Publication Type

Journal Article

Version

acceptedVersion

Publication Date

12-2013

Abstract

This article extends Vasterman’s (2005) concept of media hype by analyzing how it applies in the social media context. It then develops the concept of social media hype, its nature, characteristics through examination of five cases that attracted much social media attention. Social media hype can be defined as a netizen-generated hype that causes huge interest that is triggered by a key event and sustained by a self-reinforcing quality in its ability for users to engage in conversation. It involves a trigger event, followed by interest waves, and sustaining of the interests on different social media platforms. In response, organizations should pay heed to rigorously monitored sentiments online, respond quickly in the same medium in which the hype occurs, sharing consistent message across all mediums, and most importantly, value relationships with stakeholders.

Keywords

Social media hype, Netizens, Crisis communication

Discipline

Business and Corporate Communications | Organizational Behavior and Theory | Social Media

Research Areas

Corporate Communication

Publication

Asia Pacific Media Educator

Volume

23

Issue

2

First Page

309

Last Page

336

ISSN

1326-365X

Identifier

10.1177/1326365X13517189

Publisher

SAGE Publications (UK and US)

Additional URL

https://doi.org/10.1177/1326365X13517189

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