MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES

Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages.

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Social Media Marketing Perspectives in the Organization in Morelia, Mexico

International Journal of Marketing Studies ◽

10.5539/ijms.v8n2p128 ◽

2016 ◽

Vol 8 (2) ◽

pp. 128

Author(s):

Salvador Madrigal Moreno ◽

Gerardo Gabriel Alfaro Calderón ◽

Flor Madrigal Moreno

Keyword(s):

Social Media ◽

Communication Strategies ◽

Social Media Marketing ◽

Contemporary Society ◽

Review Of The Literature ◽

Digital Inclusion ◽

Challenges And Opportunities ◽

Use Of Social Media

Social media marketing (SMM) is a reality in contemporary society. This research presents a review of the literature on the phenomenon of SMM to establish the challenges and opportunities social media faces. Subsequently, the digital inclusion in Mexico is discussed roughly focusing on the situation of SMM in the organization in Morelia. The purpose of this paper is to contextualize the use of social media and establish the challenges and opportunities of inclusion in communication strategies and marketing in the organization in Morelia. It is confirmed that the contemporary society has established the conditions to implement properly social media marketing in Morelia.

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Milenial Intention on Social Media

Journal of Management and Bussines (JOMB) ◽

10.31539/jomb.v2i1.1070 ◽

2020 ◽

Vol 2 (1) ◽

pp. 70-82

Author(s):

Selfia Ratna Kasih ◽

Asep M Ramdan ◽

Acep Samsudin

Keyword(s):

Social Media ◽

Significant Influence ◽

Research Method ◽

Quantitative Research ◽

Hypothesis Test ◽

Consumer Confidence ◽

Consumer Trust ◽

Test Results ◽

Analysis Technique ◽

Mediation Hypothesis

The purpose of this study is to measure how much influence social media Instagram and consumer confidence in millennial purchase interest. The variables of this research are Instagram social media (X1), consumer trust (X2) and millennial purchase interest (Y). The method used in this study is a quantitative research method with an associative approach, by distributing 200 online questionnaires to millennials of productive age. The analysis technique used to test the hypothesis in this study is the path analysis. Hypothesis test results show intagram social media and consumer trust have a significant influence on millennial buying interest and mediation hypothesis testing results show that consumer confidence variables mediate Instagram social media on millennial buying interest. Conclusion, consumer confidence in an online fashion store will certainly affect the buying interest. Keywords: Instagram, Consumer Trust, Social Media, Millennials, Purchase Interest

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Spending Behavior of Thai Tourists in Dan Sai District, Loei province, Thailand: Seemingly Unrelated Regression Estimation Analysis

Journal of Environmental Management and Tourism ◽

10.14505//jemt.9.5(29).18 ◽

2019 ◽

Vol 9 (5) ◽

pp. 1062

Author(s):

Sakkarin NONTHAPOT ◽

Thanet WATTANAKUL ◽

Kitiya WANGKEEREE

Keyword(s):

Marketing Strategies ◽

Seemingly Unrelated Regression ◽

Demand System ◽

Price Strategy ◽

Regression Estimation ◽

Travel Costs ◽

Unrelated Regression ◽

Food And Beverage ◽

Spending Behavior ◽

The Cost

The purpose of this study is to investigate the spending behavior of Thai tourists in Dan Sai District, Loei province, Thailand by applying the Almost Ideal Demand System (AIDS) model. The analysis was conducted by employing Seemingly Unrelated Regression Estimation (SURE). A questionnaire was used to collect data and 400 samples were collected. The results revealed that the price factor influences the cost of accommodation on other expenses, food and beverage expenses on other expenses and travel expenses on other expenses while the revenue factor influences travel costs on other expenses and the cost of souvenirs on other expenses. The results of the study show that there should be measures to stimulate tourist spending using price strategy to encourage tourists to spend more, and marketing strategies should be used to encourage high-income tourists to spend in Dan Sai District.

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Threat, Coping, and Social Distance Adherence During COVID-19: Cross-Continental Comparison Using an Online Cross-Sectional Survey

Journal of Medical Internet Research ◽

10.2196/23019 ◽

2020 ◽

Vol 22 (11) ◽

pp. e23019

Author(s):

Abrar Al-Hasan ◽

Jiban Khuntia ◽

Dobin Yim

Keyword(s):

United States ◽

Social Media ◽

South Korea ◽

Information Source ◽

The United States ◽

Seemingly Unrelated Regression ◽

Social Distancing ◽

Unrelated Regression ◽

And Coping ◽

Appraisal Processes

Background Social distancing is an effective preventative policy for COVID-19 that is enforced by governments worldwide. However, significant variations are observed in adherence to social distancing across individuals and countries. Due to the lack of treatment, rapid spread, and prevalence of COVID-19, panic and fear associated with the disease causes great stress. Subsequent effects will be a variation around the coping and mitigation strategies for different individuals following different paths to manage the situation. Objective This study aims to explore how threat and coping appraisal processes work as mechanisms between information and citizens’ adherence to COVID-19–related recommendations (ie, how the information sources and social media influence threat and coping appraisal processes with COVID-19 and how the threat and coping appraisal processes influence adherence to policy guidelines). In addition, this study aims to explore how citizens in three different countries (the United States, Kuwait, and South Korea), randomly sampled, are effectively using the mechanisms. Methods Randomly sampled online survey data collected by a global firm in May 2020 from 162 citizens of the United States, 185 of Kuwait, and 71 of South Korea were analyzed, resulting in a total sample size of 418. A seemingly unrelated regression model, controlling for several counterfactuals, was used for analysis. The study’s focal estimated effects were compared across the three countries using the weighted distance between the parameter estimates. Results The seemingly unrelated regression model estimation results suggested that, overall, the intensity of information source use for the COVID-19 pandemic positively influenced the threat appraisal for the disease (P<.001). Furthermore, the intensity of social media use for the COVID-19 pandemic positively influenced the coping appraisal for the disease (P<.001). Higher COVID-19 threat appraisal had a positive effect on social distancing adherence (P<.001). Higher COVID-19 coping appraisal had a positive effect on social distancing adherence (P<.001). Higher intensity of COVID-19 knowledge positively influenced social distancing adherence (P<.001). There were country-level variations. Broadly, we found that the United States had better results than South Korea and Kuwait in leveraging the information to threat and coping appraisal to the adherence process, indicating that individuals in countries like the United States and South Korea may be more pragmatic to appraise the situation before making any decisions. Conclusions This study’s findings suggest that the mediation of threat and coping strategies are essential, in varying effects, to shape the information and social media strategies for adherence outcomes. Accordingly, coordinating public service announcements along with information source outlets such as mainstream media (eg, TV and newspaper) as well as social media (eg, Facebook and Twitter) to inform citizens and, at the same time, deliver balanced messages about the threat and coping appraisal is critical in implementing a staggered social distancing and sheltering strategy.

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RISIKO, PROFITABILITAS, PERTUMBUHAN ASET, DAN ASET TETAP TERHADAP KEBIJAKAN DIVIDEN DAN KEBIJAKAN UTANG

Journal of Management and Business ◽

10.24123/jmb.v9i2.165 ◽

2010 ◽

Vol 9 (2) ◽

Author(s):

Michael . ◽

Liliana Inggrit Wijaya

Keyword(s):

Significant Influence ◽

Dividend Policy ◽

Stock Exchange ◽

Seemingly Unrelated Regression ◽

Business Risk ◽

Fixed Asset ◽

Financing Policy ◽

Unrelated Regression ◽

Increased Risk ◽

Debt Policy

The aim of this study is to analyze the factors that influence financing policy. Financing policy as the independent variable consist of dividend anddebt policies. The factors that influence the dividend policy are business risk, profitability, and growth. Debt policy influence by dividend, business risk,profitability, and fixed asset. Toestimate relation between these factors, this study used Seemingly Unrelated Regression (SUR) because the debt and dividend model have same error term. Research object are companies in manufacture industry that listing in Indonesian stock Exchange that paid dividend in minimum 4 periods in research periods. The result of the analysis indicates that profitability have a significant influence toward dividend policy. Result for debt policy are business risk, profitability, and fixed asset have a significant influence toward debt policy. The result also shows that profit has positive significant effect to dividend, which indicates the ability of the firm to pay higher dividend while their profit increased. Risk and profit also show positive effect to debt. Firms with higher profit will have higher debt, however their risk also increased in significant positive relationship.

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Gender and age in the language of social media: An easier way to build credibility

International Journal of Data and Network Science ◽

10.5267/j.ijdns.2021.9.007 ◽

2022 ◽

Vol 6 (1) ◽

pp. 209-216 ◽

Cited By ~ 1

Author(s):

A.A.I.N. Marhaeni ◽

I G W Murjana Yasa ◽

Mochammad Fahlevi

Keyword(s):

Social Media ◽

Young People ◽

Marketing Strategy ◽

Significant Influence ◽

Quantitative Method ◽

Celebrity Endorsements ◽

Moderating Variables ◽

Gender And Age ◽

Food And Beverage

The use of celebrity endorsements is one of the most popular strategies used by companies today. Celebrities can bring product advantages through advertising and go beyond the complexities of competitive advertising communications. The company invests a large amount of money to get the attention of consumers and gain a competitive position in the market. The purpose of this study is to explore the effect of celebrity trust on the credibility of advertisements, brands, and companies, then the influence between the credibility of advertisements, brands, and companies, and will also explore the role of gender and age as moderating variables. The study used a quantitative method, the sample was taken based on purposive sampling in Jakarta and used the artist with the most followers as the object of research who endorsed food and beverage companies. The results of this study explain that there is a significant influence between celebrity trust on all credibility, gender and age managed to moderate the influence of celebrity trust on credibility. This study provides input to managers and food and beverage companies in using endorsements on Instagram social media as their marketing strategy, especially for companies that have a market share of young people in accordance with the characteristics of the respondents in this study.

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Advertising Collision in Social Media amid Facebook and Twitter

International Journal of Emerging Research in Management and Technology ◽

10.23956/ijermt.v6i8.161 ◽

2018 ◽

Vol 6 (8) ◽

pp. 329

Author(s):

Kavitha .R

Keyword(s):

Decision Making ◽

Social Media ◽

Communication Strategies ◽

Brand Attitude ◽

Mediating Effect ◽

Marketing Communication ◽

Purchasing Intention ◽

Social Media Advertising ◽

The Relationship

Marketers have recognized that social media advertising has an important part of their marketing communication strategies. Also, social media helps the organization to communicate with their customers. Social media becomes part of a person’s life. The relationship between social media and customer decision making present that social media affects advertising attitudes and brand attitude and purchasing intention of customers. It will not necessarily affect customer’s decision making but might possess a mediating effect.

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Product Involvement in the Link Between Skepticism Toward Advertising and Its Effects

Social Behavior and Personality An International Journal ◽

10.2224/sbp.2011.39.2.153 ◽

2011 ◽

Vol 39 (2) ◽

pp. 153-159 ◽

Cited By ~ 12

Author(s):

Fang-Ping Chen ◽

Jun-Der Leu

Keyword(s):

Regression Model ◽

Positive Attitude ◽

Brand Attitude ◽

Seemingly Unrelated Regression ◽

Regression Equations ◽

Product Involvement ◽

Purchasing Intention ◽

Unrelated Regression ◽

Seemingly Unrelated Regression Model ◽

Negative Effect

Each year businesses spend millions of dollars on advertising to engender a positive attitude among consumers about a specific brand, eliminate any mistrust and suspicion about advertising, and rectify wrong attributions about products. In this research we focused on how doubt about advertisements impacts on their effectiveness, in regard to brand attitude and purchasing intention. We adopted the seemingly unrelated regression model to estimate the parameter, and the mutual relationships among several regression equations are taken into consideration. There were 337 participants in this experiment, and as indicated by the result, doubt about advertisements had a negative effect on brand attitude and purchasing intention. This negative effect will disrupt product involvement.

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STRATEGI KOMUNIKASI POLITIK DIGITAL PASCA-KEBENARAN

Jurnal Dakwah Risalah ◽

10.24014/jdr.v29i2.6317 ◽

2018 ◽

Vol 29 (2) ◽

pp. 116

Author(s):

Andika Hendra Mustaqim

Keyword(s):

Social Media ◽

Digital Media ◽

Political Communication ◽

Research Method ◽

Communication Strategies ◽

Qualitative Approach ◽

Communication Strategy ◽

Fake News ◽

Mainstream Media ◽

The Right

Post-truth in politics when it is warming up with various phenomena. The research objective revealed and explored in this study is how post-truth digital political communication strategies. The research method uses descriptive qualitative with a qualitative approach with critical paradigm and analysis. The post-truth political communication strategy that will be delivered is applicable and can be applied in the practice of political communication. The strategies are fake news: between facts and lies; near-lie: use the right words to form wrong impressions; deception with self delusion; spin: favorable interpretation of facts; euphemasia; repetition; personalization; and ignoring rationality, prioritizing emotions. The digital political communication strategy is more focused on how to use digital media for the benefit of political communication. The strategies are blogging; influencing public opinion; social media: building enggage and closeness; and mainstream media; focusing entertaining and attractive. These three strategies are based on digital media that are fully utilized in terms of digital political communication post-truth.

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Threat, Coping, and Social Distance Adherence During COVID-19: Cross-Continental Comparison Using an Online Cross-Sectional Survey (Preprint)

10.2196/preprints.23019 ◽

2020 ◽

Author(s):

Abrar Al-Hasan ◽

Jiban Khuntia ◽

Dobin Yim

Keyword(s):

United States ◽

Social Media ◽

South Korea ◽

Information Source ◽

The United States ◽

Seemingly Unrelated Regression ◽

Social Distancing ◽

Unrelated Regression ◽

And Coping ◽

Appraisal Processes

BACKGROUND Social distancing is an effective preventative policy for COVID-19 that is enforced by governments worldwide. However, significant variations are observed in adherence to social distancing across individuals and countries. Due to the lack of treatment, rapid spread, and prevalence of COVID-19, panic and fear associated with the disease causes great stress. Subsequent effects will be a variation around the coping and mitigation strategies for different individuals following different paths to manage the situation. OBJECTIVE This study aims to explore how threat and coping appraisal processes work as mechanisms between information and citizens’ adherence to COVID-19–related recommendations (ie, how the information sources and social media influence threat and coping appraisal processes with COVID-19 and how the threat and coping appraisal processes influence adherence to policy guidelines). In addition, this study aims to explore how citizens in three different countries (the United States, Kuwait, and South Korea), randomly sampled, are effectively using the mechanisms. METHODS Randomly sampled online survey data collected by a global firm in May 2020 from 162 citizens of the United States, 185 of Kuwait, and 71 of South Korea were analyzed, resulting in a total sample size of 418. A seemingly unrelated regression model, controlling for several counterfactuals, was used for analysis. The study’s focal estimated effects were compared across the three countries using the weighted distance between the parameter estimates. RESULTS The seemingly unrelated regression model estimation results suggested that, overall, the intensity of information source use for the COVID-19 pandemic positively influenced the threat appraisal for the disease (P<.001). Furthermore, the intensity of social media use for the COVID-19 pandemic positively influenced the coping appraisal for the disease (P<.001). Higher COVID-19 threat appraisal had a positive effect on social distancing adherence (P<.001). Higher COVID-19 coping appraisal had a positive effect on social distancing adherence (P<.001). Higher intensity of COVID-19 knowledge positively influenced social distancing adherence (P<.001). There were country-level variations. Broadly, we found that the United States had better results than South Korea and Kuwait in leveraging the information to threat and coping appraisal to the adherence process, indicating that individuals in countries like the United States and South Korea may be more pragmatic to appraise the situation before making any decisions. CONCLUSIONS This study’s findings suggest that the mediation of threat and coping strategies are essential, in varying effects, to shape the information and social media strategies for adherence outcomes. Accordingly, coordinating public service announcements along with information source outlets such as mainstream media (eg, TV and newspaper) as well as social media (eg, Facebook and Twitter) to inform citizens and, at the same time, deliver balanced messages about the threat and coping appraisal is critical in implementing a staggered social distancing and sheltering strategy.

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