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Journal articles on the topic 'Smm-marketing'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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1

Xiao, Tingyu. "Optimizing the Marketing Strategies Through Social Media Marketing Analysis." Journal of Education, Humanities and Social Sciences 16 (July 2, 2023): 116–22. http://dx.doi.org/10.54097/ehss.v16i.9524.

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Social Media Marketing (SMM), which refers to the use of social media as a branding strategy, is one of the most prominent study subjects in consumer marketing. Some scholars have studied the development of SMM strategies, but there is a lack of uniformity in the interpretation of the two-sided impact of SMM on brands and consumers, and the coping approaches to negative effects are controversial. This paper analyses the basis of consumer buying behaviour in identifying brand marketing in SMM, discusses the influence of influencer marketing in SMM and suggests the role of SMM in building brand

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Bezus, R., L. Kryuchko, and K. Pererva. "MARKETING MANAGEMENT IN SMM." Investytsiyi: praktyka ta dosvid, no. 21 (November 18, 2021): 66. http://dx.doi.org/10.32702/2306-6814.2021.21.66.

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Podzihun, Svitlana M., and Nataliia O. Pacheva. "SMM AND WARTIME MARKETING." Economies' Horizons, no. 4(22) (November 13, 2022): 25–33. http://dx.doi.org/10.31499/2616-5236.4(22).2022.267016.

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The war in Ukraine dealt a devastating blow to the country's economy, and of course, marketing also changed its usual life. The topicality of the topic is determined by the fact that marketing can be an effective tool for business recovery and development in Ukraine. SMM and marketing during the war has practically not been studied in academic circles and is a new problem and relevance in business circles. The purpose of the article is to study the experience of the world's leading countries during the crisis regarding possible ways of adapting marketing and SMM for the recovery of business in

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Shtal, T. V., and G. B. Dmytriyev. "SMM as Modern Marketing Technologies." Business Inform 12, no. 503 (2019): 446–52. http://dx.doi.org/10.32983/2222-4459-2019-12-446-452.

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Cahyo, Nofandri. "Pengaruh Content Marketing dan Social Media Marketing Terhadap Buying Decision dengan Buying Intention Sebagai Variabel Intervening." Indonesian Research Journal on Education 4, no. 3 (2024): 45–55. http://dx.doi.org/10.31004/irje.v4i3.681.

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Perkembangan teknologi digital telah mengubah paradigma pemasaran, di mana content marketing dan social media marketing menjadi fokus utama dalam memengaruhi perilaku konsumen dan keputusan pembelian mereka. Penelitian ini bertujuan untuk mengetahui: (1) pengaruh content marketing terhadap buying intention, (2) pengaruh social media marketing terhadap buying intention, (3) pengaruh content marketing terhadap buying decision, (4) pengaruh social media marketing terhadap buying decision, (5) pengaruh buying intention terhadap buying decision. Sampel dalam penelitian ini adalah 112 responden. Pen

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Lysa, S. S., and A. V. Kulik. "The Efficiency of SMM as an Instrument of the Sales Policy of Enterprise." Business Inform 1, no. 528 (2022): 432–37. http://dx.doi.org/10.32983/2222-4459-2022-1-432-437.

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The article is aimed at studying the impact of SMM on the sales activities of enterprise; substantiating the expediency of using SMM as a product promotion tool; grouping and determining the indicators of efficiency of the use of social networks in business activities. As a result of the study, the advantages of marketing in social networks are defined, which include: brand awareness, targeting, complementing PR strategy, expanding the circle of like-minded people, improving customer service and contact with them, etc. At the same time, the following problems in this area are identified: lack

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Nosirov, Javlonbek Jamoliddin o`g`li. "IJTIMOIY MEDIA MARKETING TAHLILI ORQALI MARKETING STRATEGIYALARINI OPTIMALLASHTIRISH." Results of National Scientific Research 2, no. 8 (2023): 5–13. https://doi.org/10.5281/zenodo.8342170.

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Ushbu maqola SMM-da brend marketingini aniqlashda iste'molchilarning xarid qilish xatti-harakatlarining asoslarini tahlil qiladi, SMM-da ta'sirchan marketingning ta'sirini muhokama qiladi va brend imidjini yaratishda SMM rolini taklif qiladi. Natijalar shuni ko'rsatadiki, SMM ta'siri ikki tomonlama bo'lib, brendlar marketingda ijobiy bo'lishi va negativlikdan qochish, SMMda hissiy va shaxsiylashtirilgan marketing modeliga to'liq o'ynash, ta'sir qiluvchilarni tanlashga e'tibor berish va iste'molchilar bilan interaktiv marketingni oshirishni taklif

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SADIQ, BURHAN, TAN ZHONGFU, TAYYEBA BASHIR, AMMARA NASEEM, and KHALID JAMIL. "An empirical assessment of consumer-brand engagement and brand knowledge through social media marketing activities: a study on online garments buyers." Industria Textila 74, no. 04 (2023): 446–52. http://dx.doi.org/10.35530/it.074.04.2022111.

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The use of social media marketing (SMM) use in the garment sector is increasing daily, and well-known brands are shifting their marketing campaign to social media. This study aims to assert the relationship between SMM customer- brand engagement (CBE) and brand knowledge (BK). For this purpose, data were collected from online garment buyers through a questionnaire. Results of the study show that SMM significantly enhances the CBE and BK. Results further elaborate that the CBE substantially mediates the relationship between SMM and BK. This study will bridge the gap in the literature between SM

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Mudondo, C. D., and K K Govender. "The Impact of Social Media Marketing on Zimbabwean Commercial Bank Customers Behaviour." Restaurant Business 118, no. 10 (2019): 373–90. http://dx.doi.org/10.26643/rb.v118i10.9332.

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While research has underscored the benefits of social media marketing, organizations including banks, still fail to justify their continued investment on social media marketing, mainly because its impact on customer behaviour remains unclear. Thus, this study aimsto establish the impact of social media marketing (SMM) on Zimbabwean commercial bank customers’ behaviour, from a Social Exchange Theory (SET) perspective. The objectives included determining the influence of the SET determinants inherent in SMM on commercial bank customers’ satisfaction; loyalty and repurchase intentions. A quantita

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Lopes, João M., and José Oliveira. "The New Times of Social Media Marketing in the B2B Framework." Businesses 2, no. 2 (2022): 156–67. http://dx.doi.org/10.3390/businesses2020011.

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Nowadays, we live in the age of Marketing 4.0. Historically, marketing has often depended on changing consumer habits and needs. Thus, it is necessary to understand the new habits and needs of the consumer to make companies more and more effective. Currently, social media marketing (SMM) is ubiquitous in organizations, and is seen as a tool to achieve strategic goals. Therefore, SMM is important for companies to adapt their approach to customer relationship management and advance new marketing competencies to enable customer satisfaction. To drive customer satisfaction and improve customer exp

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Silva, Susana Costa e., Paulo Alexandre Oliveira Duarte, and Sara Resende Almeida. "How companies evaluate the ROI of social media marketing programmes: insights from B2B and B2C." Journal of Business & Industrial Marketing 35, no. 12 (2020): 2097–110. http://dx.doi.org/10.1108/jbim-06-2019-0291.

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Purpose The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their social media marketing (SMM) programmes and how the investment is handled in these type of marketing programmes. Design/methodology/approach A mixed-methods approach involving multiple cases and a survey was used. Data were collected from personal interviews with eight professionals responsible for SMM management, from four B2B and four B2C companies, complemented with responses to a web-based survey by the other

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SOKOLENKO, Yanina Yu. "Optimizing a social media marketing strategy as a means to maximize the effectiveness criteria of the company's advertising process." Economic Analysis: Theory and Practice 20, no. 2 (2021): 345–56. http://dx.doi.org/10.24891/ea.20.2.345.

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Subject. For any company, building a strong social media presence is mandatory due to the increasing competition in the modern world. It is possible to win the main target audience and optimize the company's marketing and PR activities through a social media marketing (SMM) strategy. Objectives. I focus on performing a comprehensive study of the problem of SMM strategy optimization as a means to maximize enterprises’ performance criteria, developing qualitatively new recommendations to streamline the company's SMM strategy, which will help improve economic performance and image. Methods. The s

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Temurova, Maftuna Tolibjonovna. "UMUMIY O'RTA TALIM MAKTABLARIDA SMM BO'LIMINI O'QITISH METODIKASI." JOURNAL OF UNIVERSAL SCIENCE RESEARCH 1, no. 12 (2023): 145–50. https://doi.org/10.5281/zenodo.10356444.

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Ushbu maqolada SMM –ijtimoiy mediya marketing haqida ma'lumot berilgan, hamda umumta'lim maktablarida informatika va axborot texnologiyalari fanida SMM bo'limini o'qitish  metodikasi yoritilgan  va SMM  bo'limini o'qitish  foydali jihatlari haqida tushunchalar berilgan.

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Ms. Anshu and Dr. Monika Sharma. "AI in Social Media Marketing : Opportunities and Challenges." International Journal of Scientific Research in Computer Science, Engineering and Information Technology 10, no. 5 (2024): 195–204. http://dx.doi.org/10.32628/cseit24105104.

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Using artificial intelligence (AI) technology to improve brand engagement, targeting accuracy, and content personalisation, social media marketing (SMM) has undergone tremendous evolution. In order to highlight the transformational power of AI through computer vision, natural language processing (NLP), and predictive analytics, this article investigates how AI is integrated into SMM. Artificial intelligence (AI) has revolutionised the way businesses engage with their consumers by enabling more granular customer data, tailored marketing strategies, and streamlined operations. Even with its bene

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Chatterjee, Sheshadri, Ranjan Chaudhuri, Georgia Sakka, et al. "Adoption of Social Media Marketing for Sustainable Business Growth of SMEs in Emerging Economies: The Moderating Role of Leadership Support." Sustainability 13, no. 21 (2021): 12134. http://dx.doi.org/10.3390/su132112134.

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Social media marketing (SMM) plays an important role in business communication, marketing, operations, and other activities. There is a growing interest among researchers, academicians, and practitioners to understand the role of SMM in business sustainability in small and medium enterprises (SMEs) in an emerging economy, like India. Few studies have attempted to understand this role. Thus, the aim of this study is to examine the impact of adopting social media marketing for sustainable business growth of SMEs in an emerging economy. The study also investigates the moderating role of SME leade

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Shpylyk, Svitlana. "Internet marketing and social media in publishing business." Socio-Economic Problems and the State 25, no. 2 (2021): 362–73. http://dx.doi.org/10.33108/sepd2022.02.362.

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The development of information technology, the rapid growth of e-commerce have become the basis for the emergence of a new direction in the modern concept of interaction marketing - Internet marketing. The role of Internet technologies in the commercial and marketing activities of a modern enterprise is analyzed in the article. The advantages of using Internet marketing and marketing in social media as tools of the enterprise marketing communications are substantiated. The market of Internet marketing is changing rapidly, although 10 years ago almost no one heard about this area, and some entr

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Junardi, Juniwati, and Erna Listiana. "The Impact of Customer Relationship Marketing and Social Media Marketing on Customer Satisfaction and Retention: A Study at PT Sewu Segar Nusantara." International Journal of Finance and Business Management 3, no. 1 (2025): 37–46. https://doi.org/10.59890/ijfbm.v3i1.201.

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This study explores the relationship between Customer Relationship Marketing (CRM), Social Media Marketing (SMM), Customer Satisfaction (CS), and Customer Retention (CR) at PT Sewu Segar Nusantara, with a focus on how CRM and SMM influence customer satisfaction and retention. Using a quantitative descriptive approach, data were collected through surveys from a sample of 100 customers who have purchased products for at least six months. Structural Equation Modeling (SEM) was employed to test the relationships between the variables. The results show that while CRM has no direct effect on custome

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Erin Rahayu Fernanda and Vidyarini Dwita. "The Impact of Social Media Marketing on TikTok: Exploring Brand Awareness and Consumer Brand Engagement as Mediators of Purchase Intention among Gen Z in Padang." Santhet (Jurnal Sejarah Pendidikan Dan Humaniora) 8, no. 2 (2024): 2690–99. https://doi.org/10.36526/santhet.v8i2.4816.

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Social Media Marketing (SMM) has become a pivotal strategy in influencing consumer behavior, particularly among Gen Z, who are active TikTok users. This study investigates the impact of SMM on purchase intention (PI), mediated by brand awareness (BA) and consumer brand engagement (CBE). Using a quantitative approach, data were collected from 200 Gen Z respondents in Padang, Indonesia, through purposive sampling. The results reveal significant relationships between SMM, BA, CBE, and PI. Notably, BA and CBE mediate the relationship between SMM and PI, underscoring the importance of these variabl

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TYAGI, SWATI. "THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04538.

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ABSTRACT: The evolution of digital platforms has radically transformed how consumers interact with brands, especially in purchasing decisions. Social media marketing (SMM) has emerged as a dominant force, influencing buying behavior through targeted content, influencer partnerships, and personalized engagement. This study examines how SMM impacts consumer decision- making, focusing on demographics, platform usage, content types, and trust mechanisms. Using a mixed-method approach, 70 respondents were surveyed to assess behavioral shifts driven by SMM. Results indicated that platforms like Inst

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Algharabat, Raed Salah. "Linking social media marketing activities with brand love." Kybernetes 46, no. 10 (2017): 1801–19. http://dx.doi.org/10.1108/k-04-2017-0130.

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Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand

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Madrigal Moreno, Salvador, Gerardo Gabriel Alfaro Calderón, and Flor Madrigal Moreno. "Social Media Marketing Perspectives in the Organization in Morelia, Mexico." International Journal of Marketing Studies 8, no. 2 (2016): 128. http://dx.doi.org/10.5539/ijms.v8n2p128.

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<p>Social media marketing (SMM) is a reality in contemporary society. This research presents a review of the literature on the phenomenon of SMM to establish the challenges and opportunities social media faces. Subsequently, the digital inclusion in Mexico is discussed roughly focusing on the situation of SMM in the organization in Morelia. The purpose of this paper is to contextualize the use of social media and establish the challenges and opportunities of inclusion in communication strategies and marketing in the organization in Morelia. It is confirmed that the contemporary society h

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Dіachenko, Roksolana, and Nina Piddubna. "EVENT AGENCIES PROMOTION WITH SMM TOOLS." Integrated communications 17, no. 1 (2024): 78–85. http://dx.doi.org/10.28925/2524-2644.2024.179.

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SMM is a driving force for business in any field today, and identifying the most effective social media marketing tools for a local event agency will enable other event firms to refresh their knowledge and choose the best options for promoting their business online. Social media marketing is an important tool for creating a unique image of the company, attracting the target audience, and reaching a new level of business. In the context of a competitive market and information overload, the effective management of SMM tools allows businesses and agencies to stand out, create the necessary image,

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Keegan, Brendan James, and Jennifer Rowley. "Evaluation and decision making in social media marketing." Management Decision 55, no. 1 (2017): 15–31. http://dx.doi.org/10.1108/md-10-2015-0450.

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Purpose As organisations are increasing their investment in social media marketing (SMM), evaluation of such techniques is becoming increasingly important. The purpose of this paper is to contribute to knowledge regarding SMM strategy by developing a stage model of SMM evaluation and uncovering the challenges in this process. Design/methodology/approach Interviews were conducted with 18 key informants working for specialist SMM agencies. Such informants are a particularly rich source, since they manage social media campaigns for a wide range of clients. An exploratory research was conducted an

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Tam, Le Duc, Ho Huy Tuu, and Le Chi Cong. "The Effect of Social Media Marketing on Tourist Loyalty: a Mediation - Moderation Analysis in the Tourism Sector under the Stimulus-Organism-Response Model." Journal of Tourism and Services 15, no. 29 (2024): 294–319. https://doi.org/10.29036/jots.v15i29.914.

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This study investigates the impact of social media marketing (SMM) activities on destination loyalty, emphasizing the mediating roles of tourist satisfaction and engagement, and the moderating role of destination trust in an extended Stimulus-Organism-Response (S-O-R) model in the context of an emerging country (Vietnam). Data from 514 domestic tourists collected in Vietnam's coastal destinations were analyzed using partial least squares structural equation modeling (PLS-SEM). The results reveal significant direct effects of SMM on tourist satisfaction, engagement, and loyalty. Satisfaction an

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Chyrak, Iryna, Viktor Koziuk, Evangelos Siskos, and Konstantia Darvidou. "COMPREHENSIVE FRAMEWORK FOR SOCIAL MEDIA MARKETING (SMM) STRATEGY FOR EFFECTIVE BUSINESS ACTIVITY." Socio-economic relations in the digital society 4, no. 54 (2024): 39–58. https://doi.org/10.55643/ser.4.54.2024.584.

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This study develops a comprehensive framework for social media marketing (SMM) strategies aimed at enhancing business effectiveness. It begins by examining the transformative role of digital technologies in reshaping business practices, particularly through SMM. A detailed review of the literature explores the impact of SMM on business growth, brand awareness, and customer engagement while identifying key challenges such as resource limitations and measuring ROI.The research synthesizes theoretical foundations, including relationship marketing and user engagement models, to highlight essential

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Et. al., C. D. Mudondo,. "Social Media Marketing and Bank Customers’ Behaviour: Conceptualizing a Relationship Model." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 2 (2021): 1955–72. http://dx.doi.org/10.17762/turcomat.v12i2.1792.

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While research has underscored the benefits of social media marketing (SMM), organisations including commercial banks still fail to justify their continued investment in SMM, mainly because the full impact (of SMM) on customer behaviour remains unclear or largely researched. Thus, the aim of this paper was conduct an extensive literature review to develop a conceptual model to depict the proposed impact of social media marketing on commercial bank customers’ behaviour from a Social Exchange Theory (SET) perspective. Through an extensive review and synthesis of the literature on SMM, the resear

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OYADONGHA, Diseye J., and Emeleakpo Pelle ZENETUBOR. "Acquisition of Digital Marketing Skills and Perceived Employability of Marketing Education Students in Niger Delta University." FUO-Journal of Educational Research 3, no. 3 (2024): 192–202. https://doi.org/10.5281/zenodo.13826387.

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<strong>Abstract </strong> The research investigated the acquisition of digital marketing skills and perceived employability of marketing education students in Niger Delta University. The study was guided by two research objectives, questions, and hypotheses. A descriptive survey research design was employed. The population comprised 123 marketing education students in the Department of Business Education in Niger Delta University. From this population, a sample of 84 students was selected using random sampling technique. Data was collected through a close-ended structured questionnaire titled

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Ezenwafor, Ebuka Christian, Adeola A. Ayodele, and Chukwudi Ireneus Nwaizugbo. "Social Media Marketing and Brand Loyalty Among Online Shoppers in Anambra State, Nigeria." Journal of Electronic Commerce in Organizations 19, no. 3 (2021): 16–27. http://dx.doi.org/10.4018/jeco.2021070102.

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Although extant literature is gorged with the influence of social media marketing on brand loyalty, empirical investigation on mediating effect of brand awareness on social media marketing (SMM) and brand loyalty in the online retail industry in Nigeria are still lacking. This study examines the mediating effect of brand awareness on social media marketing and brand loyalty among online shoppers in a typical emerging market. To achieve this objective, survey design was adopted, and the unit of analysis was online shoppers in Anambra, Nigeria. Quota sampling and questionnaire were the sampling

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Hafez, Md. "The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh." International Journal of Asian Business and Information Management 12, no. 3 (2021): 1–15. http://dx.doi.org/10.4018/ijabim.294102.

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The objective of this study is to investigate the role of social media marketing (SMM) on overall brand equity (OBE) via value co-creation (VC) in the telecommunication sector in Bangladesh. Moreover, brand love is tested as a moderator of SMM and VC. A structured questionnaire was distributed to collect survey data from 241 mobile subscribers using a systematic sampling method from different areas of Dhaka city in Bangladesh. The hypotheses were examined using structural equation modeling (SEM). The findings have shown that social media marketing has a substantial direct influence on value co

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Ali, Khulood. "Impact of Social Media Marketing on Brand Equity of Small & Medium-sized Enterprises (SMEs) in UAE." European Journal of Business and Strategic Management 8, no. 2 (2023): 1–32. http://dx.doi.org/10.47604/ejbsm.1965.

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Purpose: To investigate the impacts of SMM on brands equity of SMEs in UAE. Methodology: We administered a survey using SurveyMonkey.com to select 50 participants, with a developed questionnaire emphasizing the effects of SMM on brand awareness, brand loyalty, brand image, customer engagement, and brand equity. Findings: Findings indicated that social media marketing (SMM) of SME brands in the UAE affect their brand equity, brand image and brand awareness. However, there was no sufficient evidence supporting the effect of SMM of SMEs in the UAE on brand loyalty and customer engagem

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Angelica, Marcella, and Hery Winoto Tj. "The Influence of Social Media Marketing on Purchase Decisions Mediated by Brand Equity and Brand Trust." Journal of International Conference Proceedings 7, no. 5 (2025): 1100–1113. https://doi.org/10.32535/jicp.v7i5.3671.

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This research investigates the influence of social media marketing (SMM) on purchase decisions mediated by brand equity and brand trust. In this digital era, SMM has emerged as a critical strategy for businesses to engage consumers, specifically in the competitive fashion footwear market, such as PT Buccheri Indonesia. Using a quantitative approach, data were collected from 280 respondents domiciled in Jakarta, who had interacted with Buccheri’s Instagram account. The analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM) with WarpPLS software. The results reveal that: (1)

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Dr Mahesh Kumar K.R and V R RAJENDRA KUMAR. "A Study Investigating the Role of Social Media Marketing in Shaping Brand Awareness, Consumer Preferences, and Purchase Intentions, Targeting Young Consumers." International Journal of Latest Technology in Engineering Management & Applied Science 14, no. 5 (2025): 935–43. https://doi.org/10.51583/ijltemas.2025.140500098.

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Abstract: This research examines the impact of social media marketing (SMM) on brand recognition, consumer preferences, and buying intentions among young adults in Bengaluru, India. The study explores how SMM tactics affect millennials' interactions with durable goods in the context of increasing digitization and evolving marketing strategies. The investigation employed a mixed-methods approach, gathering primary data from 400 social media-active young consumers (18-45 years old) via structured surveys, complemented by secondary data from scholarly sources. The relationships between SMM and ke

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M. Atienza, Maureen. "Social Media Marketing (SMM): Measuring Its Effects to Resorts in Batangas Province, Philippines." International Multidisciplinary Research Journal 1, no. 1 (2019): 53–62. http://dx.doi.org/10.54476/iimrj410.

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In recent years, social media has become ubiquitous and most important for social networking, content sharing and online accessing. Marketing which occurs via social media is known as Social Media Marketing (SMM). The study aimed to assess the use of social media marketing to measure its effect on resorts business in the Province of Batangas, Philippines. Specifically, it determined the profile of the selected resorts in terms of classification, years of operation, location, and the years media marketing was introduced in the business; identified the forms of social media utilized by the selec

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ATIENZA, MAUREEN M. "SOCIAL MEDIA MARKETING(SMM): MEASURING ITS EFFECTS TO RESORTS IN BATANGAS PROVINCE, PHILIPPINES." IOER International Multidisciplinary Research Journal 1, no. 1 (2019): 56–66. https://doi.org/10.5281/zenodo.2604547.

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ABSTRACT   In recent years, social media has become ubiquitous and most important for social networking, content sharing and online accessing. Marketing which occurs via social media is known as Social Media Marketing (SMM). The study aimed to assess the use of social media marketing in order to measure its effect on resorts business in the Province of Batangas, Philippines. Specifically, it determined the profile of the selected resorts in terms of classification, years of operation, location, and the years media marketing was introduced in the business; identified the forms of social me

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Jemin, Shaidathul, and Saizal Pinjaman. "A Review of Social Media Marketing Activities in Promoting E-WOM and Enhancing Revisit Intention via Brand Image." Business and Economic Research 12, no. 4 (2022): 84. http://dx.doi.org/10.5296/ber.v12i4.20292.

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Social media marketing has become very important in this era of social media for many scholars from various fields of study to investigate its effectiveness, as well as for marketers aiming to implement an effective marketing plan. However, there are few studies in the services literature, particularly in the Sabah tourism context, that have investigated the effectiveness of Social Media Marketing (SMM) Activities on tourist behaviors, although Sabah is one of the most visited states in Malaysia and among the major contributing industries to the Sabah income. Additionally, brand image plays an

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Bin-Obaidellah, Sabri Shaker Ashoor, Noor Fadhiha Mokhtar, Safiek Mokhlis, and Nur Aishah Awi. "Technological readiness and business performance: the mediating effect of social media marketing." International Journal of Advances in Applied Sciences 14, no. 1 (2025): 143. https://doi.org/10.11591/ijaas.v14.i1.pp143-150.

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Understanding employee readiness towards adopting online marketing platforms is paramount in today’s digital economy, as it directly influences the effectiveness and competitiveness of businesses. This study investigates the relationship between employee technological readiness (ETR) and the business performance of micro and small enterprises (MSEs) in developing economies, focusing on data from Yemen. Drawing on the resource-based view theory, the study examined how adopting social media marketing (SMM) mediates this relationship. Data was collected from 362 managers/owners of MSEs in Yemen.

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Sabri, Shaker Ashoor Bin-Obaidellah, Fadhiha Mokhtar Noor, Mokhlis Safiek, and Aishah Awi Nur. "Technological readiness and business performance: the mediating effect of social media marketing." International Journal of Advances in Applied Sciences (IJAAS) 14, no. 1 (2025): 143–50. https://doi.org/10.11591/ijaas.v14.i1.pp143-150.

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Understanding employee readiness towards adopting online marketing platforms is paramount in today’s digital economy, as it directly influences the effectiveness and competitiveness of businesses. This study investigates the relationship between employee technological readiness (ETR) and the business performance of micro and small enterprises (MSEs) in developing economies, focusing on data from Yemen. Drawing on the resource-based view theory, the study examined how adopting social media marketing (SMM) mediates this relationship. Data was collected from 362 managers/owners of MSEs in Y

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Yumasheva, I. A., та T. S. Afanasyeva. "Social Media Marketing as a factor of inﬂuence on the formation of the lifestyle of target audiences". Sociology and Law 14, № 4 (2022): 417–27. http://dx.doi.org/10.35854/2219-6242-2022-4-417-427.

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The article is devoted to the study of theoretical and practical aspects of Social Media Marketing (SMM) as a method of promoting a product or service in social networks and the possibility of inﬂuencing the consciousness of society. Speciﬁc characteristics of Social Media Marketing are revealed, the results of sociological research on the stated topics are presented and analyzed. The indicators of SMM efﬁciency assessment are characterized.

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Xuan, Chin Jing, Cheng Boon Liat, Anuja Chalke, and Izian Idris. "BRAND ENGAGEMENT IN SELF-CONCEPT FOR INFLUENCER MARKETING: THE ROLE OF PRODUCT INVOLVEMENT AS A MODERATOR." e-Academia Journal 12, no. 1 (2023): 90–104. http://dx.doi.org/10.24191/e-aj.v12i1.21506.

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Despite the rise of influencer marketing in creating brand engagement with customers on social media platforms, there exists limited understanding about the factors that contribute to brand engagement in self-concept (BESC) among social media followers. BESC is instrumental in increasing a brand’s perceived value and word of mouth. This study aims to investigate the influencer-based factor (perceived influence, alongside consumer centric factors (value co-creation and social media marketing [SMM] activities) as antecedents for BESC in the influencer marketing context. Furthermore, the study te

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Amasaka, Kakuro. "A New Automobile Sales Marketing Model for Innovating Auto-dealer’s Sales." Journal of Economics and Technology Research 4, no. 3 (2023): p9. http://dx.doi.org/10.22158/jetr.v4n3p9.

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This study describes a “New Automobile Sales Marketing Model” (NA-SMM) using “4 core elements” based on a “dual corporate marketing strategy” for the innovation of auto-dealers’ sales. To realize this, the author develops both of the “Customer Science principle (CSp)” and “Science SQC, new quality control principle”. Specifically, foundation of NA-SMM consists of the “Scientific Customer Creative Model (SCCM), Networking of Customer Science principle Application System (NCSp-AM), Video Unites Customer Behavior & Maker’s Designing Intentions (VUCMIN) and Scientific Mixed Media Model (SMMM)”

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Gulzar, Asma, and Misbah Maqbool. "Impact of Social Media Marketing on Consumer Buying Behaviour - A study." RESEARCH REVIEW International Journal of Multidisciplinary 03, no. 06 (2018): 219–22. https://doi.org/10.5281/zenodo.1285933.

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Social media marketing has become the most powerful mode for companies seeking to reach out to their prospects and customers. Given the wide reach of SMM, firms are increasingly relying on it, In order to achieve their marketing & branding objectives .By replacing the traditional ways of marketing, social media has provided new opportunities to firms to engage consumers in social interaction on the internet. The objective of the current study is to investigate the potential of social media marketing as an effective marketing tool that helps them to affect perception of customers & ulti

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Korniienko, Oksana. "SMM PROMOTION TOOLS: LOW-BUDGET PROMOTION." Economic scope, no. 199 (April 14, 2025): 58–64. https://doi.org/10.30838/ep.199.58-64.

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The aim of the article. In the context of the rapid development of digital marketing, social media promotion has become a key tool for businesses, public institutions, and personal brands. However, one of the critical challenges, particularly for small and medium-sized businesses (SMBs) and startups, is the limitation of financial resources for marketing activities. Traditional methods of social media promotion, such as targeted advertising and collaborations with macro-influencers, often require significant investments that are unaffordable for many companies. Therefore, identifying effective

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Yanti, Sania Eka, and Devyasri Nusa Handayani. "PURCHASE INTENTION PADA SHOPEE: BRAND AMBASSADOR DAN SOCIAL MEDIA MARKETING YANG DIMEDIASI BRAND IMAGE." Jurnal Bisnis Digital (J-BisDig) 2, no. 1 (2024): 115–25. http://dx.doi.org/10.52060/j-bisdig.v2i1.2099.

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Shopee memanfaatkan brand ambassador dan social media marketing untuk strategi pemasarannya. Namun, bagaimana peran brand ambassador dan social media marketing terhadap purchase intention yang dimediasi brand image pada Shopee. Maka dari itu, penelitian ini bertujuan untuk menyelidiki pengaruh brand ambassador dan social media marketing terhadap purchase intention yang dimediasi brand image pada Shopee. Metode penelitian yang digunakan yaitu kuantitatif, populasinya adalah individu yang memiliki aplikasi Shopee, sampelnya yaitu 78 responden, dan analisis datanya menggunakan SEM. Hasil peneliti

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Vlad, Alexandru-Carlos, and Emilian Marian Iovanovici. "The Systematic Review of Machine Learning Models in Social Media Marketing." Economic Insights – Trends and Challenges 2025, no. 1 (2025): 147–61. https://doi.org/10.51865/eitc.2025.01.10.

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The paper analyzes the degree of using machine learning (ML) models in marketing. It identifies a research focus in the social media marketing (SMM) sector. The study systematically investigates the literature published between 2020 and 2025 through the Web of Science (WOS) platform. Within this platform, articles that address the concept of marketing in tandem with ML are identified. In this way, 1763 articles are identified, but only 37 explicitly address SMM. The analysis of the 37 articles highlighted 6 main research directions and identified the models Logistic Regression, Random Forest,

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Yadav, Anmol. "The Role of Social Media Marketing in Driving Sales Growth." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 03 (2025): 1–9. https://doi.org/10.55041/ijsrem42679.

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Social media marketing (SMM) has emerged as a powerful tool in modern business strategies, significantly influencing brand engagement and sales growth. This study explores the impact of various SMM techniques—including influencer marketing, content marketing, paid advertising, and customer engagement—on sales performance. By analyzing survey data from 200 respondents and case studies of leading brands such as Tesla and Nike, this research establishes a strong correlation between social media activity and revenue generation. Statistical analysis using SPSS confirms that customer interaction on

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Chen, Li-Chun, and Li-Chun Huang. "The Motivation, Strategies, and Barriers for Adopting Social Media Marketing in the Flower Retailing Business." Horticulturae 6, no. 4 (2020): 80. http://dx.doi.org/10.3390/horticulturae6040080.

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Florists have been adopting social media as a new marketing instrument to promote their business. However, academic research has rarely looked into the existing state of that adoption. Consequently, several fundamental problems remain unknown regarding the application of social media marketing (SMM) among florists, which may limit the development of the flower retailing business in the current social media era. In seeking to address this deficiency, this study aimed to investigate florists’ motivations, strategies, and perceived performance in relation to the application of SMM, as well as to

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Dommeyer, Curt J. "A New Strategy for Dealing With Social Loafers on the Group Project." Journal of Marketing Education 34, no. 2 (2012): 113–27. http://dx.doi.org/10.1177/0273475312450384.

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Professors often give members of a group project the same grade or they use peer evaluations to provide individualized grades. Unfortunately, both these methods have shortcomings. This article describes the segment manager method (SMM), a method for assigning individualized grades on the group project that does not rely on peer evaluations. A quasi-experiment is described where marketing research students are graded in groups either with peer evaluations (the control group) or with the SMM (the treatment group). Students participating in the quasi-experiment were more likely to prefer the SMM

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Vygivska, I. M., D. O. Seletska, and I. V. Semchuk. "Development of accounting for social media marketing services (SMM)." Problems of Theory and Methodology of Accounting, Control and Analysis, no. 2(49) (September 14, 2021): 8–18. http://dx.doi.org/10.26642/pbo-2021-2(49)-8-18.

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Accountants of agencies and studios that provide advertising services of this type ask themselves the question: «How to keep records of works on popularizing brands in social networks?». The current regulatory framework does not give clear recommendations on how to account for transactions in the provision of marketing services in social networks, and not so many foreign and Ukrainian specialists have studied the accounting nuances of SMM. Therefore, taking into account the specifics of the object under study, a number of proposals were made to the working chart of accounts in terms of synthet

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Zlatova, Iryna. "Efficiency of artificial intelligence-based marketing in SMM." Marketing and Digital Technologies 8, no. 4 (2024): 58–67. https://doi.org/10.15276/mdt.8.4.2024.5.

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The aim of the article. If the study shows that interaction with generated product photos is better or at least as good as with real photos, we will consider artificial intelligence to be effective in saving costs for product photos, props, studio rent, and model photos. Analysis results. This article analyses the effectiveness of artificial intelligence in modern marketing, namely in the interaction between a company and its audience on social media. We draw on previous literature to trace the development of artificial intelligence and how it has been used in marketing and SMM. The primary da

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Eklezia, Sherina, Fahrul Riza, and Endi Sarwoko. "The Impact of Social Media Marketing on Celkeku Purchase Decision Through Brand Image and Brand Awareness." Eduvest - Journal of Universal Studies 5, no. 5 (2025): 5742–53. https://doi.org/10.59188/eduvest.v5i5.51238.

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With the rapid growth of digital business, Micro, Small, and Medium Enterprises (MSMEs) must adapt their marketing strategies, particularly through Social Media Marketing (SMM), to remain competitive and increase market visibility. Despite their significant contribution to Indonesia’s economy, many MSMEs face challenges in effectively leveraging SMM. This study examines the impact of SMM on Brand Image (BI), Brand Awareness (BA), and Purchase Decision (KP) using Celkeku, an online cake shop, as the research object. Data were collected via a survey of 150 Celkeku customers and analyzed using St

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