Company Social Media Research Articles

The Analysis of the Role of Electronic Word of Mouth (E-WOM) in Increasing the Number of Customers at Bank Sumut Syariah KCP Rantauprapat

The increasingly competitive development of the business world means that Bank Sumut Syariah must make efforts to carry out promotions to introduce its products to the public in an effective way. One strategy to increase the number of customers is to utilize Electronic Word of Mouth (E-WOM) which is considered an effective promotional strategy to increase the number of customers. The aim of this research is to find out the role of Electronic Word of Mouth (E-WOM) in increasing the number of customers at Bank Sumut Syariah KCP Rantauprapat. The research method used in this research is a descriptive-qualitative method with literature study and the types of data used are primary and secondary data. Primary data acquisition was carried out using the interview method and secondary data in the form of supporting documents and previous research relevant to this research. The results obtained from this research are that the E-WOM indicator plays a very important role in attracting customers' interest in using Bank Sumut Syariah KCP Rantauprapat products. What plays the most role in attracting customer interest is the content indicator where customers obtain information and education from content published through the company's social media. E-WOM Bank Sumut Syariah was formed from comments submitted by customers on the Bank Sumut Syariah KCP Rantauprapat website which can be accessed by anyone who wants to get further information about Bank Sumut Syariah KCP Rantauprapat.

Pengaruh Popularitas Media Sosial Perusahaan Terhadap Asimetri Informasi pada Perusahaan LQ45

Information asymmetry can have many negative impacts in the business world, such as moral hazard, monitoring costs, financial ineffectiveness, financial crises, company bankruptcy, and investment decision making errors by investors. Information asymmetry can be reduced by information transfer and communication. In the technological era, this information can be conveyed via digital platforms such as social media. Social media has recently become a company's main concern to support business performance. The important role of social media is not only felt in increasing market share but has been proven to help companies increase company value. The aim of this research is to prove the impact of social media popularity on information asymmetry in LQ45 companies in Indonesia. This research is important to conduct to obtain empirical evidence of the impact of social media popularity on company information asymmetry in Indonesia. So far, studies on the popularity of social media still occur in many developed countries and have not been carried out much in developing countries, including Indonesia. Using a sample of 99 company-years, the data was analyzed using multiple regression analysis. The research results show that company social media (Facebook, Instagram and Twitter) have an effect on information asymmetry, while YouTube has not been proven to have an effect on information asymmetry. This research contributes in several ways. First, this research adds scientific insight into the impact of social media on the business sector. Second, this research can be a reference for stakeholders, especially company managers, to consider managing social media optimally, especially to reduce information asymmetry

Beyond Aesthetic Communication Strategies in Improving the Company's Image Through Social Media

This study aims to analyze the role of social media in Beyond Aesthetics' communication strategy on improving their company image in the competitive world of beauty industry as a medical aesthetic specialist in Indonesia. This study uses qualitative research method, case study methodology and using strategic planning for Public Relations which analyze the situation, strategy, tactics, and evaluative research. To achieve the required information, the company's social media was analyzed and The Director of Sales and Operations and related staff was interviewed to give their in-depth knowledge about the company's communication strategy which resulted in using integrated and proactive communication strategy using educational approach while having a strong understanding of consumer needs and the market's dynamics and quickly adapting with the rapid changes in the industry are the Beyond Aesthetics' social Media Communication Strategy. In conclusion, based on this study, the right media, creating interesting content, and implementing the appropriate communication strategies plays a big role in building a positive company image in the eyes of the stakeholders and ensuring their loyalty for Beyond Aesthetic to reach their success.

KATILIM VE SOSYAL MEDYA KULLANIM İLİŞKİSİNİ TELEVİZYON YAYINCI STRATEJİLERİ YÖNÜNDEN İNCELEMEK

Social engagement or social media engagement is a topic being investigated linked to broadcasting strategies. One of the main reasons for that is that television programs are being followed through social media sites, and that their viewers interact with them through SNS (social network sites). Engagement brings about viewer loyalty on further level. Thus, broadcasting companies develop and use strategies in order to keep their relationship with their loyal fandom fresh and alive. This study analysed broadcasting company social media strategies with the help of both quantitative and qualitative methods. The reason for choosing the mixed method approach is to look at big data from quantitative and qualitative perspectives and to question whether this data goes beyond algorithms and numbers, and whether qualitative data is meaningful. Fanpage Karma tool is used for data collection and analysis where NVivo 12 is used for qualitative analysis purposes. Findings gathered reveal that along with the variables such as post number per day, posting times per day, page performance index of broadcasting companies, context and the techniques used to compose post texts are altogether linked and intertwined. Netflix Turkey is added to the cases that were selected from within mainstream broadcasting companies; for which the study revealed differences in terms of social media strategies. Mainstream broadcasters display both similarities and differences among themselves. While different and unique strategies can play a role in ensuring engagement, especially in today's television viewing environment where it is difficult to ensure and maintain engagement and loyalty, audience loyalty continues to be one of the biggest struggles of broadcasters against digitalization.

How do US corporations communicate interculturally with their Chinese stakeholders: Analysis of GM Company's social media posts from the cultural value perspective.

Social Media is an important means of communication with audiences around the world. The purpose of this study was to explore whether GM-a famous US auto company adapts its US Cultural values to suit the prevalent cultural values of its Chinese stakeholders on Chinese social media. Content analysis was used to evaluate the cultural content of GM Company's posts on Weibo and Twitter. Although influenced by the special features of the car industry, there is still enough evidence that the communication style of the US auto Company makes cultural adaption on Chinese social media, reflecting more Chinese prevalent cultural values.

Upaya Perusahaan Danone Dalam Mempertahankan Citra Baiknya Kepada Masyarakat Indonesia

This research aims to find out the efforts made by Danone in maintaining its good image to the community through Corporate Social Responsibility (CSR) and media as an alternative imaging tool. The method used in this study is descriptive and uses a qualitative approach based on the research framework in the form of CSR and Multinational Corporation; the results of the study show that Danone, as a multinational company uses various auxiliary programs to the Indonesian people to maintain the good image of the company. In Indonesia, many multinational companies give a wrong impression to the surrounding community and turn into harmful stereotypes for companies, including Danone. Stereotypes that occur are wrapped around the company's name and create a bad image for multinational companies in Indonesia negative. Danone made various efforts in its CSR to restore the face of the company by helping the Indonesian people create Waste Banks, helping to create springs, improving water quality in hospitals, and using the company's social media as a tool for distributing program achievements. Various programs carried out by Danone are expected to maintain the company's good image with the Indonesian people.

Activity of selected healthcare entities in the Lower Silesia region through their social media activities in the context of image shaping

Purpose: The study's main objective was to identify the presence of selected healthcare entities from the Lower Silesian province in social media. The specific goal was to assess the status of the use of social media by selected medical entities in the context of building their image. Design/methodology/approach: The author drew attention to the creation of the image of medical entities in the context of legal conditions and presented permissible (in light of the law) marketing activities shaping the idea of the medical entity in social media. Then the author, using the desk research method, analyzed the content of the profiles of selected medical entities from the Lower Silesian Province that have corporate accounts on Facebook, LinkedIn, Instagram, and YouTube. The author based his considerations on Polish and foreign literature on the subject, studying scientific articles and electronic sources. The author used the following professional databases to collect scientific literature: Biblioteka Nauki and Google Scholar. Findings: Shaping the image of a healthcare entity on social media as communicative, engaged, and open to the patient's preferences and needs is a way to increase competitiveness in the region. Given the nature of the healthcare industry, healthcare entities should adopt a strategy to build an expert position in the region. An analysis of the content of the company's social media accounts showed that the selected healthcare entities run their profiles in a diversified manner, emphasizing one medium chosen, which is usually Facebook, and posting less frequently (Instagram) or incidentally (YouTube) in others. The least often used medium is LinkedIn. Social implications: The advantage of using social media channels by healthcare entities is direct and immediate contact with stakeholders, through which it is possible to effectively target information messages to people/groups interested in the facility's offerings. Originality/value: The author directed the article primarily to managers/directors in charge of healthcare entities and medical marketing specialists to make them aware that maintaining a medical institution's corporate social media account is necessary today. Without this, it is impossible to effectively reach a wide range of patients using social media channels daily. According to the author, it is necessary to strengthen the role of the patient in the health system as a full-fledged stakeholder and realize its actual impact on the economic situation and competitive position of medical facilities in the context of their social media marketing activities. The article's value is a comprehensive discussion of the importance of individual social media in the activities of the analyzed medical entities from the Lower Silesian Province. Keywords: healthcare entity, image shaping, social media, Facebook, LinkedIn, Instagram, YouTube. Category of the paper: Research paper.

Elevate Company's Social Media as a Diversity, Equity, and Inclusion Platform: Multi Cases Study to Digital Technology Companies

Introduction: Social media platforms have allowed people of different backgrounds to reach out and share what they know, giving us a glimpse of people's lives worldwide. By doing this, diversity and inclusion are promoted and celebrated. It is critical to our success as a company. In contrast to traditional diversity programs, diversity and inclusion programs concentrate a higher emphasis on developing individual values as opposed to teaching soft skills. Social media platforms have enabled people from all backgrounds to reach out and share their knowledge, giving us a window into people's lives worldwide. Diversity and inclusivity are therefore fostered and celebrated. Method: This study uses a qualitative approach to understand the concept of diversity, equity, and inclusion (DEI) in the startup context with Meta, TikTok, and Twitter objects. Result: The result showed that, during the COVID-19 epidemic, the social media presence of Meta, Twitter, and TikTok had expanded significantly, as seen results. This modification reflects the urgent requirement to connect with candidates in a quickly evolving environment. It is also the outcome of the growing significance of social media presence in a society that is becoming increasingly digital. Conclusion: Social media also plays a crucial role in promoting diversity by providing a platform for representation and opportunities for different voices to speak to a broader audience. These platforms allow us to represent ourselves and our diverse cultures as we'd like to be seen by others.

Elevate Company's Social Media as a Diversity, Equity, and Inclusion Platform: Multi Cases Study to Digital Technology Companies

Introduction: Social media platforms have allowed people of different backgrounds to reach out and share what they know, giving us a glimpse of people's lives worldwide. By doing this, diversity and inclusion are promoted and celebrated. It is critical to our success as a company. In contrast to traditional diversity programs, diversity and inclusion programs concentrate a higher emphasis on developing individual values as opposed to teaching soft skills. Social media platforms have enabled people from all backgrounds to reach out and share their knowledge, giving us a window into people's lives worldwide. Diversity and inclusivity are therefore fostered and celebrated. Method: This study uses a qualitative approach to understand the concept of diversity, equity, and inclusion (DEI) in the startup context with Meta, TikTok, and Twitter objects. Result: The result showed that, during the COVID-19 epidemic, the social media presence of Meta, Twitter, and TikTok had expanded significantly, as seen results. This modification reflects the urgent requirement to connect with candidates in a quickly evolving environment. It is also the outcome of the growing significance of social media presence in a society that is becoming increasingly digital. Conclusion: Social media also plays a crucial role in promoting diversity by providing a platform for representation and opportunities for different voices to speak to a broader audience. These platforms allow us to represent ourselves and our diverse cultures as we'd like to be seen by others.

Does it pay off to communicate like your online community? Evaluating the effect of content and linguistic style similarity on B2B brand engagement

Business-to-business (B2B) social media efforts have largely focused on creating brand engagement through online content. We propose to analyse company social media texts (tweets) according to its two main dimensions, content and linguistic style, and to evaluate these in comparison to the overall content and style of the company's community of Twitter followers. We combine 15 million tweets originating from 254,884 followers of ten company profiles and link these to 10,589 B2B company tweets. Using advanced text analytics, we show that content similarity has positive effects on all engagement metrics, while linguistic style similarity mainly affects likes. Readability acts as a moderator for these effects. We also find a negative interaction effect between the similarity metrics, such that style similarity is most useful if content similarity is low. This research is the first to integrate content and linguistic style similarity and contributes to the brand engagement literature by providing practical message composition guidelines, informed by the social media community.

Development of Digital Marketing Strategy and Service Quality Using Social Media Towards Digital Economy

Technological advances have had an impact on shifting monotonous advertising and marketing techniques in digital marketing. In addition, digital marketing is firm in impacting the digital economy to help revive the economy. Based on the needs and changes in people's lifestyles, this study aims to examine the development of digital marketing strategies and service quality through the role of social media in the digital economy. This type of research is qualitative with a literature review method with data sources obtained through reference books and articles in the google scholar database. The results of this study include that social media should be considered an inseparable part of the integrated marketing strategy of the organization and should not be taken lightly. Social media is an alternative and proper strategy to use as an online advertising medium. Social media, as a digital marketing strategy development, has an essential role in helping market products so that they also impact the economy. Employee involvement in marketing will impact the services provided to consumers. The services provided have an impact on consumers' assessment of the good and bad of the company. The role of the company's social media sites in monitoring target market users is another critical factor in ensuring the success of digital marketing

ANALISIS STRATEGI PENGEMBANGAN BISNIS MENGGUNAKAN SMART BUSINESS MAP PADA D’WAN SHOES

In the last two years, the Covid-19 pandemic has hit many countries, including Indonesia. The impact of this is that many parties are harmed so many businesses change their way of selling, namely by utilizing the use of the internet. In contrast to this phenomenon, one of the entrepreneurs in the Cibaduyut Shoe Center area, namely D'Wan Shoes, still sells conventionally by implementing the Business to Business system. Therefore, the purpose of this research is to develop and map a new business strategy for D'Wan Shoes using a Smart Business Map. The method used in this research is descriptive qualitative analysis by analyzing the Playing Field and Market Landscape sections of D'Wan Shoes. Based on the results of the research that has been done, it can be seen that there are still shortcomings that need to be evaluated to be clearer and structured. The conclusion of this research is that D'Wan Shoes needs to do market research before launching the product, expand the target market to all over Indonesia, and make product innovations such as shoe models and sales methods, namely providing custom services. If things happen that are beyond D'Wan Shoes' control, such as government policies, changes in technology, and consumer behavior, D'Wan Shoes needs to prepare alternative ideas or adapt to these changes. Then they can take advantage of the production process to become the company's value proposition to compete with competitors. Planned campaigns and promotions will be carried out through social media by conducting paid promotions from features that already exist in several applications (Facebook Ads, Instagam Ads, Tiktok Ads), then using endorsement services from influencers. To make it easier for consumers to get D'Wan Shoes products, they must have an online store in the marketplace or company social media accounts.

Analisis Pengelolaan Media Humas Digital pada Media Sosial Instagram @riliv

Social media is essential in building relationships between companies and their audiences. Not only playing a role in creating content and disseminating information, but the company's social media management team also needs to develop a strategic plan that is consistent and sustainable. This study examines how the Riliv Social Media Strategist team manages Instagram @riliv social media. This research focuses on the activities carried out in digital media, the characteristics of the use of digital media to represent the company in terms of the use of writing style, to strategies structured in such a way as building public trust and awareness of followers. The method used is a quantitative approach with a descriptive type of research. The results showed that the social media management efforts carried out by the Reliv Social Media Strategist team were structured and scheduled, starting from upload mapping, collaboration, creating content ideas, and activity evaluation. The forms of uploaded content are also very diverse with valid and consistent information on Riliv's philosophy as a psychology service start-up. Almost all the features on the Instagram application are used to build good relationships and closeness with their followers, especially the comment feature and direct message feature as interactive media that are more private.

Indonesian Generation Z Work Expectation and Intention to Apply for Job: Role of Social Media

In the post-pandemic and disruption period, a company's talented human capital must be able to give competitiveness and agility. Considering the talent's expectations, businesses should provide an appealing employment environment. Using the SEM technique, the study analyses data on the intention to apply among 350 Indonesian nearly-graduated college students and implicitly validated the Gen Z work expectation scale empirically. The findings show that Generation Z's work expectations substantially impact their willingness to apply for jobs. When choosing a career, the top three considerations for respondents are health insurance, a coaching manager, and work security. Messages in job adverts should most likely appear on the company's social media account, emphasizing more psychological aspects that appeal to Generation Z's expectations, notably work benefits. Rather than having a moderating influence, social media direct connection strongly predicts job application intent.

Impact of social media adoption on firm value: Evidence from China

Social media has become an essential channel for increasing firm value. This study explores the impacts of social media operation (i.e., microblog and short video platforms) on firm value in the context of China. The research adopts the multi-stage propensity score matching (PSM) and differences-in-differences (DID) design, and the reseach results indicating that the operation of short video platforms for social media marketing can significantly increase firm value. However, the operation of microblogs for social media marketing insignificantly affects firm value. This means that the company’s operation of emerging social media platforms is of positive significance to firm value. Moreover, the conclusions of this study will guide the company's social media operations.

The Affect of Social Media Marketing and Consumer Engagement on Disney plus Hotstar Consumer Buying Intentions in Indonesia (Study on Youtube and Instagram)

The entertainment industry has just launched Disney Plus Hotstar in early September 2020 and started its marketing on social media Youtube and Instagram. This study aims to determine the effect of social media marketing Youtube and Instagram on the purchase intention of Disney Plus Hotstar consumers, the influence of YouTube and Instagram social media marketing on Disney Plus Hotstar consumer engagement, and to see the effect of consumer engagement on the purchase intention of Disney Plus Hotstar customers by spreading questionnaire to 400 respondents using social media sites Youtube and Instagram in Indonesia. The hypothesis was tested using a structural equation model which was developed following the existing literature review. The results show that social media marketing has a significant relationship with consumer purchase intentions, where consumer engagement acts as a mediating variable in influencing social media users to obtain consumer purchase intentions. The study confirms that marketers must respond to the importance of increasing the use of social media because it has a strong influence on consumer's purchase intentions. Managerial advice that can be applied by companies is to always monitor consumer engagement by adjusting the company's social media marketing strategy.

Impression Management Strategies Used When Tweeting: An Analysis of Performance and Market Capitalisation

The use of social media provides management with a tool that can be used to manipulate users’ perceptions of a company. This article reports on a study that aimed to assess if performance and market capitalisation influence the impression management strategies employed by South African companies listed on the Johannesburg Stock Exchange (JSE) when tweeting earnings-related information. This relationship was analysed through assertive and defensive impression management strategies that were present in the earnings-related tweets posted. The study followed a quantitative research method. Content analysis was used to assess if there was a difference between the impression management strategies used depending on the performance and market capitalisation of companies. The findings indicated that there is a low adoption rate by South African companies regarding the use of Twitter. It was found that performance does not impact the self-presentational or dissemination patterns used by companies. Further, market capitalisation does appear to impact the self-presentational and dissemination patterns used. This was significant at the 10% level. The research is relevant for stakeholders who use information distributed by companies for decision-making. The JSE Listing Requirements do not include specific requirements regarding companies’ use of social media. Regulators may choose to enforce regulations regarding a company's social media communication.

Improving social media engagements on paid and non-paid advertisements: a data mining approach

The purpose of this research is to develop a strategy to improve the number of social media engagement on Facebook both for paid and non-paid publications through a data mining approach. Several Facebook post characteristics were weighted in order to rank the input variables importance. Three machine learning algorithms performance along with dynamic parameters were compared in order to obtain a robust algorithm in assessing the importance of several input factors. Random forest is found as the most powerful algorithm with 79% accuracy and therefore used to analyse the importance of input factors in order to improve the number of engagements of social media posts. Eventually, total page likes (number of page follower) of a company Facebook page are found as the most important factor in order to have more social media engagements both for paid and non-paid publications. We also propose a managerial implication on how to improve the number of engagements in company social media.

Is it time for dermatologists to review our professional consumer-brand relationships?

The coronavirus pandemic and global political movements in 2020 have highlighted the health and societal discrepancies (1) between different socioeconomic groups, gender, and ethnicities. Global campaigns such as "Pull Up For Change" have been instrumental in highlighting the lack of diversity with major consumer brands, particularly the beauty industry (2). "Pull Up For Change" was a campaign which gave major brands a 72-hour deadline to release the number of Black employees in leadership roles after any company's social media post supporting the Black Lives Matter movement. Customers are then asked to refrain from shopping with any brands until they disclosed those numbers after the 72-hour deadline. The goal of the campaign was to encourage consumer brands to have at least 10% Black corporate employment, which matches the percentage of Black college degree holders in the United States.

Exploring the drivers of brand fan page follower discontinuance intention: an adaptation of the Furneaux and Wade's framework

PurposeMany companies have now built brand fan pages (BFPs) on social media platforms to connect with their existing and potential customers. Nevertheless, the inability to retain existing followers would severely threaten the survival of BFPs and the effectiveness of a company's social media strategies. Drawing upon Furneaux and Wade's discontinuance framework, our study develops a research model to understand the BFP user's intention to discontinue following a BFP.Design/methodology/approachAn empirical study was conducted through an online survey of Chinese social media users. The proposed model was tested by analyzing the collected data using the partial least squares structural equation modeling (PLS-SEM) approach.FindingsThe results reveal that dissatisfaction with information quality, unfollowing costs, trust and alternative attractiveness affect the individual's intention to unfollow a BFP. Notably, unfollowing costs is the most powerful factor to predict followers' propensity to discontinue.Originality/valueOur study contributes to the understanding of the discontinuance of information systems. Theoretical implications for future social commerce research as well as practical suggestions for BFP operators are also discussed.