Social Media as Marketing Information Systems

2015 ◽  
pp. 176-195
Author(s):  
Christos Karpasitis ◽  
Antonios Kaniadakis
Keyword(s):  
Social Media ◽  
Information Systems ◽  
Active Role ◽  
Viral Marketing ◽  
Marketing Function ◽  
The Social ◽  
Media Ecosystem ◽  
Digital Objects ◽  
Marketing Information ◽  
The Impact

The chapter discusses the impact of the advent and dominance of Social Media in e-marketing. Drawing on concepts from the Social Sciences and the Information Systems field, we propose an understanding of Social Media as useful Marketing Information Systems, which increasingly support the e-marketing function. More specifically, we explore the changing role of customers who as they become increasingly engaged in the Social Media Ecosystem and form communities of interest around certain products, they assume a more active role in co-creating and spreading marketing messages. To demonstrate this process we discuss the case of branded videos that are developed as part of viral marketing campaigns. We show that branded videos constitute digital objects that combine certain content characteristics (visuals, sound, plot), which create cultural and emotional references that help engage customers and contribute to the video's virality in Social Media.

Social Media, Interfacing Brands in Relation to the Social Media Ecosystem

2017 ◽  
pp. 132-170 ◽  
Author(s):  
Ze Zook ◽  
Ben Salmon
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Relational Model ◽  
Marketing Environment ◽  
The Social ◽  
Inherent Structure ◽  
Interactive Nature ◽  
Social Media Platforms ◽  
Media Ecosystem ◽  
The Impact

Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.

Social Media, Interfacing Brands in Relation to the Social Media Ecosystem

2021 ◽  
pp. 1271-1301
Author(s):  
Ze Zook ◽  
Ben Salmon
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Relational Model ◽  
Marketing Environment ◽  
The Social ◽  
Inherent Structure ◽  
Interactive Nature ◽  
Social Media Platforms ◽  
Media Ecosystem ◽  
The Impact

Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.

New Wars and Their Visual Representation: Dead Bodies without Graves/Mourne

2020 ◽  
Vol 2 ◽  
pp. 1-18
Author(s):  
Tuncay Şur ◽  
Betül Yarar
Keyword(s):  
Social Media ◽  
Visual Representation ◽  
Human Beings ◽  
The Public ◽  
Photographic Images ◽  
War Photography ◽  
New Wars ◽  
The Social ◽  
History Of ◽  
The Impact

This paper seeks to understand why there has been an increase in photographic images exposing military violence or displaying bodies killed by military forces and how they can freely circulate in the public without being censored or kept hidden. In other words, it aims to analyze this particular issue as a symptom of the emergence of new wars and a new regime of their visual representation. Within this framework, it attempts to relate two kinds of literature that are namely the history of war and war photography with the bridge of theoretical discussions on the real, its photographic representation, power, and violence.  Rather than systematic empirical analysis, the paper is based on a theoretical attempt which is reflected on some socio-political observations in the Middle East where there has been ongoing wars or new wars. The core discussion of the paper is supported by a brief analysis of some illustrative photographic images that are served through the social media under the circumstances of war for instance in Turkey between Turkish military troops and the Kurdish militants. The paper concludes that in line with the process of dissolution/transformation of the old nation-state formations and globalization, the mechanism and mode of power have also transformed to the extent that it resulted in the emergence of new wars. This is one dynamic that we need to recognize in relation to the above-mentioned question, the other is the impact of social media in not only delivering but also receiving war photographies. Today these changes have led the emergence of new machinery of power in which the old modern visual/photographic techniques of representing wars without human beings, torture, and violence through censorship began to be employed alongside medieval power techniques of a visual exhibition of tortures and violence.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

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.

scholarly journals Social Media and the Quality of Subjective Well-Being; Counseling Perspective in Digital Era

2018 ◽  
Author(s):  
Zadrian Ardi ◽  
Indah Sukmawati
Keyword(s):  
Social Media ◽  
Well Being ◽  
Subjective Well Being ◽  
Social Community ◽  
Digital Era ◽  
Internet Users ◽  
The Social ◽  
The World ◽  
The Impact

Various studies in the information technology revealed that there has been a change in the trend of internet use in recent years. Internet users in the world prefer to spend time accessing the internet through the social media. Social media with a variety of platforms provides special communities with their own uniqueness and allows users to share lots of content. The members involves creates a new social community with various phenomena, both positive and negative. Counselors in the millennium era are required to have the insight andknowledge that is qualified to deal with the well being conditions of individuals from activities in social media. Counselors are also required to have specific skills in providing handling with the condition of well being individuals related to the impact of activities on social media.

scholarly journals Engels’s Theory of Social Murder and the Spectacle of Fascism: A Critical Enquiry into Digital Labour and its Alienation

2020 ◽  
Vol 19 (1) ◽  
pp. 52-67
Author(s):  
Aishik Saha
Keyword(s):  
Social Media ◽  
Working Class ◽  
Social Relations ◽  
Authoritarian Regimes ◽  
Digital Capitalism ◽  
The Social ◽  
Theory Of Value ◽  
Forms Of Violence ◽  
The Impact ◽  
Similar Development

In this paper, I shall attempt to respond to the charge that the digital labour theory, as developed by Christian Fuchs, doesn’t faithfully stick to the Marxist schema of the Labour Theory of Value by arguing that Marx’s critique of capitalism was based on the social and material cost of exploitation and the impact of capitalist exploitation of the working class. Engels’s analysis of The Condition of The Working Class in England links the various forms of violence faced by the working class to the bourgeois rule that props their exploitation. I shall argue, within the framework of Critical Social Media Studies, that the rapid advance of fascist and authoritarian regimes represents a similar development of violence and dispossession, with digital capitalism being a major factor catalysing the rifts within societies. It shall be further argued that much like the exploitative nature of labour degrades social linkages and creates conditions of that exaggerates social contradictions, the “labour” performed by social media users degenerates social relations and promotes a hyper-violent spectacle that aids and abets fascist and authoritarian regimes.

scholarly journals The Impact of Advertising Appeals on Purchase Intention in Social Media Environment——Analysis of Intermediary Effect Based on Brand Attitude

2018 ◽  
Vol 7 (2) ◽  
pp. 17 ◽  
Author(s):  
Qian He ◽  
Hongjian Qu
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Human Beings ◽  
Communication Tool ◽  
Environment Analysis ◽  
Media Environment ◽  
The Social ◽  
Advertising Appeal ◽  
The Impact

Social media, represented by WeChat and micro-blog, has become an indispensable communication tool for human beings. The social media advertising that extends in this environment has also become the focus of enterprise marketing. Based on the brand attitude as the intermediary variable, this paper studies the influence of advertising appeal on the purchase intention under the socialized media environment, and tries to clarify the influence mechanism between the advertising appeal and the consumer purchase intention. Through the related literature, we find out the relationship between the advertising appeal and the brand state and the purchase intention. Put forward relevant research proposals, to enterprises in the social media environment advertising marketing pointed out a new direction.

COVID-19 Infodemic

Glimpse ◽  
2021 ◽  
Vol 22 (2) ◽  
pp. 119-130
Author(s):  
Sarah Lwahas ◽  
Keyword(s):  
Social Media ◽  
Northern Nigeria ◽  
The Social ◽  
Media Services ◽  
The Media ◽  
Setting Theory ◽  
Fact Checking ◽  
Managerial Positions ◽  
The Impact ◽  
Structured Questionnaire

Journalism like many other professions is facing a crucial phase with the emergence of Coronavirus pandemic. The impact of Coronavirus phenomenon is enormous on social and cultural relationships of many communities who depend on the media for information to connect with each other and participate in governance freely. Journalists globally are facing enormous crisis of managing the infodemic of the pandemic streaming particularly from social media; as well as controversies of the media perpetuating disinfodemic or disinformation and distrust in the society. Besides arrests and restrictions of movement, journalists are also under intense threats of losing their jobs, and exacerbated psychological and physical pressures owing to the devastating effects of COVID-19. Using the Social Responsibility theory, that emphasises improved standards of journalism, safeguarding the interests of journalism and journalists among others, and the Agenda setting theory, that controls access to news, information, and entertainment; this research interrogates how journalists from selected states in Northern Nigeria are responding to the challenges of reportage of COVID-19. This research sampled the views of journalists using structured questionnaire administered online and interviewed seven senior journalists holding managerial positions. Findings revealed that journalists are embracing fact checking of the avalanche of information even within familiar sources to verify reports on COVID-19. Similarly, they are deploying digital and multimedia strategies to provide a continuum of media services and sensitive reporting to engage this new infodemic of COVID-19, now globally considered the “new normal”. This research recommends that, since COVID-19 is a novel disease, professionals across countries need to talk with each other, and journalists particularly from Africa and indeed Nigeria; need to put some structure and some science in place, especially in the performance of their jobs, so that professionalism can be sustained without compromising the future of the journalism.

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