What You Post is What You Get: The Mediator Role of Reached Individuals in the Causal Relationship among Posted Content Types and Follower Counts on Facebook
Povzetek
Ta članek obravnava vzročne povezave med objavljenimi vrstami vsebin, številom doseženih posameznikov in podatkov o številu sledilcev na strani Facebook blagovne znamke z raziskovanjem komunikacijskih oblik madžarske platforme za prenašanje videovsebin v živo Twitch.tv. Analizi distribucijskih značilnosti s Kolmogorov-Smirnovimi testi sledijo Kruskal- Wallisovi H-testi za določitev znatnih razlik v vrstah vsebin z vidika njihovega celotnega dosega, reakcije, komentarja in števila delitev, medtem ko so za preveritev medsebojnih zvez med pridobljenimi Facebook metrikami izvedeni Kendallovi tau-b testi. Nadalje je izvedena mediacijska analiza, pri čemer je upoštevana predhodna vloga glede na tip objave, medtem ko se število sledilcev uporabi kot posledična spremenljivka, celoten doseg pa v modelu prevzame mediacijsko vlogo. Na osnovi rezultatov analize je mogoče zaključiti, da analizirane Facebook metrike izkazujejo medsebojno statistično značilne, močne in pozitivne korelacije; poleg tega ima tip objave močan, značilen in neposredni vpliv na dosežene posameznike, in čeprav ti ne izkazujejo značilnega, neposrednega vpliva na število sledilcev, nanjo izkazujejo značilen, celoten učinek. Članek s tem prispeva k obstoječi online znamki osebnosti in raziskovanju igranja video iger, s čimer ponuja tudi vrednost k raziskovalnemu področju online marketinga in komuniciranja.
Prenosi
Literatura
Aaker, D. A. (1996). Building strong brands. New York: The Free Press.
Ahmed, K., Hassanien, A. E., Ezzat, E., & Bhattacharyya, S. (2018). Swarming behaviors of chicken for predicting posts on Facebook branding pages. ALTMA2018, 4, 52–61. https://doi.org/10.1007/978-3-319-74690-6_6
Alexander, J. (2019, March). YouTube creators are still trying to fight back against European copyright vote ‘With Article 13, things can only get even worse.’ The Verge. Retrieved from: https://www.theverge.com/2019/3/27/18283800/youtube-copyright-directive-article-13-memes-grandayy-philip-defranco-european-union
Araujo, T., & Neijens, P. (2012). Friend me: Which factors influence top global brands participation in social network sites. Internet Research, 22(5), 626–640. https://doi.org/10.1108/10662241211271581
Arvidsson,A.(2005).Brands: A critical perspective.Journal of Consumer Culture,5(2),235–258.https://doi.org/10.1177/1469540505053093
Becerra, E. P., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5-6), 371–383. https://doi.org/10.1108/JPBM-09-2013-0394
Beer, D., & Burrows, R. (2010). Consumption, prosumption and participatory web cultures. Journal of Consumer Culture, 10(1), 3–12. https://doi.org/10.1177/1469540509354009
Binder, M. (2019). T-Series finally surpassed PewDiePie in YouTube subscribers and barely anyone noticed. Mashable. Retrieved from: https://mashable.com/article/t-series-surpassed-pewdiepie-youtube-most-subscribed/?europe=true
Bonetto, G. (2018). Internet memes as derivative works: Copyright issues under EU law. Journal of Intellectual Property Law & Practice, 13(12), 989–997. https://doi.org/10.1093/jiplp/jpy086
Cisco Systems. (2012). Data volume of online gaming internet traffic in North America from 2011 to 2016 (in petabytes per month).
Collins, S. (2010). Digital fair: Prosumption and the fair use defence. Journal of Consumer Culture, 10(1), 37–55. https://doi.org/10.1177/1469540509354014
Cova, B., Dalli, D., & Zwick, D. (2011). Critical perspectives on consumers’ role as “producers”: Broadening the debate on value co-creation in marketing processes. Marketing Theory, 11(3), 231–241. https://doi.org/10.1177/1470593111408171
de Chernatony, L., & Dall’Olmo Riley, F. (1998). Defining a “brand”: Beyond the literature with experts’ interpretations. Journal of Marketing Management, 14(5), 417–443. https://doi.org/10.1362/026725798784867798
DeAndrea, D. C., & Walther, J. B. (2011). Attributions for inconsistencies between online and offline self-presentations. Communication Research, 38(6), 805–825. https://doi.org/10.1177/0093650210385340
Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58–67. https://doi.org/10.1016/j.tourman.2014.09.005
Dunn, O. J. (1964). Multiple comparisons using rank sums. Technometrics, 6(3), 241. https://doi.org/10.2307/1266041
Edison Research. (2012). The social habit. Retrieved from: http://www.edisonresearch.com/wp-content/uploads/2012/06/The-Social-Habit-2012-by-Edison-Research.pdf
eMarketer. (2019). Number of social network users worldwide from 2010 to 2021 (in billions). Retrieved from: https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
Entertainment Software Association. (2019). Breakdown of U.S. computer and video game sales from 2009 to 2017, by delivery format. Retrieved from: https://www.statista.com/statistics/190225/digital-and-physical-game-sales-in-the-us-since-2009/
Ferrer-Conill, R. (2018). Playbour and the gamification of work: Empowerment, exploitation and fun as labour dynamics. In P. Bilić, J. Primorac, & B. Valtýsson (Eds.), Technologies of Labour and the Politics of Contradiction (pp. 193–210). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-319-76279-1_11
Fuchs, C. (2014). Digital prosumption labour on social media in the context of the capitalist regime of time. Time & Society, 23(1), 97–123. https://doi.org/10.1177/0961463X13502117
Giddens, A. (1991). Modernity and self-identity - Self and society in the late modern age (1st ed.). Cambridge: Polity Press.
Goncalves, J., Liu, Y., Xiao, B., Chaudhry, S., Hosio, S., & Kostakos, V. (2015). Increasing the reach of government social media: A case study in modeling government-citizen interaction on Facebook. Policy and Internet, 7(1), 80–102. https://doi.org/10.1002/poi3.81
Hardt, M., & Negri, A. (2004). Multitude: War and democracy in the age of empire. New York, NY: The Penguin Press. Harvey, D. (1990). The condition of postmodernity: An enquiry into the origins of cultural change. Cambridge, MA: Blackwell.
Hayes, A. (2018). Introduction to mediation, moderation, and conditional process analysis. New York, NY: Guilford. https://doi.org/978-1-60918-230-4
Hearn, A. (2008).“Meat, mask, burden”: Probing the contours of the branded “self.” Journal of Consumer Culture, 8(2), 197–217. https://doi.org/10.1177/1469540508090086
Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84(Feb), 58–67. https://doi.org/10.1016/j.chb.2018.02.013
Hochschild, A. R. (2012). The managed heart: Commercialization of human feeling. London: University of California Press.
Hou, M. (2018). Social media celebrity and the institutionalization of YouTube. Convergence: The International Journal of Research into New Media Technologies, 25(3), 534-553. https://doi.org/10.1177/1354856517750368
Johnson, M. R., & Woodcock, J. (2019a). ‘It’s like the gold rush’: the lives and careers of professional video game streamers on Twitch.tv.Information, Communication & Society, 22(3), 336–351. https://doi.org/10.1080/1369118X.2017.1386229
Johnson, M. R., & Woodcock, J. (2019b). The impacts of live streaming and Twitch.tv on the video game industry. Media, Culture & Society, 41(5), 670–688. https://doi.org/10.1177/0163443718818363
Kates, S. M. (2002). The protean quality of subcultural consumption: An ethnographic account of gay consumers. Journal of Consumer Research, 29(3), 383–399. https://doi.org/10.1086/344427
Kaytoue, M., Silva, A., Cerf, L., Meira, W., & Raïssi, C. (2012). Watch me playing, I am a professional: A first study on video game live streaming. Proceedings of the 21st Annual Conference on World Wide Web Companion, February, 1181–1188. https://doi.org/10.1145/2187980.2188259
Keller, K. L. (2002). Branding and brand equity. In B. A. Weitz & R. Wensley (Eds.), Handbook of marketing (pp. 151–178). London: SAGE Publications Ltd.
Keller, K. L. (2013). Strategic brand management - Building, measuring, and managing brand equity (4th ed.). Harlow, UK: Pearson Education Limited.
Kendall, M. G. (1945). The treatment of ties in ranking problems. Biometrika, 33(3), 239–251. https://doi.org/10.1093/biomet/33.3.239
Khedher, M. (2012). A brand for everyone: Guidelines for personal brand managing. The Journal of Global Business Issues, 9(1), 19–27.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251. https://doi.org/10.1016/j.bushor.2011.01.005
Kim, C., & Yang, S.-U. (2017). Like, comment, and share on Facebook: How each behavior differs from the other. Public Relations Review, 43(2), 441–449. https://doi.org/10.1016/j.pubrev.2017.02.006
Kollat, D. T., Engel, J. F., & Blackwell, R. D. (1970). Current problems in consumer behavior research. Journal of Marketing Research, 7(3), 327–332. https://doi.org/10.1177/002224377000700307
Kotler, P. (1986). The prosumer movement: A new challenge for marketers. Advances in Consumer Research, 13(1), 510–513.
Kruskal, W. H., & Wallis, W. A. (1952). Use of ranks in one-criterion variance analysis. Journal of the American Statistical Association, 47(260), 583–621. https://doi.org/10.1080/01621459.1952.10483441
Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online personal branding: Processes, challenges, and implications. Journal of Interactive Marketing, 25(1), 37–50. https://doi.org/10.1016/j.intmar.2010.09.002
Lair, D. J., Sullivan, K., & Cheney, G. (2005). Marketization and the recasting of the professional self: The rhetoric and ethics of personal branding. Management Communication Quarterly, 18(3), 307–343. https://doi.org/10.1177/0893318904270744
Lilliefors, H. W. (1967). On the Kolmogorov-Smirnov test for normality with mean and variance unknown. Journal of the American Statistical Association, 62(318), 399–402. https://doi.org/10.2307/2283970
Liu, Y., Venkatanathan, J., Goncalves, J., Karapanos, E., & Kostakos, V. (2014). Modeling what friendship patterns on Facebook reveal about personality and social capital. ACM Transactions on Computer-Human Interaction, 21(3), 1–20. https://doi.org/10.1145/2617572
Marticotte, F., Arcand, M., & Baudry, D. (2016). The impact of brand evangelism on oppositional referrals towards a rival brand. Journal of Product & Brand Management, 25(6), 538–549. https://doi.org/10.1108/JPBM-06-2015-0920
Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. https://doi.org/10.1086/319618
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046
Newhagen, J. E., & Reeves, B. (1992). The evening’s bad news: Effects of compelling negative television news images on memory. Journal of Communication, 42(2), 25–41. https://doi.org/10.1111/j.1460-2466.1992.tb00776.x
Parmentier, M. A., Fischer, E., & Reuber, A. R. (2013). Positioning person brands in established organizational fields. Journal of the Academy of Marketing Science, 41(3), 373–387. https://doi.org/10.1007/s11747-012-0309-2
Peters, T. (1997). The brand called you. Fast Company, 10(10), 1–8. https://doi.org/10.1093/mind/102.405.1
Piolat, A., Olive, T., & Kellogg, R. T. (2005). Cognitive effort during note taking. Applied Cognitive Psychology, 19(3), 291–312. https://doi.org/10.1002/acp.1086
Poecze, F., Ebster, C., & Strauss, C. (2018). Social media metrics and sentiment analysis to evaluate the effectiveness of social media posts. Procedia Computer Science, 130, 660–666. https://doi.org/10.1016/j.procs.2018.04.117
Powell, T. E., Boomgaarden, H. G., De Swert, K., & de Vreese, C. H. (2015). A clearer picture: The contribution of visuals and text to framing effects. Journal of Communication, 65(6), 997–1017. https://doi.org/10.1111/jcom.12184
Ritzer, G. (2014). Prosumption: Evolution, revolution, or eternal return of the same? Journal of Consumer Culture, 14(1), 3–24. https://doi. org/10.1177/1469540513509641
Ritzer, G. (2015). Prosumer capitalism. Sociological Quarterly, 56(3), 413–445. https://doi.org/10.1111/tsq.12105
Ritzer, G., Dean, P., & Jurgenson, N. (2012). The coming of age of the prosumer. American Behavioral Scientist, 56(4), 379–398. https://doi. org/10.1177/0002764211429368
Rui, J. R., & Stefanone, M. A. (2013). Strategic image management online: Self-presentation, self-esteem and social network perspectives. Information Communication and Society, 16(8), 1286–1305. https://doi.org/10.1080/1369118X.2013.763834
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001–1011. https://doi.org/10.1016/j.emj.2014.05.001
Salganik, M. J., Dodds, P. S., & Watts, D. J. (2006). Experimental study of inequality and unpredictability in an artificial cultural market. Science, 311(5762), 854–856. https://doi.org/10.1126/science.1121066
Saxton, G. D., & Waters, R. D. (2014). What do stakeholders like on Facebook? Examining public reactions to nonprofit organizations’ informational, promotional, and community-building messages. Journal of Public Relations Research, 26(3), 280–299. https://doi.org/10.1080/1062726X.2014.908721
Shepherd, I. D. H. (2005). From cattle and Coke to Charlie: Meeting the challenge of self marketing and personal branding. Journal of Marketing Management, 21(5–6), 589–606. https://doi.org/10.1362/0267257054307381
Sjöblom, M., Hassan, L., Macey, J.,Törhönen, M.,& Hamari, J.(2018). Liking the game: How can spectating motivations influence social media usage at live esports events? ACM International Conference Proceeding Series, 160–167. https://doi.org/10.1145/3217804.3217908
Socialbakers. (2015). Socialbakers finds shares correlate 94% with brands’ viral reach. Retrieved from: https://www.socialbakers.com/blog/2471-socialbakers-finds-shares-correlate-94-with-brands-viral-reach
Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70(3), 104–119. https://doi.org/10.1509/jmkg.70.3.104
Toffler, A. (1980). The third wave. New York: William Morrow & Company.
van Dijck, J. (2009). Users like you? Theorizing agency in user-generated content. Media, Culture & Society, 31(1), 41–58. https://doi.org/10.1177/0163443708098245
van Dijck, J. (2013). "You have one identity": Performing the self on Facebook and LinkedIn. Media, Culture & Society, 35(2), 199–215. https://doi.org/10.1177/0163443712468605
Venkatanathan, J., Karapanos, E., Kostakos, V., & Gonçalves, J. (2012). Network, personality and social capital. WebSci 2012, 1–4.
Voorveld, H. A. M., Araujo, T., Bernritter, S. F., Rietberg, E., & Vliegenthart, R. (2018). How advertising in offline media drives reach of and engagement with brands on Facebook. International Journal of Advertising, 37(5), 785–805. https://doi.org/10.1080/02650487.2018.1454703
We Are Social, Hootsuite, & Data Reportal. (2019). Most famous social network sites worldwide as of July 2019, ranked by number of active users (in millions). Retrieved from: https://www.statista.com/statistics/272014/global-social-networks-rankde-by-number-of-users/
Wen, Z., & Lin, C.-Y. (2010). On the quality of inferring interests from social neighbors. Proceedings of the 16th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining - KDD ’10, 25027, 373. https://doi.org/10.1145/1835804.1835853
Woodcock, J., & Johnson, M. R. (2019). The affective labor and performance of live streaming on Twitch.tv. Television & New Media, 20(8). https://doi.org/10.1177/1527476419851077
