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Brands are facing heightened consumer pressure to address social issues via social media channels. However, the social media strategy that brands should employ during social activism is still unclear. We clarify the conditions under which brands' social media strategies (i.e., specific response or lack thereof) in the wake of social activism impact consumers' brand evaluations, as well as effective social media responses that brands can use to engage in social issues. Using a series of experiments conducted on various outcome variables (e.g., brand attitudes, purchase intent, word-of-mouth, and social media engagement), we find that brand relationship type (exchange, communal) affects how consumers react to brands' social media strategies during social activism. When brands' social media strategy is to not respond to social activism or to utilize a low empathy response, consumers evaluate communal brands less favorably than exchange brands. This difference in evaluations is attenuated when brands utilize a high empathy response on social media to engage in social activism conversations. We attribute these findings to differences in the extent to which social media strategies of communal versus exchange brands are perceived to comply with relationship norms during social activism. Our findings contribute to the literature on firms' social media strategies for engaging in social activism, brand relationships, and crisis communication. Our research can help practitioners develop appropriate social media strategies in the wake of social activism and assist social activists in gaining brand support for greater societal benefits.
Learn to utilize social media strategies that inspire behavior change in any landscape Strategic Social Media: From Marketing to Social Change, Second Edition combines best social media marketing practices with the application of traditional communication, behavior change, and marketing theories. More than a basic "how-to" guide, this innovative resource balances social media theory and real-world practice in a variety of areas, including advocacy, public health, entertainment, and education. With a clear and readable style, the authors explain the power and possibilities of social media to influence personal relationships and social change. The media environment of today is more mobile, visual, and personalized than ever before. In the second edition of Strategic Social Media, the authors incorporate advances in the field such as enhanced visual communication, digital experience sharing, omnichannel marketing, IoT, artificial intelligence, mass personalization, and social e-commerce. An entirely new chapter on utilizing social media for personal branding efforts is accompanied by new and updated examples, action plans, business models, and international case studies throughout. Covers all key aspects of strategic social media: landscape, messages, marketing and business models, social change, and the future Highlights opportunities to break down barriers with institutions of power, achieve greater transparency, and mobilize users through social media Contains social media strategies readers can apply to any past, present, or future social media platform Helps practitioners make better decisions about brand objectives and evaluate and monitor social media marketing efforts Provides clear guidance on crafting social media messages that reach intended audiences and ignite dialogue and behavior change Offering comprehensive coverage of both the theory and practice of facilitating behavior change in social media audiences, Strategic Social Media: From Marketing to Social Change, Second Edition, is essential reading for undergraduate and graduate students in digital and social media marketing courses, social media practitioners, entrepreneurs, digital content creators, journalists, activists, and marketing and public relations professionals.
This dissertation examines the intricate landscape of brand-consumer interactions on social media in the context of sociopolitical activism. The three essays of the dissertation explore different aspects of this field, such as gaps in existing literature, the determinants of brand activism strategies on social media, and the impact of brand-consumer dialogues on sociopolitical issues. The innovative approach taken in this dissertation involves the use of machine learning and text analysis methods, including topic modeling, semantic textual similarity, and sentiment analysis, to analyze millions of tweets related to sociopolitical issues. The first chapter of the dissertation is a comprehensive examination of existing literature on consumer and brand activism. Using a framework-based analysis method on 52 peer-reviewed academic articles published in top-tier journals between 2000 and 2023, the study employs the Theory-Context-Characteristics-Method (TCCM) literature review approach to evaluate current activism literature. However, the chapter also highlights the limitations of the framework in fully capturing the complex dynamics of activism. To address this gap, the chapter introduces a novel four-step literature review methodology that incorporates an "ACTION" framework, providing a more nuanced understanding of consumer and brand activism. The study identifies significant gaps in current research, emphasizing the need for further investigation into the impact of consumer activism on targeted brands, a comprehensive understanding of the drivers and mechanisms of brand activism strategies, and the role of brand-consumer dialogues in the mechanism of activism. The second chapter of the dissertation aims to fill the research gaps identified in the first chapter by investigating the drivers and mechanisms behind brand activism strategies. Specifically, the research focuses on how the largest brands respond to sociopolitical issues, such as Black Lives Matter, COVID-19 policies, or LGBTQIA issues, when their peers and consumers tweet about them. The study reveals that brands evaluate the potential risks of taking a stand or remaining silent by monitoring the social media activities of both peer brands and consumers. Contrary to conventional wisdom, brands are equally attentive to the activism of peers outside their industry as they are to direct competitors inside their industry. In the third essay of this dissertation, the focus is on exploring the influence of consumer activism on brands through conversations on controversial sociopolitical issues, such as the 2022 Russian invasion and humanitarian crisis in Ukraine. This area of research was identified as a gap in the initial literature review. The study investigates the effects of consumer "callouts" and "shoutouts" on brands and reveals that brand activism is connected to both types of interactions. Furthermore, the study provides a thorough understanding of how consumer activism on sociopolitical issues may affect performance of targeted brands through brand-consumer dialogues. The findings indicate that shoutouts have a positive correlation with the brand's stock market performance, while callouts have a negative impact on both user engagement and daily stock returns. In summary, the three chapters of the dissertation build upon each other to provide a comprehensive understanding of brand and consumer activism. The first chapter provides a comprehensive review of the literature and identifies key research gaps, proposing a novel framework to connect both consumer and brand activism through two-way brand-consumer dialogues. The second chapter addresses a crucial knowledge gap in understanding the antecedents of brand activism decisions on social media, offering insights into how brands can effectively leverage data from peer brands' recent activist statements to determine their own activism strategies. Finally, the third chapter introduces a novel approach to quantify social media consumer activism by utilizing the auditory associations of "shoutouts" and "callouts" to categorize the tones of consumer social media activism. This chapter's findings contribute to the understanding of the impact of brand and consumer sociopolitical activism, highlighting the importance of multi-actor dialogues in comprehending the complex relationship between brands and consumers. Overall, this dissertation provides valuable insights for researchers and practitioners in understanding the importance of brand-consumer sociopolitical dialogues on social media and navigating the complexities of social media activism. Brand managers can use the findings to effectively engage with consumers on social media and make informed decisions about their activism strategies, while academic researchers can gain a deeper understanding of the drivers and impact of brand-consumer interactions on social media on divisive sociopolitical issues. Across the three chapters, the dissertation highlights the importance of understanding the complex dynamics of social media activism and the potential for brands to make a positive impact on society while building relationships with their customers.
Drawing on a range of theoretical and empirical perspectives, this volume examines the roles strategic communications play in creating social media messaging campaigns designed to engage in digital activism. As social activism and engagement continue to rise, individuals have an opportunity to use their agency as creators and consumers to explore issues of identity, diversity, justice, and action through digital activism. This edited volume situates activism and social justice historically and draws parallels to the work of activists in today’s social movements such as modern-day feminism, Black Lives Matter, #MeToo, Missing Murdered Indigenous Women, and We Are All Khaled Said. Each chapter adds an additional filter of nuance, building a complete account of mounting issues through social media movements and at the same time scaffolding the complicated nature of digital collective action. The book will be a useful supplement to courses in public relations, journalism, social media, sociology, political science, diversity, digital activism, and mass communication at both the undergraduate and graduate level.
What happens when businesses and their customers don't share the same values? Or, for that matter, when employees of a company don't share the same values as their executives? Welcome to the world of Brand Activism. Companies no longer have a choice. Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society. It is driven by a fundamental concern for the biggest and most urgent problems facing society. Brand Activism: From Purpose to Action is about how progressive businesses are taking stands to create a better world.
While diversity, equity, and inclusion issues are a focus of brand activism and many firms' corporate social responsibility initiatives, the challenge is that these topics either 1) impact a relatively small group of individuals (i.e., limited in scope) or 2) are emotionally charged or polarizing in nature. This makes it difficult for firms to determine if and when it is appropriate to respond to DEI events on social media. We use surveys and Twitter data to provide clarity on the effectiveness of DEI-related tweets as a social media strategy. By comparing DEI tweets with COVID-19 and political tweets we find that audiences feel that DEI and COVID-19 topics are appropriate to talk about, but that DEI issues have a significantly lower scope relative to other topics. Still, engagement is relatively high when a brand explicitly responds to a major social event, suggesting that the downside risks of discussing DEI events in social media are limited. In addition, DEI tweets appear most effective when used sporadically as they are more sensitive to topic saturation. Although this research is relatively exploratory in nature but, our findings provide useful guidelines and insights DEI brand activism.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. Topics include: • The consumer journey in a social media world • Social media and customer relationship management (CRM) • Social media marketing goals and objectives • Social media and recruitment • Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.
Create a long-term customer engagement strategy using effective social media campaigns that enhance ROI across channels, using guidance and examples from National Geographic, Lush, Dreams and more. Organizations often talk of digital planning but struggle to know which channels to invest in, how to integrate them with content marketing activity, or fail to develop measurable outputs that align with business objectives. This book provides a clear road map for efficient planning, deliverance and financial accountability of social media's contribution to the business. Social Media Strategy provides a simple, structured way to create integrated customer engagement and social media campaigns that work, delivering practical guidance on key areas, such as: -Identifying and targeting audience segments -Methods of two-way community engagement -Reputation management -Being present on the right channels -Driving action through influencers -Identifying the relevant tools and platforms to audit, track and measure business impact and customer engagement With example templates, interviews and global case studies including National Geographic, Lush, South West Airlines, Dreams, Mumsnet and more, this professional guide delivers a long-term solution for maximizing social media led business development for any business.
This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes: • new strategies to guide students in the initial campaign planning phase • added content on influencers, social care teams, and newsjacking • coverage of research evaluation, the implications of findings, and articulating the ROI • expanded discussion of ethical considerations in campaign design and data collection and analysis. The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations and marketing campaign planning and writing courses. Accompanying online resources include chapter reviews with suggestions for further resources; instructor guides; in-class exercises; a sample syllabus, assignments, and exams; and lecture slides. Visit www.routledge.com/9780367896201