Relevant bibliographies by topics / Online and Social Media Marketing

Contents

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

Academic literature on the topic 'Online and Social Media Marketing'

Author: Grafiati
Published: 5 June 2025
Last updated: 2 August 2025

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Journal articles on the topic "Online and Social Media Marketing"

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Bansal, Manoj, and Satinder Kumar. "Impact of Social Media Marketing on Online Impulse Buying Behaviour." Journal of Advances and Scholarly Researches in Allied Education 15, no. 5 (2018): 136–39. http://dx.doi.org/10.29070/15/57560.

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Rohmawati, T., and J. Rahmayanti. "Marketing Product with Social Media." Proceeding of International Conference on Business, Economics, Social Sciences, and Humanities 1 (December 1, 2020): 40–45. http://dx.doi.org/10.34010/icobest.v1i.9.

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The purpose of this study is to determine the impact of social media content as a Consumer Interest Withdrawal Strategy. The method used in this study is a qualitative method by collecting data descriptively, namely by analyzing several online shops on the Instagram application. The results show that social media is used to buy products from the online shop. Online shop owners do not need to use a lot of money to arrange content on Instagram because it only requires creativity to make it more attractive, namely with themes, colors, and the preparation of content that is consistent. In conclusi
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Tsao, Wen-Chin, and Tz-Chi Mau. "Ethics in social media marketing." Aslib Journal of Information Management 71, no. 2 (2019): 195–216. http://dx.doi.org/10.1108/ajim-04-2018-0080.

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Purpose Consumer-generated online product reviews (OPRs) have become a crucial source of information for consumers; however, OPRs are increasingly being incentivized. The purpose of this paper is to find a method of sponsorship and disclosure that could be considered ethically sound. Design/methodology/approach This study adopted a quasi-experimental approach to clarifying how the method of sponsorship impacts reader perceptions of OPRs in terms of helpfulness, credibility and purchase intention. Two experiments were performed on an online platform using data from 480 participants. Hypotheses
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Skulme, Ronalds, and Valerijs Praude. "Social media evaluation metrics." Oeconomia Copernicana 7, no. 1 (2016): 131. http://dx.doi.org/10.12775/oec.2016.009.

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Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use, but each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. The Authors believe that the methods designed to evaluate online marketing activities should also be more specific. Hence, the Authors believe that more specific online marketing revenue determination methods should be proposed. Objectives. The aim of this paper is to propose a form
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Kumar, Ravi, Mannan Mohammed Yusuf, Manjunath VR, and Prajwal L. "SOCIAL MEDIA MARKETING AFFECTION CUSTOMER BEHAVIOUR." INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE 07, no. 01(II) (2024): 211–14. http://dx.doi.org/10.62823/7.1(ii).6519.

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In recent years, social media which can also said as online branding platforms have become indispensable tools for business to get engage with customer and to promote their goods and their services. Through this research we understood that the online branding implications on customer behaviour like purchasing decisions, Brand loyalty, trust on online branding influencers and their intention to try new goods or services. Additionally, this research also shows the role of online branding to make implications ton customer behaviour. Furthermore, it delves into implications on customer behaviour t
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S. Sipho, Makgopa. "Online social media usage of car dealerships in Gauteng Province, South Africa." Problems and Perspectives in Management 14, no. 3 (2016): 601–7. http://dx.doi.org/10.21511/ppm.14(3-3).2016.02.

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The concept of social media is top of the agenda for many organizations today. Decision makers, as well as marketers, try to identify ways in which organizations can make profitable use of social media platforms. The adoption of social media in marketing communication campaigns to carry the marketing communication message to the target audiences remains a challenge to organizations in the motor industry. The purpose of this paper was to establish an understanding of the online social media tools used by car dealerships in their marketing communication strategies and campaigns. In achieving the
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M.Saranyamani. "Marketing and Social Media." Shanlax International Journal of Management 6, S1 (2018): 26–29. https://doi.org/10.5281/zenodo.1461253.

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Web  based  life  give  an  unparalleled  stage  to  customers  to  expose  their own  assessments  of  bought  items  and  along  these  lines  encourage  informal correspondence. This paper inspects connections between customer posting conduct and showcasing factors, for example, item cost and quality and investigates how these connections advance as the Internet and shopper audit sites draw in more all inclusive acknowledgment. In view of car show information from a few driving on  
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Fan, Xiruo. "Social Media Marketing Strategies." Advances in Economics, Management and Political Sciences 23, no. 1 (2023): 59–64. http://dx.doi.org/10.54254/2754-1169/23/20230353.

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Social media marketing strategies contribute to increasing the brand awareness of businesses. However, they have not always fully exploited the creativity and innovative capacities of the strategy due to unawareness of the best tools to utilize in modern technology. Notably, some organizations also fail to recognize the benefits of social networks. The internet has exposed numerous opportunities, such as online marketing that utilizes advertisement mechanisms like the podcast, blogs, and social media to reach their target audiences. However, the internet allows users to interact and create com
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Borah, Abhishek, Sourindra Banerjee, Yu-Ting Lin, Apurv Jain, and Andreas B. Eisingerich. "Improvised Marketing Interventions in Social Media." Journal of Marketing 84, no. 2 (2020): 69–91. http://dx.doi.org/10.1177/0022242919899383.

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Online virality has attracted the attention of academics and marketers who want to identify the characteristics of online content that promote sharing. This article adds to this body of research by examining the phenomenon of improvised marketing interventions (IMIs)—social media actions that are composed and executed in real time proximal to an external event. Using the concept of quick wit, and theorizing that the effect of IMIs is furthered by humor and timeliness or unanticipation, the authors find evidence of these effects on both virality and firm value across five multimethod studies, i
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M.Ameer, Arsath. "Social Media Marketing: Advantages and Disadvantages." Shanlax International Journal of Management 6, S1 (2018): 152–58. https://doi.org/10.5281/zenodo.1461333.

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In recent years, social media has become ubiquitous and most important for social networking, content sharing and online accessing. Due to its reliability, consistency and instantaneous features, social media opens a wide place for businesses such as online marketing. Marketing which occurs via social media is known as social media marketing. Social media marketing has made possible for companies to reach targeted  consumers  easily,  effectively  and  instantly.  Besides  that,  social  media marketing also faces several challenges in the field. Th
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Dissertations / Theses on the topic "Online and Social Media Marketing"

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Silva, Rita Martins dos Santos. "Plano de social media marketing para o Millennium BCP." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19383.

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Mestrado em Marketing<br>Os Social Media têm ganho um papel fundamental nas estratégias de comunicação das organizações, tornando-se essencial que, para um bom aproveitamento destas plataformas, se estabeleça um plano, tendo em vista o aumento do sucesso da empresa em causa. Tendo como objeto de estudo uma instituição bancária de grande relevo no panorama económico-financeiro português, o Millennium bcp e tendo como base o modelo conceptual proposto por Barker et al. (2013), designado de "Social Media Planning Cycle", foi desenvolvido o seguinte Plano de Social Media. Na elaboração deste pla
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Koskinen, S. (Siiri). "Targeted social media advertising and consumer decision making in online buying behavior." Master's thesis, University of Oulu, 2017. http://urn.fi/URN:NBN:fi:oulu-201706062561.

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The aim of this research is to understand how targeted social media advertising influences online buying behavior. More accurately, this research focuses on the five-stage consumer buying decision process model and how targeted social media advertisements affect each stage of the model. This research approaches the subject through phenomenography, where the objective is to concentrate on the attitudes and opinions of individuals and gain a deeper understanding by observing the phenomenon closely. Research theory examines prior research of social media marketing, targeted social media advertisi
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Stankovský, Jakub. "Online marketingová strategie vybrané společnosti ve finančních službách." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-198823.

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The diploma thesis is about new trends in online marketing. It focuses on online marketing tools and how to realize successful online marketing activity. The thesis is the analysis of the current company state. Based on informations gathered propose new strategy of content optimalization and social media strategy. How can the company enter the social network targeted on Facebook. Main areas are on-page and off-page factors in SEO and how to build Inbound marketing.
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Duffková, Pavlína. "Comparative effectiveness analysis of social media monitoring tools." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149911.

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The main objective of this master thesis is a comparative effectiveness analysis of selected social media monitoring tools. The theoretical part of the thesis first familiarizes the reader with the core terms, which will be used throughout the thesis. The next chapter focuses on the detailed specification of classic online marketing. It describes the growing trend of social media marketing and charts out its current status on the Czech online market. In addition, the vital SEO and SEM techniques are also described. The subsequent chapter is devoted to social network marketing, where the increa
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Jedličková, Martina. "Online marketing značky L'Oréal Professionnel." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264369.

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The aim of this master thesis is to analyse and evaluate marketing activities of the brand LOréal Professionnel in online environment. Evaluation is based on goals of each used tool. Thesis includes comparison of communication in three countries, where brand applies unified strategy and way of communication. Results are analysed for the Czech republic, Slovakia and Hungary. This thesis include analyse of web pages, search engine marketing and communication on social media. Also emailing is mentioned but there are not so many results since brand started recently with this activity. In the end t
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Serra, Navas Marlyn Elena. "Actitudes de los consumidores hacia las recomendaciones online realizadas por lo social media influencers." Tesis, Universidad de Chile, 2018. http://repositorio.uchile.cl/handle/2250/168322.

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TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETING<br>El endorsement ha sido una técnica utilizada con frecuencia en las comunicaciones de marketing. Esta táctica consiste en el uso de una persona o personaje como soporte de comunicación para una marca o producto, en el cual el endorser puede desarrollar diferentes actividades de soporte del producto como portavoz, modelo, embajador o la cara de la marca (Canning y West 2006). El objetivo principal del uso de endorsers es agregar valor a la marca a través de aumentar la visibilidad de la misma y transferir los atributos de esta figura a la mar
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Graça, Ana Filipa Barradinhas. "Marketing online no contexto da estratégia de comunicação." Master's thesis, FEUC, 2014. http://hdl.handle.net/10316/28051.

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Relatório de estágio do mestrado em Gestão, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Filipe Coelho e Pedro Mendes.<br>Este relatório tem como finalidade apresentar o trabalho desenvolvido durante o estágio curricular na área de Marketing Online, na empresa ISA – Intelligent Sensing Anywhere, sedeada no Instituto Pedro Nunes em Coimbra, necessário para obter o grau de Mestre em Gestão pela Faculdade de Economia da Universidade de Coimbra. O principal propósito do presente estudo foi o desenvolvimento de um projeto de Marketing Online, uma vez que a es
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Дериколенко, Анна Олександрівна, Анна Александровна Дериколенко, Anna Oleksandrivna Derykolenko, Сергій Миколайович Ілляшенко, Сергей Николаевич Ильяшенко та Serhii Mykolaiovych Illiashenko. "Social media marketing як інноваційний інструмент просування товарів та послуг в online-середовищі". Thesis, ТОВ «ДД «Папірус», 2013. http://essuir.sumdu.edu.ua/handle/123456789/37294.

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На сьогоднішній день існує велика кількість як загальнотематичних так і вузькоспеціалізованих соціальних мереж, які необхідно використовувати для просування товарів та послуг. Використання SMM інструментів при правильному підході дозволяє будь – якої компанії заявите про себе на ринку, підвищити рівень продаж, сформувати власний позитивний імідж. Просування в соціальних мережах це унікальний інструмент взаємодії бізнесу та споживача який необхідно використовувати вже сьогодні.
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Дериколенко, Анна Олександрівна, та Сергій Миколайович Ілляшенко. "Social media marketing як інноваційний інструмент просування товарів та послуг в online-середовищі". Thesis, ТОВ "ДД "Папірус", 2013. http://repository.kpi.kharkov.ua/handle/KhPI-Press/45950.

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Havlíčková, Olga. "Online marketing kulturního sektoru. Návrh online marketingové strategie vybraného divadla." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193605.

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The aim of this master's thesis is to examine the options and advantages of using online marketing by cultural organisations, especially theatres. The introductory part of this thesis explains essential terms related to online marketing and specifics of internet media. It also gives an overview of internet marketing tools, which can be effectively used in communication of cultural organizations. A second part of the thesis is focused on developing online marketing strategy for the Divadlo v Řeznické Theatre. The strategy is based on information obtained from a research carried out by the autho
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Books on the topic "Online and Social Media Marketing"

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Kreutzer, Ralf T., Andrea Rumler, and Benjamin Wille-Baumkauff. B2B-Online-Marketing und Social Media. Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-04695-8.

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Kreutzer, Ralf T., Andrea Rumler, and Benjamin Wille-Baumkauff. B2B-Online-Marketing und Social Media. Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-27675-1.

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Evans, Liana. Social media marketing: Strategies for engaging in Facebook, Twitter & other social media. Que, 2010.

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Weinberg, Tamar. Social Media Marketing: Strategien fu r Twitter, Facebook & Co. O'Reilly, 2010.

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Sterne, Jim. Social Media Metrics. John Wiley & Sons, Ltd., 2010.

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Ze, Zook, ed. Marketing communications: Integrating offline and online with social media. 5th ed. Kogan Page, 2011.

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Barefoot, Darren. Friends with benefits: A social media marketing handbook. No Starch Press, 2010.

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Barefoot, Darren. Friends with benefits: A social media marketing handbook. No Starch Press, 2010.

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Mitch, Meyerson, ed. Success secrets of the social media marketing superstars. Jere L. Calmes, 2010.

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Mitch, Meyerson, ed. Success secrets of the social media marketing superstars. Jere L. Calmes, 2010.

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Book chapters on the topic "Online and Social Media Marketing"

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Chaston, Ian. "Online Social Media." In Entrepreneurial Marketing. Macmillan Education UK, 2016. http://dx.doi.org/10.1007/978-1-137-50092-2_11.

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Ahrholdt, Dennis, Goetz Greve, and Gregor Hopf. "Social Media." In Online-Marketing-Intelligence. Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-26562-5_11.

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Ahrholdt, Dennis, Goetz Greve, and Gregor Hopf. "Social Media." In Online-Marketing-Intelligence. Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-26562-5_4.

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Lampe, Frank. "Social-Media." In Online-Marketing-Management. Springer Fachmedien Wiesbaden, 2025. https://doi.org/10.1007/978-3-658-47970-1_7.

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Köhler, Alexandra, and Mirko Gründer. "Social-Media-Marketing Social-Media-Marketing." In Online-Marketing für medizinische Gesellschaften und Verbände. Springer Berlin Heidelberg, 2017. http://dx.doi.org/10.1007/978-3-662-53469-4_5.

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Ahrholdt, Dennis, Goetz Greve, and Gregor Hopf. "Social Media Marketing." In Online-Marketing-Intelligence. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40599-1_4.

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Ahrholdt, Dennis, Goetz Greve, and Gregor Hopf. "Social Media Marketing." In Online-Marketing-Intelligence. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40599-1_12.

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Schramm, Alexandra. "Social-Media-Marketing." In Online-Marketing für die erfolgreiche Apotheke. Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-29199-9_5.

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Schramm, Alexandra. "Social-Media-Marketing." In Online-Marketing für das erfolgreiche Krankenhaus. Springer Berlin Heidelberg, 2012. http://dx.doi.org/10.1007/978-3-642-29227-9_5.

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Kreutzer, Ralf T., Andrea Rumler, and Benjamin Wille-Baumkauff. "Social-Media-Marketing." In B2B-Online-Marketing und Social Media. Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-27675-1_5.

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Conference papers on the topic "Online and Social Media Marketing"

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Andriawan, Muhammad Rico, Chyntia Angelina Nugraha, Ngo Fiona Hindrawan, and Doni Purnama Alamsyah. "Social Media Marketing and Online Advertising in the Digital Landscape of ICT." In 2025 International Conference on Computer Sciences, Engineering, and Technology Innovation (ICoCSETI). IEEE, 2025. https://doi.org/10.1109/icocseti63724.2025.11019572.

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Shakeela Banu, C., Vinayak Anil Bhat, Sweta Priya, Prashant Gupta, N. Dinesh, and Gourav Kalra. "Impact of Social Media Marketing on Online Consumer Behavior using Self-Organizing Maps." In 2024 First International Conference on Software, Systems and Information Technology (SSITCON). IEEE, 2024. https://doi.org/10.1109/ssitcon62437.2024.10796154.

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Sanny, Lim. "Effects of Social Media Marketing Towards Online Purchase of Local Perfumes in Indonesia." In 2024 2nd International Conference on Technology Innovation and Its Applications (ICTIIA). IEEE, 2024. https://doi.org/10.1109/ictiia61827.2024.10761538.

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Sari, Rini Kurnia, and Muhammad Alfarizi. "The Role of Social Media Marketing on Students' Intention to Read Online Newspapers." In 2024 9th International Conference on Business and Industrial Research (ICBIR). IEEE, 2024. https://doi.org/10.1109/icbir61386.2024.10875924.

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Mitrović, Ksenija, Anja Jakšić, and Jelena Spajić. "The analysis of graphic design platforms used in social media marketing." In 10th International Symposium on Graphic Engineering and Design. University of Novi Sad, Faculty of technical sciences, Department of graphic engineering and design,, 2020. http://dx.doi.org/10.24867/grid-2020-p74.

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Development of the internet conditioned the evolution of marketing. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. A progress of digital marketing activities established the appearance of different digital marketing elements, among which social media marketing becomes more prevalent. Social media marketing is an inevitable element of digital marketing strategy and nowadays business. In order to complement social media marketing activities, graphic design is used as a crucial
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Ahmad Razimi, Umi Najiah, Muhammad Zulhaziq Tazul Ayrizan, and Zurida Ishak. "Online Social Media Platform for Marketing Generator." In 2021 IEEE 11th IEEE Symposium on Computer Applications & Industrial Electronics (ISCAIE). IEEE, 2021. http://dx.doi.org/10.1109/iscaie51753.2021.9431800.

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Jitngernmadan, Prajaks, and Prawit Boonmee. "Research Trends of Online Marketing in Social Media Research." In 2018 International Conference on Information Technology (InCIT). IEEE, 2018. http://dx.doi.org/10.23919/incit.2018.8584887.

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Kaewkhuntee, Boonthai, and Supakorn Tunvaravuttichai. "THE INFLUENCE OF DIGITAL SOCIAL MEDIA AFFECTING TO PURCHASE ONLINE MERCHANDISE VIA ELECTRONIC COMMERCE." In International Conference on Management, Innovation, Economics, and Social Science 2023. EDUCATION STUDIO, 2010. https://doi.org/10.62788/g2b5v9h4ny.

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It is required for the business sector to study the Influence of Digital Social Media affecting. The decision to purchase online merchandise via electronic commerce, consisting of digital marketing factors and advertising media for respond to the consumer needs and develop sales channels to be affective for business success. The purpose of this research was to explore 1) opinion levels on digital marketing factors and advertising media and 2) influence of digital social media affecting decision to purchase online merchandise through the electronic commerce marketplace. The research was a quali
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Chowdhury, S. A., and M. S. S. B. Jabber. "Adverse impact of internet shutdown on e-commerce and social media marketing in Bangladesh." In International Conference on Business Research. Business Research Unit (BRU), 2024. https://doi.org/10.31705/icbr.2024.16.

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The rise of e-commerce and social media marketing in Bangladesh has been a significant driver of economic growth, fostering entrepreneurship and expanding market accessibility. However, the frequent shutdowns of internet services, often due to political or security concerns, have posed substantial challenges to the e-commerce sector. Very recently Bangladesh has experienced internet shutdowns for prolonged periods that have had profound implications for e-commerce and social media marketing endeavors. This study examines the ramifications of this shutdown on the digital economy, focusing on th
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ANGHEL, Ștefan-Ionuț, and Florin Alexandru STAN. "Social Media and Online Shopping: Exploring Interactions and Implications in the Digital Environment." In The International Conference on Economics and Social Sciences. Editura ASE, 2024. http://dx.doi.org/10.24818/icess/2024/085.

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The advancement of technology and the widespread use of the Internet have significantly amplified the impact of media on individuals reshaping our lifestyles and social interactions. In light of the marketing strategies have swiftly transitioned to digital platforms proving to be more effective. Social media now plays a role in sparking competition, among businesses vying for consumer attention. The rapid evolution and intricacies of the landscape have posed challenges in pinpointing promotional tactics to maximise profits. This study delves into phenomena related to consumer behaviour and the
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Reports on the topic "Online and Social Media Marketing"

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool o
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Katragadda, Laxmi Vijigeesh. Reevaluating Social Media Marketing Communications. Iowa State University, 2019. http://dx.doi.org/10.31274/cc-20240624-1205.

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Ros-Diego, Vicente-José, and Araceli Castelló-Martínez. CSR communication through online social media. Revista Latina de Comunicación Social, 2011. http://dx.doi.org/10.4185/rlcs-067-947-047-067-en.

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Ambekar, Akshay. Factors Influencing the Success of a Social Media Marketing Campaign. Iowa State University, 2019. http://dx.doi.org/10.31274/cc-20240624-712.

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Lee, Jung Eun, and Song-yi Youn. Luxury Marketing in Social Media: The Role of Social Distance in a Craftsmanship Video. Iowa State University. Library, 2019. http://dx.doi.org/10.31274/itaa.8841.

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Rajagopal, Malvika. Social media marketing and the new normal for small retail businesses. Iowa State University, 2020. http://dx.doi.org/10.31274/cc-20240624-1300.

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Miller, Jack, and Rowena Bermingham. Regulation and state use of social media. Parliamentary Office of Science and Technology, 2021. http://dx.doi.org/10.58248/hs29.

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Shruthi, Sharath. Convergence of Social Media and E-commerce in today’s online world. Iowa State University, 2019. http://dx.doi.org/10.31274/cc-20240624-425.

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Peucker, Mario, Thomas J. Fisher, and Jacob Davey. Mainstream media use in far-right online ecosystems. Centre for Resilient and Inclusive Societies, 2022. http://dx.doi.org/10.56311/gwlu8673.

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Abstract:
Our research looked at the ways that far-right social media users use mainstream media outlets for their ideological messages. Researchers analysed over 55,000 social media posts from far-right users on Facebook and Gab, and found that all mainstream media outlets, regardless of their political leaning, can be co-opted for ideological messaging.
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Dong, Huanjiao. Social Media Marketing Plan for A New Fashion Business Targeting Women University Professors. Iowa State University, 2021. http://dx.doi.org/10.31274/cc-20240624-1301.

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