Applying social identity theory to the social media content strategy of a global brand: The role of brand- and user-generated content in global social identification

<p>The global marketplace is centred around products and brands that reflect certain identities. Social media can act as vehicles of meaning transfer for social identification between brands and social media users with a global social identity. Recognizing the importance of the psychological and sociological needs that draw social media users to build relationships with global brands, the purpose of this thesis is to explore the relevance of the global social identification process to global social media branding strategy. More specifically, this research considers the role and influence of social group membership dynamics to explore how brand-generated and user-generated content are part of the global social identification process. In that, this research aims to fill the gap where social identity theory has not been applied as a lens through which to understand and evaluate the social media content strategy of a global brand. This gap is important to fill due to the global social media arena’s social-centric nature and transparency in displaying social group memberships. An interpretive paradigm was used for this research, with a qualitative case study approach that consisted of interviews with global social media users/global brand representatives and a content analysis of the focal brands social media pages. The study found that the global social identification process on social media consists of two stages, global identity priming and global identity expression. Global identity priming occurs when the psychological and sociological function of global brands is transferred to brand-generated content through a semiotic meaning transfer process. Global identity expression can occur after, as a result of global identity priming, social media users with a global identity categorize the global brand into their in-group. Once in-group categorization takes place, creation and/or sharing of user-generated content with the global brand can be considered an act of identity expression and validation by those with a global identity. This has implications for a global brand’s social media content strategy, as the findings revealed that brand-generated content featuring certain symbolic global values facilitates the global social identification process on social media. Moreover, the findings revealed that user-generated content created by social media users for global identity expression purposes is of considerable value to global brands. Understanding how the global social identification process transpires on social media can guide global brands to consider how their content strategy can prime global social identification and meet the identity expression needs of those with a global identity. This has implications for content strategy design, social media interactions and ongoing global brand-user relationships.</p>

Applying social identity theory to the social media content strategy of a global brand: The role of brand- and user-generated content in global social identification

<p>The global marketplace is centred around products and brands that reflect certain identities. Social media can act as vehicles of meaning transfer for social identification between brands and social media users with a global social identity. Recognizing the importance of the psychological and sociological needs that draw social media users to build relationships with global brands, the purpose of this thesis is to explore the relevance of the global social identification process to global social media branding strategy. More specifically, this research considers the role and influence of social group membership dynamics to explore how brand-generated and user-generated content are part of the global social identification process. In that, this research aims to fill the gap where social identity theory has not been applied as a lens through which to understand and evaluate the social media content strategy of a global brand. This gap is important to fill due to the global social media arena’s social-centric nature and transparency in displaying social group memberships. An interpretive paradigm was used for this research, with a qualitative case study approach that consisted of interviews with global social media users/global brand representatives and a content analysis of the focal brands social media pages. The study found that the global social identification process on social media consists of two stages, global identity priming and global identity expression. Global identity priming occurs when the psychological and sociological function of global brands is transferred to brand-generated content through a semiotic meaning transfer process. Global identity expression can occur after, as a result of global identity priming, social media users with a global identity categorize the global brand into their in-group. Once in-group categorization takes place, creation and/or sharing of user-generated content with the global brand can be considered an act of identity expression and validation by those with a global identity. This has implications for a global brand’s social media content strategy, as the findings revealed that brand-generated content featuring certain symbolic global values facilitates the global social identification process on social media. Moreover, the findings revealed that user-generated content created by social media users for global identity expression purposes is of considerable value to global brands. Understanding how the global social identification process transpires on social media can guide global brands to consider how their content strategy can prime global social identification and meet the identity expression needs of those with a global identity. This has implications for content strategy design, social media interactions and ongoing global brand-user relationships.</p>

‘I Felt Like Being Upgraded’: Emerging Adults’ Experiences of Socioeconomic Resources in Relation to Their Vocational Identity Development in Turkey

The present study aimed to explore how economic and social resources interact with emerging adults’ vocational identity development. Emerging adults ( N = 108) from different socioeconomic backgrounds in Turkey were interviewed. Participants' reflections on the intersection between socioeconomic resources and vocational identity development were analyzed qualitatively and quantitatively. Results revealed that access to economic and social resources was described as a mediating factor between vocational choices and identity expression. Participants’ reports also showed that economic and social resources interacted with vocational identity development by affecting vocational exploration, expectations of vocational choices, perceived support and guidance, and future projections. While participants’ socioeconomic background was a significant factor affecting the prevalence of participants’ experiences, connections between the subthemes also indicated different clusters of experiences. Results provide important insights regarding the intersection between socioeconomic resources and vocational identity and the boundary and promoting factors leading emerging adults to pursue their vocational aspirations.

EVALUATION OF LOCAL IDENTITY IN KATAMAMA HOTEL BUILDING EXPRESSION IN SEMINYAK, BALI

Abstract- The times have created an identity crisis that has led to the fading of cultural diversity. This has caused many buildings in Indonesia today that have acted on behalf of or made the building have a local identity to reflect culture. The local identity used should not only be in the physical part of the building, but also have concepts and meanings applied. One of the local identity can be reflected through the expression of the building. A good building expression is a building that can pay attention to the local identity of the local culture in the building. This study aims to determine the local identity contained in the object of study, related to the expressions observed by observers. The object of study needs to be examined and studied further about the concept of Tri Angga used, and the representation of Bali that is reflected through the building, so that it can be known whether the object of study displays local Balinese identity or not. This evaluation discusses the conclusions of local identity in the case study building expressions and what should be done so that the local identity of Bali is more felt in the object of research. The theory used to support this research is the evaluation of architecture, local identity, architectural expression, identity and expression of Balinese architecture. The expression theory uses the Building Quality Theory by Kevin Lynch in 1960. The aspects of expression theory are chosen according to the explanations relevant to the object of study, form simplicity, visual scope, directional differentiation, and dominance. The method used in this study uses qualitative methods with descriptive, analytic, and interpretative approaches. The results of the study were to evaluate the local identity contained in the Katamama Hotel building expressions, which were assessed based on the theory of building quality. Local identity in the research object is in the aspect of dominance / dominance. The identity used is only found in the Bali brick material used in the scope of the building. Katamama Hotel does not use Balinese concepts, which rights are a characteristic or identity of Balinese architecture. The quality of buildings such as visual scope in the shape of the building is the main expression to be displayed. The brick material with gaps obtained from the brick structure makes a visual impression that can be felt by visitors, and is in accordance with the concept designed by the architect of the building by paying attention to lighting and shadows. While the quality of directional differentiation and form simplicity in buildings, both the shape of the building and the arrangement of the space become an aspect that is less attention to the Katamama Hotel. The benefit of this research is to provide an in-depth understanding of local identity and the importance of maintaining local wisdom, educating the public about the expression and its relation to local architectural identity with examples of real objects, so that physical and non-physical elements can be seen, enriching knowledge, especially culture local archipelago, as well as adding theoretical study studies on local expression and identity, as well as their relation to national identity. Key words: Evaluation, local identity, expression, Bali

Application of Proteomics in Cancer: Recent Trends and Approaches for Biomarkers Discovery

Proteomics has become an important field in molecular sciences, as it provides valuable information on the identity, expression levels, and modification of proteins. For example, cancer proteomics unraveled key information in mechanistic studies on tumor growth and metastasis, which has contributed to the identification of clinically applicable biomarkers as well as therapeutic targets. Several cancer proteome databases have been established and are being shared worldwide. Importantly, the integration of proteomics studies with other omics is providing extensive data related to molecular mechanisms and target modulators. These data may be analyzed and processed through bioinformatic pipelines to obtain useful information. The purpose of this review is to provide an overview of cancer proteomics and recent advances in proteomic techniques. In particular, we aim to offer insights into current proteomics studies of brain cancer, in which proteomic applications are in a relatively early stage. This review covers applications of proteomics from the discovery of biomarkers to the characterization of molecular mechanisms through advances in technology. Moreover, it addresses global trends in proteomics approaches for translational research. As a core method in translational research, the continued development of this field is expected to provide valuable information at a scale beyond that previously seen.

QUEERING CYC PRAXIS: WHAT I LEARNED FROM LGBTQI+ NEWCOMER, REFUGEE, AND IMMIGRANT STUDENT EXPERIENCES IN CANADA

This exploratory autoethnographic study, undertaken by a White straight cisgender child and youth care practitioner, seeks to understand the experiences of LGBTQI+ newcomer, refugee, and immigrant students in Canada. It highlights the nuances of creating safe spaces for young people who experience harm due to the intersections of systemic racism, xenophobia, transphobia, and homophobia. The overarching finding of this study reveals a culture of silence. Queer newcomer, refugee, and immigrant youth in Canada are often reluctant to disclose or explore their queerness due to their fears of discrimination and violence. This fear exists notwithstanding the pride Canada takes in its efforts to protect LGBTQI+ rights. Inspired by findings from interviews with two women, one who supports LGBTQI+ newcomers, refugees, and immigrants to Canada, and one who researches policy affecting all Canadian refugee experiences, I utilized a self-reflexive deep-dive approach to learn about the events and policies that have shaped LGBTQI+ newcomer, refugee, and immigrant students’ access to postsecondary education in Canada. Central findings in this study point to barriers emerging from homonationalism, colonization, religion, culture, race, White-centred gay–straight alliances in schools, and immigration policies pertaining to sexual orientation and gender identity expression (SOGIE). These findings problematize the White, Westernized, liberal, out-and-proud policies that child and youth care practitioners are accustomed to.