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This study aims to examine the relationship of information quality of social media, social media reputation, social media political marketing activities, trust and political involvement of millennials.

The empirical analysis was conducted using a sample of 309 millennials. This study used online survey for the data collection. After passing reliability and validity tests, the data were analyzed with partial least squares structural equation modeling.

The results show that information quality of social media has positive and significant direct influence on reputation and trust. Information quality of social media also has a significant indirect influence on trust through social media reputation. However, there is no significant relationship between information quality and political involvement. Social media political marketing activities also have a direct and indirect significant effect on political involvement through trust. Finally, trust also has a positive and significant impact on political involvement.

This research may contribute to the political marketing experts and politicians in increasing the quality and credibility of advertisements on social media, which will affect trust and political involvement of millennial generation. Moreover, politicians and political marketing experts who have an online-based community should optimize their marketing activities in social media to encourage positive behavior and trust from social media users.

This study has shown a more comprehensive model of the relationship between information quality of social media and political involvement. This study also reveals the significant indirect effect of the trust on the relationship between information quality on social media, social media political marketing activities and political involvement.

Este estudio examina la relación de la calidad de la información, su reputación y las actividades de marketing político desarrolladas en las redes sociales, la confianza y la participación política de los millennials.

El análisis empírico incluye una muestra de 309 millennials encuestados online. Tras superar las pruebas de fiabilidad y validez, los datos se analizaron con (PLS-SEM).

Los resultados muestran que la calidad de la información de las redes sociales tiene una influencia directa positiva y significativa en la reputación y la confianza. La calidad de la información de las redes sociales también tiene una influencia indirecta significativa en la confianza a través de la reputación de las redes sociales. Sin embargo, no existe una relación significativa entre la calidad de la información y la participación política. Las actividades de marketing político de las redes sociales también tienen un efecto significativo directo e indirecto en la participación política a través de la confianza. Por último, la confianza también tiene un impacto positivo y significativo en la participación política.

Esta investigación puede contribuir a que los expertos en marketing político y los políticos aumenten la calidad y la credibilidad de los anuncios en los medios sociales, lo que afectará a la confianza y a la implicación política de la generación millennial. Además, los políticos y los expertos en marketing político que tienen una comunidad en línea deberían optimizar sus actividades de marketing en los medios sociales para fomentar un comportamiento positivo y la confianza de los usuarios de los medios sociales.

Este estudio muestra un modelo más completo de la relación entre la calidad de la información de los medios sociales y la implicación política. También revela el significativo efecto indirecto de la confianza en la relación entre la calidad de la información en los medios sociales, las actividades de marketing político en los medios sociales y la implicación política.

本研究旨在检验千禧一代的政治参与和社会媒体的信息质量、社会媒体声誉、社会媒体政治营销活动、信任度之间的关系。

本文的实证研究采用在线调查的方式, 收集了309名千禧一代样本的数据。经过信度和效度检验后, 采用偏最小二乘法结构方程模型（PLS-SEM）对数据进行分析。

结果表明, 社交媒体的信息质量对声誉和信任有着积极且显著的直接影响, 与此同时, 社交媒体的信息质量也通过社交媒体声誉对信任产生显著的间接影响。然而, 信息质量与千禧一代的政治参与之间并没有显著关系。而社会媒体的政治营销活动通过信任对政治参与产生直接和间接的显著影响。最后, 信任对政治参与也有积极而显著的影响。

这项研究有助于政治营销专家和政治家通过提高社交媒体广告的质量和可信度来影响千禧一代的信任和政治参与。此外, 政治家和政治营销专家应当优化社交媒体上在线社群的营销活动, 以鼓励社交媒体用户的积极行为和信任。

这项研究展示了一个比较全面的社交媒体信息质量与政治参与之间关系的模型。本研究还揭示了信任对社交媒体信息质量、社交媒体政治营销活动和政治参与之间关系的显著间接影响。

Drawing on complementarity theory, the purpose of this study is to posit that social media use enhances the effect of supplier involvement on new product development (NPD) performance, while two key firm capabilities further enhance the moderating effect of social media use: market and technological knowledge-processing capabilities.

To test the hypotheses, the authors used a longitudinal survey of 367 firms, from seven major manufacturing industries: information technology (22.1 per cent), automotive industry (19.6 per cent), chemicals (18.2 per cent), textiles (13.3 per cent), machinery (12.5 per cent), energy (10.1 per cent) and others (4.1 per cent).

The results support the expectation that social media use and two firm capabilities (market and technological knowledge-processing capabilities) enhance the effect of supplier involvement on NPD performance in terms of product innovativeness, market performance and financial performance. Interestingly, post-hoc analyses indicate that supplier involvement has an inverted U-shaped relationship with product innovativeness. In addition, social media use not only strengthens the positive effect of, but also alleviates the negative effect of, supplier involvement in product innovativeness.

The findings of this study provide new evidence that supply chain members’ use of social media better enables them to enhance their innovation performance with supplier involvement.

This study provides practical direction to help manufacturing managers enhance innovation performance outcomes of supplier involvement.

This study makes an original contribution to the supply chain literature by empirically demonstrating the key enablers that increase the efficacy of supplier involvement.

The purpose of this paper is to examine the causal relationship between interactive and personal campaigning on social media and political involvement, and the mechanisms that explain the effects. Specifically, this study examines whether personal and interactive communication on Twitter increases political involvement among citizens through social presence and perceived expertise.

An experimental design – a 2 (low vs high interactivity)×3 (depersonalized vs individualized vs privatized communication) between-subjects design – is used.

The findings show that interactive communication leads to a stronger sense of social presence and source expertise, which positively affect involvement. The effects of personal campaigning differ. Individualized communication positively affects involvement via source expertise. Interestingly, privatized communication positively affects involvement via social presence, but negatively via source expertise.

Although a growing body of work examines the political consequences of social media, there is still very little understanding why social media affect citizens. The current study fills this void by investigating how the use of social media affects political involvement among citizens.

The purpose of this paper is to examine how college students’ social media use affects their school e-mail avoidance and campus involvement.

The study employed face-to-face interviews and self-administered survey/quantitative data.

Communication and business students are more involved on campus and likely to use social media as the primary communication medium than other majors. Social media and text messages are not the culprits of school e-mail avoidance. University departments, student organizations, and faculty advisors’ e-mails are most likely to be avoided. Social media users can be categorized as either “instant communicators” or “online content curators.” Facebook is the only social media brand conducive to campus involvement.

This study only used one university’s students as sample. In examining school e-mail avoidance, it only focused on the source of e-mail. The study is limited by its sole reliance on quantitative behavioral data.

University administrators and academic advisors need to reconsider the e-mail communication to students, target at the instant communicator social media users, and use Facebook to create a strong sense of community and campus involvement for their students. Marketers can utilize the two social media user groups in selecting social media in targeting to students.

The study offered empirical evidence to explain how social media affect students’ school e-mail avoidance and the role of campus media and specific social media outlet on campus involvement. It advances the knowledge of media choice of students and the social media user groups.

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.

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.

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.

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.

This study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms.

Using an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach.

The study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty.

This study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.

More people share their tourism experiences on social media today than in the past, and as a result, more people follow these posts in their trip planning. However, studies into tourists' intention to follow such posts are scarce. Therefore, this study investigates the antecedents influencing social media users' intentions to follow tourism-related posts (TRPs) when planning their trips.

Questionnaires were collected from 402 social media users who had followed TRPs for their trip planning. Data were then analyzed using partial least squares structural equation modeling (PLS-SEM) and artificial neural networks.

The authors found that blogger–user fit and users' involvement with TRPs influenced behavior components (attitudes toward TRPs and intention to follow TRPs) via assessment components (bloggers' credibility and content quality), and the authors developed a framework to explain this relationship.

The findings advance prior studies by investigating (1) the antecedents of intention to follow TRPs when trip planning, (2) the two main social media elements – bloggers and posts – to understanding the role of social media on travel behavior and (3) involvement with TRPs and their impacts on travel behavior. This study contributes to the research on social media and tourism marketing and proposes practical indications for bloggers, social media platforms and destination marketing organizations.

Nowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star status. This empirical study aims to assess the impact of athlete performance and brand social value on product involvement with the mediation effect of celebrity athlete endorsement.

A quantitative survey was conducted with 399 Chinese participants. PLS-SEM is adopted to examine the associated paths and the mediating effect of celebrity endorsement.

The results demonstrate the significant impact of athlete performance and brand social value on product involvement. Celebrity endorsement partially mediates the effects of athlete performance and brand social value on product involvement.

This study extends understanding of celebrity athlete endorsement and provides insight into the strategic implications for Chinese social media-based marketing initiatives in the context of the recent Olympic Game in Tokyo 2021.

Government social media profiles (GSPs) are increasingly used by government agencies during social crises, and the success of GSPs is highly dependent on netizens’ participation behavior (NPB). Drawing upon the social support theory, the purpose of this paper is to propose a theoretical model to examine the determinants and outcomes of NPB during a social crisis.

To test the research model, a field survey was conducted in the context of Tianjin 2015 explosions in China. The authors adopted a two-step approach to test the models. First, the authors conducted exploratory factor analysis to evaluate the measurement properties of the reflective latent constructs. Then, the authors performed a structural equation analysis to test the hypotheses.

The results show that information support and emotional support are significant determinants of NPB and persona involvement moderates the relationships between them. Additionally, this study reveals that information source preference and increasing enthusiasm for becoming a civil journalist are two critical and significant outcomes of NPB.

There are some limitations in this paper that must be taken into account when interpreting its findings. First, the study is designed on a single profile and concerns a single social crisis. Additionally, future research might consider incorporating factors beyond the individual level, e.g., community social capital (Putnam, 1993). Finally, with the emergence of various IT platforms, such as a government’s own website and online forms, future research can investigate how their characteristics can facilitate other social media platforms’ participation.

This paper offers a number of crucial research implications to the literature of social media in crisis management, thereby contributing to the explanation of NPB on GSPs in the management of social crises. Considering social support as a factor affecting NPB on GSPs, the authors also add personal involvement to the research on the functions of NPB on GSPs and include encouraging civil journalist and making GSPs the principal source of political information.

The research provides participating netizens on GSPs with some suggestions about generating more cost-effective and useful interventions to improve netizen participation levels on GSPs. The findings highlight that governmental social media profiles must focus on continuous development, such as trying best to satisfy the habits of netizens, to motivate netizens to create dependence of information acquisition on the GSPs, called information source preference. On the other hand, the study reminds netizens of the importance of NPB on GSPs during crises and encourages them to act as civil journalist.

First, the study investigated the outcome effect of NPB on GSPs on netizens’ information source preference and civil journalist. Second, this study identifies the determinants of NBPs on GSPs from both the informational and the emotional support perspectives. Third, this study investigates the moderating effects of personal involvement on the relationships between determinants from social support and NPB on GSPs.

This paper aims to discuss the individual participation and involvement affecting the user engagement in social media and to answer the following research questions: Is it possible to measure the individual participation and involvement of social media within organizations? Which factors should be analysed in order to increase the individual participation in social media? Which KPIs should be selected in order to increase the user ' s engagement and increase individual participation in social media? Can social media in a company be measured in terms of their impact on KM?

This paper presents a case study that describes how Key Performance Indicators (KPIs) are used to monitor and manage the applications of social technologies, which include many tools facilitating the participation and collaboration on the web. The case study was applied to the information and communication technology area of Eni S.p.A., which is an integrated energy company active in over 70 countries in the world.

Based on the indications obtained from the case study, a methodology is proposed to select and develop the appropriate KPIs in order to manage and monitor the application of social technologies. The methodology turned out to be able to monitor collaboration and knowledge sharing activities among employees and to incentivize participation and involvement of employees who use the company ' s social media.

Organizations can use the suggested methodology as a guideline for managing and monitoring social media inside a company. The possibility of continuously modifying the adopted social media tool by means of corrective actions together with the possibility of adapting the KPIs to new situations make the present methodology an efficient management approach to take on the multifaceted activities of a social media environment.

Few case studies dealing with the applications regarding the implementation and management of social technologies within organizations have been carried out. Similarly, even if some empirical studies have been proposed to analyse what motivates and prevents employees from sharing their knowledge through social media, there appears to be a lack of studies which have taken into consideration the evaluation of the actual benefits in terms of individual involvement and participation, knowledge sharing and increase in performance.