Studying Celebrity Engagement on Social Media

2018 ◽  
pp. 86-106
Author(s):  
Tripti Dhote
Keyword(s):  
Social Media ◽  
Special Reference ◽  
Target Audience ◽  
Intended Target ◽  
Communication Platform ◽  
Brand Credibility ◽  
Social Media Platforms ◽  
Brand Promotion ◽  
Digital Or

Leveraging a celebrity for instant recognition and visibility or building significant brand credibility and driving sales has been a long-established recipe for success over the years. Engaging a reputed face for brand promotion has ever been an exorbitant investment. Digital or social media as a communication platform has not only driven brands to create a desired recall without the burden of unreasonable spends, but has also strengthened and empowered celebrity engagement like never before by throwing a versatile array of options for individual branding and visibility. This chapter aims to explore and analyse the engagement of celebrity on different social media platforms like Facebook and Instagram, Twitter etc. with special reference to Bollywood. It delves into understanding the engagement patterns; aspects of celebrity evoked; brand impact; media celebrity brand fit, and intended target audience whether it leads to action or Influences perceptions.

Studying Celebrity Engagement on Social Media

2021 ◽  
pp. 1497-1513
Author(s):  
Tripti Dhote
Keyword(s):  
Social Media ◽  
Special Reference ◽  
Target Audience ◽  
Intended Target ◽  
Communication Platform ◽  
Brand Credibility ◽  
Social Media Platforms ◽  
Brand Promotion ◽  
Digital Or

Leveraging a celebrity for instant recognition and visibility or building significant brand credibility and driving sales has been a long-established recipe for success over the years. Engaging a reputed face for brand promotion has ever been an exorbitant investment. Digital or social media as a communication platform has not only driven brands to create a desired recall without the burden of unreasonable spends, but has also strengthened and empowered celebrity engagement like never before by throwing a versatile array of options for individual branding and visibility. This chapter aims to explore and analyse the engagement of celebrity on different social media platforms like Facebook and Instagram, Twitter etc. with special reference to Bollywood. It delves into understanding the engagement patterns; aspects of celebrity evoked; brand impact; media celebrity brand fit, and intended target audience whether it leads to action or Influences perceptions.

Neutralizing Maleficent Effects of COVID-19 Through Entrepreneurship

2021 ◽  
pp. 67-86
Author(s):  
Manpreet Arora ◽  
Roshan Lal Sharma
Keyword(s):  
Economic Growth ◽  
Social Media ◽  
Special Reference ◽  
General Public ◽  
Business Development ◽  
The World ◽  
Social Media Platforms ◽  
Current Scenario ◽  
Entrepreneurial Activities

Entrepreneurs are regarded as the leaders of socio-economic, industrial, and business development. They are important pillars of any economy. They are the employment generators and contribute to economic growth. In the current scenario caused by the COVID-19 pandemic, we witnessed people across the world losing their jobs. An inclination towards entrepreneurial activities has been observed in 2020. People have started communicating how entrepreneurial activities are the only solution for economies in crises. The role of social media platforms cannot be under-emphasized, and therefore, an entrepreneur today has to be a master of various media of communication. This chapter aims at exploring the concept of entrepreneurship with special reference to communication. It highlights challenges and issues in the post-pandemic world with reference to entrepreneurship and the role effective communication can play in handling them. It also attempts to examine the use of the term ‘entrepreneurship' by general public on social media such as Twitter in particular with a view to work out its implications.

scholarly journals Impact of Influencers in Consumer Decision Process: The Fashion Industry

2020 ◽  
Vol 1 (2) ◽  
pp. 1
Author(s):  
Siti Nurfadila
Keyword(s):  
Social Media ◽  
Decision Process ◽  
Vital Role ◽  
Target Audience ◽  
Fashion Industry ◽  
Consumer Decision ◽  
Consumer Decision Process ◽  
The Social ◽  
Social Media Platforms ◽  
The Impact

The popularity of influencers is continuous and doesn’t have a limited window of influence. Internet and social media play vital role in helping consumers find the items they are looking for. Obviously companies will keenly try to retain a strong presence in the social media platforms; otherwise the target audience can easily change suppliers. The present   study is intended to explore the influencer marketing techniques used by fashion industries and also the impact of influencers on the consumers buying decision process in fashion industry.

scholarly journals Identifying and Analyzing Cryptocurrency Manipulations in Social Media

2019 ◽  
Author(s):  
Mehrnoosh Mirtaheri ◽  
Sami Abu-El-Haija ◽  
Fred Morstatter ◽  
Greg Ver Steeg ◽  
Aram Galstyan
Keyword(s):  
Social Media ◽  
Computational Approach ◽  
Modal Approach ◽  
Social Media Platforms ◽  
Financial Transactions ◽  
Combining Information ◽  
Digital Or

Interest surrounding cryptocurrencies, digital or virtual currencies that are used as a medium for financial transactions, has grown tremendously in recent years. The anonymity surrounding these currencies makes investors particularly susceptible to fraud---such as ``pump and dump'' scams---where the goal is to artificially inflate the perceived worth of a currency, luring victims into investing before the fraudsters can sell their holdings. Because of the speed and relative anonymity offered by social platforms such as Twitter and Telegram, social media has become a preferred platform for scammers who wish to spread false hype about the cryptocurrency they are trying to pump. In this work we propose and evaluate a computational approach that can automatically identify pump and dump scams as they unfold by combining information across social media platforms. We also develop a multi-modal approach for predicting whether a particular pump attempt will succeed or not. Finally, we analyze the prevalence of bots in cryptocurrency related tweets, and observe a significant increase in bot activity during the pump attempts.

scholarly journals Designing Granoolars Brand Promotion with Social Media Mix Approach as A Brand Awareness Strategy

2021 ◽  
Vol 1 (7) ◽  
pp. 857-874
Author(s):  
Aura Nebula Safinatunnajah ◽  
Pujiyanto ◽  
Joni Agung Sudarmanto
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Design Principle ◽  
Distribution Channel ◽  
Brand Awareness ◽  
Media Content ◽  
Social Media Platforms ◽  
Transformation Stage ◽  
Brand Promotion ◽  
Media Mix

Abstract: Granoolars is a newly established business in the food industry that needs more brand awareness from the target consumers. Promotional content is one of the approaches to reach the audience for recognition. Since the consumer is the value co-creator, a thorough investigation was highlighted on the characteristics that the targeted consumer seeks in an ad, both the verbal and visual aspects. Moreover, the distribution channel of social media that the respondents mostly use was also discussed. The purpose of this study was to comprehend and design the promotional content which the audience approves. The design process uses Matt Cooke methodology which consists of definition, divergence, and transformation stage. The study is a quantitative method using an online survey on 300 respondents. The SPSS data analysis was used for the descriptive statistics analysis. The findings proposed that the respondents prefer marketing content that has the ad value of credibility and informativeness. Moreover, visual of the content that implemented a strong design principle is favorable for the audience of this study. The distribution funnel being adopted are Instagram and Twitter as the most used social media platforms by the respondents. Keywords: brand promotion, social media content, brand awareness Abstrak: Granoolars adalah bisnis yang baru didirikan di industri makanan yang membutuhkan lebih banyak kesadaran merek dari target konsumennya. Konten promosi adalah salah satu pendekatan untuk menjangkau audiens untuk mendapatkan pengakuan merk. Sebab konsumen adalah value co-creator, penyelidikan menyeluruh difokuskan pada karakteristik yang dicari target konsumen dalam sebuah iklan, baik aspek verbal maupun visual. Selain itu, saluran distribusi media sosial yang paling banyak digunakan responden juga dibahas. Tujuan dari penelitian ini adalah untuk memahami dan merancang konten promosi yang disukai audiens. Proses perancangan menggunakan metodologi Matt Cooke yang terdiri dari tahap definisi, divergensi, dan transformasi. Penelitian ini menggunakan metode kuantitatif dengan menggunakan survei online terhadap 300 responden. Analisis data SPSS digunakan untuk analisis statistic deskriptif. Hasil penelitian menunjukkan bahwa responden lebih menyukai konten pemasaran yang memiliki nilai iklan kredibilitas dan keinformatifan. Selain itu, visual konten yang menerapkan prinsip desain yang kuat sangat disukai oleh audiens penelitian ini. Corong distribusi yang diadopsi adalah Instagram dan Twitter sebagai platform media sosial yang paling banyak digunakan oleh responden. Kata kunci: promosi brand, konten media sosial, kesadaran merek

scholarly journals Hashtag Generation with Transfer Learning

2021 ◽  
Vol 9 (VI) ◽  
pp. 2374-2377
Author(s):  
M. Venu Gopalachari
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Transfer Learning ◽  
Rapid Growth ◽  
Market Value ◽  
Target Audience ◽  
Online Marketing ◽  
Recent Past ◽  
The Social ◽  
Social Media Platforms

In the recent past, Online Marketing applications have been a focus of research. Now-a-days we can observe a rapid growth of users on social media platforms which makes these platforms more suitable for Online Marketing. But still there are enormous challenges on the accuracy and authenticity of the content posted through social media. And if the social media business platforms are considered, majority of the users who try to add a market value to their own product face the problem of not getting enough attention from their target audience. Hashtags are super useful, not only do they help users find their desired product, they also help businesses reach their target audience. This paper focuses on providing trending hashtags for businesses to increase their reach in the market and also help users find their desired product. Firstly Data collection and preprocessing is done next few pre-trained model are selected for performing transfer learning, comparing results of various pre-trained models and choosing the best one and get the trending hashtags

scholarly journals Employee Advocacy as a Marketing Strategy to Power Brand Promotion: an Employee Perspective

2020 ◽  
pp. 167-181
Author(s):  
Tejil Thomas
Keyword(s):  
Social Media ◽  
Employee Engagement ◽  
Empirical Data ◽  
Sampling Technique ◽  
Cost Effective ◽  
Social Media Marketing ◽  
Target Market ◽  
Snowball Sampling ◽  
Social Media Platforms ◽  
Brand Promotion

Employee Advocacy is an emerging and cost-effective concept of employee amplification to market products and services by enabling employees to build and share the company's brand contents through social media platforms. The paper summarizes the available research-based contents as well as articles and blogs of experts in the field of digital and social media marketing. The study primarily intended to assess employees’ awareness and perception of various aspects of employee advocacy. It has identified forms and types of contents shared and social media platforms now used by the employees in the automotive sector for leveraging brand promotion and communicating with the target market. The study has been designed as a descriptive research paper based on the empirical data collected from a sample of 102 employees from automobile showrooms in the southern districts of Kerala using a snowball sampling technique. A questionnaire was drafted with the help of google forms and administered among the respondents via email and WhatsApp. Two-dimensional plot of correspondence analysis, Descriptive statistics, Mann-Whitney U test, and Kruskal-Wallis H test was applied to present and describe the empirical data and to draw inference about the significance of the difference in the awareness and perception of employees about the aspects of employee advocacy on brand promotion in terms of demographic factors. Awareness level and understanding of the elements of employee advocacy is found very low and significantly different among employees according to the designation. This paper also indicates that the social media policies and guidelines of the companies were not rightly imparted to the employees. That’s why the involvement and creative use of the potentials of social media platforms by the employees were not up to a remarkable level. Employees perceived that employee advocacy as a cost-effective brand promotion strategy for the future, and it demands the employer’s motivation, recognition, and rewards for inspiring employees to be brand ambassadors. This research addressed a relatively new concept in which there has been no extensive empirical researches and calls on the attention of the market as well as academic researchers for contributing the unexplored areas of the novel and powerful idea for utilizing human resources in a platform where they are interested and involved. Keywords: content marketing, digital marketing, employee amplification, employee engagement, social media marketing.

Digital Media Marketing for Dance: Enhancing Audience Engagement with Ballet Companies and Concert Dance Performance

2020 ◽  
Vol 22 ◽  
Author(s):  
Alexandra Lord Gagliano
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Daily Life ◽  
Target Audience ◽  
Audience Engagement ◽  
Dance Performance ◽  
Social Media Platforms ◽  
Concert Dance ◽  
Dance Companies ◽  
The Impact

Digital media play increasingly important roles in daily life, including directly influencing users’ interactions with others. Digital media marketing has become an increasingly important tool for dancers and the dance industry. Audience members and observers of the dance industry have grown and larger demographics beyond the dance world have been engaged through digital media marketing efforts and social media platforms. Analyzing audience engagement on social media platforms can provide data to assist dancers, dance studios, dance companies, dance programs, etc. to define their target audience and push them to reach a larger and/or different audiences. In this paper the author (1) assesses the impact of digital media marketing on audience engagement in ballet dance companies and concert dance, and (2) how to effectively strategize to increase audience engagement, in dance.

scholarly journals How Can Social Media Get Us in Trouble?

2017 ◽  
Vol 30 (04) ◽  
pp. 264-269 ◽  
Author(s):  
Rishi Batra ◽  
Sean Langenfeld
Keyword(s):  
Social Media ◽  
Target Audience ◽  
Online Behavior ◽  
Unprofessional Behavior ◽  
Improper Use ◽  
Social Media Platforms ◽  
Online Persona ◽  
Use Of Social Media ◽  
Patient Outreach

AbstractWhen utilized properly, social media offers several personal and professional benefits for the practicing surgeon, including peer networking, education, e-mentorship, marketing, recruitment, and patient outreach. However, unprofessional online behavior is common among surgeons, and this improper use of social media can be quite dangerous. This article reviews the dangers of social media and illustrates this with examples of unprofessional behavior and the associated consequences. It also provides recommendations for maintaining a professional and productive online persona. Surgeons must understand the various social media platforms and their target audience while upholding online professionalism at all times.

scholarly journals Determining which metrics matter in social media marketing

2021 ◽  
Vol 15 (02) ◽  
Author(s):  
Rosa Lemel ◽  
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Target Audience ◽  
Social Media Marketing ◽  
Media Campaign ◽  
Step Process ◽  
Marketing Campaign ◽  
Academic Literature ◽  
Social Media Platforms

This article surveys the available academic literature on using the proper metrics to measure the effectiveness of a social media marketing campaign. The academic literature is sadly outdated and incomplete when compared to the trade literature. There is no consensus on which metrics matter, but research points to the importance of developing social media objectives at the very beginning of the process. This lays the foundation for choosing a platform with the target audience in mind and then analysing the metrics that measure whether those objectives were ultimately achieved. This paper first compares the metrics offered for each of the five most commonly used social media platforms. A conceptual framework is then proposed to determine which metrics to use in evaluating the effectiveness of a social media campaign. This proposed four-step process must begin at the same place a social media campaign must start, by determining the campaign's marketing objectives. Only then can the proper metrics be determined.

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