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

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

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.

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.

Pemberdayaan Masyarakat Kampung Rempang Cate Melalui Pelatihan Pemasaran Digital untuk Produk Unggulan Pasir Panjang

2019 ◽  
Vol 1 (2) ◽  
pp. 104-117
Author(s):  
Evaliata Br Sembiring ◽  
Fandy Neta ◽  
Muhammad Nashrullah ◽  
Adhitomo Wirawan ◽  
Liony Lumombo
Keyword(s):  
Social Media ◽  
Community Engagement ◽  
Positive Impact ◽  
Digital Marketing ◽  
The People ◽  
Marine Products ◽  
Processed Products ◽  
Bad Weather

Riau Islands, which are identical with the fishermen's profession for the people, has the potential to process marine products into superior products. One area that work as a fisherman is Kampung Rempang Cate. This village is located in Galang sub-district, Batam City. Fish catches are processed into food and souvenirs such as fish crackers, rose cakes, lung crackers, empek-empek and others. This village has internet so that people can access social media, but it has not been fully utilized in the economic field. Social media can be used as a media for promoting products and has the potential to improve the economy of the community. Bad weather sometimes happens, causing fishermen not possible to go to sea. When this happens, people can process resource from the sea into food or souvenir that can be sold to other regions such as Batam City through digital marketing. The purpose of this community engagement is to provide training on how to promote products from fish catches and other resources through digital marketing. The community no longer needs to sell processed products directly to Batam City, with no small costs and uncertain buyers. The current positive impact that has been seen is the increase in people's knowledge and insights into digital marketing and improving the community's economy from the implementation of activities.

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.

Boys versus Girls: Gendered Presentations of Newborns via Instagram Photograph Uploads.

2016 ◽  
Vol 3 (1) ◽  
Author(s):  
Jason Brian Garcia
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Gender Stereotypes ◽  
Primary Source ◽  
Newborn Baby ◽  
Quantitative Content Analysis ◽  
Male And Female ◽  
Quantitative Content ◽  
Significant Difference

The present study examined the prevalence of gender stereotypes displayed in photograph uploads of newborns in the mobile social media application, Instagram. A quantitative content analysis was performed on a sample of 120 of the most recent photograph uploads with the hashtag streams “#newbornbabyboy” and “#newbornbabygirl”. 60 of these images consisting of each newborn females and males, collected between the 26th and 27th of March, 2014. Results showed that newborn baby boys were only portrayed in a gender-stereotypical manner where the most predominant clothing colour worn was blue. For girls, the results also revealed a gender-stereotypical pattern as pink was the most displayed clothing colour. There was no significant difference found between male and female newborns in how often they were accessorized. The primary source of the photograph uploads were most often the babies’ mothers.

scholarly journals Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands

2017 ◽  
Vol 11 (6) ◽  
pp. 136 ◽  
Author(s):  
Zahaira Fabiola González Romo ◽  
Irene García-Medina ◽  
Noemí Plaza Romero
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Networking ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Mobile Environment ◽  
The Public ◽  
Media Events ◽  
Depth Interviews

This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.

Oh Snap: Chat Style in the 2016 US Presidential Primaries

2017 ◽  
Vol 13 (1) ◽  
pp. 17-33 ◽  
Author(s):  
Eisa Al Nashmi ◽  
David Lynn Painter
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
The Other ◽  
Visual Content ◽  
Quantitative Content Analysis ◽  
Self Presentation ◽  
Presidential Primary ◽  
Quantitative Content ◽  
Exploratory Investigation ◽  
Production Techniques

Based on Goffman’s theories of self-presentation and framing, this exploratory investigation adapted Videostyle and Webstyle protocols to analyse the 2016 US presidential primary candidates’ Snapchat posts. This quantitative content analysis ( N = 871) coded for the visual content, production techniques, nonverbal content and frames used by the five candidates who used Snapchat as a strategic tool to engage voters throughout the course of the 2016 US primary campaign. The results indicate Clinton (D) deviated from the other candidates in the visual and nonverbal content as well as the frames used in her snaps. The implications of these findings on gendered self-presentation theory as well as inferences about the campaigns’ strategic social media motivations and effectiveness are also explored.

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