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Journal articles on the topic 'Media Brands'

Author: Grafiati

Published: 7 June 2025

Last updated: 2 August 2025

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1

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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Kashiparekh, Kahni. "TURNING SOCIAL MEDIA USERS INTO BRAND FOLLOWERS: WHAT WORKS?" INFORMATION TECHNOLOGY IN INDUSTRY 9, no. 1 (2021): 745–52. http://dx.doi.org/10.17762/itii.v9i1.195.

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With the rise of new age media, social media marketing has become one of the most powerful tools in all marketers’ arsenal, and brands’ social media pages have become a way for companies to expand their awareness and customer base. In this paper, factors that attract a social media user to “follow” and engage with brands have been studied, namely, the content and tone used by brands on their social media, online brand communities for the brand, and the brand’s online activism have been identified as some of the important factors. For determination of results, factor analysis through principle

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Xiao, Mengyang. "Analysis of Traditional Brand Rejuvenation Marketing Communication Strategy in the New Media Era." Lecture Notes in Education Psychology and Public Media 56, no. 1 (2024): 256–61. http://dx.doi.org/10.54254/2753-7048/56/20241685.

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With the advent of the new media era, the rapid development of science and technology, which also brought about the diversification of the brand, the corresponding change is the brand's marketing and communication methods, the traditional brand felt unprecedented pressure and challenges, marketing communication methods from the traditional brand marketing gradually transformed to today's new media marketing. Under the perspective of new media, if traditional brands want to stand firmly in the market, they must carry out certain youthful innovation strategies in marketing means and communicatio

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Dwivedi, Abhishek, Lester W. Johnson, Dean Charles Wilkie, and Luciana De Araujo-Gil. "Consumer emotional brand attachment with social media brands and social media brand equity." European Journal of Marketing 53, no. 6 (2019): 1176–204. http://dx.doi.org/10.1108/ejm-09-2016-0511.

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PurposeThe ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE).Design/methodology/approachThis paper develops a model that outlines how emotional brand attachment with social media explains social media CBBE via shaping consumer perceptions of brand credibility and consumer satis

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Erickson, Scott, and Helen Rothberg. "Relational Capital & Media Brands." European Conference on Knowledge Management 24, no. 1 (2023): 369–76. http://dx.doi.org/10.34190/eckm.24.1.1350.

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Continuing a research program studying new metrics for relational capital, this paper reports on a new analysis of media brands, both traditional and newer entrants. Relational capital is a key aspect of the knowledge assets or intellectual capital of the firm. Unlike human capital (job-related knowledge) or structural capital (knowledge incorporated into the firm itself), relational capital has to do with external relationships. Specifically, knowledge about handling external relationships, especially those with customers. Relational capital is not a widely studied topic in knowledge manageme

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Colella, Giuseppe, Cesare Amatulli, and María Pilar Martínez-Ruiz. "Social media interactions and brand luxuriousness: the role of materialism." Journal of Consumer Marketing 38, no. 4 (2021): 434–44. http://dx.doi.org/10.1108/jcm-02-2020-3650.

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Purpose This study aims at investigating how the level of brand–consumer interaction between luxury brands and consumers on social media may affect the perception of brands’ luxuriousness. In particular, this study is focused on the moderating role of consumers’ materialism. Design/methodology/approach This study adopted a quantitative approach. Data were collected with two online experiments. Study 1 was run to test whether a luxury brand’s product description was perceived as more luxurious when published on a social media platform versus the brand’s website, and if consumers’ materialism in

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Smith, Steve. "Conceptualising and Evaluating Experiences with Brands on Facebook." International Journal of Market Research 55, no. 3 (2013): 357–74. http://dx.doi.org/10.2501/ijmr-2013-034.

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Despite the growth in the number of brands with a presence on social media such as Facebook and YouTube, questions remain about how to conceptualise and measure people's experiences with brands' content on social media, and how to measure the value of people's behaviour around such content to brands. By interrogating quantitative data garnered from 6,400 respondents we sent to Facebook pages belonging to 27 brands across six brand categories during June 2011, this paper presents an overview of how we designed two sets of metrics, and some of the findings from these metrics: (1) a series of ‘va

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Swaminathan, Vanitha, H. Andrew Schwartz, Rowan Menezes, and Shawndra Hill. "The Language of Brands in Social Media: Using Topic Modeling on Social Media Conversations to Drive Brand Strategy." Journal of Interactive Marketing 57, no. 2 (2022): 255–77. http://dx.doi.org/10.1177/10949968221088275.

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This article highlights how social media data and language analysis can help managers understand brand positioning and brand competitive spaces to enable them to make various strategic and tactical decisions about brands. The authors use the output of topic models at the brand level to evaluate similarities between brands and to identify potential cobrand partners. In addition to using average topic probabilities to assess brands’ relationships to each other, they incorporate a differential language analysis framework, which implements scientific inference with multi-test-corrected hypothesis

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Rusfian, Effy Zalfiana, and Jodie Daffa Alessandro. "influence of social media’s marketing activity on local brand equity and consumer response: using mix method approach." Linguistics and Culture Review 5, S1 (2021): 767–80. http://dx.doi.org/10.21744/lingcure.v5ns1.1462.

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Social media advertising currently has an impactful influence on the customer response toward a brand or a product. Marketing activities that occur on the brand's social media sites are also the main reason for generating brand equity and influencing customer response. The followers that are included on the social media sites of the brand are the customers that follow the latest information about the brand’s product, price, and promotion. Consumers look for information about specific brands on these social media sites, especially Indonesian local brands. Furthermore, these websites have a grea

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Bernritter, Stefan F., Annemijn C. Loermans, Anniek W. Eigenraam, and Peeter W. J. Verlegh. "I am Not What I Like: Endorsing Brands on Social Media Negatively Affects Consumers’ Self-Evaluation." Journal of Interactive Marketing 57, no. 1 (2022): 159–75. http://dx.doi.org/10.1177/10949968221075993.

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To what extent do consumers incorporate the identity of brands they endorse on social media into their self-concept? We argue that, contrary to popular belief, online brand endorsements may not necessarily lead to inclusion of the brand into the self and may, consequently, lead to contrast effects that negatively affect consumers’ self-evaluations. We test our hypotheses across five studies and find that consumers who endorse a brand on social media subsequently negatively adjust their self-evaluations on traits that reflect the brand's key personality traits. This effect occurs only if they e

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Li, Yifan. "A Study on the Consumption Psychology of Chinese College Students Towards the Clothing Brand Brandy Melville." Advances in Economics, Management and Political Sciences 144, no. 1 (2025): 167–72. https://doi.org/10.54254/2754-1169/2024.ga19076.

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This study examines the consumption psychology of Chinese college students towards Brandy Melville, an Italian fast-fashion brand with a "one size fits most" policy, known for its California girl aesthetic and social media-driven marketing. The research is crucial for understanding how social media influences youth fashion choices and aiding Brandy Melville in strategizing for the Chinese market. Through a quantitative survey distributed on social platforms, 48 valid responses focusing on purchasing behavior, psychological motivations, and consumer feedback were collected. Key findings indicat

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Yu, Chenglu. "The Application Practice of Sports Marketing and Branding in social media: A Case Study of Li-Ning." Highlights in Business, Economics and Management 23 (December 29, 2023): 1071–81. http://dx.doi.org/10.54097/v3rhfp55.

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In this era of digital and social transformation, social media is playing an increasingly important role in brand building and marketing and has attracted numerous companies to develop social media marketing strategies for more sales and financial gains. This study, by taking the Chinese sports brand Li-Ning as an example, comprehensively analyzes the brand’s successful practices in brand marketing and branding in the context of social media to deeply understand the positive role of social media marketing in improving the influence and market recognition of sports brands. To this end, this stu

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Yu, Zhixuan, and Xinyi Zhu. "The Effect of Beverage Brand Co-Celebrities on Social Media." Advances in Economics, Management and Political Sciences 168, no. 1 (2025): 45–57. https://doi.org/10.54254/2754-1169/2025.21512.

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With the wide application of social media in today's society, brands gradually regard it as an important publicity channel. Among them, co-publishing content with celebrities has become an effective strategy to enhance the brand's influence on social media, and achieved remarkable results. Therefore, the in-depth study in this field is of great significance. Although the existing research mostly focuses on the celebrity joint effect of luxury brands, ordinary products and brands are equally worthy of attention. This study focuses on beverage brands in particular. Because drinks are daily consu

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Tuten, Tracy, and Victor Perotti. "Lies, brands and social media." Qualitative Market Research: An International Journal 22, no. 1 (2019): 5–13. http://dx.doi.org/10.1108/qmr-02-2017-0063.

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Purpose The purpose of this study is to illustrate the influence of media coverage and sentiment about brands on user-generated content amplification and opinions expressed in social media. Design/methodology/approach This study used a mixed-method approach, using a brand situation as a case example, including sentiment analysis of social media conversations and sentiment analysis of media coverage. This study tracks the diffusion of a false claim about the brand via online media coverage, subsequent spreading of the false claim via social media and the resulting impact on sentiment toward the

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Rust, Roland T., William Rand, Ming-Hui Huang, Andrew T. Stephen, Gillian Brooks, and Timur Chabuk. "Real-Time Brand Reputation Tracking Using Social Media." Journal of Marketing 85, no. 4 (2021): 21–43. http://dx.doi.org/10.1177/0022242921995173.

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How can we know what stakeholders think and feel about brands in real time and over time? Most brand reputation measures are at the aggregate level (e.g., the Interbrand “Best Global Brands” list) or rely on customer brand perception surveys on a periodical basis (e.g., the Y&R Brand Asset Valuator). To answer this question, brand reputation measures must capture the voice of the stakeholders (not just ratings on brand attributes), reflect important brand events in real time, and connect to a brand’s financial value to the firm. This article develops a new social media–based brand reputati

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Üçok Hughes, Mine, Wendy K. Bendoni, and Ekin Pehlivan. "Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers." Journal of Product & Brand Management 25, no. 4 (2016): 357–64. http://dx.doi.org/10.1108/jpbm-09-2015-0970.

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Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images compared to mainstream brands. Findings Storygiving enables consumers to share their personal experiences through narratives and provides contextualize

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Wiberg, Amanda, Richard Koenig, and Teresa Cerny-Koenig. "Variability in Plant Growth in Retail Potting Media." HortTechnology 16, no. 1 (2006): 7–12. http://dx.doi.org/10.21273/horttech.16.1.0007.

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There is extensive variability in physical and chemical properties among brands of retail potting media. The purpose of this study was to assess variability in seed germination and plant growth responses among and within brands. Twenty-four different brands of media, and multiple bags of five brands, were purchased at nine retail stores. Tomato (Lycopersicon esculentum) seeds were germinated in 11 different brands of media and in media from different bags of four of the same brands. Marigold (Tagetes erecta) and petunia (Petunia×hybrida) were grown to flowering in 10 brands of media. Germinati

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Colicev, Anatoli, and Pete O’Connor. "How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction." Multidisciplinary Business Review 13, no. 1 (2020): 82–96. http://dx.doi.org/10.35692/07183992.13.1.8.

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The growing popularity of social media platforms has increased brand investments in social media marketing. However, it is not clear whether and how social media marketing leads to the creation of value for consumers and brands; therefore, we investigate how marketer and user-generated content on social media affects consumer and brand metrics. Based on the marketing productivity chain, we propose that customer satisfaction, a leading consumer metric, mediates the link between social media content and brand value. To test such assertions, we use a sample of 87 brands from 17 industries and col

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Wan Ramli, Wan Nurul Asikin, Muhamad Izham Zainulabidin, and Tengku Fauzan Tengku Anuar. "ANALYSING SOCIAL MEDIA ENGAGEMENT STRATEGIES OF TOP HIJAB BRANDS IN MALAYSIA: A COMPREHENSIVE STUDY OF ENGAGEMENT METRICS AND FOLLOWER DEMOGRAPHICS FOR EFFECTIVE BRANDING STRATEGIES." International Journal of Entrepreneurship and Management Practices 7, no. 26 (2024): 262–73. https://doi.org/10.35631/ijemp.726021.

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This research aims to thoroughly investigate the social media engagement strategies employed by the leading hijab brands in Malaysia focusing on comprehensively analysing engagement metrics and follower demographics to derive insights crucial for formulating effective branding strategies with the pervasive influence of social media on consumer behaviour, understanding the intricacies of engagement strategies becomes imperative for hijab brands seeking to enhance their market presence. The research employs a mixed-methods approach integrating quantitative analysis of engagement metrics (such as

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Morais, Salomé, Daniela Esteves, and Rui Raposo. "Social Media And Digital Influencers On Instagram: A Case Study." European Conference on Social Media 10, no. 1 (2023): 60–67. http://dx.doi.org/10.34190/ecsm.10.1.993.

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With the emergence of social media and continuous progress and paradigm-shifting breakthroughs in new media, communication professionals need to keep up to date with what consumers are talking about online. Brands tapped into this reality and understood that to influence interactions in this digital landscape, they would need to bring digital influencers into the equation about social media. By recognising that partnerships between beauty brands and digital influencers are a marketing strategy increasingly used by brands and by resorting to Instagram as a research environment, the project pres

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Batista, Juliana Moreira, Lucia S. G. Barros, Fabricia V. Peixoto, and Delane Botelho. "Sarcastic or Assertive: How Should Brands Reply to Consumers’ Uncivil Comments on Social Media in the Context of Brand Activism?" Journal of Interactive Marketing 57, no. 1 (2022): 141–58. http://dx.doi.org/10.1177/10949968221075817.

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Brands are increasingly embracing social activism and adopting positions on controversial issues, prompting some consumers to react by making uncivil comments on social media. How should brands reply to such incivility while maintaining their positions and protecting their reputations? Two common types of reply include either a sarcastic or an assertive tone, but the effects of these types of communication on consumers’ attitudes toward brands remain largely unexplored. Results from a series of five studies exploring different causes (LGBT+ phobia, sexism, and racial equity) show that consumer

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Kupfer, Ann-Kristin, Nora Pähler vor der Holte, Raoul V. Kübler, and Thorsten Hennig-Thurau. "The Role of the Partner Brand's Social Media Power in Brand Alliances." Journal of Marketing 82, no. 3 (2018): 25–44. http://dx.doi.org/10.1509/jm.15.0536.

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Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to boost the sales of their composite products. Drawing from power theory, this article develops a conceptual model of the influence of the social media power of partner brands on brand alliance success. The proposed framework details the partner brand's social media power potential (size and activity of the social media network), social media power exertion (different posting be

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Septyani, Sarah Dwi, and Yeshika Alversia. "How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media." GATR Journal of Management and Marketing Review 5, no. 3 (2020): 188–96. http://dx.doi.org/10.35609/jmmr.2020.5.3(7).

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Objective – One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow consumers to show their “ideal self" (Schau & Gilly, 2003). To identify the relationships between brands and consumers’ self-identity, this study aims to examine the effect of self-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in t

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Chen, Qiupeng, Zeju Li, Lei Zhao, Ziqing An, and Xinyue Qiu. "Effective Social Media Strategies for Engaging Younger Audiences: Best Practices for Luxury Brands Targeting Millennials and Gen Z." Communications in Humanities Research 70, no. 1 (2025): 57–68. https://doi.org/10.54254/2753-7064/2024.23422.

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This research explores the best practices of luxury brands in utilizing social media to engage younger demographics, specifically millennials and Gen Z. As these groups gain more influence over the luxury sector, conventional marketing methodssuch as lavish fashion shows and print adsare proving less effective. Platforms like Facebook, Instagram, and TikTok have become essential for luxury brands aiming to reach these young consumers. The study begins by analyzing the advantages and disadvantages of various social media marketing strategies, including influencer partnerships, word-of-mouth (WO

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Sheila Isfara Saliha and Surono Surono. "The Influence of Social Media Marketing , Product Quality and Price Perceptions on Purchasing Decisions for Some Skincare Products." International Journal of Management Research and Economics 2, no. 3 (2024): 425–40. http://dx.doi.org/10.54066/ijmre-itb.v2i3.2130.

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There are several common problems in the beauty industry related to these variables. In social media marketing, the level of competition is very high, with many brands vying for consumer attention. Small brands may struggle to stand out among the big brands. Products that don't suit a consumer's skin type or concerns can lead to negative experiences and damage a brand's reputation. Consumers' experiences influence their reviews and recommendations, which can have a positive or negative impact on the company (Susanti & Gunanto, 2022) .This research aims to identify the influence of social m

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Al-Sheikh, Eman S., and Mozaherul Hoque Abul Hasanat. "Social Media Mining for Assessing Brand Popularity." International Journal of Data Warehousing and Mining 14, no. 1 (2018): 40–59. http://dx.doi.org/10.4018/ijdwm.2018010103.

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Businesses seek to analyse their customer feedback to compare their brand's popularity with the popularity of competing brands. The increasing use of social media in recent years is producing large amounts of textual content, which has become rich source of data for brand popularity analysis. In this article, a novel hybrid approach of classification and lexicon based methods is proposed to assess brand popularity based on the sentiments expressed in social media posts. Two different classification models using Naïve Bayes (NB) and SVM are built based on Twitter messages for 9 different brands

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Kara, Adnan, and Nisa Nur Durulmuş. "The Effect of Brand Personality and Psychological Ownership of the Brands On Increasing Social Media Engagements of Brands." Uluslararası Ekonomi İşletme ve Politika Dergisi 9, no. 1 (2025): 438–53. https://doi.org/10.29216/ueip.1635118.

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This research aims to investigate the impact of brand personality and brand psychological ownership on enhancing brands' social media engagement. An online survey was distributed to the entire research population via email through Bayburt University's Student Affairs. Furthermore, the survey link was shared in WhatsApp groups to increase participation. Data collected from 408 participants, including Bayburt University staff, current students, and alumni, between April and June 2023, were analyzed using SPSS 24.0. The findings indicate that the sincerity and competence dimensions of brand perso

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Silalahi, Ayuphita Tiara. "Micro-Influencer Celebrity’s Communication Strategy in Brand Promotion." Humaniora 12, no. 1 (2021): 21–28. http://dx.doi.org/10.21512/humaniora.v12i1.6786.

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The research analyzed the role of Instagram influencers, especially those who fell into the category of microinfluencers, and the impacts they generated through effective communication strategy in promoting local brands in Indonesia. The exploratory study adopted a qualitative research design by collecting primary data through indepth interviews with selected micro-influencers, local brands marketers, and an Influencer marketing strategist. While secondary data was gathered from both offline and online available documented literatures. Results were then categorized using Creswell’s six-stage a

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Caliandro, Alessandro, and Guido Anselmi. "Affordances-Based Brand Relations: An Inquire on Memetic Brands on Instagram." Social Media + Society 7, no. 2 (2021): 205630512110213. http://dx.doi.org/10.1177/20563051211021367.

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In this article, we argue that, in an era of platformization of culture, social media users tend to relate with brands through modalities that are more informed by platforms’ affordances (i.e., by the technical architecture of and participatory cultures thriving on social media platforms), rather than shared systems of values and meanings promulgated within brand communities or influencers’ fandoms. Our argument grounds on an analysis of 757,776 Instagram posts related to six global brands, through which we show how users create branded content by following and reproducing a memetic logic. Dra

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Mallipeddi, Rakesh R., Ramkumar Janakiraman, Subodha Kumar, and Seema Gupta. "The Effects of Social Media Content Created by Human Brands on Engagement: Evidence from Indian General Election 2014." Information Systems Research 32, no. 1 (2021): 212–37. http://dx.doi.org/10.1287/isre.2020.0961.

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With human brands or individual celebrities in fields ranging from sports to politics increasingly using social media platforms to engage with their audience, it is important to understand the key drivers of online engagement. Using Twitter data from the political domain, we show that positive and negative-toned content receive higher engagement, as measured by retweets, than mixed or neutral toned tweets. However, less popular human brands generate higher social media engagement from positive-toned content compared with more popular human brands. Therefore, we recommend that popular human bra

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Bianchi, Constanza, and Lynda Andrews. "Consumer engagement with retail firms through social media: an empirical study in Chile." International Journal of Retail & Distribution Management 46, no. 4 (2018): 364–85. http://dx.doi.org/10.1108/ijrdm-02-2017-0035.

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Purpose Given the widespread popularity of social media such as Facebook, Twitter and Instagram, understanding consumer-brand engagement behavior within social media is fundamental for retail firms. Yet, little is known about how consumers engage with retail brands through social media. The purpose of this paper is to address this gap and extend previous research by examining factors that influence consumers’ attitudes and intentions to engage with retail brands through Facebook, and ultimately purchase products and services. Design/methodology/approach This study draws on the theory of reason

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Zhang, Yongkang. "Research on Brand Communication Strategies in the New Media Environment." Advances in Social Behavior Research 8, no. 1 (2024): 1–3. http://dx.doi.org/10.54254/2753-7102/8/2024059.

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With the rapid development of new media technologies, especially the rise of short video platforms, brand communication strategies have undergone significant transformations. This study focuses on how short videos and the influencer ecosystem redefine the interaction between brands and consumers in the new media environment, and fundamentally affect the methods of brand communication. Through an in-depth analysis of short video platforms and the influencer ecosystem, this paper proposes various innovative brand communication strategies adapted to the new media environment. It is found that uti

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Botha, E., M. Farshid, and L. Pitt. "How sociable? An exploratory study of university brand visibility in social media." South African Journal of Business Management 42, no. 2 (2011): 43–51. http://dx.doi.org/10.4102/sajbm.v42i2.494.

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Social media has changed both the way in which organizations and their brands interact with their customers and the way in which business gets done. Brands are attempting to utilize social media to reach existing customers, gain new ones and build or maintain credibility and reputation. More importantly, brands need to measure their visibility in the most popular social media relative to that of competitors. This study describes a tool for collecting brand visibility information by looking at the visibility of various South African university brands and their relative positioning from a social

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Tian, Xuechen, Lei Zhang, and Xiang Li. "Research on Sports Brand Communication in the New Media Era." Journal of Medicine and Physical Education 1, no. 1 (2024): 30–34. http://dx.doi.org/10.62517/jmpe.202418106.

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With the continuous development of information technology, the whole society has entered the era of new media, and all walks of life are also exploring the deep integration with new media and seeking new breakthroughs. In this context, it is necessary to rethink and adjust the traditional brand building and communication strategies in the construction and promotion of sports brands. Based on the analysis of the development of sports brands in the new media era, the impact of new media on sports brand communication, and cases. The current sports brands need to constantly innovate and learn, fle

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Kumaat, Jakson. "Representation of Wuling's Identity In Antaranews Media." Journal Research of Social Science, Economics, and Management 4, no. 4 (2024): 497–504. http://dx.doi.org/10.59141/jrssem.v4i4.744.

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This study aims to analyze the representation of Wuling's brand identity in the media of Antaranews, one of the leading news portals in Indonesia. Using a qualitative approach with a content analysis method, this study eval_uated 50 articles published in the period 2017 to 2023. The results of the analysis show that Wuling has succeeded in building a positive image through an emphasis on product quality, technological innovation, and after-sales service. However, there are challenges related to negative perceptions that are still attached to brands from China, especially regarding prices that

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Iqani, Mehita. "Brand and influencer strategies in social media marketing of luxury brands in African cities." Journal of Design, Business & Society 7, no. 1 (2021): 105–21. http://dx.doi.org/10.1386/dbs_00022_1.

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This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of

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Sung, Yongjun, Eunice Kim, and Sejung Marina Choi. "#Me and brands: understanding brand-selfie posters on social media." International Journal of Advertising 37, no. 1 (2017): 14–28. http://dx.doi.org/10.1080/02650487.2017.1368859.

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Kim, Dae-Hee, Lisa Spiller, and Matt Hettche. "Analyzing media types and content orientations in Facebook for global brands." Journal of Research in Interactive Marketing 9, no. 1 (2015): 4–30. http://dx.doi.org/10.1108/jrim-05-2014-0023.

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Purpose – This study aims to examine current practices of social media marketing among major global brands across five product categories (namely, convenience, shopping, specialty, industrial and service). Assessing the frequency, media type and content orientations of corporate Facebook pages, this study aims to isolate the qualitative factors of a brand’s social media message that are most likely to facilitate a consumer response. Design/methodology/approach – A content analysis of 1,086 social media posts was conducted from the corporate Facebook pages of 92 global brands during a one-month

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Saulite, Linda. "News Media Brand Equity in a New Media Environment." Economics and Business 36, no. 1 (2022): 199–210. http://dx.doi.org/10.2478/eb-2022-0013.

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Abstract Digitalisation has profoundly altered how media are distributed and audiences consume media information, reshaping the media environment and introducing new competitors to media brands. This new media environment deludes media brand associations, contributing to an environment where audiences care less about content sources or brands of media. The younger audience, Generation Z, is an even more platform-on-demand and experience-driven audience. They favour social media and global media and care less about national media brands. Media consumption trends among youthful audiences have be

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Kumar, Ravi, and Amandeep Singh Singh. "THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND EXPERIENCE AND CONSUMERS’ PURCHASE INTENTION OF LUXURY FASHION BRANDS." INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE 07, no. 03(II) (2024): 83–91. http://dx.doi.org/10.62823/ijarcmss/7.3(ii).6888.

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The study investigated the marketing activities on social media on brand experience and consumers’ purchase intention of luxury brands. The relationships of these constructs are explored by examining the top 10 luxury fashion brands in selected cities in Punjab (India). The primary data were collected from customers who purchased these brands and followed brands on different social media channels. A well-structured questionnaire method was used for data collection with five constructs of social media marketing activities, four dimensions of brand experience, and three dimensions of consumers’

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BABAN, Ece. "PR 2.0 and interaction of Turkish Brands in Terms of Brand Awareness." AJIT-e: Online Academic Journal of Information Technology 3, no. 9 (2012): 63–76. http://dx.doi.org/10.5824/1309-1581.2012.4.005.x.

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Today, under the affect of market conditions, companies prefer social media channel with the aim of reaching their target population, interacting with their customers directly and expressing their brands more powerfully in the market. Companies are trying to perform new strategies for creating close relationships between brand and customers, while the differentiation attempts of the companies. Nowadays, the Internet phenomenon is one of the most important factors in this regard. People spend most of their times at the computer and internet networks. In the 1990s, with the spread of internet an

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Patolia, Dhruvit. "Brand Catalyst – A bridge between Brands and Influencer." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem45142.

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In the digital era, With the rapid growth of social media, influencer marketing has emerged as a crucial strategy for brands to engage with their target audience effectively. Traditional advertising methods are becoming less efficient, making it essential for businesses to adopt digital marketing approaches. However, many brands face challenges in identifying and collaborating with suitable influencers due to the lack of a structured and centralized platform. This study introduces a web-based advertisement management system designed to simplify the process of connecting brands with relevant in

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Eteki, Boniface. "Impact of Social Media Engagement on Brand Image Perception in Cameroon." American Journal of Public Relations 3, no. 1 (2024): 12–21. http://dx.doi.org/10.47672/ajpr.2054.

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Purpose: The aim of the study was to assess the impact of social media engagement on brand image perception in Cameroon. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicate that active engagement on social pla

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Wang, Yuhan. "Analysis of Changes in Fashion Representation in the Perspective of Media Evolution." Lecture Notes in Education Psychology and Public Media 4, no. 1 (2023): 134–39. http://dx.doi.org/10.54254/2753-7048/4/20220200.

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With the increasing prevalence of social media, fashion has changed with it. Social media has shifted the meaning of fashion from the mass media era to the social media era. In order to build customer loyalty through effective communication with consumers, luxury brands have turned to social media for promotional strategies. Luxury fashion brands have evaluated social media marketing techniques such as Twitter, Weibo and Instagram as an effective tool to take their business to the next level. However, the recent entry of many fashion brands into the luxury market and the ensuing fierce competi

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Chen, Hongjie. "RESEARCH ON THE MARKETING STRATEGY OF BEAUTY MAKEUP BRAND IN THE NEW MEDIA ERA (THE CASE OF "FLORASIS")." EUrASEANs: journal on global socio-economic dynamics, no. 3(46) (May 30, 2024): 402–14. http://dx.doi.org/10.35678/2539-5645.3(46).2024.402-414.

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This article uses the Florasis brand as a research object, aiming to explore the marketing strategies of beauty brands in the new media era, focusing on the impact of brand experience and brand personality on consumers' purchase intentions. By collecting 435 questionnaires and analyzing the questionnaire data, the final paper verified the significant role of brand experience and personality in purchasing decisions. In both aspects, the Floriss brand has a positive impact on consumers' purchase intention, and brand personality plays a mediating role between brand experience and purchase intenti

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Miliopoulou, Georgia-Zozeta, and Vassiliki Cossiavelou. "Brands and Media Gatekeeping in the Social Media." International Journal of Interdisciplinary Telecommunications and Networking 8, no. 4 (2016): 51–64. http://dx.doi.org/10.4018/ijitn.2016100105.

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The purpose of this paper is to examine current trends and practices regarding brand communication through the social media, as brand activation in the online social environment rises and proliferates rapidly. Believing that further interdisciplinary contributions are needed to bridge the gap between brand management on the one hand and ICT potential on the other, the authors designed and implemented an exploratory research. They interviewed middle and senior-management executives, working either in companies who promote brands in the social media or in agencies who undertake social media proj

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Sommer, Christoph, and Linda Marty. "The role of media brands in media planning." Journal of Media Business Studies 12, no. 3 (2015): 185–203. http://dx.doi.org/10.1080/16522354.2015.1070087.

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Wang, Yimeng. "Research on cosmetic marketing from the perspective of social media: Based on the difference analysis of emerging brands and luxury brands in China." SHS Web of Conferences 207 (2024): 01005. https://doi.org/10.1051/shsconf/202420701005.

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In contemporary society the social media is very popular, many brands in China choose to promote their products through social media, such as Tik Tok, Xiaohongshu and Weibo. Nowadays, some luxury brands have also invested in the promotion of social media. So, what are the similarities and differences between some local brands in China that have sprung up and appeared in recent years? This paper will analyze their effects and benefits through their differences in promotion. Luxury brands this article wants to analyze: Estee Lauder, emerging brand this article wants to analyze: Perfect Diary. Th

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Saulīte, Linda, Deniss Ščeulovs, and František Pollák. "The Influence of Non-Product-Related Attributes on Media Brands’ Consumption." Journal of Open Innovation: Technology, Market, and Complexity 8, no. 3 (2022): 105. http://dx.doi.org/10.3390/joitmc8030105.

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This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15–24. Due to technological developments, new media content consumption patterns have emerged. New dynamic, interactive, and multiplatform marketplaces have changed how media brands deliver content and how audiences consume it. The main catalysts of change are multiple platforms, on-demand content consumption, and social media platforms. The increasing use of global social networks offers media brands possi

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Ramadan, Zahy, Maya F. Farah, and Armig Dukenjian. "Typology of social media followers: the case of luxury brands." Marketing Intelligence & Planning 36, no. 5 (2018): 558–71. http://dx.doi.org/10.1108/mip-01-2018-0039.

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Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms. Design/methodology/approach A qualitative approach was utilized in which 24 in-depth intervie

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