Social Media Use as an Enabler of Marketing Evolution in Knowledge-Intensive SMEs

2020 ◽  
pp. 39-61
Author(s):  
Iva Atanassova ◽  
Lillian Clark
Keyword(s):  
Social Media ◽  
Dynamic Capabilities ◽  
Media Use ◽  
Structured Interviews ◽  
Social Media Use ◽  
Operational Capabilities ◽  
South East England ◽  
Knowledge Intensive ◽  
Use Of Social Media ◽  
Operating Capability

This chapter identifies the operating and dynamic capabilities interactions that are supported by social media use in small and medium-sized enterprises (SMEs), specifically knowledge-intensive business services (KIBS). The focus on social media market intelligence accumulation and assimilation as an operating capability which enables dynamic marketing capability development in the SME marketing context, complements the prevalent focus in the literature on SME adoption and use of social media, as well as literature on how dynamic capabilities alter operating capability. The chapter presents a case study of a KIBS SME operating in South East England. Data was collected via semi-structured interviews with key actors and social media data, and thematically analysed. The findings suggest that the company develops absorptive capacity at the operating level by absorbing intelligence through social media use, and this learning is captured and transformed at the marketing planning level as a dynamic capability, reconfiguring future marketing operational capabilities.

Social Media Use as an Enabler of Marketing Evolution in Knowledge-Intensive SMEs

2021 ◽  
pp. 747-770
Author(s):  
Iva Atanassova ◽  
Lillian Clark
Keyword(s):  
Social Media ◽  
Dynamic Capabilities ◽  
Media Use ◽  
Structured Interviews ◽  
Social Media Use ◽  
Operational Capabilities ◽  
South East England ◽  
Knowledge Intensive ◽  
Use Of Social Media ◽  
Operating Capability

This chapter identifies the operating and dynamic capabilities interactions that are supported by social media use in small and medium-sized enterprises (SMEs), specifically knowledge-intensive business services (KIBS). The focus on social media market intelligence accumulation and assimilation as an operating capability which enables dynamic marketing capability development in the SME marketing context, complements the prevalent focus in the literature on SME adoption and use of social media, as well as literature on how dynamic capabilities alter operating capability. The chapter presents a case study of a KIBS SME operating in South East England. Data was collected via semi-structured interviews with key actors and social media data, and thematically analysed. The findings suggest that the company develops absorptive capacity at the operating level by absorbing intelligence through social media use, and this learning is captured and transformed at the marketing planning level as a dynamic capability, reconfiguring future marketing operational capabilities.

scholarly journals SOCIAL MEDIA AND RELIGIOUS IDENTITY CHANGE AMONG MUSLIM ARAB WOMEN IN ISRAEL

2020 ◽  
Author(s):  
Aysha Agbarya ◽  
Nicholas John
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Religious Identity ◽  
Media Use ◽  
Arab Women ◽  
Identity Change ◽  
Structured Interviews ◽  
Social Media Use ◽  
Supportive Environment ◽  
Use Of Social Media

This study investigates the interface between increased religiousity among Muslim Arab women in Israel, and their social media use. To understand their use of social media as part of a profound change in social identity, fifteen semi-structured interviews were conducted with Muslim women aged 19-26 who are, or have been, social media users, who live in Israel, and who have become significantly more religious than they had previously been. The findings show two different logics of social media use in times of religious identity change. The first includes reconstructing social media ties to be an alternative, supportive environment, while the second relates to decision making based on the religious rules newly adopted by respondents. Two main social practices were related to the second kind of social media use: managing (and often removing) ties with male users, which raised profound personal dilemmas, and removing digital traces by deleting past posts and photos. Such decisions were made to obey religious rules rather than to gratify personal needs. Social media accompany and assist in the identity change, starting from its very beginnings, and throughout the process. While previous research shows that SNS tie management is an essential part of our identity, our findings show the religious identity of women to be a distinct case where religious rules guide behaviour and decision making. The very fact that these acts and dilemmas are visible to us is a result of paying special attention to identities in flux.

scholarly journals Social Media as a Personal Branding Tool: A Qualitative Study of Student-Athletes’ Perceptions and Behaviors

2020 ◽  
Vol 2 (1) ◽  
Author(s):  
Jin Park ◽  
Antonio Williams ◽  
Sungwook Son
Keyword(s):  
Social Media ◽  
Student Athletes ◽  
Media Use ◽  
Qualitative Inquiry ◽  
Negative Consequences ◽  
Structured Interviews ◽  
Or Education ◽  
Social Media Use ◽  
Personal Branding ◽  
Use Of Social Media

While previous research focused on social media and student-athletes, there is a lack of knowledge about positive functions of social media use for student-athletes, especially personal branding purposes. Thus, this study aimed to explore how student-athletes perceive and use social media for personal branding purposes. A total of 11 student-athletes at a Division I university participated in semi-structured interviews. Considering the exploratory nature of the study, a qualitative inquiry and a phenomenology approach were employed to grasp an overall understanding of student-athletes’ personal branding via social media. The self-presentation theory was adopted to help understand student-athletes’ use of social media. Emerging themes included benefits and barriers of social media use, social media strategies, and concerns about negative consequences of social media. Findings from this study shed light on the importance of increasing awareness and knowledge of the concept of personal branding via social media for student-athletes. These findings also call for more effective social media training or education programs that can foster student-athletes’ positive attitude toward social media use for personal branding.

scholarly journals Social media, an entrepreneurial opportunity for agriculture-based enterprises

2017 ◽  
Vol 24 (4) ◽  
pp. 1028-1045 ◽  
Author(s):  
Wyn Morris ◽  
Penri James
Keyword(s):  
Social Media ◽  
Media Use ◽  
Entrepreneurial Activity ◽  
Quantitative Methodology ◽  
Structured Interviews ◽  
Social Media Use ◽  
Discussion Section ◽  
Content Type ◽  
Study Approach ◽  
Use Of Social Media

Purpose The purpose of this paper is to analyse the current use of social media in agriculture. The primary focus of the research is to understand the messages and compare social media adopters with non-adopters. The paper addresses wider questions of the use of social media to support on farm entrepreneurship and business and considers what barriers to take up exist within the industry. Design/methodology/approach The paper adopts a case study approach utilising qualitative and quantitative methodology; combining survey data on Welsh farms and semi-structured interviews to gain a deeper understanding of social media use. The research is further informed by online documentary evidence gathered from agricultural Facebook pages and Twitter accounts. The discussion section develops a conceptual model that provides a novel perspective on social media usage in agriculture-based enterprises and discusses the potential for further uptake. Findings The paper identifies barriers to adoption of social media by agriculture-based enterprises. In conclusion, although there are barriers and objections to social media use, its mass influence provides opportunities to engage with stakeholders and develop more entrepreneurial activity. The risk aversion of some users prevents them from moving from the observational mode into one of engagement. Originality/value This paper brings an insight into social media’s potential to assist agriculture-based enterprises in dealing with the tensions between pressures to improve core farming practice and other entrepreneurial activity. The paper raises important implications for policy approaches that might seek to promote a complementary approach to farm technology adoption and entrepreneurial stance.

scholarly journals Using Communication Boundaries to Minimize Athlete Social Media Distractions During Events

2021 ◽  
Author(s):  
Michelle Hayes ◽  
Kevin Filo ◽  
Caroline Riot ◽  
Andrea N. Geurin
Keyword(s):  
Social Media ◽  
Best Practice ◽  
Media Use ◽  
Sport Organizations ◽  
Negative Consequences ◽  
Structured Interviews ◽  
Social Media Use ◽  
Communication Privacy Management ◽  
Use Of Social Media ◽  
Sport Events

Sport organizations regulate athletes’ use of social media for many reasons including the protection of the organization’s reputation. Several strategies have been introduced to minimize issues related to the negative consequences athlete social media use may present, yet whether these strategies also work to address social media distractions experienced by athletes during major sport events is not well known. Utilizing communication privacy management (CPM) theory, the purpose of the current research was to examine the aspects of social media that sport administrators perceive to be distracting to athletes and what support and management mechanisms are utilized to address such concerns during major sport events. Semi-structured interviews (N = 7) with Australian national sport organizations (NSOs) administrators were conducted. Sport administrators reported several aspects of social media that are perceived to distract athletes including personal and performance criticism and a fixation with social media profiles. Social media could also be used to manage athlete temperament. As a result, organizations highlighted both proactive and reactive communication boundaries and mechanisms that could be used to address concerns including content restrictions, best practice case studies, engaging in conversations, and monitoring. Opportunities for sport practitioners are described including conducting consultation sessions with athletes to better understand their needs regarding their social media use.

The ENGAGED framework: a qualitative study of the current use of social media by NHS trusts (Preprint)

2020 ◽  
Author(s):  
Sonika Sethi ◽  
Sharukh Zuberi ◽  
Nishma Gokani ◽  
Rosie Bhogal ◽  
Shaneil Tanna ◽  
...  
Keyword(s):  
Social Media ◽  
Media Use ◽  
Care Quality ◽  
Theory Approach ◽  
Structured Interviews ◽  
Social Media Use ◽  
Quality Ratings ◽  
Care Quality Commission ◽  
Use Of Social Media ◽  
The Uk

BACKGROUND The number of social media users in the UK is rapidly rising. However, there is a lack on primary research as to how the National Health Service (NHS) is using social media to engage patients and the public. OBJECTIVE To understand the current methodology, implementation and strategy of social media use within NHS Trusts. METHODS A qualitative grounded theory approach was taken through semi-structured interviews with NHS Trusts. Selection was based on the Trusts quality ratings by the Care Quality Commission (CQC) in 2017, selecting the highest 15 and lowest 15 ranked trusts. Telephone interviews were conducted with a member of the communication teams and were audio recorded then transcribed. Three independent researchers thematically analysed the transcripts, to draw themes that emerged from the transcripts. RESULTS Following a pilot study, we conducted interviews with the communications team of 27 NHS trusts across the UK. Six main themes arose from the interviews: 1) The social media and communications teams; 2)The Trust; 3) The Trusts’ use of social media; 4)The Trusts’ management of their social media ; 5)The future of social media; 6)The use of social media within the NHS). These six higher themes consisted of a total of 26 subthemes. CONCLUSIONS The themes allow us to understand how social media is currently used within the NHS, as well as its potential future scope. Recognising the main areas of importance to Trusts and current difficulties they are facing, allow us to explore ways of increasing social media use by NHS Trusts. We have proposed a set of guidelines, known as the ENGAGED framework, which trusts can use to enhance social media use and enagagement. CLINICALTRIAL Nil

scholarly journals The self-selected use of social media for the pre-registration student nurse journey: An interpretative phenomenological analysis

2021 ◽  
Vol 12 (2) ◽  
pp. 59
Author(s):  
Melanie Hayward
Keyword(s):  
Social Media ◽  
Lived Experience ◽  
Interpretative Phenomenological Analysis ◽  
Media Use ◽  
Student Nurses ◽  
Student Nurse ◽  
Future Research ◽  
Structured Interviews ◽  
Social Media Use ◽  
Use Of Social Media

Objective: To explore the lived experience of the phenomenon of self-selected social media use through the viewpoint of UK pre-registered student nurses in relation to their studies.Methods: Seven UK pre-registration student nurses who used social media in relation to their nursing studies were interviewed during February and March 2020. Semi-structured interviews were transcribed and analysed using interpretative phenomenological analysis.Results: Four themes indicated that students used social media to discover, create and control their ‘own space’ for personal and professional benefit, through a ‘whole new world’ of social connections, ‘opening doors’ for learning and development to support themselves and each other on their ‘journey to be nurses’. The analysis also revealed an inherent journey of self-discovery affording self-empowerment and resilience, the significance of which was dependent on each participant’s characteristics and experiences.Conclusions: Social media use may have the potential to assist student nurse decisions related to, enhance the experience of, and engagement in, their education. As an international phenomenon, social media could be considered as an agent to improve student nurse retention and facilitate recruitment. Future research is recommended to explore the use of social media in this way as well as the challenges to its use.

Social Media Use and Students’ Health-Lifestyle Modification in University of Calabar, Nigeria

2019 ◽  
Vol 5 (1) ◽  
pp. 47
Author(s):  
Ntongha Eni Ikpi ◽  
Veronica Akwenabuaye Undelikwo
Keyword(s):  
Social Media ◽  
Undergraduate Students ◽  
Lifestyle Modification ◽  
Media Use ◽  
Survey Design ◽  
Health Sector ◽  
Positive Health ◽  
Social Media Use ◽  
Health Lifestyle ◽  
Use Of Social Media

The use of social media platforms has over the years become a veritable tool for individuals, groups, institutions and corporate bodies for the promotion of health and wellness. In recent times, social media has become one of the most potent agents of the media through which health issues are addressed as well as generated and disseminated to different populations in society. The study was conducted to examine social media use and students’ health lifestyle modification in the University of Calabar, Nigeria. It sought to determine the extent to which students’ use of social media (Facebook, Twitter, and WhatsApp) influences the modification of their health-related lifestyles such as eating habits, sexual behaviour, cigarette and alcohol consumption, drug use and the engagement in fitness activities. The study adopted a randomized descriptive survey design and used a sample of 300 undergraduate students. The questionnaire was the main instrument used for collection of data while simple percentages and means were used to determine the difference between the expected mean of 2.50 and the observed means across various items in the questionnaire. The results showed that apart from Twitter, social media use by University of Calabar students has significantly influenced the modification of their health lifestyles. Since social media has become a veritable tool for the promotion of positive health lifestyle, effort should be made by government through the health sector to create more awareness among students and the entire population of social media users, on the health benefits accruing from use of social media.

scholarly journals Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review

2021 ◽  
Author(s):  
Yogesh K. Dwivedi ◽  
Elvira Ismagilova ◽  
Nripendra P. Rana ◽  
Ramakrishnan Raman
Keyword(s):  
Social Media ◽  
Media Use ◽  
State Of The Art ◽  
Relevant Literature ◽  
Comprehensive Analysis ◽  
Social Media Use ◽  
Weight Analysis ◽  
Social Media Tools ◽  
Use Of Social Media ◽  
Business To Business

AbstractSocial media plays an important part in the digital transformation of businesses. This research provides a comprehensive analysis of the use of social media by business-to-business (B2B) companies. The current study focuses on the number of aspects of social media such as the effect of social media, social media tools, social media use, adoption of social media use and its barriers, social media strategies, and measuring the effectiveness of use of social media. This research provides a valuable synthesis of the relevant literature on social media in B2B context by analysing, performing weight analysis and discussing the key findings from existing research on social media. The findings of this study can be used as an informative framework on social media for both, academic and practitioners.

scholarly journals Social Media use and value creation in the digital landscape: a dynamic-capabilities perspective

2020 ◽  
Vol 31 (3) ◽  
pp. 313-343
Author(s):  
Aurora Garrido-Moreno ◽  
Víctor García-Morales ◽  
Stephen King ◽  
Nigel Lockett
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Dynamic Capabilities ◽  
Media Use ◽  
Business Value ◽  
Customer Engagement ◽  
Social Media Use ◽  
Content Type ◽  
Social Media Tools ◽  
Dynamic Capabilities Perspective

PurposeAlthough Social Media use has become all-pervasive, previous research has failed to explain how to use Social Media tools strategically to create business value in today's increasingly digital landscapes. Adopting a dynamic capabilities perspective, this paper empirically examines the specific process through which Social Media use translates into better performance and the capabilities involved in this process.Design/methodology/approachA research model is proposed that includes both antecedents and consequences of Social Media use. Existing research was examined to derive the research hypotheses, which were tested using SEM methodology on a sample of 212 hotels.FindingsThe results show that Social Media use does not exert significant direct impact on organizational performance. Rather, the findings confirm the mediating role played by Social CRM and Customer Engagement capabilities in the value creation process.Practical implicationsThe results demonstrate how Social Media tools should be implemented and managed to generate business value in hotels. Implications yield interesting insights for hotel managersOriginality/valueThis study is a first attempt to analyze empirically the real impact of digital media technologies, particularly Social Media use, drawing on the dynamic capabilities perspective and focusing on service firms (hotels). Including the variable “Organizational Readiness” as a basic prerequisite to benefit from Social Media use enhances the study's novelty and contribution.

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