Katarina Stanoevska
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Prof. Dr.
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Stanoevska
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Katarina
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katarina.stanoevska@unisg.ch
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+41 71 224 2793
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CSR Communication on Instagram: Exploring CSR Signals and Countersignals in a Visually-Oriented Social Media Platform

2023-05-26 , Iago Santos Muraro , Maximilian Schacker , Katarina Stanoevska

Corporate Social Responsibility (CSR) communication is increasingly pursued in interactive form over social media. This has given rise to research on the effectiveness of social media CSR posts. Most of this research considers Twitter and Facebook, while recent visual social media such as Instagram (IG) are yet underexplored. By referring to signaling theory, this paper explores the effects of both IG CSR posts (signals) and their components (CSR image and text) on user engagement in the form of likes and comments (countersignals). A computational research approach was employed to scrape 39'400 IG posts with associated audience engagement information in terms of likes and comments (544,031) of 394 companies. The data analysis reveals that compared to non-CSR posts, CSR posts tend to result in a lower number of likes and comments and an increase in the proportion of negative comments. However, this negative effect of CSR communication on IG seems to vary between companies and across industries considerably, thus suggesting that CSR communication effectiveness is not only a function of CSR post features, but also users' perceptions about business entities. With these insights, the paper adds to the knowledge about the effects of CSR posts in visual-oriented social media and provides guidelines on how to design effective IG CSR posts.

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COVID-19 Pandemic: When Fear Affects the Agenda - A big-data Twitter-based analysis of the media's agenda-setting power

2022 , Shahrezaye, Morteza , Stanoevska-Slabeva, Katarina , Meckel, Miriam

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Expressing demands or offers: How to promote volunteering using visual and verbal appeals

2021 , Bünzli, Fabienne , Stanoevska, Katarina , Eppler, Martin , Hofer, Alena

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Application of Digital Nudging in Customer Journeys – A Systematic Literature Review

2019-08 , Schär, Armando , Stanoevska-Slabeva, Katarina

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.

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Is there a Social Impact Paradox in Cross-Channel Communication? - A Management Perspective

2022-08-05 , Schaer, Armando , Dalmus, Caroline , Stanoevska-Slabeva, Katarina

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CAN ESCAPIST USE OF FACEBOOK BE TRIGGERED BY FACEBOOK PUSH NOTIFICATION?

2022-06-23 , Stanoevska-Slabeva, Katarina , Mierzejewska, Bozena Izabela

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Understanding the Impact of Sustainability and CSR Information in D2C Online Shops on Consumer Attitudes and Behavior – A Literature Review

2021-01-05 , Schacker, Maximilian , Stanoevska-Slabeva, Katarina

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Nudging in the Pre-Purchase Phase: On the Effectiveness of Social Norm Nudges, Previous TikTok Usage and Potential Interactions

2022-08-09 , Schär, Armando , Dalmus, Caroline , Stanoevska-Slabeva, Katarina

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Facebook Push Notification as Triggers for Habit-Forming Feedback Loops

2022-07-18 , Stanoevska-Slabeva, Katarina , Mierzejewska, Bozena Izabela

This abstract analyses if push notifications of social media (SM) to users lead are the starting point for habit-forming feedback loops according to the hook concept based on the example of Facebook push notifications. Facebook push notifications are conceptualized as starting point of a chain of persuasive offerings that result in Facebook triggered escapism. A push notification is successful, i.e. has high persuasiveness when addressed users react on it, enter the platform and stay longer in Facebook. Thus, through reacting on push notifications users get immersed into Facebook’s entertainment and media offerings, which results in a triggered escapist consumption of the offered content by the platform. The empirical results reveal that self-control is negatively related to triggered Facebook escapism. Usability of push Facebook notifications is positively related to triggered Facebook escapism. Triggered Facebook escapism furthermore results in positive effects for users in term of enjoyment, autonomy, competence and relatedness. It is negatively related to feeling of guilt.

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Extended abstract: Un-locking strategic lock-ins of local media – A quasi-experiment in a Swiss local media market

2020-05-20 , Wilczek, Bartosz , Stanoevska, Katarina , Koetering, Kimberley , Meckel, Miriam

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