Search results for "social media."

An Experiment with Facebook as an Advertising Channel for Books and Audiobooks

2016

The paper addresses the problem of using social media to promote innovative products available in online stores. Motivated by the fast development of the audiobook market, on the one hand, and the efficiency of social media marketing, on the other hand, we conducted an experiment with a marketing campaign of books and audiobooks on the most popular social networking site, Facebook, and discussed it in the paper. The goal of the experiment was exploring possible differences in FB users’ reaction to FB advertisements of traditional books and audiobooks. The experiment was implemented by using a real Facebook fanpage of a Polish publishing house having its own online bookstore. Results show so…

Primed Authenticity: How Priming Impacts Authenticity Perception of Social Media Influencers

2019

Though organizations increasingly collaborate with social media influencers, such as bloggers and videobloggers, little is known as to how the contextual cues related to sponsored content affect the authenticity perception of the social media influencers among audience members. This study explores how positive and negative priming of sponsored content shapes the authenticity perception of the vlogger among its audience members. Four different manipulation conditions were constructed to study a U.S. based travel vlog on Qualtrics, with data collected via Amazon’s Mechanical Turk. A theory-guided content analysis of 211 open viewer responses was conducted to compare perceptions of authenticit…

Enablers of and constraints on employees' information sharing on enterprise social media

2020

PurposeThe purpose of this study is to investigate the various enablers of and constraints on employees' information sharing on an enterprise social media platform. It draws on two theoretical perspectives, communication privacy management theory and the technology affordance framework, as well as on empirical data in an attempt to paint a comprehensive picture of the factors shaping employees' decisions to share or not share information on enterprise social media.Design/methodology/approachThis qualitative field study is based on semi-structured interviews and enterprise social media review data from a large Nordic media organization.FindingsOn an enterprise social media platform, privacy …

Media relations after the introduction of social media

2010

In the light of the popularity of social media on one hand, and the contradictive relationships between journalists and public relations practitioners on the other hand, the thesis studies media relations after the introduction of social media. The study focuses on media relations in Estonian public relations scenery. The research answers to the questions: - What are media relations today? - What are the functions of social media and media relations in organizational communication? - Have media relations changed with the introduction of social media? - What is the future of media relations? The research was carried out by using qualitative methodology. Semi-structured interviews were used t…

Understanding evolving organisational issues in social media

2017

The aim of this dissertation is to better understand the spread of issues in social media, a relatively new phenomenon that is not fully understood in academia. The phenomenon has also captured the interest of organisations, as it may cause or coincide with organisational crises. Following issue spread is not easy, as issues emerge in dynamic interaction amongst many actors who are engaged in voluminous debate within varying media environments. This research was based on insights from different disciplines – in particular, communication sciences and information systems. It utilised quantitative, qualitative and mixed methods. Literature reviews provided a solid basis, whereas various cases …

Communication in turbulent times : exploring issue arenas and crisis communication to enhance organisational resilience

2017

This book is characterised by a broad approach towards corporate communication, emphasising change and crisis. The focus is not on crises as an exceptional situation but rather on broader volatility in the environment. The purpose of this book is to increase the understanding of multi- stakeholder communication concerning organisational issues and crises. From the perspective of organisational management, this book clarifies how communication contributes to organisational resilience—the ability to adapt to a changing environment and mitigate emergency crises. In todays’ world, change is not the exception but a constant presence. Moreover, issues and risks occur that may grow to become crise…

Sosiaalisen median taidot ohjauksessa

2016

Peer selection and influence : Students’ interest-driven socio-digital participation and friendship networks

2020

Digital technologies have been increasingly embedded in students’ everyday lives. Interest-driven socio-digital participation (ISDP) involves students’ pursuit of interests mediated by computers, social media, the internet, and mobile devices’ integrated systems.ISDPis likely to intertwine closely with young people’s social networks that has been scarcely studied quantitatively. To close this gap, the present paper investigated students’ peer selection and influence effects of the intensity of their ISDP and friendship networks. We collected two-wave data by administering a peer nomination to trace students’ friendship networks with peers and a self-reported questionnaire to examine student…

Adoption of social media marketing for sustainable business growth of SMEs in emerging economies: The moderating role of leadership support

2021

Social media marketing (SMM) plays an important role in business communication, marketing, operations, and other activities. There is a growing interest among researchers, academicians, and practitioners to understand the role of SMM in business sustainability in small and medium enterprises (SMEs) in an emerging economy, like India. Few studies have attempted to understand this role. Thus, the aim of this study is to examine the impact of adopting social media marketing for sustainable business growth of SMEs in an emerging economy. The study also investigates the moderating role of SME leadership support on the relationship between SMM usage and sustainable business growth of SMEs. After …

Planting in the pandemic : surveillance on social media

2023

This article looks at interest-driven and informal social media practices that have flourished in the pandemic period and its ensuing renaissance of domesticity. It investigates how tending plants and discussing them on social media serve as a particular site for connecting around loving and taking care of plants. Its focus is on the discursive means with which posters – guided by social media algorithms – rhetorically co-construct a morally acceptable version of a pandemic lifestyle around houseplants. More specifically, drawing on multimodal discourse studies, critical sociolinguistics and work on digital surveillance, it investigates how members of a Finland-based social media site obser…