scholarly journals The role of content marketing in social media content communities

2017 ◽  
Vol 19 (1) ◽  
Author(s):  
Charmaine Du Plessis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Target Audience ◽  
Point Of View ◽  
Sufficient Evidence ◽  
Media Content ◽  
Daily Lives ◽  
Specific Content ◽  
Use Of Social Media ◽  
Content Marketing

Background: Content marketing has become a leading marketing technique in digital marketing communication and uses the point of view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand community perspectives while content marketing’s valuable and unobtrusive role in social media content communities has largely been overlooked.Objective: The purpose of this article was to investigate content marketing’s role in social media content communities to engage with the target audience in an innate manner.Method: This study made use of a directed, inductive content analysis of 51 practitioner documents relating to business-to-consumer content marketing practices to add another perspective to existing research on communities in social media. The content analysis was facilitated by using QDA Miner, a widely adopted and reliable qualitative data analysis software programme.Results: Three categories emerged from the data namely building content communities, platform-specific content and understanding channels. These categories provide sufficient evidence of how brands make use of social media content communities to connect with the target audience in an unobtrusive manner, in addition to being present in virtual brand communities.Conclusion: The findings make several contributions to the existing literature. Firstly, it provides a clearer distinction between brand and social media content communities. Secondly, it extends conceptions about social media communities to include content communities and, thirdly, it provides sufficient evidence of how content marketing could benefit a brand by naturally becoming part of social media conversations.

scholarly journals Hoax Digital Literacy on Instagram

2021 ◽  
Vol 6 (2) ◽  
pp. 171-186
Author(s):  
Dedeh Fardiah ◽  
Ferry Darmawan ◽  
Rini Rinawati
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
New Media ◽  
Digital Literacy ◽  
Freedom Of Expression ◽  
Literacy Education ◽  
Media Content ◽  
Fake News ◽  
Specific Content ◽  
Media Messages

The development of communication technology brings forth new media with various multiplatforms. Information spreads instantaneously to all corners of the world through abundant media devices. In social media spaces, every individual can produce informational content and disseminate it, so it appears as a new phenomenon of citizen journalism. Individuals act as both producers and targets of social media content simultaneously. Ironically, due to freedom of expression on social media, various hoaxes appear intentionally or unintentionally and are widely distributed. This study aims to explore the official Instagram account that handles hoaxes in West Java Province and provide a digital literacy education in their post. This study uses the content analysis method, which efficiently investigates media content on both printed form and digital posts. In addition, it also uses descriptive content analysis to describe in detail a message or a specific content. The study object is Instagram @jabarsaberhoaks with an analysis unit of information items about hoaxes and various digital literacy on Instagram @jabarsaberhoaks in 2020.  In total, their number reaches 900 posts. The result of this study shows that the most common hoax is fake news, such as manipulated content, misleading content, fake news, and fabricated content with health, political, and economic themes. Explicitly or implicitly, digital literacy education about hoaxes can be obtained by accessing the information contained in Instagram accounts. The implication is that it is necessary to study the extent of this educational content responded by the public, so media messages can effectively and efficiently be in the form of educational media about interactive hoaxes.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

The Use of Social Media by the Botswana Government and Governance of Liquid Communication

Mousaion ◽  
2019 ◽  
Vol 37 (1) ◽  
Author(s):  
Tshepho Lydia Mosweu
Keyword(s):  
Social Media ◽  
Customer Service ◽  
Community Involvement ◽  
Media Content ◽  
Service Access ◽  
Communication Tool ◽  
African Countries ◽  
The World ◽  
The Government ◽  
Use Of Social Media

Social media as a communication tool has enabled governments around the world to interact with citizens for customer service, access to information and to direct community involvement needs. The trends around the world show recognition by governments that social media content may constitute records and should be managed accordingly. The literature shows that governments and organisations in other countries, particularly in Europe, have social media policies and strategies to guide the management of social media content, but there is less evidence among African countries. Thus the purpose of this paper is to examine the extent of usage of social media by the Botswana government in order to determine the necessity for the governance of liquid communication. Liquid communication here refers to the type of communication that goes easily back and forth between participants involved through social media. The ARMA principle of availability requires that where there is information governance, an organisation shall maintain its information assets in a manner that ensures their timely, efficient and accurate retrieval. The study adopted a qualitative case study approach where data were collected through documentary reviews and interviews among purposively selected employees of the Botswana government. This study revealed that the Botswana government has been actively using social media platforms to interact with its citizens since 2011 for increased access, usage and awareness of services offered by the government. Nonetheless, the study revealed that the government had no official documentation on the use of social media, and policies and strategies that dealt with the governance of liquid communication. This study recommends the governance of liquid communication to ensure timely, efficient and accurate retrieval when needed for business purposes.

scholarly journals Examining Perceived and Projected Destination Image: A Social Media Content Analysis

2021 ◽  
Vol 13 (6) ◽  
pp. 3354
Author(s):  
Wei Sun ◽  
Shoulian Tang ◽  
Fang Liu
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Destination Image ◽  
Media Content ◽  
Media Content Analysis ◽  
Poor Understanding ◽  
Practical Implications

Destination image has been extensively studied in tourism and marketing, but the questions surrounding the discrepancy between the projected (perceptions from the National Tourism Organizations) and perceived destination image (perceptions from tourists) as well as how the discrepancy may influence sustainable experience remain unclear. Poor understanding of the discrepancy may cause tourist confusion and misuse of resources. The aim of this study is to empirically investigate if the perceived (by tourists) and projected (by NTOs) destination image are significantly different in both cognitive and affective aspects. Through a comprehensive social media content analysis of the NTO-generated and tourist-generated-contents (TGC), the current study identifies numerous gaps between the projected and perceived destination image, which offers some important theoretical and practical implications on destination management and marketing.

Marijuana and Glaucoma: A Social Media Content Analysis

2020 ◽  
Author(s):  
Jing (Sasha) Jia ◽  
Nikki Mehran ◽  
Robert Purgert ◽  
Qiang (Ed) Zhang ◽  
Daniel Lee ◽  
...  
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Media Content ◽  
Media Content Analysis

scholarly journals A Content Analysis of the Contributions in the Narratives of DACA Youth

2019 ◽  
Vol 14 (2) ◽  
pp. 64-78
Author(s):  
Darlene Xiomara Rodriguez ◽  
Sanjuana C. Rodriguez ◽  
Banti C. V. Zehyoue
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Cultural Community ◽  
Deferred Action ◽  
Use Of Social Media

This study utilized cultural community wealth (Yosso, 2005) to explore the ways in which Deferred Action for Childhood Arrivals (DACA) youth make use of social media. Through the use of content analysis (Hay, 2005), the authors analyzed social media interviews publicly posted by DACA youth. Findings reveal that DACA youth engage in social media as a form of activism and to mobilize their communities. The findings support and extend our understanding of the ways that DACA youth are an asset to the wider community. Implications for those working with DACA youth are provided. 

scholarly journals Mídias sociais: marketing de conteúdo e estratégias na era da influência digital / Social media: content marketing and strategies in the age of digital influence

2021 ◽  
Vol 7 (10) ◽  
pp. 97831-97849
Author(s):  
David Uender De Oliveira ◽  
Gustavo Barbieri Lima ◽  
Sheila Farias Alves Garcia ◽  
Lesley Carina do Lago Attadia Galli
Keyword(s):  
Social Media ◽  
Media Content ◽  
Content Marketing

scholarly journals Instagram Influencer Analysis for Top 5 Categories in Turkey

2021 ◽  
Vol 12 (44) ◽  
pp. 22-36
Author(s):  
Busra ERTOGRUL ◽  
Gizem KILICSIZ ◽  
Aysun BOZANTA
Keyword(s):  
Social Media ◽  
Digital Identity ◽  
Ordinary People ◽  
Daily Lives ◽  
Social Media Platforms ◽  
The Difference ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
The Relationship ◽  
New Jobs

Social media platforms have become an inevitable part of our daily lives. Companies that noticed the intense use of social media platforms started to use them as a marketing tool. Even ordinary people have become famous by social media and companies have been sending their products to them to try and advertise. Many people have gained a considerable amount of money in this way and today new jobs are emerged like "Youtuber" and "Instagram Influencer". Therefore, ordinary people realized the power of social media and many people started to strength their digital identity over social media. The question raising in people’s mind is that “What is the difference between the influencers and the ordinary people who have also digital identity over social media?”. This study examined Instagram influencers for five categories namely fashion, makeup, photography, travel, and fitness in Turkey. As an exploratory study, the relationship between the influencers’ average number of posts, the number of likes, the number of views, the number of comments, number of followers, and the number of following were examined. As well as the engagement rates of the followers to the influencers were calculated. In addition, the words they mostly used in the captions of the posts were examined.

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