scholarly journals Understanding Users Attitude to Social Endorsement Advertising of Embarrassing Product

2021 ◽  
Vol 1 (1) ◽  
Author(s):  
Chih-Chien Wang
Keyword(s):  
Social Media ◽  
Experimental Testing ◽  
Future Research ◽  
Online Behavior ◽  
User Attitudes ◽  
Different Types ◽  
Social Media Advertising ◽  
Social Endorsement ◽  
Marketing Tool ◽  
Social Advertising

Users on social media have increased rapidly in recent years, social media advertising has become a popular marketing tool for companies to promote their products. A feature of social media advertising is that marketers can use customers' online behavior to create customized advertisements, which are also known as targeting ads. In this study, we conducted experimental testing 2 (advertising type) X2 (product type) to see if increased knowledge of social advertising would influence users' attitudes towards ads. We separated two different types of advertising on Facebook, namely remarketing and social support, and two different types of products, which advertised general products and ads about embarrassing products. The results of this study are that the increase in advertising knowledge is able to (1) affect the perceived value of advertisements from different types of products and (2) different types of advertisements do not affect user attitudes towards advertisements. For future research, we recommend focusing primarily on the demographic and environmental variables of digital advertising users about embarrassing products.

scholarly journals The Influence of YouTube Beauty Vloggers on Indonesian Consumers’ Purchase Intention of Local Cosmetic Products

2020 ◽  
Vol 15 (5) ◽  
pp. 100
Author(s):  
Jui-Lung Chen ◽  
Apritika Dermawan
Keyword(s):  
Social Media ◽  
Information Exchange ◽  
Purchase Intention ◽  
Future Research ◽  
Web Based ◽  
Practical Applications ◽  
Mainstream Media ◽  
Marketing Tool ◽  
Willingness To Purchase ◽  
The Impact

Social media are web-based technology and social platform that involve social, personal and technological factors, which have triggered the development and evolution of website-based communities. Moreover, relevant web-based applications have also become the mainstream media for value creation and information exchange. The proliferation, convenience, and immediacy of social media have attracted many enterprises to adopt social media as a marketing tool. Among them, Electronic Word-of-Mouth (E-WoM), used mostly by vloggers (video bloggers), enables its users to review products and express their opinions on social media. Therefore, E-WoM has gradually become an important source of information for consumers, which influences their purchasing decisions. YouTube, a video sharing platform affiliated with Google, is a popular social media with tons of users. One of its most appealing and popular communities is Beauty Blogger, where beauty vloggers create and upload videos about beauty products. This study explored the impact of YouTube beauty vlogger on the attitude of Indonesian women towards locally made cosmetics and their willingness to purchase them. Based on the research results, relevant conclusions and recommendations were proposed which can be used as a reference for future research and practical applications.

Understanding the selfie phenomenon: current insights and future research directions

2016 ◽  
Vol 50 (9/10) ◽  
pp. 1773-1788 ◽  
Author(s):  
Weng Marc Lim
Keyword(s):  
Social Media ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Marketing Performance ◽  
The Social ◽  
Future Research Directions ◽  
Marketing Tool ◽  
The Impact

Purpose This paper aims to define the conceptual boundary of the selfie and to discuss the role of the selfie in the social media marketplace. Design/methodology/approach This paper extensively reviews and draws themes from the extant literature on consumer identities in the social media marketplace to explain the selfie phenomenon and to identify potentially fruitful directions for further research. Findings Current insights into the selfie phenomenon can be understood from socio-historical, technological, social media, marketing and ethical perspectives. Research limitations/implications Despite the limitations of a general review (e.g. absence of empirical data and analysis), this paper identifies multiple avenues to extend existing lines of inquiry on the selfie phenomenon. Thus, this paper should encourage further research on the topic in the academic and scientific community. Practical implications The selfie can be used as a marketing tool to improve marketing performance and accomplish marketing-related goals. Originality/value This paper sheds light on how marketing academics and practitioners can better understand the impact of the selfie in the social media marketplace.

scholarly journals Comparing Social Media Observations of Animals During a Solar Eclipse to Published Research

Animals ◽  
2019 ◽  
Vol 9 (2) ◽  
pp. 59 ◽  
Author(s):  
Robert Ritson ◽  
Dustin Ranglack ◽  
Nate Bickford
Keyword(s):  
Social Media ◽  
Circadian Rhythm ◽  
Solar Eclipse ◽  
Animal Behavior ◽  
Animal Species ◽  
Future Research ◽  
Seasonal Cycles ◽  
Light Levels ◽  
Different Types ◽  
Published Research

A wide variety of environmental stimuli can influence the behavior of animals including temperature, weather, light, lunar and seasonal cycles, seismic activity, as well as other perturbations to their circadian rhythm. Solar eclipses offer a unique opportunity to evaluate the relative influence of unexpected darkness on behavior of animals due to their sudden interference with local light levels and meteorology. Though occasionally bizarre, modern studies have lent support to the idea that at least some individuals of certain species display altered behavior during these events. A comparison of informal observations of animal behavior during solar eclipse from social media (i.e., March for Science Facebook discussion) to those conducted scientifically (published literature) can elucidate how well this topic is being covered. Describing which species and behaviors are covered in each source can reveal gaps in the literature which can emphasize areas for future research. We enumerated a total of 685 observations of approximately 48 different types of animals reacting to the 2017 Great American Solar Eclipse from over 800 posts on the discussion. The animals most frequently reported on social media as reacting to the eclipse were invertebrates (40% of social media observations) and birds (35% of social media observations). A total of 26 published studies recorded 169 behavior observations of approximately 131 different animal species. The group with the highest number of observations in the literature were birds with 62 records (37% of literature observations). Most observations reported decreases in activity (38.7% of bird observations) followed by increases in vocalization (24.2% of bird observations). There were approximately 30 different species of invertebrate observed (24% of literature observations), most frequently reported of which were zooplankton (14.6% of invertebrate observations).

Facebook usage in a local government

2016 ◽  
Vol 10 (4) ◽  
pp. 548-567 ◽  
Author(s):  
Peter Bellström ◽  
Monika Magnusson ◽  
John Sören Pettersson ◽  
Claes Thorén
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Local Government ◽  
Information Exchange ◽  
Local Governments ◽  
User Participation ◽  
Future Research ◽  
Content Category ◽  
Content Type ◽  
Different Types

Purpose To fully grasp the potential of using social media, one must know what governments and citizens are communicating in these media. Despite much statistics published, there is a dearth of research analyzing information content in detail. The purpose of this paper is to identify the kind of information exchange that occurs between a local government and its constituent citizens using social media. Design/methodology/approach This paper presents a qualitative single case study of the Facebook presence of the municipality and city of Karlstad, Sweden, one of the most prominent local governments on Facebook in the country. Facebook page data were collected between May 2015 and July 2015. A content analysis was performed on the data to explore new and existing categories that drive the analysis. Findings The paper identifies 11 content categories for municipality posts and 13 content categories for user posts (citizen or organization). The frequency for each content category reveals that the page owner is first of all using its Facebook page to promote different happenings in the municipality while the page user is asking questions to the municipality or other users. Research limitations/implications The study is limited to one municipality, but achieves analytical generalizability in its findings. In other words, the categories and mode of communication are a finding in and of itself that in future research may be validated in terms of commonality on a national scale. Practical implications Management concerns about opening up a municipality Facebook page for user posting may be exaggerated: positive posts are as common as complaints. If an organization wants to use the Facebook page for increased user participation and collaboration, it seems that users, both citizens and organizations, welcome such opportunities. However, such posts are not likely to receive many comments or shares from other users. Originality/value The paper is one of the first that uses content analysis to categorize both page owner posts and user posts on a local government Facebook page. The content categories identified in the paper provide novel and detailed insights on what types of information exchange occur on social media between a local government and citizens but also highlight the need to distinguish organizations from citizens among the visitors to the government Facebook page. Different types of user will post different types of content. The identified content categories can serve as a basis for future empirical research within e-government research.

scholarly journals Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study

2021 ◽  
Vol 13 (11) ◽  
pp. 6191
Author(s):  
Huseyin Arasli ◽  
Maryam Abdullahi ◽  
Tugrul Gunay
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Partial Least Square ◽  
Least Square ◽  
Mediating Effect ◽  
Future Research ◽  
Destination Marketing ◽  
Website Quality ◽  
Marketing Tool ◽  
The Relationship

This study explored how social media is used as a destination marketing tool for the sustainability of heritage festival quality in Nigeria, drawing on the theory of planned behavior. The festival, which is an exploration of heritage, was specifically premeditated to celebrate the slave trade period by highlighting the unique connection of African American history to the diaspora ancestors who were literally taken away as slaves through “the point of no return” in Badagry, Nigeria. A structured questionnaire was utilized as a research instrument to gather information aimed at examining the influence of social media (SM), website quality (WQ), and online word of mouth (eWOM) on tourists’ festival satisfaction (FS) and festival revisiting intention (FRI). Data were gathered from samples of 473 diaspora tourists at Badagry Diaspora Festival in Nigeria and analyzed using partial least square structural equation modelling (PLS-SEM) with the aid of WarpPLS (7.0). The findings of the study revealed that social media (SM), festival quality (FQ), website quality (WQ), and electronic word of mouth (eWOM) had a positive and significant relationship with tourists’ festival satisfaction. Additionally, this study found that festival quality had a positive impact on the intention of the tourists to revisit the Badagry Diaspora Festival because tourist attitude is influenced by the socio-cultural background of tourists. Moreover, the result revealed the partial mediating effect of festival satisfaction in the relationship between (a) SM, (b) FQ, (c) WQ, and (d) eWOM and tourists’ festival satisfaction. Similarly, cultural motivation was also found to mediate the relationship between tourists’ festival satisfaction and festival revisiting intension (RI). Based on the findings, the implications of the festival sustainability and future research directions were discussed.

Applying Data Analytics to Social Media Advertising: A Twitter Advertising Campaign Case Study

2017 ◽  
Vol 21 (1) ◽  
pp. 26-32 ◽  
Author(s):  
Shanshan Lou
Keyword(s):  
Social Media ◽  
Data Analytics ◽  
Secondary Data ◽  
Research Direction ◽  
Future Research ◽  
Social Media Analytics ◽  
Advertising Campaign ◽  
Social Media Advertising

This paper presents a class case study of an assignment that asked students to use a Twitter follower report to design a Twitter advertising campaign. The purpose of this case study is to immerse students in a real social media environment and help them become familiar with analyzing social media data to develop advertising campaigns. Students' interview responses suggest that incorporating a project that requires social media analytics techniques in an advertising class can help them better understand the role of secondary research and database analysis in developing consumer profiles and making campaign decisions. The findings also suggest that students have a strong desire to work with secondary data in designing social media advertising campaigns. The advantages of data analytics should be further explored in advertising campaign classes to help students become successful campaign designers. Limitations and future research direction are also discussed.

Web Revolution and Events

2021 ◽  
pp. 18-32
Author(s):  
Betül Kodaş
Keyword(s):  
Social Media ◽  
Customer Engagement ◽  
Future Research ◽  
Globalizing World ◽  
Academic Researchers ◽  
Managerial Implications ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Conceptual Study ◽  
Media Channels

In the globalizing world, the use of social media as a marketing tool has been frequently discussed in academic researchers in recent years. It is possible to examine that the usage of these social media channels in the management and marketing of tourism-related activities is increasing. From this perspective, social media is considered as an important marketing tool for event organizers in the event industry in terms of some aspect of event studies. Besides, it provides significant benefits for visitors about deciding whether they participate in an event or not. In this framework, the aim of this chapter is to build a conceptual framework for revealing relation between social media and events. This conceptual study indicated that social media is one of the important digital tools for customer engagement, online experiences, and promoting events. Managerial implications and future research recommendation presented.

E-Participation

2019 ◽  
Author(s):  
Marta Cantijoch ◽  
Rachel Gibson
Keyword(s):  
Social Media ◽  
Political Participation ◽  
Online Behavior ◽  
General Process ◽  
Political Activities ◽  
Online Tools ◽  
Different Types ◽  
Online Forms ◽  
Mixed Designs ◽  
Definition Of

The study of e-participation is a young and growing discipline in which controversies are vibrant. One of these is the lack of a widely accepted definition of “e-participation.” Online political activities that involve little effort from the participant, such as liking or sharing political content on social media, are particularly divisive. Some scholars are reluctant to label expressive forms of online behavior as political participation. Others argue in favor of an adaptation of previous definitions to accommodate recent technological changes. Levels of engagement in different types of e-participation are increasing steadily over time. While differences between democracies are often stark, the upward trend has been consistent, especially since the emergence and expansion of social media. Whether this means that previously unengaged individuals are now taking part is one of the central questions of the literature on e-participation. To date, research has shown positive but modest results in support for a mobilizing effect. Particularly promising are findings suggesting that online tools are attracting younger participants to the political arena. Online forms of political engagement are often placed in a more general process leading to online and offline political participation. “Lean-forward” models that provide a contextualized understanding of the drivers and effects of e-participation are particularly insightful. In order to provide robustness to some of the questions that remain unresolved, scholars exploring e-participation should consider expanding their methodological repertoires. The trend is toward mixed designs that combine surveys and other forms of data (big data collected from social media or qualitative data).

Social media advertising reactance model: a theoretical review

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Honghong Huo ◽  
Zhiyong Liu ◽  
Qingfei Min
Keyword(s):  
Social Media ◽  
Publishing Research ◽  
Future Research ◽  
Content Type ◽  
The Sustainable Development ◽  
Full Picture ◽  
Media Platform ◽  
Future Research Directions ◽  
Social Media Advertising ◽  
User Friendly

PurposeResearch on social media advertising reactance (SMAR) is in the early stages. This paper intends to present a full picture of SMAR studies, introduce a comprehensive theoretical model (the social media advertising reactance model, SMARM) and provide insights into research and practice.Design/methodology/approachThis review adopts the concept-driven systematic review approach, identifying 92 articles from four primary academic databases – EBSCO, Elsevier, Web of Science and Google Scholar.FindingsFirst, this review offers overviews of five topics: publication trends, the journals publishing research, research methodology, targeted platform and the main theories. Second, based on the framework of psychological reactance, this study proposes the SMARM, identifying and elaborating on four components of the nomological relationship to SMAR: related concepts, antecedents, moderators and consequences.Practical implicationsThis research has implications for advertisers, social media platform operators and policymakers by providing a whole picture of SMAR. Moreover, the SMARM could guide the stakeholders to adopt a user-friendly advertising design for the sustainable development of social media advertising (SMA).Originality/valueBy presenting an up-to-date review of SMAR-related research, this paper contributes to the literature of social media, advertising and marketing. Through a comparison with traditional advertising, this paper makes the characteristics of SMA clear. Meanwhile, the SMARM is developed to systematically elaborate on all related elements of SMAR and explain their underlying causal relationships. Future research directions are proposed.

Strategizing with organizational videoblogs: sensegiving, self-branding or spectacle?

2019 ◽  
Vol 14 (4) ◽  
pp. 465-480 ◽  
Author(s):  
Mikaela Krohn
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Social Practices ◽  
Future Research ◽  
Theoretical Discussion ◽  
Content Type ◽  
Media Type ◽  
Different Types ◽  
Scant Attention

Purpose Despite the increased interest in video methods and the role of visuality in organizations and management, the use of video in organizations has received scant attention. The purpose of this paper is to explore organizational videoblogs as a phenomenon, and discuss avenues that open up for qualitative research. The paper examines the affordances of organizational videoblogs in a strategy context by contrasting them with more conventional corporate videos, in order to discuss how spectacularization and social media style communication is influencing social practices in organizations. Design/methodology/approach First, this paper introduces the phenomenon of organizational videoblogging and its implications for research. Second, it engages in a theoretical discussion on videoblogs as a strategizing activity, through three different analytical lenses: strategic sensegiving, strategic self-branding and strategy as spectacle. Illustrative empirical examples are used to support the theoretical discussion. Findings The paper argues that organizational videoblogging is a phenomenon that changes social practices in organizations by injecting a visual, social media type communication. Organizational videoblogs emphasize authenticity and provide new affordances for sensegiving and self-branding in strategizing, but ultimately lead us to ask whether they risk turning strategizing into an infotainment-like spectacle. Originality/value The value of this paper lies in conceptualizing how and why organizational videoblogs can be studied in organizations. The paper provides future research with vocabulary and characteristics to distinguish different types of video in organizations.

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