scholarly journals Enhancement of Retail Consumer Loyalty in Latvia by Means of Social Media Communication

2020 ◽  
Vol 1 (14) ◽  
pp. 80-89
Author(s):  
Iveta Linina ◽  
Velga Vevere
Keyword(s):  
Social Media ◽  
Research Question ◽  
Online Communication ◽  
Retail Store ◽  
Communication Strategy ◽  
Consumer Loyalty ◽  
Snowball Sampling ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

Social media communication has become an important tool both in relying information to potential consumers, as well as in creating experience sharing opportunities. The purpose of this paper is to examine the impact of’ social media communication on the loyalty formation in retailing. The tasks to be carried out are: (1) to research theoretical framework of social media communication and loyalty; (2) to work out methodology for empirical research; (3) to carry out research on consumers’ perception of retail stores online communication. Within the framework of the current study the authors employed a method of customer survey. Applying the non-probability snowball sampling method the questionnaire was distributed via e-mails and Facebook groups (n=327). The general population in this research  consisted of the economically active Latvia residents in 2020. The authors used 5-point Likert scale (1-low evaluation, 5 – very high evaluation). The SPSS program was used for this purpose, the following indicators were calculated: arithmetic mean (X ̅), Median (Me); Mode (Mo); Variation; Standard Deviation; Variation Coefficient. The research question posed in the article was the following: What role does social media play in enhancing consumer loyalty in retailing? Findings: 87% of all respondents have noticed the communication of Latvian retail store networks on social media and 60% of all respondents have chosen to follow the profile of social networks to one of them, which indicates the untapped opportunities of companies in this respect. Evaluating the communication of Latvian retail store chains, the arithmetic average is 2.68, but for communication on social media - 2.72.  It means that in order to increase these indicators, Latvian retail store chains must develop a communication strategy taking into account both the values of the target audience and the basic principles of building relationships with customers. The current research results can serve as grounds for the strategy development.

STRATEGI KOMUNIKASI CROWDFUNDING PADA KOLASE.COM

2019 ◽  
Vol 2 (2) ◽  
pp. 177-187
Author(s):  
Venessa Agusta Gogali ◽  
Fajar Muharam ◽  
Syarif Fitri
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
New Method ◽  
Media Communication ◽  
Social Activists ◽  
Social Media Communication

Crowdfunding is a new method in fundraising activities based online. Moreover, the level of penetration of social media to the community is increasingly high. This makes social activists and academics realize that it is important to study social media communication strategies in crowdfunding activities. There is encouragement to provide an overview of crowdfunding activities. So the author conducted a research on "Crowdfunding Communication Strategy Through Kolase.com Through Case Study on the #BikinNyata Program Through the Kolase.com Website that successfully achieved the target. Keywords: Strategic of Communication, Crowdfunding, Social Media.

#INCLUSION – THE IMPACT OF SOCIAL MEDIA COMMUNICATION ON THE LEGITIMACY OF ARMED FORCES

2019 ◽  
pp. 43-60
Author(s):  
EVA MOEHLECKE DE BASEGGIO ◽  
OLIVIA SCHNEIDER ◽  
TIBOR SZVIRCSEV TRESCH
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Structural Equation ◽  
Armed Forces ◽  
Equation Model ◽  
Media Communication ◽  
The Public ◽  
Political Legitimation ◽  
Social Media Communication ◽  
The Impact

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

Channelling Our Efforts: Europlanet in Social Media

2020 ◽  
Author(s):  
Helen Usher ◽  
Sarah Roberts ◽  
Anita Heward
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Planetary Science ◽  
Communication Strategy ◽  
Media Communication ◽  
Mailing Lists ◽  
The Social ◽  
Science Community ◽  
Social Media Communication

<div dir="ltr">The (small) Europlanet social media team has agreed aims of: Informing, Enthusing, Engaging, Encouraging and Celebrating the European Planetary Science Community and the wider community too.  Their work supplements the more traditional channels of website, newletters and mailing lists.</div> <div dir="ltr"> </div> <div dir="ltr">But how can this be done most effectively?  What channels should be used?  What content? What frequency?</div> <div dir="ltr"> </div> <div dir="ltr">If the needs of the communities are to be met, they first need to be identified.  There is currently a lack of data for this.</div> <div dir="ltr"> </div> <div dir="ltr">The proposed interactive poster will pose some questions for the community to consider during EPSC2020, link to a survey for data collection, and use the interactive, virtual nature of the meeting to stimulate a wide discussion.  The data and views of the community will then be used to inform the social media communication strategy for the remainder of the Europlanet 2024 RI Programme.</div>

scholarly journals The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention

2021 ◽  
Vol 13 (16) ◽  
pp. 9471
Author(s):  
Hye-Ryeong Shin ◽  
Jeong-Gil Choi
Keyword(s):  
Social Media ◽  
Generational Differences ◽  
Purchase Intention ◽  
Source Credibility ◽  
Brand Image ◽  
Group Analysis ◽  
Moderating Effect ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs).

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

2020 ◽  
Vol 14 (1) ◽  
pp. 33-50 ◽  
Author(s):  
Heejin Lim ◽  
Michelle Childs
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Media Communication ◽  
Visual Storytelling ◽  
Content Type ◽  
Narrative Transportation ◽  
Implied Motion ◽  
Social Media Communication ◽  
The Impact

Purpose The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism. Design/methodology/approach Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2). Findings Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context. Practical implications Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story. Originality/value This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

Character assassination as a right-wing populist communication tactic on social media: The case of Matteo Salvini in Italy

2021 ◽  
pp. 146144482110392
Author(s):  
Carlo Berti ◽  
Enzo Loner
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Qualitative Analysis ◽  
Communication Strategy ◽  
Right Wing ◽  
Media Communication ◽  
The People ◽  
Individual Traits ◽  
Social Media Communication

The article conceptualizes character assassination (CA) as a tactic of populist communication on social media by using the case study of Italian politician Matteo Salvini. CA consists of personal attacks aimed at damaging the reputation of individuals, used as political means to attack the “enemies of the people.” By means of CA, populists operate a shift from issues and arguments toward individual traits and behaviors. CA’s importance is linked to the features of social media communication (i.e. disintermediation, speed, virality, fragmentation, emotionality). The article uses content analysis of tweets, and qualitative analysis of relevant examples; it demonstrates the strategic nature of CA in Salvini’s communication and identifies five functions (i.e. polarizing, personalizing, symbolic, discriminating, emotional) of CA in right-wing populist communication. CA’s logic is unpacked, by showing how the delegitimization of individuals is used to reinforce a populist communication strategy. Potential implications and responses to CA are discussed.

Social media communication strategies

2016 ◽  
Vol 30 (5) ◽  
pp. 490-503 ◽  
Author(s):  
Paola Barbara Floreddu ◽  
Francesca Cabiddu
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Communication Strategies ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Systematic Research ◽  
Media Communication ◽  
Content Type ◽  
Social Media Communication ◽  
The Relationship

Purpose While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature, this paper aims to contribute to this gap in the research in two main ways. First identifying which social media communication strategy is more effective with contrasting levels of reputations; second, analyzing the differences between high- and low-reputation companies with respect to their ability to use corporate communication. Design/methodology/approach This paper uses a longitudinal explorative multiple-case study and theoretical sampling. The research setting is the Italian insurance context. The focus of this analysis on one medium, Facebook, because it is the most exploited in the context of the Italian insurance sector. Findings Six complementary social media communication strategies were identified: egocentric, conversational, selective, openness, secretive and supportive. The results also reveal distinct ways in which high-, medium- and low-reputation companies’ utilize the six complementary strategies of communications. Research limitations/implications The study is based on a single industry and on one single geographical market, and care should thus be taken in generalizing the findings to other contexts. Therefore emerges the opportunity to broaden this research to other similar service sector, such as banking, to assess and generalize the results obtained. In addition, a possible direction of research, especially from a methodological standpoint, should investigate companies from different countries. Such a comparative study would examine in depth whether and to what extent the institutional framework may impact on communication strategies implemented by companies. This study only analyzed one social media (Facebook); hence, we cannot draw firm conclusions about what may constitute a successful social media communication strategy. Practical implications From this study, managers can learn how to combine the six communication strategies to have an effective impact on the corporate reputation. They can also learn how the number of interactions and the time taken to respond to questions from customers improve the corporate reputation and provide communication that is more effective. Originality/value This research extends the previous literature on corporate reputation and corporate communication, showing the relationship between them in a social media context and providing different strategies of managing this combination.

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