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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…

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

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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.

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

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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…

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

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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).

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

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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

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Article
Publication date: 18 February 2021

Jinlin Wan, Yaobin Lu and Sumeet Gupta

Dashang refers to a reward given voluntarily to street performers in return for their performance. Some social media platforms have created a way to integrate this as a…

Abstract

Purpose

Dashang refers to a reward given voluntarily to street performers in return for their performance. Some social media platforms have created a way to integrate this as a function, referred to as the dashang feature, to allow users to reward live performers online as well. Over the last few years, this function has become extremely popular among social media users, as it recreates the nostalgic experience of watching street performances. Platforms now consider it indispensable, as it has become a source of substantial revenue (commission on rewards earned by performers). However, not all users reward performers. For each user who pays, there are many more who lurk on the platform. This study examines the reasons for these differences using the Big Five personality perspective and justice theory.

Design/methodology/approach

We develop an empirical model using the Big Five theory and justice theory and test it using empirical data collected through a survey of WeChat users.

Findings

The results indicate that distributive justice, interpersonal justice and informational justice are essential factors in relation to social media users' use of the dashang feature. It is also found that personality type affects these three factors.

Originality/value

This study makes three key contributions. First, it examines the factors that influence users' voluntary use of the dashang feature using the lenses of the Big Five theory and justice theory. Second, this study extends previous results on perceived justice to examine use of the dashang feature in social media. Third, this study applies these theories to the study of consumer behavior by exploring the role of user characteristics in social media use.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 22 February 2021

Shaoyu Ye, Kevin K.W. Ho and Andre Zerbe

This study aims to clarify the effects of different patterns of Facebook, Twitter and Instagram usage on user loneliness and well-being in Japan.

Abstract

Purpose

This study aims to clarify the effects of different patterns of Facebook, Twitter and Instagram usage on user loneliness and well-being in Japan.

Design/methodology/approach

Based on responses to a self-report questionnaire in Japan, 155 university students were separated into 4 groups: users of Twitter only, users of Twitter and Facebook, users of Twitter and Instagram and users of all three social media. The effects of social media usage on loneliness and well-being for each group were analysed.

Findings

No social media usage effects on loneliness or well-being were detected for those who used only Twitter or both Twitter and Instagram. For those using both Twitter and Facebook, loneliness was reduced when users accessed Twitter and Facebook more frequently but was increased when they posted more tweets. Users of all three social media were lonelier and had lower levels of well-being when they accessed Facebook via PC longer; whereas their their access time of Facebook via smartphones helped them decrease loneliness and improve their levels of well-being.

Originality/value

The findings reported here provide possible explanations for the conflicting results reported in previous research by exploring why users choose different social media platforms to communicate with different groups of friends or acquaintances and different usage patterns that affect their loneliness and well-being.

Details

Information Discovery and Delivery, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-6247

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Article
Publication date: 11 February 2021

A.K. Siti-Nabiha, Norfarah Nordin and Boon Kar Poh

The purpose of this paper was to examine how small- and medium-sized hospitality organisations engage with social media and how social media data are used by their…

Abstract

Purpose

The purpose of this paper was to examine how small- and medium-sized hospitality organisations engage with social media and how social media data are used by their managers to inform business decisions.

Design/methodology/approach

A qualitative approach was used in this research in which interviews were conducted with top management, comprising the owners/directors and other key managers from small- and medium-sized organisations based in Penang, Malaysia. Fan and Gordon's (2014) categorisation of the social media data analysis process and Simon's (1995) concept of the interactive and diagnostic usage of data were used in the analysis of data.

Findings

The managers of small- and medium-sized hospitality organisations engage with social media for customer relationship management and the understanding of key main competitors. Social media is used to understand, build and manage relationships with current and potential customers; these activities are also linked to actions taken to protect a company's reputation. Even though, for the companies concerned, data gathering is still at the capture stage with no formal procedures and processes in place, the data are utilised in an interactive way to inform two areas’ major business decisions-making, i.e. those related to pricing and promotion and the strategic formulation and reorientation of the business.

Research limitations/implications

The respondents of this study were mainly from smaller hospitality organisations. Hence, the insights gained are limited to the context of smaller hotels.

Originality/value

A significant number of social media studies within the hospitality sector have focussed on marketing aspects. This study explored the wider use of social media in the case of smaller hospitality organisations and how they compete and position themselves in the competitive hospitality industry.

Details

Asia-Pacific Journal of Business Administration, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-4323

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Article
Publication date: 11 February 2021

Lalith Wickramanayake

This study aims to examine the impact of social media on adolescents’ social behavior, personal conduct, interactions, education, communication, attitudes, skills and…

Abstract

Purpose

This study aims to examine the impact of social media on adolescents’ social behavior, personal conduct, interactions, education, communication, attitudes, skills and abilities. In addition, the study seeks to determine the barriers to social media use by adolescents.

Design/methodology/approach

A convenience sampling technique was used to draw a sample of 300 adolescents from three educational zones in Sri Lanka. A questionnaire survey method was applied to collect raw data and descriptive and inferential statistics were used for the analysis.

Findings

Among the given different social media, YouTube was the most preferred social media for adolescents. Although the majority of adolescents used mobile phones to access social media, they were not high social media users. The impact of social media on adolescents’ education and communication was significantly positive although their intellectual involvement with social media communities was rather low. The use of social media had not decreased the time devoted to studies or seriously complicated adolescents’ social life or encouraged them toward violence and conflict. There was no indication that social media had led to them experiencing mental confusion, health problems, disorderly conduct, social imbalance or suicide.

Originality/value

This study helps to reduce the literature gap of pertinent literature because there is little research information available on social media use in Sri Lanka. Almost all studies based in Sri Lanka in relation to social media have been poorly designed or published in predatory journals. The findings of the present study should be a timely and important resource for policymakers in education, teachers in both government and private schools and many stakeholders not only in Sri Lanka but also in other similar nations.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

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Article
Publication date: 2 February 2021

Jin Su and Xiao Tong

This study aims to gain a more holistic understanding of Chinese older adults' perceptions and use of social networking technology.

Abstract

Purpose

This study aims to gain a more holistic understanding of Chinese older adults' perceptions and use of social networking technology.

Design/methodology/approach

Grounded in the extended unified theory of acceptance and use of technology (UTAUT2) and expectation-confirmation (ECM) theory, the study proposed an integrated social media user engagement model and tested the model utilizing the data collected from 323 Chinese older adults.

Findings

The results reveal that half of the relationships in the proposed model were supported. Specifically, performance expectancy, facilitating conditions, social influence and hedonic motivation were all found to have a significant positive influence on perceived value. In addition, the results confirmed the positive impact of facilitating conditions on satisfaction. Both perceived value and satisfaction were also found to have a significant positive effect on Chinese older adults' intention to engage in social networking technology.

Originality/value

Chinese older adults are embracing Internet technologies at a greater rate; thus, understanding their perspectives of social networking technology offers valuable insights. This empirical study enhances understanding of the nature and strength of the relationships in the proposed integrated social media user engagement model in the context of Chinese older adults.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

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