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.

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.

scholarly journals Usage of Social Media and Its Perceived Impact on the Social Life of the College Students in Kerala

2019 ◽  
Vol 9 (2) ◽  
pp. 863-867
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Social Life ◽  
The Social ◽  
Social Media Platforms ◽  
Perceived Impact ◽  
The Impact ◽  
Share Information ◽  
Anxiety And Fear

Social Media has undoubtedly become a powerful tool among the students. Social Media provides them the freedom to do whatever they want, to find new friends, to interact with people, to share information and knowledge and to create profile or identities. Social networking sites provide students with a new platform for learning but it also has a darker side of which if one is not aware of can bring potential dangers. The youth spent long hours on different social media platforms which has affected their academics, impaired their sleep patterns ,missed out their schools and meals and often produces stress, anxiety and fear about their identities. Students are also entrapped by the ploys of social networking. This happens when it develops an addiction in them that inculcates bad habits. So the students should be educated properly regarding the usage of Social Media and develop the cognitive and intuitive ability to analyze how much they want to spend on the different platforms in Social Media. Most of the studies conducted examine the impact of social networking sites on the academic performance of students. This study focuses on the usage of Social Media and its perceived impact on the social life of students in Kerala.

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, Interfacing Brands in Relation to the Social Media Ecosystem

2017 ◽  
pp. 132-170 ◽  
Author(s):  
Ze Zook ◽  
Ben Salmon
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Relational Model ◽  
Marketing Environment ◽  
The Social ◽  
Inherent Structure ◽  
Interactive Nature ◽  
Social Media Platforms ◽  
Media Ecosystem ◽  
The Impact

Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.

Social Media, Interfacing Brands in Relation to the Social Media Ecosystem

2021 ◽  
pp. 1271-1301
Author(s):  
Ze Zook ◽  
Ben Salmon
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Relational Model ◽  
Marketing Environment ◽  
The Social ◽  
Inherent Structure ◽  
Interactive Nature ◽  
Social Media Platforms ◽  
Media Ecosystem ◽  
The Impact

Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.

Social Media to Social Media Analytics

2019 ◽  
Vol 10 (2) ◽  
pp. 57-70 ◽  
Author(s):  
Vikas Kumar ◽  
Pooja Nanda
Keyword(s):  
Social Media ◽  
Social Media Analytics ◽  
Social Media Data ◽  
Ethical Concerns ◽  
Ethical Implications ◽  
The Social ◽  
Social Media Platforms ◽  
The Individual ◽  
The Impact ◽  
Media Data

With the amplification of social media platforms, the importance of social media analytics has exponentially increased for many brands and organizations across the world. Tracking and analyzing the social media data has been contributing as a success parameter for such organizations, however, the data is being poorly harnessed. Therefore, the ethical implications of social media analytics need to be identified and explored for both the organizations and targeted users of social media data. The present work is an exploratory study to identify the various techno-ethical concerns of social media engagement, as well as social media analytics. The impact of these concerns on the individuals, organizations, and society as a whole are discussed. Ethical engagement for the most common social media platforms has been outlined with a number of specific examples to understand the prominent techno-ethical concerns. Both the individual and organizational perspectives have been taken into account to identify the implications of social media analytics.

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 Impact of student exclusion (including from the SPE) on their digitisation behaviour in social media

2020 ◽  
Vol 11 (1) ◽  
pp. 203-224
Author(s):  
Marcin Prościak ◽  
Beata Prościak
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Global Scale ◽  
Special Educational Needs ◽  
The Social ◽  
The Family ◽  
The World ◽  
Digital Exclusion ◽  
The Impact ◽  
The Relationship

Aim. The aim of this thesis is to present the impact of students exclusion (including SPEs) on their virtual behaviour in social media. Students with no special educational needs and those with SEN were taken into account. The relationship between exclusion of SPE and digitisation exclusion will be indicated . In addition, social exclusion in the family area was included. Methods: The analysis was based on statistical methods, such as: range, standard deviation, variance. Surveys were used. They were conducted on the Internet through the Facebook social portal on a national and global scale. Results: Respondents from around the world feel more excluded by the SPE than respondents in Poland. In contrast, respondents from the SPE use fewer social networking sites than in groups of computer players, both in Poland and worldwide. Conclusions: In Poland, SPE is not a barrier to communication with peers for most respondents, unlike global respondents. Respondents from the SPE spend less time on social portals because it absorbs their time devoted to learning, which can be an indicator of digital exclusion. Cognitive value: The originality of the research is to focus on introducing the global and Polish scale of the problem excluding students from SPE from the social media, which was calculated by the author’s method based on the indicator digital exclusion.

Social networking sites and customers’ attitude towards advertisements

2019 ◽  
Vol 13 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Kaustav Mukherjee ◽  
Neelotpaul Banerjee
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Positive Attitude ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.

scholarly journals The impact of social networking sites on the lives of individuals within Palestinian society during the period 2015-2020 "Afield study applied to the residents of Bethlehem – Palestine": أثر مواقع التواصل الاجتماعي الإلكترونية على حياة الأفراد داخل المجتمع الفلسطيني خلال الفترة ما بين 2015 – 2020 " دراسة ميدانية مطبقة على سكان مدينة بيت لحم – فلسطين"

2020 ◽  
Vol 4 (4) ◽  
Author(s):  
Abdelmajid Nayif Alawneh
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Research Community ◽  
Negative Consequences ◽  
A Value ◽  
Impact Rate ◽  
The Social ◽  
Palestinian Society ◽  
The Impact

The aim of this research is to determine the extent of the impact resulting from electronic social networking sites with their various indicators on the lives of members of the Palestinian society in all aspects of living. The researcher has used the descriptive analytical method and the questionnaire tool in collecting field data, as the research community was a resident of the Palestinian city of Bethlehem located south The West Bank from all aspects of life and living for them, and the sample taken from the research community reached (888) individuals, with a percentage (3%) of the entire research community, and this research has reached a set of important results on this topic, one of the most important being that most users The reality of social media are from the young category, and that the most used website is Facebook compared to jealousy, as it turns out that the most affected aspects of life from electronic social networking sites are the social aspect, whose impact ratio has reached a value (1.90%) followed by the religious side, which came The percentage of being affected by social media has reached a value of (3.87%), then came the educational aspect, which has reached an impact rate of (4. 83%), then the behavioral aspect came with an impact rate of (3. 81%) then, culturally, at a value of (78%), as for the psychological aspect, which reached a value of 2.63%), another and the lowest of these values ​​came to the economic aspect, which reached a value (9.58%), thus forming the least effects resulting from the existence and use of sites. Electronic social networking within the Palestinian society. As for the nature of the relationship between social media and the aspects of life for members of Palestinian society, a strong and statistically significant relationship has emerged, and the nature of this relationship came in a direct way between each of the subscription period, the number of hours of daily use, the number of added friends, the goal of the subscription, and the number of sites The electronic system used and between the various aspects related to the life of the members of the Palestinian society represented in the social, religious, educational, behavioral, cultural, psychological and economic fields. At the end of the research, the researcher made a number of recommendations at the public and private levels that came from the most important of them. The time for awareness-raising by educational institutions represented in schools and universities to warn against the increase in the use of such sites and warn of the negative consequences resulting from them, and to identify the main issues in which the use of electronic social networking sites that are beneficial to the user are required, especially in social, behavioral, and other aspects.  

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