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Journal articles on the topic 'EXPERIENCE CAMPAIGN MARKETING MEDIA SOCIAL'

Author: Grafiati

Published: 24 April 2022

Last updated: 30 July 2025

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1

Harmon, Jennifer, and Kelly L. Reddy-Best. "Fashion social marketing: Analysing reactions to Lane Bryant's #PlusIsEqual." Fashion, Style & Popular Culture 7, no. 2 (2020): 333–50. http://dx.doi.org/10.1386/fspc_00022_1.

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Abstract In 2015, Lane Bryant, one of the first plus-size retailers, launched #PlusIsEqual, a social-marketing campaign to promote equality for fat bodies. Before this campaign, the intersections of social causes and marketing were largely absent from the fashion media landscape. The purpose of this study was to analyse the reaction to Lane Bryant's campaign by following and analysing the Twitter hashtag and campaign website for six months. Notions of the fat body as beautiful were met mostly with positive reactions, which highlights how users who engaged with the campaign, who themselves may

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Vaswani, Chitra, Prutha Shah, Suresh Malodia, and Deepa Kapoor. "Nykaa ruling social media platform with UGC campaigns." Emerald Emerging Markets Case Studies 15, no. 1 (2025): 1–31. https://doi.org/10.1108/eemcs-03-2024-0101.

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Learning outcomes The learning outcomes are as follows: understand the concept and importance of UGC in marketing campaigns; analyze the benefits and challenges of incorporating UGC as a marketing strategy; and evaluate the effectiveness of Nykaa's UGC marketing campaign. Case overview/synopsis The case focuses on Nykaa, India’s premier beauty and cosmetic e-commerce platform, and its innovative use of user-generated content (UGC) in social media marketing. Being a marketing intern, the objective is to critically evaluate the effectiveness of Nykaa’s UGC strategy compared to brand-generated co

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Trisyeling, Tansia. "ANALISIS KOORDINASI PESAN DAN DAMPAK KAMPANYE TERPADU." Sintesa 4, no. 01 (2025): 202–20. https://doi.org/10.30996/sintesa.v4i01.12640.

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An integrated campaign, as part of Integrated Marketing Communication (IMC), plays a crucial role in delivering cohesive and impactful messages, as illustrated by the #PerempuanBermakna campaign by Asuransi Astra. This campaign aligns with strategic efforts to enhance gender equality and financial literacy, reflecting both societal and corporate priorities. By leveraging IMC, the campaign integrates digital and traditional media to connect with a broader audience, emphasizing the importance of coordinated messaging. This study aims to analyze the effectiveness of coordinated communication in i

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Raden Zakky Zainal Muttaqien and Indri Rachmawati. "Strategi Marketing Media Sosial Kampanye Niion.Id." Bandung Conference Series: Public Relations 4, no. 2 (2024): 898–904. http://dx.doi.org/10.29313/bcspr.v4i2.15426.

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Abstract. The purpose of this research is to find out the marketing strategy of social media campaigns at PT Niion Indonesia Utama (Niion.id). Communication is a process of interaction between fellow living beings both by using symbols, signals and in behavior and action. Communication itself describes a very basic thing in every human life, be it humans individually or as social beings. In this research there is uniqueness because, based on research conducted both offline and online, it produces big questions related to the digital marketing campaign that Niion is doing and produces so much i

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Dessaix, A. "Implementation Learnings From a Cancer-Prevention Multirisk Factor Public Education Campaign." Journal of Global Oncology 4, Supplement 2 (2018): 133s. http://dx.doi.org/10.1200/jgo.18.50200.

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Background and context: The Cancer Council New South Wales (CCNSW) is one of Australia's leading cancer charities and is uniquely 95% community funded. Cancer prevention is one of five strategic priority areas for CCNSW. An estimated to 37,000 cancer cases are preventable each year in Australia; 33% of cancers in men and 31% in women. The CCNSW developed and implemented the 1 in 3 Cancers Campaign in 2016, the first Australian multirisk factor cancer prevention campaign. This was also the organization's first experience in implementing a social marketing mass media campaign. Over two years, th

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Smith, Jennifer, Tessa Clemens, Alison Macpherson, and Ian Pike. "Public Response on Social Media to a Social Marketing Campaign for Influencing Attitudes towards Boating Safety." International Journal of Environmental Research and Public Health 18, no. 12 (2021): 6504. http://dx.doi.org/10.3390/ijerph18126504.

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The purpose of this research paper is to assess the response on Facebook to a social marketing campaign for recreational boating safety. The campaign ran for the 2018 and 2019 boating seasons in British Columbia, Canada. Messages related to boating safety were delivered in multi-media formats, including ten Facebook posts. All public comments on the campaign Facebook page in response to the ads were included in the analysis. Comments were reviewed for tone and subject; those that related directly to the campaign or boating safety-related topics, such as alcohol use or enforcement, were labeled

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Fitriana Albertina and Cecep Safa'atul Barkah. "Pengaruh Content Marketing Terhadap Minat Beli Tiket pada PT. KAI: Studi pada Content Trip Experience di Sosial Media Instagram @kai121_." Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 6, no. 5 (2024): 4578–91. http://dx.doi.org/10.47467/alkharaj.v6i5.1906.

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Digital strategies are becoming increasingly important in today's digital market, with social media platforms like Instagram being used for communication, information exchange, and marketing. Indonesia is an ideal location for content marketing, as over 60% of its clientele consists of millennials or Generation Z. PT. Kereta Api Indonesia (Persero) targets urbanites through its social media marketing initiatives, with content marketing being a fundamental element of their strategy. The Trip Experience category generates the most interaction, attracting customers to engage with the organization

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Daems, Kristien, Ingrid Moons, and Patrick De Pelsmacker. "Co-creating advertising literacy awareness campaigns for minors." Young Consumers 18, no. 1 (2017): 54–69. http://dx.doi.org/10.1108/yc-09-2016-00630.

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Purpose This study aims to explore which media 9- and 10-year-old children and 12- and 13-year-old teenagers encounter and which campaign elements (media, spokesperson, appeal and message) are most appreciated by these target groups in awareness campaigns to raise their advertising literacy. Design/methodology/approach The study applies a methodology that is commonly used in design sciences to the field of advertising. Co-creation workshops with minors and professionals are used for the development of awareness campaign stimuli. In the first study, four co-creation workshops with 19 children (

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Adhitya, Wisnu Rayhan, Tengku Teviana, Sienny Sienny, Ahmad Hidayat, and Imamul Khaira. "Implementasi Digital Marketing Menggunakan Platform E-Commerce dan Media Sosial Terhadap Masyarakat Dalam Melakukan Pembelian." TIN: Terapan Informatika Nusantara 5, no. 1 (2024): 63–72. http://dx.doi.org/10.47065/tin.v5i1.5293.

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This research aims to determine the implementation of digital marketing using e-commerce platforms and social media for the public in making purchases. The aim of implementing digital marketing using e-commerce platforms and social media for people to make purchases includes several important aspects, namely that e-commerce platforms and social media enable businesses to reach a wider audience globally. By leveraging this technology, businesses can get their products or services in front of more people, increasing their chances of attracting new customers. E-commerce makes it easy for people t

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Pinzon, E., and L. Higuera. "POS0986-PARE IMPACT OF EDUCATIONAL CAMPAIGNS ON RMD IN SOCIAL NETWORKS." Annals of the Rheumatic Diseases 82, Suppl 1 (2023): 809.2–810. http://dx.doi.org/10.1136/annrheumdis-2023-eular.5843.

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BackgroundPanama’s prevalence of rheumatoid arthritis lies within the global range (.24 to 1%). To improve the quality of life of RMD patients in the country, FUNARP was created over 18 years ago to educate and support patients, caregivers, and civil.FUNARP decided to focus its efforts on digital campaigns since 2020 taking advantage of its coverage, low costs, and ease of usage. Further, the mobile penetration of Panama is 136% of its population [1] making social media the best distribution channel for this purpose.ObjectivesTo expand educational coverage, especially for those with limited mo

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Yan, Jiaqi. "Exploring the strategies and benefits of integrating fashion brands with tourism by analyzing the Valentino Pink PP campaign in Anaya." Transactions on Economics, Business and Management Research 13 (November 18, 2024): 324–31. https://doi.org/10.62051/db1dq083.

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Using Valentino's “Pink PP” campaign in Anaya as a starting point, this study explores the strategies and benefits of integrating tourism and fashion brands. Through a comprehensive analysis of social media data, tourism statistics, and brand marketing reports, this study finds that brand linkage strategies can effectively increase brand awareness and destination attractiveness, social media communication and word-of-mouth effects play an important role in promoting brand development and tourism prosperity, and immersive experiences can enhance the emotional connection between consumers and br

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Dr., Ghouse Mohiyaddin Sharif G.M, Anooj P. K. Dr., Jayashree Rajendran Dr., and Hussain Kazim Mutahar. "The Role of Artificial Intelligence in Assessing Return on Investment in Tourism Marketing Campaign." International Journal of Innovative Science and Research Technology (IJISRT) 9, no. 12 (2025): 1811–18. https://doi.org/10.5281/zenodo.14576662.

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Evaluating the ROI of marketing campaigns in the tourism industry requires a comprehensive understanding of the unique characteristics of tourism products. The effectiveness of marketing communication,  experience marketing, performance measures of net- enabled industries, social media ROI, conversion potential,  and the future of marketing metrics, the tourism industry can develop a robust framework for evaluating the ROI of marketing campaigns. The purpose of this paper is to study and analyze the AI models and algorithms applied in assessing ROI in tourism marketing campaigns. As

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Rohit, M. ""Transforming Digital Marketing: Key Trends and Strategies for Effective B2B/B2C Campaigns"." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem45777.

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Abstract The rapid evolution of digital marketing continues to reshape how businesses engage with their audiences, driven by innovations across social media, analytics, and omnichannel strategies. Social media platforms like Instagram, TikTok, and LinkedIn are evolving with unique trends that enable businesses to reach both B2B and B2C markets through dynamic, authentic, and community-driven content. Meanwhile, data-driven marketing highlights the importance of leveraging analytics to optimize campaigns, personalize experiences, and improve ROI, with tools like AI, real-time insights, and priv

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., Maghfirah, and Dion Eriend. "Strategi Experiental Marketing Akal Production Pada Event Loal Museum Melalui Media Sosial TikTok." JKOMDIS : Jurnal Ilmu Komunikasi Dan Media Sosial 4, no. 1 (2024): 299–309. http://dx.doi.org/10.47233/jkomdis.v4i1.1608.

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This Final Project Report is an application of project-based curriculum or other forms compiled based on the author's experience while making projects at Akal Production company as an event organizer located in Padang City. While in the company, the author created a unique event project that has never existed in Padang City, namely an interactive museum that emphasizes visual creativity. Loal Museum is a project idea created so that the citizens of Padang have a new place of art, entertainment and recreation. The event was held for 1 full month located in Fabriec Block, Parupuk Tabing. This ev

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Acatrinei, Carmen. "A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies." Studia Universitatis „Vasile Goldis” Arad – Economics Series 25, no. 3 (2015): 23–34. http://dx.doi.org/10.1515/sues-2015-0019.

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Abstract The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and cont

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Fifi Aidillia Ruhillah, M. Zaki Mubarok Wafiyullah, Ahmad Zainal Abidin, et al. "Increasing the Marketing of Cepoko Village MSMEs Through Digital Marketing Seminar." Kegiatan Positif : Jurnal Hasil Karya Pengabdian Masyarakat 2, no. 3 (2024): 96–102. http://dx.doi.org/10.61132/kegiatanpositif.v2i3.1260.

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In the increasingly evolving digital era, digital marketing is an important element for businesses to build brand awareness, increase sales, and expand market reach. By using various online platforms such as social media, search engines, email, and websites, companies can reach consumers directly, provide relevant content, and monitor and analyze campaign results in real-time. Cepoko Village, Gunungpati District, Semarang City, is one of the areas that has many MSME actors with quality products. However, most of them still experience obstacles in marketing their products. This seminar was carr

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Purwati, Ani, and Nafiah Ariyani. "Integrated Marketing Communication in Building Brand Equity in the Social Media Era." Ilomata International Journal of Social Science 6, no. 2 (2025): 610–29. https://doi.org/10.61194/ijss.v6i2.1686.

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Social media provides a great opportunity for companies or brand owners and sellers to build and increase brand awareness, brand association, brand loyalty, perceived quality, and proprietary assets through Integrated Marketing Communication. This study adopts a qualitative approach with a literature review and content analysis to analyze the application of Integrated Marketing Communication on social media and its impact on brand equity elements. The results show that integrating integrated marketing communication on social media can build brand equity and increase brand awareness, brand asso

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Tishkina, Natalya I. "Features of promotion of confectionery brands in new media." Neophilology, no. 4 (2022): 832–39. http://dx.doi.org/10.20310/2587-6953-2022-8-4-832-839.

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We consider new media, their characteristics and different approaches to the definition of the concept of “new media”. We present ways to promote confectionery on the example of brands: “Nutella”, “Oreo”, “Snickers”, “Kinder”, “Babaevsky” and “Mega Drive”. We describe in detail the tools that brands use in new media. The emotional marketing of the “Oreo” brand and the success of its promotion in social networks: a solar eclipse, “Oreo-style photos”, “you can dip in the dark” are some of the brand’s most successful advertising campaigns. We also consider the following cases: computer code for 7

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Soni,, Shubham. "A Critical Review of Digital Marketing." International Scientific Journal of Engineering and Management 04, no. 04 (2025): 1–7. https://doi.org/10.55041/isjem03275.

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Abstract: This paper offers views on some current and future trends in marketing. The content is based on recent literature and on what is happening in the business world. The paper is based on secondary data. The paper is based on extant literature and internet sources. The various articles, researches, reports, newspapers, magazines, various websites and the information on internet have been studied. We experience a radical change in India towards the digitalization. The consumer are looking and searching more on internet to find the best deal form the sellers around India as compared to tra

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Sury, Kartina. "We’re Hiring! Brand and Remuneration as Antecedents in Social Media Recruitment Campaign." Advanced Science Letters 21, no. 4 (2015): 759–62. http://dx.doi.org/10.1166/asl.2015.5943.

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Advances in digital technology have contributed to the shift of companies’ marketing strategy in regards to realtime engagement with customers to support brand-to-customers and attracting future employees. In discussing recruitment initiatives, many companies have begun to harness the power of social media to drive leads of new talents and employees recruiting strategy while strengthening company-applicants relationship. Brand awareness and established corporate reputation are argued as the expected outcomes of social media recruitment initiative. Deloitte, Ernst and Young are amongst those we

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Federico, De Andreis. "Consumer Behavior and Marketing Management Strategies." International Journal of Management Sciences and Business Research 8, no. 4 (2019): 73–77. https://doi.org/10.5281/zenodo.3491823.

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The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how the psychology of how consumers think, feel, reason, and select between different alternatives (brands, products, and retailers) or are influenced by their environment (culture, media, family, social groups). This article aims to explain how the consumer behavior involves the study of how people - either individually or in groups -acquire, use, experience, discard, and make decisions about goods or services. The impact consumer behavior on the marketing management is also

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Rodriguez, Estelamari, Samantha Dawkins, Santhy Rodriguez, et al. "Using social media and direct marketing as a platform to increase awareness of lung cancer screening in a Hispanic urban population in the post-COVID period." Journal of Clinical Oncology 39, no. 28_suppl (2021): 339. http://dx.doi.org/10.1200/jco.2020.39.28_suppl.339.

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339 Background: Uptake in lung cancer screening (LCS) in high-risk patients including minority populations has been low despite efforts to increase awareness in the community. During the COVID pandemic, most LCS programs were temporarily stopped and, in the months to follow experienced a significant reduction in referrals. Platforms including social media and direct mail marketing can provide a valuable tool to enhance patient engagement related to LCS and engagement of Hispanic populations who are active consumers of digital media. The objective of this study was to assess the short-term effe

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Saputra, Dedi. "Political Communication Strategy of The Candidate Pair Al Haris and Abdullah Sani in Winning The 2020 Jambi Gubernatorial Election." Devotion : Journal of Research and Community Service 4, no. 11 (2023): 2096–113. http://dx.doi.org/10.59188/devotion.v4i11.592.

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The purpose of this study was to determine the political communication strategy and the inhibiting factors and opportunities for political communication of the Al Haris and Abdullah Sani winning team. In an effort to obtain victory in the contestation of the Governor's Election in Jambi Province in 2020, which is pursued through careful political communication planning, the dissemination of issues regarding the candidate pair competing for the number one seat in the government is important to achieve victory. This research uses a qualitative descriptive method. Researchers use Political Market

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Ivana, Abigail Yoka, Nuning Indah Pratiwi, and Wahyu Indra Satria. "Educational Training on the Use Of Social Media as Digital Marketing at Selesa Coffee and Eatery." PKM-P 8, no. 2 (2024): 452–56. https://doi.org/10.32832/jurma.v8i2.2531.

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Selesa Coffee & Eatery, a café located at Jl. Tukad Batanghari No.12, Denpasar Selatan, Bali, faces significant challenges in optimizing their digital marketing strategy, particularly on social media platforms like Instagram. Despite offering a diverse menu and a comfortable atmosphere, their use of Instagram is suboptimal, with issues related to content quality and consistency. Unprofessional content and irregular posting frequency result in decreased engagement, limiting their potential to attract new customers and retain existing ones. Additionally, Instagram features such as Stories, I

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Muhammad Rezky, Reza, and Anggi Josetiyo Prayoga. "Implementation of Digital Marketing to Increase Sales Volume (Study at DW Sport Store)." Journal of Managiere and Business 2, no. 1 (2024): 23–28. https://doi.org/10.69747/managiere.v2i1.57.

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This research explores the implementation of digital marketing strategies to increase sales volume at DW Sport stores. In the digital era, consumer behavior has experienced a significant shift. More and more people are looking for products and services via the internet, social media and other online platforms . Therefore, this study aims to identify key steps that can help DW Sport stores effectively utilize the potential of digital marketing. The study covers various elements of digital marketing, including creating responsive, search engine-optimized websites, using social media to build rel

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Susanti, Leni. "Product Marketing Strategy Using Digital Marketing Technology." Journal of Social Science and Business Studies 3, no. 1 (2025): 386–91. https://doi.org/10.61487/jssbs.v3i1.128.

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The rapid evolution of digital marketing technologies has transformed the landscape of product marketing, enabling businesses to reach broader audiences and deliver personalized experiences. This paper explores effective product marketing strategies using digital marketing tools and technologies, focusing on their impact on customer engagement, brand awareness, and sales performance. Key strategies include leveraging social media platforms, search engine optimization (SEO), content marketing, and data-driven analytics to enhance campaign effectiveness. Integrating artificial intelligence (AI)

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Zhou, Sijia. "Analyzing IKEA Brand's Media Marketing Strategies and Improving Customer Experience through Inductive Reasoning Approach." Journal of Education, Humanities and Social Sciences 27 (March 5, 2024): 392–99. http://dx.doi.org/10.54097/1d1p0r71.

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As competition in the global furniture retail industry intensifies, IKEA is a leading brand attracting attention for its innovative design, affordable prices and unique shopping experience. In order to enhance customer experience and strengthen brand value, IKEA needs to focus on the effectiveness of media marketing strategies and improve customer satisfaction. This study adopts inductive reasoning and quantitative research methods to analyse IKEA's media marketing strategies and make recommendations to improve customer experience. The study analyses the different marketing strategies used by

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Simatupang, Michael Sabato, and Hedry Purba. "THE IMPACT SOCIAL MEDIA MARKETING, SOCIAL INTERACTIVITY AND PERCEIVED QUALITY OF BRAND LOYALTY ON IPHONE USERS." Jurnal Riset Manajemen dan Akuntansi 3, no. 1 (2023): 125–36. http://dx.doi.org/10.55606/jurima.v3i1.1586.

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Brand loyalty plays a crucial role in social media services for consumers. Marketing activities through social media can predict and focus on consumer values in brand selection and sharing information with other consumers through social media. Therefore, the purpose of this study is to investigate the impacts of Social Media Marketing, Social Interactivity, and Perceived Quality on Brand Loyalty among iPhone users. The research employed a survey method, and a set of questionnaires were administered to 117 iPhone users located in a specific area via Google Forms. Structural Equation Modelling (

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Foà, Caterina. "Crowdfunding cultural projects and networking the value creation." Arts and the Market 9, no. 2 (2019): 235–54. http://dx.doi.org/10.1108/aam-05-2019-0017.

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Purpose The purpose of this paper is to investigate how online crowdfunding is strategically applied to artistic productions featuring strong social and cultural values, exploring potential and risks of networking value creation and community engagement. Mission-driven initiatives and their crowdfunding campaigns are analyzed through platform society framework (van Dijk, 2019), considering the business models and marketing strategies that support the scope and intentions of a variety of agents involved within the online networks. Design/methodology/approach A qualitative multiple case-study ap

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Djamaly, Muhammad Fadheel, Djumarno Djumarno, Rina Astini, and Daru Asih. "LITERATURE REVIEW: PERAN MEDIA SOSIAL DALAM PEMASARAN FILM INDONESIA: ANALISIS KEPUASAN DAN NIAT BELI PENONTON." SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business 6, no. 3 (2023): 647–59. http://dx.doi.org/10.37481/sjr.v6i3.706.

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This literature review article discusses the role of social media in Indonesian film marketing with a focus on analyzing audience satisfaction and purchase intent. This study was conducted to see the extent to which the use of social media can affect audience satisfaction and purchase intention towards Indonesian films. The method used in this study is to conduct a literature study of previous studies related to the role of social media in film marketing. In its analysis, the study found that the use of social media can increase audience satisfaction and also influence their purchase intention

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Abhaykumar Dalsaniya. "From lead generation to social media management: How RPA transforms digital marketing operations." International Journal of Science and Research Archive 7, no. 2 (2022): 644–55. http://dx.doi.org/10.30574/ijsra.2022.7.2.0270.

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The application of robotic process automation, commonly known as RPA, is disrupting the digital marketing realm by reducing and automating repetitive high-volume tasks across myriad functions. In this paper, the effects of RPA in significant core digital marketing processes like lead generation, social media, and email marketing are analyzed. RPA travails to advance data intake, lead management, and customer relations in marketing and sales effectiveness and velocity. For example, in Lead generation, RPA, especially in identification and filtering, uses the internet to do the job, leading to a

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Feng, Yang, and Quan Xie. "Measuring the content characteristics of videos featuring augmented reality advertising campaigns." Journal of Research in Interactive Marketing 12, no. 4 (2018): 489–508. http://dx.doi.org/10.1108/jrim-01-2018-0027.

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Purpose Over the past few years, advertisers have adopted augmented reality (AR) technology in advertising campaigns. To overcome the geographic limit, advertisers record the interaction between people and virtual objects in AR campaigns and upload promotional videos on social media, such as YouTube. This study aims to develop and validate a measurement instrument to gauge the content characteristics of YouTube videos featuring AR ad campaigns. Design/methodology/approach To this end, possible items were generated via a review of prior literature, and supplemented by content analysis and a fre

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Kolesnyk, Bohdan, and Iuliia Kostynets. "MEASURING DIGITAL ADVERTISING EFFECTIVENESS ON FACEBOOK AS PART OF A NATIONAL BRAND ADVERTISING CAMPAIGN." ECONOMICS, FINANCE AND MANAGEMENT REVIEW, no. 3 (September 30, 2023): 68–82. http://dx.doi.org/10.36690/2674-5208-2023-3-68-82.

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The subject of the study is the problem of assessing the effectiveness of digital activations (advertising campaigns) on Facebook and social media in general; finding ways to measure the impact of digital activations and the causal link of online information campaigns on a brand. The purpose of the study is to find out whether it is possible to reach the necessary target groups as part of a national brand image campaign using Facebook advertising; to monitor key indicators, results, and outcomes; to formulate key Facebook indicators that can be demonstrate the effectiveness of online campaigns

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Borhan, Halimahton, Rozita Naina Mohamed, Mohd Saifullah Rusli, et al. "Modelling the Predictors of Social Media Marketing on Consumer Buying Behavior in Malaysia." Information Management and Business Review 16, no. 3(I)S (2024): 832–43. http://dx.doi.org/10.22610/imbr.v16i3(i)s.4112.

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Despite the rapid increase in internet and mobile users in Malaysia, the growth of online purchases through social media platforms has not kept pace with this broader digital trend. This study investigates the key predictors that influence consumer buying behavior through social media marketing, with a specific focus on the roles of Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of these platforms. Employing a quantitative cross-sectional research design, data were collected from 115 respondents in Malaysia who have experience making online purchases via mobile applications. The st

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Ms. Inchara P, Dr Gurmeet singh sikh, Dr Sandeep Nandram Dive,, and Dr Pramod Kumar, Dr Madhuri Prakash Kamble, Dr Asha Karbhar Shinde. "Digital Marketing Strategies to Improve Customer Experience and Engagement." Journal of Informatics Education and Research 4, no. 2 (2024): 405–14. http://dx.doi.org/10.52783/jier.v4i2.781.

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The study explores the different digital marketing strategies that companies can use in diverse industries to improve customer experience and engagement. The study involves a combination of literature review, survey, interviews, and case study which uncovers the critical findings on efficient ways of implementing customer satisfaction, loyalty, and trust. The research results showed that personalization is the most fundamental issue it was highlighted by nearly 80% of respondents as an important aspect of digital marketing campaigns. The expert panel notes that social media and interactive con

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M.Fowzia, Sultana, and Hameed S.Sahul. "Astroturfing Marketing – In the Age of Engage Offline, Converse Online." Shanlax International Journal of Management 6, S1 (2018): 145–51. https://doi.org/10.5281/zenodo.1461331.

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Buzz marketing is the practice of gathering volunteers to try products, then sending them out into the world to talk up their experiences with the people they meet in their daily lives. The idea is that the more people see a product being used in public, or the more they hear about it from people they know and trust, the more likely they will be to buy it for themselves. Of course, word-of-mouth has long been the way that many people find their favorite products, or learn about a new favorite movie, book or restaurant. “For years, people recognized the power of word-of-mouth in convincin

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RAO, ARYAN. "A STUDY ON DIGITAL MARKETING OF FLIPKART." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32171.

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Efficient digital marketing tactics are crucial for companies to succeed in the ever-changing world of e-commerce. Flipkart is one of the most prominent online marketplaces in India, and this study examines their digital marketing strategies. Examining Flipkart's strategy across different digital channels and how they affect the company's brand visibility, consumer engagement, and sales is the main objective of this research. In order to better understand how Flipkart draws in and keeps customers, as well as how to increase engagement and conversion rates, this study analyzes the company's web

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Khomenko, Liliya, and Liudmyla Saher. "INFLUENCE MARKETING IN BLOOD SERVICE FACILITIES." Scientific bulletin of Polissia, no. 1(22) (2021): 161–70. http://dx.doi.org/10.25140/2410-9576-2021-1(22)-161-170.

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Traditional marketing tools are gradually losing effectiveness. Every year, Internet users grow, and interaction with the company through social media becomes popular. This stimulates the development of new areas of marketing activities of the company. There is a need to find more modern and at the same time practical marketing tools. One of them is influence marketing. Marketing and PR agencies, SMM specialists, and marketers are paying more and more attention to the study of impact marketing; among scientists Gvozdetskaya I. V., Dyachenko K. V., Kueva-Estrada J., Belova T. G., Kislitsyna A.

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Weng, Yinuo. "Explore How to Refine Social Media Marketing Strategies and Shape Consumer Travel Preferences: An In-depth Study on Airbnb." Advances in Economics, Management and Political Sciences 74, no. 1 (2024): 68–74. http://dx.doi.org/10.54254/2754-1169/74/20241499.

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In a post-COVID-19 era of digital transformation and a gradually recovering tourism economy, the travel industry must continually seek innovative ways to enhance social media marketing strategies and better understand consumer behaviour. This paper provides insights into how social media marketing strategy optimisation can shape consumer travel preferences. Using Airbnb as a case study, this paper analyses the social media comments of Airbnb users to reveal consumers' overall positive attitudes towards Airbnb's services through sentiment analysis and explore how methods such as predictive anal

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Bardus, Marco, Sara A. Assaf, and Carine J. Sakr. "Using Social Marketing to Promote COVID-19 Vaccination Uptake: A Case Study from the “AUBe Vaccinated” Campaign." Vaccines 11, no. 2 (2023): 459. http://dx.doi.org/10.3390/vaccines11020459.

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The availability of and access to COVID-19 vaccines has been challenging in many low- and middle-income countries (LMICs), coupled with mistrust in public health organizations instigated by misinformation and disinformation diffused by traditional and social media. In the Spring of 2021, the American University of Beirut (AUB) in Lebanon spearheaded a nationwide vaccination drive with the ambitious goal of vaccinating its entire community by the beginning of the academic year 2021–2022, as the campus was due to be opened only to vaccinated individuals. This case study outlines the development,

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Ilieva, Galina, Tania Yankova, Margarita Ruseva, Yulia Dzhabarova, Stanislava Klisarova-Belcheva, and Marin Bratkov. "Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour." Information 15, no. 6 (2024): 359. http://dx.doi.org/10.3390/info15060359.

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Social media marketing has become a crucial component of contemporary business strategies, significantly influencing brand visibility, customer engagement, and sales growth. The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and, on that basis, to explore their effects on purchase intentions regarding advertised products or services. A total of 376 filled-in questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour that affect consumer perceptions have been syste

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Blasch, Lisa. "Indexing authenticity in visual political (social media) communication: a metapragmatics-based analysis of two visual registers of the authentic." Multimodal Communication 10, no. 1 (2021): 37–53. http://dx.doi.org/10.1515/mc-2020-0019.

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Abstract In this paper, I apply a metapragmatics-based approach to visual communication, combined with adapted concepts of Social Semiotics (“visual modality”) and CDA-oriented visual analysis (“canons of use”), to reconstruct two visual registers of authenticity which are prevailing within a social media photo sample of recent Austrian chancellor Sebastian Kurz (Facebook, Instagram; total of 84 photos), posted during the parliamentary elections in 2017. Triangulated with the discourse analysis of the marketing manager’s metapragmatic reflections on this social media campaign, the study shows

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Roncha, Ana, and Natascha Radclyffe-Thomas. "How TOMS’ “one day without shoes” campaign brings stakeholders together and co-creates value for the brand using Instagram as a platform." Journal of Fashion Marketing and Management 20, no. 3 (2016): 300–321. http://dx.doi.org/10.1108/jfmm-10-2015-0082.

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Purpose – The purpose of this paper is to demonstrate the power of social media networks, namely Instagram, in building brand communities and co-creating value for brands. By analysing the 2015 campaign #withoutshoes by TOMS, the authors intend to demonstrate how the value creation process can be extended to involve all stakeholders and raise the effectiveness of a brand’s communication campaign. Design/methodology/approach – A qualitative approach was taken to enable an understanding of online consumer behaviour. A series of qualitative semi-structured interviews were conducted with retail an

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Marušić, Tajana, and Tihomir Vranešević. "Challenges of navigating brands through social media." Ekonomski pregled 72, no. 3 (2021): 413–30. http://dx.doi.org/10.32910/ep.72.3.4.

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Creating and maintaining a successful brand has always been a longterm activity that required skills, knowledge, financial means and time. The success of global brands did not happen over time, and it seems that before social media there was always something precious that brand`s had – time. Time to communicate, time to create marketing campaigns, time to grow and evolve. Today, in the time of social media – there is everything but the time. Communication between consumers and brands is fast, global, and exposed for everyone to see and comment thanks to social media. Brands are more vulnerable

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Oghenekome Urefe, Theodore Narku Odonkor, Shadrack Obeng, and Emmanuel Biney. "Innovative strategic marketing practices to propel small business development and competitiveness." Magna Scientia Advanced Research and Reviews 11, no. 2 (2024): 278–96. http://dx.doi.org/10.30574/msarr.2024.11.2.0122.

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In today's dynamic and competitive business environment, small businesses face unique challenges in establishing their presence and achieving sustainable growth. This paper explores innovative strategic marketing practices that can propel small business development and enhance competitiveness. The primary focus is on leveraging digital marketing, personalization, customer engagement, data analytics, and strategic partnerships. Digital marketing has revolutionized how small businesses reach and engage with their target audiences. By utilizing social media platforms, search engine optimization (

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Mou, Anika Jahan. "MARKETING CAPSTONE INSIGHTS: LEVERAGING MULTI-CHANNEL STRATEGIES FOR MAXIMUM DIGITAL CONVERSION AND ROI." Review of Applied Science and Technology 03, no. 04 (2024): 01–28. https://doi.org/10.63125/5w76qb87.

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In an increasingly digitized and data-saturated marketplace, the integration of multi-channel marketing strategies has become essential for organizations aiming to enhance customer engagement, streamline user experiences, and improve return on investment (ROI). This systematic review examines the evolution and effectiveness of integrated digital marketing approaches by synthesizing findings from 85 peer-reviewed studies published between 2005 and 2022. It investigates how the convergence of strategic channel coordination, artificial intelligence (AI)-driven personalization, CRM and CDP infrast

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Siddiqueee, Md Shahadat Hossain, and Md Mokshud Ali. "Conquering Digital Marketing: Powerful Strategies for Accelerating Business Growth." International journal of business and economics 1, no. 4 (2024): 1–13. http://dx.doi.org/10.62304/ijbm.v1i04.194.

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Understanding digital marketing tactics is now crucial for company expansion in the digital age due to the quickly changing technology landscape. This study investigates the efficacy of modern digital marketing strategies with an emphasis on how they support significant company growth. This study is significant because it offers practical advice on how to use data analytics, customization, and cutting-edge technology like machine learning and artificial intelligence to maximize digital marketing initiatives. The main goal of this study is to determine and evaluate the best digital marketing ta

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Alhatami, Areej, and Mohammed Owais. "The Impact of Social Media Marketing on Building Customer Loyalty to Brands in E-Store: A Field Study." International Journal of Financial, Administrative, and Economic Sciences 3, no. 12 (2024): 65–100. https://doi.org/10.59992/ijfaes.2024.v3n12p4.

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This study aimed to explore the impact of social media marketing strategies on building customer loyalty to brands in Saudi Arabia. Previous studies were analyzed as a theoretical framework, and data was collected from a sample of 265 participants from various regions in Saudi Arabia using an electronic questionnaire via Google Forms. The data was then analyzed using SPSS software to obtain accurate and reliable results. The results revealed that social media is an effective tool for enhancing customer loyalty, strengthening purchasing decisions, and building relationships with customers. The

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Huang, Zhongling, and R. De Guzman Gabriel. "Research on Marketing Strategy Optimization of Beijing Cultural Museum Based on Tourist Experience." International Journal of Social Science and Humanities Research 12, no. 3 (2024): 125–31. https://doi.org/10.5281/zenodo.12933915.

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<strong>Abstract:</strong> This study investigates the optimization of marketing strategies for the Beijing Cultural Museum by focusing on enhancing tourist experience. The research aims to identify key factors influencing visitor satisfaction and engagement, utilizing both qualitative and quantitative methods to gather comprehensive insights. Through surveys and interviews with tourists, coupled with an analysis of current marketing practices, the study highlights the gaps and opportunities in the museum's promotional efforts. Findings reveal that personalized experiences, interactive exhibit

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Bunjamin*, Thalia Sharon, Elvin Eka Aprilian, Artha Sejati Ananda, and Johanes Ronaldy Polla. "The Influence of Emotional Experience on the Success of Viral Marketing Strategies in the Food and Beverage Industry." Riwayat: Educational Journal of History and Humanities 7, no. 1 (2024): 174–90. http://dx.doi.org/10.24815/jr.v7i1.36874.

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This research explores the impact of emotional experiences on the effectiveness of Viral Marketing strategies within the Food and Beverage (FnB) industry. The study examines the correlation between emotional content in social media and its ability to engage consumers, ultimately contributing to the success of viral marketing campaigns. The research utilizes a sample collected over a brief period, focusing on emotional factors and the relevance of content to consumer sharing behavior. Academic recommendations emphasize the need for future studies to employ larger samples and more specific varia

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