Search Results (80)

The vast amount of social media and web data offers valuable insights for purposes such as brand reputation management, topic research, competitive analysis, product development, and public opinion surveys. However, analysing these data to identify patterns and extract valuable insights is challenging due to the vast number of posts, which can number in the thousands within a single day. One practical approach is topic clustering, which creates clusters of mentions that refer to a specific topic. Following this process will create several manageable clusters, each containing hundreds or thousands of posts. These clusters offer a more meaningful overview of the discussed topics, eliminating the need to categorise each post manually. Several topic detection algorithms can achieve clustering of posts, such as LDA, NMF, BERTopic, etc. The existing algorithms, however, have several important drawbacks, including language constraints and slow or resource-intensive data processing. Moreover, the labels for the clusters typically consist of a few keywords that may not make sense unless one explores the mentions within the cluster. Recently, with the introduction of AI large language models, such as GPT-4, new techniques can be realised for topic clustering to address the aforementioned issues. Our novel approach (AI Mention Clustering) employs LLMs at its core to produce an algorithm for efficient and accurate topic clustering of web and social data. Our solution was tested on social and web data and compared to the popular existing algorithm of BERTopic, demonstrating superior resource efficiency and absolute accuracy of clustered documents. Furthermore, it produces summaries of the clusters that are easily understood by humans instead of just representative keywords. This approach enhances the productivity of social and web data researchers by providing more meaningful and interpretable results. Full article

The shift toward new media has brought changes to market participants. New media literacy has emerged as a necessary competency for consumers, and brand engagement has become a key goal of brand communication. However, despite the established importance of new media literacy, how it affects perceptions and reactions toward brand communication has not been investigated. This study examined how functional and critical consuming literacy, which are components of new media literacy, influence brand engagement through the mediating roles of perceived interactivity and openness and the moderating effect of age. A cross-sectional study was conducted with 260 South Korean adults and a hypothetical brand’s social media post. The results showed that the effect of functional consuming literacy on engagement varied by age: functional consuming literacy in the younger group decreased perceived interactivity, perceived openness, and brand engagement. In the older group, functional consuming literacy preliminarily increased perceived interactivity. Critical consuming literacy enhanced perceived interactivity and openness, positively affecting brand engagement across all ages. This study reframes new media literacy as critical in shaping consumer behavior and brand interactions. These findings suggest that new media literacy is a critical variable in understanding consumer behavior in the new media era. Full article

The growing volume of textual data generated on digital media platforms presents significant challenges for the analysis and interpretation of information. This article proposes a methodological approach that combines artificial intelligence (AI) techniques and statistical methods to explore and analyze textual data from digital media. The framework, titled DAFIM (Data Analysis Framework for Information and Media), includes strategies for data collection through APIs and web scraping, textual data processing, and data enrichment using AI solutions, including named entity recognition (people, locations, objects, and brands) and the detection of clickbait in news. Sentiment analysis and text clustering techniques are integrated to support content analysis. The potential applications of this methodology include social networks, news aggregators, news portals, and newsletters, offering a robust framework for studying digital data and supporting informed decision-making. The proposed framework is validated through a case study involving data extracted from the Google News aggregation platform, focusing on the Israel–Lebanon conflict. This demonstrates the framework’s capability to uncover narrative patterns, content trends, and clickbait detection while also highlighting its advantages and limitations. Full article

The electrochemical corrosion of a single-suction centrifugal water pump impeller made of gray cast iron operating at 85 °C was investigated in two industrial water media, i.e., groundwater extracted from a borehole and treated wastewater. Open circuit potential (OCP) measurement plus potentiodynamic polarization (PDP) and electrochemical impedance spectroscopy (EIS) techniques elucidated the electrochemical corrosion performance and inductively coupled plasma-optical emission spectroscopy (ICP-OES) characterized the water samples. The retired and brand-new impellers were studied using scanning electron microscopy (SEM), energy-dispersive X-ray spectroscopy (EDX), and visual and metallographic examinations. Impeller trailing edges were vulnerable to corrosion damage due to increased total fluid pressure, velocity, and temperature. The groundwater was more contaminated with Ca, Mg, Na, Si, and S elements and possessed higher conductivity, pH, and suspended solids than the treated wastewater. The impeller was more susceptible to graphitic corrosion in the groundwater due to emerging microgalvanic cells. A kinetic control electrochemical mechanism was elucidated as the corrosion rate-controlling step in the wastewater. A mixed kinetic and diffusion control mechanism was predominant in the groundwater because a short Warburg impedance element emerged. This study showcased the significance of integrated industrial water management and treatment strategies to protect pumps’ integrity and uptime in critical industrial units implementing a zero-liquid discharge program. Full article

Hospitals use their websites to reinforce their relationships with stakeholders and build the brand collectively; however, they face challenges such as patients’ new needs or strict legal frameworks. This paper analyzes how Australia’s best hospitals manage their websites to implement content strategies that help them build their brands collectively with stakeholders. We conducted a literature review about smart hospitals, their corporate communication initiatives, and their online content strategies. Then, we identified 40 brand indicators to analyze how Australia’s best hospitals used their websites to interact with healthcare professionals, patients, media companies, and shareholders. We proved that most hospitals had sections for these targets (healthcare professionals -72.06%-, patients -85.51%-, media companies -98.53%, shareholders 100%-); however, they only respected, on average, 14.06 brand indicators. We concluded that Australian hospitals should follow a more emotional communication approach, make their brands more present on their website, and increase their collaborations with media companies. Full article

The deep integration of social media and e-commerce has fueled the rapid growth in community e-commerce, which has become a major trend in global e-commerce development. Researching the formation of brand preference in community e-commerce can promote the sustainable development of these brands. The distinctive social networking features and group interaction methods of community e-commerce offer new perspectives on the formation of brand preferences. In this paper, a model of factors influencing brand preference in community e-commerce is developed, where community platforms, product value, e-commerce services, content quality, and community interaction serve as antecedent variables; community experience and brand image act as mediating variables; and brand preference is the dependent variable. The model is empirically tested using structural equation modeling. The results indicate that community interaction, e-commerce services, product value, content quality, and community platforms significantly affect the community experience in e-commerce. Moreover, community interaction, product value, and content quality have significant impacts on brand image in community e-commerce. Both community experience and brand image positively influence brand preference. Full article

Sentiment analysis is a well-known task that has been used to analyse customer feedback reviews and media headlines to detect the sentimental personality or polarisation of a given text. With the growth of social media and other online platforms, like Twitter (now branded as X), Facebook, blogs, and others, it has been used in the investment community to monitor customer feedback, reviews, and news headlines about financial institutions’ products and services to ensure business success and prioritise aspects of customer relationship management. Supervised learning algorithms have been popularly employed for this task, but the performance of these models has been compromised due to the brevity of the content and the presence of idiomatic expressions, sound imitations, and abbreviations. Additionally, the pre-training of a larger language model (PTLM) struggles to capture bidirectional contextual knowledge learnt through word dependency because the sentence-level representation fails to take broad features into account. We develop a novel structure called language feature extraction and adaptation for reviews (LFEAR), an advanced natural language model that amalgamates retrieval-augmented generation (RAG) with a conversation format for an auto-regressive fine-tuning model (ARFT). This helps to overcome the limitations of lexicon-based tools and the reliance on pre-defined sentiment lexicons, which may not fully capture the range of sentiments in natural language and address questions on various topics and tasks. LFEAR is fine-tuned on Hellopeter reviews that incorporate industry-specific contextual information retrieval to show resilience and flexibility for various tasks, including analysing sentiments in reviews of restaurants, movies, politics, and financial products. The proposed model achieved an average precision score of 98.45%, answer correctness of 93.85%, and context precision of 97.69% based on Retrieval-Augmented Generation Assessment (RAGAS) metrics. The LFEAR model is effective in conducting sentiment analysis across various domains due to its adaptability and scalable inference mechanism. It considers unique language characteristics and patterns in specific domains to ensure accurate sentiment annotation. This is particularly beneficial for individuals in the financial sector, such as investors and institutions, including those listed on the Johannesburg Stock Exchange (JSE), which is the primary stock exchange in South Africa and plays a significant role in the country’s financial market. Future initiatives will focus on incorporating a wider range of data sources and improving the system’s ability to express nuanced sentiments effectively, enhancing its usefulness in diverse real-world scenarios. Full article

The consumer profile has undergone evolutions and transformations over the years due to the evolution of new generations of individuals, such as Generation Y. Social media has revolutionized the way in which consumers can search and find information about products in general, which has impacted how brands relate to their consumers. In this context, this study tries to understand how digital influencers are being used to influence Generation Y in the consumption of banking services from fintechs in Brazil via social media platforms. The specific objectives include profiling these consumers, identifying the most relevant influencers, and measuring the impact of influencer marketing. The results pointed to Generation Y’s preference for mobile applications and personal recommendations when making decisions to purchase financial products. Fintechs stood out for the agility and autonomy they offered, as well as for being on the forefront in leading practices, innovations, and product offerings that drive sustainability forward. The study concluded that digital influencers play a crucial role in the awareness phase, but additional factors influence Millennial consumption decisions, highlighting the complexity of the decision process. Full article

In the development of rural revitalization, the art intervention in rural cultural tourism has become a hot topic recently. With the advent of the new media era, it is particularly important to study the factors that affect the artistic value of environmental graphic design. This study proposes six dimensions of environmental graphic design for rural cultural tourism through literature analysis and experience summary, which are refined into 21 impact indicators. It is based on the case of the environmental graphic publicity of cultural tourism in Chongqing Nanshan Cattle Village, using the SBE beauty evaluation method to evaluate the influencing factors, while using the analytic hierarchy process (AHP) to measure each indicator. The consistency of the two evaluation methods verifies the feasibility of the influencing factors, and this study found the influence of visuality, cultural nature, artistic nature, interactivity, spatiality, and communicativeness on aesthetic value. Moreover, the core of environmental graphic design lies in information transmission, in which artistic nature occupies an important position, while cultural nature, although it has a relatively small weight in aesthetic value, cannot be ignored in social media communication. In terms of visual design, a reasonable layout of equipment significantly enhances visual appeal, while spatial adaptability is considered a key factor. This paper emphasizes the integration of art principles into design to promote sustainable development, while also pointing out that the identification of rural cultural symbols can enhance visitors’ cultural experience. In terms of interactivity, it is crucial to encourage visitors to actively participate and share their experiences, while communication emphasizes the important impact of exposure to rural scenes on brand communication. This research provides systematic theoretical support and practical guidance for the environmental graphic design of rural cultural tourism. Full article

Video blogging channels for social media technology continue to innovate and evolve, and brands are beginning to rely on social media channels for product marketing. The factors influencing consumers’ purchase intention for products advertised by video bloggers are numerous and unclear. The main purpose of this study is to explore the mechanism by which the characteristics of video bloggers influence the formation of emotional cognition and then influences consumers’ purchase intention. Based on the SOR model, 518 questionnaires were administered to Chinese video blogging users. The AMOS 24.0 and SPSSAU 24.0 web tools were used to analyze the study data. Empirical results indicate that consumers’ perceived homogeneity, expertise, degree of emotional attachment to video bloggers, and perceived source confidence have a direct or indirect positive influence on purchase intentions. Evident advertising intention weakens the relationship between emotional attachment and purchase intention. This result is strategically important for a brand’s advertising efforts and market share and provides new research insights and frameworks for studying consumers’ advertised product purchase behaviors in the context of video blogging channels for social media. Full article

The younger generations are exerting a profound influence on the future of the media. The current crisis of reputation facing traditional media is compelling those involved in the creation, production, and distribution of content to rethink the logic underpinning these processes. The consumption of entertainment and information via smartphones is becoming increasingly concentrated in screen devices and social platforms. In light of the particularities of a convergence of media and the characteristics of the digital sphere of users, it is necessary to investigate the information consumption habits and preferences of young university students towards conventional and digital media platforms, as well as social networks within the digital sphere. The objective of this research was to ascertain the news consumption habits of young university students in the context of the new digital landscape, characterised by the pervasiveness of connectivity and the ascendency of smartphones as the primary gateway to the internet. A survey of 1300 students was conducted in October 2023 to investigate their adoption, use, and consumption of traditional and digital media, as well as the devices they use and the importance of podcasts. The results, viewed through the lens of a specific ecosystem, such as that of Colombia, challenge prevailing stereotypes and suggest that younger generations continue to value traditional journalistic brands, potentially due to familial influence. The majority of content is accessed through screen devices and social media platforms. Despite the existence of prejudices, young people supplement their musical preferences with informational content and leisure and entertainment products. Full article

Different actors have observed divergences and imbalances related to quality understanding and value appropriation in the coffee value chain. Reducing this gap and ensuring sustainability requires innovative strategies. The “Coffee Grower’s Laboratory” in Ituango, Colombia, was established to enhance local coffee farmers’ capacities in science, technology, and innovation. Over 13 participatory methodologies were developed with design thinking to facilitate knowledge exchange between the farmers’ traditional expressions and international commercial practices. Key methodologies included brand co-creation (Artesanato), roast curves (Anatomy of Roasting), roaster operation (The Roaster’s Journey), understanding beans (Know the Bean), and coffee tasting (Deliciousometer). Additionally, methodologies for strengthening intra and interpersonal skills, such as self-care (Crossing the River) and empowerment (The Four Pillars of Trust), were included. Altogether 302 coffee farmers participated. We co-created a community brand, Itucafé, promoted on social media to highlight the farmers’ traditions and innovations nationally and internationally. Farmers, who previously sold only washed parchment coffee, now process, taste, and sell their coffee directly to buyers. Selling directly to buyers increased coffee growers’ profits to around 50% through the “Coffee Grower’s Laboratory”, compared to the less than 10% they earned previously. They also experiment with new fermentations using local fruits, creating unique sensory profiles for more competitive pricing. The “Coffee Grower’s Laboratory” has strengthened the coffee community’s capabilities and competitiveness, enhancing the visibility and recognition of Ituango coffee. It provides an ideal environment for continuous training and producer-buyer relationships, serving as a replicable model for other coffee-producing regions in Colombia. Full article

In the current digital wave, social media is not only a hub for information exchange but also a shaper of new business marketing models, as is especially evident in the trend towards light and healthy eating. The influence of the influencer economy on consumer purchasing decisions is increasingly pronounced. This paper systematically investigates the impact of influencer marketing on consumer purchase intentions in social media utilizing the Consumer Attitude Theory. Through a sample survey of 654 consumers and empirical analysis using the fuzzy comprehensive evaluation model, the results show that the influencers’ credibility and professionalism and consumers’ satisfaction with live-streaming sales by influencers have a significant positive impact on enhancing consumers’ purchase intentions. To enhance consumers’ purchase intentions, this study suggests that influencers should transparently disclose their collaborations with brands, showcase the positive experiences of other users, and use relevant research and data to support their product recommendations in order to enhance their credibility. Simultaneously, influencers need to strengthen product knowledge, improve professional image and reputation, and meet consumer needs through personalized recommendations and carefully designed live-streaming content to promote brand-value enhancement. Full article

Considering the expanding e-commerce in the social media landscape and the increasing importance of brand management in the online sphere, our primary goal was to comprehensively review existing research on consumer-based brand equity in digital brands. The current post-pandemic environment has seen a significant surge in digital presence, particularly on social networks and e-commerce platforms. Although the available literature provides an overview of brand equity in general, digital brands have taken center stage in consumer interactions on social media, becoming highly commercialized in virtual environments and, recently, gaining significant value in financial markets. However, there is still a lot to uncover regarding the research trajectory for these brands. Using the PRISMA protocol, a corpus of 258 articles was obtained from the Web of Science and Scopus databases, with Journal Impact Factor and CiteScore impact factors. The bibliometric analysis for mapping the production was performed using SciMat, VosViewer, and Biblio-metrix software. According to the results, we found that consumer-based brand equity in digital brands is strongly linked to online consumer behavior variables, particularly engagement, electronic word-of-mouth, communication effects (such as social media advertising), impacts on various metrics, and applications in specific contexts. Overall, our research shows that the brand equity of digital brands is studied similarly to non-digital brands. Still, their virtual origin and their exposure on social media have increased consumer appreciation for them. The main studies and trending topics were discussed, providing a foundation for a research agenda regarding new challenges and approaches of consumer-based brand equity in the digital market. Full article

Restaurants were significantly shaken by the COVID-19 pandemic, which forced them to intensify their use of social media to communicate with customers. Our objective was to identify which digital marketing strategies generated higher customer engagement during the pandemic, according to variations in the intensity of sanitary restrictions. We manually extracted 639 Facebook posts by 16 restaurants in two Canadian cities (one in a metropolitan area, one in a peripheral region), and coded them according to type of verbal move, format (image, text), and emoji use. The engagement rate was two times higher for restaurants in the metropolitan area, which also used three times more emojis per post on average. The engagement rate was also five times higher for nationally branded restaurants than for independent restaurants. When the pandemic hit, restaurants started to use more text and more directive verbal moves to convey crucial and precise information to customers, notably about sanitary restrictions. Emojis and expressive verbal moves also helped increase customer engagement. While being direct was more efficient in times of crisis, directive verbal moves continued to be used after most sanitary restrictions were lifted. Being direct, thus, appears to be a good digital marketing strategy in the “new normal”. Full article