scholarly journals Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media

2021 ◽  
Vol 2 (4) ◽  
pp. 529-544
Author(s):  
Daniel Zomeño ◽  
Rocío Blay-Arráez
Keyword(s):  
Social Media ◽  
Rapid Development ◽  
Editorial Content ◽  
Media Environment ◽  
The Social ◽  
Media Ecosystem ◽  
The Media ◽  
Media Formats ◽  
Depth Interviews

Media convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the editorial content offered to brands is being distributed. This qualitative research, using in-depth interviews with a qualified sample of branded content managers from the main Spanish media, allows us to determine the main characteristics of the native advertising demanded by advertisers. The results corroborate observations that content channelled through more sophisticated consumption experiences, using both multimedia and interactivity with a clear transmedia approach, tends to be better received by the audience and, therefore, in greater demand by brands. It also confirms that both video and social media formats have grown exponentially when it comes to providing an outlet for branded content. Based on the results obtained, a proposed classification of these products, including definitions, has been drawn up so they can be publicised to the professional world, offering the reflection and precision that their rapid development has not allowed until now.

Agenda-setting in a social media age

2021 ◽  
Author(s):  
Carolina Carazo-Barrantes
Keyword(s):  
Social Media ◽  
Agenda Setting ◽  
Political Life ◽  
Media Environment ◽  
The Public ◽  
Public Agenda ◽  
The Social ◽  
The Media ◽  
Setting Theory

Abstract This paper analyzes the role of social media in electoral processes and contemporary political life. We analyze Costa Rica’s 2018 presidential election from an agenda-setting perspective, studying the media, the political and the public agendas, and their relationships. We explore whether social media, Facebook specifically, can convey an agenda-setting effect; if social media public agenda differs from the traditional MIP public agenda; and what agenda-setting methodologies can benefit from new approaches in the social media context. The study revealed that social media agendas are complex and dynamic and, in this case, did not present an agenda-setting effect. We not only found that the social media public agenda does not correlate with the conventional MIP public agenda, but that neither does the media online agenda and the media’s agenda on Facebook. Our exploration of more contemporary methods like big data, social network analysis (SNA), and social media mining point to them as necessary complements to the traditional methodological proposal of agenda-setting theory which have become insufficient to explain the current media environment.

scholarly journals Using ZMET for Investigating the Role of Social Media in the Employment Process

2017 ◽  
Vol 10 (1) ◽  
pp. 9-32
Author(s):  
Magdalena Danileț ◽  
Claudia Stoian
Keyword(s):  
Social Media ◽  
Job Seekers ◽  
Media Environment ◽  
The Social ◽  
Employment Setting ◽  
Zaltman Metaphor Elicitation Technique ◽  
Use Of Social Media ◽  
Depth Interviews ◽  
Insight Into

Abstract The purpose of this paper is to explore the role of social media in the employment setting as it is perceived by the job seekers. The study is a qualitative investigation in which thirteen in-depth interviews based on Zaltman Metaphor Elicitation Technique (ZMET) were conducted in order to gain a deeper understanding of the link between social media and the process of employment. The 22 elicited bipolar constructs associated with the role of social media in the employment setting were framed into six deep metaphors: Connection, Resource, Journey, Control, Affective Distress and Transformation. The size of the sample and the deeply subjective nature of answers provided by the subject’s limits the generalization of the results for a wider range of job seekers in the social media environment. This research provids an insight into deep-seated motivations, attitudes and behaviors involved in the use of social media by job seekers.

scholarly journals Tantangan Pembinaan Keagamaan melalui Media Sosial pada Masyarakat Lereng Merapi di Masa Pandemi COVID 19

FIKRAH ◽  
2021 ◽  
Vol 9 (2) ◽  
pp. 323
Author(s):  
Azizah Herawati
Keyword(s):  
Social Media ◽  
Public Interest ◽  
Qualitative Approach ◽  
Religious Development ◽  
Media Access ◽  
The Social ◽  
The Media ◽  
Depth Interviews ◽  
Participatory Observation

<p class="06IsiAbstrak"><span lang="EN-GB">This paper describes the phenomenon of using social media as a means of religious development in the era of the COVID-19 pandemic. The social media access that by Islamic Religious Counselors has not been effective during the COVID-19 period. This paper describes the various obstacles that challenging for Islamic Religious Counselors in carrying out religious development in the Merapi slope community by using social media facilities. We used qualitative approach to collect the data. We did participatory observation, in-depth interviews, discussions and documentation used and then described. The results show that the obstacles encountered in the process of religious development for the Merapi slope community by using social media as a means of religious development during the COVID-19 pandemic are such as limited facilities, lack of ability to access social media and lack of public interest in the media. This situation will be different from other regions with access and supporting facilities, because there are several factors that cause it, such as education, skill and the economy</span></p><p> </p>

scholarly journals Hardly Seen and Rarely Heard? European Commission Generated Presence on Polish Social Media

2018 ◽  
Vol 71 (2) ◽  
pp. 145-159
Author(s):  
Konrad Niklewicz
Keyword(s):  
Social Media ◽  
European Union ◽  
European Commission ◽  
Corporate Communication ◽  
Communication Campaign ◽  
The Social ◽  
Media Ecosystem ◽  
The Media ◽  
Interdisciplinary Concept

This paper discusses the importance of social media as a new channel to communicate European Union activities and policies to the general public. The author examines the fast-growing position of social platforms, such as Facebook, Twitter and YouTube, in the media ecosystem. Their opinion making and agenda setting roles are discussed in the context of deep mediatisation theory – a relatively new, interdisciplinary concept, combining the perspectives of sociology and media sciences. Based on analysis of the social media activity of the European Commission Representation in Poland, the author examines the Commission’s presence in the new channels, within the framework of a new corporate communication campaign, launched in September 2016. The results of the research indicate that that efforts undertaken so far, contrary to intuition, have not yielded a substantial increase in social media activity. However, some promising elements were detected: the quality of users’ engagement with the content published by the European Commission has improved.

The effectiveness of Social Media Instagram as a Promotion of Agricultural product of fruits. (case :Instagram TaniHub Indonesia, Pasar Minggu, Jakarta Selatan)

2020 ◽  
Vol 4 (6) ◽  
pp. 866
Author(s):  
Nensy Yohana Natalia Pasaribu
Keyword(s):  
Social Media ◽  
Media Exposure ◽  
Agricultural Product ◽  
Marketing Activity ◽  
Feedback Message ◽  
The Social ◽  
The Media

Agriculture produces processed product which is perishable, so that the agricultural product should be distributed immediately. Processed product can be promoted to attract consumers to buy the product. One of the media that can be used to promote processed agricultural product is social media. Social media is needed to ease the marketing activity on the product. Social media is viral and can be delivered directly and personally to the consumer. Indicators are used to know the effectiveness of the social media as promotion media with AIDA concept. The results showed that promotion through Instagram has not been effective in the stages of attention (attention), interest (interest), desire (desire), and action (action). This study also explains that there is a relationship between the characteristics of gender followers and the level of social media exposure to the frequency of messages. In addition, there is also a relationship between the frequency of message feedback, message attractiveness, and intelligence in delivering messages with the interest stage. 

scholarly journals The Nested Precarities of Creative Labor on Social Media

2021 ◽  
Vol 7 (2) ◽  
pp. 205630512110213
Author(s):  
Brooke Erin Duffy ◽  
Annika Pinch ◽  
Shruti Sannon ◽  
Megan Sawey
Keyword(s):  
Social Media ◽  
Cultural Production ◽  
Ecological Model ◽  
Creative Economy ◽  
Cultural Industries ◽  
Professional Success ◽  
Social Media Platforms ◽  
The Media ◽  
Depth Interviews

While metrics have long played an important, albeit fraught, role in the media and cultural industries, quantified indices of online visibility—likes, favorites, subscribers, and shares—have been indelibly cast as routes to professional success and status in the digital creative economy. Against this backdrop, this study sought to examine how creative laborers’ pursuit of social media visibility impacts their processes and products. Drawing upon in-depth interviews with 30 aspiring and professional content creators on a range of social media platforms—Instagram, YouTube, TikTok, Pinterest, and Twitter—we contend that their experiences are not only shaped by the promise of visibility, but also by its precarity. As such, we present a framework for assessing the volatile nature of visibility in platformized creative labor, which includes unpredictability across three levels: (1) markets, (2) industries, and (3) platform features and algorithms. After mapping out this ecological model of the nested precarities of visibility, we conclude by addressing both continuities with—and departures from—the earlier modes of instability that characterized cultural production, with a focus on the guiding logic of platform capitalism.

Analysis of Customer-Oriented Information for Tourism Enterprises Under the Social Media Environment

2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Ziwei Yang
Keyword(s):  
Social Media ◽  
Market Competition ◽  
Virtual Community ◽  
Current Status ◽  
Information Analysis ◽  
Value Analysis ◽  
Media Environment ◽  
The Social ◽  
Study Results ◽  
Tourism Enterprises

Abstract Social media is a virtual community or network platform that the public uses to achieve self-creation and it’s sharing with others; under the social media environment, self-media channels become more abundant, and the autonomy and originality of content dissemination are also continuously enhanced. When tourism enterprises face increasing market competition, personalized and targeted promotional programs will, to a certain extent, have a certain appeal to competitors’ potential customer groups, thereby providing tourism enterprise customers with relevant benefits for oriental information, and also serving as an important way for companies to develop new customers. Based on the summary and analysis of previous literature works, this paper expounded the research status and significance of social media environment, elaborated the development background, current status and future challenges of customer-oriented information analysis for tourism enterprises, introduced the methods and principles of customer’s transfer value and life cycle and social media environment’s cognitive composition, proposed a sentiment model of tourist-oriented information analysis under the social media environment, and analysed the management strategy and scheduling platform of customer-oriented information, constructed an analysis system of customer-oriented information in social media environment, performed the reliability, validity, transfer and perception value analysis of customer-oriented information and finally conducted case simulation and its result analysis. The study results of this paper provide a reference for further researches on the customer-oriented information analysis for tourism enterprises under the social media environment.

scholarly journals Social Media Influencer’s Reputation: Developing and Validating a Multidimensional Scale

2021 ◽  
Vol 13 (2) ◽  
pp. 631
Author(s):  
Eun Ah Ryu ◽  
Eun Kyoung Han
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Economic Value ◽  
Reliability And Validity ◽  
Political Influence ◽  
Measurement Tool ◽  
Opinion Formation ◽  
Consumption Behavior ◽  
The Social ◽  
The Media

Since the introduction of smartphones in 2009, social networking services (SNS), which have seen a surge in users, facilitated changes in the media environment along with social influence that has increased the economic value and political influence of SNS. In particular, as consumers’ media use and consumption behavior change around digital media, social media plays a very important role in consumers’ lives. From this perspective, influencers who influence not only consumers’ consumption behavior, but also decision-making and opinion formation based on social media are attracting attention. Therefore, the aim of this study was to develop items to measure an influencer’s reputation as a new source of information in the SNS environment; no previous researchers have presented generalized measurement items for an influencer’s reputation. We intended to identify what dimensions and items in the existing literature could effectively measure a social media influencer’s reputation and to verify each item’s relevance as a measure of a social media influencer’s reputation. Based on in-depth interviews with 30 experts and empirical findings from 557 adults, this study identified dimensions that impact on a consumer’s perception of a social media influencer and developed a scale. The results showed that the social media Influencer’s Reputation scale comprises four distinctive dimensions: Communication skills, influence, authenticity, and expertise. Additionally, the reliability and validity of the scale were assessed, using exploratory and confirmatory analyses and construct validity. The findings confirmed that the social media influencer’s reputation scale measurement items, in this study, can be used as a consistent measurement tool for each dimension. It is also important to develop value in favor of the marketing strategy by increasing value through the influencer’s reputation.

scholarly journals Automated Classification of Fake News Spreaders to Break the Misinformation Chain

Information ◽  
2021 ◽  
Vol 12 (6) ◽  
pp. 248
Author(s):  
Simone Leonardi ◽  
Giuseppe Rizzo ◽  
Maurizio Morisio
Keyword(s):  
Social Media ◽  
Network Architecture ◽  
Diffusion Mechanism ◽  
Automated Classification ◽  
Fake News ◽  
Neural Network Architecture ◽  
User Classification ◽  
The Social ◽  
Network Topologies

In social media, users are spreading misinformation easily and without fact checking. In principle, they do not have a malicious intent, but their sharing leads to a socially dangerous diffusion mechanism. The motivations behind this behavior have been linked to a wide variety of social and personal outcomes, but these users are not easily identified. The existing solutions show how the analysis of linguistic signals in social media posts combined with the exploration of network topologies are effective in this field. These applications have some limitations such as focusing solely on the fake news shared and not understanding the typology of the user spreading them. In this paper, we propose a computational approach to extract features from the social media posts of these users to recognize who is a fake news spreader for a given topic. Thanks to the CoAID dataset, we start the analysis with 300 K users engaged on an online micro-blogging platform; then, we enriched the dataset by extending it to a collection of more than 1 M share actions and their associated posts on the platform. The proposed approach processes a batch of Twitter posts authored by users of the CoAID dataset and turns them into a high-dimensional matrix of features, which are then exploited by a deep neural network architecture based on transformers to perform user classification. We prove the effectiveness of our work by comparing the precision, recall, and f1 score of our model with different configurations and with a baseline classifier. We obtained an f1 score of 0.8076, obtaining an improvement from the state-of-the-art by 4%.

Polarity Classification of Arabic Sentiments

2016 ◽  
Vol 11 (3) ◽  
pp. 32-49 ◽  
Author(s):  
Mohammed N. Al-Kabi ◽  
Heider A. Wahsheh ◽  
Izzat M. Alsmadi
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Operating Characteristic ◽  
Opinion Mining ◽  
Online Social Network ◽  
The Social ◽  
Polarity Classification ◽  
Arabic Sentiment Analysis ◽  
Modern Standard

Sentiment Analysis/Opinion Mining is associated with social media and usually aims to automatically identify the polarities of different points of views of the users of the social media about different aspects of life. The polarity of a sentiment reflects the point view of its author about a certain issue. This study aims to present a new method to identify the polarity of Arabic reviews and comments whether they are written in Modern Standard Arabic (MSA), or one of the Arabic Dialects, and/or include Emoticons. The proposed method is called Detection of Arabic Sentiment Analysis Polarity (DASAP). A modest dataset of Arabic comments, posts, and reviews is collected from Online social network websites (i.e. Facebook, Blogs, YouTube, and Twitter). This dataset is used to evaluate the effectiveness of the proposed method (DASAP). Receiver Operating Characteristic (ROC) prediction quality measurements are used to evaluate the effectiveness of DASAP based on the collected dataset.

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