scholarly journals The impact of social media engagement on university student recruitment

2019 ◽  
Author(s):  
Yalda Ahmadi
Keyword(s):  
Social Media ◽  
Student Recruitment ◽  
University Student ◽  
Social Media Engagement ◽  
The Impact

Do college athletics marketers convert social media growth into ticket sales?

2017 ◽  
Vol 18 (2) ◽  
pp. 212-227 ◽  
Author(s):  
Nels Popp ◽  
Chad McEvoy ◽  
Nicholas Watanabe
Keyword(s):  
Social Media ◽  
Regression Models ◽  
College Athletics ◽  
Percentage Increase ◽  
Sport Organizations ◽  
Single Measure ◽  
Content Type ◽  
Dependent Variables ◽  
Social Media Engagement ◽  
The Impact

Purpose The purpose of this paper is to examine the relationship between growth in social media engagement, as defined by annual percentage increase in Facebook Likes and Twitter Followers, of US college athletics departments and outcome metrics of attendance and ticket revenue. Design/methodology/approach Regression models were developed to determine the amount of variance in dependent variables (attendance and ticket revenue) could be explained by several independent variables, including team success, team history, conference affiliation, Facebook Likes, and Twitter Followers. Four years of data were collected for each variable. Findings The regression models predicted between 53 and 88 percent of the variance among dependent variables. Social media measures, however, were not statistically significant predictors of attendance or ticket revenue. Research limitations/implications The number of Facebook Likes and Twitter Followers were used as a proxy measure of social media engagement. While growth in Likes and Followers are a popular and convenient gauge of social media engagement, they represent a single measure of a multi-faceted construct. Also, data were limited to public university athletics departments, which are required to disclose annual ticket revenue. Findings may not be generalizable to other sport organizations. Practical implications The findings suggest growing social media interactions may not necessarily achieve marketing objectives related to increasing attendance or ticket revenue. Originality/value While numerous studies have examined the impact of social media on sport organizations, no prior studies have attempted to draw empirical connections between social media marketing efforts and revenue measures within sport organizations. This study represents the first to begin to examine this relationship.

scholarly journals The Impact Of The Virtual Fitting Room On E-Commerce

2021 ◽  
Author(s):  
Nada Marzouk
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Conversion Rate ◽  
End Users ◽  
Central Question ◽  
Social Media Engagement ◽  
High Level ◽  
Product Sales ◽  
Fashion Designers ◽  
The Impact

On a high level, this research project explores the impact of the Virtual Fitting Room (“VFR”) technology on e-commerce. More specifically, this project is concerned with exploring the impact of the VFR technology in relation to online fashion sales. The central question this project has considered is: Does a virtual fitting room lead to an increase in 1) social media engagement and 2) product sales? VFR technology provides end users with an understanding of how a piece of clothing fits. This project oversaw the implementation of a series of interventions to measure the value of VFR. To test the premise of this research, six Egyptian fashion designers with an ineffective online presence were assigned to an e-commerce platform with VFR technology. To measure the impact of VFR, the researcher targeted three key audiences: 1) designers who only use social media, 2) designers who use social media and have a website, and 3) designers who use social media and have an e-commerce store with VFR. A benchmark for each of social media engagement, sales, and returns were provided by each designer. Results demonstrated that the presence of VFR significantly increased curiosity, customer loyalty, and engagement, while reducing uncertainty about sizing. However, the data collected was not sufficient to prove a direct correlation between the conversion rate and sales

scholarly journals An Analysis of Broadcasting Media Using Social Media Engagement in the WNBA

2021 ◽  
Vol 3 ◽  
Author(s):  
Ann Pegoraro ◽  
Heather Kennedy ◽  
Nola Agha ◽  
Nicholas Brown ◽  
David Berri
Keyword(s):  
Social Media ◽  
New Media ◽  
Empirical Research ◽  
The Core ◽  
Sport Consumption ◽  
Online Engagement ◽  
Social Media Engagement ◽  
And Performance ◽  
Using Data ◽  
The Impact

While there has been research into what teams, leagues, and athletes post on social media and the impact of post content on social media engagement, there is limited understanding and empirical research on the impact of broadcasting media on social sport consumption. There are an increasing number of new media through which sport leagues can distribute their content to fans. This research examines the impact of different broadcast platforms on game day engagement with WNBA team Twitter accounts. Using data for the 2016–2018 seasons, results indicate athlete/team quality and performance were positively associated with post engagement, underscoring the importance of the core sport product and potentially indicating that the WNBA is developing a star-driven culture similar to the NBA. In addition, broadcasting on League Pass or local TV (for home teams) and Twitter were associated with lower post engagement suggesting we have more to learn about maximizing online engagement.

Death of the Slow-Cooker or #CROCK-POTISINNOCENT? This Is Us, Parasocial Grief, and the Crock-Pot Crisis

2019 ◽  
Vol 44 (1) ◽  
pp. 69-89 ◽  
Author(s):  
Katherine A. Foss
Keyword(s):  
Social Media ◽  
Real Life ◽  
Television Show ◽  
Social Media Engagement ◽  
Promotional Video ◽  
Death Narrative ◽  
The Impact

Even though viewers understand that a television show is fictional, they can still mourn the demise of their favorite characters. This fictional grief became apparent with the on-screen death of the character Jack in the program This Is Us. The current study analyzed the death narrative and perceived responsibility in first and second seasons of This Is Us, paired with the online responses posted to social media and the short promotional video between the show and Crock-Pot. Findings suggest that fans experienced and expressed parasocial grief for Jack’s death on social media, attributing blame to the Crock-Pot brand. In turn, the company’s tweets and replies acknowledged and participated in the fans’ mourning rituals while reassuring the brand’s safety, ultimately aiding the brand’s public recovery. From fans’ displaced blame to the later partnership between the show and brand, labeled “#CrockPotIsInnocent,” this case demonstrates the impact of fictional media, social media engagement for parasocial grief, and a successful real-life brand recovery for a fictional crisis.

scholarly journals Digitalization in Business: Examining the Antecedents of Repurchase Intention Using Traveloka Application

2020 ◽  
Vol 20 (3) ◽  
pp. 224
Author(s):  
Rosdiana Sijabat
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Information Quality ◽  
Technological Development ◽  
Security And Privacy ◽  
Repurchase Intention ◽  
Social Media Engagement ◽  
Leisure Industry ◽  
The Impact ◽  
Application Design

In the current technological development, internet and smartphone users in conducting transactions online continue to experience growth. This development is mainly in the entertainment and leisure industry to provide opportunities for businesses to create an application in the field of online travel, one of which is Traveloka. This study aims to analyze the impact of information quality, application design, and satisfaction on repurchase intention with social media engagement as a mediating variable. Data were collected deploying the non-probability sampling method through online questionnaires, 400 responses were received and 392 included for data analysis. Research participants were the general public who had used the Traveloka application previously. Structural equation modelling (SEM) has been used to examine the association of the constructs, including information quality, application design, satisfaction, social media engagement and repurchase intention. The results indicate that the quality of information, application design, payment methods, and security and privacy had a positive and significant effect on customer satisfaction. Social media engagement does not statistically significant mediates the impact of information quality and application design on repurchase intention in the Traveloka application. Keywords— Information quality; mobile application; intention to repurchase; application design; social media engagement.

scholarly journals The influence of CSR on perceived value, social media and loyalty in the hotel industry

2019 ◽  
Vol 23 (3) ◽  
pp. 373-396 ◽  
Author(s):  
Abdulalem Mohammed ◽  
Abdullah Al-Swidi
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Hotel Industry ◽  
Perceived Value ◽  
Validity And Reliability ◽  
Content Type ◽  
Customer Perceived Value ◽  
Social Media Engagement ◽  
The Impact

Purpose This study aims to examine how perceptions of corporate social responsibility (CSR) activities (i.e. environment, society and stakeholders) enhance perceived value, social media engagement to win customer loyalty in the hotel industry. In addition, it investigates the mediating effects of customer perceived value and social media engagement between CSR activities and customer loyalty. Design/methodology/approach A self-administered survey was conducted on customers in Malaysia. Based on the data collected from 389 customers, the analysis used the structural equation modelling (SEM) approach. The validity and reliability of the measurements were confirmed before the hypotheses of the study have been tested. Findings The results revealed that CSR related to the environment has significant direct and indirect impacts on customer loyalty. In addition, the effect of perceived value and social media engagement on customer loyalty has been supported. The results also demonstrated the mediating role of perceived value and social media engagement between CSR activities and customer loyalty. Research limitations/implications This study advances the understanding of the impact of CSR activities, perceived value and social media engagement on customer loyalty in the hotel industry. Hoteliers can gain benefits by understanding how specific CSR activities can enhance customer perceived value and social media engagement value, thus leads to customer loyalty. Originality/value This study investigates the association between CSR activities, perceived value, social media engagement and customer loyalty, which has been lacking a full investigation in the hospitality literature.

Sign in / Sign up

Export Citation Format

Share Document