Social Media Production Research Articles

Influencer marketing effectiveness: A meta-analytic review

AbstractInfluencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer marketing effectiveness and conditions that enhance their impact remains challenging. This meta-analysis, which synthesizes 1,531 effect sizes from 251 papers, assesses influencer marketing effectiveness by examining its antecedents, mediators, and moderators. Building on the persuasion knowledge model to develop and test a framework, we identify post, follower, and influencer characteristics as key antecedents impacting both non-transactional (i.e., attitude, behavioral engagement, and purchase intention) and transactional (i.e., purchase behavior and sales) marketing outcomes. For non-transactional outcomes, follower characteristics (social identity) have the strongest effects on consumer attitudes and behavioral engagement, while post characteristics (informational value and hedonic value) exert stronger effects on purchase intention. For transactional outcomes, influencer characteristics (influencer communication) have the strongest effects on purchase behavior. These antecedents also affect marketing outcomes indirectly through persuasion knowledge and source credibility. Moderation results indicate that direct and indirect effects of antecedents depend on social media types (i.e., nature of connection and usage) and product types (i.e., information availability and status-signaling capability). These results consolidate and advance the literature and offer insights into enhancing the effectiveness of influencer marketing.

Social Media Marketing and Product Quality on Purchase Intention of All-You-Can-Eat Restaurant

Social media marketing is a technique for someone to carry out marketing activities through social media or word of mouth, by promoting products to potential consumers in online platform. Pempek-Yuk Restaurant! is the first restaurant to provide culinary with the "All-you-can-eat" concept. This research aims to see whether interest in buying all-you-can-eat, is influenced by social media marketing and the quality of Pempek-Yuk! The research method was quantitative, using SPSS25 analysis tool and purposive sampling with Likert scale. The population was the millennial who live in Jakarta with total sample of 192 respondents. It is concluded that the buying interest of the millennial generation is influenced by social media marketing positively and significantly. The purchasing interest of the millennial generation is influenced by product quality positively and significantly. This study also shows that people's buying interest is influenced by social media marketing and product quality simultaneously, positively and significantly.

PENGARUH SOCIAL MEDIA MARKETING DAN INOVASI PRODUK TERHADAP BUSINESS PERFORMANCE PADA SENTRA INDUSTRI KERIPIK TEMPE “SANAN” KOTA MALANG

This study analyzes the impact of Social Media Marketing and Product Innovation on business performance in the tempe chip industry at Sentra Tempe Sanan, Malang City. Despite increasing competition from new culinary businesses leveraging social media and innovative products, the tempe chip industry in Sanan has maintained its market presence.Using regression analysis, the study finds that Social Media Marketing significantly improves business performance, enhancing brand awareness and customer engagement. Product Innovation also positively impacts performance, increasing customer numbers, creativity, and profits. Together, these factors explain 69% of the variation in business performance at Sentra Tempe Sanan.The findings suggest that optimizing social media marketing and continuous product innovation are crucial for sustaining competitiveness in the local market. This research offers practical insights for tempe chip producers in Sanan to improve their business strategies.

Weekend (Keyboard) Warriors: Differences in Social Media Consumption and Production Between NFL and College Football Fans

Sports fans are often some of the most passionate groups of fans and the use of social media can intensify those feelings, both in expressing their feelings and consumption of content. Football fans are a unique group in American sports culture, but how much difference is there within that group in terms of these behaviors? Using a social identity approach, this manuscript analyzed the degree to which team identification and fan identification played a role in the social media consumption and production in college football and National Football League (NFL) fans. A total of 586 fans responded to a survey that examined respondent’s team and fan identification, as well as social media consumption, creation, and sharing behaviors. Results indicated that college football fans generally identified with fellow fans of their favorite football team and consumed, created, and shared social media more frequently and with greater intensity than their NFL counterparts. Key differences between college football and NFL fans included fan identification predicted social media consumption and creation, while team identification predicted social media sharing among both college and NFL fans.

Enhancing User Experience on Social Media Platforms: A Flow Theory-Based Approach

In recent years, social media platforms, such as Facebook and Twitter have seen rapid growth and are favored by users of all ages. However, in the age of information overload, the quality of interactions on social media platforms varies significantly, leading to negative feelings among users and affecting their overall experience and loyalty. This study takes the Flow theory as its starting point and investigates the needs of social media users at various stages of the flow experience. We propose modifications to the flow theory model with the aim of enhancing user experience and satisfaction. Firstly, based on literature review, we identify micro-level issues of the product, propose hypotheses, and construct validation experiments in the context of social media. The experiment collects Electrodermal Activity (EDA) and heart rate variability (HRV) data of 31 participants using a multi-channel physiological instrument and collects their emotional experience data using the Pleasure-Arousal-Dominance (PAD) scale. Results indicate that a combined textual-graphical interface layout is superior to other layouts in positively inducing flow and emotional experiences. Positive content tonality is more effective at eliciting positive flow and emotional experiences than negative or neutral content. Video presentations have a stronger sense of immersion and emotional expression, making them more conducive to inducing flow experiences and positive emotional feedback. This study, grounded in user psychology, provides a theoretical framework based on flow and emotional experiences for social media product design, quantitatively examining the positive psychological activities of users when using social media.

Pengaruh Promosi Media Sosial, Kualitas Produk dan Store Atmosphere terhadap Keputusan Pembelian Produk Fashion

This research was conducted with the purpose of analyzing the significance of the influence of social media promotions, product quality and store atmosphere on purchasing decisions for Abvistore fashion products in Tanon District, Sragen. The population of this research is consumers of the Abvistore Shop in Tanon District, Sragen. The sample in this study was 137 people with the sampling technique used was accidental sampling. The data collection method in this research used a questionnaire. The data analysis techniques used are validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test and R Square test. The result of the analysis stated that all questionnaire items as research instruments were valid and reliable, and the classical assumption test, both multicolinearity test, autocorrelation test, heteroscedasticity test, and normality test of variables were declared to passed the classical assumption test. Multiple linear regression showed that all regression coefficients were positive, which means that variable X1 (social media promotion), X2 (product quality) and X3 (store atmosphere) had a positive effect on the decision purchasing in fashion product at Abvistore. Hypothesis testing showed that social media promotion had no significant effect on purchasing decisions for Abvistore fashion products in Tanon, Sragen. Product quality has a significant influence on purchasing decisions for Abvistore fashion products in Tanon, Sragen. Store atmosphere has a significant influence on purchasing decisions for Abvistore fashion products in Tanon, Sragen. The F-test stated that the research model of he influence of independent variables on the dependent variable was correct. The coefficient of determination test shows that social media promotion, product quality and store atmosphere was able to explain purchasing decisions by 53.2%.

PENGARUH SOCIAL MEDIA MARKETING DAN INOVASI PRODUK TERHADAP MINAT BELI KONSUMEN (Studi Kasus Pada Toko Jaya Rasa Bengkulu)

The title of this research is The Effect of Social Media Marketing and Product Innovation on Consumer Purchase Interest (Case Study at Toko Jaya Rasa Bengkulu). This study aims to determine which factors are most dominant in influencing consumer buying interest, the research was conducted from November 2023 to March 2024.The sample of this research is consumers who have bought products and know Toko Jaya Rasa Bengkulu city from social media. This research uses quantitative methods on 140 respondents. The sampling technique is accidental sampling, the method used in this research is quantitative method with Multiple Linear Regression analysis. Based on the results of multiple linear regression, the regression equation Y= 3.427 + 0.387 (X1), + 0.289 (X2) and the coefficient of determination R Square (R2) obtained a value of 0.510 or around (51.0%). The research results and hypotheses in this study indicate that social media marketing variables and product innovation have a positive effect partially or simultaneously on buying interest in Toko Jaya Rasa Bengkulu. Keywords: Social Media Marketing, Product Innovation, Purchase Interest

Text sentiment analysis and classification based on bidirectional long and short term memory networks

In this study, we explored the method of text sentiment analysis and classification using bi-directional long and short-term memory networks, which brings new ideas to the field of sentiment classification. In the text pre-processing stage, we processed chat phrases, non-alphanumeric characters, deactivated words, numbers, special characters, blanks, and addresses to convert the raw text data into numerical data that can be processed by the model. Subsequently, word frequency statistics were conducted for texts of different mood types to analyse the frequency of occurrence of different words in texts of different mood types. By introducing a bi-directional long and short-term memory network model for training, we observed the accuracy and loss value performance on the training and validation sets. The accuracy of the training set increases from the initial 94.6% to 99.5%, and the accuracy of the validation set gradually grows to 99.4%; at the same time, the loss value of the training set decreases from the initial value of 0.2075 to 0.0194, and the loss value of the validation set gradually increases from the initial value of 0.0538 to 0.0372. This indicates that the bi-directional long short-term memory network achieves a significant and stable performance improvement. The confusion matrix results for the test set show that our model achieves more than 99% prediction accuracy on the test set. This implies that our proposed method can efficiently classify textual sentiment with high prediction accuracy. This research result helps to improve the effectiveness of the application of sentiment analysis techniques in the fields of social media opinion monitoring and product review analysis, and provides a useful reference for further deepening the research on text sentiment analysis. In conclusion, this study achieves the optimisation of the text sentiment classification task by means of a bidirectional long and short-term memory network model, and achieves satisfactory results. In the future, the model performance and generalisation ability can be further improved by combining more corpus and optimising the model structure, so as to be better applied in real-world scenarios.

Role Of Electronic Word Of Mouth In Improving Product Purchase Decisions Which Social Media Activities, Easy Transactions, Product Quality, And Giveaway Promotions At The Kerinci Chic Shoes Store influence

Role Of Electronic Word Of Mouth In Improving Product Purchase Decisions Which Social Media Activities, Easy Transactions, Product Quality, And Giveaway Promotions At The Kerinci Chic Shoes Store influence

Insights on associations between the frequency of use of diverse social media products and social networks use disorder tendencies from a German speaking sample

ObjectiveIn the present work we investigate how individual differences in at least occasionally using distinct social media platforms is linked to social networks use disorder (SNUD) tendencies. A final sample of n = 2200 participants filled in the AICA-C-9 measure to get insights into individual differences in overuse of social media and participants also indicated which platforms they used at least once a month.ResultsThe analysis revealed a robust positive association between number of at least occasionally used social media apps and SNUD tendencies (r = .44, p < .001). Further, platforms differed in terms of their “addictive potential”, if one takes associations between frequency of distinct platforms use and SNUD tendencies as a proxy for this (and of course the actual descriptive statistics of the SNUD scale for the (non-)frequent user groups of the different platforms). In this regard, at least occasionally using some platforms (here Tumblr, Twitter and TikTok) was associated with highest SNUD tendencies. Moreover, largest differences in terms of effect sizes between the occasional and non-occasional user groups regarding SNUD scores could be observed for Instagram, WhatsApp, and TikTok. The present work bases on data from a larger project investigating associations between SNUD and tobacco use disorder.

The Influence of Social Media Marketing , Product Quality and Price Perceptions on Purchasing Decisions for Some Skincare Products

There are several common problems in the beauty industry related to these variables. In social media marketing, the level of competition is very high, with many brands vying for consumer attention. Small brands may struggle to stand out among the big brands. Products that don't suit a consumer's skin type or concerns can lead to negative experiences and damage a brand's reputation. Consumers' experiences influence their reviews and recommendations, which can have a positive or negative impact on the company (Susanti &amp; Gunanto, 2022) .This research aims to identify the influence of social media marketing, product quality, and price perceptions on purchasing decisions for Somethingnc skincare. The sample was determined using a purposive sampling technique with a total of 100 respondents. The validity and reliability of the questionnaire were tested using the SPSS 23 tool. The results of this research show that social media marketing, product quality, and price perceptions have a significant positive influence on purchasing decisions.

Social Media Content, Customer Experience, Product Quality, and Purchase Decisions

ABSTRAKAnalisis keputusan berlangganan bisnis perlu dilakukan untuk mendapatkan strategi pemasaran yangtepat. Banyak sekali platform digital yang saat ini ada, dimana salah satu yang paling sukses dan banyakdigunakan oleh orang Indonesia diantara kompetitor-kompetitor lainnya di dunia industri Video on Demandadalah Netflix. Penelitian ini bertujuan untuk menganalisis adakah pengaruh perilaku konsumen, citra merek,dan minat pembelian pada Keputusan Berlangganan aplikasi Netflix. Populasi pada penelitian ini adalahpelanggan dan/atau pengguna aplikasi Netflix yang tinggal di Area Jabodetabek yang dilakukan denganmetode purposive sampling dan terkumpul 100 responden. Penelitian diolah dengan bantuan softwareSmartPLS 3.0 dan didapatkan hasil (1) Perilaku konsumen berpengaruh positif dan tidak signifikan dengankoefisien 0,071 terhadap Keputusan Berlangganan, (2) Citra Merek berpengaruh positif dan signifikandengan nilai koefisien 0,293 terhadap Keputusan Berlangganan, (3) Minat Pembelian berpengaruh positif dansignifikan dengan koefisien 0,430 terhadap Keputusan Berlangganan. Adapun kontribusi secara bersama-sama variabel perilaku konsumen, citra merek, dan minat pembelian yang ditunjukkan nilai adjusted R Squaresebesar 50% dan sisanya sebesar 50% dipengaruhi oleh variabel lain diluar model dari penelitian ini.Kata kunci : perilaku konsumen, citra merek, minat pembelian, dan keputusanberlangganan.ABSTRACTAnalysis of business subscription decisions needs to be done to get the right marketing strategy. Manydigital platforms currently exist, and one of the most successful and widely used by Indonesians among othercompetitors in the Video on Demand industry is Netflix. This study aims to analyze whether there is aninfluence of consumer behavior, brand image, and purchase intention on the purchase decision for the Netflixapplication. The population in this study are subscribers and/or users of the Netflix application who live in theJabodetabek area. The study was carried out using a purposive sampling method and collected 100respondents. The research was processed with the help of SmartPLS 3.0 software, and the results wereobtained: (1) Consumer behavior has a positive and insignificant effect with a coefficient of 0.071 onpurchasing decisions, (2) Brand image has a positive and significant effect with a coefficient value of 0.293on purchasing decisions, (3) Purchase intention has a positive and significant effect with a coefficient of 0.430on purchasing decisions. The joint contribution of the variables of consumer behavior, brand image, andpurchase intention is shown by the adjusted R Square value of 50% and the remaining 50% is influenced byother variables outside the model of this study.Keyword : consumer behavior, brand image, purchase intention and subscription decision

Strategi Peningkatan Usaha Ikan Asin Melalui Pelatihan Digital Marketing di Pengasinan Muara Angke

Participants are asked to understand easy strategies for promoting social media products. Speakers also discussed the value of customer reviews in their marketing plans for the goods they provide. The training participants looked enthusiastic about the content presented by the presenters. The training participants were also made aware of the shortcomings of digital marketing, namely that it cannot be done instantly and requires a lot of experience. Therefore, as a businessman you still have to learn how to use digital marketing gradually. The need for continuous and consistent learning is very necessary to continue to meet the public's sales targets. The evaluation of this activity considers the progress of the training results and the participants' experience when practicing using digital marketing. In general, the participants expressed praise and were happy with the progress of this digital marketing training perfectly. Because all participants have cellphones with digital marketing capabilities, there are no significant obstacles in realizing this community service activity.

Research on Influence of Network Effect on Service Demand for Social Media Products and Optimization Strategy

In the digital era, social media platforms have emerged as fundamental tools for communication, information dissemination, and influence on consumer behavior, marking a significant shift in the landscape of both personal and professional interactions. The critical role of network effects, where the value of a service amplifies as its user base expands, is central to understanding this transformation. This paper delves into the impact of network effects on service demand within social media, identifying both the opportunities for growth and the challenges, such as platform saturation and misinformation. Through a structured exploration that includes case studies of leading platforms like Facebook, this research highlights the strategies employed to harness positive network effects while mitigating negative ones. The investigation reveals the dual nature of network effects and how they contribute to the rapid proliferation of social media, alongside presenting obstacles such as user retention and the quality of user-generated content. It further examines how platforms leverage data analytics, enhance user experience, and innovate to sustain growth and engage users effectively. The findings suggest that while network effects can drive platform expansion and engagement, they necessitate nuanced strategies to manage potential downsides.

A Study on Critical Determinants of ViralMarketing Success in Edtech Industry

This study investigates the critical determinants of viral marketing success within the EdTech industry. As the sector experiences rapid growth and transformation, understanding the factors that drive successful viral marketing campaigns becomes essential for EdTech companies seeking to optimize their marketing strategies and gain a competitive edge. The primary objective of this research is to identify and analyze these key determinants, with secondary objectives focusing on the roles of social media platforms, user-generated content, online communities, product innovation, and influencer marketing. Utilizing descriptive research methods, this study employs surveys, social media metric analyses, and content analyses to measure and evaluate the effectiveness of viral marketing strategies in the EdTech sector. The findings aim to provide valuable insights and practical recommendations for EdTech companies, contributing to both academic research and the industry's strategic development.

The Influence of Instagram Social Media and Product Innovation on Consumer Purchasing Decisions at Double Egg Coffee Medan

This study aims to determine whether there is an influence of Instagram social media and product innovation on consumer purchasing decisions at double egg coffee Medan. This study uses quantitative methods with sample collection techniques using purposive sampling techniques, with a total sample of 116 people who have visited double egg coffee. The data collection technique in this study was carried out by distributing questionnaires whose measurements were on a Likert scale and statistically processed using multiple linear regression analysis which tested the hypothesis with the F test, T test, and the coefficient of determination, before which the data had been tested using validity tests, reliability tests and classical assumption tests. Data management using the SPSS 26 for windows programme. Partially, Instagram social media and product innovation have a positive and significant effect on consumer purchasing decisions at double egg coffee jln. Selamat ketaren no 49-51 mmtc complex (unimed intersection), medan, indonesia 20223.Based on the results of the study, it shows that the social media variables Instagram and product innovation simultaneously influence purchasing decisions. This can be seen from the results of the hypothesis test carried out with the results of the fcount&gt; ftabel value 163.893&gt; 3.07 and the significance value is 0.000 &lt;0.05. The determination coefficient test shows a value of 0.744, which means that social media instagram and product innovation affect purchasing decisions by 74.4% while the rest is influenced by other variables.

Social Media Promotions and Reviews Drive Online Shopping in Indonesia

This study investigates the effects of social media promotions, prices, and product reviews on purchasing decisions for online shopping through Shopee in Sidoarjo. Using a quantitative approach, data from 96 respondents was collected via a Google Forms questionnaire. Analysis through SPSS version 26 revealed that social media promotions and product reviews significantly influence purchasing decisions, while price does not. These findings suggest that Shopee should focus on enhancing social media promotions and product reviews to boost consumer interest. Future research should explore additional factors to provide a more comprehensive understanding of online purchasing decisions. Highlight: Social media promotions significantly influence purchasing decisions on Shopee. Product reviews have a notable impact on consumer buying choices. Price does not significantly affect purchasing decisions for Shopee users. Keywoard: Social media promotions, Product reviews, Online shopping, Purchasing decisions, Shopee

On the Willingness to Pay for social media/messenger services taking into account personality and sent/received messages among WhatsApp users

WhatsApp has billions of users worldwide. Instead of paying a subscription fee, users provide their data for the use allowance. This data is used by Meta – the company behind WhatsApp – to obtain insights into user characteristics and monetize those insights. However, this data business model is among others criticized for fostering a loss of privacy that arises when platforms analyze user data, and for the use of design elements to attract users to the platform when they are not online or to extend their online time. Therefore, an increasing number of scientists are discussing whether other payment models are needed to overcome those disadvantages, like a monetary payment model. However, users would probably only pay for improved social media products. This paper provides an empirical basis for understanding the user perspective and, in particular, whether and how much users are willing to pay for improved social media products. For this, 2924 WhatsApp users’ perspectives on this topic were investigated. They were asked whether and how much they are willing to pay money for a messenger/social media service when its quality would be improved. Variables potentially influencing Willingness to Pay (i.e., personality, sent/received messages) were studied as well.47% of the participants were unwilling to pay for a healthier messenger service, and about a quarter were willing or stayed neutral. Further analysis revealed that more agreeable people were more willing to pay. Further: Higher Extraversion was associated with more sent/received messages, but the number of sent/received messages was not linked to Willingness to Pay. The present study shows that many users still are not willing to pay for social media (here messengers), which indicates that the advantages of paying for social media with money instead of with one's own data might need to be better communicated.

Empowering Product Teams to Advance Inclusive Language and Mitigate Hateful Speech on Social Media Products

As social media use proliferates, so does hateful language on such platforms among users. How might product teams be empowered to tackle hateful speech and promote inclusive language proactively among users? We developed an intervention that targets the organizational culture of tech companies and their product teams as a driver for change. More specifically, the intervention aimed to advance inclusive language practices within product teams, while introducing product development frameworks for advancing inclusive language and mitigating hateful language among social media product users. For this study, we partnered with a large U.S.-headquartered tech firm that owns several social media products to develop and pilot the intervention. The intervention was implemented with 238 participants—representing employees of the firm across several global locations, with particular representation from the United States—in seven workshops. Forty participants were tracked semilongitudinally across three surveys—prior to the intervention, immediately after, and 4 months after. Two participants participated in in-depth interviews 6 months after the intervention. Survey data were submitted to ordinal regression models that examined difference in workshop attendees’ confidence levels across the three time periods. Findings reveal positive impacts over time among product teams in regard to enhanced agency in advancing inclusive language and mitigating hateful speech among users. More specifically, confidence levels to guide one’s team in preventing or mitigating harmful language among product users significantly increased by 13.6% ( p &lt; .0001) from before the intervention to both postworkshop surveys. Confidence levels to guide one’s team in enhancing inclusive language among users significantly increased by 18.1% ( p &lt; .0001) pre- to postworkshop. Positive correlations are present between the measures. Lastly, qualitative responses in the surveys and interviews express appreciation of learning gained in the workshops, but also the need to continue such interventions as an effort to maintain critical understandings of inclusive language practices.

Pengaruh Media Sosial Marketing, Kepercayaan Dan Kualitas Produk Terhadap Kepuasan Pelanggan Produk Eiger Adventure Di Bintara

This research aims to determine the partial and simultaneous influence of the independent variables Social Media Marketing, Trust and Product Quality on the dependent variable Costomer Satisfaction of Eiger Adventure Products at Bintara. This type of research uses a quantitative approach. The population in this study has used Adventure Di Bintara products. This research uses an Accidental Sampling sampling technique using a questionnaire distributed to 114 respondents, then the data results are processed using the SPSS 26 data processing application. The research results show that in the partial t test the variables Social Media Marketing and Product Quality have a positive and significant effect on Customer Satisfaction. However, the Trust variable does not have a significant effect on Purchasing Decisions. The results of the f test show that the variables Social Media Marketing, Trust and Product Quality jointly or simultaneously influence customer satisfaction with the Eiger Adventure product at Bintara. However, the Trust variable does not have a significant effect on Purchasing Decisions. The results of the f test show that the variables Social Media Marketing, Trust and Product Quality jointly or simultaneously influence customer satisfaction with the Eiger Adventure product at Bintara.