Search results

The aim of this research is to explore content, traffic and visibility on four social platforms to boost social visibility.

The study explores content, traffic and visibility in the context of Spanish beer brands. A sample of 3,332 beer brands' social media (SM) sites, specifically the four most commonly used platforms amongst Spaniards, was analysed. An inductive content analysis by a panel of experts identified the main contents. A cluster analysis then divided the significantly different beer brand SM sites, and a Kruskal–Wallis test confirmed the significant differences by content and traffic. To determine and predict SM visibility, a binary logistic regression was conducted.

The findings reveal that traffic is not significantly correlated with social visibility. Moreover, the SM sites with the highest traffic show significant leisure content. Twitter is significantly different network in traffic and content, whilst YouTube is the best for boosting social visibility.

The study's findings constitute valuable information in understanding how content, traffic and visibility are correlated and help in managing brands' public presence and exposure on SM.

This study contributes to the existing literature by exploring four SM platforms (Twitter, Instagram, YouTube and Facebook), two dimensions of SM interactions (traffic and social visibility) and three main focal points of contents (leisure, product and promotion). This research bridges the gap amongst content, traffic and social visibility and ascertains how to gain traffic and boost social visibility.

In light of the increasing occurrences of social issues and natural disasters, the number of people who need financial assistance is also growing. Using the compassion fade framework, marketing scholars have focused on the impact of the number of victims in need of monetary donations. Situated in the cause-related marketing context, the purpose of this study is to test whether personalization and perceived social visibility moderate the influence of compassion on social engagement intention to participate in a company’s charity.

This study conducted an online experiment with a 2 (number of children in need: single vs group) x 2 (personalization: personalized vs general) between subjects’ design and measured perceived social visibility as a numeric variable divided into three groups. Two-way analysis of covariance (ANCOVA), a simple moderation analysis, and a moderated mediation analysis using the PROCESS macro were conducted to test the hypotheses.

Compassion fade occurred in general advertisements whereas the opposite tendency occurred in personalized advertisements. The positive effect of compassion on social engagement intention was stronger at a high level of perceived social visibility; the effect was significant but weak in the low perceived social visibility condition. The indirect effects from the number of children to social engagement intention via compassion were significant in the personalized ads with medium/high social visibility conditions and general ads with medium/high social visibility conditions; the indirect effects were insignificant in the personalized ads with low social visibility and general ads with low social visibility conditions.

The findings of this study should help companies develop and implement effective cause-related marketing strategies via social media, providing consumers with an opportunity to show others how they support social and environmental issues.

This study increases the understanding of the influence of the number of children in need on social media posts incorporating cause-related marketing and emphasizes the interaction effects of compassion, personalization and perceived social visibility.

From the perspective of customer segmentation, most scholars show more interest in the very important person (VIP) customer’s service experience and satisfaction; however, the way in which ordinary customers view VIP services has received less attention. Based on fairness heuristic theory and social comparison theory, this study aims to examine the impact of the social visibility of VIP services on ordinary customers’ satisfaction and explored the underlying mechanisms and boundary conditions of this effect.

Two experiments were conducted, Study 1 verified the main effect and mediating effect, Study 2 tested the moderating effect.

The results show that the social visibility of VIP services decreases ordinary customers’ satisfaction and perceived fairness mediates this effect. The deservingness of VIP status moderates the connection between social visibility and perceived fairness.

This research changes the objects of VIP services research and focuses on ordinary customers as its main group and expands the scope of social comparisons among customers.

The findings expand the scope and perspective of research on VIP services and provide guidance to service providers to reduce ordinary customers’ feelings of unfairness so as to improve customer satisfaction.

This study explores the effect of the social visibility of VIP services on ordinary customer satisfaction from the perspective of perceived fairness, as well as the underlying mechanism and boundary conditions of the effect.

This study aims to explore whether and how task characteristics affect employee agility in the context of enterprise social media (ESM).

Adopting the social network ties perspective, this study examines how task characteristics (i.e. task complexity, task interdependence and task non-routineness) affect employee agility by promoting their social network ties (i.e. instrumental ties and expressive ties) and how ESM visibility moderates their relationships. Data gathered from 341 ESM users in workplaces were analyzed using Smart-PLS 3.2.

First, task complexity, task interdependence and task non-routineness have positive effects on instrumental and expressive ties, which in turn influences agility; Second, instrumental ties have a stronger effect on employee agility relative to expressive ties; Finally, ESM visibility positively moderates the effects of task complexity and task non-routineness on social network ties.

The findings provide guidance for organizational managers on how to use task characteristics and ESM to improve employee agility, as well as insights for social media designers to optimize ESM functions to improve agility.

This study provides empirical evidence to explain the roles of task characteristics and social network ties in influencing employee agility, thus clarifying the inconsistent findings in extant research. The moderating effects of ESM visibility on the relationships between task characteristics and social network ties are also examined, thus providing further insights on the positive role of ESM in organizations.

According to extensive analysis, employee agility is influenced by teamwork, coordination and the organizational environment. However, less consideration has been given to the role of work stressors (challenge, hindrance) in influencing employee agility. To address this research gap, this study sheds light on how the use of enterprise social media (ESM) for social and work purposes influences employee agility through work stressors.

This research also explores how ESM visibility enhances the interaction between work stressors and employee agility by using primary data obtained from Chinese workers. A total of 377 entries were analyzed using AMOS 24.10 tools. All the hypotheses were tested using structural equation modeling (SEM).

The findings revealed that ESM use (social and work) negatively impacts challenge and hindrance work stressors. The results also reflect that challenge stressors have a significant impact on employee agility, whereas hindrance stressors are negatively related to it. Furthermore, the outcome also indicated that increased ESM visibility reinforces the connection between challenge stressors and employee agility. However, ESM visibility did not indicate a significant moderating impact on the link between hindrance stressors and employee agility.

This study describes how ESM usage effects agility of stressed employees. This research also explores how ESM visibility improves the interaction between work stressors and employee agility. The study results contribute to growing research on social media and employee agility and suggest several points of guidance for managers.

Social and environmental reports have become an increasingly regulated area of corporate reporting and communication. Nevertheless, the substance and level of detail present in such disclosures is largely at the discretion of companies, which has implications for the value of such disclosures to stakeholders. The purpose of this study is to shed light on social visibility as a determinant of the variation in substance found in social disclosures in order to understand underlying reasons for why some firms offer more substance than others in their social disclosures.

Based on a number of hypotheses, which are combined into social visibility, the paper investigates whether a firm's social visibility is a determinant of substance in social disclosures. To this end, the case of modern slavery statements is used as a recently introduced and legally mandated form of social sustainability disclosures.

The findings suggest that social visibility can explain part of the variation in the substance of social disclosures. However, for the remaining part, it is argued that substance in social disclosures can also be driven by institutional logics, which shape organizational outcomes in specific contexts, but are largely unobservable.

This article contributes new insights to the literature on the relationship between corporate social visibility and the substance of social disclosures.

As China's economy begins to transform into a high-quality development, and under the national “carbon peak and carbon neutral” target, all sectors of society and industries need to transform to green development to varying degrees, coupled with the catalyst of epidemics and other factors, new development requirements are put forward for enterprises to better fulfill their climate risk disclosure behaviors. Thus, it is clear that improving corporate climate risk disclosure is of far-reaching significance to both countries and enterprises.

This study incorporates management science, psychology and other related knowledge fields, based on stakeholder theory and media dependency theory, and aims to improve the level of corporate compliance with climate risk disclosure, suggesting the influence of entrepreneurs' visibility on corporate climate risk disclosure; on this basis, the role of entrepreneurs' visibility and media attention on corporate climate risk disclosure is verified through an empirical model; finally, targeted and effective response strategies are proposed to improve corporate climate risk disclosure, set reasonable media attention and increase the effectiveness of entrepreneurs' visibility.

This paper establishes a multiple regression model using A-share listed companies in China from 2016 to 2022 as the research sample, verifies the intrinsic association between entrepreneurial visibility and corporate climate risk climate disclosure through empirical analysis, and further examines the mediating role of media attention in the relationship between the two. The results show that entrepreneurs' visibility is positively related to the level of corporate climate risk disclosure, with media attention playing a part in mediating the relationship between the two. Increasing entrepreneurs' visibility is conducive to increasing the level of corporate climate risk disclosure. Therefore, it contributes to the dual incentive effect of reputation and compensation.

This study incorporates management science, psychology and other related knowledge fields, based on stakeholder theory and media dependency theory, and aims to improve the level of corporate compliance with climate risk disclosure, suggesting the influence of entrepreneurs' visibility on corporate climate risk disclosure; on this basis, the role of entrepreneurs' visibility and media attention on corporate climate risk disclosure is verified through an empirical model; finally, targeted and effective response strategies are proposed to improve corporate climate risk disclosure, set reasonable media attention and increase the effectiveness of entrepreneurs' visibility.

The purpose of this paper is to develop and test a framework of small and medium enterprises’ (SMEs) strategic orientation (SO) and its impact on social media performance. Moreover, it introduces a new concept, social media orientation (SMO) (composed of sales and business development (SBD) and visibility) to add in the model.

A quantitative approach was used and, based on a study of 257 SMEs, analyses were performed. A smartPLS analysis was judged appropriate regarding the sample size.

Results show that entrepreneurial orientation (EO) and customer orientation have a positive influence on SBD which in turn has a positive influence on social media performance. Visibility is positively influenced by EO and has an indirect effect on social media performance. Social media performance is therefore directly influenced by SBD and indirectly by visibility.

The authors complete previous research that called for the introduction of different SO on a same study and go further as the author highlight the role of EO on visibility (and not only on business or performance). A second contribution lies in the conceptualization of SMO (defined here with SBD and visibility) and third in the measurement of social media performance through growth and attention.

SMEs first need to develop their visibility, and then link it to SBD.

This research is one of the first to explore SMEs’ SO on social media and proposes a new concept defined as SMO. It gives SMEs future direction on how to perform on these platforms.

This paper is a conceptual discussion of the ways in which the diverse lives, identities and collective politics of lesbian, gay and bisexual (LGB) people can be made visible, and how they are made visible, in long-term care environments for older people. The purpose of this paper is to problematise strategies of visibility as methods for promoting social inclusion in care environments.

This is a conceptual discussion that draws on several social theorists that have previously discussed the politics of visibility, knowledge and sexuality.

Promoting increased visibility in itself does not fully grapple with the ways in which older LGB can be represented and known as particular kinds of sexual citizens. This potentially curtails a more holistic recognition of their needs, interests and wishes, inclusive of their sexual lives and histories. Making LGB lives visible in care environments may not always be a productive or affirmative strategy for dismantling homophobic views and beliefs.

The theoretical implications of a politics of visibility warrant a deeper consideration of strategies for promoting visibility. The paper concludes with a discussion of some of the practical implications for rethinking strategies of visibility in care environments.

Critical discussions about the application of visibility strategies, and the problematic assumptions contained within such strategies, are lacking in relation to mainstream housing and social care provision for older LGB people. This paper seeks to initiate this important discussion.

This paper aims to substantiate the mechanism through which corporate social responsibility (CSR) affects financial performance (FP). Specifically, this paper focuses on the moderating effect of visibility and mediating effect of reputation in the relationship.

This paper investigates 175 Korean firms from 2010 to 2012 that have been listed in the Korean Economic Justice Index for all three years. The hypotheses are tested using various measures of visibility and the Korea’s Most Admired Company index as proxy for reputation. The logistics regression and the ordinary least square are used.

This paper initially demonstrates that the visibility moderates the correlation between CSR and reputation. On this finding, it further proves that CSR has positive effect on the long-run FP, measured in the Tobin’s Q, both directly and indirectly through reputation. However, the influence is irrelevant in the short run. In sum, visibility moderates the correlation between CSR and reputation, which mediates the CSR-FP relationship in the long run.

This paper argues for the importance of visibility in practicing CSR, especially when reputation building and financial benefit is sought through CSR.

Despite its strategic importance, the visibility of CSR has not been sufficiently studied. Moreover, as scholars have recently suggested that the CSR–FP relationship is rather indirect, there is even more significance in investigating the moderating and mediating variable. Hence, with the intuitive results, this paper lays an integral foundation in the literature.