Strategic Use Of Social Media Research Articles

Issue Ownership and Framing

This article explores how Scottish political parties frame their owned issues on social media to persuade voters during the run-up to elections. Through a qualitative analysis of 150 Twitter and Facebook posts from five major Scottish parties, the study reveals that parties employ threat and victim framing to bolster their vote share. Opposition parties predominantly portray the Scottish National Party (SNP) as a threat, while all parties frame the electorate as victims. The extent and focus of these frames vary based on parties' parliamentary strength and government/opposition status. The SNP, holding a strong governing position, focuses on advancing its independence agenda, while other parties critique the SNP and then promote their own priorities. This article contributes to framing theory by highlighting the nuanced relationship between issue ownership, threat, and victim frames in shaping electoral outcomes. The findings underscore the strategic use of social media by parties to influence voter perceptions and decisions.

A cross-platform comparison of China’s confrontational diplomatic communication

ABSTRACT In recent years, increasingly confrontational diplomatic communication has become a concerning trend, marked by a rise in aggressive narratives between nations. This study explores the transformation of diplomatic communication in the digital age, focusing on the practices of Chinese wolf-warrior diplomacy on social media. By analysing Zhao’s social media posts on international (Twitter) and domestic (Weibo) platforms, we quantified his confrontational diplomatic narratives using structural topic modelling. We then investigate how social media affordances like micro-targeting and boundary spanning, combined with domestic social, political, and economic contexts, shape these confrontational narratives. Our findings demonstrate that Zhao’s communication style varies between platforms: it is reactive and defensive on Twitter, addressing international audiences, while being proactive and offensive on Weibo, targeting domestic audiences. This strategic use of social media serves not only diplomatic goals but also aligns with China’s nationalist sentiments and domestic policies. Our study reveals that China’s wolf-warrior diplomacy is both a result of and a contributor to the changing dynamics of international relations and domestic politics, offering a novel framework for understanding confrontational diplomacy’s rise globally.

Pemberdayaan UMKM Melalui Sinergi Praktik Ramah Lingkungan dan Pemasaran Digital pada Usaha Warung Makan Mbokcentil

In an effort to improve the performance and competitiveness of Micro, Small and Medium Enterprises (MSMEs), the synergy of environmentally friendly practices with digital marketing is an important focus. The community service carried out highlights Warung Makan Mbokcentil, an MSME that is not yet accustomed to environmentally friendly practices and is less than optimal in digital marketing strategies. Through community service initiatives, efforts are being made to promote environmentally conscious practices, recommending the implementation of packaging made from cassava leaves—commonly known as cassava bags, as a more environmentally friendly way of doing business at Warung Makan Mbokcentil. At the same time, community service activities strengthen digital marketing efforts by introducing barcode scanning for complaint services. This innovation facilitates fast and efficient customer feedback, thereby driving continuous improvement in the quality of Warung Makan Mbokcentil's services. In addition, strategic use of social media across related platforms is used to expand market reach and strengthen customer engagement. This community service activity uses interview, observation and mentoring methods. The results of the service underline the positive impact of the synergy of environmentally friendly practices and digital marketing at Warung Makan Mbokcentil. This collaborative approach makes a significant contribution to increasing operational efficiency, enhancing brand image and supporting environmental sustainability. Additionally, it has proven to play an important role in expanding market share through increasing presence on social media platforms.

DIGITAL TRANSFORMATION OF MOSQUE DA’WAH: ORGANIZATIONAL LEARNING AND INNOVATION IN THE DIGITAL AGE

Mosques play a crucial role in religious development, prompting several to enhance their management systems and religious activities through digital transformation. This study critically examines the digital transformation in da'wah at Masjid Al Irsyad, integrating organizational learning theory and contemporary digital innovation. Employing a case study methodology, the research identifies five key dimensions of transformation: the development of innovative online da'wah initiatives, strategic modifications in da'wah methodologies, increased participant engagement, comprehensive training in multimedia, and the establishment of sustainable financial frameworks. Theoretically, the study enriches our understanding of integrating traditional religious practices with modern technology. Practically, it highlights the strategic use of social media for broader da'wah dissemination, the creation of responsive educational programs, and the implementation of sustainable financial models. These insights are crucial for religious organizations aiming to harmonize traditional values with the digital age's demands.

A Qualitative Study of Exploring the Impact of Social Media on Political Participation

This studies examines the influence of social media on political participation by exploring the stories, perceptions, and behaviors of people. Through thematic evaluation of consciousness organization discussions and interviews, regarding 10 members (5 men and 5 girls), key findings emerge. Firstly, social media serves as a extensive supply of political statistics, allowing people to access diverse perspectives, information articles, and actualtime updates on political occasions. Secondly, social media systems facilitate political discussion and dialogue, allowing individuals to specific their critiques, engage with various viewpoints, and mission their personal ideals. Thirdly, social media performs a crucial function in political mobilization, empowering people to endorse for causes, improve awareness, and arrange campaigns. Additionally, social media complements individuals' feel of political efficacy, fostering their perception in their ability to make a distinction within the political sphere. Lastly, the examine highlights the relationship among social media engagement and offline political participation, with social media frequently serving as a catalyst for people' involvement in political activities. These findings emphasize the capability of social media as a tool for political engagement, information dissemination, and mobilization, however additionally spotlight challenges related to incorrect information. The implications of those findings advise the need for media literacy training, strategic use of social media by using policymakers and political actors, and efforts to sell knowledgeable and inclusive political engagement in the digital age.

Aligning governance, brand governance and social media strategies for improved organizational performance: a qualitative comparative analysis of national sport organizations

PurposeThis paper aims to explore the potential configurations of governance, brand governance and social media strategies leading to effective organizational performance.Design/methodology/approachA fuzzy-set Qualitative Comparative Analysis including 28 Canadian national sport organizations (NSOs) and six conditions highlighted two sufficient configurations for effective organizational performance, defined as either budget per capita or athlete numbers.FindingsAlthough no single component of governance, brand governance, or social media strategy is necessary to succeed overall, brand reputation and the strategic use of social media to communicate NSO identity were common to both identified configurations. Accountability was important for effective organizational performance in terms of budget per capita, while transparency was more important for higher athlete numbers. Thus, condition specificity is paramount in non-profit organizations that often have multiple objectives.Originality/valueThis study provides substantial theoretical and managerial implications, including the need to integrate brand governance and social media in non-profit organizations' overall governance activities.

Metavoicing, trust-building mechanisms and partisan messaging: a study of social media usage by selected South African female politicians

ABSTRACT This study investigates social media usage patterns, Twitter’ frequency use and message typologies of selected South African female politicians’. Using the digital public sphere theory as a lens, the study considers six hundred Twitter posts from six female politicians from the African National Congress, Democratic Alliance, and Economic Freedom Fighters political parties to examine the potential of social media for visibility and participation, particularly for female politicians who are underrepresented in mainstream media platforms. The study finds that these politicians leverage digital media to promote their public works, challenging media gatekeeping and asserting agency in shaping public discourse. The findings also reveal the strategic use of social media for self-promotion allowing female politicians to enhance visibility, influence public perception, and consolidate their positions.

Strategic use of social media in marketing and financial performance: The B2B SME context

While the strategic use of social media (SM) for enhancing firm performance has attracted much attention, little is known about it through the lens of business-to-business (B2B) small and medium-sized enterprises (SMEs). Building on the market-driven view and the dynamic capabilities view of competitive strategy, we examine SM use in a framework of market-sensing and customer-linking capabilities that influence firm performance. Our research model posits that market orientation stimulates SM use to enhance market-sensing capability thereby facilitating two customer-linking capabilities, namely customer relationship management and brand management, which collectively contribute to greater marketing performance and financial performance. Our research model is empirically tested using a survey of 143 UK B2B SMEs. The findings broadly support our theorization in which the strategic use of SM, an essential part of market-sensing capability, enhances customer-linking capabilities. Interestingly, although SM use influences brand management capability, its suggested influences on both customer relationship management capability and marketing performance occur only through the mediation of brand management capability. Both customer-linking capabilities positively influence marketing performance and in turn financial performance. Our findings provide novel conceptual and empirical advancement of how market-centric B2B SMEs strategically use SM to enhance their market-sensing and in turn customer-linking capabilities, and hence firm performance.

Nigerian Military Strategic Use of Social Media During Online Firestorms: An Appraisal of the NDA Terrorist Attack

This study appraises how the Nigerian military used social media platforms to provide a counter narrative and quell the online firestorm regarding the Nigerian Defence Academy's (NDA’s) terrorists’ attack and how Nigerians reacted to these strategic communication items or lack of items about the attack. The study analysed 8,210 Facebook posts and comments from Defence Headquarters Nigeria and Facebook users in Nigeria. Findings demonstrate that the Nigerian military adopted silence as a strategy and thus, did not effectively utilise social media platforms to provide a counter narrative or information to quell the online firestorm regarding the NDA terrorists’ attack. Results further illustrate that Nigerian Facebook users criticised the Federal Government, and the military, and were disgusted that a fortress such as the NDA could be attacked and demanded the firing of the Service Chiefs and NDA leaders for their response and attempted cover-up of the attack. The study concludes that while a high reservoir of trust moderates the short and long-term effects of an online firestorm, inactions during an online firestorm aggravates the effect of such an online crisis.

Mediatization, Social Media, and Islamization: Exploring the Nexus of Influence and Violence in Contemporary Bangladesh Politics

Internet technology probably contains one of the most important discoveries of the contemporary era. Additionally, it is now undeniably evident that individuals are increasingly using social media platforms as their main mode of communication in day-to-day life. The phenomena of Islamization through the Internet and social media has seen a noteworthy upsurge in the current period of fast modernization, principally driven by the ubiquitous effect of mediatization. This effect may be seen not just in Bangladesh’s religious landscape but also in its political system. Religion’s influence on social media is startlingly similar to how it is used as a powerful factor in Bangladesh’s political dynamics. It is crucial to recognize that the procedure of islamization through digital platforms has also contributed to the spread of violence, which has primarily taken the form of targeted assaults on minority groups and those who support free-thinking beliefs. Further, it is crucial to take into account the elements at the national level that have influenced the disturbing trend of using social media as a weapon to incite violence. In order to promote the continuation of violence through digital channels, Islamist extremist organizations have carefully constructed these crucial elements, which are examined in this study. Additionally, this study seeks to bring the alarming trend of Islamist extremist groups blending politics and religion with ease while leveraging the potent mediatization power to instigate violence. This study seeks to clarify the methods used by these organizations to influence digital platforms for their evil ends through a number of thoroughly considered case studies. In the end, this essay makes the claim that political parties and Islamic extremist groups have a complicated and interconnected relationship, a dynamic that not only fosters but also promotes the inciting of violence through the strategic use of social media and digital communication channels.

The prospect of higher education marketing: adaption, transition or hybridisation?

Purpose This study aims to examine the impacts of the forced shift to online/hybrid learning on international students’ perceptions and behaviour. It aims to understand the direction of future university marketing changes to address this vital and urgent concern. Design/methodology/approach This study deployed an explorative qualitative design and data collected through interviews (n, 20) with prospective international students. Findings The study identified four main themes: mode of class operation, that is, the balance between online/offline/hybrid modes of course delivery; enhanced level of flexibility in terms of both visa regulations and financial aid; strategic use of social media and virtual tools to connect with and impress the international student community; and evidence of digitalization and experiential learning. Practical implications This study has many theoretical and managerial implications. As international students perceive COVID-19 as an under-researched theme in the higher education market, the study’s outcome helps understand the grey areas of expectation versus reality in higher education marketing. Originality/value This research offers a new perspective from the demand side on higher education marketing strategies amid COVID-19.

A Study of the Dynamics and Trends of Reality Television Program Format and the Relationship of Such Programs with Social Media

In giving the home audience an experience that combines both images and sound, surpassing the potential of the traditional mediums of print and radio, the audience rallying around the television increased by the day. Reality shows originated as a result of the introducing new programme models to the television. Attempts were made to portray real life forms of people in a more realistic way through the reality format. A majority of the audience were inclined towards watching reality programmes and the trend was to see the rise of modern social media activism. Thus, the research problem herein was to analyse whether the strategic use of social media, causes reality television programs to become more popular. The purpose of this study was to determine whether the close association of reality television programs with social media directly influenced the increase in popularity of reality television programs due to recent dynamics and trends in the reality program format. The study was conducted by analytically studying books written on reality shows, research-related information that has been published far and utilizing data on the present context. The use of new technology, especially in reality shows, has changed the face of the realist model. Various data showed that different cultural changes were taking place in each of the social systems in an attempt to attract more audiences apart from reality. The study also establishes that reality themes that originated in the United States may have spread to other parts of the world. The data also reflect that many countries are imitating reality shows produced in the United States. With the rise of social media in the modern Internet age, all television channels have used social media to promote their programs. Due to the large number of young individuals watching TV shows on social media, reality shows were also broadcasted live on social media and television stations released episodes considered to have the best reach on social media. Accordingly, this study highlights that there is currently no single existence for reality shows without social media activism.

Examining the psychological process of developing consumer-brand relationships through strategic use of social media brand chatbots

As brands increasingly integrate artificial intelligence (AI)-enabled automation as part of their communication efforts, marketers have employed social media brand chatbots to provide personalized responses to consumers and facilitate relationship building. However, how specific facets of consumer–brand relationships may be manifested in the process of consumer–brand interaction via social media brand chatbots warrants further investigation. Hence, the current research develops a conceptual model to examine how perceived contingency, a defining psychological determinant of social media brand chatbots, determines consumer−brand relationship outcomes via different motivational experiences and consumer engagement. Based on the survey conducted in the U.S. (N = 491), the findings reveal that perceived contingency is positively related to gratifications of information seeking, social interaction, and entertainment, while information seeking and social interaction lead to enhanced consumer engagement. In addition, consumer engagement helps deepen brand intimacy, strengthen affective commitment, and increase chatbot-related behavioral intention and purchase intention. The findings further show that social-interaction gratification and consumer engagement are crucial components that underline how consumers’ perception of contingency can foster strong, affect-laden brand relationships when marketers capitalize on the conversational capabilities of social media brand chatbots. Theoretical and practical implications, as well as limitations and directions for future research, are discussed.

‘STFU and start listening to how scared we are’: Resisting misogyny on Twitter via #NotAllMen

This article focuses on the strategies that were used to resist misogyny on the microblogging platform Twitter during March 2021, a time when the hashtag #NotAllMen was trending. We take a critical feminist approach, combining corpus linguistics with a qualitative analysis of #NotAllMen users’ discursive strategies. This particular iteration of #NotAllMen followed the disappearance and subsequent rape and murder of Sarah Everard, a 33 year old white woman who was abducted from a street in London, UK, whilst walking home. Following a keyword analysis (Scott 1997) to survey a dataset of 18,701 tweets containing the hashtag #NotAllMen, we identify salient themes in a sub-set of keyword concordances, and produce a detailed qualitative analysis of the strategies deployed in ten randomly sampled tweets. Despite #NotAllMen initally being used as a statement of protest against supposedly unfair accusations levelled at ‘all’ men, our analysis illustrates the use of resistant and empowering strategies which challenge the misogyny of this message, re-framing the hashtag and thus acting as a form of resistance to its original message: that not all men enagage in gender-based violence. We argue that this points to the strategic use of social media to challenge harmful rhetoric, whereby users exploit the affordances of hashtags. Twitter users engaged in strategies including resistance, opposition, and polarity to the hashtag, evidenced through the linguistic use of expletives, insults, and direct address, most often emerging through metadiscussion of the #NotAllMen hashtag itself; this works as a form of collective counter-protest through hashtag reframing. The hashtag reframing operates as a tool to show how those using the hashtag to focus on the defence of men, rather than critiquing the sociocultural dominance of misogynistic behaviour, ignored the fear experienced by all women and girls of being victims of gender-based violence, rape and murder.

박물관의 효과적인 커뮤니케이션을 위한 소셜미디어 활용 전략

최근 박물관이 관람객 및 사회와 소통하기위해 소셜미디어 활용에 집중하면서 관련 연구가 지속적으로 이루어지고 있으나, 대부분 도입 현황을 탐색하거나 특정 플랫폼 분석에 집중하고 있어 소셜미디어 기반 커뮤니케이션 특성을 종합적으로 고려한 논의가 필요한 상황이다. 본 연구는 박물관 영역에서 소셜미디어를 활용한 효과적인 커뮤니케이션 전략을 모색하고자, 소셜미디어 커뮤니케이션 내용과 방법을 종합한 분석 프레임워크를 제작하여 사례 및 관련 전문가 인터뷰를 분석하였다. 그 결과 ‘내용 중첩을 통한 전략적 홍보’, ‘플랫폼 간 콘텐츠 연계’, ‘전시의 다원화’의 커뮤니케이션 특성 현황을 도출하였으며, 이를 기반으로 박물관이 관람객 및 사회와 효과적으로 커뮤니케이션하기 위한 소셜미디어 활용 전략을 논의하였다. 첫째, 커뮤니케이션 내용을 전략적으로 연계한 콘텐츠를 업로드하여 박물관 및 전시 정보를 자연스럽게 노출시켜야 한다. 둘째, 소셜미디어 플랫폼별 특성과 타겟을 고려해 적절한 커뮤니케이션 방법을 선택하고 게시물의 이미지와 텍스트를 적합한 방식으로 가공해야한다. 마지막으로, 컨셉츄얼 포스트와 온라인 전시 및 교육 프로그램 등을 제공해 일상 속에서 지속적인 커뮤니케이션을 위해 노력해야한다.

Getting the Most out of Social Media: Strategic Practices When Using Social Media

This EDIS publication is designed for Florida professionals, agriculturalists, organizations, and producers looking to develop a better understanding of social media platforms and get the most out of their social media usage. This publication specifically focuses on 15 practices for strategic social media use. Minor revision by Caroline R. Warwick, Lauri M. Baker, Jessica C. Fernandez, and Joy N. Rumble; published by the UF/IFAS Department of Agricultural Education and Communication; 3 pp.

Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review

Social media are increasingly becoming a valuable tool for Business-to-Business (B2B) organizations. However, social media research in B2B lacks a comprehensive overview from a strategic perspective, with most research to date having been focused on the tactical use of social media platforms, that is to say, in describing specific tools to implement a strategy. In the present systematic literature review we address this deficiency. Our findings reveal that prior B2B research predominately investigated social media as short-term tactics with context-specific limitations. Our thematic analysis extends beyond these boundaries and extracts from the literature three relationship-orientated themes in social media, namely their use as a tool for: 1) sales-facilitation, 2) integrated communication, and 3) employee engagement. These three themes are distinct yet interdependent and are each necessary if organizations are to develop a competitive advantage within the social media environment. The descriptive statistics and thematic analysis in the study present a set of five key findings that reflect the research gaps presently in the literature and thus highlight significant future research directions. The study also highlights the utility for organizations to employ social media in a strategic manner rather than simply as a tactical tool.

Spanning communication boundaries to address health inequalities: the role of community connectors and social media

ABSTRACT Healthcare services face persistent barriers in reaching and improving access for marginalized or hardly reached people. This paper details the strategic use of social media among community connectors, or members of a community who address health issues in their local contexts by spanning socio-cultural boundaries within the community. Undertaking qualitative research in rural Australia and Ireland, we find evidence that through their strategic use of social media, connectors enhance the local communication infrastructure and create bridges between community and healthcare services due to their: (1) established connections with diverse hardly reached socio-cultural groups; (2) understanding of needs and opportunities for hardly reached people; (3) ability to seek out, ‘translate’ and pass on health information and (4) community building and health promotion practices at individual and social levels. Healthcare access and communication can be improved by identifying connectors and partnering with them to span boundaries enabling connection with the hardly reached.

Social Media Use for Health Purposes: Systematic Review.

BackgroundSocial media has been widely used for health-related purposes, especially during the COVID-19 pandemic. Previous reviews have summarized social media uses for a specific health purpose such as health interventions, health campaigns, medical education, and disease outbreak surveillance. The most recent comprehensive review of social media uses for health purposes, however, was conducted in 2013. A systematic review that covers various health purposes is needed to reveal the new usages and research gaps that emerge in recent years.ObjectiveThis study aimed to provide a systematic review of social media uses for health purposes that have been identified in previous studies.MethodsThe researchers searched for peer-reviewed journal articles published between 2006 and 2020 in 12 databases covering medicine, public health, and social science. After coding the articles in terms of publication year, journal area, country, method, social media platform, and social media use for health purposes, the researchers provided a review of social media use for health purposes identified in these articles.ResultsThis study summarized 10 social media uses for various health purposes by health institutions, health researchers and practitioners, and the public.ConclusionsSocial media can be used for various health purposes. Several new usages have emerged since 2013 including advancing health research and practice, social mobilization, and facilitating offline health-related services and events. Research gaps exist regarding advancing strategic use of social media based on audience segmentation, evaluating the impact of social media in health interventions, understanding the impact of health identity development, and addressing privacy concerns.

The Influence of Social Media Marketing on Apparel Brands’ Customers’ Satisfaction: The Mediation of Perceived Value

The development of social media has changed traditional media by providing a platform to conduct marketing and advertising activities. Nowadays, social media offers the opportunity to build a relationship between customers and brands. The strategic use of social media marketing has significant importance for customers as well as for marketers. In this paper, the influence of social media marketing activities (SMMAs) is assessed on apparel brands’ perceived value and Chinese customers’ satisfaction. The data was collected through a quantitative survey-based approach from Chinese social media and apparel brands’ users (n = 355). The collected data from respondents were analysed through the confirmatory factor analysis (CFA) and Hayes PROCESS macro. Based on our findings, it is noted that SMMAs play an essential role in improving the brand perceived value and customers’ satisfaction in China. Moreover, it is also concluded that the apparel brand’s perceived value significantly mediates the relationship between SMMAs and customers’ satisfaction. This study provides several theoretical and practical guidelines to the marketers in China to effectively implement their advertising activities on social media platforms.