scholarly journals Instagram, influencers, and native adverstising: examining follower engagement with influencer content

2021 ◽  
Author(s):  
Ahmed Minhas
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Pilot Study ◽  
Literature Review ◽  
Word Of Mouth ◽  
Negative Impact ◽  
Product Placement ◽  
Professional Communication ◽  
Major Research ◽  
Quantitative Content

This Master of Professional Communication Major Research Paper (MRP) aims to examine whether Instagram influencer engagement levels have been negatively impacted by the Federal Trade Commission's (FTC) regulations requiring social media influencers, brands, and marketers, to visibly disclose their partnerships. The FTC's regulations were enacted within the context of native advertising, with concern that consumers were unable to distinguish between genuine influencer content and sponsored content. Due to this research paper's role as a pilot study, the literature review outlines the concepts of native advertising, micro-celebrities, the Instafamous, social media influencers, and electronic word of mouth (eWOM). A quantitative content analysis was conducted using 20 samples (each) from two Instagram influencers within the niches of travel and menswear. The result of this pilot study shows that the presence of sponsorship disclosure and overt product advertisement (including product placement) in influencer content has a negative impact on engagement

scholarly journals Instagram, influencers, and native adverstising: examining follower engagement with influencer content

2021 ◽  
Author(s):  
Ahmed Minhas
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Pilot Study ◽  
Literature Review ◽  
Word Of Mouth ◽  
Negative Impact ◽  
Product Placement ◽  
Professional Communication ◽  
Major Research ◽  
Quantitative Content

This Master of Professional Communication Major Research Paper (MRP) aims to examine whether Instagram influencer engagement levels have been negatively impacted by the Federal Trade Commission's (FTC) regulations requiring social media influencers, brands, and marketers, to visibly disclose their partnerships. The FTC's regulations were enacted within the context of native advertising, with concern that consumers were unable to distinguish between genuine influencer content and sponsored content. Due to this research paper's role as a pilot study, the literature review outlines the concepts of native advertising, micro-celebrities, the Instafamous, social media influencers, and electronic word of mouth (eWOM). A quantitative content analysis was conducted using 20 samples (each) from two Instagram influencers within the niches of travel and menswear. The result of this pilot study shows that the presence of sponsorship disclosure and overt product advertisement (including product placement) in influencer content has a negative impact on engagement

scholarly journals More than just a game: exploring the gamification mechanics and procedural rhetoric of the Air Miles Loyalty Program community

2021 ◽  
Author(s):  
Ian Ray Barcarse
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Community Engagement ◽  
Digital Marketing ◽  
Major Research ◽  
Loyalty Program ◽  
Community Based ◽  
Procedural Rhetoric ◽  
Competing Interests ◽  
Quantitative Content

This major research paper explores the use of gamification mechanics and procedural rhetoric to engage loyalty program communities on social media. In doing so, this study investigates the influences of online communities, the applications of gamification mechanics and procedural rhetoric, as well as the role and agency of consumers. A quantitative content analysis was used to analyze a sample of 10,000 tweets related to the Air Miles Rewards Program. The results showed that gamification mechanics and procedural rhetoric were present in the Twitter conversations. However, they were used differently to achieve various elements of community based on competing interests by authors. Findings from this study contribute to the academic and professional world of communication, and can inform digital marketing and social media strategies for community engagement

scholarly journals More than just a game: exploring the gamification mechanics and procedural rhetoric of the Air Miles Loyalty Program community

2021 ◽  
Author(s):  
Ian Ray Barcarse
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Community Engagement ◽  
Digital Marketing ◽  
Major Research ◽  
Loyalty Program ◽  
Community Based ◽  
Procedural Rhetoric ◽  
Competing Interests ◽  
Quantitative Content

This major research paper explores the use of gamification mechanics and procedural rhetoric to engage loyalty program communities on social media. In doing so, this study investigates the influences of online communities, the applications of gamification mechanics and procedural rhetoric, as well as the role and agency of consumers. A quantitative content analysis was used to analyze a sample of 10,000 tweets related to the Air Miles Rewards Program. The results showed that gamification mechanics and procedural rhetoric were present in the Twitter conversations. However, they were used differently to achieve various elements of community based on competing interests by authors. Findings from this study contribute to the academic and professional world of communication, and can inform digital marketing and social media strategies for community engagement

Twitter Users’ Displays of Affect in the Global Warming Debate

2021 ◽  
pp. 004728162110078
Author(s):  
Shanna Cameron ◽  
Alexandra Russell ◽  
Luke Brake ◽  
Katherine Fredlund ◽  
Angela Morris
Keyword(s):  
Climate Change ◽  
Social Media ◽  
Global Warming ◽  
Content Analysis ◽  
Technical Communication ◽  
Research Team ◽  
Future Research ◽  
Climate Change Research ◽  
Quantitative Content ◽  
Twitter Users

This article engages with recent discussions in the field of technical communication that call for climate change research that moves beyond the believer/denier dichotomy. For this study, our research team coded 900 tweets about climate change and global warming for different emotions in order to understand how Twitter users rely on affect rhetorically. Our findings use quantitative content analysis to challenge current assumptions about writing and affect on social media, and our results indicate a number of arenas for future research on affect, global warming, and rhetoric.

How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Manuela López ◽  
Maria Sicilia ◽  
Peeter W.J. Verlegh
Keyword(s):  
Social Media ◽  
Experimental Design ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Impact ◽  
Monetary Incentive ◽  
Opinion Leaders ◽  
Monetary Incentives ◽  
Content Type ◽  
Source Of Information

PurposeOpinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and more influential than other consumers. Thus, companies have an interest in engaging opinion leaders to post about products and brands, and the authors analyse different incentives for encouraging them to spread the word on social media (via electronic word-of-mouth [e-WoM]).Design/methodology/approachA 2 × 3 between-subjects experimental design was developed in which 359 technological opinion leaders (bloggers) participated. The authors manipulated the monetary incentive (money vs no money) and non-monetary incentives (information only vs return product vs keep product) offered in exchange for a brand post.FindingsVarious techniques for approaching opinion leaders are effective, but to differing degrees. Providing a product free of charge increases the likelihood that opinion leaders will post about it, and the highest intention to post is observed when they are allowed to keep the product. In contrast, giving money to opinion leaders could have an indirect negative impact on their intention to post through the expected negative reaction of followers.Originality/valueIt remains unclear how opinion leaders can best be encouraged to spread e-WoM, as incentives used for consumers may work differently for opinion leaders, who have followers that they want to maintain. The main contribution of this paper lies in its explanation of why opinion leaders react differently to monetary versus non-monetary incentives.

OPINI PUBLIK TERHADAP PENERAPAN NEW NORMAL DI MEDIA SOSIAL TWITTER

2020 ◽  
Vol 11 (1) ◽  
pp. 19-26
Author(s):  
AWAD BIN MUHAMMAD ALKATIRI ◽  
ZHAFIRA NADIAH ◽  
ADINDA NADA S. NASUTION
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Public Opinion ◽  
Thematic Analysis ◽  
Research Method ◽  
Age Groups ◽  
Validity And Reliability ◽  
New Normal ◽  
Quantitative Content ◽  
The Social

Social media is popular with all ages, people in young and old age groups can access social media. Social media is a place for information and opinion exchange. Twitter is one of the social media that is actively used in Indonesia. The new normal phenomenon that is currently being applied is wanted to be further known by researchers by referring to the hashtag #newnormalindonesia on Twitter. Researchers want to find out how public opinion is formed based on the hashtag #newnormalindonesia on Twitter. This research uses the concept of public opinion which is categorized into positive, negative, and neutral. In the research method, researchers use quantitative content analysis, the analysis unit uses thematic analysis units with the operationalization of concepts using the concept of public opinion. Coding sheets are used as instruments in data collection techniques, then in testing the validity and reliability using inter-coder reliability. The results showed that the twitter posts with the #newnormalindonesia hashtag tendto be negative by not supporting the implementation of new normal.

scholarly journals Médias d’actualité, journalistes et publics sur Twitter : vers un renouvellement des relations ? Résumé de la thèse de doctorat

1970 ◽  
Vol 20 (2) ◽  
Author(s):  
Florence Van Hove
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Interactions ◽  
Digital Transformation ◽  
Quantitative Content Analysis ◽  
Quantitative Content

This thesis focuses on the question of the renewal of relations between media actors and audiences in the context of the digital transformation of journalism and the advent of social media. It is based on a qualitative and a quantitative content analysis of tweets related to twelve francophone news threads in 2011 and 2016. The results mainly show a gap between uniform and unidirectional uses of Twitter by media actors and the diversified, personal and interactive uses of news on Twitter by audiences. Findings suggest the persistence of long-standing trends in the relations between media actors and audiences – which remain asymmetrical (and tend to become stronger in this sense) despite the possibilities of social interactions offered by the microblogging tool Twitter – and a “resistance” by media actors, especially journalists, to change institutionalized journalistic practices.

scholarly journals Article or advertisement? How legacy and new media are blurring lines and creating new hybrid content through native advertising

2021 ◽  
Author(s):  
Katherine Fernandez-Blance
Keyword(s):  
New York ◽  
Content Analysis ◽  
New Media ◽  
Qualitative Content Analysis ◽  
New York Times ◽  
Professional Communication ◽  
Added Value ◽  
Major Research ◽  
Editorial Content ◽  
The Creation

This Master of Professional Communication Major Research Paper (MRP), a pilot study, examines how native advertising is used by new and legacy media publications in an effort to determine whether the lines between advertisement and editorial content have been blurred. The literature reviewed outlines the creation of added-value content through framing, recognition of persuasion attempts and the creation of synergy through contextual similarity. Within this MRP, a qualitative content analysis was conducted on 5 samples of native advertising from legacy publication The New York Times and 5 samples from new media publication BuzzFeed within the 2015 calendar year. The results of the content analysis have indicated that through framing, persuasion and contextual similarity, the lines between advertisement and editorial content in both publications appear to have softened.

scholarly journals Sosiaalisen median kommenttien analyysi multimodaalisesta näkökulmasta digitaalisen journalismin ja poliittisen viestinnän tutkimuksessa

2021 ◽  
Vol 40 (3) ◽  
Author(s):  
Margareta Salonen ◽  
Elisa Kannasto ◽  
Laura Paatelainen
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Literature Review ◽  
Political Communication ◽  
Qualitative Content Analysis ◽  
Data Sets ◽  
Individual Mode ◽  
Digital Journalism ◽  
Social Media Platforms ◽  
The One

Societal discussions flow on social media platforms that are studied by researchers in multiple ways and through various kinds of data sets that are extracted from them. In the studies of these discussions, multimodality unravels the semiotic modes that are communication resources through which meanings are socially and culturally created and expressed. In addition, the viewpoint of affordances can be used for viewing the functions of social media platforms and their discussions. Furthermore, this review was conducted to better understand how social media comments are researched from the perspective of multimodality in the context of digital journalism and political communication. A systematic literature review and qualitative content analysis were used as methods. The review discovered that the studies under review were not that high in multimodality and that text as an individual mode was the most common one. Furthermore, Twitter was the most researched platform and the one where the use of modes was more thoroughly explained.

scholarly journals Kajian Literatur Efektivitas Electronic Word Of Mouth (E-Wom) Dalam Meningkatkan Minat Beli Konsumen Di Sosial Media

2020 ◽  
Vol 2 (1) ◽  
pp. 31-45
Author(s):  
Yosinta Damayanti
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Word Of Mouth ◽  
Scientific Development ◽  
Electronic Word Of Mouth ◽  
Good Advice ◽  
Support Facility ◽  
Descriptive Qualitative

Today the development of technology is very fast, especially in the field of marketing. One of the proof is the emergence of Electronic Word of Mouth or e-WOM which is the next development of Word of Mouth or WOM. E-WOM is a support facility of businessmen in providing perceptions of good value for customers on social media. E-WOM used as communication in the marketing field on social media is offered to increase consumer buying interest in the products offered. E-WOM contains shared messages by consumers that related to purchases products, and can be used as a medium for delivering information related to products, both in terms of quality, or in terms of service provided by the seller. A lot of the companies have successfully understood the power of electronic word of mouth (e-WOM) on social media, this can be seen from the proliferation of companies offering their products on social media by using e-WOM to provide good advice from the sale of products. The purpose of this research is to provide scientific development and insight related to the effectiveness of Electronic Word of Mouth (e-WOM) in increasing the purchase interest of consumers. The type of research used is descriptive qualitative with the study literature method. Overall, the results of this literature review can conclude that Electronic Word of Mouth (e-WOM) can increase purchase interest of consumers on social media. The results are supported by several studies that show e-WOM can increase purchase interest of the consumer on social media.

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