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.
Disease surveillance systems are a cornerstone of public health tracking and prevention. This review addresses the use, promise, perils, and ethics of social media- and Internet-based data collection ...for public health surveillance. Our review highlights untapped opportunities for integrating digital surveillance in public health and current applications that could be improved through better integration, validation, and clarity on rules surrounding ethical considerations. Promising developments include hybrid systems that couple traditional surveillance data with data from search queries, social media posts, and crowdsourcing. In the future, it will be important to identify opportunities for public and private partnerships, train public health experts in data science, reduce biases related to digital data (gathered from Internet use, wearable devices, etc.), and address privacy. We are on the precipice of an unprecedented opportunity to track, predict, and prevent global disease burdens in the population using digital data.
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.
The dual (bidirectional) nature of social media suggests that fear-of-missing-out (FOMO) leads to greater social media use (SMU). In turn, higher levels of SMU lead to heightened FOMO. Ironically, ...individuals use social media to assuage their FOMO but end up with higher levels of FOMO after being exposed to a wide variety of social opportunities, where they may not have been included. The present research examines the hypothesized bidirectional causal flow between FOMO and SMU. Extant research involving FOMO has been largely correlational. In Study 1, FOMO was manipulated and found to increase reported levels of SMU. Study 2 manipulated SMU, which led to higher levels of FOMO. It appears that, regarding FOMO, social media does exhibit a dual (bidirectional) nature.
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.
While the literature related to this topic has predominantly focused on investigating the influence mechanism that social media influencers (SMIs) impose over their followers, less is known about ...their attachment mechanism. Given that social media platforms were originally designed to facilitate personal bonding and not product or brand recommendations, we posited that social media followers' emotional attachment to SMIs is an important precedent that affects the followers' behavioral inclination to accept the SMIs' endorsements. We thus drew new attention to the relationship between SMIs and their followers by focusing on their attachment development mechanism and its casual factors and effects. In doing so, Study 1 inductively analyzed the key causal factors, both with respect to SMI persona- and content-driven attributes, that make followers feel attached to SMIs. By integrating the findings of Study 1 with the human brand theory, Study 2 provided empirical evidence after analyzing 325 U.S. consumers' responses about how SMIs' personas (i.e., inspiration, enjoyability, and similarity) and content curation abilities (i.e., informativeness) affected followers to perceive the SMIs as human brands who fulfill their needs for ideality, relatedness, and competence—all of which resulted in an intense attachment to SMIs. It was this positive emotion shaped with SMIs that transferred to SMIs’ endorsements and positively influenced the followers to acquire the products/brands that the SMIs recommended.
Social media use is a topical issue and raises several concerns including online comparison and social media fatigue, which have implications on the perceived wellbeing of users. Thus, this study ...explores how university students in Norway perceive their wellbeing in respect to their social media usage. To answer this, the study employs a qualitative approach by drawing from a set of 15 in-depth interviews ascertaining how informants perceive their social media use, what ‘balance’ means to their social media connectedness, and how it impacts their subjective sense of wellbeing. The research draws on the theory of mediatization as well as the uses and gratification theory. The mode of analysis rests on an interpretative phenomenological analysis to place findings within the larger context of the role of social media in the daily lives of users. This paper makes a conceptual and empirical contribution. Conceptually, it adds value to how scholarship can theorize wellbeing within social media contexts. Whereas empirically it illuminates how users perceive their wellbeing within the social media landscape and the solutions they propose to balance social media use.
The ongoing COVID-19 pandemic is likely to enhance the risk of addictive social media use (SMU) as people spend more time online maintaining connectivity when face-to-face communication is limited. ...Stress is assumed to be a critical predictor of addictive SMU. However, the mechanisms underlying the association between stress and addictive SMU in crises like the current COVID-19 situation remain unclear. The present study aimed to understand the relationship between COVID-19 stress and addictive SMU by examining the mediating role of active use and social media flow (i.e., an intensive, enjoyable experience generated by SMU that perpetuates media use behaviors). A sample of 512 Chinese college students (
= 22.12 years,
= 2.47; 62.5% women) provided self-report data on COVID-19 stress and SMU variables (i.e., time, active use, flow, addictive behavior) via an online survey from March 24 to April 1, 2020. The results showed that COVID-19 stress was positively associated with tendencies toward addictive SMU. Path analyses revealed that this relationship was significantly serially mediated by active use and social media flow, with SMU time being controlled. Our findings suggest that individuals who experience more COVID-19 stress are at increased risk of addictive SMU that may be fostered by active use and flow experience. Specific attention should be paid to these high-risk populations and future interventions to reduce addictive SMU could consider targeting factors of both active use and social media flow.
PDF
