Behavioral Implications of International Social Media Advertising: An Investigation of Intervening and Contingency Factors

2018 ◽  
Vol 26 (2) ◽  
pp. 43-61 ◽  
Author(s):  
Wesley J. Johnston ◽  
Shadab Khalil ◽  
Angelina Nhat Hanh Le ◽  
Julian Ming-Sung Cheng
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Moderating Effect ◽  
Theoretical Understanding ◽  
The Social ◽  
Media Types ◽  
Social Media Advertising ◽  
The Impact ◽  
Interaction Behaviors

Despite the rapid growth of social media and the enthusiasm surrounding social media advertising (SMA), scant theoretical and empirical knowledge exists on the cross-border effectiveness of SMA and its influence on consumer behavior in the social media environment. This research develops a four-stage belief–value–attitude–behavior framework to understand the intervening role of SMA value and attitude and reflect how consumers react to SMA across cultures and global social media types. The results confirm the mediating effects of value and attitude and reveal that positive attitude toward SMA increases social media–specific behaviors (i.e., message and social interaction behaviors). The moderating effect results of culture reveal a greater impact of infotainment on SMA value and of credibility on SMA value and attitude in the higher-uncertainty-avoidance culture. Infotainment has a larger effect on SMA value and attitude in global content community sites than in global social networking sites, but there is a reverse moderating effect on the impact of credibility. The research provides a better theoretical understanding of consumers’ behavioral responses to SMA in international marketplaces.

Influence of social networks on business processes’ development

2020 ◽  
Vol 19 (12) ◽  
pp. 2225-2252
Author(s):  
E.V. Popov ◽  
V.L. Simonova ◽  
O.V. Komarova ◽  
S.S. Kaigorodova
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Business Models ◽  
Business Processes ◽  
Digital Economy ◽  
Theoretical Understanding ◽  
Sales Channels ◽  
A Value ◽  
The Impact

Subject. The emergence of new ways of interaction between sellers and buyers, the formation of new sales channels and product promotion based on the use of digital economy tools is at the heart of improving the business processes. Social networks became a tool for development; their rapid growth necessitates theoretical understanding and identification of potential application in enterprise's business process digitalization. Objectives. We explore the role of social media in the digitalization of business processes, systematize the impact of social networks on business processes of enterprises in the digital economy. Methods. The theoretical and methodological analysis of social networks as a tool for digitalization of company's business processes rests on the content analysis of domestic and foreign scientific studies, comparison, generalization and systematization. Results. We highlight the key effects of the impact of social networks on the business processes of the company; show that the digitalization of business processes should be considered in the context of a value-based approach, aimed at creating a value through the algorithmization of company operations. We determine that social networks are one of the most important tools for digitalization of company's business processes, as they have a high organizational and management potential. We also systematize the effects of social media on company's business processes. Conclusions. We present theoretical provisions of the impact of social networks on business processes of enterprises, which will enable to model and organize ideas about the development of digital ecosystems and the formation of business models.

scholarly journals Discontinuous Usage Intention of Millennials in Using Facebook: The Role of SNS Exhaustion Mediates Social Overload

2019 ◽  
Vol 4 (3) ◽  
Author(s):  
Putu Laksmita Dewi Rahmanyanti ◽  
Ni Nyoman Kerti Yasa
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Sampling Method ◽  
User Behavior ◽  
Negative Results ◽  
Analysis Technique ◽  
The Social ◽  
Data Collection Technique ◽  
Continuous Use

Social Networking Sites (SNS) or commonly called social media is an online service that aims to build social relationships with users who share their interests and activities. Percentage of Facebook users decreased during 2018 from January 2018 which was initially 75.5% to 66.3% in December 2018. Users complain about the excessive influence of SNS on their lives and react in various forms of behavior to stop using services. Non-continuous use as a user behavior towards stress due to SNS fatigue and social overload. The sample used is 60 respondents which are determined using the purposive sampling method. The data collection technique utilized is by questionnaires with the Likert scale measurement method, while the data are analyzed using the path analysis technique. The research results show that the social overload on SNS exhaustion and SNS exhaustion variable on discontinuous usage intention have a positive and significant influence but social overload on discontinuous usage intention have a positive but non significant effect. Likewise, SNS exhaustion is able to mediate the influence of social overload on discontinuous usage intention. Users can actively control their behavior to avoid potential negative results caused by social overload. Social media providers must effectively prevent the emergence of negative emotions from users by providing a system that gives users to manage whatever information they can receive and share only with a few people so that users do not receive information about their friends on Facebook excessively.

Perceived Personalization, Privacy Concern, e-WOM and Consumers' Click Through Intention in Social Advertising

2019 ◽  
Vol 11 (4) ◽  
pp. 39-55
Author(s):  
Debora Dhanya A ◽  
Uma Pricilda Jaidev
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Psychological Reactance ◽  
Privacy Concern ◽  
The Social ◽  
Social Media Platforms ◽  
Social Advertising ◽  
Target Consumer ◽  
Personalized Advertising ◽  
The Impact

Social advertising, ads in social media platforms, have become popular in recent years because of the evolution of internet technologies such as web analytics and big data mining. The content of the social advertisement is tailored in order to personalize the message to the target consumer groups. In an effort to reach the prospects, marketers should focus on the social leads on social networking sites (SNS) to promote and to sell their brands/products. Drawing on, online personalized advertising literature, e-WOM recommendations and increasing privacy concerns and perceived ad personalization (conceptualized as functions of psychological reactance) on SNS leads to avoid such advertisements. The goal of the study is to investigate the impact of perceived personalization, privacy concern, and e-WOM to consumers' behavioral click through intentions towards social ads. This study contributed to the theory of psychological reactance by indicating that the individuals with less privacy concern and personalized recommendations from their contacts on SNS have a smaller amount of reactance towards social advertisements than commercial advertisements by marketers. Suggestions for advertisers, social media marketing practitioners conclude the paper.

scholarly journals Impact of student exclusion (including from the SPE) on their digitisation behaviour in social media

2020 ◽  
Vol 11 (1) ◽  
pp. 203-224
Author(s):  
Marcin Prościak ◽  
Beata Prościak
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Global Scale ◽  
Special Educational Needs ◽  
The Social ◽  
The Family ◽  
The World ◽  
Digital Exclusion ◽  
The Impact ◽  
The Relationship

Aim. The aim of this thesis is to present the impact of students exclusion (including SPEs) on their virtual behaviour in social media. Students with no special educational needs and those with SEN were taken into account. The relationship between exclusion of SPE and digitisation exclusion will be indicated . In addition, social exclusion in the family area was included. Methods: The analysis was based on statistical methods, such as: range, standard deviation, variance. Surveys were used. They were conducted on the Internet through the Facebook social portal on a national and global scale. Results: Respondents from around the world feel more excluded by the SPE than respondents in Poland. In contrast, respondents from the SPE use fewer social networking sites than in groups of computer players, both in Poland and worldwide. Conclusions: In Poland, SPE is not a barrier to communication with peers for most respondents, unlike global respondents. Respondents from the SPE spend less time on social portals because it absorbs their time devoted to learning, which can be an indicator of digital exclusion. Cognitive value: The originality of the research is to focus on introducing the global and Polish scale of the problem excluding students from SPE from the social media, which was calculated by the author’s method based on the indicator digital exclusion.

scholarly journals Social Media Advertisement and its Effect in Sales Prediction - An Analysis

2020 ◽  
Vol 8 (2) ◽  
pp. 40-44
Author(s):  
B Subha
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Open Source Software ◽  
Social Networking Sites ◽  
Vital Role ◽  
Programming Tool ◽  
Sales Prediction ◽  
Social Media Advertising ◽  
The Impact ◽  
A Company

Social Media Advertising plays a vital role in today’s business. It helps marketers to build relationships with their customers and increase sales. Marketers are using social media to advertise their products and generate sales. Social networking sites such as YouTube, Facebook, and Instagram are essential in today’s competitive business for boosting the sales of the firm. This study aims to predict the impact of social media advertising on sales of a company. The purpose of this paper is to build a linear regression model that predicts sales based on money spent on YouTube advertisements. The data is analyzed using the R open-source software program for statistical analysis. The R is a powerful programming tool that can represent the dataset graphically concerning different parameters, and it also uses different packages available. The result of this research shows that YouTube advertising is a better predictor of company sales.

scholarly journals Twitter, Investor Sentiment and Capital Markets: What Do We Know?

2018 ◽  
Vol 10 (8) ◽  
pp. 158
Author(s):  
Heba Ali
Keyword(s):  
Social Media ◽  
Market Efficiency ◽  
Capital Markets ◽  
Emotional Response ◽  
Positive Impact ◽  
Investor Sentiment ◽  
Theoretical Understanding ◽  
The Social ◽  
Media Sentiment ◽  
The Impact

Nowadays, the social media play a central role not only in “de-asymmetrizing” the information between firms and investors but also in influencing the emotional response to this information. The social media have provided firms with the opportunity to construct their image and stimulate significant attention and positive emotional responses (i.e. celebrity firm). Investors also become no longer passive participants; they can now communicate, re-tweet, comment, mention, react to information and express their sentiment/views. Theoretically, this should exert a positive impact on information diffusion and so the market efficiency. However, as the social media also significantly influence the public mood and emotional response to any new information/news, several behavioral explanations contradicting with the concept of market efficiency (e.g. investor sentiment and herding behavior) become more reasonable. The study aims at providing a literature review and synthesis of research on the impact of social media sentiment in the context of capital markets, scrutinizing the theoretical understanding of this impact, underlining the methodological challenges related to extracting the sentiment, and reviewing the main empirical findings on the impact in the context of Twitter and StockTwits, which will enable researchers to evaluate and classify existing studies, obtain useful insight into the theoretical understanding of the impact of social media sentiment, hence spurring further theoretical and empirical research.

Social networking sites and customers’ attitude towards advertisements

2019 ◽  
Vol 13 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Kaustav Mukherjee ◽  
Neelotpaul Banerjee
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Positive Attitude ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.

Using Memes to Carve a Space for Undocumented Latino/a Visibility and to Tackle Fossilized Myths

2021 ◽  
Vol 3 (4) ◽  
pp. 12-34
Author(s):  
Kaitlin E. Thomas
Keyword(s):  
United States ◽  
Social Media ◽  
Nonprofit Organization ◽  
The United States ◽  
Generation Z ◽  
The Social ◽  
Online Activism ◽  
Cultural Functions ◽  
The Impact

This article considers the impact of memes shared among Millennial and Generation Z–oriented Latino/a social media outlets during the years 2014–17, and proposes reading memes as viable microliterary texts. Through the examination of many dozens of memes and hundreds of Facebook posts from the nonprofit organization UndocuMedia, I have identified two themes that reoccur with notable frequency: (in)visibility and knowledge. As expressed within the memetic platform, these themes have cultural functions beyond superficial banter: humor detracts from political absurdity, arguing points permits one to assume defensive and protective postures, and connecting with friends expands the network of allies. I first define memes and explain how they might be read as socially conscious microliterary texts. I then examine selected meme examples to illustrate how they are shared with the intent to challenge the social and political marginalization that has long plagued the undocumented Latino/a demographic in the United States and to debunk long–held fossilized myths. I conclude by discussing the role of accompanying hashtags and emoji in the process of transplanting online activism to the offline world.

Social media influencer marketing: the moderating role of materialism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kian Yeik Koay ◽  
Man Lai Cheung ◽  
Patrick Chin-Hooi Soh ◽  
Chai Wen Teoh
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Moderating Effect ◽  
Partial Least Square ◽  
Least Square ◽  
Content Type ◽  
Decision Making Processes ◽  
The Impact

Purpose Social media influencers (SMIs) have become an important source of influence that affects consumer behaviours in their decision-making processes. As such, this justifies scholarly attention in understanding how SMIs transfer their meanings to endorsed brands and drive consumers’ positive behavioural intentions. With the intention to fill this knowledge gap, this paper aims to examine the impact of SMIs’ credibility, as manifested by trustworthiness, attractiveness and expertise, along with the moderating effects of materialism, on followers’ purchase intention. Design/methodology/approach Self-administrated online surveys were used to collect data from Instagram users. A total of 191 usable data were collected and analysed using partial least square structural equation modelling. Findings The results show that SMIs’ trustworthiness and expertise are significant predictors of followers’ purchase intention. Moreover, the moderating effect of materialism on the relationship between attractiveness and purchase intention is significant. Notably, the influence of attractiveness on purchase intention is greater when materialism is high. Originality/value This research contributes to the SMI literature by examining the influence of SMIs’ trustworthiness, attractiveness and expertise, along with the moderating effect of materialism, on followers’ purchase intention.

Understanding the selfie phenomenon: current insights and future research directions

2016 ◽  
Vol 50 (9/10) ◽  
pp. 1773-1788 ◽  
Author(s):  
Weng Marc Lim
Keyword(s):  
Social Media ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Marketing Performance ◽  
The Social ◽  
Future Research Directions ◽  
Marketing Tool ◽  
The Impact

Purpose This paper aims to define the conceptual boundary of the selfie and to discuss the role of the selfie in the social media marketplace. Design/methodology/approach This paper extensively reviews and draws themes from the extant literature on consumer identities in the social media marketplace to explain the selfie phenomenon and to identify potentially fruitful directions for further research. Findings Current insights into the selfie phenomenon can be understood from socio-historical, technological, social media, marketing and ethical perspectives. Research limitations/implications Despite the limitations of a general review (e.g. absence of empirical data and analysis), this paper identifies multiple avenues to extend existing lines of inquiry on the selfie phenomenon. Thus, this paper should encourage further research on the topic in the academic and scientific community. Practical implications The selfie can be used as a marketing tool to improve marketing performance and accomplish marketing-related goals. Originality/value This paper sheds light on how marketing academics and practitioners can better understand the impact of the selfie in the social media marketplace.

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