Brands Take a Stand for Good: The Effect of Brand Activism on Social Media Engagement

Brands are entering an era where brand activism and corporate social responsibility strategies are holding a large influence on consumer purchase decision making, rather than the traditional brand product marketing. A major distribution outlet for the rising brand activism strategy is through social media, where users can directly interact with brands and other users surrounding major issues. Higher engagement with such activism campaigns suggests more consumer support for the brand, leading to higher sales performance potential. This study examines the influence of brand activism campaign qualities on social media engagement, specifically on the Twitter platform. Tweets for 8 different brands – Nike, Reebok, Under Armour, Puma, Always, Yoplait, Procter & Gamble, and Airbnb – were collected using RStudio and Twitter APIs and dissected based on their association to the brand’s activism campaign. A survey was also distributed to gather data on several characteristics for each campaign. A Poisson regression was used to analyze the relationship between social media engagement metrics – favorites and retweets – and the characteristics of tweets and campaigns. Brands that are looking to contribute to the activism space, particularly on Twitter, should produce content that is geared towards individuals, rather than society as a whole. Higher engagement will be generated by campaigns that focus on causes with longer-term impact, in addition to campaigns that target both genders rather than being gender specific

The Role and Impact of Social Media Influencers

In this paper, we explore the influence of influencers in the digital space and their impact on society. The research involved 375 intentional sampled respondents who are social media followers. The findings revealed that TikTok is the most popular platform for influencers, followed by Instagram, YouTube, Facebook, Snapchat, and Twitter. Influencers predominantly create entertainment and gaming content, with art and skills, social issues, education, and religion following suit. The study highlights that influencers are crucial in shaping societies by providing attractive and concise information and experiences, fostering development and support among their followers. The author suggests enhancing influencers skills through workshops and training programs, focusing on positive interactions, humanitarian aspects, and support for affected sectors, particularly therapeutic institutions

Personal Branding Strategies of Female Entertainment Influencers on TikTok

This thesis employs quantitative content analysis to investigate the strategies used by female entertainment influencers (FEI) on TikTok to attract followers. The study investigated the six FEIs with the most followers on the TikTok and Douyin (Chinese version of TikTok), three each from both platforms. This study focuses on the visual framework strategy as the theoretical basis to analyze female entertainment influencers’ videos (N=90). The results show that FEIs tend to wear casual clothes and shoot videos with simple backgrounds. Most shooting angles are half-length or full-body shots, which do not display multiple feminine movements in videos. Regression analyses were conducted to estimate the relationships between the sixteen categories and the number of likes and reposts for videos. Regression analyses showed that, among the sixteen variables, breast, stance, and facial expression have a noticeable influence on the number of likes while the number of reposts was significantly affected by breast and stance. Moreover, quantitative analysis using the one-way ANOVA test and frequency analysis established differences in strategies between FEIs who use different versions of TikTok. One such difference is the preference of Chinese FEIs to use complicated editing techniques on Douyin, while American FEIs choose simple editing procedures on TikTok. Similarly, only less than a quarter of Chinese FEIs’ videos depict the body’s casual touching, which is significantly lower than that of American FEIs in frequency. By collecting videos of each influencer at different phases of their popularity, the author makes an effort to reveal influencers’ strategies for establishing personal branding. The findings of this research help extend the current body of knowledge regarding the use of visual framing on emerging social media by recommending better applications of personal branding strategies. Moreover, this study makes up for the lack of literature on the influence and significance of female influencers on the TikTok platform. Influencers build their personal brands and communities through unique tastes, and the results of this study will be informative for marketing and personal brand building on new social media. This study also provides specific information and guidance for female users for marketing their personal brands targeting specific markets and user groups on TikTok

A qualitative case study examination of athlete ally using social movement theory.

The following study answered the call for more social movement related studies in sport (Davis-Delano & Crosset, 2008) and lessened the paucity of literature on athlete activism. The purpose of this study was to examine a sport specific social movement organization, Athlete Ally, using Social Movement Theory. Social Movement Theory is guided by three tenets: Resource Mobilization Theory (Edwards & McCarthy, 2004), Political Process Theory (Kriesi, 2004), and Cultural Theory/Frame Analysis (Williams, 2004). Each of these tenets was used to examine the resources exchanged between Athlete Ally and their athlete constituents, determine the strategies for engaging with various sport (i.e. NCAA and NBA) and non-sport governing bodies (i.e. U.S. Government), and understand the tactics for ensuring frame resonance by Athlete Ally. The following qualitative case study was conducted through seven employee or board member interviews with Athlete Ally and an examination of salient organizational documents. Findings indicate that a SMO can provide resources to minimize the impact of negative consequences for engaging in activism. For instance, providing a safe space and access to other athlete activists can allow an athlete to engage in activism knowing a SMO is supporting the athlete. On the other side, athletes also provide SMOs with resources, most notably a vast social-network of other constituents. From recruitment of other athlete ambassadors, like teammates, or raising awareness for the organization, athletes can be proficient resources that few other celebrities can match. Those resources can then be utilized to engage with various governing bodies. Typically, when Athlete Ally engages with a protagonist entity, they employ strategies of collaboration. Conversely, Athlete Ally utilizes combative strategies when faced with an antagonistic entity. Despite these strategies, Athlete Ally has to ensure their frames resonate with the intended audience to actually enact change. Athlete Ally accomplishes this by utilizing athletes’ stories, objective statistics, and a diverse staff to increase the salience of their messages. Further findings and results are discussed. Overall, the study’s findings speak to the mutually beneficial relationships sport specific SMOs and athletes can develop to further the goals of a social movement organization

Interest communities and flow roles in directed networks: the Twitter network of the UK riots

Directionality is a crucial ingredient in many complex networks in which information, energy or influence are transmitted. In such directed networks, analysing flows (and not only the strength of connections) is crucial to reveal important features of the network that might go undetected if the orientation of connections is ignored. We showcase here a flow-based approach for community detection in networks through the study of the network of the most influential Twitter users during the 2011 riots in England. Firstly, we use directed Markov Stability to extract descriptions of the network at different levels of coarseness in terms of interest communities, i.e., groups of nodes within which flows of information are contained and reinforced. Such interest communities reveal user groupings according to location, profession, employer, and topic. The study of flows also allows us to generate an interest distance, which affords a personalised view of the attention in the network as viewed from the vantage point of any given user. Secondly, we analyse the profiles of incoming and outgoing long-range flows with a combined approach of role-based similarity and the novel relaxed minimum spanning tree algorithm to reveal that the users in the network can be classified into five roles. These flow roles go beyond the standard leader/follower dichotomy and differ from classifications based on regular/structural equivalence. We then show that the interest communities fall into distinct informational organigrams characterised by a different mix of user roles reflecting the quality of dialogue within them. Our generic framework can be used to provide insight into how flows are generated, distributed, preserved and consumed in directed networks.Comment: 32 pages, 14 figures. Supplementary Spreadsheet available from: http://www2.imperial.ac.uk/~mbegueri/Docs/riotsCommunities.zip or http://rsif.royalsocietypublishing.org/content/11/101/20140940/suppl/DC

A Content Analysis of Social Media Posts among Recreational Cyclists : A Gender Perspective

Publisher Copyright: © 2020. AJHTL/Author(s).Recreational cyclists are pertinent but rarely studied leisure and tourism segment. Recreational cycling has traditionally been considered as a ‘masculine stereotyped’ sport. The purpose of the research is to better understand a gendered consumer view of recreational cycling and to possibly promote recreational cycling to women and men in countries like South Africa with keen interests of recreational cycling in the form of sport tourism. This research employs a content analysis of social media posts on Facebook, Instagram and Twitter as a research method. Specifically, the gendered nature of recreational cycling is focused upon. In total, 2,504 posts from 1,598 unique authors from South Africa are analysed. As a result, this research shows that in the South African context male cyclists tend to like to attend the specialised event and race for their health and fitness while female cyclists seem to find more enjoyable and family-friendly (children focused) cycling. The results also confirm the paradox that women are generally presented in more family oriented roles, while men are typically shown as more independent in the media. Managerial implications and future research are also presented.Peer reviewe