Background: Social media is connecting billions of people from across the globe by fulfilling basic human needs of socializing and getting entertained. While companies are now actively turning to social media to know their customers better, build strong relationships, and spread marketing messages, many are still struggling to figure out what corporate social media content actually works on social media. Purpose: This research aims to understand what type of corporate social media content generates the most consumer response. Methodology: This study employs content analysis of recent social media posts by a selection of top brands in Sweden on two main social media platforms: Facebook and Twitter. A total of ten brands with origin from Sweden were selected, based on 2015 Swedish Brand Award ranking, and their posts were examined to find out influence of corporate social media content on consumer response. A total of 400 posts were examined on verified Twitter profiles and Facebook Pages of these brands. Findings: Type of content which refers to whether the post has image, video, or text-only content, and content orientation which can be task-oriented, self-oriented, or interaction-oriented have a statistically significant relationship with consumer response. In terms of type of content, posts with video and image content can lead to higher consumer response and in terms of content orientation task-oriented content can lead to higher consumer response. Other variables in the study, namely, communication cues, traceability cues, and time-frame have not emerged as significant in this study. Implications: When developing corporate social media content, it’s important to focus on type of content and content orientation. In terms of type of content, managers need to focus on having video and image content as this could lead to higher consumer response and in terms of content orientation, content related to brand / product / promotion (task-oriented) can lead to higher consumer response. Limitations: The study relies only on two main social media platforms and on the last 20 posts of each brand on each of these platforms and doesn’t take into account any seasonality as a full year period has not been studied. The study also relies on a general brand ranking list based in Sweden and not a ranking of brands on social media space. Further Research Suggestions: Future studies could focus on bringing more social media platforms into inquiry, improving sampling robustness by having a larger sample size and broader coverage of time period to account for any seasonality in data, comparing results between different countries, having a broader mix of brands in terms of type of business area or sector or stage of brand development, and blending together the corporate and consumer perspectives. Finally, to account for platform size differences, researchers need to come up with a measure that controls for this variation across platforms. Keywords: Social Media Content, Social Media Platforms, Facebook, Twitter, Communication

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Purpose: Considering previous research on consumers’ social media engagement, content types and social media platforms, the purpose of this research was to explain the relationship between social media content types employed by brands and levels of consumers’ engagement. This since brands nowadays turn more towards branded content rather than advertising and several scholars expressing an urge for explaining an assumed relationship. Method: A deductive, quantitative and cross-sectional study was conducted. Further on, a standardized self-completion questionnaire was distributed to 227 respondents, by employing a convenience sampling. 165 responses were valid and the analysis was done employing ANOVA and regression analysis. Findings: Four hypotheses were accepted; all three concerning self-oriented content as it triggers all three levels of engagement and one hypothesis for entertaining content as it triggers emotional engagement. The hypothesis regarding the moderating effect of platform was partially accepted. Hence, five out of total ten hypothesis were rejected. Research limitations: The study’s generalizability is limited by the sampling technique and by the three example posts used in the questionnaire. Plus, the condition for respondents being exposed to social media post examples is another limitation in this research. Practical implications: All the findings were composed in a framework among of which is that brands’ content on social media should be of self-oriented nature to trigger engagement on all three levels or feature entertaining content as it triggers emotional engagement. YouTube is the preferred platform, followed by Instagram and then Facebook. However, all platforms trigger emotional engagement. The content benefits from being rich media and being appreciated by the consumers. Younger consumers are more likely to be engaged. Theoretical implications and originality: The findings of this research fill in the gap and present new findings within the topic of social media content, engagement and social media platforms. Hence, considering all the theoretical findings of this research, it offers a framework that delivers a rich explanation of relationships between social media content types, the three levels of engagement and social media platform types, which can be used as a base for further investigation in this area.

The advent of the digital era has brought transformation to various practices including consumer boycotts. Social media has enhanced consumer power and most boycott actions have an online presence so that their influence is no longer limited to specific geographical areas. Instead, there is a far-reaching global impact through online platform technologies. This study aims to fill in the gap in existing research on consumer boycotts by addressing the impact of social media on this practice. Using the case of the #NoJapan movement in SouthKorea, the thesis discusses the transformatory trends and changing motivations of consumer boycotts in the times of social media. The theoretical frameworks used in the analysis process include Self-Determination Theory and The Honeycomb of Social Media Framework which help explain diverse motivation factors, types of motivation, and social media functionalities. This research uses a mixed-methods approach to conducting in-depth interviews of #NoJapanparticipants and analyzing posts related to this particular boycott campaign. The main focus of this process is to investigate social media utilization and boycott motivation shown in the#NoJapan case. The findings of the study show the diversity of practices prevalent in social media use by people engaging with #NoJapan boycotts in the online environment. Moreover, the finding problematizes the social media space as one which has both positive and negative effects on an individual’s boycott motivation. This thesis has made significant contributions to the field of SDT and boycott studies by expanding their perspective on online interaction.

Considering social media’s widespread marketing possibilities this study aims at investigating consumer engagement across YouTube, Facebook and Twitter and how luxury fashion brands can produce such activities on their corporate social media pages. Through applying a mixed method combining both social media data collection together with conducting a content analysis, both quantitative and qualitative measurements were attained. This to provide a deeper understanding when analyzing actual consumer engagement efforts and what role brands’ content strategies play in encouraging these activities. The results confirmed some expectations of the heterogeneous nature of social media as the level of consumer engagement showed to vary notably between both platforms and brands. More so, the results in the current study were not able to confirm any great effects of firm engagement having a direct effect on consumer engagement, instead response and interaction seems to be strictly related to content and product factors. In turn, these factors in relation to aspects such as the psychological state of mind, social, emotional and behavioral aspects showed to be encouraging added consumer engagement.

This article investigates how social media affects German public television. Due to recent dynamics in the field of social TV, notions of social TV as basically “tweeting while watching TV,” or as an “additional function” of television, need to be revised. As an addition to existing ideas of “Social TV 1.0” and “Social TV 2.0” and other characterizations, I refer here to “Social TV 3.0.” Current social TV features need to be characterized in the light of a “network of content” that combines the “media logic of television” and the “logic of social media” by means of their dynamic, flexible, and horizontal integration into the “matrix-media strategy” of TV executives impelled by a social media policy. By taking the content network funk (“a consortium of public broadcasters” [ARD] and “Second German Television” [ZDF]) as a prime example of social TV 3.0 in Germany, I analyze the merging of television and social media.

In general humans are said to be social animals. In the huge expanded internet, it's really difficult to detect and find out useful information about a medical illness. In anticipation of more definitive studies of a causal organization between stroke risk and social network, It would be suitable to help social individuals to detect the risk of stroke. In this work, a DRFS methodology is proposed to find out the various symptoms associated with the stroke disease and preventive measures of a stroke disease from the social media content. We have defined an architecture for clustering tweets based on the content using Spectral Clustering an iterative fashion. The class label detection is furnished with the use of highest TF-IDF value words. The resultant clusters obtained as the output of spectral clustering is prearranged as input to the Probability Neural Network (PNN) to get the suitable class labels and their probabilities. Find Frequent word set using support count measure from the group of clusters for identify the risk factors of stroke. We found that the anticipated approach is able to recognize new symptoms and causes that are not listed in the World Health Organization (WHO), Mayo Clinic and National Health Survey (NHS). It is marked that they get associated with precise outcomes portray real statistics. This type of experiments will empower health organization, doctors and Government segments to keep track of stroke diseases. Experimental results shows the causes preventive measures, high and low risk factors of stroke diseases.

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The integration of social media records into enterprise content management systems is crucial to organisations as it enables them to have access to these records if they are required for evidential purposes. However, despite social media content being considered as official records in state-owned enterprises, they are often left unmanaged. The purpose of this study was to investigate the integration of social media content into the enterprise content management system at the South African Broadcast Corporation Limpopo provincial office in South Africa. The study utilised quantitative data collected through questionnaires distributed to SABC employees and employees at three radio stations in the Limpopo provincial office (Munghanalonene FM, Thobela FM and Phalaphala FM). The key results suggest that there were no policies or guidelines on the management of digital records that emanated from social media. It was discovered that the SABC’s Limpopo provincial office opened official accounts with various social media platforms such as SNSs, online content communities and podcasts to use for official matters; yet content generated through these platforms is neither managed nor preserved. It has been established that the responsibility of managing social media content is unconsciously assigned to the creators of the content as no official records management responsibilities were assigned. It is recommended that digital records emanating from the use of social media by the staff of the SABC Limpopo provincial office need to be treated and managed as official records, like all other paper-based records. In this regard, a policy for integration of social media content into enterprise content management is desirable. A further study on the development of a framework to integrate social media content into organisational records management is recommended. social media content, social media platform, enterprise content management, digital records, records, records management, online content communities, South African Broadcasting Authority. / Information Science / M.A.(Information Science)