Applying Theoretical Perspectives to Social Media Influencers

2022 ◽  
pp. 69-98
Author(s):  
Darlene Carbajal ◽  
Queen A. Ramirez
Keyword(s):  
Social Media ◽  
The Internet ◽  
Media Convergence ◽  
Narrative Paradigm ◽  
Theoretical Frameworks ◽  
Digital World ◽  
Persuasive Strategies ◽  
Theoretical Perspectives ◽  
Online Communications ◽  
Cultural Shifts

This chapter examines how persuasion manifests in online communications from social media influencers to their followers. As the authors explore ways to manage the unprecedented amounts of information and media, they examine influence and communication from social media influencers the LaBrant family and illustrate why people might believe content on the internet without examining the validity of the information. It will demonstrate how theoretical frameworks of media convergence, the narrative paradigm, and six principles of persuasion can be used to comprehend how influencers disseminate information to their followers and utilize persuasive strategies to amass a large following. Further, it will increase our understanding about social media influencers and the cultural shifts shaping our world, and it will increase our understanding of the digital world that many of our students and children are familiar with.

scholarly journals Selfies as expressively authentic identity performance

First Monday ◽  
2017 ◽  
Author(s):  
Linh Nguyen ◽  
Kim Barbour
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Theoretical Frameworks ◽  
Self Identity ◽  
Face To Face ◽  
Digital World ◽  
Online Social Media ◽  
Social Media Platforms ◽  
The Individual ◽  
The University

This paper explores whether or not our online social media persona is viewed as authentic. The selfie is a fundamental part of the structure of the online identity for young people in today’s digital world. The relationship between an individual’s self-identity in the physical face-to-face environment was analysed and compared to a carefully constructed, modified virtual representation in a selfie posted on social media platforms. Data was obtained through four focus groups at the University of Adelaide. Two key theoretical frameworks provide a basis for this study: Erving Goffman’s concept of the self as a performance, and Charles Horton Cooley’s concept of the looking glass self. In examining the focus group discussions in light of these two frameworks as well as associated literature, we conclude that the authenticity of the selfie as a way of visualising a social media persona is subjective and dependent on the individual posting a selfie. Ultimately, authenticity involves a degree of subjectivity. It was on this basis that focus group participants argued that selfies could be considered authentic expressions of identity.

scholarly journals Corporate crises in the digital world: what went wrong with Chipotle?

2021 ◽  
Author(s):  
Stephanie McGuinty
Keyword(s):  
Social Media ◽  
Crisis Management ◽  
Digital Media ◽  
Crisis Communication ◽  
The United States ◽  
Theoretical Frameworks ◽  
Online Data ◽  
Digital World ◽  
Management Plans ◽  
Corporate Crisis

The practice of crisis communication has evolved since the rise of digital technologies and social media. Defined as an unexpected and non-routine event with high levels of uncertainty, crisis management plans and strategies are essential for organizations’ successes. Failure to strategically manage crises through both traditional and digital media may result in significant damages and losses. This MRP examines a recent corporate crisis - the case of Chipotle Mexican Grill during the 2015-2016 E. coli outbreak across the United-States - and looks at how the social media strategy (namely Twitter) influenced the outcome of the case. Using a combination of data analytics, company financials, and theoretical frameworks, this research brings to light the importance of measuring online data, and makes suggestions on how companies may use social media to manage various types of crises. Keywords: crisis communication, crisis theory, crisis management, crisis strategies, image repair, social media, crisis and technology, brand equity

Social Media and Marketing

2018 ◽  
pp. 171-187
Author(s):  
Ivan K. Cohen
Keyword(s):  
Social Media ◽  
Stock Market ◽  
The Internet ◽  
Football Club ◽  
Digital World ◽  
Football Clubs ◽  
History Of ◽  
Use Of Social Media ◽  
Internet And Social Media

Tottenham Hotspur (“Spurs”) Football Club were once the most entrepreneurial of English football teams, including being the first to obtain a stock market flotation and to attempt to diversify into other areas beyond their core. However, like many football clubs, they were slow to embrace the Internet including more recently the use of social media for marketing. This chapter investigates the history of Spurs' embrace of the Internet and social media and asks why a club traditionally renowned for its flair and enterprise on the pitch has been so slow to embrace modernity in the digital world.

The Psychological Motivations of Online Conspicuous Consumption

2020 ◽  
Vol 16 (2) ◽  
pp. 1-16
Author(s):  
Jude Qattan ◽  
Mohammad Al Khasawneh
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Conspicuous Consumption ◽  
Future Research ◽  
Limited Attention ◽  
The Internet ◽  
Comprehensive Model ◽  
Structured Interviews ◽  
Digital World ◽  
Qualitative Technique

Conspicuous consumption is a behavior that is becoming prevalent in today's world. Although limited attention has been given to conspicuous consumption in a digital world, it is a behavior that everyone practices, in different degrees. This article sets out to reveal and examine the underlying psychological motivations of online conspicuous consumption. Semi-structured interviews are adopted as a qualitative technique. The interviews were conducted with fifteen Jordanian residents who have access to the internet and social media. The findings reveal that the four proposed psychological motivations (envy, materialism, narcissism, and social comparison) are of significant influence on users' online conspicuous consumption. This study introduces a comprehensive model of online conspicuous consumption that was not addressed earlier in the literature and provides a viable foundation for future research in this context. Furthermore, the results will help marketing managers to better understand and manage their strategies in reference to users' psychological motivations when posting online.

scholarly journals Corporate crises in the digital world: what went wrong with Chipotle?

2021 ◽  
Author(s):  
Stephanie McGuinty
Keyword(s):  
Social Media ◽  
Crisis Management ◽  
Digital Media ◽  
Crisis Communication ◽  
The United States ◽  
Theoretical Frameworks ◽  
Online Data ◽  
Digital World ◽  
Management Plans ◽  
Corporate Crisis

The practice of crisis communication has evolved since the rise of digital technologies and social media. Defined as an unexpected and non-routine event with high levels of uncertainty, crisis management plans and strategies are essential for organizations’ successes. Failure to strategically manage crises through both traditional and digital media may result in significant damages and losses. This MRP examines a recent corporate crisis - the case of Chipotle Mexican Grill during the 2015-2016 E. coli outbreak across the United-States - and looks at how the social media strategy (namely Twitter) influenced the outcome of the case. Using a combination of data analytics, company financials, and theoretical frameworks, this research brings to light the importance of measuring online data, and makes suggestions on how companies may use social media to manage various types of crises. Keywords: crisis communication, crisis theory, crisis management, crisis strategies, image repair, social media, crisis and technology, brand equity

Social Media and Marketing

2015 ◽  
pp. 324-339
Author(s):  
Ivan K. Cohen
Keyword(s):  
Social Media ◽  
Stock Market ◽  
The Internet ◽  
Football Club ◽  
Digital World ◽  
Football Clubs ◽  
History Of ◽  
Use Of Social Media ◽  
Internet And Social Media

Tottenham Hotspur (“Spurs”) Football Club were once the most entrepreneurial of English football teams, including being the first to obtain a stock market flotation and to attempt to diversify into other areas beyond their core. However, like many football clubs, they were slow to embrace the Internet including more recently the use of social media for marketing. This chapter investigates the history of Spurs' embrace of the Internet and social media and asks why a club traditionally renowned for its flair and enterprise on the pitch has been so slow to embrace modernity in the digital world.

scholarly journals Bottom of the Pyramid Marketing

2018 ◽  
Vol 10 (4) ◽  
pp. 13
Author(s):  
Melissa Martirano
Keyword(s):  
Social Media ◽  
Peer Pressure ◽  
The United States ◽  
Ethical Question ◽  
The Internet ◽  
Bottom Of The Pyramid ◽  
Poverty Level ◽  
Theoretical Frameworks ◽  
Depth Analysis ◽  
The Impact

Throughout the developing world there have been numerous studies of the impact and ethics of marketing to consumers in the lowest socio-economic demographic, known as the Bottom of the Pyramid. These consumers make less than $2 USD per day in many countries, yet will buy expensive items marketing by the media/the Internet, discussed on social media, and to keep up with peers (peer pressure). When such items are of benefit to the purchaser or their region, the result may be positive (computers for schooling, etc.) Yet spending on luxury items can cause such consumers to go deeply into debt or forego necessities, calling into question the ethics of targeting this group. In the United States, the poverty level is higher than in many countries, and access to media/social media/the Internet is ubiquitous. Americans are also susceptible to peer pressure, according to studies. Bottom of the Pyramid research, however, is lacking on American respondents. This proposal would fill that gap, considering such marketing and consumption from a behavioral and perceptive viewpoint. Hypothetical recommendations drawn from survey questions based on research questions developed through theoretical frameworks and scholarly literature review will suggest practical courses for American industry to sell to this population without ethical question. This work may also spur more in-depth analysis involving clearly defined demographic groups for deeper analysis and understanding. The research follows the qualitative method and is to be analyzed thematically using Likert format numbers.

Gothic Digital Technologies

2019 ◽  
pp. 72-86
Author(s):  
Joseph Crawford
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Digital Technology ◽  
Digital Technologies ◽  
The Internet ◽  
Online Technologies ◽  
Japanese Film ◽  
Digital World ◽  
Sense Of Reality

Gothic media has flourished in the digital world. The internet itself is a deeply Gothic environment, characterised by persistent anxieties of infection, deception, exploitation and surveillance. This chapter explores some of the ways in which digital Gothic media engages with the Gothic potentials of digital technology itself. Opening with a discussion of the Japanese film Kairo (2001), an early and influential example of a narrative which uses the internet itself as a locus of Gothic horror, I shall proceed to consider examples of Gothic digital media including screamers, creepypasta, Slenderman vlogs, Gothic webcomics such as the works of Emily Carroll (2010–16), horror memes such as Zalgo, and social media-based fiction such as the work of _9MOTHER9HORSE9EYES9 (2016), all of which draw upon anxieties regarding corruption and contagion in order to exploit the potential of online technologies to unnerve their users and unsettle their sense of reality.

EFFECT OF DIGITAL COMMUNITY TOWARDS DEMOCRACY PROCESS: DIGITAL PARTISIPATION ANALYSIS IN INDONESIA

2020 ◽  
Vol 15 (2) ◽  
Author(s):  
Alih Aji Nugroho
Keyword(s):  
Public Policy ◽  
Social Media ◽  
Political Participation ◽  
Public Space ◽  
Rapid Development ◽  
Critical Mass ◽  
Digital Society ◽  
Digital World ◽  
Digital Community ◽  
The Government

The world is entering a new phase of the digital era, including Indonesia. The unification of the real world and cyberspace is a sign, where the conditions of both can influence each other (Hyung Jun, 2018). The patterns of behavior and public relations in the virtual universe gave rise to new social interactions called the Digital Society. One part of Global Megatrends has also influenced public policy in Indonesia in recent years. Critical mass previously carried out conventionally is now a virtual movement. War of hashtags, petitions, and digital community comments are new tools and strategies for influencing policy. This paper attempts to analyze the extent of digital society's influence on public policy in Indonesia. As well as what public policy models are needed. Methodology used in this analysis is qualitative descriptive. Data collection through literature studies by critical mass digital recognition in Indonesia and trying to find a relationship between political participation through social media and democracy. By processing the pro and contra views regarding the selection of social media as a level of participation, this paper finds that there are overlapping interests that have the potential to distort the articulation of freedom of opinion and participation. - which is characteristic of a democratic state. The result is the rapid development of digital society which greatly influences the public policy process. Digital society imagines being able to participate formally in influencing policy in Indonesia. The democracy that developed in the digital society is cyberdemocracy. Public space in the digital world must be guaranteed security and its impact on the policies that will be determined. The recommendation given to the government is that a cyber data analyst is needed to oversee the issues that are developing in the digital world. Regulations related to the security of digital public spaces must be maximized. The government maximizes cooperation with related stakeholders.Keywords: Digital Society; Democracy; Public policy; Political Participation

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