Sharif Digital Repository

This study conceptualizes the consumers' engagement with social media activation campaigns, which are important tools in improving the interactions between brands and consumers. We offer a comprehensive definition of this construct and discuss the nature and dimensionality of it. Further, this paper reports the development and validation of a 12-item scale for measuring the aforementioned construct. This scale development process comprises four studies. Study 1 begins by generating a pool of items and then employs both a panel of experts and some Instagram users to examine the content validity of the items. To validate the scale, this paper carries out several online surveys in subsequent... 

Recently, some works have been done in studying activity network as a more realistic representation of users’ behavior in online social networks. However, there is a major deficiency of a suitable definition of activity network based on a comprehensive study of various activity networks separately and combined. The main purpose of our research is to understand the differences between users’ behavior by various Facebook activities, so as to claim that these networks should not be blindly composed; neither should the result of analyzing each of them individually be generalized to others. For this purpose, degree distribution, small-world phenomenon, degree correlation, reciprocity, and... 

Recently, some works have been done in studying activity network as a more realistic representation of users’ behavior in online social networks. However, there is a major deficiency of a suitable definition of activity network based on a comprehensive study of various activity networks separately and combined. The main purpose of our research is to understand the differences between users’ behavior by various Facebook activities, so as to claim that these networks should not be blindly composed; neither should the result of analyzing each of them individually be generalized to others. For this purpose, degree distribution, small-world phenomenon, degree correlation, reciprocity, and... 

Purpose: Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation. Design/methodology/approach: This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based... 

Nowadays, we have been faced with an increasing number of people who are spending tremendous amounts of time all around the world on YouTube. To date, the factors that persuade customers to accept YouTube advertising as an advertising medium are not yet fully understood. The present paper identified four dimensions towards YouTube advertising (i.e., entertainment, Informativeness, Customization and irritation) which may be affected on advertising value as well as brand awareness, and accordingly on purchase intention of consumers. The conceptual model hypothesizes that ad value strategies are positively associated with brand awareness, which in turn influence perceived usefulness of You Tube... 

The studies on forced migrants' digitally mediated communication and transnational practices have not sufficiently addressed contexts in which migrants are imposed with strong regulations on their physical mobility and information and communication technology (ICT), Internet, and social media uses. This article studied Internet and social media uses, digital divides (access, use, and the impact of Internet and social media), and digital transnational practices among Afghans in Iran. More than three million Afghans live in different legal, economic, and social positions in Iran. The analysis was based on surveys with 2003 Afghan refugees, other legally authorized Afghan immigrants, and... 

Social media platforms thrive upon the intertwined combination of user-created content and social interaction between these users. In this paper, we aim to understand what early user activity patterns fuel an ultimately durable user lifespan. We do so by analyzing what behavior causes potentially durable contributors to abandon their "social career"at an early stage, despite a strong start. We use a uniquely processed temporal dataset of over 6 billion Reddit user interactions on covering over 14 years, which we make available together with this paper. The temporal data allows us to assess both user content creation activity and the way in which this content is perceived. We do so in three... 

Topic detection is the task of determining and tracking hot topics in social media. Twitter is arguably the most popular platform for people to share their ideas with others about different issues. One such prevalent issue is the COVID-19 pandemic. Detecting and tracking topics on these kinds of issues would help governments and healthcare companies deal with this phenomenon. In this paper, we propose a novel, multi-agent, communicative clustering approach, so-called ComStreamClust for clustering sub-topics inside a broader topic, e.g., the COVID-19 and the FA CUP. The proposed approach is parallelizable, and can simultaneously handle several data-point. The LaBSE sentence embedding is used... 

It is common to use online social content for analyzing political events. Twitter-based data by itself is not necessarily a representative sample of the society due to non-uniform participation. This fact should be noticed when predicting real-world events from social media trends. Moreover, each tweet may bare a positive or negative sentiment towards the subject, which needs to be taken into account. By gathering a large dataset of more than 370,000 tweets on 2016 US Elections and carefully validating the resulting key trends against Google Trends, a legitimate dataset is created. A Gaussian process regression model is used to predict the election outcome; we bring in the novel idea of... 

The real-time availability of the Internet has engaged millions of users around the world. The usage of regional languages is being preferred for effective and ease of communication that is causing multilingual data on social networks and news channels. People share ideas, opinions, and events that are happening globally i.e., sports, inflation, protest, explosion, and sexual assault, etc. in regional (local) languages on social media. Extraction and classification of events from multilingual data have become bottlenecks because of resource lacking. In this research paper, we presented the event classification task for the Urdu language text existing on social media and the news channels by... 

Multinational Enterprises (MNEs) use social media to reach a global audience. Simultaneously, Corporate Social Responsibility (CSR) has become an important feature of MNEs’ communications with stakeholders via social media. It is, therefore, important to understand the country and industry level differences in how stakeholders engage with CSR communications of MNEs via social media. We examine this across four countries and three industries by focusing on stakeholders’ engagement with CSR (vs. non-CSR) posts on Twitter. We find significant differences across industries within countries for three separate aspects of behavioural engagement (likes, retweets and replies). In addition, CSR posts...