scholarly journals Is content king? Job seekers’ engagement with social media employer branding content.

2016 ◽  
Author(s):  
Kilian J. Moser ◽  
Andranik Tumasjan ◽  
Isabell M. Welpe
Keyword(s):  
Social Media ◽  
Supervised Machine Learning ◽  
Job Seekers ◽  
Employer Branding ◽  
Media Communication ◽  
Digital Platforms ◽  
Brand Building ◽  
Fortune 500 Companies ◽  
Employer Brand ◽  
Social Media Communication

Abstract Increasing digitization and the emergence of social media have radically changed the recruitment landscape adding interactive digital platforms to traditional means of employer communication. Removing barriers of distance and timing, social media enable firms to continue their efforts of promoting their employment brand online. However, social media employer communication and employer brand building remains woefully understudied. Our study addresses this gap by investigating how firms use social media to promote their employer brand. We analyze employer branding communication in a sample of N = 216,828 human resources (HR) related Tweets from N = 166 Fortune 500 companies. Using supervised machine learning we classify the Tweet content according to its informational and inspirational nature, identifying five categories of employer branding social media communication on Twitter.

When Luxury Brands Changed Their Approach to Social Media

2021 ◽  
pp. 101-118
Author(s):  
Fabrizio Maria Pini ◽  
Dinara Timergaleeva
Keyword(s):  
Social Media ◽  
Purchase Decisions ◽  
Luxury Brands ◽  
Media Communication ◽  
New Approach ◽  
Digital Platforms ◽  
Content Creation ◽  
The Social ◽  
Latent Potential ◽  
Social Media Communication

COVID-19 lockdowns led to a new approach to social media communication by luxury fashion brands. This chapter explores recent pandemic-related changes in the social context and the need for brands to rethink their narrative to engage consumers and influence purchase decisions. The authors selected a panel of 28 fashion luxury brands, both independent and conglomerate-owned, to analyze the paradigm shift in social media communication and content creation. Their findings show that with social media acting as the main touchpoint, luxury fashion brands have effectively produced new communication archetypes, revealing the latent potential of digital platforms as strategic tools.

The Role of Social Media in Special Types of Brand Building

2017 ◽  
pp. 132-154
Keyword(s):  
Social Media ◽  
Human Resource Management ◽  
Human Resource ◽  
Destination Marketing ◽  
Employer Branding ◽  
Destination Branding ◽  
Brand Building ◽  
Employer Brand ◽  
Crucial Part

In previous chapters, the importance of social media in branding activities was explored. The question that remains is the role that social media play in various forms of branding. First, the concept of destination branding, and the way destination marketing organizations can utilize social media in branding activities are explored. Then, personal branding and its importance, along with the role of social media in achieving it, are explored. Finally, in the last section of this chapter, a relatively new concept is described. Employer branding is the implementation of branding activities in human resource management. It is regarded as a crucial part of every successful brand in today's world. Social media can help companies improve their employer brand, a role that is explained further in this chapter.

scholarly journals Emoji Identification and Prediction in Hebrew Political Corpus

10.28945/4346 ◽  
2019 ◽  
Keyword(s):  
Social Media ◽  
Text Message ◽  
Supervised Machine Learning ◽  
Future Research ◽  
Media Communication ◽  
Prediction Task ◽  
Morphologically Rich Languages ◽  
Definition Of ◽  
Textual Content ◽  
Social Media Communication

[This Proceedings paper was revised and published in the 2019 issue of the journal Issues in Informing Science and Information Technology, Volume 16] Aim/Purpose: Any system that aims to address the task of modeling social media communication need to deal with the usage of emojis. Efficient prediction of the most likely emoji given the text of a message may help to improve different NLP tasks. Background: We explore two tasks: emoji identification and emoji prediction. While emoji prediction is a classification task of predicting the emojis that appear in a given text message, emoji identification is the complementary preceding task of determining if a given text message includes emojies. Methodology: We adopt a supervised Machine Learning (ML) approach. We compare two text representation approaches, i.e., n-grams and character n-grams and analyze the contribution of additional metadata features to the classification. Contribution: The task of emoji identification is novel. We extend the definition of the emoji prediction task by allowing to use not only the textual content but also meta-data analysis. Findings: Metadata improve the classification accuracy in the task of emoji identification. In the task of emoji prediction it is better to apply feature selection. Recommendations for Practitioners: In many of the cases the classifier decision seems fitter to the comment con-tent than the emoji that was chosen by the commentator. The classifier may be useful for emoji suggestion. Recommendations for Researchers: Explore character-based representations rather than word-based representations in the case of morphologically rich languages. Impact on Society: Improve the modeling of social media communication. Future Research: We plan to address the multi-label setting of the emoji prediction task and to investigate the deep learning approach for both of our classification tasks.

scholarly journals Emoji Identification and Prediction in Hebrew Political Corpus

10.28945/4372 ◽  
2019 ◽  
Vol 16 ◽  
pp. 343-359
Author(s):  
Chaya Liebeskind
Keyword(s):  
Social Media ◽  
Text Message ◽  
Supervised Machine Learning ◽  
Future Research ◽  
Media Communication ◽  
Prediction Task ◽  
Morphologically Rich Languages ◽  
Definition Of ◽  
Textual Content ◽  
Social Media Communication

Aim/Purpose: Any system that aims to address the task of modeling social media communication need to deal with the usage of emojis. Efficient prediction of the most likely emoji given the text of a message may help to improve different NLP tasks. Background: We explore two tasks: emoji identification and emoji prediction. While emoji prediction is a classification task of predicting the emojis that appear in a given text message, emoji identification is the complementary preceding task of determining if a given text message includes emojies. Methodology: We adopt a supervised Machine Learning (ML) approach. We compare two text representation approaches, i.e., n-grams and character n-grams and analyze the contribution of additional metadata features to the classification. Contribution: The task of emoji identification is novel. We extend the definition of the emoji prediction task by allowing to use not only the textual content but also meta-data analysis. Findings: Metadata improve the classification accuracy in the task of emoji identification. In the task of emoji prediction it is better to apply feature selection. Recommendations for Practitioners: In many of the cases the classifier decision seems fitter to the comment content than the emoji that was chosen by the commentator. The classifier may be useful for emoji suggestion. Recommendation for Researchers: Explore character-based representations rather than word-based representations in the case of morphologically rich languages. Impact on Society: Improve the modeling of social media communication. Future Research: We plan to address the multi-label setting of the emoji prediction task and to investigate the deep learning approach for both of our classification tasks

STRATEGI KOMUNIKASI CROWDFUNDING PADA KOLASE.COM

2019 ◽  
Vol 2 (2) ◽  
pp. 177-187
Author(s):  
Venessa Agusta Gogali ◽  
Fajar Muharam ◽  
Syarif Fitri
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
New Method ◽  
Media Communication ◽  
Social Activists ◽  
Social Media Communication

Crowdfunding is a new method in fundraising activities based online. Moreover, the level of penetration of social media to the community is increasingly high. This makes social activists and academics realize that it is important to study social media communication strategies in crowdfunding activities. There is encouragement to provide an overview of crowdfunding activities. So the author conducted a research on "Crowdfunding Communication Strategy Through Kolase.com Through Case Study on the #BikinNyata Program Through the Kolase.com Website that successfully achieved the target. Keywords: Strategic of Communication, Crowdfunding, Social Media.

#INCLUSION – THE IMPACT OF SOCIAL MEDIA COMMUNICATION ON THE LEGITIMACY OF ARMED FORCES

2019 ◽  
pp. 43-60
Author(s):  
EVA MOEHLECKE DE BASEGGIO ◽  
OLIVIA SCHNEIDER ◽  
TIBOR SZVIRCSEV TRESCH
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Structural Equation ◽  
Armed Forces ◽  
Equation Model ◽  
Media Communication ◽  
The Public ◽  
Political Legitimation ◽  
Social Media Communication ◽  
The Impact

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

scholarly journals Patient Care, Information, Communication and Social Media Influencing Bias—A Discourse

Informatics ◽  
2021 ◽  
Vol 8 (2) ◽  
pp. 28
Author(s):  
Paula M. Procter
Keyword(s):  
Social Media ◽  
Patient Care ◽  
Information Communication ◽  
Media Communication ◽  
Care Information ◽  
Social Media Communication ◽  
Society Today ◽  
Selection Of

Misinformation and disinformation are prevalent across society today, their rise to prominence developed mainly through the expansion of social media. Communication has always been recognised in health and care settings as the most important element between people who are receiving care and those delivering, managing, and evaluating care. This paper, through a discourse approach, will explore communication through the perception of information formed following personal selection of influencers and try to determine how such affects patient care.

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