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Relevant bibliographies by topics / SOCIAL MEDIA MARKETING (SMM)

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Academic literature on the topic 'SOCIAL MEDIA MARKETING (SMM)'

Author: Grafiati

Published: 4 June 2021

Last updated: 12 February 2022

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Journal articles on the topic "SOCIAL MEDIA MARKETING (SMM)"

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Algharabat, Raed Salah. "Linking social media marketing activities with brand love." Kybernetes 46, no. 10 (November 6, 2017): 1801–19. http://dx.doi.org/10.1108/k-04-2017-0130.

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Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand love on brand loyalty. Design/methodology/approach Using a sample of 400 followers of Facebook pages, data were collected and analyzed using structural equation modeling. Findings The findings reveal that SMM activities positively affect self-expressive brands (inner and social), which in turn impact brand love. The author also finds that brand love positively affects brand loyalty. The author further finds that self-expressive brand (inner) fully mediates the relationship between SMM activities and brand love, whereas self-expressive brand (social) partially mediates this relationship. Originality/value Previous researchers neither have the chance to link SMM activities with brand love nor to explain its role as an antecedent to self-expressive brand. Therefore, the author contributes to nascent literature by linking and investigating the mediating impact of self-expressive brands between the relationships of SMM activities and brand love which in turn impact brand loyalty.

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Keegan, Brendan James, and Jennifer Rowley. "Evaluation and decision making in social media marketing." Management Decision 55, no. 1 (February 13, 2017): 15–31. http://dx.doi.org/10.1108/md-10-2015-0450.

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Purpose As organisations are increasing their investment in social media marketing (SMM), evaluation of such techniques is becoming increasingly important. The purpose of this paper is to contribute to knowledge regarding SMM strategy by developing a stage model of SMM evaluation and uncovering the challenges in this process. Design/methodology/approach Interviews were conducted with 18 key informants working for specialist SMM agencies. Such informants are a particularly rich source, since they manage social media campaigns for a wide range of clients. An exploratory research was conducted and thematic analysis surfaced the key components of the SMM evaluation process and associated challenges. Findings The SMM evaluation framework is developed. This framework has the following six stages: setting evaluation objectives, identifying key performance indicators (KPIs), identifying metrics, data collection and analysis, report generation and management decision making. Challenges associated with each stage of the framework are identified, and discussed with a view to better understanding decision making associated with social media strategies. Two key challenges are the agency-client relationship and the available social analytics tools. Originality/value Despite an increasing body of research on social media objectives, KPIs and metrics, no previous study has explored how these components are embedded in a marketing campaign planning process. The paper also offers insights in the factors that make SMM evaluation complex and challenging. Recommendations for further research and practice are offered.

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Madrigal Moreno, Salvador, Gerardo Gabriel Alfaro Calderón, and Flor Madrigal Moreno. "Social Media Marketing Perspectives in the Organization in Morelia, Mexico." International Journal of Marketing Studies 8, no. 2 (March 28, 2016): 128. http://dx.doi.org/10.5539/ijms.v8n2p128.

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<p>Social media marketing (SMM) is a reality in contemporary society. This research presents a review of the literature on the phenomenon of SMM to establish the challenges and opportunities social media faces. Subsequently, the digital inclusion in Mexico is discussed roughly focusing on the situation of SMM in the organization in Morelia. The purpose of this paper is to contextualize the use of social media and establish the challenges and opportunities of inclusion in communication strategies and marketing in the organization in Morelia. It is confirmed that the contemporary society has established the conditions to implement properly social media marketing in Morelia.</p>

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Mudondo, C. D., and K K Govender. "The Impact of Social Media Marketing on Zimbabwean Commercial Bank Customers Behaviour." Restaurant Business 118, no. 10 (October 18, 2019): 373–90. http://dx.doi.org/10.26643/rb.v118i10.9332.

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While research has underscored the benefits of social media marketing, organizations including banks, still fail to justify their continued investment on social media marketing, mainly because its impact on customer behaviour remains unclear. Thus, this study aimsto establish the impact of social media marketing (SMM) on Zimbabwean commercial bank customers’ behaviour, from a Social Exchange Theory (SET) perspective. The objectives included determining the influence of the SET determinants inherent in SMM on commercial bank customers’ satisfaction; loyalty and repurchase intentions. A quantitative research approach was used to survey 384 bank customers in Harare and Bulawayo, Zimbabwe, using a structured questionnaire. Descriptive and inferential statistical analyses were conducted using the Statistical Package for Social Sciences program. Structural Equation Modellingrevealed a positive and significant relationship between the perceived social, informational and monetary benefits inherent in SMM and the bank customers’ satisfaction. There was also a significant positive relationship between social connectedness inherent in SMM and the bank customers’ loyalty. Furthermore, significant positive relationships were found between perceived fairness, customer engagement, perceived reciprocity inherent in SMM and bank customers’ trust, while the strength of community ties inherent in SMM is negatively and significantly related to bank customer loyalty. It is thus recommended that marketers take cognizance of the influence of the social exchange theory determinants inherent in social media marketing on customer behaviour, when developing and implementing social media marketing strategies and policies.

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Et. al., C. D. Mudondo,. "Social Media Marketing and Bank Customers’ Behaviour: Conceptualizing a Relationship Model." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 2 (April 11, 2021): 1955–72. http://dx.doi.org/10.17762/turcomat.v12i2.1792.

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While research has underscored the benefits of social media marketing (SMM), organisations including commercial banks still fail to justify their continued investment in SMM, mainly because the full impact (of SMM) on customer behaviour remains unclear or largely researched. Thus, the aim of this paper was conduct an extensive literature review to develop a conceptual model to depict the proposed impact of social media marketing on commercial bank customers’ behaviour from a Social Exchange Theory (SET) perspective. Through an extensive review and synthesis of the literature on SMM, the researchers were able to theoretically postulate and propose the (possible) influence of the SET determinants inherent in SMM on commercial bank customers’ satisfaction, loyalty and their repurchase intentions. It is recommended that bank managers and marketers take cognizance of these (possible) proposed relationships, more specifically, the influence of the SET determinants inherent in SMM on bank customers’ behaviour. Furthermore, there is need to empirically evaluate the proposed conceptual model using data from a sample of bank customers and inferential statistics analytical techniques.

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Werenowska, Agnieszka. "Social media marketing (SMM) jako narzędzie komunikacji przedsiębiorstwaz grupami otoczenia." Turystyka i Rozwój Regionalny, no. 12 (December 5, 2019): 95–102. http://dx.doi.org/10.22630/tirr.2019.12.22.

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Social media are a place that allows you to meet your business needs. Companies are constantly looking for new solutions to improve their communikcation with customers. That article presents the possibilities of using social media for communication between the company and its users. Special attention was paid to Facebook as a popular communication tool.

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Gupta, Vipul, and Mayank Gupta. "Social Media Mining." International Journal of Business Analytics 3, no. 1 (January 2016): 58–68. http://dx.doi.org/10.4018/ijban.2016010104.

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Social media has gained a lot of importance in this modern high-speed world where people sprint to save every bit of time and money. Social media, considered “big data”, is finding legitimate and practical uses in political campaigns, job applications, business promotion, professional networking, and customer service. The use of data mining social media is reshaping business models, accelerating “viral” marketing, and enabling the rapid growth of grassroots communities. In addition, organizations now rely on social media for interacting internally as well as externally. Industries from manufacturing to retail to financial services, rely ever-more heavily on the use of social media causing an exploding Social Media Mining (SMM) applications market with a growing list of software vendors and consulting firms all jockeying for position in this burgeoning market. This paper is intent on accomplishing a systematic presentation of the body of knowledge in the growing field of SMM.

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Ezenwafor, Ebuka Christian, Adeola A. Ayodele, and Chukwudi Ireneus Nwaizugbo. "Social Media Marketing and Brand Loyalty Among Online Shoppers in Anambra State, Nigeria." Journal of Electronic Commerce in Organizations 19, no. 3 (July 2021): 16–27. http://dx.doi.org/10.4018/jeco.2021070102.

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Although extant literature is gorged with the influence of social media marketing on brand loyalty, empirical investigation on mediating effect of brand awareness on social media marketing (SMM) and brand loyalty in the online retail industry in Nigeria are still lacking. This study examines the mediating effect of brand awareness on social media marketing and brand loyalty among online shoppers in a typical emerging market. To achieve this objective, survey design was adopted, and the unit of analysis was online shoppers in Anambra, Nigeria. Quota sampling and questionnaire were the sampling technique and research instrument respectively. A sample of 254 respondents was drawn using the Cochran's formula. The hypotheses were tested using structural equation model via Smart-Pls. It was found that SMM has predictive effect on brand awareness and brand loyalty: brand awareness predicts brand loyalty, and brand awareness mediates the relationship between SMM and brand loyalty. Organizations should strategize and harness the potential of growing social media and SMM.

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Bilal, Muhammad, Zeng Jianqu, and Junlan Ming. "How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Media Elements." Journal of Business Strategy Finance and Management 2, no. 1 (June 30, 2021): 44–55. http://dx.doi.org/10.12944/jbsfm.02.01.06.

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This paper examines the effect on consumer-purchase intentions of social media marketing components, including entertainment, engagement, eWOM, and trendiness. The study was conducted among Chinese consumers who have social media account and are aware of the effects of social media marketing on consumer purchase intentions. Data collected data from 260 experienced social media users in Beijing and Shanghai. We used structural equation modeling (SEM) to evaluate the connections with SMM components, customer brand engagement, and purchasing intention. The findings demonstrate that interaction, entertainment, eWOM, and trendiness are core factors that specifically affect customer brand interest and purchasing intention. Social Media is a marketing medium in sharing brand intention. However, it remains to be seen how appropriate these components are for these purposes -related knowledge and its function to enhance customer brand engagement and purchasing. This research contributes to the development of a model that will aid practitioners and researchers in evaluating and explaining the impact of SMM on Consumer Purchase Intention in China.

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Silva, Susana Costa e., Paulo Alexandre Oliveira Duarte, and Sara Resende Almeida. "How companies evaluate the ROI of social media marketing programmes: insights from B2B and B2C." Journal of Business & Industrial Marketing 35, no. 12 (May 15, 2020): 2097–110. http://dx.doi.org/10.1108/jbim-06-2019-0291.

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Purpose The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their social media marketing (SMM) programmes and how the investment is handled in these type of marketing programmes. Design/methodology/approach A mixed-methods approach involving multiple cases and a survey was used. Data were collected from personal interviews with eight professionals responsible for SMM management, from four B2B and four B2C companies, complemented with responses to a web-based survey by the other 28 companies’ marketing managers. Findings The results show that there are some differences between B2B and B2C companies regarding SMM evaluation and investment but in general marketing managers for both types of firms use simple metrics to evaluate their SMM programmes. The main measures used relate to awareness, engagement and reach and most of the metrics identified are interaction-related. Research limitations/implications Given the complex and sensitive nature of the subject, more research is needed focussed on providing additional evidence from a larger sample of B2B and B2C organizations to allow the extension of the finding to the population as the non-probabilistic nature and size of the current sample impose that the findings should be interpreted carefully. Future research should focus on understanding what the firm’s characteristics predict the importance and level of effort placed in SMM and the barriers to ROI measurement in SMM programmes, especially in B2B firms. Practical implications The current findings confirm that the topic of SMM ROI evaluation is not a priority for B2C or B2B companies. There is a need for an update of their online marketing strategy, namely, on budget definition and allocation. Furthermore, companies should increase the autonomy of SM managers, as they are dependent from marketing managers and hire specialized professionals devoted to SMM in both B2C and B2B companies. Originality/value The findings of this study contribute to improve the understanding of the evaluation of SMM and to extend the literature on the subject. It also provides a relevant advance into the assessment and understanding on the measures used to evaluate the effectiveness of SMM programmes by offering a comparison on how B2B and B2C use metrics and allocate resources to the SMM management.

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Dissertations / Theses on the topic "SOCIAL MEDIA MARKETING (SMM)"

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Tarantini, Jacopo. "L'utilizzo del social media marketing nell'ambito della strategia aziendale." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2013. http://amslaurea.unibo.it/4987/.

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Lal, B., Elvira Ismagilova, Y. K. Dwivedi, and S. Kwayu. "Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research." Springer, 2018. http://hdl.handle.net/10454/17927.

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Yes
Social media facilitates and enhances communication between businesses and customers. Nowadays, although it is commonly recognised that companies implement social media into their marketing activities, it is also acknowledged that companies struggle to calculate the return on investment (ROI) from social media marketing efforts as most of them focus only on certain tangible outcomes such as the impact on sales and purchases. Attempts have been made by researchers to identify how to measure key impacts of social media in relation to marketing; however, there remains a lack of empirical data and no comprehensive overview of what “ROI” can mean for an organisation seeking returns on their social media adoption. By knowing how to measure ROI from social media, companies can produce valuable insights which can help enhance marketing strategies in promoting their products/services. Thus, the aim of this chapter is to provide a review of ROI in social media marketing with a particular focus on intangible outcomes such as brand awareness, customer engagement/relationship and eWOM.
The full-text of this book chapter will be released for public view at the end of the publisher embargo on 13th Nov 2021.

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Kainat, Kainat, and Patrizi Jennifer. "Challenges SMEs Face when Adopting Social Media Marketing to Increase Brand Awareness : A Multiple-Case Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96051.

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As the use of the internet increases, so does the use of social media channels. These channels have become a part of everyday life and are changing the way of communication and information exchange. Today, more and more business-to-business (B2B) companies are adopting social media marketing (SMM) to communicate with their customers. Although small and medium-sized enterprises (SMEs) have also started adopting SMM to increase their brand awareness, the existing literature is very limited on this subject. Therefore, the purpose of this thesis is to identify and describe challenges SMEs face adopting social media marketing in order to increase their brand awareness. In order to achieve the purpose of this thesis a qualitative research method was selected and four semi-structured interviews with marketing directors and coordinators at three SMEs were conducted. The result of this thesis shows that SMEs face some common challenges like financial and human resources, lack of time and expertise in SMM, customer satisfaction, channel selection, global crisis and bad reviews. Further, this thesis found that SMEs also face some individual challenges like cultural issues, measuring brand awareness, language, influential content, communication issues, promotion costs and outsourcing.

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Atanassova, Iva Valentinova. "Social media practices in SME marketing activities : a dynamic capability approach." Thesis, University of Portsmouth, 2016. https://researchportal.port.ac.uk/portal/en/theses/social-media-practices-in-sme-marketing-activities(51e63012-f766-4dee-b336-67e05c73a26c).html.

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This thesis explores the marketing transformation processes taking place in a diverse selection of SMEs as a result of their use of social media. Building on literature from SME marketing, social media and dynamic capabilities, the Market Intelligence Accumulation Through Social media (MIATSM) model is developed and presented, which conceptualises the processes and factors, affecting the organisational ability to transfer market intelligence gained from social media into internal, organisational-level learning and marketing evolution. The study employs phenomenological case study methodology to develop five explorative case studies of diverse SMEs operating in South East England. The data was collected via semi-structured interviews with key actors, social media data and informal discussions, and thematically analysed using MIATSM model. The MIATSM model application demonstrated that at the operating capability level, through the use of social media on a daily basis, and applying proactive logic, two of the studied companies built absorptive capacity and this learning was captured on a strategic level and led to strategic changes in their marketing practices. Organisational VRIN (valuable, rare, inimitable, non-substitutable) resources, such as loyalty, engagement, and relationships, were also positively impacted. The other three case companies exhibit disjointed, outbound practices, unclear strategic direction, rigid structure, narrow mind sets, and broken internal communication flows, which constrained the accumulation and application of market intelligence for marketing evolution. The findings of this research highlight that the organisational factors – culture, structure and systems, actors, and resources – have crucial importance for developing an ability to adapt to new information that arises externally, and reaping the benefits of organisational social media use. The findings demonstrate the research and practical application of the MIATSM model in shedding light on the highly context-dependent and under-researched processes of absorptive capacity development on operating and dynamic capability level through the use of social media, and the follow-on marketing evolution. This thesis makes original contributions in that it extends the understanding of the role of social media for SME marketing practices development, and provides a model to guide understanding development in the area. Additionally, these findings bring contribution and new insights to the SME Marketing, Social Media and Dynamic Capability literature. Future research should build on this study by applying the MIATSM model to other industry and organisational contexts.

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Jesus, Diana Carina de. "Marketing relacional : uso de social media, um estudo das PME’s portuguesas." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/17007.

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Mestrado em Ciências Empresariais
As PME's representam em Portugal, uma parte significativa do volume de negócios desenvolvidos, bem como da percentagem de emprego, no entanto as mesmas, possuem recursos limitados, pelo que se torna importante identificar de que formas as mesmas podem angariar e reter clientes, a custos reduzidos. Numa era, em que noventa e seis porcentos dos portugueses utilizam redes sociais, é importante para as empresas identificarem de que formas podem utilizar estes recursos para desenvolver ações de marketing, no decurso deste trabalho foram identificados vários fatores que levam à adoção de social media, bem como de que formas podem as empresas desenvolver a sua estratégia, que métodos podem ser utilizados para o desenvolvimento da suas carteiras de clientes. Foi aplicado um questionário, para identificar como as empresas portuguesas desenvolvem as suas estratégias de SM e que métodos usam, e pode-se concluir que as mesmas estão cientes da importância destes recursos para o desenvolvimento dos seus negócios, no entanto verificou-se que a maioria das empresas estão conscientes da sua presença nos SM, utilizando-os para angariar novos clientes e gerir a sua reputação.
In Portugal SME's represent, a significant part of the total business volume, and many work posts, however, they have limited resources, what makes it important to identify new ways to acquire and maintain clients, at low costs. In an age, where ninety six percent of the Portuguese use some social network, it is important for companies to identify how they can use this type of resources to develop marketing actions. In this paper were identified, several factors that lead to the adoption of social media, several forms companies may adopt to develop their online strategies and methods to be used to enhance client base. An online survey was applied, to understand how Portuguese companies put forth their SM strategies, which methods they use. From the responses were deducted that they understand the importance of this type of resources to their business prosecution, it was also verified Portuguese companies are aware of their presence is social media, using them mainly, to acquire new customers and manage reputation.
info:eu-repo/semantics/publishedVersion

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Kadivar, Nima, and Branzell Lina Eek. "Social Media Influencers : Vad tycker dagens kvinnor?" Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21996.

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I takt med den ökade betydelsen av symbolisk konsumtion har begreppet Social Media Influencers, SMI, grundats. SMI är ett samlingsbegrepp för de oberoende personer som genom sina sociala medier påverkar och inspirerar sina följare genom att vara en förebild inom mode, skönhet, livsstil, hälsa och inredning. SMI representerar dagens opinionsledare då de genom sina sociala medier sprider marknadsföring som människor uppfattar som uppriktig och genuin. Idag används SMI strategiskt av företag för att nå ut till kunder på ett individualiserat och anpassat sätt. Den här nya typen av marknadsföringsstrategi kan ses som en modern version av Word of Mouth (WOM). Marknadsföringsstrategin grundas i att informationen som kommer från en SMI ofta uppfattas mer som rekommendationer än reklam. SMI har en betydande roll på marknaden idag då det är viktigare än någonsin att visa upp vilken social grupp man tillhör. Speciellt för unga kvinnor, som finner det viktigt att passa in och följa nya trender. Instagram är utsedd till en av de mest skadliga sociala medierna för ungdomars mentala hälsa. Detta då det bidrar till en ohälsosam självbild och skapar höga krav på människors liv. Samtidigt som SMIs roll på marknaden växer, blir konsumenter allt mer reklamtrötta. Därför ifrågasätts SMI som fenomen och 329 kvinnor runt om i Sverige har besvarat en webbenkät kring sin inställning till SMI på Instagram. Det är tydligt att många kvinnor har svårt att bilda en konkret uppfattning kring sin inställning till fenomenet och många varierar sig i sina ställningstaganden. Undersökningen visar att kvinnor med högre utbildning och i äldre åldrar är kritiska till budskapen SMI sprider via Instagram, medan kvinnor med lägre utbildning och i den yngre generationen anser marknadsföringen från SMI som uppriktig och ärlig i en högre grad. Undersökningen visar också att trots att många kvinnor har en negativ inställning till SMI säger de sig ändå handla produkter som SMI rekommenderar.
In line with the increased importance of symbolic consumption the notion of Social Media Influencers, SMI, has been found. SMI is a concept used to describe independent people who both influence and inspire other people on their social media channels by being a role model in fashion, beauty, lifestyle, health and interior design. SMI represents today’s opinion leaders by using their social media channels to spread advertising and marketing to people who perceive the information as sincere and genuine. Today SMI are used in companies business strategies to reach out to customers in a individualized and faithful manner. This new kind of marketing strategy can be seen as a modern version of Word of Mouth (WOM). The purpose by using this kind of marketing is that the information that comes from an SMI are often perceived more as recommendations than advertising. SMI’s got a significant role on the market today and it’s more important than ever before to show what social group you belong to. Especially for young womens, who finds it important to fit in and follow the last trends. Instagram is one of the social media platforms which is the most detrimental for young people’s mental health. It contributes to an unhealthy self-image and creates high demands on people's life. At the same time as SMI is rapidly growing, consumers gets tired of being constantly chased by advertising. Therefore people are now questioning SMI as a phenomenon. 329 women in Sweden have participated in a web survey about their approach to SMI at Instagram. It’s shown that many women find it hard to form a concrete perception of their attitude towards the phenomenon and many women varies in their positions. The survey shows that older women and women with higher education are critical towards what SMI’s are posting on Instagram, while women with lower education and in younger generations consider SMI's marketing to be sincere and honest. The survey also shows that despite the fact that many women got a negative attitude towards SMI, they’re still keen on buying whatever that SMI recommends them to buy.

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Lugli, Andrea. "Search engine marketing nel settore della ricerca e selezione del personale." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2011. http://amslaurea.unibo.it/2709/.

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Il panorama delle aziende italiane è costellato da una moltitudine di piccoli attori largamente specializzati in mansioni definite. Sono le piccole e le medie imprese (PMI), aziende per lo più familiari e con meno di qualche decina di dipendenti, talvolta con un'importante storia alle loro spalle che, nonostante la crisi e l'avvento di Internet, sono riuscite a rimanere leader incontrastati nel loro settore. È proprio Internet infatti uno dei pericoli più grandi per esse. Settori che in passato erano presenti offline, negli uffici dove ci si rivolgeva per l'erogazione del servizio richiesto, oggi godono di una fortissima se non predominante attività online, come il settore della ricerca e della selezione del personale. Questo settore, in particolare, ha subito tutta l'influenza di Internet. Annunci, ricerche di lavoro, consulenze, sono quasi totalmente presenti attraverso il canale online. Tale cambiamento ha portato ad una scossa nel mercato, cambiando le modalità di offerta e di domanda dei servizi, determinando chi dovesse sopravvivere e chi no. È Internet stessa ad offrire uno strumento fondamentale per la rivalutazione delle proprie attività e il ritorno di piccole imprese a guidare il mercato, soprattutto nelle realtà locali. Riuscire ad avere il coraggio di affrontare il cambiamento che Internet impone, riorganizzando il proprio lavoro e la propria struttura, è oggi un trampolino di lancio per competere con i grandi head hunter del settore, con aziende del calibro di Monster che sembrano ormai irrangiungibili. Li pensiamo irrangiungibili perché dominanti nei motori di ricerca: sistemi che veicolano attraverso di essi l'informazione e che oggi sono lo strumento che tutti noi quotidianamente utilizziamo per raggiungere le aziende e i loro servizi. I motori di ricerca sono però anche il luogo più democratico della rete. Non sono i soldi o la forza numerica data dell'essere una grande azienda a determinare il posizionamento in essi. È invece la capacità di inviduare e focalizzare il proprio core business che offre la possibilità di primeggiare tra le realtà locali, siano esse a livello provinciale o regionale ad esempio. In queste realtà, in questi settori, non sono i grandi attori internazionali ad avere più possibilità di successo ma sono le attività vicine al territorio ad esserne i leader. Capire questo e agire sulle leve che permettano alle PMI di dirigere il mercato è l'obiettivo di questa tesi. La tesi inizia con una analisi dei principali motori di ricerca italiani, di come sono strutturati e come essi riescono a valutare chi possa essere presente per una determinata keyword e chi non possa esserlo ma soprattutto la qualità attribuita e la posizione assunta. L'argomentazione viene sviluppata su due differenti percorsi: il primo analitico, dove vengono presentati i motori di ricerca, i loro algoritmi, la loro storia e la loro evoluzione futura, per capire come poter essere presenti oggi e come poter esserlo domani. La seconda parte è invece operativa, analizzando Teseo: un'agenzia di ricerca e selezione del personale operante a livello regionale nell'Emilia Romagna e fortemente specializzata in alcune attività molto specifiche. E' stato prodotto un prototipo di sito studiando i punti di forza e le debolezze di sistemi come WordPress e, infine, il lavoro punta alla sua messa online, al confronto tra i risultati raggiunti dal vecchio sito e quelli ottenuti con il nuovo, con una parte finale dedicata a delle attività collaterali e alla valutazione di strategie future sul lungo periodo. Nel settore della ricerca e della selezione del personale via Internet, come può una PMI sopravvivere contro i grandi head hunter?

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Nielsen, Henry, and Katja Schildknecht. "How companies use social media marketing to acquire new customers in times of crisis." Thesis, Mittuniversitetet, Institutionen för ekonomi, geografi, juridik och turism, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-41391.

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There is little doubt that crises have a major impact on both companies and humanity. However, the picture is less clear when it comes to what challenges small- and medium-sized enterprises (SMEs) have to overcome when facing the crisis. Regulations and recommendations of the government are influencing the challenges to conduct business for SMEs. Social media marketing and the associated communication seems to form a great opportunity to overcome the challenges of the crisis. Additionally, the formation of groups in social media and the associated communication among users can be another beneficial factor during a pandemic crisis. The purpose of this paper is to examine how companies may use social media marketing as a strategy to acquire new customers during a pandemic crisis and comply with challenges arising due to the crisis. Interview data has been gathered from eight owner-managers of SMEs in Sweden; the focus was on Restaurants in Sundsvall. They have been interviewed on aspects of their approach to the COVID-19 crisis, their usage of social media marketing as well as customer acquisition during these times. A thematic analysis was used in order to connect the findings with the theory as well as detecting themes. Themes are: Challenges of a crisis for SMEs, social media marketing, and customer acquisition. The overall picture did show that all the informants suffered from the challenges due to the crisis at some point. Nevertheless, social media is a very useful tool for SMEs like restaurants to market their activities and offers, especially during times of crisis when budgets and income are lower.

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Pérková, Eva. "Internetový marketing živnostníka." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201746.

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This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and strategies are evaluated at the end of the chapter, recommendations are introduced and a list of steps for realization of Internet marketing is compiled. The aim of this thesis is to compile a summary of optimal Internet marketing tools universally applicable especially for tradesmen.

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Moita, Teresa Alexandra Filipe. "Plano de marketing da Mindshaker para o lancamento do novo produto SmartSales." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12855.

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Mestrado em Marketing
Portugal vive atualmente numa sociedade digital. Nos últimos anos assistimos a várias alterações a nível tecnológico, exemplo disso são as redes sociais e o comércio online que estão cada vez mais integrados na sociedade portuguesa. A Mindshaker, uma microempresa na área das novas tecnologias, pretende lançar um novo produto de promoção e venda online. Nesse sentido, o plano de marketing apresentado tem como principal objetivo a análise ao mercado e potenciais clientes para esse produto. Seguidamente é definida toda uma estratégia adequada para o lançamento do produto, a segmentação do mercado e o marketing-mix. A estratégia de investigação adotada é o action research, foi usada a técnica de mixed methods para o desenho da pesquisa. Nesta ótica foram realizadas duas dezenas de entrevistas informais e uma entrevista semiestruturada aos dois sócios-gerentes da empresa. Foi também efetuado um inquérito por questionário a PME?s, com o objetivo de obter mais informação sobre como as empresas veem o uso das redes sociais, a promoção digital e a venda de produtos online. Da análise efetuada foi possível traçar o perfil destas empresas tendo em conta as características do produto e os resultados da análise de mercado e potenciais clientes, tendo as variáveis selecionadas sido a tecnologia, o setor, a dimensão e a idade da empresa. O setor onde atua a Mindshaker está em constante desenvolvimento, com o aparecimento de novas tecnologias as empresas estão cada vez mais recetivas, o que representa uma oportunidade de crescimento deste mercado.
Portugal currently lives in a digital society. In recent years we have seen a number of changes in technology, an example is the social networking and e-commerce that are increasingly integrated into Portuguese society. Mindshaker, a small company in the new technologies field, plans to launch a new product for online promotion and sales. The presented marketing plan aims to analyze the market and the potential customers for this product and defines an appropriate strategy for the product launch, market segmentation and marketing-mix. The adopted research strategy was action research and the mixed methods technique was used for the research design. For this purpose, several informal interviews were carried out and, particularly, a semi-structured interview to both company's managing partners was conducted. A survey through questionnaires to SME's was also made, in order to get more information on how companies see the use of social networks, digital promoting and selling products online. From the performed analysis it was possible to define the companies' profile, taking into account the product features and results of the market and potential customers analysis. The selected variables were: the technology, the industry, the size and age of each company. The sector in which Mindshaker operates is in constant development, and with the emergence of new technologies, companies are increasingly receptive, representing a growth opportunity of this market.
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Books on the topic "SOCIAL MEDIA MARKETING (SMM)"

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Tuten, Tracy L. Social media marketing. Boston: Pearson, 2013.

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Anderson, Eric. Social Media Marketing. Berlin, Heidelberg: Springer Berlin Heidelberg, 2010. http://dx.doi.org/10.1007/978-3-642-13299-5.

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Heggde, Githa, and G. Shainesh, eds. Social Media Marketing. Singapore: Springer Singapore, 2018. http://dx.doi.org/10.1007/978-981-10-5323-8.

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Hettler, Uwe. Social Media Marketing. München: OLDENBOURG WISSENSCHAFTSVERLAG, 2010. http://dx.doi.org/10.1524/9783486719581.

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Ceyp, Michael, and Juhn-Petter Scupin. Erfolgreiches Social Media Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-00035-6.

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Buchenau, Peter, and Dominik Fürtbauer. Chefsache Social Media Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-07508-8.

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Kreutzer, Ralf T. Social-Media-Marketing kompakt. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-21147-9.

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Funk, Tom. Advanced Social Media Marketing. Berkeley, CA: Apress, 2013. http://dx.doi.org/10.1007/978-1-4302-4408-0.

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Kreutzer, Ralf T. Social-Media-Marketing kompakt. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-33866-4.

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The social media marketing book. Beijing: O'Reilly, 2010.

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Book chapters on the topic "SOCIAL MEDIA MARKETING (SMM)"

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Köhler, Alexandra, and Mirko Gründer. "Social-Media-Marketing Social-Media-Marketing." In Online-Marketing für medizinische Gesellschaften und Verbände, 83–107. Berlin, Heidelberg: Springer Berlin Heidelberg, 2017. http://dx.doi.org/10.1007/978-3-662-53469-4_5.

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Dann, Stephen, and Susan Dann. "Social media." In E-Marketing, 343–80. London: Macmillan Education UK, 2011. http://dx.doi.org/10.1007/978-0-230-36473-8_12.

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Chaston, Ian. "Social media." In Small Business Marketing, 164–84. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-32601-0_9.

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Ahrholdt, Dennis, Goetz Greve, and Gregor Hopf. "Social Media." In Online-Marketing-Intelligence, 255–87. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-26562-5_11.

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Ahrholdt, Dennis, Goetz Greve, and Gregor Hopf. "Social Media." In Online-Marketing-Intelligence, 55–144. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-26562-5_4.

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Chaston, Ian. "Online Social Media." In Entrepreneurial Marketing, 205–16. London: Macmillan Education UK, 2016. http://dx.doi.org/10.1007/978-1-137-50092-2_11.

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Kreutzer, Ralf T. "Social Media und Social-Media-Marketing." In Social-Media-Marketing kompakt, 1–19. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-21147-9_1.

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Kreutzer, Ralf T. "Social Media und Social-Media-Marketing." In Social-Media-Marketing kompakt, 1–21. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-33866-4_1.

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Wirtz, Bernd W. "Social Media Marketing." In Direktmarketing-Management, 350–92. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-6958-3_16.

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Köhler, Alexandra, and Mirko Gründer. "Social Media-Marketing." In Online-Marketing für die erfolgreiche Zahnarztpraxis, 93–118. Berlin, Heidelberg: Springer Berlin Heidelberg, 2016. http://dx.doi.org/10.1007/978-3-662-48573-6_5.

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Conference papers on the topic "SOCIAL MEDIA MARKETING (SMM)"

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Krisnanto, A. B., Surachman, Sunaryo, and Rofiaty. "Social Media Marketing and Marketing Performance on New SME: A Moderating Consumer Innovativeness." In Proceedings of the 17 th International Symposium on Management (INSYMA 2020). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200127.069.

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Samat, Muhammad Faizal. "SME Performance: The Effects of Social Media Marketing Adoption and Competitive Intelligence." In 9th International Economics and Business Management Conference. European Publisher, 2020. http://dx.doi.org/10.15405/epsbs.2020.12.05.71.

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Cvijikj, Irena Pletikosa, and Florian Michahelles. "Understanding social media marketing." In the 15th International Academic MindTrek Conference. New York, New York, USA: ACM Press, 2011. http://dx.doi.org/10.1145/2181037.2181066.

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Sretić, Milena, Nemanja Stojković, and Željko Ondrik. "SIGNIFICANCE OF SOCIAL MEDIA MARKETING." In 4th International Scientific Conference: Knowledge based sustainable economic development. Association of Economists and Managers of the Balkans, Belgrade, Serbia et all, 2018. http://dx.doi.org/10.31410/eraz.2018.893.

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Shehu, Mohammed. "Formalizing social media marketing strategies." In AfriCHI '18: 2nd African Conference for Human Computer Interaction. New York, NY, USA: ACM, 2018. http://dx.doi.org/10.1145/3283458.3283485.

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Fetaji, Bekim, and Amir Demiri. "Social networking software use in social media marketing vs. traditional marketing." In the Fifth Balkan Conference in Informatics. New York, New York, USA: ACM Press, 2012. http://dx.doi.org/10.1145/2371316.2371334.

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Sheth, Sradha Narendra, and Jiyeon Kim. "IDENTIFYING FACTORS AFFECTING SOCIAL MEDIA MARKETING." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.10.02.01.

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Lugmayr, Artur. "Social media marketing for financial products." In Proceeding of the 16th International Academic MindTrek Conference. New York, New York, USA: ACM Press, 2012. http://dx.doi.org/10.1145/2393132.2393182.

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Su, FangPei, HuiChuan Shih, and KueiKuei Lai. "Social media marketing practice through Facebook." In the 2018 International Conference. New York, New York, USA: ACM Press, 2018. http://dx.doi.org/10.1145/3277139.3277146.

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Nguyen, Xuan-Duc, Minh-Duc Nguyen, Mai-Vu Tran, Xuan-Hieu Phan, and Son Bao Pham. "VNU-SMM: A social media monitoring framework on vietnamese online news." In 2017 4th NAFOSTED Conference on Information and Computer Science. IEEE, 2017. http://dx.doi.org/10.1109/nafosted.2017.8108076.

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Reports on the topic "SOCIAL MEDIA MARKETING (SMM)"

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Lee, Jung Eun, and Song-yi Youn. Luxury Marketing in Social Media: The Role of Social Distance in a Craftsmanship Video. Ames (Iowa): Iowa State University. Library, January 2019. http://dx.doi.org/10.31274/itaa.8841.

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.

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Social Media Grabbing a Major Share of the Marketing Budget. IEDP Ideas for Leaders, October 2014. http://dx.doi.org/10.13007/456.

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