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Book part
Publication date: 8 August 2013

Emma Parry and Adriano Solidoro

This chapter examines the use of social media within organizations in order to engage with both current and potential future employees.

Abstract

Purpose

This chapter examines the use of social media within organizations in order to engage with both current and potential future employees.

Design/methodology/approach

It is commonly claimed that social media technologies can help organizations to engage with both current and potential employees. This chapter examines these claims through an examination of the use of social media within two organizations: a UK television company and an international UK telecommunications company. Data was gathered from the company websites and via 34 semi-structured interviews.

Findings

The two case studies confirm that social media has promise with regard to facilitating the engagement of existing employees. However, the findings suggest also that the use of social media to engage employees will not be successful unless the culture and leadership of the organization already embraces open communication and participation.

Research limitations/implications

The findings are limited in that they rely on two case studies and therefore might not be applicable to other organizations. Despite the limitations, this chapter has significant implications for organizations considering the adoption of social media as a means to improve employee engagement. It suggests that when adopting social media for organizations, the very first step should be to assess the organizational readiness with a focus on culture and people rather than on the technology itself. This is because managerial behaviors and styles are central to the level of engagement individuals feel with an organization. For the same reason leaders need to be trained to lead collaboratively, and to be able to understand the new social practices.

Originality/value

The chapter makes an important contribution to an extremely sparse literature on social media as a means for engaging with employees through the provision of rare empirical data and is therefore valuable both for managers and for HR scholars and practitioners.

Details

Social Media in Human Resources Management
Type: Book
ISBN: 978-1-78190-901-0

Keywords

Open Access
Article
Publication date: 24 August 2022

Ethan Pancer, Matthew Philp and Theodore J. Noseworthy

Recent research has demonstrated that people are more likely to engage with fatty food content online. One way health advocates might facilitate engagement with healthier…

Abstract

Purpose

Recent research has demonstrated that people are more likely to engage with fatty food content online. One way health advocates might facilitate engagement with healthier, calorie-light foods is to alter how people process food media. This research paper aims to investigate the moderating role of viewer mindset on consumer responses to digital food media.

Design/methodology/approach

Two experiments were conducted by manipulating the caloric density of food media content and/or one’s mindset before viewing.

Findings

Results show that the relationship between nutrition and engagement is moderated by consumer mindset, where activating a more calculative mindset before exposure can elevate social media engagement for calorie-light food media content.

Research limitations/implications

These findings contribute to the domain of obesogenic digital environments and the role of nutrition in consuming food media. By examining how mindsets interact with affective evaluations, this work demonstrates that a default mindset based on instinct can be shifted and thus alter subsequent behavioral intentions.

Practical implications

This work provides insight into what can boost the visibility and engagement of healthy food content on social media. Marketers can help promote healthier food media by cueing consumers to think more deliberately before exposure.

Originality/value

This research builds on recent work by demonstrating how to boost engagement with healthy foods on social media by cueing a more thoughtful mindset.

Details

European Journal of Marketing, vol. 56 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 6 May 2022

Yafei Zhang, Chuqing Dong and Yuan Cheng

This study seeks to understand the communication factors associated with effective social media for nonprofit organizations (NPOs). Specifically, the study investigated…

332

Abstract

Purpose

This study seeks to understand the communication factors associated with effective social media for nonprofit organizations (NPOs). Specifically, the study investigated how interactive and emotional communication strategies influence public engagement in different ways, and how the effects differ by service-oriented and other types of NPOs.

Design/methodology/approach

Using computer-assisted textual and emotional analyses, the authors examined the functional interactivity, contingency interactivity and emotion elements of 301,559 tweets from the 100 largest US nonprofits. Negative binomial regression was applied to test the relationships among these elements and public engagement on Twitter (i.e. likes and retweets).

Findings

Findings revealed negative effects of functional interactivity on likes, negative effects of contingency interactivity on likes and retweets but a positive effect of functional interactivity on retweets. The findings also showed negative effects of emotion valence on likes and retweets but positive effects of emotion strength on likes and retweets. There were varying effects of interactivity and emotion on public engagement for service-oriented and other types of NPOs.

Originality/value

This study advances the nonprofit social media scholarship in several ways. First, this study suggests a clear yet largely ignored distinction in the effects of functional and contingency interactivity on public engagement. Second, this study is an early attempt to examine the role and impact of emotion elements in nonprofit social media success without downplaying the role of interactivity. Third, this study is one of the earliest attempts to include interaction effects for different types of NPOs. Last, this study contributes to the organizational social media use research by demonstrating the benefits of computer-assisted approaches in processing text data on social media. From a practical perspective, this study provides strategic guidelines for NPOs to design effective communication contents and improve their public engagement on social media.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 25 January 2022

Vikas Kumar, Imran Khan, Mobin Fatma and Amrinder Singh

Although the consumption of luxury brands is significantly on the rise in emerging markets, a significant impetus is needed to boost their growth to achieve desired…

2564

Abstract

Purpose

Although the consumption of luxury brands is significantly on the rise in emerging markets, a significant impetus is needed to boost their growth to achieve desired revenues and profitability. This paper aims to consider social media marketing activities and consumer-brand engagement as key constructs to realize these desired objectives.

Design/methodology/approach

The empirical relationships among social media marketing activities, consumer-brand engagement and consumer response have been examined with a sample of 465 respondents.

Findings

Social media marketing activities foster engagement among luxury brand consumers, translating into a favorable response. Besides this, informational marketer generated content (MGC) moderates the relationship between social media marketing activities and consumer-brand engagement.

Practical implications

Marketers can use the outcomes of this study to better engage consumers of luxury brands on social media platforms to engender a favorable response.

Originality/value

This paper highlights how consumers of luxury brands are engaged through different marketing activities in the social media context. Also, the moderating role of MGC has been explored.

Details

Journal of Consumer Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 5 April 2021

Hafiz Muhammad Basit Feroz, Salman Zulfiqar, Sadaf Noor and Chunhui Huo

Knowledge acquisition is a pivotal concern for the students and many sources help them to obtain knowledge. In this paper, the authors theoretically examine three…

Abstract

Purpose

Knowledge acquisition is a pivotal concern for the students and many sources help them to obtain knowledge. In this paper, the authors theoretically examine three engagements such as social media, peer and academic engagement by the theoretical foundation of engagement theory which tells that students interact and collaborate, sharing information for the acquisition of knowledge that enhances their academic performance. But due to the abundance of information, knowledge and resources available to students for the acquisition of knowledge, it becomes difficult for them to comprehend the most relevant information. In this vein, this study examined the impact of information overload on the relationship between social media, peer and academic engagement and knowledge acquisition of students.

Design/methodology/approach

The proposed model and structural relationships were validated using the structural equation modeling (SEM) technique through AMOS, version 24.0. To empirically test the hypothesized model, data are collected from the universities of the Sahiwal region (Sahiwal, Okara, Pakpattan) using structured questionnaires.

Findings

The findings revealed that social media engagement and academic engagement are positively associated with knowledge acquisition, whereas peer engagement is negatively associated with knowledge acquisition. Moreover, the results of the study further suggested that information overload dampens the positive relationship between social media, peer and academic engagement and knowledge acquisition, which causes negative consequences on students' knowledge acquisition and learning outcomes.

Research limitations/implications

Researchers can use this study as the literature as many of the previous studies focused on the positive side of social networking sites and technologies for knowledge purposes, but this study extends the research and focused on the other side of the picture which has been ignored earlier by researchers. The authors theoretically explained the adverse effects of information overload on students' academic progress caused by social media and the abundance of irrelevant information these advanced technologies offer daily. The current research focused on identifying the critical role of social media, peer and academic institutions providing a lot of information to students which caused stress, anxiety and other psychological issues in them. So, this study adds to the literature by highlighting the adverse effects of unnecessary information provided by multiple resources to students.

Practical implications

Educationalists can adopt this study as a tool in academic institutions for promoting learning and to actively engage students in collaborative learning activities. As the findings of the study confirm that information overload is caused by the imbalanced use of information technology (IT) and social media sites, so teachers can help students in developing creativity and maintaining the balance between using technology and innovation in their studies pattern. Universities and institutions can play a vital role by exploring further opportunities for students and by making such policies that can help students in their learning progress. For this purpose, the authors developed a model based on the literature and theories that could change the academic system of Pakistan and enhance students’ practical knowledge by motivating students in taking part in learning activities by making the higher education system of Pakistan more engaging.

Social implications

The authors are presenting simulation games-based learning as an alternate approach to learning and teaching that can positively influence students' engagement with learning activities in Pakistan. By adopting this model, the education system of Pakistan could improve as it can lead to better academic performance of students, which ultimately leads to a better education system. Thus, games if correctly designed and implemented in the education system of Pakistan, it can make a great difference in students' value of learning experience. The enjoyment, interactive and realistic nature of the simulation games appears to produce this value, and students tend to engage more toward these types of games rather than traditional learning methods. Simulation games provide students with an opportunity to engage in both hard (financial management, strategy making, decision-making) and soft skills (negotiation, collaboration) in business by challenging their thinking and decision-making power in a safe learning environment.

Originality/value

The phenomena of overload have become increasingly viable due to abundance of resources providing unnecessary information to students as they can get information from peers, teachers, social media platforms, blogs, wikis and many other platforms, which ultimately exhaust their capacity and leading them toward poor academic performance and other negative consequences (Yu, 2019; Bosch, 2016). This study focuses on students of higher education in Pakistan (Sahiwal region) and discusses the major challenges and opportunities that they had to face with the advancement of technology and the current social state of the knowledge in society.

Details

Journal of Applied Research in Higher Education, vol. 14 no. 1
Type: Research Article
ISSN: 2050-7003

Keywords

Article
Publication date: 28 May 2021

Hua Pang, Kaiyang Qin and Min Ji

The primary goal of this article is to review the existing studies and offer clarity regarding the association between social media adoption and youth civic engagement.

Abstract

Purpose

The primary goal of this article is to review the existing studies and offer clarity regarding the association between social media adoption and youth civic engagement.

Design/methodology/approach

This research systematically summarizes and reviews 42 original articles published from 2010 to 2019 with an objective of offering insightful results. Additionally, a theoretical framework was carefully designed by adopting various conceptions from citizen participation and computer-mediated communication research literature.

Findings

The findings demonstrate that social media usage could generally have a positive correlation with civic participation among younger generations. Moreover, the result also highlights that certain functional features of social media uses including using social media for news consumption and expression could significantly predict civic engagement.

Originality/value

Despite the ever-growing importance of social media technologies, investigations on their differential, nonlinear and even inconsistent effects on civic engagement remain theoretically ambiguous and empirically unsubstantiated. The study represents one of the first scholarly attempts to review, summarize and analyze the extant research evidence from the past ten years.

Details

Online Information Review, vol. 46 no. 1
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 1 March 2021

David Gligor and Sıddık Bozkurt

The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments…

1850

Abstract

Purpose

The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE.

Design/methodology/approach

This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior.

Findings

The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement.

Originality/value

This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.

Article
Publication date: 21 October 2021

Johann N. Giertz, Welf H. Weiger, Maria Törhönen and Juho Hamari

Social live-streaming services are an emerging form of social media that is gaining in popularity among researchers and practitioners. By facilitating real-time…

1987

Abstract

Purpose

Social live-streaming services are an emerging form of social media that is gaining in popularity among researchers and practitioners. By facilitating real-time interactions between video content creators (i.e. streamers) and viewers, live-streaming platforms provide an environment for novel engagement behaviors and monetization structures. This research aims to examine communication foci and styles as levers of streaming success. In doing so, the authors analyze their impact on viewers' engagement with the stream.

Design/methodology/approach

This research draws on a unique dataset collected via a multi-wave questionnaire comprising viewers' perceptions of a specific streamer's communications and their actual behavior toward them. The authors analyze the proposed impact of communication foci on viewing and donating behavior while considering the moderating role of communication style using seemingly unrelated regressions.

Findings

The results show that communication foci represent a double-edged sword: community-focused communication drives viewership while reducing donations made to the streamer. By contrast, content-focused communication curbs viewing but drives donating.

Practical implications

Of specific interest for practitioners, the study demonstrates how streaming content providers (e.g. influencers) should adjust their communications to drive engagement in the context of synchronous social media such as social live-streaming services. Beyond that, this research identifies unique characteristics of engagement that can help managers to improve their digital service offerings.

Social implications

Social live-streaming services provide an environment that offers unique opportunities for self-development and co-creation among social media users. By allowing for real-time interactions, these emerging social media services build on ephemeral content to provide altered experiences for users.

Originality/value

The authors highlight the need to distinguish between engagement behaviors in asynchronous and synchronous social media. The proposed conceptualization sheds new light on success factors of social media in general and social live-streaming services specifically. To maximize user engagement, content creators in synchronous social media must consider their communications' focus (content or community) and style (utilitarian or hedonic).

Details

Journal of Service Management, vol. 33 no. 1
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 30 June 2021

Chunli Ji, Susana Mieiro and Guihai Huang

Social media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to…

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Abstract

Purpose

Social media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.

Design/methodology/approach

The authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.

Findings

This study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.

Practical implications

The casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.

Originality/value

This study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 14 May 2021

Sevil Yesiloglu, Juliet Memery and Chris Chapleo

This study aims to investigate consumer motivations behind brand-related engagement on social media by exploring three different engagement types: consuming, contributing…

Abstract

Purpose

This study aims to investigate consumer motivations behind brand-related engagement on social media by exploring three different engagement types: consuming, contributing (to) and creating. Previous research suggests that many brands seek to engage with consumers via communications on social networking sites; however, most focus on quantitative metrics and measurement tools to evaluate such behaviour and so offer limited understanding and guidance. To address this gap, the current study utilises a mixed-method approach to investigate the motivations behind each brand-related engagement type to provide deeper insight into what motivates consumers to engage with brand-related posts on social networking sites. This study also aims to investigate whether the motivations between different engagement types exist and whether these vary between brands and other people's brand-related posts.

Design/methodology/approach

A two-phase integrated qualitative–quantitative research design was utilised. Twelve semi-structured interviews explored the range of consumers' brand engagement motivations before an online survey (N = 225) identified and confirmed the motivational similarities and differences between the three brand-related engagement types.

Findings

Different motives influence each brand-related engagement type, bar the “enjoyment” motive, which triggers all three engagement types. Of particular interest is the identification of a new motive for engagement-seeking compensation that influences negative brand-related engagement.

Practical implications

Through understanding what motivates consumers to consume, contribute and create, brands can tailor their marketing messages to each different brand-related engagement type. This will increase their engagement with consumers on social networking sites, as specific segments can be created by the brand to enhance their targeting strategies based on consumers' differing motivations within social media channels.

Originality/value

This study contributes a much-needed framework of motivations for brand-related engagement on social media, recognising variations in motivations by type of engagement (consume, contribute (to), create).

Details

Internet Research, vol. 31 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

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