase trial versus raise awareness. The effectiveness of campaign incentives depends on the platform type, such that they can increase (decrease) engagement on blogs (Facebook). The empirical evidence for these findings comes from real in-market customer response data and is supplemented with data from an experiment. Taken together, the findings highlight the critical interplay of platform type, campaign intent, source, campaign incentives, and content factors in driving engagement.

Boosting E-Participation

2018 ◽  
pp. 103-125
Author(s):  
David Valle-Cruz ◽  
Rodrigo Sandoval-Almazan
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Case Studies ◽  
The State ◽  
Structured Interviews ◽  
Public Servants ◽  
Municipal Governments ◽  
Government Services ◽  
Significant Growth ◽  
Use Of Social Media

In this chapter, the authors show two case studies of the use of social media in municipal governments: Lerma, a small municipality with a significant growth, and Metepec, an important municipality of the State of México. The purpose of this chapter is to provide empirical evidence of how social media improves government to citizen relationship and promotes e-participation in municipal governments. The results are based on semi-structured interviews applied to public servants and a survey to evaluate e-government services by citizens. So, the citizen perception is contrasted with public servants' interviews. Citizens consider that electronic procedures and services implemented by their municipalities do not generate value. The efforts of governments should focus on avoiding corruption, making governments transparent, opening data, and properly managing the privacy of information.

Depolarization through social media use: Evidence from dual identifiers in Hong Kong

2020 ◽  
Vol 22 (8) ◽  
pp. 1339-1358 ◽  
Author(s):  
Tetsuro Kobayashi
Keyword(s):  
Social Media ◽  
Hong Kong ◽  
Political Participation ◽  
Empirical Evidence ◽  
Media Use ◽  
Social Identities ◽  
The Political ◽  
Social Media Use ◽  
Dual Identities ◽  
Use Of Social Media

Despite the concern that partisan selectivity in the political use of social media leads to mass polarization, the empirical evidence is mixed at best. Given the possibility that these inconclusive findings are attributable to moderators in the process that have not been adequately studied, this article elaborates the roles played by different forms of social identities. By analyzing three datasets collected in Hong Kong, where Chinese and Hong Kongese identities are constructed in a nonmutually exclusive way, this study demonstrates that (1) partisan selectivity in media use is reliably detected among those with single Hong Kongese identity, but not among those with dual identities of Hong Kongese and Chinese, (2) the political use of social media polarizes the attitudes and affects of single identifiers, whereas it has depolarizing effects on dual identifiers, and (3) these contrasting effects on polarization between single and dual identifiers have downstream consequences for political participation.

The Role of Social Media in the Purchase of Books: Empirical Evidence from Vietnam’s Publishing Industry

2019 ◽  
Vol 35 (4) ◽  
pp. 704-709 ◽  
Author(s):  
Hoang Viet Nguyen ◽  
Le Van Huy ◽  
The Ninh Nguyen ◽  
Van Son Dinh ◽  
Viet Thao Tran
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Publishing Industry

Does usage of enterprise social media affect employee turnover? Empirical evidence from Chinese companies

2019 ◽  
Vol 29 (4) ◽  
pp. 970-992 ◽  
Author(s):  
Lu Yingjie ◽  
Shasha Deng ◽  
Taotao Pan
Keyword(s):  
Social Media ◽  
Theoretical Model ◽  
Empirical Evidence ◽  
Employee Turnover ◽  
Theoretical Research ◽  
High Tech ◽  
Content Type ◽  
Enterprise Social Media ◽  
Job Levels ◽  
Social Use

Purpose The purpose of this paper is to examine how the usage of enterprise social media (ESM) affects eventual employee turnover. Design/methodology/approach This study developed a theoretical model based on the proposition that different ESM usage behaviors (utilitarian use, hedonic use and social use) have different effects on employee turnover, and job type and job level can moderate the effect of ESM usage on turnover. The model was examined empirically using 1,791 employee samples from a large high-tech manufacturing enterprise deploying ESM. Findings The results indicate that the utilitarian and social use of ESM has negative effects on turnover, but the hedonic use of ESM has positive effects on turnover. Furthermore, for employees working in different job types and job levels, there are significant differences concerning the effect of ESM usage on their turnover. Practical implications ESM managers should encourage employees to use ESM for utilitarian needs and social support but restrict excessive use of ESM for leisure. In addition, different ESM use policies depending upon job types and job levels could be adopted to retain valuable employees. Originality/value Few studies have focused on how usage of ESM affects eventual employee turnover. Given the lack of theoretical research and empirical evidence, the authors developed a theoretical model and conducted an empirical study to fill the research gap.

Antonym adjective pairs and prosodic iconicity: evidence from letter replications in an English blogger corpus

2019 ◽  
Vol 5 (1) ◽  
Author(s):  
Susanne Fuchs ◽  
Egor Savin ◽  
Stephanie Solt ◽  
Cornelia Ebert ◽  
Manfred Krifka
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Spoken Language ◽  
General Assumption ◽  
Written Language ◽  
Prosodic Features ◽  
Gradable Adjectives ◽  
Natural Languages ◽  
Show Evidence ◽  
Temporal Extent

AbstractWhile the general assumption has long been that natural languages exhibit an arbitrary pairing of form and meaning, there is increasing empirical evidence that iconicity in language is not uncommon. One example from spoken language involves iconic prosodic modulation, i.e. the changing of prosodic features such as duration and fundamental frequency to express meanings such as size and speed. In this paper, we use data from an English social media corpus, with 140 million words written by 19,320 bloggers, to investigate a counterpart to iconic prosodic modulation in written language, namely letter replications (e.g. loooong). We examine pairs of gradable adjectives such as short/long, tiny/huge and fast/slow, finding a higher frequency of letter replications for adjectives associated with greater size or spatial/temporal extent. We did not find an iconic effect on the number of replicated letters. Our results show evidence for iconic prosody in written language, and further demonstrate that social media databases offer an excellent opportunity to investigate naturalistic written language.

scholarly journals Reasoning about Political Bias in Content Moderation

2020 ◽  
Vol 34 (09) ◽  
pp. 13669-13672 ◽  
Author(s):  
Shan Jiang ◽  
Ronald E. Robertson ◽  
Christo Wilson
Keyword(s):  
Social Media ◽  
Community Health ◽  
Empirical Evidence ◽  
Hate Speech ◽  
Logical Reasoning ◽  
Hybrid Process ◽  
The Political ◽  
Propensity Scoring ◽  
Political Bias ◽  
Left And Right

Content moderation, the AI-human hybrid process of removing (toxic) content from social media to promote community health, has attracted increasing attention from lawmakers due to allegations of political bias. Hitherto, this allegation has been made based on anecdotes rather than logical reasoning and empirical evidence, which motivates us to audit its validity. In this paper, we first introduce two formal criteria to measure bias (i.e., independence and separation) and their contextual meanings in content moderation, and then use YouTube as a lens to investigate if the political leaning of a video plays a role in the moderation decision for its associated comments. Our results show that when justifiable target variables (e.g., hate speech and extremeness) are controlled with propensity scoring, the likelihood of comment moderation is equal across left- and right-leaning videos.

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