scholarly journals The Role of Media in Consumption under “Attention Economies”: A Study Based on the Interviews of Chinese Postgraduates towards the M&M’s Advertisements

2020 ◽  
Vol 12 (6) ◽  
Author(s):  
Yuting Xie ◽  
◽  
Megat Al Imran Bin Yasin ◽  
Syed Agil Alsagoff ◽  
Lay Hoon Ang ◽  
...  
Keyword(s):  
Social Media ◽  
Rapid Development ◽  
Marketing Strategies ◽  
Postgraduate Students ◽  
Social Media Platform ◽  
Attention Economy ◽  
Depth Interview ◽  
The World ◽  
Media Platform

The rapid development of media in the world promote the prosperity of the economy to a certain degree. Advertisement, as one of communication form of mass media, gradually becoming one of an important part in the attention economy. In view of these, the research chooses M&M’s advertisements as examples to discover what factors attract audiences’ attention and then lead to consumption, and how they play their role during the process. Three methods are employed in this research: in-depth interview, observation and textual analysis. Five Chinese postgraduate students are selected as objects, and they answer the questions by the researcher after they watched two types of M&M’s advertisements (celebrity-based advertisement and content-based advertisement). Through the combination of interview, it can be found that both celebrities, memory and social media platform can exert their role in the attention economy. This article also expects to offer a reference for advertisers and product manufacturers, helping them adjust their marketing strategies rationally by using celebrities and other elements.

scholarly journals Making sense of “superbugs” on YouTube: A storytelling approach

2021 ◽  
pp. 096366252198925
Author(s):  
Monika Djerf-Pierre ◽  
Mia Lindgren
Keyword(s):  
Social Media ◽  
Antimicrobial Resistance ◽  
Health Knowledge ◽  
Social Media Platform ◽  
Making Sense ◽  
New Knowledge ◽  
The World ◽  
Media Platform ◽  
Youtube Videos ◽  
Health Experts

Antimicrobial resistance is one of the greatest challenges facing the world. With the rapid growth of social media, YouTube has become an influential social media platform providing publics with expert health knowledge. This article explores how antimicrobial resistance is communicated on YouTube. Drawing on qualitative media analyses of the most viewed YouTube videos 2016–2020, we identify seven different genres and two main storytelling approaches, personalized and fictionalized storytelling, used to make sense of antimicrobial resistance and its complexities. The study contributes new knowledge about YouTube as a platform for health communication and the types of videos about antimicrobial resistance that gets most traffic. This is useful, not the least for public health experts working to improve communication strategies that target hard-to-reach media publics.

scholarly journals Digital Genealogies: Understanding Social Mobile Media LINE in the Role of Japanese Families

2017 ◽  
Vol 3 (2) ◽  
pp. 205630511770381 ◽  
Author(s):  
Kana Ohashi ◽  
Fumitoshi Kato ◽  
Larissa Hjorth
Keyword(s):  
Social Media ◽  
Mobile Media ◽  
Social Media Platform ◽  
Media Platform

This article explores the emergence of the dominant mobile social media platform in Japan, LINE. In particular, the article focuses upon its usage to maintain familial ties, especially between matriarchal connections. Drawing upon ethnographic work with 12 families over 3 years, this article seeks to provide a detailed and nuanced sense of how social mobile media is deployed intergenerationally.

scholarly journals Instagram as a Co-Creation Space for Tourist Destination Image-Building: Algarve and Costa del Sol Case Studies

2020 ◽  
Vol 12 (7) ◽  
pp. 2793 ◽  
Author(s):  
Patricia P. Iglesias-Sánchez ◽  
Marisol B. Correia ◽  
Carmen Jambrino-Maldonado ◽  
Carlos de las Heras-Pedrosa
Keyword(s):  
Social Media ◽  
Destination Image ◽  
Communication Tool ◽  
Destination Branding ◽  
Social Media Platform ◽  
Key Factor ◽  
Image Building ◽  
Media Platform ◽  
Destination Management Organizations

Instagram is a popular social media platform. Its ability to convey feelings through photographs has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe provide an understanding of how Instagram can be used to promote a destination’s image by Destination Management Organizations (DMOs). For this purpose, a content analysis is carried out, first of the official Instagram accounts of Algarve (Portugal) and Costa del Sol (Spain), and then of the most popular hashtags related to them, showing User-Generated Content (UGC) from the points of view of both destination managers and tourists. The results show that Instagram is a strategic social media platform for enhancing the brand image by engaging customers. Destinations seize content generated by tourists; therefore, the hermeneutic circle of representation is inverted, as photos taken by tourists aim to reproduce the perceived image of a destination and motivate tourists to capture their experiences with the best picture. Additionally, it is worth highlighting, as a main finding, the role of sustainability as a key factor in UGC for DMOs and for Instagram users. This research provides valuable information about designing promotion strategies for DMOs, in order to understand the potential of Instagram in building a destination’s image and inspiring tourism through images.

Social Currency Is a Personal Entity in the Social Media Platform Domain: Sharing and Caring Phenomenon in E-Commerce Platform

2021 ◽  
Author(s):  
Jashim Khan ◽  
Meng Tao ◽  
Faizan Alam
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Information And Communication Technologies ◽  
Rapid Development ◽  
Time Sharing ◽  
Social Media Platform ◽  
Massive Growth ◽  
The Social ◽  
Social Currency ◽  
Media Platform

Due to the rapid development of information and communication technologies, many daily activities have been merged online, and they have become more flexible and more effective. The massive growth in the number of online users has activated virtual word concepts and created a new phenomenon: the social currency to facilitate e-commerce activities such as buying, selling, and trading on social media. This study aims to recognize how social contacts in 'action' within social media platform permeates sharing and transactions of valuable resources. The active interaction, entertainment, e-WOM traded in social networks are conceptualized as 'social currency' that people owe to each other in social circulation. This study demonstrates the importance of consumers' time-sharing (CTS) concept in the social media environment to earn social reputation (reviews, likes, comments, followers, favorite). A total of eight exploratory semi-structured qualitative depth-interviews were conducted at Dalian China. The data were analyzed using NVivo 12 software. Results suggested that the interaction, entertainment, e-WOM and traded between time and money in social networks are conceptualized as 'social currency' that people owe to each other in social circulation. The current study confirms the importance of the newly developed social currency concept in terms of social circulation.

Social Currency Is a Personal Entity in the Social Media Platform Domain: Sharing and Caring Phenomenon in E-Commerce Platform

2021 ◽  
Author(s):  
Jashim Khan ◽  
Meng Tao ◽  
Faizan Alam
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Information And Communication Technologies ◽  
Rapid Development ◽  
Time Sharing ◽  
Social Media Platform ◽  
Massive Growth ◽  
The Social ◽  
Social Currency ◽  
Media Platform

Due to the rapid development of information and communication technologies, many daily activities have been merged online, and they have become more flexible and more effective. The massive growth in the number of online users has activated virtual word concepts and created a new phenomenon: the social currency to facilitate e-commerce activities such as buying, selling, and trading on social media. This study aims to recognize how social contacts in 'action' within social media platform permeates sharing and transactions of valuable resources. The active interaction, entertainment, e-WOM traded in social networks are conceptualized as 'social currency' that people owe to each other in social circulation. This study demonstrates the importance of consumers' time-sharing (CTS) concept in the social media environment to earn social reputation (reviews, likes, comments, followers, favorite). A total of eight exploratory semi-structured qualitative depth-interviews were conducted at Dalian China. The data were analyzed using NVivo 12 software. Results suggested that the interaction, entertainment, e-WOM and traded between time and money in social networks are conceptualized as 'social currency' that people owe to each other in social circulation. The current study confirms the importance of the newly developed social currency concept in terms of social circulation.

Towards Content-Dependent Social Media Platform Preference Analysis

2020 ◽  
Vol 11 (2) ◽  
pp. 30-47
Author(s):  
Parmeet Kaur ◽  
Shubhankar Gupta ◽  
Shubham Dhingra ◽  
Shreeya Sharma ◽  
Anuja Arora
Keyword(s):  
Social Media ◽  
Mobile Technologies ◽  
Time Intervals ◽  
Social Media Platform ◽  
The People ◽  
Regular Time ◽  
The World ◽  
Media Platform ◽  
The Web ◽  
The Way

Social media is one of the major outcomes of progressive changes in the world of technology. The various social webs and mobile technologies have accelerated the rate at which information sharing is done, how relationships developed, and influences are held. Social media is increasingly being used by the people to help and shape the world's events and cultures with the ability to share pictures, ideas, events, etc. Further, it has transformed the way the authors interpret life and the way business is done. This article presents a decision system for selecting an appropriate social media platform (such as Facebook or Twitter) to post content with the objective to maximize the reachability of the post. The decision is made considering the domain or subject of the post and retrieving data associated with it from the web at regular time intervals. The retrieved data has been trained using logistics and K-NN regression to classify a particular instance of data and identify the platform which can provide the most reachability. The system also suggests keywords related to the topic of the post which has been mostly used in recent times.

Children’s cancer narratives on YouTube: Agency and entrepreneurship in Brazilian CarecaTV

2020 ◽  
pp. 204361062096701
Author(s):  
Lidia Marôpo ◽  
Raiana de Carvalho ◽  
Ana Jorge
Keyword(s):  
Social Media ◽  
Brain Cancer ◽  
The Other ◽  
Constructivist Approach ◽  
Cultural Contexts ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The One

This article looks at the social and cultural contexts of children’s experiences of illness, through a particular focus on the context of the Global South and the role of the social media platform YouTube in children’s culture. It takes a socio-constructivist approach to discuss the case of CarecaTV (BaldTV), a Brazilian YouTube channel with more than one million followers created by Lorena Reginato at the age of 12 when she was recovering from brain cancer. In CarecaTV, cancer subjectivity co-exists with and is expressed through digital commercialization. On the one hand, through this process, Lorena Reginato gains agency as she offers an inspirational and credible first-person testimony about cancer during childhood and becomes an emerging cancer activist. On the other, she uses entrepreneurship strategies associated with the digital influencer model of YouTube to promote herself as a (cancer) micro-celebrity, taking the lead in a youthful and playful culture.

The influencing role of social media in the consumer’s hotel decision-making process

2019 ◽  
Vol 11 (4) ◽  
pp. 378-391 ◽  
Author(s):  
Vikas Gupta
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Search ◽  
Decision Making Process ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The Impact

Purpose This study aims to evaluate the role of social media on the hotel decision-making process of consumers during the evaluation stage of searching, identifying the alternatives and selecting a hotel in India. It will help the stakeholders in the hotel industry of India to make the social media platform more efficient for consumers by providing inputs on the factors consumers consider while making online hotel purchase. Design/methodology/approach This study involves an exploratory qualitative approach which includes 32 face-to-face, semi-structured, in-depth individual interviews with the social media platform users. The selection of interviewees for this study has been done on the basis of a non-random purposive sampling approach. Findings The findings reveal that social media plays an important role in affecting the way consumers search, decide and book hotels. It also suggests that social media helps consumers in collecting information about products and services, assessing alternatives and making their choices. It confirms that while negative facets exist, the positive benefits outweigh the negative aspects of using social media when selecting a hotel. The results also reveal the impact of circumstantial influence related to social media on hotel selection, on the basis of content source and the level of trust and accuracy in the content. Practical implications This study has some strategic implications for hospitality marketing and management related to a better understanding of the influence of social media on the hotel customer decision-making process. The study shows that a variety of social media with associated content sources and levels add to the complexity of hotel-related information search and decision behaviour. Originality/value The study makes a contribution by addressing the existing gaps and bridging the arena of consumer behaviour and social media literature in a hotel context and sheds light on how consumer decisions while selecting a hotel are influenced through social media. The core contribution is the generation of factors through in-depth interviews which are based on real-life scenarios relating to the influence of social media on hotel decision-making.

scholarly journals Exploring cancel culture and the distrust of YouTube influencers

2021 ◽  
Author(s):  
◽  
Tiffany Nguyen
Keyword(s):  
Social Media ◽  
Focus Groups ◽  
Qualitative Approach ◽  
Age Group ◽  
Social Media Platform ◽  
The Third ◽  
Internet Users ◽  
The World ◽  
Media Platform

YouTube is the third most visited website in the world after Google and Facebook, and the second most visited social media platform after Facebook (Khan, 2017). As over 90 percent of 18- to 24-year-old U.S. American internet users use YouTube (Chen, 2020), this study tackles how individuals between in this age group view their role within cancel culture, specifically on the YouTube platform. A qualitative approach, collecting data from 5 focus groups, allowed for points on cancel culture and the James Charles and Tati Westbrook case to surface. Findings showed that many participants don't believe that cancel culture is a beneficial aspect of the culture on the platform but believe that it can be necessary in some cases. Participants elaborated on their own experiences on YouTube, explaining their thoughts and beliefs as it came to cancel culture on the platform. This study attempts to fulfill a literature gap due to no clear prior research on cancel culture. The research focuses on the audience role and their effe on cancel culture in the YouTube space.

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