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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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SOKOLENKO, Yanina Yu. "Optimizing a social media marketing strategy as a means to maximize the effectiveness criteria of the company's advertising process." Economic Analysis: Theory and Practice 20, no. 2 (February 26, 2021): 345–56. http://dx.doi.org/10.24891/ea.20.2.345.
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Subject. For any company, building a strong social media presence is mandatory due to the increasing competition in the modern world. It is possible to win the main target audience and optimize the company's marketing and PR activities through a social media marketing (SMM) strategy. Objectives. I focus on performing a comprehensive study of the problem of SMM strategy optimization as a means to maximize enterprises’ performance criteria, developing qualitatively new recommendations to streamline the company's SMM strategy, which will help improve economic performance and image. Methods. The study draws on the logical analysis, induction and deduction, comparison and generalization. Results. As part of the comprehensive study, the paper presents the concept and the process of developing the SMM strategy. It identifies the place of SMM strategy in the overall strategy, the main steps and errors in its creation. It also includes an improved algorithm for staged development of SMM strategy in recommendations for streamlining the process. Conclusions. Continuity and constant modification are fundamental characteristics of any social media marketing strategy.
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Akhmedov, Ramis. "Strategies of SMM Management, Comparison of Instagram and Facebook Social Networks." Nile Journal of Business and Economics 3, no. 5 (April 21, 2017): 51. http://dx.doi.org/10.20321/nilejbe.v3i5.90.
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<p class="Default">SMM occupies an important role in the lives of people and so many people are represented in social networks, it provides the ideal platform for companies so they can communicate with their current and potential customers. This study continues to explore how companies can use social media marketing to build and maintain relationships with customers. This investigates through conducted research questions. How SMM is effective in terms of CRM? Can Facebook replace CRM system? Why do people choose to follow a company on Instagram? To analyze more clearly the focus will be on Instagram and Facebook applications, which in a short time acquired great popularity among private users as well as among the companies. The purpose of this study is to indicate the integration of customer relationship management (CRM) with social media marketing (SMM) strategies, and defines its benefits for business.</p><p class="Default"> </p>
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Ananda, Artha Sejati, Ángel Hernández-García, Emiliano Acquila-Natale, and Lucio Lamberti. "What makes fashion consumers “click”? Generation of eWoM engagement in social media." Asia Pacific Journal of Marketing and Logistics 31, no. 2 (April 8, 2019): 398–418. http://dx.doi.org/10.1108/apjml-03-2018-0115.
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PurposeThe purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands’ social media marketing (SMM) actions in social media, and its relationship with the intention to engage in electronic word-of-mouth (eWoM) behaviors.Design/methodology/approachThe empirical study uses a survey conducted on a stratified random sample of 241 Indonesian members of fashion social media brand communities (SMBCs). The research design includes 19 types of SMM actions and 3 types of eWoM engagement behaviors, and investigates their relationship using point-biserial correlation.FindingsGeneration of intention to engage in “pass-on” and “endorsement” eWoM has different drivers and serves different purposes. The findings suggest that endorsement engagement is contingent on the consumer’s perceived exposure to marketing action stimuli, while pass-on engagement is driven by cognitive-inducing actions.Research limitations/implicationsThis study extends current theory on SMM strategy and its relationship with eWoM engagement with a theoretically grounded conceptualization of eWoM engagement behaviors through the use of one-click social plug-ins.Practical implicationsThe study offers guidelines for fashion brands to effectively design their SMM strategies by identifying specific drivers of consumers’ intention to engage in eWoM.Originality/valueThis study identifies sources of generation of eWoM engagement behavioral intention from a fine-grained analysis of marketing actions across various fashion SMBCs. Besides, it extends the applicability of the “mere exposure” effect to the SMM context. The research pioneers the study on fashion consumers’ eWoM engagement behaviors in Indonesia, a country with one of the largest social media populations.
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Liao, Shu-Hsien, and Szu-Yu Hsu. "Big data analytics for investigating Taiwan Line sticker social media marketing." Asia Pacific Journal of Marketing and Logistics 32, no. 2 (October 23, 2019): 589–606. http://dx.doi.org/10.1108/apjml-03-2019-0211.
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Purpose Line sticker, a social media, it allows users to exchange multimedia files and engage in one-to-one and one-to-many communication with text, pictures, animation and sound. The purpose of this paper is to examine various Taiwan user experiences in the Line sticker use behaviors. Further, this research looks at how the situations of Line sticker proprietors and their affiliates are disseminated for formulating social media marketing (SMM) in its business model concerns. Design/methodology/approach This study examines the experience of various Taiwanese Line stickers users utilizing a market survey, a total of 1,164 valid questionnaire data, and the questionnaire is divided into five sections with 30 items in terms of the database design. All questions use nominal and order scales. This study develops a big data analytics approach, including cluster analysis and association rules, based on a big data structure and a relational database. Findings The authors divide Taiwan Line sticker users into three clusters by their profiles and then find each group’s social media utilization and online purchase behaviors for investigating the Line sticker SMM and business models. Originality/value This is the first study to offer a big data analytics to investigate and analyze the varieties in the use of Line sticker by exploring users’ behaviors for further SMM and business model development.
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Chen, Li-Chun, and Li-Chun Huang. "The Motivation, Strategies, and Barriers for Adopting Social Media Marketing in the Flower Retailing Business." Horticulturae 6, no. 4 (November 12, 2020): 80. http://dx.doi.org/10.3390/horticulturae6040080.
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Florists have been adopting social media as a new marketing instrument to promote their business. However, academic research has rarely looked into the existing state of that adoption. Consequently, several fundamental problems remain unknown regarding the application of social media marketing (SMM) among florists, which may limit the development of the flower retailing business in the current social media era. In seeking to address this deficiency, this study aimed to investigate florists’ motivations, strategies, and perceived performance in relation to the application of SMM, as well as to explore the barriers faced by florists regarding the adoption of SMM. The authors implemented these objectives by interviewing 35 flower shop owners who each had established a brand page on Facebook. The qualitative data obtained from the interviews were analyzed using a grounded hermeneutic editing approach. The study’s results revealed that even though there were different motivations for florists to adopt social media marketing, including increasing brand exposure, improving customer relationship, and reducing the cost of advertising, showing expertise in floral design to attract consumers was the most common motivation stressed by the interviewees. The strategies mostly used by florists in managing their Facebook brand pages included providing high quality posts, cross-industry advertising, and switching consumers from online questions to a physical store visit. The most significant benefit perceived by florists regarding the use of a Facebook brand page was the development of new customers. Although the interviewees recognized the benefits of adopting SMM, some of them faced great incompatibility in labor source for that adoption. In addition, most interviewees focused on achieving general marketing goals rather than more advanced functions, such as business intelligence, in the application of SMM. The study results implied that the interviews mostly saw Facebook brand pages as a social network platform for increasing current sales volume, rather than for reaching a long-term quality customer relationship, which has deviated from the essence of social media marketing, and thus, limiting the synergy of the application of SMM in the flower retail sector.
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ROBUL, Y. V., Y. L. HRINCHENKO, and L. M. ZALUBINSKA. "SOCIAL MEDIA MARKETING INFLUENCE ON BRAND EQUITY AND IMPACT ON INTENTION TO BUY IN FASHION MARKETING." Economic innovations 21, no. 1(70) (March 20, 2019): 146–59. http://dx.doi.org/10.31520/ei.2019.21.1(70).146-159.
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Topicality. Social media and web technologies allow customers to interact and communicate. Companies use social networks to promote their brand information. with the use of technologies Web 2.0 and later companies radically changed marketing processes and switched from interacting with groups of anonymous consumers to targeted interaction with specific consumers, for which it is possible to collect data about advantages, preferences, other purchases, interests and circles of communication. Big brands tend to connect with their customers through social media channels. Social networking sites such as Facebook, Twitter and MySpace, etc., have a significant impact on the lives of customers and their consumer and information experiences. Social media has a direct impact on how people communicate, exchange information, maintain their profiles, and establish relationships with others. Fashion industry is an important and growing element of modern consumer markets. As competition among fashion brands becomes more intense, offering many alternatives to customers, brand prosperity no longer seems to be guaranteed. The importance of managing clients as valuable assets of brands is no longer underlined. In this regard, it is of interest to explore the use of social media marketing tools (SMM) by fashion industry companies.Aim and tasks. The purpose of the article is to describe the peculiarities of using SMM tools industry companies to implement marketing policies by creating and developing brand capital and intent to purchase.Research results. The conceptual principles and purposes of using marketing of social networks for companies of the fashion industry are considered. On the basis of the analysis, it was established that, firstly, SMM activities of fashion brands include five elements; entertainment, interaction, tendency, adjustment and publicity (word of mouth). SMM branding, relies on and promotes values that are different from those of traditional marketing. Second, SMM's customer-perceived activity is important for all brand capital drivers. Since these measures for trendy brands are valid for all engines, they are quite effective. As an integrated marketing environment, SMM's activity effectively increases value capital by providing customers with a new value that is traditionally not available on ordinary media channels. The platforms of social media brands provide customers with the opportunity to establish sincere and friendly links with the brand and other users, so the brand's on-the-go social communications have had a positive impact on equity and equity of the brand.Conclusions. In comparing the influence of three customer equity drivers on purchase intention, value equity, and brand equity, this study found significant positive impacts. The findings of this study not only draw attention to the definition of brand equity capital but also point to opportunities and difficulties in determining future customer behavior. The conceptual foundations, mechanisms, tools and practice of applying SMM are the subject and prospects for further research in this direction.
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Buratti, Nicoletta, Francesco Parola, and Giovanni Satta. "Insights on the adoption of social media marketing in B2B services." TQM Journal 30, no. 5 (August 13, 2018): 490–529. http://dx.doi.org/10.1108/tqm-11-2017-0136.
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Purpose The purpose of this paper is to review extant literature on social media marketing (SMM) in B2B service markets, by scrutinizing and categorizing potential benefits for firms. The study, in particular, empirically investigates the adoption of social media (SM) tools by firms operating in two conservative B2B service industries. Design/methodology/approach A systematic literature review is carried out driving to a deeper understanding of the current state of knowledge on SM in B2B services. Leading peer-review international journals are scrutinized performing ad-hoc queries on the Scopus database using pre-defined keywords. Moreover, a quantitative research is conducted on 60 firms, i.e. tanker shipping companies and ocean carriers, providing empirical insights on their SM activity on three SM platforms, i.e., Facebook, Twitter, and LinkedIn. Findings The outcomes from sample firms shed lights on the adoption rate of the most diffused SM tools, the size of the digital networks of stakeholders (number of followers), the intensity of the communication activity (number of posts, shares, photos, videos), and the level of customer engagement (number of likes and shares). Practical implications Research findings suggest to managers that SMM might be an easy-accessible and low-cost option for keeping the pace of sectorial transformations and creating a competitive advantage even in conservative sectors. Originality/value The paper, by investigating B2B service sectors, addresses an interesting gap in SMM literature as prior studies mostly focused on B2C industries and manufacturing contexts.
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Knoblich, Stephan, Andrew Martin, Robert Nash, and Paul Stansbie. "Keys to success in Social Media Marketing (SMM) – Prospects for the German airline industry." Tourism and Hospitality Research 17, no. 2 (August 1, 2016): 147–64. http://dx.doi.org/10.1177/1467358415610415.
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The continuous growth and economic contribution of Germany’s commercial aviation industry are directly linked to the implementation of new marketing practices. Especially in light of challenging market conditions and fierce competition within a highly segmented industry, new marketing paradigms assist airlines to overcome difficulties in order to promote their brands, products and services more effectively and in a circulated manner. In this regard, Social Media Marketing provides German airlines with a powerful set of marketing tools and multiple platforms to digitally gather, communicate, collaborate and share content with its customers. Despite a growing public awareness, an extensive review of current and relevant literature revealed that consumer perceptions on German airline organisations’ Social Media practices have not been examined. This paper aims to address this.
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Satria Nugraha, Alvin, and Tania Adialita. "Pengaruh Social Media Marketing terhadap Minat Berkunjung Wisatawan di Kota Bandung Melalui Nilai yang Dipersepsikan." Jurnal Akuntansi, Keuangan, dan Manajemen 2, no. 3 (June 14, 2021): 195–212. http://dx.doi.org/10.35912/jakman.v2i3.381.
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Purpose: This research aimed to analyze the effect of social media marketing (SMM) on visit intention towards tourist attractions in Bandung, mediated by their perceived value. Research methodology: The research approach used a quantitative method using a questionnaire that involved 90 followers of Instagram account related to Bandung tourist destinations posts. Results: Using SPSS Ver.22, the findings claimed that the SMM has a positive effect on perceived value simultaneously. However, only one dimension of SMM, which is communication, has a partial effect on visit intention. Furthermore, the followers’ perceived value successfully mediates SMM on the visit intention. Limitations: This research is limited merely to utilizing one social media platform (Instagram account) related to Bandung's tourist attraction. Hence, further research covering the utilization of other social media platforms related to tourist attraction in various locations in Indonesia is needed to obtain comprehensive findings. Contribution: This research contributes to the advancement of marketing management to help stakeholders in the tourism industry determine SMM strategy using the Instagram account that can be utilized as a platform to shape positive perceived value and drive tourist visit intention.
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Palaniswamy, Nalini. "Social Media Marketing (SMM)-A Strategic Tool for Developing Business for Tourism Companies." Asian Journal of Research in Social Sciences and Humanities 6, no. 5 (2016): 1030. http://dx.doi.org/10.5958/2249-7315.2016.00168.4.
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Nolan, Sybil, and Alexandra Dane. "A sharper conversation: book publishers’ use of social media marketing in the age of the algorithm." Media International Australia 168, no. 1 (July 13, 2018): 153–66. http://dx.doi.org/10.1177/1329878x18783008.
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This article explores developments in book publishers’ use of social media (SM) as a marketing tool, particularly the rise of customer-focused marketing. Surveying the literature about publishers’ engagement with SM marketing (SMM), we argue that discourse modes of publishers’ SM practice, and the larger marketing ecologies of which this practice forms a part, have been transformed by contextual changes in the mediascape wherein publishing professionals are implicated through their sustained SMM activities. These changes include the rise of algorithmic filtering and paid-for content on Facebook and Twitter, industry’s embrace of data analytics, and the connection between them. The article explores the growing divide between small and large publishers in terms of their financial and cultural investment in data analytics, and concludes that the notion of SM as an equal-opportunity marketing tool in book publishing has proven demonstrably false because of this divide. The authors offer further avenues for much-needed research in this field.
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Akbar, Yopi Hidayatul, and Muhammad Agreindra Helmiawan. "Penerapan Strategi Social Media Marketing Untuk Meningkatkan Penjualan Pada Dealer Mobil Toyota, Daihatsu dan Honda Bandung." Infoman's 12, no. 2 (November 30, 2018): 115–24. http://dx.doi.org/10.33481/infomans.v12i2.159.
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Social media is one of the information media that is currently widely used by several companies and personally to convey information, with the presence of social media companies no longer need to spread offers through print media, they can use information technology tools in this case social media to submit offers the products they sell to users globally through social media. This social media marketing technique is the process of reaching visits by internet users to certain sites or public attention through social media sites. Marketing activities using social media are usually centered on the efforts of a company to create content that attracts attention, thus encouraging readers to share the content through their social media networks. The application of the QMS method is certainly not only submitted through search engine webmasters, but also on a website keywords must be applied that relate to the contents of the website content, because with the keyword it will automatically attract visitors to the university website based on keyword phrases that they type in the search engine. With Search Media Marketing Technique (SMM) is one of the techniques that must be applied in conducting sales promotions, especially in car dealers in Bandung, it is considered important because each product requires price, feature and convenience socialization through social media so that sales traffic can increase. Each dealer should be able to apply the techniques of Social Media Marketing (SMM) well so that car sales can reach the expected target and provide profits for sales as car sellers in the field.
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Mukaddas, Alwiyah, M. Sulaiman Zubair, and Yusriadi Yusriadi. "Penerapan Asuhan Kefarmasian dan Media Sosial dalam Meningkatkan Pendapatan Apotek." Jurnal Pengabdian Pada Masyarakat 5, no. 1 (February 14, 2020): 26–34. http://dx.doi.org/10.30653/002.202051.243.
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IMPLEMENTATION OF PHARMACEUTICAL CARE AND SOCIAL MEDIA MARKETING IN IMPROVING THE PHARMACY OMZET. A pharmacy is a place for pharmaceutical practice of pharmacists. Apotek Pendidikan Tadulako has three functions, which are education, social and business/profit functions. The purpose of this activity is to improve the pharmaceutical care, inventory management aspects, and marketing that affect to the increasing of pharmacy omzet. The solutions offered include the adding of a variety of non-drug supplies in the form of vaccines and home care medical devices, strengthening of pharmacists role in providing plenary services in the form of CIE (Consultation, Information, Education), establishing the cooperation with other health institutions, and implementing the social media marketing (SMM) ) includes Facebook, Instagram, Twitter and YouTube. The results of these activities have an impact on increasing the omzet of pharmacy every month. The follow-up plan is the application of an integrated Management Information System (SIM) and the application of internet-based marketing techniques with a website that is an online pharmacy.
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Yazdanparast, Atefeh, Mathew Joseph, and Fernanda Muniz. "Consumer based brand equity in the 21st century: an examination of the role of social media marketing." Young Consumers 17, no. 3 (August 15, 2016): 243–55. http://dx.doi.org/10.1108/yc-03-2016-00590.
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Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions. Design/methodology/approach Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses. Findings The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands. Research limitations/implications This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population. Originality/value The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.
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Hafiz Muhammad Usman Khizar, Rana Muhammad Shahid Yaqub, Tasawar Javed, and Shanayyara Mahmood. "Social Media Marketing and Committed Customer: Analyzing the Underlying role of Customer Commitment in the relationship between Marketing Media, Word of Mouth, and Intention to Purchase in Developing Country Context." Journal of Business and Social Review in Emerging Economies 6, no. 4 (December 31, 2020): 1543–60. http://dx.doi.org/10.26710/jbsee.v6i4.1503.
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This study aims at finding the effect of “Traditional Media Marketing”, “Social Media marketing”, and “Word of Mouth” on the customers’ “Intention to Purchase” (ITP) through their Commitment to specific Mobile phone brand Samsung mobile in Pakistan. The data was collected by using quantitative approach specifically from those professional accountants who were using Samsung mobile brand through simple random sampling technique. Total 450 questionnaires were distributed while 390 were returned as entirely filled generating a response rate of 86%. Data was analyzed using software SPSS 24 and AMOS 25, by performing structural equation modelling, confirmatory factor analysis, correlation, and regression and mediation tests. Barron and Kenny test was applied to analyze that whether the mediation is full or partial. Results explain that Traditional Media Marketing, Social Media Marketing, and Word of Mouth has a significant positive impact on Intention to Purchase. Similarly results demonstrate that Customer Commitment has a significant positive impact on Intention to Purchase. Finally, Customer Commitment (CC) mediates the relationship among the Traditional Media Marketing (TMM), Social Media Marketing (SMM), Word of Mouth (WOM) and Intention to Purchase (ITP). It is also concluded that there exists a partial mediation between the SMM, TMM and ITP. Further it is analyzed that there is no mediation among the WOM and ITP. This study focused on Pakistan due to some limitations while there were budgetary limitation and time constraints.
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Kraus, Sascha, Johanna Gast, Moritz Schleich, Paul Jones, and Michael Ritter. "Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources." Journal of Macromarketing 39, no. 4 (November 20, 2019): 415–30. http://dx.doi.org/10.1177/0276146719882746.
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Despite the growing literature dealing with social media marketing (SMM) in small and medium-sized enterprises (SMEs), one area that has not been fully explored is the creation of the content itself. SMEs typically do not have the same resources available that larger companies possess. Therefore, they have to find alternative ways to compensate for this weakness. This study analyzes SMEs’ SMM content creation, specifically on Facebook. By first scanning existing literature for essential factors for content creation, a theoretical foundation for the empirical part is presented. A qualitative approach was applied through the use of semi-structured interviews with eight SMEs. The findings suggest that it is difficult for most SMEs to efficiently use available resources, but also that minimal resources are required to create engaging content. Moreover, SMEs are typically aware of the majority of elements that influence content creation, at least to a certain extent, and that they should have established processes and routines to overcome the burden of limited resources. The study concludes with directions for future research and practical recommendations.
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Dvulit, Z. P., and O. Yu Onyshchenko. "Forecasting of Development Trends of Social Media Marketing in Ukraine." Scientific Bulletin of UNFU 28, no. 4 (April 26, 2018): 41–45. http://dx.doi.org/10.15421/40280407.
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The concept of social media marketing, its main tools and opportunities for using the company to communicate with clients and receive feedback are considered. The necessity of using social media marketing company has been determined, 48 % of consumers increase desire to buy a product of a brand that reacts sensitively to its customers in social media. The rating of the most popular social networks of the world is made. The state of social media marketing in Ukraine, tools of its application is investigated. The most used sites in Ukraine are considered and it is found that the first places in the rating are social networks. Three of the top five most popular sites are social networks. The rating of the most popular social networks in Ukraine is built. It is revealed that for Ukraine, social media marketing is relatively new, since it appeared only a few years ago, but today it has become quite powerful. Recently, there have been even special agencies that provide SMM services to companies. Despite the fact that SMM is only beginning to develop actively in Ukraine, it is worth noting how fast it develops and at what high level it is now. The number of users of social networks is increasing every minute both in the world and in Ukraine, further forecasts predict an even greater increase in interest in social networks in the future. It is revealed that in Ukraine the most popular social network is Facebook (in June 2017, Facebook reached 51.96 %). Based on the data on the use of social networks by online users, a forecast is made for the development of the five most popular social networks in Ukraine including Facebook, VKontake, YouTube, Instagram, Odnoklassniki. Based on the forecast it is defined that the number of users of such social networks as VKontakte and Odnoklassniki will decrease with time, and Youtube, Facebook, and Instagram will grow steadily.
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Tardin, Matheus, Anderson Soncini Pelissari, and Luiza Dazzi Braga. "Social Media Marketing Communication." International Journal for Innovation Education and Research 8, no. 6 (June 1, 2020): 441–57. http://dx.doi.org/10.31686/ijier.vol8.iss6.2438.
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The objective of this work is to evaluate the effects of firm generated content (FGC) and user generated content (UGC) on brand equity (BE) and on the consumer's purchase intention. To achieve it, the research methodological approach was quantitative, cross-section survey type. Data collection was carried out by an online survey, and 322 valid responses were obtained. The proposed model was analyzed using the Structural Equation Modeling method (PLS-SEM). The results show that both the firm generated content and the user generated content influence brand equity. The content generated by the company, however, has a greater effect and has greater power to explain brand equity than the content generated by the users. On the other hand, the direct effects of FGC and UGC on the intention to buy are not significant when the effect of brand equity is considered. Therefore, this research contributes to the theoretical framework of marketing, specifically in the areas of relationship and digital marketing, by being one of the first to assess the joint effects of the content generated by the brand and by the consumer on brand equity and purchase intention.
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Beig, Faseeh Amin, and Mohammad Furqan Khan. "Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook." Vision: The Journal of Business Perspective 22, no. 3 (July 25, 2018): 264–75. http://dx.doi.org/10.1177/0972262918785962.
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Social media (SM) is an important and emerging area of research, which is of interest to marketers and academicians. Researchers have been studying the impact of social media marketing (SMM) on dimensions such as consumer-based brand equity, purchase intentions, attitudes and others. However, there are insignificant number of studies that have investigated the influence of SMM on brand experience. In this study, content sharing and interaction have been identified as two important marketing activities carried out by organizations in virtual communities. Therefore, the main objective of this study is to investigate the impact of content sharing and interaction on four dimensions of brand experience (sensory, affective, behavioural and intellectual). A mall-intercept survey was used to collect the data and 300 respondents were targeted, which resulted in 205 complete responses. Exploratory factor analysis (EFA) was run on independent and dependent variables, which was followed by confirmatory factor analysis (CFA) to validate the scale. The measurement scale was found to be reliable as well as valid. To test the hypothesis, structural equation modelling (SEM) was used and eight hypotheses were tested. The results showed that the content sharing and interaction have a positive significant impact on sensory, affective, behavioural and intellectual experiences.
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Javed Parvez, Shaik, H. M. Moyeenudin, S. Arun, R. Anandan, and Senthil Kumar Janahan. "Digital marketing in hotel industry." International Journal of Engineering & Technology 7, no. 2.21 (April 20, 2018): 288. http://dx.doi.org/10.14419/ijet.v7i2.21.12383.
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Digital marketing is the promotion of products or brands through online. In recent days the demand of digital marketing in hotels has become increasingly high with Social Media Marketing (SMM) which works with social networking sites and Search Engine Optimization (SEO) making the website to appear in search results with advertisement on Google and online magazines by search engine marketing (SEM), video marketing through you tube and websites are types of digital marketing. Searching hotels through online by computers and mobile with the hotel websites is the new trend of digital marketing and it makes the possibilities to enhance the local search on hotels by giving required content, User profiles, managing citations and in search results. The aim is to study the role of digital marketing in hotel industry. This article is also focused to identify which type of digital marketing will work best with hotel industry.
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Monastyrsky, Hryhoriy, and Liuba Turchyn. "SOCIAL MEDIA MARKETING AS THE INSTRUMENT OF PROMOTION OF ENTERPRISES AS TRANSPORT SERVICES PROVIDERS." Economic Analysis, no. 28(1) (2018): 258–64. http://dx.doi.org/10.35774/econa2018.01.258.
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The article aims to substantiate the expediency of Social Media Marketing use as an important tool for promotion and creation of a positive image of B2C by enterprises. They provide public transport services on the Internet, since these services are intended for consumption by the masses. The article substantiates the feasibility of Social Media Marketing use as a valuable tool for promotion of enterprises as the public transport service providers on the Internet and communication with the target audience. The article deals with creating a positive image of the above-mentioned enterprises among the masses. The most effective ways, tools and platforms of SMM activity of companies are suggested.
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Rybina, O., D. Shepilov, and K. Pysarenko. "THE POWER OF "LIKE". THE INFLUENCE OF MARKETING IN SOCIAL NETWORKS ON ATTRACTING CLIENTS." Vìsnik Sumsʹkogo deržavnogo unìversitetu, no. 1 (2020): 118–23. http://dx.doi.org/10.21272/1817-9215.2020.1-12.
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The paper considers marketing communications in social networks that allow to constantly maintain two-way feedback from consumers. Authors understand social media marketing as the use of existing platforms to raise brand awareness among consumers by using the principles of these platforms. Forms of platform promotion are defined: traditional and social (organic). The paper analyzes and systematizes the most popular social networks, which include: Facebook, Whatsapp, Youtube, Instagram, Tik Tok, Twitter, LinkedIn, Pinterest, Snapchat. The considered social networks are divided into: social networks, professional networks, video hosting, knowledge sharing media, micro-blogs and user forums. The paper presents the TOP social networks in the world as of 2019. The paper highlights and substantiates the benefits of marketing in social media, namely: brand building, customer loyalty, conversion, customer service, awareness raising and branding; customer base growth; attracting traffic, leads and sales, etc. As social networks promote active communication between companies and consumers, stimulate interaction among users - the factors that influence customer engagement are identified in the work; it was investigated which content on the brand's page on social networks attracts the majority and makes you want to visit again. It is justified that when using SMM (SocialMediaMarketing) you need to pay more attention to the published information, as this is one of the main factors influencing customers. The paper emphasizes the importance of openness as the main factor in creating a trusting relationship "brand-consumer", which in turn shapes the behavior of the buyer in reality. SMM has been proven to be a powerful media platform for customer communication, brand building, sales growth and website traffic, as the brand demonstrates its openness to communication through social media. It is substantiated that with the help of social networks brands remain in trend.
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Wang, Yong, Shamim Chowdhury Ahmed, Shejun Deng, and Haizhong Wang. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market." Sustainability 11, no. 13 (June 29, 2019): 3596. http://dx.doi.org/10.3390/su11133596.
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This research examines the overall performance achievement of social media marketing (SMM) in Bangladesh by determining whether social media is successful in creating brand consciousness (i.e., brand preference, brand attachment, brand association, and brand loyalty) toward online consumers, which in turn may lead to buying commitment. In total, 564 Bangladeshi consumers were surveyed to monitor their responsiveness toward social media-aided motivations. We selected the online buying environment in Bangladesh, which is an emerging market established less than one decade ago. We specifically choose the entire local fashion industry as our target market, excluding the websites of international fashion brands operated overseas. We used the holistic concept of the five aspects of SMM, namely, interaction, entertainment, customization, electronic word of mouth (eWOM), and trendiness. Moreover, we statistically calculated the performance of social media through the consequences of five measures, namely, brand loyalty, brand preference, brand attachment, brand association, and buying commitment. We used regular linear multiple regression, correlation, and descriptive statistics to obtain statistical results. The study found strong evidence that SMM efforts (SMMEs) of the local Bangladeshi fashion industry are successful in establishing consumer attachment and preference. However, they fail to secure committed buyers when the measurement scale is below 50%. In line with the results of previous studies on consumer loyalty, our results demonstrate that SMMEs fail to create committed buyers. Lack of loyalty and association drive consumers to become uncommitted buyers.
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Beck, Shelley B., Ayanda P. Deliwe, and Elroy E. Smith. "Assessing SME Perceptions of Using Green Social Media Marketing." GATR Journal of Management and Marketing Review 6, no. 1 (March 7, 2021): 65–72. http://dx.doi.org/10.35609/jmmr.2021.6.1(7).
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Objective - SMEs often fail to market their business and their green marketing initiatives effectively. This paper assesses how the promotion of green social media marketing could provide a possible solution to SMEs failed marketing efforts within the metropoles of Nelson Mandela Bay and Buffalo City in the Eastern Cape Province of South Africa. Methodology/Technique - An empirical study was conducted following a descriptive quantitative research approach in which 150 self-administered structured questionnaires were distributed to respondents. Findings - It was found that most SMEs do not make use of green social media marketing but are aware of the benefits it could offer. Novelty - The study provides guidelines to the owners of SMEs on how to successfully implement green social media marketing. Type of Paper: Empirical. JEL Classification: M31, M39. Keywords: Green marketing; social media marketing; green initiatives; social media; SME’s Reference to this paper should be made as follows: Beck, S.B; Deliwe, A.P; Smith, E.E. (2021). Assessing SME Perceptions of Using Green Social Media Marketing, Journal of Management and Marketing Review, 6(1) 65 – 72. https://doi.org/10.35609/jmmr.2021.6.1(7)
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Bhandari, Ravneet Singh, and Sanjeev Bansal. "An Analysis Between Search Engine Optimization Versus Social Media Marketing Affecting Individual Marketer’s Decision--Making Behavior." Jindal Journal of Business Research 8, no. 1 (May 20, 2019): 78–91. http://dx.doi.org/10.1177/2278682119829607.
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Purpose The research intended to reveal real behavioural inclination of marketer for SEO and SMM usage. This approach was developed to provide a constructive model for established marketers as well as emerging start up marketers. Design/methodology/approach The investigation was designed based on literature review followed by quantitative analysis of the collected data with appropriate statistical techniques based on random surveys of end users from the National Capital Region of India. Findings A new conceptual model is being proposed i.e. Marketer decision model, enabling a comparative framework which encourages more effective and result oriented decision-making techniques which ends up in developing better online marketing techniques. Internet users have different behavioural patterns based upon demographic profiles. The evidence based on the statistical analysis suggests that the consumer behavioural patterns need to take into consideration by online marketers while targeting and designing SEO and SMM strategies. Research limitations/implications The following research was based on a selected samples only but not the entire population of target consumers and there were cases where samples perhaps inaccurately representing the population. Originality/value The survey conducted on diversified demographic profiles, thereby providing few rich perspectives regarding online behavioural pattern.
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Beck, Shelley B., Ayanda P. Deliwe, and Elroy E. Smith. "Assessing SME Perceptions of Using Green Social Media Marketing." 11th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES 11, no. 1 (December 9, 2020): 74. http://dx.doi.org/10.35609/gcbssproceeding.2020.11(74).
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The image of an enterprise in relation to the environment in which it operates is currently of increased importance (Liskova, Cudlinova, Partlova & Petr, 2016, p.64). An enterprise's brand image is a customer's perception of a brand and can help customers assemble information, discriminate brands, create positive feelings, and create a reason to purchase (Huang, Yang & Wang, 2014, p.263). Therefore, enterprises aim to create a strong positive image of their brand which can be generated through marketing programmes. Social media marketing is the application of marketing principles, tools and techniques to social media platforms to differentiate and position the brand better than competitors (Neti, 2011, p.3). Enterprises should therefore use social media to promote and communicate their green initiatives to their stakeholders because of the prominent benefits it offers. Conscious and careful use of social media is the most promising investment for furthering an enterprise's green marketing strategies and by implementing green projects as a CSR initiative SMEs can satisfy their stakeholders (Williams, Page & Petrosky, 2014, p.26). SMEs do not effectively and efficiently market their enterprises due to the lack of funding, insufficient cash flow and the need for technical assistance to market their enterprise (National Small Business Chamber, 2016). Social media is the most popular means of communication in society and provide a good solution as it allows enterprises to interact with their stakeholders through dialogue and engagement to identify and satisfy stakeholder expectations (Bibri, 2008, p.14). The implementation of marketing activities that communicate enterprises' social and environmental initiatives creates added value and enhances financial performance (Bibri, 2008, p.14). If SMEs promote their green initiatives in their marketing communications that are directed at their stakeholders, they could succeed in marketing their business effectively and as a result grow and survive in the long term. However, few SMEs in South Africa are aware that implementing green strategies can improve their profitability and their survival. Keywords: Green marketing; social media marketing; SME's
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Егорова, Наталья, Natalya Egorova, Елена Макарова, and Elena Makarova. "ANALYSIS OF THE TERRITORY BRAND PROMOTION EFFECTIVENESS IN SOCIAL NETWORKS (BY THE EXAMPLE OF FACEBOOK)." Russian Journal of Management 5, no. 2 (July 25, 2017): 252–60. http://dx.doi.org/10.12737/article_595370943a3591.40965337.
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In the study, the authors evaluated the effectiveness of
Social Media Marketing as a tool for brand promotion territory
from the point of view of increase brand awareness and brand appeal.
As object of research has been chosen Nizhny Novgorod. The
aim of the study is to develop recommendations on the use of
SMM marketing tools in promoting territory brand. The subject of
research is the city brand. To achieve objectives of this study, the
authors used content analysis and survey, including field work.
Groups, communities and pages dedicated to Nizhny Novgorod in
Facebook were exposed to content analysis. For the analysis of the
obtained data, the authors used the software package Excel and
SPSS Statistics. Based on the collected data, the authors concluded
that Social Media Marketing is an effective brand promotion
tool. Social Media Marketing should be included in the territory
promotion programme. This programme should be created by the
city government. Interpreting the study results, it is necessary to
take into account that using Facebook as a platform to promote the
territory brand; the authors do not exclude the possibility of using
other social networks to achieve the same objective.
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Ussama Majeed, Muhammad, Asif Mahmood, Edina Molnár, and Shah Ali Murtaza. "SOCIAL MEDIA ANALYTICS LENS: A STUDY ON CONSUMER PERCEIVED RISK TO SHARE INFORMATION ON SOCIAL MEDIA NETWORKS." Humanities & Social Sciences Reviews 9, no. 2 (April 9, 2021): 258–68. http://dx.doi.org/10.18510/hssr.2021.9227.
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Purpose of the study: This study focuses on understanding the potential unfavourable social media analytics practices (SMA) and how they may lead to the negative perception of consumer self-disclosure on social media sites and causing market discomfort for people. We also examined a framework regarding the SMA practices, and their impact on the customer’s trust to use social media networks.
Methodology: Data were collected from 527 social media users with the help of an online questionnaire. Partial Least Squares Structural equation modeling—PLS-SEM was used using SmartPLS to validate the questionnaire and measure the hypothesized relationships between the constructs.
Main Findings: The results show that perceived risk mediates the relationship between the perceived ethicality of social media analytics and the marketing discomfort of the consumers. Moreover, we also found that the negatively perceived ethicality of social media analytics leads to marketing discomfort of the consumers. This negative attitude impacts the consumer’s intention to purchase, interest in the product, and intention to be vulnerable toward the company.
Applications of this study: These findings have practical utility for all types of organizations that use social media. This study is general for all social media sites. This study also provides direction for future research, such as managing the personal information of the social media users from being used by the organizations without consumer permission and developing ethical standards to use the consumer information for the marketing strategies.
Novelty/Originality of this study: Social media analytics (SMA) gathered data from the social media platforms such as Twitter, Instagram, and blogs, representing a massive room to utilize public data, and these lead towards the ethical concerns of the consumers. For this problem, we studied a complete framework to identify the major outcomes of the PESMA on the consumers' self-disclosure and marketing comfort.
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Pogorevich, Anastasia V. "Research of tools influencing the engagement of potential customers in social media as one of the ways to improve the effectiveness of SMM in organisations through the example of the Instagram community @mebel_rummix." Economic Consultant 32, no. 4 (December 1, 2020): 28–40. http://dx.doi.org/10.46224/ecoc.2020.4.4.
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Over the past ten years, an increasing number of organisations have gone beyond "personal pages" and viewed social media as a promising channel of communication with customers, partners, and employees. The attractiveness of social media marketing is primarily due to its accessibility for small and medium-sized businesses, which makes it possible to compete with large companies in informing a potential audience about goods and services. However, business promotion in social media is not always successful due to the low reach and level of audience involvement. It is assumed that over the history of social media, a set of engagement management tools has been formed that can be structured, described, and proposed for use as a method for improving the effectiveness of social media marketing organisations. Empirical and theoretical research methods were used to test the suggested hypothesis: 1) analysis of literature and Internet sources; 2) synthesis of the received information; 3) an experiment to evaluate the results of the practical application of several engagement management tools at the same time. Based on the research data, a classification of engagement management tools is proposed for the first time, including six groups: analytical, visual, content, technical, advertising, and reputational. The effectiveness of using analytical, visual, content, and advertising tools has been experimentally proven and confirmed by statistics from the social media analytics services Popsters and LiveDune through the example of the @mebel_rummix community. The main result of the research is a generalisation of existing engagement management tools in practice into a single controlled methodological approach to improve the effectiveness of social media marketing organisations.
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Redkina, Natalya. "Evaluating libraries’ activities in social media through web-analytic means." Scientific and Technical Libraries, no. 3 (March 1, 2018): 16–23. http://dx.doi.org/10.33186/1027-3689-2018-3-16-23.
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Based on the studies of analytical agencies reports, the author summarize the data on social networks popularity (Facebook, Instagram, VKontakte, Twitter, etc.) in Russia and internationally, as well as the users’ activity level. She argues that the libraries’ media accounts need to be managed based on analytical data and results of expert evaluation, surveys, marketing research, web analytic. These tools enable to analyze library smm-manager efficiency, to study library user behavior and preferences, to reveal and eliminate technical errors, to define strategic vectors of libraries’ www-activities. The modern www-instruments for social networks evaluation are revealed and tested based on several libraries’ www-accounts. The authors also suggests to use combinations of www-instruments to get detailed statistics, to perform content studies, comparative analysis of libraries’ www-accounts and user profiles, to reveal problems, to improve libraries’ presence on the World Wide Web, etc. The results of evaluation tools application prove their importance and practicability in assessing libraries’ performance in the social media.
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Kumar, Surjeet, and Sumant Sharma. "Exploring Factors Related to Benefits of Social Media Marketing (SMM): An Opinion of Selected Hotels of North India." International Journal of Management Studies VI, no. 1(7) (January 30, 2019): 126. http://dx.doi.org/10.18843/ijms/v6i1(7)/16.
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Wali, Andy Fred, and Hope Adanne Andy-Wali. "Students as Valuable Customers." Paradigm 22, no. 1 (April 6, 2018): 1–16. http://dx.doi.org/10.1177/0971890718758197.
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This article investigates the value of integrating a social media marketing (SMM) platform into customer relationship management (CRM) capabilities for marketing higher education (HE) services in Nigerian public universities. The qualitative research design and specifically multilevel face-to-face focus group (FG) and unsynchronized FG e-mail interviews were chosen for this study. The framework of analysis were undergraduates students in three public universities in Rivers State of Nigeria and three multilevel face-to-face FGs, and three unsynchronized e-mail interviews were held. Thematic template and content analysis techniques were employed for rigorous data analysis with NVivo 11. Four themes, market reach, academic coordination, post-academic services feedback, and students and staff collaboration, showed support for the role of SMM in CRM effectiveness for students’ recruitments and retention.
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Sokolenko, Ya Yu. "Social Media Marketing as a tool to promote regional investment web portals in the information environment." Regional Economics: Theory and Practice 18, no. 11 (November 13, 2020): 2167–82. http://dx.doi.org/10.24891/re.18.11.2167.
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Subject. This article focuses on the investment web portal as a necessary communication tool and a way to govern the investment attractiveness of the region. Objectives. The article aims to conduct a comprehensive study of the problem of promoting regional investment web portals in the information environment. Methods. For the study, I used the methods of logical and statistical analyses, induction and deduction, comparison, and generalization. Results. The article describes the advantages of Internet portals of investment projects and the peculiarities of using Social Media Marketing (SMM) within public structures. It highlights the function of social networks in the process of interacting with the audience. Conclusions. Social Media Marketing is an integral tool for engaging with the investment community and one of the most effective ways to promote a regional investment web portal. The presented original methodology can be used by regional investment portals to analyze interaction with the audience and design a development strategy.
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Nyadzayo, Munyaradzi W., Lester W. Johnson, and Monica Rossi. "Drivers and outcomes of brand engagement in self-concept for luxury fashion brands." Journal of Fashion Marketing and Management: An International Journal 24, no. 4 (April 2, 2020): 589–609. http://dx.doi.org/10.1108/jfmm-05-2018-0070.
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PurposeTo understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands.Design/methodology/approachA descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM).FindingsThe findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM.Originality/valueThe recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept.
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Алевизаки, О. Р., O. R. Alevizaki, Е. С. Кара-Мурза, E. S. Kara-Murza, Н. Ю. Ломыкина, N. Y. Lomykina, М. А. Агафонова, and M. A. Agafonova. "Маркетинг в социальных сетях для продвижения брендов средств массовой информации." Научно-техническая информация. Серия 1: Организация и методика информационной работы, no. 11 (2019): 12–20. http://dx.doi.org/10.36535/0548-0019-2019-11-3.
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Использование средств массовой информации в России претерпевает трансформацию в связи с технологическими изменениями в коммуникационной среде. Привычные каналы создания и распространения информации вытесняет Интернет. Традиционные СМИ пытаются компенсировать отток аудитории, развивая цифровые форматы, причем не только сайтов, но и страниц в социальных сетях. Закрепление их позиций на медиарынке поддерживают различные инструменты продвижения как медиаконтента, так и собственного медиабренда. Один из таких инструментов - маркетинг в социальных сетях (Social Media Marketing, SMM).
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Joo, Bo Ra, and Hye-Young Kim. "Repositioning luxury fashion brands as intentional agents: the roles of consumer envy and admiration." Journal of Fashion Marketing and Management: An International Journal 25, no. 4 (January 15, 2021): 606–24. http://dx.doi.org/10.1108/jfmm-06-2019-0135.
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PurposeBuilding on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public.Design/methodology/approachA sample of 488 US female consumers was used to test a conceptual model delineating the sequential linkages from luxury fashion brands' intentions to brand emotions (i.e. envy vs admiration) and to consumer–brand relationships (i.e. emotional brand attachment and brand forgiveness). Structural equation modeling (SEM) was performed to test the measurement and structural models.FindingsThe results indicated that luxury fashion brands' “populist” intentions had a positive impact on consumer admiration. Both consumer envy and admiration had positive effects on emotional brand attachment and brand forgiveness. However, admiration had a stronger effect than envy on these relational consumer responses.Originality/valueThis study identified that luxury fashion brands, frequently stereotyped as exclusive, can become brands admired by mass-market consumers by expressing warmth on social media. Drawing on social psychological perspectives and the BIAF, this study adds to the literature on luxury brands' social media communication by demonstrating the effectiveness of brand warmth to induce consumers' strong relational outcomes.
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Akbarov, Shahin. "The Impact of Social Media Marketing on Consumer - Moderating Role of Gender and Income." Scholedge International Journal of Multidisciplinary & Allied Studies ISSN 2394-336X 7, no. 7 (November 26, 2020): 147. http://dx.doi.org/10.19085/sijmas070701.
Full textAbstract:
<p><strong>Purpose</strong>: The purpose of this study is to investigate the impact of social media marketing activities on consumer behavior (i.e. value consciousness, brand consciousness, and brand loyalty) in the light of the moderation effect of gender and income.</p><p><strong>Methodology</strong>: The questionnaire method was used for data collection. 261 questionnaire was gained through convenience and snowball sampling. Data were analyzed with SPSS-24 and AMOS-23. Explanatory factor analysis was first done with SPSS. To test the moderation effects multigroup moderation analysis was performed in AMOS.</p><p><strong>Findings</strong>: SMM (perceived social media marketing activities) impacts brand loyalty (for male, female, and lower-income sample), value consciousness (for male, higher income, and lower-income sample), and brand consciousness (for male, higher income, and lower-income sample). The effect of gender as a moderator is not statistically significant. The effect of income as a moderator is significant in only two paths.</p><p><strong>Originality/Importance</strong>: At a time when social media usage increases and brand loyalty declines, it is important to investigate the impact of social media marketing activities on consumer behavior. The present study underlines the value of replication studies in a cross-cultural context. Besides, the moderation effect of gender and income were tested.</p>
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Kuzubov, Alexey Alexeyevich, Aleskandr Nikolaevich Maksimenko, Igor Anatolievich Eremenko, and Margarita Nikolaevna Bezuglova. "Conceptual foundations for social media in the restaurant business in the aftermath of the pandemic." Revista Amazonia Investiga 10, no. 38 (April 12, 2021): 178–87. http://dx.doi.org/10.34069/ai/2021.38.02.17.
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The article examines the key problems, changes and restrictions in the development of the restaurant business during the coronavirus pandemic. The analysis of the results of a study by European scientists on the use of social networks in the restaurant business is carried out. The essence of social media marketing (SMM) as an effective tool for overcoming the temporary crisis of the restaurant business is characterized. The target market was segmented and the results analyzed. The analysis shows the target market breakdown of restaurant visitors by marital status and by age groups. The main reasons why restaurateurs do not plan to use social networks or have not yet initiated the use of social networks are considered. The study identified the impact of the coronavirus pandemic on the restaurant business and presented ways to overcome them. The importance of marketing use in social networks by restaurateurs is justified. Based on the results of the study, the main conclusions are presented on the feasibility of introducing certain measures in the restaurant business to stabilize the financial situation, overcome the crisis and recoup the maximum production costs.
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Terskikh, M. V. "Instagram Advertising Tools: Genre and Language Features." Nauchnyi dialog, no. 6 (June 29, 2020): 178–89. http://dx.doi.org/10.24224/2227-1295-2020-6-178-189.
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The article is devoted to the study of the features of the social network Instagram as a communication platform for positioning and promoting goods and services, forming a personal brand. The relevance of the study is determined by a number of factors. The decrease in the popularity and effectiveness of traditional advertising tools and public relations, on the one hand, the growing popularity of various social networks as a modern marketing tool, the high level of involvement of the social media audience, the increasing orientation towards visual content while maintaining the importance of SMM text, on the other hand, has turned Instagram into the space of various marketing innovations and an interesting object of study. The author considers the main forms of information transmission offered by Instagram (post-publications, stories, live broadcasts, IGTV format), as well as the main types of positioning content, which ensures high audience engagement and the effectiveness of selling texts. Special attention is paid to the role of visual content. The advantages of non-verbal presentation of information, the specifics of interaction with the verbal component of the SMM text are considered. The material for the study was the polycode texts of a successfully developing, offering a variety of selling content for the Instagram account of the clothing brand 12Storeez (publications from 2019-2020 were considered). As a result of the analysis, the author identifies the main features of the modern SMM text, forms and functions of the most common types of content.
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Киселева and T. Kiseleva. "Modern Approaches of Marketing of the Intellectual Products: OmniChannel." Economics 4, no. 3 (June 17, 2016): 54–59. http://dx.doi.org/10.12737/19943.
Full textAbstract:
The article deals with the prospects for the development of modern marketing
tools used in terms of OmniChannel for intellectual products: rich media, viral,
hidden, guerrilla marketing, mobile marketing, business social networks, the
SMM, online exhibitions, catalogs and subject heading, online conferences and
seminars, contextual advertising, text ads; analyzed and interpreted the data
collected by the experts of the company “Garant”, working with an intelligent
product, the agency IAB Russia and Zenithoptimedia agencies, including cluster
analysis means of promotion; based on the BCG matrix model is made up of
funds of promotion of intellectual products; ABC analysis conducted means
of promotion based on data for 2015; appropriate conclusions about the viability
of the hypothesis of the applicability of the OmniChannel concept of intellectual
product.