Search results

1 – 10 of over 120000
To view the access options for this content please click here
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

To view the access options for this content please click here
Article
Publication date: 6 February 2020

Muhammad Anwar and Tang Zhiwei

The aim of this study is to determine the relationship between social media and libraries in terms of marketing. The present research is to find out the factors and impact…

Downloads
1453

Abstract

Purpose

The aim of this study is to determine the relationship between social media and libraries in terms of marketing. The present research is to find out the factors and impact as well as the issues related to libraries and marketing using social media. This study will give massive information regarding social media use for the marketing of library sources and services.

Design/methodology/approach

This study so far has been taken into account to review all the related literature of social media and library marketing. All the related literature studies were reviewed according to the suggested objectives of the study.

Findings

The present study reveals after reviewing literature that there is a great impact of social media on libraries. The literature shows that social media is the biggest change in the twenty-firstst century for library professionals and librarians. The reviewed literature studies have discovered that the libraries are facing too many challenges and issues to the adoption of social media for the marketing of library sources and services. The collected and analyzed works of the literature indicated that social media would be the best tool to promote library sources and services.

Research limitations/implications

This research or study can serve the LIS professionals and librarians in the field of library and information science and librarianships that they are looking for the adoption and application of social media in the marketing of library sources and services to the targeted customers.

Practical implications

This research or study can serve the LIS professionals and Librarians in the field of library and information science and librarianships that they are looking for the adoption and application of social media in the marketing of library sources and services to the targeted customers.

Originality/value

To the best of the authors’ knowledge, this study is one of the first among those researches that is to disclose the close relationship between social media and libraries in terms of marketing of library sources and services.

To view the access options for this content please click here
Article
Publication date: 4 October 2019

Youngji Seo, Marilyn J. Primovic and Yan Jin

The continuation of rapid changes in Web 2.0 has transformed the practice of business communication and stakeholders’ expectations. This paper aims to paramount one issue…

Downloads
1449

Abstract

Purpose

The continuation of rapid changes in Web 2.0 has transformed the practice of business communication and stakeholders’ expectations. This paper aims to paramount one issue facing corporate communicators is stakeholders’ social media fatigue that leads to online disengagement and social media strategy ineffectiveness.

Design/methodology/approach

A systematic review of research literature and a deep dive in the professional reports regarding corporate communication and social media strategies are conducted.

Findings

To tackle the challenge of stakeholder social media fatigue, a conceptual model is provided to guide the development of alternative social media strategies that capitalize on the impact of vicarious interaction and reenergize stakeholders via trialogue based on the corporate-influencer-stakeholder (parasocial) relationships.

Originality/value

A model for overcoming stakeholder social media fatigue via optimizing corporate-influencer-stakeholder (parasocial) relationship is proposed and elaborated, with actionable social media strategies recommended for corporate communicators to use.

Details

Journal of Business Strategy, vol. 40 no. 6
Type: Research Article
ISSN: 0275-6668

Keywords

To view the access options for this content please click here
Article
Publication date: 14 January 2019

Tracy Tuten and Victor Perotti

The purpose of this study is to illustrate the influence of media coverage and sentiment about brands on user-generated content amplification and opinions expressed in…

Downloads
3550

Abstract

Purpose

The purpose of this study is to illustrate the influence of media coverage and sentiment about brands on user-generated content amplification and opinions expressed in social media.

Design/methodology/approach

This study used a mixed-method approach, using a brand situation as a case example, including sentiment analysis of social media conversations and sentiment analysis of media coverage. This study tracks the diffusion of a false claim about the brand via online media coverage, subsequent spreading of the false claim via social media and the resulting impact on sentiment toward the brand.

Findings

The findings illustrate the influence of digital mass communication sources on the subsequent spread of information about a brand via social media channels and the impact of the social spread of false claims on brand sentiment. This study illustrates the value of social media listening and sentiment analysis for brands as an ongoing business practice.

Research limitations/implications

While it has long been known that media coverage is in part subsequently diffused through individual sharing, this study reveals the potential for media sentiment to influence sentiment toward a brand. It also illustrates the potential harm brands face when false information is spread via media coverage and subsequently through social media posts and conversations. How brands can most effectively correct false brand beliefs and recover from negative sentiment related to false claims is an area for future research.

Practical implications

This study suggests that brands are wise to use sentiment analysis as part of their evaluation of earned media coverage from news organizations and to use social listening as an alert system and sentiment analysis to assess impact on attitudes toward the brand. These steps should become part of a brand’s social media management process.

Social implications

Media are presumed to be impartial reporters of news and information. However, this study illustrated that the sentiment expressed in media coverage about a brand can be measured and diffused beyond the publications’ initial reach via social media. Advertising positioned as news must be labeled as “advertorial” to ensure that those exposed to the message understand that the message is not impartial. News organizations may inadvertently publish false claims and relay information with sentiment that is then carried via social media along with the information itself. Negative information about a brand may be more sensational and, thus, prone to social sharing, no matter how well the findings are researched or sourced.

Originality/value

The value of the study is its illustration of how false information and media sentiment spread via social media can ultimately affect consumer sentiment and attitude toward the brand. This study also explains the research process for social scraping and sentiment analysis.

Details

Qualitative Market Research: An International Journal, vol. 22 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

To view the access options for this content please click here
Article
Publication date: 6 September 2011

Carolyn Heller Baird and Gautam Parasnis

The purpose of this paper is to present the augment of the authors, who are IBM consultants, that companies need to meld social media programs with customer relationship

Downloads
68020

Abstract

Purpose

The purpose of this paper is to present the augment of the authors, who are IBM consultants, that companies need to meld social media programs with customer relationship management (CRM). This new paradigm – Social CRM – recognizes that instead of just managing customers, the role of the business is to facilitate collaborative social experiences and dialogue that customers value.

Design/methodology/approach

Social media holds enormous potential for companies to get closer to customers and, by doing so, increase revenue, cost reduction and efficiencies. However, using social media as a channel for customer engagement will fail if the traditional CRM approaches are not reinvented,

Findings

According to IBM research, there is a large perception gap between what the customers seek via social media and what companies offer. Consumers are far more interested in obtaining tangible value, suggesting businesses may be confusing their own desire for customer intimacy with consumers' motivations for engaging.

Practical implications

To reinvent the company's CRM strategy it is important to recognize social media is a game changer and the customer is in control; make the customer experience seamless – across social media and other channels; start thinking like a customer – if one isn't sure what customers value, they should be asked; and monetize social media, if that is what customers want.

Originality/value

Social CRM is a new approach that recognizes consumers have strong opinions about relationships as customers being managed in a social media context and that their willingness to engage with companies should not be assumed or taken for granted.

To view the access options for this content please click here
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…

Downloads
93836

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

To view the access options for this content please click here
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.

Downloads
2177

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

To view the access options for this content please click here
Article
Publication date: 11 October 2021

Kimberly W. O'Connor, Kimberly S. McDonald, Brandon T. McDaniel and Gordon B. Schmidt

The purpose of this exploratory study is to examine individual perceptions about the impact that social media use has on career satisfaction and perceived career benefits…

Abstract

Purpose

The purpose of this exploratory study is to examine individual perceptions about the impact that social media use has on career satisfaction and perceived career benefits. We examined whether informal online learning through “typical” types of social media behaviors (e.g. liking a post or messaging another user) and “networking” types of social media behaviors (e.g. endorsing another user, writing recommendations, going “live,” or looking for a job) impacted career-related perceptions.

Design/methodology/approach

In this study, we analyzed Amazon Mechanical Turk survey data gathered from adult participants (n = 475). We focused our inquiry specifically on two social media sites, Facebook and LinkedIn. We asked participants about their social media use and behaviors, as well as their perceptions of career satisfaction and career benefits related to social media.

Findings

We found that both typical and networking types of social media behaviors positively predicted the “knowing whom” career competency (defined as career relevant networks and contacts that individuals use to develop their careers) and career satisfaction. Only networking behaviors were positively associated with perceived career benefits of social media use. We further found that LinkedIn users’ career satisfaction was lower compared to non-LinkedIn users.

Originality/value

This study adds to the small, but growing body of career research focusing on social capital and social media. Our results suggest that informal online learning via social media may have a positive impact on employees’ career-related perceptions.

Details

Development and Learning in Organizations: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1477-7282

Keywords

To view the access options for this content please click here
Article
Publication date: 8 April 2014

Stefan Olof Lagrosen and Kerstin Grundén

The advent of social media is dramatically changing the way marketing communication is conducted. This paper reports a study regarding the use of social media in the…

Downloads
13026

Abstract

Purpose

The advent of social media is dramatically changing the way marketing communication is conducted. This paper reports a study regarding the use of social media in the wellness industry. This industry is competitive and utterly dependent on creating mutually beneficial relationships with customers. The purpose of this paper is to investigate the use of social media marketing in the wellness industry.

Design/methodology/approach

Qualitative methods have been used. In-depth interviews have been carried out with marketing communication professionals in seven leading Swedish spa-hotels. The data from the interviews were analysed utilising the constant comparative method from the grounded theory approach.

Findings

Dimensions describing the activities, challenges and results of social media in the hotels have been defined. The findings are related to service quality theory, in particular the service dominant logic of marketing (SDL), and a comprehensive framework is proposed.

Research limitations/implications

The findings should be useful for the scientific understanding of the effects of social media in marketing. The study is based entirely on qualitative data.

Practical implications

The results of the study should be useful for managers trying to market their offers effectively through social media.

Originality/value

The connections between social media and the SDL has not previously been studied in the wellness industry and such studies in other industries are rare.

Details

The TQM Journal, vol. 26 no. 3
Type: Research Article
ISSN: 1754-2731

Keywords

To view the access options for this content please click here
Article
Publication date: 10 October 2016

Anshu Sharma and Jyotsna Bhatnagar

The paper aims to highlight the role of enterprise social media as an internal workplace tool for employee engagement purposes.

Downloads
3932

Abstract

Purpose

The paper aims to highlight the role of enterprise social media as an internal workplace tool for employee engagement purposes.

Design/methodology/approach

The paper provides a viewpoint on how social media can be used internally by organizations after considering both academic and practitioner literature in the respective field.

Findings

The paper posits that organizations should move beyond using social networking tools for recruitment and branding purposes and take a step further to use social media tools internally for employee engagement initiatives. It provides practical implications for managers to embrace social media as an engagement tool and to increase employees’ participation on such media.

Research limitations/implications

The paper provides implications for both researchers and practitioners for using social media as a strategic employee engagement initiative and devising appropriate social media and human resource strategies to do so.

Originality/value

The paper offers insights into how enterprise social media can be used as an internal communication tool for engaging employees in this technologically connected era.

Details

Human Resource Management International Digest, vol. 24 no. 7
Type: Research Article
ISSN: 0967-0734

Keywords

1 – 10 of over 120000