• The Journal of Asian Finance, Economics and Business
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• 제8권1호
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• pp.759-766
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• 2021

In this digital age, all organizational environments force businesses to adopt Information and Communication Technologies (ICT) since these technologies have immense impact on such businesses' competitiveness and productivity. Nonetheless, the productivity and the competitiveness enjoyed by such firms vary depending on the size or the organizations, context of the country; developing or developed, and what kinds of technologies are adopted. This investigation focused on small- and medium-sized enterprises (SMEs) of Eastern province of Sri Lanka where such studies are scanty. The adoption of social media (SM) by SMEs is inclined to change how organizations operate, this calls for an investigation of the elements that impact SMEs to adopt SM and such investigation. Technology-Organization-Environment (TOE) framework was based to understand the factors. Research approach was quantitative approach using questionnaire survey. Data were collected using online form to see 285 valid responses. Structural Equation Modelling was deployed to evaluate the proposed model. Results revealed that Relative Advantage, Compatibility, Complexity, Observability, Competitive Intensity, Bandwagon Pressure, and Competitive Pressure were influencing, while Trialability, Top Management Support, CEO's Innovativeness did not show statistically significant influence on SMEs' social media adoption.

• Journal of Public Diplomacy
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• 제2권1호
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• pp.69-96
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• 2022

How does a public health crisis play into the digital rhetoric of states? As Covid-19 is presenting a situation in which countries need to manage the international environment in a relatively short period, their practices could signal how digitization is going to influence public diplomacy in the longer run. This paper explores state public diplomacy in the context of a public health crisis. It develops a theoretical framework of public diplomacy on social media through how and what states communicated during the first year of the Covid-19 pandemic. Through keyword and hashtag analyses, we identify two patterns. First, states usually regard social media as an instrument for domestic communication rather than public diplomacy. The international impact of messaging has not been prioritized or well-recognized. Social media platforms such as Twitter have global outreach and messaging can be seen by audiences all over the world. Messages intended for the domestic audience could have an international impact. Thus, any communication on digital platforms should consider their public diplomacy outcomes. Second, while social media platforms are claimed to be for networking at different levels, states tend to connect with other states rather than with international organizations during the pandemic. States do not like to mention international organizations like the WHO and the UN on Twitter. Instead, they were either busy dealing with internal problems or cooperating with another state to combat the virus.

• 한국멀티미디어학회논문지
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• 제25권8호
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• pp.1188-1202
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• 2022

This study aims to investigate what communication phenomenon social viewing is associated with, and how satisfaction with using live commerce affects, taking into account that live commerce is a form of content consumption based on social viewing. In particular, social viewing is classified in this study as message production and sharing activities that influence users' satisfaction with live commerce viewing, as well as how two-dimensional social viewing behaviors are associated with users' perception of social presence. Then, the impact of these factors on improving viewing satisfaction is determined. It is also designed to investigate the moderating effect of social presence and viewing satisfaction as a function of the size of users' social networks by taking into account how social viewing affects the degree of social exchange among users. The findings of the analysis are as follows. First, social viewing behaviors. i.e., sharing and production behavior were identified as strong factors that have a direct impact on social presence and viewing satisfaction. Second, social presence plays a moderating role in the relationship between social viewing behavior and viewing satisfaction. Third, the impact of sharing behavior on social presence and viewing satisfaction was greater than the that of production behavior. Fourth, network size (number of followers and followings) had no direct effect on social reality or viewing satisfaction, but it had a moderating effect on the relationship between production behavior and social presence. Based on the findings, the implications and recommendations were discussed.

• International Journal of Contents
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• 제12권3호
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• pp.59-68
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• 2016

This study investigates perceived social presence, perceived interactivity, perceived enjoyment, and perceived trust as antecedents of consumer engagement. We measured the attitudinal and behavioral brand loyalty as consequences of consumer engagement in social media. Our findings suggest that perceptions of social presence, enjoyment, and trust are significantly related to consumer engagement. Conversely, perceived interactivity has no positive influence on consumer engagement. In addition, consumer engagement is found to have a significant impact on both attitudinal and behavioral brand loyalty. The study revealed that, in the modified model, covariance paths among the proposed antecedents of consumer engagement (namely the perceived social presence, interactivity, enjoyment, and trust) are statistically significant. In this paper, we also discuss limitations of the study and future research.

• Asia pacific journal of information systems
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• 제25권2호
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• pp.403-422
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• 2015

Social media websites have continued to proliferate, and the way in which people stay connected has also evolved. The issue of user loyalty a website remains crucial given that the competition is severe. Websites need loyal users who continue to use their sites to survive and be successful. In this research, we applied self-regulation framework to investigate the factors leading to user loyalty to a social media site. In particular, the role of sense of belonging, which is a common emotional reaction to a social media site, is examined. A survey of users in a popular social media site in Taiwan was conducted. Results show that both sense of belonging and service quality have direct effect on loyalty, whereas trust affects loyalty indirectly by fostering a sense of belonging. Service quality affects loyalty through trust and sense of belonging. Notably, trust has insignificant effect on loyalty as originally proposed. Users are then classified into two groups, namely, heavy and light users, based on their usage. Among light users, service quality has no direct effect on loyalty. Therefore, sense of belonging has sole direct impact on loyalty. Both service quality and sense of belonging contribute to loyalty in users who spend more time online. Implications of this study are also discussed.

• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.219-230
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• 2022

The goal of this research is to look into the relationship between social media marketing activities and brand attachment in the online marketing business, based on the indirect effect of perceived value and self-brand connections. For this reason, the study has used self-administered questionnaires to collect the data from 425 males from the major cities of Pakistan including Islamabad, Karachi, Lahore, and Sialkot. Furthermore, based on the PLS-SEM technique the empirical findings show that social media marketing activities positively affect perceived value, self-brand connections, and brand attachment. Perceived value has a significant positive impact on brand attachment and mediates the influence of social media marketing activities on brand attachment. In addition to this, self-brand connections have a positive effect on brand attachment, and self-brand connections mediate the relationship between them. Thus, firms employing social media marketing activities successfully in their branding build upon a positive perception of the brand in the customer's mind resulting in customer attachment with the brand. This study can assist the e-commerce managers and brand managers in building strong customer attachment via perceived value and self-brand connections.

• Asian Journal of Innovation and Policy
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• 제11권2호
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• pp.202-221
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• 2022

The media has depicted an abrupt socio-technological change in the Republic of Korea with the 4th Industrial Revolution. Because technologies cannot realize their potential without social acceptance, studying conflicts incurred by such a change is imperative. However, little literature has focused on conflicts caused by technologies. Therefore, the current study investigated media coverage regarding conflicts related to the 4th Industrial Revolution from 2016 to 2020 in the Republic of Korea, applying text-mining techniques. We found that the overall amount and coverage pattern conforms to the issue attention cycle. Also, the three major topics ("SMEs & Startups," "Mobility Conflict," and "Human & Technology") indicate quarrels between conflicting social entities. Moreover, the temporal change in media coverage implies the political use of the term rather than technological. However, we also found the media's deliberative discussion on the socio-technological impact. This study is significant because we expanded the discussion on media coverage of technologies to the realm of social conflicts. Furthermore, we explored the news articles of the recent five years with a text-mining approach that enhanced the objectivity of the research.

• Archives of Plastic Surgery
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• 제48권1호
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• pp.107-113
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• 2021

Background Applicants to integrated plastic and reconstructive surgery (PRS) residency in the United States spend exorbitant amounts of time and money throughout the interview process. Outside of first-hand experience through a visiting rotation, applicants utilize various resources in learning about a program. Today's applicants are "Millennials," the demographic cohort raised during the information age and proficient with digital technology. The authors evaluated whether programs have a presence on social media, and whether applicants are following these accounts. Methods An online survey was sent to applicants to a single integrated plastic surgery program evaluating basic demographics, social media utilization, and sources of information accessed throughout the residency application process. A manual search of popular social media platforms (Instagram, Facebook, and Twitter) was performed in October 2019. Accounts affiliated with integrated PRS programs were identified and analyzed. Results Eighty-four of 222 applicants (37.8%) completed the survey. Ninety-six percent of applicants were within the Millennial demographic. Ninety-six percent of applicants had some form of social media presence, with Facebook (90%) and Instagram (87%) being the most popular platforms. Seventy-three percent of applicants reported following a PRS residency social media account. As of October 2019, 59 integrated residency programs (73%) have active Instagram accounts. Conclusions Applicants still rely on the program website when researching potential residencies, but social media is being rapidly adopted by programs. Program social media accounts should be used as a dynamic form of communication to better inform applicants of program strengths and weaknesses.

• 치위생과학회지
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• 제21권4호
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• pp.260-266
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• 2021

Background: The purpose of the study was to evaluate the relationship and route of dental Social Media marketing by age group and support effective dental marketingy by age group. Methods: A study was conducted on 265 people, aged 20 to 64 years, who lived in Seoul, Gyeonggi area and regularly used one or more of the social media platforms, Naver Band, Facebook, Instagram, KakaoStory, Twitter, or YouTube more than once a day. A 27-question questionnaire survey of approximately 10 minutes was conducted, and the collected data was statistically analyzed using the PASW program, with the significane level set to 0.05. Results: "Introduction of acquaintances" was the most common route to visit the dentist. Regarding the use of social media platforms based on age group, 'Instagram' had the highest frequency among people belonging to the age groups of 20 to 29 years and 30 to 39 years; 'YouTube' had the highest frequency among those aged 40 to 49 years; and 'Naver Band' had the highest frequency among those aged 50 to 65 years. Conclusion: The most frequently used social media by consumers according to age included Facebook, YouTube, and Instagram. However, social media was found to have no significant impact on the choice of dental institutions, as the number of people who visited the dentist through "Introduction of acquaintances" was the highest, and "Introduction of acquaintances" did not have experience accessing the dentist site after dental marketing. If this study could provide customized marketing information for each age group through social media, it is expected that the marketing effect of dental institutions through social media would be maximized in the future.

• Asia Marketing Journal
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• 제25권4호
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• pp.173-193
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• 2024

This study adopts organismic integration theory (OIT) to classify and contrast the predominant roles of five motivations (i.e., economic incentives, self-presentation, information acquisition, altruism, and enjoyment) in fostering three levels of behavioral engagement on brand-related social media content. This study further examines the moderating effect of personality (thinkers vs. feelers) on these relationships. The results of PLS-SEM reveal the greater impact of autonomous motivations on content consumption (enjoyment and information acquisition) and content contribution and creation (altruism and information acquisition), compared with controlled motivations (self-presentation and economic incentives). This study also finds that thinkers mostly engage on brand-related content for information acquisition and economic incentives, whereas feelers are mostly driven by enjoyment for content consumption and by altruism for content contribution and creation. This study addresses the inconsistency in prior research findings and provides practical implications to social media marketers.