Pub Date : 1900-01-01DOI: 10.4018/978-1-5225-5097-6.CH002
G. Krishna
Social networks have drawn remarkable attention from IT professionals and researchers in data sciences. They are the most popular medium for social interaction. Online social networking (OSN) can be defined as involving networking for fun, business, and communication. Social networks have emerged as universally accepted communication means and boomed in turning this world into a global town. OSN media are generally known for broadcasting information, activities posting, contents sharing, product reviews, online pictures sharing, professional profiling, advertisements and ideas/opinion/sentiment expression, or some other stuff based on business interests. For the analysis of the huge amount of data, data mining techniques are used for identifying the relevant knowledge from the huge amount of data that includes detecting trends, patterns, and rules. Data mining techniques, machine learning, and statistical modeling are used to retrieve the information. For the analysis of the data, three methods are used: data pre-processing, data analysis, and data interpretation.
{"title":"Social Networking Data Analysis Tools and Services","authors":"G. Krishna","doi":"10.4018/978-1-5225-5097-6.CH002","DOIUrl":"https://doi.org/10.4018/978-1-5225-5097-6.CH002","url":null,"abstract":"Social networks have drawn remarkable attention from IT professionals and researchers in data sciences. They are the most popular medium for social interaction. Online social networking (OSN) can be defined as involving networking for fun, business, and communication. Social networks have emerged as universally accepted communication means and boomed in turning this world into a global town. OSN media are generally known for broadcasting information, activities posting, contents sharing, product reviews, online pictures sharing, professional profiling, advertisements and ideas/opinion/sentiment expression, or some other stuff based on business interests. For the analysis of the huge amount of data, data mining techniques are used for identifying the relevant knowledge from the huge amount of data that includes detecting trends, patterns, and rules. Data mining techniques, machine learning, and statistical modeling are used to retrieve the information. For the analysis of the data, three methods are used: data pre-processing, data analysis, and data interpretation.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"87 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":"131319995","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: 10.4018/978-1-7998-1618-8.ch001
Yowei Kang, KENNETH C.C. YANG
Because of its popularity and rapid growth, Facebook has become a viable advertising medium for corporations to communicate with their consumers. The experiences of Facebook users are important to ensure the success of any Facebook advertising campaign. This chapter reports the findings from a qualitative study using the Experience Sampling Method (ESM) after recruiting Facebook college participants in a large university in the Southwest U.S. The ESM technique is a powerful tool to collect data to demonstrate participants' actual experiences and reflections when using Facebook and Facebook advertising. The authors use a signal contingent protocol to record participants' experiences in using Facebook and Facebook advertising after prompting participants to record their using experiences randomly. The findings will help online advertising researchers to better understand the feasibility of using Facebook as a potential advertising medium through a non-survey-based method to better assess potential impacts on businesses.
{"title":"What Do Facebook Users Feel About Facebook Advertising?","authors":"Yowei Kang, KENNETH C.C. YANG","doi":"10.4018/978-1-7998-1618-8.ch001","DOIUrl":"https://doi.org/10.4018/978-1-7998-1618-8.ch001","url":null,"abstract":"Because of its popularity and rapid growth, Facebook has become a viable advertising medium for corporations to communicate with their consumers. The experiences of Facebook users are important to ensure the success of any Facebook advertising campaign. This chapter reports the findings from a qualitative study using the Experience Sampling Method (ESM) after recruiting Facebook college participants in a large university in the Southwest U.S. The ESM technique is a powerful tool to collect data to demonstrate participants' actual experiences and reflections when using Facebook and Facebook advertising. The authors use a signal contingent protocol to record participants' experiences in using Facebook and Facebook advertising after prompting participants to record their using experiences randomly. The findings will help online advertising researchers to better understand the feasibility of using Facebook as a potential advertising medium through a non-survey-based method to better assess potential impacts on businesses.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"57 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":"125603386","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.ch065
Francesca Di Virgilio, Gilda Antonelli
Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.
{"title":"Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication","authors":"Francesca Di Virgilio, Gilda Antonelli","doi":"10.4018/978-1-7998-9020-1.ch065","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch065","url":null,"abstract":"Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"57 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":"122141010","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.ch086
Neha Singh, Tanya Mittal, Manish Gupta
While the use of social media offers great opportunities to interact with customers and business partners, there are significant risks associated with this technology if a clear strategy has not been defined to address both the risks and the benefits that come along with it. The best approach for an organization to effectively utilize the benefits of this technology is to engage all relevant stakeholders and establish a strategy that addresses the pertinent issues. The organization needs to have in place relevant policies so as to be able to achieve it. To be able to identify the most frequent risks and their source, we captured breach data from various sources. In the chapter, we analyzed that the most important source of risk that can occur due to use of social media for a company is from its own workforce and an employee might find various ways of doing so.
{"title":"A Tale of Policies and Breaches","authors":"Neha Singh, Tanya Mittal, Manish Gupta","doi":"10.4018/978-1-7998-9020-1.ch086","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch086","url":null,"abstract":"While the use of social media offers great opportunities to interact with customers and business partners, there are significant risks associated with this technology if a clear strategy has not been defined to address both the risks and the benefits that come along with it. The best approach for an organization to effectively utilize the benefits of this technology is to engage all relevant stakeholders and establish a strategy that addresses the pertinent issues. The organization needs to have in place relevant policies so as to be able to achieve it. To be able to identify the most frequent risks and their source, we captured breach data from various sources. In the chapter, we analyzed that the most important source of risk that can occur due to use of social media for a company is from its own workforce and an employee might find various ways of doing so.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"55 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":"129468133","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: 10.4018/978-1-5225-2245-4.CH018
R. Marmo
With the ever-inflating of information in Social Media, companies are working in a complex, open and mobilizing environment, they need to know their competitors if they need to survive in contemporary shrinking market, and identify opportunities to optimize their own content strategies. This chapter describes some technologies that can help to execute competitive analysis using social media mining, it also discusses background, knowledge, challenges and critical factors necessary for successful business.
{"title":"Competitive Analysis Based on Social Media Mining","authors":"R. Marmo","doi":"10.4018/978-1-5225-2245-4.CH018","DOIUrl":"https://doi.org/10.4018/978-1-5225-2245-4.CH018","url":null,"abstract":"With the ever-inflating of information in Social Media, companies are working in a complex, open and mobilizing environment, they need to know their competitors if they need to survive in contemporary shrinking market, and identify opportunities to optimize their own content strategies. This chapter describes some technologies that can help to execute competitive analysis using social media mining, it also discusses background, knowledge, challenges and critical factors necessary for successful business.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"69 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":"128769483","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.ch019
M. Jarwar, R. Abbasi, M. Mushtaq, O. Maqbool, Naif R. Aljohani, Ali Daud, Jalal S. Alowibdi, J. R. Cano, S. Garcia, I. Chong
Social media has revolutionized human communication and styles of interaction. Due to its effectiveness and ease, people have started using it increasingly to share and exchange information, carry out discussions on various events, and express their opinions. Various communities may have diverse sentiments about events and it is an interesting research problem to understand the sentiments of a particular community for a specific event. In this article, the authors propose a framework CommuniMents which enables us to identify the members of a community and measure the sentiments of the community for a particular event. CommuniMents uses automated snowball sampling to identify the members of a community, then fetches their published contents (specifically tweets), pre-processes the contents and measures the sentiments of the community. The authors perform qualitative and quantitative evaluation for a variety of real world events to validate the effectiveness of the proposed framework.
{"title":"CommuniMents","authors":"M. Jarwar, R. Abbasi, M. Mushtaq, O. Maqbool, Naif R. Aljohani, Ali Daud, Jalal S. Alowibdi, J. R. Cano, S. Garcia, I. Chong","doi":"10.4018/978-1-7998-9020-1.ch019","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch019","url":null,"abstract":"Social media has revolutionized human communication and styles of interaction. Due to its effectiveness and ease, people have started using it increasingly to share and exchange information, carry out discussions on various events, and express their opinions. Various communities may have diverse sentiments about events and it is an interesting research problem to understand the sentiments of a particular community for a specific event. In this article, the authors propose a framework CommuniMents which enables us to identify the members of a community and measure the sentiments of the community for a particular event. CommuniMents uses automated snowball sampling to identify the members of a community, then fetches their published contents (specifically tweets), pre-processes the contents and measures the sentiments of the community. The authors perform qualitative and quantitative evaluation for a variety of real world events to validate the effectiveness of the proposed framework.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"29 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":"125744594","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: 10.4018/978-1-5225-9416-1.CH007
Yigit Yurder, Buket Akdöl
In digital world, people spend most of their time on social media. Social media has gone beyond being just an online communication platform. It has become a channel that users prefer to other online platforms, such as websites, blogs, forums to get information about various businesses, events, and individuals. With Industry 4.0, all devices are connected to online platform, smart devices get more place in daily life. Instead of accessing information through individual applications, consumers prefer to obtain information from the company's social media pages and/or the company's internal and external customers' shared content. The purpose of the chapter is to indicate the importance of social media use, for organizations to interact effectively with all stakeholders, and to explain the benefits of social media usage of organizations in terms of different functions with examples from best cases and results of empirical researches.
{"title":"Social Media as a Communication Channel","authors":"Yigit Yurder, Buket Akdöl","doi":"10.4018/978-1-5225-9416-1.CH007","DOIUrl":"https://doi.org/10.4018/978-1-5225-9416-1.CH007","url":null,"abstract":"In digital world, people spend most of their time on social media. Social media has gone beyond being just an online communication platform. It has become a channel that users prefer to other online platforms, such as websites, blogs, forums to get information about various businesses, events, and individuals. With Industry 4.0, all devices are connected to online platform, smart devices get more place in daily life. Instead of accessing information through individual applications, consumers prefer to obtain information from the company's social media pages and/or the company's internal and external customers' shared content. The purpose of the chapter is to indicate the importance of social media use, for organizations to interact effectively with all stakeholders, and to explain the benefits of social media usage of organizations in terms of different functions with examples from best cases and results of empirical researches.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"38 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":"130751479","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.ch054
Jemi Patel
Online retailers within the luxury cosmetics industry have grown in popularity due to a wider and more diverse catalogue of products. Beauty e-commerce has also seen an uplift due to the increase in blogs/vlogs and online YouTube tutorials which motivate customers to click through to brands and retailer sites through links and affiliate marketing. Given the importance of computer-mediated marketing environments, particularly the burgeoning Internet tapestry along with its various social networking platforms, it is fundamental for management to foster and understand how these emerging technologies impact on their marketing strategies. Drawing on social impact theory (SIT), this paper contends that user-generated content can provide the basis for brand managers in the cosmetic industry to re-evaluate their digital marketing strategies. The paper concludes with discussions about the value of social impact theory in the development of digital marketing strategies.
{"title":"User-Generated Content and Consumer Purchase Intentions in the Cosmetic Industry","authors":"Jemi Patel","doi":"10.4018/978-1-7998-9020-1.ch054","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch054","url":null,"abstract":"Online retailers within the luxury cosmetics industry have grown in popularity due to a wider and more diverse catalogue of products. Beauty e-commerce has also seen an uplift due to the increase in blogs/vlogs and online YouTube tutorials which motivate customers to click through to brands and retailer sites through links and affiliate marketing. Given the importance of computer-mediated marketing environments, particularly the burgeoning Internet tapestry along with its various social networking platforms, it is fundamental for management to foster and understand how these emerging technologies impact on their marketing strategies. Drawing on social impact theory (SIT), this paper contends that user-generated content can provide the basis for brand managers in the cosmetic industry to re-evaluate their digital marketing strategies. The paper concludes with discussions about the value of social impact theory in the development of digital marketing strategies.","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":"130505899","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.ch008
K. Harvey
Since 2006, American newspapers have lost nearly two-thirds of their advertising revenue, and a similar tipping point has now hit broadcast and cable television. In 2016, digital advertising expenditures in the U.S. surpassed TV advertising for the first time, and by 2021, digital is expected to surpass all traditional forms of advertising combined. Traditional advertising is dying, and the battle between the digital competitors is heating up, leading to diverse and rapidly changing advertising opportunities. And yet, marketing executives say they are confused and frustrated by all the changes. This chapter documents the new and continuing trends that are reshaping the advertising landscape.
{"title":"More Cost-Effective but Confusing Advertising Options","authors":"K. Harvey","doi":"10.4018/978-1-7998-9020-1.ch008","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch008","url":null,"abstract":"Since 2006, American newspapers have lost nearly two-thirds of their advertising revenue, and a similar tipping point has now hit broadcast and cable television. In 2016, digital advertising expenditures in the U.S. surpassed TV advertising for the first time, and by 2021, digital is expected to surpass all traditional forms of advertising combined. Traditional advertising is dying, and the battle between the digital competitors is heating up, leading to diverse and rapidly changing advertising opportunities. And yet, marketing executives say they are confused and frustrated by all the changes. This chapter documents the new and continuing trends that are reshaping the advertising landscape.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"6 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":"115483224","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.ch051
KENNETH C.C. YANG
This chapter investigated cross-national consumer behaviors in adopting mobile social media among U.S. and Mexican samples. Using a combination of Extended Technology Acceptance Model (TAM2) and consumer behavior theories to describe the decision-making process of mobile and social media platform adoption. Three thematic insights are identified after analyzing their adoption decision narratives. This book chapter concluded with a summary of current academic research on multi-platforms and their advertising applications. This chapter further identified major theoretical concepts, frameworks, and methodological approaches that may help advertising and marketing communications researchers and practitioners to better understand the planning, execution, and assessment of multi-platform advertising campaigns.
{"title":"Understanding How Mexican and U.S. Consumers Decide to Use Mobile Social Media","authors":"KENNETH C.C. YANG","doi":"10.4018/978-1-7998-9020-1.ch051","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch051","url":null,"abstract":"This chapter investigated cross-national consumer behaviors in adopting mobile social media among U.S. and Mexican samples. Using a combination of Extended Technology Acceptance Model (TAM2) and consumer behavior theories to describe the decision-making process of mobile and social media platform adoption. Three thematic insights are identified after analyzing their adoption decision narratives. This book chapter concluded with a summary of current academic research on multi-platforms and their advertising applications. This chapter further identified major theoretical concepts, frameworks, and methodological approaches that may help advertising and marketing communications researchers and practitioners to better understand the planning, execution, and assessment of multi-platform advertising campaigns.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"73 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":"127199932","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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