Human resources (HR) management professionals have been using different methods of social media (SM) in their recruitment strategies with varying degrees of success. Through examining SM and its effect, this can support the development of a more effective HR recruitment strategy. This research investigates effects and issues associated with SM and recruitment and whether SM is effective as an innovative e-entrepreneurship method of hiring the best job applicants for enterprises. Professionals, recruiters, and employees were questioned on their views of SM from a personal and professional perspective through a variety of methods including focus groups and questionnaires. It is argued that the advantages of using SM for online recruitment include increased efficiency and convenience for both potential employees and enterprises, whereas where the systems are not designed correctly, it can create increased difficulties for the enterprises in communicating with potential employees. A framework is provided that can be used by enterprises in order to create their own SM recruitment cycle.
{"title":"Hiring the Best Job Applicants?","authors":"A. Lewis, B. Thomas","doi":"10.4018/jmme.2020070102","DOIUrl":"https://doi.org/10.4018/jmme.2020070102","url":null,"abstract":"Human resources (HR) management professionals have been using different methods of social media (SM) in their recruitment strategies with varying degrees of success. Through examining SM and its effect, this can support the development of a more effective HR recruitment strategy. This research investigates effects and issues associated with SM and recruitment and whether SM is effective as an innovative e-entrepreneurship method of hiring the best job applicants for enterprises. Professionals, recruiters, and employees were questioned on their views of SM from a personal and professional perspective through a variety of methods including focus groups and questionnaires. It is argued that the advantages of using SM for online recruitment include increased efficiency and convenience for both potential employees and enterprises, whereas where the systems are not designed correctly, it can create increased difficulties for the enterprises in communicating with potential employees. A framework is provided that can be used by enterprises in order to create their own SM recruitment cycle.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"59 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126995584","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-04-01DOI: 10.4018/ijcrmm.2020040101
H. Clarke, A. Hassanien
This study aims at evaluating the cognitive, affective, and conative components of destination image from the perception of tourists on social media. The netnography technique is used for data analysis and interpretation. Through a textual content analysis approach, an interpretation of meaning of content produced from tweets by tourists is conducted. The findings show that destination attractions were the most commented on component of the cognitive component. Throughout the travelling process, tourists assessed the affective destination image. It was found that tourists' evaluation was of favourable emotions towards Toronto as a destination. The conative component was assessed before, during, and after visiting Toronto. Tourists provided insight into their behaviour online through personal updates and information sharing. The research outcomes provide scholars and practitioners with greater insight into the dimensions of destination image formed by user-generated content from tourists and their usefulness for information exchange in various settings.
{"title":"An Evaluation of Toronto's Destination Image Through Tourist Generated Content on Twitter","authors":"H. Clarke, A. Hassanien","doi":"10.4018/ijcrmm.2020040101","DOIUrl":"https://doi.org/10.4018/ijcrmm.2020040101","url":null,"abstract":"This study aims at evaluating the cognitive, affective, and conative components of destination image from the perception of tourists on social media. The netnography technique is used for data analysis and interpretation. Through a textual content analysis approach, an interpretation of meaning of content produced from tweets by tourists is conducted. The findings show that destination attractions were the most commented on component of the cognitive component. Throughout the travelling process, tourists assessed the affective destination image. It was found that tourists' evaluation was of favourable emotions towards Toronto as a destination. The conative component was assessed before, during, and after visiting Toronto. Tourists provided insight into their behaviour online through personal updates and information sharing. The research outcomes provide scholars and practitioners with greater insight into the dimensions of destination image formed by user-generated content from tourists and their usefulness for information exchange in various settings.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130697243","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-07-01DOI: 10.4018/ijsmoc.2019070103
Akwesi Assensoh-Kodua
Studies on online purchases abound, but are rarely on social media or social networking service (SNS) to highlight its influence on participants with regards to online purchases. This paper dares to do this. The SNS, although it was envisaged to be a platform for socialisation, has transmuted into a business model that is actually impacting on sales volume of organisations. Predictably, it could be said that the sustainability of this new business phenomenon depends on the continuance patronage of the SNS participants. This study investigated the dynamics impacting on SNS participant to find out whether what makes them purchase through it depends on habit or sheer influence. The study embarked on an online data collection process and performed a structural equation modelling (SEM) with the aid of a partial least square (PLS) program known as PLS-SEM.
{"title":"This Thing of Social Media!","authors":"Akwesi Assensoh-Kodua","doi":"10.4018/ijsmoc.2019070103","DOIUrl":"https://doi.org/10.4018/ijsmoc.2019070103","url":null,"abstract":"Studies on online purchases abound, but are rarely on social media or social networking service (SNS) to highlight its influence on participants with regards to online purchases. This paper dares to do this. The SNS, although it was envisaged to be a platform for socialisation, has transmuted into a business model that is actually impacting on sales volume of organisations. Predictably, it could be said that the sustainability of this new business phenomenon depends on the continuance patronage of the SNS participants. This study investigated the dynamics impacting on SNS participant to find out whether what makes them purchase through it depends on habit or sheer influence. The study embarked on an online data collection process and performed a structural equation modelling (SEM) with the aid of a partial least square (PLS) program known as PLS-SEM.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"61 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114191114","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-07-01DOI: 10.4018/IJCMHS.2019070102
Vasiliki G. Vrana, Dimitrios Kydros, E. Kehris, Anastasios-Ioannis T. Theocharidis, George I. Kavavasilis
Pictures speak louder than words. In this fast-moving world where people hardly have time to read anything, photo-sharing sites become more and more popular. Instagram is being used by millions of people and has created a “sharing ecosystem” that also encourages curation, expression, and produces feedback. Museums are moving quickly to integrate Instagram into their marketing strategies, provide information, engage with audience and connect to other museums Instagram accounts. Taking into consideration that people may not see museum accounts in the same way that the other museum accounts do, the article first describes accounts' performance of the top, most visited museums worldwide and next investigates their interconnection. The analysis uses techniques from social network analysis, including visualization algorithms and calculations of well-established metrics. The research reveals the most important modes of the network by calculating the appropriate centrality metrics and shows that the network formed by the museum Instagram accounts is a scale–free small world network.
{"title":"Top Museums on Instagram","authors":"Vasiliki G. Vrana, Dimitrios Kydros, E. Kehris, Anastasios-Ioannis T. Theocharidis, George I. Kavavasilis","doi":"10.4018/IJCMHS.2019070102","DOIUrl":"https://doi.org/10.4018/IJCMHS.2019070102","url":null,"abstract":"Pictures speak louder than words. In this fast-moving world where people hardly have time to read anything, photo-sharing sites become more and more popular. Instagram is being used by millions of people and has created a “sharing ecosystem” that also encourages curation, expression, and produces feedback. Museums are moving quickly to integrate Instagram into their marketing strategies, provide information, engage with audience and connect to other museums Instagram accounts. Taking into consideration that people may not see museum accounts in the same way that the other museum accounts do, the article first describes accounts' performance of the top, most visited museums worldwide and next investigates their interconnection. The analysis uses techniques from social network analysis, including visualization algorithms and calculations of well-established metrics. The research reveals the most important modes of the network by calculating the appropriate centrality metrics and shows that the network formed by the museum Instagram accounts is a scale–free small world network.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126889497","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-12-06DOI: 10.4018/978-1-7998-2185-4.ch003
Sofia Balio, Beatriz Casais
Factors influencing customer engagement on Facebook have been extensively analyzed but there are barely evidences if those factors also effect customer engagement on Instagram. A digital analysis was conducted including a content analysis of the post appeals and of the message interactivity as well as multiple linear regressions to explore the influence of the factors mentioned above on customer engagement. It was possible to conclude which factors can be used to increase customer engagement on social media, namely message interactivity and certain post appeals. Different conclusions are withdrawn when comparing Facebook to Instagram, proving empirically that different social networking sites have distinct influence on customer engagement. This chapter is relevant for content and social media strategies and helps brands increase their customer engagement.
{"title":"A Content Marketing Framework to Analyze Customer Engagement on Social Media","authors":"Sofia Balio, Beatriz Casais","doi":"10.4018/978-1-7998-2185-4.ch003","DOIUrl":"https://doi.org/10.4018/978-1-7998-2185-4.ch003","url":null,"abstract":"Factors influencing customer engagement on Facebook have been extensively analyzed but there are barely evidences if those factors also effect customer engagement on Instagram. A digital analysis was conducted including a content analysis of the post appeals and of the message interactivity as well as multiple linear regressions to explore the influence of the factors mentioned above on customer engagement. It was possible to conclude which factors can be used to increase customer engagement on social media, namely message interactivity and certain post appeals. Different conclusions are withdrawn when comparing Facebook to Instagram, proving empirically that different social networking sites have distinct influence on customer engagement. This chapter is relevant for content and social media strategies and helps brands increase their customer engagement.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128077064","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-07-01DOI: 10.4018/IJSVR.2017070101
M. Danesi
Emoji have become an ipso facto universal language that fit in perfectly with informal routine digital communications, especially on mobile devices and on social media. Marketers and advertisers have taken notice of this communicative phenomenon and have started tapping into the emotive power of the emoji code since at least 2010. But is emoji advertising truly effective? Almost no study exists to examine this question. This article thus has a two-fold purpose. First, it looks at the use of emoji in advertising generally and then it presents a pilot study that aims to assay if such advertising is indeed effective. The overall conclusion is that effectiveness relates to the increase in interpretations, or connotations, that emoji ads seem to generate. The use of emoji in advertising is, thus, a field laboratory for gauging where emoji writing is heading and what it entails more broadly for communication.
{"title":"Emoji in Advertising","authors":"M. Danesi","doi":"10.4018/IJSVR.2017070101","DOIUrl":"https://doi.org/10.4018/IJSVR.2017070101","url":null,"abstract":"Emoji have become an ipso facto universal language that fit in perfectly with informal routine digital communications, especially on mobile devices and on social media. Marketers and advertisers have taken notice of this communicative phenomenon and have started tapping into the emotive power of the emoji code since at least 2010. But is emoji advertising truly effective? Almost no study exists to examine this question. This article thus has a two-fold purpose. First, it looks at the use of emoji in advertising generally and then it presents a pilot study that aims to assay if such advertising is indeed effective. The overall conclusion is that effectiveness relates to the increase in interpretations, or connotations, that emoji ads seem to generate. The use of emoji in advertising is, thus, a field laboratory for gauging where emoji writing is heading and what it entails more broadly for communication.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"129 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126707927","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-11-18DOI: 10.4018/IJCRMM.2017040103
Abdulaziz Alshubaily
This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms overachieving on their respective KPIs and garnering industry attention. An analysis of social media management firms practice shows that high participatory decisions and intellectual and manual skills contributed to these organizations' successes. Other factors like introducing the ‘Like' button and various innovations are observed to have improved consumers' attitudes towards the social media brand. Customer engagement and content enrichment are proven to be driving forces in how online consumers perceive the social media brand. Consumers are demonstrated to be the main means of continuous sustainability and growth.
{"title":"Management and Marketing Practices of Social Media Firms","authors":"Abdulaziz Alshubaily","doi":"10.4018/IJCRMM.2017040103","DOIUrl":"https://doi.org/10.4018/IJCRMM.2017040103","url":null,"abstract":"This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms overachieving on their respective KPIs and garnering industry attention. An analysis of social media management firms practice shows that high participatory decisions and intellectual and manual skills contributed to these organizations' successes. Other factors like introducing the ‘Like' button and various innovations are observed to have improved consumers' attitudes towards the social media brand. Customer engagement and content enrichment are proven to be driving forces in how online consumers perceive the social media brand. Consumers are demonstrated to be the main means of continuous sustainability and growth.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"114 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124152617","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-11-05DOI: 10.4018/978-1-5225-2319-2.CH005
Ignatius Ekanem, Kayode Samuel Erukusin
This study aims to critically analyze the emergence of social media (SM) and its impact on Small- and Medium-sized Enterprise (SME) performance. This study employs a qualitative methodology for gathering information which has been able to provide clear insights, good quality, and rich data from the direct source. The evidence from this study suggests there is a relationship between the growth of a company's market share and the adoption of social media. There is also evidence that SM helps to improve sales figure, brand image and awareness. The findings in this study also suggest that SM helps to improve communication between companies and customers. The main implication of these findings is that SMEs should be encouraged to establish their presence on different social media networks in order to enhance their performance.
{"title":"The Emergence of Social Media and Its Impact on SME Performance","authors":"Ignatius Ekanem, Kayode Samuel Erukusin","doi":"10.4018/978-1-5225-2319-2.CH005","DOIUrl":"https://doi.org/10.4018/978-1-5225-2319-2.CH005","url":null,"abstract":"This study aims to critically analyze the emergence of social media (SM) and its impact on Small- and Medium-sized Enterprise (SME) performance. This study employs a qualitative methodology for gathering information which has been able to provide clear insights, good quality, and rich data from the direct source. The evidence from this study suggests there is a relationship between the growth of a company's market share and the adoption of social media. There is also evidence that SM helps to improve sales figure, brand image and awareness. The findings in this study also suggest that SM helps to improve communication between companies and customers. The main implication of these findings is that SMEs should be encouraged to establish their presence on different social media networks in order to enhance their performance.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126540240","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-5225-9697-4.CH007
K. Shanmugam, V. C.
In today's age of technology and exploding internet penetration, customers are rapidly moving toward continuous connectivity across every facet of their lives. Similarly, business is also changing in response to this digital boom. This chapter analyzes digital tools such as virtual communities, social collaboration, and its impact on the multiple generations in managing connected customers for organizations. The technological tools make it simple for customers to be connected at all times, which has become the major challenge for organizations to formulate strategies and be competent in the market. The major types of virtual communities that can be associated with businesses were discussed in detail. This chapter proposes a model for organization to manage their customers effectively. The above-mentioned digital tools are playing vital role in retaining customers and strategies can be formulated to manage the connected customers successfully. Thus, the chapter analyzed the major areas that are important to the organizations in order to succeed in formulating competitive strategy.
{"title":"Understanding Generational Impact on Online Business","authors":"K. Shanmugam, V. C.","doi":"10.4018/978-1-5225-9697-4.CH007","DOIUrl":"https://doi.org/10.4018/978-1-5225-9697-4.CH007","url":null,"abstract":"In today's age of technology and exploding internet penetration, customers are rapidly moving toward continuous connectivity across every facet of their lives. Similarly, business is also changing in response to this digital boom. This chapter analyzes digital tools such as virtual communities, social collaboration, and its impact on the multiple generations in managing connected customers for organizations. The technological tools make it simple for customers to be connected at all times, which has become the major challenge for organizations to formulate strategies and be competent in the market. The major types of virtual communities that can be associated with businesses were discussed in detail. This chapter proposes a model for organization to manage their customers effectively. The above-mentioned digital tools are playing vital role in retaining customers and strategies can be formulated to manage the connected customers successfully. Thus, the chapter analyzed the major areas that are important to the organizations in order to succeed in formulating competitive strategy.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115689691","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-9020-1.ch029
Tsung-Yi Chen, Yuh-Min Chen, Meng-Che Tsai
Enterprises need to obtain information about not only specific customer preferences, but also, more importantly, customers' psychological characteristics that significantly influence their consumption behaviors and response to intelligent-based marketing activities. If enterprises want to implement more precise intelligent selling activities for customers, customers' personality information will serve as a highly valued reference. The automatic detection method proposed in this study is based on techniques such as text semantic mining and machine learning to conduct personality type prediction on the target by collecting and analyzing the target's social media data. In the test, 5,858 statuses were obtained, 815 of which were labeled, with 122 effective tags. In general, when n = 5, the labeling rate can reach 60-80%. The status property classifier (SPC) proposed in this study can predict the personality type (PT) of the user publishing the status set with a high degree of accuracy by conducting text semantic mining on the status set.
{"title":"A Status Property Classifier of Social Media User's Personality for Customer-Oriented Intelligent Marketing Systems","authors":"Tsung-Yi Chen, Yuh-Min Chen, Meng-Che Tsai","doi":"10.4018/978-1-7998-9020-1.ch029","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch029","url":null,"abstract":"Enterprises need to obtain information about not only specific customer preferences, but also, more importantly, customers' psychological characteristics that significantly influence their consumption behaviors and response to intelligent-based marketing activities. If enterprises want to implement more precise intelligent selling activities for customers, customers' personality information will serve as a highly valued reference. The automatic detection method proposed in this study is based on techniques such as text semantic mining and machine learning to conduct personality type prediction on the target by collecting and analyzing the target's social media data. In the test, 5,858 statuses were obtained, 815 of which were labeled, with 122 effective tags. In general, when n = 5, the labeling rate can reach 60-80%. The status property classifier (SPC) proposed in this study can predict the personality type (PT) of the user publishing the status set with a high degree of accuracy by conducting text semantic mining on the status set.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129196141","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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