scholarly journals Marketing in a socially connected world: the impact of value on sharing of commercial videos

2019 ◽  
Vol 19 (53) ◽  
pp. 5-21
Author(s):  
Cid Gonçalves Filho ◽  
Gustavo Quiroga Souki ◽  
Daniel Fagundes Randt ◽  
Flávia Braga Chinelato
Keyword(s):  
Social Networks ◽  
Large Scale ◽  
Online Communication ◽  
Viral Marketing ◽  
Video Sharing ◽  
Video Viewing ◽  
The Social ◽  
Everyday Action ◽  
Entertainment Value ◽  
The Impact

The viral marketing offers answers for the structuring and disseminating fast and large-scale information in favor of content, products, and their brands. Sustained by the growth of technological users, social networks and mobile technology, video viewing, posts, and sharing, it has become an everyday action. Thus, the organizations started to produce commercial videos and dissemination them in the social networks, where consumer users share what they identify themselves with.  Lister (2018) highlights that a video that is socially shared generates 1.200% more shares than the text and images combined. Video is a trend in terms of online communication, as millions of dollars are spent on these efforts to persuade and generate an impact on their audiences target monthly (Lister, 2018). However, most of the studies about video sharing are related to consumer content, not firm generated content. In this sense, the central objective of this study is to identify the antecedents of commercial video sharing and its impact on the consumers' attitudes. The videos that were mostly seen on YouTube in 2017 and the top of mind brands were selected as the research's corpus. A total of 368 questionnaires were collected, preceded by the viewing of the videos that were selected. The results reveal significant impacts of the entertainment value and utility value with the intention of sharing videos, but the social value has no significant impact. In this sense, this study contributed by identifying content and persuasion strategies for firms in order to earn media from sharing of commercial videos, which every day more represent a larger share in the organizations' communication budget.

scholarly journals Social networks influence farming practices and agrarian sustainability

PLoS ONE ◽  
2021 ◽  
Vol 16 (1) ◽  
pp. e0244619
Author(s):  
Amaia Albizua ◽  
Elena M. Bennett ◽  
Guillaume Larocque ◽  
Robert W. Krause ◽  
Unai Pascual
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Land Management ◽  
Agricultural Intensification ◽  
Large Scale ◽  
Management Practices ◽  
Farming Community ◽  
Social Ecological ◽  
The Social ◽  
The Impact

The social-ecological effects of agricultural intensification are complex. We explore farmers’ perceptions about the impacts of their land management and the impact of social information flows on their management through a case study in a farming community in Navarra, Spain, that is undergoing agricultural intensification due to adoption of large scale irrigation. We found that modern technology adopters are aware that their management practices often have negative social-ecological implications; by contrast, more traditional farmers tend to recognize their positive impacts on non-material benefits such as those linked with traditions and traditional knowledge, and climate regulation. We found that farmers’ awareness about nature contributions to people co-production and their land management decisions determine, in part, the structure of the social networks among the farming community. Since modern farmers are at the core of the social network, they are better able to control the information flow within the community. This has important implications, such as the fact that the traditional farmers, who are more aware of their impacts on the environment, rely on information controlled by more intensive modern farmers, potentially jeopardizing sustainable practices in this region. We suggest that this might be counteracted by helping traditional farmers obtain information tailored to their practices from outside the social network.

scholarly journals A novel approach for fast and effective influence spread maximization in social networks

2020 ◽  
Author(s):  
Paolo Scarabaggio ◽  
Raffaele Carli ◽  
Mariagrazia Dotoli
Keyword(s):  
Social Networks ◽  
Large Scale ◽  
Influence Maximization ◽  
Viral Marketing ◽  
Computational Time ◽  
Maximization Problem ◽  
Influence Spread ◽  
The Social ◽  
Spread Of Influence ◽  
Influence Maximization Problem

The main characteristic of social networks is their ability to quickly spread information between a large group of people. This phenomenon is generated by the social influence that individuals induce on each other.<br>The widespread use of online social networks (e.g., Facebook) increases researchers' interest in how influence propagates through these networks. One of the most important research issues in this field is the so-called influence maximization problem, which essentially consists in selecting the most influential users (i.e., those who are able to maximize the spread of influence through the social network).<br>Due to its practical importance in various applications (e.g., viral marketing, target advertisement, personalized recommendation), such a problem has been studied in several variants. Different solution methodologies have been proposed. Nevertheless, the current open challenge in the resolution of the influence maximization problem still concerns achieving a good trade-off between accuracy and computational time. <br>In this context, based on the well-known independent cascade and the linear threshold models of social networks, we propose a novel low-complexity and highly accurate algorithm for selecting an initial group of nodes to maximize the spread of influence in large-scale networks. In particular, the key idea consists in iteratively removing the overlap of influence spread induced by different seed nodes. Application to several numerical experiments based on real datasets proves that the proposed algorithm effectively finds practical near-optimal solutions of the addressed influence maximization problem in a computationally efficient fashion. Finally, comparison with the best performing state of the art algorithms demonstrates that in large scale scenarios, the proposed approach shows higher performance in terms of influence spread and running time.

scholarly journals The Influence of Electronic Word-of-Mouth Communication on the Behaviour of the Theatre Audience Analysed Through the Kosovo Example

2017 ◽  
Vol 7 (2) ◽  
pp. 26
Author(s):  
Shpresë Mulliqi
Keyword(s):  
Social Networks ◽  
Interpersonal Communication ◽  
Information And Communication Technologies ◽  
Word Of Mouth ◽  
Online Communication ◽  
Primary Source ◽  
Electronic Word Of Mouth ◽  
The Social ◽  
Set Up ◽  
The Impact

The expansion of Internet, the development of the new information and communication technologies as well as social networks have revolutionized the social interaction as they have enabled individuals to quickly and conveniently get in touch with each other. The interaction performed online, defined as online interpersonal communication, or the Electronic word-of-mouth (eWOM), as seen in numerous research papers, impacted the consumer behaviour. This paper analyses audience behaviour when making decisions vis-à-vis cultural offers presented in social networks. Although the issue of subjectivity in relation to the offered content in these platforms is set up as a determining factor for using e-WoM and the social networks, the main results suggest that both have been used by audience as a primary source of information when deciding to visit a cultural event. Moreover social networks have been described as places where information is not headed by clienteles, thus significant, customer friendly and trustworthy, despite the fact that all these information are based on subjective impressions of each social network user. The limited number of research on the impact of online communication of the theatre audience has been perceived as an obstacle, as there are no guiding direction how we should do it, and as a challenge, given that through this research we will set the baseline for future researches that will analyse the effectiveness of eWoM.

scholarly journals The Influence of Electronic Word-of-Mouth Communication on the Behaviour of the Theatre Audience Analysed Through the Kosovo Example

2017 ◽  
Vol 3 (2) ◽  
pp. 26
Author(s):  
Shpresë Mulliqi
Keyword(s):  
Social Networks ◽  
Interpersonal Communication ◽  
Information And Communication Technologies ◽  
Word Of Mouth ◽  
Online Communication ◽  
Primary Source ◽  
Electronic Word Of Mouth ◽  
The Social ◽  
Set Up ◽  
The Impact

The expansion of Internet, the development of the new information and communication technologies as well as social networks have revolutionized the social interaction as they have enabled individuals to quickly and conveniently get in touch with each other. The interaction performed online, defined as online interpersonal communication, or the Electronic word-of-mouth (eWOM), as seen in numerous research papers, impacted the consumer behaviour. This paper analyses audience behaviour when making decisions vis-à-vis cultural offers presented in social networks. Although the issue of subjectivity in relation to the offered content in these platforms is set up as a determining factor for using e-WoM and the social networks, the main results suggest that both have been used by audience as a primary source of information when deciding to visit a cultural event. Moreover social networks have been described as places where information is not headed by clienteles, thus significant, customer friendly and trustworthy, despite the fact that all these information are based on subjective impressions of each social network user. The limited number of research on the impact of online communication of the theatre audience has been perceived as an obstacle, as there are no guiding direction how we should do it, and as a challenge, given that through this research we will set the baseline for future researches that will analyse the effectiveness of eWoM.

scholarly journals A novel approach for fast and effective influence spread maximization in social networks

2020 ◽  
Author(s):  
Paolo Scarabaggio ◽  
Raffaele Carli ◽  
Mariagrazia Dotoli
Keyword(s):  
Social Networks ◽  
Large Scale ◽  
Influence Maximization ◽  
Viral Marketing ◽  
Computational Time ◽  
Maximization Problem ◽  
Influence Spread ◽  
The Social ◽  
Spread Of Influence ◽  
Influence Maximization Problem

The main characteristic of social networks is their ability to quickly spread information between a large group of people. This phenomenon is generated by the social influence that individuals induce on each other.<br>The widespread use of online social networks (e.g., Facebook) increases researchers' interest in how influence propagates through these networks. One of the most important research issues in this field is the so-called influence maximization problem, which essentially consists in selecting the most influential users (i.e., those who are able to maximize the spread of influence through the social network).<br>Due to its practical importance in various applications (e.g., viral marketing, target advertisement, personalized recommendation), such a problem has been studied in several variants. Different solution methodologies have been proposed. Nevertheless, the current open challenge in the resolution of the influence maximization problem still concerns achieving a good trade-off between accuracy and computational time. <br>In this context, based on the well-known independent cascade and the linear threshold models of social networks, we propose a novel low-complexity and highly accurate algorithm for selecting an initial group of nodes to maximize the spread of influence in large-scale networks. In particular, the key idea consists in iteratively removing the overlap of influence spread induced by different seed nodes. Application to several numerical experiments based on real datasets proves that the proposed algorithm effectively finds practical near-optimal solutions of the addressed influence maximization problem in a computationally efficient fashion. Finally, comparison with the best performing state of the art algorithms demonstrates that in large scale scenarios, the proposed approach shows higher performance in terms of influence spread and running time.

A Review of Machine Learning and Data Mining Approaches for Business Applications in Social Networks

2013 ◽  
Vol 9 (1) ◽  
pp. 36-53
Author(s):  
Evis Trandafili ◽  
Marenglen Biba
Keyword(s):  
Machine Learning ◽  
Data Mining ◽  
Social Networks ◽  
Large Scale ◽  
Viral Marketing ◽  
Social Network Mining ◽  
Business Applications ◽  
Mining Community ◽  
Recent Developments ◽  
Analysis Of Social Networks

Social networks have an outstanding marketing value and developing data mining methods for viral marketing is a hot topic in the research community. However, most social networks remain impossible to be fully analyzed and understood due to prohibiting sizes and the incapability of traditional machine learning and data mining approaches to deal with the new dimension in the learning process related to the large-scale environment where the data are produced. On one hand, the birth and evolution of such networks has posed outstanding challenges for the learning and mining community, and on the other has opened the possibility for very powerful business applications. However, little understanding exists regarding these business applications and the potential of social network mining to boost marketing. This paper presents a review of the most important state-of-the-art approaches in the machine learning and data mining community regarding analysis of social networks and their business applications. The authors review the problems related to social networks and describe the recent developments in the area discussing important achievements in the analysis of social networks and outlining future work. The focus of the review in not only on the technical aspects of the learning and mining approaches applied to social networks but also on the business potentials of such methods.

scholarly journals The phenomenon of "digital" death: formation and genesis of the attitude to death in social networks of students

2020 ◽  
Vol 15 (5) ◽  
pp. 1262-1275
Author(s):  
Vera B. Nikishina ◽  
Marina V. Sokolskaya ◽  
Oksana A. Musatova ◽  
Irina M. Loskutova ◽  
Irina Zapesotskaya ◽  
...  
Keyword(s):  
Social Networks ◽  
Social Reality ◽  
Fear Of Death ◽  
Public Attention ◽  
Attitude To Death ◽  
User Attitudes ◽  
The Social ◽  
Attitudes Towards Death ◽  
The Impact

In this paper, we study the phenomenon of “digital” death, its genesis and the attitudes towards death in the context of social networks of students. As a result of the investigation we have discovered different forms of “digital death and the ways students react to it in social networks. We further investigate the origins of different user attitudes towards “digital death” and the impact of manipulative relation to death in social networks on the social reality. Some students stage their own death on social networks by posting images on their homepage, which has the intentions (i) to attract public attention, (ii) to express their auto aggression (iii) to make fun of death and (iv) to reduce their own anxiety of death by "sharing" the fear with other students. Our analysis shows that the main purpose of staging one’s death on social networks is to reduce the fear of death by creating plans, playing. Keywords: Students, cyberspace, social networks, death, "digital" death, attitude to the death in the social networks.

scholarly journals LIFE ON DISPLAY: WHY IT IS IMPORTANT TO EXPOSE YOUR ACTIONS ON THE SOCIAL NETWORK

2021 ◽  
Vol 6(72) (4) ◽  
pp. 41-48
Author(s):  
A. E. Starchenko ◽  
M. V. Semina
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Network ◽  
Reference Group ◽  
Human Life ◽  
Sociological Study ◽  
The Social ◽  
Personal Accounts ◽  
The Impact ◽  
To Receive

Social networks have emerged relatively recently in human life, but have already become an integral part of it. Companies tell about themselves, their activities, innovations, promotions and events in their profiles. This helps increase audience coverage, tell more about your brand, products, services. People in personal accounts have the opportunity to share their lives and creativity through photos, videos and texts. Now it is not necessary to receive higher education to become an operator, director or actor whose talent is recognized by society. It is enough to start a page on the social network and start sharing your knowledge and creativity. To find out why people post photos, videos and write texts on their social networks, a pilot sociological study was carried out. The method of deep interview with active users of social networks was chosen to carry out the study. The interview allowed getting unique information, to learn the opinion of users about social networks, the impact of the new way of communication on their life, to identify the reasons why users start and maintain profiles. The respondents were 20 users of social networks between the ages of 19 and 22. Interviewees have profiles on the most popular Instagram and Vkontakte networks. As a result of the analysis of the interview, a tendency was revealed to differ in the perception of users of their actions on the social network and similar actions of other users. Their content is perceived by them as opportunities to be in sight, as a resource to form their social status and an element of influence on their reference group. And the same content published by others is perceived as boasting.

The Impact of Social Networks on Science Students' Academic Performance in Ondo State Senior Secondary Schools, Nigeria

2021 ◽  
pp. 50-63
Author(s):  
Jethro Oludare OLOJO
Keyword(s):  
Social Networks ◽  
Academic Performance ◽  
Social Network ◽  
Science Students ◽  
The Social ◽  
Ondo State ◽  
Research Questions ◽  
Senior Secondary Schools ◽  
Senior Secondary ◽  
The Impact

The objective of this study was to examine the impact of social network usage on science students’ academic achievements in Ondo State’s senior secondary schools. The study was also to find the extent to which students under investigation used the social network platforms and the frequencies of their visits. In order to achieve this, a structured questionnaire was designed and administered to students from the three senatorial districts that made up the state. A multistage; which involved simple random and purposive sampling approaches was used to select the sample for the study. 150 copies of the questionnaire were distributed; out of which, 148 (98.78%) copies were returned. For the study, four research questions and two research hypotheses were developed. The hypotheses were assessed using the student's - t statistic at 0.05 significant level; using SPSS version 20 while the research questions formulated were evaluated using frequency counts and percentages. The study revealed that Ondo State senior secondary school science students can efficiently use the social network platforms for academic activities with male students being more proficient than their female counterparts. The study also revealed that the usage of social networks has assisted students to improve their academic performance; irrespective of their classes. Besides, the study showed that Facebook was the most popular of all the social network platforms. To this end, the researcher recommended that teachers, parents, and guidance should monitor the activities of their wards on the social network sites so that they can use the platforms to benefit their lots. Teachers should also use the advantage of students’ exposure to social networking to change their teaching methods from traditional one to online teaching.

Creating Consumer-Based Brand Equity With Social Media Content Marketing

2019 ◽  
pp. 419-441
Author(s):  
Wolfgang Weitzl
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Value Chain ◽  
Brand Communities ◽  
Brand Engagement ◽  
Online Brand Communities ◽  
Simultaneous Evaluation ◽  
The Social ◽  
Entertainment Value ◽  
The Impact

Due to the growing importance of company-initiated online brand communities (OBCs) like Facebook brand fan pages, details about consumers' perceptions of these sites need to be linked to their effects on customer-based brand equity. This research builds on Keller and Lehmann's brand value chain as the theoretical foundation and adopts the theory to fit the social media context. This approach enables the simultaneous evaluation of the impact of consumer online content perceptions on both fan-page engagement and consumers' brand mindset. Specifically, this research investigates the consumer-based outcomes of perceptions of content's vividness and interactivity as well as the effects of perceived information and entertainment value of brand posts. In addition, this empirical study evaluates the consequences of positive brand fans' comments for consumer online engagement (e.g., liking), brand awareness, image, and attitude. Results show that consumer-oriented brand pages can stimulate positive offline brand engagement such as loyalty and recommendation.

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