scholarly journals Bridging the Virtual and the Real: Social Media and Customer Engagement in Luxury Fashion Brands

2018 ◽  
Keyword(s):  
Social Media ◽  
Customer Engagement ◽  
The Real

Getting Supporter Engagement in Sports

2021 ◽  
pp. 325-337
Author(s):  
Veronica Baena
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Sport Marketing ◽  
Customer Engagement ◽  
Brand Value ◽  
The Real ◽  
Business Press ◽  
The World ◽  
The Impact

This chapter attempts to provide a better understanding of the impact that sport marketing is having on achieving customer engagement. To accomplish this goal, the case of the Real Madrid F.C., estimated at having over 200 million supporters worldwide, is analyzed. Moreover, the team is among the top three clubs of the world in terms of followers and engagement on social media. As regards brand value, the Real Madrid F.C. is worth more than any team in the world. The combination of the aforementioned factors made the Real Madrid F.C. the appropriate brand to choose for this study, representing a leading organization in sports, business, and marketing. A number of methods were used to collect data for this study; specifically, information about the team was gathered by repeatedly browsing its website, Facebook, Twitter, Instagram accounts, and apps. Data from interviews published in business press and posts were also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans.

Getting Supporter Engagement in Sports

2019 ◽  
pp. 130-146
Author(s):  
Veronica Baena
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Sport Marketing ◽  
Customer Engagement ◽  
Brand Value ◽  
The Real ◽  
Business Press ◽  
The World ◽  
The Impact

This chapter attempts to provide a better understanding of the impact that sport marketing is having on achieving customer engagement. To accomplish this goal, the case of the Real Madrid F.C., estimated at having over 200 million supporters worldwide, is analyzed. Moreover, the team is among the top three clubs of the world in terms of followers and engagement on social media. As regards brand value, the Real Madrid F.C. is worth more than any team in the world. The combination of the aforementioned factors made the Real Madrid F.C. the appropriate brand to choose for this study, representing a leading organization in sports, business, and marketing. A number of methods were used to collect data for this study; specifically, information about the team was gathered by repeatedly browsing its website, Facebook, Twitter, Instagram accounts, and apps. Data from interviews published in business press and posts were also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans.

DERADICALISATION IDEAS IN SOCIAL MEDIA THROUGH THE RELIGIOUS-MULTICULTURAL THERAPY APPROACH TO THE DA'WAH CULTURE

2020 ◽  
Vol 24 (1) ◽  
pp. 58
Author(s):  
Anwar Hafidzi
Keyword(s):  
Social Media ◽  
Real World ◽  
Environmental Conditions ◽  
Islamic Law ◽  
Research Tool ◽  
Therapy Approach ◽  
The Real ◽  
Multicultural Therapy ◽  
Online Social Media ◽  
Library Research

This research begins with an understanding of the endemic radicalism of society, not only of the real world, but also of various online social media. This study showed that the avoidance of online radicalism can be stopped as soon as possible by accusing those influenced by the radical radicality of a secular religious approach. The methods used must be assisted in order to achieve balanced understanding (wasathiyah) under the different environmental conditions of the culture through recognizing the meaning of religion. The research tool used is primarily library work and the journal writings by Abu Rokhmad, a terrorist and radicalise specialist. The results of this study are that an approach that supports inclusive ism will avoid the awareness of radicalization through a heart-to-heart approach. This study also shows that radical actors will never cease to argue dramatically until they are able to grasp different views from Islamic law, culture, and families.Keywords: radicalism, deradicalization, multiculturalism, culture, religion, moderate.Penelitian ini berawal dari paham radikalisme yang telah mewabah di masyarakat, bukan hanya di dunia nyata, bahkan sudah menyusup di berbagai media sosial online. Penelitian ini menemukan bahwa cara menangkal radikalisme online dapat dilakukan pencegahan sedini mungkin melalui pendekatan konseling religius multikultural terhadap mereka yang terkena paham radikal radikal. Diantara teknik yang digunakan adalah melalui pemahaman tentang konsep agama juga perlu digalakkan agar memunculkan pemahaman yang moderat (wasathiyah) diberbagai keadaan lingkungan masyarakat. Metode yang digunakan untuk penelitian ini adalah library research dengan sumber utama adalah karya dan jurnal karya Abu Rokhmad seorang pakar dalam masalah terorisme dan radikalisme. Temuan penelitian ini adalah paham radikalisasi itu dapat dihentikan dengan pendekatan hati ke hati dengan mengedepankan budaya yang multikultural. Kajian ini juga membuktikan bahwa pelaku paham radikal tidak akan pernah berhenti memberikan argumen radikal kecuali mampu memahami perbedaan pendapat yang bersumber dari syariat Islam, lingkungan sosial, dan keluarga.Kata kunci: radikalisme, deradikalisasi, multikultural, budaya, agama, moderat.

Social media engagement, service complexity, and experiential quality in US hospitals

2020 ◽  
Vol 34 (6) ◽  
pp. 833-845 ◽  
Author(s):  
Youngsu Lee ◽  
Joonhwan In ◽  
Seung Jun Lee
Keyword(s):  
Social Media ◽  
Demographic Data ◽  
Positive Association ◽  
Customer Engagement ◽  
Service Firms ◽  
Multiple Sources ◽  
Cross Sectional ◽  
Content Type ◽  
Social Media Engagement ◽  
Experiential Quality

Purpose As social media platforms become increasingly popular among service firms, many US hospitals have been using social media as a means to improve their patients’ experiences. However, little research has explored the implications of social media use within a hospital context. The purpose of this paper is to investigate a hospital’s customer engagement through social media and its association with customers’ experiential quality. Also, this study examines the role of a hospital’s service characteristics, which could shape the nature of the interactions between patients and the hospital. Design/methodology/approach Data from 669 hospitals with complete experiential quality and demographic data were collected from multiple sources of secondary data, including the rankings of social media friendly hospitals, the Hospital Compare database, the Center for Medicare and Medicaid (CMS) cost report, the CMS impact file, the Healthcare Information and Management Systems Society Analytics database and the Dartmouth Atlas of Health Care. Specifically, the authors designed the instrumental variable estimate to address the endogeneity issue. Findings The empirical results suggest a positive association between a hospital’s social media engagement and experiential quality. For hospitals with a high level of service sophistication, the association between online engagement and experiential quality becomes more salient. For hospitals offering various services, offline engagement is a critical predictor of experiential quality. Research limitations/implications A hospital with more complex services should make efforts to engage customers through social media for better patient experiences. The sample is selected from databases in the US, and the databases are cross-sectional in nature. Practical implications Not all hospitals may be better off improving the patient experience by engaging customers through social media. Therefore, practitioners should exercise caution in applying the study’s results to other contexts and in making causal inferences. Originality/value The current study delineates customer engagement through social media into online and offline customer engagement. This study is based on the theory of customer engagement and reflects the development of mobile technology. Moreover, this research may be considered as pioneering in that it considers the key characteristics of a hospital’s service operations (i.e., service complexity) when discovering the link between customers’ engagement through a hospital’s social media and experiential quality.

scholarly journals Social Media use and value creation in the digital landscape: a dynamic-capabilities perspective

2020 ◽  
Vol 31 (3) ◽  
pp. 313-343
Author(s):  
Aurora Garrido-Moreno ◽  
Víctor García-Morales ◽  
Stephen King ◽  
Nigel Lockett
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Dynamic Capabilities ◽  
Media Use ◽  
Business Value ◽  
Customer Engagement ◽  
Social Media Use ◽  
Content Type ◽  
Social Media Tools ◽  
Dynamic Capabilities Perspective

PurposeAlthough Social Media use has become all-pervasive, previous research has failed to explain how to use Social Media tools strategically to create business value in today's increasingly digital landscapes. Adopting a dynamic capabilities perspective, this paper empirically examines the specific process through which Social Media use translates into better performance and the capabilities involved in this process.Design/methodology/approachA research model is proposed that includes both antecedents and consequences of Social Media use. Existing research was examined to derive the research hypotheses, which were tested using SEM methodology on a sample of 212 hotels.FindingsThe results show that Social Media use does not exert significant direct impact on organizational performance. Rather, the findings confirm the mediating role played by Social CRM and Customer Engagement capabilities in the value creation process.Practical implicationsThe results demonstrate how Social Media tools should be implemented and managed to generate business value in hotels. Implications yield interesting insights for hotel managersOriginality/valueThis study is a first attempt to analyze empirically the real impact of digital media technologies, particularly Social Media use, drawing on the dynamic capabilities perspective and focusing on service firms (hotels). Including the variable “Organizational Readiness” as a basic prerequisite to benefit from Social Media use enhances the study's novelty and contribution.

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunli Ji ◽  
Susana Mieiro ◽  
Guihai Huang
Keyword(s):  
Social Media ◽  
Behavioral Intention ◽  
Marketing Research ◽  
Research Field ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Interactive Marketing ◽  
Media Dependency ◽  
Content Type ◽  
Social Media Advertising

PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

On Algorithmic Amplification

2021 ◽  
Vol 6 (1) ◽  
Author(s):  
Hany Farid
Keyword(s):  
Social Media ◽  
Search Engines ◽  
The Real

The culprits in the plunge into delusion are not deepfakes. The real culprit is more mundane and pernicious: the algorithms that curate the information recommended by search engines and social media.

scholarly journals Rethinking the Perceived Self: Samples from Facebook

2014 ◽  
Vol 9 (1) ◽  
pp. 209-228
Author(s):  
Anita Kasabova
Keyword(s):  
Social Media ◽  
Cultural Differences ◽  
The Self ◽  
Age Group ◽  
Active Participant ◽  
The Real ◽  
Group I ◽  
Self Knowledge ◽  
Anglo American

Abstract How the self perceives reality is a traditional topic of research across several disciplines. I examine the perceived self on Facebook, as a case-study of self-knowledge on „classical” social media. Following Blascovich & Bailenson (2011), I consider the distinction between the real and the virtual as relative. Perceptual self-knowledge, filtered through social media, requires rethinking the perceived self in terms of social reality (Neisser, 1993). This claim dovetails Jenkins’s (2013) notion of the self as an active participant in consumption. I argue that the perceived self in social media could be conceived in terms of how it would like to be perceived and appraised by its virtual audience. Using Neisser’s (1993) typology of self-knowledge and Castañeda’s (1983) theory of I-guises, I analyse seven samples from Anglo-American and Bulgarian Facebook sites and show that the perceived self produces itself online as a captivating presence with a credible story. My samples are taken from FB community pages with negligible cultural differences across an online teenage/twens (twixter) age group. I then discuss some problematic aspects of the perceived self online, as well as recent critiques of technoconsumerism.

scholarly journals Customer Engagement with Social Media Bank Pages with Reference to Facebook

2019 ◽  
Vol 8 (2S11) ◽  
pp. 3089-3095
Keyword(s):  
Social Media ◽  
Public Sector ◽  
Private Sector ◽  
Banking Sector ◽  
Banking System ◽  
Customer Engagement ◽  
Public And Private ◽  
Public Sector Banks ◽  
Social Media Platforms ◽  
Public And Private Sector

Indian banking sector is going through a massive transformation day by day with the advancement of Information and communication Technology and impact of digitization in the banking industry. After the core banking system, banks have moved further to reap the benefits of internet and mobile banking. In order to engage more customers anywhere and anytime without visiting the brick and mortar branches, the banks have now introduced the social media banking. Most of the people are already active in different social media platforms, so banks have grabbed that opportunity to reach people easily and provide services through social media. This paper has made an attempt to analyze the engagement of social media customers in different banks including public and private sector with reference to facebook bank page. The results show that most of the banks have presence on popular social media platforms. With respect to the engagement of customer to all facebook posts during the study period, public sector banks are posting more on their respective facebook page but the customers’ likes as well as dislikes are more for SBI, ICICI and AXIS. In case of shares and comments, SBI and PNB have more and are increasing continuously as these two banks post more on their respective facebook pages. But with respect to customer engagement per facebook post during the study period, customers are engaged more with private sector banks. And it can be said that regarding overall customer engagement people are more engaged with private sector over public sector banks.

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