The Effects of Content Likeability, Content Credibility
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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. -
Opportunities and Challenges for Standardization in Mobile Social Networks
Opportunities and Challenges for Standardization in Mobile Social Networks Laurent-Walter Goix, Telecom Italia [email protected] Bryan Sullivan, AT&T [email protected] Abstract This paper describes the opportunities and challenges related to the standardization of interoperable “Mobile Social Networks”. Challenges addressed include the effect of social networks on resource usage, the need for social network federation, and the needs for a standards context. The concept of Mobile Federated Social Networks as defined in the OMA SNEW specification is introduced as an approach to some of these challenges. Further specific needs and opportunities in standards and developer support for mobile social apps are described, including potentially further work in support of regulatory requirements. Finally, we conclude that a common standard is needed for making mobile social networks interoperable, while addressing privacy concerns from users & institutions as well as the differentiations of service providers. 1 INTRODUCTION Online Social Networks (OSN) are dominated by Walled Gardens that have attracted users by offering new paradigms of communication / content exchange that better fit their modern lifestyle. Issues are emerging related to data ownership, privacy and identity management and some institutions such as the European Commission have started to provide measures for controlling this. The impressive access to OSN from ever smarter mobile devices, as well as the growth of mobile- specific SN services (e.g. WhatsApp) have further stimulated the mobile industry that is already starving for new attractive services (RCS 1). In this context OMA 2 as mobile industry forum has recently promoted the SNEW specifications that can leverage network services such as user identity and native interoperability of mobile networks (the approach promoted by “federated social networks”). -
Introduction to Social Networks a Guide to Getting Started on Social Media Guide to Getting Started on Social Networks
Introduction to Social Networks A Guide to Getting Started on Social Media Guide to Getting Started on Social Networks Getting Started Facebook With a growing number of social networks, it can Facebook has become the largest social network in be difficult to determine where businesses should the world with over 1 billion users. Facebook users put their attention and resources. As as each social come from every demographic, using the popular network is different, they each require their own network to share content with their family, friends content and engagement strategies for their unique and coworkers. audiences With the roll out of Pages, Facebook has become In order to grow their social media presence, instrumental to businesses as more and more are businesses need to know how to leverage each of using Pages to maximize their marketing value and these popular social networks to better connect with customer engagement. customers and prospects. When using Facebook Pages, consider the To get started with social networks, businesses following: should understand the following: • Facebook Pages can help create awareness, • What today’s most popular social networks are generate excitement for campaigns and keep the conversation going with your customers • How the top social networks are used for business • Facebook Pages can act as a hub for customers, vendors and even employees to communicate • How businesses are interacting with customers with businesses through these networks • Facebook Pages can be used as an avenue for customer service and product feedback Use case Mountain Equipment Coop has just launched a new line of camping gear, so they post a photo on their Facebook Page. -
Privacy Considerations for Secure Identification in Social Wireless
Privacy considerations for secure identification in social wireless networks Master’s degree thesis ELENA KOZHEMYAK Academic supervisor: Sonja Buchegger, KTH External supervisor: Christian Gehrmann, SICS Examiner: Johan Håstad, KTH September 2011 iii Abstract This thesis focuses on privacy aspects of identification and key exchange schemes for mobile social networks. In particular, we consider identification schemes that combine wide area mobile communication with short range com- munication such as Bluetooth, WiFi. The goal of the thesis is to identify possi- ble security threats to personal information of users and to define a framework of security and privacy requirements in the context of mobile social networking. The main focus of the work is on security in closed groups and the procedures of secure registration, identification and invitation of users in mobile social net- works. The thesis includes an evaluation of the proposed identification and key exchange schemes and a proposal for a series of modifications that augments its privacy-preserving capabilities. The ultimate design provides secure and ef- fective identity management in the context of, and in respect to, the protection of user identity privacy in mobile social networks. Keywords: mobile social networks, identity privacy, identity management, pseudonyms. iv Sammanfattning Det här examensarbetet handlar om personlig integritet, identifiering och nyckelutbyte i mobila sociala nätverk. Speciellt adresserar vi dessa aspekter för system som kombinerar mobil kommunikation med kort räckviddskommunika- tion som Bluetooth och WiFi. Målet med detta arbete är att identifiera möjliga säkerhetshot mot användarinformation och att ta fram ett ramverk för säkerhet och krav på personlig integritet i mobila sociala nätverk. Tyngdpunkten i ar- betet ligger på säkerhet i slutna grupper och förfaranden för säker registrering, identifiering och inbjudan av användare i mobila sociala nätverk. -
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). -
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. -
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. -
Looc: a Cyber-Physical Social Network on Android Platforms
LOOC: A CYBER-PHYSICAL SOCIAL NETWORK ON ANDROID PLATFORMS By CARMEN PATRICIA AYERDIS ESPINOZA Bachelor of Computer Systems Universidad Católica Managua, Nicaragua 2000 Submitted to the Faculty of the Graduate College of the Oklahoma State University in partial fulfillment of the requirements for the Degree of MASTER OF SCIENCE December, 2010 LOOC: A CYBER-PHYSICAL SOCIAL NETWORK ON ANDROID PLATFORMS Thesis Approved: Dr. Xiaolin Li Thesis Adviser Dr. Subhash Kak Dr. Blayne Mayfield Dr. Mark E. Payton Dean of the Graduate College ii ACKNOWLEDGMENTS I would love to express my gratitude to all the people who support me during this amazing two years. I am very grateful with Fulbright Fellowship for this life experience. Also, my thanks go to Dr. Li for the opportunity to work with him and be part of his amazing team of students. It was such an exciting experience to be part of the computer science family at Oklahoma State University. I have never met such a faculty so excited to teach their students how to be better and more dedicated. Special thanks to the wonderful family God gave me. My gratitude goes to my baby brother Jose Luis for being such a wonderful source of inspiration. Thanks to God for giving me the best American sister I could possible ask, Stacey Bridges who welcomed in her house and her life. Thanks to Noah Paul Evans for making me smile during this year. While studying in OSU I met amazing people and friends….Thanks to everybody who supports me. Finally, to my dad Dr. Guillermo Ayerdis thanks, you were right…… this country is an amazing one and I still miss you. -
A Mobile Social Network on ESP: an Egocentric Social Platform
A Mobile Social Network on ESP: an Egocentric Social Platform T. J. Purtell Ian Vo Monica S. Lam Computer Science Department Stanford University Stanford CA 94305, USA ftpurtell,ianvo,[email protected] Abstract. Social networks today are social intranets: the entire social graph and all the information communicated is accessible to and mon- etizable by the social network provider. The trend is for a monopoly to emerge that owns the world's social graph, which not only puts user privacy at risk, but threatens competition and innovation as well. This paper proposes an open system called the Egocentric Social Plat- form (ESP), leveraging on Identity-Based Cryptography (IBC), that en- ables users to easily communicate securely on their mobile phones with their existing identities using their local address book as a sliver of the distributed social graph. This system is integrated into the Musubi social app platform that enables users to share text and photos, play games, all without a central third-party intermediating all communication. 1 Introduction The prevalent way to create social applications today is to use Facebook connect, which provides apps with an instant social network of almost a billion users. Apps can write to friends' walls to help make the apps viral; apps can invite friends to join in multi-player games. This service comes with a nontrivial price tag, however, as Facebook demands 30% of the revenues of all purchases through Facebook apps. A case in point is that Zynga reported a loss of 95% of their profit in one quarter partially as a result [21]. -
Plagiat Merupakan Tindakan Tidak Terpuji Plagiat Merupakan Tindakan Tidak Terpuji
PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI A STUDY OF LEETSPEAK AMONG YOUNG HISPANIC AMERICANS IN MOCOSPACE MOBILE SOCIAL NETWORK A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education By Leo Bayu Kusuma Student Number: 081214111 ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2014 PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI A STUDY OF LEETSPEAK AMONG YOUNG HISPANIC AMERICANS IN MOCOSPACE MOBILE SOCIAL NETWORK A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education By Leo Bayu Kusuma Student Number: 081214111 ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2014 i PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI ii PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI iv PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI v PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI ABSTRACT Kusuma, Leo Bayu. (2014). A Study of Leetspeak among Young Hispanic Americans