Functional and emotional traits of corporate social media message strategies: Behavioral insights from S&P 500 Facebook data

Drawing from literature regarding public engagement, the Elaboration Likelihood Model (ELM), computer-mediated communication research, and emotion psychology, this study examines the effects of companies’ social media communication strategies on public engagement behaviors as indexed by post likes, shares, and comments. Specifically, it investigates how corporate Facebook posts’ functional traits (functional interactivity and vividness) and emotional traits (emotion presence, valence, and strength) impact public engagement online. Through data mining and computer-assisted sentiment analysis of 33,379 posts from 106 Standard & Poor 500 companies’ Facebook accounts, this study finds a negative effect of functional interactivity but a positive effect of vividness on engagement. It also shows that emotional traits overall yield stronger public engagement outcomes. Two-way interactions between emotional and functional features are also detected. Theoretical and practical implications are discussed.     

Three dimensions of the public sphere on Facebook

The article provides an empirical analysis of the online public sphere in the three dimensions introduced by Dahlgren (2005): structural, representational and interactional. The main subject of analysis is the largest social networking site – Facebook – and Polish users’ activity on the Facebook Pages of political parties and politicians. The researchers analysed data about all users active on those Pages during two 4-month periods in 2013 and 2015. The results of the study show that only a small fraction of Facebook users are active in public political discussions that take place on political Facebook Pages (structural dimension). However, the level of engagement depends on the current political events taking place within the public sphere offline, and users are more active during electoral campaigns. Moreover, Facebook does not provide an alternative public sphere for political actors that are less present in mainstream media. Parties and politicians that are visible in traditional media are also attracting active fans in social media (representational dimension). Nonetheless, non-parliamentary groups have more active fans than would result only from their popularity in mainstream media. Finally, the online public on Facebook is fragmented and clustered into homogenous political groups (interactional dimension), thus supporting the hypothesis on ‘echo chambers’ presented by Sunstein (2001). The divisions are smaller when there are significantly more users involved. However, most of these cross-cutting links are the result of the electoral campaign.     

When tourists are your “friends”: Exploring the brand personality of Mexico and Brazil on Facebook

Adopting Aaker's (1997) framework, this study explored how popular tourist destinations, Mexico and Brazil, communicate their brand personality through Facebook, and which personality traits their Facebook “friends” associate with them. Results of computer-aided content analysis indicated that both countries’ tourism promotion messages emphasize distinct brand personality traits. However, Mexico's public relations efforts were more successful than Brazil's in transferring projected brand personality to its Facebook “friends”.     

Predicting users’ privacy boundary management strategies on Facebook

This study examines the process by which Facebook users regulate their interpersonal privacy and information sharing. By tracing the influence of gender, Facebook usage, and privacy-protecting behaviors that are determined by knowledge and attitude, this research identifies a dynamic management process through which Facebook users maintain personal and interpersonal boundaries. Two distinct strategies are used – a privacy-setting control and a self-disclosure control. Based on data collected in a survey of 432 college students conducted in Hong Kong, our results suggest that different uses of Facebook activities (i.e., social interaction, social browsing, and entertainment) can be used to predict different boundary management strategies. Gender and privacy-related psychological factors (i.e., privacy literacy and concern about privacy) also showed significant effects. We concluded that the privacy setting options available on social networking sites such as Facebook were useful in providing users with a base point and a psychological sense of security, but they had little influence on the actual patterns of self-disclosure. To regulate their privacy boundaries, users were more likely to rely on frequently changing their privacy settings and on controlling their levels of self-disclosure.     

‘Show me the money and the party!’ – variation in Facebook and Twitter adoption by politicians

Our study explores the adoption of Facebook and Twitter by candidates in the 2013 German Federal elections. Utilizing data from the German Longitudinal Election Study candidate survey fused with data gathered on the Twitter and Facebook use of candidates, we draw a clear distinction between Facebook and Twitter. We show that adoption of both channels is primarily driven by two factors: party and money. But the impact of each plays out differently for Facebook and Twitter. While the influence of money is homogenous for Facebook and Twitter with the more resources candidates have, the more likely they are to adopt, the effect is stronger for Facebook. Conversely, a party’s impact on adoption is heterogeneous across channels, a pattern we suggest is driven by the different audiences Facebook and Twitter attract. We also find candidates’ personality traits only correlate with Twitter adoption, but their impact is minimal. Our findings demonstrate that social media adoption by politicians is far from homogenous, and that there is a need to differentiate social media channels from one another when exploring motivations for their use.     

The Financial Behavior of Emerging Adults: A Family Financial Socialization Approach

The current study examined the role of attachment insecurity, locus of control, and parental financial communication on the financial behavior of emerging adults from a family financial socialization theory perspective. Data were used from the Emerging Adult Financial Capability Study, the sample consisted of emerging adult college students (N = 321) from a large southeastern university in the United States. Structural equation modeling was used to examine the direct and indirect effects as well as the overall fit of the model that was constructed according to family financial socialization theory. Results suggested that increased attachment insecurity predicted decreased financial communication from parents and a decreased perception of an internal locus of control. Emerging adults who received greater financial instruction (both direct and indirect) and who felt they had a greater ability to influence outcomes in their life engaged in more sound financial behavior. Results also suggested that financial communication and locus of control mediated the relationship between attachment insecurity and financial behavior. The findings supported the inclusion of attachment as an important family relationship variable in the financial socialization process, as well as the structure of a conceptual model of family financial socialization theory.     

Social media,empathy and interpersonal skills: social work students’ reflections in the digital era

ABSTRACT

This paper examines second-year social work students’ (n = 19) reflections on empathy as part of an interpersonal skills course at a regional university in Australia. Students were asked to consider their personal, online and classroom experiences, before responding to a reflective learning prompt: ‘Online communication is killing connection: (the Facebook Like symbol) does not equal empathy’. Qualitative analysis of their responses identified tensions between students’ engagement with social media and their developing understandings of empathy. Students reported an ease and confidence in the use of social media, but were also aware of the risks associated with perceived anonymity, shifting boundaries and an absence of audial and verbal cues in establishing context and quality of communication. Their reflections also suggested that the range of stimulus material used in the interpersonal skills course—including podcasts—had increased their social media awareness and their desire to improve their online interpersonal skills. The implications for professional and pedagogical objectives, as well as curriculum design are discussed.     

Staking reputation on stakeholders: How does stakeholders’ Facebook engagement help or ruin a company’s reputation?

The majority of studies in public relations continue to examine organization-public relationships from only the organization’s perspective, with few studies focusing on the other side of the communication loop: stakeholders. The current study takes the stakeholders’ perspective to investigate the relationship between active stakeholders’ online behavior and corporate reputation. Modeling 5-year longitudinal social media data, a content analysis was conducted for Fortune 500 companies in the context of Facebook. By examining stakeholders’ Facebook engagement at the two levels of shallow engagement and profound engagement, significant associations were discovered. Active stakeholders’ Facebook-based interactions as leaving positive or negative comments with a company are significant predictors of the company’s reputation score. The findings bring new insights to existing literature and also practical implications to public relations professionals.     

The role of social media on positive youth development: An analysis of 4-H Facebook page and 4-H'ers' positive development

With the hope of raising children to become responsible and active citizens with upstanding values, many youth-related organizations have focused their efforts on providing quality opportunities to encourage early participation in civic engagements. Many organizations actively engage in social media to fulfill their goals most effectively. Social media offer the potential to promote those opportunities, communicate with youth, and eventually facilitate positive youth development. Considering the importance of social media among youth, it is critical to understand how to use it as a tool to foster youth development. Therefore, utilizing the positive youth development (PYD) framework, this study examines the role of Facebook communications in developing six traits—competence, confidence, connection, character, compassion, and contribution—and their effects on youth civic engagement by analyzing a 4-H club case. Mixed methods are used to conduct a two-step study. The first step analyzes communication patterns of the national 4-H Facebook page through content analysis of posts from 2009 to early 2015. For the second step, seven in-depth interviews were conducted with recent 4-H alumni, who used the official 4-H Facebook page during their period of membership. The findings emphasized the critical role of social media in fostering positive development of youth and future civic engagement, and practical implications are discussed.     

Let’s give them something to talk about: Global brands’ use of visual content to drive engagement and build relationships

This longitudinal content analysis of 1,393 Facebook posts made by the top 100 brands provides empirical evidence that leveraging visual communication is not enough for brands to solicit engagement. As brands adapt and adjust their Facebook visual content strategy to capture the attention of their publics in crowded News Feeds, they also need to employ text-based engagement strategies that get users to engage and interact with brand content. Once users start interacting with brand content, it is more likely that other users will engage with the content as well, igniting a conversation. The combination of brand posts with visuals and text-based messages gives brand publics something to talk about and ultimately can lead to stronger relationships.     

Love,Sex, and Personality Pathology: A Life History View of Personality Pathologies and Sociosexuality

Love and sex are fundamental needs of most people, yet little research has examined such aspects of life in relation to personality pathologies. We examined the associations between pathological personality traits (i.e., negative affectivity, disinhibition, antagonism, psychoticism, and detachment) and sociosexuality (i.e., short-term mating orientation, long-term mating orientation, and sexual behavior) among 702 university students. In addition, we examined the mediating role of life history speed and tested whether sex moderated the associations that these pathological personality traits had with sociosexuality. Detachment, antagonism, disinhibition, and psychoticism had positive associations with short-term mating interests and negative associations with long-term mating interests. Life history speed mediated the associations that detachment and disinhibition had with short-term mating orientation and long-term mating orientation. Although sex did moderate the association that negative affectivity had with previous sexual behavior, we found no evidence that these mediational processes differed between men and women. Results are discussed in terms of the way personality traits shape the sociosexuality of men and women using a life history paradigm.     

MANAGING TWO ROLES

The main reasons for students combining term-time employment with university life are seen as financial, although additional benefits and costs are associated with ‘earning and learning’. Most studies focus on the negative impact of combining these roles, suggesting that students’ term-time employment leads to poorer adjustment to university life in terms of academic performance, social inclusion and reduced psychological well-being. Methodological problems with previous research have made it difficult to draw firm and generalizable conclusions regarding the interrelationship between university life and term-time employment roles. The current study adopts a pluralistic approach to study the links between psychological well-being, satisfaction with academic performance and social integration and students’ term-time and vacation employment. The first phase, reported here, consisted of qualitative research. Nine focus groups were conducted with undergraduate students at Stirling University, Scotland. These data were examined using a content analysis approach. Both positive and negative aspects of combining work and studying were discussed within the focus groups. This provides a balanced picture of combining the two roles. Results are discussed in relation to the models of complementarity, spillover and separation.     

“What’s on Your Mind?” Examining the Influence of Facebook User Motivations,Usage Intensity,and Public Self-Disclosure on Perceived Social Capital

ABSTRACT

This study examines the influence of user motivations and behaviors on perceptions of mutually beneficial social resources accessible via connections formed and maintained on Facebook. Survey data collected from undergraduate Facebook users were used to construct a multiple-group structural equation model of male (n = 109) and female (n = 187) users to assess the effects of motivations, usage intensity, and general public self-disclosure on users’ perceptions of bridging and bonding social capital. Results indicate that status and relationship formation motivations directly affect both dimensions of social capital for all users. Formation motivation was found to positively affect public self-disclosure for male users, and usage intensity was found to mediate the positive effect of user motivations on public self-disclosure for both groups. General self-disclosure on public Facebook profiles was found to positively affect perceived bridging capital and mediated the effect of formation motivation on bridging capital only for male users, while public self-disclosure was not found to significantly predict either dimension of social capital among female users. Findings are discussed within the theoretical framework of social capital and the hyperpersonal model of computer-mediated communication, and directions for future research are proposed.     

Ethnography and the digital fields of social media

Qualitative researchers struggle to study the transient fields of social network sites like Twitter through conventional ethnographic approaches. This paper suggests that, in order to step further, we should distinguish between the relatively stable ‘contextual’ fields of bounded online communities and the fluid, ‘meta-fields’ resulting from the aggregation of scattered communicative contents based on their metadata. Both these two intertwined layers of the digital environment interplay with users’ online social practices – which are embedded within offline everyday life and vice versa. While Internet ethnography largely dealt with contextual digital fields, recent developments in the realm of online research allow the ethnographic exploration of digital meta-fields and their publics. This shift recalls Marcus’ appeal for a multi-sited ethnography but, in fact, goes further beyond, towards a truly ‘un-sited’ ethnography. I highlight and discuss the main methodological implications of meta- and contextual fieldworks by presenting an exploratory study of European exchange students’ Facebook identities.     

Comparative Study of Life Quality Between Migrant Children and Local Students in Small and Medium-Sized Cities in China

Every child deserves a fair chance in life. However, migrant children are at higher risk of developing mental health problems. The problem of migrant children who have left their hukou registration place for 6 months or longer with their parents from rural areas to cities in China has become a unique social issue in the social transformation of China. However, even up to this day, little is known about life satisfaction of migrant children in small and medium-sized cities. To investigate the current situation of migrant children’s life satisfaction, several scales including Chinese Adolescent Students’ Life Satisfaction Questionnaire, Social Economic Status Scale, Social Support Rating Scale and big five inventory were used to obtain data on 142 migrant children and 165 local primary school students. Results showed that migrant children’s life satisfaction was significantly lower when compared to local non-migrant students. The study also highlighted that subjective and objective support, utilization of support, conscientiousness and parent’s educational level were predictive factors of life satisfaction. Migrant children’ life satisfaction was not optimistic and social support was significantly influencing factors of migrant children’s life satisfaction, so they need a support system of government, school, community, family to help them through difficulties.     

A Moderated Mediation Model of Planned Happenstance Skills,Career Engagement,Career Decision Self‐Efficacy,and Career Decision Certainty

This study examined how college students’ levels of planned happenstance skills influenced the relationships among career engagement, career decision self‐efficacy, and career decision certainty. Moderated mediation analysis was used with a sample of 217 Korean undergraduate students. The results indicated that career decision self‐efficacy mediated the relationship between career engagement and career decision certainty. Moreover, the positive indirect effect of career engagement on career decision through career decision self‐efficacy was strengthened as the level of planned happenstance skills increased. In conclusion, college students’ career engagement strengthens their career decision certainty via career decision self‐efficacy when they have enough planned happenstance skills to discover unexpected career opportunities.     

Changing Facebook profile pictures as part of a campaign: who does it and why?

People changing their Facebook profile picture in support of social and political campaigns has recently become relatively common, particularly among young people. The current study presents an analysis of young people who change their profile picture and their motivations to do so. Using original data collected among less than 35 years old Facebook users (N?=?267), we find that besides the intensity of Facebook use, offline engagement in protest and boycotts has a significant and positive effect on the likelihood to change one's profile picture as part of a campaign. Hence, the opportunity for Facebook users to engage in politics by changing a profile picture to support a campaign seems to be seized more often by young people who are politically engaged offline than by those who are not. Among those who change their profile picture, raising awareness seems to be the primary motivation to do so. Identity formation is also a crucial motivation, in particular for profile pictures changes to support a political party and the marriage equality campaign.     

Participant recruitment and data collection through Facebook: the role of personality factors

As participant recruitment and data collection over the Internet have become more common, numerous observers have expressed concern regarding the validity of research conducted in this fashion. One growing method of conducting research over the Internet involves recruiting participants and administering questionnaires over Facebook, the world’s largest social networking service. If Facebook is to be considered a viable platform for social research, it is necessary to demonstrate that Facebook users are sufficiently heterogeneous and that research conducted through Facebook is likely to produce results that can be generalized to a larger population. The present study examines these questions by comparing demographic and personality data collected over Facebook with data collected through a standalone website, and data collected from college undergraduates at two universities. Results indicate that statistically significant differences exist between Facebook data and the comparison data-sets, but since 80% of analyses exhibited partial η^2?相似文献   

Narratives of Socialization: Perceptions of Parental Influence After Childhood Divorce

Despite substantial research on the consequences of parental divorce, no studies have investigated offspring discourse about parents’ influences. This study draws on a sample of university students and uses a grounded theory approach to identify four types of socialization narratives. These narratives include (a) fear of unintentional modeling, (b) absence of effective modeling, (c) determination to avoid parental mistakes, and (d) fear of self- or partner change. For the first three types, young adults link perceptions of relationship socialization to a specific parental trait or relationship pattern. The fourth type reflects generalized conclusions about human change over the life course.     

Dealing with the transsituational demands of professional socialization

Insofar as studies of professional socialization have been concerned with the subjective experience of students they have concentrated on students’experience within the confines of their training course. The present paper examines that parallel but often neglected strand in professional socialization: what becoming a professional entails for students within the context of their private lives. An in-depth participant observation study of one cohort of social work students revealed that assuming a professional identity had important consequences for both the self-concept and social lives of students. They were faced with‘transsituational demands’- i.e. expectations that they would behave m situations where they were not functioning as social workers in a manner which was nevertheless congruent with their claims to this title. Such reorganization of students’personal hierarchies was both evidenced and accomplished by the‘frame work’in which students engaged. Goffman's frame analysis is expanded to include the concept of‘cross-framing’in order to explain students’responses to the encroachment of the social-work frame on their everyday world. Although social work as a profession does make extensive demands on the private space of the recruit, it is argued that the analysis developed here can be used to study empirically the internalization of the beliefs associated with any occupational role.