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Katarina Stanoevska
Title
Prof. Dr.
Last Name
Stanoevska
First name
Katarina
Email
katarina.stanoevska@unisg.ch
Phone
+41 71 224 2793
Homepage
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1 - 10 of 96
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PublicationUnveiling sustainable business discourses on social media: A comprehensive Instagram-based investigation of corporate sustainability communication – Insights from three studies( 2024-04-19)Over the past decade, there has been a significant interest in corporate sustainability communication from scholars and business leaders, spurred by the growing demand from diverse stakeholders for businesses to adopt sustainable practices. Communication plays a central role in corporate sustainability as it enables 1) stakeholders to assess the sustainability quality of organizations and 2) businesses to bolster their reputation. However, sustainability communication (SC) is complex and can be perceived as inauthentic and trigger skepticism, particularly in social media. We present three studies examining textual and visual SC on Instagram (IG). Our findings reveal significant differences in how industries prioritize and communicate sustainability on IG and demonstrate that in the context of social media SC, two popular sayings partially ring true: a picture is (or it can be) worth a thousand words, yet actions (or the evidence thereof seem to) speak louder than words.Type: conference paper
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PublicationAutomated image processing for visual sustainability communication: Methodological and practical insights for researchers on the example of Instagram( 2024-04-19)
;Shahin RezvanianCompanies are increasingly turning to visual content for sustainability communication, particularly on social media platforms, such as Instagram and TikTok. However, researchers face considerable challenges in processing and analyzing visual sustainability communication (VSC) data. This is mostly because of an overreliance on conventional manual classification methods. Our presentation aims to share insights from our research related to emerging practical approaches how sustainability matters are visually depicted, how visual sustainability communication on social media can be automatically detected with machine learning, and applied for analysis of the effectiveness of VSC in terms of user engagement.Type: conference paper -
PublicationViral Dialogic Encounters: Extending Dialogic Theory Through Social Media Virality for CSR Communication( 2024-06-20)Dialogic theory, initially proposed to foster two-way communication in Web 1.0, and its latest revision attempts risk losing practical applicability to inform dialogic social media (SM) communication. This is because dialogic theory mainly reimagines company-user dialogic relationships from static websites to SM without accounting for viral communication. This paper summarizes an ongoing research effort to further develop dialogic theory for SM communication and maximize its utility in leveraging SM interactivity and virality for relationship building. We do this by employing an inductive-deductive approach to analyze corporate social responsibility (CSR) posts from Instagram (N=704). Preliminary empirical results provide evidence that companies are already leveraging SM opportunities for the viral extension of dialogic communication. We propose that, by leveraging SM viral interactivity affordances, new dialogic strategies extend the concept of dialogue from company-user to company-user-user. Next, we outline a theoretical extension of dialogic theory, one that accounts for the symbiotic relationship between extant dialogic concepts and SM viral interactivity. Last, we outline our next step in this active research pursuit.Type: conference paper
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PublicationType: conference paperVolume: Abstract Proceedings of the 82nd AOM Conference
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PublicationType: conference paperVolume: Proceedings of the AMCIS 2022 conference
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PublicationType: conference paper
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PublicationExtended abstract: Un-locking strategic lock-ins of local media – A quasi-experiment in a Swiss local media market( 2020-05-20)
;Koetering, KimberleyType: conference paper -
PublicationApplication of Digital Nudging in Customer Journeys – A Systematic Literature Review( 2019-08)More and more decisions are made on screens. Digital nudging attempts to guide users’ decisions on these screens. One relevant application area of digital nudging are customer journeys. Emerging research on this topic mainly analyses digital nudging on companies’ owned conversion screens (i.e. websites). However, in a multi-channel, multi-owner customer journeys (i.e. own website and search engine or social media) there is increasing need to guide users through various digital touchpoints along all stages of the customer journey. This paper examines existing research on the application of digital nudging throughout customer journeys. The literature review reveals that nudging has been considered in customer journey-related literature, but so far with little explicit cross-referencing to nudging and behavioral economics research. The scientific contribution of this paper comprises a synthesis of existing research, identification of research gaps and a research agenda to study the application of digital nudging along the customer journey.Type: conference paper
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PublicationThe Persuasive Power of Facebook Push Notifications( 2018-08)
;Mueller, SeverinaType: conference paper -
PublicationSegmentation of Smartphone Users Based on Psychological Factors( 2018-05-25)
;Wozniak, ThomasSchaffner, DorotheaType: conference paper