• Title/Summary/Keyword: Social media content

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PR-Management and Branding of Media Channels with the Application of Social Networks

  • Shalman, Tatiana;Dobrianska, Viktoriia;Kokhan, Marianna;Pletsan, Khrystyna;Humenchuk, Anatolii
    • International Journal of Computer Science & Network Security
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    • v.21 no.7
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    • pp.70-76
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    • 2021
  • The relevance of intelligence involves the definition of such communication systems of PR-management and branding of media channels with the use of social networks, which are already implemented in practice by modern representatives of professional PR product. The purpose of the investigation is to determine the system of implementation of technologies of PR-management and branding of media channels with the use of social networks based on a survey of PR and brand of different media channels on the basis of a survey of brand managers and PR. 980 respondents from Ukraine took part in the survey. The survey was conducted on the Google-forms platform. The results outline a list of the most popular social networks and messengers for the implementation of PR management and branding technologies, including Facebook, Twitter, Google, LinkedIn, Tumblr; Telegram, WhatsApp, Viber, Skype. It is determined that the criteria of branding analysis are informativeness, centralization/distribution, content, feedback intensity. Identified 2 prospects for the development of branding in an interactive media environment (creation of a presentation system; integration of websites of social media and companies in universal centers). The criteria of general importance of the factors influencing the behavioral intention of consumers to use social media channels are presented (satisfaction, accessibility, perceived usefulness, trust, ease of use, attitude, social influence, self-efficacy). The meaning of the content of social media channels (public, informational and communication) is indicated. The practical significance of the study was to present the links between the criteria, development prospects and the values of branding factors.

Information Suppression and Projection Strategies Depending on Personality Traits: Using Social media for Impression Management (사용자의 성격에 따른 정보의 통제와 투사 전략: 인상관리를 위한 소셜미디어의 활용)

  • Yun, Haejung;Lee, Hanbyeol;Lee, Choong C.
    • Knowledge Management Research
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    • v.18 no.3
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    • pp.147-162
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    • 2017
  • As social media started to work as important communication tools, social media users have tried to manage their image, identity, and impression through social media. Social media service providers have been interested in providing various functions effectively disclosing users' emotion, such as posting, commenting, and sharing content; on the other hand, relatively few efforts have been made to provide social media functions for information suppression. In this study, therefore, we attempt to examine the relationship between Facebook users' personality and impression management behaviors. Personal traits of users including public self-consciousness, positive self-expression, and honest self-expression were considered as independent variables. Impression management behaviors are composed of two variables, which are suppression and projection. The survey was conducted, targeting 230 Facebook users. The research findings show that public self-consciousness and positive self-expression are positively associated with information suppression while both positive and honest self-expression is positively associated with information projection.

The Influence of Message Frame and Appeal on the Effectiveness of Social Media in Dietary Behavior

  • Lee, Eun-Mi
    • International Journal of Advanced Culture Technology
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    • v.7 no.3
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    • pp.86-91
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    • 2019
  • The goal of this study is to identify how different types of messages can contribute to the effectiveness of social media in healthier dietary behavior. The sample consisted of 160 participants who use social media and participants were randomly assigned to one of the four experimental conditions. The study shows that a positively framed message paired with a health focused message and a negatively framed message paired with a body image focused message exhibit a positive eWOM and message perception. This research offers direction for development of appropriate message types to improve social media effectiveness. Social media marketers and advertisers can develop social media content on healthier dietary behavior.

Social Media Stickiness in the Z Generation: A Study Based on the Uses and Gratifications Theory

  • Saiful Hoque;Md. Alamgir Hossain
    • Journal of Information Science Theory and Practice
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    • v.11 no.4
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    • pp.90-108
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    • 2023
  • The purpose of this study is to investigate how uses and gratifications motivations increase social media stickiness, with a special focus on media engagement as a key mediator. Data were gathered via a survey questionnaire from Bangladeshi Z Generation social media users, which was quantitative in nature. For the analysis of 258 survey samples, structural equation modeling methodology was used. The results show that social media engagement and social media stickiness are positively impacted by uses and gratifications motivations such as social interaction, information, convenience, and entertainment. The study also found evidence of a relationship between uses and gratification motivations and social media stickiness, which is also mediated by emotional attachment. Understanding the motivations and gratifications sought by Z Generation users on social media platforms can help design strategies to enhance engagement and loyalty, ultimately leading to improved user retention and platform success. By identifying and addressing the specific needs and desires of the Z Generation, social media platforms can tailor their features, content, and user experiences to foster a stronger sense of connection and satisfaction, resulting in increased user engagement and prolonged usage.

Online Social Media Review Mining for Living Items with Probabilistic Approach: A Case Study

  • Li, Shuai;Hao, Fei;Kim, Hee-Cheol
    • Smart Media Journal
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    • v.2 no.2
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    • pp.20-27
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    • 2013
  • The concept of social media is top of the agenda for many business executives and decision makers, as well as consultants try to identify ways where companies can make profitable use of applications such as Netflix, Flixster. The social media is playing an increasingly important role as the information sources for customers making product choices etc. With the flourish of Web 2.0 technology, customer reviews are becoming more and more useful and important information resources for people to save their time and energy on purchasing products that they want. This paper proposes the Bayesian Probabilistic Classification algorithm to mine the social media review, and evaluates it by different splits and cross validation mechanism from the real data set. The explored study experimental results show the robustness and effectiveness of proposed approach for mining the social media review.

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Predicting the Unemployment Rate Using Social Media Analysis

  • Ryu, Pum-Mo
    • Journal of Information Processing Systems
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    • v.14 no.4
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    • pp.904-915
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    • 2018
  • We demonstrate how social media content can be used to predict the unemployment rate, a real-world indicator. We present a novel method for predicting the unemployment rate using social media analysis based on natural language processing and statistical modeling. The system collects social media contents including news articles, blogs, and tweets written in Korean, and then extracts data for modeling using part-of-speech tagging and sentiment analysis techniques. The autoregressive integrated moving average with exogenous variables (ARIMAX) and autoregressive with exogenous variables (ARX) models for unemployment rate prediction are fit using the analyzed data. The proposed method quantifies the social moods expressed in social media contents, whereas the existing methods simply present social tendencies. Our model derived a 27.9% improvement in error reduction compared to a Google Index-based model in the mean absolute percentage error metric.

Content and quality of YouTube regarding women's health: a scoping review

  • Jin Hyeon Kim;Hyun Kyoung Kim
    • Women's Health Nursing
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    • v.29 no.3
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    • pp.179-189
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    • 2023
  • Purpose: This scoping review investigated the content and quality of YouTube videos on women's health. Methods: A literature search of the Cochrane Library, PubMed, Embase, CINAHL, ERIC, and RISS databases was performed using the keywords "('youtube'/exp OR youtube OR 'social media'/exp OR 'social media' OR (('social'/exp OR social) AND ('media'/exp OR media))) AND ('female health care' OR (('female'/exp OR female) AND ('health'/exp OR health) AND ('care'/exp OR care)))" from February 21 to 27, 2023. Peer-reviewed analytic studies in English or Korean that focused on women's health using YouTube were included. Results: The review identified 21 articles that covered various themes related to women's health, such as breast cancer, urinary disease, sexual health, pelvic organ prolapse, the human papillomavirus vaccine, Papanikolaou smears, contraception, women's health information during the coronavirus disease 2019 pandemic, obstetric epidural anesthesia, and placenta accreta. However, the overall quality of the content was low, inaccurate, unreliable, and misleading. Conclusion: This scoping review demonstrated that YouTube videos on women's health covered diverse topics, but the quality of the content needed improvement. More reliable and high-quality videos produced by academic institutes and healthcare professionals specializing in women's health are needed for social media to be usable as a reliable source of women's health information. The high number of views and shares received by the videos underscores the importance of providing accurate and reliable information on women's health.

The Influence of Shoppable Content Readability on Consumer Engagement in Brand Pages

  • Woo-Ryeong Yang;Minsoo Shin
    • Asia pacific journal of information systems
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    • v.31 no.2
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    • pp.197-219
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    • 2021
  • Social media platforms have become prominent channels for e-commerce, and the role of social network sites' (SNS) content marketing is expanding as a strategic marketing communication approach to attract and retain consumers and increase sales. In this study, we focused on South Korea market and explored the influence of linguistic complexity and informality on consumer engagement. In particular, we identified the importance of complexity, focusing on its negative effects, as well as the moderating effect of commerce features to minimize these effects. Specifically, content length, hashtags, long words, and average sentence length significantly and negatively impacted consumer engagement. The influence of emojis, an informality variable, was not statistically significant. Shoppable tags, a commerce feature that provides both advertising explicitness and shopping convenience, were a moderating factor in the influence of complexity. Our findings provide new insights for content marketing researchers, and have practical implications for social media managers and content developers.

Remediation of fashion shows through social media (소셜 미디어에 의한 패션쇼의 재매개)

  • Kim, Sejin
    • The Research Journal of the Costume Culture
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    • v.29 no.5
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    • pp.694-705
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    • 2021
  • Forming perceptions and having experiences through digital media is becoming more common than having in-person relationships in digital media environment. This study, which was conducted when Fashion Week transitioned to a digital platform in 2020, focuses on fashion shows that are announced through social media. The purpose of the study is to explore how traditional fashion media change through social media and what their media characteristics are from the perspective of remediation, which has been suggested by Bolter and Grusin (1999) as the logic of change in the new media. The results of the case analysis in this study, based on the definition and logic of remediation outlined through a literature review, are that social media fashion shows are remediated from traditional fashion shows in the manner that they are represented, improved, refashioned, and absorbed. The characteristics of remediation expressed in social-media-based fashion shows were derived from repurposed video content, improved the elements of fashion shows to express the shows in various ways, expanded places within the fashion shows, and decontextualized and visually flattened spatial discontinuity, and from genre transitions and perceptual shifts. Social-media-based fashion shows are becoming a tool to renew the fashion experience and views of fashion and strengthen the authenticity of the brand by interacting with the audience, improving on the spatial limitations of traditional fashion shows, and diversifying fashion presentation methods.

Social Media Marketing Strategy

  • Nam, Jeongjung;Kang, Min Jung
    • International Journal of Internet, Broadcasting and Communication
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    • v.14 no.1
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    • pp.219-223
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    • 2022
  • The Internet can deliver various information and services at the lowest cost without time and space constraints while targeting the world among all existing means of communication. Unlike traditional media such as TV, newspapers, and radio in the past, promotions through mobile environments allow target customers to use two-way low-cost, high-efficiency promotional strategies regardless of time and place. With the development of the Internet, social media has developed into a place to acquire information about favorite companies and their products. Social media greatly contributes to the production of text, photos, videos, and various networks, and has expanded global communication and communication media through the interaction and sharing of various information. In addition, through social media, users can communicate in various ways, reveal themselves, and share and exchange information such as knowledge and personal thoughts. In line with these changes, corporate marketers and sellers are striving to provide consumers with appropriate information more quickly. We aims to find out about social media marketing strategies useful for companies.