• International Journal of Contents
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• v.14 no.4
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• pp.51-56
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• 2018

This study was conducted to explore the relationship between personality characteristics and mood in the selection of media content. Using meta-analysis, this study analyzed past studies regarding media content selection in television program. The results of this research showed that the preference of a given media content would depend on the viewer's mood, personality characteristics and the interaction between personality characteristics and mood states. The secondary data of television programs supported the association.

• Asia pacific journal of information systems
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• v.30 no.3
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• pp.568-589
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• 2020

Recently, Social media has become a concern for businesses, including Small and Medium Enterprises (SMEs). SMEs began to adopt social media to support their performance. To benefit from the application of social media, SMEs must implement the right strategy. This study aims to analyze the factors that influence the use of social media in SMEs. Furthermore, alignment between social media functionalities and strategies and their effect on SME's performance are investigated. A case study is conducted in Gymi, a garment SMEs in East Java, Indonesia. The data collection includes interviews with the owner of SMEs, observations, and document analysis. Data analysis is performed by pattern matching, which matches the patterns from the literature with data from the case study. The results of this study show that cost-effectiveness, interactivity, and compatibility are factors that influence the use of social media in Gymi. The social media used by Gymi are Instagram, Facebook, YouTube, WhatsApp, and LINE. However, the main social media used to support Gymi's functions is Instagram. Gymi has a relatively good social media strategy as it has defined a specific goal, target audience, and channel selection for social media (Instagram). It also has specific resources and policies to handle social media. Gymi monitors and evaluates their social media content activities. These strategies are aligned with the Instagram feature used to support Gymi's function, particularly marketing, sales, customer service, and to some extent, internal operation. The alignment contributes to Gymi's performance measured by the increase in reputation (number of Instagram followers) and sales.

• International Journal of Knowledge Content Development & Technology
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• v.12 no.3
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• pp.7-17
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• 2022

Media improvisation among lecturers in colleges is inevitable because of insufficient media resources for utilization. The study investigated media improvisation in the state -owned colleges of education in the South-West, Nigeria. The study is anchored on Media Richness Theory. Stratified sampling technique was adopted to select 812 lecturers. Media improvisation scale (r = .71) was used for data collection and T-test statistical method was adopted for data analysis. The result showed that there was no significant differences between media improvisation of Art/Social Science and Science lecturers (Crit - t = 1.96, Cal. t = 821, df = 278, p>.05) and that of lecturers in the School of Art/Social Sciences and Vocational/Technical Education (Crit. t = 1.96, Cal. t = .136, df = 276, p>.05). Significant difference did not exit between that of the Schools of Languages and Education (Crit. t = 1.96, Cal. t = 1.946, dif. = 288 p<.05) . It is recommended that media improvisation of lecturers in schools should be encouraged and improved upon.

• The Journal of Information Systems
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• v.30 no.4
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• pp.1-20
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• 2021

Purpose Nowadays, Autonomous Sensory Meridian Response (ASMR) is rapidly growing in popularity and increasingly appearing in marketing. Not even in TV commercial advertisement, ASMR also fast growing in one-person media communication, many brands and social media influencers used ASMR for their marketing contents. The purpose of this study is to measure consumers' perceptions about the products in ASMR marketing content and compare the differences in communication effect of ASMR content creator between product review and how-to in the same Macro tier influencer - the YouTuber that has 10,000-100,000 subscribers. Design/methodology/approach The research methods selected ASMRtist that do product review content and how-to content, Text comments data was collected from 200 videos of tech-device review videos and beauty-fashion videos. A total of 52,833 text comments were analyzed by applying the LDA topic modeling algorithm and social network analysis. Findings Through the result, we can know that ASMR is good at taking attention of viewers with ASMR triggers. In the Tech device reviews field, ASMR viewers also focus on the product like product's performance and purchase. However, there are many topics related to reaction of ASMR sound, trigger, relaxation. In the Beauty-fashion field, viewers' topics mainly focus on the reaction of the ASMR trigger, response to ASMRtist and other topics are talking about makeup - fashion, product, purchase. From LDA result, many ASMR viewers comment that they feel more comfortable when watching the marketing content that uses ASMR. This result has shown that ASMR marketing contents have a good performance in terms of user watching experience, so applying ASMR can take more consumer intention. And the result of social network analysis showed that product review ASMRtist have a higher communication effectiveness than how-to ASMRtist in the same tier. As an influencer marketing strategy, this study provides information to establish an efficient advertising strategy by using influencers that create ASMR content.

• The Journal of Information Systems
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• v.33 no.1
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• pp.159-182
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• 2024

Purpose This study aims to investigate the factors influencing social media users' sharing behaviors of COVID-19 health information. Specifically, we seek to examine the impact of three key antecedents-trust in information source, trust in information content, and trust in social media platform-on users' trust in information quality and determine whether their effects vary between South Korea and China. Design/methodology/approach To fulfill our research objectives, we conducted an online survey across two countries, collecting 408 valid responses (South Korea: N = 201; China: N = 207) for our analysis. We employed Partial Least Squared based Structural Equation Modeling (PLS-SEM) with SmartPLS 4 and performed Exploratory Factor Analysis (EFA) and independent t-tests with SPSS 27. Findings The study revealed that perceived risks significantly inhibit users from sharing health information, highlighting the critical role of trust in countering these effects. We also identified variances in the levels of trust in information content and trust in social media platform between the two countries, which offers fresh perspectives for designing culturally tailored public health communications and interventions.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.35 no.3
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• pp.77-104
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• 2024

The purpose of this study is to propose strategies for social media-based promotion of university archives by investigating the current status and limitations of public relations activities and social media management of university archives. To this end, a literature review, social media content analysis, and in-depth interviews were conducted, and promoting the university archives was proposed in two aspects: content and management. The content aspect was divided into topic selection, content writing, and platform. When it comes to topic selection, first, the topic should encourage the participation of students based on their interests. Second, write a post that catches on trend periodically. Third, the proportion of posts on students' daily lives should be increased. fourth, the freshmen should be provided with useful and practical information about the university. fifth, posts on oral interviews with alumni and activities of individual alumni or alumni associations can strengthen identity and solidarity among alumni. For content writing, tap into students by using mascots and characters, and everyday language familiar to students. YouTube and Instagram are suggested to be utilized as they are mainly used as of 2024 by university archives that manage social media. In terms of management, managing the student ambassador program, getting the idea from University Archives & Records Centers and related institutes, and securing manpower and budget with the support and cooperation of the parent organization are proposed.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.501-511
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• 2020

As more consumers are interested in sustainability issues and evaluate brands based on their social responsibility issues involved, firms are using social media platforms in order to communicate with consumers about Corporate Social Responsibility (CSR) activities. However, the current literature focuses mostly on factors drive engagement of promotional messages, while little evidence was found in the literature on how to design effective CSR messages on social media to engage consumers. Using over 3,000 branded posts on Facebook and Twitter, this research explores factors that help CSR messages become more engaging in social media. The results show that, on average, CSR messages had a negative significant effect on consumer engagement. However, CSR messages became more engaging when designed with emotional appeals, longer texts, and a hashtag. While marginal, CSR messages with informational appeals and humor undermined the effect of CSR messages on engagement. Finally, we explore different types of CSR messages by their beneficiary scope and the role of brands in the message and discuss what message contents drive more engagement in social media. This research contributes to the academic literature and managers by providing new insights on how to design CSR messages for effective communications in social media.

• International Journal of Knowledge Content Development & Technology
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• v.9 no.4
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• pp.7-29
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• 2019

The study was carried out to investigate the influence of demographics and social media use on perceived academic stress of secondary school students in St. Thomas Aquinas College, Akure, Nigeria. This was achieved using five research questions and four null hypotheses. The population of the study consisted of 1,107 students at ISCED level 3, out of which 286 were selected based on the Israel (2003) model for determining sample size. The Ex-Post Facto (EPT) research design of the correlational type was employed to investigate the study while questionnaire was used for data elicitation. Out of the 286 copies distributed, 192 (67% response rate) were retrieved and analyzed using descriptive statistics (frequency, percentage, mean and standard deviation) and inferential statistics (correlation and multiple regression). The findings revealed that there is high frequency of social media use among secondary school students, majorly for meeting new friends and chatting. The perceived academic stress (PAS) of the students was found to be moderate. Of the three demographics considered, only class had significant influence on PAS. Use of social media did not have significantly influence on PAS of the students. When combined, demographics and social media use predicted PAS; and when considered relatively, of the independent variables, only class as an aspect of demographics predicted PAS. Therefore, the authors concluded that PAS of secondary school students is not directly influenced by demographics (except for class) and social media use. Based on the study's conclusion, recommendations were made.

• Journal of Distribution Science
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• v.20 no.5
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• pp.65-74
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• 2022

Purpose: This paper evaluates which characteristics of marketing communication content distributed on social networks impact electronic word-of-mouth (e-WOM). Research design, data, and methodology: Quantitative research was carried out on 637 Vietnamese people aged from 18, who were exposed to marketing communication programs of fashion brands. Preliminary data were analyzed by the reliability of the scale, multivariate regression analysis, and analysis of variance. Results: The research findings have identified the four characteristics of social media content that positively impact e-WOM, including entertainment, interaction, trendiness, and customization. Participants aged 30 and under have a higher appreciation for media content and e-WOM than those from 31 and over. Conclusion: To promote e-WOM, marketing communication content distributed on social networks should focus on the following characteristics: (1) The entertainment of marketing communication content should involve positive emotions, fun, and enjoyment; (2) With interactive content, focus should be placed on discussion and exchange content, content that encourages sharing, and two-way interactive content; (3) For trending marketing communication content, marketers consider communicating brand-related latest information, up-to-date information, and hot discussion topics; and (4) When creating customized content, brands should be interesting, customized (information, product, price), and unique.

• Asia-Pacific Journal of Business
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• v.15 no.2
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• pp.1-22
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• 2024

Purpose - The Chinese fan community includes a significant number of young and middle-aged individuals, playing a crucial role in emotional mobilization and social engagement. In recent years, the impact of Celebrity Pairing or Character Pairing (CP) on Weibo has grown notably, partly due to features like Super Topics and Hot Searches. This phenomenon has enhanced fan engagement, resulting in heightened participation in discussions and interactions on the platform. Our study targets CP fans of movies and television dramas on Weibo and aims to identify the factors that drive their emotional sharing. Design/methodology/approach - The research methodology integrates Self-Determination Theory and Social Sharing of Emotion Theory within the EASI (Emotion, Attachment, and Social Integration) model. This approach aims to uncover how CP fans meet their emotional needs via social media and determine the factors influencing their sharing intentions and behaviours. Data were collected through online surveys, yielding 504 valid responses Findings - The analysis, performed with SPSS and Smart PLS software, reveals that self-determination, interpersonal relationships, and social media tolerance significantly affect fans' intentions to share content. Specifically, intrinsic motivation, driven by self-determination, is a critical factor in CP fans' propensity to share content, highlighting the importance of 'inward socialization.' Additionally, the study finds that external factors, like the social media environment, play a more minor role than internal motivators. Research implications or Originality - This research enhances quantitative research methodologies by identifying intrinsic and extrinsic motivations that satisfy the emotional needs of CP fans. It distinguishes between individual, interpersonal, and collective/social factors as motivational elements, providing insights into the emotional and psychological needs of the Chinese movie and TV drama fan community.