#Trending Topics on Social Media Researches

by Ufuk Bingöl (Volume editor)
©2021 Edited Collection 274 Pages


This book covers deep researches from different perspectives and disciplines upon Social Network on social, legal, economic and cultural issues by successful and expert researchers in their field. In this book, different and rigorous analyses of all areas influenced by social media and social networking were carried out in order to be one of the emerging reliable sources on the Digital Age literature with various dimensions.

Table Of Contents

  • Cover
  • Title
  • Copyright
  • About the author
  • About the book
  • This eBook can be cited
  • Preface and Acknowledgments
  • Contents
  • List of Contributors
  • Section 1 Business Management and Marketing Researches for Social Networks
  • Fınancıal, Economıc and Entrepreneurıal Researches for COVID-19 Socıal Networks and the Platform Economy (Akwesi Assensoh-KODUA)
  • Strategic Social Media Business Model, Theory of Change and Strategic Marketing (Cemal Çelik)
  • Social Media and Consumer Behavior (Emel Faiz)
  • Consumer Cynicism, Skepticism, Brand Boycotts and Social Media (Gülnil Aydın)
  • Influencers: A Comprehensive View of the Digital Advertising World, From its New Opinion Leadership to its Types (Yasemin Bozkurt)
  • Determinants Influencing Attitudes towards Social Media Advertising (Fatma Yasa)
  • Section 2 Management and Organization Researches
  • Surveillance Practices through Social Media: From Strict Surveillance to Spontaneous Voluntary Surveillance (Onur Bayrakçı)
  • Phubbing at Workplace (Engin Kanbur & Aysun Kanbur)
  • Cyberloafing in the Workplace: A Meta-Analysis Study (İlksun Didem ÜLBEĞİ)
  • Section 3 Legal and Public Administration Researches
  • Social Media Use in Municipalities: Public Perception in Turkey (Hüseyin Korkut)
  • The Right to be Forgotten for Protection of Personal Data and Privacy on the Internet (Bülent KENT & Merve Ayşegül KULULAR İBRAHİM)
  • Section 4 Various Researches for Social Networks
  • Improving the Melodic and Rhythmic Hearing Skills in Children with Autism (Tamer Can TALUY & Kıvanç AYCAN )
  • Evaluation of the Effect of Social Media on Hospital Emergency Services and Patient Treatment during the Pandemic (Sarper Yılmaz)
  • Discursive Trends on Twitter about COVID-19 Vaccine (Yasemin Özkent)
  • List of Figures and Graphs
  • List of Tables

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List of Contributors

Dr. Akwesi Assensoh-KODUA

Durban University of Technology, South Africa

Assoc. Prof. Kıvanç AYCAN

Erciyes University, Turkey

Asst. Prof. Gülnil Aydın

Bandırma Onyedi Eylül University, Turkey

Asst. Prof. Onur Bayrakçı

Bandırma Onyedi Eylül University, Turkey

Assoc. Prof. Yasemin Bozkurt

Pamukkale University, Turkey

Asst. Prof. Cemal Çelik

Bandırma Onyedi Eylül University, Turkey

Assoc. Prof. Emel Faiz

Düzce University, Turkey

Assoc. Prof. Aysun Kanbur

Kastamonu University, Turkey

Assoc. Prof. Engin Kanbur

Kastamonu University, Turkey

Prof. Bülent KENT

Social Sciences University of Ankara (ASBU), Turkey

Dr. Hüseyin Korkut

Ministry of National Education, Turkey

Asst. Prof. Merve Ayşegül KULULAR İBRAHİM

Social Sciences University of Ankara (ASBU), Turkey

←11 | 12→

Asst. Prof. Yasemin ÖZKENT

Selçuk University, Turkey

Assoc. Prof. İlksun Didem ÜLBEĞİ

Çukurova University, Turkey

Asst. Prof. Fatma Yasa

Pamukkale University, Turkey

Asst. Prof. (MD) Sarper YILMAZ

University of Health Sciences, TurkeyTamer Can TALUYErciyes University, Turkey

←14 | 15→

Akwesi Assensoh-KODUA

Fınancıal, Economıc and Entrepreneurıal Researches for COVID-19 Socıal Networks and the Platform Economy

1. Introductıon

Social network and its networking is a multidisciplinary subject with the ability of revealing extraordinary outcomes. It can, when Social Network Services (SNSs) is allowed for the functions of service restricted right into behavioural scientific research. The behavioural science is interested in the underlying philosophies giving insight that notifies researchers about interactions among people, modern technology and company, as well as it enhances the design science study to address the fundamental problems facing the productive application of infotech (Asongu & Nwachukwu, 2018). In the current economy as well as expertise society, the visions of obtaining competitive benefit have triggered the need to take on details and information and communication technology (ICT) such as social media sites to boost business effectiveness. Because of this, numerous services have set up efficiency systems on web applications, such as online search engine, e-business and also SNS, to attain their aim of running or developing a service version that carries out well. The surge of service activities on online social networks, popularly termed Social network services (SNSs) continues to surge greater, offering opportunities and hazards for a selection of businesses. SNS attributes have triggered social networks, Internet 2.0 and more lately cloud based social applications wherein customer can ubiquitously access the solutions that are given by suppliers. The growth of SNS in terms of subscription and use has expanded dramatically to present significant service opportunities for which, if appropriately managed could deal with most of the issues experienced in current times. Specifically, organization deals conducted online have provided brand-new opportunities, which has:

changing human perception of traditional business practices

enabled corporate presence on social media

improved client support

place business information at the fingertips of the clients/participant

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reduced costs of running business

facilitated low start-up costs, and

provided the capability to do business 24 hours a day, 7 days a week in a world without borders.

Internet-based services, of which one of the most widespread are those utilizing social network solutions (SNSs), have been shown empirically to overtake socialization on social media sites by Assensoh-Kodua (2019). There are difficulties identified by this writer and other researchers (Kayes & Iamnitchi, 2017) though, that confronts this new business model, not failing to remember concerns like use, continuous usage and commitment, by SNS participants. If as lots of as over 100 million individuals are reportedly organized by the LinkedIn SNS as of 2011 (Kopaigorodski & Porat, 2015), Twitter, 106 million users since 2010 (Sorice et al., 2017), along with 845 million energetic customers, representing 8 % of the globe's population as of 2012 by Facebook, then, one cannot argue but to agree with Assensoh-Kodua (2019) that, this system constitute a capacity market for company, greater than just socialisation in the future. This fact, according to Pebrianti (2016) study findings (SNS web sites) are placed one of the most widely visited sites by the typical web customer.

These data recommend that SNS have ended up being a basic part of the online experience throughout the world, providing a much required source for service, economic development and platform economy. SNSs are digital areas for customers to create public profiles, interact with good friends and satisfy individuals based on shared interests for social collaborations. This indicates that, traditionally, this social media was not suggested for organization objectives (Assensoh-Kodua, 2019), but to start and maintain connections with the public. This have actually altered, to the degree that LinkedIn as well as Twitter might be stated to have very interesting company models for their customers. Hence, it is no surprise that, social networks are undergoing extreme researches to develop it prospective for running or creating a business. This regardless of, the existing literature has limited information concerning exactly how SNS enables the running or developing an organization. This chapter tried to address this issue by utilizing empirical proof to sustain the concerns forwarded below. In this context, the record considered the communication in between customers and suppliers for organization whereby revenue making is the driving motive.

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2. Platform Economy

The web is a "pull marketing atmosphere" in which firms try to attract consumers to their brand name websites through internet search engine and social networks (Chaffey & Smith, 2013). In pull advertising, companies make every effort to record the focus of consumers who are already inquiring concerning a product or service. Lately, there has been growing interest on incoming advertising and marketing, in which leaders as well as customers are proactively looking for brands with value, evokes involvement a showcase pertinent material (Halligan & Shah, 2010). As opposed to the old marketing methods of acquiring ads, e-mail listings, and spending for leads, incoming SNS concentrates on creating top quality material that pulls people towards the firm as well as item, where they naturally want to be (Patrutiu-Baltes, 2016). Outbound marketing aims to promote the services and products to the audience, while social media advertising and marketing helps to indirectly highlight items and services, within the context in which the participants can see themselves as the business's marketing target (Patrutiu-Baltes, 2016). Thus, a social media advertising and marketing can record the customer's interest, influencing him/her towards buying (Assensoh-Kodua, 2019; Patrutiu-Baltes, 2016). Social web content, due to its interact nature is capable of utilizing numerous styles and strategies to bring in and/or retain clients. Therefore, web content is of essential relevance for companies seeking to make the most out of their business, by advertising their product or services in a borderless market. Given the essential function of details in decision making, the absence of valuable information hinges upon a strong effectiveness and influence a company can put on its followers (Assensoh-Kodua, 2019). This pressure needs to be useful, comprehensive, perceivable and also interpretable as well as lead the clients to additional value for their wants. To this end, the objective of creating the SNS content should be to draw in and retain customers by developing and providing appealing contents to engage interactions.

Mansour and Barandas (2017) researched entrepreneurial social marketing as well as integrating it within the structure of entrepreneurship from the stand point of innovative business designs whereby, entrepreneurial social material advertising and marketing entrepreneurs in their initial service procedures were about exactly how they buy their abilities and also how they make use of innovative marketing approaches to market technical products under unpredictable circumstances and economic restrictions. The outcome was not far from interactive approach for content.

Companies should make use of social material marketing to influence the usage of several business objectives, such as brand awareness, SNS participant’s ←17 | 18→attraction and participant connections. Additionally, the interaction through social media sites should supply the participants with the needed relevant details, which enables them to obtain their wanted info with less effort. The platform should likewise enable the participants to voice out their complete displeasure or satisfaction. SNS by it definition, is a tool of internet-based applications built on the Web 2.0, which should permit the production and also exchange of participants views. These take a selection of kinds, including weblogs, social blog sites, mini blog writing, wikis, podcasts, photos, video clip and also social marketing. Material or service production should be the aim of the several phases that need to be effectively completed prior to presenting the site if gaining market share is the prime objective. Shin et al. (2013) penetrated the impact of web site quality on the intent to induce re-purchase in via the moderating variables of fulfilment, influence and also dedication among 230 college students in South Korea utilizing a measurable survey approach. The emerging results showed that, the six measurements of the site quality that influences the participants were simplicity of acquisition, website style, details worth, transaction safety, repayment system and also customer relationship. Djoukanova and Georgieva (2014) explored exactly how electronic web content added to brand understanding and also other variables such as the positive influence of the brand to reinforce brand trust and commitment. Among the data that were collected from social media such as Facebook, Twitter as well as the company internet site, the ability of participants to create, edit and also manage their web content on the internet site stood as the most pressing needs.

Prior to this study, Choi et al. (2008) had recognized factors that had a bearing on participant’s contentment (m-satisfaction) and also loyalty (m-loyalty) as the ability to interact participants content reliability, availability and also the purchase procedure of using m-internet were identified as vital elements underpinning consumer commitment and satisfaction. Goh et al. (2013) researched the effect of social media on a company's revenues and reported that user- generated content rather than firm-created web content had a considerable influence on revenues. This was not far from what Kim and Kim (2017) discovered in their study. They examined the resolution of circulation for business value of digital content service providers and found out that the circulation of content value as interactive and dynamic, should develop a functional web content for user interaction. Du Plessis (2017) examined the duty of social web content marketing in social media sites material areas and reported enough proof on exactly how social content could benefit a brand by becoming an indispensable part of social networks conversations. Therefore, web content should be fresh and current ←18 | 19→with better economic returns as well as produce heightened understanding or demand.

Aggregating information from Facebook to show that COVID-19 was more likely to spread in between areas with stronger social media network links, Kuchler, Russel, as well as Stroebel, (2021) demonstrated that this was the case during the recent pandemic. Locations with more social connections to two very early COVID-19 "hotspots" (Westchester County, NY, in the united states and also Lodi province in Italy) normally had actually much more verified COVID-19 instances since the end of March. These partnerships hold after regulating for geographic distance to the hotspots in addition to the income and population densities of the regions. According to the authors, as the pandemic advanced in the united states, a region's social distance to COVID-19 instances predicted future outbreaks beyond physical closeness.

These results suggest data on the internet social media networks can be valuable to epidemiologists as well as others hoping to anticipate the spread of transmittable conditions such as COVID-19. However, what is crucial for this chapter to note as far as this result is concerned is then, that, social media has become more than just a virtual platform for the economy but also physically omnipresent among the people creating real impacts in their lives. This should be an eye-opener to the social entrepreneur.

Thinking about the result of the function of social content in today's globe of Internet of Things, sufficient records have shown that, satisfactory content; web content credibility; material availability; content importance; design safety and security and also personal privacy and client relationship matters to the technological savvy generation-Y participants.

SNSs uses social innovations (or social media networks), that provides new efficiency approaches for several companies, consequently boosting their total business competence. Businesses around the world are uncovering just how social networks modern technologies accelerate knowledge partnership, dissemination, and also development in order to enhance performance, and many have benefitted tremendously from using social networking websites for marketing and advertising their products and solutions (Giacomucci, 2014). Per McKinsey Global Institute in 2012 (Dobbs, Manyika & Woetzel, 2015), most financial institutions have only just started to uncover that social media sites could be used to increase productivity, connect with clients, drive deeper understandings into product growth and advertising, review as well as answer emails of both possible as well as present clients, search and gather information on clients and competitors, communicate and work together. The research additionally exposed that social networks, when accompanied by significant administration processes ←19 | 20→as well as social makeovers, can improve the efficiency of the financial workers by 20–25 %. Hence, there are advantages for making use of social media sites by the financial institutions.

2.1. Some Paybacks of Using Social Media Site to Run the Financial Institutions

Social media site has good impact in improving customers' solutions and relationships, boosting information ease of access, and also lowering expense in regards to marketing (Parveen, Jaafar & Ainin, 2015). The benefits can be grouped as follows:

2.1.1. Rapport Building with Participants

Financial businesses can make use of social networks to run personality studies. For instance, right from going to university to very first day at the workplace, acquiring first automobiles and also homes, to pension plan financial savings, humans deal with a banks. As these organizations eagerly anticipates build an enduring partnership with individuals around their solutions and also items, the SNSs give the gold system for them to understand this desire, equally as it is the case in the U.S, where Missouri Bank (MoBank), makes use of social networks to favourably offer a photo on their Facebook as an on the internet area that looks after their clients. Structure community relations of this nature to know clients as well as the other way around, absolutely affects the count on of both celebrations for a long-term affair.

2.1.2. Structure Customer Base

Social media technologies such as social networking sites supplies distinct advantages to both the banks and their clients. As connections are deepening via social interaction on SNSs, the financial institutions are likely to produce customers' commitment for profitability, customer base which is inexpensive as compared to the price of developing a brand-new one, reduced purchase prices, expand market sector, ease continuous financial deals, with a decrease dependence on traditional branch organization, and also conserving of time and energy. In short, the adoption of online technologies will use cost much less and benefits for monetary solutions such as influence of social standards. For instance, the DenizBank in Turkey lately announced that they would certainly create a Facebook account to permit clients with Facebook accounts to transact service anytime, while monitoring their daily businesses with the financial ←20 | 21→institutions. In this manner, calling clients will be a lot easier, especially via their handheld gadgets to gather their comments. This is because, lots of people have these tools nowadays, therefore, the possibility of it creating a bandwagon effect to comply with the social standard is high.

2.1.3. Customer Service

Per the American Financiers Association, a lot of embed in America are already involving with their customers over social media channels to address their issues. The Bank of America sees much of the exact same questions on Twitter that they get on regular communication channels like telephone or face to face. This means, there would certainly be no requirement for walk- ins or telephonic questions, except for the delicate nature of monetary deals which may not allow customers to make use of social media. Questions about associating with items and online banking could be dealt with on SNSs. This is definitely likely to improve client's fulfilment.


ISBN (Softcover)
Publication date
2021 (December)
Berlin, Bern, Bruxelles, New York, Oxford, Warszawa, Wien, 2021. 274 pp., 14 fig. b/w, 26 tables.

Biographical notes

Ufuk Bingöl (Volume editor)

Ufuk Bingöl is an associate professor at Bandırma Onyedi Eylül University, Turkey. His main interests are qualitative and quantitative data analysis on policy debates on social networks, economics and social sciences.


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276 pages