Social Media Communication Theory and Research

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F24%3A00012574" target="_blank" >RIV/46747885:24310/24:00012574 - isvavai.cz</a>

Result on the web

<a href="https://www.researchgate.net/publication/385072005_Social_Media_Communication_Theory_and_Research" target="_blank" >https://www.researchgate.net/publication/385072005_Social_Media_Communication_Theory_and_Research</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Social Media Communication Theory and Research

Original language description

Social media (SM) is influencing the way hundreds of millions of people around the world relate to one another and share information not only between themselves but also between themselves and organizations (Alalwan et al., 2017; Appel et al., 2020; Datareportal, 2024; Lee, 2022). The term social media is currently referred to as websites, apps, and media that involve online conversation and interaction between people (Strauss & Frost, 2012; Tuten & Solomon, 2015). Kotler et al. (2022, p. 316) state that “Social media are means for consumers to share text, images, audio, and video information with the another and with companies, and vice versa.” The ability of social media platforms to actively engage customers has made them indispensable in modern marketing. Organizations in a number of fields must establish and maintain an interactive online presence through social media and consistently seek to engage with prospective and current customers and their stakeholders. According to Kingsnorth (2019), marketing involves social media in multiple ways, including content marketing, influencer partnerships, and social media advertising. Social media research covers a broad range of topics and methodologies. These are the main themes and methods for conducting social media research: User behavior analysis • Engagement patterns. This focus examines how users interact with content, which includes likes, shares, comments, views, etc. • Usage trends. Research examines how social media usage varies by demographics, geography, and time. Content analysis • Sentiment analysis. Focus is on identification of the emotional tone of social media posts. • Evaluation of topics. Research, for example, identifies prevalent themes and topics within large social media data sets. • Misinformation and Fake News. Researchers investigate the spread and impact of false information on social media platforms. Network analysis • Community detection. Researchers identify and analyze communities within social networks. • Evaluation of influencers. This research aims to identify and assess the impact of key influencers on social networks. Brand communication analysis • Brand sentiment. Researchers monitor and analyze the sentiment of selected brands. • Campaign effectiveness. The focus is usually on measuring the success of social media marketing campaigns. Impact studies • Social and political impact. The focus of the research is on the role of social media in political movements and social change. • Public opinion. Research evaluates how social media influences and reflects public opinion. 10 Privacy and ethics • Researchers examine concerns and policies regarding user data privacy on social media platforms. Social media marketing strategies • Researchers analyse the importance of a well-structured strategy that balances the interests of both organizations and social media users (consumers). • The strategic aspects of advertising on social media. Researchers are studying the role of emerging technologies and marketing trends in the context of integrated marketing communication. Social media research can now be conducted in a wider range of ways. We briefly mention the approach based on the three basic research designs. Quantitative design and methods • Surveys using questionnaires. This type of research usually collects structured responses from users regarding their social media habits and opinions. • Content Analysis. This research, for example, apply software to analyze the frequency and patterns of words and topics in social media posts. • Network analysis. Researchers employ IT tools to visualize and analyze social networks. • Researchers also employ a diverse range of other technologies to delve into the complexities of social media. Quantitative design and methods • Deep interviews and focus groups. Researchers conduct in-depth discussions with users to gain deeper insights into their behaviors and attitudes concerning social media. • Thematic analysis. The aim is to identify and analyze themes within qualitative data collected from social media posts or user interviews. Mixed methods research This research design combines quantitative and qualitative approaches and integrate both methods with the aim to provide a comprehensive understanding of social media phenomena. Today is SM media marketing a fast-growing trend (Kotler et al., 2022) that allows brands to connect with consumers through personal, user-centric channels for interaction. Integrating SM into marketing strategies can significantly impact consumer behavior. Effective SM marketing requires understanding best practices, benefits, challenges, and emerging trends in this field. To gain a competitive advantage, organizations and their brands must implement SM marketing as part of integrated marketing communication (Belch & Belch, 2024). Artificial intelligence is a new phenomenon that will change marketing and business practices, including social media (Kumar et al., 2024). A single monograph can only provide examples of some of the above research topics concerning social media. Let‘s take a closer look at what the team from the University of West Bohemia offers in cooperation with partners from the Technical University in Liberec, the Technical University of Applied Sciences Amberg-Weiden, and Tohoku University in Japan.

Czech name

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Czech description

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Type

C - Chapter in a specialist book

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Book/collection name

Social Media Communication Theory and Research

ISBN

978-3-86367-072-6

Number of pages of the result

127

Pages from-to

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Number of pages of the book

127

Publisher name

GUC- Gesellschaft für Unternehmensrechnung und Controlling m.b.H.

Place of publication

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UT code for WoS chapter

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