• Journal of Information Science Theory and Practice
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• v.11 no.4
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• pp.90-108
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• 2023

The purpose of this study is to investigate how uses and gratifications motivations increase social media stickiness, with a special focus on media engagement as a key mediator. Data were gathered via a survey questionnaire from Bangladeshi Z Generation social media users, which was quantitative in nature. For the analysis of 258 survey samples, structural equation modeling methodology was used. The results show that social media engagement and social media stickiness are positively impacted by uses and gratifications motivations such as social interaction, information, convenience, and entertainment. The study also found evidence of a relationship between uses and gratification motivations and social media stickiness, which is also mediated by emotional attachment. Understanding the motivations and gratifications sought by Z Generation users on social media platforms can help design strategies to enhance engagement and loyalty, ultimately leading to improved user retention and platform success. By identifying and addressing the specific needs and desires of the Z Generation, social media platforms can tailor their features, content, and user experiences to foster a stronger sense of connection and satisfaction, resulting in increased user engagement and prolonged usage.

• Fashion & Textile Research Journal
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• v.15 no.1
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• pp.95-102
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• 2013

In order to understand meaningful customer experience in social media, this study profiles customer engagement by exposing the essential brand experience rooms in hyper-reality contexts. This study selects Snuggie as a target brand as it uses multiple contact points, including social media, to provide meaningful experience to customers. With their unique marketing strategy, Snuggie became a popular brand among the U. S. customers beyond just a wearable blanket. Upon analyzing a total of 364 customer reviews about Snuggie in Amazon.com, five experience rooms were exposed; "Physical artifacts" and "customer involvement" are influential experience rooms which signify interactions between products and customers, while "intangible artifacts", "technology" and "customer placement" reflect a lower degree of experiential engagement. This approach suggests a theoretical foundation in understanding the customer engagement concepts by the means of brand experience dimensions in social media. The ability to create compelling engagement in social media depends on the successful facilitation of relationships and information, which lead to a creative, communicative and interactive experience.

• Journal of Information Technology Applications and Management
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• v.27 no.6
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• pp.31-51
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• 2020

During the last decade, social live streaming service like Periscope, Ustream, and YouNow has developed from a niche market into a mainstream activity. In this media environment, social live streaming service has a tremendous impact on the social behaviors of users. Despite the rapid development, there are a lack of studies to make better understand the media environment changes through social live streaming service. This study adopted an affordances approach that leads us to identify six distinctive social affordances (visibility, accessibility, information sharing, social interaction, role-taking, interactive revenue) for user engagement in social live streaming service. Specifically, this study explores the impact of social affordances on perceived flow, followed by user engagement including passive and active engagement. Empirical data analysis with 258 questionnaires suggests that social affordances affected users' flow perception, and flow has an effect on active as well as passive engagement. Contrary to the expectation in a hypothesized research model, only the impact of accessibility on flow was rejected.

• Journal of Smart Tourism
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• v.1 no.3
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• pp.21-29
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• 2021

This study explored the relationship between post types and linguistic characteristics in marketer-generated content and social media engagement to find the optimized content to enhance social media engagement level. Post data of 23,588 marketer-generated content were collected from 50 states' destination marketing organization Facebook pages in the United States. The collected data were analyzed by employing social media analytics, linguistic analysis, multivariate analysis of variance, and discriminant analysis. The results showed that there are significant differences in both engagement indicators and linguistic scores among the three post types. Based on research findings, this research not only provided researchers with theoretical implications but also suggested practitioners the most effective content designs for travel destination marketing in Facebook.

• Journal of the Korea Society of Computer and Information
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• v.27 no.10
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• pp.81-88
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• 2022

The purpose of this study is to present supporting data that can suggest a direction for sports advertisement strategy on social media by investigating how differences in social media engagement of sports advertisement affect users' product trust and purchase intention. To achieve this purpose, a total of 810 questionnaires, which were completed by sports-related college students engaged in social media activities using a method for writing a self-evaluation report, were collected, and 765 questionnaires were used as final valid samples after excluding 45 insincerely completed copies. For data processing, analyses of frequency, factor, reliability, correlation, and multiple regression were conducted using the Window SPSS (ver. 23.0) statistical program to draw the following conclusions. First, the social media engagement of the sports advertisement had a significant effect on the trust of the advertised products. Second, the social media engagement of the sports advertisement had a significant effect on the purchase intention of the advertised products. Third, the product trust acquired through the sports advertisement had a significant effect on the purchase intention.

• International Journal of Internet, Broadcasting and Communication
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• v.14 no.3
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• pp.213-221
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• 2022

The purpose of this study is to investigate the structural relationship between media engagement, viewing immersion, viewing satisfaction, and loyalty of e-sports viewers. In order to achieve the purpose of this study, a survey was conducted on 300 college students with experience in watching e-sports in Seoul, Gyeonggi-do, and Chungnam. Data processing was done with SPSS 26 for frequency analysis, Cronbach's α analysis. Also, AMOS 13 was used for confirmatory factor analysis and structural equation model analysis. We have the following results. first, among the sub-factors of media engagement, functional engagement and communal engagement had a significant effect on viewing commitment. Second, among the sub-factors of media engagement, emotional engagement had a significant effect on viewing satisfaction. Third, it was found that viewing commitment and viewing satisfaction had a significant effect on loyalty. From the results of this study, it can be seen that the media engagement of e-sports viewers affects loyalty through viewing commitment and viewing satisfaction.

• Asia Marketing Journal
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• v.26 no.2
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• pp.129-144
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• 2024

This research is on how people's trust in human-like AI-based service will influence customer engagement (CE). This study will discuss the relationship between trust and CE and explore how people's trust in AI affects CE when they lack knowledge of the company/brand. Items from the philosophical study of trust were extracted to build a scale suitable for trust in AI. The scale's reliability was ensured, and six components of trust in AI were merged into three dimensions: trust based on Quality Assurance, Risk-taking, and Corporate Social Responsibility. Trust based on quality assurance and risk-taking is verified to positively impact customer engagement, and the feelings about AI-based service fully mediate between all three dimensions of trust in AI and CE. The new trust scale for human-like AI-based services on social media sheds light on further research. The relationship between trust in AI and CE provides a theoretical basis for subsequent research.

• Journal of Information Technology Applications and Management
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• v.26 no.6
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• pp.13-27
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• 2019

Social media are used as a tool which is suitable for delivering various images emotionally in the area of fashion. How deeply consumers are led by the brands to be engaged in the brands' SNS, how often they visit SNS and gain information, how much empathy they elicit from visitors with their contents and how continuously brands provide up-to-date information are the important factors to raise consumers' fashion consciousness and draw out their fashion consumption to express themselves. Therefore, this study aims to explore the effect of social media engagement and contents characteristics on fashion consumption tendency and purchase intention. In order to verify the research question, study makes analysis centering on the 2 × 2 × 2 MANCOVA model to draw out results of the differences among groups. As a result of analysis, this study verifies the difference between the effect of social media engagement on purchase intention and the effect of interaction of three variables on fashion consumption propensity and purchase intention and summarizes the implications.

• Asia pacific journal of information systems
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• v.34 no.1
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• pp.91-113
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• 2024

In the wake of the COVID-19 pandemic, unsubstantiated information concerning vaccines and the coronavirus has proliferated on various social media platforms. Consequently, we have considered viable actions to mitigate the impact of such unverified content, enabling individuals to use social media platforms more effectively and minimize any ensuing confusion. Recent measures in this area have included YouTube's practice of labeling vaccine or corona videos as authoritative when emanating from reputable organizations and Twitter's practice of flagging vaccine-related content as potentially misleading or taken out of context. This study seeks to explore how such contrasting labeling practices influence users' believability and engagement differentially, while also examining the moderating impact of regulatory focus. The results indicate that authoritative labeling positively influenced users' believability and engagement, whereas misleading labeling adversely affected users' believability and engagement. Additionally, our findings revealed that authoritative labeling has a stronger impact on promotion-focused individuals, while misleading labeling has a more pronounced effect on prevention-focused individuals. Our findings offer insights into how social media platforms can design and present information to their users, taking into account their regulatory focus.

• Journal of Contemporary Eastern Asia
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• v.18 no.1
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• pp.49-69
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• 2019

Over the last couple of years, digital diplomacy has become a fascinating area of research among Mass Communication, Peace and Conflict Studies, and International Affairs scholars. Social media and new technology open up new avenues for governments, individuals, and organizations to engage with foreign audiences. However, developing countries' governments are still lacking in the realization of the potential of social media. This study aims to analyze the usage of social media (Facebook & Twitter) by the two biggest countries in South Asia (Pakistan and India). I selected 10 government officials' social media accounts including prime ministers', national press offices', military public relations offices', public diplomacy divisions', and ministries of foreign offices' profiles. The study relies on quantitative content analysis and a comparative research approach. The total number of analyzed Twitter tweets (n=1,015) and Facebook posts (n=1,005) include 10 accounts, five from each country. In light of Kent and Taylor's (1998) dialogic communication framework, the results indicate that no digital engagement and dialogue occurs between government departments and the public through social networking sites. Government departments do not engage with local or foreign audiences through digital media. When comparing both countries, results reveal that India has more institutionalized and organized digital diplomacy. In terms of departmental use of social media, the digital diplomacy division and foreign office of India is more active than other government departments in that nation. Meanwhile, Pakistan's military public relations office and press office is more active than its other government departments. In conclusion, both countries realize the potential of social media in digital diplomacy, but still lack engagement with foreign audiences.