Engagement Factors in Social Media Experience

2014 ◽  
Author(s):  
Predrag Nikolic
Keyword(s):  
Social Media ◽  
Engagement Factors ◽  
Media Experience

scholarly journals Factors of communication mix on social media and their role in forming customer experience and brand image

2018 ◽  
Vol 13 (3) ◽  
pp. 1108-1118 ◽  
Author(s):  
Radovan Bacik ◽  
Richard Fedorko ◽  
Ludovit Nastisin ◽  
Beata Gavurova
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Customer Experience ◽  
Media Environment ◽  
Building Relationships ◽  
Brand Building ◽  
Brand Reputation ◽  
Marketing Activities ◽  
New Perspective ◽  
Media Experience

Abstract Building a brand is a long-term process and it also applies to the world of social media. It is said that building a good brand reputation takes years, but it can be ruin in a moment. Therefore, it is important to look responsibly at all the aspects that have a role in building a brand on social media. The actual experience with the brand on social media is able to significantly affect brand building. The study focuses on exploring brand-building relationships in the social media environment. We selected a set of factors to predict customer experience with the brand in a social media environment and then we examined the relationship between this customer experience and the perceived brand image. 476 respondents filled out the electronic questionnaire. The study puts the greatest emphasis on respondents aged 20 to 35 years. We used correlation analysis to investigate the relationships in this issue. Out of the seven investigated relationships, up to two cases with medium dependence were confirmed by the strong relevance of relationships. The results support the importance of using social media tools for branding purposes, because these tools are the ones with the greatest ability to influence the people’s perception and attitude. It is also the fastest and one of the most personal ways to communicate with the customer. It happens in real time and it can convey the real emotion if performed right which all together help to trigger the user action. The findings of this study can guide marketing activities for companies to make the return on investment in social media as high as possible. The research offers a new perspective on selected factors and their role in creating social media experience and subsequently a brand image.

Impact of General Social Media Experience on Usefulness for Business in the Workplace

2014 ◽  
pp. 14-32 ◽  
Author(s):  
Donald L. Amoroso ◽  
Tsuneki Mukahi ◽  
Mikako Ogawa
Keyword(s):  
United States ◽  
Social Media ◽  
Strong Predictor ◽  
The United States ◽  
Ease Of Use ◽  
Collective Knowledge ◽  
Use Of Social Media ◽  
Media Experience ◽  
Behavioral Intention To Use ◽  
Media Applications

This chapter looks at the adoption of general social media applications on usefulness for business, comparing the factors that influence adoption at work between Japan and the United States. In Japan, ease of use and usefulness for collective knowledge in general social media are predictors of usefulness for business social media, and in the United States, only usefulness for collective knowledge is a strong predictor of usefulness for business. The authors did not find behavioral intention to use social media in the workplace to be an important factor in predicting the usefulness of social media for business. The value of this research is its ability to understand the use of social media in the workplace to include how the experience of social media impacts on the expectation of usefulness for business and how the impact of ease of use differs from Japanese to the United States because of cultural, technological, and market reasons.

Evaluation of a Health and Fitness Social Media Experience

2011 ◽  
Vol 42 (4) ◽  
pp. 222-227 ◽  
Author(s):  
Renee E. Frimming ◽  
Myles Jay Polsgrove ◽  
Glenna G. Bower
Keyword(s):  
Social Media ◽  
Health And Fitness ◽  
Media Experience

Tweet so good that they can't ignore you! Suggesting posting strategies to micro-celebrities for online engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shahid Iqbal Khan ◽  
Bilal Ahmad
Keyword(s):  
Social Media ◽  
Secondary Data ◽  
Target Population ◽  
Content Type ◽  
Mean Values ◽  
Social Media Networks ◽  
Online Engagement ◽  
Day Of The Week ◽  
Engagement Factors ◽  
The Impact

PurposeThe purpose of this study is to investigate the impact of post content, post media and post scheduling strategies on online engagement on Twitter in context of micro celebrities in Pakistan.Design/methodology/approachFor this research, micro celebrities of Pakistan have been defined as the target population. Secondary data consisting of 464 tweets from walls of six micro celebrities belonging to both genders and diverse set of socio-political fields was collected. Tweedie estimation analysis was run to accept or reject the hypotheses. Mean values with standard deviations were utilized to analyze the different engagement patterns of dichotomous variables (content type, content language, mentions, hashtags, text, images, links, videos, hour of the day and day of the week) on online engagement.FindingsContent type, content language, content length, hashtags, mentions, images, links, videos, hour of the day and day of the week have been found to have a significant relationship with online engagement on Twitter.Research limitations/implicationsFirst, the study has been conducted in context of micro celebrities on Twitter. It did not include influencers on other social media networks. Second, study considered only quantitative aspects of engagement based on secondary data ignoring qualitative aspects of phenomenon due to time and methodology constraints. Third, study did not include link clicks as a measure of engagement as clicks data is not publicly available on the posts.Practical implicationsThe study contributes significantly to find out valuable “micro celebrity” strategies in Pakistan. The study suggests micro celebrities to tweet soft content in Urdu language along with relevant hashtags and mentions to get higher engagement on their tweets. Further, tweets should contain maximum number of characters. Micro celebrities should not insert images, links and videos in their tweets as these media types result in lower engagement on Twitter. Micro celebrities should tweet at low hours and weekends.Social implicationsAs this study focuses on investigation of better engagement practices for micro celebrities, it will help general public to express themselves more effectively through social media.Originality/valueFirst, this is the first study that investigates the online engagement model for micro celebrities. Second, the online engagement model designed in this study has yet not been investigated to best of our knowledge. The theoretical model combines multiple engagement factors discussed in previous studies conducted on Facebook, YouTube, Instagram and Twitter.

Do College Students Benefit from Their Social Media Experience?

2015 ◽  
pp. 259-278
Author(s):  
Ling Fang ◽  
Louisa Ha
Keyword(s):  
Social Support ◽  
College Students ◽  
Social Media ◽  
Undergraduate Students ◽  
Social Networking Sites ◽  
Self Efficacy ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Efficacy Research ◽  
Media Experience

As young people are increasingly dependent on Social Networking sites (SNS) to socialize, seek information, and self-broadcast, their SNS consumption has been found to be associated with social capital and social support in a positive way especially among individuals with low psychological assets. This exploratory study investigated SNS involvement in relation to college students' perceived self-efficacy change afterwards based on the social cognitive theory and literature review on social media effects studies. Undergraduate students (N = 395) in a Midwest U.S. public university participated in a web survey in September 2012. Results indicated a positive potential of involving in SNS activities to strengthen users' self-efficacy. Research data also point to the mediating roles of social support and social learning on SNS involvement and self-efficacy, especially among low self-efficacy college students with homogenous SNS networks. Theoretical and practical implications are discussed.

The donation and transplant divulgation process of 21st century: Social media experience from “Coordinación Sectorial de Trasplantes de Sevilla-Huelva”

2020 ◽  
Vol 44 (1) ◽  
pp. 57-58
Author(s):  
J.J. Egea-Guerrero ◽  
L. Martín-Villén ◽  
Z. Ruiz de Azúa-López ◽  
F. Maroto Monserrat ◽  
J.A. Sanchez-Román ◽  
...  
Keyword(s):  
Social Media ◽  
21St Century ◽  
Media Experience
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