Corporate Communicative Engagement in Micro-Blogging

2015 ◽  
pp. 40-66 ◽  
Author(s):  
Bela Florenthal ◽  
Mike Chen-Ho Chao
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Target Population ◽  
Multinational Companies ◽  
Future Research ◽  
Chinese Consumers ◽  
Sina Weibo ◽  
Managerial Implications ◽  
The U.S

Micro-blogging platforms have emerged as marketing tools that multinational companies increasingly utilize to establish and promote their brands. The question is whether they use these platforms strategically, localizing the content and the structure for their target population. This chapter uses case study content analysis to begin answering this question. Social media updates posted by Starbucks over a one-month period on Twitter in the U.S. and on Sina Weibo in China were analyzed using three existing validated frameworks. The results indicate that Starbucks somewhat localizes its posts to its Chinese consumers, in terms of content, symbols, values, and offerings. However, it underutilizes its Sina Weibo page compared to its Twitter counterpart. This chapter goes on to suggest micro-blogging strategies for multinational companies in the Managerial Implications section and concludes with a discussion on the direction of future research for scholars in this field.

A Cross-Cultural Comparison of a Global Brand's Strategies on Micro-Blogging Sites

2016 ◽  
Vol 6 (4) ◽  
pp. 54-72
Author(s):  
Bela Florenthal ◽  
Mike Chen-Ho Chao
Keyword(s):  
Descriptive Analysis ◽  
Target Population ◽  
Multinational Companies ◽  
Future Research ◽  
Chinese Consumers ◽  
Sina Weibo ◽  
Related Information ◽  
Global Corporations ◽  
Managerial Implications ◽  
Marketing Tool

Micro-blogging platforms have been used increasingly by multinational companies as a marketing tool. Global corporations utilize platforms such as Twitter and Weio, leading micro-blogging sites, and promote their brand equity and increase engagement with their customers. The question is whether they use these platforms strategically, localizing the content and the structure to meet the needs of their target population. This study uses case study content analysis to begin answering this question. Starbucks posts over a one-month period on Twitter in the U.S. and on Sina Weibo in China were analyzed using three existing validated frameworks: descriptive analysis, content classification, and content customization. The results indicate that Starbucks somewhat localizes its posts to its Chinese consumers, in terms of content, symbols, values, and offerings. In terms of descriptive analysis, the study found that Starbucks underutilizes its Sina Weibo site compared to its Twitter site; posts more community-related information on Sina Weibo than on Twitter; and provides more action-related information on Twitter than on Weibo. This paper goes on to suggest micro-blogging strategies for multinational companies in the Managerial Implications section and concludes with a discussion on the direction of future research for scholars in this field.

Using Web 2.0 to Reconceptualize E-Government

2012 ◽  
pp. 1824-1837 ◽  
Author(s):  
Leila Sadeghi ◽  
Steve Ressler ◽  
Andrew Krzmarzick
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Future Research ◽  
Non Profit ◽  
Public Benefit ◽  
Starting Point ◽  
Media Platform ◽  
Share Information ◽  
The U.S

This chapter examines the growing literature on e-government and Web 2.0 with particular attention to online collaborative platforms, such as GovLoop, that complement government. The authors present a thorough background to the topic of Web 2.0 in e-government and present numerous examples of how these technologies are used across government both in the U.S. and globally. This chapter explores two main areas: first, how Web 2.0 and social media are being used as a vehicle to enhance e-government, and second, to present a case study of GovLoop, which is a collaborative social media platform designed to complement the work of government. GovLoop provides those working within and external to government—citizens, government employees, academics, non-profit professionals and contractors—with the ability to share information and collaborate on issues of public benefit. The chapter presents a starting point for future research on how Web 2.0 is changing the very nature of e-government and service delivery, and how governments are in a unique position to utilize these tools to expand collaboration and openness with their communities.

Using Web 2.0 to Reconceptualize E-Government

2012 ◽  
pp. 153-166 ◽  
Author(s):  
Leila Sadeghi ◽  
Steve Ressler ◽  
Andrew Krzmarzick
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Future Research ◽  
Non Profit ◽  
Public Benefit ◽  
Starting Point ◽  
Media Platform ◽  
Share Information ◽  
The U.S

This chapter examines the growing literature on e-government and Web 2.0 with particular attention to online collaborative platforms, such as GovLoop, that complement government. The authors present a thorough background to the topic of Web 2.0 in e-government and present numerous examples of how these technologies are used across government both in the U.S. and globally. This chapter explores two main areas: first, how Web 2.0 and social media are being used as a vehicle to enhance e-government, and second, to present a case study of GovLoop, which is a collaborative social media platform designed to complement the work of government. GovLoop provides those working within and external to government—citizens, government employees, academics, non-profit professionals and contractors—with the ability to share information and collaborate on issues of public benefit. The chapter presents a starting point for future research on how Web 2.0 is changing the very nature of e-government and service delivery, and how governments are in a unique position to utilize these tools to expand collaboration and openness with their communities.

scholarly journals A Content Analysis of Social Media Posts among Recreational Cyclists: A Gender Perspective

2021 ◽  
Vol 10(4) (10(4)) ◽  
pp. 1275-1282
Author(s):  
Eunjung Kim ◽  
Kijung Choi ◽  
James Lappeman ◽  
Jari Salo
Keyword(s):  
South Africa ◽  
Social Media ◽  
Content Analysis ◽  
South African ◽  
Future Research ◽  
Sport Tourism ◽  
Family Friendly ◽  
Managerial Implications ◽  
African Context ◽  
The Media

Recreational cyclists are pertinent but rarely studied leisure and tourism segment. Recreational cycling has traditionally been considered as a ‘masculine stereotyped’ sport. The purpose of the research is to better understand a gendered consumer view of recreational cycling and to possibly promote recreational cycling to women and men in countries like South Africa with keen interests of recreational cycling in the form of sport tourism. This research employs a content analysis of social media posts on Facebook, Instagram and Twitter as a research method. Specifically, the gendered nature of recreational cycling is focused upon. In total, 2,504 posts from 1,598 unique authors from South Africa are analysed. As a result, this research shows that in the South African context male cyclists tend to like to attend the specialised event and race for their health and fitness while female cyclists seem to find more enjoyable and family-friendly (children focused) cycling. The results also confirm the paradox that women are generally presented in more family oriented roles, while men are typically shown as more independent in the media. Managerial implications and future research are also presented.

#Fight4UNCWSwimandDive: A Case Study of How College Athletes Used Twitter to Help Save Their Teams

2014 ◽  
Vol 7 (4) ◽  
pp. 533-552 ◽  
Author(s):  
Kevin Hull
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Student Athletes ◽  
Community Support ◽  
Opinion Leaders ◽  
Future Research ◽  
Weak Ties ◽  
Step Flow ◽  
Flow Of Information

This study explored how student-athletes at UNC-Wilmington (UNCW) used Twitter to help save their swimming and diving teams from being eliminated. Both a series of interviews and a content analysis of 1,775 tweets by 25 athletes were conducted. The results suggest that athletes and advocates can use Twitter to raise awareness about their cause. The UNCW athletes’ goal to demonstrate community support by alerting as many people as possible through social media was achieved through tweeting consistently, becoming opinion leaders in the two-step flow of information, and using weak ties to get followers of other accounts to rally behind their cause. Limitations and directions for future research are also discussed.

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.

Infobotting COVID-19: A case study of Ask Nameesa in Egypt

2021 ◽  
Vol 13 (3) ◽  
pp. 451-476 ◽  
Author(s):  
Mona Khattab
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Information Literacy ◽  
The Internet ◽  
User Engagement ◽  
Interactive Engagement ◽  
Award Winning ◽  
Credible Information ◽  
Public Demand

With the outbreak of the COVID-19 pandemic, misinformation and unscientific interpretations flooded the internet. Seeking credible information in Egypt was paramount at the time. An answer to this quest was ‘Ask Nameesa’, an award-winning Egyptian-focused chatbot that utilizes Facebook Messenger to communicate with social media users in an individualized response engagement. It relies on information validated by WHO and the Egyptian Ministry of Health. This article examines the structure of Ask Nameesa as an example of infobots and studies the interactive engagement it offers users to provide health information. The study analyses data gathered by interviewing the founder and CEO of DXwand, the company that developed Ask Nameesa as well as content analysis of conversations with Ask Nameesa to assess its user engagement. The study aims at understanding the potential Ask Nameesa has in providing information literacy and tackling public demand for information.

scholarly journals # Pillar of Defense: Using Social Media to Manage Impressions of Conflict: A Case Study of the November 2012 Israel-Hamas conflict

2021 ◽  
Author(s):  
Jelena Djurkic
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Impression Management ◽  
Armed Conflict ◽  
Character Structure ◽  
Military Involvement ◽  
Reputation Risk ◽  
Twitter Account ◽  
Israel Defense Forces

Threats to reputation can destroy a brand. Communicating effectively during a conflict can help to manage negative impressions that expose brands to reputation risk. This is important now more than ever as organizations—and nations—turn to Twitter to address various publics. The rigid 140-character structure of Twitter thus necessitates the creation of sound bites that act as productive texts to address multiple rhetorical objectives simultaneously. An examination of the Israel Defense Forces’ (IDF) Twitter account through sentiment and content analysis shows evidence that the Force took a significantly defensive approach to impression management of Operation Pillar of Defense in November 2012. There is evidence that Israel sought to re-frame public impression of its military involvement from aggressor to defender in the armed conflict. Codes discovered in the analysis suggest that the IDF tried to justify force, avoid responsibility and establish legitimacy of its operations.

scholarly journals # Pillar of Defense: Using Social Media to Manage Impressions of Conflict: A Case Study of the November 2012 Israel-Hamas conflict

2021 ◽  
Author(s):  
Jelena Djurkic
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Impression Management ◽  
Armed Conflict ◽  
Character Structure ◽  
Military Involvement ◽  
Reputation Risk ◽  
Twitter Account ◽  
Israel Defense Forces

Threats to reputation can destroy a brand. Communicating effectively during a conflict can help to manage negative impressions that expose brands to reputation risk. This is important now more than ever as organizations—and nations—turn to Twitter to address various publics. The rigid 140-character structure of Twitter thus necessitates the creation of sound bites that act as productive texts to address multiple rhetorical objectives simultaneously. An examination of the Israel Defense Forces’ (IDF) Twitter account through sentiment and content analysis shows evidence that the Force took a significantly defensive approach to impression management of Operation Pillar of Defense in November 2012. There is evidence that Israel sought to re-frame public impression of its military involvement from aggressor to defender in the armed conflict. Codes discovered in the analysis suggest that the IDF tried to justify force, avoid responsibility and establish legitimacy of its operations.

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