Social Media Strategies for Overcoming Stakeholder Social Media Fatigue: A Trialogue Approach
Journal of Business Strategy (Special Issue of Corporate Communication – Transformation of Strategy).
Abstract: The continuation of rapid changes in Web 2.0 has transformed the practice of business communication and stakeholders’ expectations. One paramount issue facing corporate communicators is stakeholders’ social media fatigue that leads to online disengagement and social media strategy ineffectiveness. To tackle this challenge, a conceptual model is provided to guide the development of alternative social media strategies that capitalize on the impact of vicarious interaction and reenergize stakeholders via trialogue based on the corporate-influencer-stakeholder (parasocial) relationships. A systematic review of research literature and a deep dive in the professional reports regarding corporate communication and social media strategies are conducted. A model for overcoming stakeholder social media fatigue via optimizing corporate- influencer-stakeholder (parasocial) relationship is proposed and elaborated, with actionable social media strategies recommended for corporate communicators to use.
How attributes of humorous scientific messages predict engagement on Twitter and Instagram
Abstract: The use of humor is increasingly advocated as a means of enhancing the effectiveness and visibility of science messages on social media. However, the influence of humorous scientific content on user engagement is empirically unknown. The contribution of this study is threefold. First, we conduct a content analysis of humorous scientific posts on Twitter […]
Pro-Veganism on Instagram: Effects of User-Generated Content (UGC) Types and Content Generator Types in Instagram-Based Health Marketing Communication about Veganism
Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types (egoistic versus altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity versus non-celebrity) and message […]