scholarly journals The role of Brand Salience and Trust in deepening Perception to an Intention: An empirical study on a social media platform

2019 ◽  
pp. 39-58
Author(s):  
Imran Munawar Qureshi ◽  
Hafiz Ghufran Ali Khan ◽  
Abdul Zahid Khan
Keyword(s):  
Social Media ◽  
Mediating Effect ◽  
Consumer Perception ◽  
Internet Survey ◽  
Valuable Insight ◽  
Social Media Platform ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform

Using the social media platform to examine the deepening of perception to the cognitive level of Intention to transact, this paper aims to consider the effects of trust and brand salience between perception-Intention relationship. An internet survey was conducted with 140 respondents. For analysis SEM applied to see the interactional effects of the variables. The results indicate that in the presence of a developed consumer perception, trust and brand salience do not show any significant effect on Intention to transact. However, independently brand salience and trust have significant relationships with Intention to transact. There’s no significant mediating effect of brand salience or trust in deepening consumer perception to the level of ‘Intention to transact’. This study recommends determining the key variables that effect the deepening of consumer perception. Exploration of more factors of consumer perception in new media platforms in general and social media platforms in particular. From a practical point of view this study suggests that firms using social media platforms should concentrate more on creating a good perception about their products and brands through SNS. A perceptual position properly created and managed has a very good chance of converting into an Intention to perform a transaction. This study provides valuable insight into the social media users’ behavior regarding their Intention building through the use of social networking sites. Furthermore, this study extends the deepening of consumer perception to the level of ‘Intention to transact’ by examining the mediating role of trust and brand salience.

scholarly journals Habib Husein Jafar Al-Hadar’s Da’wa Content Commodification on Youtube

2021 ◽  
Vol 15 (1) ◽  
pp. 1-11
Author(s):  
Akhmad Roja Badrus Zaman ◽  
Mahin Muqaddam Assarwani
Keyword(s):  
Social Media ◽  
Young Person ◽  
Social Media Platform ◽  
Virtual Ethnography ◽  
The Social ◽  
People’S Perception ◽  
Social Media Platforms ◽  
Media Platform ◽  
Definition Of ◽  
Selection Of

Advances in technology and information provide new opportunities for preachers to be able to take part in spreading Islamic teachings through various social media platforms. One of the preachers who took the role to preach through social media was Habib Husein Jafar al-Hadar. This article examines Habib Husein Jafar’s missionary activities on the social media platform he uses, Youtube. The researcher analyzes the data by observing virtually and visually (virtual ethnography) on the da’wa content displayed by Habib Husein Jafar through Youtube. The study shows that: 1) the attention to the spiritual enlightenment efforts of the younger generation is the basis of the selection of the social media platform Youtube - because based on previous research, the users of this social media platform are 18-29 years of age; 2) starting from the da’wa consumers who are primarily young people, the content they present is suitable to their needs and lifestyle and 3) by using the concept of the circuit of culture analysis, Habib Husein Jafar in various ranges can reconstruct people’s perception of one’s definition of holiness. It is not limited based on normative appearance - cloaked and sacrificed, for example - but more on the substantive side, namely by behaving and having knowledgeable skills. With the variety of content, he could visualize himself as a pious young man by not abandoning his social status as a young person.

Mediatization of conflict in the social media era: A case study of Sino-Indian border crisis in 2017

Journalism ◽  
2019 ◽  
pp. 146488491987032 ◽  
Author(s):  
Shixin Ivy Zhang
Keyword(s):  
Social Media ◽  
Actor Network Theory ◽  
Social Media Platform ◽  
The Public ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
Central Argument ◽  
Actor Networks

Inspired by the concepts of Arrested War and actor–network theory, this study has traced and analyzed four main actors in the wars and conflicts in the social media age: social media platform, the mainstream news organizations, online users, and social media content. These four human and nonhuman actors associate, interact, and negotiate with each other in the social media network surrounding specific issues. Based on the case study of Sino-Indian border crisis in 2017, the central argument is that social media is playing an enabling role in contemporary wars and conflicts. Both professional media outlets and web users employ the functionalities of social media platforms to set, counter-set, or expand the public agenda. Social media platform embodies a web of technological and human complexities with different actors, factors, interests, and relations. These actor-networks and the macro social-political context are influential in the mediatization of conflict in the social media era.

“Digital buddies”: parasocial interactions in social media

2016 ◽  
Vol 10 (4) ◽  
pp. 305-320 ◽  
Author(s):  
Mujde Yuksel ◽  
Lauren I. Labrecque
Keyword(s):  
Social Media ◽  
Student Athletes ◽  
Future Research ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
Personal Accounts ◽  
Parasocial Interactions

Purpose This paper aims to focus its inquiries on the parasocial interactions (PSI) and relationships (PSR) consumers form with personae in online social media communities. The authors extend the marketing literature on parasocial interaction/relationship beyond brands by focusing on personal social media accounts (public student-athletes). Design/methodology/approach The authors adopt a grounded theory methodology (Glaser and Strauss, 2009) triangulating observational netnographic data (Kozinets, 2010) of 49 public student-athlete accounts on Twitter (34,500 tweets) with in-depth interviews. The findings emphasize that PSI/PSR occur not only from interactions with brands but also through personal accounts on social media platforms. Findings The investigation reveals that through such social media platforms, PSI/PSR influence consumers cognitively, affectively and behaviorally. In terms of cognition, the data suggest that PSI/PSR can influence opinion, interests, attention allocation and construction of relations, specifically through the availability of in-depth knowledge about the social media persona. Additionally, the research findings indicate that affect-laden messages from persona can alter emotion and mood, induce empathetic reactions and trigger inspiration, especially in relation to the shared interest of the online community of the social media account. Behaviorally, the findings suggest that personas’ messages can direct and inspire both online and offline actions through endorsed behavioral parasocial interactions. Research limitations/implications This research focused on one specific social media platform, Twitter. Twitter was specifically chosen, because it is a popular social media platform and allows non-reciprocal relationships. Although the authors feel that the findings would hold for other social media platforms, future research may be conducted to see if there are differences in PSI/PSR development on different types of networks. Additionally, the authors focused on a specific type of personal account, student-athletes. Future research may wish to extend beyond this population to other personal social media accounts, such as fashion bloggers, diy bloggers and others. Originality/value This research reveals that PSI/PSR can occur not only from interactions with brands but also through personal accounts on social media platforms. The findings give support for the value of brand spokespersons and brand ambassadors and suggest that brands should take careful consideration into who is chosen to represent the brand.

scholarly journals Tanggung Gugat Akun Media Sosial Tanpa Identitas Asli Atas Perbuatan Melanggar Hukum

2021 ◽  
Vol 4 (6) ◽  
pp. 2277
Author(s):  
Desy Ramadhani Pratini
Keyword(s):  
Social Media ◽  
Social Media Platform ◽  
Legal Subject ◽  
Civil Lawsuit ◽  
The Social ◽  
Civil Suit ◽  
Social Media Platforms ◽  
Media Platform ◽  
Illegal Acts ◽  
The Law

AbstractLiability (aansprakelejikeheidcausing) is a condition in which a party or a legal subject, if after committing an act of breaking the law, and losses to other parties must bear it. Unlawful acts can also be found on a social media platform, along with the types of accountability. There is a tendency for illegal acts committed by owners of social media accounts without identity because one of the social media platforms is not accompanied by verification of personal identity at the time of account creation. This unlawful act through social media accounts without real identity is an insult and defamation which is a special form of an illegal act. On the other hand, for the losses suffered by the victim, a civil suit against the law can be filed. However, due to difficulties in the civil lawsuit process, namely by not knowing the identity of the account owner. Then this can only be done if there is a final legally binding decision regarding criminal law.Keywords: Unlawful; Liability of Liability; Social Media Accounts.AbstrakTanggung gugat (Liability/aansprakelejikeheid) merupakan suatu kondisi dimana pihak atau subjek hukum apabila setelah melakukan perbuatan melanggar hukum, dan membawa kerugian bagi pihak lain, ia harus menanggungnya. Perbuatan melanggar hukum dapat pula ditemui dalam suatu platform media sosial, disertai dengan jenis tanggung gugatnya. Kecenderungan terdapatnya perbuatan melanggar hukum yang dilakukan oleh pemilik akun media sosial tanpa identitas disebabkan oleh salah satu platform media sosial tidak disertai verifikasi identitas pribadi pada saat pembuatan akun. Perbuatan melanggar hukum melalui akun media sosial tanpa identitas asli ini adalah penghinaan dan pencemaran nama baik yang merupakan bentuk khusus dari perbuatan melanggar hukum. Di sisi lain, atas kerugian yang dialami oleh korban, dapat diajukannya upaya gugatan keperdataan dengan gugatan perbuatan melanggar hukum. Namun, dikarenakan terdapatnya kesulitan dalam proses gugatan keperdataan, yaitu dengan tidak diketahuinya identitas pemilik akun. Maka hal tersebut baru dapat dilakukan apabila terdapat putusan yang berkekuatan hukum tetap mengenai hukum pidana. Kata Kunci: Perbuatan Melanggar Hukum; Tanggung Gugat; Akun Media Sosial.

scholarly journals The Footy Girls of Tumblr: How Women Found Their Niche in the Online Football Fandom

2019 ◽  
pp. 216747951986007 ◽  
Author(s):  
Jessica Kunert
Keyword(s):  
Social Media ◽  
Qualitative Interviews ◽  
Safe Space ◽  
Social Media Platform ◽  
Sports Fandom ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
Soccer Fans ◽  
Communication Culture

This study examines how female football (soccer) fans use the social media platform Tumblr to interact and talk about their fandom, what purposes Tumblr serves for them, and why they prefer it to other social media platforms. As women are often marginalised in offline and online sports discourse, Tumblr’s football fandom was chosen to investigate how women experience their fandom on a platform with a mostly female and young user population. The results of 14 in-depth qualitative interviews with heavily invested female Tumblr users show that the fandom’s communication culture allows fans to interact in a variety of creative ways that involve the use of a specialist vocabulary. This Tumblr fandom is overwhelmingly female, which makes the interviewees feel that they can talk freely about football. Thus, Tumblr has the potential to serve as a safe space for female fans. Yet, its highly opinionated discussions and rivalries mirror those in the traditional football fandom. This study contributes to the literature that explores how women express their sports fandom online and demonstrates how they have found a niche in which to discuss their favourite sport on their own terms.

Fake or real news? Understanding the gratifications and personality traits of individuals sharing fake news on social media platforms

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Brinda Sampat ◽  
Sahil Raj
Keyword(s):  
Social Media ◽  
Personality Traits ◽  
Information Sharing ◽  
Fake News ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
News Sharing

Purpose“Fake news” or misinformation sharing using social media sites into public discourse or politics has increased dramatically, over the last few years, especially in the current COVID-19 pandemic causing concern. However, this phenomenon is inadequately researched. This study examines fake news sharing with the lens of stimulus-organism-response (SOR) theory, uses and gratification theory (UGT) and big five personality traits (BFPT) theory to understand the motivations for sharing fake news and the personality traits that do so. The stimuli in the model comprise gratifications (pass time, entertainment, socialization, information sharing and information seeking) and personality traits (agreeableness, conscientiousness, extraversion, openness and neuroticism). The feeling of authenticating or instantly sharing news is the organism leading to sharing fake news, which forms the response in the study.Design/methodology/approachThe conceptual model was tested by the data collected from a sample of 221 social media users in India. The data were analyzed with partial least squares structural equation modeling to determine the effects of UGT and personality traits on fake news sharing. The moderating role of the platform WhatsApp or Facebook was studied.Findings The results suggest that pass time, information sharing and socialization gratifications lead to instant sharing news on social media platforms. Individuals who exhibit extraversion, neuroticism and openness share news on social media platforms instantly. In contrast, agreeableness and conscientiousness personality traits lead to authentication news before sharing on the social media platform.Originality/value This study contributes to social media literature by identifying the user gratifications and personality traits that lead to sharing fake news on social media platforms. Furthermore, the study also sheds light on the moderating influence of the choice of the social media platform for fake news sharing.

scholarly journals Seeing the smart city on Twitter: Colour and the affective territories of becoming smart

2018 ◽  
Vol 37 (3) ◽  
pp. 411-427 ◽  
Author(s):  
Gillian Rose ◽  
Alistair Willis
Keyword(s):  
Social Media ◽  
Smart City ◽  
Smart Cities ◽  
Urban Life ◽  
Data Visualisation ◽  
Social Media Platform ◽  
Smart Learning ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform

This paper pays attention to the immense and febrile field of digital image files which picture the smart city as they circulate on the social media platform Twitter. The paper considers tweeted images as an affective field in which flow and colour are especially generative. This luminescent field is territorialised into different, emergent forms of becoming ‘smart’. The paper identifies these territorialisations in two ways: firstly, by using the data visualisation software ImagePlot to create a visualisation of 9030 tweeted images related to smart cities; and secondly, by responding to the affective pushes of the image files thus visualised. It identifies two colours and three ways of affectively becoming smart: participating in smart, learning about smart, and anticipating smart, which are enacted with different distributions of mostly orange and blue images. The paper thus argues that debates about the power relations embedded in the smart city should consider the particular affective enactment of being smart that happens via social media. More generally, the paper concludes that geographers must pay more attention to the diverse and productive vitalities of social media platforms in urban life and that this will require experiment with methods that are responsive to specific digital qualities.

Children’s cancer narratives on YouTube: Agency and entrepreneurship in Brazilian CarecaTV

2020 ◽  
pp. 204361062096701
Author(s):  
Lidia Marôpo ◽  
Raiana de Carvalho ◽  
Ana Jorge
Keyword(s):  
Social Media ◽  
Brain Cancer ◽  
The Other ◽  
Constructivist Approach ◽  
Cultural Contexts ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The One

This article looks at the social and cultural contexts of children’s experiences of illness, through a particular focus on the context of the Global South and the role of the social media platform YouTube in children’s culture. It takes a socio-constructivist approach to discuss the case of CarecaTV (BaldTV), a Brazilian YouTube channel with more than one million followers created by Lorena Reginato at the age of 12 when she was recovering from brain cancer. In CarecaTV, cancer subjectivity co-exists with and is expressed through digital commercialization. On the one hand, through this process, Lorena Reginato gains agency as she offers an inspirational and credible first-person testimony about cancer during childhood and becomes an emerging cancer activist. On the other, she uses entrepreneurship strategies associated with the digital influencer model of YouTube to promote herself as a (cancer) micro-celebrity, taking the lead in a youthful and playful culture.

The influencing role of social media in the consumer’s hotel decision-making process

2019 ◽  
Vol 11 (4) ◽  
pp. 378-391 ◽  
Author(s):  
Vikas Gupta
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Search ◽  
Decision Making Process ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The Impact

Purpose This study aims to evaluate the role of social media on the hotel decision-making process of consumers during the evaluation stage of searching, identifying the alternatives and selecting a hotel in India. It will help the stakeholders in the hotel industry of India to make the social media platform more efficient for consumers by providing inputs on the factors consumers consider while making online hotel purchase. Design/methodology/approach This study involves an exploratory qualitative approach which includes 32 face-to-face, semi-structured, in-depth individual interviews with the social media platform users. The selection of interviewees for this study has been done on the basis of a non-random purposive sampling approach. Findings The findings reveal that social media plays an important role in affecting the way consumers search, decide and book hotels. It also suggests that social media helps consumers in collecting information about products and services, assessing alternatives and making their choices. It confirms that while negative facets exist, the positive benefits outweigh the negative aspects of using social media when selecting a hotel. The results also reveal the impact of circumstantial influence related to social media on hotel selection, on the basis of content source and the level of trust and accuracy in the content. Practical implications This study has some strategic implications for hospitality marketing and management related to a better understanding of the influence of social media on the hotel customer decision-making process. The study shows that a variety of social media with associated content sources and levels add to the complexity of hotel-related information search and decision behaviour. Originality/value The study makes a contribution by addressing the existing gaps and bridging the arena of consumer behaviour and social media literature in a hotel context and sheds light on how consumer decisions while selecting a hotel are influenced through social media. The core contribution is the generation of factors through in-depth interviews which are based on real-life scenarios relating to the influence of social media on hotel decision-making.

scholarly journals Undergraduate Students Expertise Level of Utilising Social Media for Instruction

2020 ◽  
Vol 7 ◽  
pp. 39-49
Author(s):  
Onojah Amos Ochayi
Keyword(s):  
Social Media ◽  
Undergraduate Students ◽  
Tertiary Institutions ◽  
Social Media Platform ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
Analyse Data ◽  
Expertise Level ◽  
Structured Questionnaire

Acclimatising podiums that are not destined for instruction is not a laidback chore but is attainable with suitable strategies and arrangement for educators and scholars. Social networks have amalgamated many students into an online world in exploring relationships, finding and acquiring obligatory evidence for their erudition and research. This research aims to explore availability, utilisation and expertise level of the social media platform for learning, and the influence of gender on the utilisation. A structured questionnaire was administered on 450 students across universities in Kwara state. The reliability coefficient of 0.90, and 0.81 using Cronbach’s alpha was deduced. Statistical tools of mean, t-test and Variance (ANOVA) were employed to analyse data for the study. Findings of the study revealed that undergraduates’ expert level on utilising social media for instruction was intermediate and there was no noteworthy difference between undergraduates’ expertise level in the adoption of social media for instruction. The study concluded that undergraduates have average expertise skill on the adoption of social media for instruction. It was recommended that lecturers in tertiary institutions use most social media platforms to teach students as this will boost their proficiency.

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