Ecsm 2022 9th European Conference On Social Media

These proceedings represent the work of contributors to the 9th European Conference on Social Media (ECSM 2022), hosted by Pedagogical University of Krakow, Poland on 12-13 May 2022. The Conference Chair is Dr Iwona Lupa-Wójcik and Programme Chair is Dr Marta Czyżewska, both from Pedagogical University of Krakow, Poland. ECSM is now a well-established event on the academic research calendar and now in its 9th year the key aim remains the opportunity for participants to share ideas and meet the people who hold them. The conference was due to be held at Pedagogical University of Krakow, Poland but due to the global Covid-19 pandemic it was moved online to be held as a virtual event. The scope of papers will ensure an interesting two days. The subjects covered illustrate the wide range of topics that fall into this important and ever-growing area of research. The opening keynote presentation is given by Dr Iwona Leonowicz-Bukala, University of Information Technology and Management in Rzeszow, Poland on the topic of Social Media Today: Platforming Visibility, Recognition and Independence. On the second day, Anna Miotk, from University of Warsaw, Poland will give a talk on the subject: Does the Company's Presence on Social Media Platforms Still Strengthen Brand Image?. With an initial submission of 103 abstracts, after the double blind, peer review process there are 30 Academic research papers, 4 PhD research papers, 1 Masters Research papers and 3 work-in-progress papers published in these Conference Proceedings. These papers represent research from Austria, Canada, Estonia, Finland, Germany, Hungary, Ireland, Netherlands, New Zealand, Nigeria, Northern Cyprus, Poland, Portugal, Russia, Slovakia, Slovenia, South Africa, Spain, Sweden, UK, USA, and Vietnam.

Conference Proceedings of 8th European Conference on Social Media

These proceedings represent the work of contributors to the 8th European Conference on Social Media (ECSM 2021), hosted by UCLan Cyprus, Larnaca on 1-2 July 2021. The Conference and Programme Chair is Dr Christos Karpasitis, University of Central Lancashire - Cyprus (UCLan Cyprus). ECSM is now a well-established event on the academic research calendar and now in its 8th year the key aim remains the opportunity for participants to share ideas and meet the people who hold them. The conference was due to be held at UCLan Cyprus, Larnaca but due to the global Covid-19 pandemic it was moved online to be held as a virtual event. The scope of papers will ensure an interesting two days. The subjects covered illustrate the wide range of topics that fall into this important and ever-growing area of research. The opening keynote presentation is given by Dr Nikolaos Dimitriadis, Optimal HR Group, Athens, Greece on the topic of Our Brains on Social: Neuro Research Insights on Social Media Usage. On the second day, Mr Nicolas Ioannides, Influencer of the Year - 2018, TV-host and content creator from Nicosia, Cyprus will give a talk on the subject: Influencer Marketing. With an initial submission of 100 abstracts, after the double blind, peer review process there are 31 Academic research papers, 3 PhD research papers and 2 work-in-progress papers published in these Conference Proceedings. These papers represent research from Australia, Austria, China, Cyprus, Czech Republic, Germany, Italy, Lithuania, Malaysia, Netherlands, New Zealand, Northern Cyprus, Portugal, Russia, South Africa, Spain, Switzerland, UK, United Arab Emirates, and USA.

Today, many fashion brands use social media marketing strategies to increase awareness about their brand and influence consumers’ decision-making patterns. Further, consumers use social media platforms to find relevant and reliable information for structuring their preferences and making evaluations. Web 2.0 tools in the digital age provide consumers with a plethora of interactive and user control information that helps them acquire and share brand information, which in turn impacts their purchase decision preferences. The bulk of the data produced by social media tools provides brand marketers with information about the consumers’ wants, beliefs, commitment habits, and purchasing intentions, which in turn is useful for the development and implementation of marketing strategies. Social Media and Online Consumer Decision Making in the Fashion Industry provides critical research on effective methods, techniques, and tools for evaluating the impacts of social media on the consumer decision-making process. The book explores the pertinence of web-based social media tools and how the fashion business sector can benefit from social media innovation approaches in digital environments. Covering topics such as mobile apps, consumer decision-making processes, and communication technologies, this book is ideal for students, brand executives, marketing professionals, researchers interested in social media technology, and more.

The goal of this book is to show the role of TikTok as a tool for political purposes. To this end, the authors analyse the messages posted on this social medium by political figures and institutions such as politicians and political parties, their impact on political landscapes, as well as the transformation of political communication techniques in order to suit the platform’s features. In the last two years, the exponential growth of TikTok has led an increasing number of politicians and institutions to incorporate it into their communication strategies. The platform displays some very different features from other social media that determine the way in which the content is presented. In addition, it manages to reach an audience that normally does not access or share political messages. Within this context, the volume pursues two main objectives. First, to examine how the communication techniques and the peculiarities of this social medium – where short videos with actors in informal attitudes prevail – affect the political message. A second objective is to analyse the influence of the messages distributed through TikTok that redefine political scenarios, and of the relationships of politicians and parties with voters. The core of the book comprises case studies that are organised into three parts, with nine chapters in all. The authors are scholars and practitioners of political communication, with diverse geographical representation, who approach the topics from a range of methodological perspectives. The first part addresses the state of the art and the influence of TikTok features on the way political communication is performed. The second part discusses the influence of TikTok on electoral scenarios and political culture in India, Bangladesh, the United States, and Ecuador. Finally, in the third part, TikTok is analysed as an instrument for promoting far right politicians and parties in Europe, as in the case of Matteo Salvini in Italy, and AfD in Germany and Vox in Spain. The volume is oriented to both scholars and communication professionals, such as journalists, communication consultants, and speechwriters, who want to become familiar with the platform, learn about its political impact, or wish to deepen their understanding of transformations in communication techniques and their adaptation to this growing social medium.