Media Strategies Research Articles

Strategi Komunikasi Politik melalui Media Sosial oleh Calon Presiden Indonesia 2024

Interactivity is among the powerful characteristic that differ social media with another kind of conventional media. Social media can facilitate any kind of communication practice, including political communication. Political communication highly needs the use of media to obtain their objectives, specifically for politician to persuade voters to choose them on election. This study aim to discover the social media strategy used by Indonesia president candidates 2024. Using internet research dan observation, Instagram feeds posts from three candidates’s account were collected and analyzed, during the start of campaign period – November 28TH 2023, until the article was written. Several aspects were assessed, including communication style, consistency, and four levels of political marketing strategy. Result shows that consistency in scheduling, writing caption, and choosing hashtag didn’t directly affect social media engagement, such as like and comment. All President Candidates manage their social media to communicate and persuade their audience or voters, but didn’t utilize the interactivity to reply the comment or build conversation via Instagram feeds. Another findings show that Instagram comment section were dominated by both fans/followers and political buzzers that interactively building conversation. Further research should be done to assess another platform and another type of political marketing content.

Personalize Consumer Needs in Digital Marketing to Attract Medical Technology Awareness

As an information technology company for health facilities, in building information and expanding reach to the target market through Instagram social media, this medical technology company carries out social media activities that can be seen through content posts that have been designed with variety and as attractive as possible according to the predetermined brand image. Instagram content is certainly tailored to the company's target market, and according to the marketing carried out by B2B companies. Here medical technology companies for their target market are health facility owners, or health facility managers. By using the concept of four pillars of social media strategy proposed by Lon Safko and David K. Brake in their book entitled The Social Media Bible: Tactics, Tools & Strategies For Business Success, where the four pillars of content contain entertainment, collaboration content, educational content, and information content. This study aims to test the position of customer needs and content suitability whether it has an effect on increasing brand awareness. This was done by surveying 65 respondents who had experience receiving digital advertisements. With the urgency to change the approach to ensure that the content presented is more in line with customer needs and can increase brand awareness.

Personal Branding in the Digital Era: Social Media Strategies for Graduates

Purpose: This study represented an important effort to delve into the dynamics of personal branding on social media and its impact on the career trajectories of graduates. Methodology: By adopting a quantitative approach through a questionnaire-based survey from 280 respondents, the research sought to gather empirical data that could shed light on the patterns and trends associated with personal branding practices among this demographic. By designing survey questions aligned with the research objectives, the study aimed to capture a comprehensive picture of how graduates utilized social media for personal branding and how this activity correlated with their career advancement. Findings: The results showed a noticeable and meaningful connection, with a correlation coefficient (r-value) of 0.707, indicating statistical significance (p = 0.05). This indicated a robust relationship between the variables under examination. The strong correlation underscored the importance of personal branding on social media in assisting graduates with their job search endeavors on these platforms. This capability allowed them to establish direct connections with recruiters and improve their career opportunities significantly. Additionally, the rapidly evolving nature of social media platforms may have introduced complexities in capturing the most current trends and practices related to personal branding. Unique contribution to Theory, Practice and Policy: Symbolic Interactionism theory can be used to examine the idea of personal branding and how people utilize social media to present themselves and shape perceptions. Moreover, this theory could prove beneficial for future researchers or scholars keen on delving into related themes, providing a fundamental reference for their investigations. The research proposed a variety of suggestions that could enhance understanding regarding the personal branding strategies that help graduates achieve their professional goals. These recommendations encompass recognizing the importance for recruiters, gaining insights into graduates' online activities, and grasping candidates' skills and interests, all of which are essential for recruiters to make well-informed choices and extend invitations to potential team members.

OWNED MEDIA: SYSTEMATIC LITERATURE REVIEW (SLR)

E-marketing communications offer a great way to establish and enhance connections with customers. In this digital realm, there are various key strategies to consider. One of them is delivering relevant and captivating content that truly resonates with the target audience. Another strategy involves encouraging internet users to engage with the content by leaving comments, sharing their own content, or even participating in interactive games provided by the company. The main objective of this study is to gain a deeper understanding of the knowledge, characteristics, and impact of owned media on digital marketing. To conduct this research, the Preferred Reporting Items for Systematic Review and Meta Analysis related to owned media were utilized. Data was collected from multiple journal sites indexed in Scopus over a span of six years. The findings of this study reveal that having a large social media following does not necessarily translate to increased sales. In fact, owned social media platforms tend to be more effective for brands with a smaller number of followers. Additionally, while it may be tempting to adopt a one-size-fits-all global social media strategy, it is crucial to take into account the cultural context of each country. In countries with a high power distance, a more nuanced approach is required for owned social media to be truly effective. This research contributes to a better understanding of the functions of social media and provides valuable insights for developing effective marketing strategies.

Good Intentions Aside: Stereotype Threat in the Face of Media Strategies to Counter Age Bias.

The current study shifts the focus of research on media's role in facilitating and inhibiting self-stereotyping among the members of stigmatized groups. More specifically, this study proposes and tests a conceptual model explaining (un)intentional effects of a real-world anti-ageism social media campaign among stereotyped targets: Older workers. Drawing on an experiment among older Dutch adults (N = 649), we test the effects of two message strategies for reducing prejudice: the media-literacy and the counter stereotypical information strategy. The results show that exposure to content warnings as well as strong counter-stereotypical message (i.e., consisting of positive exemplars and the negation of generic age stereotypes) is powerful in inhibiting implicit stereotype endorsement, ultimately boosting favourable employability perceptions of older workers. By integrating insights from the parasocial content hypothesis and stereotype threat indications, we provide a nuanced understanding of how anti-bias campaigns impact stigmatized targets, and isolate reasons for the varied effectiveness of such interventions.

Rein in or let it go? Managerial strategy for companies in social media brand communities

AbstractWith the increasing popularity of social media, motivating customers to participate in social media brand communities has become an essential strategy for companies to achieve value co‐creation and maintain their competitive advantage. However, companies are in a dilemma about the management strategies in social media brand communities: rein in or let it go? In order to solve it, this study constructed a value co‐creation evolution game model between companies and customers in the context of social media brand communities. This study explored the stability of customer and company strategy and the impact of critical factors on the evolution results. Finally, numerical simulation experiments were conducted. The research shows that the optimal management strategy for companies in social media brand communities is to interact with customers rather than rein in them. Although reining in customers can inhibit value destruction initially, it will hinder the realization of value co‐creation in the long run. Moreover, platform management plays a vital role in value co‐creation in social media brand communities, especially in the constraints on customer behaviors. This research can provide dynamic and practical recommendations for companies managing social media brand communities.

Attitudes and practices of educational researchers towards the use of social media to disseminate science

In recent years, there has been a notable increase in the use of digital platforms in higher education and science. This tendency has impacted how knowledge is produced, accessed and disseminated, considering the Internet and social media strategies. This study seeks to investigate the attitudes and practices of educational researchers when it comes to sharing science on social media. An online survey ( N = 487) was used to measure participants’ motivations for using or not social media, frequency of use, attitudes and practices for sharing scientific research and sociodemographic characteristics. Overall, findings reveal that there is high support for the use of social media for academic purposes. Most researchers prefer to publish full results over partial results. The researcher’s perception of the importance of social media is greater than the actual use of them. Finally, we identify some of the main reasons that facilitate or limit the academic use of social media, thus contributing a contextualised reflection on such use.

Kompetenzen gegen Fake News

This article is guided by the question of what digital competencies are needed to deal with disinformation strategies in social media and how these competencies can be embedded in the discourse on (media) pedagogy. It considers this question from the perspective of the digital condition and addresses the current competency debate by proposing a synergetic linkage of critical media competencies and data competencies. On this basis, it explores the relationship between learning opportunities, digital infrastructures, and the resilience of our democracies. The article concludes by discussing our “Synergistic Literacy Model Against Disinformation” in terms of its advantages and relevance for future literacy concepts, solutions to broader societal problems, and the resilience of democracies.

Role of artificial intelligence in customer engagement: a systematic review and future research directions

Role of artificial intelligence in customer engagement: a systematic review and future research directions

The Influence of Social Media Marketing on Brand Equity: Evidence from the Fast-Food Industry in Brazil

Purpose: The aim of the study was to investigate the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study investigates how social media marketing impacts brand equity in Brazil's fast-food industry. It finds a positive link between effective social media strategies and key brand equity measures like awareness, perceived quality, and loyalty. Brands with robust social media presence tend to enjoy greater visibility and are seen as offering higher quality. Furthermore, these efforts cultivate stronger consumer connections, potentially offering a competitive advantage. Unique Contribution to Theory, Practice and Policy: Social identity theory, consumer engagement theory & gratifications theory may be used to anchor future studies on the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Fast-food brands should prioritize measurement and evaluation of social media marketing efforts to assess their impact on brand equity. Government agencies and regulatory bodies in Brazil should collaborate with industry stakeholders to develop guidelines and best practices for social media marketing in the fast-food industry.

Research on Cross-cultural Communication Strategies of Self-media in Promoting Chinese Traditional Culture Under the Theory of "Media Is Information"

Under the theoretical framework of "media is information", this article delves into the role of self-media in facilitating the cross-cultural dissemination of traditional Chinese culture. It begins by examining the unique attributes of self-media and its beneficial aspects in the realm of cultural exchange. including personalized communication, strong interactivity, and wide coverage. Furthermore, the article delves into specific strategies of self media in disseminating traditional Chinese culture, such as presenting traditional cultural elements through short videos, live streaming, etc., enhancing audience engagement through the interactive functions of social platforms can be leveraged to enhance the dissemination of traditional Chinese culture across cultures. Additionally, it emphasizes the significance of expanding the reach and impact of communication through cross-media collaboration.

A Study on the Effectiveness of Using Social Media for Organizational Reputation Management in the Telecommunications Industry in Zambia. A case of Zamtel

The aim of this study was to assess the effectiveness of social media usage for organizational reputation management. This study employed a descriptive quantitative research design with a population of 150 employees working at Zamtel's head office in Lusaka. A Yamane formula was used to randomly select a sample of 109 employees for data collection. The researcher designed a questionnaire for this purpose, and descriptive analysis was conducted using SPSS. The study revealed that 68% of respondents believe social media is effective in managing an organization's reputation in Zambia. Zamtel has been positively impacted by social media in the past years, particularly in increasing responsiveness to customer queries and enhancing brand image, highlighting the need for the organization to continue focusing on its online presence and implement strategies to manage its reputation. The most common types of social media strategies used for reputation management by Zamtel include building brand awareness and creating engaging content, mostly through Facebook. The research also revealed challenges faced by Zamtel in using social media for organization reputation management, with a lack of resources and poor message design being the most significant challenges. The study recommends, among other things, that by establishing a social media policy, monitoring online conversations, engaging with followers, creating shareable content, utilizing influencer marketing, and responding to negative feedback, businesses can build a positive reputation online and enhance their brand image.

Media analysis of the text on the example of Chinese strategy of information warfare

The topic of media analysis of information wars in the context of the Chinese issue is of academic interest, both for understanding current events and for improving information analysis methods and media strategies. The article assesses the influence of media on China's behavior in the information war, characterizes the challenges associated with media analysis in China's information war, describes methods and metrics for analyzing media content about the information war in China. Information technologies at the current level of development create broad opportunities for managing political conflicts both on the scale of one state and at the regional level. These technologies, which are actively used in information wars, have a number of advantages over traditional means of struggle due to their massive impact on the moral and psychological state of the population of the enemy country or individual parties, movements and political associations. The article uses a discourse analysis of the media text, identifies expressive linguistic means, the semantic meaning of words and expressions, and the communicative orientation of the text. The empirical basis of the research is the article "Celestial Truth: who and why is waging an information war with the PRC". The main conclusion of the study is that modern technologies and social media have become a powerful tool for influencing public opinion and shaping the perspective of events. The information war in China has a global impact, attracting the attention of the international community. Global media and international platforms actively monitor and cover events in the region, which can influence the perception of the conflict beyond its borders. The impact of the information war has a significant impact on public opinion. There is the use of various methods, including fake news, disinformation, to influence public sentiment and views. The Chinese concept of network warfare opens up further prospects and opportunities for the Chinese leadership and military specialists to work on the creation and implementation of the latest technology samples.

Preliminary testing of "roadmap to parenthood" decision aid and planning tool for family building after cancer: Results of a single-arm pilot study.

Many young adult female cancer survivors need to use reproductive medicine, surrogacy, or adoption to have a child. This study pilot tested Roadmap to Parenthood, a web-based, self-guided decision aid and planning tool for family building after cancer (disease agnostic). A single-arm pilot study tested feasibility, acceptability, and obtained effect size estimates of the Roadmap tool. Participants, recruited via hospital-based and social media strategies, completed a baseline survey (T1), accessed the Roadmap tool (website), then completed surveys at one- and 3-months (T2 and T3, respectively). Feasibility and acceptability were evaluated with rates of eligibility, enrollment, and survey completion, and feedback. Pairwise t-tests and repeated measures ANOVA evaluated usage effects. Effect size estimates were calculated. Participants (N=98) averaged 31years old (SD=5.61); 71% were nulliparous. Enrollment rate was 73%, T1-T2 completion rate was 80%, and 93% accessed the website. From T1-T2, participants reported improvements in decisional conflict (p<0.001; Cohen's d=0.85), unmet information needs (p<0.001; Cohen's d=0.70), self-efficacy (p=0.003; Cohen's d=0.40), and self-efficacy for managing negative emotions (p=0.03; Cohen's d=0.29); effects were sustained at T3. There was no change in reproductive distress (p=0.22). By T3, 94% reported increased consideration of preparatory actions and 20%-61% completed such actions. The Roadmap intervention was feasible to conduct, acceptable to users, and led to improvements in key psychosocial outcomes. Future directions will test intervention efficacy in a randomized controlled trial with a larger sample and over a longer period. A web-based tool may help women make decisions about family building after cancer and prepare for potential challenges.

540 Diversifying SC CTSI’s Message: Successfully Leveraging Multi-Platform Social Media for Multi-Audience Dissemination

OBJECTIVES/GOALS: We explain our multi-platform, multi-audience approach to stakeholder engagement/communication, discuss KPIs for our Instagram accounts, and highlight five top performing posts. Finally, we provide tips to Hubs who would like to tailor and optimize their social media approach. METHODS/STUDY POPULATION: We employed Uses &amp; Gratifications theory and formative research with stakeholders to inform our social media strategy. We run two Instagram accounts (main CTSI &amp; Community Engagement [CE]), one Facebook page (CE), and one Twitter/X page (main CTSI). To understand impact, we collected social media analytics on both Instagram accounts (main CTSI and Community Engagement-specific accounts) to ascertain four social media-related Key Performance Indicators since the inception of the two accounts: reach, impressions, growth rate, and engagement. Additionally, we examined the five top-performing posts on each account that gave us insights into trending topics and ideas for future content. RESULTS/ANTICIPATED RESULTS: From January 2023 to October 2023, the reach for the main account was 3,578 and 38,235 for CE. The number of profile visits for the main account was 474 and 2,703 for CE. Engagement data on Instagram is only available for the last 90 days. For the main account, the number of post likes, comments and shares was 622 and 2,700 for CE. The views and reach for the five top-performing posts on the main and CE accounts ranged in the thousands. The content of the top-performing posts for the main CTSI account varied between highlighting our KL2 scholars' accomplishments, recap of campus-wide research events, and advertisements for upcoming educational webinars. CE’s top posts varied between highlighting their work in a South LA housing community, recaps of large community health events, and interviews with local key leaders. DISCUSSION/SIGNIFICANCE: CTSA Hubs have an ethical obligation to keep their local academic and community audiences apprised of their activities. Creating a formative research and theoretically-informed social media plan that varies by platform, and regularly evaluating performance insights allows us to track the type of content that appeals to our multiple audiences.

The Influence of Social Media Marketing and Brand Image on Intention to Purchase Residential Apartments

The rising attraction towards the real estate sector in the Jabodetabek region, particularly apartments due to land limitations, has prompted developers to adopt social media platforms for marketing their offerings. A notable player, PT PP Properti Tbk, employs Instagram as a tool for showcasing its products. This study’s objective is to assess how social media marketing and brand image impact the inclination to buy residential apartment products by PT PP Properti Tbk. This research is a descriptive quantitative investigation that establishes and elucidates links between variables. It focuses on individual variables without drawing parallels or associations with others. The sampling technique comprises a questionnaire, distributed to 122 respondents. These respondents are consumers who have follow and engaged with call-to-action (CTA) on the Instagram account @ppproperti. Data analysis was facilitated through SPSS 26 software, encompassing validity, reliability, and hypothesis testing. The research findings highlight that both social media marketing and brand image, collectively and individually, wield a favourable influence on the purchase intention for residential apartment products under PT PP Properti Tbk. These findings offer valuable insights for refining strategies in Instagram-based social media marketing and brand image, aimed at nurturing purchase intention. Furthermore, PT PP Properti Tbk can implement these research outcomes to heighten consumer interest in their residential apartment products in the times ahead.

Role Of Social Media in Stakeholder Engagement in Universities in Kenya

Researchers and practitioners agree that stakeholder engagement is an important aspect of universities in the 21st century. Social media is changing the way people and businesses communicate and collaborate. Research shows that organizations struggle to develop social media management systems to engage with stakeholders. In today's digital age, social media platforms have become powerful tools for communication and engagement. However, there is limited research examining the role of social media in facilitating stakeholder engagement in universities in Kenya. Therefore, this study sought to fill this knowledge gap by exploring how social media is utilized and its impact on stakeholder engagement within the university setting. The research objectives were formulated to guide the study and include: Assessing the current use of social media platforms by universities in Kenya for stakeholder engagements: Identifying the key stakeholders involved in social media engagements by universities: Examining the benefits and challenges associated with using social media for stakeholder engagements: This study used innovation diffusion theory and excellence theory. To achieve the study objectives, a mixed-methods approach was utilized. The target group included 270 participants. The sample size was 161 participants. Stratified random sampling was used to provide representation from the various universities and departments. data were collected through questionnaires, interviews, and focus group discussions. The data were analyzed using SPSS version 26 and thematic analysis to derive meaningful insights. Analyzed quantitative data was presented through mean, frequency, and standard. The assessment of current social media used by universities indicated that they are actively utilizing platforms such as Facebook, Twitter, and Instagram to engage with their stakeholders. The identification of key stakeholders involved in social media engagements highlighted the importance of targeting students, prospective students, alumni, and the wider community. The examination of benefits and challenges associated with using social media for stakeholder engagements revealed that social media platforms provide opportunities for increased reach, immediate communication, and fostering a sense of community. However, maintaining content quality, and managing negative feedback were also identified. Furthermore, the analysis of the impact of social media on stakeholder perceptions and relationships showed that effective use of social media can enhance stakeholder satisfaction, create a positive institutional image, and foster stronger connections between universities and their stakeholders. However, ineffective use or mismanagement of social media can lead to negative perceptions and strained relationships. The paper concluded that social media plays a vital role in facilitating stakeholder engagements in universities in Kenya. Effective utilization of social media platforms leads to improved stakeholder relationships, enhanced reputation, and increased engagement with the university community. The study recommended that universities should develop a comprehensive social media strategy aligned with the university's goals and target audience and regularly monitor and analyze social media engagement metrics to evaluate effectiveness. This study contributes to the existing literature by providing insights specific to the context of universities in Kenya and emphasizing the significance of social media in stakeholder engagements

Navigating the Social Phenomenon A Strategic Exploration of Social Media Engagement in Social Venture Creation

The purpose of this study is to investigate the intricate dynamics of social media engagement in the context of social entrepreneurship. The rising trend of socially conscious entrepreneurship over the years has led to a critical knowledge gap in the understanding of the strategic linkage between social media and the multifaceted elements of social venture creation. This study extracts and synthesizes qualitative insights from the existing literature on social entrepreneurship and social media, employing Gartner’s framework of new venture creation and social cognitive theory as the base pillar to uncover the subtle interplay between social media strategies and the core elements of successful social entrepreneurship. This study aims to unveil actionable insights into the strategic dynamics of social media engagement in social venture creation. The study identifies effective social media strategies tailored to each facet of social entrepreneurship. The research not only uncovers challenges associated with social media but also contributes to the refinement of existing frameworks. By using Gartner's framework, the study positions itself at the forefront of understanding how digital platforms strategically influence the elements of Gartner’s framework in the context of social entrepreneurship. Through this lens, the research aims to offer new perspectives, contributing to informed decision-making in the evolving landscape of digital and social entrepreneurship.

Digital media strategies to riase awareness of the risks climate changes in Iraq

سعت الدراسة الى رصد استراتيجيات الاعلام الرقمي وتحليلها في طبيعة المعالجة الاعلامية للموضوعات البيئية والتغيرات المناخية في العراق بناء على توجيهات وتحذيرات الامم المتحدة التي وصفت في تقريرها الصادر عام 2023, ان تغير المناخ ينذر بمستقبل مرعب وبائس ينتشر فيه التصحر والجوع والتشرد , وانتقد( فولكر تورك) مفوض حقوق الانسان في الامم المتحدة زعماء العالم ؛ ((لانهم لا يدركون حجم الخطر القادم وينظرون الى ازمة المناخ على المدى القصير , وينبغي الا نورث مستقبل الجوع والمعاناة لاطفالنا , ولسنا مضطرين لذلك , نحن الجيل الذي يمتلك اقوى الادوات التكنولوجية في التاريخ التي تمكننا من التغيير والتكيف مع التحولات الجديدة التي بدأت تضرب العالم منذ اكثر من ثلاثين عاما .)) ولتحقيق اهداف الدراسة اعتمد الباحث على طريقة تحليل المضمون في اطار منهج الدراسات المسحية ؛ إذ تم تحليل المواقع الالكترونية للمؤسسات المعنية بالشأن المناخي في العراق وهي : ( وزارة البيئة , وزارة الموارد المائية , وزارة الزراعة , وزارة العلوم والتكنولوجيا , هيئة الانواء الجوية ) للمدة من 1/ 3/2023 وحتى 31/12/2023 ، وهي المدة التي طالبت فيها الامم المتحدة بلدان العالم بالتحرك الاعلامي والتوعوي والتكنولوجي في معالجة ازمة المناخ . وقد وظفت نظرية المسؤولية الاجتماعية في الدراسة كونها من اقرب النظريات العلمية التي تدمج الاعلام وحماية المجتمع ومسؤوليات الدولة . وتضمنت الدراسة استخدام اداة الاستطلاع الخاص برأي النخب الاكاديمية في الجامعات العراقية لعينة بلغت (184) من التدريسيين والتدريسيات في تقييم الاداء الاعلامي الرقمي للمؤسسات عينة الدراسة حل التوعية من مخاطر التحولات المناخية . وتوصلت الدراسة الى وجود اهتمام اعلامي من قبل المؤسسات المعنية بالدراسة لكنها لاترتقي الى مستوى المخاطر المتوقعة التي اشارت اليها الامم المتحدة , وتضمنت المعالجات الاعلامية عددا من الاستراتيجيات الاتصالية الرقمية المتنوعة في المواقع الالكترونية ؛ إذ احتلت استراتيجية التثقيف المرتبة الاولى من مجموع الاستراتيجيات العشرة التي تم تصنيفها في الاطار النظري , واظهرت النتائج اعتماد المواقع الالكترونية على التقارير الاخبارية بالدرجة الاساس في اطار الفنون الاعلامية المستخدمة . بينما يرى اغلبية عينة الاكاديميين ان الاداء الاعلامي كان متوسطا في اهتمامه قياسا بحجم المشكلة.

Examining the Position of Afghanistan in the New Plan of China's Belt and Road Initiative (With Emphasis on Media Strategies)

Examining the Position of Afghanistan in the New Plan of China's Belt and Road Initiative (With Emphasis on Media Strategies)