scholarly journals UNDERSTANDING IMPACT OF MEDIA ENGAGEMENT ON ADVERTISING ACCEPTANCE AND VALUE WITHIN MOBILE SOCIAL NETWORK IN INDIAN MILLENNIALS

2021 ◽  
Vol 9 (1) ◽  
pp. 1343-1352
Author(s):  
Apoorv Verma
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Networking Sites ◽  
Online Survey ◽  
Perceived Value ◽  
Close Relation ◽  
Target Group ◽  
Media Consumption ◽  
Mobile Social Network ◽  
Significant Difference

Social Networking sites have changed the face of advertising and media consumption massively. Even within them, Mobile Social Network or MSN’s are the latest mode of Social Media consumption that is taking over the social media sites. This study takes a conceptual model developed earlier by Linwan Wu, 2016 and applies it to the millennial populace of India. The target group was selected because they are among the highest users of MSNs in the world. The model aims to check the antecedents of MSN engagement and test the relationship between MSN engagement and advertising effectiveness. The relevant data was collected using an online survey and the results showed a significant difference from the prior study. Though Utilitarian motivation still shows a significant effect on Media Engagement, the other antecedents seemed to have stopped having an effect altogether. Additionaly, the study also shows that in the target group, the engagement with media has no effect in advertising acceptance nor on the value gained from advertising. However, perceived value of advertisement and its acceptance still hold a close relation which presents an opportunity for future researches into the reason, ie, what other factors affect engagement, acceptance and ultimately, the perceived value of ads on mobile social networks.

AN EXPLORATION OF GENDER DIFFERENCES IN TEENAGERS’ USE, CONSUMPTION AND DIGITAL PRODUCTION

2020 ◽  
Author(s):  
Corina-Maricica Seserman ◽  
Daniela Cojocaru
Keyword(s):  
Gender Differences ◽  
Social Media ◽  
Data Collection ◽  
Gender Identity ◽  
Online Survey ◽  
Peer Group ◽  
Methodological Approach ◽  
Digital Content ◽  
Media Consumption ◽  
The Way

Today’s teenagers have a very close relationship with ICTs and the digital space related to them, as they have impacted the way the youth constructs their sense of self and the tools they use to perform their carefully constructed identity. One key element which influences the way one constructs their views by themselves is within the boundaries set by their biological sex and therefore through the behaviors associated with their asigned gender. Through the symbolic interactionist lense, or more specifically through Goffman's dramaturgical theory on the manner in which one presents him/herself in society, this paper looks at the manner in which teenagers use social media platforms and at the way they consume and create digital content in order to present their gender identity. The way teenagers consume and produce digital content differs and depends on how they interpret their ideals of femininity and masculinity, which are afterwards reproduced in the content they post on their social media pages. Therefore this research is an attempt to understand what are the factors teenagers take in account when consuming and producing content. What gender differences can be observed in regards to new media consumption? What difference can be observed in online activity behaviors between males and females? How do they feel about their gender identity concerning fitting in with their peer group? A mix-methodological approach was engaged in the data collection process. In the first stage of the research highschool students (n=324) from the city of Suceava (Romania) participated in taking an online survey. The initial intent was to meet with the young respondents in person, but due to the COVID-19 pandemic this was deemed impossible. For the second stage of data collection, six of the participants who took the online survey were invited to participate in a focus group designed to grasp a better understanding of the results from the previous stage. The discovered findings uncover engaging gender similarities and differences in social media consumption and the type, subject, matter and style in which they posted their content, but also in regards to the performance of the self between the online and offline space.

Infodemic surrounding COVID-19: Can LIS students recognize and categorize “problematic information” types on social media?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shamima Yesmin ◽  
S.M. Zabed Ahmed
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Information Science ◽  
Wrong Answer ◽  
Student Groups ◽  
Content Type ◽  
Correct Definition ◽  
Significant Difference ◽  
Definition Of ◽  
And Task

Purpose The purpose of this paper is to investigate Library and Information Science (LIS) students’ understanding of infodemic and related terminologies and their ability to categorize COVID-19-related problematic information types using examples from social media platforms. Design/methodology/approach The participants of this study were LIS students from a public-funded university located at the south coast of Bangladesh. An online survey was conducted which, in addition to demographic and study information, asked students to identify the correct definition of infodemic and related terminologies and to categorize the COVID-related problematic social media posts based on their inherent problem characteristics. The correct answer for each definition and task question was assigned a score of “1”, whereas the wrong answer was coded as “0”. The percentages of correctness score for total and each category of definition and task-specific questions were computed. The independent sample t-test and ANOVA were run to examine the differences in total and category-specific scores between student groups. Findings The findings revealed that students’ knowledge concerning the definition of infodemic and related terminologies and the categorization of COVID-19-related problematic social media posts was poor. There was no significant difference in correctness scores between student groups in terms of gender, age and study levels. Originality/value To the best of the authors’ knowledge, this is the first time an effort was made to understand LIS students’ recognition and classification of problematic information. The findings can assist LIS departments in revising and improving the existing information literacy curriculum for students.

scholarly journals The Social Media and Digitalization of Political Participation in Youths: An Indonesian Perspective

Society ◽  
2020 ◽  
Vol 8 (1) ◽  
pp. 83-93
Author(s):  
Muhammad Saud ◽  
Rachmah Ida ◽  
Ansar Abbas ◽  
Asia Ashfaq ◽  
Araz Ramazan Ahmad
Keyword(s):  
Social Media ◽  
Political Participation ◽  
Social Networking Sites ◽  
Quantitative Research ◽  
Online Survey ◽  
Equal Opportunity ◽  
Sampling Technique ◽  
Political Awareness ◽  
Use Of Social Media ◽  
The Right

Digitalization in the modern era has provided opportunities for the youths to participate in this information and social spheres. The concentrated use of social media has contributed to the astonishing factor among the voters where social media has changed the preferences of youths toward the right to vote. The research aims to investigate the contributions and preferences of youths toward political participation in the contemporary discussion in Indonesia. This research was quantitative research using a purposive random sampling technique to give equal opportunity to each respondent. The mode of data collection was an online survey. The majority of the respondents in this research were the student of the universities. Data were collected in April 2019 to examine the interest of youths in general elections in Indonesia. This research found that social media and Social Networking Sites (SNSs) have provided a unique platform to discuss political matters and ‘take apart’ in political discussions. Existing in-depth researches on this phenomenon show that political awareness among youths in Indonesia is an essential part and social media is the leading indicator. This research suggested some recommendations for to usage of social media for the socialization of youths.

Examining drivers and outcomes of social media brand engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Civilai Leckie ◽  
Abhishek Dwivedi ◽  
Lester Johnson
Keyword(s):  
Social Media ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Brand Trust ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Congruence

PurposeThis study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value).Design/methodology/approachData were collected using a self-administered online survey of 340 social media users. Structural equation modelling was employed to test the conceptual model.FindingsFindings indicate that social media involvement, self-brand congruence and firm image are significant drivers of SMBE, while relationship age is not. SMBE subsequently impacts consumer satisfaction, brand trust and perceived value.Research limitations/implicationsThis study contains some limitations associated with cross-sectional research. It does not investigate consumer engagement with other entities (e.g. other commercial brands) through the use of social media.Practical implicationsThese findings call for marketing managers and social media brand managers to pay attention and invest resources in the significant drivers of SMBE. They also provide insights on enhancing SMBE to strengthen consumer–brand relationships.Originality/valueBased on consumer–brand relationship marketing and consumer psychology of brands, this study investigates brand-related relational drivers and outcomes of SMBE, thereby deepening understanding of consumer engagement in digital environments.

Analyzing Social Networks to Mine Important Friends

2013 ◽  
pp. 90-104 ◽  
Author(s):  
Carson K.-S. Leung ◽  
Irish J. M. Medina ◽  
Syed K. Tanbeer
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Social Networking Sites ◽  
Web Based ◽  
The Social ◽  
Social Entity ◽  
Social Entities ◽  
Media Data ◽  
Media Mining

The emergence of Web-based communities and social networking sites has led to a vast volume of social media data, embedded in which are rich sets of meaningful knowledge about the social networks. Social media mining and social network analysis help to find a systematic method or process for examining social networks and for identifying, extracting, representing, and exploiting meaningful knowledge—such as interdependency relationships among social entities in the networks—from the social media. This chapter presents a system for analyzing the social networks to mine important groups of friends in the networks. Such a system uses a tree-based mining approach to discover important friend groups of each social entity and to discover friend groups that are important to social entities in the entire social network.

scholarly journals Factors Affecting Loyalty of Mobile Social Networks' Users

2017 ◽  
Vol 13 (1) ◽  
pp. 66-81 ◽  
Author(s):  
Nastaran Hajiheydari ◽  
Babak Hazaveh Hesar Maskan ◽  
Mahdi Ashkani
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Mobile Social Networks ◽  
Mobile Social Network ◽  
Key Factors ◽  
Factors Affecting ◽  
Social Applications

Increasing world-wide trends of using mobile social networks and the rise of competition between different social applications makes it essential for social network providers and marketers to identify the key factors leading to user loyalty. The purpose of this paper is to identify the key factors that affect the loyalty of mobile social networks users. The proposed model was tested through structural equation modeling techniques and an online survey. The sample consisted of 388 mobile social networks users in Iran. The results indicate that sociability, entertainment and fashion are primary drivers of attitude toward a mobile social network. The results also show the significant role of attitude and satisfaction on consumer loyalty. This study helps both marketers and mobile social network providers know the key drivers of customer loyalty in order to tailor their marketing efforts and communication strategies.

scholarly journals DOES CONTENT DISSEMINATION THROUGH FACEBOOK MATTER FOR GOVERNMENT DEPARTMENTS: A STUDY OF KERALA POLICE DEPARTMENTS FACEBOOK PAGE

2021 ◽  
Vol 9 (04) ◽  
pp. 272-283
Author(s):  
Mishel Elizabeth Jacob ◽  
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Police Department ◽  
Video Content ◽  
Police Departments ◽  
Content Type ◽  
Independent Variables ◽  
Significant Difference ◽  
Media Research ◽  
One Way Anova

Government organisationsare generally known to be lagging behind their citizens in the use of social networking sites with half of the departments having little or no presence in such platforms. This study aims at understanding what type of content affects citizens attitude towards a Government Departments social media pages and how they perceive the message disseminated through such platforms. The researchers have selected the case of the Kerala Police Departments (KPD) Facebook page for the present study. Respondents who are post graduate students from various departments of Mahatma Gandhi University, Kerala were subject to different type and formats of content stimuli to assess their attitude towards the content type/format itself and attitude towards the department through a questionnaire. Not only will such a study contribute towards the knowledge base on social media research, this study will also help police department across states in India to develop appropriate content for social media to reach their citizens. In order to test the hypotheses and identify interactions between the dependent and independent variables, one-way ANOVA and independent sample t-tests were used. The results revealed significant differences in attitude towards KPD across stimuli and also attitude towards the stimuli itself. Among the various content type provided as stimuli, Hilarious memes generated the most favourable attitude towards the department. The attitude of the respondents towards post re-posting user content was the most favourable. Image/ photo content generates more positive attitude towards the department compared to video content. The study has also revealed that there is a significant difference between the attitudes of respondents who have had priorinteractionwith the Facebook page of KPDversus those who have had no priorinteraction.

Investigating social media consumption, sports enthusiasm, and gender on sponsorship outcomes in the context of Rio Olympics

2018 ◽  
Vol 19 (4) ◽  
pp. 396-414 ◽  
Author(s):  
Sunil Hazari
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Sports Participation ◽  
The Body ◽  
Purchase Behavior ◽  
Media Consumption ◽  
Content Type ◽  
Social Media Networks ◽  
And Gender ◽  
Use Of Social Media

Purpose Using the context of Rio Olympic games, the purpose of this paper is to investigate attitude toward sponsorship outcome as it relates to purchase behavior, gender, sponsor patronage, sports enthusiasm, and social media consumption. Design/methodology/approach Data were collected using an online survey of 265 participants. Questions regarding demographics, viewing habits, sports participation, enthusiasm, attitude toward Olympic events were included in the survey. The four sub-scales were sponsorship attitude, sponsor patronage, social media consumption, and sports enthusiasm. Findings The findings of the study showed that social media consumption is positively related to attitude toward event and sports patronage. There was a significant gender difference on attitude toward event, social media consumption, and sports enthusiasm. Predictors for making a purchase as a result of seeing a social media advertisement were gender, playing competitive sport, and social media consumption. Practical implications This study will add to the body of academic and practitioner research on sponsorship outcomes, and provides an opportunity for marketers to leverage social media networks for sponsorship communication. Originality/value As the use of social media networks has increased over the past few years, no previous study has investigated association of sports enthusiasm, gender, or social media consumption toward sponsor patronage which relates to consumers seeking out sponsors and being influenced to make a purchase as a result of marketing communication of sponsors.

scholarly journals Public Trolling Detection on Twitter Using Machine Learning

2021 ◽  
Vol 9 (VII) ◽  
pp. 3097-3100
Author(s):  
Miss. Pooja Dilip Dhotre
Keyword(s):  
Machine Learning ◽  
Social Media ◽  
Social Network ◽  
Social Networking ◽  
Social Networking Sites ◽  
Machine Learning Algorithms ◽  
The People ◽  
The World ◽  
Added Benefit ◽  
Current Popularity

Social media websites are among the internet's most far-reaching digital sites. Billions of social network users exist Users' frequent interactions with social networking sites, like Twitter, have a widespread and sometimes unfortunate effect on day-to-day life. Social networking sites make it easy for large amounts of unwanted and unrelated information to spread around the world. Twitter is a popular micro blogging service where users connect with others with similar interests. Because of the current popularity of Twitter, it is vulnerable to public shaming. Recently, Twitter has emerged as a rich source of human-generated information, with the added benefit of connecting you with customers and enabling two-way communication. It is generally accepted that when someone posts a comment in an occurrence, it is likely to humiliate the victim. The fact that shaming users' follower counts increase faster than that of the people who don't use shame is interesting. Using machine learning algorithms, users will be able to identify disrespectful words, as well as the overall negativity of those words, which is displayed in a percentage.

Social Media as a New Emerging Tool of Marketing

2017 ◽  
pp. 1-10
Author(s):  
Rawan T. Khasawneh
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Social Networking ◽  
Social Networking Sites ◽  
Social Media Marketing ◽  
Network Marketing ◽  
The Third ◽  
Electronic Marketing ◽  
Distinct Features

During the fast growth of social media, the ways companies usually use in their marketing are changed; social networks became a great approach for companies to improve their communication with customers. The wide usage of social networking sites and tools by individuals makes companies want to think carefully on how they can benefit from such usage in rebuilding their relationship with customers and increasing their engagement level. Such companies found that social media marketing is the solution through which companies and their customers will become much closer. This chapter covers three main sections where traditional marketing and electronic marketing concepts are reviewed in the first section. Then a detailed exploration of social networks and their distinct features is presented in the second section. Finally a discussion of social network marketing tools and its related technologies is explored in the third section.

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