Hashtag activism and message frames among social movement organizations: Semantic network analysis and thematic analysis of Twitter during the #MeToo movement

A mediated model on the adoption of social media and SMEs’ performance in developing countries

Polarized public opinion responding to corporate social advocacy: Social network analysis of boycotters and advocators

https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1067&context=communication_faculty_pubs

Tweeting about emergency: A semantic network analysis of government organizations’ social media messaging during Hurricane Harvey

Since its inception in 2005, YouTube has allowed users to publish video content. Many have capitalized on the platform by amassing large followings and becoming bonafide YouTube celebrities. The beauty celebrity has become one of the most popular types of YouTuber, with some boasting over 7 million subscribers. Many brands have turned to YouTube celebrities to entice them to create user generated content that will serve as product endorsements aimed at a highly segmented audience. Viewers subscribe to watch the celebrities discuss a variety of beauty and lifestyle products or services. The interaction goes beyond simple product placement and branded entertainment, instead, viewers socialize with YouTube celebrities, whom may also serve as a product ambassador. In a sense, YouTube celebrities become a friend sharing their opinion. The traditional word-of-mouth opinion sharing is now on a grander scale, and in a more intimate setting. This study explored the interaction between YouTube beauty celebrity and viewer, and celebrity influence. Participants reported feelings of knowing and familiarity with speakers, thus revealing the occurrence of parasocial interaction. YouTube celebrities were also viewed as credible sources who were trustworthy. Findings provide insight for organizations to channel YouTube celebrities as they attempt to build relationships with highly targeted publics.

Parasocial Interaction in the Digital Age: An Examination of Relationship Building and the Effectiveness of YouTube Celebrities

This study proposes theoretical and practical frameworks to systematically examine mediated public relations in social media spaces. We applied a social network conceptual framework to identify and characterize social mediators that connect the US State Department with its international public. The results showed that social mediators vary in terms of their formality and interdependence. Formal social mediators were primarily US government agencies while informal social mediators were nongovernmental organizations (NGOs) and individuals. Notably, relationships with populations in the Middle East and North Africa were mediated primarily by informal actors, and formal mediators played a key role in connecting the public with everywhere else in the world. Government-related formal mediators and informal social mediators showed similar levels of bilateral relationships. In contrast, news media, the most traditional public relations mediators, were rarely found as social mediators and demonstrated the most uni...

A Social Networks Approach to Public Relations on Twitter: Social Mediators and Mediated Public Relations

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A Social Networks Approach to Public Relations on Twitter: Social Mediators and Mediated Public Relations