Business Commons^™

How Social Media Communications Can Mitigate Negative Impacts Of Corporate Social Irresponsibility On Corporate Financial Performance?, Saad A. Alhoqail, Hyun Young Cho, Kristopher Floyd

Business Faculty Articles and Research

Previous research on corporate social responsibility (CSR) has focused on corporate reputation (CR) and corporate financial performance (CFP), showing a high correlation between both. While most researchers primarily focus on CSR, our research examines the other side of the coin; corporate social irresponsibility (CSI) and provides findings that counter previous thought. We contribute to the existing literature by showing that CSI has a non-significant impact on corporate financial performance, as measured by market value, while concurrently being negatively correlated to corporate reputation. Further, we show social media, as measured by the Social Media Sustainability Index (SMSI), a measure studied infrequently …

Leveraging User Experience Expertise For Engaging And Sustainable Social Media, Jon Jeffryes, Kiersten Quilliams, Cara Medvendenko, Katie Alphenaar

Conference Proceedings

This presentation discusses an evolution of our staffing model that revived our library’s Twitter account, beginning with creating a sustainable workflow to allow for more engaging content by leveraging the expertise and creativity of front line user experience staff. We’ll discuss the entire evolution from having a single librarian generating content to this team-based approach, discuss missteps, and share the positive outcomes. Lastly, we’ll discuss meaningful assessment to ensure the identifying and transmitting of key messages frequently and effectively, and sustainable expansion into new social media platforms.

Social Media Social Network Clusters During A #Festivalemergency, Courtney Gabrielle, Christine Van Winkle, Kevin Huynhk

TTRA Canada 2019 Conference

No abstract provided.

The Trouble With Twitter, Josh Kjar

Student Works

Freedom of speech and censorship balance on a precarious scale in the US. With the advent of social media, this balance has been troubled due to the migration of public conversation to a private space where freedom of speech is no longer ensured. This paper dives into the complexities of free speech and censorship, their current status in the US today, the way that social media and private ownership challenge their balance, and concludes with an argument for a democratized balance through modest government oversight.

Social Media And The C-Suite: The Ethical And Legal Implications, Toni P. Mulvaney J.D., Melissa Baldo J.D., Marleen Swerdlow J.D., Frank Cavaliere J.D.

Southwestern Business Administration Journal

The last twenty years has seen phenomenal growth of social media, with companies such as Facebook, Linked In, and Twitter seeing their registered users growing into the hundreds of millions worldwide (and, in the case of Facebook, over a billion). The advantages of using social media have been touted by many, and fortunes have been made by savvy practitioners with a deft hand at using social media to their advantage. However, as with any new technology unintended consequences have begun to unfold. These consequences have been thrust to the forefront as several high-profile corporate executives and celebrities have sabotaged their …

Collaborative Speculation And Overvaluation: Evidence From Social Media, Adam Barrett Booker

Graduate Theses and Dissertations

I use data from StockTwits and Twitter to provide evidence that investor attention on social media in the period before earnings is related to short-term overvaluation, consistent with bullish investors herding around common information. In the 2 to 60 days after earnings, returns for companies in the highest quintile of pre-earnings announcement investor attention are 4.2 percent lower than those of companies in the lowest quintile. I find evidence that the negative post-earnings drift result found in this study is related to investors waiting until after earnings are announced to enact costly arbitrage strategies. I further examine intra- and inter-network …

Social Customer Relationship Management In Rural Commerce: A Study Of Small Businesses In Southern West Virginia, Timothy John Anderson

Doctoral Dissertations and Projects

The limited-resource context in which small businesses operate impedes the ability of the proprietors of small businesses in implementing customer relationship management. Despite the availability of a more cost-effective alternative in the form of social customer relationship management, there is a failure to utilize the practice because of a lack of knowledge of the use of social media platforms for the purposes of customer relationship management. The purpose of this study was to explore the influence that the use of social customer relationship management has on the small businesses located in Southern West Virginia. The study used a qualitative research …

Measurement Of Visual Cues And Their Effects On Online Users: An Image Mining Approach, Shuya Lu

LSU Doctoral Dissertations

Textual marketing communication is effective in various contexts such as print advertising, user-generated content, and social media (Diamond 1968; Ludwig et al. 2013; Nam and Kannan 2014). However, visual marketing communication studies are limited in the context of print advertising (e.g., Hagtvedt and Brasel 2017). This dissertation includes two essays to examine the visual communication effectiveness online.

Essay 1 develops a conceptual framework to examine the visual-based brand perception (VBBP) and related concepts on social media. We propose that the VBBP is a co-creational process between a company and its consumers and exhibits three characteristics: i) a two-way communication that …

To Tweet Or Not Totweet: That Is The Professional Social Media Question, John Bauer

Accounting Undergraduate Honors Theses

As university and corporate programs continue to encourage their professional faculty to post on social media as a means of spreading positive publicity, the consequences that follow social media by employees must also be inspected. This study focuses on appraising the opinion of professionals in regards to social media posts and the perceived responsibility for maintaining ethical content while posting on the web. To do this, a survey was distributed and the resulting data collected. The data shed light on the climate surrounding social media use and workplace expectations for it, as well as the degree of responsibility assumed by …

The Impact Of Social Media On Reputational Risk, Samantha Claire Hamilton

Senior Honors Projects

In the era of social media, reputation is a crucial feature of business activity and can help companies attract customers and reach the economies of scale and scope that justify their investment. Reputational risk is a challenging topic. This is partly because it involves temporal perception and stock market frenzy like we saw with the first bubble, Tulipmania, and the Dotcom Bubble. These potential threats have strengthened due

to social media platforms playing a main role in these “panic-in, panic out” investing behaviors. As we see from many company crises, this reputational value can grow and then disappear in moments. …

An Inquiry Into The Regulation Of Social Media Disclosure Policy And Its Impacts On Retail Investor Trading Activity, Sebastian Georg Soldner

Chancellor’s Honors Program Projects

No abstract provided.

Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers

Chancellor’s Honors Program Projects

No abstract provided.

The Existence Of Social Media As A Promotional Media In The Hijab Image Revolution In Indonesia, Melly Maulin Purwaningwulan, Asep Suryana, Uud Wahyudin, Susanne Dida

Library Philosophy and Practice (e-journal)

This research purposed to in-depth analyzing about the existence of social media as promotional media in the hijab image revolution in Indonesia, to examine it’s cause and give the picture of hijab image in Indonesia. This research is conducted with qualitative approach and case study method. The result showed that social media increasingly exist in promoting Muslim fashion, because of the changed in Muslim consumers who are more religious but also more intense using social media. Hijab image revolution was encouraged by the communities and role models who emigrated (hijrah). Hijab image became diverse, characterized self identity, and …

Is Utilization Of University-Sponsored Social Media Associated With Increased Social Integration And Retention Among Online Students?, Gary C. Eaton

Doctoral Dissertations and Projects

Despite the growth of online higher education, online student retention remains a problem for many colleges and universities. The seminal higher education retention models developed for residential students also explain the contribution to retention resulting from connecting online students with other students, faculty, staff, and connecting with the daily life of the university in order to create a sense of belonging and community. The difficulty for the university is that online students may live at such distances from the school that participation in on-campus activities or even a singular campus visit is impractical. Further, online students are often non-traditional students …

Crisis Communications: How Businesses Respond In The Wake Of Tragedy, Sarah Blow

Senior Honors Theses

Crisis communication is an ever-evolving form of communication that is integral to a business’s success. When tragedy strikes, businesses must have a thorough plan of response that manages the situation and protects their brand. This paper discusses the definition of crisis communication, its history, and how modern trends like social media, have revolutionized it. This study is important because it influences a business’s public perception, and sustainability. Thorough knowledge of crisis communication is critical to a business student’s education and will prepare them for working in fast-paced communication and business environments. An analysis of this topic should yield an understanding …

Using Social Media To Improve Student Engagement And Learning, Tommy Hsu

Atlantic Marketing Association Proceedings

No abstract provided.

Big-Data Based Analysis For Communication Effect Of Science-Technology Public Accounts On Social Media, Jinluan Ren, Wen Cao, Bo Li, Lihua Liu, Lin Cai, Ruben Xing

Department of Information Management and Business Analytics Faculty Scholarship and Creative Works

Public accounts on social media have become important channels for information dissemination. Well-designed public social media accounts are vital to better communicate science and technology (S-T) achievements. This article defines the S-T communication concept and proposes the analyzing dimensions. In order to measure the communication effect, this research collected 7,246 articles from S-T public accounts on WeChat. We analysis these massive data incorporating neural network (NN) and multivariate linear regression (MLR) model. The evaluation indicator system of communication effect includes three levels indicators. The research found the following factors affecting the S-T communication effect in different degrees: the number of …

Social Media Marketing Strategies Used By Owners Of Small Retail Businesses, Curtis Dean

Walden Dissertations and Doctoral Studies

Implementing an effective social media marketing strategy campaign to engage customers and increase sales is a challenge for owners of small retail business owners The purpose of this multiple case study was to explore the social media marketing strategies owners of small retail businesses used to increase sales. The conceptual framework for this study was the social media marketing strategy theory. Data were collected from 5 small retail business owners in North Carolina through semistructured, face-to-face interviews and a review of company documents, websites, and social media sites. Data analysis through Yin's 5-step process of compiling, disassembling, reassembling, interpreting, and …

Building Long-Term Donor Relationships In Nonprofit Organizations Through Social Media, Debora Johnston

Walden Dissertations and Doctoral Studies

The purpose of this single case study was to explore the strategies that leaders of a nonprofit organization used to build long-term donor relationships through social media. Participants included a purposeful sample of 3 senior leaders of a small nonprofit organization in Southern California who demonstrated successful approaches to using social media to manage donor relations. The conceptual framework for this study was Hon and Grunig’s concept for measuring long-term organization–public relationships. Data were collected through semistructured interviews with organization leaders, review of publicly available organizational documents, and information including financial statements, strategic planning documents, organizational budgets, employee handbooks, and …

Use Of Social Media To Enhance Nonprofit Organizational Decision-Making, Lindsey Lowe Pena

Walden Dissertations and Doctoral Studies

As a tool for rapid communication, social media (SM) have the potential to revolutionize the way in which nonprofit organizations and stakeholders communicate. Most nonprofit organizations in the United States use some form of SM to engage with stakeholders, however, there is an underutilization of SM used for board decision-making purposes. The purpose of this phenomenological study was to examine SM and its potential use for board decision-making in nonprofit organizations. The conceptual framework incorporated stakeholder theory, organizational ambidexterity, and an organizational media-user typology. The research question related to the experience of nonprofit board member use of SM for organizational …

Small Business Owners' Consumer Brand Engagement Strategies In Social Media, Adam M. Hunsicker

Walden Dissertations and Doctoral Studies

Since 2004, the economic relevance of small to medium-sized enterprises (SMEs) in the United States has steadily declined while large-scale enterprises' contributions have increased. Large-scale enterprises have maximized opportunities to engage consumers through social media and have created competitive advantages compared to SMEs. The purpose of this multiple case study was to explore the social media consumer brand engagement strategies leaders of SMEs used to positively affect their brands' equity. Relationship marketing and customer relationship management provided the conceptual framework for the study. Data were collected through interviews with 8 craft brewery business owners in the Southeastern United States and …

Social Media Listening: Revealing The Indirect Effects Of User Generated Content (Ugc) On Product Adoption, Nga Ho-Dac, Ian Clark Sinapuelas

Association of Marketing Theory and Practice Proceedings 2019

Industry studies suggest social media listening espouses several advantages. Evidence from academic research however is lacking and the need to investigate its impact especially in the context of product development is needed. This research explores how UGC influences market outcomes indirectly via its impact on product development. Building on current findings from empowerment-product demand and new product adoption research, we propose that product improvements building on consumer social media conversations are more likely to succeed. Using a system of equations modeling in the open source software context, we verify that increasing forum posts lead to a greater number of codes …

The Role Of Brand Personality In Setting Expectations For Engagement On Social Media, Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong

Association of Marketing Theory and Practice Proceedings 2019

In recent years, business has leapt on to the social media marketing bandwagon. However, many have learned that social media marketing is not equally beneficial for all brands, and that there is a difference between aiming for more followers versus aiming for more engagement and deeper relationships. Recently, the shift has been toward engagement as the ultimate social media goal, rather than mere followers. But just as all brands do not need to be on social media, do all brands have to aim toward high engagement? This study attempts to answer this question by considering communication based on brand personality …

Customer Service In The It/Social Media Marketing Era: Reverting To A Zero-Sum Game, Jon Martin

Association of Marketing Theory and Practice Proceedings 2019

During the past 10-15 years marketers and consumers have increasingly pondered and discussed if customer service has improved or declined. During this time we’ve experienced the great marketing power of IT and social media but have also heard and/or shared many “horror stories” of poor customer service in a changing marketplace. Which is true? Has customer service declined, improved, and/or merely changed? The answer is simply, “YES - all of the above”. However, the key challenge, for both consumers and marketers, is not so much a “yea vs. nay” determination, but to better examine the what, why, and how of …

Use Of Social Media By Sales Students For First Post-Graduation Job-Search: An Exploratory Study, Linda G. Mullen, Randy S. Stuart, Michael L. Thomas

Association of Marketing Theory and Practice Proceedings 2019

As students who studied/majored in professional sales approach graduation and start looking for their first post-graduation/entry-level positions, what avenues are used to pursue these opportunities? One might suspect that with the explosion of social media and the millennial generation’s prolific use of said media this would be their preferred choice for job hunting. Are sales students engaging social media and other online activities to land entry-level career positions or are they still using traditional methods (i.e. College/University Career Fairs, College/University Career Services, Internships, etc.) to find these positons? This paper looks at the avenues millennial students who studied/majored in professional …

The Sea Turtle As A Marketing Symbol For The Anti-Plastics Movement, Hannah Chiu

Pitzer Senior Theses

The anti-plastic straw movement uses the sea turtle to bring an empathetic symbol to broaden the scope of the plastics problem in the ocean, giving the public a powerful visual image for the first time in the history of the anti-plastics movement. In this thesis, I build on existing conversations on charismatic megafauna and flagship species, to explore the emerging anti-plastic straw movement and its use of the sea turtle as a symbol. I also provide an analysis of the imagery and comments on social media sites of green marketing companies and non-governmental organizations. These social media sites, such as …

The Dual-Mediation Effect Of Perceived Accuracy And Perceived Connectedness On Consumer Attitude Toward Social Network Advertising, Tao-Sheng Chiu, Kai-Yu Wang, Wen-Hai Chih, Jaime Ortiz, Ying-Ching Lin

Association of Marketing Theory and Practice Proceedings 2019

Despite the importance of social media advertising, few studies have investigated the factors that influence its effectiveness (Jung, Shim, Jin, and Khang 2016). Because advertising on social media is a relatively new phenomenon (Okazaki and Taylor 2013), several studies are exploratory in nature and lack a solid theoretical framework (e.g., Campbell, Pitt, Parent, and Berthon 2011; Pehlivan, Sarican, and Berthon 2011; Sashittal, Sriramachandramurthy, and Hodis 2012; Waters and Jones 2011). For this reason, the present study examines the factors affecting consumers’ attitudes toward advertisements they view on social media.

This paper draws on the stimulus-organism-response (S-O-R) model to investigate the …