scholarly journals The hidden sell : subversive advertising of fashion products in social media

2018 ◽  
Author(s):  
◽  
Helen Smith
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Target Population ◽  
Online Marketing ◽  
Celebrity Endorsements ◽  
Mixed Methods Approach ◽  
Fashion Products ◽  
The Social ◽  
Media Interaction ◽  
Use Of Social Media

With the exorbitant growth in technological presence and the introduction of social media, a whole new realm of advertising and marketing possibilities has been opened to businesses. This study investigated people’s perceptions of the use of social media for advertising fashion products under the guise of social media interaction. In other words, online marketing is seen as “subversive” as it is a deceptive form of advertising using celebrity allure to attract prospective clients. The target population comprised females between the ages of eighteen and twenty-nine as this population was found to represent the majority of social media users. The purpose of the study was to establish whether the social media users canvassed were aware of this subversive type of advertising, whether they responded by buying the products, and how effective they found this type of marketing overall. The research was carried out within a social constructivist framework, using a nested/embedded strategy in a mixed-methods approach. Users of social networking in South Africa were recruited by means of an Instagram post which introduced the idea of the “subversive sell” and gave them the option of participating in an online survey on the topic. Respondents were also offered the option of participating in two focus groups in the Durban area in order to obtain more in-depth feedback on this marketing strategy. Results showed that participants were aware of the fact that they were being targeted, and that they saw it as an inevitable outcome of using social media. However, it irritated them when realising that social media were saturated with advertisements, and that they should be importuned incessantly with such. They also reported that they would not necessarily purchase fashion products advertised in this way and would rather rely on word-of-mouth recommendations on social media from people using these products. Respondents did, however, comment on the immediacy and novelty of this form of advertising. It was concluded that subversive advertising via social media was not that different from the celebrity endorsements found in traditional media, and that people were responding to this strategy in similar ways.

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

The Evaluation of Social Media Practice in Malaysia by Small and Medium Enterprises

2020 ◽  
pp. 195-209
Author(s):  
Noraniza Binti Md Jani ◽  
Mohd Hafiz Bin Zakaria
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Peninsular Malaysia ◽  
Online Marketing ◽  
Body Of Knowledge ◽  
New Information ◽  
The Social ◽  
Use Of Social Media ◽  
Small Medium Enterprises ◽  
Medium Enterprises

The adoption of social media by large businesses has influenced small medium enterprises (SMEs) to be part of this phenomenon. Evaluating the results of the online efforts is a prerequisite to the success of social media adoption. As more branding activities move online, marketers are faced with the realisation that brands and businesses are not always relevant in all the social media facets. The study is aimed at solving the question of how SMEs in Malaysia are evaluating their online marketing efforts. The quantitative survey was deployed across six states in Peninsular Malaysia to get feedback from 125 active firms from different size, sector, year of establishment, and period of use of social media. The pattern of all these participants conducting the evaluation phase on the social media platform is descriptively examined from quantitative findings. It is used to formulate new information into literature and body of knowledge. Research implications in the practical and social form are also discussed.

scholarly journals The impact of social media on the development of international relations in Western Balkan countries

2018 ◽  
Vol 55 (4) ◽  
pp. 931-941
Author(s):  
Selim Daku ◽  
Abdulla Azizi
Keyword(s):  
Social Media ◽  
International Relations ◽  
Online Survey ◽  
International Policy ◽  
Media Impact ◽  
The Social ◽  
Balkan Countries ◽  
Research Goal ◽  
Use Of Social Media ◽  
The Impact

Nowadays, the use of social media has grown worldwide, and this has resulted in increased influence on international relations. Other researches show that this form of communication is increasing, so the research goal is to determine the extent of social media impact on the development of international relations in the Western Balkan Countries. To achieve the results, it was conducted an online survey with experts and representatives of institutions, and through the questionnaire was evaluated the use of social networks, the effects of use, transparency and reliability. The collected data were analyzed carefully, and came to the conclusion that; respondents highly assess the impact of social media on international relations development in Western Balkan countries. The social media have achieved higher effect, also without the influence of international policy leaders, in some areas such as transparency.

Social media collaboration of retinal physicians: A ‘Young Retina Forum’ survey

2019 ◽  
Vol 30 (4) ◽  
pp. 770-773 ◽  
Author(s):  
Sidney A Schechet ◽  
Hemang K Pandya ◽  
Mitul C Mehta
Keyword(s):  
Social Media ◽  
Operating Room ◽  
Online Survey ◽  
Practice Patterns ◽  
Media Usage ◽  
The Social ◽  
Media Platform ◽  
Media Professional ◽  
Use Of Social Media ◽  
The Impact

Background and objective: To describe the impact that social media usage has on a group of retina specialists. Materials and methods: An anonymous online survey was sent to members of the Young Retina Forum who use the social media platform – Telegram. Results: Of a total of 178 members, 100 responded (87 men and 13 women), having an average age of 35 years. Of these, 66 respondents were surgical retina attendings in practice for 3 years. In all, 98 respondents found the Young Retina Forum useful for networking and educationally valuable discussions, and 35 respondents had at least one instance when they had used Young Retina Forum to obtain assistance at that moment in the clinic and/or the operating room. At least 58 respondents said Young Retina Forum changed their practice patterns in the clinic and/or operating room. Conclusion: In this study, 58% of Young Retina Forum respondents said their practice patterns have changed due to their experiences using social media. Professional use of social media by ophthalmologists has the potential to improve education, clinical practice, and patient care.

scholarly journals Utilization of Social Media in the Qur’anic Exegesis (Tafseer) During COVID-19 Lockdown: Online Survey

2021 ◽  
pp. 1-10
Author(s):  
Mubarak Ismail Shitu ◽  
Ali Abdulrahman Saad
Keyword(s):  
Social Media ◽  
Online Survey ◽  
The Internet ◽  
Young Generation ◽  
Positive Perception ◽  
Negative Aspect ◽  
The Social ◽  
Use Of Social Media ◽  
High Level ◽  
Qur'anic Exegesis

COVID-19 pandemic despite seen as disaster but can also be seen as blessing. Social media prior to the period of the pandemic has been seen as negative aspect of the 21st century due to its improper utilization and number of side effects to the young generation. This study aims at determining the level of utilization of the Social media in Qur’anic Exegesis during COVID-19 lockdown in Northern Nigeria. This paper collects an empirical data on Social Media that have become available via the Internet in the light of usability and impact for Qur’anic Exegesis during COVID-19 Lockdown. Nevertheless, the analysis revealed that the response about the level and extent of utilization of social media in the Qur’anic exegesis is extremely high. People reflection on their experience about social media in listening to Qur’anic exegesis shows high level of acceptance and adoptability. Similarly, it concludes that the number of audience or listeners to Qur’anic exegesis (Tafseer) during the lockdown via social media is significantly high. Moreover, people have positive perception on the use of social media to listen to Qur’anic exegesis. Meanwhile, it is therefore recommended that Muslims should explore optimum use of social media to spread the cause of Allah. In the same vein, awareness should be done to enlighten Muslims on the permissibility of using social media. The mode of Qur’anic exegesis via social media used during COVID-19 pandemic should be adopted even after the pandemic for the onwards Islamic programs.

scholarly journals Effects of Social Media on Firm Performance and Customer Relations-Evidence from Ghana

2019 ◽  
Vol 10 (1) ◽  
pp. 101
Author(s):  
Asare Evans Kwabena ◽  
Kaodui Li ◽  
Osei-Assibey Mandella Bonsu ◽  
Obeng Belinda Faamaa ◽  
Baah Alexander
Keyword(s):  
Social Media ◽  
Firm Performance ◽  
Social Science ◽  
Customer Relations ◽  
Improve Performance ◽  
The Social ◽  
Use Of Social Media

The possibilities for companies to reach out more people to get in-depth understanding about brand, products, and services is through social media pages. We examined effects of social media on performance and customer relations of companies in Ghana. We obtained data from 390 respondents through structured questionnaires, and was analyzed with statistical package for social science (SPSS). The findings indicate increased awareness and usage of social media by companies in Ghana. However, customer’s desire for a products could be influence by company’s advertisement through social media post. We established that, managers are expectant with the use of social media enhancing customer’s relationship. Therefore, managers should modify their website to complement the social media strategies, identify the actions, wants and demands of customers to improve performance. We discussed several managerial recommendations.

scholarly journals Late-Night Use of Social Media and Cognitive Engagement of Female Entrepreneurs: A Stressor–Strain–Outcome Perspective

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110376
Author(s):  
Fakhar Shahzad ◽  
Adnan Abbas ◽  
Adnan Fateh ◽  
Raja Suzana Raja Kasim ◽  
Kashif Akram ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Cognitive Engagement ◽  
Equation Modeling ◽  
Negative Consequences ◽  
Female Entrepreneurs ◽  
Late Night ◽  
Use Of Social Media ◽  
Outcome Perspective

The excessive use of social media is an emerging phenomenon with several negative consequences in an entrepreneurial context. Based on the stressor–strain–outcome paradigm, this research aims to unveil the following: that social media late-night usage can affect two psychological strains (life invasion and technostress) among female entrepreneurs and thus influence their behavioral outcome (cognitive engagement). This study empirically tested the proposed mediation model using an online survey of 225 female entrepreneurs from the small- and medium-sized enterprise sector. A partial least squares structural equation modeling (PLS-SEM) was implemented to obtain the results. The findings indicate that late-night social media usage significantly raises life invasion and technostress among female entrepreneurs. Moreover, internal strains (life invasion and technostress) reduce female entrepreneurs’ cognitive engagement and significantly mediate the association between late-night use of social media and entrepreneurial cognitive engagement. This study draws associated practical and theoretical contributions based on findings, which were not previously discussed.

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.

Examining the boundaries of journalism in the digital age : a SEM test of digital transitions in newsrooms

2017 ◽  
Author(s):  
◽  
Yanfang Wu
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Business Models ◽  
Equation Model ◽  
Sem Analysis ◽  
Media Industry ◽  
Cross Sectional ◽  
News Organizations ◽  
Use Of Social Media

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The debate about boundaries in journalism amid the rise of citizen journalism, the crisis of business models in the news industry and the use of social media in the news-gathering and dissemination process, has become a central focus in the media industry and academia. There is no doubt that the digital transition is a trend. Based on the Carlson's (2015) boundaries of journalism theory and Shoemaker and Vos' (2009) levels of analysis in the gatekeeping theory, administering a cross-sectional, self-administered questionnaire, national online survey (N=1063), conducting a Structural Equation Model (SEM) analysis, the study seeks to find out the relationships between socialization and perceptions of digital impact on journalism, journalists and news organizations. The findings showed news organizations' social media culture affects journalists' use of social media. Twitter interactivity mediates journalists' social media internalization and their attitude toward social media. However, this mediating effects does not apply to Facebook and other social media interactivity. The distinguishing line between reporters and editors is blurring in news organizations. Older journalists (age>40) are picking up social media as additional journalistic tools and developing a positive attitude toward them. However, there still may be a long way to go before old journalists become experts in social media.

Understanding the social media interactivity paradox: the effects of social media interactivity on communication quality, work interruptions and job performance

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiangyu Liu ◽  
Bowen Zheng ◽  
Hefu Liu
Keyword(s):  
Social Media ◽  
Job Performance ◽  
Organizational Outcomes ◽  
Survey Study ◽  
Communication Quality ◽  
Media Dependency ◽  
Content Type ◽  
Work Interruptions ◽  
The Social ◽  
Use Of Social Media

PurposeAlthough social media is widely used for organizational communication, studies have begun to show its controversial effects on job performance in the workplace. To investigate these effects, this study developed a conceptual framework for how social media interactivity affects communication quality and work interruption, as well as how such effects impact job performance.Design/methodology/approachThe proposed theoretical model was empirically validated through a survey study of 556 employees in China.FindingsThe results verified a social media interactivity paradox that indicated social media interactivity increased both communication quality and work interruptions. The results further showed that high levels of social media dependency were a detriment to organizations.Originality/valueThis study verified the existence of a social media interactivity paradox in the use of social media for workplace communication. Moreover, results revealed that the effect of social media interactivity on organizational outcomes depends on its respective dimensions.

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