Social Media Communication Research Articles

Innovation in Local Digital Media: The Case of Sevilla Directo

Introduction: The journalistic company is immersed in a process of permanent transformation to overcome a crisis context. In this scenario, marked by disruptive changes in technology and in the behaviour of audiences and advertisers, a communication ecosystem emerges that facilitates the emergence of new media. Community social media, data journalism, and specialisation are some of the characteristics present in these business models. The objective of this research is to identify and understand the role of innovation in media adaptation to the current communication paradigm. Methodology: The case study will be used. For this, we will analyse a digital native medium in a city of approximately 700,000 inhabitants, Sevilla Directo. The techniques of information collection have been observation, analysis of websites, in-depth interviews, a discussion group between journalists, and reports and databases of the sector. Results and discussion: The results show that technological advances and the reach of social networks are fundamental for the growth of local media. However, it is observed that adaptive changes predominate with little disruption and little concern for R&D&I. The organisation under study lacks a business model that guarantees its long-term sustainability and bases its subsistence on traditional income routes. At the same time, social capital stands as a key element in financing.

The Impact of Social Media Communication on Brand Association and Repurchase Intention in Local Beauty Brand in Indonesia

The Impact of Social Media Communication on Brand Association and Repurchase Intention in Local Beauty Brand in Indonesia

Application of Public Relations Tools for Revenue Generation by Taraba State Board of Internal Revenue

This study investigates the efficacy of public relations (PR) tools employed by the Taraba State Board of Internal Revenue to bolster revenue generation. The research objectives encompass identifying specific PR strategies, eval_uating their effectiveness, and proposing actionable recommendations. Employing a mixed-methods approach, quantitative surveys and qualitative interviews were conducted to gather comprehensive insights. The study was built on Two Symmetrical Model, Excellence Theory, and Transfer Process Model. Findings indicate a moderate utilization of PR tools, with 63% of respondents reporting extensive to moderate use. Notable strategies include social media engagement, press releases, and community outreach initiatives. Qualitative data elucidates participant experiences, highlighting the impact of these strategies on promoting tax compliance and fostering positive public perception. Effectiveness assessments reveal tangible outcomes, with participants citing increased tax compliance rates and positive media coverage as key indicators. This underscores the significance of strategic communication in driving revenue generation efforts. However, challenges such as limited collaboration with external stakeholders and the absence of comprehensive eval_uation mechanisms are identified. Based on the findings, several recommendations are proposed to optimize PR efforts and enhance revenue generation outcomes. These include fostering closer collaboration with stakeholders, implementing robust eval_uation mechanisms, and tailoring communication strategies to diverse audience segments. Additionally, there is a call for continuous professional development to ensure staff proficiency in PR roles.

Unveiling the effect of social media communication on urban mobility

Unveiling the effect of social media communication on urban mobility

The Applications of Social Media for Luxury Brand Management — A Narrative Review

Purpose — The emergence of social media and digital technologies has reformed the competitive aspect for firms that quickly acknowledged the increasing relevance of social media platforms for business purposes social media is emerging as an important part of our lives. Luxury brands are gaining popularity as the customers are getting richer. In this paper, we did an extensive review of the research papers to understand the applications of social media for luxury brands management. We also studied the data analysis techniques used in those research papers. Methodology — The papers related to the applications of social media for luxury brand management were collected using related keywords. We searched the papers with the keywords such as “Social media marketing” and “Luxury brands”, “Social media consumer engagement” and “Luxury brands”, “Social media consumer response” and “Luxury brands” and “Social media communication” and “Luxury brands” in Scopus database. Findings — Marketing and customer response are the two main categories of the applications of the social media for luxury brand management. Regarding data analysis techniques, traditional data analysis models such as structural equation modelling, regression, etc. have been used more as compared to data mining, text mining, etc. process. Originality — We propose a new categorisation of different research papers related to applications of social media for luxury brand management. We also did an extensive study of the data analysis techniques to conclude that traditional data analysis models have been mostly used in this research area. The recommendations to social media marketing professionals related to luxury brands have been presented to improve the effectiveness of social media campaigns for luxury brands. We also suggest challenges and future research directions in this area.

Literacy Strategies for the Preservation and Contemporary Development of Chinese Luoyang Quju Opera

The Chinese Luoyang Quju Opera holds significant cultural importance in Henan Province. Despite its historical richness, this art form confronts challenges amidst modernization and evolving entertainment preferences. This study investigates literacy strategies for preserving and contemporaneously developing the Chinese Luoyang Quju Opera. The research in Luoyang engages performers, educators, and scholars through qualitative methods, such as interviews, field observations, and archival research. The findings underscore the necessity for systematic documentation, scientific preservation techniques, educational integration, governmental backing, and digital platform utilization to sustain this opera. Emphasizing a comprehensive approach to cultural conservation, blending traditional and contemporary methodologies to captivate new generations, the study recommends digital experience centers, social media outreach, curriculum inclusion, community initiatives, and cultural tourism programs. These strategies aim to uphold the enduring legacy of Luoyang Quju Opera in contemporary society.

INTEREST IN PURCHASING PRODUCTS WITH BRAND CONTENT LOVE AND COMMUNITY ENGAGEMENT ON SOCIAL MEDIA

Objective: The objective of this study is to examine the influence of brand love, fostered by social media content, on the desire of consumers to engage with brand communities on social media, ultimately leading to purchase intentions. Method: The research employed a non-probability random sampling procedure for data collection. Structural Equation Modeling (SEM) was utilized to test research hypotheses through models formulated using R Studio. Result and Discussion: The findings indicate that both brand passion and brand affection significantly affect social media engagement and brand purchase intention. Brand affection notably influences brand purchase intention through engagement with social media brand communities, while the impact of brand passion on brand purchase intention through such engagement was found to be insignificant. Research Implications: The research underscores the pivotal role of brand love in stimulating transactional desires through engagement within social media communities, thereby providing valuable insights for brands to enhance their future social media marketing strategies. Originality/Value: To enhance brand purchase intention for skincare products in Makassar City, Indonesia, this research found that brand passion must be elevated first. This can be achieved by creating positive experiences in every interaction between the brand and consumers. Consequently, brands need to build social media communities that resonate with the affections of skincare consumers. Managers should concentrate on identifying relevant consumer expectations to cultivate an appropriate social media environment for the target audience.

Rejecting the Radical New Left: Transformations in Japanese Social Movements

After a disastrous period of New Left political violence in the late 1960s and early 1970s, followed by two decades of abeyance, Japan has experienced a renewed era of social movement activity since the 1990s. These new movements explicitly seek to avoid contamination by the earlier period, even when their participants know little about it except for fear perpetuated by media portrayals of senseless violence. We analyze ethnographic accounts of contemporary groups engaged in collective action, ranging from small informal groups in Japan’s invisible civil society; groups trying to mobilize laborers who fall outside Japan’s traditional enterprise unions; and groups reviving and revitalizing older movement networks to deal with new threats; to new right-wing challengers and their counter-movements; and those making innovative use of cultural resources. They all seek alternatives to earlier social movements that engaged in political violence, by creating very different organizational structures and relations to ideology, relying on social media for communication, and developing new forms of collective action. They foreground cultural and expressive repertoires, and seek to establish the movement as a place of personal and social belonging. As was true of the New Left social movements in the mid-20th century, these new groups are closely attuned to movement developments around the world, even as they craft their responses to specific historical conditions in Japan.

Followers beat content: social media and the managers in initial coin offerings (ICOs)

AbstractOur research investigates the role of social media communication in amplifying high-quality information and its impact on the success of ICOs in achieving their soft cap. We analyzed data from 3,644 ICOs and the demographics of 1,987 CEOs, CFOs, and CTOs to compare their quality attributes against their number of social media followers. Our findings reveal that the most significant factors for reaching the soft cap are the number of followers and team size, while the competencies (education and skills) of the management team have a very marginal effect, even when enhanced through social media. This indicates that widespread social media signals can positively influence investor behavior without necessarily reducing information asymmetries regarding the quality of the team. We propose that this effect arises from the combination of minimal investment amounts and stimulated herding behavior among investors.

The effect of social media communication on intention to vaccinate against COVID-19: A relationship mediated by perceptions of vaccine efficacy and safety

ABSTRACT Although previous literature has found significant effects of social media communication (SMC) on intention to vaccinate, the effect of the sources of SMC has not been explored. To fill this gap, this study investigates a) the effects of official sources and user-generated SMC on intention to vaccinate against COVID-19, and b) the mediating effects of perceived vaccine efficacy, safety, and risk perception on the relationship between SMC and intention to vaccinate against COVID-19. Online survey data (n = 428) was analysed using structural equation modelling (SEM). Results revealed that official sources SMC is positively associated with vaccine intention while user-generated SMC had no significant association. Mediation analysis revealed a partial mediation effect of perceived vaccine efficacy and safety in the relationship between official source SMC and intention to vaccinate against COVID-19, while a full mediation effect of perceived vaccine efficacy and safety was found between user-generated SMC and intention to vaccinate against COVID-19. The mediating effect of perceived risk was not found.

Effectiveness of femvertising communications on social media: how brand promises and motive attributions impact brand equity and endorsement outcomes

PurposeWith the growing importance of conscientious branding, companies are increasingly adopting messages of female empowerment in their social media communications. However, this is not without risk, as stakeholders may be suspicious of femwashing. Therefore, companies need to develop appropriate messaging strategies to increase the effectiveness of their femvertising communications.Design/methodology/approachA between-subjects 3 × 1 online experiment was conducted to examine the influence of different messaging strategies (symbolic, philanthropic and explicit brand promises) and respective stakeholders' attributions of a company’s femvertising motives on brand equity and endorsement outcomes.FindingsThe results show that philanthropic and explicit brand promises have more positive effects on brand equity and endorsement outcomes than symbolic brand promises. In addition, motive attributions towards the firm’s femvertising messages were found to moderate the influence of message strategies on endorsement outcomes.Originality/valuePrevious research on the effects of femvertising has been inclined towards short-term performance factors like purchase intentions. This study contributes to the literature by examining its impacts on more strategic intangible assets such as brand equity. Furthermore, while prior studies on femvertising effects have so far focused primarily on the influence of recipients’ characteristics and less on the side of the communicators, this study illuminates the potential of different messaging strategies for effective femvertising communicating.

The role of emotional appeal in water conservation communication: a framework for social media engagement

Amidst growing concerns about water shortages, harnessing the potential of social media emerges as a crucial strategy in attempts to conserve consumption While informative messaging in environmental communication has been widely acknowledged, the role of emotional appeal remains underexplored. This study aims to bridge this gap by proposing a comprehensive framework that integrates emotional appeal, evoked through video creativity and multimedia effects. Focusing on the UK context and informed by the Theory of Planned Behavior (TPB) and the Elaboration Likelihood Model (ELM), the study highlights the complex interplay between cognitive and affective factors in water conservation communication. By applying Structural Equation Modeling (SEM) to a dataset containing 443 responses, the analysis reveals that emotional appeal, when evoked through creativity, not only positively influences individuals’ attitudes but also extends to shape perceived behavioural control. These findings further emphasise the ability of emotional appeal to serve as a complementary aspect that enriches individuals’ motivational framework and influences their inclination towards engaging in the intended behaviour. The study has important implications for improving current marketing efforts and encouraging behavioural shifts among water consumers. By including emotional appeal in social media communication strategies, environmental communicators can build empathy and promote sustainability more effectively. Additionally, this study offers a valuable understanding of the complex nature of water conservation communication, providing practical strategies for enhancing environmental messaging and encouraging positive behaviour changes.

BUILDING BRAND AWARENESS THROUGH PRODUCT QUALITY AND SOCIAL MEDIA MARKETING FOR FOOD SERVICE BUSINESS DEVELOPMENT

Objective: This study investigates the role of product quality and social media marketing on brand awareness in the food service industry, mainly focusing on pastry and beverage establishments in Bandung, Indonesia. Theoretical Framework: Brand awareness is crucial for consumer decision-making, with product quality playing a significant role in brand recognition. The study explores the role of social media platforms, especially in promoting product branding within the competitive food service sector. Method: A survey was conducted among 150 consumers of a food service outlet in urban Bandung, Indonesia, specialising in pastries and beverages. Quantitative methods were employed, and data was analysed using multiple regression analysis. Results and Discussion: Both product quality and social media marketing significantly impact brand awareness. However, social media communication only partially affects brand awareness, suggesting additional factors influence consumer perceptions. Research Implications: Recommendations are provided for researchers and practitioners in the hospitality industry, emphasising the importance of leveraging social media for digital marketing and integrating product quality to enhance brand awareness. Originality/Value: This study underscores the evolving role of digital technology, particularly social media, in shaping brand awareness in the food service sector. It highlights the necessity of combining product quality and digital marketing strategies to promote brand recognition and achieve business development objectives effectively.

Sustainability Strategic Framing in Corporate Communication: Contextual Semantics of Twitter in the Energy Sector

Sustainability has become the prevailing paradigm, a model of conduct, and a central theme in social and media discourses within the past decade. However, it is still a marginal development concept in the interdisciplinary research field dealing with sustainability communication, especially with meaning-making processes in relevant communicative, for example, in corporate and industry contexts. This paper focuses on how the idea of sustainability is framed, anchored, and disseminated in energy companies' communication via social media channels and how the linguistic methods used by energy corporations concerning sustainability co -create theirsymbolic value. Specifically, this study has aimed to understand how the sustainability topic was discussed in the Twitter sphere of the most prominent energy companies in 2020. This study makes a three -fold contribution to sustainable research and practice. First, the study identifies the framing structure of sustainability content in social media communication in the energy sector. Secondly, the study identifies social media data as a viable source of sustainability conceptualization and its understanding through communication. Finally, this study illustrates how text mining and natural language processing (NLP) can be used as a research method for managing big text data and a tool for discovering latent communication structures. Sustainability is present and visible in the communication of the energy industry identified by (1) the semantic construction of phrases in communication that show a future, green, and clean orientation, but it is also strongly declarative, referring to what will be and can be done, and with positive emotions related to the communicated messages; and (2) decoupling from climate change and thus avoiding the industry's responsibility for the impact of global warming but promising clean, sustainable energy transformation and to avoid negative emotional connotation. However, one gets the impression that it takes on the character of a rhetorical art form related to the concept of decorum. In this view, the idea of sustainability is interpreted and shaped through the needs of the industry and as a rhetorical tool in building a positive narrative about companies and is used to gain legitimacy.

Words and Attitudes of the Heart: The Emotional Content of Christian Nationalist Communications

Christian nationalism has emerged as an important component of the relationship between religious identities and political attitudes. While several studies have analyzed the constellation of Christian nationalist elites and the effects of Christian nationalist orientations on public opinion, to date no study has explored how Christian nationalist elites message to the public or what effects these messages have. Moreover, the current literature lacks comparisons of Christian nationalism to other similar orientations. This study uses content analysis to compare the content and use of emotion language of Facebook messages of Christian nationalist, Christian Christian nationalism (CN) opposition, and patriotic groups. I find that these groups focus posts on issues that are stereotypical to the group identity, and that the use of emotion language differs by topic and group type. Additionally, groups’ use of emotion language shifts the emotional responses of readers, especially in Christian nationalist groups. This study adds to our understanding of the role of emotion in social media communications and the effects of social media communications on readers.

Interactive Media-Based Approach for an Exception From Informed Consent Trial Involving Patients With Trauma

Exception From Informed Consent (EFIC) research requires community consultation (CC) and public disclosure (PD). Traditional methods of conducting CC and PD are slow, expensive, and labor intensive. To describe the feasibility and reach of a novel interactive, media-based approach to CC and PD and to identify the similarities and differences between trial sites in website views, survey responses, online community forum attendance, and opt-out requests. This survey study analyzed the CC and PD campaigns conducted for the TAP trial (Evaluation of BE1116 in Patients With Traumatic Injury and Acute Major Bleeding to Improve Survival), an EFIC trial of the early administration of prothrombin complex concentrate in patients with trauma. The CC and PD campaigns consisted of social media advertisements, linked websites, community surveys, and online community forums. These activities were coordinated from a central site and approved by a central institutional review board. This study focused on the first 52 of 91 TAP trial sites (level I trauma centers) in the US to have completed their CC and PD campaigns. Community members in the catchment areas of the participating trauma centers were targeted. Data analysis was conducted between October 2023 and February 2024. Social media advertisements, surveys, and online community meetings conducted as part of the CC and PD campaign for the TAP trial. Social media campaign reach and engagement, web page views, survey results, online community forum attendance, and opt-out requests. Fifty-two trial sites were approved for participant enrollment. Social media advertisements were displayed 92 million times, reaching 11.8 million individuals. The median (IQR) number of people reached in each location was 210 317 (172 068-276 968). Site-specific websites were viewed 144 197 times (median [IQR] viewings per site, 2984 [1267-4038]). A total of 17 206 fully or partly completed surveys were received, and survey respondents had a median (IQR) age of 40.1 (15-65) years and included 10 444 females (60.7%). Overall, 60.6% survey respondents said they would want to be entered into the trial even if they could not give consent, 87.7% agreed that emergency care research was necessary, and 88.0% agreed that the TAP trial should be conducted in their community. Online community forums were attended by a median (IQR) number of 38 (20-63) people. Four opt-out requests were received. The interactive media-based approach to CC and PD for the ongoing TAP trial showed the feasibility and benefits of executing an efficient, coordinated, centrally run series of locally branded and geographically targeted CC and PD campaigns for a large EFIC study.

Unveiling the dynamics of exporting firms: How social media shapes export costs and relationships

We analysed the impact of exporters’ social media use on export costs and relationships with foreign customers using data collected in 2013 and in 2021. Our empirical results show that better information and communication technology (ICT) capabilities positively influence social media use, enhance communications, and lead to stronger relationships with foreign customers, but do not directly reduce export costs. We highlight the significant mediating role played by exporters’ cross-country social media communication in relationship building with foreign customers. Some divergences were evident in relation to the effects on export costs in 2021 compared to 2013. In 2013, social media communication, but not relationship building, notably reduced export costs; in 2021, in contrast, marked by the increased use of social media by consumers and companies due to the COVID-19 pandemic, the scenario was reversed: relationship building, but not social media communication, exerted a notable influence on costs. Commented, in conclusion, are the theoretical and practical implications of exporters using social media to improve their internationalization.

Practical social media recommendations for dementia prevention researchers.

Practical social media recommendations are needed to facilitate greater engagement in dementia prevention research. Alongside relevant experts, our aim was to develop a set of consensus recommendations that reflect the values and priorities of prospective participants to guide social media use. We conducted a three-round, modified Delphi consisting of three online surveys and three conferences calls. The diverse, international Delphi panel comprised 16 experts with lived (n = 10) and professional (n = 6) experiences. Consensus was defined a priori as ≥ 70% agreement. Twenty-six items achieved consensus. Two items reached consensus in round 1: ethical considerations of closed social media groups (88%) and of social media users sharing prevention content with connections who are not on social media (79%). Nine items reached consensus in round 2, related to misinformation (79%), stigma (93%), and other key aspects of social media communication. After revisions, 15 items reached consensus in the final round. These items included: identifying when researchers ought to engage, managing closed social media groups, rankings of short form content, prioritizing lay summaries and multimedia resources, and rankings of preferred language. One item about the language of prevention for audiences living with dementia did not reach consensus. Final consensus items formed the new set of recommendations, which we organized into seven social media use cases. These use cases include setting up a social media page or community, handling online misinformation, actively challenging stigma, handling difficult online interactions, introducing new research to the public, help with study recruitment, and the language of prevention when writing posts. These consensus recommendations can help dementia prevention researchers harness social media use for the purposes of public engagement and uphold the norms and values specific to the dementia research and broader communities. We created social media recommendations with research and community experts.Recommendations cover key ethical considerations for dementia prevention research.Areas include misinformation, stigma, information updates, and preferred language.Full consensus recommendations are organized into seven social media use cases.

Navigating identity through social media: Twitter use of Muslim-American nonprofits

Social media enables nonprofits to communicate with stakeholders. Literature has primarily focused on the social media communication of mostly large and secular nonprofit organisations. This study contributes to this literature by looking at nonprofits’ social media activity belonging to religious minorities, specifically the Muslim-American nonprofit sector. Using Lovejoy and Saxton’s (2012) Hierarchy of Engagement framework, we find that Muslim-American nonprofits conventionally use social media for information, community, and action messaging. However, these nonprofits also utilise social media to encourage religious practices and strongly advocate for Muslim rights. We also find that organisational identity affects social media framing as organisational type affects the type of topics these organisations pick to advocate on social media. Moreover, organisational size also affects social media activity, as smaller organisations are more likely to use social media for fundraising purposes.

Identification of Traditional Culture Communication in Social Media Based on Information Dissemination Tree

In the era of social media platforms like Douyin, preserving the essence of traditional Chinese culture while adapting it to contemporary trends is crucial for its continued relevance and vitality. This paper delves into the practical implications of leveraging social media for cultural communication, emphasizing communication strategies tailored to platforms like Douyin. It introduces two novel algorithms for generating Douyin information dissemination trees: one based on retweeting relationships and another optimized for rapid dissemination. Comparative experiments assess the performance of these algorithms and analyze the node distribution within dissemination trees, aiming to enhance the dissemination power of traditional culture and foster its inheritance and innovation.