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The purpose of this paper is to explore themes eventuating from the user-generated content posted by users on the Facebook page of an emergency management agency.

An information classification framework was used to classify user-generated content posted by users including all of the content posted during a six month period (January to June 2015). The posts were read and analysed thematically to determine the overarching themes evident across the entire collection of user posts.

The results of the analysis demonstrate that the key themes that eventuate from the user-generated content posted are “Self-preparedness”, “Emergency signalling solutions”, “Unsurpassable companion”, “Aftermath of an emergency”, and “Gratitude towards emergency management staff”. Major user-generated content identified among these themes are status-update, criticism, recommendation, and request.

This study contributes to theory on the development of key themes from user-generated content posted by users on a public social networking site. An analysis of user-generated content identified in this study implies that, Facebook is primarily used for information dissemination, coordination and collaboration, and information seeking in the context of emergency management. Users may gain the benefits of identity construction and social provisions, whereas social conflict is a potential detrimental implication. Other user costs include lack of social support by stakeholders, investment in social infrastructure and additional work force required to alleviate the technological, organisational, and social barriers in communication among stakeholders in emergency management. A collective activity system built upon the Activity Theory was used as a lens to describe users’ activity of posting content on the Facebook page of an emergency management agency.

By analysing the findings, administrators and policy makers of emergency management could identify the extent to which the core principles of disaster recovery are accomplished using public social networking sites. These are achieved in relation to: pre-disaster recovery planning; partnership and inclusiveness; public information messaging; unity of effort; and, psychological recovery to maximise the success of recovery in a disaster. Furthermore, a core principle which evoked a mixed response was timeliness and flexibility.

Previous studies have examined the role of social networking sites in disastrous situations, but to date there has been very little research into determining themes found in user-generated content posted on the Facebook page of an emergency management agency. Hence, this study addresses the gap in literature by conducting a thematic analysis of user-generated content posted on the Facebook page of the Federal Emergency Management Agency.

This study aims to examine current practices of social media marketing among major global brands across five product categories (namely, convenience, shopping, specialty, industrial and service). Assessing the frequency, media type and content orientations of corporate Facebook pages, this study aims to isolate the qualitative factors of a brand’s social media message that are most likely to facilitate a consumer response.

A content analysis of 1,086 social media posts was conducted from the corporate Facebook pages of 92 global brands during a one-month (snapshot) time horizon in July 2013. The data collected from each individual post include its media type (i.e. text, photo or video), its content orientation (i.e. task, interaction and self-oriented) and the number and type of consumer response it generated (i.e. likes, comments and shares).

Research findings reveal that global brands actively utilize social media, posting on average three messages per week and generally use photos (as a media type) and interaction-focused content (as a content orientation) to secure consumer responses. However, differences in consumer responses exist along various product categories, message media type and message content orientation.

Findings imply that marketers should not only carefully consider the media type they use to message consumers on social media but should also try to consider the individual consumer’s motive for interaction.

This article suggests a new way to study social media content by applying pre-existing communication frameworks from salesmanship literature as a way to define message content orientation.

The study aims to analyze the posts shared by public libraries in Turkey on their official Facebook pages. The targets of the study are to detect content categories shared by the libraries and to describe user interaction of libraries on the basis of their posted content.

The study examined data relating to 23,027 posts shared by 116 public libraries through descriptive and content analyses. The content analysis on the posts identified general topic and sub-topics through both machine-tagging and checks by the authors. Turkish word parsing applications and stop lists were employed in the designation of sub-categories. In this process, word clusters were identified to allow for the designation of sub-topic headings through the use of the Latent Dirichlet Allocation (LDA) technique.

The present study identified that a significant portion of the 116 public libraries in Turkey with official Facebook pages had started to use this platform in the year 2017. According to the findings, the user interaction of libraries generally occurs in the form of likes. Analyses on the topic categories of the posts established that a remarkable number of public libraries in Turkey targeted users from pre-school children to young adults.

The study contributes to the existing body of literature as one of the first research studies describing the current situation concerning public libraries in Turkey through the analysis of the content they generate on Facebook pages.

Social media campaigns by fashion brands typically rely on two types of accounts: official brands' accounts and social media influencers' accounts. The current study investigates relevant mechanisms that explain the effectiveness of Instagram posts contingent upon their account types (commercial brand's Instagram account versus influencer's Instagram account) and content types (the absence versus presence of human figures in the posted contents).

Conducting an online experiment (N Females = 195), it was tested if parasocial interaction (PSI) and feelings of social presence moderate the effects of Instagram accounts' promotional posts on consumers' perceived trustworthiness of the endorsed fashion brand. The experiment employed a 2 (Type of Instagram posts: product-only posts versus product posts with a person content) × 2 (Type of Instagram account: a fashion-brand account versus a a fashion-influencer account) between-subjects factorial design.

Results demonstrate three-way interaction effects among the type of the Instagram account, the type of Instagram posts and PSI/social presence on the perceived trustworthiness of a brand. When the content is coming from a fashion-influencer account, there is no difference between product posts with a person and product-only posts conditions with regard to the positive relationship between PSI/social presence and trustworthiness. In contrast, when the source is a fashion-brand account on Instagram, the positive relationship between PSI/social presence and trustworthiness is stronger for product posts with a person. These findings suggest that Instagram posts that are promoted by fashion influencers would have similar effects of PSI and social presence, even if they do not appear themselves in the branded content.

This research contributes to our understanding of the effective antecedents of trustworthiness in social media-based fashion marketing and fashion brand management. Instagram account types and content types influence the extent to which social media communication allows for the formation of emotional ties with and positive evaluation of the fashion brand.

Building on the findings of previous related literature, this paper adopts the uses and gratifications (U&G) theory to analyze how social media users engage with content posted by European football associations (FAs). The purpose of this paper is to identify various post attributes that would aid national sports organizations (NSO) in reaching their online audiences and excelling their media presence.

A coding framework was designed to differentiate Facebook posts by topic, post design and content type. A sample of 2,450 posts from the official Facebook accounts of 49 FAs was collected. Engagement was measured using three metrics: likes, comments and shares. The derived categories of content were coded as dichotomous dummy variables and ran through a multivariate OLS regression analysis. Three regression analyzes were conducted, where each of the engagement metrics served as the dependent variable.

The findings of this paper show that relevance of post topics has a significant effect on engagement. Users interacted most with posts related to the male national A-team, while club football news had a negative response from the followers. Graphic elements such as images and videos positively impact an FA’s ability to generate post likes. Exclusive and behind-the-scenes content made users react extremely well, affecting all engagement metrics. Raw news (match reports, team line-ups) was of little interest to Facebook users.

U&G theory has yet to have been applied to social media studies in the NSO context. Previous studies have either looked at specific case studies of a single NSO or NSOs within a single country, while this paper reviewed the social media practices of 49 NSOs under the umbrella of a single continental sports federation.

Recommending suitable content for users of online health communities (OHCs) is critical for overcoming information overload problem and facilitate medical decision making, but remains not fully investigated. This study aims to provide a content recommendation approach to automatically match valuable health-related information for OHC members.

A framework of health-related content recommendation was proposed by leveraging rich social information in online communities. The authors constructed user influence relationship (UIR) utilizing users' interaction records, user profiles and user-generated content. The initial user rating matrix and the user post matching matrix were then created by analyzing text content of posts. Finally, the user rating matrix and the recommended content were generated for community members. Datasets were collected from an OHC to evaluate the effectiveness of the proposed approach.

The experimental results revealed that the proposed method statistically outperformed baseline models in content recommendation for users of OHCs.

The incorporation of social information can significantly enhance the performance of content recommendation in OHCs. The user post matching degree based on text analysis can improve the effectiveness of recommendation.

This study potentially contributes to the social support exchange and medical decision making of community members and the sustainable prosperity of OHCs.

This study proposes a novel social content recommendation method for online health consumers based on UIRs by leveraging social information in OHCs. The results indicate the significance of social information in content recommendation of healthcare social media.

The purpose of this paper is twofold: to explore what kinds of social media content public libraries create to communicate with users online, and to examine the relationships between social media content types and corresponding levels of user engagement.

The sample comprises 4,637 Facebook posts collected from 151 public libraries across the USA. The authors identified ten types of Facebook posts based on the open coding, and calculated the degrees of user engagement for each type of Facebook post, represented by the numbers of likes, shares and comments. Also, The authors examined the effects of the inclusions of images or video clips on user engagement.

The authors observed that the most frequent type of post was related to announcing upcoming events held in libraries. This study also found that posts about community news or emotionally inspiring messages elicited much engagement from users. Posts having an image or images tend to receive more user engagement.

Based on the findings of this study, the authors discussed practical strategies for public libraries to effectively use social media to better facilitate user engagement.

This study is one of a few attempts that examine the relationships between the types of social media content and the degrees of user engagement in public library environments. Also, the authors have proposed a coding scheme useful to analyze social media content in the context of public libraries.

The main objective of this study is to analyze content posted by automotive sector brands on their YouTube channels, identifying the use of a branded content format, the application of insights to creative conceptualization and the dissemination of messages related to messages' environmental commitment.

A descriptive study was conducted using qualitative content analysis as the methodological approach. The sample is made up of 691 videos posted on YouTube from September 2020 to August 2021 by the ten automotive brands with the biggest advertising budgets in Spain (InfoAdex, 2021).

The findings reveal a predominance of the advertorial format in content posted on YouTube by automotive sector brands, while the branded content format is less popular. Creative concepts based on insights are rare and limited to videos with an advertisement format. The theme of respect for the environment is used mainly in connection with the discourse on vehicle features and not so much as a commitment by the brand in response to consumer concerns or the changes that the automotive sector is undergoing.

The originality of the study lies in the approach it takes to content posted by automotive brands on YouTube. The paper's contribution is innovative in that the study monitors posts by brands in the sample on YouTube over the course of a year, rather than just during the specific periods when these brands run advertising campaigns.

The purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.

A content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.

Interactive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.

The findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.

This is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.

This research examines how universities enhance the virality of their social media messages among students. Specifically, we explore whether and how positive affective content in universities’ social media posts can influence sharing behavior. We also investigate the mediating roles of perceived effort and positive emotional reaction, as well as the moderating effect of visual content (i.e. photos).

Drawing upon the emotions as social information model, we conducted (1) an online experiment (N = 222) and (2) text analysis of 1,269,798 Twitter posts extracted from the accounts of 94 UK universities over 11 years (2010–2020) to test our hypotheses.

The findings show that social media posts containing positive affective content encourage sharing behavior and the relationship is mediated by both perceived effort and positive emotional reaction. An additional finding suggests that the use of visual content (photos) strengthens the relationship between positive affective content and sharing behaviors through an interaction effect.

This study contributes to the scant research focusing on positive affective content in the higher education context. The findings shed light on how universities could create social media communications that engage current and prospective students.