scholarly journals Bottom of the Pyramid Marketing

2018 ◽  
Vol 10 (4) ◽  
pp. 13
Author(s):  
Melissa Martirano
Keyword(s):  
Social Media ◽  
Peer Pressure ◽  
The United States ◽  
Ethical Question ◽  
The Internet ◽  
Bottom Of The Pyramid ◽  
Poverty Level ◽  
Theoretical Frameworks ◽  
Depth Analysis ◽  
The Impact

Throughout the developing world there have been numerous studies of the impact and ethics of marketing to consumers in the lowest socio-economic demographic, known as the Bottom of the Pyramid. These consumers make less than $2 USD per day in many countries, yet will buy expensive items marketing by the media/the Internet, discussed on social media, and to keep up with peers (peer pressure). When such items are of benefit to the purchaser or their region, the result may be positive (computers for schooling, etc.) Yet spending on luxury items can cause such consumers to go deeply into debt or forego necessities, calling into question the ethics of targeting this group. In the United States, the poverty level is higher than in many countries, and access to media/social media/the Internet is ubiquitous. Americans are also susceptible to peer pressure, according to studies. Bottom of the Pyramid research, however, is lacking on American respondents. This proposal would fill that gap, considering such marketing and consumption from a behavioral and perceptive viewpoint. Hypothetical recommendations drawn from survey questions based on research questions developed through theoretical frameworks and scholarly literature review will suggest practical courses for American industry to sell to this population without ethical question. This work may also spur more in-depth analysis involving clearly defined demographic groups for deeper analysis and understanding. The research follows the qualitative method and is to be analyzed thematically using Likert format numbers.

Pre- and Midtrial Publicity in the Age of Internet and Social Media

2018 ◽  
Author(s):  
Tarika Daftary-Kapur ◽  
Steven D. Penrod
Keyword(s):  
United States ◽  
Decision Making ◽  
Social Media ◽  
Internet Use ◽  
The United States ◽  
Juror Decision Making ◽  
The Internet ◽  
The Impact ◽  
Internet And Social Media

Although juror misconduct has always been a concern, the prevalence of technology available to jurors has increased the ease with which jurors can improperly communicate with others, publish information regarding the trial, and conduct outside research on the case. This chapter discusses the role of the Internet and social media in the courtroom and how access to this information in the form of midtrial publicity might impact juror decision-making. Additionally, it discusses steps that have been taken by courts around the United States to address the issue of Internet use by jurors as well as recommendations to limit the impact of the Internet and social media on juror decision-making.

scholarly journals Corporate Social Responsibility Disclosure: Responding to Investors’ Criticism on Social Media

2021 ◽  
Vol 18 (14) ◽  
pp. 7396
Author(s):  
Yuming Zhang ◽  
Fan Yang
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Issues ◽  
Media Criticism ◽  
Csr Communication ◽  
Depth Analysis ◽  
Csr Disclosure ◽  
Corporate Social ◽  
The Impact

Companies use corporate social responsibility (CSR) disclosures to communicate their social and environmental policies, practices, and performance to stakeholders. Although the determinants and outcomes of CSR activities are well understood, we know little about how companies use CSR communication to manage a crisis. The few relevant CSR studies have focused on the pressure on corporations exerted by governments, customers, the media, or the public. Although investors have a significant influence on firm value, this stakeholder group has been neglected in research on CSR disclosure. Grounded in legitimacy theory and agency theory, this study uses a sample of Chinese public companies listed on the Shanghai Stock Exchange to investigate CSR disclosure in response to social media criticism posted by investors. The empirical findings show that investors’ social media criticism not only motivates companies to disclose their CSR activities but also increases the substantiveness of their CSR reports, demonstrating that companies’ CSR communication in response to a crisis is substantive rather than merely symbolic. We also find that the impact of social media criticism on CSR disclosure is heterogeneous. Non-state-owned enterprises, companies in regions with high levels of environmental regulations, and companies in regions with local government concern about social issues are most likely to disclose CSR information and report substantive CSR activities. We provide an in-depth analysis of corporate CSR strategies for crisis management and show that crises initiated by investors on social media provide opportunities for corporations to improve their CSR engagement.

OHNS Residency Program and Applicant Social Media Presence During the COVID-19 Pandemic

2021 ◽  
pp. 000348942098797
Author(s):  
Shadi Ahmadmehrabi ◽  
Deborah X. Xie ◽  
Bryan K. Ward ◽  
Paul C. Bryson ◽  
Patrick Byrne
Keyword(s):  
Social Media ◽  
The United States ◽  
Cross Sectional Study ◽  
Application Process ◽  
Cross Sectional ◽  
Residency Programs ◽  
Social Media Presence ◽  
Residency Application ◽  
The Impact ◽  
Residency Match

Objectives: In addition to clinical and social disruption, the Coronavirus Disease 2019 (COVID-19) pandemic has affected many aspects of the otolaryngology residency application process. With delays in the 2021 Electronic Residency Applications Service (ERAS) timeline, students and programs have had more time to interact prior to the formal application process. This communication will report recent trends in social media presence by OHNS residency programs, and discuss mechanisms to compensate for decreased applicant-program interactions using social media ahead of the 2021 Match. Methods: In a cross-sectional study of the accredited otolaryngology residency programs in the United States, the number of social media profiles on Twitter, Instagram, and Facebook from 2009 to 2019 were recorded and compared. Results: Most programs (61%) have at least 1 social media profile. Over the past 10 years, the number of programs on social media has increased. During the COVID-19 pandemic, Twitter and Instagram showed higher rates of growth compared to Facebook. With the reduction of in-person opportunities for interactions, both applicants and programs are utilizing social media to showcase their values and their research. Twitter, in particular, also serves as a platform for professional networking. Conclusion: Both Twitter and Instagram are growing in popularity among programs and applicants to enhance networking. Social media is a powerful tool for networking and may help compensate for limitations imposed on the residency match process by the COVID-19 pandemic while maintaining professionalism considerations. The impact of social media on the 2021 otolaryngology residency match is an evolving phenomenon.

scholarly journals 1414. #Vaccine Twitter Influencers: is it Just About Reach and Followers?

2020 ◽  
Vol 7 (Supplement_1) ◽  
pp. S714-S715
Author(s):  
Jean-Etienne Poirrier ◽  
Theodore Caputi ◽  
John Ayers ◽  
Mark Dredze ◽  
Sara Poston ◽  
...  
Keyword(s):  
United States ◽  
Social Media ◽  
Standard Deviation ◽  
Small Proportion ◽  
The United States ◽  
Research Support ◽  
Policy Makers ◽  
Media Messages ◽  
Social Media Platforms ◽  
The Impact

Abstract Background A small number of powerful users (“influencers”) dominates conversations on social media platforms: less than 1% of Twitter accounts have at least 3,000 followers and even fewer have hundreds of thousands or millions of followers. Beyond simple metrics (number of tweets, retweets...) little is known about these “influencers”, particularly in relation to their role in shaping online narratives about vaccines. Our goal was to describe influential Twitter accounts that are driving conversations about vaccines and present new metrics of influence. Methods Using publicly-available data from Twitter, we selected posts from 1-Jan-2016 to 31-Dec-2018 and extracted the top 5% of accounts tweeting about vaccines with the most followers. Using automated classifiers, we determined the location of these accounts, and grouped them into those that primarily tweet pro- versus anti-vaccine content. We further characterized the demographics of these influencer accounts. Results From 25,381 vaccine-related tweets available in our sample representing 10,607 users, 530 accounts represented the top 5% by number of followers. These accounts had on average 1,608,637 followers (standard deviation=5,063,421) and 340,390 median followers. Among the accounts for which sentiment was successfully estimated by the classifier, 10.4% (n=55) posted anti-vaccine content and 33.6% (n=178) posted pro-vaccine content. Of the 55 anti-vaccine accounts, 50% (n=18) of the accounts for which location was successfully determined were from the United States. Of the 178 pro-vaccine accounts, 42.5% (n=54) were from the United States. Conclusion This study showed that only a small proportion of Twitter accounts (A) post about vaccines and (B) have a high follower count and post anti-vaccine content. Further analysis of these users may help researchers and policy makers better understand how to amplify the impact of pro-vaccine social media messages. Disclosures Jean-Etienne Poirrier, PhD, MBA, The GSK group of companies (Employee, Shareholder) Theodore Caputi, PhD, Good Analytics Inc. (Consultant) John Ayers, PhD, GSK (Grant/Research Support) Mark Dredze, PhD, Bloomberg LP (Consultant)Good Analytics (Consultant) Sara Poston, PharmD, The GlaxoSmithKline group of companies (Employee, Shareholder) Cosmina Hogea, PhD, GlaxoSmithKline (Employee, Shareholder)

scholarly journals A Comparative Study on Social Media Use and Public Participation in Korea and the United States: Does Social Media Matter?

2015 ◽  
Vol 30 (1) ◽  
pp. 207-230
Author(s):  
Kim Eun Yi
Keyword(s):  
United States ◽  
Social Media ◽  
Public Participation ◽  
Interaction Effect ◽  
Media Use ◽  
Positive Impact ◽  
The United States ◽  
The Political ◽  
Social Media Use ◽  
The Impact

This study examines how the use of different types of social media, such as Facebook and Twitter, affects public participation, drawing on the theory of motivation, which addresses the effect of internal and external political efficacy as well as the perceived political importance of social media. The study also investigates the interaction effect between social media use and perceived the political importance of social media on public participation. Employing a comparative perspective on an issue that has not been well studied, the study further seeks to discover potential variations in the impacts of different social media on public participation in the United States and Korea, both of which held presidential elections at the end of 2012. This study conducted hierarchical multiple regression analyses using data collected from college students in the United States and Korea. It shows the positive impact of social media use and its interaction effect with the perceived political importance of social media on the offline and online public participation of youth. The political motivational factor is found to be critical to driving public participation. This study also shows that the impact of Facebook use is more influential than Twitter use on public participation in the United States, whereas the opposite pattern is observed in Korea.

scholarly journals For Better or for Worse? A Systematic Review of the Evidence on Social Media Use and Depression Among Lesbian, Gay, and Bisexual Minorities (Preprint)

2018 ◽  
Author(s):  
César G Escobar-Viera ◽  
Darren L Whitfield ◽  
Charles B Wessel ◽  
Ariel Shensa ◽  
Jaime E Sidani ◽  
...  
Keyword(s):  
Systematic Review ◽  
Social Media ◽  
Risk Factor ◽  
Media Use ◽  
The United States ◽  
Qualitative Studies ◽  
Social Media Use ◽  
Patterns Of Use ◽  
And Bisexual ◽  
The Impact

BACKGROUND Over 90% of adults in the United States have at least one social media account, and lesbian, gay, and bisexual (LGB) persons are more socially active on social media than heterosexuals. Rates of depression among LGB persons are between 1.5- and 2-fold higher than those among their heterosexual counterparts. Social media allows users to connect, interact, and express ideas, emotions, feelings, and thoughts. Thus, social media use might represent both a protective and a risk factor for depression among LGB persons. Studying the nature of the relationship between social media use and depression among LGB individuals is a necessary step to inform public health interventions for this population. OBJECTIVE The objective of this systematic review was to synthesize and critique the evidence on social media use and depression among LGB populations. METHODS We conducted a literature search for quantitative and qualitative studies published between January 2003 and June 2017 using 3 electronic databases. Articles were included if they were peer-reviewed, were in English, assessed social media use either quantitatively or qualitatively, measured depression, and focused on LGB populations. A minimum of two authors independently extracted data from each study using an a priori developed abstraction form. We assessed appropriate reporting of studies using the Strengthening the Reporting of Observational Studies in Epidemiology and the Consolidated Criteria for Reporting Qualitative Research for quantitative and qualitative studies, respectively. RESULTS We included 11 articles in the review; 9 studies were quantitative and cross-sectional and 2 were qualitative. Appropriate reporting of results varied greatly. Across quantitative studies, we found heterogeneity in how social media use was defined and measured. Cyberbullying was the most studied social media experience and was associated with depression and suicidality. Qualitative studies found that while social media provides a space to disclose minority experiences and share ways to cope and get support, constant surveillance of one’s social media profile can become a stressor, potentially leading to depression. In most studies, sexual minority participants were identified inconsistently. CONCLUSIONS This review supports the need for research on the role of social media use on depression outcomes among LBG persons. Using social media may be both a protective and a risk factor for depression among LGB individuals. Support gained via social media may buffer the impact of geographic isolation and loneliness. Negative experiences such as cyberbullying and other patterns of use may be associated with depression. Future research would benefit from more consistent definitions of both social media use and study populations. Moreover, use of larger samples and accounting for patterns of use and individuals’ experiences on social media may help better understand the factors that impact LGB mental health disparities.

scholarly journals Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing

2021 ◽  
Vol 13 (2) ◽  
pp. 20
Author(s):  
Evelina Francisco ◽  
Nadira Fardos ◽  
Aakash Bhatt ◽  
Gulhan Bizel
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Online Survey ◽  
Video Conferencing ◽  
Marketing Mix ◽  
The Internet ◽  
Exploratory Research ◽  
Social Media Platforms ◽  
The Impact ◽  
Made In

The COVID-19 pandemic and the resulting stay-at-home orders have disrupted all aspects of life globally, most notably our relationship with the internet and social media platforms. People are online more than ever before, working and attending school from home and socializing with friends and family via video conferencing. Marketers and brands have been forced to adapt to a new normal and, as a result, have shifted their brand communication and marketing mix to digital approaches. Hence, this study aims to examine the shift of influencer marketing on Instagram during this period and the possible future implications. By employing an online survey for exploratory research, individuals answered questions addressing their perceptions about the impact of the pandemic, brands and influencers’ relationship, and the overall changes made in marketing strategy.

scholarly journals Social media: an exploration of the outcomes of social media use for homeless youth

2021 ◽  
Author(s):  
Jennifer Donath
Keyword(s):  
Social Media ◽  
Young Adults ◽  
Mobile Device ◽  
Homeless Youth ◽  
Qualitative Interviews ◽  
Daily Basis ◽  
Future Research ◽  
The Internet ◽  
The Impact ◽  
The City

The purpose of this project was to explore how young adults are experiencing relationships when using social media. Using a qualitative design young adults between the ages of 16-25 were asked questions about their experience with social media in the city of Toronto. Qualitative interviews were conducted with three homeless participants who used social media and had access to the internet and a mobile device. The researcher analyzed the data by looking for themes within the participant’s answers. Discussion focuses on the impact of social media, their experiences as a homeless youth and the interaction with social media on a daily basis. The findings also suggest future research for technology amongst homeless youth

scholarly journals Corporate crises in the digital world: what went wrong with Chipotle?

2021 ◽  
Author(s):  
Stephanie McGuinty
Keyword(s):  
Social Media ◽  
Crisis Management ◽  
Digital Media ◽  
Crisis Communication ◽  
The United States ◽  
Theoretical Frameworks ◽  
Online Data ◽  
Digital World ◽  
Management Plans ◽  
Corporate Crisis

The practice of crisis communication has evolved since the rise of digital technologies and social media. Defined as an unexpected and non-routine event with high levels of uncertainty, crisis management plans and strategies are essential for organizations’ successes. Failure to strategically manage crises through both traditional and digital media may result in significant damages and losses. This MRP examines a recent corporate crisis - the case of Chipotle Mexican Grill during the 2015-2016 E. coli outbreak across the United-States - and looks at how the social media strategy (namely Twitter) influenced the outcome of the case. Using a combination of data analytics, company financials, and theoretical frameworks, this research brings to light the importance of measuring online data, and makes suggestions on how companies may use social media to manage various types of crises. Keywords: crisis communication, crisis theory, crisis management, crisis strategies, image repair, social media, crisis and technology, brand equity

The Impact of the Internet and Social Media on Caregiving

2015 ◽  
pp. 269-289 ◽  
Author(s):  
Katherina Nikzad-Terhune ◽  
Keith A. Anderson ◽  
Lori La Bey
Keyword(s):  
Social Media ◽  
The Internet ◽  
The Impact ◽  
Internet And Social Media
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