scholarly journals DOES SOCIAL CAPITAL FOCUS DETERMINE USERS’ INTENTIONS TO LIKE, COMMENT AND SHARE LIFESTYLE BRAND-RELATED CONTENT ON SOCIAL MEDIA?

2021 ◽  
Author(s):  
Anita Ciunova-Shuleska ◽  
◽  
Nikolina Palamidovska-Sterjadovska ◽  
Irena Bogoevska-Gavrilova ◽  
◽  
...  
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Life Style ◽  
Research Study ◽  
Positive Outcome ◽  
Data Set ◽  
Anova Test ◽  
The Social ◽  
Bonding And Bridging ◽  
Effective Life

The purpose of this research is to analyze the differences in users’ intentions to like, comment and share lifestyle brand-related content on social media based on the social capital focus. In this paper, social capital is conceptualized as a positive outcome of users’ interaction on social media, focusing on bonding and bridging dimensions of social capital. However, in order to examine the differences in intentions to like, comment and share between social media users with bridging and bonding focus, social capital is analyzed as a cause of social media engagement, i.e. users’ contribution in terms of liking, commenting and sharing brand-related content on social media. A survey with social media users was carried out, using questionnaires as a method of data collection. A data set of 415 effective responses is collected and ANOVA test was used. The respondents were divided into two groups: social media users with bridging focus and social media users with bonding focus. ANOVA test revealed significant differences in intention to contribute to life-style brand-related content among the social media users with different level of social capital focus. Namely, the results indicated existence of significant differences in intention to like, intention to share and intention to comment lifestyle brand-related content depending on the social media users’ social capital focus. Social media users with bridging focus showed stronger intentions to like, share and comment life-style brand-related content comparing to social media users with bonding focus. The findings of this research study may help social media marketing managers to successfully design and implement effective life-style brand-related content depending on the social capital focus of the users.

scholarly journals Unveiling Social Gratifications Sought and Obtained from Social Media Utilization

2020 ◽  
Vol 12 (2) ◽  
pp. 168
Author(s):  
Ridwan Adetunji Raji ◽  
Olawale Abdulgaffar Arikewuyo ◽  
Adeyemo Saheed Oladimeji Adeyemi ◽  
Muhammad Ramzan Pahore
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Social Influence ◽  
Social Interactions ◽  
Online Survey ◽  
Bridging Social Capital ◽  
The Social ◽  
Networking Tool ◽  
Bonding And Bridging ◽  
Social Gratification

<p class="Default"><em>Going by the proposition of the Uses and Gratifications Theory (UGT), people are motivated to use media by various psychological factors and for obtaining different forms of gratifications. However, as social media continue to play an essential role in shaping the sociability and bridging social connectivity and interactions among its users, therefore, this study seeks to incorporate social influence and social interactions as the social gratification sought in social media utilization, as well as both bonding and bridging social capital as social gratification obtained from social media utilization. An online survey was conducted among 400 users of Instagram </em><em>in Nigeria. </em><em>The data analyzed with PLS-SEM revealed that social influence and social interaction significantly motivate social media utilization. Also, social media utilization is significantly associated with bonding and bridging social capital. Impliedly, this study shows that social media is a social and networking tool which is stimulated by social factors and for achieving social purposes such as getting help, support and community engagements.</em></p>

From social capital to consumer engagement: the mediating role of consumer e-empowerment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rania B. Mostafa
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Content Type ◽  
The Social ◽  
Bonding And Bridging ◽  
Social Capitals

Purpose This paper fulfills a prominent need to examine some overlooked predictors of consumer engagement in an online setting. This study aims to explore whether and how consumer e-empowerment mediates the influence of social capital (bonding and bridging) on consumer engagement with the Facebook brand page. Design/methodology/approach Based on an online questionnaire survey, data obtained from 369 Facebook users were analyzed by using structural equation modeling to empirically examine the proposed framework. Findings Results support an influential mediating effect of consumer e-empowerment to the social capital -consumer engagement link. Specifically, the effect of both bridging and bonding social capitals on consumer engagement is partially mediated by consumer e-empowerment. Research limitations/implications The social capital notion is powerful for managers, as it indicates significant results for the firm due to investments in social media brand pages. Such social capital transmutes into consumer engagement via consumer e-empowerment. Therefore, this paper provides a guideline for managers when investing in social media sites. Originality/value This paper fulfills an identified need to study how social capital may affect consumer engagement. The paper is a leading study in investigating the direct and indirect (via consumer e-empowerment) effects of bonding and bridging social capitals on consumer brand engagement.

scholarly journals Social Capital in Social Media Networks

2018 ◽  
Vol 29 (2) ◽  
Author(s):  
Jurgita Jurkevičienė ◽  
Eglė Butkevičienė
Keyword(s):  
Social Capital ◽  
Social Networks ◽  
Social Media ◽  
Quantitative Research ◽  
Research Study ◽  
Virtual Space ◽  
Web Based ◽  
Social Media Networks ◽  
The Social ◽  
Capital Development

New social media such as Facebook and Google+ are web-based communication platforms that enable socially meaningful interactions between contacts in the virtual space (Ellison et al. 2014). Studies show that new social media are particularly conducive to social capital development, as they offer its users the possibility of creating heterogeneous, extremely large electronic social networks (Hampton et al. 2011). This article presents the results of a quantitative research study on the social capital and trust of the Lithuanian population in the electronic social networks. The study used an adapted D. Williams’ Internet Social Capital Scale (2006).

How to foster employee satisfaction by means of coaching, motivation, emotional salary and social media skills in the agri-food value chain

New Medit ◽  
2021 ◽  
Vol 20 (1) ◽  
Author(s):  
Keyword(s):  
Social Media ◽  
Value Chain ◽  
Employee Satisfaction ◽  
Data Set ◽  
Business Skills ◽  
A Value ◽  
The Social ◽  
Use Of Social Media ◽  
Food Value ◽  
Insight Into

Most employee satisfaction studies do not consider the current digital transformation of the social world. The aim of this research is to provide insight into employee satisfaction in agribusiness by means of coaching, motivation, emotional salary and social media with a value chain methodology. The model is tested empirically by analysing a survey data set of 381 observations in Spanish agribusiness firms of the agri-food value chain. The results show flexible remunerations of emotional salary are determinants of employee satisfaction. Additionally, motivation is relevant in the production within commercialisation link and coaching in the production within transformation link. Whole-of-chain employees showed the greatest satisfaction with the use of social media in personnel management. Findings also confirmed that employees will stay when a job is satisfying. This study contributes to the literature by investigating the effect of current social and digital business skills on employee satisfaction in the agri-food value chain.

Factor Analysis of Students’ Exposure to Social Media for Food and Beverage

2021 ◽  
Vol 8 (2) ◽  
pp. 113-118
Author(s):  
Noora Shrestha
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Data Set ◽  
Factors Associated ◽  
Rotation Method ◽  
The Social ◽  
Food And Beverage ◽  
Social Media Platforms ◽  
Strongly Agree ◽  
Self Administered Questionnaire

Food and beverage marketing on social media is a powerful factor to influence students’ exposure to social media and application for food and beverage. It is a well-known fact that most of the food and beverage business target young people on the social media. The objective of the study is to identify the factors associated to the students’ exposure in the social media platforms for food and beverage. The young students between the ages 20 to 26 years completed a self-administered questionnaire survey on their media use for food and beverages. The questionnaire was prepared using Likert scale with five options from strongly agree to strongly disagree. The data set was described with descriptive statistics such as mean and standard deviation. The exploratory factor analysis with varimax rotation method was used to extract the factors. The most popular social media among the respondents were Facebook, Instagram, and You Tube. 73.3% of the students were exposed to food and beverage application in their mobile device and 76% of them followed the popular food and beverage pages in social media. The result revealed that social media posts, promotional offer, and hygienic concept have positively influenced majority of the students’ exposure to social media for food and beverage. Keywords: Factor analysis, Social Media, Food and Beverage, Student, Promotional Offer.

scholarly journals User Satisfaction on Social Media Profile of E-sports Organization

2020 ◽  
pp. 61-75
Author(s):  
Krzystof Lukowicz ◽  
Artur Strzelecki
Keyword(s):  
Social Media ◽  
Computer Games ◽  
User Satisfaction ◽  
Partial Least Square ◽  
Easy Access ◽  
Equation Modeling ◽  
Sport Organizations ◽  
Data Set ◽  
The Social ◽  
Sport Organization

E-sport is one of the most rapidly growing branches of modern entertainment. Many factors influence this rapid progress such as easy access to the broadcast of matches, free e-sport games, or enjoying the favorite match are just a few of them. Moreover, the regularly growing number of tournaments organized (both online and hosted in the largest sports halls in the world) makes more and more older people interested in this phenomenon. Apart from the pure entertainment aspect, electronic sports offer great business opportunities. Proper use of social media allows generating high financial results for investors. The paper is dedicated to the user’s satisfaction from using social media profiles of e-sport organizations, teams, and players. The research covers the basic information about e-sport, social media, and e-marketing forms on social media for e-sport organizations. This work aims to assess the factors influencing the feeling of satisfaction with the use of the social media profile. The purpose of this study is to investigate the influence of Perceived Profile Usefulness, Perceived Entertainment, Identification with Organization and Players, and satisfaction on users’ Intention to Follow and Recommend social media profile of e-sport organization. The study tested and used the model in the context of social media profiles. The partial least square method of structural equation modeling is employed to test the proposed research model. The study utilizes an online survey to obtain data from 209 Polish e-sport enthusiasts (both players and spectators). The data set was analyzed using SmartPLS 3 software. The obtained results showed that the best predictor of users’ Satisfaction is Integration with Organization and Players, followed by Perceived Entertainment. Satisfaction predicts users’ Intention to Follow and Recommend the social media profile of the e-sport organization. The findings improve understanding regarding the marketing actions in e-sport’s social media profiles, and this work is therefore of particular interest to e-sport organizations, e-sport teams, and e-sport players. Keywords: E-sport, social media profile, satisfaction, computer games, social media marketing.

scholarly journals tugas review artikel

2019 ◽  
Author(s):  
Arlika Anindya Putri
Keyword(s):  
Social Capital ◽  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Firm Performance ◽  
Positive Impact ◽  
Social Capital Theory ◽  
Capital Theory ◽  
Mediating Role ◽  
The Social

Purpose – The purpose of this study is to develop a structural equation model to explain the complexrelationship between social network and firm performance by introducing the mediating role of trust, sellingcapability and pricing capability.Design/methodology/approach – The research model with hypothesis development was derived basedon the literature. To provide empirical evidence, this study carried out a survey in which the data wereequated with a list of questionnaires with a random survey of 380 small and medium enterprises (SMEs) inthe Indonesian context.Findings – This study indicates that the use of social media in management process will not affect theincreasing firm performance, unless the firms build trust upon social networks. The social network with trustallows the firms to gain a pricing capability and a selling capability, which brings a positive impact on firmperformance. The results also show that the selling and the pricing capabilities become essential following theutilizing the social media, which concerns on trust building.Research limitations/implications – This study focused on the small-to-medium context, which hasconventionally provided an exemplary site for the development of social capital theory but raises issues ofgeneralizability across different contexts.Practical implications – To the managers, it is advisable to encourage their employees to consciouslyexploit the selling capability by enhancing the business networks via social media to achieve the firmperformance.Originality/value – This paper contributes to the social capital theory by explaining the mediating role oftrust in the complex relationship between social network and firm performance. This study provides evidencethat trust plays a pivotal role in social networks, which enable the observed firms to achieve the performance.

scholarly journals Is LinkedIn making you more successful? The informational benefits derived from public social media

2016 ◽  
Vol 18 (11) ◽  
pp. 2685-2702 ◽  
Author(s):  
Sonja Utz
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Representative Sample ◽  
Relevant Information ◽  
Weak Ties ◽  
Fine Grained ◽  
Career Opportunities ◽  
The Social ◽  
Timely Access ◽  
Network Composition

This article uses a social capital framework to examine whether and how the use of three types of publicly accessible social media (LinkedIn, Twitter, Facebook) is related to professional informational benefits among a representative sample of Dutch online users. Professional informational benefits were conceptualized as the (timely) access to relevant information and being referred to career opportunities. The effect of content and structure of the respective online network on professional informational benefits was examined on the general (users vs. non-users of a platform) and more fine-grained level (within users of a specific platform). Overall, users of LinkedIn and Twitter reported higher informational benefits than non-users, whereas the Facebook users reported lower informational benefits. Posting about work and strategically selecting ties consistently predicted informational benefits. The network composition mattered most on LinkedIn; strong and weak ties predicted informational benefits. The results demonstrate the usefulness of the social capital framework.

The ties that bind the diaspora to Turkey and Europe during the Gezi protests

2016 ◽  
Vol 20 (3) ◽  
pp. 937-955 ◽  
Author(s):  
Roya Imani Giglou ◽  
Christine Ogan ◽  
Leen d’Haenens
Keyword(s):  
Social Capital ◽  
Social Media ◽  
The Netherlands ◽  
Social Movement ◽  
Ethnic Minorities ◽  
Early Summer ◽  
Online Networks ◽  
Attitudes And Behaviors ◽  
The Social ◽  
And Behaviors

The Gezi Park demonstrations across Turkey in the early summer of 2013 offered another opportunity to examine the role played by social media in a social movement. This survey of 967 ethnic (Turkish or Kurdish) minorities living in Belgium, the Netherlands, and Germany focuses on attitudes and behaviors alongside uses of offline and online networks to make connections with others during and after Gezi. We investigate whether the respondents living in the diaspora experienced communication-generated social capital. We also examine whether the social capital already built through lives spent in Europe, where connections to majority populations had been forged, was at least temporarily reversed through a process of re-bonding, as ethnic minorities turned their attention and loyalty to the social movement in Turkey.

scholarly journals Reviewing Sentiment Analysis at the Shallow End

2020 ◽  
Vol 8 (4) ◽  
pp. 47-62
Author(s):  
Francisca Oladipo ◽  
Ogunsanya, F. B ◽  
Musa, A. E. ◽  
Ogbuju, E. E ◽  
Ariwa, E.
Keyword(s):  
Machine Learning ◽  
Social Media ◽  
Sentiment Analysis ◽  
Information Exchange ◽  
Training Data ◽  
Data Set ◽  
The Social ◽  
Machine Learning Approach ◽  
Media Space ◽  
Social Media Platforms

The social media space has evolved into a large labyrinth of information exchange platform and due to the growth in the adoption of different social media platforms, there has been an increasing wave of interests in sentiment analysis as a paradigm for the mining and analysis of users’ opinions and sentiments based on their posts. In this paper, we present a review of contextual sentiment analysis on social media entries with a specific focus on Twitter. The sentimental analysis consists of two broad approaches which are machine learning which uses classification techniques to classify text and is further categorized into supervised learning and unsupervised learning; and the lexicon-based approach which uses a dictionary without using any test or training data set, unlike the machine learning approach.  

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