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Journal articles on the topic 'Marketing on Facebook'

Author: Grafiati

Published: 4 June 2021

Last updated: 5 February 2022

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1

Bansal, Shweta, and Ipshita Bansal. "Leveraging Facebook For Marketing Campaigns." Journal of Advances and Scholarly Researches in Allied Education 15, no. 9 (2018): 86–91. http://dx.doi.org/10.29070/15/57922.

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Baglione, Stephen L., Talha Harcar, and John Spillan. "Turkish students’ perceived relevance of Facebook as a marketing tool." Journal of Information, Communication and Ethics in Society 15, no. 2 (2017): 125–44. http://dx.doi.org/10.1108/jices-08-2016-0027.

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Purpose The purpose of this paper is to explore Turkish students’ perceived relevance of Facebook, the value of Facebook advertisements and the ethics of Facebook targeting users with advertisements. Design/methodology/approach Latent class cluster analysis is estimated to determine whether segments exist and whether covariates differ among segments. Findings Segments differ on Facebook relevance and advertisement targeting ethics and usefulness and the covariates gender, hours spent on Facebook during the week and personality. The segment that finds Facebook most relevant and uses it the most

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Siemieniuk, Nina, and Agnieszka Zalewska-Bochenko. "Facebook a marketing ekonomiczny." Zarządzanie Mediami 6, no. 2 (2018): 103–13. http://dx.doi.org/10.4467/23540214zm.18.008.9072.

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Hildebrandt, Tilo. "Facebook & Google." Der Betriebswirt: Volume 57, Issue 4 57, no. 4 (2016): 24–29. http://dx.doi.org/10.3790/dbw.57.4.24.

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Die Bedeutung der großen Marketingplattformen nimmt stetig zu; inzwischen haben die meisten Unternehmen erkannt, dass diese im Hinblick auf ihre Marketing-Strategie viele Potenziale bereithalten. Eine besondere Rolle nehmen hier das soziale Netzwerk „Facebook“ und die Suchmaschine „Google“ ein. Der Beitrag „Facebook und Google. Wie Community und Suchportal in das Web-Business integriert werden“ von Prof. Dr. Tilo Hildebrandt, Geschäftsführer der DTH Beratungs- und Beteiligungs GmbH, stellt die Möglichkeiten dar, wie Unternehmen Facebook und Google für ihren Erfolg im Web nutzen können. Zunächs

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B, Dr Jignesh. "Facebook as Tool of Marketing in the Era of Digital Marketing." International Journal of Psychosocial Rehabilitation 24, no. 5 (2020): 957–64. http://dx.doi.org/10.37200/ijpr/v24i5/pr201768.

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Jupowicz-Ginalska, Anna, Iwona Leonowicz-Bukała, and Andrzej Adamski. "Polish Nationwide Catholic Opinion-Forming Weeklies on Facebook—A Marketing Perspective." Religions 11, no. 5 (2020): 246. http://dx.doi.org/10.3390/rel11050246.

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The main focus of this paper is on the marketing approach of the use of Facebook by the Polish nationwide Catholic opinion-forming weeklies. The aim of the research is to analyse how the selected media use Facebook (FB) to create a media product, distribute, price and communicate its content (including self-promotional activities). The Facebook profiles of five weeklies were analysed: Gość Niedzielny, Niedziela, Przewodnik Katolicki, Idziemy and Tygodnik Rodzin Katolickich Źródło. Three research methods were chosen: literature review on marketing use of Facebook by traditional media, the case

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Chamorro-Mera, Antonio, F. Javier Miranda, and Sergio Rubio. "Facebook as a Marketing Tool." International Journal of Virtual Communities and Social Networking 6, no. 4 (2014): 14–28. http://dx.doi.org/10.4018/ijvcsn.2014100102.

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Social networks are one of the more notable sociological phenomena of the last years. Moreover, its apparition and acceptance by majority of the citizens also suppose an important challenge for the firms. Social networks are a new and relevant channel of communication and interaction with their consumers. For this, firms have to create their own place in the social network and actively manage the content that shares and the dialogue that is supported by their followers. In the first part of this paper, the authors explain the creation of an index to evaluate the presence of the companies in th

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Schnack, Dirk. "Marketing über Facebook und Co." Der Hausarzt 49, no. 13 (2012): 58–59. http://dx.doi.org/10.1007/s15200-012-0720-2.

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Leung, Xi Yu, and Seyhmus Baloglu. "Hotel Facebook marketing: an integrated model." Worldwide Hospitality and Tourism Themes 7, no. 3 (2015): 266–82. http://dx.doi.org/10.1108/whatt-03-2015-0011.

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Purpose – The aim of this paper is to examine the underlying consumer behavior model of Facebook marketing for hotels, including the determinants, the process and the consequences of hotel Facebook marketing, as Facebook – the most popular social media platform – has become an important marketing tool for hotels. Design/methodology/approach – The study proposed an integrated model consisting of antecedents and consequences of Facebook marketing based on both marketing and social psychology theories. A pseudo hotel Facebook page was created and an online survey was conducted to collect data. St

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Ahmed, Tanveer, and Azrin Saeed. "The Impact of Social Media Marketing on Urban Youth’s Brand Loyalty: Through Facebook Marketing." International Journal of Entrepreneurial Research 4, no. 1 (2021): 10–19. http://dx.doi.org/10.31580/ijer.v4i1.1697.

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Social media being established as an effective medium of communication, marketers now highly focus on social media marketing create brand awareness and institute brand loyalty. Considering social media is the most popular among the urban youth of the country and Facebook being most popular social media site, this study is thus designed in order to identify the impact of Facebook marketing on urban youth’s brand loyalty. Information was derived by conducting a validated questionnaire with a sample of 306 people which was further evaluated through regression analysis. It was found night time, 08

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Zimand Sheiner, Dorit, and Tamar Lahav. "Managing marketing communications." Qualitative Market Research: An International Journal 23, no. 3 (2020): 363–79. http://dx.doi.org/10.1108/qmr-12-2017-0177.

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Purpose This study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are more concerned with brand communications than product-related issues, price or distribution. A research framework from the perspective of consumer-initiated touch-point communication model is proposed. Design/methodology/approach Two case studies of Israeli TV ads are examined. Discourse between customers and brands on the Facebook pages of the latter are analyzed. Research was conducted in three phases: data collection,

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Xia, Z. David. "Marketing library services through Facebook groups." Library Management 30, no. 6/7 (2009): 469–78. http://dx.doi.org/10.1108/01435120910982159.

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Al Kurdi, Barween Hikmat, and Muhammad Turki Alshurideh. "Facebook Advertising as a Marketing Tool." International Journal of Online Marketing 11, no. 2 (2021): 52–74. http://dx.doi.org/10.4018/ijom.2021040104.

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Social media platforms are widely used these days for the advertising and marketing of products. Facebook is considered one of the main social media platforms used by users these days. Currently, there are limited studies investigating the use of Facebook as an advertising communication platform, especially for the purchase of cosmetic products. This study targeted female consumers to ascertain to what extent Facebook advertising influenced their cosmetic buying behaviour through using a set of factors that were selected, namely, advertisement quality, advertisement design, message strength, a

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De Souza, Izabella M., and Sharmila Pixy Ferris. "Social Media Marketing in Luxury Retail." International Journal of Online Marketing 5, no. 2 (2015): 18–36. http://dx.doi.org/10.4018/ijom.2015040102.

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This study examines the potentials of social media marketing for luxury retailers. Social media marketing tactics of three luxury retail brands (Barneys New York, Net-a-Porter.com, and Saks Fifth Avenue) were examined across three major social media sites (Facebook, Twitter and Instagram). All posts by the three retailers' posts on Facebook, Twitter and Instagram were recorded on over the course of a week. A content analysis revealed that different social media networks may be effectively used in different ways by luxury retailers. Facebook allows for the greatest connection with consumers (al

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Chunsing (Alan) Yung. "Facebook Dominant, Majority, Growing, and Emerge a Marketing Segmentation Approach." International Journal of Virtual Communities and Social Networking 10, no. 1 (2018): 1–16. http://dx.doi.org/10.4018/ijvcsn.2018010101.

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As of March 2018, the number one online social network has 2.13 billion monthly active users. These 2.13 billion users are part of the Facebook Divide. The Facebook Divide Index has provided a new way to segment markets. On the country level, the four segments of Facebook Dominant, Facebook Majority, Facebook Growing, and Facebook Emerge have been proposed. In addition, users are categorized into Facebook Native, Facebook Immigrant, and Facebook Isolate. The new segmentation model allows marketers to produce different alternatives to market segmentation.

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Herman, Herman. "Marketing Communication Model in Social Network Facebook." Information Management and Business Review 7, no. 4 (2015): 42–45. http://dx.doi.org/10.22610/imbr.v7i4.1161.

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The limited funds made small and medium enterprise attempt to do marketing communication activities by finding ways of marketing communication that does not require substantial funds.The emergence of social networking media, such as Facebook is an opportunity for small and medium enterprises (SMEs) as a cheap marketing communication media, but not many SMEs are successfully doing marketing communications with social networking media, such failure due to a lack of knowledge in utilizing the social networking media. Indonesia have many small and medium enterprises, and most of them found difficu

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Prasetyo, Dwi Yuli, Fitri Yunita, and Abdul Muni. "10.47521 PEMANFAATAN FACEBOOK MARKETING UNTUK MENINGKATKAN OMSET PENJUALAN UMKM TEMBILAHAN." Selodang Mayang: Jurnal Ilmiah Badan Perencanaan Pembangunan Daerah Kabupaten Indragiri Hilir 7, no. 2 (2021): 103–11. http://dx.doi.org/10.47521/selodangmayang.v7i2.204.

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At present, the marketing and sales of UMKM products in Tembilahan are still done by manually or through broadcast messages and waiting for visitors to come to the store. This method is not optimal in delivering information because the promotion does not reach people who are far from the location of the store. Today's social media is a very popular tool and is in demand by UMKM players, one of which is Facebook in which there is a marketplace feature that can reach promotions and sales that do not know space and time. This study aims to find out and analyze the Facebook marketing communication

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Shao, Wei, Mitchell Ross, and Debra Grace. "Developing a motivation-based segmentation typology of Facebook users." Marketing Intelligence & Planning 33, no. 7 (2015): 1071–86. http://dx.doi.org/10.1108/mip-01-2014-0014.

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Purpose – The purpose of this paper is to demonstrate the importance of user-motivation as well as demographics in developing an effective segmentation strategy of Facebook users. Additionally, the paper seeks to add validity to the scale developed by Park et al. (2009) by using a full spectrum of Facebook users. Design/methodology/approach – A self-administered survey was employed to explore access motivations, frequency and session duration of Facebook users. The survey was e-mailed to 2,129 potential respondents with 530 valid responses received. Data were initially analysed by hierarchical

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Lupa-Wójcik, Iwona. "Groups on Facebook as a Marketing Tool." Marketing of Scientific and Research Organizations 37, no. 3 (2020): 17–32. http://dx.doi.org/10.2478/minib-2020-0020.

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AbstractThe aim of the article was to determine the use of Facebook groups as a marketing tool. The author conducted the research using a survey. To distribute the questionnaire author used a Facebook ad tool targeted at Polish women, who are planning a wedding or are shortly after it. Based on the example of the wedding industry, it was found that the content on these types of groups has large reach and generate high involvement of their participants. Members of Facebook wedding groups often take into account the recommendations they find on these groups when making wedding-related purchasing

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Ramadan, Zahy. "Examining the dilution of the consumer-brand relationship on Facebook: the saturation issue." Qualitative Market Research: An International Journal 20, no. 3 (2017): 335–53. http://dx.doi.org/10.1108/qmr-07-2016-0064.

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Purpose Brands have been progressively using social networking sites, namely, Facebook, as part of their strategy to engage their consumers and ultimately build long-term relationships with them. Nonetheless, with the overuse of “engagement ads” by brands, saturation related to information overload is expected to be reached leading to the dilution of the consumer–brand relationship. The purpose of this paper is to fill a gap in the literature which has predominantly focused on the positive side of social networking sites, and hence still lacks a thorough understanding of the potential risks br

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Tyson, A. F., Anton Angelo, Brian McElwaine, and Kiera Tauro. "Delivering Information Literacy via Facebook: Here Comes the Spinach!" Evidence Based Library and Information Practice 14, no. 2 (2019): 33–50. http://dx.doi.org/10.18438/eblip29532.

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Abstract Objective – Information literacy (IL) skills are critical to undergraduate student success and yet not all students receive equal amounts of curriculum-integrated IL instruction. This study investigated whether Facebook could be employed by libraries as an additional method of delivering IL content to students. To test whether students would engage with IL content provided via a library Facebook page, this study compared the engagement (measured by Facebook’s reach and engagement metrics) with IL content to the library’s normal marketing content.  Methods – We ran a two-pa

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Triantafillidou, Amalia, and George Siomkos. "The impact of Facebook experience on consumers’ behavioral Brand engagement." Journal of Research in Interactive Marketing 12, no. 2 (2018): 164–92. http://dx.doi.org/10.1108/jrim-03-2017-0016.

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PurposeThe aim of the present study is twofold. First, it measures Facebook users’ experience in a holistic way by taking into account the various dimensions of Facebook experience (i.e. entertainment, flow, escapism, challenge, learning, socializing and communitas); second, it tests the effects of these dimensions in relation to consumers’ brand engagement on Facebook.Design/methodology/approachTwo online surveys were conducted using self-administered questionnaires. Respondents were recruited through the snowball sampling technique.FindingsThe findings suggest that the different experiential

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Kang, Juhee. "Effective marketing outcomes of hotel Facebook pages." Journal of Hospitality and Tourism Insights 1, no. 2 (2018): 106–20. http://dx.doi.org/10.1108/jhti-10-2017-0003.

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Purpose The purpose of this paper is to investigate the role of overall satisfaction in the relationship between active participation and consumer behaviors that benefit hotels. It also addresses the importance of active members in estimating the effectiveness of online brand communities in social media marketing. Design/methodology/approach This study used a convenient sampling method to collect data from individuals who were or currently are members of hotel Facebook pages. The empirical data were analyzed using structural equation modeling. Findings The findings indicate that active members

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Dondolo, Hilda Bongazana. "Facebook: The Holy Grail of Relationship Marketing?" Journal of Economics and Behavioral Studies 8, no. 5(J) (2016): 6–17. http://dx.doi.org/10.22610/jebs.v8i5(j).1427.

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Relationship marketing has been a focus of online studies for a number of years. These studies have indicated that relationships in these environments are driven by commitment, trust, privacy concerns and stickiness. However, research on the use of Facebook as a relationship marketing building platform has received little attention. Therefore, this paper focuses on the constructs of relationship marketing and how they impact on relationships in the Facebook context. Questionnaires were distributed to a convenience sample of 300 students. The study confirmed that the factors influencing relatio

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Ramsaran-Fowdar, Rooma Roshnee. "The Implications of Facebook Marketing for Organizations." Contemporary Management Research 9, no. 1 (2013): 73–84. http://dx.doi.org/10.7903/cmr.9710.

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Shao, Wei, and Mitchell Ross. "Testing a conceptual model of Facebook brand page communities." Journal of Research in Interactive Marketing 9, no. 3 (2015): 239–58. http://dx.doi.org/10.1108/jrim-05-2014-0027.

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Purpose – This paper aims to investigate consumer participation in Facebook brand page communities from the perspectives of uses and gratification theory and mass media dependency theory. Design/methodology/approach – Data collection via an online survey resulted in 450 valid surveys where consumers indicated to what extent their motivations for Facebook use were socializing, entertainment, status seeking and information seeking. The sample included 358 respondents who had previously liked a brand on Facebook. These respondents were asked to provide the name of a brand they had liked on Facebo

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Phuong, Tran Thi Kim, and Tran Trung Vinh. "Proposing an Extension of the Technology Acceptance Model to Explain Facebook User Acceptance of Facebook Event Page." Asian Social Science 13, no. 6 (2017): 133. http://dx.doi.org/10.5539/ass.v13n6p133.

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The emergence and growth of social media today has changed the way that people communicate and interact with each other. Thus, social media has considered as an effective tool in the marketing campaign. In regard to event marketing, event planners and organizers use social media (e.g. social network sites) as an important marketing medium to increase the number of potential attendees to visit the events. However, the major challenge to event marketers is to fully understand the process of how social media marketing gain special event customers’ acceptance. This study chose Facebook event page

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Barokah, Siti, Oryz Agnu Dian Wulandari, Mulat Triwinoto Sari, and Ivan Fadhil Yuditama. "Optimalisasi Digital Marketing melalui Facebook Ads di Kelurahan Purwanegara." Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat 4, no. 1 (2021): 17–22. http://dx.doi.org/10.31294/jabdimas.v4i1.7085.

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Saat ini dunia periklanan menggunakan media sosial menjadi salah satu strategi yang dianggap efektif dan efisien untuk melakukan pemasaran secara digital karena dirasa dapat mengurangi anggaran dalam mempublikasikan produk atau jasa. Selain itu, media sosial juga terbukti menjadi media promosi yang ampuh karena interaktif, fleksibel, dan menyajikan fitur-fitur mendukung promosi produk maupun jasa itu sendiri. Salah satu fitur yang ditawarkan oleh Facebook adalah Facebook Ads, yaitu fitur yang ditawarkan oleh Facebook untuk mengiklankan halaman Facebook dengan jangkauan yang dapat ditentukan da

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Galiano Coronil, Araceli, and Rafael Ravina Ripoll. "Emociones positivas y marketing social en el Facebook de las ONGDs." Ámbitos. Revista Internacional de Comunicación, no. 53 (2021): 185–200. http://dx.doi.org/10.12795/ambitos.2021.i53.10.

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Existe un gran interés por la comunidad académica en medir las emociones positivas. Bajo este paraguas, surge una importante literatura que empiezan a explorar estas emociones en el entorno del voluntariado de las ONGDs. Estas entidades emplean las redes sociales para comunicarse con la ciudadanía, siendo Facebook una de las más usadas ya que permite establecer una comunicación bidireccional con los usuarios. Desde esta perspectiva, el presente artículo quiere examinar la influencia de las emociones positivas y el marketing social en los mensajes que hablan de voluntariado a partir de la infor

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Wallace, Elaine, and Isabel Buil. "A typology of conspicuous donation on Facebook." Journal of Services Marketing 35, no. 4 (2021): 535–52. http://dx.doi.org/10.1108/jsm-06-2020-0216.

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Purpose This study aims to present a typology of Facebook followers of charities, drawing on theories of value co-creation, impression management and conspicuous donation behavior. Design/methodology/approach Data from 234 students based in an Irish University and 296 adults in the USA were subjected to cluster analysis. Findings Four segments were identified, common to both samples. Quiet donors are less likely to engage with a charity on Facebook, yet they may donate to the charity. They follow a charity if it offers intrinsic meaning, and they quietly donate money. Facebook expressives ment

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Zani, Yelly Febrina, and Nurul Ilmi. "PELATIHAN SOSIAL MEDIA FOR MARKETING DI DUSUN PENDEM." Jurnal Sains Teknologi dalam Pemberdayaan Masyarakat 1, no. 2 (2020): 75–80. http://dx.doi.org/10.31599/jstpm.v1i2.433.

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Dusun pendem memiliki potensi hasil alam & sumber daya manusia (SDM) yang mumpuni. Adanya hasil alam seperti susu sapi dan jahe dapat dijadikan sebuah produk yang dapat dipasarkan keluar daerah. Sumber daya lainnya seperti adanya paraffin atau bahan dasar dari lilin yang ada di Dusun tersebut juga dapat diproduksi. Selain itu, pengaplikasian lampu LED untuk mainan anak-anak juga akan menambah potensi masyarakat. Beragam sumber daya tersebut dapat di pasarkan tanpa menggunakan biaya. Dengan adanya teknologi yang semakin melaju pesat, tidak menutup kemungkinan untuk memajukan dusun Pendem de

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Hanson, Cynthia B. "Going native on Facebook: a content analysis of sponsored messages on undergraduate student Facebook pages." International Journal of Internet Marketing and Advertising 12, no. 1 (2018): 91. http://dx.doi.org/10.1504/ijima.2018.10009952.

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Jin, Seunga Venus, and Ehri Ryu. "Celebrity fashion brand endorsement in Facebook viral marketing and social commerce." Journal of Fashion Marketing and Management: An International Journal 23, no. 1 (2019): 104–23. http://dx.doi.org/10.1108/jfmm-01-2018-0001.

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PurposeIn light of Facebook-based viral marketing and social commerce, the purpose of this paper is to test the moderating role of social identification with the Facebook profile owner (celebrity as aspirational reference group vs ingroup member (college student, same school) vs outgroup member (college student, different school)) in Facebook-based fashion brand marketing and management.Design/methodology/approachA randomized between-subjects experiment (celebrity’s Facebook profile vs ingroup member’s Facebook profile vs outgroup member’s Facebook profile vs control condition,n=73) was conduc

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Chandra, David, and Hoga Saragih. "IMPLEMENTATION USING SOCIAL MEDIA OPTIMIZATION (SMO) FOR INTERNET MARKETING ON RUMAHDANPROPERTI.COM." Jurnal Sistem Informasi 7, no. 2 (2012): 110. http://dx.doi.org/10.21609/jsi.v7i2.301.

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Lately, social media like Facebook become one of the methods to do marketing of products and online services. Social Media Optimization (SMO) is a marketing method that is now being developed by many companies in the field of internet marketing. The purpose of this study is the implementation using social media optimization (SMO) on the rumahdanproperti.com website. Rumahdanproperti.com is the website which is the largest property advertising portal in Indonesia which focuses on online business. The research will implement the SMO method using Facebook as a means of product introductions and a

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Kabadayi, Sertan, and Katherine Price. "Consumer – brand engagement on Facebook: liking and commenting behaviors." Journal of Research in Interactive Marketing 8, no. 3 (2014): 203–23. http://dx.doi.org/10.1108/jrim-12-2013-0081.

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Purpose – The purpose of this paper is to study factors affecting consumers’ liking and commenting behavior on Facebook brand pages, and to analyze the mediating role of mode of interaction on relationships between personality traits and liking/commenting behavior. Design/methodology/approach – Data were collected using an online national survey from 269 respondents, ages between 18 and 32. The hypotheses were tested using structural equation modeling. Findings – Results support nine of ten hypotheses with significant relationships between analyzed constructs. It was found that two different m

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Al-Hadban, Nora, Hadeel AL-Ghamdi, Thekra Al-Hassoun, and Prof Randa Hamdi. "The Effectiveness of Facebook as a Marketing Tool (Saudi Arabia case study)." INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY 10, no. 2 (2014): 1815–27. http://dx.doi.org/10.24297/ijmit.v10i2.637.

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This research was written to discover the future trends in new media and social networking .The researchers have taken a personal interest in the developments of Web 2.0 platforms after noticing the impact they have made on society on a global scale as well as in our own daily life. The advances in this technology have altered the way individual users and organizations can communicate with each other. In this study of the social network sites we will concentrate on Facebook and its effectiveness as a tool of marketing in the Saudi population because recently it gained enormous popularity for m

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Kang, Juhee, Liang (Rebecca) Tang, and Ann Marie Fiore. "Restaurant brand pages on Facebook." International Journal of Contemporary Hospitality Management 27, no. 7 (2015): 1662–84. http://dx.doi.org/10.1108/ijchm-02-2014-0075.

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Purpose – The purpose of this paper is to investigate the impact of members’ active participation in customer–brand relationships, considering brand trust and brand commitment in an online community context. It also investigates the moderating effect of monetary sales promotions in building and maintaining customer–brand relationships. Design/methodology/approach – This study is based on an online survey sent to Facebook users who have been engaging with restaurants’ brand pages on Facebook. The empirical data analysis was conducted using structural equation modeling. Findings – Results reveal

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Riki Efendi, Mohammad, Sri Wahyuni, and Mukhamad Zulianto. "PENGARUH FACEBOOK SEBAGAI SOCIAL MEDIA MARKETING TERHADAP PERILAKU KONSUMTIF MAHASISWA." JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi dan Ilmu Sosial 12, no. 1 (2018): 82. http://dx.doi.org/10.19184/jpe.v12i1.7591.

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Facebook sebagai social media marketing dalam aplikasinya juga bergantung pada indikator bauran pemasaran yang terdiri atas product (produk), price (harga), place (distribusi), dan promotion (promosi). Pengguna media sosial Facebook didominasi oleh mahasiswa yang memiliki umur antara 18-24 tahun. Mahasiswa memiliki waktu yang banyak untuk mengakses informasi melalui Facebook, sehingga dengan intensitas penggunaan media sosial yang sering dilakukan dan paparan informasi tentang suatu produk, bisa menjadi penyebab mahasiswa memiliki perilaku konsumtif. Tujuan penelitian ini yaitu untuk mengetahu

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Durrani, Shahzad Khan, Shakeel Khan, Muhammad Hashim Khan, and Muhammad Ishtiaq. "The Effects of Marketing Related Activities on Brand Equity through Facebook." Journal of Business and Social Review in Emerging Economies 7, no. 3 (2021): 613–28. http://dx.doi.org/10.26710/jbsee.v7i3.1853.

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Purpose: The study aims to examine and analyze the effects of various marketing related activities on brand equity through Facebook. Methodology: An online survey was conducted for this empirical form of research. Questions were designed on a five-point Likert scale and distributed through Google forms, Facebook, and emails. Out of 450 questionnaires 332 active users of Facebook responded. The data was analyzed in SPSS v.21 and AMOS v.22 for results and discussions. Findings: The research findings confirm that marketing related activities via social media platform specifically Face

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Copuš, Lukáš, and Karol Čarnogurský. "Intercultural marketing: Culture and its influence on the efficiency of Facebook marketing communication." Management & Marketing 12, no. 2 (2017): 189–207. http://dx.doi.org/10.1515/mmcks-2017-0012.

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AbstractThe paper deals with intercultural marketing, which is a combination of two different phenomena - marketing and culture. The first objective of the paper lies in providing theoretical definitions of the above-mentioned areas. Subsequently, the aim is to analyse marketing communication of the selected automotive companies and determine its efficiency on social media within the context of cultural differences and cultural forms as their manifestations. A considerable amount of literature has been published on intercultural marketing, but only a few studies have concentrated on the connec

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Grace, Debra, Mitchell Ross, and Wei Shao. "Examining the relationship between social media characteristics and psychological dispositions." European Journal of Marketing 49, no. 9/10 (2015): 1366–90. http://dx.doi.org/10.1108/ejm-06-2014-0347.

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Purpose – This paper aims to adopt a novel approach to the study of individuals’ psychological dispositions that predict Facebook usage/non-usage. Given the historically disappointing results associated with studies that treat personality traits/dispositions as enduring and invariant, contemporary thought accepts that it is the interaction between dispositions and situations that influence behaviour. In this study, the situation (in this case, Facebook) is positioned as the antecedent stimulus for the activation of context-relevant psychological dispositions that, subsequently, facilitate beha

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Leung, Xi, Sarah Tanford, and Lan Jiang. "Is a picture really worth a thousand words?" Journal of Hospitality and Tourism Technology 8, no. 1 (2017): 19–38. http://dx.doi.org/10.1108/jhtt-08-2016-0039.

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Purpose The purpose of this study was to explore the marketing effectiveness of hotel Facebook messages in terms of promoting favorable attitudes and behavior intentions among potential hotel guests Design/methodology/approach An online experiment was conducted with a three (message format) × three (message content), between-subjects factorial design in which three message formats, i.e. word/text, picture and weblink, and three types of message content, i.e. brand, product and interactive, were manipulated. Findings The findings indicate that the most effective message format is dependent upon

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Abdullahi, Idris Na'umma, Mohd Heikal Husin, and Ahmad Suhaimi Baharudin. "Factors Influencing the Adoption of Facebook as a Marketing Channel among SMEs in Nigeria as a Developing Country: A Conceptual Framework." Jurnal Intelek 16, no. 1 (2021): 99–107. http://dx.doi.org/10.24191/ji.v16i1.369.

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This paper reviews empirical literature to develop a conceptual framework for the adoption of Facebook as a marketing channel by Small and Medium Enterprises (SMEs) in developing countries like Nigeria. Recent peer-review journal articles were reviewed to develop the conceptual framework for this study. Facebook provides SMEs with a cost-effective strategy for marketing their products and services to both local and international customers. However, SMEs in developing countries like Nigeria are slow in the adoption of Facebook. A literature review has revealed a lack of research on the adoption

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Sanchez, Marisa Analía. "Identification of influential users in facebook." Dimensión Empresarial 16, no. 2 (2018): 7–20. http://dx.doi.org/10.15665/dem.v16i2.1913.

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Social networks are a mode of internet users to communicate and share information. From the area of marketing there is an interest in identifying individuals who may have influence to promote products or services. The purpose of this research work is to present a method on how to identify influential users of Facebook Fan Page. The proposal is based on the works of Khobzi y Teimourpour (2015) and Weng y Lento (2014) and considers pragmatic issues derived from data Access restrictions. A real case is described. The results allow identifying user segments and the interest of different topics. Th

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Rosenmayer, Anneliese, Lisa McQuilken, Nichola Robertson, and Steve Ogden. "Omni-channel service failures and recoveries: refined typologies using Facebook complaints." Journal of Services Marketing 32, no. 3 (2018): 269–85. http://dx.doi.org/10.1108/jsm-04-2017-0117.

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Purpose This paper aims to present two updated typologies of service failures and recoveries in the omni-channel context. These typologies are based on customer complaints and recoveries collected from the corporate Facebook pages of four omni-channel department stores, two operating in Australia and two in the UK. Design/methodology/approach A document review is used of 400 customer complaints and recoveries. Content analysis is used to condense the Facebook data into categories of failures and recoveries. Findings Customer complaints on Facebook were triggered by a multitude of varying failu

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Wati, Lina Asmara, Hartati Kartikaningsih, Mimit Primyastanto, Supriyadi Supriyadi, and Rhytia Ayu Christianty Putri. "EFFECTIVENESS ANALYSIS OF MARKETING SYSTEM ANUGERAH MINA LESTARI SMEs USING FACEBOOK SOCIAL MEDIA." Journal of Aquaculture and Fish Health 9, no. 1 (2020): 11. http://dx.doi.org/10.20473/jafh.v9i1.15292.

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This time, in the digital era, a business cannot be separated from digital marketing, this is by the explanation of technological developments. The existence of Small and Medium Enterprises (SMEs) in Indonesia is a driving factor in the creation of national economic development because it can spur economic growth. The high use of social media, especially Facebook in Indonesia, encourages business people to use social media as marketing media. This is also done by Anugerah Mina Lestari SMEs. So that researchers feel they are researching the Effectiveness of the UKM Mina Lestari Marketing System

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Alkire, Linda, Johannes Pohlmann, and Willy Barnett. "Triggers and motivators of privacy protection behavior on Facebook." Journal of Services Marketing 33, no. 1 (2019): 57–72. http://dx.doi.org/10.1108/jsm-10-2018-0287.

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Purpose Internet user privacy risks have been a topical subject with respect to consumers, corporations and governments. In line with the recent privacy scandals linked to social media, the aim of this study is to explore users’ privacy protection behaviors (PPB) on Facebook through the actions they take to protect their privacy, their underlying motives and the values behind these protective actions. Moreover, this study aims to address an unintended consequence of Facebook usage. Despite Facebook’s positive and uplifting goal of connecting people, consumers are forced to resort to specific b

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Rana, Arunima. "Facebook Marketing and its Influence on Consumer Buying Behaviour in Kathmandu." Journal of Business and Social Sciences Research 1, no. 1 (2018): 111. http://dx.doi.org/10.3126/jbssr.v1i1.20952.

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<p>Facebook is one of the leading and rapidly growing online networks. With over 845 million users, Facebook is a very effective place for businesses. There is possibility to attract new customers, build online relationships and use Facebook as an online marketing communication channel. With its highly targeted marketing features and its smooth ability to spread information across the networks of each other, Facebook becomes an important marketing place for marketers these days. Facebook is a convenient medium for customers and prospects to communicate directly to brand representative or

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Pelletier, Mark J., and Alisha Blakeney Horky. "Exploring the Facebook Like: a product and service perspective." Journal of Research in Interactive Marketing 9, no. 4 (2015): 337–54. http://dx.doi.org/10.1108/jrim-09-2014-0059.

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Purpose – The purpose of this exploratory study is to expand the knowledge of the current literature stream and to attempt to more fully understand the simple but singularly unique aspect of social networking communication that is the Facebook “Like”. To this end, motivations behind liking a brand are explored, as well as the interactions that occur between the company and consumer as a result of this Facebook interaction. Next, we look at differing levels of interaction for liked product and service brands on Facebook. Specifically exploring if there are differences with how Facebook users en

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Freeman, Becky, Bridget Kelly, Louise Baur, et al. "Digital Junk: Food and Beverage Marketing on Facebook." American Journal of Public Health 104, no. 12 (2014): e56-e64. http://dx.doi.org/10.2105/ajph.2014.302167.

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