Social media communication and higher education brand equity: The mediating role of eWOM

Beyond its ability to enhance the generation of goals and objectives, understanding an organization's brand equity is a key driver in communicating values to consumers and end‐users. In a very competitive marketplace, it is high time universities ditched the traditional means of communication and comply with the trending social media communication forms so as to better capture both the virtual as well as the real social space of their students who, in turn, are ambassadors of the institutions. Using data solicited from 317 university students, this study found that universities can better position themselves to compete when they employ both user‐generated and firm‐generated social media communication in building their brand equity. Our study also validates electronic word of mouth as a mediator of the relationship between social media communication and higher education brand equity. Recommendations for practice were also suggested.     

Political Brand Communities as Social Network Clusters: Winning and Trailing Candidates in the GOP 2016 Primary Elections

This study integrates a brand community theoretical framework and a social networks approach to the study of political marketing on social media. It analyzes Twitter activity by and about all Republican candidates during the month of January 2016 prior to the Iowa primary caucus. Specifically, it identifies key patterns of information flow and political brand community emergence surrounding each candidate as well as brand social mediators who play influential roles in content flow. Findings detect network clusters - subgroups of siloed users - who converse to exchange information with one another rather than with disconnected others in any given political brand community. We classify these clusters in two groups: direct communities that surround a brand – here, a candidate – and indirect communities that consist of users who talk about the political brands but are not directly connected to the brand. Within this fragmented community structure, brand social mediators have the power to bridge direct and indirect brand communities across the network. Among the winning and trailing brand communities, different sets of brand social mediators, patterns of information flow, and network structures emerge. The findings suggest that the more successful a political brand is in voter polls, the weaker the social ties and relationships are within the brand communities. The interactions between political brands and their direct vs. indirect communities also exhibit different patterns of information flow. While direct brand communities demonstrate a higher level of reciprocity, indirect brand communities show a higher level of density. Implications and directions for future research are discussed.     

Does Twitter Increase Perceived Police Legitimacy?

Social media use has become increasingly popular among police forces. The literature suggests that social media use can increase perceived police legitimacy by enabling transparency and participation. Employing data from a large and representative survey of Dutch citizens (N = 4,492), this article tests whether and how social media use affects perceived legitimacy for a major social media platform, Twitter. A negligible number of citizens engage online with the police, and thus the findings reveal no positive relationship between participation and perceived legitimacy. The article shows that by enhancing transparency, Twitter does increase perceived police legitimacy, albeit to a limited extent. Subsequent analysis of the mechanism shows both an affective and a cognitive path from social media use to legitimacy. Overall, the findings suggest that establishing a direct channel with citizens and using it to communicate successes does help the police strengthen their legitimacy, but only slightly and for a small group of interested citizens.     

Political brand experience and voting intention: Is there a relation?

The current study reveals that Indian voters' political brand experiences positively influence their engagement and trust in a political party. Voters' addiction to political parties mediates the relationship between their party engagement and voting intentions. Thus, political marketers should increase voters' party brand addiction for proper conversion of party engagement in the ballot box. Although voters' political brand trust directly influences their voting intentions, interestingly, their political brand addictions indirectly influence the relationship between brand trust and voting intentions. The findings advocate that political marketers should ensure positive political party experiences to ensure voters' engagement with the party. Positive party experiences increase voters' trust in the party further. Another critical input for political marketers is the role of political brand addiction, which the study findings corroborate. Political brand addiction develops a set of loyal voters for a party and guarantees those voters' support for the party.     

In Diversity We Trust: The Positive Effect of Ethnic Diversity on Outgroup Trust

Most studies on ethnic diversity and social trust rely on the standard measure of generalized trust. This study complements existing work on this topic by examining the effect of diversity on trust toward outgroups. This innovation is motivated by two closely connected arguments: At first, most existent studies are conducted in the framework of intergroup contact and conflict theory. These theories directly allude to trust toward outgroups. Second, recent empirical studies show that the standard measure of generalized trust is much less generalized than theoretically assumed. Instead it is blurred by a great deal of particularized trust. Explicit outgroup trust therefore seems to be better suited to empirically testing the extent to which growing ethnic diversity influences trust toward people different from oneself. The cross-national analysis yields a positive relationship between diversity and outgroup trust, which is an interesting finding given the current debate dominated by conflict theoretical reasoning.     

Alcohol brands on Facebook: the challenges of regulating brands on social media

In September 2012, the Australian Advertising Standards Bureau (ASB) made ‘landmark decisions’ relating to the use of Facebook by vodka brand Smirnoff and beer brand Victoria Bitter. The ASB determined that (i) a brand's Facebook page is a marketing communication tool, and (ii) all contents on the page fall under the industry's self‐regulatory code of ethics, including consumer‐created content such as user‐generated comments and photos. The decisions come in response to a submission that the authors made regarding the Facebook pages of the two brands. These submissions were based on a research project that had monitored the use of Facebook by several Australian alcohol brands since the late 2010 to identify how these brands use social media as experiential social spaces to engage consumers in the co‐creation of content. This article reviews the ruling by analysing the advertisers' response to the complaint, the regulators' justifications for the decisions, and the possibilities and limitations of regulating social media in general. It argues that although the ASB has acknowledged that brands are responsible for all contents on their Facebook pages, the regulators' approach is of limited effectiveness given the way Facebook allows brands to embed themselves in the mediation of everyday life. Copyright © 2013 John Wiley & Sons, Ltd.     

传媒对大学生政治信任和社会信任的影响研究

基于对合肥市大学生的问卷调查,我们对媒体与大学生的信任关系进行了研究。结果发现,大学生印刷媒体的总体性使用对他们的政治信任有积极的影响,但网络媒体的总体性使用对他们的社会和政治信任的影响却是消极的。多年来,中国传媒研究者有关媒体政治、社会效果的研究,一直存在着媒体宣传动员效果和宣传回飞镖效应的争论,但本研究的发现既不完全支持前者。也不完全支持后者,我们还对相关的发现进行了讨论。     

Seeing a crisis through colored glasses: How partisan media leads to attribution of crisis responsibility and government trust

This study uses a real national crisis, South Korea's 2014 Sewol ferry disaster, to examine how publics exposed to partisan media perceive the attribution of crisis responsibility and government trust differently. The study also investigates the mediating role of the attribution of crisis responsibility on the relationship between partisan media and government trust. The results demonstrate that citizens' partisan selective exposure influence their polarized perceptions of crisis responsibility and their trust in government. The attribution of crisis responsibility partially mediated the effects of partisan media on government trust. This study suggests the importance for government public relations to understand partisan media users so that public relations managers can engage and communicate effectively with all citizens during a national crisis.     

‘Loose tweets sink fleets’ and other sage advice: social media governance,policies and guidelines

While social media represents a broad range of benefits to organisations and institutions, such as enhanced brand engagement, it also presents challenges and risks to reputation and security, such as confidentiality breaches. Employee use of popular social media platforms, such as Facebook and Twitter, both at work and about work has resulted in organisations developing social media policies and guidelines as part of contemporary governance practice. This paper investigates this recent approach to corporate governance by examining 20 social media policies and guidelines from a sample of corporate, government and third sector organisations that are active social media users. It develops a basic framework for social media governance based on the 13 common themes that emerge from the sample, including confidentiality, disclosure and the public–private divide of social media usage. It draws on social contract theory and considers its importance to the field of social media governance. Key implications for managers who are tasked with developing and implementing social media policies and guidelines are discussed. Copyright © 2014 John Wiley & Sons, Ltd.     

Factors influencing individuals' intention to adopt mobile banking in China and Pakistan: The moderating role of cultural values

Rapid development of smartphone technologies in Asian countries has increased the demand of mobile banking in financial services and mobile commerce. Current research is conducted for mobile banking adoption in China and Pakistan. The social influence was added with technology acceptance model to investigate the direct effect on individuals' intention. Moderating role of cultural values was explored in the proposed model. Empirical study was performed for the data received from both countries to examine the developed model. Multiple and hierarchical regression analyses (IBM SPSS software) were carried out to test the proposed hypotheses. We have observed that perceived usefulness, social influence, and perceived ease of use are significant predictors of individuals' intentions to adopt m‐banking in Pakistan, whereas the perceived usefulness is an important predictor in China. The moderating role of cultural values was observed as dampening factor in positive relationship between social influence and individuals' intentions.     

Understanding the Social Media Strategies of U.S. Primary Candidates

This paper examines the social media strategies of candidates seeking their party’s nomination for the 2016 U.S. presidential election. We use textual analysis to understand what candidates focused on. We assess eight themes covered in Twitter posts. For example, Clinton focused on GUN CONTROL, while Sanders focused on climate change. Using Facebook data, we introduce a topic modeling approach, latent Dirichlet allocation, to the political marketing literature. This allows us to uncover what topics the candidates focus on without researcher intervention and, using a dynamic model, show how this changes over time. We note that Clinton’s focus on Trump increases toward the end of the primary campaign.     

The meta-discourse of contemporary brands and the indexing of consumption: a way to build bonds of meaning

There is an important volume of reflections on the theoretical and methodological proximity of semiotics and brand. I emphasize the texts of Lencastre and Corte-Real on brand myopia, Perez on brand expression and the proposition of a brand analysis model based on TGS de Peirce, and Mick with his studies of branding, marketing, and advertising, among others. However, the constitutive tension of the sign-brand, in its complexity as a media phenomenon determined by the sign object, pulsates in harmony with the emotional, associative, and cognitive relations it is able to generate in the interpreting minds. Brand as a complex sign, detached from the shackles of marketing management, grows toward the performing hybridism of digital technologies and arts, finding its interpreters – open-minded, active, and desirous of constant negotiations of meaning – in countless semioses. The purpose of the present article is to show that the sign strength of contemporary brands lies in their ability to index consumption based on advertising metadiscourse that reveals its audiences' social values and the objectual power by which it is determined. To this end, the study integrated knowledge of the semiotic analysis of the expressions of twenty international brands in the fashion, food, and technology industries, and the systematization and analysis of their value offers.     

Proportional representation and attitudes about politics: results from New Zealand

PR systems often are credited with producing more equitable outcomes between political parties and encouraging wider social group representation than majoritarian systems. Theory suggests that this should instill greater trust, efficacy, and faith in the political system. We assume that citizens disadvantaged by majoritarian rules (political minorities) will have a relatively greater shift toward positive attitudes about democracy following a transition from a majoritarian system to proportional representation. We employ panel data from the 1993–1996 New Zealand Election Study (NZES) to test hypotheses about the effects of electoral system change on attitudes about governmental responsiveness, trust in government, and political efficacy. We find that there is a general shift in mass opinion toward more positive attitudes on some measures of efficacy and responsiveness. Political minorities display a greater shift toward feelings of efficacy than other voters.     

An exploration of public risk perception and governmental engagement of nuclear energy in India

Public acceptance constitutes an important factor in successfully establishing and operating nuclear power plants. This paper explores public attitudes to the Kudankulam Nuclear Power Project commissioned in 2013 and situated in Southern India, through assessing the role of socio‐demographic factors, externalities, and social trust in determining the level of public acceptance. An exploratory survey (n = 100) was carried out in two administrative units in the vicinity of the plant. The study reveals that acceptance of the plant is positively correlated with positive externalities and trust in governmental entities, whereas negative externalities and trust in antinuclear nongovernmental organizations and media are associated with negative public perception. The results show that governmental policies on nuclear power must support the effects of positive externalities and reduce the effects of negative externalities.     

Value Congruence and Convergence Within Voluntary Associations: Ethnocentrism in Belgian Organizations

The observation of a positive relation between social interaction and tolerance levels is routinely explained by invoking a contact mechanism: interaction with different groups within society leads to abandoning prejudices toward that group. Because of typical high group homogeneity within associations, it seems unlikely that this mechanism could explain the positive effect of associational involvement on tolerance. Therefore, we propose a second, cultural mechanism to explain this relation. Based on the social-psychological process of value convergence, it is assumed that associations where tolerance is perceived as a salient and constitutive value will strengthen this attitude, even if these associations are homogeneous. An analysis of Belgian survey data (N = 1,341) suggests that not all kinds of associations have a negative effect on ethnocentrism, but only rather homogeneous associations with highly educated members and, therefore presumably initially low levels of ethnocentrism.     

Street-Level Bureaucrats’ Attitude toward Clients: A Study of Work Group Influence in the Dutch and Belgian Tax Administration

Abstract

Classic street-level bureaucracy literature has suggested that individual bureaucrats are shaped by their work group. Work group colleagues can impact how bureaucrats perceive clients and how they behave toward them. Building on theories of work group socialization, social representation, and social identification, we investigate if and how the attitude of individual street-level bureaucrats toward clients is shaped by the client-attitude of the bureaucrat’s work group colleagues. We also test whether this relation is dependent on conditions of attitudinal homogeneity and perceived cohesion of the work group. Results of a survey among street-level bureaucrats in the Dutch and Belgian tax administration (1245 respondents from 210 work groups) suggest that different mechanisms underlie the work group’s impact on the individual street-level bureaucrat in this specific attitude. The analysis furthermore reveals that work groups have a limited impact on the individual’s client-attitude. Theoretical and practical implications of these findings are discussed.     

“Social licence to operate” and the human services: A pathway to smarter commissioning?

Externalised service provision is now an embedded feature of Australia's service delivery architecture. However, the lessons drawn from two decades of contracted service delivery suggest that “competition” is an imperfect platform for the delivery of public services, especially where issues of trust in government come into play. Could the concept of a “social license to operate” (SLO), which has been in use in the natural resources sector for over two decades, help to facilitate the conferral of greater trust, credibility and legitimacy upon governments, and externalised service providers in social policy spaces?     

The Impact of Public Branding: An Experimental Study on the Effects of Branding Policy on Citizen Trust

Branding has become common in the public sector as brands are increasingly used to influence citizens’ associations with public organizations and public services. Using experimental research replicated in three European countries, this article investigates the effect of using the European Union (EU) brand on trust in policies. Experiments were conducted among economics students in Belgium, Poland, and The Netherlands to test the hypothesis that adding EU brand elements to policies positively affects trust in those policies. The results show a consistent positive and significant effect of applying the EU brand to trust in the policies in all countries and for both policies included in the experiment—even in The Netherlands, a country characterized by a negative overall EU sentiment. These findings provide some of the first empirical evidence of the effectiveness of branding for public policy.     

Perceived public condemnation and avoidance intentions: The mediating role of moral outrage

The effects of intrapersonal emotion on consumers' behavior have long been studied, but the effects of interpersonal emotions on public's intentions remain poorly understood. People often get angry when they observe injustice with others but not themselves. Drawing on emotions as social information theory, we investigated how perceived public condemnation (knowledge that other also condemn a particular norm violation by an organization) affects the moral outrage of public and their future intentions toward the organization. A quantitative study was empirically examined through a sample of 107 users of a leading riding service in Pakistan. Data were analyzed through statistical tools (IBM SPSS & AMOS 21). Finding shows that perceived public condemnation was positively correlated with moral outrage and avoidance intentions of individuals. However, moral outrage mediates the association between perceived public condemnation and avoidance intentions of the public. The implications highlight the importance of a community's social norms and values to gauge the organization's reputation in people's eyes.     

The Relevance of Political Trust in Postwar Lebanon

Political trust in Lebanon is perceived to be drastically low. Instead of being regarded as agents of citizens' well-being, public officials are deemed as corrupting forces in the society. This attitude reflects people's discontent as a result of official policy. However, findings indicate that people's dissatisfaction with the government reduces political trust. This situation creates an environment in which it is difficult for those in government to succeed. The consequences of loss of trust could be detrimental to the legitimacy of the regime in question. The study derives its importance from the return to power of billionaire Rafik Hariri, a three time former premier, on the 22nd of October 2000, two years after being forced out of office and accused of corruption. Hariri hopes to reinvigorate his post-civil war reconstruction program that stalled while he was out of power. With many former ministers from Hariri's former 1992-1998 tenure reappointed and in light of Hariri's pledge to proceed with his previous policy, the survey findings indicate the low levels of political confidence that constrain the new government program to prevail over the country's bitter political situation.