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21 – 30 of over 154000
Article
Publication date: 19 August 2013

Katja Hutter, Julia Hautz, Severin Dennhardt and Johann Füller

The purpose of this article is to analyze how social media activities, in specifically the Facebook page of a car manufacturer, and user interactions with these brand related…

62596

Abstract

Purpose

The purpose of this article is to analyze how social media activities, in specifically the Facebook page of a car manufacturer, and user interactions with these brand related activities affect the perception of brands and ultimately influence consumers purchase decision. Based on an online survey with users of the corporation's Facebook fanpage, and in accordance to hierarchy of effects theory the author's findings show the positive effect of fanpage engagement on consumers' brand awareness, word of mouth (WOM) activities, and purchase intention. The findings further indicate that annoyance with the fanpage due to information overload leads to negative effects on fanpage commitment and to decreased WOM activities. From a theoretical standpoint the results of this study contribute to understanding of the value-enhancing potential of social media campaigns.

Design/methodology/approach

To answer the authors' research questions and test their hypotheses, a study was set up in cooperation with the car brand MINI. To test their hypotheses, the authors applied structural equation modeling with AMOS 18.

Findings

The article analyzes the influence of brands’ social media activities and participants' social media involvement on the purchase decision process of consumers. Their findings demonstrate that engagement with a Facebook fanpage has positive effects on consumers' brand awareness, WOM activities and purchase intention. Results further indicate that annoyance with the fanpage leads to negative effects in respect to the overall commitment to and involvement with the fanpage and WOM. The authors' research shows that social media activities indeed affect the purchase decision-making process.

Originality/value

New marketing communication reality presents new challenges and opportunities for companies as purchase decisions are increasingly influenced by social media interactions. People rely more than ever on their social networks when making those decisions. Nevertheless, outcomes of social media activities are still disputed in practice. The effects of social media campaigns on consumers' perception of products and brands as well as the effects on purchase decisions have yet to be better understood. This study therefore investigates how social media activities, in specific the Facebook appearance of a car manufacturer, affect the perception of brands, and ultimately influence the purchase decision process of consumers while considering the risk of creating annoyance. From a theoretical standpoint the results of this study contribute to understanding of the value-enhancing potential of social media campaigns and demonstrate how the perception of brands is influenced through this new communication channel. For brand managers this study is of value, as it shows that social media activities do have a positive influence on brands as they support their management of the purchase process.

Details

Journal of Product & Brand Management, vol. 22 no. 5/6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 April 2006

Steven Chermak, Edmund McGarrell and Jeff Gruenewald

The purpose of this paper is to examine how celebrated cases affect attitudes toward police, controlling for key demographic, police contact, and neighborhood contextual variables.

18954

Abstract

Purpose

The purpose of this paper is to examine how celebrated cases affect attitudes toward police, controlling for key demographic, police contact, and neighborhood contextual variables.

Design/methodology/approach

The paper presents two waves of public opinion data measuring attitudes toward police, police services, police harassment, and officer guilt before and after a celebrated police misconduct trial. Data were collected by telephone from residents living in three areas.

Findings

The findings in the paper suggest that news consumption of this celebrated case had no significant effects on general attitudes toward police, police services, and concerns about police harassment. Media coverage, however, did effect citizen evaluation of the guilt of the officers involved in the case. The more a citizen read a newspaper or read about the case, the more likely she was to think that the officers were guilty. Concern about crime in the neighborhood was an important predictor of attitudes toward the police, and race effects were much more pronounced after media coverage of the case.

Research limitations/implications

This paper highlights the need to examine more closely media coverage of celebrated cases and the effects of such high profile cases. In addition, it illustrates that public opinion research must be careful of contextual variables when conducting a study at a single point in time.

Practical implications

These findings also have critical implications for law enforcement agencies. The findings highlight the importance of police departments being prepared to respond to crisis events.

Originality/value

This paper is valuable to scholars and police practitioners because of its close examination of the effects of a celebrated case on various measures of public opinion of the police. Although there have many studies examining this general topic, research has ignored the impact of media coverage generally and coverage of high profile incidents.

Details

Policing: An International Journal of Police Strategies & Management, vol. 29 no. 2
Type: Research Article
ISSN: 1363-951X

Keywords

Article
Publication date: 15 September 2021

Yonghwan Kim and Bumsoo Kim

This study examines the direct and indirect effect mechanisms of how using smartphones for social media is associated with college students' civic engagement via levels of…

1083

Abstract

Purpose

This study examines the direct and indirect effect mechanisms of how using smartphones for social media is associated with college students' civic engagement via levels of communication network heterogeneity and social capital. In addition, this study tests whether such indirect effects mechanisms are moderated by the need to belong.

Design/methodology/approach

The study analyzes data from an online survey (N = 580) conducted at a public university. The PROCESS macro is used to examine the mediation association between mobile social media use, communication network heterogeneity, social capital, and civic engagement and the moderated mediation conditional upon need to belong.

Findings

College students who often use smartphones for social media were more likely to communicate with people who have different socio-demographic characteristics and different opinions. There was also a positive mediation mechanism between smartphone use for social media, network heterogeneity, social capital and civic engagement, which means that college students who often use mobile social media are more likely to communicate with heterogeneous others and develop a sense of social capital, which in turn led to greater levels of civic engagement. Importantly, these indirect effects of smartphone use for social media on civic engagement were stronger for those with greater levels of need to belong.

Originality/value

The findings of the current study are significant given that little is known about how young adults' mobile social media use is associated with communication network heterogeneity and civic engagement in their everyday life. The research expands the research agenda by investigating the most popular interactive communication media platforms.

Details

Online Information Review, vol. 46 no. 3
Type: Research Article
ISSN: 1468-4527

Keywords

Book part
Publication date: 16 September 2017

Henrich R. Greve and Seo Yeon Song

Industry platforms can alter relations among exchange partners in such a way that the industry structure is changed. The focus of much industry platform research has been on how…

Abstract

Industry platforms can alter relations among exchange partners in such a way that the industry structure is changed. The focus of much industry platform research has been on how platform creation and leadership offers advantages to the most central firms, but platforms can also be advantageous for small specialist firms that compete with the most central firms. We examine book publishing as an example of an industry in which the central players – large publishing firms – are losing power to self-publishing authors because the distributor Amazon has a powerful platform for customers to communicate independently, and the non-publishing platform Twitter also serves as a medium for readers to discuss and review books. Our empirical analysis is based on downloaded sales statistics for Amazon Ebooks, matched with Amazon reviews of the same books and tweets that refer to the book or the author. We analyze how Ebook sales are a function of publisher, Amazon reviews, and tweets, and we are able to assess the importance of each factor in the sale of book titles. The main finding is that Amazon reviews are powerful drivers of book sales, and have greater effect on the sales of books that are not backed by publishers. Twitter also affects book sales, but less strongly than Amazon reviews.

Details

Entrepreneurship, Innovation, and Platforms
Type: Book
ISBN: 978-1-78743-080-8

Keywords

Article
Publication date: 30 March 2022

Hye Jin Yoon, Yan Huang and Mark Yi-Cheon Yim

Native advertising on social media continues to be a popular ad placement for marketers. With native ad-content relevance in need of further exploration regarding individual…

1000

Abstract

Purpose

Native advertising on social media continues to be a popular ad placement for marketers. With native ad-content relevance in need of further exploration regarding individual differences and social media public sentiment waning, this study set out to test the effects of ad-content relevance of native ads varying by users' pre-existing social networking site (SNS) attitude.

Design/methodology/approach

Two experiments were conducted with native ads relevant and irrelevant to the surrounding media content with SNS attitude as a measured moderator and perceived ad importance as the mediator.

Findings

Across Instagram and Twitter, SNS attitude moderated the effect of ad relevance on ad responses. Users that had lower SNS attitudes had significantly higher ad ratings that were relevant (vs. irrelevant) to the media content, while those that had higher SNS attitudes did not show differences. The lower SNS attitude individuals showed a greater appreciation for the relevant ads through the mediating effect of perceived importance.

Practical implications

Marketers need to look beyond traditional ad attitude models and craft ad content strategies that consider target audiences' SNS preferences. Layering targeting tactics on Instagram and Twitter such as “interests” and “life events” with demographic targeting could help increase the chances of ad-content relevance. SNSs should advance their ad placement tools and utilize image, speech, and text recognition algorithms to help achieve ad-content relevance for greater ad effectiveness.

Originality/value

This study adds to the literature by identifying SNS attitude as a qualifier of ad-content relevance effect for SNS native ads and uncovering perceived ad importance as the underlying psychological mechanism.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 9 February 2024

Wenjing Chen, Bowen Zheng and Hefu Liu

Employee voice is crucial for organizations to identify problems and make timely adjustments. However, promoting voice in organizations is challenging. This study aims to…

Abstract

Purpose

Employee voice is crucial for organizations to identify problems and make timely adjustments. However, promoting voice in organizations is challenging. This study aims to investigate how social media use (SMU) in the workplace affects employee voice by examining its intrinsic mechanisms and boundary conditions. Specifically, this study examines the mediating roles of social identifications and the moderating effects of job-social media fit on the relationship between SMU and social identifications.

Design/methodology/approach

This study conducted a survey of 348 employees in China.

Findings

First, SMU affects voice through social identifications. Second, distinct identifications have different effects on voice, such that organizational identification positively affects employee voice, while relational identification positively affects promotive voice and negatively affects prohibitive voice. Third, when social media is highly suitable for the job, the positive effect of work-related SMU on organizational identification is strengthened, while the positive effect of social-related SMU on organizational identification is weakened.

Originality/value

The results indicate that different identifications have distinct impacts on voice. Additionally, this study reveals a double-edged sword effect of SMU on voice through different social identifications. Further, job-social media fit moderates the relationship between SMU and social identifications. These findings have important implications for organizations adopting social media.

Details

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

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 how…

991

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. 33 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 8 March 2022

Bruno Schivinski, Nicolas Pontes, Barbara Czarnecka, Wen Mao, Jennifer De Vita and Vasileios Stavropoulos

This study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship…

5449

Abstract

Purpose

This study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship between firm-created and user-generated social media content and intention to purchase fashion products.

Design/methodology/approach

In this study, the authors carried out an online survey with social media users of fashion brands and collected data from 622 participants across two samples to investigate whether consumers’ perceptions of equity of fashion brands mediate the relationship between social media brand-related communication created by both firms and users and the intention to buy the fashion brands. The indirect relationship is further moderated by self-congruity.

Findings

The results indicate that brand equity mediates the relationship between social media communication and purchase intentions of fashion products, and self-congruity moderates the relationship between social media communication types and purchase intentions, such that higher/lower levels of self-congruity strengthen/weaken the impact of social media communication on purchase intentions.

Originality/value

This study contributes to the business and marketing literature by exploring how social media communication, branding and fashion align with the individual’s self-concept and buying behaviour.

Details

Journal of Product & Brand Management, vol. 31 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 May 2009

Micael Dahlén, Anton Granlund and Mikael Grenros

The purpose of this paper is to test the consumer‐perceived value of non‐traditional media, and the moderating effects of brand reputation, appropriateness and expense.

13281

Abstract

Purpose

The purpose of this paper is to test the consumer‐perceived value of non‐traditional media, and the moderating effects of brand reputation, appropriateness and expense.

Design/methodology/approach

The approach takes the form of an experimental study of six (real) campaigns, manipulating media type and brand reputation (with appropriateness and expense measured within subjects).

Findings

Non‐traditional media enhance consumer‐perceived value. The effects are greater for low‐ than for high‐reputation brands. High‐reputation brands are more sensitive to the appropriateness and expense of the marketing. Consumer‐perceived value leads to higher purchase and word‐of‐mouth intentions.

Research limitations/implications

The analysis of the mediating effects of consumer‐perceived value is exploratory and requires follow‐up. Being a first test of the effects of non‐traditional media, no discrimination was made between different types. This requires further attention.

Practical implications

The paper shows that non‐traditional media enhance the consumer‐perceived value of marketing, and suggests that consumer‐perceived value is important in generating purchase and word‐of‐mouth intentions. The approach also gives advice with respect to brand reputation, budget (expense) and appropriateness of marketing.

Originality/value

The paper is a first academic test of non‐traditional media/guerrilla marketing; it argues that marketing must generate consumer‐perceived value in order to be successful and finds support for this; and employs previously neglected (but highly current) variables such as appropriateness and expense. The paper is valuable in its high action‐orientation.

Details

Journal of Consumer Marketing, vol. 26 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 17 November 2021

Yan Huang and Hye Jin Yoon

Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study…

1212

Abstract

Purpose

Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native advertising on social media.

Design/methodology/approach

Two experiments were conducted on different social media platforms (i.e. Twitter and Instagram) with varied prosocial issues (i.e. healthy eating and environmental sustainability).

Findings

Experiment 1 indicated that the congruence between prosocial native ads and social media feeds elicited greater ad involvement and a more favorable ad attitude, regardless of ad position. Experiment 2 revealed that such an impact was contingent on whether the prosocial native ad was a public service ad or a CRB ad. The positive influence of ad-context congruence was pronounced among public service ads but was not observed among CRB ads. Perceived ad involvement mediated the interaction effects between ad-context congruence and ad type on ad attitude and behavioral intention.

Originality/value

The study extends ad-context congruence research to the context of prosocial native advertising on social media. Moreover, it identifies ad type as a boundary condition for the congruence effects and reveals that increased ad involvement is the mechanism underlying the positive effect of congruent PSA.

Details

Journal of Social Marketing, vol. 12 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

21 – 30 of over 154000