scholarly journals The Role of Social Media in Purchasing Behaviour of Young Digital Customers in Poland

2020 ◽  
Vol 19 (3) ◽  
pp. 43-61
Author(s):  
Milena Le Viet-Błaszczyk ◽  
Juliusz Lerman
Keyword(s):  
Social Media ◽  
Interpersonal Communication ◽  
Purchasing Decisions ◽  
Jel Codes ◽  
Quantitative And Qualitative Research ◽  
Market Situation ◽  
Purchasing Behaviour ◽  
Depth Interviews ◽  
Purchasing Process

Background. The dynamically developing technology and changing system of interpersonal communication has modified the customers’ approach to the process of making purchasing decisions. The literature has even developed the concept of a new customer – a digital one. The market situation forced companies to look for effective modern tools for their marketing communication. One of such tools to reach digital customers is social media. Research aims. The aim of the article is to indicate the role of social media in the purchasing process of Polish digital customers aged 18–26. Methodology. The conclusions presented in the article are the result of an analysis of quantitative and qualitative research, which consisted of a survey with 140 respondents and of 6 individual in-depth interviews. Findings. The conducted research has shown that social media have a significant role in customers’ purchasing decisions. They influence the perception of the brand by customers but also the purchase of specific products. Based on the research results, it can be assumed that SM functionalities that shorten the purchasing process will be developed in the future, and the role of social media in the purchasing process will grow. JEL Codes: M3, M30, M31, M37.

Brand and influencer strategies in social media marketing of luxury brands in African cities

2021 ◽  
Vol 7 (1) ◽  
pp. 105-121 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
African Cities ◽  
Global Brands ◽  
Global Brand ◽  
Critical Theories ◽  
The Social ◽  
The Relationship ◽  
Depth Interviews

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

scholarly journals The Spiral of Positive Feedback: Go-Along Interviews About Adolescents’ Perceptions of and Reactions to Alcohol Posts on Social Media

2021 ◽  
pp. 002204262110414
Author(s):  
Robyn Vanherle ◽  
Kathleen Beullens ◽  
Hanneke Hendriks
Keyword(s):  
Social Media ◽  
Interpersonal Communication ◽  
Negative Feedback ◽  
Positive Feedback ◽  
Online Chat ◽  
Public And Private ◽  
Face To Face ◽  
Online Environments

Go-along interviews among adolescents ( N = 26, M age = 16.31, SD = .83) were conducted to examine how adolescents interpret alcohol posts in terms of appropriateness and how this, in turn, plays a role in adolescents’ reactions toward alcohol posts on public and private social media entries. The findings of this study, first, indicate that alcohol posts were classified as appropriate or inappropriate based on the amount of alcohol and the displayed behavior in the post. Second, most posts, including inappropriate ones, received positive or no feedback. Moreover, adolescents deliberately seemed to withhold negative feedback out of fear of being misjudged by peers. Still, negative reactions were expressed more quickly in safer off- and online environments (i.e., face-to-face conversation and online chat messages) because they were visible to close friends only. This is important in view of prevention as it unravels the interesting role of private environments in stimulating negative interpersonal communication.

scholarly journals Digital (dis)connectivity in fraught contexts: The case of gay refugees in Belgium

2019 ◽  
Vol 23 (5) ◽  
pp. 784-800 ◽  
Author(s):  
Alexander Dhoest
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Country Of Origin ◽  
Mobile Media ◽  
Cultural Conditions ◽  
Sexual Orientations ◽  
The Family ◽  
National Boundaries ◽  
Depth Interviews

The key role of digital and mobile media for refugees is increasingly acknowledged, but while the literature on the topic tends to celebrate the advantages of digital media, it is important to also acknowledge limitations. Thus, the focus on the creation and maintenance of connections through digital media may obscure experiences and practices of disconnection. This is certainly the case for forced migrants with non-normative sexual orientations, for whom experiences of homophobia within the family and ethno-cultural community in the country of origin may extend to fraught situations in the country of residence. As with digital media in general, it is important to consider the ‘offline’ social and cultural conditions determining online media uses. This article focuses on the specific challenges for lesbian, gay, bisexual, transgender and queer refugees, both in general and in Belgium, drawing on desk research and expert interviews, as well as nine in-depth interviews with gay-identifying male refugees. While the refugees are relatively positive about the Belgian situation, they do identify a number of challenges. They use digital media to stay connected to family and other people in the country of origin, but often this connection has become difficult. Social media and dating sites also offer a way to connect to other gay men, but these connections can be equally fraught, particularly in the country of origin for danger of exposure but also in Belgium as social media transcend national boundaries. For this reason, some participants created new or parallel profiles, to keep their gay lives disconnected from their family lives. Overall, then, digital media are a tool not only of connection but also of strategic disconnection for gay refugees.

#sponsored: Consumer insights on social media influencer marketing

2020 ◽  
Vol 9 (2) ◽  
pp. 177-194
Author(s):  
Savannah Lee Coco ◽  
Stine Eckert
Keyword(s):  
United States ◽  
Social Media ◽  
Social Exchange ◽  
Relationship Management ◽  
The United States ◽  
Consumer Perceptions ◽  
Management Theory ◽  
Purchasing Decisions ◽  
Relationship Management Theory ◽  
Depth Interviews

Through in-depth interviews with 15 women in the United States, this pilot study contributes to filling the gap in scholarship on consumer perceptions of sponsored content posted by social media influencers (SMI). We found women may follow social media influencers because of prior topic interests, perceived relatability, and authenticity. Social exchange and relationship management theories do not sufficiently account for purchasing decisions despite negative views of consumers. We argue for a new theory called Influencer-Follower Relationship Management Theory.

scholarly journals “Lunch Keeps People Apart”: The Role of English for Social Interaction in a Multilingual Academic Workplace

Multilingua ◽  
2014 ◽  
Vol 0 (0) ◽  
Author(s):  
Raffaella Negretti ◽  
Miguel Garcia-Yeste
Keyword(s):  
Social Interaction ◽  
Interpersonal Communication ◽  
Language Practices ◽  
Social Situations ◽  
Academic Workplace ◽  
Primary Activity ◽  
University Department ◽  
Points Of View ◽  
Depth Interviews

AbstractResearch on the role of language in multilingual workplaces, where English is often adopted as a lingua franca (ELF), shows that language practices influence socialization and interpersonal communication, frequently creating issues such as asymmetrical sharing of information, language clusters, or thin communication. Similarly to other organizations, academic workplaces are undergoing a process of internationalization. However, academia as a workplace has been largely ignored, particularly in terms of language practices in social situations. We address this gap by investigating multilingualism in an academic workplace; departing from the concepts of language clustering and thin communication, we focus on how language practices affect social interaction and the establishment of rapport. We report the experiences of five academics with various backgrounds and status in a science university department in Sweden. In-depth interviews and grand/mini tour elicitation techniques reveal how language practices – English and other languages – are experienced from different points of view. We identify lunch as the primary activity associated with social interaction and exchange of information: people and places connected with this activity seem to determine language practices. In the final section we discuss the presence of language clustering and thin communication in this academic workplace.

scholarly journals Pola Komunikasi Interpersonal Orang Tua dan Anak Usia Dini dengan Speech Delay di TK Aisiyah Rewwin Waru

2018 ◽  
Vol 5 (2) ◽  
pp. 159
Author(s):  
Vevy Liansari
Keyword(s):  
Early Childhood ◽  
Interpersonal Communication ◽  
The Elderly ◽  
Communication Patterns ◽  
Speech Delay ◽  
Parents And Children ◽  
Role Of Parents ◽  
The Impact ◽  
Depth Interviews

This study aims to know how the pattern of interpersonal communication that occurs between parents and children with speech delay. While the use of this study is as a reference for parents, educators, observers and responsible of education in general in an effort to instill a good example of children and also in an effort to apply good interpersonal communication patterns between both parties. The data collection methods are in-depth interviews and observations. In the process of improving interpersonal communication patterns in parents and children found some obstacles both in the elderly and early age children. The results of this study indicate that the role of parents in establishing interpersonal communication patterns of early childhood greatly affect the behavior of young children. Therefore parents should be able to apply good interpersonal communication patterns to early childhood with speech delay and maintain an intense relationship to reduce the impact of speech delay from internal and external influences.

scholarly journals Peran Keluarga Orang Tua Kepada Anak Balita Dalam Membentuk Karakter (Studi Pada Orang Tua Pemula)

Wardah ◽  
2020 ◽  
Vol 21 (1) ◽  
pp. 18-34
Author(s):  
Habib Al Muzny
Keyword(s):  
Interpersonal Communication ◽  
Nonverbal Communication ◽  
Family Communication ◽  
Communication Model ◽  
Character Study ◽  
The Family ◽  
Qualitative Descriptive ◽  
Role Of Parents ◽  
Depth Interviews

Abstract: The article with the title 'The Role of Parents' Families To Toddlers in Forming Character (Study of Beginner Parents),' aims to 1) Analyze the patterns of communication that parents make to their children, 2) Analyze the use of verbal and nonverbal communication by parents to toddlers. 3) looking for communication models carried out by parents to toddlers. The method used in this study is a qualitative descriptive approach to in-depth interviews with toddler parents. Conclusion Parent to child communication patterns are influenced by protective patterns with pluralistic patterns as well as the combination of protective patterns with consensual patterns. Parental verbal communication to children in parenting uses words that are easily understood by children, gentle, firm. nonverbal communication of parents to children hugging children when invited to other family homes, invited to go to a place of recreation. Model of family communication from parents between father and mother there are differences in the family communication model of family communication conducted by fathers using protective and laizzer-fair patterns, while the family communication model conducted by mothers uses modification or combination. Keywords: Family role; interpersonal communication.   Abstrak: Artikel dengan judul ‘Peran Keluarga Orang Tua Kepada Anak Balita Dalam Membentuk Karakter (Studi Pada Orang Tua Pemula),’ ini bertujuan untuk 1) Menganalisis Pola komunikasi yang dilakukan orang tua kepada anak, 2) Menganalisis penggunaan komunikasi verbal dan nonverbal yang dilakukan orang tua kepada anaka balita. 3) mencari model komunikasi yang dilakukan oleh orang tua kepada balita. Metode yang digunakan pada penelitian ini adalah deskriptif kualitatif dengan pendekatan wawancara mendalam kepada orang tua balita. Kesimpulan Pola komunikasi orangtua kepada anak a dipengaruhi oleh pola protektif dengan pola pluralistik juga  gabungan  pola  protektif  dengan pola konsensual, Komunikasi verbal orangtua kepada anak pada pola pengasuhan menggunakan kata yang mudah difahami anak, lemah lembut, tegas. komunikasi nonverbal orangtua  kepada  anak memeluk anak saat diajak kerumah keluarga lain, diajak jalan ketempat rekreasi. Model komunikasi keluarga dari orangtua antara ayah dan ibu terdapat perbedaan dalam model komunikasi keluarga komunikasi keluarga yang dilakukan oleh ayah lebih mengunakan pola protektif dan laizzer-fair, sedangkan model komunikasi keluarga yang dilakukan oleh ibu lebih mengunakan modifikasi atau gabungan. Kata kunci: Peran keluarga; komunikasi interpersonal.    

scholarly journals Role Of Mass Media And Interpersonal Communication In Promoting Awareness About Woman Rights In Pakistan

2016 ◽  
Vol 13 (1) ◽  
pp. 165-176
Author(s):  
Lubna Zaheer ◽  
Amber Mubeen
Keyword(s):  
Social Media ◽  
Mass Media ◽  
Interpersonal Communication ◽  
Significant Role ◽  
Survey Method ◽  
Positive Role ◽  
Quantitative Survey ◽  
Women Rights ◽  
One Way Anova

Women rights have always been a debatable issue in almost every society. Being a watchdog, media is expected to give voice to all members of the society regardless of their gender, background and ethnicity. Media can play a vigorous role to educating people about women-rights by addressing their concerns and anxieties. This study aims to investigate the role of mass media (i.e. television, newspapers and social media) and interpersonal communication in promoting awareness about woman rights in Pakistan. Using quantitative survey method with a sample of N=358, results of One-way ANOVA show comparison among various types of media. The study figured out that mass media in Pakistan especially print media, play a positive role in promoting awareness about women rights. However, the role of interpersonal communication has been found more effective as compared to new and old media. The study also expresses that demographics play significant role to attaining the awareness about women rights.

scholarly journals Engagement, bonding, and identity across multiple platforms: Avaaz on Facebook, YouTube, and MySpace

2012 ◽  
Vol 28 (52) ◽  
pp. 21 ◽  
Author(s):  
Anastasia Kavada
Keyword(s):  
Decision Making ◽  
Social Networks ◽  
Social Media ◽  
Interpersonal Communication ◽  
Empirical Data ◽  
Textual Analysis ◽  
Transnational Activism ◽  
Collective Voice ◽  
Social Media Platforms

This article explores the role of social media platforms in transnational activism by examining the case of Avaaz.org, an international advocacy organization aiming to bring people-powered politics to global decision-making. Focusing on the Avaaz website, its channel on YouTube, its page on Facebook and its profile page on MySpace, the article investigates the affordances of these platforms for identity-building, bonding, and engagement. The empirical data is derived from features analysis of the selected web platforms, as well as textual analysis of the comments posted by users. The findings show that while social media platforms make individual voices more visible, their design helps Avaaz to maintain a coherent collective voice. In terms of bonding, platforms allow individual activists to communicate with the organization and to spread its message to their existing social networks, but opportunities for private interpersonal communication with other Avaaz supporters are limited.

scholarly journals Social Support in Patients With Sexual Dysfunction After Non-Nerve-Sparing Radical Prostatectomy: A Qualitative Study

2020 ◽  
Vol 14 (2) ◽  
pp. 155798832090697 ◽  
Author(s):  
Cayetano Fernández-Sola ◽  
Álvaro Martínez-Bordajandi ◽  
Ana Patricia Puga-Mendoza ◽  
José Manuel Hernández-Padilla ◽  
Vinicius Jobim-Fischer ◽  
...  
Keyword(s):  
Social Support ◽  
Radical Prostatectomy ◽  
Qualitative Study ◽  
Interpersonal Communication ◽  
Hermeneutic Phenomenology ◽  
Nerve Sparing ◽  
Informational Support ◽  
Sexual Information ◽  
Depth Interviews

This study aimed to explore men’s experiences of social support after non-nerve-sparing radical prostatectomy. A qualitative study based on Gadamer’s hermeneutic phenomenology was designed. In-depth interviews were conducted with 16 men who had undergone a non-nerve-sparing radical prostatectomy. Data analysis was performed using ATLAS.ti software. From this analysis, two main themes emerged: “The partner as a source of support and conflict after a prostatectomy,” which includes empathetic reconnection with the partner and changes in sexual and cohabitation patterns and “The importance of social and professional circles,” which addresses the shortcomings of the healthcare system in terms of sexual information and counseling as well as the role of friends within social support. The study suggests the need to establish interventions that address interpersonal communication and attention to social and informational support and include both the patient and those closest to them.

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