An analysis of user engagement in student Facebook groups

Lane, Murray; Menzies, Victoria

doi:10.5204/ssj.v6i2.294

Cited by 3 publications

(2 citation statements)

References 11 publications

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“…All indicators of their attitudes towards the bank brands were derived from subsequent analysis of their online comments to the brand's advertisements. Lane and Menzies (2015) argued that this research approach could be a method of determining customers' attitudes towards brands from observation only.…”

Section: Methodsmentioning

confidence: 99%

Exploring Nostalgic Advertising Effects on Social Media: A Case of UK Retail Bank Brand.

Mogaji

2018

SSRN Journal

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Section: Methodsmentioning

confidence: 99%

Exploring Nostalgic Advertising Effects on Social Media: A Case of UK Retail Bank Brand.

Mogaji

2018

SSRN Journal

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“…All the indicators or dimensions of their attitude toward smartphone ads and brands were subjectively derived from the analysis of their comments (empirical information) later. Observation is the only source to determine consumer's attitude in this approach of research (Lane & Menzies, 2015).…”

Section: Netnographymentioning

confidence: 99%

Customer Attitude towards Online Ads of Smartphone Brands: A Netnographic Analysis of User Generated Comments on YouTube

Rashid¹,

Zeeshan²

2018

jms.2014

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Today ads are no more one-sided communication but a mixture of online and offline channels developed for the sake of direct interaction with the communities. YouTube in specific and other online video platforms in general have shifted paradigm of TV commercials altogether for many brands.Just like other product brands, smartphone brands have also their presence on social media including YouTube and have their channels at it. The smartphone online ads on YouTube gain millions of views, thousands of likes, and dislikes, comments and replies to these comments. However, these quantitative metrics cannot necessarily be seen as an indicator of effectiveness of online video ads. There is a need to have some qualitative and exploratory evaluations to know about viewer's attitude toward the online brands of smartphones. This netnographic (ethnographic) research study is examining viewers' attitude toward smartphone brands ads. 13 video ads of 4 popular smartphone brands (Samsung, Huawei, Oppo, and Q Mobile) in Pakistan have been taken with 2926 viewer's comments and their replies. The findings are helping in the assessment of viewers (consumers) comments on the basis of cognitive and emotive processing and supportive and antagonistic stance toward online smartphone ads as well as brands. The research outcomes have implications for marketing managers specifically of smartphone brands to use smartphone video ads as a part of their viral marketing campaign. The research paper is also discussing the limitations and future research directions.

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Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data

Mogaji

Farinloye²,

Aririguzoh

2016

Cogent Business & Management

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An analysis of user engagement in student Facebook groups

Abstract: Abstract*

Cited by 3 publications

References 11 publications

Exploring Nostalgic Advertising Effects on Social Media: A Case of UK Retail Bank Brand.

Exploring Nostalgic Advertising Effects on Social Media: A Case of UK Retail Bank Brand.

Customer Attitude towards Online Ads of Smartphone Brands: A Netnographic Analysis of User Generated Comments on YouTube

Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data

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