The Business Value of Consumer Participation through Social Media

2012 ◽  
Vol 2 (1) ◽  
pp. 1-17 ◽  
Author(s):  
Miia Kosonen ◽  
Hanna-Kaisa Ellonen
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Product Development ◽  
Qualitative Analysis ◽  
Business Value ◽  
Consumer Participation ◽  
Development Support ◽  
Online Consumer ◽  
Magazine Industry ◽  
Content Producer

Despite the growing enthusiasm about social media’s revolutionary potential, there is a lack of research on the possible business-side benefits. The authors maintain that in order to realize social media’s business potential, it is essential to identify the roles in which customers can participate in value co-creation. This study explores consumer participation enabled by social interaction technologies in the context of the newspaper and magazine industry. A qualitative analysis of 31 interviews with the publishers of the leading Finnish newspapers and magazines was conducted. A typology of six different roles of online consumer participation was developed: namely, agent, commentator, tester, debater, content producer, and messenger. The more company-driven types of participation (agent, commentator, and tester) can be integrated with product development support and learning from customers, the more consumer-driven types (debater, content producer, and messenger) are able to provide brand support and options for value co-creation.

The Digital Transformation of Companies

2021 ◽  
pp. 27-43
Author(s):  
Miryam Ben Ali ◽  
Chokri El Fidha
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Web 2.0 ◽  
Digital Transformation ◽  
Dynamic Framework ◽  
Digital Era ◽  
The World ◽  
Online Consumer ◽  
Online Reputation ◽  
The Relationship

The emergence of social media has given birth to a new culture in the digital era of Web 2.0 and has new forms of communication through social interactions between actors in the economic scene. In this era of digitalization, great attention is paid to the online reputation of companies. Now, company success is often measured by their ability to use social media and their level of social interaction with customers. Thanks to the development of online collaborative platforms, the world of business has seen new forms of online consumer engagement with companies and active participation in their value chains. This dynamic framework demonstrates the importance of understanding relationship that are forged online between consumer and organization. The authors try to explain the opportunity to co-create value by focusing on the relationship that may exist between the online reputation of companies and the co-creation of value with the consumer.

Playful Twitter accounts and the socialisation of literary institutions

First Monday ◽  
2019 ◽  
Author(s):  
Millicent Weber ◽  
Beth Driscoll
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Qualitative Analysis ◽  
Online Discussions ◽  
Local Context ◽  
Cultural Institutions ◽  
Content Creation ◽  
Global Reach ◽  
Australian Literature

Humour serves a variety of purposes on social media, from aesthetic content creation and social interaction through to corporate and institutional branding. Playful social media accounts tap into existing knowledge while building and consolidating networks. This article presents a contextualising model of commercial, cultural, and specifically bookish humour on Twitter, addressing such humour’s global reach and local context (Australia). We employ a practice-led approach and report on our creation of two playful Twitter accounts that promote AustLit, a repository of metadata about Australian literature. Quantitative and qualitative analysis demonstrates that scholarly institutions and academics were more likely to follow the pseudo-authoritative, numbers-focused @AustLitCodex account, but that the more broadly popular and engaging format was the enthusiasm of @AustLitTrip (which has a sheepdog persona). These accounts demonstrate the scope for playful Twitter to build audiences for cultural institutions and promote positive, albeit niche, online discussions.

A design contribution to the entrepreneurial experience

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Juan David ROLDAN ACEVEDO ◽  
Ida TELALBASIC
Keyword(s):  
Product Development ◽  
Qualitative Analysis ◽  
Design Research ◽  
Recent Literature ◽  
Early Stage ◽  
Entrepreneurial Activity ◽  
Value Proposition ◽  
Structured Interviews ◽  
User Centric ◽  
Constant Growth

In recent history, different design approaches have been entering fields like management and strategy to improve product development and service delivery. Specifically, entrepreneurship has adopted a user-centric mindset in methodologies like the business canvas model and the value proposition canvas which increases the awareness of the users’ needs when developing solutions. What happens when a service design approach is used to understand the entrepreneurs’ experience through the creation of their startups? Recent literature suggests that entrepreneurial activity and success is conditioned by their local entrepreneurship ecosystem. This study investigates the Entrepreneurship Ecosystem of Medellín, Colombia - an ecosystem in constant growth but that lacks qualitative analysis. The sample consists of 12 entrepreneurs in early-stage phase. The data was gathered with two design research methods: Cultural Probes and Semi-structured interviews. The analysis of the information collected facilitated the development of 4 insights about the entrepreneurs and an experience map to visualise and interpret their journey to create a startup. The results of this study reflected the implications of the ecosystem, the explanation of the users’ perceptions and awareness and propose a set of ideas to the local government to improve the experience of undertaking a startup in Medellín.

INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING DALAM MEMBANGUN BRAND AWARENESS FAKULTAS EKONOMI DAN BISNIS ISLAM

2020 ◽  
Vol 3 (2) ◽  
Author(s):  
Oktaria Ardika Putri
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Qualitative Analysis ◽  
Educational Institution ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Business People ◽  
Marketing Tool

Instagram is a social media application that is currently very popular in the community, especially among artist, politicians, and business people. Companies or advanced business must quicly adapt to the advancement of information technology in the form of social media as a marketing tool. Instagram social media also necessary to developing educational institutions. One of the educational institution that ae currently developing is the newly established Faculty of Economics and Business Islam (FEBI) at the Kediri State Islamic Institute (IAIN Kediri). This writing aims to examine the importance of Instagram as social media marketing to building FEBI IAIN Kediri Brand Awareness. Instagram social media is considered more effectives to embrace students and the community, so it is expected to facilitate marketing and communication between FEBI IAIN Kediri with the students or other agencies. The method of this reasearch is a qualitative analysis which reference libraries are used as a basis. Keywods:  Instagam,  social media, Faculty of Economics and Business Islam, IAIN Kediri

Socializing the web

2021 ◽  
Vol 27 (3) ◽  
pp. 32-36
Author(s):  
Judith Donath
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Social Applications ◽  
The Web

Though today we think of the web and social media as nearly synonymous, the technology of the early web made social interaction difficult. The author discusses her work creating some of the web's earliest social applications and asks why our interfaces for seeing and communicating with each other online are still so primitive.

scholarly journals A Bilingual Comparison of Sentiment and Topics for a Product Event on Twitter

2021 ◽  
Author(s):  
Irina Wedel ◽  
Michael Palk ◽  
Stefan Voß
Keyword(s):  
Social Media ◽  
Language Processing ◽  
Topic Modeling ◽  
New Product ◽  
Business Value ◽  
Data Driven ◽  
New Product Introduction ◽  
Social Media Analytics ◽  
Product Introduction ◽  
Textual Data

AbstractSocial media enable companies to assess consumers’ opinions, complaints and needs. The systematic and data-driven analysis of social media to generate business value is summarized under the term Social Media Analytics which includes statistical, network-based and language-based approaches. We focus on textual data and investigate which conversation topics arise during the time of a new product introduction on Twitter and how the overall sentiment is during and after the event. The analysis via Natural Language Processing tools is conducted in two languages and four different countries, such that cultural differences in the tonality and customer needs can be identified for the product. Different methods of sentiment analysis and topic modeling are compared to identify the usability in social media and in the respective languages English and German. Furthermore, we illustrate the importance of preprocessing steps when applying these methods and identify relevant product insights.

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.

‘Welcome to #GabFam’: Far-right virtual community on Gab

2021 ◽  
pp. 146144482110245
Author(s):  
Greta Jasser ◽  
Jordan McSwiney ◽  
Ed Pertwee ◽  
Savvas Zannettou
Keyword(s):  
Social Media ◽  
Qualitative Analysis ◽  
Social Networking ◽  
Virtual Community ◽  
Far Right ◽  
Social Networking Service ◽  
Shared Experiences ◽  
Funding Model ◽  
Social Media Platforms ◽  
Technological Affordances

With large social media platforms coming under increasing pressure to deplatform far-right users, the Alternative Technology movement (Alt-Tech) emerged as a new digital support infrastructure for the far right. We conduct a qualitative analysis of the prominent Alt-Tech platform Gab, a social networking service primarily modelled on Twitter, to assess the far-right virtual community on the platform. We find Gab’s technological affordances – including its lack of content moderation, culture of anonymity, microblogging architecture and funding model – have fostered an ideologically eclectic far-right community united by fears of persecution at the hands of ‘Big Tech’. We argue that this points to the emergence of a novel techno-social victimology as an axis of far-right virtual community, wherein shared experiences or fears of being deplatformed facilitate a coalescing of assorted far-right tendencies online.

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