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Pornsrimate, Kanyawee, und Anon Khamwon. „How to convert Millennial consumers to brand evangelists through social media micro-influencers“. Innovative Marketing 17, Nr. 2 (27.04.2021): 18–32. http://dx.doi.org/10.21511/im.17(2).2021.03.
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Undoubtedly, in the modern age of digitalization, Millennials, who are considered digital natives, have become a massive target market for salespersons. Changes in the way Millennials think accompanied by an explosion of social media have led to an increased focus on social media influencer marketing in the company sector. To help establish a new marketing paradigm that accounts for these changes, this research aims to conceptualize and investigate the process of building consumer-brand relationships with Millennial consumers through social media micro-influencers. Findings based on structural equation modeling revealed that four core characteristics of social media micro-influencers (i.e., authenticity, the meaning of the influencer, specific content, and secret sharing) were a significant antecedent of brand engagement and brand love, which, in turn, mediated the pathway from social media micro-influencer characteristics to brand evangelism. Understanding what social media micro-influencers mean to Millennials offers the promise of improving brand evangelism through more precise market analysis and market strategy. In the discussion, the paper introduces a three-stage building method towards brand evangelism through social media micro-influencer, including: (1) the stage of selecting influencers; (2) the stage of constructing intense emotional responses to the brand (brand engagement and brand love); and ultimately (3) the stage of becoming a brand evangelist. Lastly, limitations and future directions were discussed.
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Ithnin, Norrabiyah, Nur Hazwani Mohd Muhridza, Siti Rahmah Abdullah, Nur Afifah Mohd Rosli und Siti Noraisyah Jamal. „Persuasive Strategies on Social Media: A Case of Malaysian Social Media Influencer Asma Nasarudin“. LSP International Journal 7, Nr. 2 (30.11.2020): 71–87. http://dx.doi.org/10.11113/lspi.v7.16344.
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Social media influencers, or SMIs are on the rise in this age of ubiquitous Internet. SMIs as independent third-party endorsers utilise platforms such as social media, blogs, etc. to influence the attitudes of their audiences. SMIs have a powerful role in promoting or demoting a brand and/or organization to their followers as they can influence perceptions and even the purchasing power of their audiences. This phenomenon is obvious from the resonance of social media users with SMIs reviewing products, services and social trends on their social media accounts. SMIs document or visually narrate what they do in their daily life via photo and video-sharing applications in social networking sites (SNS) such as Instagram and YouTube. In order to become a ‘micro celebrity’, the influencers embed commercials and celebrity culture into their postings. This study aims to investigate the persuasive devices used by one Malaysian social media influencer through her social media postings using the five elements in the Electronic Eloquence Model (EEM). A thorough qualitative analysis was conducted to identify the strategies implied within the embedded media content of Malaysian SMI Asma’ Nasarudin. The data selected for analysis were gathered from her Instagram and YouTube video postings from October 2018 to December 2018. A total of five postings were carefully selected. Textual and visual analyses were conducted to investigate the persuasive strategies and devices. Findings demonstrated that all five elements of EEM appeared in the social media postings.
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Valsesia, Francesca, Davide Proserpio und Joseph C. Nunes. „The Positive Effect of Not Following Others on Social Media“. Journal of Marketing Research 57, Nr. 6 (03.06.2020): 1152–68. http://dx.doi.org/10.1177/0022243720915467.
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Marketers commonly seed information about products and brands through individuals believed to be influential on social media, which often involves enlisting micro influencers, users who have accumulated thousands as opposed to millions of followers (i.e., other users who have subscribed to see that individual’s posts). Given an abundance of micro influencers to choose from, cues that help distinguish more versus less effective influencers on social media are of increasing interest to marketers. The authors identify one such cue: the number of users the prospective influencer is following. Using a combination of real-world data analysis and controlled lab experiments, they show that following fewer others, conditional on having a substantial number of followers, has a positive effect on a social media user’s perceived influence. Further, the authors find greater perceived influence impacts engagement with the content shared in terms of other users exhibiting more favorable attitudes toward it (i.e., likes) and a greater propensity to spread it (i.e., retweets). They identify a theoretically important mechanism underlying the effect: following fewer others conveys greater autonomy, a signal of influence in the eyes of others.
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Prasetya, Mohammad Reza. „Self-presentation dan kesadaran privacy micro-influencer di instagram“. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 4, Nr. 1 (05.03.2020): 239. http://dx.doi.org/10.25139/jsk.v4i1.2301.
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Instagram is a platform that can be used to express online self-presentation by uploading contents. Micro-influencers also perform the self-presentation to maintain their existence on social media. However, we cannot be sure if everything shown in social media are actual representation of the influencer’s real lives. Social media users also threatened by privacy issue. This research attempted to find out self-presentation strategies applied by micro-influencers on Instagram, as well as the differences between front stage and back stage by using dramaturgy theory by Erving Goffman. This research also studied the privacy awareness of micro-influencers on Instagram. The results of this study indicated that micro-influencers only display positive content on Instagram. The study also revealed that there are differences between front stage and back stage shown by micro-influencers on Instagram. Then, this study also found that both influencers are concerned of their privacy on Instagram. Consequently, they use privacy features offered by Instagram.
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Rodprayoon, Nachayapat. „Communication Via Self-disclosure Behavior of Micro-influencers on Social Media in Thailand“. Modern Applied Science 14, Nr. 2 (27.01.2020): 49. http://dx.doi.org/10.5539/mas.v14n2p49.
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Technology and human way of life have changed through eras and time, just like business operations that require marketing in order to develop to have their spaces in the consumers’ minds. It can be seen that with the time passes, marketing communication tools also change. Currently, it is unavoidable to rely on internet technology to help in the marketing process through the use marketing communication tools called “Marketing Communication”, done through social media. The website has created a model of society, allowing consumers to search for information on their own based on the direct experiences of those who have used that products, influential people in ideas or influencers, which play a huge role in the distribution of news and information. Therefore, various agencies/ organizations are persuading these influencers to participate in activities, organized to help. The influencer will publish information and create word-of-mouth online. As the importance of the behavior of the group of people that are classified as micro-influencers have increased rapidly, information dissemination through micro-influencers has become an important tool in communication that marketers rely on by using consumers to communicate with consumers. Therefore, there are studies of forms of identity disclosure, level of disclosure, social capital, and social support of self-disclosure behavior of individuals, who are micro-influencer. It is beneficial to entrepreneurs, including marketers to study about aforementioned topics in order to plan communication to consumers by choosing to use consumers as messengers in order to make that communication most effective. The research was conducted in-depth interviews with 30 micro-influencers on social media via Facebook, between 24-38 years old, with 500 - 10,000 followers. The research found that Social support is the main reason that micro-influencers have revealed themselves on social media via Facebook. Meanwhile, it is also a way to learn about self-disclosure forms on social networks of influential people at the micro level or micro-influencers on order to be used as a tool for marketing communication in the current marketing world, especially the form of marketing communication in Thailand through social media.
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Silalahi, Ayuphita Tiara. „Micro-Influencer Celebrity’s Communication Strategy in Brand Promotion“. Humaniora 12, Nr. 1 (30.03.2021): 21–28. http://dx.doi.org/10.21512/humaniora.v12i1.6786.
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The research analyzed the role of Instagram influencers, especially those who fell into the category of microinfluencers, and the impacts they generated through effective communication strategy in promoting local brands in Indonesia. The exploratory study adopted a qualitative research design by collecting primary data through indepth interviews with selected micro-influencers, local brands marketers, and an Influencer marketing strategist. While secondary data was gathered from both offline and online available documented literatures. Results were then categorized using Creswell’s six-stage analysis method in order to produced themes. Findings show that Instagram is a preferred social media platform in Indonesia for local companies to promote their brands by selecting micro-influencers as part of the communication strategy. Four distinctive characteristics outline the themes of Instagram micro-influencer that are seen as primary factors for the brands to utilize in ensuring effective brands’ communication strategy. The research concludes that different methods of delivering a brand’s messages can be utilized to achieve the brand’s communication goals and the high intensity of engagement between the influencer and their followers is the core strength for the success of the communication activity. This is a quality seeks by both brands and influencer agencies to ensure successful brands’ communication strategy.
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Berne-Manero, Carmen, und Mercedes Marzo-Navarro. „Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability“. Sustainability 12, Nr. 11 (27.05.2020): 4392. http://dx.doi.org/10.3390/su12114392.
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Influencer marketing furthers the goals of relationship marketing. Companies use influencers to advertise their products through social networks such as Instagram. This digital advertising is aimed at shifting the company’s goals from customer acquisition to retention and commitment. While several articles provide interesting advances analyzing social media and sustainability goals, research about influencer types and their impact on engagement preserving corporate sustainability is limited. Thus, the objectives of this study are: (1) Select general influencer traits as positive characteristics in promoting a product; (2) analyze them for micro and macro influencer scenarios; (3) explore potential differences in their adequacy determining customer engagement and preserving corporate sustainability. Credibility, pleasantness, and emotions are the criteria analyzed through multivariate analysis applied over two independent samples of followers. Pleasantness and appearance in the macro influencer scenario and perceived integrity in that of the micro influencer appear to conflict with the desired transparency of the message, while transmission of emotions plays an essential role in both scenarios. This is a very important finding. Companies should assess candidate influencers’ emotional projection skills, in addition to evaluating the brand sponsorship costs and defining the target audience for the advertisement, always under the premise of preserving corporate sustainability.
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Vatanasakdakul, Savanid, Chadi Aoun und Yuniarti Hidayah Suyoso Putra. „Social Media in Micro-Enterprises“. Journal of Global Information Management 28, Nr. 3 (Juli 2020): 184–203. http://dx.doi.org/10.4018/jgim.2020070110.
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Social media is increasingly gaining traction as a valuable tool for small business. This is particularly the case in micro enterprises in the Indonesian retail industry, where adoption is anecdotally increasing, but with little understanding of the factors enabling such adoption. Consequently, this study proposes a research model derived from the Unified Theory of Acceptance and the Use of Technology and extended by integrating the task-technology-fit framework, along with price value propositions. Online surveys were sent to micro enterprises operating in the Indonesian retail industry with 153 valid responses received. Data analysis used structural equation modelling with SmartPLS 3. The results show that price value and task-technology-fit are perceived as significant factors for influencing positive attitudes towards the adoption of social media among micro enterprises. In addition, attitude and facilitating conditions were found to have a significant influence on intention to adopt social media. These findings hold import implications to theory and practice in this nascent field of research.
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Shen, Zheng. „A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers“. Journal of Research in Interactive Marketing 15, Nr. 2 (31.05.2021): 181–99. http://dx.doi.org/10.1108/jrim-10-2019-0161.
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Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.
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Henninger, Claudia Elisabeth, Panayiota J. Alevizou und Caroline J. Oates. „IMC, social media and UK fashion micro-organisations“. European Journal of Marketing 51, Nr. 3 (10.04.2017): 668–91. http://dx.doi.org/10.1108/ejm-08-2015-0599.
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Purpose This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC. Findings The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages. Research limitations/implications This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched. Practical implications Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice. Originality/value This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.
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Duffy, Andrew, und Hillary Yu Ping Kang. „Follow me, I’m famous: travel bloggers’ self-mediated performances of everyday exoticism“. Media, Culture & Society 42, Nr. 2 (31.07.2019): 172–90. http://dx.doi.org/10.1177/0163443719853503.
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Celebrity has become common in many fields of endeavour and is increasingly manifested in the emerging form of self-mediated microcelebrity or social media Influencer. One regular tactic for both celebrity and microcelebrity is to use the media for a dual performance at once ordinary and extraordinary, linking the world of the exotic with that of the everyday. Turning the spotlight of (micro)celebrity studies on travel bloggers illuminates social norms and cultural values at the intersection of lifestyle and economics enabled by digital social media, and the role of self-mediation in their online success. This article analyses the About Me sections of 50 popular travel blogs to see how writers take control of their own media representations to combine the everyday with the exotic in such a way that appeals to readers and subsequently to commercial entities – commodifying themselves alongside their readers through media and on their own subjective terms.
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Mujica, Alejandro, Esteban Villanueva und Manuel Luis Lodeiros-Zubiria. „Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement“. International Journal of Emerging Technologies in Learning (iJET) 16, Nr. 17 (06.09.2021): 19. http://dx.doi.org/10.3991/ijet.v16i17.23339.
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This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.
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Khamis, Susie, Lawrence Ang und Raymond Welling. „Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers“. Celebrity Studies 8, Nr. 2 (25.08.2016): 191–208. http://dx.doi.org/10.1080/19392397.2016.1218292.
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Zhou, Tao. „Understanding Users' Switching Between Social Media Platforms“. International Journal of Information Systems in the Service Sector 13, Nr. 1 (Januar 2021): 54–67. http://dx.doi.org/10.4018/ijisss.2021010103.
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Social media such as micro-blogs and social networking sites are popular among users. Due to the intense competition, it is crucial for social media platforms to attract users and retain them. The purpose of this paper is to draw on the push-pull-mooring (PPM) model to examine users' switching between social media platforms. The results indicated that identification, perceived usefulness, dissatisfaction, privacy concern, and social influence significantly affect switching intention. In addition, social influence has a positive moderation effect on switching intention. The results imply that social media platforms need to consider the effect of push, pull, and mooring factors in order to prevent users' switching behaviour.
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Kipp, Peter C., Yibo (James) Zhang und Amanuel F. Tadesse. „Can Social Media Interaction and Message Features Influence Nonprofessional Investors' Perceptions of Firms?“ Journal of Information Systems 33, Nr. 2 (01.02.2018): 77–98. http://dx.doi.org/10.2308/isys-52067.
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ABSTRACT We investigate the impact of social media messages on nonprofessional investors' assessments of management credibility and firm value. In a between-participants experiment, we examine the joint effect of social media message vividness, valence, and micro-blogger influence on nonprofessional investors' assessments of management credibility and firm value. We find that when social media messages are pallid and negative (positive), high micro-blogger influence decreases (increases) nonprofessional investors' assessments of management credibility. In contrast, the effect is absent when messages are vivid. Further, we find that the effect of micro-blogger influence on nonprofessional investors' assessments of blogger credibility and management credibility is mediated by social media interactions. The assessment of management credibility, in turn, significantly impacts nonprofessional investors' firm valuation assessment. The results have implications for regulators (SEC 2013) that may wish to update their guidance to managers on how to monitor or even control nonprofessional investors' interaction on social media platforms. Data Availability: Contact the authors.
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Mutia Sadasri, Lidwina. „Micro-celebrity participation and risk communication in Indonesia“. Pacific Journalism Review : Te Koakoa 26, Nr. 2 (30.11.2020): 53–71. http://dx.doi.org/10.24135/pjr.v26i2.1135.
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Information dissemination in the media, specifically social media, is one of the critical channels of information related to the COVID-19 outbreak sought by the public. The information presented has been related to accurate and reliable situation reports and false information in various forms, not only text-based but also audio and visual. The chaos of data, coupled with a central response that seemed unprepared, shaped the Indonesian community’s perceptions of the COVID-19 outbreak. This fact related to the massive number of internet users in Indonesia is one aspect of the government’s decision, in this case BNPB (Badan Nasional Penanggulangan Bencana; officially National Disaster Management Authority), to engage strong social media influencers. The government collaborated with some influencers to enable public engagement through online social media platforms in the context of COVID-19—two of them being @dr.tirta and @rachelvennya. The platforms also gained more visibility after being appointed COVID-19 influencers. They updated information about COVID-19 on their social media accounts with picture posts and Instagram stories, either individually or in collaboration with others. This study aims to analyse the practice of the Indonesian government’s agency using micro-celebrity to deploy a risk communication frame and the delivery of the message by a celebrated person.
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Bonnevie, Erika, Sierra M. Smith, Caitlin Kummeth, Jaclyn Goldbarg und Joe Smyser. „Social media influencers can be used to deliver positive information about the flu vaccine: findings from a multi-year study“. Health Education Research 36, Nr. 3 (01.06.2021): 286–94. http://dx.doi.org/10.1093/her/cyab018.
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Abstract Large-scale digital flu vaccine campaigns have experienced difficulty increasing vaccination coverage among African Americans and Hispanics, and are routinely inundated by negative responses from vaccine opponents. A digital campaign employing user-generated content from social media ‘micro’ influencers who are predominantly followed by African Americans and Hispanics was implemented during the 2018–19 and 2019–20 flu seasons to disseminate positive information about the flu vaccine. At the time, this constituted the largest influencer-driven health campaign focused on these communities in the United States. Comments on posts were qualitatively coded to determine content perceptions among those exposed to posts. Digital metrics were also analyzed. During Year 1, posts reached 9 million+ social media users and generated 64 612 likes or shares, and 1512 responses. In Year 2, posts reached 8 million+ users and generated 155 600 likes or shares, and 3122 responses. Around 94% of public responses to posts were positive, suggesting this is a promising strategy to communicate health information and could shift social norms, particularly for heavily debated topics such as vaccination. This strategy represents a more community-led and participatory approach than most large-scale vaccination campaigns have attempted, with immediate applicability to communications about the COVID-19 vaccine.
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Cahyani, Intan Putri. „Membangun Engagement Melalui Platform Digital (Studi Kasus Flip sebagai Start-Up Fintech)“. EKSPRESI DAN PERSEPSI : JURNAL ILMU KOMUNIKASI 3, Nr. 2 (01.07.2020): 76. http://dx.doi.org/10.33822/jep.v3i2.1668.
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Hadir sebagai startup lokal, Flip memberikan warna baru di dunia Fintech (Financial Technology) dengan menyediakan layanan transfer antar bank bebas biaya admin. Flip tidak hanya berfokus pada pengembangan core business, namun juga menyadari bahwa berkomunikasi dengan target audiens adalah penting. Saat ini Flip telah memiliki website dan media sosial yang dikelola dalam membangun digital engagement. Engagement ini sangat penting bagi seorang PR sebagai dasar strategi komunikasi jangka. Oleh karena itu peneliti tertarik untuk melakukan studi tentang bagaimana Flip sebagai start-up local di bidang Fintech membangun digital engagement melalui berbagai aktivitas Public Relations di berbagai platform. Tipe penelitian ini merupakan studi deskriptif kualitatif dengan metode studi kasus. Pengumpulan data dilakukan melalui metode (1) observasi melalui website dan social media monitoring dan (2) wawancara mendalam. Hasil penelitian menunjukkan bahwa Flip sangat menyadari komunikasi berperan penting dalam sustainability bussiness. Saat ini Flip telah menggunakan platform digital untuk menyampaikan segala sesuatu yang baru tentang produk mereka, sekaligu membentuk mutual understanding melalui percakapan yang dibangun. Dengan segala keterbatasan sumber daya yang dimiliki, peringkat website flip.id telah meningkat 32% selama periode Januari – Maret 2020) dengan mencapai sekitar 63.330 pengunjung dan 139.350 hits setiap bulan. Secara garis besar konten-konten yang mendapatkan engagement tertinggi antara lain giveaway, tips dan challenge dan di antara semua media sosial yang digunakan Flip, Instagram memiliki rata-rata engagement tertinggi yaitu mencapai 60%. Dalam berbagai aktivitas online yang dilakukan Flip untuk membangun engagement ke target audiens dimetaforakan selayaknya pertemanan dimana mereka berusaha hadir untuk memberikan manfaat. Flip sendiri juga bekerja sama dengan Social Media Influencer (SMI) berupa Micro Influencer yaitu mereka yang punya expertise atau keahlian di bidang keuangan dengan follower yang segmented dan terbukti cukup efektif dalam membangun engagement.
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Abbood, Iman K., und Saad Talib Hasson. „Online social network relationships influenced on a retweeting“. Indonesian Journal of Electrical Engineering and Computer Science 20, Nr. 2 (01.11.2020): 1037. http://dx.doi.org/10.11591/ijeecs.v20.i2.pp1037-1043.
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<p>Social network users spending a lot of time to post, search, interact and read the news on blogging platforms. In this era, social media is becoming a suitable place for discovering and exchanging new updates. However, Common social media helps the user to share his news online by a one-click. The ease-of-use leads to present novel breaking news to show up first on micro blogs. Twitter is one of the well-known micro blogging platforms with more than 250 million users, in which retweeting is a manageable way to share and sawing news. It is significant to foretell the retweeting and influence in a social relationship. The Correlation Coefficient formula has been used to determine the level of correlation between a user and his retweeters (followers, friends, and strangers) in social networks. Such correlation can be reached by utilizing the collected user information on Twitter with some features which have a main effect on retweet behavior. In this study, the focus is on particular friends, followers, and a retweet to be the promising source of relationships between users of social media. Experimental results based on twitter dataset showed that the Correlation Coefficient formula can be used as a predicting model, and it is a general framework to gain better fulfillment in calculating the correlation between the user, friends, and followers in social networks.. Their influence on the accuracy in predicting a retweet is also accomplished.</p>
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Thomas, Bejoy John. „Microcelebrities“. International Journal of Online Marketing 11, Nr. 3 (Juli 2021): 51–63. http://dx.doi.org/10.4018/ijom.2021070104.
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Traditionally, celebrities advertised the brands on mass media, and this influenced the purchase of the brands. The usage of smart phones and the penetration of internet have resulted in the advertisement of brands by micro celebrities. This study would help us to understand the influence of micro celebrities on purchase intention of brands and would also study the mediating effect of brand engagement in self-concept and brand expected value. The study was conducted among 205 followers of Indian micro celebrities in social media platforms such as YouTube, Instagram, and Facebook. The followers for the study were selected based on the snowball sampling technique. The results revealed that the perceived influence of micro celebrities had influence on brand engagement in self-concept, brand expected value, and purchase intention. The study highlighted that micro celebrities suggest brands to followers which leads to greater connection to the brand and the attractiveness of the brand increases which in turn would lead to recommendation of the brand by the followers.
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Firdaus, Firdaus, und Fahrizal Fahrizal. „Penerapan Media Sosial bagi Peningkatan Kinerja UMKM di Kota Jambi“. Ekonomis: Journal of Economics and Business 5, Nr. 1 (08.03.2021): 1. http://dx.doi.org/10.33087/ekonomis.v5i1.198.
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The purpose of this study is to describe the role of social media and small and medium micro enterprises performance in Jambi City, as well as the influence of the role of social media on business performance. The research data were obtained through a survey method using a questionnaire given to 60 respondents. The data is analyzed using simple linear regression analysis techniques. The analysis shows that the role of social media, which is reflected by the dimensions of curation, consumption, creation, and collaboration as a whole get an average score acquisition in the range of 3.41-4.20 with "good" criteria. The performance of small and medium micro enterprises which is reflected by the growth in the number of sales, growth in market share, and profit growth get an average score in the range of 3.41-4.20 with "high" criteria. Based on the results of hypothesis testing has also proven that the role of social media has a positive and significant effect on the performance of small and medium micro enterprises in Jambi City.
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Semina, T. V. „Medicine and society: micro level of social interaction“. Moscow State University Bulletin. Series 18. Sociology and Political Science 26, Nr. 3 (16.12.2020): 43–65. http://dx.doi.org/10.24290/1029-3736-2020-26-3-43-65.
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This article examines the features of the interaction of social institutions of medicine and health care in modern Russian society at the micro level — within the social system “doctor — patient”. Sufficient space is given to a comparative analysis of traditional (paternalistic and collegial) and modern (informational and contractual) models of social relations between doctors and patients. Ne author highlights the factors under which the widespread use of information and contractual models in Russian realities contribute to the transformation of traditionally solidary social relations in the system under consideration into conflict ones. The article, based on the original author’s sociological research, examines the features of the conflict confrontation between doctors and patients, identifies their specific differences from traditional social conflicts. On the one hand, the conflicts that unfold in the social system “doctor — patient” are precisely social conflicts, since the interaction in this system embraces both all representatives of the medical community and practically all members of society, each of which, one way or another, becomes patient. On the other hand, if the prerequisite and then the basis of the usual conflict interaction is the presence of a single indivisible object, then in the case of a social conflict in the “doctor — patient” system, health can hardly be considered “a single and indivisible object”. Health for the subjects of this conflict is indeed an important spiritual value, but much more often the conflict arises over the rights and obligations, as well as the distribution of power among the interacting parties. Enough attention is paid to the analysis of the macro-, meso- and micro- causes of this conflict, as well as to the problem of the influence of the media on the genesis of this type of conflict relationship; tendencies that are especially characteristic in the relationship between the patient audience and the media in recent times are highlighted and revealed.
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Tjandrawibawa, Paulina. „The Effect of Using Instagram Influencers in Building Conseva’s Brand Awareness“. Winners 21, Nr. 1 (03.08.2020): 67. http://dx.doi.org/10.21512/tw.v21i1.6497.
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Rapid growth of social media development leads to abundant brands’ promotion for their products or services. One of the many ways is promotion through influencers on Instagram. Recently, it is known that companies using Influencer marketing tend to keep going up since such particular way is considered to be quite effective to increase brand awareness. However, the average data obtained from various journals and articles is data from medium to large scale companies both locally and internationally. Therefore, this study was conducted to examine whether the use of Instagram influencers to increase brand awareness is also effective for micro-scale local brands by taking examples from one of Surabaya lifestyle brands called Conseva. This research was conducted with a quantitative method focusing on collecting numerical data to see the results of the growth of followers and visits obtained by Conseva before and after using Instagram influencers. If the number of Instagram followers and visits to Conseva increases, it means that brand awareness has also increased and vice versa.
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Ramdarshan Bold, Melanie. „The return of the social author“. Convergence: The International Journal of Research into New Media Technologies 24, Nr. 2 (16.06.2016): 117–36. http://dx.doi.org/10.1177/1354856516654459.
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The rise in self-publishing, digital folk culture and social media participation, have revolutionized reading and writing practices. Readers can directly contact their favourite authors, and publishers, through social media and become authors, and publishers, themselves. One of the outcomes of digital reading and writing is that writing is now becoming more democratic: traditional publishers are no longer the sole gatekeepers of culture. The popularity of social writing platform Wattpad is a recent example of how a new generation of influential and innovative writers is entering the publishing arena. This also demonstrates that there is a demand for authorship without the intervention from publishers. Despite this, traditional notions of authorship, ownership and control are prevalent in contemporary publishing hindering the true potential of creativity. The disharmony between the rise of the amateur author and the control of the traditional publisher is confronted in the digital public sphere. Consequently, issues such as authority and influence are mediated during the activities and interactions that take place on social media and other online platforms. Established authority figures, such as famous authors or well-known publishers, that exert authority and influence in the traditional sphere, can shift this authority and influence to the digital world; however, this sphere is also occupied by emerging networks of influencers, such as emerging authors or micro-celebrities, who gain popularity as a result of specific trends, in specific domains, at specific times. This article will examine how new and established authors are using social platforms, and social media, to publish their writing, build communities and extend their dialogue with readers and other writers. A netnographic study of Wattpad will identify which authors are the influencers and innovators in social publishing. Consequently, this article will underscore the increasing importance of social networks and social relationships in 21st century publishing.
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Kay, Samantha, Rory Mulcahy und Joy Parkinson. „When less is more: the impact of macro and micro social media influencers’ disclosure“. Journal of Marketing Management 36, Nr. 3-4 (31.01.2020): 248–78. http://dx.doi.org/10.1080/0267257x.2020.1718740.
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Sari, Yulia, und Amir Hidayatulloh. „Antecedents of the Utilization of Social Media and its Impact on Micro and Small Enterprises Performances“. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB) 7, Nr. 2 (01.10.2019): 120–28. http://dx.doi.org/10.21009/jpeb.007.2.3.
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This study aimed to analyze the antecedents of the utilization of social media for MSEs and its impact on performances. Performances such as; service performance, sales performance, marketing performance, internal operating performance and innovation performance. The population in this study were MSEs in the Special Region of Yogyakarta, the sampling technique used in this study was purposive sampling with criteria of (1) MSEs locationed in Sleman Regency and (2) MSEs which use social media (Faceebook, Instagram) for marketing purposes. Respondents in this study amounted to 100 MSEs. WarpPLS used for data analysis technique. The results showed that the utilization of social media by MSEs was influenced by interactivity, cost effectiveness and compatibility. Meanwhile, trust does not affect the utilization of social media. The utilization of social media by MSEs has a positive effect on each performances.
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Shen und de la Garza. „Developing the Digital Artifact for the Sustainability of Marketing Research Results“. Sustainability 11, Nr. 23 (20.11.2019): 6554. http://dx.doi.org/10.3390/su11236554.
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The rapid development of technology transforms the way researchers conduct projects, communicate with others, and disseminate findings. In addition to traditional presentations of research results, this paper argues that building a digital artifact is another optional method for the dissemination of research findings from the perspective of marketing. Thus, 20 Irish and Chinese micro-influencers were investigated from March 2016 to March 2019, and their microblogs were analyzed by text mining techniques. Consequently, the paper finds four types of keywords that micro-influencers apply to their marketing on social media. Based on the marketing keywords, a digital tool is designed to label fashion keywords in the microblogging automatically. The proposed tool not only contributes to model fashion bloggers’ content and increase the influence of marketing on social media but also enlightens marketing scholars to develop digital tools for the sustainability of disseminating research results.
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Lewis, Rebecca. „“This Is What the News Won’t Show You”: YouTube Creators and the Reactionary Politics of Micro-celebrity“. Television & New Media 21, Nr. 2 (17.10.2019): 201–17. http://dx.doi.org/10.1177/1527476419879919.
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This article explores the implications of micro-celebrity practices employed by political and ideological influencers on YouTube. I take a case study approach, performing a content analysis of the videos from three political YouTubers from January 1, 2017, to April 1, 2018. My analysis reveals that for these influencers, micro-celebrity practices are not only a business strategy but also a political stance that positions them as more credible than mainstream media. All three conflate the mainstream media with “social justice” politics, claiming both are sensationalized and silence dissenting voices. By adopting micro-celebrity practices that stress relatability, authenticity, and accountability, they differentiate themselves from both the mainstream media and progressive politics as they perceive them. Thus, the YouTubers in this study align micro-celebrity practices with a reactionary political standpoint. These findings complicate previous mythologies of Internet celebrity that treat participatory culture as inherently progressive.
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He, Qian, und Hongjian Qu. „The Impact of Advertising Appeals on Purchase Intention in Social Media Environment——Analysis of Intermediary Effect Based on Brand Attitude“. Journal of Business Administration Research 7, Nr. 2 (14.06.2018): 17. http://dx.doi.org/10.5430/jbar.v7n2p17.
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Social media, represented by WeChat and micro-blog, has become an indispensable communication tool for human beings. The social media advertising that extends in this environment has also become the focus of enterprise marketing. Based on the brand attitude as the intermediary variable, this paper studies the influence of advertising appeal on the purchase intention under the socialized media environment, and tries to clarify the influence mechanism between the advertising appeal and the consumer purchase intention. Through the related literature, we find out the relationship between the advertising appeal and the brand state and the purchase intention. Put forward relevant research proposals, to enterprises in the social media environment advertising marketing pointed out a new direction.
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Dedeoğlu, Bekir Bora, Mathilda van Niekerk, Kemal Gürkan Küçükergin, Marcella De Martino und Fevzi Okumuş. „Effect of social media sharing on destination brand awareness and destination quality“. Journal of Vacation Marketing 26, Nr. 1 (03.07.2019): 33–56. http://dx.doi.org/10.1177/1356766719858644.
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This study examines the effect of social media sharing on tourism destination brand awareness and destination natural and service quality and also examines the moderating roles of country of origin (COI; macro and micro) image on destination natural and service quality. Data were collected from 568 domestic and international tourists who have visited Alanya, Turkey. Relationships in the study were examined through structural equation modeling. As one of the components of social media sharing, participant sharing positively affects destination brand awareness, whereas any significant effect of nonparticipant sharing on destination brand awareness was not found. Destination brand awareness positively influences tourist perceptions of both destination service quality and destination natural quality. COI image moderates most of the relationships.
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Eze, Sunday C., Vera C. A. Chinedu-Eze und Hart O. Awa. „Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology“. SAGE Open 11, Nr. 2 (April 2021): 215824402110066. http://dx.doi.org/10.1177/21582440211006695.
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In developing world, most decisions by Micro, Small, and Medium Enterprises (MSMEs) to adopt social media marketing technology (SMMT) rely heavily on study findings from the Western World without much recourse to cross-context differences in structure and managerial capabilities. Thus, the lack of inquiries that provide complete guideline on the adoption of SMMT in developing economies hinders the development of integrated framework(s) that explains MSMEs’ successful adoption. The study used technology–organization–environment (T-O-E) framework as the theoretical basis to examine the critical factors that stimulate MSMEs adoption of SMMT in Nigeria. The adopted methodological choice was qualitative, involving interviews with 20 participants selected from the online directories via purposive and snowball sampling techniques. However, thematic analysis was the data treatment technique; and the study extended the T-O-E framework to provide an understanding into the dominant factors that specifically influence MSMEs’ adoption, without losing sight of vendors who would rely on the extended framework to get audiences continually satisfied.
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Zhang, Leticia-Tian, und Sumin Zhao. „Diaspora micro-influencers and COVID-19 communication on social media: The case of Chinese-speaking YouTube vloggers“. Multilingua 39, Nr. 5 (25.09.2020): 553–63. http://dx.doi.org/10.1515/multi-2020-0099.
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AbstractDiaspora vloggers–migrants who produce video blogs in the language of their home countries for a transnational diaspora community–have been a largely overlooked group in the studies of social media. This paper focuses on the unique role of Chinese diaspora vloggers during an unprecedented global event—the COVID-19 pandemic. Using manual keyword search (e.g., zhaijia riji, faguo yiqing) and chance sampling (i.e., following platform recommendation), we collected 26 videos (07:44:30) from six Chinese YouTube micro-influencers (1–100k followers) located in Germany, the US, Australia, France, Italy, and Korea. Drawing on theories of narrative and stance-taking, we analyzed how these diaspora vloggers relate their experience during the COVID-19 pandemic. Results show that vloggers display both universal (e.g., fears) and culturally specific (e.g., mask-wearing) feelings, and invite their viewers to co-construe the emotional experience (e.g., the pronoun ni and address term dajia). Moreover, through different ways of “being Chinese”, vloggers orient their discourse to a unique audience—transnational Chinese-speaking diaspora. Our findings point to the emergence of a new form of migrant identity in the age of social media and highlight the importance of understanding such identities in delivering public health information in global emergencies such as the COVID-19 pandemic.
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Corona Mayoral, Elsa Elena, Noemí del Carmen Tenorio Prieto, Delia del Carmen Gamboa Olivares und Adalberto Torreblanca Zorrilla. „responsabilidad social corporativa: asunto de la productividad en las mypes“. Revista Relayn - Micro y Pequeñas empresas en Latinoamérica 5, Nr. 2 (19.07.2021): 4–22. http://dx.doi.org/10.46990/relayn.2021.5.2.69.
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El propósito de este trabajo de investigación es conocer la influencia de la aplicación de la Norma ISO 26000 en relación con la productividad de la micro y pequeña empresa en el municipio de Veracruz en Veracruz, México. Respecto a la metodología, se realizó un análisis de 502 empresas, mediante un instrumento que fue validado y aplicado con 230 ítems integrados en siete partes; para llevar a cabo esta investigación, este trabajo se enfocó en las preguntas 33 y 34 (Posada, Peña & Aguilar, 2020). Los resultados obtenidos tienden a demostrar que existe una correlación positiva media entre la aplicación de la Norma ISO 26000 y la productividad de las micro y pequeñas empresas. Abstract The purpose of this investigative research is to understand how the application of ISO 2600 Standards influence productivity within micro and small enterprises located in the municipality of Veracruz, in the State of Veracruz, Mexico. With redards to the methodogy, the analysis of 502 enterprises was performed with the of an instrument which was validated and integrated with 230 items in seven parts. To carry out this investigation, this research focused on questions 22 and 34 (Posada, Peña, & Aguilar, 2020). The results that were obtained tend to demonstrate the existence of a positive correlation mean; between the application of ISO 26000 standards and productivity in micro and small enterprises.
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Jiang, Hongxun, Xiaotong Wang und Mengjun Zhu. „Exploring propagation factors of social media moods for stock prices prediction“. Web Intelligence 18, Nr. 3 (30.09.2020): 191–204. http://dx.doi.org/10.3233/web-200441.
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Weibo, the most widely-used social media in China, makes researchers highly regard its profound impact in public and gather moods for social computing and analysis, such as financial prediction. Most existing literatures concern excessively on text semantic or sentiment mining techniques, but neglect the procedure of moods dissemination and its factors. This paper proposes an integrated framework of social media moods mining, which creatively focuses on information transmission and propagating factors analysis, to predict stock prices more accurately. For the part of propagating factors on social media, several essential factors are distinguished in the dissemination process, such as emotional absorption of forwarding, influence of content and poster, user categories, release time, etc. to optimize the fitting effect of original model. And the count of forwarding also matters on predicting stock prices. Searching a given finance-related keyword, from Weibo we collected over 500,000 micro-blogs and their user information. Then we adopt the proposed integrated framework to predict stock price fluctuation, as well as the simple neural network method. Experiments demonstrate that the former outperformed the latter. The results also show that user categories and the count of forwarding differ on the lag phase of influence. And more, this paper studies the fitting effect of prediction models for different periods of the stock curve. The results indicate that the model works the best in the rising periods of stock prices curves, relatively well in the declining and the worst in the random fluctuating.
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Singh, Ravindra Kumar, und Harsh Kumar Verma. „User Activity Classification and Domain-Wise Ranking Through Social Interactions“. International Journal of System Dynamics Applications 11, Nr. 2 (April 2022): 1–15. http://dx.doi.org/10.4018/ijsda.20220701.oa5.
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Twitter has gained a significant prevalence among the users across the numerous domains, in the majority of the countries, and among different age groups. It servers a real-time micro-blogging service for communication and opinion sharing. Twitter is sharing its data for research and study purposes by exposing open APIs that make it the most suitable source of data for social media analytics. Applying data mining and machine learning techniques on tweets is gaining more and more interest. The most prominent enigma in social media analytics is to automatically identify and rank influencers. This research is aimed to detect the user's topics of interest in social media and rank them based on specific topics, domains, etc. Few hybrid parameters are also distinguished in this research based on the post's content, post’s metadata, user’s profile, and user's network feature to capture different aspects of being influential and used in the ranking algorithm. Results concluded that the proposed approach is well effective in both the classification and ranking of individuals in a cluster.
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Sukri, Sukri, und Diki Arisandi. „Analisa Pembeli Kuliner Terhadap Pembaharuan Informasi Melalui Media Sosial Di Kota Pekanbaru“. Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) 1, Nr. 2 (23.10.2017): 122–30. http://dx.doi.org/10.29207/resti.v1i2.42.
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Micro Small and Medium Enterprises for Culinary product can easily found in Pekanbaru. One of the business strategies to sell the culinary product was by using social media such as Facebook, twitter, instagram, WeChat, Blackberry Messenger, Whatsapp, etc. This strategy was called as online marketing. Online marketing is considered more efficient and effective, also can be done anywhere. This Research is discussed about the analysis of culinary customers on the renewal of information through social media by using SEM approach. The variables used in the research are updating of information, buyer response, quality and price, marketing of culinary business, social media selection. Using questionnaire as Data collection method and the repondents were from the owner of culinary enterpreneurs in Pekanbaru. The results showed that the response of prospective buyers, renewal of information, quality and price have a positive influence while business marketing has no positive influence.
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Levin-Zamir, Diane, und Isabella Bertschi. „Media Health Literacy, eHealth Literacy, and the Role of the Social Environment in Context“. International Journal of Environmental Research and Public Health 15, Nr. 8 (03.08.2018): 1643. http://dx.doi.org/10.3390/ijerph15081643.
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Health literacy describes skills and competencies that enable people to gain access to, understand and apply health information to positively influence their own health and the health of those in their social environments. In an increasingly media saturated and digitized world, these skill sets are necessary for accessing and navigating sources of health information and tools, such as television, the Internet, and mobile apps. The concepts of Media Health Literacy (MHL) and eHealth Literacy (eHL) describe the specific competencies such tasks require. This article introduces the two concepts, and then reviews findings on the associations of MHL and eHL with several contextual variables in the social environment such as socio-demographics, social support, and system complexity, as a structural variable. As eHL and MHL are crucial for empowering people to actively engage in their own health, there is a growing body of literature reporting on the potential and the effectiveness of intervention initiatives to positively influence these competencies. From an ethical standpoint, equity is emphasized, stressing the importance of accessible media environments for all—including those at risk of exclusion from (digital) media sources. Alignment of micro and macro contextual spheres will ultimately facilitate both non-digital and digital media to effectively support and promote public health.
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Setiawan, Adeline, und Brigitta Daisy adela. „Discourse Analysis of PB Djarum vs KPAI Polemic Reported by 3 Mass Media (CNN Indonesia, Detik, and Kompas.com) During the Period of September – October 2019“. Jurnal Ilmu Sosial dan Humaniora 9, Nr. 1 (07.05.2020): 131. http://dx.doi.org/10.23887/jish-undiksha.v9i1.24717.
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This study analyzes and investigates several online news launched by 3 mass media (CNN Indonesia, Detik, and Tirto) related to PB Djarum vs KPAI Polemic in September 2019, using Van Dijk’s discourse analysis. It aims was to explore how different each article used its standpoints in reporting the issue, by looking at Text, Social Cognition, and Context dimensions. In text dimensions, it examines how the articles constructed through micro structure, super structure, and macro structure. Moreover, it is also trying to look beyond the written text, while analyzing in social cognition and context dimensions. This study concludes that the media, in this case the online news media, can be a powerful channel to influence readers through its construction of the polemic issue. As the tobacco industry still known as the main sponsor of badminton-coaching industry in Indonesia, most of the media were portraying positive image of PB Djarum. Keywords: Discourse analysis, Mass Media, Text, Social Cognition, Context Dimension, Van Dijk’s,
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Rathore, Ashish K., Nikhil Tuli und P. Vigneswara Ilavarasan. „Pro-Business or Common Citizen?“ International Journal of Virtual Communities and Social Networking 8, Nr. 1 (Januar 2016): 19–29. http://dx.doi.org/10.4018/ijvcsn.2016010102.
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This paper examines the social media content of a woman Indian chief executive officer (CEO) in her communication in the public space. The active involvement of CEO in communication activities influences the business effectiveness, performance, and standing of the business headed by her. The emerging social media has become an essential strategic tool from “buzz word” with more popularity among businesses and creates great opportunities for communication efforts both for corporate and personal use of CEO. For this study, Tweets posted on Twitter, a micro-blogging social media platform, by an Indian woman CEO are used for analysis. Rstudio and Nvivo were used for tweets extraction and analysis. The findings show the various themes in CEO's communication which are categorized in different sectors. The tweets are limited to business sector; it also includes the personal (feelings and status updates), political views and social concerns (ranging from water scarcity, education, illiteracy, women empowerment, need for improved governance, policy support). The paper extends the theoretical and empirical arguments for the importance of CEOs' social media communications. Finally, this research suggests that with a well-planned and strategic social media use, CEOs can create value for themselves and their businesses.
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Papakyriakopoulos, Orestis, Simon Hegelich, Morteza Shahrezaye und Juan Carlos Medina Serrano. „Social media and microtargeting: Political data processing and the consequences for Germany“. Big Data & Society 5, Nr. 2 (Juli 2018): 205395171881184. http://dx.doi.org/10.1177/2053951718811844.
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Amongst other methods, political campaigns employ microtargeting, a specific technique used to address the individual voter. In the US, microtargeting relies on a broad set of collected data about the individual. However, due to the unavailability of comparable data in Germany, the practice of microtargeting is far more challenging. Citizens in Germany widely treat social media platforms as a means for political debate. The digital traces they leave through their interactions provide a rich information pool, which can create the necessary conditions for political microtargeting following appropriate algorithmic processing. More specifically, data mining techniques enable information gathering about a people's general opinion, party preferences and other non-political characteristics. Through the application of data-intensive algorithms, it is possible to cluster users in respect of common attributes, and through profiling identify whom and how to influence. Applying machine learning algorithms, this paper explores the possibility to identify micro groups of users, which can potentially be targeted with special campaign messages, and how this approach can be expanded to large parts of the electorate. Lastly, based on these technical capabilities, we discuss the ethical and political implications for the German political system.
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Rybina, O., D. Shepilov und K. Pysarenko. „THE POWER OF "LIKE". THE INFLUENCE OF MARKETING IN SOCIAL NETWORKS ON ATTRACTING CLIENTS“. Vìsnik Sumsʹkogo deržavnogo unìversitetu, Nr. 1 (2020): 118–23. http://dx.doi.org/10.21272/1817-9215.2020.1-12.
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The paper considers marketing communications in social networks that allow to constantly maintain two-way feedback from consumers. Authors understand social media marketing as the use of existing platforms to raise brand awareness among consumers by using the principles of these platforms. Forms of platform promotion are defined: traditional and social (organic). The paper analyzes and systematizes the most popular social networks, which include: Facebook, Whatsapp, Youtube, Instagram, Tik Tok, Twitter, LinkedIn, Pinterest, Snapchat. The considered social networks are divided into: social networks, professional networks, video hosting, knowledge sharing media, micro-blogs and user forums. The paper presents the TOP social networks in the world as of 2019. The paper highlights and substantiates the benefits of marketing in social media, namely: brand building, customer loyalty, conversion, customer service, awareness raising and branding; customer base growth; attracting traffic, leads and sales, etc. As social networks promote active communication between companies and consumers, stimulate interaction among users - the factors that influence customer engagement are identified in the work; it was investigated which content on the brand's page on social networks attracts the majority and makes you want to visit again. It is justified that when using SMM (SocialMediaMarketing) you need to pay more attention to the published information, as this is one of the main factors influencing customers. The paper emphasizes the importance of openness as the main factor in creating a trusting relationship "brand-consumer", which in turn shapes the behavior of the buyer in reality. SMM has been proven to be a powerful media platform for customer communication, brand building, sales growth and website traffic, as the brand demonstrates its openness to communication through social media. It is substantiated that with the help of social networks brands remain in trend.
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Asmar, Axelle, Leo Van Audenhove und Ilse Mariën. „Social Support for Digital Inclusion: Towards a Typology of Social Support Patterns“. Social Inclusion 8, Nr. 2 (14.05.2020): 138–50. http://dx.doi.org/10.17645/si.v8i2.2627.
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This article contributes to a better understanding of patterns of social support in relation to digital inequalities. Based on an extensive qualitative study, the diversity of support networks and supports seeking patterns are unveiled. A typology of six patterns of help-seeking is presented and described: the support-deprived, the community-supported, the supported through substitution, the network-supported, the vicarious learners, and the self-supported. The article also critically engages with the often unnuanced academic literature on social support. The research and the typology reveal that the quality of support, as well as the availability of potential or actual support, is not only influenced by socio-economic factors. Rather, the strength of the relationship and the level of intimacy between individuals is an important predictor of support-seeking. As such, this article shows that mechanisms of in/exclusion are highly social, as they entail a diversity of formal and informal support-seeking patterns, which in turn have an important influence on the adoption and use of digital media. The article argues that understanding such mechanisms is rooted in reconciling micro-level interactions to macro-level patterns of inequalities. To show the specificity of social support within digital inequalities research, and to demarcate the concept from definitions of other academic disciplines, the concept of social support for digital inclusion is introduced. It is defined as the aid (emotional, instrumental, and informational) that an individual receives from his/her network in his/her use of digital technologies.
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Baker, Stephanie Alice, und Chris Rojek. „The Belle Gibson scandal: The rise of lifestyle gurus as micro-celebrities in low-trust societies“. Journal of Sociology 56, Nr. 3 (10.05.2019): 388–404. http://dx.doi.org/10.1177/1440783319846188.
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The Belle Gibson scandal that broke in 2015 is a testament to the growing phenomenon of lifestyle gurus in the 21st century. In this article, our aim is not to explain the psychology behind Gibson’s lies. Rather, we focus on the social, cultural and technological conditions that enabled Gibson’s persona to flourish and their impact on contemporary understandings of the self. Lifestyle gurus embody the para-social, trading off the appeal of intimacy, authenticity and integrity. We demonstrate how social media have increased the levels of emotional investment, trust and attention capital in para-social relationships by providing ubiquitous access to native experts and creating the platform to achieve influence and micro-celebrity status. Finally, we contend that the growing number of lifestyle gurus providing the public with health advice and scientific knowledge points to the need to examine critically the social and cultural landscape that enables micro-celebrities to emerge.
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Fu, Yi Jing, Ting Zhang, Xiao Chang und Yu Yu Yuan. „Self-Revised Opinion Leader List Construction and Influence Analysis“. Advanced Materials Research 709 (Juni 2013): 642–45. http://dx.doi.org/10.4028/www.scientific.net/amr.709.642.
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Weibo is a dominant twitter-like micro-blog media in China, which indicates the trend of social changes in recent years in China. Opinion leaders, in particular, have a marvelous power to influence the thinking of the mass to some extent. In this paper, we propose an innovative model which automatically revises the selection of opinion leader list and analyzes their influence in consideration of the amount of followers and friends and topics such as life, campus, government, public welfare and entertainment. Two-step strategy is applied to our model, namely self-revised opinion leader list construction and VSM-based influence analysis. Experimental results reveal that our model has a good performance on reflecting the analysis of the relationship between authoritative opinion leaders and the mass media.
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Chandra, Wiria, und Alexander Wirapraja. „The Effect of Application Usability, Service Quality, and E-Satisfaction on Influencing Purchase Intention of GO-FOOD Customers“. Indonesian Journal of Information Systems 3, Nr. 1 (27.08.2020): 38. http://dx.doi.org/10.24002/ijis.v3i1.3563.
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Changing the habits of modern society and the influence of social media into a big opportunity for the small food and beverage industry, by marketing products through Go-Food, the seller in the sense of restaurants or micro-businesses can reach consumers more broadly, this research wants to know the factors that influence perceptions consumers in shaping buying interest by testing the purchase intention factor with the variable usability application, service quality and e-satisfaction, testing is conducted on 130 respondents with a sampling technique using purposive sampling and using the equation modelling (SEM) measurement method and the results are obtained that the purchase intention factor influenced by the ease of use, level of service and electronic satisfaction felt by consumers.
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Girsang, Chyntia Novy. „Pemanfaatan Micro-Influencer pada Media Sosial sebagai Strategi Public Relations di Era Digital“. Ultimacomm: Jurnal Ilmu Komunikasi 12, Nr. 2 (22.12.2020): 206–25. http://dx.doi.org/10.31937/ultimacomm.v12i2.1299.
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Kehadiran para influencer di media sosial dianggap memiliki pengaruh yang kuat bagi masyarakat, sehingga banyak perusahaan atau organisasi yang telah mendorong pemanfaatan influencer khususnya, micro influencer, karena mereka mampu menyediakan akses dan bahkan mempengaruhi pemangku kepentingan yang sulit dijangkau seperti kelompok dengan minat khusus. Di samping itu, para influencer juga dianggap dapat memediasi pesan dan menyebarluaskannya dengan cepat, berpotensi viral dan mempengaruhi tidak hanya komunitas, melainkan juga banyak orang. Melalui paradigma konstruktivis, menggunakan metode kualitatif dan sifat penelitian deskriptif, peneliti berupaya untuk menyajikan gambaran atas bagaimana pemanfaatan influencer melalui media sosial, khususnya Instagram, pengemasan pesan atau konten oleh influencer, dan sejauh mana dampaknya sebagai salah satu strategi public relations di era digital. Penelitian dan pengumpulan data dilakukan melalui wawancara terhadap dua orang influencer, yang secara khusus masuk dalam kategori micro-influencer di media sosial Instagram. Selain itu, peneliti juga melakukan observasi terhadap akun media sosial Instagram kedua influencer dan interaksinya dengan pengikutnya. Hasil penelitian menunjukkan bahwa micro-influencer dilihat efektif dan telah berdampak dalam mempengaruhi pengikut mereka di media sosial. Personalisasi, engagement (keterlibatan) dan hubungan autentik antara micro-influencer dan pengikutnya menjadi faktor dalam membangun kepercayaan yang membawa pengaruh atas pesan-pesan yang disampaikan oleh para micro-influencer. Pemanfaatan micro-influencer ini dapat menjadi strategi yang efektif jika perusahaan mampu mengenali target audiens mereka dan bekerja sama dengan micro-influencer yang sesuai dengan target komunikasi tersebut.
Kata kunci : influencer, mikro influencer, media sosial, public relations
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Abidin, Crystal. „#familygoals: Family Influencers, Calibrated Amateurism, and Justifying Young Digital Labor“. Social Media + Society 3, Nr. 2 (April 2017): 205630511770719. http://dx.doi.org/10.1177/2056305117707191.
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Following in the celebrity trajectory of mommy bloggers, global micro-microcelebrities, and reality TV families, family Influencers on social media are one genre of microcelebrity for whom the “anchor” content in which they demonstrate their creative talents, such as producing musical covers or comedy sketches, is a highly profitable endeavor. Yet, this commerce is sustained by an undercurrent of “filler” content wherein everyday routines of domestic life are shared with followers as a form of “calibrated amateurism.” Calibrated amateurism is a practice and aesthetic in which actors in an attention economy labor specifically over crafting contrived authenticity that portrays the raw aesthetic of an amateur, whether or not they really are amateurs by status or practice, by relying on the performance ecology of appropriate platforms, affordances, tools, cultural vernacular, and social capital. In this article, I consider the anatomy of calibrated amateurism, and how this practice relates to follower engagement and responses. While some follower responses have highlighted concerns over the children’s well-being, a vast majority overtly signal their love, support, and even envy toward such parenting. I draw on ethnographically informed content analysis of two group of family Influencers on social media to illustrate the enactment and value of calibrated amateurism in an increasingly saturated ecology and, investigate how such parents justify the digital labor in which their children partake to produce viable narratives of domestic life.
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Britt, Rebecca K., Jameson L. Hayes, Brian C. Britt und Haseon Park. „Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers“. Journal of Interactive Advertising 20, Nr. 2 (03.05.2020): 111–18. http://dx.doi.org/10.1080/15252019.2020.1763873.
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Cassaniti, Jarret. „Influence Networks Relating to Health Knowledge Among Nairobi’s Micro-Retailers and Their Clients“. Electronic Journal of Knowledge Management 18, Nr. 3 (23.04.2021): pp302–324. http://dx.doi.org/10.34190/ejkm.18.3.2068.
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TRANSFORM, founded in 2015 by Unilever and the UK’s Department for International Development, supports several social enterprises by combining public sector resources with private sector technical capabilities and networks to support innovative social enterprises. Digital programs have enabled social enterprise partnerships to expand the reach of their initiatives to broader audiences including specifically defined groups that hitherto were untapped or difficult to reach. Unilever partnered with TRANSFORM and Every1Mobile to develop UJoin and UAfya in informal settlements of Nairobi, Kenya. UJoin is a social enterprise initiative for promoting business growth among underserved neighborhood shops called dukas. UAfya focuses on young expectant and new mothers, and women interested in family and maternal health topics. Each initiative uses an online community network to discuss and improve knowledge and behaviors regarding livelihoods and health. Online communities provide opportunities to reach specific groups with targeted behavior change messages and campaigns. However, little systematic knowledge is currently available on how to develop, and scale-up effective behavior change programs for digital communities in low-income markets. There is also little information about key guiding principles and best practices that underlie successful digital and online, social networking models. A systematic and participatory tool known as Net-Map was used to explore and understand potential frameworks for establishing digital-based community-driven partnerships with the private sector for health promotion through behavior change. The Net-Map approach was used to help individuals and groups clarify their view of a situation (including networks and power structures), foster discussion, and develop a strategic approach to their networking activities. Eight Net-Maps were constructed, stratified by groups based on location and digital platform. Each map was constructed by an average of 9-10 people for a total of 76 participants. Seventy-six participants identified actors – stakeholders and groups of people involved - and influential links – ways actors are connected - through the Net-Map activity. Among UAfya participants, local government, family, and friends, and the media were identified as the most important actor types. A comparison of the discussions associated with the creation of the maps by UAfya members shows that the two most important link types are conflict, and collaboration/partnership. Among UJoin participants, the three most important actor types were local government, business and financial institutions, and customers. UJoin members identified regulation, and conflict and competition, collaboration and, information sharing as key links between actors. Recommendations based on findings support a vision for scale-up of the UJoin and UAfya programs through accreditation and branding of a novel type of duka. Shop keepers would be trained and knowledgeable to provide high-quality services to improve customer health while also selling health products that benefit the bottom line.
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BALABAN, Delia Cristina, und Roberta Gabriela RACZ. „Social Media Influencer Advertising versus Advertising on Social Media Account of a Brand. Evidence from an Experimental Design“. Journal of Media Research 13, Nr. 3 (38) (25.11.2020): 45–54. http://dx.doi.org/10.24193/jmr.38.3.
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Nowadays, the relevance of advertising on social media is es- sential, especially for the young audience category for which traditional media is no longer a real consumer option. This paper aims to explore the differences in the efficiency of online advertising with and without the sup- port of a social media influencer. We conducted a two-level survey-based online between subjects experiment and we manipulate advertising on an influencer account versus advertising on a brand account on social me- dia without the support of the influencer. We compared the effects of the posts promoting Pantene shampoo on the Instagram account of a relevant Romanian beauty influencer Ioana Grama (335K followers) and the posts promoting the same product from the brand Romanian Instagram account (5K). The online survey was disseminated between April 4, 2020–May 7, 2020, to a young female population N=80 participants, age 16 to 32 years, that were randomly assigned in the two above mentioned groups. The stimulus included real posts in the questionnaire consisted of: Instagram posts of the Pantene Romania account for the “brand account” group and posts of the Romanian beauty influencer Ioana Grama for the “influencer” group. Results showed that advertising on influencer account is more effi- cient than advertising on the brand account regarding the effects on brand attitude.