scholarly journals A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers

2019 ◽  
Vol 5 (3) ◽  
pp. 205630511984751 ◽  
Author(s):  
Itai Himelboim ◽  
Guy J. Golan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Networking ◽  
Online Advertising ◽  
Peer To Peer ◽  
Digital Platforms ◽  
Advertising Content ◽  
Viral Advertising

The diffusion of social networking platforms ushered in a new age of peer-to-peer distributed online advertising content, widely referred to as viral advertising. The current study proposes a social networks approach to the study of viral advertising and identifying influencers. Expanding beyond the conventional retweets metrics to include Twitter mentions as connection in the network, this study identifies three groups of influencers, based on their connectivity in their networks: Hubs, or highly retweeted users, are Primary Influencers; Bridges, or highly mentioned users who associate connect users who would otherwise be disconnected, are Contextual Influencers, and Isolates are the Low Influence users. Each of these users’ roles in viral advertising is discussed and illustrated through the Heineken’s Worlds Apart campaign as a case study. Providing a unique examination of viral advertising from a network paradigm, our study advances scholarship on social media influencers and their contribution to content virality on digital platforms.

Role of Social Media in Tourism

2015 ◽  
pp. 142-162
Author(s):  
Vipin K. Nadda ◽  
Sumesh Singh Dadwal ◽  
Dirisa Mulindwa ◽  
Rubina Vieira
Keyword(s):  
Social Networks ◽  
Information Technology ◽  
Social Media ◽  
Social Network ◽  
Social Networking ◽  
Web Sites ◽  
User Generated Content ◽  
Major Shift ◽  
Tourism And Hospitality

Revolutionary development in field of communication and information technology have globally opened new avenue of marketing tourism and hospitality products. Major shift in web usage happened when Napster in 1999 released peer-to-peer share media and then with pioneer social networking websites named ‘Six Degrees'. This kind of interactive social web was named as ‘Web 2.0'. It would create openness, community and interaction. Web2. is also known as Social media base. Social media is incudes “all the different kinds of content that form social networks: posts on blogs or forums, photos, audio, videos, links, profiles on social networking web sites, status updates and more”. It allows people to create; upload post and share content easily and share globally. Social media allows the creation and exchange of user-generated content and experiences online. Thus, social media is any kind of information we share with our social network, using social networking web sites and services.

Online Sisterhood

2016 ◽  
pp. 208-227 ◽  
Author(s):  
Ariane J. Utomo
Keyword(s):  
Social Capital ◽  
Social Networks ◽  
Social Media ◽  
Developing Countries ◽  
Middle Class ◽  
Social Networking ◽  
Social Networking Sites ◽  
Personal Income

Across developing countries, the role of social networks and social capital in facilitating women's access to income is well documented. However, less is known about how networks facilitated by social networking sites (SNS) may transform women's economic opportunities in these regions. In this chapter, I draw upon a relatively recent phenomenon of the use of SNS as a medium of trade in urban Indonesia. In 2010, I conducted preliminary interviews to examine the dynamics of Facebook-facilitated trade among urban middle-class married women residing in Jakarta, the capital of Indonesia. The interviews highlighted beneficial links between social media, social capital, and productivity – by means of increased personal income. However, this effective link between SNS and income-generating social capital is likely to be a rather distinctive example, as it depends largely on the class, gender, and cultural specificities that shape the nature of online and offline social interactions among my target group.

Role of Social Media in Tourism

2018 ◽  
pp. 1318-1339
Author(s):  
Vipin K. Nadda ◽  
Sumesh Singh Dadwal ◽  
Dirisa Mulindwa ◽  
Rubina Vieira
Keyword(s):  
Social Networks ◽  
Information Technology ◽  
Social Media ◽  
Social Network ◽  
Social Networking ◽  
Web Sites ◽  
User Generated Content ◽  
Major Shift ◽  
Tourism And Hospitality

Revolutionary development in field of communication and information technology have globally opened new avenue of marketing tourism and hospitality products. Major shift in web usage happened when Napster in 1999 released peer-to-peer share media and then with pioneer social networking websites named ‘Six Degrees'. This kind of interactive social web was named as ‘Web 2.0'. It would create openness, community and interaction. Web2. is also known as Social media base. Social media is incudes “all the different kinds of content that form social networks: posts on blogs or forums, photos, audio, videos, links, profiles on social networking web sites, status updates and more”. It allows people to create; upload post and share content easily and share globally. Social media allows the creation and exchange of user-generated content and experiences online. Thus, social media is any kind of information we share with our social network, using social networking web sites and services.

The Role of Social Media and Social Networking in Information Service Provision

2015 ◽  
pp. 126-139 ◽  
Author(s):  
Edeama O. Onwuchekwa
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Social Networking ◽  
Service Provision ◽  
Information Service ◽  
Web Based ◽  
Use Of Social Media ◽  
Bounded System

Social networking is a Web-based service that allows individuals to construct a public or semi-public profile within a bounded system, articulate a list of other users with whom they share a connection, and view and navigate their list of connections and those made by others within the system. No doubt, social media has great potential in taking library operations to the next level. It is in the light of this that this chapter examines the role of social media and social networking in information service provision in libraries. To achieve this objective, the chapter looks at social media as a tool in libraries, advantages of social media in libraries, social media and social networks, and practical examples on the use of social media and social network tools together with how libraries can forge ahead due to the use and application of social media and social networks to their daily operations. Conclusion and recommendations based on these highlights are provided.

Social media and the social movements in the Middle East and North Africa

2013 ◽  
Vol 26 (1) ◽  
pp. 28-49 ◽  
Author(s):  
Farid Shirazi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Middle East ◽  
Critical Discourse Analysis ◽  
Critical Discourse ◽  
The Internet ◽  
Mena Region ◽  
Content Type

PurposeThe purpose of this paper is to investigate the role of social media in communication discourse in the Islamic Middle East and North African (MENA) countries.Design/methodology/approachBy applying the theory of social networks and a method known as critical discourse analysis (CDA) this study investigates the role of social media in the recent waves of popular unrest in the MENA region.FindingsThis study finds that social media not only played an important role in citizens’ participation in communication discourse and mobilization, but also that these media activities intensified in part because of the authorities’ failing rationales against protesters, as shown in the four‐part CDA validity test.Research limitations/implicationsThis study is limited to a particular time frame covering the recent democratic discourse in the MENA region for the period 2009‐2011. While this research is limited to the case study of the MENA region, the author believes that lessons learned from this case study can be applied to other developing countries across the globe.Practical implicationsSocial media tools available via the internet have provided web users across the globe effective tools and services to share and disseminate information by interactively collaborating with each other in digital communities through blogs, social networking and video sharing sites. In this context, social networks are considered to be effective media for communication discourse. The intensive use of social media networks among citizens’ of the MENA region indicate that the internet has the potential to be a multivocal platform through which silenced and marginalized groups can have their voices heard.Originality/valueWhile the existing literature focuses largely on deploying Habermasian critical discourse analysis to media discourse within the context of democratic and well developed nations, this paper presents one of the few studies that extends the CDA method to non‐democratic countries. As such it contributes to the existing knowledge and understanding of the mobilizing effects of social media in communication discourse.

Developing a New Revenue Business Model in Social Network

2015 ◽  
pp. 2126-2150
Author(s):  
Te Fu Chen
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Networking ◽  
Business Model ◽  
Business Models ◽  
Service Providers ◽  
Social Networking Service ◽  
New Business ◽  
New Business Models

This chapter focuses on a new business model in social networking, uses platform strategy to discuss possible business models, evaluates the optimal model for partnering with social networking service providers. This research develops a new revenue business model in social networking with a case study and discusses its potential monetization business model. The chapter reviews five business models including: 1) social media startups; 2) challenges social networks face: must monetize or die; 3) a case study of the new effective social business model – Facebook; 4) monetization: Facebook revenue and business model; and 5) a discussion of monetizing social networks: the four dominant business models and how you should implement them in the future. Through a comprehensive review, the chapter proposes a social media monetization model as the reference for firms to implement new business models of social networking.

“Mo” Together or Alone? Investigating the Role of Fundraisers’ Networks in Online Peer-to-Peer Fundraising

2021 ◽  
pp. 089976402110574
Author(s):  
Anna Priante ◽  
Michel L. Ehrenhard ◽  
Tijs van den Broek ◽  
Ariana Need ◽  
Djoerd Hiemstra
Keyword(s):  
Social Capital ◽  
Social Networks ◽  
Social Media ◽  
Nonprofit Organizations ◽  
Network Size ◽  
Peer To Peer ◽  
Health Campaign ◽  
Social Media Networks ◽  
Empirical Context

In online peer-to-peer fundraising, individual fundraisers, acting on behalf of nonprofit organizations, mobilize their social networks using social media to request donations. Whereas existing studies focus on networks of donors to explain success, we examine the role of the networks of fundraisers and their effect on fundraising outcomes. By drawing on social capital and network theories, we investigate how social capital derived from social media networks and fundraising groups explains individual fundraising success. Using the Movember health campaign on Twitter as an empirical context, we find that fundraising success is associated with a moderate level of centrality in social media networks and moderate group network size. In addition, we find that fundraisers interact only marginally on social media but prefer to connect with each other outside these platforms and engage in group fundraising. Our article contributes to research on fundraising and social networks and provides recommendations for practice.

scholarly journals Determinants of attitudes towards social networking advertising: The role of habit, perceived ease of use and social media capital affinity

10.29007/32mq ◽  
2019 ◽  
Author(s):  
Babalwa Solani ◽  
Liezel Cilliers ◽  
Willie Tafadzwa Chinyamurindi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Survey Design ◽  
Ease Of Use ◽  
Perceived Ease Of Use ◽  
End User ◽  
Research Philosophy

There is an observed popularity in the use of social networking sites. The popularity of social networking sites appears to occupy a multi-layered utility depending on the needs of the end user. Calls exist within the literature for studies that explore understanding of determinants that influence attitudes towards advertising on social networks. The importance of this is that such factors influencing attitudes towards advertising on social networks can be useful pre-cursors to the formation of actual intentions. The objective of this study was to determine the role of habit, perceived ease of use and social media capital affinity on attitudes towards social network advertising amongst students at rural campus. A sample of 289 registered students were used as a sample for this study utilising a positivist research philosophy and a survey design approach. The findings of the research saliently show a positive relationship to exist a) perceived ease of use and habit; b) social capital affinity and attitudes towards social networking advertising. Based on the findings of the research some implications are made concerning possible responses from the youth market and attitudes towards social media advertising.

Role of Social Media in the COVID-19 Pandemic

2022 ◽  
pp. 91-115
Author(s):  
Kriti Aggarwal ◽  
Sunil K. Singh ◽  
Muskaan Chopra ◽  
Sudhakar Kumar
Keyword(s):  
Social Networks ◽  
Social Media ◽  
False Information ◽  
Digital Platforms ◽  
Social Media Platform ◽  
Social Distancing ◽  
Media Platform ◽  
The Times ◽  
Harmful Effects

Today, social networks and media have become an integral part of everyone's daily existence. The rising popularity of social media has increased tenfold during the times of COVID-19 when people were forced to isolate following social distancing norms. Between July 2020 and July 2021, active social users grew to 520 million. The COVID-19 crisis has resulted in the usage of digital platforms not only for entertainment purposes but also for educational and corporate reasons. Hence, the spread of information has increased excessively on every social media platform. This has resulted in an equal rise of false information. The term infodemic was widely introduced during COVID-19 to explain the harmful effects of misinformation through social media. The chapter, hence, argues that the advantages of social media surpasses the dangers of misinformation. It discusses the role of COVID-19 in digitalization and how social media has helped in provision of various industries.

Developing a New Revenue Business Model in Social Network

2014 ◽  
pp. 197-221 ◽  
Author(s):  
Te Fu Chen
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Networking ◽  
Business Model ◽  
Business Models ◽  
Service Providers ◽  
Social Networking Service ◽  
New Business ◽  
New Business Models

This chapter focuses on a new business model in social networking, uses platform strategy to discuss possible business models, evaluates the optimal model for partnering with social networking service providers. This research develops a new revenue business model in social networking with a case study and discusses its potential monetization business model. The chapter reviews five business models including: 1) social media startups; 2) challenges social networks face: must monetize or die; 3) a case study of the new effective social business model – Facebook; 4) monetization: Facebook revenue and business model; and 5) a discussion of monetizing social networks: the four dominant business models and how you should implement them in the future. Through a comprehensive review, the chapter proposes a social media monetization model as the reference for firms to implement new business models of social networking.

Sign in / Sign up

Export Citation Format

Share Document