Journal ArticleDOI
How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?
TLDR
In this article, the authors test hypotheses regarding differences in brand-related user-generated content (UGC) between Twitter (a microblogging site), Facebook (a social network) and YouTube (a content community) using data from a content analysis of 600 UGC posts for two retail-apparel brands.Citations
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Managing brands in the social media environment
TL;DR: In this article, a framework of social media's impact on brand management is introduced, arguing that consumers are becoming pivotal authors of brand stories due to new dynamic networks of consumers and brands formed through social media and the easy sharing of brand experiences in such networks.
Journal ArticleDOI
Social media engagement: What motivates user participation and consumption on YouTube?
TL;DR: Results showed that for participation on YouTube, the strongest predictor for liking and disliking videos was the relaxing entertainment motive; commenting and uploading being strongly predicted by social interaction motive; sharing being strongly predicting by information giving motive; and reading comments predicted by information seeking motive.
Journal ArticleDOI
The effect of social media communication on consumer perceptions of brands
TL;DR: In this paper, the authors investigated the impact of social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland and found that user-generated social media communications had a positive influence on both brand equity and brand attitude.
Journal ArticleDOI
Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction
TL;DR: This article used parasocial interaction (PSI) theory as a theoretical lens for designing successful social media strategies and found that consumers feel more connected with the brand when they are aware of the possibility that the brand's social media response may be automated.
Journal ArticleDOI
Engagement with social media and social media advertising: the differentiating role of platform type
TL;DR: In this paper, the authors examined how consumers' engagement with social media platforms drives engagement with advertising embedded in these platforms and subsequently, evaluations of this advertising and found that engagement is highly context specific; it comprises various types of experiences on each social media platform such that each is experienced in a unique way.
References
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Book
The Presentation of Self in Everyday Life
TL;DR: For instance, in the case of an individual in the presence of others, it can be seen as a form of involuntary expressive behavior as discussed by the authors, where the individual will have to act so that he intentionally or unintentionally expresses himself, and the others will in turn have to be impressed in some way by him.
Book
Discovering Statistics Using SPSS
Andy P. Field,Jeremy N.V. Miles +1 more
TL;DR: Suitable for those new to statistics as well as students on intermediate and more advanced courses, the book walks students through from basic to advanced level concepts, all the while reinforcing knowledge through the use of SAS(R).
Journal ArticleDOI
Social Network Sites: Definition, History, and Scholarship
danah boyd,Nicole B. Ellison +1 more
TL;DR: This publication contains reprint articles for which IEEE does not hold copyright and which are likely to be copyrighted.
Journal ArticleDOI
Users of the world, unite! The challenges and opportunities of Social Media
TL;DR: A classification of Social Media is provided which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds.
Book
Understanding Media: The Extensions of Man
TL;DR: Lapham as discussed by the authors re-evaluated McLuhan's work in the light of the technological as well as the political and social changes that have occurred in the last part of this century.