Investigating social media activities: A study on celebrity posts

Abstract

Over the last decade, the body of literature investigating social media phenomena grew proportionally with the broad diffusion and adoption of social media usage among the population. Social media engagement is a precise measure of audience interest in the services of a business than the number of followers because it varies with each post and allows for further analysis of the relating post type, messaging strategy, and its sub-elements. The theoretical basis for this paper is the Media Richness Theory (MRT) by Daft and Lengel (1986), who originally made statements about the most suitable communication channel in regard to its media richness for a given communication situation. The study conducted for this paper is a quantitative data analysis. The data were gathered from a social media page with over 30, 000 followers and the analysis was conducted with a sample size of 315 Facebook posts. Our study continues a thread of research which investigates the application of the MRT to social media engagement. The results of the study did not only debunk commonly accepted social media myths about post time and day of the week, they also con irmed previous studies claiming celebrity endorsement, media richness and its components to have signi icant effects.

Individual perception about the gratification of social and traditional media in Pakistan

“…The undaunted progress of new media has become an ideal source of news to the public. The extended and proliferation of media choices due to traditional and social media, people are constantly selecting media which are actually imperfect substitute (Dimmick, Chen, & Li, 2004;Uggur & Barutcu, 2018). Therefore, the 􀅭irst question can be what is the impact of Social Media and Traditional Media Grati􀅭ication on Individual perception?…”