Understanding Online Community Culture: Netnography Approach for #fitspiration on Social Media

Purpose – The purpose of this paper is to examine visitors’ perceptions and relevant importance of social media when choosing a Mediterranean destination and also to explore the extent in which they believe it is important for them to belong to an online community with shared characteristics among its members. Design/methodology/approach – A stratified, based on nationality and gender, sample of 301 respondents of foreign arrivals of visitors in the Athens airport, Greece was collected in June and July 2014 based on the official Athens Airport Authorities Arrival Research. This is a partially exploratory research. Findings – Differences between age groups as far as the importance attributed to social media as sources of information about a tourism destination were found. The respondents, when using the internet for gathering information about a tourism Mediterranean destination, consider different online channels. Facebook is among the most important sources of information for them associated with the tourism destinations. Official web sites/blogs of the destination are the first source and photo sharing sites are the second most preferred source; sharing aesthetics of photos was found to contribute to the feeling of belonging to an on line travel community. Research limitations/implications – Further research will contribute to the development of greater understanding of the strategic approaches to social media and their use to promote a destination. Greek diaspora would be interesting to examine and geographical differences among groups. Practical implications – The paper denotes the importance for destination management organizations and companies, to fully employ the social media in their marketing efforts. Originality/value – The present study increases our understanding of the adoption of online and traditional communications in the visitor’s process for Athens, Greece, shedding light to the literature existing on the significance attributed to the online travel community belonging from visitors through sharing aesthetics of photos and associations of ideas based on age differences.

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Potential social media campaign challenge towards physical activity in modern era

Berita Kedokteran Masyarakat ◽

10.22146/bkm.37753 ◽

2018 ◽

pp. 14

Author(s):

Nurlienda Hasanah ◽

Hafidhotun Nabawiyah

Keyword(s):

Physical Activity ◽

Social Media ◽

Online Community ◽

Community Response ◽

Media Campaign ◽

Health Campaign ◽

Theoretical Understanding ◽

The Social ◽

Activity Awareness ◽

Modern Era

The phenomenon of social media interactions can influence awareness behavior into multiple layers of firm-initiated, communitiated actions and provides a theoretical understanding of what firms and community accomplish using social media.The aim of this study isto explore community response of “promkes.net” as a program about “melawan mager” (sedentary lifestyle challenge) by social media campaign using hashtag #7hariMelawanMager. This study was a literature review, using supported document and mini-survey about the challenge at social media campaign using Instagram story survey and Facebook polling in 1 days and also challenge’s founder interview.As the result in three weeks after the launching challenge, there were 41 posting in Instagram with 9 people completed the #7harimelawanmager challenge and 33 posting in FB with 13 people completed the challenge via FB. The social media challenge raising physical activity awareness from the society, yet there were 17 people who fulfill the promkes_net Instagram story survey and 5 of 15 people did not know about the campaign via FB’s author polling.At the end of review, there are 98 people and still counting who join the challenges. Online community based were built on Facebook for sharing & motivating each other, starting from social media challenges. Health campaign by social media using hashtag #7harimelawanmager potentially raising physical activity awareness but this campaign should be sustainable and have any improvement in several periods. Furthermore, society can become more aware what happen and participate in this issue.

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THE DEVELOPMENT OF A CONCEPTUAL FRAMEWORK FOR MOBILE SOCIAL COMMERCE AND PURCHASING DECISIONS: A SYSTEMATIC LITERATURE REVIEW FROM 2010 – 2020

Social and Management Research Journal ◽

10.24191/smrj.v18i2.14904 ◽

2021 ◽

Vol 18 (2) ◽

pp. 115-132

Author(s):

Shirley Law Kheen ◽

◽

Mohd Nazri Mohd Noor ◽

Keyword(s):

Social Media ◽

Online Community ◽

Risk Tolerance ◽

Consumer Involvement ◽

User Engagement ◽

Social Commerce ◽

Purchasing Decisions ◽

Positive Attitudes ◽

Technology Advancement ◽

New Business

This paper aims to develop a framework for mobile social commerce purchase decisions based on the existing literature. Social media and mobile technology advancement has shifted the way contemporary selling is conducted online. This new business model has revolutionised the relationship between consumers and businesses. Mobile social commerce integrates the features of social media, which enables the interactions between users during their mobile shopping experience. Users’ creativities provide innovative solutions in user generated content (UGC) that not only solves their own problems, but also provides possible improvements to products and services. Even so, the authenticity of UGC and the possibility of fabrication remains a challenge that needs to be resolved. Previous studies have shown that user engagement in UGC has a significant effect on enhancing the efficiency of social interaction between businesses and consumers. The corresponding purchasing decisions depend on the degree of consumer involvement in UGC. Based on a review of the literature from 2010 – 2020, the positive attitudes towards online community knowledge sharing will positively influence consumers’ purchasing decisions. A favourable review about the products or services that generate strong positive attitudes is more likely to be considered by consumers. Thus, their purchasing decisions are determined by their commitment to an attitude. The risk perception of consumers differs from various dimensions and capacities. The risk tolerance of each purchasing goal will have an effect on their purchasing decisions. The framework proposed in this study can be further tested in the context of Malaysian consumers.

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QOLP-26. ANALYSIS OF REDDIT USERS' PERSPECTIVES OF BRAIN TUMORS

Neuro-Oncology ◽

10.1093/neuonc/noab196.746 ◽

2021 ◽

Vol 23 (Supplement_6) ◽

pp. vi188-vi188

Author(s):

Sanidhya Tripathi ◽

Arpan Prabhu ◽

Kevin Thomas ◽

Pearman Parker ◽

Analiz Rodriguez

Keyword(s):

Social Media ◽

Brain Tumors ◽

Online Community ◽

Qualitative Content Analysis ◽

Diagnostic Process ◽

Tumor Patients ◽

Grief Process ◽

Qualitative Descriptive ◽

Met Needs ◽

Patient Outreach

Abstract BACKGROUND Reddit, ranking 6th in worldwide Internet site traffic, is a commonly used forum among patients and caregivers affected by brain tumors to discuss diagnoses, treatment, and self-care management. The use of the online forum may suggest patients and caregivers have unmet needs and are seeking further support outside of the clinical setting. We aimed to examine trends from Reddit discussion treads on brain tumors to identify areas of need in patient care. METHODS We used a qualitative, descriptive design to understand patient and caregivers unmet and met needs. We analyzed the top 100 posts and accompanying 271 comments from the ‘braincancer’ subreddit to identify common themes. RESULTS The qualitative content analysis revealed three major topic areas: (1) moving through the grief process; (2) processing diagnostic pathway; and (3) expressing gratitude toward other Reddit users. Most of the authors of the posts were patients with brain tumors (n = 32; 38.5%) who used Reddit as a reflective journaling tool to move through the grief process for themselves or loved ones. About 47% of theses posts discussed the diagnostic process of glioblastoma multiforme (GBM) brain tumors, where users requested an inclusive/welcoming environment in the clinic by their healthcare professionals (HPs). Users also solicited and gave support for other members in the online community. CONCLUSIONS This study highlights the need of implementing social media as a part of HPs’ repertoire for patient outreach/needs. Furthermore, social media outlets like Reddit can help HPs understand the level of support they can give to their patients. Plans of action for physicians seeking to meet the needs of brain tumor patients include monitoring the concerns of patients, becoming verified on the platform/openly identifying themselves online, or conducting ‘Ask Me Anything’ discussions to educate patients.

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#OrthoTwitter: social media as an educational tool

BMJ Simulation and Technology Enhanced Learning ◽

10.1136/bmjstel-2020-000630 ◽

2020 ◽

pp. bmjstel-2020-000630

Author(s):

Muhammad Arham Sahu ◽

Zahrah Goolam-Mahomed ◽

Simon Fleming ◽

Usman Ahmed

Keyword(s):

Social Media ◽

Clinical Education ◽

Orthopedic Surgery ◽

Orthopaedic Surgery ◽

Online Community ◽

Educational Tool ◽

Social Media Platform ◽

Orthopaedic Surgeons ◽

Media Platform ◽

Use Of Social Media

AimsThe increased use of social media creates opportunity for new, effective methods of delivering medical and clinical education. Twitter is a popular social media platform where users can post frequent updates and create threads containing related content using hashtags. This study aims to investigate and analyse the type of content relating to orthopaedic surgery that is being posted on the platform of Twitter.MethodsA retrospective search was performed for tweets containing the words ‘orthopaedic surgery’ or ‘orthopedic surgery’ or the use of the hashtag ‘#OrthoTwitter’ between November 2018 to November 2019. A total of 5243 tweets were included.ResultsTweets containing ‘orthopaedic surgery’ or ‘orthopedic surgery’ most frequently contained promotional or marketing content (30% promotional, 21% marketing), and private organisations were the category of author to which the greatest number of tweets belonged (30%). Tweets containing educational or research content were the least common among all tweets containing ‘orthopaedic surgery’ or ‘orthopedic surgery’ (11%). In contrast, of the tweets containing the hashtag ‘#OrthoTwitter’, 44% contained educational or research content, 15% contained promotional content and no tweets containing marketing content. Furthermore, 87% of all tweets using the hashtag ‘#OrthoTwitter’ were from orthopaedic surgeons, and the least number of tweets were from private organisations (2%).ConclusionTwitter is a widely used social media platform regarding orthopaedic surgery. We propose that the hashtag ‘#OrthoTwitter’ can be used to create an online community of orthopaedic surgeons where members can assist one another through sharing reliable and educational content.

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Creating a Community of Practice in Learning

Web Design and Development ◽

10.4018/978-1-4666-8619-9.ch062 ◽

2016 ◽

pp. 1380-1398

Author(s):

Ebenezer Uy ◽

Eusebio Yu

Keyword(s):

Social Media ◽

Action Research ◽

Community Of Practice ◽

Online Community ◽

Learning Context ◽

Community Members ◽

Inductive Approach ◽

New Knowledge ◽

Online Community Of Practice ◽

Online Communities Of Practice

Social media plays a huge part in Filipinos' lives. In the area of learning, the proponents observed the emergence of an online community of practice using Facebook groups that has over 350 members. The aim of the chapter is to answer the question: How do online communities of practice engage students to learn and build new knowledge? The objective is to propose a framework that will guide readers to build their own online community of practice based on its learning context. To achieve the objective, the proponents use the inductive approach of grounded theory using action research. Results show that community members used different Facebook features to support their ongoing community of practice. Further studies may also assess the applicability of the framework in other areas of development.

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Crowdsourcing in Local Public Administration

Civic Engagement and Politics ◽

10.4018/978-1-5225-7669-3.ch031 ◽

2019 ◽

pp. 624-640 ◽

Cited By ~ 1

Author(s):

Kalsoom BeBe Sumra ◽

Wang Bing

Keyword(s):

Social Media ◽

Public Administration ◽

Community Involvement ◽

Public Management ◽

Online Community ◽

User Participation ◽

Public Administrators ◽

Services Delivery ◽

Online Platforms ◽

Online Sources

Social networks have become very popular online sources of participation in crowdsourcing. This article examines the antecedents of user participation in crowdsourcing and importance of online community involvement in local public administration. Based on data collected from local public administrators and local public through survey, the results produce evidence that importance of online platforms in crowdsourcing can have a consistent impact on services delivery system in local public administration and importance of online open sources have significantly higher level in crowdsourcing on the whole, while importance of social media have significantly lower level overall. The paper contributes with potential implications and recommendations for local public management to achieve effective services delivery in developing countries through crowdsourced work. The present study is the first study that not only shows the effect of online platforms in local public administration, but also analyses the antecedents of crowdsourcing for participation (knowledge sharing, consultation, innovative ideation and reporting).

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Creative tourism marketing and social media management.

10.1079/9781789243536.0020 ◽

2021 ◽

pp. 151-153

Author(s):

Elena Paschinger

Keyword(s):

Social Media ◽

Online Community ◽

Strategic Communication ◽

Social Media Marketing ◽

Media Management ◽

Tourism Marketing ◽

Communication Goals ◽

Interactive Nature ◽

German Speaking ◽

Marketing Tool

Abstract Creative tourism, due to its interactive nature and lively cultural exchange between locals and travellers, particularly lends itself to the opportunities presented by social media marketing. This is especially true when it comes to blogs, video posts, or (live) story updates on social media. Care should be given to always have a professional strategy in content marketing: choosing one social media platform over another has to be in line with your company's strategic communication goals and may be aided by other competent partners, such as professional digital content creators. Further, establishing a publication guideline in the form of an editorial calendar can help creative tourism managers better reap the benefits of social media marketing. This has been demonstrated in highlighting the example of Kreativ Reisen Österreich Creative Tourism Austria, which over the years has successfully built up an online community of creative travellers in the German-speaking parts of Europe. Regarding future trends in digital marketing, suffice to say that good content, and now context, will always matter and interactive content will become increasingly mainstream. An interesting context creative tourism could seek for the purpose of its continued proliferation worldwide is an association with destination video storytelling. As virtually all tourism destinations employ various video platforms, and live video formats, to highlight their travel offers, creative tourism is especially likely to head to the forefront of this type of social media marketing tool.

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Perceptions of the UAE's Government Communicators Regarding Social Media Roles

International Journal of Customer Relationship Marketing and Management ◽

10.4018/ijcrmm.2020100102 ◽

2020 ◽

Vol 11 (4) ◽

pp. 20-35

Author(s):

Elsayed Darwish

Keyword(s):

Social Media ◽

Factor Analysis ◽

Statistical Methods ◽

Influencing Factors ◽

Online Community ◽

Strategic Communication ◽

T Test ◽

Descriptive Statistics ◽

Government Communication ◽

The Social

Governmental and nonprofit agencies have been increasingly reconsidering the roles of social media communicators for strategic communication to ensure they accurately perceive their roles. A questionnaire and interviews were conducted with various social media communicators in the UAE to identify the practitioners' perceptions of using social media in government communication and the influencing factors on their roles. A set of roles was created based on the literature and theory to explore the social media communicators' roles. The statistical methods include descriptive statistics, factor analysis, correlations, and T-test. This study demonstrates that four factors describe the various roles of SMCs in the UAE as follows: (1) government advocates, (2) information and image disseminators, (3) research and services providers, and (4) online community builders. To some extent, these roles overlap with previous roles identified.

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