Katarina Stanoevska
Thumbnail Image
Title
Prof. Dr.
Last Name
Stanoevska
First name
Katarina
Email
katarina.stanoevska@unisg.ch
Phone
+41 71 224 2793
Homepage

Filters
Reset filters

Settings
Now showing 1 - 10 of 120
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.

View
No Thumbnail Available
Publication

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.

View
No Thumbnail Available
Publication

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

View
No Thumbnail Available
Publication

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

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

View
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.

View
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

View
No Thumbnail Available
Publication

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

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

View
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.

View
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

View
No Thumbnail Available
Publication

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.

View