The effects of advertisement disclosure on heavy and light Instagram users

2022 | Electronic Markets | Citations: 1

Authors: Saternus, Zofia; Weber, Patrick; Hinz, Oliver

Abstract: The present study investigates the moderating effect of usage intensity of the s ... Expand

Abstract: The present study investigates the moderating effect of usage intensity of the social networking site (SNS) Instagram (IG) on the influence of advertisement disclosure types on advertising performance. A national sample (N = 566) participated in a randomized online experiment including a real influencer and followers in order to investigate how different advertisement disclosure types affect advertising performance and how usage intensity moderates this effect. We find that disclosing an influencer’s postings with “#ad” increases the trustworthiness of the influencer and the general credibility of the posting for heavy users, but not for light users. Followership of a user has been found to strongly improve all researched variables (attitude toward product placement, trustworthiness of the spokesperson and general credibility of the posting). This study adds to literature the first distinction on heavy and light usage intensity, and on followership of an IG user when regarding the effects of advertisement disclosure types on advertising performance. To conclude, we present a number of recommendations regarding how advertisers, influencers, and SNS providers should develop strategies for monitoring, understanding, and responding to different social media users, e.g., to closely monitor an influencer’s audience to identify heavy users and optimally target them. Collapse

Topics: advertising management marketing management social media Facebook Snapchat

Methods: experiment survey descriptive statistic quantitative observational study parametric test

Customer engagement and performance in social media: a managerial perspective

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

Topics: social media Facebook Twitter YouTube advertising management

Methods: sentiment analysis qualitative interview triangulation personal interview computational algorithm

A Generational Perspective on the Software Workforce: Precocious Users of Social Networking in Software Development

2020 | Journal of Management Information Systems | Citations: 4

Authors: Ghobadi, Shahla; Mathiassen, Lars

Abstract: Software is the lifeblood of technological advancement, and it progresses not on ... Expand

Abstract: Software is the lifeblood of technological advancement, and it progresses not only through emerging technologies, but also through the contributions of new generations of developers who have distinct technology-related experiences. We describe our qualitative investigation into how developers, who began regularly using social networking technology at an early age (referred to as precocious users), demonstrate distinct expectations about the goals of software development. We advance a theoretical perspective that explains how the increasingly socially infused nature of networking applications shapes generations of individuals — some of whom will go on to become creative developers in the software industry. Our perspective suggests software organizations can leverage developers who have been precocious users of more recent social networking technologies to reinforce intuitive usage, promote social impact, and re-energize experimentation and contribution to the software community. Our results also offer a comprehensive set of development goals that focus attention towards contemporary expectations about challenging usability and contribution to software ecosystems. We conclude by discussing how our methodological steps, data collection, and data analysis procedures empower future research to explore generational shifts in the career perceptions and competencies of the digital workforce. Collapse

Topics: social network systems development software developer IT workforce usability

Methods: qualitative interview theory development experiment triangulation theoretical contribution

Theories: social impact theory

The Materiality of Impression Management in Social Media Use: A focus on Time, Space and Algorithms

2016 | International Conference on Information Systems | Citations: 3

Authors: Marabelli, Marco; Newell, Susan; Galliers, Robert D

Abstract: In this paper we take a practice-based lens and argue for the agentic role of ma ... Expand

Abstract: In this paper we take a practice-based lens and argue for the agentic role of materiality in social media use. We draw on Goffman’s literature on impression management and focus on performances enacted through a variety of social media platforms. Supported by extensive qualitative fieldwork with social media users, we provide examples of practices that help us to improve our understanding of how the materiality of social media has the ability to translate sociomaterial practices across space and time together with the role of algorithms. We contribute to the sociomateriality literature by showing how online practices are affected by the agentic role of materiality, and how materiality affects practices, and we do so by discussing affordances and imbrications in social media settings. We also contribute to the social media literature more generally by questioning the tout-court applicability of Goffman’s impression management theory to social media contexts. Collapse

Topics: social media affordance Twitter Facebook strategic management

Methods: qualitative interview computational algorithm field study theory development design artifact

Theories: sociomaterialism theory theory of affordance management theory