Table 2
Topics Studied Most Frequently in Published Social-Media-Related Research Articles from 1997 to 2010
Source publication
Drawing upon the social media phenomena in both practical and academic arenas, this study explored patterns and trends of social media research over the past fourteen years across four disciplines. Findings exhibit a definite increasing number of social-media-related studies. This indicates that social media have gained incremental attention among...
Context in source publication
Context 1
... of published social-media-related research articles from 1997 to 2010 by discipline why people use social media or evaluated users' perceptions or attitudes toward social media. Other popular topics included "social media as either mass or personal communication tools" (22.2%) 38 and "social (i.e., race, gender, etc.) or political (i.e., political candidates, campaigns, etc.) issues regarding social media" (17.9%) 39 (see Table 2). ...
Citations
... Social media content has been effectively utilized in research across various domains (Snelson, 2016) that include healthcare (Jones et al, 2013), information systems (Kalampokis et al, 2013), education (Dhir et al, 2013), marketing (Khang et al, 2012) etc. There are several directions of research when trying to model brand perception. ...
Social networking sites provide a platform for individuals to express their opinions publicly. Brand managers actively use these platforms to gain insights into brand perceptions, as users often share their views on products and services. In this study, we use sentiment analysis to assess customer sentiment towards five leading automobile brands, analyzing text content shared on Twitter. The research models the 'Brand Polarity Score', which indicates whether customers perceive the brand positively or negatively. This score is further weighted based on the tweet's influence, characterized by the engagement metrics of the tweet and the author's follower count. We also demonstrate how this brand polarity score can effectively communicate near real-time brand positioning, providing a valuable tool for monitoring brand sentiment over time. The proposed Brand Polarity Score (BPS) not only gauges brand perception but also serves as a reliable tool for progressive and competitive analyses, contributing to a comprehensive understanding of brand dynamics. Qualitative and quantitative analyses are performed to validate the robustness of the proposed BPS system.
... Firms create digital organizational identities using micro-communication, which is understood as the interactive dissemination of information using ICT. This process is characterized by short messages and interactivity, unlike traditional mass communication, which omits messages or ideas deemed unsuitable for the public (Khang et al., 2012). The content of the micro-message can be a paragraph, photo, or video in various forms. ...
Firms' activity on social media may enhance stakeholder engagement and improved communication between firms and their customers through dialogue and interaction. This study fills the information gap related to organizational identity in the digital age, using a mixed-methods approach to explore organizational identity in the digital environment in order to address the paper's research question: How do firms develop their digital identities through social media? Micro-interactions on social media were used to analyze corporate identity at a macro level. Ten firms were chosen randomly from a purposefully selected dataset which included the largest enterprises operating in Poland. The firms had communicated with stakeholders through 113,236 posts collected between January 1st and December 31st, 2021. Considerable differences can be observed in the ways in which corporations communicate with different external stakeholders through social media. The most variance in social media micro-interactions can be seen across four dimensions: control, direction, values, and consciousness. Consumer interaction is confined to quick micro-interactions, disregarding other more permanent factors.
... The growing interest in social media influencer marketing has drawn significant attention from both researchers and industry professionals. This heightened interest underscores the importance of gaining a comprehensive understanding of this phenomenon (Khang, Ki, Ye, & Quarterly, 2012). Such an understanding is crucial for advancing academic knowledge and improving marketing practices. ...
This study explores the dynamic realm of influencer marketing, a transformative force in contemporary digital marketing. Influencer marketing harnesses the power of social media influencers (SMIs) to endorse products, services, or causes, reshaping the consumer-brand relationship. Despite extensive research in this field, a critical aspect remains underexplored: the factors and processes influencing follower engagement. The study utilizes a qualitative research approach, employing triangulation to synthesize existing literature and conduct focus group discussions. This study introduces an integrative framework encompassing "Influencer Content Characteristics," "Source Characteristics," and "Psychological Characteristics." These dimensions shed light on the multifaceted influencer marketing landscape, providing insights into how influencers shape trust, connections, and persuasive impact. The study offers a deeper understanding of follower engagement, empowering marketers to craft more effective influencer strategies in the ever-evolving digital sphere. As the global influencer marketing industry continues its meteoric rise, this research becomes increasingly pertinent, forecasting a promising future for influencer marketing's role in brand engagement and consumer decision-making.
... African countries, which make up a large portion of the least developed countries globally, have also witnessed rapid rise in the use of social media, with businesses now aiming to tap into this market [23]. The increased use of social media has attracted the interest of scholars with increased number of journals being published to discuss the use of social media in marketing [25]. These journals provide adequate information on the best ways to market products using social media hence guiding businesses effectively. ...
Social media marketing strategies contribute to increasing the brand awareness of businesses. However, they have not always fully exploited the creativity and innovative capacities of the strategy due to unawareness of the best tools to utilize in modern technology. Notably, some organizations also fail to recognize the benefits of social networks. The internet has exposed numerous opportunities, such as online marketing that utilizes advertisement mechanisms like the podcast, blogs, and social media to reach their target audiences. However, the internet allows users to interact and create communities, facilitating the exchange and discussion of knowledge. Famous social media networks include youtube, Facebook, and Twitter. However, the advancing social media development has contributed to the emergence of new platforms such as Tiktok. Analysts measure their popularity based on the level of activities the platform offers its users. As a result, modern social networks facilitate more effective than traditional networks since they promote global interactions by overcoming geographical barriers. Currently, only a few organizations use social networking in various sectors, but this literature identifies numerous strategies that every organization should utilize to promote its brand. This article intends to discuss the best social media marketing strategies, their benefits, and challenges and provide insights about the emerging trends and application of modern technology such as Artificial Intelligence (AI) and chatbots in marketing. The first part of the review introduces the topic, while the subsequent sections address the marketing strategies such as image appeal and content. The challenges section addresses the problems that accompany the strategies. The emerging technology and trends cover the modern aspects that dominate online marketing, such as chatbots, artificial intelligence, and short videos. The discussion relies on numerous relevant literature articles exploring the aforementioned social media marketing issues.
... The technology acceptance model conceptualized by Davis [9] was applied to our conceptual framework, as the technology acceptance model is one of the most powerful models to explain an individual's adoption of SNS. [10] The technology acceptance model suggests that behavioral intention to use new technology is affected by perceived usefulness and perceived ease of use. [11] Perceived usefulness is the user's beliefs about how useful a piece of technology is in achieving a certain goal. ...
Introduction: Using social networking sites (SNS) is an effective way to improve senior citizens' quality of life (QOL). However, SNS usage among senior citizens is relatively low compared to the younger generation. Accordingly, this study aims to identify the factors associated with SNS usage among senior citizens and its relationship with QOL. A conceptual framework combining the technology acceptance model and the subjective norm was proposed. Methods: Purposive sampling and cross-sectional survey methods were used to recruit 214 senior citizens. Results: The results supported the predictions: perceived ease of use, perceived usefulness, and subjective norms are positively associated with intention to use SNS, and intention to use SNS mediates the effects of these predictors on SNS usage. Besides, SNS usage is positively associated with QOL. Conclusion: Based on the findings, promoting SNS usage among senior citizens should include an SNS that is easier for them and a program to encourage their significant others to use SNS with senior citizens.
... It is becoming increasingly attractive because of its massive power of communication and its usefulness in building stable and long-term relationships between customers and businesses. Khang et al. (2012) find that studies in advertising and public relations have mainly concentrated on the uses and users of social media, followed by the effects of social media. Xu (2020) suggests that social media plays an essential role in both the amplification and attenuation of crises and agues that when studying crisis communication, the researchers pay more intention to the use of social media as a critical variable or context to elevation how organizations use social media during a crisis and the impact of stakeholders' use of social media during a crisis. ...
This study uses a real crisis with a fictitious name to protect real company reputation, to conduct an online survey to collage 230 participants' opinions on examining the relationship between social media, crisis responsibility, trust, and behavioral intentions of stakeholders in crisis communication. The finding proposes that trust positively affects behavioral intention in crisis communication; when the public trusts the corporate in crisis, they are likely to buy products, continue to buy products, and the likelihood of recommending the corporate to friends. Positive social media engagement leads to a more positive effect on behavioral intentions in crisis communication. The positive social media engagement (etc., positive likes, shares, and leave positive comments) with the mortification and corrective actions are used for recovering from service failures on social media and can positively affect trust. Positive social media engagement can reduce crisis responsibility. Crisis responsibility has a negative effect on trust, which various studies have not mentioned. The research results have important implications for the intersection of social media theory, trust theory, and the theory of planned behaviors in the condition of crisis communication when previous studies have only focused on partial studies of relationships and under normal conditions. Research results are meaningful for organizations to direct crisis communication when a crisis occurs.
... The increasingly widespread use and abuse of digital technologies for communication purposes by organizations, their stakeholders and wider society has led to a plethora of academic communication studies examining the nexus between digital technologies and communication approaches, processes and practices. As society and the organizations within them gradually come to terms with the ubiquitous nature of digital technology in our everyday lives, the rate at which we are studying and thus trying to (Kim et al., 2010;Sommerfeldt et al., 2012;Yaxley, 2012;Huang et al., 2017;Zhou & Xu, 2022), online public relations (Kitchen & Panopoulos, 2010; and Internet-related public relations (Khang et al., 2012; Unfortunately, like other professions and fields of study, corporate communication practitioners and scholars tend to rather loosely refer to these terms. Indeed, digitization and digitalization are sometimes used synonymously despite having different meanings. ...
... Research Topic. Research topic indicates the prominent theme or subject of an article (Khang et al., 2012) and was qualitatively analyzed following Miles et al.'s (2018) guidelines. Two researchers independently read through all the articles in the sample, took notes on research themes through an iterative interpretation process, and met to compare and discuss notes to identify prominent research topics. ...
Considering the globalization of corporate social responsibility (CSR), China has become an important and distinctive market for CSR practice and research. Communication, as a fast-growing subfield of CSR research, has made substantial contributions to the theorization of CSR yet has been dominated by Western contexts. To provide a contextualized view of CSR communication, this study systematically examined the 88 articles of CSR communication research published in peer-reviewed journals with a focus on the Chinese context. Findings revealed the unique characteristics of Chinese CSR and the status of Chinese CSR communication literature in terms of publication trend, authorship/institution, RQ/Hypothesis, research topics, research context, theoretical frameworks, and methodological approaches. In addition, this study identified gaps in the current Chinese CSR communication research. It offered directions for future development regarding strengthening conceptual development, innovating methodological approaches, and expanding research topics and scopes.
... A number of other studies (e.g. Choi and Chung, 2012;El-Haddadeh et al., 2012;Khang et al., 2012;Lennon et al., 2012;Ernst et al., 2013;Rauniar et al., 2014;Teo, 2016) also used and tested TAM in di®erent aspects of online social networking (OSNs) adoption. A systematic literature review on TAM within the setting of online social media con¯rmed TAM as the most prominent TAM in IT research as well as user's adoption of social media (Wirtz and G€ ottel, 2016). ...
Online social networks (OSNs) are a terrifically emerging platform for information dissemination around the world. Like other settings, acceptance and adoption of OSNs among the individual capital market investors are extensive. The study developed a conceptual model for behavioural finance integrating a technology acceptance model (TAM) and valence framework from the information systems and marketing disciplines, respectively. The integrated model added some persuasive constructs from social capital and diffusion innovation theory with a view to explore the key factors swaying investors’ intention to adopt and use the OSN’s services. By using an online and offline structured questionnaire, 510 data were collected from individual capital market investors in Bangladesh. Structural Equation Modelling (SEM) was used for data analysis. The study determined that the proposed integrated model with additional constructs outperformed other models. Perceived usefulness (PU), perceived enjoyment (PE), trust and personal innovativeness in IT (PIIT) had a substantial sway on the investor’s intention to use OSNs. Hedonic value is more robust predictor of intention to use OSNs than utilitarian value. Intention to use properly mediated the relationships and had strong significant impact on investor’s investment decision. But perceived ease of use (PEOU) and perceived risk had no direct significant effect on intention to use. PEOU had significant impact on intention to use through PU and PE. Gender moderated the relationships of different constructs with the intention to use OSNs for investment decisions in the capital market. It contributes knowledge by including the integration of different models in stock market perspectives and the inclusion of technological aspect in the behavioural finance literature. The findings of the study will also succor different firms and regulatory authorities to adopt OSNs as an information dissemination platform.
... The research results show that the number of research related to social media has increased significantly, which indicates that scholars are paying more and more attention to the impact of social media in recent years. At the same time, the growth of the use and influence of new media has also affected the attention of scholars, who want to keep up with the development of society [9]. ...
In this study, the author first analyzes the market situation of advanced online video websites, and is interested in three important video websites: Bilibili, YouTube, and Netflix. He hopes to explore whether they are worth investing by analyzing the financial data of these three companies. By comparing the data of these three companies, this research shows that the market value of BiliBili's equity and debt is relatively low compared with YouTube and Netflix. YouTube's equity beta is significantly lower than that of BiliBili and Netflix, which indicates that its stock is not very sensitive to market fluctuations. Netflix and WACC have the lowest commercial risk among the three companies. YouTube has the highest expected return on all equity, and BiliBili's business model is the same as YouTube. However, due to China's immature system and relatively strict censorship system, its profitability is still very different from that of Youtube. For investors, Netflix is the company with the most stable returns, while YouTube is the company with the highest returns. Since BiliBili was established late, it still needs time to improve and adjust itself to achieve a more stable business model. Whether it is worth investing requires investors to further observe the changes in the market.
