Social Media Commons^™

User-Generated Content, Satisfaction, And Wom In The Context Of Cultural/Heritage Site, Mahlagha Darvishmotevali, Hu Qian

University of South Florida (USF) M3 Publishing

Research remains scant and ambiguous despite the need to understand better user-generated content (UGC) and its relationship with behavioral outcomes. In this regard, the influence of UGC on two types of visitors' word of mouth (WOM) was examined. In addition, satisfaction as a mediator was tested to gain more insight into the UGC and WOM relationships. Using a sample of 260 visitors (tourists & excursionists) who visited the historical site in China, SmartPLS was used to evaluate the study model and hypotheses. Findings demonstrate that UGC directly and positively affects two types of WOM. The results also show the full …

Online Gastronomy Image: Content Analysis Of Tripadvisor Reviews Of Restaurants In Istanbul, Rana Sat

University of South Florida (USF) M3 Publishing

Nowadays, where technology forms a large part of our lives, with the increase of comment sites, consumers benefit from these comment pages at the stage of purchasing decision. In this way, they get information about the destination region by reading more reviews or sharing their experiences in the social environment. Evaluations on social networking sites affect individuals’ decision-making and purchasing behaviors, as well as positively or negatively in the mentioned restaurants. Based on this situation, user comments on restaurants in Istanbul on TripAdvisor.com were analyzed in this study. For this purpose, 17921 user comments made in various languages between 01.10.2022 …

Beyond A 'Like': Building Parasocial Relationships With Baby Boomers On Facebook, Yunying (Susan) Zhong, Valeriya Shapoval, James Busser

Rosen Research Review

Baby boomers are a crucial cohort for hospitality marketing as they have more money to spend and more time on their hands than younger cohorts. However, reaching them on social media is harder. There is one social media platform popular with baby boomers: Facebook. Dr. YunYing Zhong and Dr. Valeriya Shapoval at UCF Rosen College of Hospitality Management, together with their collaborator, have combined their different areas of expertise to analyze the effectiveness of social media marketing directed at baby boomers from an unusual angle: the illusionary and imaginary relationships we build with fictional characters.

Gender And Socio-Economic Differencesin South African Consumers’ Sentimentstoward Marketing Practices, Thérèse Roux

Journal of Marketing and Consumer Behaviour in Emerging Markets

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic diff erences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The fi ndings revealed that South African males are signifi cantly less satisfi ed with marketing communication practices compared to females. Consumers earning lower income were signifi cantly less positive towards marketing in general as well as product quality, price, and selling practices. Afrikaans-speaking consumers’ attitudes were less positive towards marketing communication. The fi nding can guide …

The Value Of An Integrated Marketing Campaign To Grow Interest In Visiting The U.S. National Parks, Hermine Granberry

Honors Theses

When the centennial celebration of the National Park Service was approaching in 2016, the National Park Service launched a two-year campaign to only commemorate the last century of NPS, but to also reconnect Americans with the parks. Ten years have passed since the initial creation of the campaign. This thesis researches the value of how another integrated marketing campaign could increase visitation to the U.S. National Parks in the future.

Through evaluating the previous Find Your Park campaign and current trends in travel and vacation, this research investigates not only future campaign ideas but also the use and incorporation of …

New Technologies In The Field Of Sensory Marketing And Customer Experience: A Systematic Literature Review, Dawid Gajda

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the field of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May …

Understanding The Business Model Of Content Creation, Taylor Vahey

Honors Projects in Communication

Individuals who post niched consistent content to social media platforms have grown audiences, which presents an opportunity for content creators to monetize the attention their posts receive. Both content creators and marketing practitioners are using trial and error processes to learn how to utilize the newest online promotion strategy; influencer marketing. This research aims to outline the business operations from the perspective of the influencer. Research on all aspects of this industry is insufficient, with only a few hundred published peer-reviewed articles on the topic available. Most of the research focuses on the perspective of the audience or the marketing …

The Role Of Storytelling In Digital Brand Marketing: A Case Study Of Tennessee Hills Distillery And Brewstillery, Cassidy Blackwell

Undergraduate Honors Theses

This study evaluates the impacts of brand storytelling on customers of a craft brewery and distillery in East Tennessee. Brand storytelling is well researched, but has not been applied to niche sectors and customer response. The study consisted of a 15-question survey distributed to customers of Tennessee Hills Distillery and Brewstillery (TN Hills), and received 139 responses. The results were that despite a seeming trend of lack of engagement with the business, respondents value brand stories and can identify unique brand characteristics. Respondents’ answers reflected a personal connection with TN Hills, and connected the brand to grander ideals like the …

Learning-Based Stock Trending Prediction By Incorporating Technical Indicators And Social Media Sentiment, Zhaoxia Wang, Zhenda Hu, Fang Li, Seng-Beng Ho, Erik Cambria

Research Collection School Of Computing and Information Systems

Stock trending prediction is a challenging task due to its dynamic and nonlinear characteristics. With the development of social platform and artificial intelligence (AI), incorporating timely news and social media information into stock trending models becomes possible. However, most of the existing works focus on classification or regression problems when predicting stock market trending without fully considering the effects of different influence factors in different phases. To address this gap, this research solves stock trending prediction problem utilizing both technical indicators and sentiments of the social media text as influence factors in different situations. A 3-phase hybrid model is proposed …

Social Media Marketing Related To Nike, Felipe Herrera

Undergraduate Research Symposium Posters

This research examines positive and negative attitudes about social media marketing within Nike. Understanding consumer attitudes about social media marketing is important because it affects our lives every day and we are exposed to it on a regular basis. Previous research about this product category showed that there are new tactics Nike is using to expand business, how the pandemic affected usage of social media, and the percentages of apps being used by adults in the last year. I conducted three netnography analyses by observing consumer groups on Facebook, Twitter, and Reddit social media platforms on Nike to understand consumer …

Catholicism Online: How The Church Is Communicating In The Visual Field, Alexandra Barfield

Honors Theses

ABSTRACT

Given the rise and importance of social media in the last two decades, religious institutions, especially the Roman Catholic Church, have an important place online to fulfill their mission and belief of spreading the Gospel message. Communicating this message on social media and with contemporary marketing practices is an opportunity and a challenge for churches, Catholics, and apostolates alike. In this study, I analyze a variety of Catholic-related Instagram accounts and interview individuals involved in Church management and content creation. This primary research is prefaced with secondary research exploring the status of the Catholic Church in the United States, …

Social Media Impact On Entrepreneurship Intention: Lessons Learned From Business Startuppers, Panagiotis Mallios, Leonidas Zampetakis, Vassilis Moustakis

Journal of Business & Entrepreneurship

The potential impact of social media use on the development of entrepreneurial intention has received little attention. In addressing this gap, research reported herein extends entrepreneurial intention literature by explicitly incorporating social media use. Inquiry investigates development of intention via specific social media factors that influence intention through its antecedents, namely, perceived entrepreneurial desirability and perceived entrepreneurial feasibility. The article summarizes the salient aspects of a quantitative study of social media usage and startup entrepreneurial intention in Greece. Based on the entrepreneurship event model, theory of planned behavior and technology acceptance and adoption models, this article examines potential social media …

An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner

Honors Projects

The purpose of my project was to evaluate the personal branding tactics that are used to be successful on Instagram in the fashion industry. Social media is a growing tool for influencers and brands. Since its creation in 2010, Instagram has become one of the most popular platforms, specifically for the fashion industry as it is centered around photos. This project explores how authenticity, creating a target audience, and utilizing content activities plans can impact one’s success on Instagram. Throughout the project, I used these three criteria on a fashion-oriented Instagram account to determine how these factors can impact post …

And The Oscar Goes To... Tiktok, Dawson Bley

Senior Honors Theses

Companies have been forced to take note of the emerging social media app, TikTok, which has attracted more than a billion users to its platform and invited businesses into an uncharted market ready to be exploited. By seeking to understand and employ the unique features which have led to TikTok’s far-reaching success, many companies can similarly improve their position. In particular, traditional movie companies, which have recently suffered blows at the box office due to factors such as competition with online streaming, could benefit from an analysis of this tech to restore lost engagement and revenue. Specifically, how can the …

The Effect Of Social Skills On Analyst Performance, Cong Cong Li, An-Ping Lin, Hai Lu

Research Collection School Of Accountancy

Social skills are important but difficult to measure. So far, few empirical studies have examined the effect of social skills on the performance of professionals. Using the number of LinkedIn connections as a proxy for social skills, we investigate the effect of financial analysts' social skills on their performance. We use multiple ways to validate the measure of social skills and show that analysts with better social skills produce more accurate earnings forecasts and that their stock recommendations elicit stronger market reactions. Furthermore, these socially skilled analysts are more likely to be voted as All-Star Analysts. This study provides the …

Exploring The Impact Of Negative Words Used In Online Feedback In Hotel Industry: A Sentiment Analysis, N-Gram, And Text Network Analysis Approach, Daniel Dan

Journal of Marketing and Consumer Behaviour in Emerging Markets

This study examines the words and situations that trigger and those that do not trigger a hotel response when customers post negative online feedback. The research explores, through sentiment analysis, bigrams, trigrams, and word networking, the valence of online reviews of five important hotels in Las Vegas. Only the feedback that has been categorized as negative by the algorithm is selected. In correspondence to this feedback, the existence of answers from the hotels is checked together with the response style. While the negative valence of the feedback can represent a mixture of subjective and objective emotions, there are common features …

Provision Of Helpful Review Videos: Effects Of Video Characteristics On Perceived Helpfulness, Kyungmin Park, Stephanie Lee, Shahryar Doosti, Yong Tan

Business Faculty Articles and Research

With the rapid growth and popularity of YouTube, an increasing number of consumers rely on online product review videos to obtain product-related information. As the provision of online review videos grows and consumers increasingly rely on them for their purchase decisions, understanding factors that contribute to the perceived helpfulness of video reviews becomes critical for video review management. This paper examines how various visual and vocal characteristics of online review videos are associated with the perceived helpfulness of videos. We collect detailed observational data on 13,840 electronic product review videos posted on YouTube and employ video content analysis, speech recognition, …

Centering Transgender Consumers In Conceptualizations Of Marketplace Marginalization And Digital Spaces, Beck Hansman, Jenna Drenten Ph.D.

School of Business: Faculty Publications and Other Works

The purpose of this study is to center transgender consumers in the conceptualizations between marketplace marginalization and digital spaces. We examine trans-gender crowdfunding as a hashtag-bounded digital space created by and for the transgender community–namely, the #TransCrowdFund digital space on Twitter. We draw on trans digital geographies as a novel analytical lens to focus attention on transgender consumers' unique experiences in and between digital spaces. Through qualitative hashtag mapping, we analyzed a sample of 200 Twitter profiles and accompanying tweets drawn from individuals using the#TransCrowdFund hashtag. Findings suggest transgender consumers utilize crowdfunding as a hashtag-bounded digital space in three ways: …

Comparing Social Media Marketing Options For Your Cooperative Extension Program, Laura Justice

EFNEP

With so many different social media platforms available, it’s important to know which platform(s) will be most useful in reaching potential customers. This article will help organizations decipher between different social media platforms and select the platform(s) that best suits their branding purposes, targeted audience, and content strategies. Understanding which platform(s) to engage with customers can help drive sales and reach a new set of potential customers that would have been inaccessible without social media.

Revisiting Cybersecurity Awareness In The Midst Of Disruptions, Avideh Sadaghiani-Tabrizi

International Journal for Business Education

The awareness of cybersecurity and knowledge about risks from a variety of threats, which present harm or steal private information in internetworking could help in mitigation of vulnerabilities to risks of threats in safeguarding information from malware and bots. Revisiting cybersecurity awareness of every member and evaluation of organization’s posture might help to protect sensitive or private information from a network of computers, working together and forming into botnets. The purpose of the qualitative case study narrative was to explore prospects for integrating cybersecurity education into elementary school children’s curriculum through interviews of elementary schoolteachers, IT experts, and parents to …

Navigating With Sharks: How The Marketing Practices Help To Create Successful Phishing Emails, Erica Castilho

Graduate Thesis and Dissertation 2023-2024

A phishing email is a crime where a scammer sends an email to get sensitive data. Everyday phishing email attacks impact billions of people worldwide. Preparing users to better identify phishing and avoid risky engagement with it is essential to combat this threat. We consider that as phishing emails and email marketing aim to target email clicks, scammers can use marketing practices in phishing emails to achieve their goals. However, the security research community doesn't explore deeply the similarities between phishing and email marketing. This study presents a distinctive framework known as the Phishing Engagement Marketing Optimization (PEMO). The primary …

Supply Chain Insights From Social Media Users’ Responses To Panic Buying During Covid-19: The Herd Mentality, Violetta Wilk, Saiyidi Mat Roni, Ferry Jie

Research outputs 2022 to 2026

Purpose:

This study applied the herd mentality theory to explore local and global social media users’ responses to panic buying across the USA, UK and Australia during the COVID-19 crisis to understand the implications on operations and supply chains.

Design/methodology/approach:

A total of 208,806 social media user-generated content (UGC) pieces were collected from Twitter in three countries – the USA, UK and Australia. The analysis of this big qualitative data was performed using machine learning–based software – Leximancer.

Findings:

Positive and negative sentiment towards panic buying during the COVID-19 crisis was observed in the UGC. No significant differences in social …

The Need For International Ai Activities Monitoring, Parviz Partow-Navid, Ludwig Slusky

Journal of International Technology and Information Management

This paper focuses primarily on the need to monitor the risks arising from the dual-use of Artificial Intelligence (AI). Dual-use AI technology capability makes it applicable for defense systems and consequently may pose significant security risks, both intentional and unintentional, with the national and international scope of effects. While domestic use of AI remains the prerogative of individual countries, the unregulated and nonmonitored use of AI with international implications presents a specific concern. An international organization tasked with monitoring potential threats of AI activities could help defuse AI-associated risks and promote global cooperation in developing and deploying AI technology. The …

Determinants Of Continuance Intention To Use Mobile Wallets Technology In The Post Pandemic Era: Moderating Role Of Perceived Trust, Shailja Tripathi

Journal of International Technology and Information Management

The Covid-19 pandemic amplified the volume and importance of mobile payments using digital wallets and placed a basis for their continued adoption. The objective of the study is to formulate and test a comprehensive model by integration of the technology acceptance model (TAM) and expectation confirmation model (ECM) with the addition of three constructs, namely perceived trust, perceived risk, and subjective norm, to identify the determinants of continuance intention to use mobile wallets. Questionnaire-based survey method was used to gather the data from 550 users having experience using mobile wallets for more than six months. The data were analyzed using …

Exploring Parents' Knowledge Of Dark Design And Its Impact On Children's Digital Well-Being, Claire Bessant, Luei Lin Ong, Laurel Aynne Cook, Mariea Grubbs Hoy, Beatriz Pereira, Alexa Fox, Emma Nottingham, Stacey Steinberg, Pingping Gan

UF Law Faculty Publications

Dark design (also known as deceptive design; Colin et al., 2018 and dark patterns; Mathur et al., 2019) is evidenced by “a user interface carefully crafted to trick users into doing things they might not otherwise do” (Brignull, 2022; page 1). Much dark design is constructed with monetization as the primary goal- even in spaces without ecommerce design (e.g., free-to-play apps representing >95% of all mobile apps; Fitton et al. 2021). Many recent dark design strategies are also oriented towards collecting user information. Concerns about children’s vulnerability to inappropriate online marketing and economic fraud, and the impact of organisational data …

Transitional Entrepreneurship: Unleashing Entrepreneurial Potential Across Numerous Challenging Contexts, Golshan Javadian, Anil Nair, David Ahlstrom, Kaveh Moghaddam, Li-Wei Chen, Younggeun Lee

Management Faculty Publications

[First paragraph] We are pleased to publish the special issue of the New England Journal of Entrepreneurship on transitional entrepreneurship. Transitional entrepreneurship refers to the practices of entrepreneurs from communities facing adversity who navigate substantial life transitions as they launch and manage new ventures in response to various changes and challenges in their environment. Entrepreneurship is not only a critical driver of economic growth and social development (Ahlstrom et al., 2019; McCloskey, 2010) but can also represent a life-changing transition for most, if not all, of the entrepreneurs themselves. Transitional entrepreneurship entails strategic pivots or transformations that enable entrepreneurs to …

How Social Media Influencer Collaborations Are Percieved By Consumers, Veronica L. Thomas, Kendra Fowler, Faegheh Teheran

Marketing Faculty Publications

Within the social media community, influencers engage in a variety of collaborative practices such as tagging, reposting content from, or forming partnerships with other influencers and brands. While such collaborative efforts are a known practice, less is understood about how influencer collaborations affect consumers' perceptions of the partnering influencers, specifically when a status differential exists within the collaboration. We suggest that such collaborative practices, specifically those where the focal influencer has a higher status than the collaborating partner, may help to weaken consumers' perceptions that the influencer's actions are purely self‐focused. A pilot study, analyzing both influencer–influencer collaborations and influencer–brand …

Acceptance Of Interoperable Electronic Health Record (Ehrs) Systems: A Tanzanian E-Health Perspective, Emmanuel Mbwambo, Herman Mandari

Journal of International Technology and Information Management

The study assessed factors that influence the acceptance of interoperable electronic Health Records (EHRs) Systems in Tanzania Public Hospitals. The study applied a hybrid model that combined the Technology Acceptance Model (TAM) and Technology-Organization-Environment (TOE). Snowball sampling technique was applied and a total of 340 questionnaires were distributed to selected clinics, polyclinics and hospitals, of which 261 (77%) received questionnaires were considered to be valid and reliable for subsequent data analysis. IBM SPSS software version 27.0 was employed for data analysis. Findings indicated that relative advantage, compatibility, management support, organizational competency, training and education, perceived ease of use, perceived usefulness, …

Analysis Of The Impact Of Vaccinations On Pandemic Metrics In The New York Metropolitan Area, Oredola A. Soluade, Heechang Shin, Robert Richardson

Journal of International Technology and Information Management

This study evaluates the relationship between pandemic cases and vaccination usage, ICU bed utilization, hospitalizations, and deaths in the New York City metropolitan area. The study includes variables for the lockdown period and confirmed infections. The evaluation addresses three periods: (1) before vaccinations, (2) after vaccinations, and (3) the lockdown period. In addition, the number of vaccines per day for the manufacturers (Pfizer, Moderna, and Johnson & Johnson) are included in the study. Comparisons with New Jersey and Connecticut are used to validate that New York statistics are consistent with other states. The results provide a general model of the …

Empowering Elderpreneurs Scommerce For Genx Consignment Store Owners In West Virginia, Joyita Sarkar

Graduate Theses, Dissertations, and Problem Reports (ETD)

In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.

Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the …