Search results for "social media."

The Role of Qualitative Research in Current Digital Social Media: Issues and Aspects-An Introduction

2016

This paper introduces current research that focuses on the role of qualitative research in social media including the new ways of marketing promotion, participation, and interaction enabled by social media. The articles included in this special issue of Psychology & Marketing were selected from papers submitted to the 6th Global Innovation and Knowledge Academy (GIKA) conference held in March 2016 in Valencia, Spain. This paper provides a brief synthesis of the contributions of these articles to understanding social media's impact on the ability of organizations to better engage with and market to customers.

Integrated Reporting, Connectivity, and Social Media

2016

Leading companies worldwide are increasingly concerned about stakeholders’ needs. They include sustainability initiatives regarding the environment and the community in their business strategy and adopt a new way of communication with stakeholders, that is, the Integrated Report (IR). This document should include in just one document the information traditionally provided in the annual report, the sustainability report, and the corporate governance report. This article presents the IR phenomenon and pays special attention to the key concept of “connectivity,” according to the International Integrated Reporting Council (IIRC). However, Internet and digital technologies have provided new chan…

Industrial branding in the digital age

2015

Purpose – The purpose of this paper is to describe the overall branding logic of an international industrial company operating in the renewable energy industry and to respond to calls for empirical research on how to build a business-to-business (B2B) brand in the digital age and how digital media can be used for branding. A digital branding model is also developed. Design/methodology/approach – A single case study of a company at the forefront of digital media usage is used to develop the model. The main data come from semi-structured theme interviews and from content analysis of the channels used to create a brand on the Internet. Findings – In the digital age, firms seem to benefit from…

Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market

2022

This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, whereas n…

B2B influencer marketing : Conceptualization and four managerial strategies

2023

While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this gap, the purpose of this study is to explore the use of influencer marketing in B2B markets. We draw empirical insights from 22 interviews with a) 12 senior marketing managers representing influencer marketing users in various B2B industries, ranging from industrial product manufacturers to professional service providers, and b) 10 experts from marketing agencies who advise other B2B firms on how to apply influencer marketing. The study findings identify the key elements o…

Hope You’re Not Totally Commercial! : Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness

2022

Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing context. The authors examined an Instagram post featuring the endorsement of a brand and created an experimental design with four conditions related to advertising recognition and the parasocial relationship. Findings from a partial least squares structural equation modeling procedure indicate that advertising recognition results in overall negative consumer responses to SMI brand endorsements. The results also indicate parallel mediating effects of source credibility and atti…

Maturity in Leaps and Bounds : Organisational Listening for Customer Engagement

2023

Much of organisational development occurs during times of crisis when answers and solutions are urgently needed. The research presented in this paper suggests that, during such times, what matters for organisational legitimacy is understanding stakeholders’ changing needs. This paper proposes that organisational listening become a core function for brands and organisations. Building on theories related to organisational listening, social media and stakeholder engagement in digital marketing, this article argues for incorporating mature online listening into the customer engagement in social media (CESM) framework introduced by Santini et al. (2020). In the practise of organisational listeni…

The Impact of Internet and Social Media Use on Well-Being

2021

The present research examines the longitudinal average impact of frequency of use of Internet and social networking sites (SNS) on subjective well-being of adolescents in Germany. Based on five-wave panel data that cover a period of nine years, we disentangle between-person and within-person effects of media use on depressive symptomatology and life satisfaction as indicators of subjective well-being. Additionally, we control for confounders such as TV use, self-esteem, and satisfaction with friends. We found that frequency of Internet use in general and use of SNS in particular is not substantially related subjective well-being. The explanatory power of general Internet use or SNS use to p…

Social Media Discourse, (Dis)identifications and Diversities

2016

Invisalign treatment from the patient perspective: A Twitter content analyses

2021

Background: Understanding patient perspective is a key factor in improving treatment satisfaction. The aim of the present study is to qualitatively describe the content of Twitter posts related to the treatment with Invisalign in order to get a better understanding of patient experience. Material and Methods: Tweets were prospectively collected during a period of four weeks from public available posts on Twitter using Awario™ a bespoke social media monitoring tool. After applying the pertinent inclusion and exclusion criteria the selected posts were analysed by three investigators using thematic analysis. Specific themes and subthemes were developed. Results: A total of 1564 tweets were ana…