scholarly journals Instagram Influencer Analysis for Top 5 Categories in Turkey

2021 ◽  
Vol 12 (44) ◽  
pp. 22-36
Author(s):  
Busra ERTOGRUL ◽  
Gizem KILICSIZ ◽  
Aysun BOZANTA
Keyword(s):  
Social Media ◽  
Digital Identity ◽  
Ordinary People ◽  
Daily Lives ◽  
Social Media Platforms ◽  
The Difference ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
The Relationship ◽  
New Jobs

Social media platforms have become an inevitable part of our daily lives. Companies that noticed the intense use of social media platforms started to use them as a marketing tool. Even ordinary people have become famous by social media and companies have been sending their products to them to try and advertise. Many people have gained a considerable amount of money in this way and today new jobs are emerged like "Youtuber" and "Instagram Influencer". Therefore, ordinary people realized the power of social media and many people started to strength their digital identity over social media. The question raising in people’s mind is that “What is the difference between the influencers and the ordinary people who have also digital identity over social media?”. This study examined Instagram influencers for five categories namely fashion, makeup, photography, travel, and fitness in Turkey. As an exploratory study, the relationship between the influencers’ average number of posts, the number of likes, the number of views, the number of comments, number of followers, and the number of following were examined. As well as the engagement rates of the followers to the influencers were calculated. In addition, the words they mostly used in the captions of the posts were examined.

Deepening the Use of Social Media and Tourism Travel Behaviour

2020 ◽  
pp. 66-81 ◽  
Author(s):  
Cláudia Ribeiro de Almeida ◽  
Célia M.Q. Ramos ◽  
Maria del Mar Alonso Almeida ◽  
Paula Odete Fernandes ◽  
Lucas Estrada Gamarra
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Travel Behaviour ◽  
The Internet ◽  
Daily Lives ◽  
Social Media Platforms ◽  
Distribution Chain ◽  
Use Of Social Media ◽  
Travel Decision ◽  
Tourist Information

The Internet has transformed people's daily lives, not only in the search of information but above all giving the possibility of buying several products and services in a quick and easy way. Social networks have emerged as the quintessential medium for sharing experiences and communicating tourist information to all players in the tourism distribution chain. Today, we can sell, search, consume, connect, and share experiences related to our travel or services on different social media platforms and some online communities that share the same interests. The focus of this chapter is to point out the use of social media along the travel process in order to understand the behaviour of tourists before, during, and after trip. Having in mind the travel decision-making process the authors prepared a questionnaire with several questions spread through Facebook and answered by 95 people. The authors present the results and main conclusions in the chapter.

scholarly journals Posting About Cancer: Predicting Social Support in Imgur Comments

2020 ◽  
Vol 6 (4) ◽  
pp. 205630512096520
Author(s):  
Brent J. Hale ◽  
Ryan Collins ◽  
Danielle K. Kilgo
Keyword(s):  
Social Support ◽  
Social Media ◽  
Online Support ◽  
Support Provision ◽  
Coping With Cancer ◽  
Social Media Site ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Relationship ◽  
Previous Scholarship

People who are affected by cancer can benefit greatly from social support and digital social networks, though our understanding of online support is primarily founded in dominant platforms like Facebook. In addition, while previous scholarship indicates that social support is available online, little research has examined predictors of support provision. A content analysis was performed to examine the relationship between narrative features in Imgur posts and social support in comments. Imgur ( Imgur.com ) is a social media site and image-hosting platform, amassing over 250 million monthly visitors. Six post features were hypothesized to predict support, including explanations of the diagnosis experience, evidence of agentive problem solving, indications of positive reappraisal, pleads for the audience to get a checkup, references to mortality, and inclusion of humor. The results of this study indicate a relationship between narrative construction and social support, finding that the inclusion of narrative features in cancer-related posts influenced the provision of support in comments. Findings of this study could have implications for a multitude of stakeholders interested in social support provision, including healthcare professionals and researchers interested in the use of social media platforms for support, and organizations interested in designing supportive online platforms for individuals coping with cancer.

The Influence of Social Media Marketing on Apparel Brands’ Customers’ Satisfaction: The Mediation of Perceived Value

2020 ◽  
Vol 25 (2) ◽  
Author(s):  
Yongzhong Yang ◽  
Zobi Khan ◽  
Yu Zhang
Keyword(s):  
Social Media ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Traditional Media ◽  
Confirmatory Factor ◽  
Practical Guidelines ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Use Of Social Media ◽  
The Relationship

The development of social media has changed traditional media by providing a platform to conduct marketing and advertising activities. Nowadays, social media offers the opportunity to build a relationship between customers and brands. The strategic use of social media marketing has significant importance for customers as well as for marketers. In this paper, the influence of social media marketing activities (SMMAs) is assessed on apparel brands’ perceived value and Chinese customers’ satisfaction. The data was collected through a quantitative survey-based approach from Chinese social media and apparel brands’ users (n = 355). The collected data from respondents were analysed through the confirmatory factor analysis (CFA) and Hayes PROCESS macro. Based on our findings, it is noted that SMMAs play an essential role in improving the brand perceived value and customers’ satisfaction in China. Moreover, it is also concluded that the apparel brand’s perceived value significantly mediates the relationship between SMMAs and customers’ satisfaction. This study provides several theoretical and practical guidelines to the marketers in China to effectively implement their advertising activities on social media platforms.

The Use of Social Media as a Marketing Tool by Tourist Attractions: Influence on Cognitive, Affective and Behavioural Consumer Attitudes

2021 ◽  
pp. 742-758
Author(s):  
Bongiwe Nzeku ◽  
Rodney Graeme Duffett
Keyword(s):  
Social Media ◽  
Cape Town ◽  
Tourist Attractions ◽  
Media Usage ◽  
Positive Attitudes ◽  
Aerial Cable ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Hierarchy Of Effects

Social media has an enormous influence on the manner in which people look for and distribute data, and select a tourist destination. Hence, research was undertaken to ascertain the role of social media as a communication and marketing tool for Cape Town tourist attractions (Cape Point, Groot Constantia Wine Estate, V&A Waterfront, Table Mountain Aerial Cable Way and Kirstenbosch Botanical Gardens) via the analysis of tourists’ cognitive, affective and behavioural attitudinal responses. The results revealed that tourists displayed positive cognitive/affective and affective/behavioural attitude associations towards social media usage by the Cape Town tourist attractions. Several demographic and usage characteristics resulted in significant positive attitudes regarding Cape Town tourist attraction social media sites, viz. South African and African tourists; mobile device access; new social media users; daily log-ons; Black, Indian and Coloured tourists; and tourists who used the local Rand currency. The findings could be used by Cape Town tourist attractions to improve their social media platforms, and thereby the effectiveness as a marketing tool. The study makes an original contribution since few tourism-related studies investigated the hierarchy of effects model in terms of social media and most previous research only considered usage and demographic characteristics as descriptive measures.

Social Media Relationships

2021 ◽  
Author(s):  
Umoloyouvwe Ejiro Onomake
Keyword(s):  
Social Media ◽  
Participant Observation ◽  
Multiple Relationships ◽  
Social Media Data ◽  
For Profit ◽  
Social Media Platforms ◽  
Media Research ◽  
Use Of Social Media ◽  
The Relationship ◽  
Media Data

Ethnography has been used to research various people and topics online, primarily using netnography and digital ethnography. Researchers and businesses employ digital ethnographic methods to access an assortment of social media platforms in order to learn about social media users. Researchers seek to understand relationships between social media users and organizations from both academic and practitioner perspectives. These organizations run the gamut from for-profit businesses, to nonprofits, nongovernmental organizations (NGOs), and government agencies. The specific focus here is on social media research as it relates to businesses. Organizations make use of social media in a variety of ways, but chiefly to market to clients and to gather information on followers; the latter of which, in turn, helps them understand their target markets. While this social media data is both quantitative and qualitative in nature, the emphasis here centers on qualitative data, particularly the ways businesses interact with social media users. While some firms mainly use older forms of one-way marketing that solely focus on disseminating information, other firms increasingly seek ways to interact with customers and co-create products with clients. Additionally, social media users are creating their own communities, formed due to a shared interest in a brand. Companies strive to learn more about their customers through these groups. Influencers also play a role in the relationship between organizations and social media users by linking their own followerships to products and brands. In turn, influencers develop their own relationships with organizations through sponsorships, thus becoming brands themselves. Influencers risk losing their followerships when followers perceive them as no longer accessible or authentic. This change in perception can occur for a variety of reasons, including when followers believe that an influencer has prioritized brand alignment over building connections with followers. Due to multiple relationships with different brands and their followers, influencers must negotiate the ambiguity and evolving nature of their role. As social media and digital spaces develop, so must the tools used by anthropologists. Anthropologists should remain open to incorporating hallmarks of ethnographic research such as fieldnotes, participant observation, and focus groups in new ways and alongside tools from other disciplines, including market and UX (user experience) research. The divide between practitioners and academics is blurring. Anthropologists can solve client issues while contributing their voices to larger anthropological and societal discussions.

scholarly journals Affective polarization in the digital age: Testing the direction of the relationship between social media and users’ feelings for out-group parties

2021 ◽  
pp. 146144482110443
Author(s):  
Maria Nordbrandt
Keyword(s):  
Social Media ◽  
Panel Data ◽  
Media Use ◽  
Digital Age ◽  
Social Media Use ◽  
Media Usage ◽  
Previous Level ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Relationship

There is considerable disagreement among scholars as to whether social media fuels polarization in society. However, a few have considered the possibility that polarization may instead affect social media usage. To address this gap, the study uses Dutch panel data to test directionality in the relationship between social media use and affective polarization. No support was found for the hypothesis that social media use contributed to the level of affective polarization. Instead, the results lend support to the hypothesis that it was the level of affective polarization that affected subsequent use of social media. The results furthermore reveal heterogeneous patterns among individuals, depending on their previous level of social media usage, and across different social media platforms. The study gives reason to call into question the predominating assumption in previous research that social media is a major driver of polarization in society.

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

Correlation between social media utilization by academic neurosurgery departments and higher online patient ratings

2021 ◽  
pp. 1-13
Author(s):  
Jonathan B. Lamano ◽  
Robert A. Riestenberg ◽  
Aden P. Haskell-Mendoza ◽  
Dennis Lee ◽  
Michael T. Sharp ◽  
...  
Keyword(s):  
Social Media ◽  
Multivariate Analysis ◽  
Online Reviews ◽  
Physician Review ◽  
Patient Satisfaction Scores ◽  
Facebook Use ◽  
Social Media Platforms ◽  
Media Platform ◽  
Use Of Social Media ◽  
The Relationship

OBJECTIVE Patients increasingly utilize online physician review websites (PRWs) and social media to inform healthcare-related decisions. This provides neurosurgeons with opportunities for increased patient engagement. And despite the growing use of social media among neurosurgeons, the relationship between social media utilization and online reviews remains unknown. The goal of this study was to characterize the relationship between social media utilization and PRW ratings across academic neurosurgery departments. METHODS Social media accounts (Twitter, Facebook, YouTube, Instagram) of academic neurosurgery departments were identified. Online reviews for individual faculty were obtained from Healthgrades, Vitals, WebMD, and Google. Reviews were aggregated to identify the total number of reviews per department, to generate a composite departmental rating, and to calculate a summed departmental score. US News & World Report (USNWR) and Doximity rankings were recorded for each department. Social media utilization by individual neurosurgeons and associated ratings were investigated within the departments with the highest social media utilization. RESULTS Seventy-eight percent of academic neurosurgery departments utilized social media. The most prevalent platform was YouTube (49.1%), followed by Twitter (46.5%), Facebook (38.6%), and Instagram (16.7%). Higher patient ratings on PRWs were associated with the utilization of YouTube (p = 0.048) or Twitter (p = 0.02). The number of social media platforms utilized demonstrated a significant, positive correlation with patient ratings (p = 0.006) and summed patient ratings (p = 0.048). Although USNWR (p = 0.02) and Doximity (p = 0.0008) rankings correlated with patient ratings, only the number of social media platforms utilized remained a significant predictor of patient ratings on multivariate analysis (p = 0.0001). Thirty-one percent of academic neurosurgeons from departments with high social media utilization were active on social media. The most prevalent social media platform among individual neurosurgeons was Twitter (27.4%), followed by Instagram (8.4%), Facebook (4.9%), and YouTube (2.2%). Higher summed patient scores were associated with individual neurosurgeon utilization of YouTube (p = 0.04), Facebook (p < 0.0001), and Instagram (p = 0.01). Increased social media utilization among neurosurgeons was correlated with a greater number of patient reviews (p = 0.006) and higher summed patient scores (p = 0.003). On multivariate analysis, only Facebook use remained a significant predictor of the number of patient reviews received (p = 0.002) and summed patient satisfaction scores (p < 0.001). CONCLUSIONS An increased social media presence is associated with higher ratings on PRWs. As neurosurgeons continue to expand their online presence, they should be aware of the possible impact of social media on online patient reviews.

Social Media and Cultural Tourism

2022 ◽  
pp. 363-384
Author(s):  
Murat Koçyiğit ◽  
Büşra Küçükcivil
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Digital Communication ◽  
Communication Technologies ◽  
Cultural Tourism ◽  
Digital Platforms ◽  
Tourism Management ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Relationship

The development of digital communication technologies and the increase in the use of digital platforms by individuals have increased the tendency towards touristic activities. Cultural tourism, which is carried out for certain purposes within the diversity of tourism, is one of the rising tourism activities of recent times. In this context, tourism management benefits from social media platforms as a tool in marketing their products and services related to cultural tourism. Social media platforms are important here for two aspects. The first of these is the use of social media by tourism management in the marketing of products and services by organizing individual and mass cultural tours and communicating with target audiences. The second is that individuals benefit from social media platforms in participating in cultural tourism and decision making. In this direction, it is important to evaluate conceptually the relationship between social media platforms, one of the most important digital communication technologies, and cultural tourism.

scholarly journals Library 2.0: The effectiveness of social media as a marketing tool for libraries in educational institutions

2016 ◽  
Vol 51 (1) ◽  
pp. 3-19 ◽  
Author(s):  
Michael J. Jones ◽  
Morgan Harvey
Keyword(s):  
Social Media ◽  
Young People ◽  
Educational Institutions ◽  
Current State ◽  
Social Media Platforms ◽  
Library Staff ◽  
Marketing Tool ◽  
Use Of Social Media

In an attempt to market their services and connect with potential users, and particularly young people, many libraries are opening accounts on social media platforms. Research suggests a contradiction between the advice relating to marketing and that regarding the use of social media in libraries, with the former emphasising the importance of the user at the centre of all considerations and the latter placing library staff as central to decisions. In this work we attempt to re-address this imbalance by surveying the current state of library activity on Twitter and, by means of questionnaires, investigate the experiences and motivations of librarians ( n=58) in using social media and whether students ( n=498) are willing to engage with the library in this manner and why. Our findings confirm that libraries in the sector are indeed struggling to foster interest in their social media activities and go some way to understanding why this is so, leading to a number of conclusions and recommendations for practitioners.

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