Businesses have recognized that customers provide value to the firm beyond transactions, and leveraging this value through relationships in social media is a new area of interest for both academics and practitioners. Recent research has investigated how businesses can best manage their online presence on platforms not fully under their control, such as Facebook, YouTube, Instagram, TripAdvisor, and Yelp, among others. This dissertation extends the literature of customer engagement in social media through four contributions. First, we propose a framework that foregrounds the textual artifacts involved in online communication. Second, we develop a novel method for discovering the elements of successful Business to Customer (B2C) messages in online communities. Third, we propose a method, validated through experimentation, for finding critical product feedback in Customer to Customer (C2C) communications. Finally, we demonstrate that a set of novel numerical features can enhance the discovery of product defect mentions in C2C communications. We conclude by proposing a research agenda suggested by the framework that will further enhance our understanding of the complex customer interactions that characterize business in the era of social media. / Ph. D. / Businesses have recognized that customers provide value to the firm beyond transactions, and leveraging this value through relationships in social media is a new area of interest for both academics and practitioners. Recent research has investigated how businesses can best manage their online presence on platforms not fully under their control, such as Facebook, YouTube, Instagram, TripAdvisor, and Yelp, among others. This dissertation extends the literature of customer engagement in social media through four contributions. First, we propose a framework that foregrounds the textual artifacts involved in online communication. Second, we develop a novel method for discovering the elements of successful Business to Customer (B2C) messages in online communities. Third, we propose a method, validated through experimentation, for finding critical product feedback in Customer to Customer (C2C) communications. Finally, we demonstrate that a set of novel numerical features can enhance the discovery of product defect mentions in C2C communications. We conclude by proposing a research agenda suggested by the framework that will further enhance our understanding of the complex customer interactions that characterize business in the era of social media.

Does the usage of social media make individuals more polarized? Previous studies have shown that political use of the internet does make individuals more likely to politically participate, but little academic work has looked at the dynamic of ideology and the social media usage, despite the increase of social media usage in everyday life. This study uses Facebook, Twitter, Instagram, Reddit, YouTube, Snapchat, and TikTok to see if social media users are more polarized, and which ideological groups are more polarized on social media. Moderates are included to differentiate if there is a difference. This study analyzed data from the American National Election Survey (ANES) of 2020 to analyze regression models between the social media platforms, and the different groups of polarization. Evidence was found that liberal polarization was correlated with Twitter, Instagram, and Reddit usage. Counterevidence was found of conservative polarization and Reddit and Snapchat usage. When moderates are included, polarization was found in Twitter, Reddit, and YouTube usage.

Yes / Twitter journal clubs are a relatively new adaptation of an established continuing professional development (CPD) activity within healthcare. The medical radiation science (MRS) journal club 'MedRadJClub' (MRJC) was founded in March 2015 by a group of academics, researchers and clinicians as an international forum for the discussion of peer-reviewed papers. To investigate the reach and impact of MRJC, a five-year analysis was conducted. Tweetchat data (number of participants, tweets and impressions) for the first five years of MRJC were extracted and chat topics organised into themes. Fifth anniversary MRJC chat tweets were analysed and examples of academic and professional outputs were collated. A total of 59 chats have been held over five years with a mean of 41 participants and 483,000 impressions per hour-long synchronous chat. Ten different tweetchat themes were identified, with student engagement/preceptorship the most popular. Eight posters or oral presentations at conferences, one social media workshop and four papers have been produced. Qualitative analysis revealed five core themes relating to the perceived benefits of participation in MRJC: (1) CPD and research impact, (2) professional growth and influencing practice, (3) interdisciplinary learning and inclusion, (4) networking and social support and (5) globalisation. MRJC is a unique, multi-professional, global community with consistent engagement. It is beneficial for both CPD, research engagement, dissemination and socialisation within the MRS community.

Social media, even though a new phenomenon, has gained much interest in the last decade and has been a frequent topic of researchers. Sport marketing has also been a popular topic in academia, especially in North America. This thesis will address the use of social media in Nordic ice hockey clubs, including the exploration of their social media strategies and effectiveness. Previous research has not concentrated on ice hockey in Europe, nor has it examined their social media strategies. The study is seen to be necessary, especially given the large differences in the European and North American sport cultures and business models. The research was conducted through a qualitative multiple-case study by gathering data from both secondary sources as well as through semi-structured face-to-face interviews carried out with ten ice hockey clubs from both Sweden and Finland. The questions of the interviews were formed by the concepts derived from previous literature and the authors’ own experience. The results indicate that Nordic ice hockey clubs are still partly struggling with their social media strategies and that with the implementation of a clear strategy, including segmentation, the clubs would be able to take advantage of the relationship marketing and branding possibilities offered by social media. In line with this, the authors argue that the social media strategies of ice hockey clubs are not as effective as they could be and suggest further actions for managers to achieve higher social media effectiveness.

Purpose: To explain how some of the local TV stations of Swedish Television relate to the rules of public service when using social media. Method: This essay is written by a qualitative method and is the result of interviews with eight respondents from four different editorial offices in Sweden: SVT Väst, SVT Skåne, SVT Västernorrland and SVT Västmanland. After having interviewed the respondents and read relevant literature, we could draw conclusions and discuss how the editorial offices deal with the contract of public service while being on social media. Main results: Our results showed that the difference between commercial media and public service media is getting smaller. It’s important for the editorial offices of the local TV stations to use social media as a platform for their news, even though there are commercial ads on Facebook, for instance. It’s also important for them to be where the public is, although it’s on a commercial digital platform as Facebook or Twitter. We also found that the rules of public service may be changed in a near future. The bigger editorial offices want to get viewers by having sensational headlines, whereas the smaller ones focus on the relationship with the public.

This study examined federal court cases related to the use of social media websites (e.g., Facebook, Twitter, MySpace, LinkedIn) in various employment practices (e.g., selection, promotion, employee monitoring, layoffs). Court cases were identified using various online databases in an attempt to create an exhaustive list of cases to be used to better understand the role that social media has played in organizational settings and the legal implications of its use. The results of this study show that there were a significant number of cases involving termination and Facebook, and organizations prevailed in court significantly more than the defendant did. The results of this study provide organizations, employees, and applicants with a better understanding of how organizational social media use has been perceived in the court of law, thereby allowing people and employers to make better decisions regarding social media use.

This paper seeks to understand how the micro-blogging tool, Twitter, can be used effectively by marketers and advertisers by incorporating the attributes of information quality, information usefulness and source credibility into their tweets. Case analyses of five of the most popular Twitter accounts were conducted with regards to the appearance of each account and the content of their tweets. Recommendations for improving the quality of each Twitter account were also provided. / text

Background:  Social media is a constantly growing medium for communication that enables companies to interact with current and potential customers. It is of utmost importance that companies learn how to use social media in order to engage their customers, which will lead to greater customer loyalty. There is a large amount of literature on social media and customer loyalty separately, but not on how these subjects relate and interact. Therefore, the case study performed involving Mormor Magdas Därproducerade Glass will put focus on the activities that engage customers, which can lead to loyal customers.  Purpose:  The purpose of this thesis is to develop a better understanding of how small firms increase customer engagement through social media, leading to the creation of greater customer loyalty. Method:                           A qualitative approach to the research has been chosen which consists of a single case study that will allow for a deeper analysis of the subject. Data collection was performed through two interviews with the owners of the case study company and several observations of the company’s social media uses. Conclusion:                         By following the model provided in this thesis, more effective uses of social media for a small business are demonstrated, which will engage customers and enhance the company’s image, leading to greater customer loyalty. This model will also give a business a simplified picture of social media uses and how to use them properly. The case study shows a business the types of posts that are effective in engaging customers: frequent updates, prompt responses to all queries, and a focus on the specific social media platforms that are the most fruitful for each particular business’s needs.

The purpose of this master's theses is to analyze possibilities utilization of social network in business. The theses is focused on comparison of the most important contemporary social networks in the world and also on looking for thein commercial utilization. Before this, there is the analysis of the situation of internet and clearing of the term internet marketing. In theses, there is emphasis on separation of two main ways of advertising in social networks. First way is making the communities about the companies, products or brands and the second one is advertising by promotional systems of the networks. In the theses, there are a lot of results of many studies, that were performed by key agencies. Also there are many practical examples of business usage of social networks. The theses contains the possibilities of connecting the social networks and other marketing tools like advergaming, affiliate marketing and viral marketing. In the end of the theses, there are case studies, that analyse usage of social medias in four Czech companies from different business departments.

Today, social media is becoming more and more common in people's everyday lives. Several studies that have shown that connection to social media has a connection with the person's wellbeing. The purpose of this study was to examine whether there is a connection between a person's self-esteem and the use of social media Instagram, but also see how it differed between men and women. Instagram was chosen because it is a newer social media and is very unexplored. The hypothesis before the study was that there is a connection between Instagram and self-esteem, and that women use Instagram more than men. A total of 89 participants answered a questionnaire. Correlation was used to investigate relationships and the result showed that there was no correlation between the use of Instagram and self-esteem. T-tests showed that there are differences between men and women when it comes to using Instagram but when it came to self-esteem the answers did not vary. Continued research could be done in other cultures and different age groups / I dagens samhälle blir sociala medier alltmera vanliga i människors vardag. Det har gjorts flera studier som visat att uppkoppling till sociala medier har ett samband med personens välmående. Syftet med denna studie är att undersöka om det finns ett samband mellan en persons självkänsla och användande av sociala median Instagram, men även att se om det är skillnad mellan män och kvinnor. Instagram valdes för att den är en nyare social media och är väldigt outforskad. Hypotesen inför studien var att det finns ett samband mellan användande av sociala median Instagram och självkänsla, samt att kvinnor använder sig mera av Instagram än män. Totalt svarade 89 deltagare på en enkät. Korrelation användes för att undersöka samband och visade att det inte fanns någon korrelation mellan användande av Instagram och självkänsla. T-test visade på att det finns skillnader mellan män och kvinnor när det kommer till användande av Instagram men när det kom till självkänsla varierade inte svaren. Fortsatt forskning skulle kunna göras inom andra kulturer och olika åldersgrupper.