Formation of Strategy of Library Representation on Social Media: Experience of the Leading Libraries

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.

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

Integrating Social Media into Business Practice, Applications, Management, and Models - Advances in E-Business Research ◽

10.4018/978-1-4666-6182-0.ch002 ◽

2014 ◽

pp. 14-32 ◽

Cited By ~ 2

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.

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Disaster Preparedness and Social Media: Experience from an Earthquake in Hawassa 2016

Prehospital and Disaster Medicine ◽

10.1017/s1049023x17003296 ◽

2017 ◽

Vol 32 (S1) ◽

pp. S115

Author(s):

Temesgen B. Abicho

Keyword(s):

Social Media ◽

Disaster Preparedness ◽

Media Experience

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Evaluation of a Health and Fitness Social Media Experience

American Journal of Health Education ◽

10.1080/19325037.2011.10599191 ◽

2011 ◽

Vol 42 (4) ◽

pp. 222-227 ◽

Cited By ~ 11

Author(s):

Renee E. Frimming ◽

Myles Jay Polsgrove ◽

Glenna G. Bower

Keyword(s):

Social Media ◽

Health And Fitness ◽

Media Experience

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Communicating Scientific Research Through the Web and Social Media: Experience of the United Nations University with the Our World 2.0 Web Magazine

Geoscience Research and Outreach - Innovations in Science Education and Technology ◽

10.1007/978-94-007-6943-4_7 ◽

2013 ◽

pp. 91-101 ◽

Cited By ~ 1

Author(s):

Brendan F. D. Barrett ◽

Mark Notaras ◽

Carol Smith

Keyword(s):

Social Media ◽

United Nations ◽

Scientific Research ◽

The United Nations ◽

Media Experience ◽

The Web

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Do College Students Benefit from Their Social Media Experience?

Advances in Human and Social Aspects of Technology - Human Behavior, Psychology, and Social Interaction in the Digital Era ◽

10.4018/978-1-4666-8450-8.ch013 ◽

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.

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