scholarly journals Social Media Strategies for Marketing in University Libraries: Undergraduate User Attitudes and Motivation for Engagement

2021 ◽  
Author(s):  
◽  
Kingsley Ihejirika
Keyword(s):  
Social Media ◽  
Attitude Change ◽  
Information Needs ◽  
Knowledge Exchange ◽  
Social Media Marketing ◽  
User Engagement ◽  
University Libraries ◽  
Structured Interviews ◽  
University Library ◽  
Social Media Engagement

<p>Social media has dramatically revolutionised the way people communicate and interact in the 21st century. The benefits of these tools are manifested in the increasing uptake worldwide by individuals, groups and organisations for knowledge exchange and marketing purposes. The academic/university library is no exception to this. As librarians seek to understand the ever-changing information needs of their customers, they must consider alternative means of interaction which social media offers. However, despite the attractiveness of social media outlets, university libraries cannot yet claim to have understood fully how to utilise them for marketing purposes effectively. Although studies on social media have received extensive attention in academic literature, little research has been conducted in the specific area of social media engagement. With many librarians bemoaning the lack of engagement from users on social media owing to negative attitudes, it is relevant to explore factors that affect sustainable social media engagement. This is a perspective that has been underexplored, particularly through the application of a strong theoretical base anchored on persuasion and attitude change.   Underpinned by the theoretical foundations of the Elaboration Likelihood Model and the Strategic Social Media Marketing Framework, this study explores the factors that affect social media engagement of undergraduate student users with the university library. Employing a mixed-method approach, the study utilised semi-structured interviews, a questionnaire and content analysis to gather data from six university libraries in Nigeria that was used to examine the social media engagement phenomenon. The interview results revealed that participating libraries failed to plan the adoption and management of social media carefully. Evidently, among the participating libraries, only a few commenced with a defined purpose, which often is neither management-driven nor guided by policy. These purposes were focused on promoting library resources and services and getting traffic to the library website. Results of analysed social media data confirmed this, revealing that posts were made infrequently, lacked creativity, and generated a low engagement rate. The result of a multiple regression revealed that argument feature (post content, language, and type) is a significant influencer in the predictions of factors that motivate undergraduate students to engage with the library on social media, while an ANOVA test indicated that course offerings influence students’ attitude to the library and how they perceive the library on social media.   The implications of these results are discussed, informing the theoretical and practical contribution. A principal theoretical contribution is a framework titled Sustainable Library Social Media Marketing Management that explains high-level social media management in the library. The study provides a blueprint for practising librarians with insights on managerial factors and considerations for user engagement as well as ideas for the purposeful planning of social media marketing activities.</p>

scholarly journals Social Media Strategies for Marketing in University Libraries: Undergraduate User Attitudes and Motivation for Engagement

2021 ◽  
Author(s):  
◽  
Kingsley Ihejirika
Keyword(s):  
Social Media ◽  
Attitude Change ◽  
Information Needs ◽  
Knowledge Exchange ◽  
Social Media Marketing ◽  
User Engagement ◽  
University Libraries ◽  
Structured Interviews ◽  
University Library ◽  
Social Media Engagement

<p>Social media has dramatically revolutionised the way people communicate and interact in the 21st century. The benefits of these tools are manifested in the increasing uptake worldwide by individuals, groups and organisations for knowledge exchange and marketing purposes. The academic/university library is no exception to this. As librarians seek to understand the ever-changing information needs of their customers, they must consider alternative means of interaction which social media offers. However, despite the attractiveness of social media outlets, university libraries cannot yet claim to have understood fully how to utilise them for marketing purposes effectively. Although studies on social media have received extensive attention in academic literature, little research has been conducted in the specific area of social media engagement. With many librarians bemoaning the lack of engagement from users on social media owing to negative attitudes, it is relevant to explore factors that affect sustainable social media engagement. This is a perspective that has been underexplored, particularly through the application of a strong theoretical base anchored on persuasion and attitude change.   Underpinned by the theoretical foundations of the Elaboration Likelihood Model and the Strategic Social Media Marketing Framework, this study explores the factors that affect social media engagement of undergraduate student users with the university library. Employing a mixed-method approach, the study utilised semi-structured interviews, a questionnaire and content analysis to gather data from six university libraries in Nigeria that was used to examine the social media engagement phenomenon. The interview results revealed that participating libraries failed to plan the adoption and management of social media carefully. Evidently, among the participating libraries, only a few commenced with a defined purpose, which often is neither management-driven nor guided by policy. These purposes were focused on promoting library resources and services and getting traffic to the library website. Results of analysed social media data confirmed this, revealing that posts were made infrequently, lacked creativity, and generated a low engagement rate. The result of a multiple regression revealed that argument feature (post content, language, and type) is a significant influencer in the predictions of factors that motivate undergraduate students to engage with the library on social media, while an ANOVA test indicated that course offerings influence students’ attitude to the library and how they perceive the library on social media.   The implications of these results are discussed, informing the theoretical and practical contribution. A principal theoretical contribution is a framework titled Sustainable Library Social Media Marketing Management that explains high-level social media management in the library. The study provides a blueprint for practising librarians with insights on managerial factors and considerations for user engagement as well as ideas for the purposeful planning of social media marketing activities.</p>

scholarly journals Innovative Social Media Marketing Communication Application for Thai Hotel SMEs

2020 ◽  
Vol 14 (16) ◽  
pp. 150
Author(s):  
Torboon Puangmaha ◽  
Tatri Taiphapoon ◽  
Pakpachong Vadhanasindhu ◽  
Sukree Sinthupinyo
Keyword(s):  
Social Media ◽  
Design Thinking ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
Design And Technology ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Application Development ◽  
Medium Enterprises ◽  
Industry Professionals

<p class="0abstract">Social media marketing communication has been widely adopted in organizations due to its values of interactivity, integration of communication channels, information collection and immediacy.  Nevertheless, a majority of small and medium enterprises (SMEs) do not realize how to systematically and effectively implement social media marketing communication.  In addition, few studies on application development of social media marketing communication have demonstrated the support for Thai hotel SMEs. This study aims to understand the pain points and expectations of SMEs in the Thai hotel industry, to design and develop an innovative social media marketing communication application for business promotion. The research utilizes design thinking process for application development using semi-structured interviews with 10 industry professionals. Based on results from the data analysis and conceptual prototype design, validated by group of professionals in business, innovation design and technology, the proposed prototype is practical and suitable for developing an innovative application that promotes Thai hotel SMEs’ social media marketing communication.</p>

Social Media Marketing in Trinidad and Tobago

2020 ◽  
Vol 2 (2) ◽  
pp. 72-83
Author(s):  
Natasha Ramkissoon-Babwah ◽  
Shevaughn Darion Racha
Keyword(s):  
Social Media ◽  
Trinidad And Tobago ◽  
Formal System ◽  
Marketing Channel ◽  
Social Media Marketing ◽  
Marketing Plan ◽  
Structured Interviews ◽  
Media Campaigns ◽  
Food And Beverage ◽  
Marketing Tool

The objective of this research was to examine the utilization of social media by SMEs as a marketing tool in Trinidad and Tobago. A review of the literature in the field was undertaken on themes such as social media marketing, the value of social media for SMEs, and the challenges to implementing social media campaigns. The empirical process consisted of 35 qualitative semi-structured interviews with SMEs throughout Trinidad and Tobago to examine the experiences and impact of their social media strategies. The participants had businesses in sectors such as food and beverage, clothing, health and wellness, and sporting goods. The study concluded by giving recommendations such as developing a formal system to manage social media performance, conducting a due diligence before social media channel selection, embarking on and developing a strategic marketing plan for SMEs when the decision has been made to incorporate the tools of social media as a significant marketing channel.

scholarly journals “It Got Likes, But I Don’t Think People Understood”: A Qualitative Study of Adolescent Experiences Discussing Type 1 Diabetes on Social Media

2020 ◽  
pp. 193229682096558
Author(s):  
Kristen Chalmers ◽  
Mia Smith ◽  
Megan Moreno ◽  
Faisal Malik
Keyword(s):  
Social Media ◽  
Type 1 Diabetes ◽  
Diabetes Management ◽  
Social Consequences ◽  
Structured Interviews ◽  
Daily Lives ◽  
Social Media Engagement ◽  
Social Media Platforms ◽  
Management Advice

Background: The majority of adolescents with type 1 diabetes (T1D) integrate social media engagement into their daily lives. The aim of this study was to explore adolescents’ experiences and perspectives discussing their T1D on social media. Methods: Semi-structured interviews with adolescents with T1D were conducted in person and via telephone. Questions focused on the participant’s experiences utilizing social media to discuss T1D and factors that informed the nature of T1D-related social media engagement. Open coding and thematic content analysis were used to identify emergent themes that aligned with accepted domains of social media affordances. Results: Participants included 35 adolescents with T1D. Adolescents’ experiences related to discussing T1D on social media aligned with four affordances of social media: identity, cognitive, emotional, and social. The identity affordances of social media platforms allowed adolescents to curate online personas that selectively included their diagnosis of T1D, while managing the potential negative emotional and social implications linked to the stigma of T1D. Adolescents who decided to discuss T1D on social media leveraged cognitive affordances by providing and receiving diabetes management advice, emotional affordances by obtaining affirmation from peers, and social affordances by extending their network to include other individuals with T1D. Conclusions: Adolescents with T1D flexibly leverage the affordances offered by social media to access emotional support, information, and identity affirmation resources while navigating stigma-based social consequences. Our findings highlight the value of developing tools to support adolescents with T1D in comfortably discussing and receiving appropriate support about T1D on social media.

scholarly journals Examining factors that predict user engagement on YouTube

2021 ◽  
Author(s):  
Tahoor I. Qureshi
Keyword(s):  
Social Media ◽  
Significant Relationship ◽  
Sports Marketing ◽  
User Engagement ◽  
Social Media Engagement ◽  
Youtube Videos

This research proposes a model to examine factors that predict user engagement with sports brand-related YouTube videos. This research also investigates which type of YouTube channels generate more user engagement. Prior research on social media engagement, YouTube, social influencers and sports marketing will be analyzed. Ten hypotheses are derived to carry out the research. The model concludes that factors such as the number of channel subscribers, channel age, video age, video duration and video definition have statistically significant relationship with YouTube engagement. Additionally, channel types: brand, private vlogger and news/updates also have a statistically significant relationship with YouTube engagement. Brands channels, having access to a larger network and the ability to feature sports celebrities, are likely to generate four times more engagement than other YouTube channels. This study contributes to the research on social media engagements in terms of examining the type of factors important in predicting user engagement on YouTube. Keywords: Social Media, Social Media Engagement, YouTube, Social Influencers, Vloggers, Sports Marketing and Soccer.

scholarly journals Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources

2019 ◽  
Vol 39 (4) ◽  
pp. 415-430 ◽  
Author(s):  
Sascha Kraus ◽  
Johanna Gast ◽  
Moritz Schleich ◽  
Paul Jones ◽  
Michael Ritter
Keyword(s):  
Social Media ◽  
Theoretical Foundation ◽  
Qualitative Approach ◽  
Social Media Marketing ◽  
Limited Resources ◽  
Future Research ◽  
Structured Interviews ◽  
Content Creation ◽  
The Creation ◽  
Practical Recommendations

Despite the growing literature dealing with social media marketing (SMM) in small and medium-sized enterprises (SMEs), one area that has not been fully explored is the creation of the content itself. SMEs typically do not have the same resources available that larger companies possess. Therefore, they have to find alternative ways to compensate for this weakness. This study analyzes SMEs’ SMM content creation, specifically on Facebook. By first scanning existing literature for essential factors for content creation, a theoretical foundation for the empirical part is presented. A qualitative approach was applied through the use of semi-structured interviews with eight SMEs. The findings suggest that it is difficult for most SMEs to efficiently use available resources, but also that minimal resources are required to create engaging content. Moreover, SMEs are typically aware of the majority of elements that influence content creation, at least to a certain extent, and that they should have established processes and routines to overcome the burden of limited resources. The study concludes with directions for future research and practical recommendations.

Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting

2019 ◽  
pp. 135481661986780 ◽  
Author(s):  
Jun (Justin) Li ◽  
Woo Gon Kim ◽  
Hyung Min Choi
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Restaurant Industry ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Casual Dining ◽  
Social Media Engagement ◽  
Casual Dining Restaurant ◽  
Marketing Budget

Social media sites serve as lead generators for achieving marketing communication and raising brand awareness for casual-dining restaurant firms. This study attempts to measure social media engagement across different social networking sites (SNSs) and promotional activities for the casual-dining restaurant industry. This study also explores the influence of the dimensionality of social media engagement on the performance of casual-dining restaurants. The findings show that the metrics of social media engagement are different across channels and promotional activities. The results also reveal that these metrics have significant positive impacts on casual-dining restaurant performance. Pragmatically, the findings provide an assessment that enables casual-dining restaurant marketers to select the most effective SNSs and implement the most appropriate promotional activities, given the limited marketing budget of small and medium-sized casual-dining restaurants.

Reddit use in the LIS community

2021 ◽  
pp. 096100062110520
Author(s):  
Yue Ming ◽  
Miriam L. Matteson ◽  
Jingchen Sun
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Information Science ◽  
Public Libraries ◽  
Identity Theory ◽  
Online Communication ◽  
User Engagement ◽  
Social Media Engagement ◽  
Psychological Features

This study examined online communications within library and information science (LIS)-related subreddits through the perspectives of social identity theory and social media engagement. A total of 17,049 Reddit posts from three major LIS-related subreddits were harvested through Pushshift by Python. Manual and computational coding methods were used to identify linguistic characteristics of the posts as well as the topicality of the content. Multiple logistic regressions were used to analyze the relationship between psychological and emotional characteristics of the posts and user engagement. Results showed that the majority of posts did not mention a specific type of LIS organization; of the subset that did, public libraries and academic libraries were most frequently referenced. “Library services and usage” was the topic most mentioned within LIS-related subreddits, followed by “librarians and jobs.” Various psychological features of posts including emotional tone score, authentic score, clout score, analytic score, and usage of words related to affective processes, anxiety, social processes, causation, and time were significantly related to user engagement. This study contributes to further understanding of social identity theory and social media engagement within the online communication context of LIS community. Key topics and issues in the LIS field and practical suggestions for strategies to improve social media engagement across LIS community were discussed.

scholarly journals Optimalisasi Pemasaran Melalui Media Sosial pada Usaha Kopi The Andalusia di Palembang sebagai Strategi Bertahan Selama Pandemi Covid-19

2021 ◽  
Vol 2 (1) ◽  
pp. 39-48
Author(s):  
Risqo M. Wahid
Keyword(s):  
Social Media ◽  
Action Research ◽  
Community Engagement ◽  
Social Media Marketing ◽  
Social Media Engagement

Abstract This community engagement programme (CEP) aims to implement Instagram Ads and investigate its efficacy as a tool for social media marketing. The participant in this CEP was an MSME named The Andalusia located in Palembang, Indonesia. Its official Instagram account is @the.andalusia.id. The CEP applied an exploration study method resembling action research. The results prove that the CEP enhances the participant's social media engagement and reach. The CEP further optimises sales and help the participant to survive the Covid-19 pandemic. Abstrak Pengabdian kepada Masyarakat (PkM) ini bertujuan untuk menerapkan iklan Instagram berbayar (Instagram Ads) dan menganalisis efektivitasnya pada strategi pemasaran media sosial. Objek dalam PkM ini adalah UMKM kedai kopi The Andalusia yang berlokasi di Palembang dengan akun Instagram @the.andalusia.id. PkM ini menerapkan metode eksplorasi yang menyerupai riset aksi. Hasil PkM menunjukkan bahwa iklan Instagram mengoptimalkan jumlah jangkauan dan interaksi konten secara keseluruhan. Hasil PkM ini juga meningkatkan penjualan dan membantu usaha kopi The Andalusia untuk bertahan selama pandemi Covid-19.

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