The notion of self-branding has drawn myriad academic responses over the last decade. First popularised in a provocative piece published in Fast Company, self-branding has been criticised by some on ...theoretical, practical and ethical grounds, while others have endorsed and propelled the idea. This article considers how and why the concept of self-branding has become so prevalent. We contend that it parallels the growth of digital technology (particularly social media) embedded in the current political climate: neoliberal individualism. Another objective here is to imbue the concept of self-branding with a marketing perspective and show how the 'celebrities' of self-branding manifest at a marketing media nexus distinct to the opening decades of the twenty-first century. Building on literature from mostly media and cultural studies, this critique sees self-branding as a distortion of key branding principles that has obvious implications for its practitioners and advocates. The article shows that, despite inherent tensions and problematic ironies, self-branding persists through the rise of Social Media Influencers; we consider three of these whose fame and following was achieved via the practices and phenomena under consideration.
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Social media has morphed from an interesting phenomenon to an essential part of surgical publishing. This contribution, “What Is Next for Social Media for Surgery,” reviews how we arrived at this ...point, how we are currently engaged in Surgery in social media, and where we, as editors-in-chief, envision social media heading over the next several years.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
The purpose of this study is to examine how firms implement social media systematically to drive strategic marketing actions. To this end, the study conceptualises social media implementation as a ...multidimensional, organisational construct composed of social media strategy, active presence, customer engagement initiatives and social media analytics. Using primary data, the study operationalises the social media implementation construct and tests its effect on firm performance isolated into social media performance and marketing performance. The results indicate that all except the active presence dimension of social media implementation are positively related to social media performance. The results further indicate that social media performance is positively related to marketing performance. The study contributes to the literature by offering a novel conceptualisation and empirical validation of the social media implementation construct.
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Over the last five years, widespread concern about the effects of social media on democracy has led to an explosion in research from different disciplines and corners of academia. This book is the ...first of its kind to take stock of this emerging multi-disciplinary field by synthesizing what we know, identifying what we do not know and obstacles to future research, and charting a course for the future inquiry. Chapters by leading scholars cover major topics – from disinformation to hate speech to political advertising – and situate recent developments in the context of key policy questions. In addition, the book canvasses existing reform proposals in order to address widely perceived threats that social media poses to democracy. This title is also available as Open Access on Cambridge Core.
Social Media Analytics and Intelligence Zeng, Daniel; Hsinchun Chen; Lusch, R ...
IEEE intelligent systems,
2010-Nov.-Dec., 2010-11-00, 20101101, Volume:
25, Issue:
6
Journal Article
Peer reviewed
In a broad sense, social media refers to a conversational, distributed mode of content generation, dissemination, and communication among communities. Different from broadcast-based traditional and ...industrial media, social media has torn down the boundaries between authorship and readership, while the information consumption and dissemination process is becoming intrinsically intertwined with the process of generating and sharing information. This special issue samples the state of the art in social media analytics and intelligence research that has direct relevance to the AI subfield from either an methodological or domain perspective.
The widespread use of social media as a marketing tool during the last decade has been responsible for attracting a significant volume of academic research, which, however, can be described as highly ...fragmented to yield clear directions and insights. We systematically synthesize and critically evaluate extant knowledge of social media marketing extracted from 418 articles published during the period 2009–2021. In doing so, we use an organizing framework focusing on five key areas of social media marketing research, namely, social media as a promotion and selling outlet, social media as a communication and branding channel, social media as a monitoring and intelligence source, social media as a customer relationship management and value cocreation platform, and social media as a general marketing and strategic tool. Within each of these areas, we provide important theoretical, methodological, and thematic insights, as well as future research directions. We also offer useful managerial implications derived from the articles reviewed.
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Published research promoted on twitter reaches more readers. Tweets with graphics are more engaging than those without. However, data are limited regarding how to optimize multimedia tweets for ...engagement.
The “Three facts and a Story” trial is a randomized-controlled trial comparing a tweet featuring a graphical abstract to paired tweets featuring the personal motivations behind the research and a summary of the findings. Fifty-four studies published by the Journal of Hepatology were randomized at the time of online publication. The primary endpoint was assessed at 28-days from online publication with a primary outcome of full-text downloads from the website. Secondary outcomes included page views and twitter engagement including impressions, likes, and retweets.
Overall, 31 studies received standard tweets and 23 received story tweets. Five studies were randomized to story tweets but crossed over to standard tweets for lack of author participation. Most papers tweeted were original articles (94% standard, 91% story) and clinical topics (55% standard, 61% story). Story tweets were associated with a significant increase in the number of full text downloads, 51 (34–71) vs. 25 (13-41), p = 0.002. There was also a non-significant increase in the number of page views. Story tweets generated an average of >1,000 more impressions than standard tweets (5,388 vs. 4,280, p = 0.002). Story tweets were associated with a similar number of retweets, and a non-significant increase in the number of likes.
Tweets featuring the authors and their motivations may increase engagement with published research.
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Abstract Purpose The purpose of this study is to evaluate clinical outcomes from applications of contemporary social media in chronic disease; to develop a conceptual taxonomy to categorize, ...summarize, and then analyze the current evidence base; and to suggest a framework for future studies on this topic. Methods We performed a systematic review of MEDLINE via PubMed (January 2000 to January 2015) of studies reporting clinical outcomes on leading contemporary social media (ie, Facebook, Twitter, Wikipedia, YouTube) use in 10 chronic diseases. Two reviewers independently performed data extraction and quality assessment; characterization of study outcomes as positive, negative, neutral, or undefined impact; and inductive, thematic analysis to develop our taxonomy. Results Of 378 citations identified, 42 studies examining the use of Facebook (n = 16), blogs (n = 13), Twitter (n = 8), wikis (n = 5), and YouTube (n = 4) on outcomes in cancer (n = 14), depression (n = 13), obesity (n = 9), diabetes (n = 4), heart disease (n = 3), stroke (n = 2), and chronic lower respiratory tract infection (n = 1) were included. Studies were classified as support (n = 16), patient education (n = 10), disease modification (n = 6), disease management (n = 5), and diagnosis (n = 5) within our taxonomy. The overall impact of social media on chronic disease was variable, with 48% of studies indicating benefit, 45% neutral or undefined, and 7% suggesting harm. Among studies that showed benefit, 85% used either Facebook or blogs, and 40% were based within the domain of support. Conclusions Using social media to provide social, emotional, or experiential support in chronic disease, especially with Facebook and blogs, appears most likely to improve patient care.
Research shows that effective marketing and R&D interface is pivotal in a company's new product development performance and future competitiveness. The increased popularity of social media promised ...to enhance interaction, collaboration, and networking between the two functions. However, there is limited knowledge regarding the key activities, infrastructure requirements, and potential benefits of social media in the marketing and R&D interface. This study aims to advance the current understanding of social media engagement strategies, which facilitates improved marketing and R&D interfaces and ultimately NPD performance for manufacturing companies. Based on a multiple-case study in two manufacturing companies, this study first presents the role of social media in facilitating improved marketing and R&D interface within a B2B context. Second, it presents the adoption process of the social media engagement strategy for an evolving marketing and R&D interface. The adoption process is divided into three phases, namely coordination, cooperation, and coproduction, to provide detailed insights regarding full-scale social media engagement. Taken together, the study provides novel insights into industrial marketing management literature by exemplifying the role of social media and proposing a systematic social engagement strategy for improved marketing and R&D interface in the manufacturing industry.
•The influencing role of social media in facilitating improved marketing and R&D interfaces in manufacturing industry.•Step-by-step adoption process of social media engagement strategy is developed in three phases.•The three phases in the adoption process are: namely coordination, cooperation, and coproduction.•The key activities are described to the three-phase adoption process of social media engagement.
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