scholarly journals Investigating the factors that contributes most to the virality of a social media video advertisement

2021 ◽  
Vol 7 (01) ◽  
Author(s):  
Vaishali Agarwal ◽  
Vastav Tyagi ◽  
S. Shivangi
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Online Advertising ◽  
Social Transmission ◽  
Exploratory Research ◽  
Lower Side ◽  
The Past ◽  
Indian Context ◽  
Confirmatory Factor

YouTube has emerged as a very popular advertising medium in the past few years. Many marketers use this platform as a launch pad for their branding campaign. However, success is not always guaranteed with some advertisements gaining major traction whilst others’ effectiveness becomes questionable with poor traction. Thus, we are aware that social transmission is frequent and important but researchers are not yet clear about why certain content is more viral than others (Berger and Milkman 2011). In this research, we attempt to sift out the factors that contribute most to the ‘virality’ of any advertisement. We define virality as the average of likes, comments, dislikes, shares and hits for the advertisement. Our research builds up further on other research such as Berger and Milkman (2011) and Godes and Mayzlin (2009) within the Indian context by initially identifying 18 themes that were most commonly found in the advertisements here. The sample for identifying the themes was obtained from Youtube and was marked by 20 respondents on a scale of 1 to 7 based upon the degree of presence of the themes identified. Regression, factor analysis and a confirmatory factor analysis were conducted to finally arrive at a list of 7 factors. Though the adjusted R-square value was on the lower side as is the case in most such studies, our exploratory research is one of the first few such studies conducted within the Indian context and adds to our knowledge on virality in online advertising.

scholarly journals Trust, Literasi Media, Kepribadiah Hexaco dan Husnudzon Terhadap Kecenderungan Menggunakan Media Sosial

2019 ◽  
Vol 7 (2) ◽  
pp. 200-218
Author(s):  
Desri Rodhiatun Mardhiah ◽  
Ikhwan Lutfi
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Logistic Regression ◽  
Regression Analysis ◽  
Confirmatory Factor Analysis ◽  
Media Literacy ◽  
Logistic Regression Analysis ◽  
Significant Influence ◽  
Cluster Sampling ◽  
Confirmatory Factor

AbstractThis study was conducted to determine the significance of the influence of trust information, media literacy, HEXACO personality and Husnudzon towards the tendency of using social media for seeking information at student college. The subject of this research was 280 students taken by probability sampling technique, namely cluster sampling. CFA (Confirmatory Factor Analysis) was used to test the validity of measuring instruments and logistic regression analysis is used to test the research hypothesis. The results showed that there was a significant joint effect of trust, media literacy, HEXACO's personality and Husnudzon towards the tendency of using social media for seeking information. Hypothesis test results show that six variables namely trust, structure of media literacy knowledge, personal media literacy locus, extraversion personality type, Husnudzon towards God, and Husnudzon towards others have a significant influence on the tendency of using social media for seeking information. Meanwhile, media literacy competencies, personality types; honesty-humility, emotionality, agreeableness, conscientiousness, and openness to experience do not have a significant influence on the tendency of using social media for seeking information. The results also show the proportion of variance from the tendency of using social media for seeking information explained by all independent variables is 18.0% while the remaining 82.0% is influenced by other variables outside of this study.AbstrakPenelitian ini dilakukan untuk mengetahui signifikansi pengaruh trust informasi, literasi media, kepribadian HEXACO dan husnudzon terhadap kecenderungan menggunakan media sosial untuk mencari informasi pada mahasiswa. Subjek penelitian ini berjumlah 280 mahasiswa yang diambil dengan teknik probability sampling yaitu cluster sampling. CFA (Confirmatory Factor Analysis) digunakan untuk menguji validitas alat ukur dan logistic regression analysis digunakan untuk menguji hipotesis penelitian. Hasil penelitian menunjukkan bahwa ada pengaruh secara bersama-sama yang signifikan dari trust, literasi media, kepribadian HEXACO dan husnudzon terhadap kecenderungan menggunakan media sosial untuk mencari informasi. Hasil uji hipotesis menunjukkan bahwa enam variabel yaitu trust, struktur pengetahuan literasi media, lokus personal literasi media, tipe kepribadian extraversion,husnudzon terhadap Allah, dan husnudzon terhadap sesamamemiliki pengaruh yang signifikan terhadap kecenderungan menggunakan media sosial untuk mencari informasi. Sementara itu, kompetensi-keterampilan literasi media, tipe kepribadian; honesty-humility,emotionality, agreeableness, conscientiousness, dan openness to experience tidak memiliki pengaruh yang signifikan terhadap kecenderungan menggunakan media sosial untuk mencari informasi. Hasil penelitian juga menunjukkan proporsi varians dari kecenderungan menggunakan media sosial untuk mencari informasi yang dijelaskan oleh seluruh variabel independen adalah 18.0% sedangkan 82.0% sisanya dipengaruhi oleh variabel lain diluar penelitian ini.

Development and Validation of an Empirical Model-based Instrument to Measure Empathy-driven Organizational Cultures in Indian Schools

2020 ◽  
Vol 45 (4) ◽  
pp. 471-499
Author(s):  
Debarshi Roy
Keyword(s):  
Factor Analysis ◽  
Organizational Culture ◽  
Confirmatory Factor Analysis ◽  
Indian Schools ◽  
Indian Context ◽  
Confirmatory Factor ◽  
Reliable Instrument ◽  
Valid Instrument ◽  
Development And Validation ◽  
Core Construct

It has been widely acknowledged that empathy plays an important role in school education, but empathy as a part of school organizational culture has not been extensively studied in the Indian context. This study explores empathy as the driver for school organizational culture and strives to create a platform for school organizational designs with empathy as the core construct. The study was conducted with two main objectives: (a) to establish and validate a model of empathy-driven school organizational culture and (b) to develop a valid and reliable instrument to measure organizational empathy in Indian schools. A random sample of 441 students participated in the study. The empathy-driven model was validated through exploratory and confirmatory factor analysis. A part of the questionnaire used for the first part of the study was used for the second part as an independent instrument and validated through confirmatory factor analysis. The instrument was further validated for convergent, discriminant and concurrent validity. Thus, a model for empathy-driven school organizations was validated and a reliable and valid instrument for measuring empathy-driven cultures in schools was developed.

scholarly journals Factor Analysis of Smart Social Media Technology to Promote Professional Learning Communities for Teachers

2020 ◽  
Vol 14 (20) ◽  
pp. 165
Author(s):  
Kemmanat Mingsiritham ◽  
Gan Chanyawudhiwan ◽  
Chaiyos Paiwithayasiritham
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Professional Learning Communities ◽  
Learning Communities ◽  
Exploratory Factor Analysis ◽  
Professional Learning ◽  
Media Technology ◽  
Confirmatory Factor ◽  
Social Media Technology

This research aimed to study factor analysis of smart social media technology to promote professional learning communities for teachers.   The sample included 900 teachers in basic education, selected by Simple   Random Sampling method. The sample group was divided for exploratory   factor analysis (EFA) and confirmatory factor analysis (CFA), 450 each. Research tool was a questionnaire with 5 levels of rating scale. Data were analyzed by exploratory factor analysis and confirmatory factor analysis. The results of the study revealed that: 1. Exploratory factor analysis of smart social media technology to promote professional learning communities for teachers consisted of 7 components: 1) professional learning communities for teacher, 2) cloud technology, 3) augmented reality, 4) internet of thing, 5) social  technology, 6) data analytics technology, and 7) mobile technology and 2. Confirmatory factor analysis of smart social media technology to promote  professional learning communities for teachers (SMPLC) found that the model was consistent with the empirical data ( =6.17, df=6, p=0.405).

scholarly journals Pengembangan Skala Deception Behavior in Social Media

2020 ◽  
Author(s):  
Clara Moningka ◽  
Maria Selviana
Keyword(s):  
Social Media ◽  
Principal Component Analysis ◽  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Principal Component ◽  
Component Analysis ◽  
Cronbach’S Alpha ◽  
Cronbach's Alpha ◽  
Confirmatory Factor

Kemajuan teknologi Internet di dunia memunculkan fenomena baru dalam penggunaan media sosial. Media sosial tidak hanya digunakan untuk berhubungan dengan orang lain, namun juga untuk membentuk kesan yang baik, bahkan untuk melakukan manipulasi. Pengguna media sosial seringkali memanipulasi penampakan mereka di media sosial, seperti mengedit foto atau memalsukan identitas mereka. Fenomena ini termasuk dalam Deception Behavior (perilaku menipu). Meski fenomena ini sering dijumpai, belum banyak studi yang berupaya untuk mengukur kecenderungan seseorang untuk terlibat dalam perilaku menipu di media sosial. Oleh karena itu, penelitian ini bertujuan untuk membuat skala Deception Behavior in Social Media berdasarkan teori Utz (2005). Partisipan penelitian adalah pengguna aktif media sosial sebanyak 457 orang di wilayah Jabodetabek dengan rentang usia 15-40 tahun. Penelitian ini meliputi pembuatan butir dan pengujian dengan menggunakan Principal Component Analysis (PCA), dilanjutkan dengan Confirmatory Factor Analysis (CFA). Sementara itu, reliabilitas diuji dengan menggunakan koefisien Cronbach’s Alpha. Hasil penelitian menunjukkan bahwa skala ini reliabel untuk mengukur deception behavior di media sosial.

scholarly journals The impact of social media activities on raising brand awareness during the COVID-19 pandemic

2021 ◽  
Vol 26 (2) ◽  
pp. 295-310
Author(s):  
Visar Rrustemi ◽  
Granit Baca
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Regression Analysis ◽  
Confirmatory Factor Analysis ◽  
Quantitative Methods ◽  
Brand Awareness ◽  
Fashion Industry ◽  
Statistical Software ◽  
Confirmatory Factor ◽  
The Impact

The aim of this research is to identify social media activities that affect the increase of brand awareness in the fashion industry in Kosovo. The research considers five different social media activities (advertising, influencers, sharing, entertainment, and interaction), and to the best knowledge of the authors, this is the first experiment to consider these factors all together, as well as the first one addressing brand awareness in Kosovo. Quantitative methods were used on a sample of 224 respondents, including confirmatory factor analysis and regression analysis. The analysis was conducted by using the AMOS statistical software. The findings indicate that activities, such as interaction and advertising, have a significant impact on brand awareness, unlike entertainment, sharing, and influencers’ behaviour. The findings provide marketers with recommendations regarding social media activities and the challenges that must be considered before they are implemented.

scholarly journals Pengukuran Aktivitas Pemasaran pada Media Sosial Instagram

2021 ◽  
Vol 10 (2) ◽  
pp. 133-142
Author(s):  
Arie Indra Gunawan ◽  
Fatya Amalia ◽  
Widi Senalasari ◽  
Vanessa Gaffar
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Exploratory Factor Analysis ◽  
Social Media Marketing ◽  
Marketing Activity ◽  
Customer Base ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Relationship Interaction

This study aims to measure and validate the variable constructs of marketing activity in Instagram social media. The results of this study will be very meaningful for the study and implementation of measurement of marketing activity in Instagram social media because currently Instagram is a social media that has a large customer base and has activity business therein. This study uses a questionnaire as a means of collecting data that is sent online. The population in this study were social media users who had done online transactions on Instagram social media as many as 352 respondents’ data were collected which were then performed statistical calculations. Confirmatory Factor analysis (CFA) and Exploratory Factor Analysis (EFA) were conducted to measure marketing activities on Instagram social media. The results recommend that the variable marketing activity on Instagram social media can be measured through 6 dimensions consisting of 20 indicator items. These dimensions are visual communication, relationship interaction, delivery of information, recommendations, personalization, and modern elements. All these dimensions and indicators are in construct and consistency declared valid for measuring Instagram social media marketing activities.Penelitian ini bertujuan untuk mengukur dan memvalidasi konstruk variabel aktivitas pemasaran dalam media sosial instagram. Hasil penelitian ini akan sangat berarti untuk kajian dan implementasi pengukuran aktivitas pemasaran dalam media sosial instagram karena saat ini instagram merupakan media sosial yang memiliki basis pelanggan yang banyak dan terdapat aktivitas bisnis di dalamnya. Penelitian ini menggunakan kuesioner sebagai alat pengumpul data yang dikirimkan secara online. Populasi pada penelitian ini adalah pengguna media sosial yang pernah melakukan transaksi online di media sosial Instagram sebanyak 352 data responden berhasil terkumpul yang kemudian dilakukan penghitungan statistik. Confirmatory Factor Analysis (CFA) dan Exploratory Factor Analysis (EFA) dilakukan untuk mengukur aktivitas pemasaran dalam media sosial instagram. Hasil penelitian merekomendasikan bahwa variable aktivitas pemasaran pada media sosial instagram dapat diukur melalui 6 dimensi yang terdiri dari 20 item indikator. Dimensi tersebut adalah komunikasi visual, interaksi relasi, penyampaian informasi, rekomendasi, personalisasi, dan unsur modern. Kesemua dimensi dan indikator tersebut secara konstruk dan konsistensi dinyatakan valid untuk mengukur aktivitas pemasaran media sosial instagram.

Measuring Adolescents’ Social Media Behavior Outside and Inside of School: Development and Validation of Two Scales

2018 ◽  
Vol 57 (5) ◽  
pp. 1108-1130 ◽  
Author(s):  
Jingyan Lu ◽  
Jiutong Luo ◽  
Luyao Liang ◽  
Mengguo Jing
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Hong Kong ◽  
Confirmatory Factor Analysis ◽  
Principle Component Analysis ◽  
Data Sets ◽  
Adolescent Students ◽  
Confirmatory Factor ◽  
Acceptable Model ◽  
Development And Validation

This study develops two scales, namely, the outside school social media behavior (OSSMB) scale and inside school social media behavior (ISSMB) scale, to measure the types of behavior that adolescent students engage in on social media in two separate contexts: outside school and inside school. Data collected from 814 students in four Hong Kong secondary schools were divided into two equal data sets ( n = 407 for each) by random selection and then analyzed. Principle component analysis (PCA) and confirmatory factor analysis (CFA) were used to generate and test the structures of the two scales on the different data sets. The PCA results showed good factor loadings for all items (all above .60), and satisfactory total variance were explained by the both structures (69.06% for the OSSMB and 75.30% for the ISSMB). The CFA results showed acceptable model fits for both first- and second-order CFA for both scales. The internal consistency for all factors (and subdimensions) and the two scales were also acceptable. The 21-item OSSMB scale has four subdimensions: Consuming, Communicating, Creating, and Sharing. The 10-item ISSMB scale has three subdimensions: Consuming, Creating, and Sharing. In conclusion, this study provides new tools and conceptual frameworks for assessing students’ social media behavior in two contexts (i.e., outside and inside of school).

ANALISIS FAKTOR-FAKTOR CONSUMER ENGAGEMENT PEMBACA BERITA SINDONEWS.COM DI SOCIAL MEDIA FACEBOOK

ProBank ◽  
2020 ◽  
Vol 5 (1) ◽  
pp. 1-12
Author(s):  
Tasya Faadhilah ◽  
Pramitha Aulia
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Cognitive Engagement ◽  
Online Media ◽  
Affective Engagement ◽  
Consumer Engagement ◽  
Probability Sampling ◽  
Confirmatory Factor

ABSTRAKPadaera globalisasi saat ini, teknologi dan informasi telah berkembang dengan sangat pesatdengan kehadiran internet sebagai media komunikasi dengan media sosial sebagai salah satu platform. Dengan majunya perkembangan digital saat ini, pada tahun 2012 PT MNI (Koran Sindo) melihat peluang pasar media sosial dalammengembangkan unit bisnis media digital online yaitu sindonews.com. Sindonews.com  merupakan portal berita jaringan MNC (Media Nusantara Citra) milik Harry Tanoesoedibjo yang merupakan grup media terbesar di Asia Tenggara.  Dengan menciptakan consumer engagement  konsumen dapat terhubung dengan sebuah perusahaan. Tujuan penelitian ini dilakukan untuk mengetahui faktor-faktor consumer engagement yang terbentuk oleh sindonews.com melalui media sosial Facebook.Penelitian ini menggunakan metode kuantitatif deskriptif dengan teknik analisis faktor dengan jenis faktor yaitu confirmatory factor analysis. Populasi yang dipakai yaitu followers Facebook sindonews.com dengan menggunakan teknik probability sampling didapat jumlah sampel 400 responden. Teknik pengumpulan data yaitu data primer yaitu penyebaran kuesioner dan data sekunder dengan penelitian terdahulu mengenai consumer engagement.Hasil penelitian ini menghasilkan empat faktor baru yaitu cognitive engagement dengan sub-dimensi terbesar yaitu absorption sebesar 81,5%, supportive engagement dengan sub-dimensi terbesar yaitu seeking assistance sebesar 78,8%, affective engagement dengan sub-dimensi terbesar yaitu enthusiasm sebesar 81,3% dan terakhir confirmative engagement dengan sub-dimensi terbesar yaitu validation sebesar 76,8%. Kata kunci : Consumer engagement,  Portal media online, Media sosial, Facebook

Preliminary Analysis of the Past and Planned Investments Measure in Turkish Dual-Career Married Individuals

2021 ◽  
pp. 0192513X2110551
Author(s):  
Sıdıka Burcu Özgülük Üçok ◽  
Zeynep Hatipoğlu- Sümer
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Relevant Literature ◽  
Preliminary Investigation ◽  
Investment Model ◽  
Future Research ◽  
Dual Career ◽  
The Past ◽  
Confirmatory Factor ◽  
Married Individuals

This study documents the basic psychometrics of the Past and Planned Investments Measure (PPIM; Goodfriend & Agnew, 2008) in a Turkish sample. Two hundred and sixty-four dual-career married individuals participated and completed the Turkish version of the PPIM (PPIM-TR) along with the Investment Model Scale (IMS; Rusbult, Martz, & Agnew, 1998) and a demographic information form. A four-factor structure of PPIM was confirmed via confirmatory factor analysis albeit with an item deletion due to its irrelevance to Turkish culture. Adequate criterion validity and satisfactory internal consistency results were obtained as a result of the confirmatory factor analysis. Based on the preliminary investigation, the Turkish PPIM proved to be a promising and psychometrically sound measure of the past and planned investments dual-career married individuals make in their relationships. Consequently, the findings were discussed in relation to the relevant literature, implications for counselors were mentioned, and recommendations for future research were presented.

Sign in / Sign up

Export Citation Format

Share Document