Let’s give them something to talk about: Global brands’ use of visual content to drive engagement and build relationships

Brubaker, Pamela Jo; Wilson, Christopher

doi:10.1016/j.pubrev.2018.04.010

Cited by 92 publications

(76 citation statements)

References 37 publications

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“…Existing studies regarding the relationship between media richness and citizen engagement through social media have focused predominantly on the specific dimension of citizen engagement (likes, shares or retweets, and comments), but the results reported are controversial. Although most studies support the assumption that multimedia content receives more likes (Bhattacharya et al, 2017;Bons� on et al, 2019;Brubaker & Wilson, 2018;Ji, Chen, Tao, & Li, 2019;Lee & Xu, 2018) and shares (Bons� on et al, 2019;Brubaker & Wilson, 2018;Ji et al, 2019;Kim & Yang, 2017;Lee & Xu, 2018;Xu & Zhang, 2018;Yue et al, 2019), some have also confirmed the positive effect of plain text. For example, Lee and Xu (2018) analyzed 1575 tweets from the official Twitter accounts of Donald Trump and Bill Clinton during the 2016 US president election.…”

Section: Media Richness and Cegsmmentioning

confidence: 93%

“…The three dimensions are respectively calculated by indicators such as the number of likes, followers, shares, reposts and total posts (Bons� on & Ratkai, 2013); this citizen engagement index has been widely used in follow-up studies (Agostino & Arnaboldi, 2016 Royo, & Ratkai, 2017;del Mar G� alvez-Rodríguez et al, 2019;Denktaş-Ş akar and Sürücü, 2018). Some studies directly consider comments, likes and shares as the three dimensions of social media engagement (Brubaker & Wilson, 2018;Kim & Yang, 2017). There are also studies that use the sum of likes, comments and shares to measure citizen engagement (Jiang & Beaudoin, 2016).…”

Section: Citizen Engagement Through Government Social Mediamentioning

confidence: 99%

“…CEGSM. Based on previous research (Brubaker & Wilson, 2018;Jiang & Beaudoin, 2016;Kim & Yang, 2017), CEGSM is composed of the number of likes, reposts, and comments of each Weibo account. Following the practice of Jiang and Beaudoin (2016), CEGSM is measured by the sum of three components.…”

Section: Operationalization Of Variablesmentioning

confidence: 99%

See 2 more Smart Citations

Unpacking the black box: How to promote citizen engagement through government social media during the COVID-19 crisis

Chen

Wei

et al. 2020

Computers in Human Behavior

510

578

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A R T I C L E I N F OKeywords: government social media citizen engagement dialogic communication theory media richness theory emotional valence crisis management A B S T R A C TDuring times of public crises, governments must act swiftly to communicate crisis information effectively and efficiently to members of the public; failure to do so will inevitably lead citizens to become fearful, uncertain and anxious in the prevailing conditions. This pioneering study systematically investigates how Chinese central government agencies used social media to promote citizen engagement during the COVID-19 crisis. Using data scraped from 'Healthy China', an official Sina Weibo account of the National Health Commission of China, we examine how citizen engagement relates to a series of theoretically relevant factors, including media richness, dialogic loop, content type and emotional valence. Results show that media richness negatively predicts citizen engagement through government social media, but dialogic loop facilitates engagement. Information relating to the latest news about the crisis and the government's handling of the event positively affects citizen engagement through government social media. Importantly, all relationships were contingent upon the emotional valence of each Weibo post. )is researcher at the School of Journalism and New Media, Xi'a Jiaotong University in China. She has been studying for information behavior and interaction, and information analysis on the new media.Richard Evans (richard.evans@brunel.ac.uk) is a Senior Lecturer at the College of Engineering, Design and Physical Sciences, Brunel University London, United Kingdom. His research interests are social media and organizational behavior, and knowledge management.

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Section: Media Richness and Cegsmmentioning

confidence: 93%

Section: Citizen Engagement Through Government Social Mediamentioning

confidence: 99%

See 1 more Smart Citation

Unpacking the black box: How to promote citizen engagement through government social media during the COVID-19 crisis

Chen

Wei

et al. 2020

Computers in Human Behavior

510

578

View full text Add to dashboard Cite

show abstract

“…However, various studies have broadly considered only two components of visual content images and videos like photographs, graphics, images or videos [15], [96], [98], [117].…”

mentioning

confidence: 99%

“…In SNS, the sharing of visual contents relating to brands are becoming an integral part of the social media activities and this dramatic shift of interests towards visual contents has arguably changed the perceptions of people among themselves and the world around them [117]. Visual content communication is a powerful means to grow the presence of brand on SNSs because it is more influential than text messages [15]. Visuals provide vivid and concrete representations of information and are more accessible to a person's memory which makes processing and recall faster and easier [64].…”

mentioning

confidence: 99%

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Kujur

Singh

2020

J. theor. appl. electron. commer. res.

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In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communication plays key role in engagement behavior on social media further adding to sales. The high quality visual improves visibility in Social Networking Sites and are being selected as organization's key activity. Thus, the present study proposes a theoretical model of how visual communications through consumer engagement on corporate Social Networking Sites pages influences the consumer-brand relationship. Structural Equation Modelling has been used and validated the effect of visuals with informative, entertaining and remunerative content on consumer engagement further leading to consumer-brand relationship. Uses and Gratifications Theory has been adopted to study the behavioral response of the customers in relation to consumer engagement in social media context. This is a pioneering work to measure the mediation effect of consumer engagement to check the dominance of mediation (consumer engagement) over direct relationship between independent (visual contents) and dependent variable (consumer-brand relationship) on Facebook. In future similar study may be conducted in other social media platforms.

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Driving citizen engagement through Twitter: The case ofCOVID‐19 vaccination drive in India

Annamalai

Chandrasekaran

Pathak

2023

Journal of Public Affairs

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Effective crisis communication is essential to efficiently handle the uncertainty and anxiousness of citizens during the COVID‐19 crisis. Government Twitter handles are an excellent platform for faster information dissemination and engaging citizens. While most government ministries actively use Twitter, limited attention is given to its modus operandi. Using data retrieved from the official Twitter handle of 'The Ministry of Health and Family Welfare' (MOHFW) of India, the current study examines the effect of the content characteristics, including content type and media type, on citizen engagement measured as tweet likes and retweets. The findings are based on 3742 tweets from MOHFW, recording more than 4.06 million likes and 1.23 million retweets over the initial six months of the largest COVID‐19 vaccination drive. Results show that content‐sharing guidance for stakeholders gained the maximum engagement, while the latest news about the COVID‐19 crisis resulted in the least engagement. Photos gained maximum engagement, while statuses resulted in the least engagement. The results illuminate the textual features of the government's Twitter communication and will enable policymakers to manage their social media content strategy diligently.

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Let’s give them something to talk about: Global brands’ use of visual content to drive engagement and build relationships

Cited by 92 publications

References 37 publications

Unpacking the black box: How to promote citizen engagement through government social media during the COVID-19 crisis

Unpacking the black box: How to promote citizen engagement through government social media during the COVID-19 crisis

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Driving citizen engagement through Twitter: The case ofCOVID‐19 vaccination drive in India

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Let’s give them something to talk about: Global brands’ use of visual content to drive engagement and build relationships

Cited by 92 publications

References 37 publications

Unpacking the black box: How to promote citizen engagement through government social media during the COVID-19 crisis

Unpacking the black box: How to promote citizen engagement through government social media during the COVID-19 crisis

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses &amp; Gratifications Theory Perspective

Driving citizen engagement through Twitter: The case ofCOVID‐19 vaccination drive in India

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Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective