Effect Of Social Media Communication Research Articles

Unveiling the effect of social media communication on urban mobility

Unveiling the effect of social media communication on urban mobility

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.

The Effect of Social Media Communication on Purchase Intentions with Brand Equity and Brand Attitude as Mediator

Aim: This study was conducted to determine the relationship between social media communication and purchase intention with brand equity and brand attitude as mediators. This is important and interesting to discuss because not all forms of social media communication are under the control of the company.
 Study Design: Social media communication was evaluated based on its content characteristics, Firm Created Communication (FCC) and User Generated Communication (UGC).
 Place and Duration of Study: This research was conducted in Indonesia from June to October 2023.
 Methodology: The study used purposive sampling method and generated 165 respondents. Primary data for this study was obtained through an online questionnaire. Data analysis was conducted using SPSS software and Smart PLS software.
 Results: The results of this study show that 4 hypotheses are supported, and 1 hypothesis is not supported. (1) FCC has a positive and significant effect on brand equity. (2) UGC has a negative and insignificant effect on brand equity. (3) FCC has a positive and significant effect on brand attitude. (4) UGC has a positive and significant effect on brand attitude. (5) Brand attitude has a positive and significant effect on brand equity. (6) Brand equity has a positive and significant effect on purchase intention. (7) Brand attitude has a positive and significant effect on purchase intention.
 Conclusion: This research provides new insight into the differences between the influence of two characteristics of social media content on brand equity and brand attitude which will increase purchase intention. Companies must manage their social media communications according to the type of content characteristics to increase purchase intentions.

The Mediating Role of Brand Trust Concerning the Impact of Social Media Communication on the Corporate Reputation

Purpose –The study aimed to identify, interpret, and create a scientific resource concerning the effect of social media communication on corporate reputation and the mediation role of brand trust.Design/Metodology/Approach –In the study, the automotive sector, which is one of the sectors that actively uses social media communication channels, was discussed. The population of the study was composed of the users of 4 automotive companies (Ford, Toyota, Hyundai, Mercedes-Benz) who use predetermined social media channels. In this context, data were obtained from users through a survey form, and the research was analyzed using the IBM SPSS Statistics for Windows 23.0 and IBM SPSS AMOS 21 statistical andmodeling package programs.Findings –According to the findings of the study, it was determined that brand trust takes on a mediator role (partial) concerning the effect of the sub-dimensions of social media communication on the corporate reputation. Discussion –According to the findings, it is possible to say that the social media communication activities in a business have an impact on the reputation of the corporation. It is also possible to say that the brand trust plays a role in the corporate reputation created by social media communication. It was found that this result was parallel to other studies in the literature. The fact that the study as it is expected to give tips to company managers in both the designated sector and other sectors, and to provide functionality to the management science literature.

The Effect of Corporate Reputation on Perceived Risk and Repurchase Behavior in Digital Marketing

Purpose -In the study, the corporate reputations of e-commerce companies in the online environment and the risk attitudes perceived by the consumer were measured and their effects on their repurchase behaviors were analyzed statistically. However, the mediating role of social media communication in these effects has been revealed. In addition, with the COVID-19 pandemic, great changes have occurred in the habits of consumers. In Turkey, with the evolution of traditional shopping to online shopping and the transfer of payment methods to mobile payment methods, changes have occurred in the marketing literature. For this reason, it is thought that this study is important in terms of being a source for the literature.Design/methodology/approach -Quantitative research methods were used in the study. The data were collected by the online survey method. The research was carried out on people with online shopping experiences in Afyonkarahisar. In this context, 510 people participated in the study. Theobtained data were analyzed with the help of SPSS and SmartPLS 4.0 programs.Findings -It has been determined that the corporate reputation created in the online environment has a positive effect on the repurchase behavior and the social media communication created by the companies. It has been seen that the social media communication created by the companies has a mediating effect on the relationship between the corporate reputation created in the online environment and the repurchase behavior. In addition to this situation, it was concluded that the social media communication created by the companies did not have a mediating effect on the relationship between online perceived financial risk and repurchase behavior.Discussion -There are previous studies to measure the perceptions of consumers about digital marketing and online shopping. There are also studies on corporate reputation management, but there is no study that deals with corporate reputation management in the digitalenvironment and its effects on perceived risk and repurchase behavior, and the mediating effect of social media communication both from the firm’s and the user's point of view. In this respect, it is anticipated that the study will contribute to the literature. When the findings of the study are evaluated in general terms, it is that the corporate reputation created in the online environment has an effect on the perceived financial risk and repurchase. In this context, if companies want to be ahead of their competitors in the competitive world; While managing their reputation, which is the impression of how they are perceived by their employees, stakeholders, and consumers on digital platforms, they should be aware of the sensitivity of this issue and develop appropriate

THE ROLE OF SOCIAL MEDIA COMMUNICATION IN THE ASSOCIATION BETWEEN WIDOWHOOD AND DEPRESSIVE SYMPTOMS

Abstract Losing a spouse is one of most painful experiences in adulthood; widowed adults often suffer from psychological difficulties. Scholars have examined how social support from close relationships such as family members and friends plays a protective role in the context of spousal loss. Given that the use of mobile technologies and internet became an important way to engage with social relationships, it is crucial to investigate the role of social media communication in the bereavement process. This study examined the moderating effects of social media communication in the association between widowhood and depressive symptoms, comparing different types of social media communication—chatting/messaging (e.g., iMessage), social media (e.g., Facebook), video-sharing (e.g., YouTube), and online community platforms (e.g., forums). From the 2021 Korea Social Integration Survey, we analyzed a sample of 5,238 respondents (aged 40+) who were ever-married. Our regression models showed that widowed respondents (9.79%) were likely to have more depressive symptoms (B = 0.19, p < .001) than non-widow(er)s; all types of social media communication were associated with fewer depressive symptoms, regardless of widowhood. We also found that two types of social media communication moderated the association between widowhood and depressive symptoms; such that widowed respondents who used social media (B = -0.08. p =.002) and online community platforms (B = -0.05. p = .038) more frequently had fewer depressive symptoms, compared to their counterparts. Our findings highlight the importance of examining social engagement via information and communication technologies and the potential mechanism contributing to widowed adults’ well-being.

The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement

As brand equity (BE) is a valuable, but intangible, asset of any firm, understanding BE represents a primary task for many organizations. Factors that influence the development of BE are of inordinate academic and practical significance and a source of continuous investigation. While the current literature on social media communication (SMC) and BE provides a wealth of information, our study pioneers the most recent processes of mediation and moderation of electronic word-of-mouth and product involvement (PI) in BE research. Accordingly, the results of this work will likely become one of the key sources of information in sustainable marketing planning and in the development of strategies. To accomplish this goal, we assessed the structural relationships among SMC, electronic word of mouth (e-WOM), PI, and BE. A questionnaire survey was administered concerning consumer brands in China. In this survey, due to the need for social distancing during the COVID-19 pandemic, the questionnaire was distributed and collected via the internet. A total of 369 data sets were analyzed by partial least squares structural equation modeling (PLS-SEM). The results of our investigation reveal that: (a) social media firm- and user-generated content have a positive impact on e-WOM, (b) social media firm- and user-generated content have a positive impact on BE, (c) e-WOM has a positive impact on BE and serves as an intermediary role between SMC and BE, and (d) PI exerts specific moderating effects between SMC and BE.

Role of Social Media toward Brand Performance through Mediation of Customer's Satisfaction

A B S T R A C T
 This study aims to examine the effect of social media communication, interaction, and motivation toward BBQ Frenzy Brand Performance with the mediating role of customer’s satisfaction and moderating role perceived service quality and trust during COVID-19 Pandemic. To achieve the purpose of the study, the study uses quantitative methods and collecting data in the form of online questionnaire using Google forms from 150 responses of selected group of people which are 18 years old or older, had an Instagram Account, had seen the advertisement about BBQ Frenzy, had visited BBQ Frenzy, and lived in Surabaya, Indonesia during this covid-19 pandemic. The data then analyzed using PLS-SEM in SMART PLS 3.3.3 to test the hypothesis of the study. The result shows that for direct effect social media communication, interaction, and motivation all have a positive and significant effect on the BBQ Frenzy customer’s satisfaction, customer’s satisfaction also shown to have a very strong positive and significant effect on brand performance. As for mediating (indirect) effect it was shown that customer’s satisfaction has a positive and significant effect in mediating social media communication, interaction, and motivation toward BBQ Frenzy brand performance.

Effect of Social Media Communication on Selected Tourist Sites in Nigeria

Effect of Social Media Communication on Selected Tourist Sites in Nigeria

Effect of Social Media Communication on Select Tourist Sites in Nigeria.

Effect of Social Media Communication on Select Tourist Sites in Nigeria.

COVID-19 crisis and digital stressors at work: A longitudinal study on the Finnish working population

The global crisis caused by the outbreak of a novel coronavirus and the associated disease (COVID-19) has changed working conditions due to social-distancing policies. Many workers started to use new technologies at work, including social media applications. In this longitudinal study, we investigated the potential stress effects of social media communication (SMC) at work. Based on our integrative theoretical model, we expected that SMC at work would burden some workers, but those who were accustomed to SMC at work would be better off when the crisis started. We collected a nationally representative sample of Finnish workers before (N = 1308) and during (N = 1081) the COVID-19 crisis. Outcome measures included technostress and work exhaustion. Multilevel linear mixed-effects regression models investigated formal and informal SMC at work. Covariates included cyberbullying at work, social media usage, personality, occupational status, and sociodemographic factors. Results showed that formal SMC increased and predicted higher technostress. However, technostress and work exhaustion decreased among workers already accustomed to using SMC at work before the crisis. The results indicate a disparity in workers’ resilience during remote work and highlight a need for organizational level support.

The psychology of social media communication in influencing prevention intentions during the 2019 U.S. measles outbreak

This study investigates beneficial effects of social media communication on encouraging positive health prevention behaviors among U. S. parents. The ongoing 2019 U. S. measles outbreak was the topical focus due to its urgency, highly contagious nature, societal impact, and high relevance to public health. Applying the Extended Parallel Process Model as a theoretical framework, social media expression and reception effects on different prevention intentions were examined along with self-efficacy, perceived susceptibility, and perceived severity as potential mediators. The study found that both social media expression and reception were effective in encouraging preventive hygiene intention, but only through improved self-efficacy and perceived severity. For information seeking intention, both social media expression and reception were effective directly and indirectly through increased susceptibility and severity perceptions of measles infection on their child. Practical implications and study contributions are further discussed.

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

PurposeThe new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism.Design/methodology/approachUsing between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2).FindingsResults demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context.Practical implicationsFindings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story.Originality/valueThis study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

Contextual Rapport of Peoples’ Attitude and Social Media on Buying Pattern

This research paper focuses the effect of social media communication on peoples’ cognitive, affective and behavioural attitude at Dhaka City, Bangladesh. This research paper emphasises on several factors also such as frequency of using pattern, demographic information of peoples’ attitudes toward social media communication pattern. A self-administered questionnaire was allocated to people at Dhaka City in Bangladesh. A linear model was used as for data analysis. The study focuses that social media communication medium had depth component such as positive impact on city people such as in Dhaka. The outcome of the study revealed that people at Dhaka city who used social media for long periods have the most favourable attitudinal responses to social media marketing communications. Here social media was collectively considered and did not do any individual social media type separately. The location of data collection was only Dhaka city in Bangladesh where as other parts of Bangladesh could have been considered. The organisations who are selling brands or products should consider their selling techniques and strategies based on social media marketing activities and the different angles of usage and demographic basis when on each people or potential clients/customers. This study focused the favourable impact to cognitive, affective and behavioural elements among people in Dhaka city and in the declining stage, it is in purchase funnel model. This research is recommending provide attitudinal research on customer buying pattern in developing countries.

VPLIV KOMUNIKACIJE NA DRUŽBENIH MEDIJIH NA LEGITIMNOST OBOROŽENIH SIL

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

The effect of social media communication on brand equity through Facebook: evidence from CGV Cinemas, Vietnam

The study aims to propose and investigate the influence of different forms of brand communication through social media (Facebook) on dimensions of brand equity, and then analyse the ways in which such dimensions affect overall brand equity in the case of customers of CGV cinema in Vietnam. The study uses data from 315 customers who visited the Facebook page of CGV Cinemas. The results of the empirical tests using a structural equation model support the hypotheses. The results indicate that: firm-created content has direct and positive effects on brand awareness/association and brand loyalty, but an insignificant influence on perceived quality; user-generated content has a significant influence on brand awareness/association, perceived quality and brand loyalty; and dimensions of brand equity such as brand awareness/association, perceived quality, and brand loyalty have positive significant influences on overall brand equity. Consequently, the relevant implications provide marketers with a better understanding of the effects of each dimension of brand equity on overall brand equity in the cinema industry regarding social media communication.

The effect of social media communication on brand equity through Facebook: evidence from CGV Cinemas, Vietnam

The study aims to propose and investigate the influence of different forms of brand communication through social media (Facebook) on dimensions of brand equity, and then analyse the ways in which such dimensions affect overall brand equity in the case of customers of CGV cinema in Vietnam. The study uses data from 315 customers who visited the Facebook page of CGV Cinemas. The results of the empirical tests using a structural equation model support the hypotheses. The results indicate that: firm-created content has direct and positive effects on brand awareness/association and brand loyalty, but an insignificant influence on perceived quality; user-generated content has a significant influence on brand awareness/association, perceived quality and brand loyalty; and dimensions of brand equity such as brand awareness/association, perceived quality, and brand loyalty have positive significant influences on overall brand equity. Consequently, the relevant implications provide marketers with a better understanding of the effects of each dimension of brand equity on overall brand equity in the cinema industry regarding social media communication.

Opinions of a group of academicians about social media communication in Turkey

This study was conducted to determine opinions of a group of academicians about social media communication. The study was designed as a descriptive study in the qualitative design using semi-structured questions. The study was conducted with a total of 12 academicians in the 24-48 age range in the health faculty of a state university in Turkey. As a result of the study, two main themes were created as positive sides of communication through social media and negative sides of communication through social media. Determination of opinions of academicians about social media communication may be important for planning the curriculum including both positive and negative effects of social media communication in the university education. Keywords: Academician; communication; education; social media communication.

Opinions of a group of academicians about social media communication in Turke

This study was conducted to determine opinions of a group of academicians about social media communication. The study was designed as a descriptive study in the qualitative design using semi-structured questions. The study was conducted with a total of 12 academicians in the 24-48 age range in the health faculty of a state university in Turkey. As a result of the study, two main themes were created as positive sides of communication through social media and negative sides of communication through social media. Determination of opinions of academicians about social media communication may be important for planning the curriculum including both positive and negative effects of social media communication in the university education. Keywords: Academician; communication; education; social media communication.

The impact of brand communication on brand equity through Facebook

Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach – We evaluated 302 data sets that were generated through a standardized online survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers. We applied a structural equation modeling technique to investigate the effects of social media communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings – The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value – This article is pioneering in that it exposes the effects of two different types of social media communication (i.e. firm-created and user-generated social media brand communication) on CBBE metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever CBBE metrics.