The Use of Social Media as a Marketing Tool by Tourist Attractions: Influence on Cognitive, Affective and Behavioural Consumer Attitudes

2021 ◽  
pp. 742-758
Author(s):  
Bongiwe Nzeku ◽  
Rodney Graeme Duffett
Keyword(s):  
Social Media ◽  
Cape Town ◽  
Tourist Attractions ◽  
Media Usage ◽  
Positive Attitudes ◽  
Aerial Cable ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Hierarchy Of Effects

Social media has an enormous influence on the manner in which people look for and distribute data, and select a tourist destination. Hence, research was undertaken to ascertain the role of social media as a communication and marketing tool for Cape Town tourist attractions (Cape Point, Groot Constantia Wine Estate, V&A Waterfront, Table Mountain Aerial Cable Way and Kirstenbosch Botanical Gardens) via the analysis of tourists’ cognitive, affective and behavioural attitudinal responses. The results revealed that tourists displayed positive cognitive/affective and affective/behavioural attitude associations towards social media usage by the Cape Town tourist attractions. Several demographic and usage characteristics resulted in significant positive attitudes regarding Cape Town tourist attraction social media sites, viz. South African and African tourists; mobile device access; new social media users; daily log-ons; Black, Indian and Coloured tourists; and tourists who used the local Rand currency. The findings could be used by Cape Town tourist attractions to improve their social media platforms, and thereby the effectiveness as a marketing tool. The study makes an original contribution since few tourism-related studies investigated the hierarchy of effects model in terms of social media and most previous research only considered usage and demographic characteristics as descriptive measures.

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.

Social Media Use for Water Conservation Education in South Africa: Perceptions of Raymond Mhlaba Local Municipality’s Residents

2019 ◽  
Vol 55 (3) ◽  
pp. 351-369 ◽  
Author(s):  
Charity Hove ◽  
Oluyinka O Osunkunle
Keyword(s):  
South Africa ◽  
Social Media ◽  
Water Conservation ◽  
Conservation Education ◽  
Conservation Practices ◽  
Quantitative Methodology ◽  
Media Usage ◽  
Persuasive Strategies ◽  
Social Media Platforms ◽  
Use Of Social Media

Water scarcity is increasing in South Africa and communities need to be educated about water conservation practices. This article investigated the perceptions of Raymond Mhlaba Local Municipality’s residents concerning the use of social media for water conservation education in their community. Through a quantitative methodology, a sample of 383 respondents answered a questionnaire and the main findings were that 75 per cent of respondents did not know about the municipality’s social media platforms. This article recommends that the municipality creates awareness about its social media platforms, increases social media usage and employs persuasive strategies for participation.

scholarly journals Social Media Usage and Development of Psychiatric Disorders in Childhood and Adolescence: A Review

2021 ◽  
Vol 11 ◽  
Author(s):  
Ilaria Cataldo ◽  
Bruno Lepri ◽  
Michelle Jin Yee Neoh ◽  
Gianluca Esposito
Keyword(s):  
Social Media ◽  
Social Life ◽  
Developmental Stages ◽  
Clinical Work ◽  
Childhood And Adolescence ◽  
Media Usage ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Multidisciplinary Perspective ◽  
The Impact

Social media platforms, such as Facebook, Twitter, and Instagram, are now part of almost everyone's social life, especially for the newer generations. Children and teenagers grew up together with these Internet-based services, which have become an integral part of their personal and social life. However, as reported in various studies, psychological and psychiatric problems are sometimes associated with problematic usage of social media. The primary purpose of this review is to provide an overview of the cognitive, psychological, and social outcomes correlated with a problematic use of social media sites during the developmental stages, from age 10 to 19 years. With a specific focus on depression, anxiety, eating, and neurodevelopmental disorders, the review also discusses evidence related to genetic and neurobiological issues, together with the implications in clinical work and future directions under a multidisciplinary perspective. While the scientific community has made significant progress in enhancing our understanding of the impact of social media on teenagers' lives, more research integrating biological and environmental factors is required to fully elucidate the development of these disorders.

scholarly journals Affective polarization in the digital age: Testing the direction of the relationship between social media and users’ feelings for out-group parties

2021 ◽  
pp. 146144482110443
Author(s):  
Maria Nordbrandt
Keyword(s):  
Social Media ◽  
Panel Data ◽  
Media Use ◽  
Digital Age ◽  
Social Media Use ◽  
Media Usage ◽  
Previous Level ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Relationship

There is considerable disagreement among scholars as to whether social media fuels polarization in society. However, a few have considered the possibility that polarization may instead affect social media usage. To address this gap, the study uses Dutch panel data to test directionality in the relationship between social media use and affective polarization. No support was found for the hypothesis that social media use contributed to the level of affective polarization. Instead, the results lend support to the hypothesis that it was the level of affective polarization that affected subsequent use of social media. The results furthermore reveal heterogeneous patterns among individuals, depending on their previous level of social media usage, and across different social media platforms. The study gives reason to call into question the predominating assumption in previous research that social media is a major driver of polarization in society.

scholarly journals A cross-sectional survey of Social Media Anxiety among students of University of Nigeria

2019 ◽  
Author(s):  
Deborah O. Aluh ◽  
Thelma Chukwuobasi ◽  
Adaobi U. Mosanya
Keyword(s):  
Social Media ◽  
Social Anxiety ◽  
University Students ◽  
Undergraduate Students ◽  
Statistical Significance ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Media Usage ◽  
Social Media Platforms ◽  
Use Of Social Media

AbstractBackgroundSocial anxiety is one of the most prevalent and disabling anxiety disorders with lifetime prevalence rates ranging from 2 to 16% s in different populations. Considering the rising use of social media among university students, it is necessary to assess their social anxiety as a result of the use of social media platforms since social anxiety can affect social interaction in social mediaMethodsThe current study employed a cross-sectional descriptive approach and was carried out among undergraduate students of University of Nigeria, Nsukka. The Social Anxiety Scale for Social Media Users (SAS-SMU) which is a data collection tool to assess levels of social anxiety experienced by university students while using social media platforms was used in the current study. Data were analyzed with IBM Statistical Products and Service Solutions (SPSS) for Windows, Version 20.0.ResultsA total of 228 out of the 380 questionnaires distributed were filled and returned (60% response rate). Social media usage was highest for WhatsApp (4.4±0.902) and Facebook (3.3±1.055). Social media anxiety was higher in females (69.00±12.59) than males (68.42±12.06) although this difference did not reach statistical significance (t = −0.356, p = 0.864). Social media usage was higher in females (35.02±5.04) than males (34.58±6.01) but the difference did not reach statistical significance (t = −0.603, p = 0.314). There was a non-significant negative association between Social media usage and social media anxiety (r = –0.051, p = 0.4450). More than half of the students (55.7%, n = 127) had social media anxiety.ConclusionIn conclusion, there was a negative non-significant correlation between social media usage and social anxiety. Investigations regarding social anxiety in social media are scarce from low and middle income countries and this is the first from an African country.

scholarly journals Influence of Rose All Day Instagram Sales Promotion Message And Endorsement By Beauty Influencer on Followers Buying Intention

2021 ◽  
Vol 4 (2) ◽  
pp. 215-231
Author(s):  
Jessica Aisyah Larasati ◽  
Daniel Susilo
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Sales Promotion ◽  
Elaboration Likelihood ◽  
The Social ◽  
Likelihood Model ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Promotional Messages

This research was conducted due to the widespread use of social media as a marketing tool in Indonesia. This phenomenon has led to a social media marketing strategy through Instagram, one of the social media platforms used by a local cosmetic company called Rose All Day Cosmetics. This study aimed to determine the effect of the attractiveness of sales promotion messages on Rose All Day Cosmetics' Instagram account and endorsement by beauty influencers on followers' buying intention. The theories used in this research were the Elaboration Likelihood Model, the attractiveness of promotional messages, endorsement, and purchase interest theory. This research was quantitative explanative research through an online survey distributed using the direct message feature on Instagram to 398 respondents previously determined by the Yamane formula. The data obtained were tested with multiple linear regression. The findings indicated that each variable significantly influences the followers' buying intention partially or simultaneously, with a simultaneous effect of as much as 51,3% impact degree. The company must continue to follow the development of influencers, especially in the realm of micro-influencers

scholarly journals Library 2.0: The effectiveness of social media as a marketing tool for libraries in educational institutions

2016 ◽  
Vol 51 (1) ◽  
pp. 3-19 ◽  
Author(s):  
Michael J. Jones ◽  
Morgan Harvey
Keyword(s):  
Social Media ◽  
Young People ◽  
Educational Institutions ◽  
Current State ◽  
Social Media Platforms ◽  
Library Staff ◽  
Marketing Tool ◽  
Use Of Social Media

In an attempt to market their services and connect with potential users, and particularly young people, many libraries are opening accounts on social media platforms. Research suggests a contradiction between the advice relating to marketing and that regarding the use of social media in libraries, with the former emphasising the importance of the user at the centre of all considerations and the latter placing library staff as central to decisions. In this work we attempt to re-address this imbalance by surveying the current state of library activity on Twitter and, by means of questionnaires, investigate the experiences and motivations of librarians ( n=58) in using social media and whether students ( n=498) are willing to engage with the library in this manner and why. Our findings confirm that libraries in the sector are indeed struggling to foster interest in their social media activities and go some way to understanding why this is so, leading to a number of conclusions and recommendations for practitioners.

scholarly journals Social Media Usage in e-Government: Evidence from Suriname

2017 ◽  
Vol 7 (2) ◽  
pp. 75 ◽  
Author(s):  
Muhammad Firdaus Samijadi
Keyword(s):  
Social Media ◽  
Implementation Strategies ◽  
Successful Implementation ◽  
Online Participation ◽  
Media Usage ◽  
The Social ◽  
Social Media Platforms ◽  
The Government ◽  
Use Of Social Media

Social Media has made its’ way of playing an important role in e-Government implementation strategies. Many governments include social media as a tool to approach and engage its’ citizens, to increase transparency, trust and online participation. Although social media is not yet fully understood by governments on how to effectively utilize social media as a tool to be beneficial to the government and the general public. This research focuses on the Social Media activity of the Government Departments of Suriname. With around 1.9 billion active users, Facebook is one of the largest social media platforms in the world. This study furthers analyzes how active social media accounts are being used by the departments and how online users respond to departmental online activities. In order to achieve the goal of this paper, the 14 social media accounts of Suriname government departments will be taken as a case study. Several accounts indicate that government to citizen engagement show much potential for citizens’ active online participation. While the use of social media in e-Government initiatives is a feasible approach to successful implementation, there are still some improvement governments should take into consideration to increase online participation and fulfilling the needs of their citizens.

scholarly journals Social media in knowledge translation and education for physicians and trainees: a scoping review

2019 ◽  
Vol 9 (1) ◽  
pp. 20-30 ◽  
Author(s):  
Teresa M. Chan ◽  
Kristina Dzara ◽  
Sara Paradise Dimeo ◽  
Anuja Bhalerao ◽  
Lauren A. Maggio
Keyword(s):  
Social Media ◽  
Knowledge Translation ◽  
Scoping Review ◽  
Steady Increase ◽  
Clinical Environment ◽  
Or Education ◽  
Media Usage ◽  
Transient Nature ◽  
Social Media Platforms ◽  
Use Of Social Media

Abstract Introduction The use of social media is rapidly changing how educational content is delivered and knowledge is translated for physicians and trainees. This scoping review aims to aggregate and report trends on how health professions educators harness the power of social media to engage physicians for the purposes of knowledge translation and education. Methods A scoping review was conducted by searching four databases (PubMed, Scopus, Embase, and ERIC) for publications emerging between 1990 to March 2018. Articles about social media usage for teaching physicians or their trainees for the purposes of knowledge translation or education were included. Relevant themes and trends were extracted and mapped for visualization and reporting, primarily using the Cook, Bordage, and Schmidt framework for types of educational studies (Description, Justification, and Clarification). Results There has been a steady increase in knowledge translation and education-related social media literature amongst physicians and their trainees since 1996. Prominent platforms include Twitter (n = 157), blogs (n = 104), Facebook (n = 103), and podcasts (n = 72). Dominant types of scholarship tended to be descriptive studies and innovation reports. Themes related to practice improvement, descriptions of the types of technology, and evidence-based practice were prominently featured. Conclusions Social media is ubiquitously used for knowledge translation and education targeting physicians and physician trainees. Some best practices have emerged despite the transient nature of various social media platforms. Researchers and educators may engage with physicians and their trainees using these platforms to increase uptake of new knowledge and affect change in the clinical environment.

Social media usage in Indian beauty and wellness industry: a qualitative study

2020 ◽  
Vol 33 (1) ◽  
pp. 17-32 ◽  
Author(s):  
Kulvinder Kaur ◽  
Pawan Kumar
Keyword(s):  
Social Media ◽  
Qualitative Study ◽  
Low Cost ◽  
Media Management ◽  
Content Type ◽  
Internet Users ◽  
Social Media Platforms ◽  
Research Implication ◽  
Marketing Tool ◽  
Use Of Social Media

PurposeAdvancement in technology has increased the use of social media among Internet users. People are on social media all day and brands cannot miss this opportunity to turn these users into potential customers. The purpose of this research paper is to identify the prominent social media platforms in Indian beauty and wellness industry and to establish dimensions of social media activities.Design/methodology/approachThis is a qualitative study in which in-depth interviews were conducted with owners and managers of beauty and wellness centres, who use social media for promotion of their business.FindingsThis study establishes 5M's of social media activities (Motives, Media, Management, Merits and Metrics) that play a major role in social media promotion. It also identifies that Facebook and Instagram are prominent social media platforms for this industry, followed by Snapchat, YouTube and LinkedIn.Research limitations/implicationsBeing a qualitative study, it is exploratory in nature and confined to beauty and wellness centres only, thus, findings cannot be generalised. Research implication is that social media still preserves its popularity over traditional media for marketing purposes.Practical implicationsThe results of the study are useful for business owners, promoters and marketers, who are struggling to effectively use this low-cost marketing tool.Social implicationsThe result of the study are useful in providing awareness and the importance of social media in promoting benefits to the society.Originality/valueSocial media is extensively used for promotion of beauty services but there are very few theoretical studies on the same. This paper provides rich understanding about how to use social media effectively using 5M's.

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