scholarly journals LuluLemon's Instragram strategy: a qualitative content analysis using uses and gratifications theory

2021 ◽  
Author(s):  
Elise Moore
Keyword(s):  
Content Analysis ◽  
Social Networking ◽  
Digital Media ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Qualitative Content Analysis ◽  
Uses And Gratifications Theory ◽  
Corporate Marketing ◽  
Related Information

Social Networking Sites (SNSs) have become increasingly integral to corporate marketing in recent years. Instagram is a newer platform that corporations have added to their digital media marketing presence. The aim of this MRP is to investigate Lululemon Athletica’s presence on Instagram by examining the specific techniques they employ to satisfy users’ Uses and Gratifications. 10 Lululemon Instagram posts were sampled for this study. From these posts, the first 50 comments were collected and coded using Whiting and Williams’ (2013) coding schema. This study highlights the value in (1) brands sharing useful brand and product-related information, and (2) interacting with consumers by responding to their comments and posing Socratic questions to spur dialogue and further engagement.

scholarly journals LuluLemon's Instragram strategy: a qualitative content analysis using uses and gratifications theory

2021 ◽  
Author(s):  
Elise Moore
Keyword(s):  
Content Analysis ◽  
Social Networking ◽  
Digital Media ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Qualitative Content Analysis ◽  
Uses And Gratifications Theory ◽  
Corporate Marketing ◽  
Related Information

Social Networking Sites (SNSs) have become increasingly integral to corporate marketing in recent years. Instagram is a newer platform that corporations have added to their digital media marketing presence. The aim of this MRP is to investigate Lululemon Athletica’s presence on Instagram by examining the specific techniques they employ to satisfy users’ Uses and Gratifications. 10 Lululemon Instagram posts were sampled for this study. From these posts, the first 50 comments were collected and coded using Whiting and Williams’ (2013) coding schema. This study highlights the value in (1) brands sharing useful brand and product-related information, and (2) interacting with consumers by responding to their comments and posing Socratic questions to spur dialogue and further engagement.

scholarly journals Spanish academics and social networking sites: Use, non-use, and the perceived advantages and drawbacks of Facebook, Twitter, LinkedIn, ResearchGate, and Academia.edu

First Monday ◽  
2019 ◽  
Author(s):  
Francisco Segado-Boj ◽  
Jesús Díaz-Campo ◽  
Erika Fernández-Gómez ◽  
María-Ángeles Chaparro-Domínguez
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Uses And Gratifications Theory ◽  
University Professors ◽  
Level Of Use ◽  
Depth Interviews

This study examines Spanish academics’ motives for using social networking sites (SNS) and their perceptions regarding the limitations of and drawbacks to social media. We analyse 18 in-depth interviews conducted with Spanish university professors chosen according to their disciplines, academic ranks and level of use. Our findings confirm prior research based on the uses and gratifications theory. Thus, we conclude that SNS are used for managing content, identifying experts in a researcher’s field of knowledge. In addition, academics need to manage different personal identities in each SNS they use.

scholarly journals Archives and identity in the context of social media and algorithmic analytics: Towards an understanding of iArchive and predictive retention

2017 ◽  
Vol 20 (9) ◽  
pp. 3304-3322 ◽  
Author(s):  
Holger Pötzsch
Keyword(s):  
Social Networking ◽  
Identity Formation ◽  
Digital Media ◽  
Social Networking Sites ◽  
The Political ◽  
Archival Theory ◽  
Digital Archives ◽  
Technological Advances ◽  
Critical Approaches ◽  
And Control

This article reconceptualizes the archive in the context of digital media ecologies. Drawing upon archival theory and critical approaches to the political economy of the Internet, I account for new dynamics and implications afforded by digital archives. Operating at both a user-controlled explicit and a state- and corporate-owned implicit level, the digital archive at once facilitates empowerment and enables unprecedented forms of management and control. Connecting the politics and economy of digital media with issues of identity formation and curation on social networking sites, I coin the terms iArchive and predictive retention to highlight how recent technological advances both provide new means for self-expression, mobilization and resistance and afford an almost ubiquitous tracking, profiling and, indeed, moulding of emergent subjectivities.

Upsettling Canada in 140 Characters: race relations in the Twittersphere

2021 ◽  
Author(s):  
Caroline Carter
Keyword(s):  
Content Analysis ◽  
Social Networking ◽  
Race Relations ◽  
Online Discussion ◽  
Qualitative Content Analysis ◽  
Vital Role ◽  
The Social ◽  
Colonial Theory ◽  
Networking Tool ◽  
A Site

This paper is a qualitative content analysis of public tweets made during the Indigenous social movement, Idle No More, containing the #upsettler and #upsettlers hashtags. Using settler colonial theory coupled with previous literature on Twitter during social movements as a guiding framework, this study identifies how settler colonial relations were being constructed on Twitter and how functions of the social networking tool such as the hashtag impacted this process. By examining and analyzing the content of 278 tweets, this study illustrates that Twitter is a site where conversations about race relations in Canada are taking place and that the use of the hashtag function plays a vital role in expanding the reach of this online discussion and creating a sense of solidarity or community among users.

scholarly journals Usage of Social Media by Leading Political Parties in General Election 2018 of Pakistan

2020 ◽  
Vol V (III) ◽  
pp. 32-43
Author(s):  
Ashraf Iqbal ◽  
Kishwer Perveen ◽  
Saima Waheed
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Political Parties ◽  
Social Networking ◽  
Political Party ◽  
Social Networking Sites ◽  
Dominant Party ◽  
The Social ◽  
Setting Theory ◽  
Social Media Tools

Social Networking sites are highly used for political proposes. In this study, the research tried to search the usage of social media by political parties during elections campaigns 2018 in Pakistan. The researcher applied the agenda-setting theory to link the social media posts of these political parties' pages and content analysis research technique for analyzing the variables. It was concluded from the that these social media are highly used for mobilizing voters where the users of these mediums not only see these posts but also like, comment and share for responding about what is uploaded on these social media pages by the representatives of political parties. It is concluded that from three trending political parties, PTI emerged as the most dominant party by using these social media tools, by uploading a maximum number of posts, by mobilizing voters to vote for a specific political party.

Hyperreality of #BlackLivesMatter Movement on Social Media

2021 ◽  
Vol 37 (3) ◽  
pp. 288-303
Author(s):  
Ghozian Aulia Pradhana ◽  
◽  
Syaifa Tania ◽  
Keyword(s):  
Social Media ◽  
African American ◽  
Content Analysis ◽  
Social Networking ◽  
Social Movement ◽  
Social Networking Sites ◽  
The Other ◽  
The Social ◽  
True Meaning ◽  
Social Media Platforms

This study aims to reveal how hyperreality is reflected in using the #BlackLivesMatter hashtag on social media. The death of an African-American, George Floyd, that involved white police, has sparked outrage and demonstrations in many U.S. states. Issues pertaining to racism sparked in relation to the event, and many people protested demanding justice. The demand for justice then went into a wave of massive global protests both in offline and online realities—the #BlackLivesMatter hashtag was widely used on social media when protests were held. The #BlackLivesMatter hashtag even became a trending topic on several social media platforms, as if everyone was concerned about the issue and aiming for the same purpose. However, we might find several posts that neither reflected nor were related to the case. Some social media users put the hashtag even though their content substance was not related. This phenomenon then led to a condition of hyperreality in questioning reality from a simulation of reality. The method used in this study is content analysis which measures the sentiment of comments on Twitter and Instagram. The study found that social networking sites mobilised online movements even though they were not directly related to the #BlackLivesMatter movement. On the other hand, hashtag activism reduced the true meaning of the social movement. Therefore, the hyperreality in #BlackLivesMatter could not be seen any longer as a form of massive protests demanding justice and ending violence, but merely to gain more digital presence on social media. Keywords: Black lives matter, movement, social media, hyperreality, hashtag activism.

Excellent Cuisine Worth a Detour

2021 ◽  
pp. 108-125
Author(s):  
Fernando Oliveira-Brochado
Keyword(s):  
Content Analysis ◽  
Social Networking ◽  
Mixed Method ◽  
Social Networking Sites ◽  
Participatory Culture ◽  
Social Dimension ◽  
Factor Analyses ◽  
Text Interpretation ◽  
Quality Food ◽  
Restaurant Experience

Luxury restaurants are expected to offer outstanding culinary talent and expertise; be authentic, creative and consistent; and provide exciting quality food. Currently, culinary art discourses include a social dimension in which social networking sites are used to share gastronomic experiences and check recommendations. User-generated reviews are thus an intersection of participatory culture and ‘foodie' discoures. This study's main objective was to examine this phenomenon by analysing web reviews to identify the expressive dimensions that describe guests' experiences. Mixed-method content analysis was selected for this research, using qualitative text interpretation to supplement quantitative word counts and factor analyses. Content analysis of reviews of the top three Michelin-starred restaurants (i.e., two stars) in Portugal identified concepts used to assess haute cuisine experiences from the client's perspective. The results include a concept map encompassing the following dimensions: ‘food', ‘restaurant', ‘experience', ‘menu', ‘wine', ‘special (dinner)', ‘view', ‘beautiful (food)', ‘friendly (staff)', ‘chef', ‘visit' and ‘dessert'.

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