Consumer Social Voice in the Age of Social Media: Segmentation Profiles
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The Effects of Content Likeability, Content Credibility
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at ISSN 0718–1876 Electronic Version www.jtaer.com VOL 15 / ISSUE 3 / SEPTEMBER 2020 / 1-19 DOI: 10.4067/S0718-18762020000300102 © 2020 Universidad de Talca - Chile The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users’ Acceptance of Product Placement in Mobile Social Networks Ivan Ka Wai Lai 1 and Yide Liu 2 1 City University of Macau, Faculty of International Tourism and Management, Taipa, Macau, [email protected] 2 Macau University of Science and Technology, School of Business, Taipa, Macau, [email protected] Received 29 August 2018; received in revised form 11 June 2019; accepted 1 October 2019 Abstract Nowadays, product placements are commonly presented on mobile social media but related studies are rare. The main purpose of the study is to investigate the effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement in mobile social networks. The results of the online survey indicate that content likeability is an antecedent of social media engagement and content credibility; social media engagement has an influence on content credibility; and content likeability, content credibility, and social media engagement both directly affect user acceptance of product placement in mobile social networks. Furthermore, social media engagement has an interaction effect with content likeability on the content credibility of mobile social networks. The results of the multi-group analysis indicate that young adults show differences with middle-aged adults in the direct effect of content likeability on social media engagement and in the interaction effect of content credibility and social media engagement on the acceptance of product placement in mobile social networks. -
Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook
University of Pennsylvania ScholarlyCommons Marketing Papers Wharton Faculty Research 1-2018 Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook Dokyun Lee Kartik Hosanagar University of Pennsylvania Harikesh Nair Follow this and additional works at: https://repository.upenn.edu/marketing_papers Part of the Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Business Analytics Commons, Business and Corporate Communications Commons, Communication Technology and New Media Commons, Marketing Commons, Mass Communication Commons, Social Media Commons, and the Technology and Innovation Commons Recommended Citation Lee, D., Hosanagar, K., & Nair, H. (2018). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Management Science, http://dx.doi.org/10.1287/mnsc.2017.2902 This paper is posted at ScholarlyCommons. https://repository.upenn.edu/marketing_papers/339 For more information, please contact [email protected]. Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook Abstract We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and natural language processing algorithms. We use this data set to study the association of various kinds of social media marketing content with user engagement—defined as Likes, comments, shares, and click-throughs—with the messages. We find that inclusion of widely used content related to brand personality—like humor and emotion—is associated with higher levels of consumer engagement (Likes, comments, shares) with a message. We find that directly informative content—like mentions of price and deals—is associated with lower levels of engagement when included in messages in isolation, but higher engagement levels when provided in combination with brand personality–related attributes. -
PARTIES of RECORD in R.00-02-004 Decision 06-03-013 Is Being Mailed Without the Written Dissent of Commiss
STATE OF CALIFORNIA ARNOLD SCHWARZENEGGER, Governor PUBLIC UTILITIES COMMISSION 505 VAN NESS AVENUE SAN FRANCISCO, CA 94102-3298 March 9, 2006 TO: ALL PARTIES OF RECORD IN R.00-02-004 Decision 06-03-013 is being mailed without the written dissent of Commissioner Grueneich. The dissent will be mailed separately. Very truly yours, /s/ Angela K. Minkin Angela K. Minkin, Chief Administrative Law Judge ANG:mal Attachment 226372 COM/MP1/mal MAILED 3/9/2006 DECISION 06-03-013 March 2, 2006 BEFORE THE PUBLIC UTILITIES COMMISSION OF THE STATE OF CALIFORNIA Order Instituting Rulemaking on Rulemaking 00-02-004 the Commission’s Own Motion to (Filed February 3, 2000) establish Consumer Rights and Protection Rules Applicable to All Telecommunications Utilities. DECISION ISSUING REVISED GENERAL ORDER 168, MARKET RULES TO EMPOWER TELECOMMUNICATIONS CONSUMERS AND TO PREVENT FRAUD 226372 - 1 - R.00-02-004 COM/MP1/mal TABLE OF CONTENTS 1. SUMMARY ............................................................................................................2 2. PROCEDURAL HISTORY...................................................................................7 3. REVIEW OF RECORD EVIDENCE..................................................................16 3.1 EVIDENCE PRESENTED IN SUPPORT OF NEW RULES....................................17 3.1.1 Consumer Complaint Records.....................................................17 3.1.2 Survey Data.....................................................................................25 3.1.3 Enforcement Actions .....................................................................28 -
30-Minute Social Media Marketing
30-MINUTE SOCIAL MEDIA MARKETING Step-by-Step Techniques to Spread the Word About Your Business FAST AND FREE Susan Gunelius New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto To Scott, for supporting every new opportunity I pursue on and off the social Web and for sending me blog post ideas when I’m too busy to think straight. And to my family and friends for remembering me and welcoming me with open arms when I eventually emerge from behind my computer. Copyright © 2011 by Susan Gunelius. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. ISBN: 978-0-07-174865-0 MHID: 0-07-174865-2 The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-174381-5, MHID: 0-07-174381-2. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every oc- currence of a trademarked name, we use names in an editorial fashion only, and to the benefi t of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. -
The Implications of Facebook Marketing for Organizations
Contemporary Management Research Pages 73-84, Vol. 9, No. 1, March 2013 doi:10.7903/cmr.9710 The Implications of Facebook Marketing for Organizations Rooma Roshnee Ramsaran-Fowdar Central Queensland University E-Mail: [email protected] Sooraj Fowdar Central Queensland University E-Mail: [email protected] ABSTRACT With the explosive popularity of Facebook as a social media, there has not been much research that examines Facebook marketing and its implications for businesses. This paper represents an exploratory effort into this direction and analyzes existing Facebook marketing practices and tools, their benefits, and concerns associated with this type of social media marketing. Practical implications are suggested for organizations using Facebook as a social marketing tool and areas for future research are identified. Keywords: Facebook, Social Media, Marketing, Organizations, Word-of-Mouth INTRODUCTION Social media has changed the way organizations do business online over the past few years, and, as a consequence, social media marketing has created its own niche in the business world. Organizations are hiring community managers and social media analysts, and they are forming their own departments, separate from those of the traditional marketing and advertising sectors. As more and more users connect to the social network, it stands to reason that social media is becoming the increasingly accepted mode of communication for the Internet audience. The most visited online social network is Facebook, founded in 2004 and with over 600 million users and presence in over 70 countries (Carlson, 2011; Techtree News Staff, 2008). The Facebook site allows users to create a profile of themselves and explore the profiles of Contemporary Management Research 74 others, gaining an insight into others’ lifestyle and interests (Acar & Polonsky, 2007). -
Challenges to Consumer Policy in the Digital Age
www.oecd.org/sti/consumer CHALLENGES www.oecd.org/going-digital TO CONSUMER http://oe.cd/digital-economy-papers POLICY IN THE @OECDInnovation DIGITAL AGE Background Report G20 International Conference on Consumer Policy TOKUSHIMA, JAPAN 5-6 SEPTEMBER 2019 2 CHALLENGES TO CONSUMER POLICY IN THE DIGITAL AGE This report is issued under the responsibility of the Secretary General of the OECD. The opinions expressed and arguments employed herein do not necessarily reflect the official views of OECD member countries or of the G20. This document, as well as any data and any map included herein, are without prejudice to the status of or sovereignty over any territory, to the delimitation of international frontiers and boundaries and to the name of any territory, city or area. The statistical data for Israel are supplied by and under the responsibility of the relevant Israeli authorities. The use of such data by the OECD is without prejudice to the status of the Golan Heights, East Jerusalem and Israeli settlements in the West Bank under the terms of international law. © OECD, 2019 © OECD 2019 CHALLENGES TO CONSUMER POLICY IN THE DIGITAL AGE 3 Foreword The digital transformation that is underway in our economies and societies has provided consumers with a wealth of commercial opportunities while also bringing a number of new and emerging risks. This report provides an overview of selected key benefits and challenges faced by digital consumers, in support of discussions at the G20 International Conference on Consumer Policy in Tokushima, Japan on 5-6 September 2019. It focuses on six issue areas of particular importance to policy makers: adjusting policy to rapidly changing technologies (Chapter 1) strengthening cross-border co-operation (Chapter 2) enhancing the impact of product recalls in the digital age (Chapter 3) dispute resolution and redress and new technologies (Chapter 4) the role of consumer protection agencies in attaining the Sustainable Development Goals (Chapter 5) protecting vulnerable consumers in the digital age (Chapter 6). -
Social Media Strategy Guide Table of Contents
power up your business SOCIAL MEDIA STRATEGY GUIDE TABLE OF CONTENTS 1 Introduction 2 Where are you now? 3 Setting your Objectives 4 Know your Audience 5 Platform Selection 6 Content types by platform 7 Content Planning 8 Measurement and KPIs power up your business INTRODUCTION Social media marketing has matured over the last decade to become an integral part of the marketing mix for both large and small businesses. It can have a significant and measurable impact on your bottom line and – when done well – can be a powerful marketing tool. Whether you are trying to reach a local audience or launching a brand nationwide, social media marketing should be considered as part of your marketing activity. In this guide we will take you through the steps needed to build a social marketing strategy that is appropriate to your audience and achieves your business goals. 3 – Social Media Strategy Guide power up your business Section 1 – Where are you now? SECTION 1 WHERE ARE YOU NOW? The first step in creating a successful and robust social media strategy is to assess your existing social media efforts and that of your competitors. ASSESSING YOUR SOCIAL PRESENCE To assess your presence you must look at the size of your existing audience (if you have one) and how engaged that audience is. Start by asking the following questions: ✔ Which platforms are you on? ✔ How many followers do you have? ✔ How engaged are your users? ✔ How active are you? ✔ What type of content works well? ✔ How many leads has this content generated? WHICH PLATFORMS ARE YOU ON? Where do you have a company profile? Facebook, Twitter, Instagram, LinkedIn HOW MANY FOLLOWERS DO YOU HAVE ON EACH? Overall, how many people follow your Twitter account, like your Facebook page? HOW ENGAGED ARE YOUR FOLLOWERS? Look at your last few posts on each platform and see how many people liked it, commented, retweeted, etc. -
A Longitudinal Study of Complaining Customers' Evaluations of Multiple
Towards A New Model of ‘Customer Compliance’ Service Provision Edward Kasabov and Alex J Warlow KEYWORDS: customer centricity, online services, service recovery, customer (dis)satisfaction 1 Edward Kasabov is an ESRC/EPSRC AIM Research Associate in the Advanced Institute of Management Research (AIM), London, WC1B 5DN. Edward is a also a Leader of RM Group and Senior Lecturer, Coventry University Business School, Coventry, CV1 2DS. email: [email protected]. tel. 0044-7981568528. Alex J Warlow is an Institute of Direct Marketing Fellow and the Director of Noridol Ltd., Wales SA63 4RD. email: [email protected]. tel. 0044-7917147906. 2 ABSTRACT Purpose: In the last 10 years, businesses taking advantage of market deregulation, call-centre, Intranet and Internet technology have broken traditional marketing norms and path dependent customer management practices. These businesses offer substantially lower prices and good customer service. In spite of anecdotal evidence of the high level of service complaints in the press, these businesses are expanding rapidly by growing the market and by taking share from traditional suppliers. Service failure recovery and complaint management are two areas which are extensively re-designed by such businesses. This paper identifies and examines such new practices. The authors suggest that the traditional ‘customer-centricity’ model is being replaced by a ‘customer-compliance business model’ (CCBM) of service provision. This new model and its propositions defy conventional thinking in the areas of service recovery and complaint management. Design/Methodology/Approach: Available data and research are reviewed, in an attempt to understand CCBM. Differences with the customer-centricity model are discussed. -
The Rise of Social Media Marketing: How an Entire Industry Has Transformed
University of Northern Iowa UNI ScholarWorks Honors Program Theses Honors Program 2018 The rise of social media marketing: How an entire industry has transformed Ryan Steven Doser University of Northern Iowa Let us know how access to this document benefits ouy Copyright ©2018 Ryan Doser Follow this and additional works at: https://scholarworks.uni.edu/hpt Recommended Citation Doser, Ryan Steven, "The rise of social media marketing: How an entire industry has transformed" (2018). Honors Program Theses. 313. https://scholarworks.uni.edu/hpt/313 This Open Access Honors Program Thesis is brought to you for free and open access by the Honors Program at UNI ScholarWorks. It has been accepted for inclusion in Honors Program Theses by an authorized administrator of UNI ScholarWorks. For more information, please contact [email protected]. THE RISE OF SOCIAL MEDIA MARKETING: HOW AN ENTIRE INDUSTRY HAS TRANSFORMED A Thesis Submitted In Partial Fulfillment Of the Requirements for the Designation University Honors Ryan Steven Doser University of Northern Iowa May 2018 This Study by: Ryan Doser Entitled: The Rise Of Social Media Marketing: How An Entire Industry Has Transformed has been approved as meeting the thesis or project requirement for the Designation University Honors ______ ______________________________________________________ Date Matthew Wilson, Honors Thesis Advisor ______ ______________________________________________________ Date Dr. Jessica Moon, Director, University Honors Program Doser 1 Purpose With social media continuing to play an integral role in our daily lives, being a marketing major and interning for a digital marketing agency, I have real world experience with social media marketing and have expanded on that knowledge through thesis research. -
Examining Untempered Social Media: Analyzing Cascades of Polarized Conversations
Examining Untempered Social Media: Analyzing Cascades of Polarized Conversations Arunkumar Bagavathi∗, Pedram Bashiri∗, Shannon Reidy, Matthew Phillipsy, Siddharth Krishnan∗ ∗Dept. of Computer Science, y Dept. of Criminal Justice University of North Carolina at Charlotte [email protected], [email protected], [email protected], [email protected], [email protected], Abstract—Online social media, periodically serves as a plat- of online social networks [4] is an effective strategy to recruit form for cascading polarizing topics of conversation. The inherent members, instigate the public, and ultimately culminate in community structure present in online social networks (ho- riots and violence as witnessed recently in Charlottesville and mophily) and the advent of fringe outlets like Gab have created online “echo chambers” that amplify the effects of polarization, Portland. Due to the threat of violence that these groups bring which fuels detrimental behavior. Recently, in October 2018, with them, analyzing the online dynamics of conversations and Gab made headlines when it was revealed that Robert Bowers, interactions in such social media sites is an important problem the individual behind the Pittsburgh Synagogue massacre, was that the research community is trying to address [5], [6]. an active member of this social media site and used it to In this work, using the well-known propagation mechanism express his anti-Semitic views and discuss conspiracy theories. Thus to address the need of automated data-driven analyses of information cascades [7], we demonstrate how polarized of such fringe outlets, this research proposes novel methods to conversations take shape on Gab. By analyzing 34M posts discover topics that are prevalent in Gab and how they cascade and 3.7M cascades built from conversations on Gab, we show within the network. -
Social Media Marketing Presentation
Social Media Marketing Melissa Chang, APR (@Melissa808) Russ Sumida (@ParkRat) presented by Our Background Melissa Chang, APR (@melissa808) 25+ yrs Marketing/PR Experience (7+ yrs self-employed) 15+ yrs Online Community Participant 7+ years as a Social Media Professional 19K+ Followers/135,000+ Updates on Twitter 13K+ Followers/11,300+ Posts on Instagram Russ Sumida (@parkrat) 25 Yrs IT/Bus. Dev. Experience (9+ yrs self-employed) 25+ years Online Community Participant 7+ years as a Social Media Professional 11.5K+ Followers/95,000+ Updates on Twitter 6K+ Followers/6,000+ Posts on Instagram Agenda/Objectives 1. Social Media Overview 2. Tips and Hints 3. Strategies for growing and strengthening your community 4. Tools and best practices 5. Questions I don’t need social media marketing 1. I have been around for hundreds of years and everyone knows me 2. I have an unlimited advertising budget 3. My customers only use the Yellow Pages 4. I know exactly what I am going to promote now and in the future 5. My ideas always work from the start Introduction to Social Media Twitter I’m eating a donut Facebook I like donuts Foursquare Here is where I eat donuts Instagram Look at my donut! Youtube Watch me eat my donut LinkedIn My skills include eating donuts Pinterest My collection of donut recipes Google+ I’m just putting this donut here for better SEO Snapchat Here’s my donut … and now it’s gone. Periscope Watch me eat my donut, live!...and now it’s gone. Personal vs Business Private (locked) vs. Public Company vs. -
Social Media Marketing
Social Media Marketing Small businesses that are considering online marketing strategies will find this booklet useful. This booklet focuses on using social media marketing techniques to advertise your business. You may want to read this booklet in conjunction with other booklets in this series that profile other online marketing strategies. These booklets are entitled: “Increasing Traffic to Your Website Through Search Engine Optimization” and “Successful Online Display Advertising”. What is Social Media Marketing? Social Media Marketing makes use of social media sites to raise visibility on the Internet and to promote “Web 2.0 (or Web 2) is the popular term products and services. Social media sites are useful for advanced Internet technology and for building social (and business) networks, and applications including blogs, wikis, RSS and for exchanging ideas and knowledge. social bookmarking. The expression was originally coined by O’Reilly Media and Social media networking is part of a trend known MediaLive International in 2004, following as Web 2.0, which refers to changes in the way a conference dealing with next-generation users and software developers use the Web. It is a Web concepts and issues”. more collaborative use of the Web that enhances creativity and knowledge exchange. It is a more Source: Whatis.com interactive and user-driven way to help users participate and collaborate over the Web through open applications and services. It is critical, therefore, that content is accessible to the user; the user should Social Media Marketing Techniques be able to create, share, remix, and repurpose content. Some examples of social media marketing Technologies that are accessible and affordable like techniques are: Ajax (a method of building interactive applications for the Web that processes user requests immediately) • Joining relevant online communities and RSS (Really Simple Syndication) support Web 2.0 or social networking sites to help principles such as “user empowerment.” promote your business.