Is Anybody out There?: Understanding Masspersonal Communication through Expectations for Response across Social Media Platforms

2017 ◽  
Vol 22 (6) ◽  
pp. 303-319 ◽  
Author(s):  
Megan French ◽  
Natalya N. Bazarova
Keyword(s):  
Social Media ◽  
Experience Sampling ◽  
Situational Factors ◽  
Communication Model ◽  
Audience Response ◽  
Mediated Communication ◽  
Factors Associated ◽  
Communication Framework ◽  
Social Media Platforms ◽  
Communicative Relationship

This work extends the masspersonal communication model (MPCM; O'Sullivan & Carr, 2017) by introducing anticipated interaction as a way to understand variations within the masspersonal continuum. Drawing from Thompson's mediated communication framework (1995), we argue that anticipated interaction paves the way for establishing a communicative relationship between interactants. In social media, this relationship is rooted in a sender's expectations for audience response and the imagined responsive audience. Using experience sampling, we show that anticipated interaction varies across social media. Further, we outline the relational and situational factors associated with expecting response and the specificity of imagined responsive audience. These variations and their sources characterize masspersonal communication as a socially and technologically situated practice shaped by multiple intersecting influences.

Factor Analysis of Students’ Exposure to Social Media for Food and Beverage

2021 ◽  
Vol 8 (2) ◽  
pp. 113-118
Author(s):  
Noora Shrestha
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Data Set ◽  
Factors Associated ◽  
Rotation Method ◽  
The Social ◽  
Food And Beverage ◽  
Social Media Platforms ◽  
Strongly Agree ◽  
Self Administered Questionnaire

Food and beverage marketing on social media is a powerful factor to influence students’ exposure to social media and application for food and beverage. It is a well-known fact that most of the food and beverage business target young people on the social media. The objective of the study is to identify the factors associated to the students’ exposure in the social media platforms for food and beverage. The young students between the ages 20 to 26 years completed a self-administered questionnaire survey on their media use for food and beverages. The questionnaire was prepared using Likert scale with five options from strongly agree to strongly disagree. The data set was described with descriptive statistics such as mean and standard deviation. The exploratory factor analysis with varimax rotation method was used to extract the factors. The most popular social media among the respondents were Facebook, Instagram, and You Tube. 73.3% of the students were exposed to food and beverage application in their mobile device and 76% of them followed the popular food and beverage pages in social media. The result revealed that social media posts, promotional offer, and hygienic concept have positively influenced majority of the students’ exposure to social media for food and beverage. Keywords: Factor analysis, Social Media, Food and Beverage, Student, Promotional Offer.

Branding hospitals on social media through health professionals

2021 ◽  
Vol 16 (3) ◽  
Author(s):  
Pablo Medina Aguerrebere
Keyword(s):  
Social Media ◽  
Health Professionals ◽  
Business Models ◽  
Review Paper ◽  
Public Health Education ◽  
Corporate Communication ◽  
Communication Model ◽  
Brand Reputation ◽  
External Stakeholders ◽  
Social Media Platforms

Hospitals are facing a constantly changing context in which patients are becoming more demanding, public health education initiatives are regarded as increasingly important and hospital business models have to take account of constantly developing medical technologies. In order to better interact with internal and external stakeholders, hospitals try to reinforce their corporate communication strategies as well as their brand reputation by means that include using social media platforms. This literature review paper aims to better understand why health professionals have the potential to play a key role in hospitals’ branding initiatives through social media. First, I report the findings from studies of concepts related to corporate communication, branding and the connection between social media and personal branding; and, second, I propose a communication model – what I call the PMA branding model – to help hospitals build a brand reputation based on health professionals’ participation in corporate communication initiatives led by hospitals on social media. The paper concludes by showing that the PMA branding model consists of organisational tools based on a rigorous methodology that will help health professionals participate in branding initiatives led by the hospital through these platforms.

Consumer Engagement in Social Media Platforms

2021 ◽  
pp. 480-501
Author(s):  
Hans Ruediger Kaufmann ◽  
Agapi Manarioti
Keyword(s):  
Social Media ◽  
New Media ◽  
Psychological Needs ◽  
Large Majority ◽  
Marketing Communication ◽  
Online Interaction ◽  
Consumer Engagement ◽  
Communication Framework ◽  
The Social ◽  
Social Media Platforms

If ‘to be social' is the sum of people's online interaction intentions, that can be monitored by marketers but not coerced, how can we make best use of these powerful new media? The answer lies in understanding the internal, psychological needs that are fulfilled by the social media and how they are demonstrated and testified by liking, sharing and engaging in general with specific pieces of content, while rejecting others. In this environment, marketers are called to develop a “brand as a person” strategy, in order for their brands to mingle and interact with consumers beyond the traditional marketing communication framework. In this chapter, we explore and discuss the strategic use of the social media as a concept that needs to be thoroughly understood but seemingly hasn't been yet by a large majority of marketers.

scholarly journals Frequency and Source of Worries in An International Sample of Pregnant and Postpartum Women During the COVID-19 Pandemic

2020 ◽  
Author(s):  
Diego Wyszynski ◽  
Sonia Hernandez-Diaz ◽  
Vanessa Gordon-Dseagu ◽  
Noemi Ramiro ◽  
Archana Basu ◽  
...  
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Health Indicators ◽  
Postpartum Women ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Media Usage ◽  
Factors Associated ◽  
Parents And Children ◽  
Social Media Platforms

Abstract BackgroundPregnant and postpartum women face unique challenges and concerns during the COVID-19 pandemic. Thus far, no studies have explored the factors associated with increased levels of worry in this population globally. The current study sought to assess the frequency and sources of worry during the COVID-19 pandemic in an international sample of pregnant and postpartum women.MethodsWe conducted an anonymous, online, cross-sectional survey in 64 countries between May and June 2020. The survey was available in 12 languages and hosted on the Pregistry platform for COVID-19 studies. Participants were sought mainly on social media platforms and online parenting forums. The survey included questions related to demographics, level of worry, support, stress, COVID-19 exposure, frequency of media usage, and mental health indicators.ResultsThe study included 7,561 participants. Eighty-three percent of all participants indicated that they were either ‘somewhat’ or ‘very’ worried. Women 13-28 weeks pregnant were significantly more likely to indicate that they were ‘very worried’ compared to those who were postpartum or at other stages of pregnancy. When compared with women living in Europe, those in Africa, Asia and Pacific, North America and South/Latin America were more likely to have increased levels of worry, as were those who more frequently interacted with social media. Different forms of support and stress also had an impact upon level of worry, while indicators of stress and anxiety were positively associated with worry level.ConclusionPregnant and postpartum women are vulnerable to the changes in societal norms brought about by the COVID-19 pandemic. Understanding the factors associated with levels of worry within this population will enable society to address potential unmet needs and improve the current and future mental health of parents and children.

Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction

First Monday ◽  
2017 ◽  
Vol 22 (5) ◽  
Author(s):  
Jacky Au Duong ◽  
Frauke Zeller
Keyword(s):  
Social Media ◽  
Computer Mediated Communication ◽  
Marketing Communication ◽  
Mediated Communication ◽  
Computer Mediated ◽  
Academic Researchers ◽  
Social Media Platforms ◽  
Business To Consumer ◽  
Source Of Information

Social media platforms have become the new centre of attention in business-to-consumer (B2C) communication. These interactions provide a rich source of information for businesses in terms of their customers’ preferences, backgrounds and behaviour. We introduce a multi-disciplinary theoretical and methodological framework based on studies in marketing, communication and computer-mediated communication, which aims to inform marketing professionals and academic researchers on how social media can facilitate B2C engagement.

scholarly journals Activism and Social Media: Youth Participation and Communication

2021 ◽  
Vol 13 (18) ◽  
pp. 10485
Author(s):  
Antonio Cortés-Ramos ◽  
Juan Antonio Torrecilla García ◽  
Miguel Landa-Blanco ◽  
Francisco Javier Poleo Gutiérrez ◽  
María Teresa Castilla Mesa
Keyword(s):  
Social Media ◽  
Social Movements ◽  
High School Students ◽  
Social Transformation ◽  
Social Activism ◽  
Youth Participation ◽  
Communication Model ◽  
School Students ◽  
Social Media Platforms ◽  
Media Preferences

Background: Digitalization and hyperconnectivity generate spaces for youth participation in social activism through social media platforms. The purpose of this research was to analyze young people’s online experience in social activism movements, including their preferences, themes, usage of language, and perceived impact. Methods: The research is framed within a qualitative interpretative–descriptive paradigm. Five focus groups were conducted, including 58 high school students from Malaga, Spain. Results: Several themes were identified through the coding process, including technological devices and social media preferences, participation in social movements or activism, perception of the degree of participation, the focus of interest, motivation for involvement, language use on social media, and beliefs. Conclusions: In a hyperconnected world, youth participation in social movements becomes more relevant. Their interest is reflected in the enormous potential that this social participation of young people has through networks and virtual platforms, becoming an informal communication model with characteristics to be an effective vehicle for social transformation.

scholarly journals Emojis and the performance of humour in everyday electronically-mediated conversation

2020 ◽  
Author(s):  
Agnese Sampietro
Keyword(s):  
Social Media ◽  
Mediated Communication ◽  
Social Media Platforms ◽  
Electronically Mediated Communication ◽  
Opening And Closing

Abstract Emojis are little pictographs commonly added to electronic messages on several social media platforms. Besides being considered as a way to express emotions in electronically-mediated communication (EMC), similarly to ASCII emoticons, emojis are strictly involved in the performance of humour in everyday digital conversation. Drawing on a corpus of casual WhatsApp dyadic chats, this paper analyses the contribution of emojis to humour in conversation. Results show that these pictographs not only help to signal the opening and closing of the play frame, but also to respond to humour, graphically reproducing laughter. For these purposes, the most common emojis employed by WhatsApp users are the popular yellow smiling and laughing faces. Nevertheless, other pictographs are also involved in electronic humour, as less common emojis can be used in playful ways by themselves.

scholarly journals Online reputation management by cancer hospitals: A systematic literature review in the USA and Spain

2020 ◽  
Author(s):  
Pablo Medina-Aguerrebere ◽  
Toni González-Pacanowski ◽  
Eva Medina
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Systematic Literature Review ◽  
Reputation Management ◽  
Communication Model ◽  
Scientific Content ◽  
The Usa ◽  
Social Media Platforms ◽  
Online Reputation ◽  
Brand Ambassadors

Cancer hospitals manage social media platforms in a professional way to improve their relationships with internal and external stakeholders and reinforce their corporate brand. To do so, they need their health professionals to be involved: these professionals become brand ambassadors able to influence society. Nevertheless, they face different challenges: legal issues, new patients’ demands, privacy-related matters, or the difficulty of disseminating scientific content. This literature review paper analyzes how cancer hospitals manage their social media platforms to improve their reputation. To do this, we carry out a systematic literature review focused on papers published in the USA and Spain, based on the Salsa framework proposed by Grant and Booth (2009). We then define an online corporate communication model allowing cancer hospitals to improve their reputation through Facebook, Twitter, and YouTube (MedPac Model for Building Cancer Hospital Brands). The paper concludes that this model is useful for cancer hospitals because it prioritizes persons (brand ambassadors) rather than companies, focuses on scientific and emotional content rather than business information, and is based on human values.

User and Message Level Correlated of Endorsement and Engagement for HIV-related Messages on Twitter (Preprint)

2021 ◽  
Author(s):  
Stephen Bonett ◽  
Jimin Oh ◽  
Elissa Kranzler ◽  
Bruno Saconi ◽  
Robin Stevens
Keyword(s):  
Social Media ◽  
Young Adults ◽  
Hiv Prevention ◽  
Secondary Analysis ◽  
Young Men ◽  
Factors Associated ◽  
Prevention Messages ◽  
Youth And Young Adults ◽  
Social Media Platforms ◽  
The Impact

BACKGROUND Youth and young adults continue to experience high rates of HIV, and are also frequent users of social media. Social media platforms such as Twitter can bolster efforts to promote HIV prevention for these individuals, and while HIV-related messages exist on Twitter, little is known about the impact or reach of these messages for this population. OBJECTIVE This study aims to address this gap in the literature by identifying user and message characteristics that are associated with tweet endorsement (favorited) and engagement (retweeted) among youth and young men (ages 13-24). METHODS In a secondary analysis of data from a study of HIV-related messages posted by young men on Twitter, we used model selection techniques to examine user and tweet-level factors associated with tweet endorsement and engagement. RESULTS Tweets from personal user accounts garnered greater endorsement and engagement than tweets from institutional users (aOR = 3.27, 95% CI [2.75, 3.89], p < .001). High follower count was associated with increased endorsement and engagement (aOR = 1.05, 95% CI [1.04 - 1.06], p < .001); tweets that discussed STIs garnered lower endorsement and engagement (aOR = 0.59, 95% CI [0.47 – 1.74], p < .001). CONCLUSIONS Findings suggest practitioners should partner with youth to design and disseminate HIV prevention messages on social media, incorporate content that resonates with youth audiences, and work to challenge stigma and foster social norms conducive to open conversation about sex, sexuality, and health.

scholarly journals Frequency and source of worries in an International sample of pregnant and postpartum women during the Covid-19 pandemic

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Diego F. Wyszynski ◽  
Sonia Hernandez-Diaz ◽  
Vanessa Gordon-Dseagu ◽  
Noemi Ramiro ◽  
Archana Basu ◽  
...  
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Health Indicators ◽  
Postpartum Women ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Media Usage ◽  
Factors Associated ◽  
Parents And Children ◽  
Social Media Platforms

Abstract Background Pregnant and postpartum women face unique challenges and concerns during the COVID-19 pandemic. Thus far, no studies have explored the factors associated with increased levels of worry in this population globally. The current study sought to assess the frequency and sources of worry during the COVID-19 pandemic in an international sample of pregnant and postpartum women. Methods We conducted an anonymous, online, cross-sectional survey in 64 countries between May and June 2020. The survey was available in 12 languages and hosted on the Pregistry platform for COVID-19 studies. Participants were sought mainly on social media platforms and online parenting forums. The survey included questions related to demographics, level of worry, support, stress, COVID-19 exposure, frequency of media usage, and mental health indicators. Results The study included 7561 participants. Eighty-three percent of all participants indicated that they were either ‘somewhat’ or ‘very’ worried. Women 13–28 weeks pregnant were significantly more likely to indicate that they were ‘very worried’ compared to those who were postpartum or at other stages of pregnancy. When compared with women living in Europe, those in Africa, Asia and Pacific, North America and South/Latin America were more likely to have increased levels of worry, as were those who more frequently interacted with social media. Different forms of support and stress also had an impact upon level of worry, while indicators of stress and anxiety were positively associated with worry level. Conclusion Pregnant and postpartum women are vulnerable to the changes in societal norms brought about by the COVID-19 pandemic. Understanding the factors associated with levels of worry within this population will enable society to address potential unmet needs and improve the current and future mental health of parents and children.

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