Social media, an emerging platform for relationship building: A study of engagement with nongovernment organizations in India

2017 ◽  
Vol 23 (1) ◽  
pp. e1589 ◽  
Author(s):  
Siddharth Tripathi ◽  
Sanjeev Verma
Keyword(s):  
Social Media ◽  
Relationship Building ◽  
Nongovernment Organizations

(Not) Just for the Fun of It: The Labor of Social Media Production

2017 ◽  
Author(s):  
Brooke Erin Duffy
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Young Women ◽  
Career Success ◽  
Creative Expression ◽  
Relationship Building ◽  
Media Production ◽  
The Social ◽  
Media Creation

This chapter exposes the deep cracks in narratives of social media leisure and amateurism. It looks at how forms of value-generating, gendered self-expression are rife in the social media world through blogs, vlogs, Instagram, and more. Though these activities are superficially framed as amusement and sociality, this chapter contends that many young women do not produce and promote content just for the fun of it. Rather, they approach social media creation with strategy, purpose, and aspirations of career success. Hence, this chapter explores some of the most salient conditions and features of aspirational labor: narratives of creative expression, relationship-building in online and offline contexts, and modes of individualized self-expression that both reveal and conceal normative feminine consumer behavior.

Building brand and fan relationships through social media

2018 ◽  
Vol 8 (3) ◽  
pp. 235-256 ◽  
Author(s):  
Ashleigh-Jane Thompson ◽  
Andrew J. Martin ◽  
Sarah Gee ◽  
Andrea N. Geurin
Keyword(s):  
Social Media ◽  
Relationship Building ◽  
Content Type ◽  
Event Time ◽  
Brand Building ◽  
Time Period ◽  
Social Media Platforms ◽  
International Event ◽  
Analytic Design

Purpose As the popularity of social media increases, sports brands must develop specific strategies to use them to enhance fan loyalty and build brand equity. The purpose of this paper is to explore how two social media platforms were utilised by the Grand Slam tennis events to achieve branding and relationship marketing goals. Design/methodology/approach A content analytic design was employed to examine Twitter and Facebook posts from the official accounts during, and post-, each respective event. Findings Both sites were utilised to cultivate long-term relationships with fans and develop brand loyalty, rather than to undertake short-term marketing activations. However, these sites appear to serve a different purpose, and therefore unique strategies are required to leverage opportunities afforded by each. Interestingly, brand associations were utilised more frequently during the post-event time period. Practical implications This study offers practitioners with useful insight on branding and relationship-building strategies across two social platforms. These results suggest that strategies appear dependent on the event, timeframe and specific platform. Moreover, the events’ differences in post use and focus may also indicate some differences related to event branding in an international context. Furthermore, sport organisations should look to leverage creative strategies to overcome limitations that platform-specific functionality may impose. Originality/value This study offers unique insights brand-building efforts in an international event setting, which differ in a range of contextual factors that impact on social media utilisation.

scholarly journals The use of Twitter for innovation in business markets

2020 ◽  
Vol 38 (5) ◽  
pp. 587-601
Author(s):  
Helen Cripps ◽  
Abhay Singh ◽  
Thomas Mejtoft ◽  
Jari Salo
Keyword(s):  
Social Media ◽  
Peer Interactions ◽  
Methodological Approach ◽  
Relationship Building ◽  
Business Relationships ◽  
Structured Interviews ◽  
Content Type ◽  
B2b Marketing ◽  
Individual Level ◽  
The Individual

PurposeThe purpose of this research is to investigate the use of Twitter in business as a medium for knowledge sharing and to crowdsource information to support innovation and enhance business relationships in the context of business-to-business (B2B) marketing.Design/methodology/approachThis study uses a combination of methodologies for gathering data in 52 face-to-face interviews across five countries and the downloaded posts from each of the interviewees' Twitter accounts. The tweets were analysed using structural topic modelling (STM), and then compared to the interview data. This method enabled triangulation between stated use of Twitter and respondent's actual tweets.FindingsThe research confirmed that individuals used Twitter as a source of information, ideas, promotion and innovation within their industry. Twitter facilitates building relevant business relationships through the exchange of new, expert and high-quality information within like-minded communities in real time, between companies and with their suppliers, customers and also their peers.Research limitations/implicationsAs this study covered five countries, further comparative research on the use of Twitter in the B2B context is called for. Further investigation of the formalisation of social media strategies and return on investment for social media marketing efforts is also warranted.Practical implicationsThis research highlights the business relationship building capacity of Twitter as it enables customer and peer conversations that eventually support the development of product and service innovations. Twitter has the capacity for marketers to inform and engage customers and peers in their networks on wider topics thereby building the brand of the individual users and their companies simultaneously.Originality/valueThis study focuses on interactions at the individual level illustrating that Twitter is used for both customer and peer interactions that can lead to the sourcing of ideas, knowledge and ultimately innovation. The study is novel in its methodological approach of combining structured interviews and text mining that found the topics of the interviewees' tweets aligned with their interview responses.

scholarly journals Social Media Policies Within the Financial Sector in South Africa

SAGE Open ◽  
2020 ◽  
Vol 10 (4) ◽  
pp. 215824402097503
Author(s):  
Amanda van den Berg ◽  
Miemie Struwig
Keyword(s):  
South Africa ◽  
Social Media ◽  
Financial Institutions ◽  
Brand Image ◽  
Stock Exchange ◽  
Document Analysis ◽  
Research Process ◽  
Relationship Building ◽  
Disciplinary Action ◽  
Johannesburg Stock Exchange

The main purpose of this article is to explore the social media policies of financial institutions in South Africa. Owing to the advances in technology, businesses are exposed to many opportunities but also risks in social media platforms. For the study, a thematic framework was considered to analyze social media policies, which included risk and relationship building, brand image and reputation, stakeholders and communities, disciplinary action and compliance as well as professional and personal guidelines. A qualitative document analysis of social media policies of select South African Johannesburg Stock Exchange (JSE) listed financial institutions was then conducted. For the data analysis, a thematic document analysis using a consensual qualitative research process was applied. The results showed that all the financial institutions appreciated the value and opportunities provided by social media and ensured strict compliance to their social media policies. However, there were some financial institutions that did not focus on relationship building, did not mention brand image and reputation, did not include all stakeholders, and did not suggest personal guidelines in their social media policies.

scholarly journals Google for Sexual Relationships: Mixed-Methods Study on Digital Flirting and Online Dating Among Adolescent Youth and Young Adults (Preprint)

2018 ◽  
Author(s):  
James Lykens ◽  
Molly Pilloton ◽  
Cara Silva ◽  
Emma Schlamm ◽  
Kate Wilburn ◽  
...  
Keyword(s):  
Social Media ◽  
Young People ◽  
Sexual Health ◽  
Romantic Relationships ◽  
Online Dating ◽  
Sexual Relationships ◽  
Relationship Building ◽  
Health Programs ◽  
Online Spaces ◽  
Sexual Exploration

BACKGROUND According to a 2015 report from the Pew Research Center, nearly 24% of teens go online almost constantly and 92% of teens are accessing the internet daily; consequently, a large part of adolescent romantic exploration has moved online, where young people are turning to the Web for romantic relationship-building and sexual experience. This digital change in romantic behaviors among youth has implications for public health and sexual health programs, but little is known about the ways in which young people use online spaces for sexual exploration. An examination of youth sexual health and relationships online and the implications for adolescent health programs has yet to be fully explored. OBJECTIVE Although studies have documented increasing rates of sexually transmitted infections and HIV among young people, many programs continue to neglect online spaces as avenues for understanding sexual exploration. Little is known about the online sexual health practices of young people, including digital flirting and online dating. This study explores the current behaviors and opinions of youth throughout online sexual exploration, relationship-building, and online dating, further providing insights into youth behavior for intervention opportunities. METHODS From January through December 2016, an exploratory study titled TECHsex used a mixed-methods approach to document information-seeking behaviors and sexual health building behaviors of youth online in the United States. Data from a national quantitative survey of 1500 youth and 12 qualitative focus groups (66 youth) were triangulated to understand the experiences and desires of young people as they navigate their sexual relationships through social media, online chatting, and online dating. RESULTS Young people are using the internet to begin sexual relationships with others, including dating, online flirting, and hooking up. Despite the fact that dating sites have explicit rules against minor use, under 18 youth are using these products regardless in order to make friends and begin romantic relationships, albeit at a lower rate than their older peers (19.0% [64/336] vs 37.8% [440/1163], respectively). Nearly 70% of youth who have used online dating sites met up with someone in person (44.78% [30/67] under 18 vs 74.0% [324/438] over 18). Focus group respondents provided further context into online sexual exploration; many learned of sex through pornography, online dating profiles, or through flirting on social media. Social media played an important role in vetting potential partners and beginning romantic relationships. Youth also reported using online dating and flirting despite fears of violence or catfishing, in which online profiles are used to deceive others. CONCLUSIONS Youth are turning to online spaces to build sexual relationships, particularly in areas where access to peers is limited. Although online dating site use is somewhat high, more youth turn to social media for online dating. Sexual relationship-building included online flirting and online dating websites and/or apps. These findings have implications for future sexual health programs interested in improving the sexual health outcomes of young people. Researchers may be neglecting to include social media as potential sources of youth hookup culture and dating. We implore researchers and organizations to consider the relationships young people have with technology in order to more strategically use these platforms to create successful and youth-centered programs to improve sexual health outcomes.

scholarly journals Social Media Collaboration in Software Project Management

2019 ◽  
Author(s):  
Sania Imran ◽  
Faiqa Mehboob ◽  
Mehreen Sirshar
Keyword(s):  
Social Media ◽  
Project Management ◽  
Delphi Study ◽  
Cultural Context ◽  
Relationship Building ◽  
Software Project ◽  
Management Processes ◽  
Business Functions ◽  
The Impact

Social media has become part and parcel of the world of today. These days, it’s still the most talked about thing. It cannot be overlooked because it plays a key role in our business functions such as marketing and advertising. Social Media is all about collaboration on files, ideas and projects that help users and stakeholders to successfully complete the project. It influences how people communicate, develop relationship, build trust, increase transparency and provide cultural context. The fundamental aim of this research is to investigate the capacity for project management in social media. This paper explains how social media is used for project management knowledge areas and process groups. Also this research aims to identify SM tools that can be suitable for project management processes. Two studies Delphi Study of three rounds and structured case study interview are used to investigate the impact on the performance of the project team and process robustness. These studies support social media use by accessing the contribution to relationship building, trusts, coordination and cohesion.

scholarly journals Millennials: Fear of Missing Out (FOMO) and Social Media Engagement

2021 ◽  
Author(s):  
Tahia Alam
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Psychological Health ◽  
Digital Natives ◽  
Management Team ◽  
Relationship Building ◽  
Communication Process ◽  
The World ◽  
Ideal Tool ◽  
Task Oriented

Communication between employees play a crucial role in increasing the productivity in the workplace. Social media is an ideal tool that can be used to enhance the communication process between the employees. This tool can be used to retrieve an insurmountable amount of information. Nevertheless, the usage of social media has two different consequences known as the “dual effects”: productive behaviors (task-oriented and relationship-building) and unproductive behaviors (deviance) at work (Carlson D., Carlson J. & Harris, 2016). It is essential for organizations to understand what drives Millennial employees and what tools they prefer to utilize in the workplace. Understanding Millennials’ characteristics will enable the management team to lead them appropriately and thus elicit more productive outcomes. Millennials have certain characteristics that distinguish them from previous generations. They are known as “digital natives” as the idea of technology has been ingrained in their mind since birth. (Myers, Sundaram & Vodanovich, 2010). This generation expects an abundance of information, aims for the speed of communication and multi-tasking, and are willing to share their experiences with the world via social networks (Krishen et al, 2016). In this study, we will see how social media can have an impact on their psychological health.

scholarly journals What’s in an @reply? A case study of two-way communication in Target Canada’s Twitter @replies

2021 ◽  
Author(s):  
Annabel Lee
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Media Use ◽  
Small Body ◽  
Relationship Building ◽  
Social Media Use ◽  
Symmetrical Model ◽  
Dialogic Theory ◽  
Reply Function

This paper analyzes the Twitter @replies (responses to a user’s initial tweet) of Target Canada as the organization entered the Canadian retail landscape in the Spring of 2013. The @replies posted by Target Canada are analyzed through two lenses: Grunig’s (1992) two-way symmetrical model of public relations and Kent & Taylor’s (2001) dialogic theory of public relations. Grunig’s model argues that the symmetrical model of communication serves the interests of both organizations and their publics by emphasizing dialogue and mutually beneficial relationships (Grunig & Jaatinen, 1999). Similarly, Kent & Taylor advocate for relational interaction and relationship building between organizations and their audience. This case study will contribute to the small body of literature that focuses on Twitter’s @reply function. As social media use is an increasingly important marketing and branding tool, it is important for organizations to realize the potential that each platform can offer. Through Twitter @replies, organizations can create a balanced dialogue (where both the organization and its public participate in a dialogic exchange) and build open, mutually beneficial relationships.

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