Article: Identifying sources of noise within the networked interplay of marketing messages in social media communication Journal: International Journal of Internet Marketing and Advertising (IJIMA) 2024 Vol.20 No.2 pp.164 - 187 Abstract: Social media networks include multiple platforms, devices, human and non-human actors with varying functionalities, making message noise inevitable. The constructed nature of message noise and its influence on shaping meaning is documented; however, the types of noise and how this noise operates within the network require exploration to enhance understanding. Drawing on observations made during a 21-month Netnography of a service brand's hashtag community, we collected a dataset comprising 1,000 screenshots from Instagram and Twitter. Results reveal the network creating noise at five key interception points interrupts social media message meanings. Findings reveal three different types of noise that emerge within the network. This includes technical, material and architectural noise. Findings contribute to managing effective communication and identify variables that have not previously been discussed. This helps marketers and advertisers to understand the operationalisation of noise type and noise interception in the social media environment, offering practitioners a competitive advantage and the opportunity to support consumers in overcoming technological barriers when accessing marketing messages in the digital realm. Inderscience Publishers - linking academia, business and industry through research

Title: Identifying sources of noise within the networked interplay of marketing messages in social media communication

Authors: Kimberley Hardcastle; Prabash Edirisingha; Paul Cook

Addresses: Department of Marketing, Operations and Systems, Newcastle Business School, Northumbria University, Newcastle, UK ' Department of Marketing, Operations and Systems, Newcastle Business School, Northumbria University, Newcastle, UK ' Department of Sport, Exercise and Rehabilitation, Northumbria University, Newcastle, UK

Abstract: Social media networks include multiple platforms, devices, human and non-human actors with varying functionalities, making message noise inevitable. The constructed nature of message noise and its influence on shaping meaning is documented; however, the types of noise and how this noise operates within the network require exploration to enhance understanding. Drawing on observations made during a 21-month Netnography of a service brand's hashtag community, we collected a dataset comprising 1,000 screenshots from Instagram and Twitter. Results reveal the network creating noise at five key interception points interrupts social media message meanings. Findings reveal three different types of noise that emerge within the network. This includes technical, material and architectural noise. Findings contribute to managing effective communication and identify variables that have not previously been discussed. This helps marketers and advertisers to understand the operationalisation of noise type and noise interception in the social media environment, offering practitioners a competitive advantage and the opportunity to support consumers in overcoming technological barriers when accessing marketing messages in the digital realm.

Keywords: social media communication; platform functionality; technology devices; marketing messages; internet message noise; network configuration.

DOI: 10.1504/IJIMA.2024.137920

International Journal of Internet Marketing and Advertising, 2024 Vol.20 No.2, pp.164 - 187

Received: 10 Aug 2022
Accepted: 23 Nov 2022
Published online: 10 Apr 2024 *

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Title: Identifying sources of noise within the networked interplay of marketing messages in social media communication

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