Clear, conspicuous, and concise: Disclosures and Twitter word-of-mouth

Burkhalter, Janée N.; Wood, Natalie; Tryce, Stephanie A.

doi:10.1016/j.bushor.2014.02.001

Cited by 18 publications

(5 citation statements)

References 31 publications

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“…Formalization is critical to obtaining positive outcomes as a result of the firm's social media presence. Procedures and guidelines are necessary in social media management to help prevent inappropriate feedback and ignorance of use limits from social media managers, which could negatively impact firm reputation, brand value and consumer trust (Burkhalter et al, 2014;Culnan et al, 2010;DiStaso and McCorkindale, 2013;Leung et al, 2013;Salkhordeh, 2009). Moreover, firm guidelines regarding social media use help ensure information accuracy and message consistency across the different channels used (Howard et al, 2014;Panagiotopoulos et al, 2015;Valos et al, 2017).…”

Section: Hypotheses Development For a Nomological Validity Testmentioning

confidence: 99%

Social media marketing system: conceptualization, scale development and validation

Neira

Dwivedi

Rodríguez

2022

INTR

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PurposeUnderstanding what organizational factors enable a successful social media presence is a relevant issue for academics and practicing managers. The purpose of this investigation is to thus develop and validate a scale to measure a social media marketing system (SMMS).Design/methodology/approachThis paper follows a rigorous scale development process based on three stages: item generation, measurement development and instrument testing. The validity and reliability tests were conducted using data provided by social media managers and the managers' supervisors.FindingsThe results validate a 25-item multidimensional SMMS scale that exhibits adequate internal consistency, reliability, construct validity and nomological validity. The results also show that the SMMS scale positively correlates with outcomes that are key to firm success (social media strategy success and marketing performance).Originality/valueThis paper conceptualizes SMMS through four dimensions, namely formalization, human resource management, co-creation and marketing planning, and the paper associates SMMS to important firm outcomes. The newly developed measurement instrument adds to the small repository of research scales relevant to social media and can serve as a springboard from which future work can understand social media from both an internal management perspective and an integrated outlook.

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Section: Hypotheses Development For a Nomological Validity Testmentioning

confidence: 99%

Social media marketing system: conceptualization, scale development and validation

Neira

Dwivedi

Rodríguez

2022

INTR

View full text Add to dashboard Cite

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“…Dutta (2010, p. 130) claims that: "the success of your social media strategy will depend on your resources and the quality and authenticity of your message". Some employees should receive training and education to obtain the required skills to work with social media channels (Burkhalter, Wood, & Tryce, 2014). Furthermore, to fully reach the professional potential of social media as a professional user it is important to use the paid advertising programs.…”

Section: Resourcesmentioning

confidence: 99%

“…The governance of communication via social media can be important within organizations in preventing bullying, harassment and gossip (Marlin-Bennett & Thornton, 2012). Furthermore policies are necessary since the corporate reputation can be harmed if employees have no clear boundaries as to how social media should or should not be used (Burkhalter et al, 2014;DiStaso & McCorkindale, 2013;Mortleman, 2011). Cases such as BP, Visit Denmark, United Airlines, and Nestlé KitKat show the potential negative impact of social media (Berthon et al, 2012Munar & Destination, 2012.…”

Section: Policiesmentioning

confidence: 99%

The social strategy cone: Towards a framework for evaluating social media strategies

Effing

Spil

2016

International Journal of Information Management

106

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“…Twitter is an important E-WOM platform that enables brands to get insight (Burkhalter et al, 2014;Hodeghatta & Sahney, 2016). Twitter gives an idea of how users react to critical decision-making and to purchasing products by showing immediate sensitivity to a topic (Jansen et al, 2009) and provides researchers with big data on how much and how a brand interacts.…”

Section: Measuring Destination Brand Associations On Twittermentioning

confidence: 99%

Assessing Destination Brand Associations on Twitter: The case of Istanbul

KASAPOĞLU

Aksoy

Başkol

2023

Advances in Hospitality and Tourism Research (AHTR)

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The development of data mining has paved the way for studies that identify brand associations from user-generated content (UGC). However, the number of studies investigating destination associations with social media is limited. The aim of this study is to explore destination associations with UGC on Twitter and to show how data mining and sentiment analysis methods can be applied to destinations to elicit brand associations. In this study, 33,339 English-language tweets containing the word #Istanbul were collected over one year and analyzed using text mining (association rule analysis) and sentiment analysis. As a result of the study, a brand concept map (BCM) of what Twitter users associate with Istanbul was created and compared to other studies that measure associations using conventional methods. The main results show that users have positive associations with tourism in Istanbul. Unique and interesting associations (such as "cats") were observed compared to other previous studies that measured associations to destinations. Based on the study results, a method was proposed for measuring the image of a place brand by observing electronic word of mouth in social media.

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Clear, conspicuous, and concise: Disclosures and Twitter word-of-mouth

Cited by 18 publications

References 31 publications

Social media marketing system: conceptualization, scale development and validation

Social media marketing system: conceptualization, scale development and validation

The social strategy cone: Towards a framework for evaluating social media strategies

Assessing Destination Brand Associations on Twitter: The case of Istanbul

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