Consumer Engagement in Social Media Platforms

2017 ◽  
pp. 95-123
Keyword(s):  
Social Media ◽  
New Media ◽  
Psychological Needs ◽  
Large Majority ◽  
Marketing Communication ◽  
Online Interaction ◽  
Consumer Engagement ◽  
Communication Framework ◽  
The Social ◽  
Social Media Platforms

If ‘to be social' is the sum of people's online interaction intentions, that can be monitored by marketers but not coerced, how can we make best use of these powerful new media? The answer lies in understanding the internal, psychological needs that are fulfilled by the social media and how they are demonstrated and testified by liking, sharing and engaging in general with specific pieces of content, while rejecting others. In this environment, marketers are called to develop a “brand as a person” strategy, in order for their brands to mingle and interact with consumers beyond the traditional marketing communication framework. In this chapter, we explore and discuss the strategic use of the social media as a concept that needs to be thoroughly understood but seemingly hasn't been yet by a large majority of marketers.

Consumer Engagement in Social Media Platforms

2021 ◽  
pp. 480-501
Author(s):  
Hans Ruediger Kaufmann ◽  
Agapi Manarioti
Keyword(s):  
Social Media ◽  
New Media ◽  
Psychological Needs ◽  
Large Majority ◽  
Marketing Communication ◽  
Online Interaction ◽  
Consumer Engagement ◽  
Communication Framework ◽  
The Social ◽  
Social Media Platforms

If ‘to be social' is the sum of people's online interaction intentions, that can be monitored by marketers but not coerced, how can we make best use of these powerful new media? The answer lies in understanding the internal, psychological needs that are fulfilled by the social media and how they are demonstrated and testified by liking, sharing and engaging in general with specific pieces of content, while rejecting others. In this environment, marketers are called to develop a “brand as a person” strategy, in order for their brands to mingle and interact with consumers beyond the traditional marketing communication framework. In this chapter, we explore and discuss the strategic use of the social media as a concept that needs to be thoroughly understood but seemingly hasn't been yet by a large majority of marketers.

Coda

2017 ◽  
Author(s):  
Christopher Grobe
Keyword(s):  
Social Media ◽  
New Media ◽  
Raw Material ◽  
Columbia University ◽  
Campus Sexual Assault ◽  
New Media Art ◽  
The Social ◽  
The World ◽  
Social Media Platforms ◽  
The Individual

Social media platforms have made confessional speech both ubiquitous and mundane. What, you might ask, is the value of a solo voice amid all this aggregated clamor? This coda begins by comparing several examples of new media art, all of which take others’ social media output as the raw material for art: Jonathan Harris and Sep Kamvar’s data-visualization site We Feel Fine (2005), Penelope Umbrico’s Suns from Sunsets from Flickr (2006–present), and Natalie Bookchin’s Testament (2009–present). All of these projects use social media to think through contemporary relations between the individual and the social or political. And so I end by considering what they might have to tell us about confessional politics as they’re practiced in the age of social media: e.g., Occupy Wall Street’s “We are the 99%” meme, the “mattress protests” against campus sexual assault started by Emma Sulkowicz of Columbia University, and a public forum held at Amherst College during the antiracist Uprising of 2015. All of these protests began as local acts, but then reached the world via the Internet. What happens when confessions like these travel through channels that have made confession so mundane?

Illusions of Empowerment

2012 ◽  
Vol 2 (1) ◽  
pp. 36-51 ◽  
Author(s):  
Corinne Weisgerber
Keyword(s):  
Social Media ◽  
New Media ◽  
The Public ◽  
Media Technologies ◽  
Digital Democracy ◽  
Internet Users ◽  
Attention Economy ◽  
The Social ◽  
Social Media Platforms ◽  
Media Systems

This article calls into question the social media empowerment narrative and the underlying idea that social media platforms are empowering everyday netizens to have their voices heard. The author argues that social media technologies may simply privilege only those Internet users who are new media savvy and have leisure time to participate in the so-called digital democracy. While social media systems might have lowered the entrance threshold for civic engagement, hurdles such as the growing competition in an attention economy, the odds of standing out amidst millions of other individual voices, knowledge of new media technologies required to achieve visibility, and time demands make the social media empowerment vision more difficult to attain than the architects of the empowerment ideology have made the public to believe.

Social Media and Political Mobilization in India

2021 ◽  
Vol 12 (1) ◽  
Author(s):  
Piya Sinha
Keyword(s):  
Social Media ◽  
Political Parties ◽  
New Media ◽  
Electoral System ◽  
Political Mobilization ◽  
Election Result ◽  
The Social ◽  
Social Media Platforms ◽  
Democratic System ◽  
Near Future

India is considered as the largest democracy in the world. The proper functioning of a democratic system depends upon its electoral politics and election result is the outcome of the mobilization strategies adopted by the different political parties of the country. Thus political mobilization is particularly important in any democratic politics. This paper seeks to understand how the mobilization strategy has been redefined due to the entry of social media into politics. There is no scope to deny the fact that conventional media still play an important role in political mobilization. But the coming into being of social media into politics has made things more interesting, politics more democratic and the electoral system more inclusive. The political leaders irrespective of political parties are trying their best to utilize the social media platforms for their electoral benefits. The paper is evaluating the role of social media in political mobilization as different from conventional media with the expectation that doing away with the fake news will make this new media a prospective media in the near future.

An Alternative Heterotopia Against Consumer Culture

2019 ◽  
pp. 97-120
Author(s):  
Nilnur Tandaçgüneş Kahraman
Keyword(s):  
Social Media ◽  
Social Network ◽  
New Media ◽  
Consumer Culture ◽  
Ernst Bloch ◽  
Cultural Policies ◽  
Gift Economy ◽  
Consumption Culture ◽  
The Social ◽  
Social Media Platforms

The purpose of this chapter is to discuss the heterotopia phenomenon in light of utopian function defined by Ernst Bloch that has created utopian movements from past to present. This is in The Principles of Hope and based on new cultural policies of a developing network society. It aims to make a contribution to the literature of cultural studies regarding new media by dealing with the ethos of phenomenon via sociologic, philosophic, and marketing perspectives. To this effect, the relation between the social network, one of the productions of cultural policies that are closely related to social media platforms nowadays and the consumption culture, is the focus of the study. In the analysis, the study deals with zumbara.com case, a time banking project based on a gift economy that is chosen in regard to the topic.

scholarly journals Social Media Marketing in Practice of Polish Nationwide Catholic Opinion-Forming Weeklies. Case of Instagram and YouTube

Religions ◽  
2021 ◽  
Vol 13 (1) ◽  
pp. 19
Author(s):  
Monika Kaczmarek-Śliwińska ◽  
Gabriela Piechnik-Czyż ◽  
Anna Jupowicz-Ginalska ◽  
Iwona Leonowicz-Bukała ◽  
Andrzej Adamski
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
The Other ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Promotion Strategy ◽  
The Social ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Distribution Potential

This article, as the fourth in the cycle, presents the conclusions of the research project analysing marketing activities of Polish Catholic opinion-forming weeklies on the chosen social media platforms. This paper aims at presenting the results of the study on the use of Instagram and YouTube as marketing tools by the aforementioned weeklies. The authors focus on such topics as: (1) social media as a way of creating and distributing media products; (2) social media as a way of commercialising the content; (3) social media as carriers of marketing communication (including self-promotion). The empirical research is based on case studies and the content analysis of the social media profiles of the five selected magazines (Gość Niedzielny (GN), Tygodnik Katolicki Niedziela (TKN), Przewodnik Katolicki (PK), Idziemy (I) and Tygodnik Rodzin Katolickich Źródło (TRKŹ)). It can be concluded that some Catholic weeklies manage their accounts in a moderately professional way, using their visual and distribution potential and some functions of the platforms quite efficiently. On the other hand, they do not apply a regular and purposeful self-promotion strategy, do not use important mechanisms of the platforms such as the Shop and IGTV (on Instagram), and do not consistently build a profile or create playlists on YouTube.

scholarly journals ADAPTATION OF TRADITIONAL MEDIA ORGANS IN VIDEO CONTENT: NEW MEDIA EXAMPLE: CNN TÜRK

2021 ◽  
Vol 11 (2) ◽  
pp. 393-402
Author(s):  
Benan TOPBAŞ
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
New Media ◽  
Online News ◽  
Video Content ◽  
Media Planning ◽  
Traditional Media ◽  
The Social ◽  
Social Media Platforms ◽  
Media Channels

The way these main media organs are included in new media outlets, video journalism has been examined. For this purpose, content analysis of the videos produced on cnnturk.com.tr Youtube and social media platforms, which have both traditional and new media organs, was performed. An institutionalized interview was conducted to make the content analysis results more meaningful. In the research, the social media planning of online news videos was examined and what kind of content they had was revealed. Research On cnnturk.com.tr, online news videos are from the pool of CNN TÜRK channel and from agencies, and the channels where readers and viewers react the most are Youtube and Facebook. The site cnnturk.com.tr, a new media organ, shared the online news videos broadcast from the CNN TÜRK channel, which is the traditional media organ, on platforms such as Twitter, Youtube and Facebook, and enabled the videos active in the traditional media to adapt to new media channels.

scholarly journals Social Media Influence on Health Belief

2019 ◽  
pp. 27
Author(s):  
Farahana Binti Nadzri
Keyword(s):  
Social Media ◽  
New Media ◽  
Health Belief ◽  
Social Media Platform ◽  
The Public ◽  
The Social ◽  
Science News ◽  
Social Media Platforms ◽  
Media Platform ◽  
Fear Mongering

In this era of information or also known as Computer Age, Digital Age, or New Media Age, the public is not only able to access information with a stroke of their fingers but also create vast information for others. The newer generations of smartphones, computers, and tablets have made information omnipresent and easily accessible through the social media platform. But are the authorities and experts using this platform effectively to reach out to the public and dispel misinformation and pseudoscience? With citizen journalists in the rise, there is a greater demand for experts to make their voice heard. Social media has become an “official” source of information on science for many. These include Facebook, Instagram, Twitter, Tick Tock, LinkedIn, YouTube and many more. According to a survey done by Global Web Index, internet users are spending an average of 2 hours and 22 minutes per day on social media. It influences public opinion and decision making process. Organic food, alternative treatment for cancer and other diseases, genetically modified foods, slimming products and vaccination are some of the trending science news in social media. It is time health and medical experts step up and use the social media platform to provide science-based information to the public and dispel fake news, misinformation and fear mongering. This talk will present the different types of social media platforms, their demographics and distinct characters of each platform. The different strategies to maximize the media impression will also be discussed.International Journal of Human and Health Sciences Supplementary Issue: 2019 Page: 27

Representasi Feminisme dalam Video Klip ‘Nightmare’ oleh Halsey

Koneksi ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 338
Author(s):  
Faiz Zulia Maharany ◽  
Ahmad Junaidi
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Data Collection ◽  
Mass Communication ◽  
Video Clip ◽  
Charles Sanders Peirce ◽  
Patriarchal Culture ◽  
The Social ◽  
Social Media Platforms ◽  
Barrier Wall

'Nightmare' is the title of a video clip belonging to a singer and singer called Halsey, in which the video clip is explained about the figure of women who struggle against patriarchal culture which has been a barrier wall for women to get their rights, welfare and the equality needed they get. This research uses descriptive qualitative research methods. Data collection techniques are done through documentation, observation and study of literature. Then, analyzed using Charles Sanders Peirce's semiotics technique. The results of this study show the fact that signs, symbols or messages representing feminism in the video, 'Nightmare' clips are presented through scenes that present women's actions in opposing domination over men and sarcastic sentences contained in the lyrics of the song to discuss with patriarchy. Youtube as one of the social media platforms where the 'Nightmare' video clip is uploaded is very effective for mass communication and for conveying the message contained in the video clip to the viewing public.‘Nightmare’ adalah judul video klip milik musisi sekaligus penyanyi yang bernama Halsey, dimana pada Video klipnya tersebut menceritakan tentang figur perempuan-perempuan yang berusaha melawan budaya patriarki yang selama ini telah menjadi dinding penghalang bagi perempuan untuk mendapatkan hak-haknya, keadilan dan kesetaraan yang seharusnya mereka dapatkan. Penelitian ini menggunakan metode penelitian kualitatif deskriptif. Teknik pengumpulan data dilakukan melalui dokumentasi, observasi dan studi kepustakaan. Kemudian, dianalisis menggunakan teknik semiotika milik Charles Sanders Peirce. Hasil penelitian ini menunjukan bahwa terdapat tanda-tanda, simbol atau pesan yang merepresentasikan feminisme di dalam video klip ‘Nightmare’ yang dihadirkan melalui adegan-adegan yang menyajikan aksi perempuan dalam menolak dominasi atas laki-laki dan kalimat-kalimat sarkas yang terkandung dalam lirik lagunya untuk ditujukan kepada patriarki. Youtube sebagai salah satu platform media sosial dimana video klip ‘Nightmare’ diunggah sangat efektif untuk melakukan komunikasi massa dan untuk menyampaikan pesan yang terkandung di dalam video klip tersebut kepada masyarakat yang menonton.

scholarly journals What Drives Continuance Intention towards Social Media? Social Influence and Identity Perspectives

2020 ◽  
Vol 12 (17) ◽  
pp. 7081 ◽  
Author(s):  
Athapol Ruangkanjanases ◽  
Shu-Ling Hsu ◽  
Yenchun Jim Wu ◽  
Shih-Chih Chen ◽  
Jo-Yu Chang
Keyword(s):  
Social Media ◽  
Social Identity ◽  
New Media ◽  
Social Influence ◽  
Perceived Usefulness ◽  
Continuance Intention ◽  
Positive Effects ◽  
The Social ◽  
Media Platform ◽  
Continuous Usage Intention

With the growth of social media communities, people now use this new media to engage in many interrelated activities. As a result, social media communities have grown into popular and interactive platforms among users, consumers and enterprises. In the social media era of high competition, increasing continuance intention towards a specific social media platform could transfer extra benefits to such virtual groups. Based on the expectation-confirmation model (ECM), this research proposed a conceptual framework incorporating social influence and social identity as key determinants of social media continuous usage intention. The research findings of this study highlight that: (1) the social influence view of the group norms and image significantly affects social identity; (2) social identity significantly affects perceived usefulness and confirmation; (3) confirmation has a significant impact on perceived usefulness and satisfaction; (4) perceived usefulness and satisfaction have positive effects on usage continuance intention. The results of this study can serve as a guide to better understand the reasons for and implications of social media usage and adoption.

Sign in / Sign up

Export Citation Format

Share Document