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Understanding Social Media: Misinformation, Attention, and Digital Advertising
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Social media thesis
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Mohammad Masud
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Koen Pauwels
As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of 15,717 retailer-day observations, the authors empirically test the dynamics between owned and earned social media and CBBE using panel vector autoregression (PVAR). The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned so...
IAEME Publication
The brand management landscape has changed due to the digital media platforms which provide real-time interaction and high dynamism. Furthermore, the emergence of social media has left a profound impact on the procedure adopted by companies to maintain a relationship with the customers. However, the industries have not been able to explore the field of social media marketing to its full potential and their understanding of digital marketing strategies for the purpose of branding has been limited. It is crucial to gain a deep understanding of the transformation in the field of marketing as it exercises direct influence on the sustainability of the brand. However, the literature in the field of social media advertising and impact on the brand management is still in the nascent stage. Therefore, present study will aim at reviewing all the digital platforms, with special focus on the social media advertisement which are utilised for brand advertisement. The success of the social media advertisement will be measured by reviewing the behaviour of millennials towards the digital media and brands. The results will extend to the current knowledge in the field pertaining to the digital advertising tools, social media advertisement, and brand management. Moreover, the study will provide insight to the brand managers regarding the power of digital marketing and social media advertisement.
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Brand experience consists of sensory, affective, cognitive, behavioral and relational stimuli that provide consumers with a pleasurable and memorable experience. In contrast to traditional marketing, with its emphasis on rational decision making based on functional benefits, it adds an emotional element to marketing. It is therefore assumed to have a positive impact on creating brand equity, i.e., brand awareness and brand image. This study measures the influence of five different types of experiences—sensory (SENSE), affective (FEEL), cognitive (THINK), behavioral (ACT), and relational (RELATE)—on brand equity through an empirical study of Starbucks in Taiwan. The results confirm a large positive impact of brand experience on brand image (i.e., brand attribute, brand benefit, brand attitude), and a somewhat slighter experience on brand awareness (i.e., brand recall and recognition). Sensory and affective dimensions have an especially large effect—with cognitive, behavioral and rela...
Yongbing Jiao , Myriam Ertz , Myung-Soo Jo , Emine Sarigöllü
Abstract Purpose – The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting. Design/methodology/approach – Online surveys were conducted with 595 SMBC participants in China and the USA. AMOS is used in SEM analysis. Findings – Consumers with collectivistic, extroverted, and extrinsic orientation experience social value through social media participation. In contrast, consumers with individualistic and intrinsic orientation demonstrate content value. Furthermore, Chinese consumers showmore social value and the US consumers more content value. Accordingly, the effect of social value (content value) on brand equity is stronger for Chinese (US) consumers. Research limitations/implications – Culture was assessed only by individualism/collectivism, personality by extroversion/introversion and motivation by extrinsic/intrinsic. Future research should verify external generalizability beyond China and the USA. Practical implications – Enhanced social and content value through consumers’ social media participation can increase brand equity. Thus, companies should motivate consumers to experience more value via social media participation, and, cultivate a multicultural climate and facilitate the exchange of culture. Originality/value – First, this research redefines customer value into two components: social and content value. Second, this paper is the first to investigate the antecedents (i.e. culture, personality, and motivation) and the consequence (i.e. brand equity) of customer value in social media community settings. Third, this study illustrates differences in social media customer value experiences of Chinese vs US consumers. Keywords Brand equity, Collectivism/individualism, Extrinsic/intrinsic motivation, Extroversion/introversion, Social and content value, Social media brand community Paper type Research paper
International Journal of Research in Marketing
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We present an integrative framework of brand value co-creation with theoretical underpinnings in joint agencial experiencial creation of brand value. Central to this framework are brand engagement platforms entailing both relational activities and offerings, at the intersection of joint agency of experiencial co-creators (whether in their role as customers, employees, partners, or any other stakeholder) and co-creational enterprises as organizing the practice of brand value co-creation (whether in their role as innovating or marketing offerings, or managing network relations). Using two illustrative examples of Starbucks and Apple, we discuss how brand value co-creation is enacted through brand engagement platforms, embodied in brand experience domains, and emergent from brand capability ecosystems, valorizing outcomes with stakeholding individuals. Subsequently, using another illustrative example of Nike, we discuss the concept of co-creational enterprises as a nexus of co-creational platforms of engagements , and elaborate upon the organizational practice of brand value co-creation in a digitalized world. We conclude with several implications for future brand research.
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negative emotions seem to indicate that addictive behaviors are on the rise and are closely related. to overuse of social media. On the other side of the coin, social media use also produces positive effects on. emotional well-being such as happiness, Mudita, humor, support, validation, and a more frequent.
A thesis submitted in fulfilment of the requirement for the degree of DOCTOR OF PHILOSOPHY By Rebecca Marie Dolan, B.Com. (Hons) School of Marketing and Management Adelaide Business School University of Adelaide 2015 . ... Social Media Engagement Behaviour ...
Depression, anxiety, catfishing, bullying, terro rism, and. criminal activities are some of the negative side s of social media on societies. Generall y, when peoples use social. media for ...
THE EFFECTS OF SOCIAL MEDIA AND SOCIAL NETWORKING SITE USAGE ON THE MENTAL HEALTH AND WELLBEING OF ADOLESCENTS . by . LINNEA S. HAVENER . A THESIS . Presented to the Department of Psychology . and the Robert D. Clark Honors College . in partial fulfillment of the requirements for the degree of . Bachelor of Arts .
THE RELATIONSHIP BETWEEN SOCIAL MEDIA AND POLITICAL PARTICIPATION: AN ANALYSIS USING SURVEY DATA FROM BRAZIL, COLOMBIA, AND MEXICO . by . Stella Yerutí Méndez . A thesis submitted to Johns Hopkins University in conformity with the requirements for the degree of Master of Arts in Government . Baltimore, Maryland . December 2020
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Title of Bachelor´s thesis: Impacts of Social Media on Mental Health . Supervisor: Ilkka Mikkonen . Term and year of completion: Autumn 2018 Number of pages: 36 . Social media has become an integral part of human beings in the present era. It has influenced them in many ways. On the one hand, numerous benefits of social media such as online ...
Chapter 1: Introduction. The production of a film can cost millions of dollars. In order to protect that. investment, advertisers will spend half as much, if not more, on promoting the film in. order to make a profit in the first two weeks of the film's release (Anders, 2011).
connection between increased social media use in the young adult population and increased mental health problems in the same population, it is unclear how social media use may be associated with these changes. The purpose of this thesis is to explore how social media use is related to the mental health of young adults.
In this thesis, I explore recent trends in social media through models and experiments of user behavior, platform algorithms and incentives, and policy initiatives. I focus on the social consequences of new communication technologies, their intended and unintended societal consequences, and how to steer them in more socially beneficial directions.
ards boosting the sales margins of the organizations.Regarding the impacts of social media marketing on consumer purchase intentions, the results from the findings show that social media marke. ing did indeed influence consumer purchase decisions. This was evidenced by the fact that all the respondents a.
2016). Small businesses can use social media as new investigative tools in market research (Mahajan, 2015). Customers need and want access to social media, which is why it is important for small businesses to engage in online surveys, reviews, and live chats for marketing research. Social media present advantages and disadvantages when used in
TURKU UNIVERSITY OF APPLIED SCIENCES THESIS | Ethel Lee 32 4 SOCIAL MEDIA AND CONSUMER 4.1 Social media as a mean of giving consumers a voice Having explained the possible components involved in the consumer decision process, the nature and the essence of social media, as well as having a brief discussion of the prominent features in different ...
Social media enjoy a phenomenal success in terms of adoption and usage levels. They cause paradigm shifts on how people connect and communicate with each other, on how they express and share ideas, and even on how they engage with products, brands, and organizations. Moreover, social media became significant networks of consumer knowledge. In ...
Minnesota State University, Mankato
Social media really impacts my life a lot, from morning to night. (Hanna, aged 17) Social media is intertwined with daily life—for school-aged teens in developed countries, interacting with and through social media platforms (SMPs) is "just part of [the] routine." Among US-based 13- to 17-year-olds, 94% use one or more SMPs (AP-NORC, 2017b).
cortisol, from heavy social media usage, over time causes damage to your gastrointestinal tract. (gut), which opens the door to an immuno-inflammatory response in the body and brain, leading. to depression anxiety.7 Another side effect of social media leading to depression is the experience of false.
36 + 4. In today's business world social media plays an important role. Social media marketing is the type of marketing which creates recognition, action and awareness of any business and products. Now a days social media is used as a tool for marketing to reach customer in different way.
i. There is a relationship between time spent on social media and academic performance ii. There is relationship between the use of social media and excellent academic performance 1.6 Literature Review According to Junco al et (2010), social media are a collection of internet websites, services, and practices that
Download Free PDF. Yongbing Jiao, Myriam Ertz, Myung-Soo Jo, Emine Sarigöllü. Abstract Purpose - The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting.
Teenagers' use of social media critically influences internet addiction, sleeping pattern, co mmunication. preference, language acquisition, academic endeavor, task perfor mance, and need for ...
CSUSB ScholarWorks: Open Access Institutional Repository
The research has shown how social media influence on consumer decision. By analyzing habits of using social network, this thesis has shown how social media directly influence on consumer buying decision. Data and the development of technology allows social media store and provide the relevant content to customers.
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