Why do consumers participate in brand microblogs?

Jin, Yue; Huang, Jinghua

doi:10.1016/j.elerap.2017.05.002

Cited by 20 publications

(37 citation statements)

References 38 publications

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“…Online social presence varies from their level of appointment, which reveals intellectual burden [65]. Contribution by people is inspired by their social value [66]. Addiction to social networking sites (SNS) also improves online social presence and increases people's pleasure when interacting socially, also improving social communication and gratification [26].…”

Section: Online Social Presence In Epidemic Outbreakmentioning

confidence: 99%

Modeling Impact of Word of Mouth and E-Government on Online Social Presence during COVID-19 Outbreak: A Multi-Mediation Approach

Yasir

Ahmad

et al. 2020

IJERPH

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Although social presence plays an essential role under general conditions, its role becomes significant for societal protection during the quarantine period in epidemic outbreak. In this study, we attempted to identify the role of E-government and COVID-19 word of mouth in terms of their direct impact on online social presence during the outbreak as well as their impacts mediated by epidemic protection and attitudes toward epidemic outbreaks. For this purpose, a unique multi-mediation model is proposed to provide a new direction for research in the field of epidemic outbreaks and their control. Through random sampling, an online survey was conducted and data from 683participants were analyzed. Partial least squares structural equation modeling was used to test the relationships between the variables of interest. The study results revealed that the roles of E-government and COVID-19 word of mouth are positively related to online social presence during the outbreak. Epidemic protection and attitude toward epidemic outbreak were found to positively moderate the impact of the role of E-government and COVID-19 word of mouth on online social presence during the outbreak. The key findings of this study have both practical and academic implications. health protection. This phenomenon encouraged us to formulate a theoretical model based on social presence theory and the role of social media to help examine safety and participation in quarantine. The conceptual model is presented in Figure 1.Word of mouth can be defined as "the intention to share a certain story using one's own social media account" [2]. Many researchers proved that communication has more of an impact through social media with regards to different health issues, and message sharing was found to be the best predictor of emotive and passionate response [3]. Online health information is regularly updated [4]. Nowadays, universal and worldwide flow cannot be ignored [5] and search engines are the most effective method to find information [6]. The Internet is also a useful source for people in the medical field for discussions and interactions about medical issues [7]. A nine-year big data study showed that the use of computers projected emotive improvement [8]. From the health protection point of view, many factors were found to affect the dispersal of cancer information, including anxiety, courage, anticipation, and sharing of experience [9].A study proved that the gestation time of infection (corona virus) was assessed at about 2-14 days [7]. So, a research question was raised about protection during an epidemic outbreak. Social media campaigns with complete research frameworks with theoretical and statistical support for these time periods are essentially to protect society during emergencies. To address this need, our research model includes the factors that trigger safety campaigns and the main effects (direct) of direct relations and the association of mediators on online social presence.The literature shows that for different disease management programm...

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Section: Online Social Presence In Epidemic Outbreakmentioning

confidence: 99%

Modeling Impact of Word of Mouth and E-Government on Online Social Presence during COVID-19 Outbreak: A Multi-Mediation Approach

Yasir

Ahmad

et al. 2020

IJERPH

View full text Add to dashboard Cite

show abstract

“…Research on people’s motives to start following companies on SNSs, to continue doing so, and to spread companies’ messages points in various directions, starting from theoretical perspectives as diverse as uses and gratifications theory (Azar et al, 2016; Gao & Feng, 2016; Muntinga et al, 2011), social identity theory (Jin & Huang, 2017; Zhao et al, 2016), the value-based adoption model (Zhao et al, 2016), and the theory of planned behavior (Logan, 2014).…”

Section: Earlier Researchmentioning

confidence: 99%

“…First, the way companies manage multiple Twitter accounts has not been systematically investigated. Various researchers suggest that companies strategically set up more than one Twitter account to effectively reach and engage different groups of stakeholders (Jansen et al, 2009; Jin & Huang, 2017; Li et al, 2013), but we know little about what companies actually do in this respect. The issue of multiple accounts is hardly acknowledged in research on the characteristics of companies’ Twitter accounts.…”

mentioning

confidence: 99%

How Large Information Technology Companies Use Twitter: Arrangement of Corporate Accounts and Characteristics of Tweets

Zhang

Gosselt

Jong

2020

Journal of Business and Technical Communication

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Twitter is widely used by companies to reach various stakeholders, but how they use this social media platform is still unclear. To investigate how companies use Twitter, this study analyzes the content of the Twitter accounts of four large information technology companies, focusing on the arrangement of different Twitter accounts and on message characteristics (content, message elements, and communication strategies). The results show that companies used architectures of different Twitter accounts to serve various stakeholder groups. The companies’ tweets covered diverse topics within the corporate, marketing, and technical communication domains. The tweets focused more on providing information and promoting action than on facilitating dialogue.

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“…Previous research has categorized the content type of brand social media posts using two general methods. Drawing on the uses and gratifications theory (U&G theory), the first method categorized the brand posts into four categories, i.e., informational, entertainment, remuneration, and social/relational, which are consistent with consumers' motivations of using social media (see Cvijikj & Michahelles, 2013;de Vries et al, 2012;de Vries et al, 2017;Jin & Huang, 2017;Gutié rrez-Cillá n et al, 2017;Luarn et al, 2015;Schultz, 2017). The second categorization method, rooted in traditional advertising literature, classified the brand posts into two categories, namely, rational (or functional/informational/utilitarian) appeal and emotional (or transformational) appeal (see Swani et al, 2014;Coursaris et al, 2016a;Wagner et al, 2017).…”

Section: Consumer Engagement With Brand Posts On Social Mediamentioning

confidence: 99%

“…Intention to engage was measured using three items adapted from de Oliveira, Huertas, & Lin (2016) andJin & Huang (2017): "If you were one follower of the Paradise Resort on Facebook, how likely are you to contribute to the conversation with this brand on Facebook in the future / interact with this brand on…”

mentioning

confidence: 99%

Three Essays on Understanding Consumer Engagement with Brand Posts on Social Media

Deng¹

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The rapid proliferation of social media over the last ten years has revolutionized the way that brands and consumers connect, communicate, and interact with each other. Nowadays, approaching creative brand posts in a way that maximizes consumer engagement has become a growing challenge to social media marketers. This thesis addresses this challenge and aims to understand how to enhance consumer engagement with brand posts on social media through the lens of linguistics. To achieve this goal, three independent but related papers were conducted to 1) investigate how the linguistic styles of brand social media posts influence consumer engagement; 2) examine the interactive impacts of consumer comment valence and brand response language style on consumers' evaluation of brand and their intention for future engagement with the brand; and 3) explore whether and how incorporating emojis in brand social media posts affects consumer engagement with the posts. The findings of this thesis reveal that, for brands, using proper language when communicating with consumers on social media can improve consumers' perceptions of brands and enhance their engagement with brands. The results of this thesis deepen our understanding of the role that brand language plays in influencing consumer engagement on social media as well as provide many practical guidelines for social media marketers regarding the language they use in communicating with consumers on social media.

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Why do consumers participate in brand microblogs?

Cited by 20 publications

References 38 publications

Modeling Impact of Word of Mouth and E-Government on Online Social Presence during COVID-19 Outbreak: A Multi-Mediation Approach

Modeling Impact of Word of Mouth and E-Government on Online Social Presence during COVID-19 Outbreak: A Multi-Mediation Approach

How Large Information Technology Companies Use Twitter: Arrangement of Corporate Accounts and Characteristics of Tweets

Three Essays on Understanding Consumer Engagement with Brand Posts on Social Media

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