Eva Lahuerta-Otero, Rebeca Cordero-Gutiérrez and Fernando De la Prieta-Pintado
Due to the size and importance of social media, user-generated content analysis is becoming a key factor for companies and brands across the world. By using Twitter messages’…
Abstract
Purpose
Due to the size and importance of social media, user-generated content analysis is becoming a key factor for companies and brands across the world. By using Twitter messages’ content, the purpose of this paper is to identify which elements of the messages enable tweet diffusion and facilitate eWOM.
Design/methodology/approach
In total, 30,082 tweets collected from 10,120 Twitter users were classified based on four assorted brands. By comparing with multiple regression techniques high vs low purchase involvement and hedonic vs utilitarian products and using the theory of heuristic-systematic processing of information, the authors examine the causes of tweet diffusion.
Findings
The authors illustrate how the elements of a tweet (hashtags, mentions, links, sentiment or tweet length) influence its diffusion and popularity.
Research limitations/implications
This study validated the use of information processing theories in the social media field. The study showed a picture on how different Twitter elements influence eWOM and message diffusion under several purchase involvement situations.
Practical implications
The results of this study can help social media brand community managers of all types of companies on how to write their Twitter messages to obtain greater dissemination and popularity.
Originality/value
The study offers a unique deep brand analysis which helps brands and companies to understand their social media popularity in detail. Depending on product category, companies can achieve maximum social impact on Twitter by focusing on the interactivity items that will work best for their products or brands.
Details
Keywords
Rebeca Cordero-Gutiérrez and Libia Santos-Requejo
The purpose of this paper is to analyze the underlying differences in the intention to participate in online commercial experiments through the social network considering users’…
Abstract
Purpose
The purpose of this paper is to analyze the underlying differences in the intention to participate in online commercial experiments through the social network considering users’ gender and age.
Design/methodology/approach
The model of this paper uses two relevant variables, trust and attitude, to test the behavioral intention. There were 269 data sets from social network’s users. Factorial analysis and linear regression were used in the analysis of the data obtained to investigate the differences in gender and age in the intention to participate in online commercial experiments.
Findings
The results of this paper show that there exist differences among women and men, and among youthers and adults. Women and youthers are the most desirable groups to conduct commercial experiments through social networks.
Research limitations/implications
From the point of view of the academics, this paper increases the knowledge of social network’s possibilities as a marketing tool.
Practical implications
This study and its conclusions are relevant for entrepreneurs in any field who want to reach their customers through a horizontal social network because they can improve the online experiments’ profit. Entrepreneurs can know and understand their customers better, taking into account their wishes, tastes and interests through when participating in a commercial experiment.
Originality/value
This paper describes the possibilities that social networks like Facebook offer entrepreneurs to know the intention of users to participate in an online commercial experiment. Moreover, the differences in gender and age allow in adapting the contents of the online commercial experiments to get better results. In addition, this research contributes to the investigation in the possibilities of social networks as marketing tools.
Details
Keywords
Rebeca Cordero-Gutiérrez and Eva Lahuerta-Otero
The purpose of this study is to examine the different results and the level of success obtained with advertising campaigns developed on Facebook to promote postgraduate programs…
Abstract
Purpose
The purpose of this study is to examine the different results and the level of success obtained with advertising campaigns developed on Facebook to promote postgraduate programs to create awareness and engagement.
Design/methodology/approach
This study combined the data envelopment analysis technique to measure advertising efficiency with multidimensional scaling (MDS) representation, thus offering alternatives for practitioners and organizations on how to evaluate social advertising performance.
Findings
Investments on social paid advertising are an affordable and effective way both to promote postgraduate programs and create engagement with prospective students. Facebook advertisements maximize visibility, which improves social and online positioning and encourages student recruitment.
Practical implications
Higher education institutions can efficiently promote their programs with a minimal social investment contributing to dissemination and engagement. Compared to other forms of traditional or digital advertising, social media ads can be efficient and affordable with wider segmentation and targeting options. Moreover, results are immediate and measurable and campaigns can be instantly modified to better suit the audience’s requirements.
Originality/value
This study is unique as it offers a new, alternative way of measuring efficiency, in addition to the classic ratios of payment models in digital advertising that combine clicks and impressions, on a sector where there are few empirical studies. Moreover, it can be easily applied to many other sectors in public and private organizations.
Propósito
El objetivo de esta investigación es examinar los diferentes resultados y el nivel de éxito obtenido con las campañas publicitarias desarrolladas en Facebook para promover programas de postgrado que aumenten la notoriedad y la participación de los mismos.
Diseño/método/enfoque
Combinamos la técnica de análisis de envolvente de datos (DEA) para medir la eficiencia de la publicidad con la representación de escalado multidimensional (MDS), ofreciendo alternativas tanto a profesionales como a organizaciones sobre cómo evaluar el rendimiento de la publicidad social.
Hallazgos
Las inversiones en publicidad social pagada son una forma asequible y efectiva tanto para promover programas de postgrado como para crear un compromiso con los posibles estudiantes. Los anuncios en Facebook maximizan la visibilidad, lo que también mejora el posicionamiento social y en línea, fomentando la captación de estudiantes.
Implicaciones prácticas
Las instituciones de educación superior pueden promover eficazmente sus programas con una inversión social mínima que contribuya a la difusión y el engagement. En comparación con otras formas de publicidad tradicional o digital, los anuncios de los medios sociales pueden ser eficientes y asequibles, con una segmentación y opciones de orientación más amplias. Además, los resultados son inmediatos y cuantificables y las campañas pueden modificarse instantáneamente para adaptarse mejor a las necesidades del público objetivo.
Originalidad/valor
Esta investigación es única ya que ofrece una nueva y alternativa forma de medir la eficiencia, además de los ratios clásicos de los modelos de pago en la publicidad digital que combinan clics e impresiones, en un sector en el que hay pocos estudios empíricos. Además, puede aplicarse fácilmente a muchos otros sectores en organizaciones públicas y privadas.
Details
Keywords
Rebeca Cordero-Gutiérrez, Ahmad Aljarah, Manuela López and Eva Lahuerta-Otero
The objective of this study is to investigate the differential impact of gain versus loss message framing on the effectiveness of corporate social responsibility (CSR…
Abstract
Purpose
The objective of this study is to investigate the differential impact of gain versus loss message framing on the effectiveness of corporate social responsibility (CSR) communications in eliciting online brand engagement within the hospitality industry. Furthermore, this research aims to examine the extent to which evoked happiness and message credibility mediate the relationship between CSR message framing and online brand engagement, as these mediating factors have not been thoroughly examined in the existing academic literature.
Design/methodology/approach
This study utilizes a between-subjects experimental design to test an integrative research framework, which is grounded in message framing theory and the elaboration likelihood model (ELM), in order to examine the interrelationships among the various constructs of the study within a coffee shop context on Facebook.
Findings
The findings of this study indicate that gain framing is a more powerful predictor of online brand engagement than loss framing. A mediation analysis supports the assertion that the effects of CSR framing communications on online brand engagement are mediated by evoked happiness and message credibility. Specifically, when the CSR message was framed in a positive (gain) manner, it was perceived as more credible and evoked more happiness, leading to increased online brand engagement. Additionally, the study’s results provide empirical evidence for the notion that the happiness elicited by brand messages enhances their credibility, leading to further online brand engagement.
Originality/value
This research makes a novel contribution to the literature by investigating the distinct effects of message framing on online brand advocacy and examining the complex interrelationships that modulate consumer engagement within the context of the hospitality industry.
Details
Keywords
This paper aims to explore the relationship between the characteristics of social media health information and its adoption. The purpose is to identify information characteristics…
Abstract
Purpose
This paper aims to explore the relationship between the characteristics of social media health information and its adoption. The purpose is to identify information characteristics that can be used to estimate the level of health information adoption in advance.
Design/methodology/approach
According to the Information Adoption Model (IAM), the study extracted ten information characteristics from the aspects of information quality and information source credibility. The sample data was collected from the top ten influential health accounts based on the Impact List of Sina Weibo to test the effectiveness of these characteristics in distinguishing information at different levels of adoption. The forecasting of information adoption level is regarded as a binary classification question in the study and support vector machine (SVM) is used to do the research.
Findings
The results indicate that ten information characteristics chosen in this study are related to information adoption. Based on these information characteristics, it is feasible to estimate the level of health information adoption, and the estimation accuracy is relatively high.
Originality/value
A lot of work has been done in previous researches to reveal the factors that influence information adoption. The theoretical contribution of this work is to further discuss how to use the influencing factors to do some predictive work for information adoption. In practice, it will help health information publishers to disseminate high-quality health information more effectively as well as promote the adoption of health information.