Social Media Archive
Cutting through the clusters: Applying a social networks approach to explaining brand-related social media content flow
Abstract: In the current highly fragmented (social) media landscape, brands must increasingly rely on their own consumers to reach out to new potential consumers. Taking a social networks approach, the […]
Important tweets matter: Predicting retweets in the #blacklivesmatter talk on Twitter
Abstract: Social movements are increasingly using social media, and Twitter in particular, to reach existing and new publics and advance their mission. While historically movements had to rely on traditional […]
Is Facebook making us dumber? Exploring social media use as a predictor of political knowledge
Abstract: With social networking site (SNS) use now ubiquitous in American culture, researchers have started paying attention to its effects in a variety of domains. This study explores the relationships […]
Viral Video Ads: Emotional Triggers and Social Media Virality
Abstract: Previous studies have found that emotional arousal and emotional valence are important for video ads to be shared. As marketers are exploring new strategies to increase their viral effectiveness […]
Crisis Information Seeking and Sharing (CISS): Scale Development for Measuring Publics’ Communicative Behavior in Social-Mediated Public Health Crises
Abstract: This study first refined the conceptual framework of publics’ communicative behavior in social-mediated health crises. Then two multiple-item scales for measuring publics’ health crisis information seeking and sharing (CISS) […]
Global Postmodernity, World Music and the discourse of Authenticity: Insights from the Buena Vista Social Club
Abstract: This paper is a textual accounting of the world music phenomena (Buena Vista Social Club) across the realms of music, YouTube, social media and industry commentary. It develops a […]