Developing effective social media messages: Insights from an exploratory study of industry experts

Majid, Sarhang; López, Carmen; Megicks, Phil; Lim, Wai Mun

doi:10.1002/mar.21196

Cited by 32 publications

(22 citation statements)

References 91 publications

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“…(1998) provided an empirical comparison of the impact of various cultures in international marketing. Most recent articles in this cluster have also elaborated on theories such as balance theory (Yun et al, 2019), attitude theory (Majid et al, 2019), image transfer theory (Alonso‐Dos‐Santos et al, 2019), and grand celebrity endorsement theories (Schimmelpfennig & Hunt, 2020), among others.…”

Section: Intellectual Structure Of Pandmmentioning

confidence: 99%

A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing

Donthu

Kumar

Pattnaik

et al. 2021

Psychology and Marketing

156

114

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The contribution of psychology to marketing has been significant and invaluable. No discipline has benefitted from another as much as marketing from psychology. To gain an understanding of the scientific contributions emerging from the intersection of psychology and marketing, this study conducts a bibliometric retrospection of a premier journal dedicated to the application of psychological theories and techniques to marketing: Psychology & Marketing (P&M). To do so, this study employs bibliometrics to unpack the publication trends and the intellectual structure of P&M. In doing so, this study reveals several interesting findings. First, P&M's publications grew by 71.9 times, authorships grew by 82.1 times, and citations grew by 150.8 times between 1984 and 2020, indicating a healthy growth of marketing research informed by psychology. Second, P&M's contributions manifest through eight intellectual clusters—namely, marketing environment; consumer engagement; online consumer behavior and marketing; luxury consumption and marketing; sustainable consumption and marketing; influencer and international marketing; customer relationship, satisfaction, and loyalty; and marketing futures. Finally, P&M's emerging and promising areas for future exploration include aesthetics and consumer impressions; celebrity endorsement; conspicuous consumption and hedonic adaptation; climate change; choice likelihood; consumer engagement; consumer psychology; marketing communication; sensory marketing; sharing economy; and social media marketing. As a whole, these findings should provide readers with a state‐of‐the‐art overview of marketing from psychology through the scientific contributions from P&M.

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Section: Intellectual Structure Of Pandmmentioning

confidence: 99%

A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing

Donthu

Kumar

Pattnaik

et al. 2021

Psychology and Marketing

156

114

View full text Add to dashboard Cite

show abstract

“…Many factors impact perception of credibility for the audience. Such factors include expertise and credibility of sources; message, platform, and additional links; and videos, audio clips, and personal stories for further information (Borah & Xiao, 2018;Ghaisani et al, 2017;Majid et al, 2019). The large amount of information available creates a challenge for users to choose the most applicable approach (Viviani & Pasi, 2017).…”

Section: Discussionmentioning

confidence: 99%

Evaluating a Social Media Campaign for a Parent Educational Video on Bronchiolitis

et al. 2022

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Bronchiolitis, or lower airway swelling, is a common cause of pediatric hospital admissions. Parents have expressed wishes for more information regarding bronchiolitis but had difficulty finding reliable information, suggesting the need for more effective and easily accessible information resources. Knowledge translation (KT) tools like videos provide research-based information and may be conveniently disseminated to large audiences through social media. The purpose of this project was to evaluate the effectiveness of a social media campaign to promote a video on bronchiolitis. A social media campaign was conducted from 14 October to 30 November 2019. User interactions were recorded for the Facebook and Twitter accounts, website, and YouTube of Evidence in Child Health to Enhance Outcomes (ECHO), Alberta Research Centre for Health Evidence (ARCHE), and Translating Emergency Knowledge for Kids (TREKK). Baseline metrics were collected from 1 August to 30 September 2019 and post-campaign metrics were collected from 1 December 2019 to 31 March 2020. Mean monthly changes, standard deviations, and percent changes between periods were generated for the baseline, campaign, and post-campaign periods. Overall, there was a visible increase in user interactions throughout the campaign period. There was an overall downward trend in user interactions following the campaign. These findings suggest that social media may be a useful method of KT tool dissemination when consistently used. The downward trend post-campaign highlights the need for further research to investigate methods to maintain continuous interaction following a campaign.

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“…The distribution of consistent messages was moreover emphasised and formulated, saying that 'we are quite inconsistent when we say something', and explained as referring to the 'regularity with which we post'. Moreover, this theme specifically relates to the timing of posts, tweets and others that in the view of Majid et al (2019) are vital to reach stakeholders at an appropriate time. Not all organisations formally plan their content by, for example, using online scheduling tools, timelines or calendars.…”

Section: Theme 3: Social Media Messagesmentioning

confidence: 99%

An integrated social media communication view on content marketing by South African non-profit sectors

Swart

Plessis

Greeff

2021

SA Journal of Information Management

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Background: Organisations widely adopt social media to communicate with stakeholders, yet research into content marketing in the South African non-profit sector is sparse. It is concerned with consistently producing valuable and relevant content for social media. As it is generally associated with the field of marketing, limited research exists from a communication perspective. This perceived gap in taking a communication stance prompted this investigation into the ways in which these organisations attend to social media content aspects.Objectives: The research objective was to acquire a broad understanding of content marketing on social media, unique to South African non-profit organisations. Key areas that were uncovered and statistically verified in an earlier quantitative study and how these are attended to in real life were explored.Method: A qualitative approach was used to obtain in-depth insights into the use of content marketing. Semi-structured interviews were used as data collection method to explore non-profit sector’s approaches to social media communication, and to determine whether their efforts could be regarded as being integrated.Results: The findings yielded valuable insights into the ways that non-profit sectors in South Africa practise social media communication. The benefits of using social media for communication is acknowledged, yet vital aspects such as sourcing content, considering stakeholders’ needs and demographics communication, using available planning tools and recognising employees as internal ambassadors are not considered.Conclusion: The findings of this study highlight several key areas and topics that organisations should consider an integrated social media communication approach as alternative for content marketing in the non-profit sector.

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Developing effective social media messages: Insights from an exploratory study of industry experts

Cited by 32 publications

References 91 publications

A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing

A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing

Evaluating a Social Media Campaign for a Parent Educational Video on Bronchiolitis

An integrated social media communication view on content marketing by South African non-profit sectors

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