Business Value of Enterprise Micro-blogging

Huang, Jinghua; Zhang, Jing; Li, Yangfan; Lv, Zhepeng

doi:10.4018/jgim.2014070102

Cited by 11 publications

(4 citation statements)

References 56 publications

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“…Furthermore, the ability of SMIs to leverage influence could significantly impact a brand's reputation. It also becomes critically essential for brands to identify the right influencers on the Web through social media to promote their products and services (Huang, Zhang, Li, & Lv, 2013). Brands can directly leverage this to improve and enhance public relations by promoting their offerings for higher engagements (De Vries, Gensler, & Leeflang, 2012).…”

Section: Wai Beng Tan Tong Ming Limmentioning

confidence: 99%

A Study On The Centrality Measures To Determine Social Media Influencers Of Food-Beverage Products In Twitter

Tan¹

2022

TJIEM

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In these recent years, many people have been influenced by stars, celebrities, and influencers of social media platforms in promoting their online products. Many celebrities who have many followers would start to promote certain products, especially food and beverage to all their audiences, fans and followers. The influenced audiences, fans and followers have to share and show with their close friends and family members to gain more popularity among other audiences. Celebrities have played a significant role in corporate brands as they manage to promote the brand products and also attracted many people who are interested in purchasing the products. Therefore, the group of celebrities can be called social media influencers (SMI). The previous study has reported that food products are top interest for Gen Z and millennials (Hanifawati, Dewanti, & Saputri, 2019). Many of Gen Z prefer to spend their money to buy food and beverage (Cheung, Davis, & Heukaeufer, 2017). Pricing strategy and providing variety are effective approaches for food and beverage. Gen Z has higher engagement with brands on social media compared to millennials. Either Gen Z or millennials are generally used multichannel to engage with the brands (Hanifawati et al., 2019). In social network analysis (SNA), a node value influential a network called centrality. Centrality is defined as a value that represents how many connections are from nodes to other nodes (Wasserman & Faust, 1994). There are many methods to define centrality to identify the effect of each node in a social network such as Degree Centrality (DC), Betweenness Centrality (BC), Closeness Centrality (CC), and Eigenvector Centrality (EC). Among these, the eigenvector centrality will give the most influential node in a network. A node with the highest eigenvector value among the other nodes is the most influential/important node in a network. Data was collected from Twitter using the Twitter API with the hashtag #pizzzahut. The goal of this research is to identify the main influencer in the Twitter community. It applied the eigenvector centrality to observe the effect of the centrality value for Twitter data. The result shows that there is a significant difference among the 3 most influential users. This result will be used for future research that will be focused on small and medium enterprise (SME) Twitter data. This research is held a comparison analysis between the 4 centrality measurements approach for determining the most influential user with social network Twitter as its case study.

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Section: Wai Beng Tan Tong Ming Limmentioning

confidence: 99%

A Study On The Centrality Measures To Determine Social Media Influencers Of Food-Beverage Products In Twitter

Tan¹

2022

TJIEM

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Section: Introductionmentioning

confidence: 99%

A Study on the Centrality Measures to Determine Social Media Influencers in Twitter

Tan¹,

Lim²

2021

Conference Proceedings: International Conference on Digital Transformation and Applications (ICDXA 2021)

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In recent years, many people have been influenced by YouTuber stars, celebrities, and influencers to their online products, especially on Twitter. Many celebrities who have many followers would start promoting certain products to all their fans and followers. Fans and followers have to share the show with their friends to gain more popularity among other audiences. Celebrities have played a vital role in corporate brands as they can promote the brand products and have also attracted many people who are interested in purchasing the products. Therefore, the group of celebrities can be called social media influencers (SMI). In social network analysis (SNA), a node value influential a network called centrality. Centrality is defined as a value that represents how many connections are from nodes to other nodes (Wasserman & Faust, 1994). There are many methods to define centrality to identify the effect of each node in a social network such as Degree Centrality (DC), Betweenness Centrality (BC), Closeness Centrality (CC), and Eigenvector Centrality (EC). Among these, the eigenvector centrality will give the most influential node in a network. A node with the highest eigenvector value among the other nodes is the most influential/important node in a network. Data was collected from Twitter using the Twitter API with the hashtag #pizzzahut. The goal of this research is to identify the main influencer in the Twitter community. It applied the eigenvector centrality to observe the effect of the centrality value for Twitter data. The result shows that there is a significant difference among the 3 most influential users. This result will be used for future research that will be focused on small and medium enterprise (SME) Twitter data. This research is held a comparison analysis between the 4 centrality measurements approach for determining the most influential user with social network Twitter as its case study. Keywords: Social Media Influencer, Social Network Theory, Centrality Measures

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“…Socialmediahasattractedmerchants'attentionduetoitspotentialtoprovidebusinessvalue (Culnan, McHugh, & Zubillage, 2010;Huang, Zhang, Li, & Lv, 2014). To achieve this value, merchants communicateandinteractwithconsumersinsocialmediabrandcommunities (Goh,Heng,&Lin, 2013).Theobjectiveofdoingsoistoincreasethelikelihoodthatconsumerspurchaseproductsfrom thecommunicatingmerchant (Xie&Lee,2015).Amidstthemuch-anticipatedprospect,formerchants, oftappingintosocialmediatoconnectwiththeirconsumers (Culnan,McHugh,&Zubillage,2010;Goh,Heng,&Lin,2013;Lukoff,2011;Xia,2013),anecdotalevidenceofsalesgenerationthrough socialmediaremainsmixed 1 .Centraltothisislessthequantificationofthevalueofsocialmedia butmorethepragmaticquestionofhowtoeffectivelycommunicatedealmessagestoconsumersvia suchmedia (Stelzner,2011).…”

Section: Introductionmentioning

confidence: 99%

Manipulating Temporal Cues and Message Concreteness for Deal Communication

2020

Journal of Global Information Management

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Online merchants often use social media to communicate deal messages to directed consumers, but they face the fundamental challenge of how to effectively communicate deal messages to these consumers using that medium. This research seeks to address this challenge by building on the construal level theory to theorize that consumers' purchase intentions in response to the products promoted via social media communication are affected by the concreteness of promotion messages and its interaction with message promotional time and deal expiration time. A between-subject experiment was conducted, and the findings suggest that concrete messages lead to higher purchase intentions. Through interacting message concreteness, message promotional time and deal expiration time, we show that the congruency of a concrete message with either, but not both, temporal cue lead to higher purchase intention. This study thus provides theoretically grounded insights on how to better communicate deal information on microblogging sites.

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Business Value of Enterprise Micro-blogging

Cited by 11 publications

References 56 publications

A Study On The Centrality Measures To Determine Social Media Influencers Of Food-Beverage Products In Twitter

A Study On The Centrality Measures To Determine Social Media Influencers Of Food-Beverage Products In Twitter

A Study on the Centrality Measures to Determine Social Media Influencers in Twitter

Manipulating Temporal Cues and Message Concreteness for Deal Communication

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