Pub Date : 1900-01-01DOI: 10.4018/978-1-5225-2466-3.CH006
Ze Zook, Ben Salmon
Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.
{"title":"Social Media, Interfacing Brands in Relation to the Social Media Ecosystem","authors":"Ze Zook, Ben Salmon","doi":"10.4018/978-1-5225-2466-3.CH006","DOIUrl":"https://doi.org/10.4018/978-1-5225-2466-3.CH006","url":null,"abstract":"Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.","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":"117047601","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.ch088
Thomas Mattson, Salvatore Aurigemma
Prior literature has utilized many theories to explain an organization's post-adoption technology use of social media platforms, but none of the common models include status as either a primary or a moderating variable. This is a significant gap in the literature because status is a structural enabler and inhibitor that determines acceptable and unacceptable behavior in a given setting. In an empirical study of Twitter and the cultural norm of retweeting for a sample of US colleges and universities, the authors demonstrate the following: (1) middle-status institutions had a higher likelihood of following the retweeting cultural norm relative to their high- and low-status counterparts, (2) middle- and low-status institutions who followed the retweeting cultural norm in a manner consistent with their status experienced greater post-adoption success relative to those institutions who did not, but the reverse was evident for high-status institutions (who appear to be rewarded for deviation from this cultural norm), and (3) the negative effect of deviating from retweeting cultural norms on post-adoption success is more pronounced with decreasing status.
{"title":"Running with the Pack","authors":"Thomas Mattson, Salvatore Aurigemma","doi":"10.4018/978-1-7998-9020-1.ch088","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch088","url":null,"abstract":"Prior literature has utilized many theories to explain an organization's post-adoption technology use of social media platforms, but none of the common models include status as either a primary or a moderating variable. This is a significant gap in the literature because status is a structural enabler and inhibitor that determines acceptable and unacceptable behavior in a given setting. In an empirical study of Twitter and the cultural norm of retweeting for a sample of US colleges and universities, the authors demonstrate the following: (1) middle-status institutions had a higher likelihood of following the retweeting cultural norm relative to their high- and low-status counterparts, (2) middle- and low-status institutions who followed the retweeting cultural norm in a manner consistent with their status experienced greater post-adoption success relative to those institutions who did not, but the reverse was evident for high-status institutions (who appear to be rewarded for deviation from this cultural norm), and (3) the negative effect of deviating from retweeting cultural norms on post-adoption success is more pronounced with decreasing status.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"66 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":"114144804","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: 10.4018/978-1-5225-7214-5.CH015
Alan D. Smith, O. Offodile
A significant amount information can be relayed on Facebook, MySpace, and Twitter, but the question remains whether or not organizations are using this to their advantage, especially in the era of big data. The present study used a sample of working professionals that were knowledgeable in the various options of social networking to test these assumptions. The three hypotheses dealt with the interplay of online social networking, advertising effectiveness, gender and age trends, and remaining the interplay with positive comments of the use of the “like” function and its impacts on consumer behavior, as derived from the review of relevant operations literature and from applying the basic tenants of uses and gratification theory. All three specific research hypotheses were accepted in the null form.
{"title":"Ethical Dilemmas Associated With Social Network Advertisements","authors":"Alan D. Smith, O. Offodile","doi":"10.4018/978-1-5225-7214-5.CH015","DOIUrl":"https://doi.org/10.4018/978-1-5225-7214-5.CH015","url":null,"abstract":"A significant amount information can be relayed on Facebook, MySpace, and Twitter, but the question remains whether or not organizations are using this to their advantage, especially in the era of big data. The present study used a sample of working professionals that were knowledgeable in the various options of social networking to test these assumptions. The three hypotheses dealt with the interplay of online social networking, advertising effectiveness, gender and age trends, and remaining the interplay with positive comments of the use of the “like” function and its impacts on consumer behavior, as derived from the review of relevant operations literature and from applying the basic tenants of uses and gratification theory. All three specific research hypotheses were accepted in the null form.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"57 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":"133383082","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.ch025
H. Kaufmann, Agapi Manarioti
If ‘to be social' is the sum of people's online interaction intentions, that can be monitored by marketers but not coerced, how can we make best use of these powerful new media? The answer lies in understanding the internal, psychological needs that are fulfilled by the social media and how they are demonstrated and testified by liking, sharing and engaging in general with specific pieces of content, while rejecting others. In this environment, marketers are called to develop a “brand as a person” strategy, in order for their brands to mingle and interact with consumers beyond the traditional marketing communication framework. In this chapter, we explore and discuss the strategic use of the social media as a concept that needs to be thoroughly understood but seemingly hasn't been yet by a large majority of marketers.
{"title":"Consumer Engagement in Social Media Platforms","authors":"H. Kaufmann, Agapi Manarioti","doi":"10.4018/978-1-7998-9020-1.ch025","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch025","url":null,"abstract":"If ‘to be social' is the sum of people's online interaction intentions, that can be monitored by marketers but not coerced, how can we make best use of these powerful new media? The answer lies in understanding the internal, psychological needs that are fulfilled by the social media and how they are demonstrated and testified by liking, sharing and engaging in general with specific pieces of content, while rejecting others. In this environment, marketers are called to develop a “brand as a person” strategy, in order for their brands to mingle and interact with consumers beyond the traditional marketing communication framework. In this chapter, we explore and discuss the strategic use of the social media as a concept that needs to be thoroughly understood but seemingly hasn't been yet by a large majority of marketers.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"14 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":"132348047","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: 10.4018/978-1-5225-5586-5.CH006
F. Dařena, Jonás Petrovský, J. Prichystal, J. Zizka
A lot of research has been focusing on incorporating online data into models of various phenomena. The chapter focuses on one specific problem coming from the domain of capital markets where the information contained in online environments is quite topical. The presented experiments were designed to reveal the association between online texts (from Yahoo! Finance, Facebook, and Twitter) and changes in stock prices of the corresponding companies. As the method for quantifying the association, machine learning-based classification was chosen. The experiments showed that the data preparation procedure had a substantial impact on the results. Thus, different stock price smoothing, the lags between the release of documents and related stock price changes, levels of a minimal stock price change, different weighting schemes for structured document representation, and classifiers were studied. The chapter also shows how to use currently available open source technologies to implement a system for accomplishing the task.
{"title":"Using Online Data in Predicting Stock Price Movements","authors":"F. Dařena, Jonás Petrovský, J. Prichystal, J. Zizka","doi":"10.4018/978-1-5225-5586-5.CH006","DOIUrl":"https://doi.org/10.4018/978-1-5225-5586-5.CH006","url":null,"abstract":"A lot of research has been focusing on incorporating online data into models of various phenomena. The chapter focuses on one specific problem coming from the domain of capital markets where the information contained in online environments is quite topical. The presented experiments were designed to reveal the association between online texts (from Yahoo! Finance, Facebook, and Twitter) and changes in stock prices of the corresponding companies. As the method for quantifying the association, machine learning-based classification was chosen. The experiments showed that the data preparation procedure had a substantial impact on the results. Thus, different stock price smoothing, the lags between the release of documents and related stock price changes, levels of a minimal stock price change, different weighting schemes for structured document representation, and classifiers were studied. The chapter also shows how to use currently available open source technologies to implement a system for accomplishing the task.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"26 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":"125016107","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: 10.4018/978-1-7998-1947-9.ch008
Zeynep Gedikoglu, S. J. Backman, Joseph P. Mazer, K. Backman
This chapter proposes a new conceptual model to understand the construction of online destination images. This will lead to a more accurate and realistic portrayal of how destination images are created, and allow destination managers (and other stakeholders) to better understand the images promoted, and how these comport with the actual experience of users. The model integrates a sequential and mixed methods approach, enabling a conceptualization of how user generated content (UGC) is utilized to formulate and construct destination images.
{"title":"A Conceptual Framework to Understand Online Destination Images","authors":"Zeynep Gedikoglu, S. J. Backman, Joseph P. Mazer, K. Backman","doi":"10.4018/978-1-7998-1947-9.ch008","DOIUrl":"https://doi.org/10.4018/978-1-7998-1947-9.ch008","url":null,"abstract":"This chapter proposes a new conceptual model to understand the construction of online destination images. This will lead to a more accurate and realistic portrayal of how destination images are created, and allow destination managers (and other stakeholders) to better understand the images promoted, and how these comport with the actual experience of users. The model integrates a sequential and mixed methods approach, enabling a conceptualization of how user generated content (UGC) is utilized to formulate and construct destination images.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"40 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":"125503406","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: 10.4018/978-1-5225-2466-3.CH005
V. Dutot, Sylvaine Castellano
E-reputation is what you say, what you do and of course how others perceive all of your actions. As an entrepreneur, knowing what your customers think about you is crucial. But managing it is way more than just hiring someone to be active on some social platforms. It implies the definition of a real strategy as well as hiring specific resources to successfully manage its reputation online. By presenting what e-reputation is, what are its main components, how to measure it and what tools exist, this chapter wants to give to web-entrepreneurs the key elements in order to manage their e-reputation efficiently.
{"title":"E-Reputation in Web Entrepreneurship","authors":"V. Dutot, Sylvaine Castellano","doi":"10.4018/978-1-5225-2466-3.CH005","DOIUrl":"https://doi.org/10.4018/978-1-5225-2466-3.CH005","url":null,"abstract":"E-reputation is what you say, what you do and of course how others perceive all of your actions. As an entrepreneur, knowing what your customers think about you is crucial. But managing it is way more than just hiring someone to be active on some social platforms. It implies the definition of a real strategy as well as hiring specific resources to successfully manage its reputation online. By presenting what e-reputation is, what are its main components, how to measure it and what tools exist, this chapter wants to give to web-entrepreneurs the key elements in order to manage their e-reputation efficiently.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"13 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":"124244072","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.ch073
Tripti Dhote
Leveraging a celebrity for instant recognition and visibility or building significant brand credibility and driving sales has been a long-established recipe for success over the years. Engaging a reputed face for brand promotion has ever been an exorbitant investment. Digital or social media as a communication platform has not only driven brands to create a desired recall without the burden of unreasonable spends, but has also strengthened and empowered celebrity engagement like never before by throwing a versatile array of options for individual branding and visibility. This chapter aims to explore and analyse the engagement of celebrity on different social media platforms like Facebook and Instagram, Twitter etc. with special reference to Bollywood. It delves into understanding the engagement patterns; aspects of celebrity evoked; brand impact; media celebrity brand fit, and intended target audience whether it leads to action or Influences perceptions.
{"title":"Studying Celebrity Engagement on Social Media","authors":"Tripti Dhote","doi":"10.4018/978-1-7998-9020-1.ch073","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch073","url":null,"abstract":"Leveraging a celebrity for instant recognition and visibility or building significant brand credibility and driving sales has been a long-established recipe for success over the years. Engaging a reputed face for brand promotion has ever been an exorbitant investment. Digital or social media as a communication platform has not only driven brands to create a desired recall without the burden of unreasonable spends, but has also strengthened and empowered celebrity engagement like never before by throwing a versatile array of options for individual branding and visibility. This chapter aims to explore and analyse the engagement of celebrity on different social media platforms like Facebook and Instagram, Twitter etc. with special reference to Bollywood. It delves into understanding the engagement patterns; aspects of celebrity evoked; brand impact; media celebrity brand fit, and intended target audience whether it leads to action or Influences perceptions.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"317 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":"123236662","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.ch077
Tehreem Cheema
With the emergence of e-commerce, the fast fashion industry has experienced a revolution in terms of its management and how it is marketed. Rapid advancements in internet-related infrastructures and services have propelled explosive growth in what is considered to be one of the fastest growing industries in the global economy. The future of fast fashion is now being influenced by advanced technologies. The growing role of online social media and networks in marketing has important implications for how consumers, channels, and companies interface. Shoppers harness social media and user-generated content to make key purchase decisions. This chapter contributes to the existing literature on the influence of digital marketing on fast fashion, and it provides a number of pertinent marketing recommendations in regard to the practice of apparel retailers.
{"title":"Fast-Fashion Meets Social Networking Users","authors":"Tehreem Cheema","doi":"10.4018/978-1-7998-9020-1.ch077","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch077","url":null,"abstract":"With the emergence of e-commerce, the fast fashion industry has experienced a revolution in terms of its management and how it is marketed. Rapid advancements in internet-related infrastructures and services have propelled explosive growth in what is considered to be one of the fastest growing industries in the global economy. The future of fast fashion is now being influenced by advanced technologies. The growing role of online social media and networks in marketing has important implications for how consumers, channels, and companies interface. Shoppers harness social media and user-generated content to make key purchase decisions. This chapter contributes to the existing literature on the influence of digital marketing on fast fashion, and it provides a number of pertinent marketing recommendations in regard to the practice of apparel retailers.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"23 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":"126697331","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: 10.4018/978-1-5225-7095-0.CH007
Siti Farzana Izzati Haji Jaman, M. Anshari
Facebook has become widely known around the globe. This chapter applies marketing techniques to Facebook. The concern of using Facebook for both users and marketers is also elaborated in this study. Scenarios will help marketers to comprehend how knowledge management tools like plan-do-check-act (PDCA) and root cause analysis (RCA) are used in Facebook marketing. Other than the concern risk, the chapter presents the importance of using Facebook as well as the implication of these technique for future research.
{"title":"Facebook as Marketing Tools for Organizations","authors":"Siti Farzana Izzati Haji Jaman, M. Anshari","doi":"10.4018/978-1-5225-7095-0.CH007","DOIUrl":"https://doi.org/10.4018/978-1-5225-7095-0.CH007","url":null,"abstract":"Facebook has become widely known around the globe. This chapter applies marketing techniques to Facebook. The concern of using Facebook for both users and marketers is also elaborated in this study. Scenarios will help marketers to comprehend how knowledge management tools like plan-do-check-act (PDCA) and root cause analysis (RCA) are used in Facebook marketing. Other than the concern risk, the chapter presents the importance of using Facebook as well as the implication of these technique for future research.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"146 8 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":"125861561","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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