Relevant bibliographies by topics / MARKETING IN SOCIAL MEDIA, SOCIAL MEDIA, THE COMPANY'S IMAGE IN SOCIAL MEDIA

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'MARKETING IN SOCIAL MEDIA, SOCIAL MEDIA, THE COMPANY'S IMAGE IN SOCIAL MEDIA'

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Published: 24 April 2022

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Journal articles on the topic "MARKETING IN SOCIAL MEDIA, SOCIAL MEDIA, THE COMPANY'S IMAGE IN SOCIAL MEDIA"

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Kudeshia, Chetna, and Arun Mittal. "Social Media." International Journal of Online Marketing 5, no. 2 (2015): 37–57. http://dx.doi.org/10.4018/ijom.2015040103.

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From Obama's success to the Arab spring, from Kolaveri Di in India to Gangnam style, social media is omnipresent. We no longer go to the news, news finds us; we no longer visit merchandise, merchandise find us; social media has shrunk the globe beyond imagination. Social media is based on the combined notion of influence and participation -.tools that synchronize their voice with the company's voice and that combined voice affects the next customer. The development of social media networks have made it feasible for the customers to speak to thousands of other customers concerning a particular
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Cawsey, Timothy, and Jennifer Rowley. "Social media brand building strategies in B2B companies." Marketing Intelligence & Planning 34, no. 6 (2016): 754–76. http://dx.doi.org/10.1108/mip-04-2015-0079.

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Purpose The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in business-to-consumer (B2C) contexts. Design/methodology/approach Since social media marketing is a relatively new activity for B2B companies an interpretivist stance that is inductive in nature is adopted. Semi-structured interviews were conducted with marketing professionals involved in managing social media program
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Andrejczuk, Magdalena. "Corporate social responsibilityin shaping the media image of the company." Journal of Education Culture and Society 1, no. 1 (2020): 19–25. http://dx.doi.org/10.15503/jecs20101.19.25.

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Enterprises frequently employ Corporate Social Responsibility (CSR) to create a positive brand image in the media. To further good relations with stakeholders, companies create an image before their customers by their participation in public campaigns and information in advertisements employing elements of CSR. Discussing this practice, I will highlight aspects of this phenomenon in the context of consumer opinion about advertisements. Some examples of companies show that Cause Related Marketing (CRM) and public campaigns are becoming more significant in the strategies of cause related compani
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Suryani, Lilis, Syahmardi Yacob, and Musnaini Musnaini. "EFFECT OF SOCIAL MEDIA ORIENTATION ON MARKETING PERFORMANCE THROUGH VILCHIC BRAND IMAGE." Journal of Business Studies and Mangement Review 5, no. 1 (2021): 49–54. http://dx.doi.org/10.22437/jbsmr.v5i1.16656.

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This study aims to determine the influence of Social Media Orientation, Marketing Performance, and Brand Image. This research uses a quantitative descriptive method with Partial Least Square (PLS) Professional analysis tool. The subjects of this research are consumers who use vilchic masks in Jambi and outside the city of Jambi. The sampling technique used is purposive sampling. The number of samples used in this study amounted to 125. The results of this study indicate that social media orientation does not affect the marketing performance of vilchic companies. Social media has a significant
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Citra, Tyara, and Magda Harahap. "Celebrity Endorsement in Social Media to Enhance Brand Image & Brand Loyalty." Communicare : Journal of Communication Studies 5, no. 1 (2019): 19. http://dx.doi.org/10.37535/101005120182.

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Today, many companies used social media as their marketing tools, small businesses even use social media as their core platform to market their products or services, as for big companies are using it to create their brand image and directly engage with their audience. Celebrity is also perceived to be more credible and trustworthy to be representing a brand that is specifically matched with the celebrity’s image. The first purpose of this paper is to therefore understand the strategy and implementation of using a celebrity endorser through social media activities to enhance brand image and bra
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Cahyani, Elysa Nur, Dewi Pancawati N, and Endah Fitriyani. "ANALISIS INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING DI INDUSTRI PERHOTELAN." Jurnal Ilmiah Hospitality 10, no. 1 (2021): 29–46. http://dx.doi.org/10.47492/jih.v10i1.642.

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Social media marketing in Instagram provides an opportunity for consumers to interact better with the hotel industry, it also has greater cost effectiveness, in addition to the application, more and more unique features are emerging, making it easier for marketers to be as creative as possible. The emergence of Instagram with unique features that can be accessed around the world encourages the hotel industry to use it to market products and provides opportunities for consumers to interact better with companies so that they have higher effectiveness. The purpose of this study is to explore the
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Melati, Kurniayu, and Febianty Febianty. "THE EFFECT OF SOCIAL MEDIA ON THE BRAND AWARENESS AT HOTELS IN KUTA AREA." Journal of Business on Hospitality and Tourism 2, no. 1 (2016): 458. http://dx.doi.org/10.22334/jbhost.v2i1.80.

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Social media is a phenomenon in the last few years that has drawn a lot of attention both to companies and individuals interacting on the networking landscape. Social media has changed the traditional communication between brands and consumers and enabled consumer to make positive as well as negative influence on brand awareness. Many business actor use these social media as a tool to promote their products and make customers aware with their brand. On the other hand, not all that business actors success to market their products and convince the customers. Therefore, it is important for the ho
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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 (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 s
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M. A. M., Popescu. "Process modeling for business management of online marketing campaigns through social media." Scientific Bulletin of Naval Academy XXII, no. 2 (2019): 116–25. http://dx.doi.org/10.21279/1454-864x-19-i2-014.

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The online environment is becoming more competitive each day, and the consumer's journey is becoming more complex, going through several marketing channels on their way to buying. Social media networks environments facilitate access to information and at the same time contribute to creating an image, a perception of reality. Building and strengthening social media reputation are essential for companies in 2018. To have credibility, a company must create and maintain a good image across all the social networks it finds. The more transparent and sincerer through their communication, the easier i
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Al-Emadi, Fatima Abdulaziz, and Imene Ben Yahia. "Ordinary celebrities related criteria to harvest fame and influence on social media." Journal of Research in Interactive Marketing 14, no. 2 (2020): 195–213. http://dx.doi.org/10.1108/jrim-02-2018-0031.

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Purpose The study aims to explore why consumers engage with ordinary celebrities on social media by identifying the influential characteristics that have engaged followers and have led to opinion leadership on visual platforms, such as Instagram and Facebook. Design/methodology/approach Qualitative data were collected from 32 social media users following at least one ordinary celebrity on Instagram and Facebook in Qatar and Tunisia. Findings The findings of this study highlight five main characteristics that lead to fame and opinion leadership on social media visual platforms: credibility, sto
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Dissertations / Theses on the topic "MARKETING IN SOCIAL MEDIA, SOCIAL MEDIA, THE COMPANY'S IMAGE IN SOCIAL MEDIA"

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Tamošiūnaitė, Sandra. "Socialinės medijos raiška formuojant įmonės įvaizdį." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2011~D_20141223_184357-65383.

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Šiuolaikinėje sparčiais tempais besivystančioje verslo aplinkoje, kiekvieną įmonė turi ieškoti naujų būdų, kaip išsilaikyti konkurencingoje rinkoje ir sėkmingai joje gyvuoti. Viena iš pagrindinių bei sėkmingiausių veiklos vykdymo ir palaikymo rinkoje priemonių yra teigiamas įmonės įvaizdžio formavimas. Įmonės įvaizdžiui skiriamas didelis dėmesys ne tik visame pasaulyje, bet ir Lietuvoje. Įmonei įvaizdis svarbus ne tik dėl vartotojų lojalumo ar pritraukimo galimybės, bet ir dėl kuriamos ilgalaikės vertės. Vis svarbesnę reikšmę įgyja kuo tinkamesnių vartotojų informavimo būdų ir priemonių paiešk
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Nordlund, Nelli, and Shayan Karimi. "The 4P theory's role in a company's social media." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-396018.

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This bachelor thesis gives insight to the reader on the 4P theory’s role in a company’s social media marketing. This is a multiple case study where the authors investigated how these two companies apply 4P theory in their social media marketing. Furthermore. social media has appeared through the era of digitalization which has become a tremendous phenomenon in a company’s marketing strategies. Therefore, there is a high competition among companies in order to attract customers through their social media platforms such as Facebook, Instagram, Twitter. In this thesis it is investigated of how co
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Visser, Ilze. "Impact of social media on the brand image of a higher education institution." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1011274.

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Social media is an unexplored and new area, for both businesses and academia. Many institutions are not confident on how to improve their business through the use of social media, neither for internal or external purposes. Social media is nevertheless immense among private persons (Wikström & Wigmo 2010:1) and to ignore this would be a critical mistake by marketing communicators, regardless of the economic sector in which they operate. Therefore, this study intended to expand on the current limited knowledge and information available relating to the use of social media by Higher Education Inst
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Meyer, San-Marie. "Social media and corporate brands : a study of how the top 10 corporate brands in South Africa utilise social media content to strengthen their brand." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/96219.

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Thesis (MBA)--Stellenbosch University, 2014.<br>Social media has become one of the marketing tools corporate organisations cannot ignore anymore. Organisations are forced to adjust, and in certain cases replace, traditional marketing methods. The reason why this study was undertaken was to determine the type of content successful corporate brands use on social media platforms to attract new customers and retain their existing brand communities. The South African top ten most valuable brands of 2013, identified by Brand Finance, was the focus of the study and their social media activity was m
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Busca, Laurent. "Le façonnement des marchés par les pratiques marketing routinières : une application au Social Media Management." Thesis, Toulouse 1, 2017. http://www.theses.fr/2017TOU10063/document.

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Le budget dédié au marketing sur les réseaux sociaux est en forte croissance depuis quelques années, soulignant l‘importance du Social Media Management dans la stratégie des entreprises. Dès lors, la mise en œuvre à grande échelle de cette pratique a nécessairement des effets sur les marchés, intentionnels ou non. Par quel mécanisme la pratique routinière du Social Media Management façonne-t-elle les marchés sur lesquels elle intervient ? Nous répondons à cette problématique à l‘aide de trois approches qualitatives : une étude ethnographique et documentaire de quatre ans est complétée par une
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Calisir, Jessi, Urun Jiyan Duran, Gabriella Ekman, and Narin Özkeskin. "Webbaserad marknadsföring för ett DJ-kollektiv : Ett examensarbete i hur man internationellt marknadsförett DJ-kollektiv med hjälp av sociala och digitala medier." Thesis, Södertörns högskola, Institutionen för kommunikation, medier och it, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16699.

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Man brukar säga att en bild säger mer än tusen ord. Att marknadsföra ett företag genom att använda bilder och video är en strategi som används i allt större utsträckning då det ses som ett starkt marknadsföringsverktyg. I moderna samhällen kan företag inte bara nöja sig med att erbjuda sina tjänster, de måste också sälja dem genom att skapa ett tydligt varumärke. Ett varumärke skapas av en image och denna image ska som mål kunna representera varumärket alldeles självt. Syftet med detta examensarbete är att få en bredare förståelse av marknadsföring via sociala och digitala medier. Examensarbet
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Johansson, Frida, and Miranda Hiltula. "The effect of social media marketing activities on brand image and brand loyalty : A quantitative study within the sportswear industry." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-85386.

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Purpose: The purpose of this thesis is to gain further understanding of how social mediamarketing activities can affect a firm's brand loyalty and brand image. The study was conductedwithin the sportswear industry. Design/Methodology/approach: This study was of explanatory nature and had a quantitativeapproach where it gathered its data through questionnaires that was posted in communitygroups on Facebook for the brands Oner Active, Gymshark and Better Bodies. These chosenbrands are an active part of the chosen industry to investigate, the sportswear industry. Findings: The findings of this st
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Holm, Pontus, and Max Banfalvi. "The effect of SMMA on Purchase Intention through the mediator Brand Image : A quantitative study in the Swedish electronic industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104661.

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Background: Due to the digital era and a constant increase in social media usage, new ways to interact with customers can be done through adopting Social Media Marketing Activities (SMMA). The concept SMMA is constituted by the five dimensions ‘Entertainment’, ‘Interaction’, ‘Trendiness’, ‘Customization’ and ‘Word-of-mouth’. By reviewing recent research, indications that SMMA has a relationship with other items in the form of Brand Image and Purchase intention becomes clear. Therefore, the authors attempt to examine this relationship even further in order to contribute to the already establish
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Gharakhani, Sam, Henrik Svensson, and Vincent Larsson. "Can firms get away with questionable content marketing? : An explanatory research about questionable content marketing on social media and its relationship with brand image." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76072.

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The development of social media has increased the usage and prevalence of content marketing. This have enhanced the pressures on marketers to manage and leverage this tool. Also, consumers interaction with valuable content leads to a stronger relationship with the brand which further might enhance the brand image. Hence, this paper carries out a quantitative research with the purpose to explain if questionable content marketing on social media have a negative impact on brand image. The researchers used questionnaires as their method for collection of empirical data. The respondents were gather
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Carranza, Gina R. "How international cruise lines restored their image after the 2002 Norwalk virus incident." Scholarly Commons, 2003. https://scholarlycommons.pacific.edu/uop_etds/2693.

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The purpose of this study was to explore how three international cruise lines restored their reputation after the 2002 Norwalk virus incidents. The research was conducted as a case study using semi-structured interviews. Six individuals were interviewed. These included public relations representatives for three international cruise lines, the Center for Disease Control, a ship's Internet Manager and a ship's Cruise Director. All interviews were taped, subsequently transcribed, and analyzed for content and themes. Quotes were examined in terms of content and grouped according to similarity of t
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Books on the topic "MARKETING IN SOCIAL MEDIA, SOCIAL MEDIA, THE COMPANY'S IMAGE IN SOCIAL MEDIA"

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John, Doorley, ed. Rethinking reputation: How PR trumps marketing and advertising in the new media world. Palgrave Macmillan, 2012.

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Florin, Bo, Patrick Vonderau, and Yvonne Zimmermann. Advertising and the Transformation of Screen Cultures. Amsterdam University Press, 2021. http://dx.doi.org/10.5117/9789462989153.

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Advertising has played a central role in shaping the history of modern media. While often identified with American consumerism and the rise of the 'Information Society', motion picture advertising has been part of European visual culture since the late nineteenth century. With the global spread of ad agencies, moving image advertisements became a privileged cultural form to make people experience the qualities and uses of branded commodities, to articulate visions of a 'good life', and to incite social relationships. Abandoning a conventional delineation of fields by medium, country, or period
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ZnO bao mo zhi bei ji qi guang, dian xing neng yan jiu. Shanghai da xue chu ban she, 2010.

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Managing online reputation: How to protect your company on social media. 2015.

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Doorley, John, and Fraser P. Seitel. Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World. Palgrave Macmillan, 2013.

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Josephs, Judith Leblein. Aquatic Center Marketing. Human Kinetics, 2019. http://dx.doi.org/10.5040/9781718214156.

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If you need to make a big impact in promoting and growing your aquatic facility, then you need Aquatic Center Marketing. Written by an industry veteran whose novel approach to marketing has garnered numerous national and international awards, this book delivers practical, affordable, and innovative marketing ideas for any new or existing aquatic facility, of any type and size. Whether you work for a municipal pool or a commercial property, the tried-and-tested techniques in Aquatic Center Marketing can help your facility flourish: • Increase membership • Reenergize attendance to keep guests co
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Book chapters on the topic "MARKETING IN SOCIAL MEDIA, SOCIAL MEDIA, THE COMPANY'S IMAGE IN SOCIAL MEDIA"

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Paschinger, Elena. "Creative tourism marketing and social media management." In Creative tourism: activating cultural resources and engaging creative travellers. CABI, 2021. http://dx.doi.org/10.1079/9781789243536.0020.

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Abstract Creative tourism, due to its interactive nature and lively cultural exchange between locals and travellers, particularly lends itself to the opportunities presented by social media marketing. This is especially true when it comes to blogs, video posts, or (live) story updates on social media. Care should be given to always have a professional strategy in content marketing: choosing one social media platform over another has to be in line with your company's strategic communication goals and may be aided by other competent partners, such as professional digital content creators. Further, establishing a publication guideline in the form of an editorial calendar can help creative tourism managers better reap the benefits of social media marketing. This has been demonstrated in highlighting the example of Kreativ Reisen Österreich Creative Tourism Austria, which over the years has successfully built up an online community of creative travellers in the German-speaking parts of Europe. Regarding future trends in digital marketing, suffice to say that good content, and now context, will always matter and interactive content will become increasingly mainstream. An interesting context creative tourism could seek for the purpose of its continued proliferation worldwide is an association with destination video storytelling. As virtually all tourism destinations employ various video platforms, and live video formats, to highlight their travel offers, creative tourism is especially likely to head to the forefront of this type of social media marketing tool.
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Caridà, Angela, Maria Colurcio, and Alberto Pastore. "The Role of Social Media to Re-design the Brand Image of Small Villages." In Advances in Digital Marketing and eCommerce. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-76520-0_20.

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Ong, Yi Xuan, Tao Sun, and Naoya Ito. "Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns." In Information and Communication Technologies in Tourism 2022. Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-94751-4_11.

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AbstractThe power of social media influencers (SMIs) as effective endorsers for destinations and tourism products have been widely acknowledged. Despite being characterised as content generators by prior research, little has been done to examine how consumers perceive content produced by SMI, a key component of destination marketing campaigns. Moreover, parasocial relationship between SMI and the follower has been proven to enhance the persuasive impact of SMIs. Hence, this study aims to shed light on how consumers would assess the SMI and the content the SMI produced, as well as the effect of parasocial relationship on processing SMI destination marketing campaigns. Findings (N = 501) have highlighted that argument quality of SMI content has a stronger direct impact on campaign attitude, destination image and travel intention, as compared to source credibility. With the application of the Elaboration Likelihood Model (ELM) as a framework, this study illuminates consumers’ interaction with the SMI destination marketing campaign and extends prior studies in understanding the importance of SMI content and parasocial relationship as a significant tool for future destination marketing.
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Egger, Roman, Oguzcan Gumus, Elza Kaiumova, Richard Mükisch, and Veronika Surkic. "Destination Image of DMO and UGC on Instagram: A Machine-Learning Approach." In Information and Communication Technologies in Tourism 2022. Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-94751-4_31.

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AbstractSocial media plays a key role in shaping the image of a destination. Although recent research has investigated factors influencing online users’ perception towards destination image, limited studies encompass and compare social media content shared by tourists and destination management organisations (DMOs) at the same time. This paper aims to determine whether the projected image of DMOs corresponds with the destination image perceived by tourists. By taking the Austrian Alpine resort Saalbach-Hinterglemm as a case, a netnographic approach was applied to analyse the visual and textual posts of DMO and user-generated content (UGC) on Instagram using machine learning. The findings reveal themes that are not covered in the posts published by marketers but do appear in UGC. This study adds to the existing literature by providing a deeper insight into destination image formation and uses a qualitative approach to assess destination brand image. It further highlights practical implications for the industry regarding DMOs’ social media marketing strategy.
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Figueroa, Carlos, and Abraham Otero. "A Review of Tools for Overcoming the Challenge of Monitoring of Social Media." In Social Media Marketing. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch045.

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Until recently, a company's communications with the public were unidirectional and mostly limited to advertisements in mass media. This gave companies almost complete control over their brand and image. Nowadays, a new set of media, in which the public has similar capabilities for creating content as companies has emerged: social media. The growth of this medium has been exponential, endowing it with a reach that can dwarf traditional mass media. Having or not having a presence in such media is not just a choice of the company. The company's customers and the general public can generate content related to a company without the company's consent. There is no way for the company to avoid it. All they can do is listen to the conversations, engage in them, and try to dampen negative feelings while steering the overall conversation in positive directions. Given the size of social networks and the large number of conversations that they support on a daily basis, manual monitoring is impossible. In this chapter, the authors review and evaluate various tools to support the tasks of monitoring and managing the content of social media that is relevant for a company, a brand, or a product.
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Ferrari, Sonia. "Storytelling and Narrative Marketing in the Era of Social Media." In Social Media Marketing. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch011.

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This chapter is focused on the elements that, in post modern era, have greatly changed our society, both in terms of buying and consumption habits and, more generally, in terms of lifestyles. This is mainly due to the Internet, which provides low cost, faster and interactive information and communication. As described in detail in the chapter, companies have been forced to adopt new marketing strategies and, thanks to the spread of social media and viral marketing, tools such as word of mouth and storytelling have become even more effective than in the past. But today companies need to use them in a different way, actively involving the consumers, because they attribute a greater value to a product if they participate in the process of creation of its image and elements of differentiation. If managed in an innovative way, focusing on sensory and transmedia aspects, storytelling becomes a very powerful Customer Relationship Marketing and image building medium and, above all, a source of enduring competitive advantage.
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Naidoo, Vannie. "The Use of Social Media and Online Petitions to Achieve Collective Change for a Sustainable Future." In Social Media Marketing. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch072.

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Scandals of corruption in government and mismanagement in business and government departments has made us rethink of what the world is becoming and what should be done to steer it on the right track. Brilliant policy and law makers have tried to put in place laws and governing statutes that can assist in ethically governing businesses and governments so that they can sustain themselves and maintain a healthy respectful and transparent relationship with all their stakeholders and communities. The failure by certain governments and businesses to adhere to policy, statutes and laws has frustrated good people and their only podium left standing is social media and online petitions. On websites worldwide communities are getting together to discuss and defame businesses and governments that are perpetuating unethical behaviour. This has changed the face of marketing as marketers and the public relations departments are in change of maintain and promoting a company or governments image. The face of marketing has changed as social media has introduced itself into the mix.
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Garrido-Moreno, Aurora, Nigel Lockett, and Víctor García-Morales. "Social Media Use and Customer Engagement." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7766-9.ch050.

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Social media has totally changed the way companies relate to the market, opening a vast array of new opportunities for firms to reinvent customer interactions. The strategic use of platforms like Facebook, Twitter, or YouTube can facilitate business transformation, improving the management of customer relationships, brand image, and enhancing customer retention. Although research on social media has greatly evolved in recent years, there is still some skepticism regarding the real value it can create for firms. To shed light on the topic, drawing on a sample of 212 Spanish hotels, the chapter examines what are the main social media tools used in this sector and what is the impact of using these platforms in promoting customer engagement behaviors. The chapter offers relevant implications for theory and practice.
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Ferrari, Sonia. "Storytelling and Narrative Marketing in the Era of Social Media." In Advances in Multimedia and Interactive Technologies. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-8659-5.ch001.

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This chapter is focused on the elements that, in post modern era, have greatly changed our society, both in terms of buying and consumption habits and, more generally, in terms of lifestyles. This is mainly due to the Internet, which provides low cost, faster and interactive information and communication. As described in detail in the chapter, companies have been forced to adopt new marketing strategies and, thanks to the spread of social media and viral marketing, tools such as word of mouth and storytelling have become even more effective than in the past. But today companies need to use them in a different way, actively involving the consumers, because they attribute a greater value to a product if they participate in the process of creation of its image and elements of differentiation. If managed in an innovative way, focusing on sensory and transmedia aspects, storytelling becomes a very powerful Customer Relationship Marketing and image building medium and, above all, a source of enduring competitive advantage.
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Weitzl, Wolfgang. "Creating Consumer-Based Brand Equity With Social Media Content Marketing." In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-6307-5.ch018.

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Due to the growing importance of company-initiated online brand communities (OBCs) like Facebook brand fan pages, details about consumers' perceptions of these sites need to be linked to their effects on customer-based brand equity. This research builds on Keller and Lehmann's brand value chain as the theoretical foundation and adopts the theory to fit the social media context. This approach enables the simultaneous evaluation of the impact of consumer online content perceptions on both fan-page engagement and consumers' brand mindset. Specifically, this research investigates the consumer-based outcomes of perceptions of content's vividness and interactivity as well as the effects of perceived information and entertainment value of brand posts. In addition, this empirical study evaluates the consequences of positive brand fans' comments for consumer online engagement (e.g., liking), brand awareness, image, and attitude. Results show that consumer-oriented brand pages can stimulate positive offline brand engagement such as loyalty and recommendation.
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Conference papers on the topic "MARKETING IN SOCIAL MEDIA, SOCIAL MEDIA, THE COMPANY'S IMAGE IN SOCIAL MEDIA"

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PRICOPOAIA, Oana, and Irina SUSANU. "THE IMPACT OF USING SOCIAL MEDIA PLATFORMS IN BUSINESS PROMOTION." In International Management Conference. Editura ASE, 2022. http://dx.doi.org/10.24818/imc/2021/05.10.

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Social media is not just about socializing or interpersonal communication, it is about the transmission of information in order to influence public opinion and to shape a particular consumption behavior. Social media can be considered media of the future because companies promote Internet activity to attract the attention of the target audience. Social media platforms are an effective, interactive, and fast means of communication for both individuals and the legal persons. For companies present in the online environment, the connection with customers is direct, the campaign promotion can be mo
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Zhang, Yiwei, and Toshihiko Yamasaki. "Style-Aware Image Recommendation for Social Media Marketing." In MM '21: ACM Multimedia Conference. ACM, 2021. http://dx.doi.org/10.1145/3474085.3475453.

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Murtiningsih, Dewi, Brury Sartana, and Darmawan Napitupulu. "The Influence of Social Media Marketing, Institutional Image and Trust on Student Loyalty." In Proceedings of The 2nd International Conference On Advance And Scientific Innovation, ICASI 2019, 18 July, Banda Aceh, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.18-7-2019.2288582.

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Zhang, Haixin, Yali Zhang, Anastasiia Ryzhkova, Chrissie Diane Tan, and Feng Li. "Social Media Marketing Activities and Customers' Purchase Intention: The Mediating Effect of Brand Image." In 2019 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). IEEE, 2019. http://dx.doi.org/10.1109/ieem44572.2019.8978520.

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Jaya, I. Putu Gede Iwan Trisna, and Ida Bagus Teddy Prianthara. "Role of Social Media Influencers in Tourism Destination Image: How Does Digital Marketing Affect Purchase Intention?" In 3rd International Conference on Vocational Higher Education (ICVHE 2018). Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.200331.114.

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Moslehpour, Massoud, Taufiq Ismail, Bey Ignatius Purba, and Pei-Kuan COR Lin. "The Effects of Social Media Marketing, Trust, and Brand Image on Consumers' Purchase Intention of GO-JEK in Indonesia." In ICEBA 2020: 2020 The 6th International Conference on E-Business and Applications. ACM, 2020. http://dx.doi.org/10.1145/3387263.3387282.

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Karamang, Erza. "The Effect of Social Media Marketing and Brand Image on Choosing Decision of A School of Business in Bandung." In 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020). Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210831.088.

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Fiaz, Muhammad, Amir Ikram, Arooj Basma, Zainab Tariq, Syed Khurram Ali Jafri, and Wafa Khurram. "Role of Social Media Marketing Activities in Creating University Brand Image and Reputation: The Mediating Role of Customer Value Co-creation Behavior." In 2019 8th International Conference on Information and Communication Technologies (ICICT). IEEE, 2019. http://dx.doi.org/10.1109/icict47744.2019.9001927.

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Golubkova, Ekaterina. "The Potential for the Transformation of Public Space in Yekaterinburg via Non-Standard Advertising Media." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-53.

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In the article, the author considers the influence of new advertising media on the establishment of public space and the transformation of the urban environment of Yekaterinburg. Though popular in Europe, the sociocultural phenomenon Ambient media remains insufficiently studied in contemporary Russia. Ambient advertising has the ability to change the usual urban space in a special way, overcoming environmental alienation and modelling the environment into a comfortable and safe one, therefore developing the public life of the city, making it attractive and creating ‘places of attraction’ for c
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Smith, Benjamin J. "Identity Crisis: The Agency of Instagram in Schools of Architecture." In 2018 ACSA International Conference. ACSA Press, 2018. http://dx.doi.org/10.35483/acsa.intl.2018.28.

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The focus of this paper addresses themes of neoliberalism, university commercialization and marketing, architecture school identity formation as a representational practice through social media, and the role of image curation and its production in contemporary architecture. This paper emerged after hearing the phrase ‘buyer’s motive,’ which explained what schools needed to consider for attracting students to their programs at a conference by Ruffalo Noel Levtiz on recruitment, marketing, and retention in higher education in the United States. The use of the word, ‘buyer’, instead of ‘student’,
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