Listening to industry experts (Session 4, 2022) by Learning Design at UTS https://padlet.com/postgraduate_futures/oyf1nxfetsyc9z8t en-us 2022-04-27 06:29:08 UTC 2025-11-20 18:38:13 UTC hello@padlet.com Listening to industry experts tamarahitchcock https://padlet.com/postgraduate_futures/oyf1nxfetsyc9z8t/wish/2245380344 Why did the researchers select the key informants? What where their credentials?
They chose elite, industry experts in the field of Social Media Marketing. They were consultants, managers, producers with between 1.5-30 year’s experience in the field who could speak credibly about the subject matter.
 
What were the topics of interest to the researchers (from the literature review)?
To understand how to develop SM advertising to favourably influence attitudes and behaviours of users. 
 
What were the main findings?
There were three overarching themes – Interactivity, Credibility and Infotainment. 
 
Which quotes did you find compelling?
“Ensuring that you deliver the promise that you say you’re going to…Its human characteristics. That’s the thing about SM” “Marketing is based on feelings, and your message has got to have something that makes people feel. Rather than thinking facts. Funny, something that makes you laugh. It’s all about the emotion…”
 
How can you use the findings to inform your organisation's digital marketing?
The determinants of SM message effectiveness integrated with the Hierarchy of Effects framework allows SM managers to drive development of messages to favourably influence users dependent upon how they want to engage. Eg, using interactivity to engage for community building, storytelling or when using social influencers.
]]> 2022-07-18 12:11:54 UTC https://padlet.com/postgraduate_futures/oyf1nxfetsyc9z8t/wish/2245380344 Listening to industry experts - Jason O'Connell https://padlet.com/postgraduate_futures/oyf1nxfetsyc9z8t/wish/2248380751 Why did the researchers select the key informants? What where their credentials?
Participants were selected based on their extensive knowledge and expertise as social media managers, bloggers, and consultants, with varied industry experience between 1.5 - 30 years. They were selected because of their extensive knowledge of the social media landscape.

What were the topics of interest to the researchers (from the literature review)?
 Identification of key factors that influence the development of effective SM communication in relation to brands.
What were the main findings?
SM is becoming increasingly crowded with advertising messages. SM managers must invest resources in their current and potential customers, followers, and users through building brand communities that help them enjoy and feel good about their membership so that they do not perceive themselves as mere buyers. Interactivity, creditability & infotainment are key factors to achieving this.
Which quotes did you find compelling?
That infotainment plays such a key role role i.e., if message promotion is informative and entertaining, it is more likely to influence online users' attitudes towards the brands in attracting  and keeping the users' interest and attention.
How can you use the findings to inform your organization’s digital marketing?
Infotainment can play a key role in influencing online user attitudes.

]]> 2022-07-23 00:36:07 UTC https://padlet.com/postgraduate_futures/oyf1nxfetsyc9z8t/wish/2248380751 Snowballing kay_donovan https://padlet.com/postgraduate_futures/oyf1nxfetsyc9z8t/wish/2251692235 And in this case, the snowballing sampling technique was effective because the researchers were seeking experienced and knowledgeable informants. They used the initial participants' knowledge of the sector to identify further participants with relevant expertise. ]]> 2022-07-29 10:10:56 UTC https://padlet.com/postgraduate_futures/oyf1nxfetsyc9z8t/wish/2251692235 Listening to industry experts evonnecollier https://padlet.com/postgraduate_futures/oyf1nxfetsyc9z8t/wish/2255322258
Why did the researchers select the key informants? What where their credentials?

They conducted interviews with elite industry experts (Dexter, [29]; Fontana & Frey, [40]) e.g. with consultants and managers with expertise in SMM. The sample was selected using a purposive sampling technique (Denzin & Lincoln, [28]); thus, the participants were selected based on their extensive knowledge and expertise with the social phenomenon under investigation (Lincoln & Guba, [66]) including SM managers, bloggers, and consultants. 
 
What were the topics of interest to the researchers (from the literature review)?

The research concentrates on the three stages of the hierarchy‐of‐effects. Essentially it proposes that the effectiveness of an SM message relies on its capability to lead users into engaging in thinking and feeling about the brand in the message promotion, prior to their intended behavioural response to buy it or not (Zhang & Mao, [120]).

What were the main findings?

There were three broad insights including Interactivity (e.g. storytelling), Credibility (e.g. trustworthiness) and Infotainment (e.g. entertainment meets information). 
 
Which quotes did you find compelling?

"To comprehend customers' SM behaviours, this study is one of the very few studies to undertake in‐depth interviews with SMM experts (Alves et al., [ 5]). The insights provided contribute to a set of influences on SM as a marketing communications activity that cut across different market sectors and organisational type, thus providing a strong base for developing deep knowledge of its effectiveness". 
 
How can you use the findings to inform your organisation's digital marketing?

The three identified themes of interactivity, infotainment, and credibility are proposed to have a significant impact on marketing through SM. These are factors that SM managers can control and improve, and subsequently create effective SM messages that can favourably influence user's attitudes and behavioural intentions.
]]> 2022-08-05 06:26:41 UTC https://padlet.com/postgraduate_futures/oyf1nxfetsyc9z8t/wish/2255322258