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1 – 10 of over 56000
Article
Publication date: 5 April 2021

Yanni Yang, Yue Zhang and An-Ling Xiang

The purpose of this paper is to explore factors influencing social media usage effectiveness of publishing-related entities and discuss the differences between…

Abstract

Purpose

The purpose of this paper is to explore factors influencing social media usage effectiveness of publishing-related entities and discuss the differences between publishing-related individuals and organizations in their usage of social media and the differences between commercial organizations and public service organizations (such as libraries).

Design/methodology/approach

This paper studied 546 publishing-related entities’ accounts on the leading Chinese social media and built a theoretical model for the usage of social media by publishing-related entities. Furthermore, it examined the influencing factors from two aspects: power of influence of an entity (entity influence) and the relational interaction of a publishing-related entity with its audience (interactive relationship).

Findings

The study found that for publishing-related individual users of social media, entity influence has a greater positive effect on the effectiveness of social media usage than on the effect of interactive relationship. For publishing-related commercial organizations, the entity influence and interactive relationship have equal impacts on the effectiveness of social media usage. It is also found that interactive relationship has a stronger positive effect on the usage effectiveness of social media, especially for publishing-related public service organizations.

Originality/value

This research fills the gap in the research of comparative analysis in the understanding of social media usage by individuals and organizations related to publishing activities. Moreover, it has tried to propose a theoretical model that can help promote the effectiveness of social media usages by various publishing-related entities and their business strategies.

Article
Publication date: 29 July 2014

Chi-Lun Liu

Check-in based advertising is growing dramatically as the popularity of social media increases. The purpose of this paper is to explore which social cues are appropriate…

1557

Abstract

Purpose

Check-in based advertising is growing dramatically as the popularity of social media increases. The purpose of this paper is to explore which social cues are appropriate for check-in based advertising in social media based on media richness theory and how content effectiveness affects content generation intention based on achievement motivation theory.

Design/methodology/approach

A laboratory experiment was performed to evaluate the effects of social cue strategies on content effectiveness of attitude toward the ad and self-efficacy on recall. The influence of effectiveness on content generation intention are also measured in the experiment.

Findings

The results of a laboratory experiment indicated that a strategy of using plentiful social cues has high effectiveness as measured by the concept of attitude toward the ad. Content effectiveness measured by attitude toward the ad and self-efficacy on recall can directly affect user intentions to generating check-in based advertisements.

Research limitations/implications

Although check-in based advertising is driven by the customers themselves rather than by the company, companies can encourage their customers to follow an appropriate check-in content generation strategy to improve effectiveness.

Practical implications

The findings of this study provide useful information for designing the content of social media designed to facilitate the promotion of products and companies in online marketing.

Originality/value

In theoretical contribution, this study integrates media richness theory and achievement motivation theory to explore how users intent to generate check-in advertising according to social cues effectiveness.

Details

Kybernetes, vol. 43 no. 7
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 5 June 2017

Richard Bannor, Anthony Kwame Asare and Justice Nyigmah Bawole

The purpose of this paper is to develop an in-depth understanding of the effectiveness, evolution and dynamism of the current health communication media used in Ghana.

2491

Abstract

Purpose

The purpose of this paper is to develop an in-depth understanding of the effectiveness, evolution and dynamism of the current health communication media used in Ghana.

Design/methodology/approach

This paper uses a multi-method approach which utilizes a combination of qualitative and quantitative approaches. In-depth interviews are conducted with health promotion professionals in Ghana and 150 members of the general public were surveyed.

Findings

The paper finds that the general public sees social media as an effective place for health professionals to share health-related messages. They also view health-related messages on social media seriously. Health professionals see social media as an effective tool for sending health-related messages to the public and are concerned about the fact that traditional media are losing their effectiveness as means to share health-related messages.

Research limitations/implications

This study was conducted in Ghana. Future studies should be conducted across multiple countries to examine the conclusions developed in this paper and the possibility of multiple perspectives regarding the use of social media for sending health messages.

Practical implications

The results inform public health officials on developments in health communication and suggest prescriptions on how to adjust to the new media.

Originality/value

Health messaging is an area that has been relatively ignored in the literature and almost no research focusses on the effectiveness of social media and other health messaging technologies, particularly in developing countries. Although the study was conducted in Ghana, health professionals worldwide can use the findings to help improve their health messaging strategies.

Details

Health Education, vol. 117 no. 4
Type: Research Article
ISSN: 0965-4283

Keywords

Open Access
Article
Publication date: 28 March 2019

Daniel Belanche, Isabel Cenjor and Alfredo Pérez-Rueda

This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be…

38427

Abstract

Purpose

This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign.

Design/methodology/approach

The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators.

Findings

The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories.

Practical implications

Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men.

Originality/value

This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.

Propósito de la investigación

Esta investigación compara la efectividad publicitaria en Instagram y Facebook en función del público objetivo.

Metodología y diseño

La investigación analiza las diferencias entre cada formato de red social en términos de actitud hacia el anuncio, intrusividad percibida y lealtad hacia el producto o marca anunciado. Mediante una encuesta online a 303 consumidores, se proponen efectos directos y efectos moderación de la edad y el género.

Recomendaciones

Los resultados indican que Instagram Stories mejora la actitud hacía el anuncio, pero aumenta también la intrusividad en comparación con Facebook Wall. La publicidad en Facebook Wall es más intrusiva para los millennials que para los no-millennials. Instagram Stories incrementa la lealtad entre los usuarios millennial de ambos sexos y las mujeres no-millennial; en cambio, los hombres no-millennial son más leales a la publicidad en Facebook Wall.

Implicaciones prácticas

Los anunciantes deben aprovechar los nuevos formatos y las posibilidades de segmentación que les brindan las redes sociales para llegar a su público objetivo de manera más efectiva. Concretamente, los hallazgos de la investigación sugieren que deberían centrarse en Instagram Stories para dirigirse a un público millennial y a mujeres no-millennial; y en Facebook Wall, cuando su público objetivo sean los hombres no-millennial.

Originalidad

Este estudio es uno de los primeros que aborda el uso de Instagram Stories como soporte publicitario y lo compara con formatos publicitarios consolidados como Facebook Wall.

Article
Publication date: 3 February 2021

Payal S. Kapoor, M.S. Balaji and Yangyang Jiang

This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and…

3765

Abstract

Purpose

This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message source (hotel vs social media influencer [SMI]) on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel were examined.

Design/methodology/approach

Three studies using the experimental design were carried out. Study 1 examined the relationship between message appeal (sensual vs guilt), perceived environmental social corporate responsibility and the intention to stay at the eco-friendly hotel when the hotel posts sustainability messages on social media. Study 2 replicated Study 1 findings when the SMI posts sustainability messages. Study 3 examined the moderating role of message source (hotel vs influencer) in the effects of message appeal (sensual vs guilt) on behavioral intentions.

Findings

Sustainability messages with the sensual (vs guilt) appeal are more persuasive when the eco-friendly hotel (vs SMI) posts it on social media. Furthermore, the traveler’s perception of the hotel’s environmental corporate social responsibility mediates this relationship.

Research limitations/implications

This study extends the literature on sustainability communication by demonstrating the role of message source and message appeal in influencing the traveler’s perceptions and intentions toward eco-friendly hotels.

Practical implications

According to the study findings, eco-friendly hotels can motivate travelers to make pro-sustainable choices by accurately matching the message appeal with the message source in the sustainability communication on social media.

Originality/value

This study is one of the earliest studies that examine the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm. The findings offer novel insights for eco-friendly hotels to develop effective sustainability communication on social media.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 23 August 2019

Nader Seyyedamiri and Ladan Tajrobehkar

The purpose of this paper is to investigate the impact of social content marketing in social media on the effectiveness of the new product development process of high-tech…

3192

Abstract

Purpose

The purpose of this paper is to investigate the impact of social content marketing in social media on the effectiveness of the new product development process of high-tech companies with regard to the e-trust as a mediator between content and effectiveness.

Design/methodology/approach

For this study, a descriptive research method has been adopted. Data were collected through a questionnaire. In total, 430 questionnaires were distributed among professionals and managers working in R&D, marketing, sales and strategic departments of firms affiliated with ICT Guild Organization in September 2017. Of this number, 384 complete questionnaires were included in the study. Data were analyzed using structural equation method by Smart PLS software.

Findings

Findings show that although social content marketing and e-trust influenced the effectiveness of the product development process, e-trust did not play a mediating role in the relationship between social content marketing and effectiveness of product development process in high-tech companies.

Practical implications

High-tech companies, drawing on the results of this research, can utilize the component of social content marketing in social and mobile media and content publication through e-commerce, social and mobile media and m-commerce while analyzing user-generated content to identify user demands and achieve the proper idea generation. At the time of commercializing, by educating and informing customers, they mitigate fears and risks. This will lead to increasing the effectiveness of the product development process, market share and achieving revenue goals.

Originality/value

This study investigates the social content marketing role in product development process in high-tech companies and tests the model in the context of the Tehran IT industries. The result of this study provides a reference for managers of high-tech companies and helps them lower the failure rate of product development.

Details

International Journal of Emerging Markets, vol. 16 no. 1
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 30 March 2020

Jing Zhang and Mingfei Du

This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving…

4816

Abstract

Purpose

This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving customer perceived value and encouraging customer engagement, as well as how B2B companies differ from business-to-customer (B2C) counterparts in terms of utilization and effectiveness of social media message strategy.

Design/methodology/approach

Based on content analysis of Sina Weibo brand pages and survey of website visitors, this paper examines the differences of social media message strategies and their impacts upon customer perceived value and customer engagement between B2B and B2C companies.

Findings

B2B companies use more rational appeals and less emotional appeals, have lower degree of informativeness and perform better in interactivity and variety than B2C companies. These five dimensions of message strategy have different roles in engaging customers via perceived value across B2B and B2C settings.

Originality/value

The research makes significant contributions to B2B social media marketing literature by answering two interrelated questions, namely, “What companies are doing?” and “What companies should do?” on social media websites. Besides, it provides insightful implications for B2B companies on how to implement appropriate message strategies in their social media marketing efforts by conducting Importance-Performance Analysis.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 12 June 2017

Xi Y. Leung, Billy Bai and Mehmet Erdem

The purpose of this study is to develop a typology of social media messages to compare the effectiveness of different message strategies.

7845

Abstract

Purpose

The purpose of this study is to develop a typology of social media messages to compare the effectiveness of different message strategies.

Design/methodology/approach

In total, 1,837 messages from 12 hotel brand Facebook pages were content-analyzed. Applying both correspondence analysis and multivariate analysis of variance, the study compared message strategy across hotel-scale levels and explored the effectiveness of different message strategies.

Findings

A typology of four-type message format and six-type message content was developed. The picture message was the best message format. Product, brand and involvement messages were shown to be more effective than information, reward and promotion messages. Promotion message was the least effective message content type.

Research limitations/implications

The major limitation of this study is the generalizability owing to the sample selection process. There is also the limitation on exclusion of control variables, selection of the three effectiveness measures and evolving social media technology.

Practical implications

The typology of Facebook message strategy developed in the study provided guidelines for hotel marketers to create messages on Facebook pages and track effectiveness. Hotels should also take full advantage of the picture format and product, brand and involvement contents.

Originality/value

This study created a new typology of social media message strategy consisting of two dimensions. It also provided empirical evidence to support the application of message strategy theory in the hotel social media marketing area.

Details

Journal of Hospitality and Tourism Technology, vol. 8 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 1 March 2019

Andrew J. Dahl, Kenyatta Barber and James Peltier

While the support for organ donation and registered donors continue to increase, next of kin consent remains a critical issue for the organ donation community. Despite the…

Abstract

Purpose

While the support for organ donation and registered donors continue to increase, next of kin consent remains a critical issue for the organ donation community. Despite the increased usage of social media campaigns for organ donor registration, there is a lack of understanding of how social media can be used to motivate individuals to socially declare their support for organ donation and encourage them to engage in personal discussions about organ donation with their next of kin. The purpose of this study is to better understand the link between social and personal discussions and organ donation consent rates.

Design/methodology/approach

The study uses structural equation modeling to examine the precursors to activating organ donor registration social media advocacy that leads to increased support for organ donation and motivates personal discussions about organ donation.

Findings

The results provide the organ donation and transplant community insight on the value of using social media to increase social advocacy, support for donation and social declarations and personal discussions on organ donation to improve next of kin’s consent rates.

Practical implications

Social causes similar to organ donation increasingly turn to social media for grassroots marketing efforts to engage others in the cause and motivate action.

Originality/value

The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 7 June 2022

Apple Hiu Ching Lam, Kevin K.W. Ho and Dickson K.W. Chiu

Libraries worldwide, including Hong Kong, increasingly use social media tools to introduce and promote their services and resources to users. Instagram, in particular, is…

Abstract

Purpose

Libraries worldwide, including Hong Kong, increasingly use social media tools to introduce and promote their services and resources to users. Instagram, in particular, is used to target younger users. This study investigates the effectiveness of Instagram in promoting library services and university students' perceptions of the value of Instagram as a learning support tool.

Design/methodology/approach

A major academic library in Hong Kong was chosen for this study. Library users' habits, perceptions, preferences, and views on Instagram's effectiveness as a learning support tool were compared in two age groups. The data were collected using a survey based on the 5E Instructional Model.

Findings

Despite the significantly higher frequency of Instagram use by younger students, the results showed that Instagram was probably an ineffective promotion platform for either age group because of low user engagement, relatively neutral perception of Instagram as a learning support tool, and notably low user acceptance of Instagram as a promotional tool.

Originality/value

Studies of student perspectives on various social media tools have increased; however, few have explored the use of Instagram, especially in Hong Kong or Asia. This study provides researchers and librarians with practical insights into current Instagram users' engagement, perceptions, and preferences and their view of its effectiveness as a learning support tool. The study also provides suggestions for improving the current situation.

Details

Aslib Journal of Information Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-3806

Keywords

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