Open Access. Powered by Scholars. Published by Universities.®
- Institution
-
- Kennesaw State University (13)
- Georgia Southern University (11)
- University of Arkansas, Fayetteville (8)
- Singapore Management University (5)
- University of Nebraska - Lincoln (5)
-
- University of Texas Rio Grande Valley (5)
- California Polytechnic State University, San Luis Obispo (4)
- University of Kentucky (4)
- University of Nevada, Las Vegas (4)
- University of South Florida (4)
- Asia Marketing Journal (AMJ) (3)
- California State University, San Bernardino (3)
- Lindenwood University (3)
- Roger Williams University (3)
- The University of Southern Mississippi (3)
- University of Tennessee, Knoxville (3)
- Bowling Green State University (2)
- City University of New York (CUNY) (2)
- Eastern Kentucky University (2)
- Johnson & Wales University (2)
- Liberty University (2)
- Louisiana State University (2)
- Loyola University Chicago (2)
- New Jersey Institute of Technology (2)
- Seton Hall University (2)
- Technological University Dublin (2)
- Universitas Indonesia (2)
- Walden University (2)
- Air Force Institute of Technology (1)
- American Dental Association (1)
- Publication Year
- Publication
-
- Atlantic Marketing Journal (8)
- Faculty Publications (4)
- Graduate Theses and Dissertations (4)
- Honors College Theses (4)
- Theses (4)
-
- Asia Marketing Journal (3)
- Honors Theses (3)
- Information Systems Faculty Publications and Presentations (3)
- Research Collection School Of Accountancy (3)
- Theses and Dissertations (3)
- UNLV Theses, Dissertations, Professional Papers, and Capstones (3)
- Agribusiness (2)
- Association of Marketing Theory and Practice Proceedings 2013 (2)
- Association of Marketing Theory and Practice Proceedings 2014 (2)
- Atlantic Marketing Association Proceedings (2)
- Chancellor’s Honors Program Projects (2)
- Dissertations (2)
- EKU Faculty and Staff Scholarship (2)
- Electronic Theses and Dissertations (2)
- Geography Faculty Publications (2)
- Journal of Global Business Insights (2)
- Journal of International Technology and Information Management (2)
- Library Philosophy and Practice (e-journal) (2)
- MBA Student Scholarship (2)
- Marketing Faculty Publications and Presentations (2)
- Marketing Undergraduate Honors Theses (2)
- Organization Management Journal (2)
- School of Business: Faculty Publications and Other Works (2)
- Senior Honors Theses (2)
- The African Journal of Information Systems (2)
Articles 1 - 30 of 150
Full-Text Articles in Entire DC Network
The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus
The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus
Atlantic Marketing Journal
The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …
The Development Of A Social Media Strategy For The Wilkes-Barre Scranton Knights, Natalie Ritter
The Development Of A Social Media Strategy For The Wilkes-Barre Scranton Knights, Natalie Ritter
Senior Honors Theses
In this thesis, an examination is conducted on the design, development, process, and execution of a social media strategy for the Wilkes-Barre Scranton Knights, a junior hockey team composed of 16-20 year old players based in Scranton, Pennsylvania. The strategy takes into consideration not only the extraordinary role that social media can play in the success of a team’s overall development and marketing plan, but also the team’s specific mission and objectives as well as the intricacies that come with media within the sports industry. An in-depth literature review discusses the importance of a social media strategy and how an …
Social Media Marketing And Business Performance In Brunei Darussalam Amid Covid-19 Crisis, Safi Ullah Khan, Haja Norain Binti Hj Matali
Social Media Marketing And Business Performance In Brunei Darussalam Amid Covid-19 Crisis, Safi Ullah Khan, Haja Norain Binti Hj Matali
ASEAN Journal on Science and Technology for Development
In recent years, the highly competitive business environment and changes in a country's economic situation have affected small and medium-sized enterprises (SMEs). The outbreak of coronavirus disease (COVID-19) has had a significant impact on the global economy and SMEs. The struggle from the pandemic has enabled SMEs to take the challenges to overcome their problems. One way to tackle this problem is that businesses need to improve their marketing strategy by utilizing digital technologies and social media marketing (SMM) platforms, which can improve SMEs resilience and business performance. Therefore, this study investigates the effect of SMM on SMEs’ business performance …
The Public’S Companies, Andrew K. Jennings
The Public’S Companies, Andrew K. Jennings
Fordham Journal of Corporate & Financial Law
This Essay uses a series of survey studies to consider how public understandings of public and private companies map into urgent debates over the role of the corporation in American society. Does a social-media company, for example, owe it to its users to follow the free-speech principles embodied in the First Amendment? May corporate managers pursue environmental, social, and governance (“ESG”) policies that could reduce short-term or long-term profits? How should companies respond to political pushback against their approaches to free expression or ESG?
The studies’ results are consistent with understandings that both public and private companies have greater public …
Enhancing A Brand With The Introduction Of Merchandise And A Social Media Content Schedule, Rachel Imming
Enhancing A Brand With The Introduction Of Merchandise And A Social Media Content Schedule, Rachel Imming
Theses
This project focuses on how to enhance a brand by incorporating merchandise for the brand and utilizing a social media content schedule to push out content consistently and uniformly. The primary beneficiary of this project is J.E.D.I. Brew Co, a small craft brewery out of Southern Illinois. The aim of the project is to study the important aspects of marketing and brand awareness, in order to help a brand better promote themselves. Ultimately, the project studies consumer engagement, advertising, experiential marketing, storytelling, and consumer behavior to help brands understand how these things affect and aid their business.
Crossing Digital Borders: An Exploration Of Changes In Exposure And Perceptions Of Other Cultures Via Social Media Platforms, Madison Mahoney
Crossing Digital Borders: An Exploration Of Changes In Exposure And Perceptions Of Other Cultures Via Social Media Platforms, Madison Mahoney
Marketing Undergraduate Honors Theses
Social media's explosive growth has revolutionized global connectivity, engaging billions of users and transforming how we learn and share in digital communities. Social media has enabled cross-cultural connectivity and cultural exploration, showcasing diverse lifestyles and customs.
In this Honors undergraduate thesis, research was conducted exploring the relationship between exposure to other cultures on social media and user's perception from seeing this content. This research gauged if there were more positive or negative associations for people from other countries or cultures due to exposure via social media, users' perception and reaction to culturally-insensitive content on platforms, and consumer reaction to culturally-oriented …
Who Posts Positive Hotel Reviews On Social Media? Examining Experiential Value, Online Social Capital, And Personal Attributes, Jungyun Hur, Soocheong (Shawn) Jang
Who Posts Positive Hotel Reviews On Social Media? Examining Experiential Value, Online Social Capital, And Personal Attributes, Jungyun Hur, Soocheong (Shawn) Jang
Journal of Tourism Insights
This study aims to identify key attributes which significantly distinguish people with high intentions to generate positive hotel review on social media from others by examining three major factors associated with online hotel review generation which include hotel experiential value (e.g., utilitarian value, hedonic value, atmospheric value, and service quality), online social capital (e.g., social interaction tie, norm of reciprocity, and social identification), and personal attributes (e.g., opinion leadership, Internet self-efficacy, and hotel loyalty). The results of this study suggest that utilitarian and atmospheric values were the two most critical hotel experiential attributes in determining guests’ high intention to generate …
The Psychological Motivations Of Attendees To Engage And Share Their Event Experiences, Denise Matoushek
The Psychological Motivations Of Attendees To Engage And Share Their Event Experiences, Denise Matoushek
Theses
Social media usage, content creation and consumption has increased steadily throughout the years. This facet has impacted the event industry and their audiences’ expectations of immersive and high-end digital opportunities with the goal of memory capturing and user generated content. In addition to providing digital event opportunities, meeting audiences on their psychological level when in attendance at events heightens the likelihood of revisits, word-of-mouth, and social media sharing. The two main psychological aspects to study are that of belonging and internal motivation. In the event field, belonging is the feeling or association to a community of peers and internal motivation …
Gift Sharing On Social Media: What Drives It?, Mira Lee, Yoon-Hee Kang
Gift Sharing On Social Media: What Drives It?, Mira Lee, Yoon-Hee Kang
Asia Marketing Journal
This study examines factors influencing gift sharing on social media. An online survey gathered data from American adults. It investigates how motivations for social media content posting, gift attributes, giver characteristics, and recipient reactions affect gift-sharing behavior. Findings show self-expression motives in content posting drive sharing, while social interaction motives do not. Gifts perceived as experiential and expensive are more likely to be shared. Recipient-centric gifts positively influence gift sharing, while giver-centric gifts hinder sharing. Attitude towards the gift predicts sharing, while appreciation does not. The study enhances understanding of gift sharing on social media and offers marketing insights for …
Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat
Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat
Journal of Global Business Insights
As internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and challenges for organizations. Therefore, the aim of this research was to investigate how the intensity of Instagram’s usage as a social media platform affects conspicuous consumption. The data was gathered through a questionnaire administered to Instagram users (N = 230). Partial least squares structural equation modeling (PLS-SEM) determined the effect of the intensity of Instagram’s …
Platform Of Growth: An Analysis Of Earnings And Social Media Engagement Among Esports Athletes, Colleen Marie Dibble
Platform Of Growth: An Analysis Of Earnings And Social Media Engagement Among Esports Athletes, Colleen Marie Dibble
Theses and Dissertations
Esports consists of online gaming, cyber sport, and virtual sport in a highly competitive environment. The industry has grown tremendously over the last 30 years (Leroux-Parra, 2020). Professional esports competitions are often now contested with a large scale, global audience, and millions of dollars potentially at stake in some competitions. Hundreds of esports athletes earn a living from the multi-billion-dollar esports industry. In addition to players earning salaries and prize pool money in a professional setting, many colleges have offered scholarships to enrolled students and have begun to offer esports-related curriculums (Dominguez, 2022). Networks such as ABC, ESPN, and TBS …
Sophisticated Vs. Rugged: Examining Gendered Brand Communication Styles And Social Media Engagement, Joanne T. Cao, Jamye Foster, Gallayanee S. Yaoyuneyong, Lacey K. Wallace
Sophisticated Vs. Rugged: Examining Gendered Brand Communication Styles And Social Media Engagement, Joanne T. Cao, Jamye Foster, Gallayanee S. Yaoyuneyong, Lacey K. Wallace
Journal of Applied Marketing Theory
Advertising and marketing managers understand that not all brands need to be on social media, but what is not clearly understood is consumers’ engagement expectations for brands that are on social media. Therefore, this study investigates the impact of brand personality, specifically sophisticated and rugged brands, and gendered communication styles on consumers’ expectations of social media engagement. A scenario-based experiment is performed to test the hypotheses using a mock brand. The main study consisted of a Qualtrics consumer panel, and a MANOVA was utilized to examine three components of social media engagement (consumption, contribution, and creation) on the two brand …
The Double-Edged Sword Of Social Media Usage During The Covid-19 Pandemic: Demographical And Cultural Analyses, Khaled A. Alshare, Murad Moqbel, Mohammad I. Merhi
The Double-Edged Sword Of Social Media Usage During The Covid-19 Pandemic: Demographical And Cultural Analyses, Khaled A. Alshare, Murad Moqbel, Mohammad I. Merhi
Information Systems Faculty Publications and Presentations
Purpose
This exploratory research aims to (1) investigate the bright and dark sides of social media use during the COVID-19 pandemic; (2) explore the impact of demographic factors on social media usage; and (3) assess the effects of cultural dimensions on social media usage.
Design/methodology/approach
The data are collected through an online survey. Factors derived from grounded theories and models such as affordance theory and Hofstede's cultural framework were considered. Spearman correlation and nonparametric analysis were used to test the hypotheses.
Findings
The results revealed that social media usage was positively associated with healing and affiliation, and negatively associated with …
Strategic Communication In The Feminine Hygiene And Beauty: A Comprehensive Plan For Effective Engagement And Influence, Mikhailia A. Williams
Strategic Communication In The Feminine Hygiene And Beauty: A Comprehensive Plan For Effective Engagement And Influence, Mikhailia A. Williams
Global Strategic Communications Student Work
The beauty and health industry is a multi-billion dollar market that includes companies that produce feminine hygiene products (Petruzzi, 22). These brands are looking for new ways to connect with their consumers and increase consumer loyalty. The Honey Pot Company, a plant-based and organic feminine hygiene brand, has an opportunity to increase its online brand sentiment by implementing a strategic communications plan for female consumers aged 15 to 50. The objective of this report is to provide a comprehensive analysis of the company's communication, marketing and brand strategies, as well as create a strategic communications plan to develop a positive …
Hiring Decisions: Impacts Of Applicant Gender And Social Media Presence, Alicia Ostrowski
Hiring Decisions: Impacts Of Applicant Gender And Social Media Presence, Alicia Ostrowski
Honors College Theses
Studies show that hiring decisions can be influenced by an applicant’s social media profile (Broughton et al., 2013) as well as their gender (Garcia-Retamero & Lopez-Zafra, 2009). Women, compared to men, are more likely to face hiring discrimination (Garcia-Retamero & Lopez-Zafra, 2009) and many hiring managers tend to look at an applicant’s social media profiles for additional information during the hiring process (Broughton et al., 2013). There is a lack of substantial research on the combination of these two factors. This study examined the effects of gender and social media type on hiring decisions.
What Is The Role Of T.E.A Concept Between Positive Recommendation And Behavioural Intention To Purchase In Social Media?, Phyo Min Tun
What Is The Role Of T.E.A Concept Between Positive Recommendation And Behavioural Intention To Purchase In Social Media?, Phyo Min Tun
The South East Asian Journal of Management
Research Aims: This study explores the antecedents of customers’ behavioural intention to purchase on the social media platform. In addition, the T.E.A concept, the group of consequences of positive recommendation (PR), is developed by amalgamating trust (T), easiness (E), and amusement (A).
Design/Methodology/Approach: The data was collected from 260 random social media users from Myanmar. Both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were employed to examine the observed variables, and structural equation modelling (SEM) techniques were used to estimate the hypotheses in AMOS software.
Research Findings: The results disclose that the T.E.A concept is …
Impact Of Employer Value Proposition And Social Media Use On The Intention To Apply For A Job In The It Industry Of Vietnam, Quoc Trung Pham, Duy Anh Vo
Impact Of Employer Value Proposition And Social Media Use On The Intention To Apply For A Job In The It Industry Of Vietnam, Quoc Trung Pham, Duy Anh Vo
The South East Asian Journal of Management
Research Aims: Human resources are critical for success in the digital economy. However, IT human resources are predicted to be scarce and attracting IT talent is difficult for many enterprises. Currently, employer branding and social media advertising are possible solutions to these problems. This research aims to evaluate the influence of EVP and social media use on the intention to apply for an IT job.
Design/Methodology/Approach: The quantitative research method is used to verify the research model. The sample includes 240 valid respondents from HCMC, Vietnam. The research model includes six independent variables (5 values of EVP and social media …
Are More Followers Always Better? The Non-Linear Relationship Between The Number Of Followers And User Engagement On Seeded Marketing Campaigns In Instagram, Suyoung Moon, Shijin Yoo
Are More Followers Always Better? The Non-Linear Relationship Between The Number Of Followers And User Engagement On Seeded Marketing Campaigns In Instagram, Suyoung Moon, Shijin Yoo
Asia Marketing Journal
Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to find out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded influencer and user engagement. The data consists of information from 1,062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded influencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded …
The Influence Of Sponsorship Engagement On Brand Loyalty: An Analysis Of The On-Site And Social Media Activational Communications., Achyut Kulkarni
The Influence Of Sponsorship Engagement On Brand Loyalty: An Analysis Of The On-Site And Social Media Activational Communications., Achyut Kulkarni
Electronic Theses and Dissertations
The purpose of this study was to investigate the influence of sponsorship engagement (enacted via sponsorship activations) on consumers’ responses to sponsors’ activational communications. Specifically, this study aimed at examining if interaction and engagement with their team’s sponsors’ activational communication on-site, as well as on social media, influenced loyalty towards the sponsors. The study utilized service-dominant (S-D) logic as the theoretical framework. The S-D logic perspective recognizes that consumer behavior is centered on the interactive experiences between a consumer and an object, in this case the sponsor, and that a level of consumer interest and/or personal relevance with respect to …
Keeping The Faith: The Impact Of Religiosity On Controversial Social Justice Advertising, Rebecca Rast, Josh Coleman, Christina S. Simmers
Keeping The Faith: The Impact Of Religiosity On Controversial Social Justice Advertising, Rebecca Rast, Josh Coleman, Christina S. Simmers
Atlantic Marketing Journal
Religious individuals have traditionally responded negatively to controversial advertising; however, little has been examined in their response to brand activism in the form of social justice issues. Interestingly, brands may find support from more religious individuals when promoting certain social issues. Across three studies using two social networks (Twitter and Instagram), this research demonstrates that individuals who identify as more religious (compared to those who identify as less religious) consistently display higher attitudes, intentions, and perceptions of authenticity for brands supporting social justice issues (precisely racial inequality, or “Black Lives Matter”). These findings are explained through social identity theory, in …
“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey
“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey
Management Undergraduate Honors Theses
This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …
How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart
How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart
Marketing Undergraduate Honors Theses
Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …
J Mich Dent Assoc April 2022
The Journal of the Michigan Dental Association
Monthly, The Journal of the Michigan Dental Association brings news, information, and feature articles to our state's oral health community and the MDA's 6,200+ members. No publication reaches more Michigan dentists!
In this April 2022 issue, the reader will find the following original content:
- A cover feature “Protect Your Patients and Yourself: The Complete and Honest Medical History”
- A feature article “The Foundation for Dental Care: The Patient Interview and Dental/Medical Health History”
- A 10-Minute EBD “The Preferred Analgesia for Orthodontic Tooth Movement: Acetaminophen or NSAIDs?”
- News you need: an Editorial, a "Reminder about Antitrust Law", and regular department articles, …
Can Nil Help Dissolve The Gender Inequities That Are Baked Into The Fabric Of The Ncaa Culture?, Ryan Cory
Can Nil Help Dissolve The Gender Inequities That Are Baked Into The Fabric Of The Ncaa Culture?, Ryan Cory
Transformations: Presentation Slides
The gender equity imbalance in college athletics has been an issue since the National Collegiate Athletic Association (NCAA) was formed in 1905 (Boninger, 2018). On July 1, 2021, the NCAA put together a NIL policy that all athletes across all divisions can benefit from their brands (Jessop & Sabin, 2021). The impact that NIL will bring to compensation between male and female student-athletes can compare to the impact that Title IX brought to female sports participation rates in 1972 (Staurowsky & Rhoads, 2020). The reasons deal with social media and how female student-athletes use it. Female student-athletes tend to be …
"Real" Marketing Within The Fast Fashion Industry: An Analysis Of Internal Vs. External Dei Practices, Marinda Lynn Carlyle
"Real" Marketing Within The Fast Fashion Industry: An Analysis Of Internal Vs. External Dei Practices, Marinda Lynn Carlyle
University Honors Theses
This thesis will analyze the social media marketing (SMM) practices of Fast Fashion industry trends that have surfaced due to recent events. Specifically, this work will compare customer-facing SMM efforts related to diversity, equity, and inclusion (DEI) initiatives against the internal values and practices a company expends towards these efforts. This thesis will use H&M as an illustrative example in representing a company within the Fast Fashion industry. The motivation of this thesis or[i]ginates from the ongoing shifts in corporate SMM practices after the murder of George Floyd in May of 2020 and the corresponding increase in social justice activism …
Understanding Logistics Airmen’S Risk Information Seeking And Processing During The Covid-19 Pandemic: The Role Of Organizational Meetings In An Extended Prism Framework, Christopher T. Price
Understanding Logistics Airmen’S Risk Information Seeking And Processing During The Covid-19 Pandemic: The Role Of Organizational Meetings In An Extended Prism Framework, Christopher T. Price
Theses and Dissertations
The purpose of this survey-based research was to understand how organizational workplace meetings surrounding the COVID-19 pandemic impacted logistics Airmen across the United States Air Force and subsequently played a role into their risk seeking behavior on social media. Specifically, this research tested an expanded Planned Information Risk Seeking Model with organizational meetings as an antecedent to determine if current meetings influenced an Airman's perceived behavioral control, attitude toward seeking, subjective norms, knowledge sufficiency an intentions to seek information regarding COVID-19.
Rise Of Social Media Influencers As A New Marketing Channel: Focusing On The Roles Of Psychological Well-Being And Perceived Social Responsibility Among Consumers, Jihye Kim, Minseong Kim
Rise Of Social Media Influencers As A New Marketing Channel: Focusing On The Roles Of Psychological Well-Being And Perceived Social Responsibility Among Consumers, Jihye Kim, Minseong Kim
Integrated Strategic Communication Faculty Publications
This empirical research investigated the structural relationships between social media influencer attributes, perceived friendship, psychological well-being, loyalty, and perceived social responsibility of influencers, focusing on the perspective of social media users. More specifically, this study conceptually identified social media influencer attributes such as language similarity, interest similarity, interaction frequency, and self-disclosure and examined the respective effects of each dimension on perceived friendship and psychological well-being, consequently resulting in loyalty toward social media influencers. The authors collected and analyzed data from 388 social media users in the United States via Amazon’s Mechanical Turk with multivariate analyses to test the hypothesized associations …
Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono
Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono
Association of Marketing Theory and Practice Proceedings 2022
Social media influencers are digital opinion leaders who have amassed large followings on social media. Through their content and communication on social commerce platforms, and social networking sites, social media influencers can influence their audience's attitude towards brands and encourage purchase decisions. This paper explores the impact of social media influencers on the relationship between social commerce and purchase intention. Since the relationship between social commerce and purchase intention has been thoroughly examined by researchers, I discover through reviewing the literature how an independent entity can impact social media consumers' attitudes and purchase decisions. Specifically, I analyze the social commerce …
Tap ‘Follow’ #Fitfam: A Process Of Social Media Microcelebrity, Dominic G. Morais, Florian Hemme, Camille Reyes
Tap ‘Follow’ #Fitfam: A Process Of Social Media Microcelebrity, Dominic G. Morais, Florian Hemme, Camille Reyes
School of Business Faculty Research
The practice of microcelebrity in social media has become part of the internet’s mainstream, and has led to the rise of influencers–trusted tastemakers in an industry niche–who are playing increasingly larger cultural and economic roles. Scholars have examined this topic since Senft introduced it in 2001, shedding light on strategies and practices of popular influencers, as well as the cultural milieu contributing to microcelebrity practices. Missing from the literature, however, is an explanation of how these popular microcelebrities reached their social media influencer status. Thus, through phenomenological interviews with 24 participants in multiple areas of the fitness sector, this study …
Executive Tweets, Richard M.Crowley, Wenli Huang, Hai Lu
Executive Tweets, Richard M.Crowley, Wenli Huang, Hai Lu
Research Collection School Of Accountancy
We explore the tweeting behavior of S&P 1500 firms’ executives (CEOs and CFOs) and its market consequences during the period of 2011 to 2018. We document that executives tweet financial information related to their firms and time these tweets to firms’ major events, and that investors respond to executive tweets in addition to firm tweets. Using the latest machine learning techniques, we develop an innovative construct measuring the content similarity between executive tweets and firm tweets. We use this measure to disentangle whether the market reaction comes from new information or trust. We show evidence consistent with the view that …