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Article
Publication date: 30 August 2013

Anita Whiting and David Williams

This paper seeks to demonstrate the importance of uses and gratifications theory to social media. By applying uses and gratifications theory, this paper will explore and…

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Abstract

Purpose

This paper seeks to demonstrate the importance of uses and gratifications theory to social media. By applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media. This paper seeks to provide a better and more comprehensive understanding of why consumers use social media.

Design/methodology/approach

Exploratory study was conducted. 25 in‐depth interviews were conducted with individuals who use social media.

Findings

This study identified ten uses and gratifications for using social media. The ten uses and gratifications are: social interaction, information seeking, pass time, entertainment, relaxation, communicatory utility, convenience utility, expression of opinion, information sharing, and surveillance/knowledge about others.

Research limitations/implications

Limitations are small sample size. Research implications are that uses and gratifications theory has specific relevance to social media and should be given more prominence. Uses and gratifications theory helps explain the many and varied reasons why consumers use social media.

Practical implications

This paper helps organizations to understand why consumers use social media and what gratifications they receive from social media.

Originality/value

This paper makes the contribution that uses and gratifications theory has specific relevance and should be given more prominence within the area of social media. This paper also provides a rich and vivid understanding of why consumers use social media.

Details

Qualitative Market Research: An International Journal, vol. 16 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 4 April 2016

Joseph Kehinde Fasae and Idowu Adegbilero-Iwari

– The purpose of this paper is to investigate the use of social media for academic practices by science students of public universities in Southwest Nigeria.

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Abstract

Purpose

The purpose of this paper is to investigate the use of social media for academic practices by science students of public universities in Southwest Nigeria.

Design/methodology/approach

Descriptive design was used for the study. Research instrument used was questionnaire where 140 copies were administered to science students, using purposive sampling technique. Three institutions in southwest of Nigeria were selected for the study. Copies of the questionnaire were distributed to students in their lecture rooms and laboratories during practical classes with the permission and assistance of their lecturers. The data collected were analysed using frequency and simple percentage.

Findings

The results reveal that among the various social media networks available, Facebook (93.48 per cent) is the most recognized and most famous, followed by Google+ (63.77 per cent) and Twitter (47.83 per cent). Two-third of the students make use of social media daily to remain up-to-date with trending events/news and to occupy free time when they are bored, among other reasons. The findings show that Google+ (52.17 per cent) is the most beneficial social media network followed by Facebook (29.7 per cent) and Wikia (23.91 per cent). Most of the science students are knowledgeable in the usage and application of social media, while majority of them considered poor Internet connectivity, receiving of unwanted messages/pictures and electricity failure as the leading problems encountered while using social media.

Originality/value

The study was necessary to identify the use and application of social media by science students in public universities in Southwest Nigeria.

Details

The Electronic Library, vol. 34 no. 2
Type: Research Article
ISSN: 0264-0473

Keywords

Article
Publication date: 23 August 2011

Nuria Lloret Romero

In all projections for 2011, ROI has become of the great challenges of social media marketing for the business environment. However in the case of non‐profit…

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Abstract

Purpose

In all projections for 2011, ROI has become of the great challenges of social media marketing for the business environment. However in the case of non‐profit organizations, there is no need for such calculations. It is not as necessary to know how the effort made in these media compares to the benefits that can be obtained. This paper aims to compare the parameters governing social media ROI at an enterprise level and at the level of non‐profit institutions. Additionally, the use of social media tools in a strategic plan and to save costs in the institution is discussed.

Design/methodology/approach

Where ROI is defined as a mere indicator of return on investment, it involves the direct costs and revenues of each transaction. Combining the world of social media marketing, which is full of intangibles, with the current crisis makes knowing “real” return one of the greatest current needs. When demanding returns from institutions that have never been analyzed from this standpoint, it is important to understand how a tool like this can be used to justify an entity's visibility, brand improvement and ultimately, an increase in the institution's quality and use by users. Also, it should be taken into account that while in 2010 branding was the primary goal of communication in social media, this year in view of the increasingly endemic crisis, a ROI analysis can help an institution to evidence how the cost savings inherent in using these as opposed to former marketing tools substantiate their use. However, this interest involves a great risk of simplification.

Findings

The analysis used to measure ROI can follow these lines: The consumption by previous users can be compared with that of current arrivals on the network. Comparisons can be made between the behavior of a user prior to following the library on social media and after doing so. The extent to which the success of new developments, events etc. has improved after being communicated in social networks can be measured. The influence of brand perception on users' consumption and the extent to which the new media have changed this perception can be measured.

Originality/value

Conducting a ROI analysis of a library's social media marketing campaign can help it evaluate various aspects in the library. Social media can be considered as an interesting information dissemination tool requiring only minimal effort which can be used by the library to promote reading and publicize its informational and cultural efforts. Social media can also be used as dynamic, provision of service and marketing resources with a clear reduction in costs compared to other more traditional types of advertising and publicizing. Given that in the management of these tools, it is the contents and ideas that are essential rather than the economic resources available, social media are particularly useful for small and medium libraries as they provide the possibility of increasing the visibility of the institution and improving its service and its users' experience. Opening a new channel of communication with users on the internet is a challenge for libraries that can be optimized with the development of a strategy for the use of social media. The library should make an effort to manage these resources efficiently and obtain the largest possible return on their use.

Details

The Bottom Line, vol. 24 no. 2
Type: Research Article
ISSN: 0888-045X

Keywords

Article
Publication date: 27 September 2011

Maree Conway

This viewpoint paper aims to review the book Educating Educators with Social Media, Charles Wankel (Emerald Group Publishing).

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Abstract

Purpose

This viewpoint paper aims to review the book Educating Educators with Social Media, Charles Wankel (Emerald Group Publishing).

Design/methodology/approach

The paper provides an overview of the book, key messages and implications for the future.

Findings

Social media is already being used in higher education and its almost ubiquitous use in the social environment means academics and other staff involved in learning activities will need to consider how and when to integrate social media into those activities.

Practical implications

The book provides an excellent starting point for anyone interested in social media and learning to find out what has been done to date, what has been learned, and what is possible in the future.

Originality/value

The value of this book rests with the wide range of social media tools it covers, and the willingness of authors to share their learnings from their experiences with social media.

Details

On the Horizon, vol. 19 no. 4
Type: Research Article
ISSN: 1074-8121

Keywords

Book part
Publication date: 12 October 2018

Chloe Downes, Roya Rahimi and Peter Robinson

This chapter investigates the role of social media in enhancing the interactions between customers and event management. It is based on a field study conducted on three UK…

Abstract

This chapter investigates the role of social media in enhancing the interactions between customers and event management. It is based on a field study conducted on three UK horse racing events using a set of interviews and questionnaires to probe the views of the audience and the managers. Findings underscore the growing importance of social media, which are progressively embraced by consumers as part of their daily communication mix. Horse racing customers are likely to use social media to leave event feedback. While there is demand for a reply, interviewed managers admit a weakness regarding the use of social media to gain post-event feedback − which can act as an important means to engage and co-create value with customers.

Details

Quality Services and Experiences in Hospitality and Tourism
Type: Book
ISBN: 978-1-78756-384-1

Keywords

Article
Publication date: 1 February 2023

Zaimah Abdullah, Mohd Hisham Mohd Sharif, Ram Al Jaffri Saad, Arifatul Husna Mohd Ariff, Md Hairi Md Hussain and Mohd Herry Mohd Nasir

This paper aims to explore the factors of social media adoption by zakat institutions.

Abstract

Purpose

This paper aims to explore the factors of social media adoption by zakat institutions.

Design/methodology/approach

This study uses qualitative data as the main source of evidence. Data were collected using semi-structured face-to-face interviews. Ten respondents from eight zakat institutions across Malaysia were interviewed. Judgement sampling and snowballing techniques were used to select respondents. Data analysis was done in three phases, namely, data reduction, data display and conclusion confirmation.

Findings

The findings of this study found perceived benefits, ease of use, accessibility, formalization, training, management push and indirect public push to be the determinant factors that contribute to the adoption of a social media application in zakat institutions. They are discussed and organized into a few groups under four categories, namely, technological, organizational and environmental contexts based on the TOE framework.

Research limitations/implications

This study contributes to the existing body of knowledge in technology adoption understanding with the engagement of a range of Technology Organization Environment (TOE) framework. However, for future research, quantitative data involving the zakat payers should be anticipated to further understand the issue.

Practical implications

Output from this study may be useful to the adoption champions within zakat institutions, such as decision-makers and marketing officers. These people can help to provide guidelines and steer managers to focus on the identified factors in this study when adopting social media.

Social implications

The finding from this study may help to increase the efficiency of two-way communication between zakat institutions and the community. It was found that the adoption of social media improved communication activities with the public and better handling of negative perceptions towards zakat institutions. The findings proved that using social media applications in zakat institutions can help create a better organizational image for the public by publishing instant and continuous news feeds on activities that specifically cater to the need of the asnaf. This can alleviate negative perceptions that zakat institutions are only good in collecting money, but not effective in helping the poor.

Originality/value

Previous zakat literature has focussed on different issues such as the determinants of zakat compliance behaviors, zakat fund management, distribution of funds, zakat information system and digital marketing; however, little is known about how and why zakat institutions adopt social media applications as a communication tool with the public. Thus, this research makes a difference by focussing on a new aspect of study in the zakat environment, which aims to explore the factors of social media adoption by zakat institutions. This study also proposes the new appropriate TOE framework to understand the adoption behaviour by the zakat institution towards social media application.

Details

Journal of Islamic Accounting and Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0817

Keywords

Article
Publication date: 27 January 2023

Tung-Zong (Donald) Chang, Weng Hang Kong and Angelica Bahl

The purpose of this study is to examine how one's social media use during travel, to connect and/or to update, is related to selected personal values among Generation Z…

Abstract

Purpose

The purpose of this study is to examine how one's social media use during travel, to connect and/or to update, is related to selected personal values among Generation Z. Hypotheses are proposed based on how values are related to two common dimensions: openness-to-change and self-enhancement.

Design/methodology/approach

A survey was conducted using existing and self-developed scales with 177 college students, a group of Chinese Gen Zers, at a public higher education institution in Macao, China.

Findings

Results show that community values and materialistic values have a significant influence on social media use, whereas family values do not. Between two distinctive social media uses, consumers with a stronger materialistic value are more likely to use social media to update. Subjects with a stronger community value are more likely to use social media to connect.

Originality/value

The study scrutinizes how mobile social media may be used in travel among Generation Z, who grew up with mobile devices and social media while forming personal values under the influence of families, communities and external environments. Travel destinations and services could streamline social media marketing efforts at those personal values that are relevant to their target markets. The results offer practical applications and directions for future research.

Details

Consumer Behavior in Tourism and Hospitality, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2752-6666

Keywords

Article
Publication date: 30 January 2023

Yanqing Lin, Shaoxiong Fu and Xun Zhou

As the number of social media users continues to rise globally, a heated debate emerges on whether social media use improves or harms mental health, as well as the…

Abstract

Purpose

As the number of social media users continues to rise globally, a heated debate emerges on whether social media use improves or harms mental health, as well as the bidirectional relation between social media use and mental health. Motivated by this, the authors’ study adopts the stressor–strain–outcome model and social compensation hypothesis to disentangle the effect mechanism between social media use and psychological well-being. The purpose of this paper is to address this issue.

Design/methodology/approach

To empirically validate the proposed research model, a large-scale two-year longitudinal questionnaire survey on social media use was administered to a valid sample of 6,093 respondents recruited from a university in China. Structural equation modeling was employed for data analysis.

Findings

A longitudinal analysis reveals that social media use positively (negatively) impacts psychological well-being through the mediator of nomophobia (perceived social support) in a short period. However, social media use triggers more psychological unease, as well as more life satisfaction from a longitudinal perspective.

Originality/value

This study addresses the bidirectional relation between social media use and psychological unease. The current study also draws both theoretical and practical implications by unmasking the bright–dark duality of social media use on psychological well-being.

Details

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

Keywords

Article
Publication date: 3 February 2023

Wenlong Zhu, Jian Mou, Morad Benyoucef, Jongki Kim, Taeho Hong and Sihua Chen

This paper analyzes the existing body of work on the relationship between depression and social media use in the information system field, including the impact of social

Abstract

Purpose

This paper analyzes the existing body of work on the relationship between depression and social media use in the information system field, including the impact of social media use on depression, the effect of depression on social media use and the association and interaction between depression and social media use.

Design/methodology/approach

Using the systematic review method, this study selected the Web of Science, Emerald, Science Direct, JSTOR, Wiley Online Library and Taylor and Francis Online as search databases and ended up with 29 papers that met all the authors' requirements.

Findings

This study identified five possible reasons for the inconsistencies between the findings of the selected studies. First, uses and gratifications theory has different influence mechanisms in evaluating the relationship between social media use and depression. Second, gender can moderate the impact of social media use on depression. Third, age moderates the association between social media use and depression. Fourth, for adolescents, the time spent on social media has a critical effect on their depression. Fifth, negative personality traits (e.g. rumination, envy, etc.) can play a significant role in mediating the relationship between passive social media use and depression.

Originality/value

This study conducted an evaluation of the relationship between depression and social media use. First, the authors summarized the research framework and main body of work covering the relationship between depression and social media use. Second, the authors proposed possible explanations for the inconsistencies between the findings. Third, the authors discussed and explained the possible influence mechanisms of the existing results.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-04-2021-0211.

Details

Online Information Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 30 November 2022

Jenna Jacobson, Adriana Gomes Rinaldi and Janice Rudkowski

The paper aims to examine how employees influence their employer’s brand by applying Taylor’s (1999) six segment message strategy wheel in an employee influencer context.

Abstract

Purpose

The paper aims to examine how employees influence their employer’s brand by applying Taylor’s (1999) six segment message strategy wheel in an employee influencer context.

Design/methodology/approach

The research uses a content analysis of employees’ public social media posts – including captions and images – to analyze the message strategies employees use to promote their employers.

Findings

While ego and social were popular message strategies in both the images and captions, the findings evidence the varying message strategies employees use in text-based versus image-based messages. Four “imagined audiences” of employee influencers are identified: current customers, prospective customers, current employees and prospective employees.

Research limitations/implications

The research provides insight into how employees act as influencers in building their employer brand on social media.

Practical implications

A unique measurement tool is developed that can be used by companies and future researchers to decode employees’ online communications.

Originality/value

This research contributes to theory and practice in the following important ways. First, the research provides a modernization of an existing framework from an offline setting to an applied industry context in an online setting. Second, this research focuses on a subtype of social media influencer, the employee influencer, which is an underdeveloped area of research. Third, a unique measurement tool to analyze text-based and image-based social media data is developed that can be used by companies and future researchers to decode employees’ online communications.

Details

European Journal of Marketing, vol. 57 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of over 133000