Search results

1 – 2 of 2
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 14 January 2025

Rujing Xin and Yi Jing Lim

This study investigated how Generation Z adopted brand messages through trending topics and analysed the central and peripheral routes of information adoption. It explored the…

43

Abstract

Purpose

This study investigated how Generation Z adopted brand messages through trending topics and analysed the central and peripheral routes of information adoption. It explored the roles of informational and emotional supports in influencing information adoption through perceived information usefulness and considered the adoption of brand messages within trending topic discussions.

Design/methodology/approach

Drawing on the extension information adoption model, this study employed a quantitative approach by utilising covariance-based structural equation modelling to analyse 400 valid web-based questionnaire responses from Sina Microblog users among Generation Z in China.

Findings

Adopting brand messages via trending topics, with cues emphasising information quality as the central route and information credibility as the peripheral route, enhances perceived information usefulness. Notably, Generation Z can derive informational and emotional support from trending topic discussions, influencing their perceived information usefulness. This process operates independently of the dual routes of information adoption.

Research limitations/implications

Marketers can leverage influencers and users’ comments to motivate Generation Z to adopt brand messages through trending topics, but this study was limited by the demographic diversity of its sample and the specific types of brands analysed. Incorporating cross-cultural comparisons, group analyses, potential moderating factors and control variables could improve the model’s generalisability.

Originality/value

Compared to information adoption models rooted in the organisational information exchange, the originality of this study lies in confirming that, within the context of trending topics, which blend social connections with an anonymous environment, informational and emotional supports can serve as additional cues influencing brand information adoption via perceived information usefulness.

Access Restricted. View access options
Article
Publication date: 22 December 2023

Rujing Xin and Yi Jing Lim

This study employs bibliometric analysis to map the research landscape of social media trending topics during the COVID-19 pandemic. The authors aim to offer a comprehensive…

253

Abstract

Purpose

This study employs bibliometric analysis to map the research landscape of social media trending topics during the COVID-19 pandemic. The authors aim to offer a comprehensive review of the predominant research organisations and countries, key themes and favoured research methodologies pertinent to this subject.

Design/methodology/approach

The authors extracted data on social media trending topics from the Web of Science Core Collection database, spanning from 2009 to 2022. A total of 1,504 publications were subjected to bibliometric analysis, utilising the VOSviewer tool. The study analytical process encompassed co-occurrence, co-authorship, citation analysis, field mapping, bibliographic coupling and co-citation analysis.

Findings

Interest in social media research, particularly on trending topics during the COVID-19 pandemic, remains high despite signs of the pandemic stabilising globally. The study predominantly addresses misinformation and public health communication, with notable focus on interactions between governments and the public. Recent studies have concentrated on analysing Twitter user data through text mining, sentiment analysis and topic modelling. The authors also identify key leading organisations, countries and journals that are central to this research area.

Originality/value

Diverging from the narrow focus of previous literature reviews on social media, which are often confined to particular fields or sectors, this study offers a broad view of social media's role, emphasising trending topics. The authors demonstrate a significant link between social media trends and public events, such as the COVID-19 pandemic. The paper discusses research priorities that emerged during the pandemic and outlines potential methodologies for future studies, advocating for a greater emphasis on qualitative approaches.

Peer review

The peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-05-2023-0194.

Details

Online Information Review, vol. 48 no. 4
Type: Research Article
ISSN: 1468-4527

Keywords

1 – 2 of 2
Per page
102050