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1 – 10 of over 2000Muthmainnah, Ahmad Al Yakin, Muhammad Massyat, Luís Cardoso and Andi Asrifan
Purpose: This study aims to identify communication speech acts and transaction terms in online stores (Olshop) during live streaming on Facebook amid the COVID-19 pandemic and to…
Abstract
Purpose: This study aims to identify communication speech acts and transaction terms in online stores (Olshop) during live streaming on Facebook amid the COVID-19 pandemic and to understand communication patterns between sellers and buyers when shopping on Facebook live streaming in Indonesia.
The Need for Research: This research is motivated by the skill gap arising from increasing buying and selling transactions through live streaming on Facebook. Cultural and demographic shifts, along with the widespread availability of modern technologies and marketing 2.0 have resulted in the global population adopting social media at rates far beyond our use of the Internet, making a compelling case by example and analogy that social media has the potential to level the playing field and is effective in reaching their target market.
Methodology: The type of research is descriptive-qualitative using corpus data instruments. The data collection technique in this study was carried out by reading and observing the data and listening to speeches about buying and selling women’s equipment from various online stores on Facebook. Then select and sort the data designated as forms, strategies, and functions of speech acts in buying and selling transactions during live streaming on Facebook. The data analysis technique has three steps: (1) reducing the amount of data; (2) presenting the data; and (3) concluding.
Findings: The results show that there are four types of speech acts between sellers and buyers in the live-streaming online shop on Facebook, namely, assertive, directive, expressive, and commissive speech acts.
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Social media have become the main channel of direct communication between members of parliament and constituents. The study analyzes the content in all Israeli MPs' Facebook…
Abstract
Purpose
Social media have become the main channel of direct communication between members of parliament and constituents. The study analyzes the content in all Israeli MPs' Facebook channels throughout an entire term of parliament and asks if the results are consistent with the equalization or the normalization hypotheses.
Design/methodology/approach
The study uses automatic analysis to produce a birds-eye-view of the content uploaded to the Facebook pages of all Israeli MPs during a full term of parliament. All 106 MP pages were automatically scraped. Some complementary information was added to each post in the dataset, such as post length (number of words) and whether the page belongs to a member of the opposition or coalition. The total of 441,974 posts was analyzed to compare engagement and publication rates between pages, coalition vs opposition MPs, MPs vs users etc.
Findings
The findings demonstrate that the MP-Facebook sphere is non-egalitarian, in that it follows skewed distributions by MPs in terms of post publication and engagement rates; non-inclusive, in that pages of coalition members receive significantly much more engagement vis-a-vis pages of members of the oppositions; and “top-down”, in that MP-authored posts receive dramatically more engagement then user-authored posts, suggesting MPs have a near-monopoly on setting the agendas manifest in their pages, while users have extremely limited agenda-setting capabilities in these pages.
Originality/value
Previous studies have looked at the character of the interactions between MPs and constituents on the Internet and particularly on online social media. Yet, to the best of the authors’ knowledge, no study provides a birds-eye-view of the content in all MPs' Facebook channels throughout a full term of parliament. Such an analysis provides a more comprehensive understanding of the character and dynamics of conversations that take place in such arenas.
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Elvira Caterina Parisi and Francesco Parisi
Social media networks make their services freely available to all users. Users pay for the service received with the time and attention taken by the advertisements. This chapter…
Abstract
Social media networks make their services freely available to all users. Users pay for the service received with the time and attention taken by the advertisements. This chapter argues that social media platforms are a unique form of monopoly driven by “the more the merrier” effect (i.e., network effects) in users' consumption. These monopolies exercise market power, not by charging higher prices to users but by “tying” larger amounts of advertising to their content. Traditional antitrust instruments designed to address excessive pricing and reduced output by monopolies need to be reframed to tame the attention economy problems in the social media industry. This chapter discusses five antitrust instruments grouped in three categories: structural, behavioral, and market-based remedies. Market-based solutions are the least explored in the literature, despite being the most promising instruments to lower the attention costs imposed on users, while preserving the economies of scope in production and the network effects in consumption, and possibly maintaining free access to social media, as we know it today.
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Kristen L. Sussman, Laura F. Bright and Gary B. Wilcox
The digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing…
Abstract
Purpose
The digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing outcomes. Thus, the current study integrates native advertising with engagement literature to compare engagement outcomes between feed and banner placements before analyzing engagement outcomes of sponsored social media posts by advertising objective. This work aims to contribute to advertising effectiveness literature arguing for the importance of engagement as a measure of effectiveness.
Design/methodology/approach
Facebook advertising data were collected from a convenience sample of 10 Facebook advertisers that accounted for roughly $414,000 in advertising spend. Panel data, which are also called longitudinal or cross-sectional time-series data, used 26 months of data from the 10 advertisers to measure relationships between native advertising exposure and digital consumer engagement with advertising by advertising objectives of brand awareness, link clicks, conversions, post-engagement and video views.
Findings
Exposure to native advertising was a strong predictor of advertising processing and consumption using the three variables of interest: clicks, comments and shares. Ads reaching consumers while natively consuming content in their feed resulted in statistically significant improvements in impressions and clicks when compared to banner ads. Exposure to native ads was significantly related to all engagement outcomes of interest, except for advertisers who chose post-engagement as their advertising objective.
Practical implications
The results suggest that for advertisers seeking clicks, post-engagement objectives should likely be avoided. For this group, impressions were not related to link clicks but were related to comments and shares. Native advertising placements in the feed, however, are generally more effective than banner ads on Facebook for advertisers seeking engagement.
Research limitations/implications
This research is one of few studies to use longitudinal advertising data to explore engagement effects using real-world data collected from a diverse set of Facebook advertisers over a 26-month period. This study shows that interactive marketers using a social media feed to reach consumers can expect positive outcomes in advertising consumption, affective and cognitive processing and advocacy, but those outcomes may vary by advertising objective.
Originality/value
Given the uniqueness of the data set, the findings contribute to native advertising literature and to the literature on digital consumer engagement with advertising in social media. The study also provides empirical support for the efficacy of native advertising.
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The present research examines self-disclosure as a negative behavior arising from excessive engagement on social media as well as social media addiction and fear of missing out.
Abstract
Purpose
The present research examines self-disclosure as a negative behavior arising from excessive engagement on social media as well as social media addiction and fear of missing out.
Design/methodology/approach
A convenience sample of 2,333 Snapchat and Instagram users in Kuwait collected using a snowball sampling procedure was utilized to validate the research model and test the proposed relationships using two-stage structural equation modeling.
Findings
A multigroup confirmatory factor analysis across Snapchat and Instagram users showed that the measurement invariance was statistically nonsignificant. In addition, path analysis confirmed both a significant direct relationship between user engagement and self-disclosure and indirect relationships through social media addiction and fear of missing out as mediators.
Practical implications
Ethicists and consumer protection agencies must increase public awareness about the danger of overdisclosure of personal information on social media. The desire to be popular like fashionistas and influencers has pushed some young users to expose themselves to the public at extreme levels. Serious steps must be taken to educate young users about the negative consequences of self-disclosure on social media and healthy ways to capitalize their social presence on social media.
Originality/value
This study focuses on Snapchat and Instagram as underexplored social media applications with excessive engagement and potentially negative consequences on society.
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Many studies have examined the use of social media by either customers or firms, especially in developed markets. However, little is known about why young individual entrepreneurs…
Abstract
Purpose
Many studies have examined the use of social media by either customers or firms, especially in developed markets. However, little is known about why young individual entrepreneurs use digital channels (DCs) as business platforms in emerging markets (EMs) and how they integrate them into their marketing activities. This paper aims to try filling this gap.
Design/methodology/approach
Given the exploratory nature of this research, the authors employ a qualitative approach based on a focus group (12 participants) and semi-structured interviews (8 participants) with young entrepreneurs in Saudi Arabia. The authors adopted a deductive thematic analysis based on pre-determined theoretical frameworks to analyse and interpret the data.
Findings
The authors found that the young entrepreneurs mainly used Instagram, Snapchat and, to a moderate extent, YouTube as digital marketing channels for advertising purposes. However, they used WhatsApp for establishing direct contact and personalising communication with customers. The entrepreneurs used these channels because they are useful, easy to use, cost-effective, fun and widely used by local customers. The authors also found that the entrepreneurs used social media and offline channels conjointly in three main marketing activities (communication/promotion, transactions and customer service) to boost the customer purchasing process. The complementarity of social media and offline channels was found to improve brand visibility, enlarge markets and strengthen the customer relationship. However, the achievement of these benefits varied across small firms depending on the entrepreneurs' abilities in coordinating multiple channels and according to the distinctiveness of their businesses.
Research limitations/implications
This study contributes to the entrepreneurial literature by extending the unified theory of acceptance and use of technology (UTAUT) to explain the motives behind the use of DCs amongst individual entrepreneurs. Furthermore, this paper proposes a novel theoretical framework for studying the interaction between online and offline marketing channels during the purchasing process. Through this framework, the study provides new insights into channel coordination and multi-channel customer behaviours from the entrepreneur's perspective.
Practical implications
This study helps understand why small firms use different DCs. Likewise, it shows how young entrepreneurs coordinate online/offline channels in a complementary manner. The findings could also help in designing appropriate programmes encouraging young entrepreneurs to use online channels and social media to enhance their business activities.
Originality/value
This study offers a novel attempt at explaining the use of DCs and their interaction with traditional channels from the entrepreneur's perspective and brings new insights to why and how young entrepreneurs use DCs in an emerging market.
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The study explores the decision-making logics driving the usage of social media among internationalising small and medium-sized enterprises (SMEs), and how it supports…
Abstract
The study explores the decision-making logics driving the usage of social media among internationalising small and medium-sized enterprises (SMEs), and how it supports entrepreneurial opportunity recognition. The author draws on qualitative data from four internationalising firms all of which had adopted social media. The findings show that causal decision-making logic is the main element driving the initial usage of social media (i.e. pre-adoption). Concerning ongoing usage, the author found evidence of both causal and effectual logic; the choice being dependent on the firm’s resources. The findings also show that both drivers of social media users have a paramount role in entrepreneurial opportunity recognition.
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Emílio José Montero Arruda Filho, Everaldo Marcelo Souza da Costa and Juliana Cristina dos Santos Miranda
The aim of this research is to identify the characteristics that give rise to motivations to use social apps in light of behavioral concepts related to consumers’ desires and…
Abstract
Purpose
The aim of this research is to identify the characteristics that give rise to motivations to use social apps in light of behavioral concepts related to consumers’ desires and emotional values.
Design/methodology/approach
Netnography is used as the main methodology to analyze and categorize user profiles of online social networks. These profiles are presented through conceptual headlines, which highlight the main characteristics of each user group.
Findings
The results of the study show that many users have become dependent on the WhatsApp application, either for technological reasons or for social reasons related to fashion and status.
Research limitations/implications
Few consumers actually explained the ways they use mobile social networks in the context of the procedures and level of communication performed. However, the influence of social contexts in the consumer environment is changing perceived values focusing on prestige and status to technological elements that the majority of consumers use.
Practical implications
Practical implications are directly related to forming business connections in a less formal and more hedonic environment, improving market results while fostering user enjoyment. In addition, the ongoing updates to WhatsApp have brought new functionalities and improvements to previously weak features.
Originality/value
Although other applications offer means by which to talk and send messages, WhatsApp continues to be (as of early 2021) the most used platform for conversation in Brazil. The sovereignty of WhatsApp is directly linked to its social value, which is related to the number of consumers who daily interact via the network.
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Nava Rothschild, Jonathan Schler, David Sarne and Noa Aharony
People with pre-existing mental health conditions are more likely to be affected by global crises. The Covid-19 pandemic has presented them with unique challenges, including…
Abstract
Purpose
People with pre-existing mental health conditions are more likely to be affected by global crises. The Covid-19 pandemic has presented them with unique challenges, including reduced contact with the psychiatric rehabilitation and support systems. Thus, understanding the emotional experience of this population may assist mental health organizations in future global crises.
Design/methodology/approach
In this paper, researchers analyzed the discourse of the mentally ill during the Covid-19 pandemic, as reflected in Israeli Facebook groups: three private groups and one public group. Researchers explored the language, reactions, emotions and sentiments used in these groups during the year before the pandemic, outbreak periods and remission periods, as well as the period before the vaccine’s introduction and after its appearance.
Findings
Analyzing groups’ discourse using the collective emotion theory suggests that the group that expressed the most significant difficulty was the Depression group, while individuals who suffer from social phobia/anxiety and PTSD were less affected during the lockdowns and restrictions forced by the outbreak.
Originality/value
Findings may serve as a tool for service providers during crises to monitor patients’ conditions, and assist individuals who need support and help.
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Shiv Ratan Agrawal and Divya Mittal
The present study aims to examine whether leisure time posts shared on WhatsApp status drive to travel and tourism consumption among users.
Abstract
Purpose
The present study aims to examine whether leisure time posts shared on WhatsApp status drive to travel and tourism consumption among users.
Design/methodology/approach
In this study, discriminant analysis was employed to test hypotheses and identify essential factors.
Findings
The study indicated that the eight most contributing factors are expressing happiness, planning leisure time, views and comments, attractiveness, inquiring about places, preferring to post, nice way of expression and relax. These factors came from the latent variables of attitude, motivation and self-expression. Overall, the main influencing factors are internal (attitude and motivation), followed by an external factor i.e. self-expression. Additionally, the findings indicated that these significantly and positively impact travel and tourism consumption.
Practical implications
The discriminators identified in the study would guide tour and travel agencies and the agencies' managers on how best to adopt WhatsApp and WhatsApp's status application to influence aspiring travelers.
Originality/value
This study enlarges the existing literature by integrating three factors, attitude, motivation and self-expression, into a model to influence the behavioral outcomes of aspirational travelers using WhatsApp status.
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