E-marketing orientation and social media implementation in B2B marketing

AbstractPurpose – The purpose of this paper is to consider the potential of an organisational orientation,namely the electronic marketing orientation (EMO) to address implementation issues inbusiness-to-business (B2B) social media implementation. Previous research has demonstrateddifferences between B2B and business-to-consumer (B2C) marketing.Design/methodology/approach – The paper draws on existing B2B marketing, social media andorganisational orientation literature, both academic and practitioner. This facilitates the developmentof a conceptual model and research proposition as a basis of further research into addressingcontemporary barriers to B2B social media implementation.Findings – The paper contends that each of the four components of the EMO addresses differentimplementation issues faced in implementing social media and, more specifically, the unique issuesfaced by B2B marketers.Research limitations/implications – The paper is conceptual in nature; however, it providesdirections for future empirical research.Practical implications – The differences in promotional and sales channels and messages requiredin B2B context are addressed in the research propositions. The paper highlights implementationchallenges and how a particular organisational orientation can facilitate the decision-making in dealingwith them.Originality/value – The paper provides a unique theoretical contribution by introducing the EMOconceptual model in a specific context of B2B social media marketing.

The adoption of social media by Australian banks to communicate with the public

 This thesis focuses on social media adoption by the Australian banks as method of communication. It proposes a ‘technology independent’ adoption model with components that encompass sociotechnological factors governing the adoption of social media. The model can also be adapted by any business organisation and prove beneficial for future.

Review of the literature on the use of social media by people with traumatic brain injury (TBI)

Purpose: To review the literature relating to use of social media by people with a traumatic brain injury (TBI), specifically its use for social engagement, information exchange or rehabilitation.

Method: A systematic review with a qualitative meta-synthesis of content themes was conducted. In June 2014, 10 databases were searched for relevant, peer-reviewed research studies in English that related to both TBI and social media.

Results: Sixteen studies met the inclusion criteria, with Facebook™ and Twitter™ being the most common social media represented in the included studies. Content analysis identified three major categories of meaning in relation to social media and TBI: (1) risks and benefits; (2) barriers and facilitators; and (3) purposes of use of social media. A greater emphasis was evident regarding potential risks and apparent barriers to social media use, with little focus on facilitators of successful use by people with TBI.

Conclusions: Research to date reveals a range of benefits to the use of social media by people with TBI however there is little empirical research investigating its use. Further research focusing on ways to remove the barriers and increase facilitators for the use of social media by people with TBI is needed. Implications for Rehabilitation: Communication disabilities following traumatic brain injury (TBI) can be wide-ranging in scope and social isolation with loss of friendships after TBI is common. For many people, social media is rapidly becoming a usual part of everyday communication and its use has the potential to increase communication and social participation for people with TBI.There is emerging evidence and commentary regarding the perceived benefits and risks, barriers and facilitators and purposes of use of social media within the TBI population.Risks associated with using social media, and low accessibility of social media sites, form barriers to its use. Facilitators for social media use in people with TBI include training the person with TBI and their communication partners in ways to enjoy and use social media safely.There is minimal rigorous evaluation of social media use by people with TBI and scant information regarding social media use by people with communication disabilities after TBI. Further investigation is needed into the potential benefits of social media use on communication, social participation and social support with the aim of reducing social isolation in people with TBI.

The impact on family functioning of social media use by depressed adolescents: a qualitative analysis of the family options study

BACKGROUND: Adolescent depression is a prevalent mental health problem, which can have a major impact on family cohesion. In such circumstances, excessive use of the Internet by adolescents may exacerbate family conflict and lack of cohesion. The current study aims to explore these patterns within an intervention study for depressed adolescents.

METHOD: The current study draws upon data collected from parents within the family options randomized controlled trial that examined family based interventions for adolescent depression (12-18 years old) in Melbourne, Australia (2012-2014). Inclusion in the trial required adolescents to meet diagnostic criteria for a major depressive disorder via the Structured Clinical Interview for DSM-IV Childhood Disorders. The transcripts of sessions were examined using qualitative thematic analysis. The transcribed sessions consisted of 56 h of recordings in total from 39 parents who took part in the interventions.

RESULTS: The thematic analysis explored parental perceptions of their adolescent's use of social media (SM) and access to Internet content, focusing on the possible relationship between adolescent Internet use and the adolescent's depressive disorder. Two overarching themes emerged as follows: the sense of loss of parental control over the family environment and parents' perceived inability to protect their adolescent from material encountered on the Internet and social interactions via SM.

CONCLUSION: Parents within the context of family based treatments felt that prolonged exposure to SM exposed their already vulnerable child to additional stressors and risks. The thematic analysis uncovered a sense of parental despair and lack of control, which is consistent with their perception of SM and the Internet as relentless and threatening to their parental authority and family cohesion.

Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales.

Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement.

Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement.

Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications.

Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.

First-priority relation graph-based malicious users detection in mobile social networks

Mobile social networks (MSNs) consist of many mobile users (individuals) with social characteristics, that provide a variety of data delivery services involving the social relationship among mobile individuals. Because mobile users move around based on their common interests and contact with each other more frequently if they have more social features in common in MSNs. In this paper, we first propose the first-priority relation graph, say FPRG, of MSNs. However, some users in MSNs may be malicious. Malicious users can break the data delivery through terminating the data delivery or tampering with the data. Therefore, malicious users will be detected in the process of looking for the data delivery routing to obtain efficient and reliable data delivery routing along the first-priority relation graph. Secondly, we propose one hamiltonian cycle decomposition of FPRG-based adaptive detection algorithm based on in MSNs under the PMC detection model (the system-level detection model).

Understanding the use of social media by organisations for crisis communication

Many businesses have commenced using social media for crisis communication with stakeholders. However there is little guidance in literature to assist organisational crisis managers with the selection of an appropriate crisis response strategy. Traditional theories on crisis communication may not adequately represent the social media context. This study took a qualitative approach and explored organisational use of social media for crisis communication at seventeen large Australian organisations. An analysis of 15,650 Facebook and Twitter messages was conducted, drawing on the lens of Situational Crisis Communication Theory (SCCT) (Coombs & Holladay, 2002). Findings suggested that when large Australian organisations responded to crises via social media, they lacked an awareness of the potential of social media for crisis communication. Organisations often did not respond to stakeholder messages or selected crisis response strategies that may increase reputational risk. The paper contributes important understandings of organisational social media use for crisis communication. It also assists crisis managers by providing six crisis response positions and a taxonomy of social media crisis messages that stakeholders may send to organisations. Key implications are discussed.

Crowdfunding academic researchers – the importance of academic social media profiles

Traditionally, the main source of funding for university research comes from either private or government grants. Grant schemes are usually highly competitive with low success rates, favour experienced or senior researchers and take considerable time to be processed thereby delaying potential discoveries. In December 2012 pozible.com and Deakin University agreed to create an opportunity for the community funding of Australian university research. Research My World launched to the public in May 2013 with eight campaigns spanning a range of academic discipline areas and project types. Subsequent project cycles have occurred at approximately six monthly intervals and the program was expanded to include research bids from other universities and research centres. As of mid-November 2015, 19 successful research crowdfunding projects have raised more than more than AU$185,000 in funding at Deakin University alone. This paper presents the results of a research investigation into the Research My World crowdfunding initiative. We detail the method developed for the collection and visualisation of social media data related to the research crowdfunding projects, the analysis of the links between social media activity and project success, and the general guidance for future project cycles that we derived from this analysis.

Space-crossing : community-based data forwarding in mobile social networks under the hybrid communication architecture

In this paper, we study two tightly coupled issues, space-crossing community detection and its influence on data forwarding in mobile social networks (MSNs). We propose a communication framework containing the hybrid underlying network with access point (AP) support for data forwarding and the base stations for managing most of control traffic. The concept of physical proximity community can be extended to be one across the geographical space, because APs can facilitate the communication among long-distance nodes. Space-crossing communities are obtained by merging some pairs of physical proximity communities. Based on the space-crossing community, we define two cases of node local activity and use them as the input of inner product similarity measurement. We design a novel data forwarding algorithm Social Attraction and Infrastructure Support (SAIS), which applies similarity attraction to route to neighbor more similar to destination, and infrastructure support phase to route the message to other APs within common connected components. We evaluate our SAIS algorithm on real-life datasets from MIT Reality Mining and University of Illinois Movement (UIM). Results show that space-crossing community plays a positive role in data forwarding in MSNs. Based on this new type of community, SAIS achieves a better performance than existing popular social community-based data forwarding algorithms in practice, including Simbet, Bubble Rap and Nguyen's Routing algorithms.

The representation of engineering education as a social media topic on Twitter

Online social media systems have created new ways for individuals to communicate, share information and interact with a wide audience. For organisations, social media provide new avenues for communication and collaboration with their stakeholders. The potential value of social media tools to assist in the successful communication and marketing inside and outside of engineering organisations has been identified. In the context of engineering education, the potential of social media to open new modes of communication, interaction and experimentation between students and teachers has also been identified, and a limited number of examples can be found documented in the literature. One of the most widely-used social media tools is the ‘microblogging’ service Twitter. This research presents an analysis of nearly 19,000 tweets relating to ‘engineering education’ collected over a period of almost a year. Social network analysis is used to visualise the Twitter data. The Twitter social media communication is examined to identify who is active on this topic, who is influential, and what is the structure of the online conversations relating to engineering education. This work provides insights regarding how engineering education is currently represented in social media internationally, and offers a methodology to those interested in related future research.

Unauthorised disclosure of organisational information through social media : a policy perspective

The unauthorised disclosure of organisational information through social media has become an issue. This has resulted in the need for organisations to re-evaluate ways of minimising the risks of information loss and disclosure via social media. The implementation of social media use policies can inform employees’ social media behaviours and ultimately lead to the creation of an organisational culture of awareness. Although organisations may have a social media policy in place, the issue of unauthorised disclosure of organisational information has not been given due attention. Hence, a pilot study of content analysis was conducted to explore how organisations address the issues relating to the unauthorised disclosure of organisational information via their social media channels. The findings of this pilot study revealed some emergent themes that are important for addressing the issue of information disclosure by comparing five different sectors. These emergent themes could guide researchers and practitioners in understanding and informing the organisational use of social media technologies.

A snapshot of social media : camera phone practices

This paper provides a short summary on some of the key debates emerging around visual social media. In particular we discuss the role of camera phones in issues of intimacy and co-presence.

Social media bodies : revealing the entanglement of sexual well-being, mental health, and social media in education

While media and youth research reveal the intersectionality of young people’s sexual well-being, mental health, and social media practices, little attention has been paid to how this entanglement is addressed in education. Pedagogy that is not informed by a nuanced and interconnected understanding of young people’s everyday experiences of sexual well-being, mental health, and social media is likely to be ineffective and inadequate. I describe a workshop activity with young people experiencing mental ill health that uses bodies as a metaphor for social media, allowing participants to reveal and discuss their experiences, attitudes, and values through dressing up and illustrating “social media bodies.” I outline three themes that arose from the workshops: revealing and destabilising affordances, the spatial and temporal affordances of social media, and young people’s affective relationships through and with social media, and advocate for an intersectional approach to sexuality education, one that is necessarily complex and ambivalent.

Facebook content analysis: a study into Australian banks' social media community engagement

Understanding the motives that encourage users to adopt social media to communicate with businessesis very important. This research study was conducted with Australian banks and adds to the developmentof empirically tested social media adoption model consisting of technological and social communicationaspects (Senadheera, 2015). This chapter presents the findings of the research study based on analysisof wall posts gathered from Australian banks’ Facebook presence in the year 2013. The research studyinvolves a thematic analysis of frequently used words by Australian banks in their respective Facebookwall posts following an outcome of a word frequency test conducted using NVivo. This analysis wasconducted with the proposed adoption model as the basis to determine whether banks’ Facebook contentaddresses the basic user requirements driving them to adopt social media to communicate with Australianbanks. The results strengthens the robustness and the applicability of the social media adoption model.