Now showing 1 - 10 of 96
No Thumbnail Available
Publication

Unveiling sustainable business discourses on social media: A comprehensive Instagram-based investigation of corporate sustainability communication – Insights from three studies

2024-04-19 , Iago Santos Muraro , Katarina Stanoevska

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.

No Thumbnail Available
Publication

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

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

No Thumbnail Available
Publication

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

No Thumbnail Available
Publication

Segmentation of Smartphone Users Based on Psychological Factors

2018-05-25 , Stanoevska-Slabeva, Katarina , Lenz-Kesekamp, Vera Kristina , Wozniak, Thomas , Schaffner, Dorothea

No Thumbnail Available
Publication

Automated image processing for visual sustainability communication: Methodological and practical insights for researchers on the example of Instagram

2024-04-19 , Iago Santos Muraro , Shahin Rezvanian , Katarina Stanoevska

Companies 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.

No Thumbnail Available
Publication

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

No Thumbnail Available
Publication

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.

No Thumbnail Available
Publication

Viral Dialogic Encounters: Extending Dialogic Theory Through Social Media Virality for CSR Communication

2024-06-20 , Katarina Stanoevska , Iago Santos Muraro

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.

No Thumbnail Available
Publication

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

No Thumbnail Available
Publication

The Persuasive Power of Facebook Push Notifications

2018-08 , Stanoevska-Slabeva, Katarina , Lenz-Kesekamp, Vera Kristina , Mierzejewska, Bozena Izabela , Mueller, Severina , Meckel, Miriam