scholarly journals Instagram as a Co-Creation Space for Tourist Destination Image-Building: Algarve and Costa del Sol Case Studies

2020 ◽  
Vol 12 (7) ◽  
pp. 2793 ◽  
Author(s):  
Patricia P. Iglesias-Sánchez ◽  
Marisol B. Correia ◽  
Carmen Jambrino-Maldonado ◽  
Carlos de las Heras-Pedrosa
Keyword(s):  
Social Media ◽  
Destination Image ◽  
Communication Tool ◽  
Destination Branding ◽  
Social Media Platform ◽  
Key Factor ◽  
Image Building ◽  
Media Platform ◽  
Destination Management Organizations

Instagram is a popular social media platform. Its ability to convey feelings through photographs has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe provide an understanding of how Instagram can be used to promote a destination’s image by Destination Management Organizations (DMOs). For this purpose, a content analysis is carried out, first of the official Instagram accounts of Algarve (Portugal) and Costa del Sol (Spain), and then of the most popular hashtags related to them, showing User-Generated Content (UGC) from the points of view of both destination managers and tourists. The results show that Instagram is a strategic social media platform for enhancing the brand image by engaging customers. Destinations seize content generated by tourists; therefore, the hermeneutic circle of representation is inverted, as photos taken by tourists aim to reproduce the perceived image of a destination and motivate tourists to capture their experiences with the best picture. Additionally, it is worth highlighting, as a main finding, the role of sustainability as a key factor in UGC for DMOs and for Instagram users. This research provides valuable information about designing promotion strategies for DMOs, in order to understand the potential of Instagram in building a destination’s image and inspiring tourism through images.

scholarly journals Digital Genealogies: Understanding Social Mobile Media LINE in the Role of Japanese Families

2017 ◽  
Vol 3 (2) ◽  
pp. 205630511770381 ◽  
Author(s):  
Kana Ohashi ◽  
Fumitoshi Kato ◽  
Larissa Hjorth
Keyword(s):  
Social Media ◽  
Mobile Media ◽  
Social Media Platform ◽  
Media Platform

This article explores the emergence of the dominant mobile social media platform in Japan, LINE. In particular, the article focuses upon its usage to maintain familial ties, especially between matriarchal connections. Drawing upon ethnographic work with 12 families over 3 years, this article seeks to provide a detailed and nuanced sense of how social mobile media is deployed intergenerationally.

“España Verde”

2018 ◽  
pp. 284-311
Author(s):  
Till Maximilian Schuh ◽  
Dora Agapito ◽  
Patrícia Pinto
Keyword(s):  
Social Media ◽  
Tourism Industry ◽  
Supply Side ◽  
German Market ◽  
Social Media Platform ◽  
Cognitive Component ◽  
The Social ◽  
Media Platform ◽  
Media Channels ◽  
Destination Management Organizations

This study aims at measuring the image of the tourism brand “España Verde” by using the social media platform Facebook. The ever-increasing competition within the tourism industry makes it vital for destinations to address their target group by tailored marketing measures. Furthermore social media channels are changing the interaction between Destination Management Organizations (DMOs) and customers. With the aim of exploring España Verde's image, a three components approach—cognitive, affective and conative was applied. Related to the measurement of the cognitive component, the study also focuses on España Verde's touristic potential ranging from a rich and diverse culture as well as a unique natural heritage to a suitable infrastructure for touristic purposes. Although the supply side seems to fit the target group's desires when choosing a vacation destination, the exploratory results reveal that there is currently only little awareness for España Verde on the German market.

Children’s cancer narratives on YouTube: Agency and entrepreneurship in Brazilian CarecaTV

2020 ◽  
pp. 204361062096701
Author(s):  
Lidia Marôpo ◽  
Raiana de Carvalho ◽  
Ana Jorge
Keyword(s):  
Social Media ◽  
Brain Cancer ◽  
The Other ◽  
Constructivist Approach ◽  
Cultural Contexts ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The One

This article looks at the social and cultural contexts of children’s experiences of illness, through a particular focus on the context of the Global South and the role of the social media platform YouTube in children’s culture. It takes a socio-constructivist approach to discuss the case of CarecaTV (BaldTV), a Brazilian YouTube channel with more than one million followers created by Lorena Reginato at the age of 12 when she was recovering from brain cancer. In CarecaTV, cancer subjectivity co-exists with and is expressed through digital commercialization. On the one hand, through this process, Lorena Reginato gains agency as she offers an inspirational and credible first-person testimony about cancer during childhood and becomes an emerging cancer activist. On the other, she uses entrepreneurship strategies associated with the digital influencer model of YouTube to promote herself as a (cancer) micro-celebrity, taking the lead in a youthful and playful culture.

The influencing role of social media in the consumer’s hotel decision-making process

2019 ◽  
Vol 11 (4) ◽  
pp. 378-391 ◽  
Author(s):  
Vikas Gupta
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Search ◽  
Decision Making Process ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The Impact

Purpose This study aims to evaluate the role of social media on the hotel decision-making process of consumers during the evaluation stage of searching, identifying the alternatives and selecting a hotel in India. It will help the stakeholders in the hotel industry of India to make the social media platform more efficient for consumers by providing inputs on the factors consumers consider while making online hotel purchase. Design/methodology/approach This study involves an exploratory qualitative approach which includes 32 face-to-face, semi-structured, in-depth individual interviews with the social media platform users. The selection of interviewees for this study has been done on the basis of a non-random purposive sampling approach. Findings The findings reveal that social media plays an important role in affecting the way consumers search, decide and book hotels. It also suggests that social media helps consumers in collecting information about products and services, assessing alternatives and making their choices. It confirms that while negative facets exist, the positive benefits outweigh the negative aspects of using social media when selecting a hotel. The results also reveal the impact of circumstantial influence related to social media on hotel selection, on the basis of content source and the level of trust and accuracy in the content. Practical implications This study has some strategic implications for hospitality marketing and management related to a better understanding of the influence of social media on the hotel customer decision-making process. The study shows that a variety of social media with associated content sources and levels add to the complexity of hotel-related information search and decision behaviour. Originality/value The study makes a contribution by addressing the existing gaps and bridging the arena of consumer behaviour and social media literature in a hotel context and sheds light on how consumer decisions while selecting a hotel are influenced through social media. The core contribution is the generation of factors through in-depth interviews which are based on real-life scenarios relating to the influence of social media on hotel decision-making.

scholarly journals Impact of Social Media Satisfaction on Brand Experience

2021 ◽  
Vol 11 (4) ◽  
pp. 2831-2835
Author(s):  
Dr. Ruhi Bakhare ◽  
Avinash Shende
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Brand Experience ◽  
Communication Tool ◽  
Social Media Platform ◽  
Social Media Platforms ◽  
Media Platform ◽  
Use Of Social Media ◽  
Vital Element

This study is significant in in the area of identifying the specific way discussion or chats happen between consumers and companies which is a very vital element of advertising. Nowadays, with the increase in the use of social media, these communications may have more members, who may join the conversation across any network from anywhere, and that too instantaneously. The various social media platforms like Facebook, twitter, YouTube etc. offer an opportunity for many companies to get involved with consumers. These company may use multiple mediums of communication on social media platforms and permit consumers to get connected with each other as well as brand representative. Thus, it becomes vital for the companies to know the effectivity of these social media platform as a communication tool and to what extent it affects the consumer’s brand experience. Indeed, it is a common practice adopted by all the consumers to browse about the product or service which they intend to buy on various social media and check the reviews or comments made about them before buying. This study tries to identify whether there is any positive impact of Brand Experience has on Social Media Satisfaction.

scholarly journals The role of Brand Salience and Trust in deepening Perception to an Intention: An empirical study on a social media platform

2019 ◽  
pp. 39-58
Author(s):  
Imran Munawar Qureshi ◽  
Hafiz Ghufran Ali Khan ◽  
Abdul Zahid Khan
Keyword(s):  
Social Media ◽  
Mediating Effect ◽  
Consumer Perception ◽  
Internet Survey ◽  
Valuable Insight ◽  
Social Media Platform ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform

Using the social media platform to examine the deepening of perception to the cognitive level of Intention to transact, this paper aims to consider the effects of trust and brand salience between perception-Intention relationship. An internet survey was conducted with 140 respondents. For analysis SEM applied to see the interactional effects of the variables. The results indicate that in the presence of a developed consumer perception, trust and brand salience do not show any significant effect on Intention to transact. However, independently brand salience and trust have significant relationships with Intention to transact. There’s no significant mediating effect of brand salience or trust in deepening consumer perception to the level of ‘Intention to transact’. This study recommends determining the key variables that effect the deepening of consumer perception. Exploration of more factors of consumer perception in new media platforms in general and social media platforms in particular. From a practical point of view this study suggests that firms using social media platforms should concentrate more on creating a good perception about their products and brands through SNS. A perceptual position properly created and managed has a very good chance of converting into an Intention to perform a transaction. This study provides valuable insight into the social media users’ behavior regarding their Intention building through the use of social networking sites. Furthermore, this study extends the deepening of consumer perception to the level of ‘Intention to transact’ by examining the mediating role of trust and brand salience.

scholarly journals The Role of Social Media in Raising Public Health Awareness during the Pandemic COVID-19: An International Comparative Study

Informatics ◽  
2021 ◽  
Vol 8 (4) ◽  
pp. 80
Author(s):  
Mohammad Yousef Abuhashesh ◽  
Hani Al-Dmour ◽  
Ra’ed Masa’deh ◽  
Amer Salman ◽  
Rand Al-Dmour ◽  
...  
Keyword(s):  
Public Health ◽  
Social Media ◽  
Behavioral Change ◽  
Health Awareness ◽  
Media Campaigns ◽  
Social Media Platform ◽  
Message Source ◽  
Global Pandemic ◽  
Media Platform

The main objective of this research is to investigate the role of social media campaigns (the type of social media platform, type of message, and message source sender) in raising public health awareness and behavioral change during (COVID-19) as a global pandemic across national selected countries (Poland and Jordan). The research utilizes a quantitative method with an exploratory and descriptive design to accumulate the initial data from a research survey given to the respondents from Jordan and Poland. A total of 1149 web questionnaires were collected from respondents in the two countries (Poland 531 and Jordan 618). In addition, multiple regression analysis was used to test the study hypotheses. The findings showed positive relationships between the components of a social media campaign, public health awareness, and behavioral change during (COVID-19) in the two countries at the same time. However, the preferred type of social media platforms, the message types and type of source sender significantly differ among the respondents due to their countries. This is the first study that examines the role of social media campaigns (the type of social media platform, type of message and message source sender) in public health awareness and behavioral change during (COVID-19) as a global pandemic in across national selected countries (Poland and Jordan).

scholarly journals Can Social Media Influence the Buying Choices of Shoppers

2020 ◽  
pp. 141-146
Author(s):  
Shrey Kaushik
Keyword(s):  
Social Media ◽  
Secondary Data ◽  
Social Media Platform ◽  
Goods And Services ◽  
Digital Era ◽  
The People ◽  
Media Platform ◽  
Marketing Tool ◽  
Game Changer

Social media is the new tool for marketing which helps in influencing shopper’s decision making process for buying goods and services. In the era of digitalisation and availability of so many social media platform marketers are now looking forward towards social media for the launching and for promotion of their products. YouTube is selected as social media platform using to influence the shoppers for this research. As in this digital era YouTube advertisements have become the major source to reach mass audience hence making YouTube to become the new marketing tool for businesses to influence the shoppers by collaborating with popular youtubers as well as by posting non skip able and skip able advertisements before the starting of any video. So the role of YouTube in influencing buying choices of shoppers was analyse with the help of secondary data, which is collected from Amity University Digital Library and Google Scholar. The data was analysed and found that people actually get influence from YouTube advertisements and it is a game changer for the businesses as by the recommendations provided by any popular youtuber for a product actually influences the people and most of the people actually end up buying the product and recommend it to their friends and family members as well.

scholarly journals A STUDY ON THE ROLE OF INSTAGRAM IN BUSINESS DEVELOPMENT CYCLE OF NETPRENEURS

2020 ◽  
pp. 68-70
Author(s):  
Ebrahim M K ◽  
Mohammed Midlaj Kozhukkal
Keyword(s):  
Social Media ◽  
Business Development ◽  
Customer Relationship ◽  
The Internet ◽  
Business Organizations ◽  
Social Media Platform ◽  
Development Cycle ◽  
Media Platform ◽  
Crucial Part

Instagram is setting of as a legitimate social media platform for endorsing the products and services online. Nowadays, both large and small business organizations make use of Instagram account to attract new customers as well as to interact with existing customers. Looking at the opportunities gained by business through social media, Instagram: one of the fastest growing social media platform is a crucial part for those people who operate business on the internet. This research paper explores how Netpreneurs utilize Instagram to access and analyse the target audience, deliver information and awareness and maintain customer relationship.

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