scholarly journals A AUTOEXPOSIÇÃO DE PRATICANTES DE EXERCÍCIOS FÍSICOS COMUNICADA EM REDES SOCIAIS E SUA RELAÇÃO COM O CONSUMO

2022 ◽  
Vol 12 (01) ◽  
pp. 285-307
Author(s):  
Emanuel Bezerra de Oliveira ◽  
◽  
Nathália de Sousa Pereira ◽  
Lia Chagas de Lima ◽  
Danielle Miranda de Oliveira Arruda Gomes ◽  
...  
Keyword(s):  
Social Media ◽  
Physical Exercise ◽  
The Self ◽  
Media Communication ◽  
Software Products ◽  
Physical Exercises ◽  
Semistructured Interviews ◽  
Social Media Communication ◽  
The Relationship ◽  
Personal Fulfillment

This research proposes to understand the relationship between the self-exposure of physical exercise practitioners on social media communication and consumption. To this end, we sought to identify the motivations for selfexposure of physical exercise practitioners on social media; identify the types of products consumed that are related to self-exposure on social media and verify the influence between self-exposure of physical exercise practitioners on social media and consumption. Qualitative research was applied, aided by semistructured interviews and by the projective autodriving technique. Twelve men who practice physical exercises in gyms were interviewed. Three categories emerged from the results: exhibitionism, encouraging healthy living and personal fulfillment as antecedents for the self-exposure of physical activity practitioners on social media, and the consumption of food, electronic, sports clothing, applications, and software products was identified, as a way to help the best image that will be exposed. Through the development of a framework, it was found that the self-exposure of the image influences both self-consumption and the consumption of followers. In addition, the concept of conspicuous consumption was broadened by relating the exposure of the conquest of the fitness body as an acquired good that provides social status.

Social media communication strategies

2016 ◽  
Vol 30 (5) ◽  
pp. 490-503 ◽  
Author(s):  
Paola Barbara Floreddu ◽  
Francesca Cabiddu
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Communication Strategies ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Systematic Research ◽  
Media Communication ◽  
Content Type ◽  
Social Media Communication ◽  
The Relationship

Purpose While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature, this paper aims to contribute to this gap in the research in two main ways. First identifying which social media communication strategy is more effective with contrasting levels of reputations; second, analyzing the differences between high- and low-reputation companies with respect to their ability to use corporate communication. Design/methodology/approach This paper uses a longitudinal explorative multiple-case study and theoretical sampling. The research setting is the Italian insurance context. The focus of this analysis on one medium, Facebook, because it is the most exploited in the context of the Italian insurance sector. Findings Six complementary social media communication strategies were identified: egocentric, conversational, selective, openness, secretive and supportive. The results also reveal distinct ways in which high-, medium- and low-reputation companies’ utilize the six complementary strategies of communications. Research limitations/implications The study is based on a single industry and on one single geographical market, and care should thus be taken in generalizing the findings to other contexts. Therefore emerges the opportunity to broaden this research to other similar service sector, such as banking, to assess and generalize the results obtained. In addition, a possible direction of research, especially from a methodological standpoint, should investigate companies from different countries. Such a comparative study would examine in depth whether and to what extent the institutional framework may impact on communication strategies implemented by companies. This study only analyzed one social media (Facebook); hence, we cannot draw firm conclusions about what may constitute a successful social media communication strategy. Practical implications From this study, managers can learn how to combine the six communication strategies to have an effective impact on the corporate reputation. They can also learn how the number of interactions and the time taken to respond to questions from customers improve the corporate reputation and provide communication that is more effective. Originality/value This research extends the previous literature on corporate reputation and corporate communication, showing the relationship between them in a social media context and providing different strategies of managing this combination.

scholarly journals Coastal and marine topics and destinations during the COVID-19 pandemic in Twitter's tourism hashtags

2021 ◽  
pp. 146735842199388
Author(s):  
Orly Carvache-Franco ◽  
Mauricio Carvache-Franco ◽  
Wilmer Carvache-Franco
Keyword(s):  
Social Media ◽  
Big Data ◽  
Communication Strategies ◽  
Media Communication ◽  
Marine Tourism ◽  
Tourist Destinations ◽  
Twitter Data ◽  
Relationship Of ◽  
Social Media Communication ◽  
The Relationship

Coastal and marine tourism offer various topics discussed within social media communication during a pandemic. The present study analysed the discussion topics in the popular Twitter's tourism hashtags during the COVID-19 crisis related to coastal and marine tourism. The objectives were to (i) determine the discussion topics, (ii) identify the discussion topics of greater hierarchy, and (iii) determine the tourist destinations discussed. The data were collected from Twitter between March and April 2020. A total of 269,722 tweets were extracted in different languages and globally through the Twitter API of popular tourism hashtags about the COVID-19 pandemic using big data software. The word associations technique was used to process the Twitter data. The discussion topics were ‘travel’, ‘beach’, ‘cruise’, ‘sea’, ‘ocean’, ‘nature’, ‘sun’, ‘coast’, and others. The discussion topics of greatest hierarchy were ‘travel’, ‘beach’, ‘sea’, and ‘cruise’. These topics refer to the motivational dimensions‘ ‘escape’, and ‘sun and beach’. The geographic locations discussed were Spain, Canary, Hawaii, Australia, Caribbean, Bermuda, Florida, California, and others. The findings will contribute to the relationship of the topics with the tourist motivational dimensions, and the destinations discussed about marine and coastal tourism in the time of crisis in the COVID-2019 Pandemic in Twitter's tourism hashtags, and companies will also be able to improve their communication strategies and develop post-pandemic products.

Social media, customer engagement and advocacy

2019 ◽  
Vol 31 (3) ◽  
pp. 1247-1272 ◽  
Author(s):  
C.M. Sashi ◽  
Gina Brynildsen ◽  
Anil Bilgihan
Keyword(s):  
Social Media ◽  
Affective Commitment ◽  
Customer Engagement ◽  
Media Communication ◽  
Content Type ◽  
Calculative Commitment ◽  
Social Media Communication ◽  
The Relationship ◽  
Social Media Network ◽  
Retention Effort

PurposeThe purpose of this study is to examine how social media facilitates the process of customer engagement in quick service restaurants (QSRs). Customers characterized as transactional customers, loyal customers, delighted customers or fans, based on the degree of relational exchange and emotional bonds, are expected to vary in their propensity to engage in advocacy and co-create value.Design/methodology/approachHypotheses linking the antecedents of customer engagement to advocacy are empirically investigated with data from the Twitter social media network for the top 50 US QSRs. Multiple regression analysis is carried out with proxies for advocacy as the dependent variable and connection effort, interaction effort, satisfaction, retention effort, calculative commitment and affective commitment as independent variables.FindingsThe results indicate that retention effort and calculative commitment of customers are the most important factors influencing advocacy. Efforts to retain customers using social media communication increase advocacy. Greater calculative commitment also increases advocacy. Affective commitment mediates the relationship between calculative commitment and advocacy.Practical implicationsFostering retention and calculative commitment by using social media communication engenders loyalty and customers become advocates. Calculative commitment fosters affective commitment, turning customers into fans who are delighted as well as loyal, enhancing advocacy.Originality/valueThis study uniquely investigates the relationship between the antecedents of customer engagement and advocacy. It develops the theory and conducts an empirical analysis with actual social media network data for a specific industry where usage of the network is widely prevalent. It confirms that calculative commitment influences advocacy. Calculative commitment not only has a direct effect but also has an indirect effect through affective commitment on advocacy in the QSR context. Further, social media efforts by QSRs to retain customers encourage advocacy. Other customer engagement antecedents do not directly influence advocacy.

scholarly journals Social Media and Intangible Cultural Heritage for Digital Marketing Communication: Case of Marrakech Crafts

2020 ◽  
pp. 121-127 ◽  
Author(s):  
Ichraq Hammou ◽  
Sabrine Aboudou ◽  
Youssef Makloul
Keyword(s):  
Social Media ◽  
Cultural Heritage ◽  
Marketing Research ◽  
Strong Relationship ◽  
Intangible Cultural Heritage ◽  
Media Communication ◽  
Intangible Heritage ◽  
Use Of Social Media ◽  
Social Media Communication ◽  
The Relationship

Morocco is endowed with an intangible cultural heritage of great interest at the global level, to which Moroccan craftsmanship, for which it is widely known internationally, makes a significant contribution. In today's, the notion of heritage is continuously expanding, experiencing an almost unlimited extension. The intangible heritage increasingly occupies a prominent place in the planning of several bodies, whose aim is to raise awareness among nations of the need to protect their cultural diversity and to help them to develop projects for the safeguarding and preservation of this category of heritage. The majority of marketing research has not addressed the issue of the relationship between social media communication and the promotion of intangible cultural heritage in the sense that there is an information deficit in addressing this issue. The concept of social media communication represents for professionals a lever of great importance since it has become indispensable to a good marketing strategy. It constitutes, in the context of research, a real tool for the promotion of intangible cultural heritage and the enhancement of territories. The main objective of this article is to explore the concept of intangible cultural heritage given the great importance it represents and its relationship with social media communication in the Moroccan context, especially in the promotion, transmission and even the safeguarding of this wealth. The study used a multidisciplinary exploratory in the fields of media communication and territorial marketing. Thus, the study focused on the two concepts: intangible cultural heritage and communication through social media, while analysing the nature of their interrelation in general and more specifically the relationship between communication through social media and the promotion of Marrakech handicrafts as part of Morocco's intangible cultural heritage. The results of this empirical study of an exploratory nature, conducted among 14 experts operating in the Moroccan handicrafts sector, demonstrated the existence of a strong relationship between the use of social media communication and the promotion of Moroccan intangible cultural heritage and more specifically the intangible cultural heritage of the city of Marrakech through the development and enhancement of its handicraft products. Keywords communication, intangible cultural heritage, Marrakech, Moroccan craftsmanship, social media.

A sensory perspective in the Italian beer market

2019 ◽  
Vol 121 (9) ◽  
pp. 2036-2051 ◽  
Author(s):  
Valentina Cillo ◽  
Laura Gavinelli ◽  
Francesca Ceruti ◽  
Mirko Perano ◽  
Ludovico Solima
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Positive Impact ◽  
Group Analysis ◽  
Equation Modeling ◽  
Media Communication ◽  
Content Type ◽  
Beer Industry ◽  
Social Media Communication ◽  
The Relationship

Purpose From literature, an uncovered issue around the customer-based brand equity (CBBE) is detected: the influence of sensorial preferences on the relationship between social media communication and CBBE. The purpose of this paper is to investigate the effects produced by social media brand communication – both firm-created content (FCC) and user-generated content (UGC) – on CBBE, according to the sensorial preferences in the beer industry. Design/methodology/approach A literature review has been used to develop a research model and hypotheses. The research is based on online survey carried out on a sample of 183 valid questionnaires of Italian active fans and followers in the beer industry. A multi-group analysis applied to structural equation modeling is used. Findings The sensory dimension prevails limiting the operating range of brand awareness that does not strongly affect CBBE. In brand equity development’ process, non-sensorial users do not consider sensorial preferences. The brand equity can become stronger by stimulating the reaction of customers through firms’ communication by using social media platforms. Therefore, the quality of peer interactions in the social media communication has a positive impact on brand loyalty. When firms use social media communication to increase overall brand equity, they have to foster and monitor FCC and UGC responses that affect different CBBE components. Originality/value The paper provides empirical evidence about the relationship between social media communication and CBBE, according to the importance given to sensorial preferences by beer lovers. This can be considered as the first study on this specific topic focused on the CBBE issue.

STRATEGI KOMUNIKASI CROWDFUNDING PADA KOLASE.COM

2019 ◽  
Vol 2 (2) ◽  
pp. 177-187
Author(s):  
Venessa Agusta Gogali ◽  
Fajar Muharam ◽  
Syarif Fitri
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
New Method ◽  
Media Communication ◽  
Social Activists ◽  
Social Media Communication

Crowdfunding is a new method in fundraising activities based online. Moreover, the level of penetration of social media to the community is increasingly high. This makes social activists and academics realize that it is important to study social media communication strategies in crowdfunding activities. There is encouragement to provide an overview of crowdfunding activities. So the author conducted a research on "Crowdfunding Communication Strategy Through Kolase.com Through Case Study on the #BikinNyata Program Through the Kolase.com Website that successfully achieved the target. Keywords: Strategic of Communication, Crowdfunding, Social Media.

#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.

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