Perceived Personalization, Privacy Concern, e-WOM and Consumers' Click Through Intention in Social Advertising

2021 ◽  
pp. 1880-1898
Author(s):  
Debora Dhanya A ◽  
Uma Pricilda Jaidev
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Psychological Reactance ◽  
Privacy Concern ◽  
Privacy Concerns ◽  
The Social ◽  
Social Media Platforms ◽  
Social Advertising ◽  
Target Consumer ◽  
Personalized Advertising

Social advertising, ads in social media platforms, have become popular in recent years because of the evolution of internet technologies such as web analytics and big data mining. The content of the social advertisement is tailored in order to personalize the message to the target consumer groups. In an effort to reach the prospects, marketers should focus on the social leads on social networking sites (SNS) to promote and to sell their brands/products. Drawing on, online personalized advertising literature, e-WOM recommendations and increasing privacy concerns and perceived ad personalization (conceptualized as functions of psychological reactance) on SNS leads to avoid such advertisements. The goal of the study is to investigate the impact of perceived personalization, privacy concern, and e-WOM to consumers' behavioral click through intentions towards social ads. This study contributed to the theory of psychological reactance by indicating that the individuals with less privacy concern and personalized recommendations from their contacts on SNS have a smaller amount of reactance towards social advertisements than commercial advertisements by marketers. Suggestions for advertisers, social media marketing practitioners conclude the paper.

Perceived Personalization, Privacy Concern, e-WOM and Consumers' Click Through Intention in Social Advertising

2019 ◽  
Vol 11 (4) ◽  
pp. 39-55
Author(s):  
Debora Dhanya A ◽  
Uma Pricilda Jaidev
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Psychological Reactance ◽  
Privacy Concern ◽  
The Social ◽  
Social Media Platforms ◽  
Social Advertising ◽  
Target Consumer ◽  
Personalized Advertising ◽  
The Impact

Social advertising, ads in social media platforms, have become popular in recent years because of the evolution of internet technologies such as web analytics and big data mining. The content of the social advertisement is tailored in order to personalize the message to the target consumer groups. In an effort to reach the prospects, marketers should focus on the social leads on social networking sites (SNS) to promote and to sell their brands/products. Drawing on, online personalized advertising literature, e-WOM recommendations and increasing privacy concerns and perceived ad personalization (conceptualized as functions of psychological reactance) on SNS leads to avoid such advertisements. The goal of the study is to investigate the impact of perceived personalization, privacy concern, and e-WOM to consumers' behavioral click through intentions towards social ads. This study contributed to the theory of psychological reactance by indicating that the individuals with less privacy concern and personalized recommendations from their contacts on SNS have a smaller amount of reactance towards social advertisements than commercial advertisements by marketers. Suggestions for advertisers, social media marketing practitioners conclude the paper.

Hyperreality of #BlackLivesMatter Movement on Social Media

2021 ◽  
Vol 37 (3) ◽  
pp. 288-303
Author(s):  
Ghozian Aulia Pradhana ◽  
◽  
Syaifa Tania ◽  
Keyword(s):  
Social Media ◽  
African American ◽  
Content Analysis ◽  
Social Networking ◽  
Social Movement ◽  
Social Networking Sites ◽  
The Other ◽  
The Social ◽  
True Meaning ◽  
Social Media Platforms

This study aims to reveal how hyperreality is reflected in using the #BlackLivesMatter hashtag on social media. The death of an African-American, George Floyd, that involved white police, has sparked outrage and demonstrations in many U.S. states. Issues pertaining to racism sparked in relation to the event, and many people protested demanding justice. The demand for justice then went into a wave of massive global protests both in offline and online realities—the #BlackLivesMatter hashtag was widely used on social media when protests were held. The #BlackLivesMatter hashtag even became a trending topic on several social media platforms, as if everyone was concerned about the issue and aiming for the same purpose. However, we might find several posts that neither reflected nor were related to the case. Some social media users put the hashtag even though their content substance was not related. This phenomenon then led to a condition of hyperreality in questioning reality from a simulation of reality. The method used in this study is content analysis which measures the sentiment of comments on Twitter and Instagram. The study found that social networking sites mobilised online movements even though they were not directly related to the #BlackLivesMatter movement. On the other hand, hashtag activism reduced the true meaning of the social movement. Therefore, the hyperreality in #BlackLivesMatter could not be seen any longer as a form of massive protests demanding justice and ending violence, but merely to gain more digital presence on social media. Keywords: Black lives matter, movement, social media, hyperreality, hashtag activism.

Social Media Ethics for the Professional Psychotherapist

2020 ◽  
Author(s):  
Kristi Pikiewicz
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Media Ethics ◽  
Ethical Considerations ◽  
Privacy Concerns ◽  
Therapeutic Goals ◽  
The Social ◽  
Social Media Platforms ◽  
Use Of Social Media

This chapter explores the ethical considerations that can guide a therapist’s personal and professional use of social media. The incredible pace of change in the social media landscape has led many institutions to delay the development and distribution of specific guidelines or recommendations; however, the literature establishing the boundaries and best practices for the patient–therapist relationship, along with privacy concerns in both directions, and the termination of this relationship, offer a context in which to develop personal competency in the use of social media, both to avoid detrimental entanglements and to enhance progress toward therapeutic goals. While social media platforms and the uses of these platforms change, the basic ethical considerations framing the patient–therapist relationship do not. By using established ethics to guide the use of evolving technologies, a therapist can ensure their use of these technologies remains consistent with long-held best practices.

Not too deep: Privacy, resistance, and the incorporation of social media in background checks

First Monday ◽  
2021 ◽  
Author(s):  
Sarah Young
Keyword(s):  
Social Media ◽  
The United States ◽  
Congressional Hearings ◽  
Privacy Concerns ◽  
Background Checks ◽  
Security Clearance ◽  
The Social ◽  
Derivative Type ◽  
Social Media Platforms ◽  
Investigation Process

In May 2016, the United States Office of the Director of National Intelligence (ODNI) issued “Security Executive Agent Directive 5” (SEAD-5) (U.S. ODNI, 2016) authorizing the collection, use, and retention of social media information for the personnel security clearance process (PSCP), a process put in place to screen applicants for eligibility for national security and public trust positions. The incorporation of social media was a watershed moment for this process as social media, and even information from the entire Internet, had not been allowed into the investigation process before. The integration was not without resistance to the implementation, though, and backstage concerns about privacy emerged in Congressional hearings. What is most interesting to note, however, is that the resistance was for the most part in support of privacy for the potential employees of whom were receiving the check and the government’s obligations for the information collection; however, there was little, if any, mention of deeper, possibly problematic privacy concerns for the social media platforms and their mediated connections that co-create a second, derivative type of content beyond the access of their users. This paper examines the hearing “Incorporating social media into federal background investigations” in response to the SEAD-5 to see what the U.S. Congress did and did not discuss at the hearing and explores potential explanations for the inclusions/omissions, ultimately answering how those in charge of policies could have overlook deeper privacy complexities, and evaluating what this can mean for government, privacy, and policy researchers.

scholarly journals OPPORTUNITIES OF JOB SEARCH THROUGH SOCIAL MEDIA PLATFORMS AND ITS DEVELOPMENT IN LITHUANIA

2021 ◽  
Vol 22 (2) ◽  
pp. 330-339
Author(s):  
Ligita Gasparėnienė ◽  
Snieguolė Matulienė ◽  
Eigirdas Žemaitis
Keyword(s):  
Social Media ◽  
Job Search ◽  
Privacy Concern ◽  
Advantages And Disadvantages ◽  
The Social ◽  
Job Searches ◽  
Social Media Platforms ◽  
Job Postings ◽  
Further Development ◽  
Job Search Methods

3.81 billion or 49.03 percent of people around the world in 2020 have been using social media platforms. On average, everyone has 8.6 accounts on social media platforms. In today’s world, social media platforms control a large part of life, one of which is job search. Job searches through social media platforms are already completing the elimination of older traditional job search methods, and the social network LinkedIn, which has become an interactive resume, is slowly outpacing resumes and cover letters in terms of the ability to share recommendations and various expertise. Employers are increasingly posting open job positions on social media platforms, making job postings simple and easily accessible to all users of social media platforms. The main goal of the presented paper is to introduce the recommendations for developing the process of job search through social media platforms using quantitative analysis. This article highlights the concept and peculiarities of social media platforms, advantaged and disadvantages of job search through SMP. The factors influencing job search through social media platforms were presented and analyzed according to the survey, steps for the further development were presented as well. Recommendation to improve the process of job search were provided after theoretical, methodological and empirical part. The results of the research will help to define the main advantages and disadvantages of job search through SMP from general population of Lithuania, also main concerns regarding its usage were determined. It is faster and easier to find the job through SMP, although do not like that it is necessary to keep an eye on their profile page in the social media, so privacy concern was defined as the biggest disadvantage. The article used the following methods: scientific literature review, quantative analysis (survey).

scholarly journals Comparison of topics and concerns discussed on Chinese and French social media during the COVID-19 lockdown (Preprint)

2020 ◽  
Author(s):  
Stéphane Schück ◽  
Pierre Foulquié ◽  
Adel Mebarki ◽  
Carole Faviez ◽  
Mickaïl Khadhar ◽  
...  
Keyword(s):  
Social Media ◽  
Everyday Life ◽  
Data Privacy ◽  
Topic Model ◽  
Scientific Information ◽  
Privacy Concerns ◽  
The Social ◽  
Social Media Platforms ◽  
The Impact ◽  
Country Specific

BACKGROUND During the coronavirus disease 2019 (COVID-19) pandemic, numerous countries, including China and France, have implemented lockdown measures that have been shown to be effective in controlling the epidemic. However, little is known about the impact of these measures on the population as expressed on social media from different cultural contexts. OBJECTIVE To assess and compare the evolution of the topics discussed on Chinese and French social media during the COVID-19 lockdown. METHODS We extracted posts containing “COVID-19”- or “lockdown”-related keywords in the most commonly used micro-blogging social media platforms, i.e., Weibo (China) and Twitter (France), from one week before to the lifting of the lockdown. A topic model was applied independently for three periods: pre-lockdown, early lockdown and mid-to-late lockdown, to assess the evolution of the topics discussed on Chinese and French social media. RESULTS 6 395, 23 422 and 141 643 Chinese Weibo messages, and 34 327, 119 919, and 282 965 French tweets were extracted in the pre-lockdown, early lockdown and mid-to-late lockdown periods in China and France, respectively. Four categories of topics were discussed in a continuously evolving way in all three periods: epidemic news and everyday life, scientific information, public measures and solidarity & encouragement. The most represented category over all periods in both countries was epidemic news and everyday life. Scientific information was far more discussed on Weibo than in French tweets. Misinformation circulated through social media in both countries; however, it was more concerned with the virus and epidemic in China, whereas it was more concerned with the lockdown measures in France. Regarding public measures, more criticisms were identified in French tweets than on Weibo. Advantages and data privacy concerns regarding tracing apps were also addressed in French tweets. CONCLUSIONS This study is the first to compare the social media content in Eastern and Western countries during the unprecedented COVID-19 lockdown. Our results describe common and different public reactions behaviors and concerns, and can help characterize country-specific public needs and appropriately address them during an outbreak.

Understanding Users' Switching Between Social Media Platforms

2021 ◽  
Vol 13 (1) ◽  
pp. 54-67
Author(s):  
Tao Zhou
Keyword(s):  
Social Media ◽  
Social Influence ◽  
Social Networking ◽  
Social Networking Sites ◽  
Perceived Usefulness ◽  
Privacy Concern ◽  
Moderation Effect ◽  
Intense Competition ◽  
Switching Behaviour ◽  
Social Media Platforms

Social media such as micro-blogs and social networking sites are popular among users. Due to the intense competition, it is crucial for social media platforms to attract users and retain them. The purpose of this paper is to draw on the push-pull-mooring (PPM) model to examine users' switching between social media platforms. The results indicated that identification, perceived usefulness, dissatisfaction, privacy concern, and social influence significantly affect switching intention. In addition, social influence has a positive moderation effect on switching intention. The results imply that social media platforms need to consider the effect of push, pull, and mooring factors in order to prevent users' switching behaviour.

scholarly journals Influencing Factors of Social Media Marketing on Consumers Buying Decisions

2019 ◽  
Vol 8 (2) ◽  
pp. 40-48
Author(s):  
Anjali Chaudhary
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Influencing Factors ◽  
Social Networking Sites ◽  
Negative Impact ◽  
Social Media Marketing ◽  
Purchasing Behavior ◽  
Technology Infrastructure ◽  
The Social ◽  
Social Media Platforms

In recent years, the world has witnessed a kind of social communication between humans in virtual cyberspace. The social networking is popular in marketing which utilizes the platform to present various marketing programs and strategies. The study based on the affecting influencing factors of social media marketing such as technology, infrastructure, culture, society in consumers’ buying decision in Saudi Arabia.The research focuses on consumer’s behavior and responses, in terms of indirect advertising, exaggerating on praising the product or service, false advertising, deceitful, and unprofessional behaviors. The research was carried out the buying behavior of customer through survey questionnaire. The results of the study concluded there is a relationship between Social media marketing on consumer purchasing decisions. The result further shows that e-advertising on the social media platforms has a negative impact on consumer purchasing behavior by stealth advertisement, unethical behavior, and fake advertise, and exaggeration on promoting a product to those who spend three hours or more on social networking sites in the Kingdom of Saudi Arabia.

scholarly journals A proposed model for using innovative marketing in social media platforms - A field study on Mobily customers, Saudi Arabia: نموذج مقترح لاستخدام التسويق الابتكاري في منصات التواصل الاجتماعي – دراسة ميدانية على عملاء شركة موبايلي للاتصالات- المملكة العربية السعودية –

2021 ◽  
Vol 5 (2) ◽  
Author(s):  
Motaz Talat Abdullah, Saad Abdullah Al-Salboud
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Communication ◽  
Social Networking Sites ◽  
Significance Level ◽  
Proposed Model ◽  
Data Collection And Analysis ◽  
The Social ◽  
Social Media Platforms ◽  
Personal Accounts

The study aimed to know the extent to which Mobily applied innovative marketing in the social communication platforms, and to know the effect of using innovative marketing in the social communication platforms on consumer attitudes. The study sample consisted of 273 of Mobily customers in the KSA, the study used descriptive method of study. After data collection and analysis several results have been reached: Innovative marketing in social networking platforms contributes significantly to determining consumer trends. Mobily applies pioneering marketing in social networking sites well, As the overall average for innovative marketing hub in social media platforms reached 2.384. There is a statistically significant relationship between innovative marketing in social communication platforms and consumer trends at a significance level (0.05). Based on the results of the study, the researcher presented a number of recommendations, the most important of which is: the need for companies to adopt the means of social communication in their work and focus their efforts in increasing the effectiveness of their content on the networks. Formation of Companies Teams is responsible for following up, developing and updating their content on the means of social communication and follow-up responses of users of their content. Encourage users of social media to adhere to the credibility of information about products and services published on their personal accounts.

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