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Customer engagement and performance in social media: a managerial perspective
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2021 | Electronic Markets | Citations: 4
Authors: Boujena, Othman; Ulrich, Isabelle; Manthiou, Aikaterini; Godey, Bruno

Abstract: The topic of customer engagement via social media is receiving increasing consid ... Expand

Abstract: The topic of customer engagement via social media is receiving increasing consideration in the literature. Previously, scholars’ use of the notion and dimensionality of customer engagement has been incomplete and inconsistent – an oversight that has significant theoretical and practical repercussions. This paper examines the managerial perspective on customer engagement and performance metrics in the context of social media. Data is collected from three different sources representing the main categories of social media stakeholders. Semi-structured interviews were conducted with managers from 41 companies, 23 advertising/communication agencies, and 10 research/consulting firms and cover a range of views on different social media channels platforms. The results illustrate the gaps between customer engagement’s conceptions, the customer engagement dimensionality, and the metrics of social media performance beyond customer engagement. We also derive theoretical and managerial practical implications and suggest an agenda for future research. Collapse

Semantic filters: SoundCloud

Topics: social media Facebook Twitter YouTube advertising management

Methods: sentiment analysis qualitative interview triangulation personal interview computational algorithm
The Role of Parasocial Interactions for Podcast Backchannel Response

2021 | Americas Conference on Information Systems | Citations: 1
Authors: Marx, Julian; Mirbabaie, Milad; Brendel, Alfred Benedikt; Zander, Kevin

Abstract: Voice-based information transfer via podcasts is increasingly taking root in ed ... Expand

Abstract: Voice-based information transfer via podcasts is increasingly taking root in education, entertainment, and business communication. In mainstream literature, they have been repeatedly associated with the concept of parasocial interactions and relationships, meaning a psychological relationship experienced by a consumer of a mass medium. However, little research has been conducted to empirically examine such experiences in the context of podcasting. Based on the theoretical background of the two-level model of parasocial interactions, we performed an experiment with between-subject design (n = 28), in which participants of both experimental conditions listened to modified podcast episodes. The sharing of personal information, thoughts and feelings by the speaker was found to have a positive influence on the intensity of parasocial interaction. Furthermore, the experienced parasocial interaction correlates with the intention of listeners to subscribe to the podcast and make use of backchannels. These preliminary results may contribute to a better understanding of interactions in auditory media such as podcasts but also voiceoperated information systems. Moreover, this study may help practitioners to align their audio-branding in a way that it fosters parasocial interactions and long-lasting customer relationships. Collapse

Semantic filters: SoundCloud

Topics: podcast usage intention digital service SoundCloud website

Methods: descriptive statistic experiment experimental group survey qualitative interview
Show Your Face! Investigating the Relationship Between Human Faces and Music’s Success

2020 | Americas Conference on Information Systems | Citations: 0
Authors: Schlechtinger, Michael; Klesel, Michael; Niehaves, Bjoern

Abstract: Streaming services are becoming the primary source for media consumption. Parti ... Expand

Abstract: Streaming services are becoming the primary source for media consumption. Particularly platforms like SoundCloud, where users can disseminate user-generated content (UGC), are gaining relevance. To shed light into the drivers which positively influence the number of listeners, we draw from marketing literature related to depictions of people, which suggests that human faces can contribute to a higher degree of brand liking or brand identification. Thereupon, we propose a hypothesis which suggests that human faces on cover arts likewise generate more plays. We follow a data science approach using 1754 observations from SoundCloud and apply Google's facial recognition API (Vision AI) to examine the impact of human faces on music's success. We provide initial evidence that tracks with a human-face cover art yield in a higher number of plays compared to tracks with a cover art without a human face. Collapse

Semantic filters: SoundCloud

Topics: marketing management digital service SoundCloud application programming interface streaming service

Methods: descriptive statistic nonparametric test Levene's test Mann Whitney U test post-hoc analysis
Social bots in a commercial context – A case study on SoundCloud

2018 | European Conference On Information Systems | Citations: 0
Authors: Ross, Björn; Brachten, Florian; Stieglitz, Stefan; Wikström, Patrik; Moon, Brenda; Münch, Felix; Bruns, Axel

Abstract: Recently, automated communication on social media has seen increased attention. ... Expand

Abstract: Recently, automated communication on social media has seen increased attention. Social bots, social media accounts controlled by algorithms that mimic human behaviour, have been found to attempt to influence users in several political contexts. However, their use in a commercial context, e.g. to boost sales of a product by aggressively promoting it with thousands of messages, has so far been neglected. To address this shortcoming, this paper examines the case of the social media music platform SoundCloud. We gathered a dataset of six months of activity, comprising 15,850,069 tracks and 12,125,095 comments. We then calculated a comment uniqueness score for highly active accounts to assess the variability of their comments. First analyses show that some accounts post suspiciously repetitive comments. These accounts also frequently repost existing content, but contribute little original content. An analysis of the commenting network further underlines that these accounts differ clearly from regular users. We conclude that the comment uniqueness metric can be used as an indicator to distinguish bots from humans, and that a considerable proportion of SoundCloud comments are likely to emanate from bots or semi-automated accounts. The implications of these findings and future plans are discussed. Collapse

Semantic filters: SoundCloud

Topics: digital service SoundCloud social network social media open source

Methods: time series analysis longitudinal research network analysis cluster analysis descriptive statistic
Phubbing: How Frequent? Who is Phubbed? In Which Situation? And Using Which Apps?

2018 | International Conference on Information Systems | Citations: 0
Authors: Al-Saggaf, Yeslam; MacCulloch, Rachel

Abstract: Phubbing is snubbing others during a face-to-face conversation by engaging with ... Expand

Abstract: Phubbing is snubbing others during a face-to-face conversation by engaging with the smartphone instead of paying attention to them. The studies on phubbing focused mainly on the effect on relationships. This study addresses how often do smartphone users look at their smartphones while having a face-to-face conversation with others? Who do they phub the most? In which situations? And using which apps? An online survey of 387 participants revealed that the majority looked at their smartphone while having a conversation with others and that they mostly looked at their smartphones while having a face-to-face conversation with those closely related to them, i.e. partner and close friends. Participants reported they mostly looked at their smartphones while having a face-to-face conversation with others when commuting on public transport, and during work coffee/lunch breaks. Participants reported they mostly used the internet, Facebook and Outlook when they were having a face-to-face conversation with others. Collapse

Semantic filters: SoundCloud

Topics: smartphone mobile application digital service Facebook Facebook Messenger

Methods: survey Bonferroni correction Mann Whitney U test nonparametric test chi squared test
Music is Social: From Online Social Features to Online Social Connectedness

2015 | International Conference on Information Systems | Citations: 2
Authors: Krastel, Zachary; Bassellier, Genevieve; Ramaprasad, Jui

Abstract: Despite the widespread adoption of social networks, the value of implementing si ... Expand

Abstract: Despite the widespread adoption of social networks, the value of implementing similar opportunities for social interaction into online content consumption websites has received limited attention. The research that has been done suggests that there is significant potential in implementing social features on these sites, since increased interaction can lead to higher engagement with the site, and to an increase in users’ willingness to pay for the site. Considering that music is an inherently social good, and that consumers desire the opportunity to involve social aspects into their consumption of music, this study develops a framework of social features and the social interactions they enable and examines the relationship between the features and online social connectedness. Results suggest that this distinction of social features from other features is valuable, and the type of features that is most likely to lead to feelings of connectedness is highlighted. Implications for site developers and researchers are also discussed. Collapse

Semantic filters: SoundCloud

Topics: website business model digital service Spotify SoundCloud

Methods: survey path analysis PLS tool structural equation modeling factor analysis
FROM PESTS TO PETS: EFFECTS OF OPEN CONTENT LICENSING ON THE DISTRIBUTION OF MUSIC

2014 | European Conference On Information Systems | Citations: 0
Authors: Okoli, Chitu; Zhang, Weiwei

Abstract: As digital music proliferates, consumers increasingly illegally share the music ... Expand

Abstract: As digital music proliferates, consumers increasingly illegally share the music that they love; music distributors complain that this erodes their profits. While most existing research has characterized illegal sharing as harmful to music distributors, some research has shown that it also has positive effects in marketing the music more widely, which opens secondary but substantial profit opportunities. This article examines the emerging phenomenon of open music licensing as an unexplored solution to the challenges posed to musicians and music distributors: like the woman who caught five pesky mice and turned them into pets, some musicians have chosen to legalize sharing of their music. Our analyses show that open-licensed tracks on the SoundCloud platform have been more widely distributed than all-rights-reserved tracks. These preliminary analyses suggest that open music licensing could be a solution that meets the goals of both musicians and consumers of their music. Collapse

Semantic filters: SoundCloud

Topics: SoundCloud digital service website marketing management business model

Methods: theory development

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Found 7 articles

Customer engagement and performance in social media: a managerial perspective

The Role of Parasocial Interactions for Podcast Backchannel Response

Show Your Face! Investigating the Relationship Between Human Faces and Music’s Success

Social bots in a commercial context – A case study on SoundCloud

Phubbing: How Frequent? Who is Phubbed? In Which Situation? And Using Which Apps?

Music is Social: From Online Social Features to Online Social Connectedness

FROM PESTS TO PETS: EFFECTS OF OPEN CONTENT LICENSING ON THE DISTRIBUTION OF MUSIC