Effectiveness of social media communication: an empirical analysis of key performance drivers
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Lohmar ; Köln
Eul Verlag
September 2016
|
| Ausgabe: | 1. Auflage |
| Schriftenreihe: | Reihe: Marketing
Band 77 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | XVII, 131 Seiten Illustrationen |
| ISBN: | 9783844104783 |
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Datensatz im Suchindex
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| adam_text | Brief Contents
VII
Brief Contents
Acknowledgements......................................................... V
Table of Contents.........................................................IX
List of Figures.........................................................XIII
List of Tables............................................................XV
List of Abbreviations................................................. XVII
1 Introduction............................................................1
1.1 Research Context and Significance.................................1
1.2 Research Issue and Objectives.....................................4
1.3 Thesis Structure..................................................8
1.4 Contribution to Literature.......................................10
2 Contextual Background..................................................13
2.1 Social Media.....................................................13
2.2 Corporate Weblogs.............................................. 18
3 Related Literature.....................................................21
4 Hypotheses Development.................................................25
4.1 Conceptual Framework.............................................25
4.2 Source of Information: Author Hierarchy Level....................27
4.3 Presentation of Information: Storytelling and Sensory Elements...29
4.4 Interaction with Information: Participants, Sentiments, and
Conversations....................................................32
4.5 Overview of Testable Hypotheses..................................40
5 Data Description and Modeling Preview..................................43
5.1 Data.............................................................43
5.2 Modeling Preview.................................................46
6 Variable Definitions, Measurements, and Checks.........................49
6.1 Variables and Measures...........................................49
6.2 Robustness Check: Alternative Specification......................64
6.3 Variable Recap and Summary Statistics.......................... 70
VIII
Brief Contents
7 Empirical Model........................................................71
7.1 Data Challenges and Modeling Approach.............................71
7.2 Model Specification...............................................75
7.3 Model Extension...................................................77
8 Model Estimation and Discussion.....................................79
8.1 Estimation Strategy...............................................79
8.2 Regression Results................................................79
8.3 Interpretation of Coefficients....................................81
8.4 Detailed Analytical Insights and Discussion.......................83
9 Conclusion.............................................................97
9.1 Summary of Findings and Managerial Implications...................97
9.2 Research Limitations and Future Research Directions..............103
9.3 Concluding Remarks...............................................106
Appendices...............................................................109
References...............................................................115
Table of Contents
IX
Table of Contents
Acknowledgements...........................................................V
Brief Contents...........................................................VII
List of Figures.........................................................XIII
List of Tables............................................................XV
List of Abbreviations...................................................XVII
1 Introduction................................................... 1
1.1 Research Context and Significance.................................1
1.2 Research Issue and Objectives.....................................4
1.3 Thesis Structure..................................................8
1.4 Contribution to Literature.......................................10
2 Contextual Background.................................................13
2.1 Social Media.....................................................13
2.2 Corporate Weblogs................................................18
3 Related Literature....................................................21
4 Hypotheses Development................................................25
4.1 Conceptual Framework.............................................25
4.2 Source of Information: Author Hierarchy Level..........27
4.3 Presentation of Information: Storytelling and Sensory Elements...29
4.3.1 Post Content Narrativeness.....................................29
4.3.2 Post Content Vividness.........................................31
4.4 Interaction with Information: Participants, Sentiments, and
Conversations....................................................32
4.4.1 Commentator Concentration......................................32
4.4.2 Comments Valence...............................................33
4.4.3 Commenting Activity............................................34
4.4.4 Conversational Activity........................................35
4.4.5 Conversational Involvement.....................................37
4.4.6 Conversational Perishability...................................38
4.5 Overview of Testable Hypotheses..................................40
X
Table of Contents
5 Data Description and Modeling Preview.....................................43
5.1 Data..................................................................43
5.2 Modeling Preview......................................................46
*
6 Variable Definitions, Measurements, and Checks............................49
6.1 Variables and Measures................................................49
6.1.1 Dependent Variable.................................................49
6.1.2 Focal Independent Variables.......................................49
6.1.2.1 Post Author-Related Characteristic: Hierarchical Status........49
6.1.2.2 Post Content-Related Characteristics...........................50
6.1.2.2.1 Content Narrativeness.......................................50
6.1.2.2.2 Content Vividness...........................................51
6.1.2.3 Post Comments-Related Characteristics..........................52
6.1.2.3.1 Commenting Activity.........................................52
6.1.2.3.2 Commentator Concentration...................................52
6.1.2.3.3 Comments Valence............................................54
6.1.2.3.4 Conversational Activity.....................................55
6.1.2.3.4.1 Operational Definition of Conversations.................55
6.1.2.3.4.2 Identification and Coding of Conversations..............57
6.1.2.3.4.3 Measurement of Conversational Activity...................58
6.1.2.3.5 Conversational Involvement..................................59
6.1.2.3.6 Conversational Perishability................................59
6.1.3 Control Variables..................................................60
6.1.3.1 Author Gender..................................................60
6.1.3.2 Author Posting Account.........................................61
6.1.3.3 Post Text Length...............................................62
6.1.3.4 Post Age.......................................................63
6.1.3.5 Blog Maturity..................................................63
6.2 Robustness Check: Alternative Specification...........................64
6.2.1 Underlying Rationale...............................................64
6.2.2 Variable and Measurement Redefinitions............................66
6.2.2.1 Commenting Activity at Blog Level..............................66
6.2.2.2 Conversational Activity at Blog Level..........................67
6.2.2.3 Conversational Involvement at Blog Level.......................67
6.2.2.4 Conversational Perishability at Blog Level.....................68
6.2.3 Reformulation of Testable Hypotheses..............................68
6.3 Variable Recap and Summary Statistics.................................70
Table of Contents
XI
7 Empirical Model......................................................... 71
7.1 Data Challenges and Modeling Approach................................71
7.1.1 Overdispersed Count Data..........................................72
7.1.2 Clustered Data....................................................74
7.1.3 Autocorrelation...................................................74
7.2 Model Specification..................................................75
7.2.1 Model with Focus on Conversational Activity.......................76
7.2.2 Model with Focus on Conversational Involvement and
Conversational Perishability......................................77
7.3 Model Extension......................................................77
7.3.1 Comments Stock Model with Focus on Conversational Activity........77
7.3.2 Comments Stock Model with Focus on Conversational
Involvement and Conversational Perishability......................78
8 Model Estimation and Discussion......................................... 79
8.1 Estimation Strategy..................................................79
8.2 Regression Results...................................................79
8.3 Interpretation of Coefficients.......................................81
8.4 Detailed Analytical Insights and Discussion..........................83
8.4.1 Focal Effects.....................................................83
8.4.1.1 Hypothesis 1: Hierarchy.......................................83
8.4.1.2 Hypothesis 2: Narrativeness...................................86
8.4.1.3 Hypothesis 3: Vividness.......................................86
8.4.1.4 Hypothesis 4: Concentration...................................87
8.4.1.5 Hypothesis 5: Valence.........................................89
8.4.1.6 Hypothesis 6: Comments........................................90
8.4.1.7 Hypothesis 7: Conversations...................................90
8.4.1.8 Hypothesis 8: Involvement................................... 91
8.4.1.9 Hypothesis 9: Perishability...................................93
8.4.2 Other Effects.....................................................94
9 Conclusion................................................................97
9.1 Summary of Findings and Managerial Implications......................97
9.2 Research Limitations and Future Research Directions.................103
9.3 Concluding Remarks..................................................106
XII
Table of Contents
Appendices.............................................................109
Appendix A Additional Descriptive Statistics......................109
Appendix B Additional Figures.............................112
References.............................................................115
Despite the fact that most companies have embraced social media as part of the marketing mix,
there still remains a significant lack of knowledge as to what drives communication effectiveness
in this new kind of peer-to-peer environment where traditional, well-settled marketing communi-
cation paradigms like domination and control do show their limits. Accordingly, corporate at-
tempts to leverage marketing opportunities in the social media ecosystem often prove to be a
highly experimental trial-and-error process with uncertain outcomes.
Therefore, this book sets out to expand companies’ understanding of how to successfully manage
corporate social media sites by providing a set of key drivers, which, when appropriately managed
and controlled, can help to increase the audience base of a firm s social media presence. To this
end, the author theoretically and quantitatively investigated within a corporate blog setting how
specific characteristics of corporate postings affect future audience size. The selected characteris-
tics are identified on three investigative levels that arise from the generic structure of social media
postings, namely the source of information, the presentation of information, and the interaction
with information. In this way, the author was able to map and to analyze a customer’s integrated
experience with a corporate social media message.
The research findings led to some applicable recommendations for companies running a social
media presence. For instance, it is shown that selecting the right corporate spokespersons, pre-
senting vivid content, or promoting conversational activity can become important tactical levers
when it comes to the augmentation of corporate social media site attractiveness. Hence, this
book helps to assist companies to effectively leverage the power of a wide set of pull factors.
|
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| author | Caprano, Cornelia 1980- |
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| ctrlnum | (OCoLC)965315337 (DE-599)BVBBV043823824 |
| discipline | Wirtschaftswissenschaften |
| edition | 1. Auflage |
| format | Thesis Book |
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| indexdate | 2024-07-10T07:36:03Z |
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| isbn | 9783844104783 |
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| spelling | Caprano, Cornelia 1980- Verfasser (DE-588)1122466595 aut Effectiveness of social media communication an empirical analysis of key performance drivers Cornelia Caprano 1. Auflage Lohmar ; Köln Eul Verlag September 2016 XVII, 131 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Reihe: Marketing Band 77 Dissertation University of Zurich 2015 Social Media (DE-588)4639271-3 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Effizienzanalyse (DE-588)4151072-0 gnd rswk-swf Marketing-Mix (DE-588)4168908-2 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Marketing-Mix (DE-588)4168908-2 s Kommunikation (DE-588)4031883-7 s Social Media (DE-588)4639271-3 s Effizienzanalyse (DE-588)4151072-0 s DE-604 Reihe: Marketing Band 77 (DE-604)BV011297884 77 Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029234764&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029234764&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Caprano, Cornelia 1980- Effectiveness of social media communication an empirical analysis of key performance drivers Reihe: Marketing Social Media (DE-588)4639271-3 gnd Kommunikation (DE-588)4031883-7 gnd Effizienzanalyse (DE-588)4151072-0 gnd Marketing-Mix (DE-588)4168908-2 gnd |
| subject_GND | (DE-588)4639271-3 (DE-588)4031883-7 (DE-588)4151072-0 (DE-588)4168908-2 (DE-588)4113937-9 |
| title | Effectiveness of social media communication an empirical analysis of key performance drivers |
| title_auth | Effectiveness of social media communication an empirical analysis of key performance drivers |
| title_exact_search | Effectiveness of social media communication an empirical analysis of key performance drivers |
| title_full | Effectiveness of social media communication an empirical analysis of key performance drivers Cornelia Caprano |
| title_fullStr | Effectiveness of social media communication an empirical analysis of key performance drivers Cornelia Caprano |
| title_full_unstemmed | Effectiveness of social media communication an empirical analysis of key performance drivers Cornelia Caprano |
| title_short | Effectiveness of social media communication |
| title_sort | effectiveness of social media communication an empirical analysis of key performance drivers |
| title_sub | an empirical analysis of key performance drivers |
| topic | Social Media (DE-588)4639271-3 gnd Kommunikation (DE-588)4031883-7 gnd Effizienzanalyse (DE-588)4151072-0 gnd Marketing-Mix (DE-588)4168908-2 gnd |
| topic_facet | Social Media Kommunikation Effizienzanalyse Marketing-Mix Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029234764&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029234764&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV011297884 |
| work_keys_str_mv | AT capranocornelia effectivenessofsocialmediacommunicationanempiricalanalysisofkeyperformancedrivers |