Search results for "social media."
showing 10 items of 718 documents
Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination
2018
PurposeThe purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the schema theory and a multidimensional approach of brand equity to analyse how social media communication affects brand awareness, brand image, customer value, brand quality and loyalty.Design/methodology/approachThe authors carried out a quantitative study through a personal survey with structured questionnaire. The study population were international tourists, over 18 years of age, who were visiting the city of Valencia, Spain. Respondents were asked to take the questionnaire upon arrival in Valencia, that is, before …
Managing the communicative organization : a qualitative analysis of knowledge-intensive companies
2020
PurposeThe purpose of this paper is to explore how employees' work-related communication is managed in knowledge-intensive organizations.Design/methodology/approachThe study was conducted by applying an exploratory, qualitative approach. The data were collected from six knowledge-intensive organizations operating in the professional service sector in Finland, and the data set used included altogether 23 interviews.FindingsThe interviews confirmed that employees' work-related communication on social media is regarded as an increasingly important area, and that it has required companies to establish new managerial processes that are aimed to affect employees’ communication behaviors (ECB) eit…
What's in it for me and you? : Exploring managerial perceptions of employees' work-related social media use
2022
PurposeThis study focuses on managers' perceptions of employees' communicative role in social media, and explores the changes in the contractual nature of employment relations in mediatized workplaces in which the boundaries of professional and private life are becoming more fluid.Design/methodology/approachA qualitative approach was employed to explore this relatively new phenomenon. The data, comprising 24 interviews with managers responsible for corporate communication and human resources in knowledge-intensive organizations, was thematically analysed.FindingsThe analysis shows that employees' work-related social media use creates new types of exchanges and dependencies between an organi…
Drivers affecting the adoption and effectiveness of social media investments: The Italian wine industry case
2019
Purpose The purpose of this paper is twofold: first, to identify distinct organisational models in a sample of firms operating in the wine industry; and second, to identify the main internal resources that characterise those firms most motivated towards the adoption of social media (SM) tools and those that perceive SM investment as more effective. Design/methodology/approach The empirical investigation was carried out by administering an online questionnaire to a sample of 82 Sicilian wineries. The principal component analysis was used to identify latent factors that drive managers to invest in SM technologies and to measure the impact perceived by managers. Subsequently, a cluster analys…
Making and breaking relationships on social media: the impacts of brand and influencer betrayals
2021
This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios (influencer vs. brand) was created, and 250 individuals were recruited to participate in the study. The results show that a perceived betrayal by a brand can negatively affect the perceived coolness of the social media influencer that has endorsed the brand, as well as the parasocial relationships that followers have with the influencer. Accordingly, a perceived betrayal by a social media influencer can negatively affect attitudes, trust and purc…
Disposition-Content Congruency in Adolescents’ Alcohol-Related Social Media (Self-) Effects: The Role of the Five-Factor Model
2019
Objective: Accumulating evidence indicates that social networking sites play an increasingly important role in young people’s drinking behavior. The present study adds to this research by assessing the conditionality of the relationships between exposure to and self-sharing of alcohol-related content on social media and adolescents’ drinking behavior. Specifically, the moderating role of the five-factor model of personality is determined. Method: A cross-sectional survey study was conducted among 866 mid-adolescents (Msubsample = 14.85 years, SD = 0.71, 57.5% girls). Polynomial regression analysis with response surface modeling was used to test the interactions. Results: Exposure, but not s…
Adolescents’ online communication and well-being : Findings from the 2018 health behavior in school-aged children (HBSC) study
2022
Background: Digital transformation has influenced all areas of adolescents’ lives, including the ways adolescents maintain friendships. Interpersonal communication is one of the most common activities while online. Online communication may provide adolescents with opportunities to expand their social contacts, but these encounters can be risky, especially when the communication is with unknown people on the internet. This study examined the associations between different forms of online communication behavior and well-being. Materials and methods: Data were collected from Finnish adolescents as part of the Health Behavior in School-Aged Children (HBSC) study in 2018. The participants were 3…
Social Media as a Campaigning Tool in Elections: Theoretical Considerations and State of Research
2021
To extend their reach to supporters and voters, three election campaign functions are key to political actors: information, interaction and mobilisation. We argue that these three functions are interrelated and function most successfully through interrelationship. Thus, the distinction between top-down and bottom-up communication appears to be rather artificial in the context of online campaigns. In campaign practice, both directions are rather closely linked. Our theoretical framework shows how Facebook can be used specifically to realise the three key functions and provides the background for the following chapters for analysing how political parties actually use Facebook in European Parl…
The usage of social media among young adults living in Nairobi, Kenya : only entertainment or contributions to societal change?
2015
Social media usage has been found to have increased all over the world, also in the so-called developing countries. Although the percentages are still rather low, it can be argued that the use of social media is becoming increasingly important also in African countries. Kenya has been found to be one of the leading countries regarding social media usage in East Africa. Although research on social media has been conducted, for instance, on the use of social media in protest movements and in the areas of users’ motivation, less emphasis has been placed on their developmental aspects. Thus, to gain a deeper understanding of the usage of social media in the so-called developing countries, this …
The use of blogs as social media tools of political communication : citizen journalism and public opinion 2.0
2019
In recent years, the political arena has been transformed into a space of public debate, a phenomenon which is both evident, yet hitherto unparalleled. A new range of digital social communication tools framed within the Web 2.0 era, with the blog often proving the tool of choice, has displaced the traditional pre-eminence of the communication scenario, as previously used by the mass media, thanks to a series of more interactive, diverse and credible dynamics which place the user at the very heart of the political discussion process and facilitates processes of social mobilization and collective civic action. This study takes the above situation as its point of departure and guiding principl…