Online Communication Strategies Research Articles

A systematic literature review of online communication and promotion for sustainable tourism

PurposeThe purpose of this study is to systematically review the literature on how sustainable tourism is communicated online and who the main stakeholders involved in the communication are.Design/methodology/approachConducting a quantitative approach based on the systematic literature review, we searched five academic databases and examined 747 papers published from 2009 to 2022. A total of 87 articles were systematically analysed.FindingsSustainable online communication has mainly been explored through structured data rather than alternative ones. Different stakeholders have been studied about online sustainable communication. However, few studies have focused on the relationships between them as a unique and complex ecosystem of subjects.Originality/valueTo the best of the authors’ knowledge, this study is the first attempt to synthesise sustainable online communication and the stakeholders involved. It provides an in-depth understanding of central papers discussing the topic and offers insights for future research to foster growth in both research and practice. Overall, this research highlights the lack of research on the topic and its importance for a planned sustainability-oriented online communication strategy to raise awareness and inspire sustainable choices.

Figurative language effect on consumer engagement: an empirical investigation for Turkish airline industry

Increasing consumer engagement (CE) on social networks is one of marketing problems that brands face in today’s competitive environment. Although prior studies on this concept suggested that content strategies have essential role in improving CE, little is known about figurative language effect. Thus, a novel model and research design to examine how the use of figurative language influence CE behavior on Facebook were proposed. Drawing on Encoding/Decoding Model and brand-consumer communication studies, the 1687 brand posts of Turkish airline Facebook pages with Multiple Linear Regression (MLR) models were analyzed. The findings indicate that several types of figurative languages (idioms, personifications, and similes) are related to the various CE levels (likes, shares, and comments). The findings of this study give tips for understanding the role of figurative language, reshaping engagement level, and redesigning branded content in marketing communication practices on social networks. The experimental model that provides some clues to reconsider online communication strategies across CE based on figurative language is presented.

Understanding government social media communication strategies and public engagement during the COVID-19 crisis in Lebanon

The COVID-19 pandemic has prompted governments to adopt various online communication strategies, including the use of social media platforms. Drawing on the crisis and emergency risk communication model, this study investigates the Facebook communication strategies employed by the Ministry of Public Health (MoPH) during the COVID-19 crisis in Lebanon and examines the public engagement with these efforts. A content analysis was conducted on 2,001 posts related to COVID-19 from January 2020 to June 2021. The posts were classified into categories and the frequency and median were used to measure government posting activity and engagement. The study analyzed additional post features such as hashtags, mentions, captions, and language to provide further context to the findings. Trend analysis was also conducted to examine how the metrics varied with key events. The results show that MoPH predominantly used photos (72.00%) and the majority of its posts were published during the initial phase of the outbreak (74.20%). The most prevalent categories of posts were uncertainty reduction (54.57%), self-efficacy (30.33%), and vaccines and immunization (16.89%). MoPH’s Facebook page witnessed a surge in followers during the post-COVID-19 period, increasing by over 300.00% from the pre-COVID-19 years. Posts content, media type, and crisis stage influenced the level of public engagement. The study reveals that Facebook is effective for strategic health crisis communication. Furthermore, it provides practical insights for public sector emergency managers responsible for online communication during outbreaks.

Exploring EFL Students Communication Strategies Online and Offline EFL Learning

This study aims to identify students’ ability to use communication strategies in online and offline learning through the interaction between students and teacher at SMA Muhammadiyah 1 Unismuh Makassar. The researcher applied a descriptive qualitative research method to identify the results of students’ ability in communication strategy. The population of this research is students of SMA Muhammadiyah 1 Unismuh Makassar. The data collected by distributing questionnaire and taking of video record, and transcribing them during the learning process specifically for qualitative data. From this result of the data, in online communication strategies that students use more Appeal for Help, with the highest of 85.55%. In offline learning communication strategy of students uses the Code-Switching strategy. For online learning students’ communication strategies teacher is more likely to provide direction and assistance to students’ causes students are less able to understand. In offline learning students more likely to use languages in interacting, which uses Indonesian and English in the same time.

Social media use for climate change campaign among Indonesian millennials

Background: Climate change has threatened humanity and brought about serious impacts for at least two decades. The terrible threat can be addressed through social media. Purpose: This study examined how Indonesian millennials use social media to discuss and advocate for climate change. Methods: It employed mixed methods to combine climate change data from scholarly sources and strategic communication strategies in social media campaigns. Results: The results indicated a predominant presence of millennials, particularly in the 20-29 age group, using Instagram as the primary platform for climate change discussions. Social media highlighted limited engagement with experts and concerns about misinformation and emphasized the vital role of celebrities and influencers in climate change campaigns on social media. Conclusion: The research suggested that social media platforms like Instagram and WhatsApp facilitate climate change discussions among Indonesian millennials. They enable tailored communication strategies and emphasize the potential for social media campaigns to influence a certain behavior. This research also emphasizes the need for a combined approach involving online and offline channels, better climate change education, and collaboration. Implications: The findings underscore the necessity for Indonesia’s climate change advocacy to integrate offline and online communication strategies that are tailored to individual preferences and enhance millennials’ understanding through targeted education and social media campaigns. Public figures may also be involved for broader impacts.

The effect of online company responses on app review quality

PurposeThis paper aims to investigate textual characteristics of customer reviews that motivate companies to respond (sentiment negativity and sentiment deviation) and how aspects of these company responses (response intensity, length and tailoring) affect subsequent customer review quality (comprehensiveness and readability) over time.Design/methodology/approachLeveraging a large data set from a leading app website (Shopify), the authors combine text mining, natural language processing (NLP) and big data analysis to examine the antecedents and outcomes of online company responses to reviews.FindingsThis study finds that companies are more likely to respond to reviews with more negative sentiment and higher sentiment deviation scores. Furthermore, while longer company responses improve review comprehensiveness over time, they do not have a significant influence on review readability; meanwhile, more tailored company responses improve readability but not comprehensiveness over time. In addition, the intensity (volume) of company responses does not affect subsequent review quality in either comprehensiveness or readability.Originality/valueThis paper expands on the understanding of online company responses within the digital marketplace – specifically, apps – and provides a new and broader perspective on the motivations and effects of online company responses to customer reviews. The study also extends beyond the short-term focus of prior works and adds to literature on long-term effects of online company responses to subsequent reviews. The findings provide valuable insights for companies (especially those with apps) to enhance their online communication strategies and customer engagement.

Pragmatic functions of wara in Japanese text messages

Abstract This study illustrates the pragmatic functions of 笑 (wara), the kanji or Chinese character meaning “laughter,” on the text messaging application LINE, and identifies the online communication strategies using it across 68 text message chats shared by Japanese university students who insert this and other laughter characters in their text conversations. The study’s results suggest that various laughter characters, including (笑), 笑 and w, act as contextualization cues at the end of the sentence, performing three distinct functions: acknowledging humor in the preceding proposition, inviting laughter, and softening the illocutionary force. Analyzed using politeness theory, the second and third functions are respectively categorized as positive politeness and negative politeness. This study also argues that the first function reflects the writer’s subjectivity, whereas the second and third reflect the writer’s intersubjectivity.

Understanding the Impact of Online Communication Strategies on Consumer Purchase Intention for Green Cosmetics

Increased environmental awareness has increased the demand for green products, mainly cosmetics. This fact challenges companies to adapt to changes and consider environmental problems in their communication strategies to offer products that meet current trends in the consumer market. This implies the need to understand the antecedents of purchase intention better. This research was guided by the theory of planned behaviour (TPB) with the aim of understanding the impact of online communication strategies on consumer purchase intention of green cosmetics. Intention to purchase green cosmetics was measured, as were two of the main TPB constructs, specifically attitude and subjective norms. In addition, other variables were added to the study, such as electronic word of mouth (e-WOM), influencer marketing, and brand content. Data collected through an online survey (N = 151) were analysed using statistical techniques based on variance through partial least squares (PLS) using the SmartPLS3 v.3.3.9 software. The results show that the online communication strategies that impact the purchase intention of green cosmetics are e-WOM and brand content. In practice, the results obtained provide valuable information for professionals and academics, benefiting the perception of the factors that motivate the intention to purchase green cosmetics, contributing to the implementation of better online communication strategies.

International Online Collaboration to Enhance Outcomes in Community-Based Rehabilitation Through Music

In this 1.5 year action research pilot study, an interprofessional team of co-researchers studied the use of online intercultural collaboration to integrate music therapy-informed activities into community-based rehabilitation (CBR) with rural families in central India. Over four cycles of action and evaluation, Australian music therapy (MT) co-researchers and Indian CBR co-researchers studied the perceived impact of MT-informed activities in CBR for CBR facilitators and participating families, and the online communication strategies and MT information that were useful. The research team identified that the integration of MT-informed activities into CBR led to a perceived increase in family motivation and engagement in CBR, enhanced connection between CBR facilitators and families, and greater enjoyment and fun for all involved. Researchers also identified some foundational MT techniques that were useful and articulated some practical considerations for online intercultural collaboration. Importantly, the research team clarified the scope of information sharing that was useful in the context of online intercultural collaboration, and the need to prioritise local expertise and resources. Learning from this study may inform other online intercultural collaborations in both music therapy and international/community development.

Telehealth and the COVID-19 Pandemic: Making the Pivot from Offline to Online Therapeutic Interventions.

While the global health crisis was not responsible for the creation of virtual environments, the COVID-19 pandemic has spawned increased interest in the use of virtual technologies in the workplace and beyond. The current review highlights some of the methods, modalities, and outcomes of the pivot from in-person (offline) therapeutic interactions to the mode of telehealth (online) strategies. Global social-distancing mandates were especially troubling for mental health clients accustomed to in-person counseling and psychotherapy. Panic, fear, and isolation only compounded the reality of health and financial concerns. Lessons about the advantages of telehealth therapies during the most recent global health crisis, will help prepare us all for the next Disease X event. The primary aim of this brief report is to inform the reader about recent research on the advantages of telehealth modalities. In particular, an examination of online technologies in the midst of a Disease X milieu (i.e., COVID-19) was explored. While the current review is far from exhaustive, research in general should leave us optimistic about the "new normal" of utilizing online communication strategies in mental health and beyond. While a Disease X event did not directly lead to the creation of virtual meetings, emerging research is beginning to enlighten the positive consequences of making the pivot from offline to online therapeutic interventions.

Analysis of the online communication strategy of world political leaders during the War in Ukraine (February 24, 2022 - January 23, 2023)

This paper studies the online communication strategies of world leaders during the war in Ukraine from February 24, 2022, to January 23, 2023. To analyze the collected data, various qualitative and quantitative methods such as content and sentiment analysis were used. The findings indicate that the majority of world leaders communicate via Twitter, and their tweets are mainly positive in tone. The most active communication strategies involve using hashtags related to the issues of the war, retweeting messages from other leaders, and issuing statements about the conflict. The results suggest that the participating leaders position themselves as the voice of the nation and emphasize the importance of international solidarity in achieving peace. Furthermore, the study reveals that the leaders are highly engaged in bidirectional communication, with the majority of messages focused on people's safety and the need for a diplomatic solution. The findings of this study could help policymakers understand how online communication plays a role in international conflict resolution as well as how world leaders can effectively use online communication to engage with their public.

Characteristics of online communication in Public Administration. Analysis of the online communication strategy for town halls in Olt county

Communication through Facebook can be an efficient way to inform the public about the activities and programs of public institutions in Romania. This type of communication can help increase visibility, as well as connect with the public and potential beneficiaries. This can help to build a deeper relationship between the public institution and the public. However, it must be taken into account that communication through Facebook also involves risks, such as content control and prevention of unauthorized use of information by third parties. That is why it is important to take appropriate measures to protect confidential data and information. One of the most important roles of communication through Facebook for public institutions in Romania is to provide a platform to inform the public about the activities and services offered by these institutions. Facebook also provides a platform to answer questions and concerns of the public, as well as to advertise products and services. It can also be used to build relationships with the public and to encourage their interaction and involvement in the respective activities. In conclusion, communication through Facebook can be used to make the public more aware of the activities and services offered by public institutions in Romania and can be a very useful tool to develop and strengthen the relationship with the public.

Populist Right Parties on TikTok: Spectacularization, Personalization, and Hate Speech

Populist parties use social media as a fundamental element of their online communication strategies. This article aims to identify the strategies of right-wing populist parties and politicians on TikTok by measuring a set of features of their videos: It evaluates the presence of hate speech in these messages and the identification of certain groups as “enemies” of “the people,” and also pays special attention to the differences in engagement according to the presence of hate speech and entertaining or humoristic features. We apply a content analysis to a transnational sample (<em>N</em> = 293) of videos posted by the following populist right-wing parties and politicians on TikTok: Vox and Santiago Abascal (Spain), José Antonio Kast (Chile), and the UK Independence Party (UK). Findings show that while Vox and UKIP use TikTok to convey their ideology and values and to target the state as the main enemy of “the common person,” Kast used the same platform to build and project his image of leadership and to broadcast humoristic and entertaining content. Only 19% of the analyzed videos included hate speech elements. Not only was hate speech uncommon; it deterred engagement in terms of the number of comments as well. Contrarily, humour and entertainment favoured engagement. We conclude that TikTok might downplay the most controversial issues of the populist right.

Abstract HUP11: Alliance Of Young Neurologists To Examine And Resolve Stroke Disparities In Latin America

Background: Reducing the burden stroke in Latin America (LATAM) is imperative. Stroke remains the first or second leading cause of death in LATAM. The Declaration of Gramado crafted in 2018 established priorities for stroke care in the region. Understanding the design and implementation of acute stroke systems of care at a local level is critical to guide health policy, clinical research, and education resources. Young neurologists are at the forefront of these efforts. ALATAC (Alianza joven LATinoamericana contra el ACv) is an organization of young neurologists in LATAM that uses innovative online communication strategies (social media and instant messaging) to examine and resolve disparities in stroke care in the region. Methods: An 11-question survey was sent to 76 members of ALATAC via email and instant messaging (WhatsApp). The survey queried demographic, geographic information, acute stroke treatment and availability of stroke unit data. Results: 76 young neurologists from LATAM and Spain were surveyed. 54 neurologists from 13 countries took the survey (71% response rate) (see graph). 16 (29.6%) identified as woman and 38 (70.4%) as man. 43 (79.6%) are between 31-40 years of age. 31 (57.4%) practice in more than 1 hospital and 21 (38.9%) do not have a stroke unit in their hospitals. Each neurologist sees a mean of 10 stroke patients per week (range 0-40); the majority had access to intravenous thrombolytics 53 (98.1%), but 12 (22.2%) do not have mechanical thrombectomy available at their hospitals. Conclusions: ALATAC is professional movement designed to examine and resolve stroke disparities via new communication technologies enabling real time collaboration. Future ALATAC efforts will develop peer to peer mentorship, networking, clinical research, and implementation of evidence-based medicine aiming to reduce stroke burden in LATAM. This study provides introductory, baseline data to better define the stroke care in LATAM

Online communication strategy of world political leaders during the Ukraine crisis (February 24 - December 24, 2022). Comparative case study: Joe Biden, Ursula von der Leyen and Jens Stoltenberg

This case study looks at the online communication strategies of three prominent world political leaders during the Ukraine crisis in February-December 2022. Using the case studies of U.S. President Joe Biden, European Commission President Ursula von der Leyen, and NATO Secretary General Jens Stoltenberg, this study examines how the three leaders used online communication tools to shape their respective strategies and communicate their messages to the international community. Through an in-depth analysis of each leader's approach to online communication, the study reveals how the three leaders used varying levels of engagement, commentary, and content to project strength, unity, and stability during a time of significant international tension. It also highlights how each leader used different strategies to reach and engage a global audience, indicating a clear need to understand the nuances of online communication to successfully navigate complex global crises. The study ultimately suggests that strategic use of online communication can be a powerful tool for world leaders in times of international crisis.

Populism and social media use: comparing the Indian Prime Minister Narendra Modi’s strategic use of Twitter during the 2014 and the 2019 election campaigns

Populist leaders’ charisma, and their ability to connect directly with the voters, usually via social media platforms, characterize the populist communication style. This study, with its focus on Indian Prime Minister Narendra Modi’s 2014 and 2019 online election campaigns, extends our understanding of how populist leaders change their online communication strategy to seek votes during two different elections. After analyzing and comparing Modi’s tweets from 2014 with his 2019 online campaign, this study demonstrates that Modi, as a first-time contender, employed a key populist strategy of attacking opposition and elites, along with promising economic growth, in 2014. However, as an incumbent in 2019, he primarily used Twitter for self-promotion and to establish a direct connection with voters. While his attacks on opposition reduced significantly, his engagement with the mainstream media increased in the latest elections. This paper also discusses the increasing digitalization and its impact on populist communication.

COVID-19 and the accommodation sector: first measures, and online communications strategies. A multiple case study in a Spanish province

The aim of this paper is to analyse the effects of the COVID-19 crisis on the accommodation sector by looking at the measures in place, prospects and future strategies. Using a multiple-case-study methodology, an electronically self-administered questionnaire was sent to the managers of 10 establishments located in the province of Huelva (Spain), between March and June 2020. Additionally, a thematic analysis was performed to compare the messages posted on social media over the same four-month period in both 2019 and 2020. The results showed that those establishments belonging to large chains diversified their strategies to obtain better chances of success. Also, reactions to the COVID-19 crisis appeared to differ by type of accommodation. An important change in the online communication strategy during the lockdown in relation to the same period in 2019 was observed. It was not just the different themes of the messages that were in different proportions, but so too were the levels of engagement expressed in each one. This study provides a snapshot of the effect that the economic shutdown had on Spain’s tourist accommodation and contributes to the thematic social media strategies deployed by the accommodation sector in situations of natural disasters and global pandemics.

Eruptions and Social Media: Communication and Public Outreach About Volcanoes and Volcanic Activity in Italy

Italy is the land of iconic volcanoes, whose activity has been witnessed, described and portrayed for centuries. This legacy has greatly contributed to shaping the public perception of volcanoes and their impact, well beyond the national borders. Stories about famous eruptions overlap and nowadays easily mix up with the impressive footage that is readily available from ongoing eruptions worldwide. As a result, the public discourse may flatten the wide spectrum of possible phenomena into an oversimplified sketch of volcanic eruptions and their impact, where all events seem equally probable and look alike. Actual volcanoes differ in size, eruption magnitude, state of activity, eruptive style, geographical position, and each is located within a specific social and cultural context. All these elements combine in defining the consequences of volcanic activity as well as in determining the severity of the damage and the size of the impacted area. How can we convey such a complexity to the general public? Can social media contribute to raise awareness and build a more resilient society? An effective hazard communication should propose a comprehensible yet realistic description of volcanic settings and provide adequate tools to recognize and understand the specific features of each phenomenon and volcanic area. As we write, two Italian volcanoes display persistent eruptive activity, while other two are going through unrest phases that started in 2012, at Campi Flegrei, and in late summer of 2021, at Vulcano Island. Other active volcanoes (Vesuvius, Ischia, Colli Albani, Lipari, and Pantelleria) have been dormant for tens, hundreds, or thousands of years. Communication in these different contexts also require different approaches that take into account the specific needs of local communities. Social media may provide a unique opportunity to quickly share relevant news and information. Yet, this type of communication has its challenges and volcano observatories can rarely rely on expert social media managers. Sharing experiences and lessons learned is a key to ensure the growth of the volcanological community and improve its ability to connect and engage local residents. Here we discuss the online communication strategies implemented by the Istituto Nazionale di Geofisica e Vulcanologia (INGV) since 2018 to inform Internet and social media users about volcanoes, volcanology, and ongoing volcanic activity, both in Italy and abroad. We describe the internal procedures that we developed and practiced and the experience gathered so far, during both quiet periods and a few volcanic crises. Our experience confirms previous indications about the importance of a steady online presence and suggests that public interest is not always easily predictable.

Needs Analysis of Social Media Marketers

The ever-growing e-businesses across the globe have totally changed the landscape of business conventions that have been followed and rooted at the core of business activities for cons. Now the focus of business leaders is not just to develop the products but also its marketing. Since e-business reigns in the digital world; thus, the tactics which are being used should be digital and advanced to keep up with the pace. It follows a myriad of features such as user-friendly website designing, attractive picture selection, responsive web pages, and customer services to effective content writing. An online survey via emails was distributed among the digital business officers who responded to the changing needs of the online communication strategies that can help teachers equip their students with those needs, in the long run, to successfully manage their businesses. A total of 122 responses were received in order to analyze the specific needs of digital media marketers. Some of the factors, such as effective communication and giving importance to customers, were some of the important needs of digital marketers.

Communication and the student experience in the time of Covid-19: An autoethnography

The Covid-19 pandemic creates physical barriers and raises issues about online learning and course design. These must be overcome in order to continue teaching three English language support papers in a transnational education programme. This autoethnography explores online communication strategies and their effect on students’ learning experience. Moodle logs, teacher observations and other qualitative data from the first year of emergency online teaching were evaluated. This analysis prompted several improvements to communication strategies. Additional forum activities, scaffolding and feedback have had a positive effect, and increased use of informal communication via WeChat has bolstered learner persistence. These findings can be applied to the design of other online and blended courses, especially those linked to English language teaching in China.