What do people “like” on Facebook? Content marketing strategies used by retail bank brands in Australia and Singapore

Wang, Pengji; McCarthy, Breda

doi:10.1016/j.ausmj.2020.04.008

Cited by 41 publications

(38 citation statements)

References 86 publications

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“…Active SNS were presented four informative posts with photos and text to gather reactions from the respondents. Informative posts with photos and text elicit more engagement such as likes, emoji responses, comments and shares from the audience [45]. Appendix ??…”

Section: Survey Implementationmentioning

confidence: 99%

Do Social Media Posts Influence Consumption Behavior towards Plastic Pollution?

Rapada

2021

Sustainability

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The continuous generation of plastic wastes is one of the most serious environmental problems that we are facing. Information campaigns have been used to encourage people to reduce plastic consumption. Moreover, social media has become the most prevalent and influential form of communication in this current era. This study seeks to analyze the influence of social media on consumer behavior towards plastic products. The survey includes 213 individual observations wherein four information posts that represent the overall facets of plastic usage problem were presented. These scenarios include (1) a general information post on sachet use, (2) an information post discouraging use of plastic bottles in celebration of zero waste month, (3) an information post on the adverse health effects of plastic food storage and (4) an information post on the harmful effects of plastic use to marine life and its indirect effect to human health. Results show that, prior to any information, most participants consume products in plastic packaging except for the usage of single-use plastic containers for storing food. For the first three scenarios, it has been found that social media intensifies the probability of avoiding plastic consumption when the likelihood on the involvement of self-interest on the topic, as well as the ability to read the link attached to the post, increases. However, for the scenario that shows harmful effects of plastic use to marine life, the probability of avoiding the use of plastic packaged products after seeing the post is only affected by the likelihood that the respondent will recommend the link to friends or network. This study establishes that social media can effectively influence consumer behavior towards plastic consumption if the information presented are from confirmed studies that can easily translate to results based on their own action and has a direct impact on their health. The contrasting findings based on the different scenarios can be used as palettes in constructing modulated social media posts that can effectively influence consumer behavior towards reducing plastic pollution.

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Section: Survey Implementationmentioning

confidence: 99%

Do Social Media Posts Influence Consumption Behavior towards Plastic Pollution?

Rapada

2021

Sustainability

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“…Memes [18,19], like words, are information carriers, representing particular meanings. They are defined as "bits of behaviourally transmissible information" [15]. Consequently, memes are the direct factor shaping the perception of surroundings (entities, products, services, etc.)…”

Section: Memes and Marketing Communicationmentioning

confidence: 99%

“…The way the recipient reacts to the message containing linguistic tricks is different each time and depends on the "phenotype" of the recipient defined as a set of socio-economic and cultural characteristics [15] based on Ridley [94]. It must also be stated that marketing communication is usually profiled and aimed at a particular group of recipients.…”

Section: Plos Onementioning

confidence: 99%

“…Second, the study aimed to analyse the relationship between the PLT frequency of three emotional categories (positive, neutral and negative) [13] and the behaviour of the message recipients in SNS. According to Djukic [14], Wang and McCarthy [15], a strong correlation exists between the content range and behaviour of recipients, i.e., liking, posting, commenting and sharing the content [16,17]. PLT present in the textual content could be one among different types of factors promoting such recipient behaviours.…”

Section: Introductionmentioning

confidence: 99%

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Persuasive linguistic tricks in social media marketing communication—The memetic approach

Stepaniuk

Jarosz

2021

PLoS ONE

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The paper reports the results of a study into the use of linguistic cues defined as Persuasive Linguistic Tricks (PLT) in social media (SM) marketing communication. It was assumed that the content shared on Social Networking Sites (SNS) could be perceived as specific sets of meanings (memeplexes), where a single component, also PLT, may function as their part. Following an original typology of PLT, created based on an emotional factor, the research focused on whether and how the number of positive, neutral and negative PLT used in Facebook posts impacted the behaviour of content recipients. These activities, including liking, commenting and sharing, are strictly connected with post spreading and range. The data analysis focused on 167 Facebook posts shared by five leading Polish travel agencies and 1911 responding comments. The quantitative content analysis method and Spearman’s correlation tests were used. A relationship was observed between the number of emotionally positive and neutral PLT and the increase in the range of content with these PLT. The use of PLT by post recipients was also observed in their comments. This phenomenon is possibly related to the memetic nature of PLT. From the perspective of marketing messages, the obtained results contribute to and guide the textual content-building with a high spreading potential owing to the memetic capability of PLT. Further elaborations were made on the assumption for the evolutionary approach in social media content transfer and its processing.

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Section: Introductionmentioning

confidence: 99%

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What do people “like” on Facebook? Content marketing strategies used by retail bank brands in Australia and Singapore

Cited by 41 publications

References 86 publications

Do Social Media Posts Influence Consumption Behavior towards Plastic Pollution?

Do Social Media Posts Influence Consumption Behavior towards Plastic Pollution?

Persuasive linguistic tricks in social media marketing communication—The memetic approach

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