Exploring the effect of user engagement in online brand communities: Evidence from Twitter

Opening Access but Concealing Contact: A First Study of Over-The-Counter Hearing Aid Consumer-Facing Communications

Hearing loss is a prevalent chronic health condition with approximately 40 million Americans living with mild to moderate hearing loss. Yet, only about 20% will ever pursue hearing interventions. To broaden uptake the FDA approved over the counter (OTC) hearing aid (HA) options in October 2022. A stigmatized health topic, it is both necessary and well-timed to explore how HAs are depicted in consumer-facing communications, which has not been formally studied to date. The present study examines social media posts across a one-year time frame (six months prior and six months following the FDA announcement) from the three most-followed OTC HA brands. With the shift to OTC, HA companies are responsible for communicating directly with consumers. Through the lens of Contact Theory, we explore three mechanisms by which these messages enact stigma, through contact with (1) people, (2) HA products, and (3) a larger brand community. Overall, only 22% of posts discussed OTC in any capacity. Contact was similarly limited, with only 9% of posts showing a person wearing an HA. However, following the FDA announcement, the number of posts depicting people or social relationships doubled (23% to 58% and 13% to 36%, respectively). To overcome stigma and increase uptake of these essential health products, it is important to promote contact with hearing aids and those who wear them. Timely implications for health communication research and practice are discussed.

The Role of Health Belief Model Constructs and Content Creator Characteristics in Social Media Engagement: Insights from COVID-19 Vaccine Tweets

INTRODUCTION

The Health Belief Model (HBM) has been widely studied, but it is unclear how social media post creators use HBM constructs to influence the public's awareness of health topics, particularly for COVID-19 preventative health behaviors. Moreover, there is limited knowledge about how content creators enhance user engagement with COVID-19 vaccine tweets.

METHODS

A content analysis of COVID-19 vaccine tweets (n = 362) examined how HBM constructs were used in social media posts and their relationship to content creator characteristics (e.g., race, education level) and user engagement behaviors (e.g., number of favorites).

FINDINGS

Content creators' tweets about COVID-19-related topics generally centered on two HBM constructs-benefits and barriers-while fewer tweets emphasized perceived susceptibility or self-efficacy; tweets containing these constructs were retweeted less often. Findings revealed that tweets from politicians, health experts, and white and Asian sources emphasized the perceived benefits of the COVID-19 vaccine. Individual tweets, especially from Black individuals and celebrities, generated more user engagement.

CONCLUSIONS

Understanding the factors that contribute to social media user engagement with health-related content is important for designing more focused and impactful health communication campaigns and promoting healthier habits and perspectives. Thus, by demonstrating the possible relevance of the HBM to digital communication strategies or health campaigns, our study provides useful guidance for health promoters and policymakers who use social media to raise public health awareness.

Experience from E-Government Services: A Topic Model Approach

Governments globally are striving to improve citizens’ service delivery by adopting digital technologies, such as online portals and call centres. Although digitization provides an opportunity to improve citizens’ satisfaction, to design citizen centric e-government services, agencies need to proactively understand citizens’ experiences. This study explored the Google Play reviews of UMANG (an aggregated e-government mobile application of the Government of India). We aggregated 4,921 reviews provided from March 2020 to April 2021. We first theoretically (using the S-O-R framework) and empirically (link between sentiment polarity and user rating) examined the validity of user reviews to extract insights into citizens’ experiences. Subsequently, we extracted eight topics related to citizens’ experiences by using latent Dirichlet allocation, an unsupervised machine learning algorithm. The following topics were identified—perceived usefulness, ease of use, product feature experience, delivery turnaround time, technological experience, login experience, customer care experience, and payment experience. We validated identified topics by determining the inter-rater agreement between LDA and human rater output. Finally, we calculated the relative importance of the identified topics and topic-wise sentiment polarity. The findings of this study can help in designing citizen centric e-government services and prioritizing the right dimension of citizens’ experience.

Prediction of customer’s perception in social networks by integrating sentiment analysis and machine learning

Understanding the customer behavior and perception are important issues for motivating customer satisfaction in marketing analysis. Customer conversation with customer support services through social networks channel provides a wealth of information for understanding customer perception. Therefore, in this paper, a hybrid framework that integrated sentiment analysis and machine learning techniques is developed to analyze interactive conversations among customers and service providers in order to identify the change of polarity of such conversation. This framework aims to detect the conversation polarity switch as well as predict the sentiment of the end of the customer conversation with the service provider. This would help companies to improve customer satisfaction and enhance the customer engagement. The effectiveness of the proposed framework is measured by extracting a real dataset that expresses more than 5000 conversational threads between a customer service agent of an online retail service provider (AmazonHelp) and different customers using the retailer’s twitter public account for the duration of one month. Different classical and ensemble machine learning classifiers were applied, and the results showed that the decision trees outperformed all other techniques.

Online food delivery companies' performance and consumers expectations during Covid-19: An investigation using machine learning approach

Online food delivery (OFD) businesses flourished during COVID-19; however, OFD companies experienced different challenges and customers' expectations. This paper uses social media data to explore OFD companies' performance and customers' expectations during the COVID-19 pandemic. The most important topics in developed and developing countries are identified using machine learning. Results show that customers in India are more concerned about social responsibility, while financial aspects are more important in the US. Overall, customers in India are more satisfied with OFD companies during the COVID-19 pandemic than the US customers. We further find that factors such as OFD companies' brand, market size, country, and COVID-19 waves play a crucial role in moderating customer sentiment. The results of the study offer several managerial insights.

A comprehensive review on the role of online media in sustainable business development and decision making

People are using platforms of social media like Twitter, Facebook, or Instagram as a regular way to reach very much targeted and new prospective customers. The role of online media is to facilitate the opportunity in making a connection with followers and fans every time they log in. Online media keep social posts informative and sometimes entertaining which the followers' glade to see the contents in their feeds. Online media facilitate with low commitment and easy way to prospective consumers for expressing attentiveness in the business you do for your services or product. Online media can offer a number of marketing opportunities for businesses of all dimensions. These opportunities include promotion of the brand, communication to the consumer about service or product, attracting customers, and building strong connections with available consumers. Apart from this, several other benefits can be gained from the business of online media such as the ability to target, broad reach, fast, personal, low cost or free, and easy to use. An overview of the existing approaches, tools, and techniques to present is the dire need of the modern business in order to develop novel ways and to present the business of services or products in an effective and efficient way. Therefore, this study has presented a comprehensive review of the existing literature associated with the techniques, tools, and approaches used for business with the help of online media and to decision making. Based on this study, new mechanisms will be provided for effective business.

Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value

Social media advertisement (ad) is a growing phenomenon designed to reach and engage customers. However, despite their continued adoption, less remains known regarding the effectiveness of social media ads to co-create brand value. In response to this gap, this study aims to deepen the theoretical understanding of consumer value co-creation through social media advertising value. The data were collected using purposive sampling from 286 experienced social-media users, and the model was tested using partial least square (PLS)-based structural equation modeling. The results indicate that entertainment, aesthetic appeal, interactivity, and trendiness significantly affect the adverting value of social media ads. In turn, ad value affects consumers' intention for value co-creation. Consequently, our findings suggest the importance of social media advertising value where marketers may enhance consumer-brand engagement (CBE) by incorporating interesting content, which may encourage the customer's interaction with the social media ads and strengthen value co-creation behavior. The results further contribute to nascent marketing literature by demonstrating that value co-creation acts as an antecedent to generating positive electronic word-of-mouth (e-WOM) on social media platforms to drive consumers' online brand purchase intention.

Exploring customers' responses to online service failure and recovery strategies during Covid-19 pandemic: An actor-network theory perspective

While the debate on online service failure and recovery strategies has been given considerable attention in the marketing and information systems literature, the evolving Covid-19 pandemic has brought about new challenges both theoretically and empirically in the consumption landscape. To fully understand customers' responses to service failure during a crisis we asked 70 millennials from three European Countries-Italy, France, and the UK-to describe their responses to service failure during the Covid-19 pandemic (30 completed a 4-week diary and 40 completed a 4-week qualitative survey). Drawing on phenomenological, constructivist, and hermeneutical approaches, and utilizing an actor-network theory perspective, the current study proposes a new framework for understanding customers' responses to online service failure and recovery strategies during the Covid-19 pandemic. Conclusions highlight implications for theory, policy, and management practice through extending comprehensions of service failure recovery processes by examining how marketing policies generate different social impacts during a crisis situation which facilitate the achievement of customer satisfaction and positive outcomes.

Basic Education Students’ Digital Competence in the Area of Communication: The Influence of Online Communication and the Use of Social Networks

The global public health crisis unleashed by the COVID-19 pandemic has made it clear that digital competence in education is no longer an option, but a necessity. Online communication with friends using social networks is an activity in which young people very frequently and at increasingly early ages engage. This article presents the results of a study analyses digital-competence levels in the area of communication of Spanish basic-education students (aged 12–16) and establishes whether online communication with friends and the use of social media impact it. A quantitative methodology with a descriptive and cross-sectional design was used. The sample comprised 807 students, and data collection was based on a problem-solving test. Findings show that students who use online communication with their friends very often and that those who use social networks a lot have lower levels of digital competence. Education centres should reflect on this in order to implement curricular programs that may strengthen this type of competence.

Promoting Public Engagement during the COVID-19 Crisis: How Effective Is the Wuhan Local Government's Information Release?

During times of public crises (such as COVID-19), governments must act swiftly to release crisis information effectively and efficiently to the public. This paper provides a general overview of the way that the Wuhan local government use Weibo as a channel to engage with their citizens during the COVID-19 pandemic. Based on the media richness, dialogic loop, and a series of theoretically relevant factors, such as content type, text length, and information source, we try to examine how citizen engage with their local government. By analyzing the data mining samples from Wuhan Release, the official Sina Weibo account of Wuhan's local government, results show that, despite the unstable situation COVID-19 over the crisis, there exist three stages of a crisis on the whole. Combining the behavior of the government and the public, duration from 31 December 2019 to 19 January 2020 could be seen as the development period, then the outbreak period (30 January 2020 to 28 February 2020), and a grace period (29 February 2020 to19 April 2020). Public attention to different types of information changes over time, but curbing rumors has always been a priority. Media richness features partially influent citizen engagement. Text length is significantly positively associated with citizen engagement through government social media. However, posts containing information sources have a negative impact on citizen engagement.

One hundred tweets from library land: A case study of RMIT University Library (academic library) and State Library of Victoria (public state library) in Australia

Twitter is used by different library types to communicate and engage with their community. This case study focuses on content choices in tweets and the level of engagement generated, in the context of two different types of library. The current study attempts to examine the contents of Library Twitter account of two libraries (academic and public) with the aim of evaluating in a comparative mode, their themes and levels of user engagement. This research used a mixed method research approach. For quantitative approach, this study analyzed 100 Tweets from each library, i.e. RMIT University Library and State Library of Victoria. Also, the study analyzed a number of tweets and levels of engagement by recording numbers of likes, replies and retweets. The qualitative aspect analyzed each Tweet to determine engagement level and type of content shared by each library. The results demonstrate that the public and academic libraries publish different types of content. The varied nature, audience and mandate of each library appear to influence the focus of their tweets. Also, the results show that the level of engagement is a factor of the numbers of tweets in any theme. The limitation of this study is the data set contained only 100 tweets for each library. Moreover, the number of users and registered library accounts had probably increased since the study was conducted.