Industry and agency views of social media: Issues implementing dialogic communication

The technologies and culture of social media present issues for organisations implementing dialogic communication. The ubiquity of social media and the dialogic nature of communications in the digital age are raising awareness of the necessity of a total stakeholder approach to integrated communications. Yet, while the Marketing discipline argues that dialogic communication represent communication par excellence, this research finds that implementing a total stakeholder approach to dialogic communication is proving to be extremely elusive for many organisations exploring social media applications. The empirical findings of this research explore how marketing and communications professionals from a diverse range of industry and agency role contexts view social media, and presents issues that organisations face in implementing dialogic communication. It is suggested that these implementation issues inhibit the ability of organisations to move beyond ‘control’ and implement a total stakeholder approach to social media for dialogic communication that can engage with an organisation's stakeholders to gain their support.     

Dialogic Communication and Thought Leadership: Twitter Use by Public Relations Agencies in the United States

Abstract

This study examined how the 117 Twitter profiles maintained by U.S. headquartered agencies appearing in the 2017 Global Top 250 PR Agencies list from the Holmes Report are using this platform to communicate with their publics. Guided by the dialogic communication theory, a content analysis of 1,120 tweets (from the 112 agencies identified as having public active accounts) published between January and October 2017 were analyzed to better understand the content strategies implemented by these agencies as well as the relationship between levels of public engagement and the implementation of dialogic principles. Additionally, this study placed a special emphasis on thought leadership and the means being employed by agencies to introduce and promote their ideas. The study’s results suggest that while media vividness increases the public’s levels of engagement, interactivity has an inverse effect. At the same time, the findings indicate that agencies are not fully employing the dialogic capacity of Twitter. From a strategic point of view, this study provides significant implications for social media communication practices by public relations agencies.     

Work relationships and media use: A social network analysis

Our research provided empirical evidence about the alternative means of communication used by 25 members of a research group who had available to them: unscheduled face-to-face encounters, sheduled face-to-face meetings, electronic mail, telephone, fax, and desktop videoconferencing. The intent of our research is to learn whether there are elements in existing group communication patterns that suggest how future communication systems can be designed or selected to fit the actual work relationships of a group. A detailed social network survey provided information about what members of the group communicated about, how they communicated, and with whom they communicated. Most communication was done through a combination of media, but predominately through unscheduled encounters, electronic mail, and scheduled meetings; people rarely videoconferenced, telephoned, or faxed. Factor analysis reduced the 24 work relationships to six distinct dimensions: receiving work, giving work, collaborative writing, major emotional support, sociability, and computer programming. The proportion in which the three main media were used varied according to the nature of the work dimension. Our findings suggest that a multivariate perspective that considers group norms and practices, social networks, and work dimensions is necessary to analyze media use.     

Exploring interactive communication using social media

Engaging consumers in interactive marketing communication is instrumental in business–customer relationships building and development. Social media enables consumers to initiate marketing messages and gain growing control in the communication process due to its enhanced interactivity features. This study investigates whether communication between businesses and their social media users is interactive and how interactive it is. It also attempts to determine what types of messages are more likely to result in interactive communication. The findings reveal that businesses are attempting functional interactivity while individual users are increasingly securing a control to achieve contingent interactivity. Businesses are adopting a consumer-centric approach in designing and executing marketing communication messages to achieve interactivity though significant variance is established between businesses as measured by Interactivity Performance Matrix. Challenges remain for businesses as to how to engage their customers by utilizing the interactivity features of social media to facilitate relationships formulation and development.     

Decisions,decisions: Cybervetting through the eyes of students

How do students believe employers use social media in vetting job candidates? In this instructional experiment, students evaluated three hypothetical job candidates who had divergent social media presences. Questionable content, even if through an indirect link, was thought to reflect on a candidate's character and was extrapolated to future work performance. Professionally related social media activity boosted perceptions of both the candidate's character and skills. A nonexistent online presence prompted polarized assumptions—most frequently that he/she was asocial, deceptive, or technologically inept. Findings from this activity can inform business educators and help students develop a sharper awareness of how employers might weigh the online profiles of job candidates.     

Using Video to Build an Organization's Identity and Brand: A Content Analysis of Nonprofit Organizations' YouTube Videos

Organizational scholarship has increasingly focused its attention to how nonprofit, for-profit, and government agencies develop their unique organizational identity through their strategic communication efforts. As social media continues to become more prominent in communication campaigns due to the high levels of public usage and public involvement with organizations on social media sites, it is important to examine these social media messages as they relate to organizational identity. YouTube videos increasingly are being used by organizations to educate and inform just as much as they are to entertain. Through a content analysis of the most viewed videos on the top 100 official nonprofit YouTube channels, this study found that nonprofit organizations primarily use their YouTube videos to inform and educate viewers about their missions, programs, and services. While the videos also occasionally discuss the organizations' advocacy, volunteering, and fundraising efforts, nonprofit organizations were not living up to their potential in terms of engagement through direct appeals for involvement. Additionally, the organizations were more likely to use outsiders' words and stories to build the videos' narratives rather than using internal stakeholders. The benchmark numbers provided by this study reiterate key rules that are stressed in practitioner-oriented work on video production for branding and identity-building efforts.     

Corporate communication,sustainability, and social media: It's not easy (really) being green

This empirical research explores how 16 global corporations from four different industry sectors—retail, technology equipment, food/beverage/tobacco, and consumer goods—use social media platforms and corporate social responsibility (CSR) reports to communicate about sustainability. Facebook, Twitter, CEO letters from annual reports and CSR/sustainability reports, and other company documentation are examined to compare the content and scope of these firms’ corporate communication. The sample is divided into two subsamples (Green and Not Green firms) using Newsweek's Greenest Company 2012 rankings, and compared for differential use of social media and corporate reports. Results show that communication varies across firm and industry regarding types of sustainability initiatives reported, metrics employed, and communication media utilized, and that Green firms are more active than Not Green firms both in addressing sustainability and in general social media activity. Implications are discussed herein and recommendations are presented for companies seeking to better understand the effective use of social media and sustainability communication.     

组织学习、组织创新与组织绩效之间的关系研究——以武汉市商业银行为例

银行面对金融国际化、自由化等外在环境急剧变化的挑战,维持一定的竞争优势,是企业持续保持良好经营绩效的有效途径。通过对武汉市商业银行组织学习、组织创新与组织绩效之间关系的实证研究,探讨它们之间的相互作用。     

A Strategic Social Action Framework: Theorizing and analyzing the alignment of social media affordances and organizational social action

Social media is a relatively new and dynamic field dealing with the development and use of social media technologies by individuals and more recently by organizations. Although several frameworks and models have been proposed for studying social media, most provide only limited insights into the complex social activities that are supported by the strategic usage of social media in organizational settings. In this article, we take up this challenge and introduce a Strategic Social Action Framework for analyzing social media technologies and their strategic usage in and by organizations. This framework is based on Habermas’ theory of social action and the idea that social media platforms serve as sets of rules and resources that mediate strategic organizational (inter-)actions involving these platforms. We demonstrate the value of the framework by theoretically delineating the appropriateness of the framework to specific social media tools, as well as by empirically analyzing the strategic use of two publicly available social media platforms—Facebook and Twitter—by three large airlines—Delta, KLM Royal Dutch Airlines, and JetBlue. Our findings reveal that when implementing social media in organizational contexts, developers and managers should critically evaluate (a) the need for supporting a rich variety of action types, (b) the possible role of social media support in the specific action situation, and (c) the strategic alignment of social media affordances and specific social action categories. Finally, we discuss theoretical and practical implications as well as directions for future research.     

Everyday talk and convincing conversations: Utilizing strategic internal communication

When managing organizational identity, great attention is often paid to external stakeholders while internal stakeholders receive far less consideration. However, organizational identity lives somewhat enigmatically at the intersection of the attitudes of all organizational stakeholders, not just those in the external environment. Moreover, employees are positioned to serve as either ambassadors of the organization or as liabilities depending on the way they speak about the organization to those both within and outside their workplace. Employees regularly discuss their work experiences with those outside the organization and frequently do so using social media, potentially reaching large audiences. This article describes the process through which everyday talk within the organization shapes its identity while wielding powerful effects on external perceptions. We highlight several common errors leaders make that promote negative everyday talk, along with suggestions on how to successfully manage identity through strategic communication and managerial processes. We also discuss the theoretical and pragmatic effects of everyday talk.     

Social media in marketing research: Theoretical bases,methodological aspects,and thematic focus

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.     

Business-to-Business communication in a dynamic environment: A systematic adductive analysis referring to ramp-up management

ABSTRACT

The aim of this research note is to take stock of existing knowledge on the topic of Business-to-Business (B-to-B) communication and to conceptualize the exchange of information between buyers and suppliers in a dynamic environment. The dynamic business environment is referring to new product ramp-ups. Ramp-up, defined as the period between the completion of development and a stabile serial production, is of high importance for the success of manufacturing companies. During ramp-up, product specification, production machinery, and the number of finished products change over time. It is assumed that improved B-to-B communication is beneficial to achieve a high ramp-up performance. For the purpose of this research note a systematic review of the literature is used to analyze the status quo of existing communication concepts in ramp-up management. The article conducts a content analysis of a sample of 86 subject-relevant articles from academic journals. These preliminary findings suggest that, although B-to-B communication plays a central role in the management of (ramp-up) dynamics, the stock of knowledge in this peculiar area is limited to few specific findings. Communication is often mentioned as relevant, but further guidance on details, e.g. communication channels, roles, behavior, or communication content, is lacking. This research note identifies research gaps in the B-to-B communication literature regarding buyer-supplier communication in dynamic business situations and proposes several directions for future research. Managers should acknowledge that B-to-B communication is repeatedly mentioned in the literature as a source for improving competitiveness. Proper communication in buyer-supplier relationships becomes more important but also more challenging in dynamic business environments. This research note is addressing dynamic business environments and is focusing the role of B-to-B communication in production ramp-ups. Knowledge on the topic is consolidated, e.g. influence factors on communication, what provides a number of implications for practice and future research.     

‘You really are a great big sister’ – parasocial relationships,credibility, and the moderating role of audience comments in influencer marketing

ABSTRACT

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.     

Elaboration of marketing communication through visual media: An empirical analysis

Visual media plays a significant role in the marketing and promotion of several international tourism services in today's connected marketplace, in particular here, international tertiary education. This study was developed to examine how visual media influence potential audiences' perception towards a specific educational tourism destination through the theoretical framework of Elaboration Likelihood Model (Petty and Cacioppo, 1986). Researchers compare central and peripheral routes of individual persuasion via visual media and this aids marketers' understanding of how visual media impact consumers' purchase decisions. This study confirms a positive relationship between argument quality, audience engagement, source credibility, audience involvement and international students as tourists' perceived destination image. The findings suggest that peripheral routes of persuasion have stronger effects on individual adoption of information than central routes of persuasion. The study provides useful insight for tertiary education agents who promote international studies, destination marketers, and other users of visual media communicators.     

Collaboration,motivation, and the size of organizations

We present an analytical model of an organization that offers operational drivers of limits on team size. The model trades off benefits from collaborative problem solving against the disadvantages of diminishing motivation when groups get large. Collaboration is represented as parallel employee activity combined with frequent sharing of partial information, with a resulting superlinear performance increase over team size. Motivation is modeled by team members periodically setting an effort level either to contribute to the best of their ability or to “cruise”; at the minimum level not recognizable as shirking. Each individual decision is limited by bounded rationality based on team rewards, the time horizon of team interaction, and individual expectations about colleagues’ behavior. The decision collapses to a simple “barrier rule”;. Work hard when a certain “barrier percentage”; of team members work hard, and otherwise shirk. The influence of team size on this barrier percentage depends on the extent of benefits from collaboration: As long as performance increases quadratically with team size, the increased benefits resulting from collaboration exactly balance the temptation to shirk, with the barrier percentage approaching a fixed limit for large team sizes. As soon as the performance increase slows to anything less than quadratic, shirking eventually sets in and limits the possible size of the team. This implies that cooperation is sustainable in large organizational units, provided the problem‐solving processes used are powerful enough to ensure sufficient performance increases. Thus, effective problem‐solving methods are of double value, improving direct productivity and mitigating the social dilemma from team production. A manager should enlarge his or her organization up to the minimum of the limit set by the cooperation barrier and the exogenous performance limit.     

Asynchronous Computer-mediated Communication versus Face-to-face Collaboration: Results on Student Learning, Quality and Satisfaction

Although there has been more than a decade of literature on computer-mediated communication in education, the research has been unclear as to whether it is an effective replacement for face-to-face (FtF) collaboration. This study sought to add to this body of research by exploring the effects of two modes of collaboration on student groups. Following a repeated-measures experimental design, each student group collaborated on two case studies, one using face-to-face collaboration and the other using asynchronous computer conferencing technology as a means of collaboration. Empirical findings indicate that asynchronous collaboration is as effective as face-to-face collaboration in terms of learning, quality of solution, solution content, and satisfaction with the solution quality. However, students were significantly less satisfied with the asynchronous learning experience, both in terms of the group interaction process and the quality of group discussions.     

Employment and Skills in Financial Services: A Comparison Of Banks and Insurance Companies in Five OECD Countries

Throughout the 1960s and 1970s, financial services remained among the fastest growing sectors in most OECD countries. Since the early 1980s however, the pace of employment growth in financial services has slowed in several countries. In a few of them, such as France, there even have been warnings by industry executives of subsranrial employment losses in the years ahead as result of both market saturation and large productivity increases due to the widespread diffusion of computerised technologies [Le Monde, 1986]. A study recently completed by the authors for the OECD's Centre for Educational Research and Innovation (19871 arrives a conclusions that are at once more optimistic and more complex.     

Engaging Customers through Social Media to Improve Industrial Product Development: The Role of Customer Co-Creation Value

This study aims to investigate the effect of social media on customer loyalty with the mediation of customer co-creation value and to build a customer engagement model through co-creation value, which is supported by product improvement perceived in increasing customer loyalty. The data collection employed a survey method with structured questionnaires which were distributed to 150 respondents who were the members of social media product communities in Indonesia. The findings showed that interactions through social media are able to increase customer engagement, facilitaitng collaboration in co-creation value, allowing the company to improve and develop products based on customers' needs and desires, which will eventually increase customer loyalty.     

Drivers and outcomes of political candidate image creation: The role of social media marketing

The study examines the role of social media marketing (SMM) activities and the influence of perceived candidate image in building voter–candidate relationship equity within the context of United Kingdom (UK) politics. Drawing from branding literature and social identity theory the article further investigates the role of candidate image as a mediator between SMM and voter–candidate relationship equity, whilst also testing the moderating effect of political ideologies. Survey results from 235 young UK voters indicate that while all SMM activities appears to positively influence the perceived candidate image, not all SMM variables directly relate to relationship equity. The relationship rather appears to be an indirect one, mediated through the political candidate's image. Surprisingly, political ideology also does not appear to moderate the connection between candidate image and voter–candidate relationship equity. The study findings highlight the growing importance of SMM activities and candidate image in political contexts, providing insights for political campaigners.     

Social Media Index Valuation: Impact of Technological,Social, Economic,and Ethical Dimensions

Marketing practitioners have recognized a growing need to measure consumer-generated social media in a standard way since there are numerous social media indicators in use, making intra- and inter-company comparisons difficult. This paper identifies four social media dimensions for measurement and evaluation: technological, social, economic, and ethical; and, subsequently, measures social media. The study makes a contribution to social media literature by using analytic hierarchy process of developing a mathematical model for social media index valuation. The “social media composite index number” will serve as an industry benchmark signifying the organization's share and commitment to social media.