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1
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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Cao, Yixi. "The Influence of Social Media on Customer Behavior: Case Study from Starbucks." Highlights in Business, Economics and Management 2 (November 6, 2022): 154–58. http://dx.doi.org/10.54097/hbem.v2i.2354.
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This article studies Starbucks' marketing methods in the Chinese market and how it uses social media to influence consumer choices. The challenges and competition faced by Starbucks after it entered the Chinese market as an overseas brand were introduced. According to the research findings, what Starbucks sells to consumers is not only products but also a high-quality lifestyle. Promoting and localizing products on social media show a trend of current network communication to consumers. At the same time, Starbucks is facing many challenges, such as coronavirus pandemic lockdown, growing competition in China's coffee market, and maintaining its reputation. Doing research and giving corresponding practical suggestions in the face of these challenges are also studied in the article. The development of Starbucks in China is inseparable from the promotion of the Internet and social media, and the loyalty of consumers to Starbucks is also a significant advantage. Starbucks is also striving to develop the resonance between campaign and social practice.
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Nadya, Nadya. "PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI." Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 1, no. 2 (October 1, 2016): 133–44. http://dx.doi.org/10.36226/jrmb.v1i2.17.
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Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research.
Keywords: Digital Marketing, Social Media, Consumer Behavior
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Dobre, Costinel, Anca-Maria Milovan, Cristian Duțu, Gheorghe Preda, and Amadea Agapie. "The Common Values of Social Media Marketing and Luxury Brands. The Millennials and Generation Z Perspective." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 7 (September 25, 2021): 2532–53. http://dx.doi.org/10.3390/jtaer16070139.
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As consumers spend more time on social media, brands can take advantage of this opportunity to better serve and communicate with their followers. Still, given the characteristics of luxury, luxury brands may be reluctant to use social media. To determine the extent to which Millennials and Generation Z consumers perceive compatibility between social media marketing and luxury brands, a purposive sampling technique was employed. We collected data from 303 Romanian visitors of the Facebook page entitled Do You Like Luxury? This page, with postings from luxury producers, was specially created and sponsored in order to raise interest in completing the questionnaires. For data analysis, we used statistical tests, including confirmatory factorial analysis, regression, and independent-samples t-test. Our research shows that, for Millennials and Generation Z, luxury brands are compatible with social media apps as marketing channels. Even in the case of inadequacy, managers can still use the facilities of digital technologies to depict exclusivity, emotions, and sensory experiences specific to luxury. Unlike other studies, which only focused on a few dimensions, we proposed a multidimensional approach of the perceived value of luxury and social media marketing. Moreover, this is one of the few studies to focus on Eastern European consumers.
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Gunadi, Dennis, and Riki. "Analysis and Design of Web-Based Wedding Planner Applications Case Studies on Resta Wedding Organizers." bit-Tech 5, no. 1 (August 25, 2022): 13–24. http://dx.doi.org/10.32877/bt.v5i1.525.
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Wedding Planner is a service that serves to assist the bride and groom in doing a planning and implementation of the entire event in a wedding party by adjusting all the needs and desires of the bride and groom so as to make the desired wedding party. Problems that occur Data management and Marketing Services wedding organizer in Resta Wedding Organizer is still done manually. Customers must come to the location of the wedding organizer directly to place an order, this is due to media limitations. Meanwhile wedding organizer marketing is still done through people to people, through brochures and simple social media that still impactless widespread dissemination of information. So we need other marketing media better and can reach many people.The purpose of this study is to build a Wedding Planner information system designed using web application-based information technology that has a purpose to simplify the ordering process and further expand the distribution of marketing information and sales of Wedding Planner services. Wedding Planner is using PHP programming language and MySQL as a Database and for this system development method using prototyping method which consists of the process of analysis, design, application development, evaluation and results. The Wedding Planner information system is very helpful for brides and grooms who find it difficult to plan their wedding party and want to make it easier to make reservations. With the development of technology at this time the Wedding Organizer has begun to replace the manual process into the online process with a web-based Wedding Planner information system.
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Mkwizu, Kezia Herman. "Digital marketing and tourism: opportunities for Africa." International Hospitality Review 34, no. 1 (December 3, 2019): 5–12. http://dx.doi.org/10.1108/ihr-09-2019-0015.
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Purpose The purpose of this paper is to explore digital marketing and tourism with a focus on opportunities with a case study of Africa, motivated by developments in tourism particularly the increase in tourist arrivals and the growth of digital statistics in the digital era. Design/methodology/approach Literature review as a research methodology was adopted in this study, and the integrative literature review was the method used as well as content analysis to review studies in digital marketing and tourism relating to Africa. Findings This paper reveals that digital media, content and mobile advertising are among the trends in digital marketing and, thus, affords Africa the opportunity to market its attractions to tourists in this digital era. Research limitations/implications Future studies can explore quantitative and qualitative methods to understand the phenomenon of digital marketing in relation to tourism. Practical implications Other countries within Africa to adopt similar digital marketing such as digital media and creative content in order to manage the digitization of marketing activities in the tourism sector. Originality/value This study explores digital marketing and tourism with a focus on opportunities for Africa as a case study by specifically examining social media marketing in relation to tourist arrivals using integrative literature review and content analysis methods.
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Farsi, Deema. "Social Media and Health Care, Part I: Literature Review of Social Media Use by Health Care Providers." Journal of Medical Internet Research 23, no. 4 (April 5, 2021): e23205. http://dx.doi.org/10.2196/23205.
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Background As the world continues to advance technologically, social media (SM) is becoming an essential part of billions of people’s lives worldwide and is affecting almost every industry imaginable. As the world is becoming more digitally oriented, the health care industry is increasingly visualizing SM as an important channel for health care promotion, employment, recruiting new patients, marketing for health care providers (HCPs), building a better brand name, etc. HCPs are bound to ethical principles toward their colleagues, patients, and the public in the digital world as much as in the real world. Objective This review aims to shed light on SM use worldwide and to discuss how it has been used as an essential tool in the health care industry from the perspective of HCPs. Methods A literature review was conducted between March and April 2020 using MEDLINE, PubMed, Google Scholar, and Web of Science for all English-language medical studies that were published since 2007 and discussed SM use in any form for health care. Studies that were not in English, whose full text was not accessible, or that investigated patients’ perspectives were excluded from this part, as were reviews pertaining to ethical and legal considerations in SM use. Results The initial search yielded 83 studies. More studies were included from article references, and a total of 158 studies were reviewed. SM uses were best categorized as health promotion, career development or practice promotion, recruitment, professional networking or destressing, medical education, telemedicine, scientific research, influencing health behavior, and public health care issues. Conclusions Multidimensional health care, including the pairing of health care with SM and other forms of communication, has been shown to be very successful. Striking the right balance between digital and traditional health care is important.
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Grace, Debra, Mitchell Ross, and Wei Shao. "Examining the relationship between social media characteristics and psychological dispositions." European Journal of Marketing 49, no. 9/10 (September 14, 2015): 1366–90. http://dx.doi.org/10.1108/ejm-06-2014-0347.
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Purpose – This paper aims to adopt a novel approach to the study of individuals’ psychological dispositions that predict Facebook usage/non-usage. Given the historically disappointing results associated with studies that treat personality traits/dispositions as enduring and invariant, contemporary thought accepts that it is the interaction between dispositions and situations that influence behaviour. In this study, the situation (in this case, Facebook) is positioned as the antecedent stimulus for the activation of context-relevant psychological dispositions that, subsequently, facilitate behavioural prediction (i.e. Facebook usage/non-usage). Moreover, Facebook (the stimulus) is examined through its perceived psychological, rather than normative, features to identify context-relevant dispositions. Design/methodology/approach – This two-study project adopts a research framework developed through the integration of communication theories and theoretical frameworks and psychological processing theories. Study 1 adopted a qualitative approach to determine the psychological features of Facebook, as perceived from the individual’s standpoint. Study 2 involved a national online survey, developed from the findings from Study 1, to explore context-relevant psychological dispositions in their prediction of Facebook behaviour. Findings – The findings of Study 1 lead to the identification of the perceived psychological features of Facebook which are categorised under the umbrella terms of interaction, self-image control, usage volition and risk. Using these features (identified in Study 1) to guide in the selection of context-relevant dispositions, rather than arbitrarily selecting dispositions, the hypotheses for Study 2 are developed. As a result, Study 2 involves the discriminant analysis of data gathered from 579 user/non-users of Facebook to determine if context-relevant psychological dispositions accurately predict behaviour of both users and non-users of Facebook. Originality/value – The findings provide a psychological roadmap for Facebook advertisers, which can be used to develop and test media-specific advertising strategy. Furthermore, a significant contribution of this study resides within the research approach itself which can be used to guide not only media research but also other marketing and business research that is characterized by context specificity.
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Ardiansyah, Fajar, and Endi Sarwoko. "How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness." JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen 17, no. 2 (November 27, 2020): 156. http://dx.doi.org/10.31106/jema.v17i2.6916.
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The important usage of social media as highly interactive platforms of communications is bound to change the way companies approach marketing. Many previous studies conclude that social media has proven to be a key factor in creating brand awareness. Thus, a higher level of awareness will affect consumers' decisions positively. However, few studies focus on the role of brand awareness as a mediation construct in affecting purchase decisions. Therefore, this study aims to explore the mediation role of brand awareness on the relationship between social media marketing and purchase decisions. The study conducted is quantitative research based on a survey approach. Purposive sampling and ordinary least square regression were used as sampling techniques and data analysis. The study revealed that social media marketing has a positive and significant influence on both brand awareness and purchase decisions. Unfortunately, this study failed to prove the direct and indirect effect of brand awareness on purchase decisions. The nature of wetsuit (sportswear) that can be categorized as a high involvement product was considered as the main reason for the insignificancy effect of brand awareness on purchase decision and the mediation role of brand awareness. In the case of high involvement products, consumers tend to be rational so that they were required more time and effort to evaluate specific product performances and characteristics.
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Audeh, Bissan, François-Elie Calvier, Florelle Bellet, Marie-Noëlle Beyens, Antoine Pariente, Agnès Lillo-Le Louet, and Cedric Bousquet. "Pharmacology and social media: Potentials and biases of web forums for drug mention analysis—case study of France." Health Informatics Journal 26, no. 2 (September 30, 2019): 1253–72. http://dx.doi.org/10.1177/1460458219865128.
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The aim of this study is to analyze drug mentions in web forums to evaluate the utility of this data source for drug post-marketing studies. We automatically annotated over 60 million posts extracted from 21 French web forums. Drug mentions detected in this corpus were matched to drug names in a French drug database (Theriaque®). Our analysis showed that a high proportion of the most frequent drug mentions in the selected web forums correspond to drugs that are usually prescribed to young women, such as combined oral contraceptives. The most mentioned drugs in our corpus correlated weakly to the most prescribed drugs in France but seemed to be influenced by events widely reported in traditional media. In this article, we conclude that web forums have high potential for post-marketing drug-related studies, such as pharmacovigilance, and observation of drug utilization. However, the bias related to forum selection and the corresponding population representativeness should always be taken into account.
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Fahmy, May M., and Nada E. Ragab. "Enhancing enterprise competitiveness and sustainability using eWOM: The case of Egypt." Corporate and Business Strategy Review 3, no. 1 (2022): 29–38. http://dx.doi.org/10.22495/cbsrv3i1art3.
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The digital marketing transformation of the Internet has significantly experienced a paradigm shift, i.e., a transformation from a passive source of information to an interactive and engaging participatory web. This study demonstrates the ability of electronic word-of-mouth (eWOM) as a participatory web tool that enables enterprises to achieve profitable growth, resilience, business sustainability, and competitiveness, through developing operational strategy. This study adopts a conclusive descriptive cross-sectional survey research design, which allows the collection of quantitative data through structured questionnaires. The data were obtained from Egyptian social media users through a convenience sampling method. To test the hypotheses regression analysis was conducted. Results indicate that eWOM positively influences the brand image and purchase intention, which consequently enables the enterprises to achieve business sustainability. Accordingly, enterprises wanting to achieve strategic competitiveness must integrate social media into their marketing mix which would generate positive eWOM. Using convenience sampling might result in the inability to generalize the findings. This study is designed to study the effect of eWOM using social media platforms in general, however, future studies should replicate this study to specified types of different social media platforms, to identify which platform generates the highest impact. The proposed conceptual model tests a relationship that connects eWOM dimensions, namely, credibility, quality, and quantity, to purchase intention and brand image. There is lack of research in the Egyptian context on the implications of eWOM on enterprise competitiveness and sustainability
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Balfour, Virginia H. "Likes, comments, action! An examination of the Facebook audience engagement strategies used by strategic impact documentary." Media International Australia 176, no. 1 (February 23, 2020): 34–51. http://dx.doi.org/10.1177/1329878x19897416.
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In the digital age, a new breed of strategic communications campaign has emerged which blurs boundaries between factual media, entertainment, marketing and advocacy. Strategic impact documentaries (SIDs) are social issue campaigns with a documentary text at their core. They invite the audience to join a cause as much as view a text, using both online and offline strategies to achieve their goals. The way audiences engage with media messages in this new ecosystem, and the implications for public deliberation of social issues, is not fully understood, however. In a mixed methods case study analysis, the Facebook audience engagement strategies used by SID were examined. The results highlight the temporal nature of social media audience engagement and the audience’s changing relationship with both the media text and its producers and provide insight into the way social issues are discussed and deliberated on by audiences in the online sphere.
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Baruk, Agnieszka Izabela, and Grzegorz Wesołowski. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image." Energies 14, no. 14 (July 10, 2021): 4177. http://dx.doi.org/10.3390/en14144177.
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The aim of this article was to determine the significance of modern marketing communication channels used in the process of shaping the external image of an enterprise as an employer. An analysis of the world literature on marketing, management, marketing communication and human resource management was used to prepare the theoretical part. The results of the analysis indicate a cognitive and research gap regarding the use of modern communication channels for building the external image of an enterprise in the role of an employer. In order to reduce the gap, empirical studies were conducted among young Polish potential employees, in which the survey method was used to gather primary data. The collected data were subjected to statistical analysis, during which the following methods and statistical tests were applied: the analysis of average values, exploratory factor analysis, Kruskal–Wallis test (KW), Pearson chi-square independence test and V-Cramer coefficient analysis. The results of the analyses conducted indicate, inter alia, that statistically significant diversity was identified in the case of non-professional media in terms of respondents’ opinions on whether the employer’s image created by modern media is better than the employer’s image created on the basis of classical marketing communication channels. In the case of professional and non-professional media, the age of the respondents was not a differentiating feature. Moreover, neither for professional media nor for non-professional media were statistically significant dependencies identified between respondents’ opinions on the impact of actions undertaken by enterprises on shaping their positive external image as an employer and respondents’ opinions on whether the employer’s image created on the basis of modern marketing communication channels is more beneficial than the employer’s image created on the basis of classical marketing communication channels. The results obtained on the basis of the research have a cognitive and applicability value, characterized by originality. Until now, the importance of using modern marketing communication channels in shaping the employer’s external image has not been analysed. This also applies to enterprises operating on the energy market.
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Kim, Heejin, and Byoungju Choi. "O2O-based Social Media Marketing Method for Word-Of-Mouth Effect: Focused on the Analysis of Case Studies." Journal of the Korea Contents Association 15, no. 7 (July 28, 2015): 403–13. http://dx.doi.org/10.5392/jkca.2015.15.07.403.
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Andersson, Svante, and Niclas Wikström. "Why and how are social media used in a B2B context, and which stakeholders are involved?" Journal of Business & Industrial Marketing 32, no. 8 (October 2, 2017): 1098–108. http://dx.doi.org/10.1108/jbim-07-2016-0148.
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Purpose This study aims to explore why and how business-to-business (B2B) companies use social media and which users and stakeholders they communicate with. Design/methodology/approach The study employs a case study approach because of its exploratory nature. Data from three companies consisted of interviews and observation of websites. The analysis includes within-case and cross-case displays to find patterns and themes in the data. Findings The study shows that companies in a B2B contexts use social media as communication to enhance customer relationships, support sales and build their brands, in line with prior research. However, they also use social media as a recruiting tool, a seeking tool and a product information and service tool. Research limitations/implications The findings confirm extant literature showing that B2B companies can directly influence content through corporate user accounts. Furthermore, firms in early stages of social media do not target any special stakeholders with broader messages, while more experienced social media users develop special messages for different stakeholders. Practical implications This study contributes by shedding light on how B2B companies use social media. It also shows how different channels are effective with different stakeholders. Originality/value Few studies have investigated the use of social media in a B2B context. This study goes beyond prior work by detailing how different social media tools are used, identifying different users and stakeholders, and explaining why different tools are used for different purposes targeted towards different stakeholders. New applications of the use of social media are also identified.
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Ghaisani, Clariza Orivia, and Subhan Afifi. "The implementation of digital marketing communication strategy in cultural tourism: a case study in Yogyakarta." Indonesian Journal of Communication Studies 15, no. 1 (August 16, 2022): 66. http://dx.doi.org/10.31315/ijcs.v15i1.6095.
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Cultural tourism is one category that attracts local and foreign tourists. Various previous studies have shown that digital marketing communication media plays an essential role in influencing tourist interest in visiting tourist destinations. This study aims to analyze the implementation of digital marketing communication strategies in marketing cultural tourism with a case study of cultural tourism destinations in Yogyakarta. This study uses a case study method with indepth interviews and field observations as data collection methods. The collected data were analyzed using thematic analysis and SWOT analysis. The results showed that managers of cultural tourism destinations optimize social media such as Facebook and Instagram for promotion. Whatsapp and email are also used for more personal communication with customers. The company's systematic digital marketing communications planning system supports solid work teams and produces original content. In addition, the extensive national and international marketing network and stable institutional position, because it is a stateowned company, are the advantages of this company. The increasing public interest at home and abroad for travel, the reduced Covid-19 pandemic, and the availability of various digital promotional media are opportunities for this company. However, the technical competence of staff in managing digital marketing media still needs to be improved. In addition, the digital content production and distribution scheduling system has not been implemented strictly and consistently. The quantity and quality of digital media content are also still limited. In addition, this cultural tourism object has several external challenges, such as the emergence of various new tourist objects in Yogyakarta, which are more aggressively promoted through digital media, and the possibility of a re-emergence of the Covid-19 pandemic or other natural disasters. This paper contributes to the literature on digital marketing communications by focusing on its implementation in the context of cultural tourism.
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Boentoro, Yenty, Sinta Paramita, and Sinta Paramita. "Komunikasi Pemasaran Viral Marketing (Studi Kasus Kopi Kwang Koan)." Prologia 4, no. 1 (February 26, 2020): 141. http://dx.doi.org/10.24912/pr.v4i1.6455.
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Development of communication technology is growing very rapidly especially social media.Social Media can be a new medium for business people to conduct marketing communication.In addition to the relatively cheaper advertising costs, social media can reach a wider audience.This research examines the marketing communication of Viral Marketing in creating a business brand awareness of SMES case studies Coffee Kwang Koan.The purpose of this research is to know the influence of digital word of mouth or exposure that influencers do on Instagram social media in creating brand awareness and its effect on the development of the general business.The research object consists of two ethnic coffee shops, Kedai Kwang Koan.This study used a descriptive qualitative method by conducting interviews with Johny Poluan as the owner as the main speaker and observing the visitors of the Kwang Koan coffee shop.Perkembangan teknologi komunikasi berkembang sangat pesat khususnya media sosial. Media sosial dapat menjadi medium baru bagi pelaku bisnis untuk melakukan komunikasi pemasaran. Selain biaya iklan yang relatif lebih murah, sosial media dapat menjangkau khalayak yang lebih luas. Penelitian ini mengkaji tentang komunikasi pemasaran Viral Marketing dalam menciptakan brand awareness bisnis UMKM studi kasus Kopi Kwang Koan. Tujuan penelitian ini untuk mengetahui pengaruh word of mouth digital atau exposure yang dilakukan influencer di media sosial instagram dalam menciptakan brand awareness dan efeknya terhadap perkembangan bisnis secara umum. Objek penelitian terdiri dari dua kedai kopi etnis yakni Kedai Kwang Koan. Penelitian ini menggunakan metode kualitatif secara deskriptif yaitu dengan melakukan wawancara terhadap Johny Poluan selaku pemilik sebagai narasumber utama dan melakukan pengamatan terhadap pengunjung Kedai Kopi Kwang Koan.
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Schoenstedt, Linda J., and Jackie Reau. "Running a Social-Media Newsroom: A Case Study of the Cincinnati Flying Pig Marathon." International Journal of Sport Communication 3, no. 3 (September 2010): 377–86. http://dx.doi.org/10.1123/ijsc.3.3.377.
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The objective of this case study was to create and execute a proactive new-media public relations plan for the 2009 Cincinnati Flying Pig Marathon. Although the economic activity surrounding this marathon has been studied by Cobb and Olberding (2008), the 11th running of the popular marathon offered a chance to launch a social-media newsroom inside the traditional media center. Social-media tools like Twitter, YouTube, blogs, Facebook, Twitpics, and other multimedia postings have revamped news forums through their immediate transmission of news while traditional media must wait until press time. Few sporting events have actively planned to use social-media platforms to create ad campaigns, generate buzz, or track digital participation for selling, marketing, and measuring various responses to the event.
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Kravets, Olga, Chloe Preece, and Pauline Maclaran. "The Uniform Entrepreneur: Making Gender Visible in Social Enterprise." Journal of Macromarketing 40, no. 4 (June 8, 2020): 445–58. http://dx.doi.org/10.1177/0276146720930331.
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This paper extends the macromarketing debates on gender by considering how gender ideology acts as a macro-level constraint to developing sustainable initiatives. While the macromarketing literature has long considered the significance of social enterprise and nonprofits, gender has not been theorized within these studies. In redressing this gap we examine the case of the Uniform Project, spearheaded by disaffected advertising executive and enthusiastic social entrepreneur, Sheena Matheiken. Our critical interrogation of the project shows that Matheiken’s path to becoming entrepreneurial “woman of the year” reinforces a gendered model of social entrepreneurship. We also expose the role of media and the forums designed to encourage social innovations in gendering, thus stifling, a social enterprise. We reaffirm the importance of theorizing gender ideology in macromarketing and submit that any such theorization must recognize and account for the ways that gender intersects with neoliberal ideology to permeate markets, marketing and social enterprise.
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JR, Rifkya Xena Aminullah, and Jokhanan Kritiyono. "Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram." Communicare : Journal of Communication Studies 8, no. 2 (December 31, 2021): 165. http://dx.doi.org/10.37535/101008220216.
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This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.
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Ramírez, Andrés F. "Qiddiya’s Journey: A case study in urban imagineering and image laundering." Journal of Urban Cultural Studies 9, no. 2 (December 1, 2022): 223–43. http://dx.doi.org/10.1386/jucs_00056_1.
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Some of the world’s most ambitious urban development projects today are first expressed as hyper-realistic, computer-generated images (CGIs). These fictional worlds increasingly shape megalomaniac visions and collective imaginaries about the future of cities. Digital media about speculative urban environments are often produced remotely by design professionals and subsequently employed to secure investment and finance. Disguising marketing media as planning documents deeply challenges the traditional role and responsibilities of the urban planning practice. In a spectacular and experiential proposition, Qiddiya’s master plan animation celebrates consumption and techno-utopianism, concealing forms of post(colonial) invisible labour and oppressive digital infrastructures. A careful analysis of ‘Qiddiya’s Journey’ illustrates how CGI-generated media doubles as a development strategy and propaganda, ignoring critical implications of building a theme park city in the middle of a desert. Beyond the neo-liberal agenda of tourism and entertainment, Qiddiya’s vision reveals ethical lapses in the use of CGIs for urban planning purposes. Moreover, it exemplifies how seductive aesthetics can enable an authoritarian regime to advance contentious development programmes that discretely launder its image clean of social and environmental controversies.
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Valacherry, Arunima Kambikanon, and Pakkeerappagari Pakkeerappa. "Customer Knowledge Management via Social Media: A Case Study of an Indian Retailer." Journal of Human Values 24, no. 1 (November 29, 2017): 39–55. http://dx.doi.org/10.1177/0971685817733571.
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The socialization process in knowledge management (KM) has been in discussion for more than a decade, and most research has focused on socialization among employees in developing organizational knowledge. But this article tries to explore the socialization aspect in customer knowledge management (CKM) in a customer-centric industry, retail using social media. The case study of a leading Indian retailer is implemented using netnography, a research technique that draws data from computer-mediated communication channels. The communications of the retailer to and from customers through Facebook, Twitter and Foursquare are collected, codified and analysed. The findings explored the customer knowledge gaps (CKG) in the social media interactions, based on which a CKG model was developed. The study gives a new insight for retailers which can be used to evaluate their strategies using customer knowledge from social media apart from customer relationship management (CRM) and personal interactions. The information that customers share via social media is substantial and important for organizations like retailers, and it is high time to appropriately value this customer knowledge as it can be effectively used for enhancing future marketing strategies.
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Destiana, Riska, and Kismartini Kismartini. "Halal Tourism Marketing in the Disruption Era: A Case Study of Penyengat Island in Riau Islands Province." Society 8, no. 1 (June 30, 2020): 264–83. http://dx.doi.org/10.33019/society.v8i1.174.
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The disruption era creates great opportunities for halal tourism development by using technology to market halal tourism products. As a pilot project for the halal tourism development, Penyengat Island in Riau Island Province faces the challenges in building its image as a leading halal tourism destination. This study aims to analyze the halal tourism marketing, in this case, digital marketing, on Penyengat Island in the disruption era. This research used descriptive qualitative methods through a literature study with data sources derived from related journal articles and other literature. The efforts of halal tourism marketing for Penyengat Island are not implemented digitally. To market tourism of Penyengat Island, the local government and stakeholders use mass media advertising, billboards, annual festivals, and digital channels such as social media, online booking sites, and e-book guides at halaltrip.com. Yet, the media does not inform tourism events or indicate Penyengat Island as a halal tourism destination. It proves that inadequate information about the concept of halal tourism and/or other available information on halal tourism travel guides for Muslim tourists on the digital platforms used. The efforts to promote Penyengat Island as halal tourism using digital channels are the relevant interesting contents in digital marketing channels, the availability of information on the need for halal services, and innovation on tourism attractions.
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Chmielecki, Michał, and Marcin Lisowski. "The use of social media in public relations in Poland and the United Kingdom – case studies from automotive industry." Journal of Intercultural Management 5, no. 4 (December 1, 2013): 49–64. http://dx.doi.org/10.2478/joim-2013-0026.
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Abstract Current changes in technology and the role of the Internet open up new opportunities for companies both to communicate with the public and organisational functionality of its own structure. The fact that Social Media entered the business landscape, can be globally experience in the novel ways of communication, particularly between all stakeholders in organisation’s environment, but also in growing tendency in search for the new knowledge and expertise in digital environment. Organisations existing in brick-and-mortar landscape, observing ongoing and continues development of the digital technologies that ubiquitously transforming the way we perceive a role of marketing and making Public Relations more fascinating discipline in the XXI century. Becoming more exposed to the public, marketers needs to understand importance of their role in the new age of digital era but more importantly to be able to adapt to a new environment by building their digital presence with accordance to tomorrow’s reality and prevailing expectations. Every geographical region has its own unique approach in practicing public relations and building their own understanding of that concept. What is more, one also has to take into consideration the relations between corporate culture and organizational environment and it’s influence on certain managerial practices. Broadening the traditional perspective and communication by the new and growing acceptance of the dot.com era, internet is defining new rules, that continuously supported by the visionary and innovatory approach of modern organisations, not only modelling PR and marketing but companies as a whole. The aim of this article is to identify the changing trends of the new PR model that continuously evolve in the digital era and changing our way of building robust two-direction communication channel. The article presents four case studies (Poland and the UK) of social media in PR on the automotive market.
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Bernard, Mike. "The impact of social media on the B2B CMO." Journal of Business & Industrial Marketing 31, no. 8 (October 3, 2016): 955–60. http://dx.doi.org/10.1108/jbim-10-2016-268.
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Purpose The commentary paper aims to delve into how social media are being used by chief marketing officers (CMOs) and shows that while many in business-to-customer have understood how to use social media already, their CMO counterparts in business-to-business (B2B) have not made up their minds. So some key questions are raised about B2B CMOs’ readiness to use social media, what this accomplishes and resulting effects upon the role of the CMO within an organisation. Design/methodology/approach The research paper involves use of case studies drawn from IBM experience with social media. Findings B2B CMOs are not ready to make use of social media. Even those who are actively engaging are expressing concern that they are pioneering and have not yet put in place a strategy that they are satisfied with. In addition, social media can be used for after-sales service, getting sales leads, engaging with key influencers, building the company’s reputation and enhancing the industry status of key individuals. B2B firms need to exploit the capabilities of processing massive amounts of data to get the most from social media. Originality/value The paper brings insights to the challenges facing CMOs of B2B firms when using social media. It provides a better understanding of what should be the role of CMOs in the use of social media. The CMO must be the voice of the customer as well as the custodian of the values that enable effective use of social media. Effective collaboration within the boardroom is essential and if the CMO is not a board member, then the company should consider making that change.
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Nzeku, Bongiwe, and Rodney Graeme Duffett. "The Use of Social Media as a Marketing Tool by Tourist Attractions: Influence on Cognitive, Affective and Behavioural Consumer Attitudes." April 2021, Volume 10(2) (April 30, 2021): 742–58. http://dx.doi.org/10.46222/ajhtl.19770720-130.
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Social media has an enormous influence on the manner in which people look for and distribute data, and select a tourist destination. Hence, research was undertaken to ascertain the role of social media as a communication and marketing tool for Cape Town tourist attractions (Cape Point, Groot Constantia Wine Estate, V&A Waterfront, Table Mountain Aerial Cable Way and Kirstenbosch Botanical Gardens) via the analysis of tourists’ cognitive, affective and behavioural attitudinal responses. The results revealed that tourists displayed positive cognitive/affective and affective/behavioural attitude associations towards social media usage by the Cape Town tourist attractions. Several demographic and usage characteristics resulted in significant positive attitudes regarding Cape Town tourist attraction social media sites, viz. South African and African tourists; mobile device access; new social media users; daily log-ons; Black, Indian and Coloured tourists; and tourists who used the local Rand currency. The findings could be used by Cape Town tourist attractions to improve their social media platforms, and thereby the effectiveness as a marketing tool. The study makes an original contribution since few tourism-related studies investigated the hierarchy of effects model in terms of social media and most previous research only considered usage and demographic characteristics as descriptive measures.
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Amoako, Kwasi, and Elvis Boateng. "Analysis of the effectiveness of Corporate Social Responsibility in brand marketing with AAKER Brand Equity and Daisy Wheel Models." Technium Social Sciences Journal 30 (April 9, 2022): 484–519. http://dx.doi.org/10.47577/tssj.v30i1.6089.
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Corporate Social Responsibility (CSR) have a great capacity to influence society to create that good brand equity. In light of this, many organizations now have ardent reputation in promoting CSR activities in the interest of society. Through review of related studies and survey questionnaires to both staff and customers of Accra Breweries Ltd (ABL), this paper sought to broadly analyze the effectiveness of Corporate Social Responsibility on Brand Marketing with emphasis on the use of Aaker Brand Equity and Daisy Wheel Models. Specifically, the study aimed at identifying the factors that influence involvement in CSR activities by corporations; and the influence CSR grants have on the public perception and brand marketing. The study employed primary data and secondary data sources. Purposive sampling technique was used to select 20 senior/middle staff and 40 customers of ABL. The findings revealed that, CSR programmes are community-focus initiatives, involves programmes on education as well as health programmes in developing communities. The study therefore concluded that, CSR activities go a long way to build a solid brand identity and equity as in the case of ABL. It is therefore recommended that CSR initiative should engage all stakeholders who are mostly affected to help tailor CSR activities to solve societal needs.
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Ng, Mark. "Social media and luxury fashion brands in China: the case of Coach." Journal of Global Fashion Marketing 5, no. 3 (April 24, 2014): 251–65. http://dx.doi.org/10.1080/20932685.2014.907607.
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Nisrina, Rumaysha Gikha. "User generated content sebagai strategi komunikasi pemasaran digital: studi kasus fenomena #shopeehaul." Jurnal Komunikasi Profesional 5, no. 6 (December 31, 2021): 558–71. http://dx.doi.org/10.25139/jkp.v5i6.4316.
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The dynamic development of communication technology certainly brings changes in various aspects including marketing. The presence of digital channels brings new access for companies or brands to convey their marketing messages. The difference between analogue and digital marketing, of course, results in different marketing strategies. Changes in the orientation of the product to consumers also have an effect. In digital marketing, user generated content is an important feature, especially with the increasing number of social media users, including in Indonesia. As in the case of the '#Shopee Haul’ phenomenon, where user generated content becomes a digital marketing strategy that has a positive impact on product sales. This research focuses on how user generated content can be an effective digital marketing strategy from a user perspective, using descriptive qualitative methods and case studies. Primary data sources were obtained from interviews with informants who met the criteria (purposive sampling), and were supported by secondary data sources derived from participatory observation. As a result, user generated content can be an effective digital strategy due to the features attached to UGC itself, such as personal values and individual creativity, motivation to share information and social benefits.
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Cassel, Susanna Heldt, and Cecilia De Bernardi. "Visual Representations of Indigenous Tourism Places in Social Media." Tourism Culture & Communication 21, no. 2 (July 20, 2021): 95–108. http://dx.doi.org/10.3727/109830421x16191799471980.
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This article focused the analysis on social media representations of Sápmi using the hashtags #visitsápmi and #visitsapmi, which nuance official, top-down versions of the place communicated in other contexts, but simultaneously are more focused on visitors and their experiences. The results show that the making of the Sápmi region as a place and a tourism destination through social media content is an ongoing process of interpretation and reinterpretation of what indigenous Sámi culture is and how it connects to specific localities. Future research should look at the broader understanding of places that can be accessed through social media analysis. The main argument is that visual communication is a very important tool when constructing the brand of a destination. Considering the growing role of social media, the process of place-making through visual communication is explored in the case of the destination VisitSápmi, as it is coconstructed in online user generated content (UGC). From a theoretical viewpoint, we discuss the social construction of places and destinations as well as the production of meaning through coconstruction of images and brands in tourism contexts. The focus is on how places are created, branded, and made meaningful by visualizing the place in a framework of tourism experiences, in this case specifically examined through indigenous tourism. We use a content analysis of texts, photographs, and narratives communicated on social media platforms. Regardless of negotiated brand management's efforts at official marketing, branding, and tourism planning, the evolution of Sápmi as a place to visit in social media has its own logic, full of contradictions and plausible interpretations, related to the uncontrollable and bottom-up processes of UGC.
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Al-Aghbari, Sabrin, and Wail Alhakimi. "Evaluation of Social Media Impact on UN Agencies in Yemen." Journal of Impact 2, no. 2 (September 9, 2021): 42–53. http://dx.doi.org/10.48110/joi.v2i2.35.
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Nowadays, the whole world is becoming a small village. Globalization is the fact of living everywhere. The use of the internet and advanced technology integrates with all different life angles and can never be neglected in our daily lives. As part of this technology advancement, social media has broken into our daily lives and you can find these platforms or at least one of them in every home. Social media is now part of any business everywhere, and all businesses now think of it as the first marketing option for all kind of services provided. Starting from the fact that social media is a critical tool for any business, this study analyzes how social media can affect the work of non-profit organizations. The study targets UN agencies in Yemen. To assess and evaluate this impact of social media on UN agencies in Yemen, a questionnaire of 25 questions was constructed and circulated among different people in these agencies. As in the case of other previous studies, the results of this study show that there is a great positive impact of social media on brand awareness, community engagement and organizations performance. Similar to other studies, fundraising is used as purpose of social media use, but it still needs more strategic plans in the future to be applied efficiently. UN agencies have to keep on more strategic plans to keep their social media platforms into their own targets.
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Üçok Hughes, Mine, Wendy K. Bendoni, and Ekin Pehlivan. "Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers." Journal of Product & Brand Management 25, no. 4 (July 18, 2016): 357–64. http://dx.doi.org/10.1108/jpbm-09-2015-0970.
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Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images compared to mainstream brands. Findings Storygiving enables consumers to share their personal experiences through narratives and provides contextualized connections among community members through shared experiences. One successful example of storygiving is Tiffany & Co.’s ‘What Makes Love True’ campaign. Research limitations/implications Only one luxury brand was used in this case study of online co-creation and storygiving. Further research, especially comparative case studies, would expand understanding of brand image management in the age of social media and consumer empowerment. Practical implications This paper presents a strategic guideline for luxury brand managers highlighting a customer-centric insight into ways luxury brands can develop marketing strategies incorporating co-creation. Originality/value To differentiate it from storytelling, the co-creation of brand stories through consumer-generated content is known as storygiving. The use of social media marketing in the process of storygiving is a powerful tool for luxury brands. The changed narrative from the brand’s point of view to that of the brand’s community is a major point made in this research.
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Koponen, Jonna Pauliina, and Saara Rytsy. "Social presence and e-commerce B2B chat functions." European Journal of Marketing 54, no. 6 (April 6, 2020): 1205–24. http://dx.doi.org/10.1108/ejm-01-2019-0061.
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Purpose Currently, online chat is in common use in e-commerce. By adding social interaction to the online context, companies hope to increase customers’ purchasing intentions. However, previous studies have not investigated how social presence is embedded in online business-to-business (B2B) chat conversations between buyers and sellers. Moreover, the functions of online chat in B2B sales have not been investigated. Design/methodology/approach The data was collected at a case company over the course of four years, from which the authors analyzed 157 online chat conversations between buyers (n = 157) and sellers (n = 9) with a theory-driven thematic analysis. In addition, data from the company’s customer relationship management system was collected to specify buyer types. Findings The results reveal that social presence was embedded in online B2B chat via buyers’ interactive, affective and relationship maintenance responses. Social presence differed depending on the type of buyer, with only existing customers having relationship maintenance responses. E-commerce B2B chat functions can be described as multiple and changing depending on the buyer–seller relationship stage. Research limitations/implications Having data only from one case company limits the results to one type of industry. Practical implications The results can be used in sales training and when developing online chat services. Originality/value Results bring scientific utility to B2B sales and marketing research, as the authors build a bridge between social presence, the existing theoretical model on B2B buyer–seller relationship development and online chat as a communication medium. Other researchers may use this understanding when exploring B2B buyer–seller interaction in different digitalized communication media.
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Siti-Nabiha, A. K., Norfarah Nordin, and Boon Kar Poh. "Social media usage in business decision-making: the case of Malaysian small hospitality organisations." Asia-Pacific Journal of Business Administration 13, no. 2 (February 11, 2021): 272–89. http://dx.doi.org/10.1108/apjba-08-2020-0276.
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PurposeThe purpose of this paper was to examine how small- and medium-sized hospitality organisations engage with social media and how social media data are used by their managers to inform business decisions.Design/methodology/approachA qualitative approach was used in this research in which interviews were conducted with top management, comprising the owners/directors and other key managers from small- and medium-sized organisations based in Penang, Malaysia. Fan and Gordon's (2014) categorisation of the social media data analysis process and Simon's (1995) concept of the interactive and diagnostic usage of data were used in the analysis of data.FindingsThe managers of small- and medium-sized hospitality organisations engage with social media for customer relationship management and the understanding of key main competitors. Social media is used to understand, build and manage relationships with current and potential customers; these activities are also linked to actions taken to protect a company's reputation. Even though, for the companies concerned, data gathering is still at the capture stage with no formal procedures and processes in place, the data are utilised in an interactive way to inform two areas’ major business decisions-making, i.e. those related to pricing and promotion and the strategic formulation and reorientation of the business.Research limitations/implicationsThe respondents of this study were mainly from smaller hospitality organisations. Hence, the insights gained are limited to the context of smaller hotels.Originality/valueA significant number of social media studies within the hospitality sector have focussed on marketing aspects. This study explored the wider use of social media in the case of smaller hospitality organisations and how they compete and position themselves in the competitive hospitality industry.
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Pamment, James, and Cecilia Cassinger. "Nation branding and the social imaginary of participation: An exploratory study of the Swedish Number campaign." European Journal of Cultural Studies 21, no. 5 (February 9, 2018): 561–74. http://dx.doi.org/10.1177/1367549417751152.
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The Swedish Number is a 2016 marketing campaign by an independent tourist association that relies heavily on a developing heritage of Swedish nation branding initiatives. It uses media technologies to encourage citizen participation in promoting Swedish values, partly for the purpose of showing the country’s authentic side and partly for generating publicity. This article conducts a case study of the campaign in order to explore the ways in which media technologies were used to circulate tropes originating in the official nation brand in the service of a commercial interest. We argue that Brand Sweden has established a set of national identity resources that may be leveraged through public participation, vast publicity drives via media technologies and through mimicry of the national interest. Such a study supports a closer analysis of the ways in which nation brands influence identity politics via media technologies. This article will be of much interest to scholars of nation brands, cultural studies, participatory culture, national identity and transmedia engagement. This article forms part of the ‘Theorizing Media in Nation Branding’ Special Issue.
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Burle, Peter Nyara Bashir, Ning Wang, and Anding Zhu. "Investigating the Impact of the Social Media Branding on Purchase Intention in the African Context." International Journal of Economics, Business and Management Studies 9, no. 1 (July 26, 2022): 39–62. http://dx.doi.org/10.55284/ijebms.v9i1.659.
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Start-ups play an important role in providing job opportunities and promoting economic development. Social media enables start-ups to reach customers at a more affordable cost than traditional channels. The present study aims to explore the possibility of using social media for African start-ups as a marketing and branding tool and to investigate the effects of social media branding on African consumers’ purchase behaviours. Multiple studies were conducted. First, two case studies of African start-ups were made to obtain feasible business models of social media branding. Then, a qualitative pilot study was conducted to explore the consensus map of social media branding from the consumers’ perspective. Finally, a model was established and verified by employing a quantitative approach. Six constructs of trust, interaction, social support, information sharing, brand relationship, and brand engagement are identified. Among them, trust plays a crucial role in the context of African markets. By using SEM testing, the present study reveals that brand relationship and brand engagement act as mediators between social media branding factors and consumers’ purchase intentions. In Africa, the idea of branding via social media is appealing for start-ups due to the emergence and growth of various social media platforms. The present study provides an overall view of social media branding for African start-ups, including business models, consumer engagement, and consumer experience. The insights and suggestions will be beneficial for African start-ups and will contribute to the African business literature.
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Bob Lee, David Groves, Yu Liu, and Bay Edwards. "Social Media and Big Data – Their Potential Impacts to Sport Event Sponsorship." Pacific International Journal 2, no. 2 (June 30, 2019): 77–83. http://dx.doi.org/10.55014/pij.v2i2.72.
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Sponsorship for mega sports events has increasingly played a critical role to achieve financial benefits in return for business in the past few decades. Not until recent Olympics: 2012 London Olympics in the UK and 2016 Rio Olympics in Brazil, started the sponsorship for mega sports events experiencing more vibration in business due to intervention of social media and big data in relevance to the sponsored event. Clearly, nowadays, an important element in mega-events planning is the advent of social media and its impact. The purpose of this manuscript was to examine social media and big data relevant to Olympic events and attempted to develop a comprehensive model to interpret the impacts of social media upon mega sports events. Rio Olympic 2016 along with other mega-events were selected as case studies. The result indicated that social media and big data on the event are primarily descriptive, however, impacts created from social media and big data on the event could be on various levels. Sponsors are recommended to implement a relationship marketing approach to deal with the dynamics of the event market in order to address the influence of social media and big data.
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Leonowicz-Bukała, Iwona, Andrzej Adamski, and Anna Jupowicz-Ginalska. "Twitter in Marketing Practice of the Religious Media. An Empirical Study on Catholic Weeklies in Poland." Religions 12, no. 6 (June 8, 2021): 421. http://dx.doi.org/10.3390/rel12060421.
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This article presents the partial conclusion of the research project devoted to marketing activity of Polish Catholic opinion-forming weeklies on the social media platforms. The main aim of this article is to present the results of the study on the use of Twitter as a marketing tool by Polish nationwide Catholic opinion-forming weeklies. The basic research questions concerned the extent of utilizing the platform by the magazines’ editors to create and distribute the content of their media product, maintain and develop brand communication and self-promotion. The case studies and the content analysis of the accounts of the three magazines—Gość Niedzielny, Tygodnik Katolicki Niedziela and Przewodnik Katolicki—show that there are three different ways in how the editors of the magazines understand the role of the Twitter account of the title they represent—as an ‘active communicator’, ‘active communicator and community supporter’ or ‘community supporter’. The conclusions show that the studied media fairly efficiently use the visual and distributional potential of the platform as well as some of its features, at the same time missing the chance to build a brand-loyal community. They also limit the role of Twitter to that of a supplement for the main communication channel, which is the printed weekly and its website.
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Bick, Geoff, and Fran Heathcote. "Drink the Duchess: marketing challenges and opportunities encountered when SMEs internationalise." Emerald Emerging Markets Case Studies 9, no. 3 (November 4, 2019): 1–37. http://dx.doi.org/10.1108/eemcs-06-2019-0158.
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Learning outcomes The learning outcomes are as follows: first, identify the characteristics of born-global SMEs, and how these characteristics facilitate their global expansion shortly after the company’s inception. Second, demonstrate that companies work with limited resources, typically and notably newly established companies, and that these resources should be allocated according to a carefully determined strategy. The resources focussed on in this case pertain to marketing. Third, examine entrepreneurial marketing and its various manifestations. An understanding of how this type of marketing is used by companies for international expansion is expected. Fourth, assess the role of digital marketing and how social media forms an important part of digital marketing. Particular attention is paid to the use of digital marketing, notably social media, in international expansion. Fifth, develop critical thinking skills with respect to strategic business decisions, such as whether to expand a business into foreign markets or to consolidate locally; and how best to penetrate foreign markets, given the nuances and complexities specific to these markets. Case overview/synopsis This teaching case is about The Duchess, a recently developed and launched virgin alcohol-free and sugar-free gin and tonic beverage. The adult soft drink was originally launched in South Africa, and just 18 months later became available in international markets (the UK and Belgium). The founders and protagonists of the case, Johannes le Roux and Inus Smuts, face the dilemmas of creating a competitive local brand while also looking to access new markets and internationalise as a born-global firm. Complexity academic level The target audience for this case comprises students enrolled in tertiary business education programmes who have already had some sort of work experience and hands-on exposure to real-world business. MBA and EMBA students, as well as those enrolled in post-graduate studies specific to marketing, international commerce and entrepreneurship, would be suitable candidates. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing
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Gawroński, Sławomir, and Ilona Majkowska. "Marketing Communication of the Catholic Church – a Sign of the Times or Profanation of the Sacred?" Studia Humana 7, no. 2 (June 1, 2018): 15–23. http://dx.doi.org/10.2478/sh-2018-0007.
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Abstract The Catholic Church – though in popular opinion it is sometimes treated as a stronghold of conservatism, traditionalism, suspicion of progress and novelty, it changed significantly in the second half of the 20th century and continues to change its attitudes, especially in terms of the use of social communication and attitude to the media mass. The Church’s growing openness to media relations and the use of a rich instrumentation of social communication has become one of the reasons for the growing popularity of market orientation among the clergy and active believers, which opens opportunities for the development of the concept of a specific sectoral marketing formula of church marketing. In this article the authors search for the causes of the progressive phenomenon of the marketization of religion, present examples of the activities of the Polish Catholic church, inscribed in the church marketing trend, as well as define the negative consequences resulting from its dissemination. The applied research method is based on the literature analysis and case studies analysis.
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Garcia Henche, Blanca. "Urban experiential tourism marketing." Journal of Tourism Analysis: Revista de Análisis Turístico 25, no. 1 (April 9, 2018): 2–22. http://dx.doi.org/10.1108/jta-01-2018-0002.
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Purpose The theoretical framework of this study focuses on the trends towards experiential tourism and new communication channels in the tourist sector. The specific areas of action that are covered in this research work focus on: a definition of experiential tourism, an analysis of markets as a resource of experiential tourism and communication strategies and the use of social media by the markets of Madrid to interact with the new experiential consumer. Design/methodology/approach This paper is arranged as follows: first, a review of the documents on new tourist sector trends towards the demand of experiential tourism, on marketing 2.0 and on social media has been carried out; second, communication strategies of the food markets seen as tourist resources are described herein, including results of the research in the use of social media; and finally, conclusions of the study are developed. Findings According to the conceptual approach and after reviewing the documents cited in this paper, it is possible to conclude that food markets are tourist resources that shall be exploited as “experiential providers” for a market niche that is increasingly demanding and expects to have a “tourist experience”. The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites. Research limitations/implications Although this work represents an in-depth study of the food markets analyzed, the research could be extended to other markets or to other cities that are also working with markets as experiential tourism resources, though not in a structured design as in Madrid. Practical implications This work is different from previous studies for several reasons. In the first place, food markets are integrated as elements for the study of experiential tourism as tourist resources, and second, commercial interaction and other types of productive activities in urban centers are considered. In particular, social relations and collaboration between small retailers in markets, their managers and the institutions responsible for tourism management in the city of Madrid are barely analyzed in the literature. This includes the collaboration between public (Madrid City Council), cultural and business institutions (Madrid Fusión and Gastrofestival), hospitality and other businesses (established in the food markets) to promote cultural experiences and historic tourism. Social implications The performed study has several implications for employers and policymakers. As historical, cultural and experiential tourism are growing trends throughout the world, new tourist consumer profiles must be analyzed. There are new groups of tourists looking for unique experiences and “local” activities, eager to visit renovated urban historical centers with a developed experiential leisure offer. This tourist activity facilitates the rebirth of the traditional food markets and promotes the creation of jobs and new opportunities for traditional businesses as shown in the present case study focused on the markets of Madrid. Originality/value The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites. The role played by food markets in the creation of an experiential tourism offer in Madrid and the communication strategies generated by them is described in this research. This study not only sheds light on the changes undergone by the tourist demand, specifically urban tourism but also it helps understand some of the strategies that big tourist cities are implementing in historic centers to reduce the risks of mass tourism.