Influencer marketing is the practice of compensating individuals for posting about a product or service on social media. Influencer marketing is on the rise, and many marketers now plan either to ...start using influencers or to increase their use of them in their media mixes. Despite such growth, relatively little strategic or academic insight exists that is specific to influencers. In this article, we describe the roots of influencer marketing and the many different types of influencers that now exist. We identify influencers’ three functional components: the audience, the endorser, and the social media manager. We then detail for each of these components the different sources of value influencers potentially offer marketers. We draw on relevant academic research to offer advice about how to leverage each component strategically. We close by describing how the interplay of these functional components makes influencers a potentially powerful—and undervalued—marketing tool.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
This study was aimed to investigate the relationship between social media addiction and appearance-related social media consciousness in adolescents.
This study was conducted in a ...relational-cross-sectional-descriptive model. The population of the study consists of high schools located in a provincial center in the eastern of Turkey. Cluster sampling method was applied, and the study was completed with 1009 adolescents. The research data were collected by using personal information form, Bergen Social Media Addiction Scale and Adolescents' Appearance-Related Social Media Consciousness Scale.
It was determined that the mean scores of adolescents' social media addiction and appearance-related social media consciousness were at a moderate level. It was determined that female adolescents had higher mean scores of social media addiction and appearance-related social media consciousness. The model established with structural equation modelling was found to be compatible with social media usage time, which was found to be related to the level of social media addiction and appearance-related social media consciousness.
It was found that there was a significant positive relationship between social media addiction and appearance-related social media consciousness. Time spent using social media was found to be a predictor of addiction and social media consciousness about appearance.
Pediatric nurses can educate adolescents about the potential risks of excessive use of social media and help them to act consciously. Suggest implementing school-based interventions to educate adolescents, especially females, about healthy social media use.
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•It is stated that adolescents prioritize appearance when using social media platforms.•It was determined that the mean scores of both scales of the adolescents were at a moderate level.•A significant relationship was identified between social media addiction and appearance-related social media consciousness.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
People vary in their tendencies to compare themselves to others, an individual difference variable called social comparison orientation (SCO). Social networking sites provide information about others ...that can be used for social comparison. The goal of the present set of studies was to explore the relationship between SCO, Facebook use, and negative psychological outcomes. Studies 1a and 1b used correlational approaches and showed that participants high (vs. low) in SCO exhibited heavier Facebook use. Study 2 used an experimental approach and revealed that participants high in SCO had poorer self-perceptions, lower self-esteem, and more negative affect balance than their low-SCO counterparts after engaging in brief social comparisons on Facebook. SCO did not have as strong or consistent effects for participants engaging in control tasks. Results are discussed in the context of extant literature and the impact of social media use on well-being.
•Examined impact of Facebook as a function of social comparison orientation (SCO)•High-SCO participants use Facebook more heavily.•High-SCO participants are more negatively affected by an acquaintance's profile.•SCO did not have strong or consistent effects in control tasks.•Social comparison on Facebook may be more detrimental for high-SCO users.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK
Despite high rates of smartphone ownership in psychiatric populations, there are very little data available characterizing smartphone use in individuals with mental illness. In particular, few ...studies have examined the interest and use of smartphones to support mental health.
This study aimed to (1) characterize general smartphone app and social media usage in an acute transdiagnostic psychiatric sample with high smartphone ownership, (2) characterize current engagement and interest in the use of smartphone apps to support mental health, and (3) test demographic and clinical predictors of smartphone use.
The survey was completed by all patients attending an adult partial hospital program, with no exclusion criteria. The primary outcomes were frequency of use of general and mental health smartphone apps (smartphone use survey) and the frequency of social media use and phone-checking behavior (mobile technology engagement scale).
Overall, 322 patients (aged mean 33.49, SD 13.87 years; 57% female) reported that their most frequently used app functions were texting, email, and social media. Younger individuals reported more frequent use across most types of apps. Baseline depression and anxiety symptoms were not associated with the frequency of app use. Participants reported health care, calendar, and texting apps as most supportive of their mental health and social media apps as most negatively affecting their mental health. Most patients reported an interest in (73.9% 238/322) and willingness to use (81.3% 262/322) a smartphone app to monitor their mental health condition. Less than half (44%) of the patients currently had a mental health app downloaded on their smartphone, with mindfulness and meditation apps being the most common type.
The high interest in and willingness to use mental health apps, paired with the only moderate current reported usage, indicate a potential unmet treatment opportunity in psychiatric populations. There is potential to optimize non-mental health-specific apps to better support the needs of those with mental illness and to design a new wave of mental health apps that match the needs of these populations as well as the way they use smartphones in daily life.
The growing number of ageing consumers and their increasingly active engagement in social media platforms present a great opportunity for digital marketing to the grey market. However, the potential ...of this segment has been underrated by both marketers and marketing scholars. The empirical belief of senior consumers' technological illiteracy somewhat discourages industrial and academic approaches to seeking the answer to some critical questions such as what older consumers think about social media‐based advertising, influencers, or peer communications. Thus, this study aims to explore and explain older consumers' social media‐related behaviour through (a) delving into motives behind their frequently used social media site(s), (b) investigating older consumers' purchase behaviour aspects (i.e., determinant(s) to purchase decisions, favoured shopping modes), (c) discovering what senior consumers think about social media‐based advertising, influencers, and peer communications, and (d) evaluating the impact of social media on older consumers' purchase behaviour. Five key themes emerging from the adopted qualitative approach are (1) Facebook predominance, (2) Scepticism, (3) Price sensitivity, (4) Asymmetric social influences, and (5) Favoured physical store shopping. Each finding is demonstrated in a detailed causal explanation. Academic contributions and implications for social media marketers are highlighted and discussed.
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BFBNIB, FZAB, GIS, IJS, IZUM, KILJ, NLZOH, NUK, OILJ, PILJ, SAZU, SBCE, SBMB, UL, UM, UPUK
Incentivized blockchain-based online social media (BOSM), where creators and curators of popular content are paid in cryptocurrency, have recently emerged. Traditional social media ecosystems have ...experienced significant bot involvement in their platforms, which has often had a negative impact on both users and platforms. BOSM can provide additional direct financial incentives as motivation for both bots' and human users' engagement. Using the panel vector autoregression and regression discontinuity in time framework, we analyze two distinct data sets from Steemit, the largest and most popular BOSM, to study the impact of bot engagement on human users and the impact of changes in financial reward on user engagement. Interestingly, our findings demonstrate that while increased engagement by bots is positively associated with engagement by human users, the association between bot engagement and human user engagement decreases as the number of votes for a post increases. We also find that shifts in economic incentives significantly influence the behavior of both human users and bots. This research provides significant insights on how social media platforms can leverage economic incentives to influence user behavior and, more importantly, leverage bots' activity to increase the engagement of their human users.
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BFBNIB, IZUM, KILJ, NUK, PILJ, SAZU, UL, UM, UPUK
Since the outbreak in China in late 2019, the novel coronavirus (COVID‐19) has spread around the world and has come to dominate online conversations. By linking 2.3 million Twitter users to locations ...within the United States, we study in aggregate how political characteristics of the locations affect the evolution of online discussions about COVID‐19. We show that COVID‐19 chatter in the United States is largely shaped by political polarization. Partisanship correlates with sentiment toward government measures and the tendency to share health and prevention messaging. Cross‐ideological interactions are modulated by user segregation and polarized network structure. We also observe a correlation between user engagement with topics related to public health and the varying impact of the disease outbreak in different U.S. states. These findings may help inform policies both online and offline. Decision‐makers may calibrate their use of online platforms to measure the effectiveness of public health campaigns, and to monitor the reception of national and state‐level policies, by tracking in real‐time discussions in a highly polarized social media ecosystem.
This paper explores the implicit assumption in the growing body of literature that social media usage is fundamentally different in business-to-business (B2B) companies than in the extant ...business-to-consumer (B2C) literature. Sashi's (2012) customer engagement cycle is utilized to compare organizational practices in relation to social media marketing in B2B, B2C, Mixed B2B/B2C and B2B2C business models. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media usage and its perceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models.
•B2B use social media in different ways to B2C, Mixed B2B/B2C, and B2B2C.•B2B consider social media less important in customer relationship oriented activities than other business models.•Those who consider social media an important channel find it effective in all stages of the customer engagement cycle.•B2B perceive social media as a less effective marketing channel.•B2B see similar importance for customer acquisition orientated activities.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Social interaction plays a central role in effectuation processes, yet we know little about the implications for effectuation when an entrepreneur interacts via particular channels such as social ...media. To address this gap, our paper uses an inductive, theory-building methodology to develop propositions regarding how effectuation processes are impacted when entrepreneurs adopt Twitter. Twitter is a microblogging platform that can facilitate a marked increase in interaction. We posit that Twitter-based interaction can trigger effectual cognitions, but that high levels of interaction via this medium can lead to effectual churn. We also posit that there is one factor, perceived time affordability, that predicts the level of social interaction in which an entrepreneur engages via Twitter. Further, we propose two factors that moderate the consequences of social interaction through Twitter. These factors are community orientation and community norm adherence. Implications for our understanding of effectuation, of social interaction, and of the impact of social media on entrepreneurial firms are discussed.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK
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