scholarly journals Driving Engagement on Instagram: A Comparative Analysis of Amazon Prime and Disney+

2021 ◽  
Vol 1 (3) ◽  
pp. 1-11
Author(s):  
Kazi Turin Rahman
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Design Methodology ◽  
Third Party ◽  
The Novel ◽  
Platform Design ◽  
The Social ◽  
Media Ecosystem ◽  
Streaming Services ◽  
Practical Implications

Purpose- This paper dives into the engagement patterns exhibited on Instagram by two streaming heavyweights; Amazon Prime and Disney+. With ever-growing popularity among the younger generation, Instagram is vital for driving engagement in the social media ecosystem. Hence, it is crucial to understand what content posted by streaming services fosters engagement on this platform. Design/Methodology- A combined total of 230 Instagram posts appearing between January 14 and February 28, 2021, were extensively analyzed. The goal was to examine the post objectives, features, and emotional elements accompanying said posts that Amazon Prime and Disney+ uploaded. Special attention was paid to the number of likes on posts since it is a key metric in measuring engagement. Findings- Results indicate that, despite having fewer posts per day, Disney+ drove much more engagement in post likes and comments. The platform made extensive use of hashtags and entertaining content to engage audiences. However, Amazon Prime had a big absence of useful features like hashtags. It also relied heavily on third-party content, unlike Disney+, whose content primarily consists of original programming. Practical Implications- The novel findings have important implications for streaming services, social media practitioners, and researchers.

The new marketing solutions that will drive strategy implementation

2016 ◽  
Vol 44 (3) ◽  
pp. 20-26 ◽  
Author(s):  
Kenneth Alan Grossberg
Keyword(s):  
Social Media ◽  
Digital Technology ◽  
Design Methodology ◽  
Content Type ◽  
Marketing Automation ◽  
Marketing Innovation ◽  
The Social ◽  
Efficiency And Effectiveness ◽  
Media Platform ◽  
Practical Implications

Purpose Delineate the strategic implications for three new marketing trends based on digital technology. Design/methodology/approach The author looks at how strategy is being affected by: Marketing automation, where artificial intelligence is used to help win a customer and optimize the search for such potential prospects. Social media, which blends the personal and the businesslike and provides opportunities for engagement with the client on an almost real-time, personalized basis. The manipulation of huge quantities of “Big Data” to increase the efficiency and effectiveness of marketing automation and of deriving value from social media. Findings Under all emerging digital technology scenarios, the marketer’s job becomes more complex and more central to the interaction between the customers and the corporation. Practical implications Social marketing will increasingly involve co-creation of product and brand story with customers, experienced-based marketing and more sophisticated management of the interface between the social media platform and automated marketing. Originality/value This article identifies the integral relationship between advances in marketing technology and strategic opportunities for marketing innovation.

scholarly journals How to increase engagement on social media using the honeycomb model

2020 ◽  
Vol 27 (2) ◽  
pp. 153-167
Author(s):  
Susana Costa Silva ◽  
Wilian Feitosa ◽  
Paulo Duarte ◽  
Marta Vasconcelos
Keyword(s):  
Social Media ◽  
Social Engagement ◽  
Design Methodology ◽  
Convenience Sample ◽  
Content Type ◽  
The Social ◽  
Before And After ◽  
A Company ◽  
New Procedures ◽  
Practical Implications

Purpose The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and consulting company located in Portugal. The company’s presence on Facebook was analysed by using the honeycomb model for SM functionality, by Kietzmann et al. (2011), as a theoretical framework. Design/methodology/approach The authors implemented some actions to change procedures on SM management. Monitoring five months of data, the authors could compare the SM engagement before and after changes on SM management. Then, a convenience sample of 205 useable questionnaires was collected. The population of the study comprised Portuguese Facebook users who liked the Alento Facebook Fan Page. An analysis of honeycomb dimensions was performed. Findings The engagement level on Alento’s SM was increased by changing procedures identified on survey. In five months, Alento’s number of followers was increased by just 4.5 per cent, interactions were increased by 35 per cent, views were more than twice (+122 per cent) and fans who clicked on Alento’s Facebook page’s links were increased by 146 per cent. Research limitations/implications There were also some limitations related to the sample, since the authors only obtained 205 responses. Therefore, the second suggestion for future investigations would be to conduct the survey on a larger number of people. This study just considers five months after changing procedures. A longer range of time could produce different results. Practical implications The most relevant contribution of the current study is the offer of some insights into the use of a simple tool such as the honeycomb model of Kietzmann et al. (2011) for the analysis of the social engagement from a firm’s perspective, regardless of their nature. Social implications The importance of SM to spread good content and to reduce media costs is reinforced in this study. Originality/value This study is innovative, as it identifies a need of change on SM management, proposes and implements new procedures, checking its results. SM marketing is a new wagon of study, and the problem of how to increase engagement on professional SM is on top priorities of the field.

Tracking the social media tourist

2015 ◽  
Vol 31 (10) ◽  
pp. 18-20
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Content Type ◽  
The Social ◽  
The Status ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Conversation has changed. Not the art of conversation, which changed sometime in the mid-1970s if our parents are to be believed, but the status of conversation itself. Discussion, argument, discourse and verbal jousting are no longer deemed real enough to matter very much. Unless, of course, they occur online and are witnessed by thousands of people. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals Social media used by local governments of the Lodz Voivodeship

2020 ◽  
Vol 2020 (146) ◽  
pp. 533-542
Author(s):  
Mariusz WOŹNIAKOWSKI ◽  
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Local Governments ◽  
Design Methodology ◽  
The Social ◽  
Communication Activity ◽  
Use Of Social Media ◽  
Depth Interviews ◽  
Practical Implications

Purpose: The purpose of the article is to present the assumptions of social media and their values in the communication of local government units on the example of cities in the Lodz region. Design/methodology/approach: The conducted study consisted in analyzing the content of official websites belonging to local governments of individual cities of the Lodz voivodship to see how information about social networking sites used (plug-in location) and the profiles themselves in these media are communicated in order to check what and how is published. The survey was carried out in October 2019. Findings: The study showed that out of the 44 cities analyzed in the Łódź Voivodeship 37 use at least one of the social networking sites. Most often it is Facebook - 36 cities have their profile, then YouTube – 19, Instagram – 7 and Twitter – 6. 9 cities have 3 official profiles on different websites at the same time, and another 13 cities – 2 each. For 7 cities, no profiles were found on social networking sites. Research limitations/implications: The study did not include less popular social networking sites (e.g. TikTok, GoldenLine, Pinterest). The goals of communication activities by the promotion offices of individual cities are unknown. This can be part of further research through in-depth interviews with people responsible for promoting cities. Possible extension of research to cities of other provinces. Practical implications: Based on the author's audit of the communication activity of the cities of the region on social networking sites, this article suggests that the use of social media is an appropriate tactic in promoting cities due to the participative, interactive, open and transparent nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the cities of the Lodz voivodship in the social media

Comparative analysis of book tags: a cross-lingual perspective

2016 ◽  
Vol 34 (4) ◽  
pp. 666-682 ◽  
Author(s):  
Chao Lu ◽  
Chengzhi Zhang ◽  
Daqing He
Keyword(s):  
Social Media ◽  
Information Retrieval ◽  
Comparative Analysis ◽  
Design Methodology ◽  
Content Type ◽  
The World ◽  
Similarities And Differences ◽  
Cross Lingual ◽  
Practical Implications ◽  
Machine Processing

Purpose In the era of social media, users all over the world annotate books with social tags to express their preferences and interests. The purpose of this paper is to explore different tagging behaviours by analysing the book tags in different languages. Design/methodology/approach This investigation collected nearly 56,000 tags of 1,200 books from one Chinese and two English online bookmarking systems; it combined content analysis and machine-processing methods to evaluate the similarities and differences between different tagging systems from a cross-lingual perspective. Jaccard’s coefficient was adopted to evaluate the similarity level. Findings The results show that the similarity between mono-lingual tags of the same books is higher than that of cross-lingual tags in different systems and the similarity between tags of books written for specialties is higher than that of books written for the general public. Research limitations/implications Those who have more in common annotate books with more similar tags. The similarity between users in tagging systems determines the similarity of the tag sets. Practical implications The results and conclusion of this study will benefit users’ cross-lingual information retrieval and cross-lingual book recommendation for online bookmarking systems. Originality/value This study may be one of the first to compare cross-lingual tags. Its methodology can be applied to tag comparison between any two languages. The insights of this study will help develop cross-lingual tagging systems and improve information retrieval.

Customer reactions to growing Walmart Plus

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Mobile App ◽  
Content Type ◽  
Pertinent Information ◽  
Streaming Services ◽  
Subscription Service ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper concentrates on Walmart's launch of the mobile app shopping delivery subscription service, Walmart Plus. Discounted gas gives it an edge over Amazon Prime, yet Walmart Plus lacks the streaming services of Amazon Prime. After a relatively slow start in consistently growing the service across all demographics, Walmart Plus leaders are advised to seriously consider going organic, leveraging the powerful reach of social media influencers, and integrating online with Walmart-owned Sam's Club. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Doing the knowledge

2017 ◽  
Vol 33 (3) ◽  
pp. 34-36
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Corporate Strategy ◽  
Content Type ◽  
Course Of Action ◽  
The Social ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings We are in a post-truth era. Should we trust that statement, or toss it into the social media morass with so many other throwaway lines? Surely that depends on who says it, what they say it about and the context of why they are saying it. If this correspondent makes that statement merely to grab the reader’s attention and fails to explain anything about it, then perhaps the latter course of action is most appropriate. But if there follows something meaningful that will help explain why it is to be believed and how this will help a firm’s corporate strategy with relation to risk and knowledge, then the reader will be glad they stuck with it. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Social media as the path to a marketing strategy

2016 ◽  
Vol 32 (2) ◽  
pp. 20-22
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Transformation Process ◽  
Content Type ◽  
The Social ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Considers the ways that social media is evolving and the implications for companies who must seek to engage with it. Suggests that firms should develop strategies which will transform their brand message so that it is seen as social rather than commercial. The authors call this the social media transformation process. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

“Please tidy up before leaving”: nudging Airbnb guests toward altruistic behavior

2019 ◽  
Vol 13 (4) ◽  
pp. 524-530 ◽  
Author(s):  
Paul Ranson ◽  
Daniel Guttentag
Keyword(s):  
Social Presence ◽  
Design Methodology ◽  
Field Experiments ◽  
Experimental Results ◽  
Altruistic Behavior ◽  
Content Type ◽  
The Social ◽  
Relationship Model ◽  
Social Market ◽  
Practical Implications

Purpose This study aimed to investigate whether increasing the social presence within an Airbnb lodging environment could nudge guests toward altruistic cleaning behaviors. Design/methodology/approach The study was based around a theoretical framework combining the social-market versus money-market relationship model, nudge theory and social presence theory. A series of three field experiments were conducted, in which social presence was manipulated to test its impact on guest cleaning behaviors prior to departure. Findings The experimental results confirmed the underlying hypothesis that an Airbnb listing’s enhanced social presence can subtly induce guests to help clean their rental units prior to departure. Originality/value This study is the first to examine behavioral nudging in an Airbnb context. It is also one of the first field experiments involving Airbnb. The study findings offer clear theoretical and practical implications.

Is the equalization/normalization lens dead? Social media campaigning in US congressional elections

2018 ◽  
Vol 42 (5) ◽  
pp. 718-731 ◽  
Author(s):  
Jason Gainous ◽  
Andrew Segal ◽  
Kevin Wagner
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Power Structure ◽  
Congressional Elections ◽  
Campaign Spending ◽  
Interactive Effects ◽  
Content Type ◽  
Electoral Success ◽  
The Masses ◽  
Practical Implications

Purpose Early information technology scholarship centered on the internet’s potential to be a democratizing force was often framed using an equalization/normalization lens arguing that either the internet was going to be an equalizing force bringing power to the masses, or it was going to be normalized into the existing power structure. The purpose of this paper is to argue that considered over time the equalization/normalization lens still sheds light on our understanding of how social media (SM) strategy can shape electoral success asking if SM are an equalizing force balancing the resource gap between candidates or are being normalized into the modern campaign. Design/methodology/approach SM metrics and electoral data were collected for US congressional candidates in 2012 and 2016. A series of additive and interactive models are employed to test whether the effects of SM reach on electoral success are conditional on levels of campaign spending. Findings The results suggest that those candidates who spend more actually get more utility for their SM campaign than those who spend less in 2012. However, by 2016, spending inversely correlates with SM campaign utility. Research limitations/implications The findings indicate that SM appeared to be normalizing into the modern congressional campaign in 2012. However, with higher rates of penetration and greater levels of usage in 2016, the SM campaign utility was not a result of higher spending. SM may be a greater equalizing force now. Practical implications Campaigns that initially integrate digital and traditional strategies increase the effectiveness of the SM campaign because the non-digital strategy both complements and draws attention to the SM campaign. However, by 2016 the SM campaign was not driven by its relation to traditional campaign spending. Originality/value This is the first large N study to examine the interactive effects of SM reach and campaign spending on electoral success.

Sign in / Sign up

Export Citation Format

Share Document