The evolution of social media influence - A literature review and research agenda

Grover, P. S.; Kar, Arpan Kumar; Dwivedi, Yogesh K.

doi:10.1016/j.jjimei.2022.100116

Cited by 57 publications

(28 citation statements)

References 146 publications

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“…The critical role that involvement plays in influencing people's attitudes and behaviors has been shown in earlier research from a variety of fields, including but not limited to nonprofit public relations, business public relations, political communication, and health communication (Grover, Kar, & Dwivedi, 2022).…”

Section: Social Cause-related Marketingmentioning

confidence: 94%

Assessing the Relevance of Framing Messages on Backing Intentions in Crowdfunding Social Cause-related Marketing Campaign

Afridi

Khan

Ahmad

et al. 2022

JSSR

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This study investigates the interaction effects of framing messages and social cause-related marketing on support intentions in crowdfunding campaign message narratives. Hypothesis were tested first by using 430 samples in an independent-samples t-test. The mean value difference demonstrates that the social cause-related marketing (SCRM) project (mean = 3.784) has a significantly bigger effect on backing intention than the non-SCRM project (mean = 3.012). This supports the study hypothesis that individuals involved in SCRM crowdfunding have a higher backing intention than those who are not involved. The results further indicated significantly greater backing intentions with social cause-related marketing positive framing messages than negative attribute framing messages without cause-related marketing, whereas there was no significant difference between negative attribute framing messages with social cause-related marketing. This finding provides new insights for project initiators for using crowdfunding platforms for a social marketing campaign.

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Section: Social Cause-related Marketingmentioning

confidence: 94%

Assessing the Relevance of Framing Messages on Backing Intentions in Crowdfunding Social Cause-related Marketing Campaign

Afridi

Khan

Ahmad

et al. 2022

JSSR

View full text Add to dashboard Cite

show abstract

“…Firms use Facebook for creating online profiling, brand image and relationship building (Grover et al ., 2022). In our study, we followed the definition of B2B industries from Fortune 500, and data were extracted from the official Facebook pages of these organizations (Lacka et al ., 2020).…”

Section: Methodsmentioning

confidence: 99%

How should B2B firms create image content for high social media engagement? A multimodal analysis

Singh

Gandhi

Kar

et al. 2023

IMDS

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PurposeThis study evaluates the effect of the media image content of business to business (B2B) organizations to accelerate social media engagement. It highlights the importance of strategically designing image content for business marketing strategies.Design/methodology/approachThis study designed a computation extensive research model based upon the stimulus-organism-response (SOR) theory using 39,139 Facebook posts of 125 organizations selected from Fortune 500 firms. Attributes from images and text were estimated using deep learning models. Subsequently, inferential analysis was established with ordinary least squares regression. Further machine learning algorithms, like support vector regression, k-nearest neighbour, decision tree and random forest, are used to analyze the significance and robustness of the proposed model for predicting engagement metrics.FindingsThe results indicate that the social media (SM) image content of B2B firms significantly impacts their social media engagement. The visual and linguistic attributes are extracted from the image using deep learning. The distinctive effect of each feature on social media engagement (SME) is empirically verified in this study.Originality/valueThis research presents practical insights formulated by embedding marketing, advertising, image processing and statistical knowledge of SM analytics. The findings of this study provide evidence for the stimulating effect of image content concerning SME. Based on the theoretical implications of this study, marketing and media content practitioners can enhance the efficacy of SM posts in engaging users.

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“…Seorang individu di media sosial dapat memiliki peran ganda sekaligus, baik sebagai produsen maupun konsumen yang memberikan informasi. Hal ini memunculkan istilah baru "pro konsumen" (Grover et al, 2022). Organisasi menggunakan media sosial untuk menjangkau calon pelanggan (Buechel & Berger, 2018) dan membentuk opini konsumen terkait produk (Gkikas et al, 2022).…”

Section: Latar Belakangunclassified

Sosial Media Sebagai Media Baru dalam Perspektif Praktisi Public Relations Pada Era Generasi Milenial

Boediman

2022

12 Juni 2013

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Internet technology gave birth to the term social media as well as becoming a "new media" which is now an absolute and mandatory tool for public relations practitioners. This phenomenon continues to this day and of course has the impact of major and fundamental changes, especially how changes in the characteristics and flow of information dissemination occur at the junction of the Millennial and Generation Z eras. The use of social media is still dominated by direct online sales transactions, while the role and function of PR has not colored the realm of social media much. The purpose of this study is to describe the role and function of Public Relations in the use of social media as part of the growth of "new media." This research uses the literature review method with a qualitative descriptive approach to interpret a reality and tries to formulate concepts and theories based on the reality experienced. The results of the study show that the distribution of information through the mass media, which was initially one-way, was broken by the presence of social media. Assessment of a phenomenon now belongs to a heterogeneous, anonymous and scattered public because the dissemination of information is faster, more efficient and easily accessible to all levels of society. Therefore, Public Relations practitioners whose function is to create a good impression on an organization, should have the ability to analyze and process information spread on social media to then be used in building the image of an organization.

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The evolution of social media influence - A literature review and research agenda

Cited by 57 publications

References 146 publications

Assessing the Relevance of Framing Messages on Backing Intentions in Crowdfunding Social Cause-related Marketing Campaign

Assessing the Relevance of Framing Messages on Backing Intentions in Crowdfunding Social Cause-related Marketing Campaign

How should B2B firms create image content for high social media engagement? A multimodal analysis

Sosial Media Sebagai Media Baru dalam Perspektif Praktisi Public Relations Pada Era Generasi Milenial

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