Relevant bibliographies by topics / Social media – Marketing – Case studies

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Academic literature on the topic 'Social media – Marketing – Case studies'

Author: Grafiati
Published: 10 December 2022
Last updated: 29 January 2023

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Journal articles on the topic "Social media – Marketing – Case studies"

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Kaniewska-Sęba, Aleksandra, and Beata Pająk-Patkowska. "Negative recommendation in social media – theoretical approach and case studies." Przegląd Politologiczny, no. 3 (September 15, 2017): 45–60. http://dx.doi.org/10.14746/pp.2017.22.3.4.

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The Internet, including the social media services, has considerably changed the manner in which consumers voice favourable or unfavourable recommendations about products and services. Development of social media allowed reaching a significantly greater number of persons in a quicker way. One may also notice that the range of thematic comments has been expanded – customers speak not only about the quality of the products, their prices, service levels, but also about other aspects of how marketing companies function. Finally, it is worth paying attention to the language of these opinions, which – in the case of a negative experience with a product or retailer advertising – is often aggressive. With the development and dissemination of social networking, PR and marketing communications managers must learn how to communicate and satisfy customers and those who express their discontent at different stages of the purchase funnel. This is especially important in the case of negative word of mouth (NWOM) because every negative opinion can become the nucleus of major problems within brand image and the brand crisis. The aim of the article is to show the specificity of word of mouth in social media (sWOM) as one of the forms of electronic word of mouth (eWOM) and to depict phenomenon of NWOM in social media basing on selected case studies from the Polish market.
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Abeza, Gashaw, Norm O’Reilly, and Ian Reid. "Relationship Marketing and Social Media in Sport." International Journal of Sport Communication 6, no. 2 (June 2013): 120–42. http://dx.doi.org/10.1123/ijsc.6.2.120.

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Relationship marketing (RM) is about retaining customers through the achievement of long-term mutual satisfaction by businesses and their customers. Sport organizations, to retain customers by establishing, maintaining, and enhancing relationships, need to communicate and engage in dialogue with their customers. To achieve this on an ongoing basis, sport organizations need to employ effective communication platforms. In this regard, social media (SM) is becoming an ideal tool for a continuing 2-way dialogue. However, the effects of SM, primarily in terms of addressing RM goals, are not yet well understood. This study explores the opportunities and challenges facing managers in sport organizations in using SM in an RM strategy. Eight case studies were undertaken on organizations that put on running events. The article presents the findings on the use, opportunities, and challenges of SM and recommendations encouraging continued investigation.
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Salo, Jari, Tuula Lehtimäki, Henri Simula, and Matti Mäntymäki. "Social Media Marketing in the Scandinavian Industrial Markets." International Journal of E-Business Research 9, no. 4 (October 2013): 16–32. http://dx.doi.org/10.4018/ijebr.2013100102.

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Limited attention is paid in the academic literature to how business markets and marketers have harnessed social media. The purpose of this study is to depict how companies in business markets have been using social media and what kinds of future strategic actions they have planned for it. The research is based on a literature review, six case studies and eight interviews with industry experts. The research shows that managers are hesitant to adopt and use social media mainly due to the challenges of creating compelling content and because open interaction within social media is perceived as a threat, although companies have run trial campaigns with limited success. For academics, this study illustrates areas for further research and theory development.
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Kaczmarek-Śliwińska, Monika, Gabriela Piechnik-Czyż, Anna Jupowicz-Ginalska, Iwona Leonowicz-Bukała, and Andrzej Adamski. "Social Media Marketing in Practice of Polish Nationwide Catholic Opinion-Forming Weeklies: Case of Instagram and YouTube." Religions 13, no. 1 (December 27, 2021): 19. http://dx.doi.org/10.3390/rel13010019.

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This article, as the fourth in the cycle, presents the conclusions of the research project analysing marketing activities of Polish Catholic opinion-forming weeklies on the chosen social media platforms. This paper aims at presenting the results of the study on the use of Instagram and YouTube as marketing tools by the aforementioned weeklies. The authors focus on such topics as: (1) social media as a way of creating and distributing media products; (2) social media as a way of commercialising the content; (3) social media as carriers of marketing communication (including self-promotion). The empirical research is based on case studies and the content analysis of the social media profiles of the five selected magazines (Gość Niedzielny (GN), Tygodnik Katolicki Niedziela (TKN), Przewodnik Katolicki (PK), Idziemy (I) and Tygodnik Rodzin Katolickich Źródło (TRKŹ)). It can be concluded that some Catholic weeklies manage their accounts in a moderately professional way, using their visual and distribution potential and some functions of the platforms quite efficiently. On the other hand, they do not apply a regular and purposeful self-promotion strategy, do not use important mechanisms of the platforms such as the Shop and IGTV (on Instagram), and do not consistently build a profile or create playlists on YouTube.
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Capitello, Roberta, Lara Agnoli, Diego Begalli, and Stefano Codurri. "Social media strategies and corporate brand visibility in the wine industry." EuroMed Journal of Business 9, no. 2 (July 1, 2014): 129–48. http://dx.doi.org/10.1108/emjb-10-2013-0046.

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Purpose – The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand visibility and image. Design/methodology/approach – The paper is based on literature review and case study approach. The study uses six leading Italian wineries as case studies, selected by taking into account six strategic profiles: business size, business management, corporate brand reputation, competitive strategy, marketing orientation and marketing budget. Findings – The proposed structured methodology highlights new key elements that could be implemented in a marketing plan. The research results propose a conceptual three-dimension approach that integrates a business's strategic orientation with its digital-marketing strategy and its social media tactics. It also includes specific evaluation criteria to measure the impact on the business's strategic objectives. Research limitations/implications – The applied research approach should be extended to other business typologies and wine-producing countries to allow the generalisation of results. In addition, the monitoring period should be extended to confirm the reliability of results. Originality/value – The applied methodology can be adopted more broadly, and it underlines managerial implications that can be extended to the rest of the Italian wine industry, as well as to the parts of the wine sector that are dominated by the presence of SMEs.
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Novianti, W., E. H. Rahmah, and T. P. Sumitra. "INFORMATION TECHNOLOGY FOR MARKETING COMMUNICATION." Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan 2, no. 1 (January 3, 2022): 22–31. http://dx.doi.org/10.46306/vls.v2i1.62.

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The purpose of this research is to describe and analyze the benefits of Integrated marketing communication through Instagram social media in creating brand awareness, images, and good relationships with consumers in the applied business. In this case, the researchers focused on using the integration of Instagram marketing and effective social media communication. This research used qualitative approach with descriptive methods through interviews and literature studies. The results of this study indicate that the use of Integrated Marketing Communication (IMC) through social media has an influence in determining brand awareness, brand image, and deep relationships with customers. IMC through Instagram can help companies manage the message of a product to create brand awareness in customers
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Bugshan, Hatem, M. Nick Hajli, Xiaolin Lin, Mauricio Featherman, and Ivan Cohen. "Social media for developing health services." Qualitative Market Research: An International Journal 17, no. 3 (June 3, 2014): 283–96. http://dx.doi.org/10.1108/qmr-07-2013-0048.

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Purpose – The purpose of this paper is to explore in depth how Web 2.0 (focusing on social media) contributes to create a better communication channel to provide information, support and assistance to patients. Social relationships of individuals on the Internet through social media have created added value for many industries. This phenomenon can be an opportunity for the health care industry, which has encountered huge challenges such as increasing demands, budget cuts, growing numbers of patients and more demanding patient expectations. Web 2.0 and social media have the potential value to make possible an increase in the productivity of modern health care and a reduction in cost to the central government. Social media introduces better channels of communication with patients to increase the value of e-health. Social media are building more social communities that empower patients to share their personalized health information and treatments. Design/methodology/approach – Grounded on social support and transaction cost theories, this paper evaluates the current potential of social media to discuss values it can offer for the overall benefit of the health care industry. Findings – The results show how the social relationship of individuals provides online social support and reduction of cost through social media, leading to the development of modern health care. Implications and limitations are discussed at the end of the paper. Originality/value – The analysis results indicated that social media provides strong social support for patients who seek help online. Informational support and emotional support have been confirmed as two main dimensions of social support in online health care. It makes a contribution to the health care literature by extending it to online health care support in the context of social media. It may inform and provide some initial understanding to guide future research. In addition, this study indicates that social support theory and transaction cost are appropriate theoretical foundations for studies of online health care. This finding is very valuable, as it helps researchers to advance the understanding of how social media support online health care.
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Permana, I. Putu Hendika, and Ni Kadek Ayu Natalia Pratiwi. "Penggunaan Media Sosial Instagram Sebagai Media Pemasaran Bisnis Kuliner pada Komunitas Online @deliciousbali." JUSTBEST: Journal of Sustainable Business and Management 1, no. 1 (April 26, 2021): 12–18. http://dx.doi.org/10.52432/justbest.1.1.2021.12-18.

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Instagram is a social media that is used to share photos and has begun to be widely used for marketing communication purposes with its characteristics that can provide visual messages and high interactivity. Marketing using social media is popular, especially in the culinary field. One of them is @deliciousbali account that uses Instagram to give reviews about culinary and promote it. This study aims to find out how to use Instagram as a culinary information and promotion media with case studies on the online community @deliciousbali. This research uses descriptive research method. Data obtained from the study documentation upload account @deliciousbali. The results of this study are in promotion through social media Instagram shows that Instagram has features that six aspects of The 7C Framework namely aspects of context, content, community, communication, connection, and commerce.
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Taneri, Ecem. "The New Opinion Leaders of Digital Marketing Era: Social Media Influencers." Journal of Applied And Theoretical Social Sciences 4, no. - (May 3, 2022): 37–49. http://dx.doi.org/10.37241/jatss.2022.55.

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The study examines the meaning of social media and social media influencers, penetration of social media platforms and the positioning of Instagram as a digital marketing tool. In this study, the growth of Instagram and influencer marketing are reviewed, how social media influencers and celebrities collaborate with brands and endorse them in social media platforms are approached. As a case study, digital marketing activities of four of the most preferred e-commerce platforms in Turkey have been examined during Black Friday; Trendyol, HepsiBurada, GittiGidiyor and Amazon. The reason why Black Friday, which is globally known as the opening day of shopping season, has been chosen as a case study is that retailers increase their digital marketing activities and market their sales on such special days. In this regard, the official Instagram accounts of the four noted e-commerce platforms have been analysed and Instagram posts with social media influencers and celebrity endorsement during Black Friday period have been studied. The study aims to contribute the literature by implying the usage of influencers by e-commerce platforms in terms of marketing perspective.
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Kathuria, Sakshi, Raiswa Saha, and Harbhajan Bansal. "Innovate or Execute: Spurring the Discussion on a More Controlled and a Regulatory Framework in Social Media Platform." Paradigm 24, no. 1 (May 7, 2020): 56–72. http://dx.doi.org/10.1177/0971890720914110.

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Social media marketing has garnered a lot of attention in recent times. Regulators, however, do not have any established frameworks to exert a level of control on social media marketing activities. Furthermore, some research studies have shown that control at an organizational level does not appear to be either formal or particularly strong. There are other areas that require investigation as well, such as confusion on the use of personal accounts for marketing the organizations’ products and services, the pressure of releasing media content at speed and the possibility of misuse of any information that is disseminated. There is no doubt social media is an attractive channel for marketing purposes given its free usage and scale of adoption by consumers; however, there is a considerable risk it can be misused as well. Hence, it can be argued that strong control systems should be in place. The case of multiple fatalities in a mob-lynching in India, allegedly as a result of the so-called ‘fake news’ being disseminated via the social media platform Whatsapp, has caught the attention of the Indian government, which is seeking to exert more control over social media channels. Thus, this article critically examines the issue of control over social media marketing in India, and makes suggestions for the creation of a robust control and regulatory framework for the same. This study broadens our understanding of the roles of regulatory framework in social media marketing context.
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Dissertations / Theses on the topic "Social media – Marketing – Case studies"

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Fridolf, Malin, and Alem Arnautovic. "Social Media Marketing : A case study of Saab Automobile AB." Thesis, Högskolan Väst, Institutionen för ekonomi och informatik, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-3379.

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Background and problem discussion: Today companies literally fight for consumers' attention. Competition has forced both marketers and companies to seek new unconventional ways to communicate with the market. This has lead to the development of the phenomenon known as social media. This form of media describes a selection of user generated content created by consumers’ to educate each other about products, brands, services, personalities and issues. Social media have become a major factor in influencing different aspects of consumer behavior including awareness, information acquisition, opinions, attitudes, purchase behavior, and post-purchase communication and evaluation. Purpose: Our study focuses on describing how and explaining why companies use social media in their marketing communication strategy. Methodology: We have used a hermeneutic and qualitative approach in our study. Our research is both descriptive and explanatory. The study is also of an abductive nature, relying on empirical data and theoretical conceptions. Our empirical data was collected through a personal interview with our case company, and through the company’s social media applications. Conclusions: Companies should use social media in their marketing communications because it allows them to inform their customers and create a two-way communication. This communication can help companies to influence consumers and differentiate themselves. It can also help strengthen the corporate identity, build confidence for the company as well as create relationships. Social media is a cost effective way to become global and create reach.
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Kallur, Martin. "Queer Love in Social Media Marketing : A Case Study of Same-Sex Couple Representations in Watch Brand Daniel Wellington’s Social Media Channels." Thesis, Linköpings universitet, Tema Genus, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-152000.

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On Valentine’s day 2018, Swedish watchmaker Daniel Wellington posted a photo of a gay male couple followed by a caption celebrating the love between the two subjects. The photo was posted to the brand’s Instagram account reaching an audience of four million followers. The brand’s followers responded with great amounts of engagement ranging from excitement and support for featuring a same-sex couple, to almost equal amounts homophobic disapproval. This thesis, a case study of Daniel Wellington’s social media and social media staff, examines the effects of including same-sex couples in social media marketing. Previous research on LGBTQ+ representation in advertising has identified the polarizing reactions same-sex couples in marketing usually evoke. Using existing literature on the subject as a theoretical framework, this thesis analyzes the effects of including two photos of same-sex couples, one male-male couple and one female-female couple, in Daniel Wellington’s Instagram account. A statistical analysis of the reactions to these photos on Instagram will be followed by interviews with the brand’s social media staff in order to explore the corporate response to the reactions to the social media representations of same-sex couples. This thesis will suggest, partially in line with previous research, that the social media content featuring same-sex couples created a lot of engagement among its followers, with comparatively high levels of polarization. The data identified a significant difference between how the gay male couple and the same-sex female couple were evaluated. Additionally, the interviews with the social media staff suggest that, despite the high levels of negative reactions, including same-sex couples in their social media channels did not have a deterring effect on their commitment to include more types of diversity in the brand’s social media feeds. The interviews with the social media staff indicate that the experience of including same-sex couples in the brand’s social media marketing efforts had the effect of raising awareness of issues of homophobia among the staff members.
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Nguyen, Viet Hung, and Zhuochuan Wang. "Practice of Online Marketing with Social Media in Tourism Destination Marketing : The Case Study of VisitSweden, Sweden." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-9261.

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Purpose: The paper seeks to provide insights into the application of internet communication technologies with social media in tourism industry from the perspectives of destination marketing organizations (DMOs), evaluating their effectiveness for tourism destination marketing management. The specific purpose is to uncover the important role online marketing with practice of social media to build the destination brands and engage the audience to reach potential visitors. Design/methodology/approach: Qualitative case-study method generates understanding of approach on digital innovation in DMOs’ marketing. In-depth interview allows exploration of how online marketing strategies with practice of social media used in destination branding processes and engagement of the audience. Findings: DMOs need to realize the role online marketing and social media activities in marketing tourism destination and engage the audience to reach the potential visitors. Social media as one of internet communication options is an area of growth in the online marketing communication  DMOs need to emphasize the wide participation in online marketing and social media activities to achieve benefits. DMOs have to be in the place where the visitors are. Integrating online marketing and social media activities with traditional marketing is an essential marketing strategy for today’s DMOs. Practical implications: Understanding the role of online marketing and social media in building destination brands and creating audience’s engagement may contribute to the success of marketing strategies and correspondingly to the destination’s ability to increase the competitiveness. Research limitations/implications: This study offers the contributions to the need of creating online marketing strategies and leveraging social media activities. However, it probably suffers from the fact that it has been conducted in a specific DMO. Therefore it would be evaluated in comparison with the results of other DMOs to generalize the patterns. Originality/value: The study contributes to debates on the use of social media in destination marketing, the value of the study lies in a new approach to the role of online marketing and social media focusing on building destination brands
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Demishkevich, Maya. "Small Business Use of Internet Marketing: Findings from Case Studies." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1340.

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Internet marketing is critical for meeting changing consumer needs and staying competitive in the business environment. Small business owners need strategies on how to use Internet marketing to promote their products or services. The purpose of this multiple case study was to explore how 5 small business owners in Maryland developed and implemented an online marketing strategy. Participants were recruited for their roles as the chief decision maker of their business; additional prerequisites for their participation were that they used Internet marketing, represented different industries, and had fewer than 20 employees. Data came from semi-structured interviews with the small business owners, direct observations of the firms' online marketing processes and technology, and evaluation of companies' use of different Internet marketing channels. The data analysis strategy drew on resource-based view theory propositions, examinations of conflicting explanations discovered during the literature review, and cross-case synthesis. The 5 emergent themes encompassed unstructured planning, limited Internet marketing knowledge and expertise, use of Internet marketing channels and tools, lack of systematic approach to the management of Internet marketing, and inadequate measurement of Internet marketing efforts. By engaging in Internet marketing strategy planning, acquiring specialized Internet marketing knowledge, measuring marketing performance, and extending their Internal marketing resources through outsourcing, small business owners may develop and implement successful online marketing strategies. These findings may influence positive social change by contributing to more effective and efficient marketing practices in small firms that can lead to better financial performance, higher survival rates, and a healthier economic system.
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Shiflet, Matthew. "Viral Marketing: Concept Explication and Case Studies in the Video Game and Esports Industries." Ohio University Honors Tutorial College / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1555957153106043.

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Halilovic, Dzenana, Evelina Samuelsson, and Louice Jonson. "Facebook in the Banking Industry : A Case Study in SEB, Sweden." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15598.

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The technological progress the world is experiencing has also changed the way banking is done in Sweden today. One tough challenge for the banking industry is the moderately homogenous products and services they offer, which make banking particularly exposed and sensitive to customers and their switching behaviour. The purpose of this thesis is to investigate what the role of Facebook is in relationship marketing within banking, a case study in SEB, Sweden. The theoretical framework is focusing on three major parts for this paper. Bank marketing involves ways of marketing and segmenting a bank, furthermore relationship marketing includes theories on building long-lasting relations with customers, and finally service related technology contains technological developments and strategies of social media This thesis is done according to an explanatory technique as material has been collected by qualitative interviews and the findings have been textual data. The study has been designed into a single case study of SEB. Interviews has been conducted to understand the way a Swedish retailing bank is using social media to enhance their customer relation. It was found that SEB is seen as a personal and rather modern bank with good accessibility according to the respondents. Furthermore, customers are kept satisfied and maintained through trust, loyalty, and proactive acting. Also, the Facebook service is a good communication tool that gives fast replies and is available to use anytime. The role of Facebook within banking is multiple in association to relationship marketing. For instance, it brings along a fast communication tool and a great flexibility. SEB is rather innovative in their operation by rapidly adopting new means of technologies. The bank’s brand image as a personal and proactive bank can further be strengthened through Facebook. Additionally long term relations can be stimulated through the increased communication, collaboration, and trust that Facebook builds. SEB operates proactive relationship marketing and Facebook is one of their latest proactive approaches. What has been realised is the role of Facebook to enhance customer satisfaction and relations in the long run.
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Chang, Chia Yu. "Visualizing brand personality and personal branding : case analysis on Starbucks and Nike's brand value co-creation on Instagram." Thesis, University of Iowa, 2014. https://ir.uiowa.edu/etd/1304.

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This general purpose of this qualitative study is to investigate how businesses and consumers are co-creating brand value on social media by sharing photos on Instagram. The main focus is two-fold, one is to look at how corporations like Nike and Starbucks are utilizing Instagram to engage customers; another is to look at how customers presenting brand images and identify with brand personalities. This research analyzed 238 customer-created images and 62 corporate-created Instagram images using a hybrid method of qualitative content analysis and thematic analysis as an empirical way to explore the big picture of this new and understudied topic. The data was collected through Keyhole and Statigram, two online social media analytical tools. The analysis of the data shows overall positive brand image sharing among customers, implicit, indirect tactics in companies' official image sharing, and customers' use of brand as a way to promote and express themselves. Overall, customers' brand value co-creation practice on Instagram focus heavily on the individuals' self expression rather than brand community building. The study also discovered valuable themes of the use of selfies and the self-directed sarcasm among Instagramers who share brand images. The findings showed an overall decentralizing brand value co-creation process and that marketers today will face more and more challenges in controlling and managing a consistent brand image. The study contributes to the understanding of visual communication and the new marketing paradigm in a visual centric digital culture.
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Al, Saqer Layla Hassan. "Promoting social change in the Arab Gulf : two case studies of communication programmes in Kuwait and Bahrain." Thesis, University of Stirling, 2006. http://hdl.handle.net/1893/200.

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The thesis presents rich empirical analysis of the role of public relations in facilitating participation in social change in the Arab Gulf. The focus is on what public communication approaches are used and how they are regarded from the perspectives of the key social actors. It presents an historical and sociological background of public communication and media in the Arab Gulf. Moreover, it provides in-depth analysis of two empirical case studies in the Arab Gulf: Ghiras, the national drugs prevention programme in Kuwait, and Be Free, the voluntary anti-child abuse programme in Bahrain. This thesis relates the practice of public communication in the Arab Gulf society to Arabic culture and ethics. The thesis uses a qualitative constructivist paradigm to “re-construct” the multiple realities initially constructed by social actors in the cases to provide original insights on the role of public communication and public relations in social change in the Arab Gulf. It presents a new perspective of 'social change' in the two cases that is tied to Islamic ethics. Besides, it re-constructs original Arabic-oriented understanding of 'relational' and 'persuasion' approaches, which differs from the Western paradigm. One of the key contributions of the thesis is its adaptation of relevant Western communication models to the empirical Arab Gulf cases to identify some of the crucial factors of the practice and role of public communication in the Arab Gulf. The unique contribution of this thesis is that it develops a greater understanding of alternative cultural context that might contribute to the adaptations of existing theory and therefore a first step towards new models. It introduces a theoretical framework for other scholars to develop an Arabic public communication ethics theory and to build up a cultural model of the practice of public communication and public relations in the Arab Gulf. The thesis generates key theoretical implications that contribute to the theoretical discussion on the value and role of media, public relations, social marketing, and public communication in the Arab Gulf society at the age of globalisation.
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Marjamäki, Petra. "Sortering, samhälle och sociala medier : En kvalitativ fallstudie av ett kommunägt företags kommunikation på Facebook." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-119217.

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Title: Recycling, society and social media: a qualitative case study of a municipally-owned company’s Facebook communication. The aim of the study has been to, through a case study of a company’s Facebook communication create understanding for how the medium may be used as communication channel in order to achieve effective, engaging communication with the company’s Facebook followers. The company Stormossen is a municipally-owned waste disposal company located in Kvevlax, Finland. The study uses a mix of the theoretical perspectives intentionalism and hermeneutics, in that its aim is to look at both sides of the communication process - the sender and the receiver - thus gaining a comprehensive picture of the research problem. The theoretical frame is made up of theories on new media logic and social media, participation, communication strategies and social communication. Two methods are applied in the case study, an informant interview with a key person at the company and a qualitative content analysis of the company’s official Facebook page. A total of 133 status updates were selected for analysis, mainly focusing on examining the content, mode of communication and the followers’ interaction and communication on the page. The main results of the study have shown that the company has not fully adapted to the new media logic in their Facebook communication. The communication strategy used is mainly an inside-strategy with emphasis being placed on organizational targets and the one-way distribution of information about the company and its services, with limited attempts to involve and initiate dialogue with the followers. These findings are in line with earlier research on how companies use social media. The company also has an unclear picture of who their followers are and why they would be interested in interacting with the company on Facebook. The followers on the other hand are mainly passive, and their motive for communication can be explained with the need for self-presentation. In order to create content and communication that the followers find relevant and want to interact with and share, the company has to actively work to adapt more to the new media logic. Facebook should be used both as a way of making information available but also for networking with and inviting followers to participation and dialogue, thus making themselves useful to the followers in order to build a good reputation and effective communication. Key words: Social media, Facebook, web 2.0, social communication/social marketing, civic information, communication strategy, social media-strategy, new media logic, participation, communication model, case study, qualitative study, Stormossen, municipally-owned company
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Kljucanin, Nermin, Said Shahbazi, and Pouyan Pourjanekikhani. "Social Media Marketing : Social media impact on brand awareness in the case of Husqvarna Sverige's customers." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18413.

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The purpose of this thesis is to understand how brand awareness among customers is created and maintained through the use of social media as a marketing tool.The web does not only provide people to socialize and share and receive information among friends and family online, it is also a powerful marketing tool and marketing place where the customer can interact with other customers and firms. Social media has made it possible for customer to choose on their own when and where they want to receive information. The customers do not have to visit a firm's homepage; they can instead interact withother customers that have experienced a specific product or brand via the social media channels. Hence social media channels are environments where the customers set the rules and WOM makes or breaks the product.We used a mixed method approach. To gather our empirical data we used a questionnaire which we did send out to Facebookusers whom likes Husqvarna Sverige's page to answer about their perceptions of Husqvarna and their social media activity. We did also an interview with Anna Lindman, project manager at Husqvarna.Social media marketing is successful when online activities, relationship marketing and brand awareness are used in conjunction. All these parts are connected to each other and haveto be fulfilled if a firm wants to be successful in social media. This will influence the customer’s purchasing behavior andcould lead to an increase of sales (Miller & Lamas, 2010). The respondents answer from the questionnaire show that Husqvarna needs to be more active and participating online.
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Books on the topic "Social media – Marketing – Case studies"

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Holzner, Steven. Facebook marketing: Leverage social media to grow your business. Indianapolis, USA: Que Pub., 2009.

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Social media marketing in BRIC countries: Examining case studies of BMW, Adidas and Nivea. Berlin: Lit, 2013.

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Calvin, Jones, ed. The best digital marketing campaigns in the world: Mastering the art of customer engagement. London: Kogan Page, 2011.

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Kisurwŏn, Kyŏngsang-bukto Nongŏp. Na ŭi insaeng ŭl pakkun ICT (chŏngbo t'ongsin kisul): ICT hwaryong sosyŏl mak'et'ing saryejip. Taegu Kwangyŏksi: Kyŏngsang-bukto Nongŏp Kisurwŏn, 2010.

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Kline, Stephen. Out of the garden: Toys, TV, and children's culture in the age of marketing. London: Verso, 1993.

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Galan-Ladero, M. Mercedes, and Helena M. Alves, eds. Case Studies on Social Marketing. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-04843-3.

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Joint United Nations Programme on HIV/AIDS., ed. Condom social marketing: Selected case studies. Geneva, Switzerland: UNAIDS, 2006.

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Lucy, Reynolds, and Merritt Rowena, eds. Social marketing casebook. Los Angeles: SAGE, 2011.

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1946-, Jakubowicz Peter, and Cao Chengyu 1987-, eds. Internet mercenaries and viral marketing: The case of Chinese social media. Hershey, PA: Business Science Reference, an imprint of IGI Global, 2014.

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Ute, Bradley, ed. Applied marketing and social research. 2nd ed. Chichester: Wiley, 1987.

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Book chapters on the topic "Social media – Marketing – Case studies"

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Ren, Carina, and Elizabeth Cooper. "Being online off the beaten track: rhythms of connectivity and user-generated content in the marketing of Greenland." In Tourism marketing in Western Europe, 191–209. Wallingford: CABI, 2021. http://dx.doi.org/10.1079/9781789248753.0010.

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Abstract To better understand how Visit Greenland works in marketing Greenland as a tourist destination, the case of social media influencers is explored. To do so, a review of the social media marketing literature is provided which zooms in on social media marketing, tourism and social media influencers in tourism. Encapsulation and decapsulation is introduced as an analytical tool to explore the study's material and is presented in the following analysis. After a short introduction to our methodology and case, empirical material from interviews with professional social media influencers sponsored by the DMO to promote the destination is used to show how users negotiate online presence and social media content during their travels in Greenland. In conclusion, the trade- offs and balancing acts of being 'online' and 'off the beaten track' are discussed, seeing them as equally important but at times hard to reconcile.
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Brambilla, Flávio Régio, Ana Flávia Hantt, and Bruno Morgado Ferreira. "Value Co-creation and the Media Market Segment: A Multiple Case Studies Analyzed under the Approach of Service Dominant Logic of Marketing: An Abstract." In Celebrating the Past and Future of Marketing and Discovery with Social Impact, 25–26. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-95346-1_7.

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Funk, Tom. "The Business Case." In Advanced Social Media Marketing, 1–13. Berkeley, CA: Apress, 2012. http://dx.doi.org/10.1007/978-1-4302-4408-0_1.

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Ceyp, Michael, and Juhn-Petter Scupin. "Chronologie zum Social Media Case „Jack Wolfskin“." In Erfolgreiches Social Media Marketing, 211–15. Wiesbaden: Springer Fachmedien Wiesbaden, 2012. http://dx.doi.org/10.1007/978-3-658-00035-6_12.

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Egger, Roman, Oguzcan Gumus, Elza Kaiumova, Richard Mükisch, and Veronika Surkic. "Destination Image of DMO and UGC on Instagram: A Machine-Learning Approach." In Information and Communication Technologies in Tourism 2022, 343–55. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-94751-4_31.

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AbstractSocial media plays a key role in shaping the image of a destination. Although recent research has investigated factors influencing online users’ perception towards destination image, limited studies encompass and compare social media content shared by tourists and destination management organisations (DMOs) at the same time. This paper aims to determine whether the projected image of DMOs corresponds with the destination image perceived by tourists. By taking the Austrian Alpine resort Saalbach-Hinterglemm as a case, a netnographic approach was applied to analyse the visual and textual posts of DMO and user-generated content (UGC) on Instagram using machine learning. The findings reveal themes that are not covered in the posts published by marketers but do appear in UGC. This study adds to the existing literature by providing a deeper insight into destination image formation and uses a qualitative approach to assess destination brand image. It further highlights practical implications for the industry regarding DMOs’ social media marketing strategy.
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Merritt, Rowena, and Michelle Vogel. "Case Studies in Formative Research." In Formative Research in Social Marketing, 281–90. Singapore: Springer Singapore, 2016. http://dx.doi.org/10.1007/978-981-10-1829-9_14.

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Tamilmani, Kuttimani, Nripendra P. Rana, and Yogesh K. Dwivedi. "Multi-channel Digital Marketing Strategy in an Emerging Economy: The Case of Flintobox in India." In Digital and Social Media Marketing, 239–48. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-24374-6_16.

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Huang, Lanlan. "New media marketing channels to market Mengjinglai scenic area." In International Case Studies in Tourism Marketing, 184–91. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003182856-21.

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Garcia, Jorge Esparteiro, Joana Seixas Pereira, and Álvaro Cairrão. "Social Media Content Marketing Strategy for Higher Education: A Case Study Approach." In Marketing and Smart Technologies, 493–505. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-33-4183-8_39.

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Ayeni, Oluwadamilola Blessing. "Branding and Marketing Nigerian Churches on Social Media." In Palgrave Studies of Marketing in Emerging Economies, 99–119. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-77204-8_6.

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Conference papers on the topic "Social media – Marketing – Case studies"

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Janičić, Radmila. "Strategic Marketing Planning in Development of Arts and Cultural Institutions." In Values, Competencies and Changes in Organizations. University of Maribor Press, 2021. http://dx.doi.org/10.18690/978-961-286-442-2.25.

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The paper present theoretical and practical aspects of strategic marketing planning in development of arts and cultural institutions. Focus of the paper is on developing theoretical aspects of strategic marketing planning in development of arts and cultural institutions. The theoretical part of the paper is based on modern literature in the field of strategic marketing planning, brand building, arts and culture. The key hypothesis of the paper is that development of arts and cultural institutions have to be based on strategic marketing planning, on strategic marketing analysis, implementation of marketing strategies and strategic marketing control. The special aspect of the paper are strategies of brand building of arts and cultural institutions. In the empirical research the paper will present case studies about implementation of strategic marketing planning in development of arts and cultural institutions. The empirical research will include results of questionnaire research about perception of arts and cultural institutions as brand, about approaches of experiences about arts and cultural institutions, about identity and image of arts and cultural institutions, about specific strategies that could develop arts and cultural institutions. The research in the paper will be qualitative and quantitative, with primary and secondary data. The empirical research will analyze impact of experience marketing, emotional branding strategies and traditional brand strategies in development of arts and cultural institutions brand. In the case studies the paper will present good examples of strategic marketing planning in development of arts and cultural institutions. The results of empirical research will lead to further theoretical and practical analysis of development of arts and cultural institutions. The paper present modern ways of development of arts and cultural institutions. The paper will analyze impact of social media on brand building of arts and cultural institutions. The paper will analyze new professions in arts and culture and new brand strategies that could be implement in digital environment. The paper will analyze connection between traditional strategies of brand building of arts and cultural institutions and strategies of brand building of arts and cultural institutions in digital environment. Special aspect in the paper will be given on synergy of traditional and digital marketing strategies in brand building of arts and cultural institutions.
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Choon, Kwai Mui, and Tong Ming Lim. "A Critical Review on Impression Rate and Pattern on Social Media Sites." In International Conference on Digital Transformation and Applications (ICDXA 2020). Tunku Abdul Rahman University College, 2020. http://dx.doi.org/10.56453/icdxa.2020.1003.

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Social media interaction continues affecting consumer opinion of a product, so social media marketing has become the most accessible marketing channel for brands to reach their business’ target market, product promotion, make a sale or spread brand awareness. This paper is to critically review past research works on the impact of impressions on social media marketing and highlight gaps found. There are limited studies available on the impact of the impression rate on brand awareness through social media marketing/advertising. By using a systematic literature review, this paper contributes to social media adoption by investigating consumers’ brand awareness towards social media advertising, the relationship between impressions rate and brand awareness and social media measurement practices in various industries. Keywords: social media, impressions, reach, brand awareness
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Glagoleva, A. "Social Media Marketing Of Leading Russian Universities (Case Study Of Rudn University)." In 9th International Conference on Cognitive - Social, and Behavioural Sciences (icCSBs 2020). European Publisher, 2020. http://dx.doi.org/10.15405/epes.20121.15.

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Yang, Ya-Hui, and Echo Huang. "Notice of Retraction: Interactivity and social media marketing: Case study of Taiwan companies." In 2011 International Conference on E-Business and E-Government (ICEE). IEEE, 2011. http://dx.doi.org/10.1109/icebeg.2011.5887113.

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Vilkaite-Vaitone, Neringa. "MARKETING COMMUNICATION IN SOCIAL MEDIA: THE CASE OF AIRLINES IN CENTRAL AND EASTERN EUROPE." In 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM2017. Stef92 Technology, 2017. http://dx.doi.org/10.5593/sgemsocial2017/15/s05.080.

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Shao, Jun, Xiong Li, and Zhao Li. "Micro-film Marketing of Chinese Tourism Destinations via Social Media: The Case of Shaoxing." In 2012 IEEE 14th International Conference on Commerce and Enterprise Computing (CEC). IEEE, 2012. http://dx.doi.org/10.1109/cec.2012.36.

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Stahlschmidt, Tina, Lisa Ziemer, and Norbert Kuhn. "Social Media in the context of Academic Marketing — Case study: The Umwelt-Campus Blog." In 2011 International Conference on Computational Aspects of Social Networks (CASoN 2011). IEEE, 2011. http://dx.doi.org/10.1109/cason.2011.6085928.

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Sano, Natsuki, Sari Aoki, and Yusuke Ariyoshi. "Social Media Marketing for Regional Activation: Case Study on the Onomichi Vacant Housing Renewal Project." In 2018 5th Asia-Pacific World Congress on Computer Science and Engineering (APWC on CSE). IEEE, 2018. http://dx.doi.org/10.1109/apwconcse.2018.00019.

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Rahim, Samsudin. "4. Social Media and Political Marketing A Case Study of Malaysia During the 2018 General Election." In 5th International Conference on Social and Political Sciences (IcoSaPS 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/icosaps-18.2018.4.

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Ziemer, Lisa, Tina Stahlschmidt, and Norbert Kuhn. "Social media in the context of academic marketing: Case study: Evaluation of the Umwelt-Campus campaign." In 2012 Fourth International Conference on Computational Aspects of Social Networks (CASoN). IEEE, 2012. http://dx.doi.org/10.1109/cason.2012.6412396.

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Reports on the topic "Social media – Marketing – Case studies"

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Mapping the Public Voice for Development—Natural Language Processing of Social Media Text Data: A Special Supplement of Key Indicators for Asia and the Pacific 2022. Asian Development Bank, August 2022. http://dx.doi.org/10.22617/fls220347-3.

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This publication explores how natural language processing (NLP) techniques can be applied to social media text data to map public sentiment and inform development research and policy making. The publication introduces the foundations of natural language analyses and showcases studies that have applied NLP techniques to make progress on the Sustainable Development Goals. It also reviews specific NLP techniques and concepts, supported by two case studies. The first case study analyzes public sentiments on the coronavirus disease (COVID-19) in the Philippines while the second case study explores the public debate on climate change in Australia.
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The female condom in Zimbabwe: The interplay of research, advocacy, and government action. Population Council, 1999. http://dx.doi.org/10.31899/hiv1999.1000.

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During the past decade, a significant increase in reported cases of HIV/AIDS in Zimbabwe prompted the government, local organizations, and international donors to intensify prevention efforts. As part of this response, in November 1996 Zimbabwe’s National AIDS Coordinating Programme invited Population Services International to launch a social marketing program to promote the female condom, making this protective device widely available for the first time in Africa. After an acceptability study showed that Zimbabwean men and women liked using the female condom, leaders of these organizations encouraged public discussion and media attention, which helped pave the way to approval and introduction of the device. This brief presents the findings of a case study conducted by Grace Osewe and sponsored by the Population Council’s HIV/AIDS operations research Horizons Project. The study reviewed the social and political factors that led to government approval and commercial introduction of the female condom in Zimbabwe.
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