Consumers' Sentiments and Popularity of Brand Posts in Social Media: The Moderating Role of Up-votes

Khobzi, Hamid; Lau, Raymond Y. K.; Cheung, Terence

doi:10.24251/hicss.2017.472

Cited by 5 publications

(4 citation statements)

References 36 publications

(56 reference statements)

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“…Interactivity is considered a key variable to study the uses and effects of new media technologies and Facebook is one of them that allows interaction without constraints of time and distance. Khobzi et al (2017) discussed the bilateral aspect of interactive media, which not only allows recipient interaction but also proclaimed dialogue. They explained that social media, particularly Facebook propounded another way of interaction between people and firms.…”

Section: Literature Reviewmentioning

confidence: 99%

The Role of Facebook in Shaping Voting Behavior of Youth: Perspective of a Developing Country

Sajid,

Javed,

Warraich

2024

Sage Open

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This paper explores Facebook’s role in shaping the political perception of youth during the 2018 general elections in Pakistan. It also gauges the ideological standpoint of youth in Pakistan that influences their voting decisions. An online campaign has become an indispensable source for politicians to influence the masses without the constraints of distance and time. It is a quantitative study based on a questionnaire survey of young Pakistani voters. Findings show that Facebook has presumed the role of an instigator in shaping the voting behavior of educated youth. Respondents perceived Facebook as biased while expressing views and assisted political entities in manipulating the data to increase their vote bank. Though the majority of them haven’t experienced fake news so either they are not conscious or they trust blindly the information. Furthermore, respondents’ cognitive abilities are not obstructed by politicians using Facebook, instead, friends and family network seems more persuasive in determining voters’ choice. Results manifest that ideological standpoint impacts voters’ decisions substantially. There is no statistical difference in the voting behavior of respondents based on gender and/or age. The individuality of this study is that it focuses on the medium of communication between politicians and youth instead of emphasizing the social cleavages and their impact on voters’ decisions, which Pakistani scholars largely study. This study will prompt the field of psephology in Pakistan, which is largely ignored, and help scholars to move out of the domain of identity politics.

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Section: Literature Reviewmentioning

confidence: 99%

The Role of Facebook in Shaping Voting Behavior of Youth: Perspective of a Developing Country

Sajid,

Javed,

Warraich

2024

Sage Open

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“…First, the number of comments has been frequently used as an indicator of the popularity or quality of the content. For example, Khobzi et al . (2017) measured the numbers of likes, replies and shares to assess the dissemination of a post among users.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

“…First, the number of comments has been frequently used as an indicator of the popularity or quality of the content. For example, Khobzi et al (2017) measured the numbers of likes, replies and shares to assess the dissemination of a post among users. Zadeh and Sharda (2022) measured the popularity of a brand's tweet by analyzing the numbers of replies, likes and retweets.…”

Section: Hypothesis Development 31 Influence Of Barrage Fluctuation F...mentioning

confidence: 99%

The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory

Wei

2022

JRIM

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PurposeIn the present world of constant connectivity, the barrage system, as a system of real-time dynamic comments coupled with video content, has become a popular interactive system technology for video sharing platforms. This study investigates how barrage system fluctuation characteristics, namely, barrage fluctuation amplitude and frequency, impact user interaction.Design/methodology/approachThe research model was estimated with a fixed-effects regression applied to a longitudinal panel dataset collected from one of the most popular video sharing platforms in China (Bilibili.com).FindingsBarrage fluctuation frequency has positive effects on users' real-time (synchronous) barrage interaction and the traditional (asynchronous) comment interaction. Barrage fluctuation amplitude has a positive effect on users' real-time (synchronous) barrage interaction but a negative effect on traditional (asynchronous) comment interaction. In addition, the interaction effects of the barrage fluctuation frequency and the barrage fluctuation amplitude on user interaction show adverse effects.Originality/valueThe results revealed the impact of different barrage fluctuation characteristics on different forms of interaction and provide important theoretical contributions and managerial implications in terms of user interaction on video sharing platforms.

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“…Social media, as its name suggests, is a tool designed for users to connect with one another. Thus, it is understandable that users drawn to social network sites have strong needs for social connection [32,33]. Such needs can be significantly fulfilled through firms' social media engagements [23,32].…”

Section: Firm Intrinsic Characteristics and Social Media Engagementmentioning

confidence: 99%

Intrinsic Characteristics or Earned It? A Discussion of Firm Attractive Traits and Their Social Media Engagement

Liu¹,

Liu²

2019

Proceedings of the Annual Hawaii International Conference on System Sciences

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Celebrity firms can gain management, marketing, and financial benefits. Being popular on social media has been proven to have a similar effect. Based on nearly 5,000 actively traded US firms data, this paper discusses the factors that drive users to follow them. The factors were explored from two aspects: the firm's intrinsic characteristics and firm social media engagement. Our results show that there are "engaging traits" that attract users meaning that some firms are 'born-to-be' more popular than others. Luckily for those less attractive firms, they can take advantage of social media engagements to increase their popularity levels and to eventually enjoy marketing and management benefits, because social media engagements have stronger impacts on the level of firm celebrity. However, firm intrinsic characteristics, which have long been ignored by previous studies, might play a bigger role in the future with the diminishing marginal returns of social engagements.

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Consumers' Sentiments and Popularity of Brand Posts in Social Media: The Moderating Role of Up-votes

Abstract: User-generated contents (UGC)

Cited by 5 publications

References 36 publications

The Role of Facebook in Shaping Voting Behavior of Youth: Perspective of a Developing Country

The Role of Facebook in Shaping Voting Behavior of Youth: Perspective of a Developing Country

The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory

Intrinsic Characteristics or Earned It? A Discussion of Firm Attractive Traits and Their Social Media Engagement

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Consumers' Sentiments and Popularity of Brand Posts in Social Media: The Moderating Role of Up-votes

Abstract: User-generated contents (UGC)

Cited by 5 publications

References 36 publications

The Role of Facebook in Shaping Voting Behavior of Youth: Perspective of a Developing Country

The Role of Facebook in Shaping Voting Behavior of Youth: Perspective of a Developing Country

The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory

Intrinsic Characteristics or Earned It? A Discussion of Firm Attractive Traits and Their Social Media Engagement

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Product

Resources

About

Consumers' Sentiments and Popularity of Brand Posts in Social Media: The Moderating Role of Up-votes