The Lasting Effects Of Social Media Trends On Advertising

Wright, E. M.; Khanfar, Nile M.; Harrington, Catherine; Kizer, Lee E.

doi:10.19030/jber.v14i3.9747

Cited by 25 publications

(30 citation statements)

References 1 publication

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“…First we introduce the definition of Average Precision (AP). Given a ranked list of n hashtags (h 1 , h 2 , ..., h n ), AP is defined as AP = n k=1 P recision@k × isAdopted(h k ) number of hashtags adopted (11) where the indicator function isAdopted(h k ) is 1 only if hashtag h k is adopted, otherwise isAdopted(h k ) is 0. Suppose we have N recommendation lists and the AP score of the i-th list is denoted as AP i , MAP is defined as the mean of all APs:…”

Section: B Evaluation Metricmentioning

confidence: 99%

“…(2) Hashtags can lead to temporary discussion groups driven by special events or interests. (3) Hashtags are the core elements in event detection and tracking [2], [3], [4], tweets retrieval [5], [6], analysis of information diffusion [7], [8], and advertising [9], [10], [11]. Thus annotating tweets with the right hashtags is the foundation for many high-level applications.…”

Section: Introductionmentioning

confidence: 99%

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We can learn your #hashtags: Connecting tweets to explicit topics

Feng

Wang

2014

2014 IEEE 30th International Conference on Data Engineering

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In Twitter, users can annotate tweets with hashtags to indicate the ongoing topics. Hashtags provide users a convenient way to categorize tweets. From the system's perspective, hashtags play an important role in tweet retrieval, event detection, topic tracking, and advertising, etc. Annotating tweets with the right hashtags can lead to a better user experience. However, two problems remain unsolved during an annotation:(1) Before the user decides to create a new hashtag, is there any way to help her/him find out whether some related hashtags have already been created and widely used? (2) Different users may have different preferences for categorizing tweets. However, few work has been done to study the personalization issue in hashtag recommendation. To address the above problems, we propose a statistical model for personalized hashtag recommendation in this paper. With millions of pairs being published everyday, we are able to learn the complex mappings from tweets to hashtags with the wisdom of the crowd. Two questions are answered in the model: (1) Different from traditional item recommendation data, users and tweets in Twitter have rich auxiliary information like URLs, mentions, locations, social relations, etc. How can we incorporate these features for hashtag recommendation? (2) Different hashtags have different temporal characteristics. Hashtags related to breaking events in the physical world have strong rise-and-fall temporal pattern while some other hashtags remain stable in the system. How can we incorporate hashtag related features to serve for hashtag recommendation? With all the above factors considered, we show that our model successfully outperforms existing methods on real datasets crawled from Twitter.

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Section: B Evaluation Metricmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

We can learn your #hashtags: Connecting tweets to explicit topics

Feng

Wang

2014

2014 IEEE 30th International Conference on Data Engineering

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“…Although marketers have historically found themselves primarily involved in this business of dissemination, the tide is clearly turning towards a new model of consumer empowerment and interactive engagement (Castronovo and Lei, 2012;Diffley et al, 2011;Kunz and Hackworth, 2011;Reynolds, 2010;Wright et al, 2010). As per the aforementioned marketing revolution that is occurring as a result of the advent and increasing use of social media, and corresponding with the findings in this research, through bonding, consumers are much more often inclined to obtain information about products and brands from each other and as a result can exhibit aversion to what is perceived to be outright advertising proffered by corporations.…”

Section: Emergent Social Media Strategy Framework: Education As Intermentioning

confidence: 99%

CyberRx

Rader

Subhan

Lanier

et al. 2014

International Journal of Pharmaceutical and Healthcare Marketing

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Purpose -The purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation of social media has significantly changed traditional one-way, marketing-controlled communications. Balance of power has shifted to consumers, who use social networking sites, blogs and forums to obtain extensive brand and product information, often from each other. This prompts companies towards more intimate, transparent and constant two-way consumer engagement. Pharmaceutical marketing and direct to consumer advertising (DTCA) are not immune to this pervasive, disruptive cultural/technological phenomenon, which poses particular challenges given regulatory, legal and ethical constraints on their marketing. Design/methodology/approach -This research uses "netnographic" data collection of online conversations occurring in social media and develops an explanatory framework using grounded theory analytical methods. Findings -This research shows that significantly impactful and pervasive bonding among consumers, bloggers and unofficial "experts" about pharmaceutical offerings is widespread, and occurs regardless (and perhaps in spite of) pharmaceutical companies' involvement. Originality/value -Considering the structure and nature of online consumer bonding, a way forward is proposed for pharmaceutical companies to implement social media strategies as part of their pharmaceutical marketing and DTCA efforts through an intermediary and interactive online presence arising from disease and health care education.

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“…Að mati Kwok og Yu (2012) er árangursríkast að koma fram við neytendur á samfélagsmiðlum sem vini og félaga fremur en sem móttakendur markaðsefnis. Það þarf að tala við meðlimi samfélagsins en ekki bara til þeirra (Wright, Khanfar, Harrington og Kizer, 2010). Þá eru meiri líkur á að þeir upplifi meira virði af samskiptunum og séu tilbúnari til að taka virkari þátt í samfélaginu og því sem er að gerast hjá fyrirtaekinu eða vörumerkinu.…”

Section: Stjórnun Vörumerkjasamfélagaunclassified

Gagnkvæmur ávinningur fyrirtækja og neytenda af sterkum vörumerkjasamfélögum

Hermannsdóttir¹,

Arnarsdóttir²

2014

TVE

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ÁgripFyrirtaeki eru í auknum maeli farin að beita samfélagsmiðlum sem hluta af markaðstólum sínum, sér í lagi til að efla samskipti við neytendur. Vörumerkjasamfélög eru sérhaefð samfélög, byggð upp á samfélagsmiðlum í kringum félagsleg tengsl fylgjenda ákveðins vörumerkis eða fyrirtaekis. Markmið rannsóknarinnar var að kanna hvort vörumerkjasamfélög geti skilað ávinningi baeði fyrir neytendur og fyrirtaeki. Rafraenu hentugleikaúrtaki var beitt þar sem þátttakendur (N=247) tóku afstöðu til ýmissa fullyrðinga sem aetlað var að meta styrk vörumerkjasamfélags, virði fyrir neytendur og tryggð gagnvart fyrirtaeki eða vörumerki. Niðurstöðurnar sýna að sterkt vörumerkjasamfélag, þar sem upplýsingum er miðlað og ýtt er undir þátttöku meðlima, skapar virði fyrir neytendur. Félagslegt tengslanet þeirra styrkist, þeir upplifa ávinning af þátttöku og sjá gagn í þeim upplýsingum sem miðlað er innan samfélagsins. Niðurstöðurnar sýna að virðið sem neytendur njóta vegna vörumerkjasamfélagsins leiðir til aukinnar tryggðar þeirra gagnvart viðkomandi fyrirtaeki eða vörumerki. Aukin tryggð skapast ekki eingöngu vegna styrks samfélagsins heldur í gegnum það virði sem skapast fyrir neytendur. Þessar niðurstöður eru veigamiklar fyrir fyrirtaeki og mikilvaegt framlag til fraeðanna um stjórnun vörumerkjasamfélaga. Líkt og í öðru markaðsstarfi er hér sýnt fram á að útgangspunkturinn þarf fyrst og fremst að vera viðskiptavinurinn og það virði sem skapað er fyrir hann. Sé hugað að auknu virði fyrir viðskiptavini í gegnum þátttöku í vörumerkjasamfélagi er það líklegt til að leiða til ávinnings fyrir fyrirtaeki í formi aukinnar tryggðar. Abstract It is increasingly common for organizations to use social media as one of their marketing tools, especially to increase relationship with consumers. Brand communities are specialized communities on social media around the social connections of followers of a specific organization or brand. The purpose of this study was to explore if brand communities can benefit both consumers and organizations. An online convenience sample was used where participants (N=247) were asked to answer number of statements regarding brand communities' strength, value for consumers and loyalty towards an organization or a brand. The findings show that the benefits consumers gain from participating in a brand community lead to an increased loyalty towards an organization or brand. These findings are important for organizations and an important contribution to research on brand 1 Auður Hermannsdóttir er aðjúnkt við Viðskiptafraeðideild Háskóla Íslands og Karen Arnarsdóttir er M.Sc. í markaðsfraeði og alþjóðaviðskiptum. Höfundar þakka tveimur ónafngreindum ritrýnum fyrir gagnlegar ábendingar.

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The Lasting Effects Of Social Media Trends On Advertising

Cited by 25 publications

References 1 publication

We can learn your #hashtags: Connecting tweets to explicit topics

We can learn your #hashtags: Connecting tweets to explicit topics

CyberRx

Gagnkvæmur ávinningur fyrirtækja og neytenda af sterkum vörumerkjasamfélögum

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