scholarly journals Impact of Influencers in Consumer Decision Process: The Fashion Industry

2020 ◽  
Vol 1 (2) ◽  
pp. 1
Author(s):  
Siti Nurfadila
Keyword(s):  
Social Media ◽  
Decision Process ◽  
Vital Role ◽  
Target Audience ◽  
Fashion Industry ◽  
Consumer Decision ◽  
Consumer Decision Process ◽  
The Social ◽  
Social Media Platforms ◽  
The Impact

The popularity of influencers is continuous and doesn’t have a limited window of influence. Internet and social media play vital role in helping consumers find the items they are looking for. Obviously companies will keenly try to retain a strong presence in the social media platforms; otherwise the target audience can easily change suppliers. The present   study is intended to explore the influencer marketing techniques used by fashion industries and also the impact of influencers on the consumers buying decision process in fashion industry.

scholarly journals Emotional Analysis of Bogus Statistics in Social Media

2020 ◽  
Vol 2 (3) ◽  
pp. 178-186
Author(s):  
Dr. Wang Haoxiang
Keyword(s):  
Neural Network ◽  
Social Media ◽  
Recurrent Neural Network ◽  
Research Work ◽  
Vital Role ◽  
Information Analysis ◽  
The Social ◽  
The World ◽  
Social Media Platforms ◽  
The Impact

Fake info or bogus statistics is a new term and it is now considered as a greatest threat to democracy. Since the world is full of surprises and humans have developed their delicate nature to detect unexcepted information. Social media plays a vital role in information spreading, since the impact towards fake information has gained more attention due to the social media platforms. Trending the hot topic without analyzing the information will introduce great impact over millions of people. So, it is essential to analyze the message and its truthfulness. Emotional analysis is an important factor in bogus statistics as the information gets reshared among other based on individual emotions. Considering these facts in social media information analysis, an efficient emotional analysis for bogus statistics in social media is proposed in this research work using recurrent neural network. In an emotional perspective, fake messages are compared with actual message and false messages are identified experimentally using recurrent neural network.

Social Media, Interfacing Brands in Relation to the Social Media Ecosystem

2017 ◽  
pp. 132-170 ◽  
Author(s):  
Ze Zook ◽  
Ben Salmon
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Relational Model ◽  
Marketing Environment ◽  
The Social ◽  
Inherent Structure ◽  
Interactive Nature ◽  
Social Media Platforms ◽  
Media Ecosystem ◽  
The Impact

Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.

Social Media, Interfacing Brands in Relation to the Social Media Ecosystem

2021 ◽  
pp. 1271-1301
Author(s):  
Ze Zook ◽  
Ben Salmon
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Relational Model ◽  
Marketing Environment ◽  
The Social ◽  
Inherent Structure ◽  
Interactive Nature ◽  
Social Media Platforms ◽  
Media Ecosystem ◽  
The Impact

Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.

Perceived Personalization, Privacy Concern, e-WOM and Consumers' Click Through Intention in Social Advertising

2019 ◽  
Vol 11 (4) ◽  
pp. 39-55
Author(s):  
Debora Dhanya A ◽  
Uma Pricilda Jaidev
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Psychological Reactance ◽  
Privacy Concern ◽  
The Social ◽  
Social Media Platforms ◽  
Social Advertising ◽  
Target Consumer ◽  
Personalized Advertising ◽  
The Impact

Social advertising, ads in social media platforms, have become popular in recent years because of the evolution of internet technologies such as web analytics and big data mining. The content of the social advertisement is tailored in order to personalize the message to the target consumer groups. In an effort to reach the prospects, marketers should focus on the social leads on social networking sites (SNS) to promote and to sell their brands/products. Drawing on, online personalized advertising literature, e-WOM recommendations and increasing privacy concerns and perceived ad personalization (conceptualized as functions of psychological reactance) on SNS leads to avoid such advertisements. The goal of the study is to investigate the impact of perceived personalization, privacy concern, and e-WOM to consumers' behavioral click through intentions towards social ads. This study contributed to the theory of psychological reactance by indicating that the individuals with less privacy concern and personalized recommendations from their contacts on SNS have a smaller amount of reactance towards social advertisements than commercial advertisements by marketers. Suggestions for advertisers, social media marketing practitioners conclude the paper.

Social Media to Social Media Analytics

2019 ◽  
Vol 10 (2) ◽  
pp. 57-70 ◽  
Author(s):  
Vikas Kumar ◽  
Pooja Nanda
Keyword(s):  
Social Media ◽  
Social Media Analytics ◽  
Social Media Data ◽  
Ethical Concerns ◽  
Ethical Implications ◽  
The Social ◽  
Social Media Platforms ◽  
The Individual ◽  
The Impact ◽  
Media Data

With the amplification of social media platforms, the importance of social media analytics has exponentially increased for many brands and organizations across the world. Tracking and analyzing the social media data has been contributing as a success parameter for such organizations, however, the data is being poorly harnessed. Therefore, the ethical implications of social media analytics need to be identified and explored for both the organizations and targeted users of social media data. The present work is an exploratory study to identify the various techno-ethical concerns of social media engagement, as well as social media analytics. The impact of these concerns on the individuals, organizations, and society as a whole are discussed. Ethical engagement for the most common social media platforms has been outlined with a number of specific examples to understand the prominent techno-ethical concerns. Both the individual and organizational perspectives have been taken into account to identify the implications of social media analytics.

scholarly journals IMPRESSION OF SOCIAL MEDIA ON ACADEMIC PERFORMANCE AND MORAL VALUES OF STUDENTS: A CASE OF THE COLLEGES LOCATED IN AREA OF OMERGA, SUB-DISTRICT

2020 ◽  
pp. 59-65
Author(s):  
Sushil R. Mathapati ◽  
Nitin R. Hulsure ◽  
Ankush V. Takale ◽  
Sachin S. Rajmane
Keyword(s):  
Social Media ◽  
Academic Performance ◽  
Rural Areas ◽  
Social Life ◽  
Moral Values ◽  
Present Generation ◽  
The Social ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Impact

In this technical world, young youth of India enjoyed to spend their foremost time on social media. Not only in cities but also in rural areas, it found that the present generation has attraction towards social media. In today’s world, life cannot be imagined without social media like WhatsApp, Facebook, YouTube, TikTok, Instagram, LinkedIn and Twitter accounts etc. In the present work, we have study the impact of use of social media on academic performance and moral values of students located in omerga sub-district. This expressive, investigative study surveyed the types of social media platforms students commonly use, the amount of time students spend on social media, the purposes for which students use the social media and the influence of social media use on students’ academic as well as social life. The study also found that majority of students agreed that their educational performance is influenced due to the massive use of social media. Additionally, near about 50% students from these colleges think them self as they are addicted to use of social media. Keywords: Social media, Students life, Academic performance, Molar values.

scholarly journals Hashtag Generation with Transfer Learning

2021 ◽  
Vol 9 (VI) ◽  
pp. 2374-2377
Author(s):  
M. Venu Gopalachari
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Transfer Learning ◽  
Rapid Growth ◽  
Market Value ◽  
Target Audience ◽  
Online Marketing ◽  
Recent Past ◽  
The Social ◽  
Social Media Platforms

In the recent past, Online Marketing applications have been a focus of research. Now-a-days we can observe a rapid growth of users on social media platforms which makes these platforms more suitable for Online Marketing. But still there are enormous challenges on the accuracy and authenticity of the content posted through social media. And if the social media business platforms are considered, majority of the users who try to add a market value to their own product face the problem of not getting enough attention from their target audience. Hashtags are super useful, not only do they help users find their desired product, they also help businesses reach their target audience. This paper focuses on providing trending hashtags for businesses to increase their reach in the market and also help users find their desired product. Firstly Data collection and preprocessing is done next few pre-trained model are selected for performing transfer learning, comparing results of various pre-trained models and choosing the best one and get the trending hashtags

Measuring the impact of COVID-19 papers on the social web: an altmetric study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Metwaly Ali Mohamed Edakar ◽  
Ahmed Maher Khafaga Shehata
Keyword(s):  
Social Media ◽  
Social Impact ◽  
Service Providers ◽  
Research Performance ◽  
Future Research ◽  
Content Type ◽  
The Social ◽  
Social Media Platforms ◽  
Number Of Citations ◽  
The Impact

Purpose The rapid spread and severity of the coronavirus (COVID-19) virus have prompted a spate of scholarly research that deals with the pandemic. The purpose of this study is to measure and assess the coverage of COVID-19 research on social media and the engagement of readers with COVID-19 research on social media outlets. Design/methodology/approach An altmetric analysis was carried out in three phases. The first focused on retrieving all papers related to COVID-19. Phase two of the research aimed to measure the presence of the retrieved papers on social media using altmetric application programming interface (API). The third phase aimed to measure Mendeley readership categories using Mendeley API to extract data of readership from Mendeley for each paper. Findings The study suggests that while social media platforms do not give accurate measures of the impact as given by citations, they can be used to portray the social impact of the scholarly outputs and indicate the effectiveness of COVID-19 research. The results confirm a positive correlation between the number of citations to articles in databases such as Scopus and the number of views on social media sites such as Mendeley and Twitter. The results of the current study indicated that social media could serve as an indicator of the number of citations of scientific articles. Research limitations/implications This study’s limitation is that the studied articles’ altmetrics performance was examined using only one of the altmetrics data service providers (altmetrics database). Hence, future research should explore altmetrics on the topic using more than one platform. Another limitation of the current research is that it did not explore the academic social media role in spreading fake information as the scope was limited to scholarly outputs on social media. The practical contribution of the current research is that it informs scholars about the impact of social media platforms on the spread and visibility of COVID-19 research. Also, it can help researchers better understand the importance of published COVID-19 research using social media. Originality/value This paper provides insight into the impact of COVID-19 research on social media. The paper helps to provide an understanding of how people engage with health research using altmetrics scores, which can be used as indicators of research performance.

The impact of social media platforms on book marketing and advertising : a case of selected South African authors

2020 ◽  
Vol 3 (2) ◽  
pp. 43-60
Author(s):  
Selaelo John Mabeba
Keyword(s):  
Social Media ◽  
South African ◽  
Primary Data ◽  
Target Market ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social ◽  
Social Media Platforms ◽  
The Right ◽  
The Impact

Authors use social media platforms to reach out to potential readers. Social media play an important role in book marketing and advertising and is convenient for meeting authors' goals of finding a wide target market in a short space of time. In light of this, this paper assessed the impact of social media platforms (Facebook, Twitter, Instagram and WhatsApp) on marketing and advertising books: poetry, fiction, and non-fiction. The paper emanates from an empirical study undertaken to establish whether such platforms do guarantee optimum sales for authors. The paper is grounded on the Uses and Gratification Theory (UGT) that explains the different reasons that inspire social media users to choose certain media to satisfy their specific needs. These needs develop out of the social territory. The theory states that receivers select the types of media and media content to fulfil their needs. UGT links the need for gratification to a specific medium choice that rests with the audience member. As a result, a qualitative method was used with an unstructured questionnaire to collect primary data. The findings show that authors have a challenge in terms of identifying the right target market on their social media accounts. The findings further show that social media platforms do not necessarily guarantee sales; instead, they are crucial for creating awareness.

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