#INCLUSION – THE IMPACT OF SOCIAL MEDIA COMMUNICATION ON THE LEGITIMACY OF ARMED FORCES

2019 ◽  
pp. 43-60
Author(s):  
EVA MOEHLECKE DE BASEGGIO ◽  
OLIVIA SCHNEIDER ◽  
TIBOR SZVIRCSEV TRESCH
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Structural Equation ◽  
Armed Forces ◽  
Equation Model ◽  
Media Communication ◽  
The Public ◽  
Political Legitimation ◽  
Social Media Communication ◽  
The Impact

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

scholarly journals The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events

2019 ◽  
Vol 23 (6) ◽  
pp. 835-853 ◽  
Author(s):  
Bruno Schivinski ◽  
Daniela Langaro ◽  
Christina Shaw
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Online Survey ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Media Communication ◽  
Intentions To Participate ◽  
Social Media Communication ◽  
The Impact

Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. To address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers' attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers' attitudes towards the brand and the event was examined. An online survey (n = 307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (1) the effects of firm-created social media (SM) brand-related content on brand attitude, (2) the influence of user-generated SM brand-related content on both brand and event attitudes, (3) the impact of brand attitude on event attitude, (4) the influence of event attitude on the consumers' intentions to participate; and (5) identifies different arrays revealing how consumers' attitudes towards the brand and the event mediate the relationship between SM communications on consumers' behavioral intentions, while distinguishing the type of SM brand-related content source.

scholarly journals The Impact of Environmental Social Media Publications on User Satisfaction with and Trust in Tourism Businesses

2020 ◽  
Vol 17 (15) ◽  
pp. 5417
Author(s):  
Juan Gabriel Martínez-Navalón ◽  
Vera Gelashvili ◽  
José Ramón Saura
Keyword(s):  
Social Media ◽  
Environmental Sustainability ◽  
User Satisfaction ◽  
Structural Equation ◽  
Equation Modeling ◽  
Media Communication ◽  
Sustainability Strategies ◽  
Tourism Enterprises ◽  
Social Media Communication ◽  
The Impact

The main aim of the present study was to analyze whether publications related to environmental sustainability in social media directly and positively influence user satisfaction with and trust in tourism businesses. Our second goal was to determine whether the influence of environmental sustainability and satisfaction is moderated by users’ gender. Data collection was performed using a questionnaire. The questionnaire responses were analyzed using the partial least squares-structural equation modeling (PLS-SEM) methodology. The results have shown that there is a positive relationship between environmental sustainability, satisfaction, and trust generated by tourism companies through their publications on social media, and that this relationship is not conditioned by users’ gender. The results of the present study contribute to the literature by bridging the gap in research on tourism enterprises and their strategies regarding social media publications. Our findings also provide important implications related to the content of environmental sustainability strategies and social media communication for tourism companies.

scholarly journals Determinants of Social Media Impact in Local Government

2016 ◽  
Vol 28 (3) ◽  
pp. 82-103 ◽  
Author(s):  
Mohd Hisham Mohd Sharif ◽  
Indrit Troshani ◽  
Robyn Davidson
Keyword(s):  
Social Media ◽  
Local Government ◽  
Structural Equation ◽  
Limited Attention ◽  
Security Risks ◽  
Media Impact ◽  
The Public ◽  
Perceived Security ◽  
The Impact ◽  
Media Data

Limited attention has been directed towards understanding the impact of social media in the public sector, particularly in local government organisations. Although social media offer substantial benefits and opportunities to local government, research into the impact of social media remains scant. To address this gap, the authors draw on the technology, organisation, and environment (TOE) framework and propose a model of the determinants of social media impact in local government. The model is tested with data collected via a survey with 173 Australian local government organisations using social media. Data were analysed using the partial least squares-structural equation modelling (PLS-SEM) technique. The results indicate that TOE factors including perceived benefits, perceived security risks, compatibility, and degree of formalisation are important predictors of social media impact in local government.

Moving social marketing beyond personal change to social change

2014 ◽  
Vol 4 (3) ◽  
pp. 240-260 ◽  
Author(s):  
Jeanine P.D. Guidry ◽  
Richard D. Waters ◽  
Gregory D. Saxton
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Social Marketing ◽  
Community Building ◽  
Social Changes ◽  
Media Communication ◽  
Content Type ◽  
The Public ◽  
Personal Changes ◽  
Social Media Communication

Purpose – This paper aims to examine what type of messaging on Twitter is most effective for helping move social marketing beyond focusing on personal changes to find out what messages help turn members of the public into vocal advocates for these organizations’ social changes. Social marketing scholarship has regularly focused on how organizations can effectively influence changes in awareness and behaviors among their targeted audience. Communication scholarship, however, has repeatedly shown that the most influential form of persuasion happens interpersonally. As such, it is imperative that organizations learn how to engage audiences and facilitate the discussion about organizational messages between individuals. Social media provide platforms for such conversations, as organizational messaging can be shared and discussed by individuals with others in their networks. Design/methodology/approach – Through a content analysis of 3,415 Twitter updates from 50 nonprofit organizations, this study identifies specific types of messages that are more likely to get stakeholders retweeting, archiving and discussing the organizations’ messaging through regression analysis. Findings – Messages focusing on calls-to-action and community building generated the most retweets and Twitter conversation; however, they were also the least used strategies by nonprofit organizations. Originality/value – Research has regularly examined the types of messages sent out by nonprofit organizations on Twitter, but they have not tested those messages against measures of engagement. This study pushes the understanding of social media communication to the next level by analyzing those message categories against metrics provided by Twitter for each tweet in the sample.

scholarly journals The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention

2021 ◽  
Vol 13 (16) ◽  
pp. 9471
Author(s):  
Hye-Ryeong Shin ◽  
Jeong-Gil Choi
Keyword(s):  
Social Media ◽  
Generational Differences ◽  
Purchase Intention ◽  
Source Credibility ◽  
Brand Image ◽  
Group Analysis ◽  
Moderating Effect ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs).

scholarly journals Determinants of Social Media Impact in Local Government

2018 ◽  
pp. 577-601
Author(s):  
Mohd Hisham Mohd Sharif ◽  
Indrit Troshani ◽  
Robyn Davidson
Keyword(s):  
Social Media ◽  
Local Government ◽  
Structural Equation ◽  
Limited Attention ◽  
Security Risks ◽  
Media Impact ◽  
The Public ◽  
Perceived Security ◽  
The Impact ◽  
Media Data

Limited attention has been directed towards understanding the impact of social media in the public sector, particularly in local government organisations. Although social media offer substantial benefits and opportunities to local government, research into the impact of social media remains scant. To address this gap, the authors draw on the technology, organisation, and environment (TOE) framework and propose a model of the determinants of social media impact in local government. The model is tested with data collected via a survey with 173 Australian local government organisations using social media. Data were analysed using the partial least squares-structural equation modelling (PLS-SEM) technique. The results indicate that TOE factors including perceived benefits, perceived security risks, compatibility, and degree of formalisation are important predictors of social media impact in local government.

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

2020 ◽  
Vol 14 (1) ◽  
pp. 33-50 ◽  
Author(s):  
Heejin Lim ◽  
Michelle Childs
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Media Communication ◽  
Visual Storytelling ◽  
Content Type ◽  
Narrative Transportation ◽  
Implied Motion ◽  
Social Media Communication ◽  
The Impact

Purpose The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism. Design/methodology/approach Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2). Findings Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context. Practical implications Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story. Originality/value This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

The Determinant of Positive eWOM Intention: Perspective Social Media Users

2021 ◽  
Vol 6 (3) ◽  
pp. 146-157
Author(s):  
Fadhel Audia Yusran ◽  
Kurniawati Kurniawati
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Rapid Development ◽  
Equation Model ◽  
Jel Classification ◽  
Brand Trust ◽  
Media Access ◽  
The Public ◽  
Online Purchases ◽  
Online Brand Community

Objective - The rapid development of information technology brings a significant change in society. The presence of social media makes a shift in people's behavior. From various circles and almost everyone owns and uses social media as a means to obtain and convey information to the public. The purpose of this research is to test and analyst the factors that affect positive eWOM intention on social media. Methodology/Technique - The sample used in this study were 225 respondents using purposive sampling method. The sample used in this study are customers who have social media, access social media for the last 6 (six) months and make online purchases on these social media. Findings - Hypothesis testing is done by using the structural equation model (SEM) method with the help of AMOS software. Novelty - For further research, we can also add and analyze additional factors that affect positively eWOM intention on social media, namely CSR engagement. Type of Paper - Empirical Keywords: Brand trust; online brand community trust; brand attachment; repurchase intention; positive eWOM intention. JEL Classification: M31, M3.

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