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1 – 10 of over 57000Wei Zhang, Hui Yuan, Chengyan Zhu, Qiang Chen, Richard David Evans and Chen Min
Although governments have used social media platforms to interact with the public in an attempt to minimize anxiety and provide a forum for public discussion during the pandemic…
Abstract
Purpose
Although governments have used social media platforms to interact with the public in an attempt to minimize anxiety and provide a forum for public discussion during the pandemic, governments require sufficient crisis communication skills to engage citizens in taking appropriate action effectively. This study aims to examine how the National Health Commission of China (NHCC) has used TikTok, the leading short video–based platform, to facilitate public engagement during COVID-19.
Design/methodology/approach
Building upon dual process theories, this study integrates the activation of information exposure, prosocial interaction theory and social sharing of emotion theory to explore how public engagement is related to message sensation value (MSV), media character, content theme and emotional valence. A total of 354 TikTok videos posted by NHCC were collected during the pandemic to explore the determinants of public engagement in crises.
Findings
The findings demonstrate that MSV negatively predicts public engagement with government TikTok, but that instructional information increases engagement. The presence of celebrities and health-care professionals negatively affects public engagement with government TikTok accounts. In addition, emotional valence serves a moderating role between MSV, media characters and public engagement.
Originality/value
Government agencies must be fully aware of the different combinations of MSV and emotion use in the video title when releasing crisis-related videos. Government agencies can also leverage media characters – health professionals in particular – to enhance public engagement. Government agencies are encouraged to solicit public demand for the specific content of instructing information through data mining techniques.
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Xiao-Yu Xu, Syed Muhammad Usman Tayyab, Qingdan Jia and Albert H. Huang
Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental…
Abstract
Purpose
Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context.
Design/methodology/approach
The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT.
Findings
The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link.
Originality/value
This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.
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R.V. Shabbirhusain, Balamurugan Annamalai and Shabana Chandrasekaran
This study aims to understand the impact of content orientation, media type, and information richness on fan engagement in multi-sport global events.
Abstract
Purpose
This study aims to understand the impact of content orientation, media type, and information richness on fan engagement in multi-sport global events.
Design/methodology/approach
The authors conducted a content analysis on Twitter posts recording over two million user impressions from the official account managed by the International Olympic Committee for India during the Tokyo Olympic Games 2020. A multivariate Poisson model using the Bayesian approach was used for analyzing data.
Findings
This study found that fan engagement is likely to be higher for player-oriented content as opposed to team-oriented content. Also, the usage of photos to enhance engagement worked better than any other media type. Finally, the results revealed that the inclusion of hashtags has a positive effect on fan engagement for tweet comments but not for like count and retweet count.
Originality/value
The study highlights the differences in player versus team-oriented posts in global multi-sport competitions. The findings have significant implications for practicing sport managers by informing them about key elements that drive fans to engage in online communication.
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Abstract
Purpose
The purpose of this study is to investigate the mediating effects of customer engagement on the relationships between customer's perceived values of social media advertising (SMA) and customer response, as well as the moderated mediating effect of media involvement.
Design/methodology/approach
The sample was drawn from integrated resort tourists who use WeChat to browse advertisements of Macau integrated resorts. A total of 221 valid questionnaires were collected after three weeks of data collection.
Findings
Results showed that the hedonic value and utilitarian value of SMA have a significant positive impact on customer response through customer engagement with SMA respectively and media involvement moderates the mediating effect of customer engagement on SMA.
Originality/value
This study reveals the influence mechanism of social media advertising value on consumer response and pioneering attempts to highlight the moderated mediating effect of media involvement.
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João Coelho Soares, Ricardo Limongi and Eric David Cohen
Social media are channels of communication and relationship between consumers and brands. In this paper, the determinants of consumer engagement in firm-generated content on…
Abstract
Purpose
Social media are channels of communication and relationship between consumers and brands. In this paper, the determinants of consumer engagement in firm-generated content on Facebook are examined in a higher education institutions (HEIs) context.
Design/methodology/approach
Data was collected from 1,981 Facebook brand posts of 16 Brazilian HEIs and thoroughly analyzed with seemingly unrelated regression (SUR).
Findings
The results indicated that the type of media does not increase the user's engagement. The emotional content, on the other hand, increases the number of likes and shares and not comments. An interaction between dimensions, type of media and content is relevant disclosed to increase engagement metrics, while characteristics related to the day and time of posting are not relevant.
Research limitations/implications
This study analyzes the factors that influence consumer engagement in brand messages published on Facebook, in the context of higher education institutions. Specifically, the authors seek to examine the influence that emanates from the likes, comments and shares: (1) factors related to the type of media (interactivity and liveliness); (2) content-related factors (remuneration, emotional, entertainment and informational); and (3) factors related to posting (day of the week and time of day).
Practical implications
In the context of educational services, social media is increasingly present, remarkably in HEI marketing practices. Previous studies have shown that universities use social media (mainly Facebook) to promote interactivity with students. The study presents the key characteristics of the postings by the HEIs, with an emphasis on the liveliness, the interactivity of the media, and the information content of the posts. It stands out by the examination of the most relevant factors that influence Facebook engagement, and by providing evidence on the strength of the factors related to post features that influence user engagement.
Originality/value
The research contributes to the proposition and empirical test of a predictive model of consumer engagement on Facebook, which can predict engagement in an HEI context.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-06-2020-0242
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Maxwell Poole, Ethan Pancer, Matthew Philp and Theodore J. Noseworthy
The COVID-19 pandemic triggered an increase in online traffic, with many assuming that this technology would facilitate coping through active social connections. This study aims…
Abstract
Purpose
The COVID-19 pandemic triggered an increase in online traffic, with many assuming that this technology would facilitate coping through active social connections. This study aims to interrogate the nature of this traffic-engagement relationship by distinguishing between passive (e.g. browsing) and active (e.g. reacting, commenting and sharing) engagement, and examining behavioral shifts across platforms.
Design/methodology/approach
Three field studies assessed changes in social media engagement during the COVID-19 pandemic. These studies included social media engagement with the most followed accounts (Twitter), discussion board commenting (Reddit) and news content sharing (Facebook).
Findings
Even though people spent more time online during the pandemic, the current research finds people were actively engaging less. Users were reacting less to popular social media accounts, commenting less on discussion boards and even sharing less news content.
Research limitations/implications
While the current work provides a systematic observation of engagement during a global crisis, it does not claim causality based on its correlational nature. Future research should test potential mechanisms (e.g. anxiety, threat and privacy) to draw causal inference and identify possible interventions.
Practical implications
The pandemic shed light on a complex systemic issue: the misunderstanding and oversimplification of how online platforms facilitate social cohesion. It encourages thoughtful consideration of online social dynamics, emphasizing that not all engagement is equal and that the benefits of connection may not always be realized as expected.
Originality/value
This research provides a postmortem on the traffic-engagement relationship, highlighting that increased online presence does not necessarily translate to active social connection, which might help explain the rise in mental health issues that emerged from the pandemic.
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Boyu Lin, Woojin Lee and Yunseon Choe
Local events play a significant role in rebuilding relationships and increasing engagement with local communities in the postpandemic. This study aims to investigate how potential…
Abstract
Purpose
Local events play a significant role in rebuilding relationships and increasing engagement with local communities in the postpandemic. This study aims to investigate how potential attendees’ usage of local event hashtags facilitates social media engagement, further enhancing their intentions to attend local events.
Design/methodology/approach
This study adopted an exploratory sequential mixed approach. The qualitative phase used 12 semistructured in-depth interviews to explore motivations for hashtag usage and developed instruments to measure hashtag usage and social media engagement. The quantitative phase examined the relationship among motivations and behaviors of hashtag usage, social media engagement and behavioral intention through 522 online surveys.
Findings
Qualitatively, four themes manifest in hashtag users’ motivations in the context of local events: self-promoting, searching, summarizing and conforming. The quantitative findings show that these motivations influence active and passive hashtag usage differently, leading to different types of social media engagement (i.e. persistent, customized and triggered engagement). All social media engagements can significantly enhance the intention to attend local events.
Originality/value
This study divides active and passive hashtag users, conceptualizes social media engagement through hashtag usage under the affordance approach and develops instruments for these concepts. It emphasizes the importance of hashtag usage that drives social media engagement and provides insights for local event planners.
研究目的
在后疫情时期, 本地活动在重建关系和增加与当地社区的参与方面发挥着重要作用。本研究调查了潜在参与者对当地活动话题标签的使用如何促进社交媒体的参与, 进一步增强了他们参加当地活动的意愿。
研究方法
本研究采用了一种探索性的顺序混合方法。定性阶段采用了12次半结构化的深度访谈, 以探讨话题标签使用的动机, 并开发了用于测量话题标签使用和社交媒体参与的量表。定量阶段通过522份在线调查研究了动机与话题标签使用、社交媒体参与和行为意向之间的关系。
研究发现
在定性研究中, 话题标签用户的动机在当地活动背景下表现为四个主题:自我推广、搜索、总结和顺应。定量研究结果显示, 这些动机以不同方式影响主动和被动话题标签使用, 从而导致不同类型的社交媒体参与(即持续型、定制型和触发型参与)。所有社交媒体参与都能显著增强参加当地活动的意愿。
研究创新
本研究区分了主动和被动话题标签用户, 通过能力方法构想了话题标签使用下的社交媒体参与, 并为这些概念开发了测量工具。本研究强调了推动社交媒体参与的话题标签使用的重要性, 并为当地活动策划者提供了见解。
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Charitha Harshani Perera, Long Thang Van Nguyen and Rajkishore Nayak
The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important…
Abstract
Purpose
The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity creation in the higher education sector. Drawing from social identity theory, this study identifies how higher education institutions develop customer-based brand equity using social media marketing and social brand engagement, taking cross-comparison between high and low subjective norms.
Design/methodology/approach
A survey was used to collect data from a sample of 936 undergraduates of private higher education institutions in Sri Lanka and Vietnam. These data were gathered using purposive sampling, and in testing the hypothesis and structure among the variables, structural equation modeling was used to determine the relationship between the study variables.
Findings
For the conceptual framework, the authors found that the structural equation model complies with the empirical data. The structural equation model shows that social brand engagement mediates the relationship between user-generated content, firm-generated content and brand equity. Further, the subjective norms were found to moderate the relationship between user-generated content, firm-generated content and social brand engagement, highlighting that the lower the subjective norms the higher the influence on social brand engagement as students receive low pressure and influence from external parties.
Research limitations/implications
The study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from the perceptions of undergraduates in public higher education institutes. Future researchers could widen the diversity of service settings in the sample and replicate this investigation to discover if the results are consistent across the whole services sector.
Originality/value
The current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.
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R.V. ShabbirHusain, Atul Arun Pathak, Shabana Chandrasekaran and Balamurugan Annamalai
This study aims to explore the role of the linguistic style used in the brand-posted social media content on consumer engagement in the Fintech domain.
Abstract
Purpose
This study aims to explore the role of the linguistic style used in the brand-posted social media content on consumer engagement in the Fintech domain.
Design/methodology/approach
A total of 3,286 tweets (registering nearly 1.35 million impressions) published by 10 leading Fintech unicorns in India were extracted using the Twitter API. The Linguistic Inquiry and Word Count (LIWC) dictionary was used to analyse the linguistic characteristics of the shared tweets. Negative Binomial Regression (NBR) was used for testing the hypotheses.
Findings
This study finds that using drive words and cognitive language increases consumer engagement with Fintech messages via the central route of information processing. Further, affective words and conversational language drive consumer engagement through the peripheral route of information processing.
Research limitations/implications
The study extends the literature on brand engagement by unveiling the effect of linguistic features used to design social media messages.
Practical implications
The study provides guidance to social media marketers of Fintech brands regarding what content strategies best enhance consumer engagement. The linguistic style to improve online consumer engagement (OCE) is detailed.
Originality/value
The study’s findings contribute to the growing stream of Fintech literature by exploring the role of linguistic style on consumer engagement in social media communication. The study’s findings indicate the relevance of the dual processing mechanism of elaboration likelihood model (ELM) as an explanatory theory for evaluating consumer engagement with messages posted by Fintech brands.
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Olusoyi Richard Ashaye, Ali B. Mahmoud, Afzal Sayed Munna and Nurhanisah Ali
This paper focusses on demonstrating the role of social media engagement and considering emotional intelligence (hereafter EI) as a critical concept to successful employment…
Abstract
Purpose
This paper focusses on demonstrating the role of social media engagement and considering emotional intelligence (hereafter EI) as a critical concept to successful employment, mainly when individuals fail to reach the desired employment despite “meeting” the role requirements.
Design/methodology/approach
The authors adopted a qualitative approach through semi-structured in-depth interviews of some randomly selected university students in the UK, young adults aged 19–32. The participants were selected based on different demographics to provide a broader and less biased representation of young adults in the UK.
Findings
This research suggests that recruitment organisations should introduce the latest requirements and trends of employers to ensure that the expectations of employers and potential candidates are aligned to improve the employment rate in young adults.
Originality/value
This research extends the literature regarding EI in social media engagement and successful employment. It also brings new perspectives on successful employment in young adults by demonstrating the role of social media engagement and EI traits leading to a conceptual framework exploring successful employment based on the role of social media engagement and EI.
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