Relevant bibliographies by topics / Social media marketing communication

Contents

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

Academic literature on the topic 'Social media marketing communication'

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

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Journal articles on the topic "Social media marketing communication"

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Tardin, Matheus, Anderson Soncini Pelissari, and Luiza Dazzi Braga. "Social Media Marketing Communication." International Journal for Innovation Education and Research 8, no. 6 (2020): 441–57. http://dx.doi.org/10.31686/ijier.vol8.iss6.2438.

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The objective of this work is to evaluate the effects of firm generated content (FGC) and user generated content (UGC) on brand equity (BE) and on the consumer's purchase intention. To achieve it, the research methodological approach was quantitative, cross-section survey type. Data collection was carried out by an online survey, and 322 valid responses were obtained. The proposed model was analyzed using the Structural Equation Modeling method (PLS-SEM). The results show that both the firm generated content and the user generated content influence brand equity. The content generated by the co
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Herman, Herman. "Marketing Communication Model in Social Network Facebook." Information Management and Business Review 7, no. 4 (2015): 42–45. http://dx.doi.org/10.22610/imbr.v7i4.1161.

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The limited funds made small and medium enterprise attempt to do marketing communication activities by finding ways of marketing communication that does not require substantial funds.The emergence of social networking media, such as Facebook is an opportunity for small and medium enterprises (SMEs) as a cheap marketing communication media, but not many SMEs are successfully doing marketing communications with social networking media, such failure due to a lack of knowledge in utilizing the social networking media. Indonesia have many small and medium enterprises, and most of them found difficu
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Siswanto, Tito. "Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah." Liquidity 2, no. 1 (2018): 80–86. http://dx.doi.org/10.32546/lq.v2i1.134.

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Communication is a very important element in marketing, because marketing is essentially the communication between producers and consumers. The more advanced development of technology and information, it encourages the changes of conventional communications to modern communication which is digital life style. To support the realization of such communication, the internet became an important element in the creation of modern marketing communications. Until finally, comes the online social media that offers ease of marketing communications with the online system. Because of their low cost and ea
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Floreddu, Paola Barbara, and Francesca Cabiddu. "Social media communication strategies." Journal of Services Marketing 30, no. 5 (2016): 490–503. http://dx.doi.org/10.1108/jsm-01-2015-0036.

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Purpose While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature, this paper aims to contribute to this gap in the research in two main ways. First identifying which social media communication strategy is more effective with contrasting levels of reputations; second, analyzing the differences between high- and low-reputation companies with respect to their ability to us
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Hermawan, Irwan, Dorothy Christi Lois Tinambunan, and Walid Syarthowi Basmalah. "The Scarlett Brand Social Media Marketing Communications on Purchasing Decisions." Journal of Education, Humaniora and Social Sciences (JEHSS) 6, no. 3 (2024): 1256–69. http://dx.doi.org/10.34007/jehss.v6i3.2025.

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Marketing communications is a form of communication that has the aim of strengthening marketing strategies and applying marketing communications to a company. Apart from that, marketing communications can also be used to introduce, establish and create interactions between companies or partners and consumers who are not part of the company, such as suppliers and consumers. The theories used in this research are communication processes, strategies, SOSTAC model marketing communication strategies by combining IMC, forms of marketing or promotional communications. The research method used is a ca
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S. Sipho, Makgopa. "Online social media usage of car dealerships in Gauteng Province, South Africa." Problems and Perspectives in Management 14, no. 3 (2016): 601–7. http://dx.doi.org/10.21511/ppm.14(3-3).2016.02.

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The concept of social media is top of the agenda for many organizations today. Decision makers, as well as marketers, try to identify ways in which organizations can make profitable use of social media platforms. The adoption of social media in marketing communication campaigns to carry the marketing communication message to the target audiences remains a challenge to organizations in the motor industry. The purpose of this paper was to establish an understanding of the online social media tools used by car dealerships in their marketing communication strategies and campaigns. In achieving the
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Budzanowska-Drzewiecka, Małgorzata. "Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej." Zarządzanie Mediami 9, no. 2 (2021): 281–96. http://dx.doi.org/10.4467/23540214zm.21.017.13412.

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The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing com­munication, resulting from the usage of social media in the companies’ communication practic­es. Based on the literature review, the current challenges of integrating social media into market­ing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communi­cation through
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Töllinen, Aarne, and Heikki Karjaluoto. "Marketing communication metrics for social media." International Journal of Technology Marketing 6, no. 4 (2011): 316. http://dx.doi.org/10.1504/ijtmkt.2011.045911.

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Jumriani, Jumriani. "ETIKA KOMUNIKASI PEMASARAN (LIVE STREAMING SHOPPING) DI MEDIA SOSIAL DALAM PERSPEKTIF HUKUM EKONOMI SYARIAH." Al-Amwal : Journal of Islamic Economic Law 7, no. 1 (2022): 105–19. http://dx.doi.org/10.24256/alw.v7i1.3777.

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The increase of online sales on social media allows marketers to interact online with more consumers. As part of communication and a form of product marketing, interactions that occur between marketers and potential customers must be based on applicable ethics. Ethics is important in marketing communications to create customer loyalty and online shop existence. Islam teaches ethical guidelines in communication, including marketing communications on social media. The purpose of this study is to describe the nature of marketing communication ethics and how marketing communication ethics is in an
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Widyanti, Ni Luh Sueni, Erri Supriyadi, and Muhammad Azizurrohman. "IMPLEMENTASI KOMUNIKASI PEMASARAN BERBASIS SOCIAL MEDIA MARKETING PADA INSTAGRAM WISATA SESAOT." Journal Of Responsible Tourism 2, no. 2 (2022): 213–22. http://dx.doi.org/10.47492/jrt.v2i2.2155.

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 The development of increasingly advanced and modern information dissemination also has an impact on the field of tourism marketing, one of which is for tourism village marketing communications. Sesaot Village is a village that has a fairly rapid development of tourism activities and has a variety of tourism potentials that can be used as supporting attractions. This village also utilizes the use of Instagram as a marketing communication medium. However, the use of Instagram as a marketing communication medium has not been maximized and the use of tourism potential a
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Dissertations / Theses on the topic "Social media marketing communication"

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Oredsson, Lindsey. "Communicating Responsibility : Audience reception of CSR communication on social media." Thesis, Stockholms universitet, Institutionen för mediestudier, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-104697.

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This study offers insight into international audience reception of Corporate Social Responsibility (CSR) communication. Swedish companies are currently reaching international audiences through a variety of social media channels and this study analyzes how audiences in Sweden and the U.S. respond to specific messages.   Qualitative interviews with professionals offer background information on how CSR is currently communicated while audience responses to CSR communication are gathered through a web-based survey and focus groups consisting of American and Swedish citizens.   Results indicate that
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Brichová, Eva. "Role of social media in beauty care marketing communication." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-194733.

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The master's thesis elaborates on the width of roles social media can play for beauty businesses. Major social channels predominantly used in beauty care marketing are identified and investigated, specifically in terms of their statistical importance, role within the social media strategy and potential for use in this particular industry. The practical part of the thesis deals with a case study regarding social media strategy in a specific area of the beauty care business -- professional hair care. The social media presence of the Henkel brands in question - Schwarzkopf Professional and Indola
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Samková, Barbora. "Social media marketing českých mobilních operátorů." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-149848.

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The aim of this thesis is to analyze the possibility of presentation of the company in an environment of social media with a focus on Twitter, to determine whether the presence of the company in this environment can affect (positively) brand perception and finally to recommend how the company should communicate on Twitter. The theoretical part describes definitions and the basic principles of social media and social media marketing based on the knowledge gained from literature, surveys and statistics. In the practical part, the mentions of the brand are quantitatively and qualitatively analyze
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Lashgari, Maryam. "Digital Marketing Strategy:B2B and Stakeholders Communication." Doctoral thesis, KTH, Skolan för industriell teknik och management (ITM), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-220144.

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Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. Business to business marketers have also been engaged in such challenges by maintaining a slow adoption, which has motivated the researchers to study the adoption of different means and tools of digital communication in a business context. Through this research
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Jordan, Rochelle S. "Social Media Marketing Strategies Used by Small Retail Businesses." Thesis, Walden University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10975518.

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<p> Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers&rsquo;s diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face
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Niu, Jing. "An investigation of marketing communication facilitated by social media platforms." Electronic Thesis or Diss., Jouy-en Josas, HEC, 2023. http://www.theses.fr/2023EHEC0009.

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Cette thèse se penche principalement sur ce qui motive les interactions des utilisateurs de médias sociaux (les antécédents), ce qui détermine les modèles d'activités de différents utilisateurs (le contenu), ce qui influence l'efficacité des activités des médias sociaux (la mise en oeuvre), et ce qui détermine les résultats de ces activités (les conséquences)<br>This thesis predominantly delves into what motivates social media users' interactions (the antecedents), what determines patterns of different users' activities (the content), what influences the effectiveness of social media activitie
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Cloete, Ewoudt. "An exploration of the strategic implementation of marketing communication within social networking communication context." Thesis, North-West University, 2012. http://hdl.handle.net/10394/9004.

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Taking into consideration the dramatic changes ushered in by the exponential growth of social networking, marketers are left without a dependable framework on how to implement social networking strategically and in alignment with other modern as well as traditional marketing disciplines. In light of this, the study aims to explore the strategic implementation of social networking within the context of a dependable marketing theoretical model, known as the marketing communications mix. During the study’s literary exploration, social networking’s capacity as a viable professional marketing tool
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Reis, Gitaine. "EFFECTIVENESS OF SOCIAL MEDIA MARKETING STRATEGIES FOR BEAUTY ACCOUNTS ON INSTAGRAM." Scholarly Commons, 2021. https://scholarlycommons.pacific.edu/uop_etds/3748.

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Social media content strategies have been created and used for years as a way to advertise and influence market decisions in various industries. The reason for their effectiveness should be adequately studied so that we can have a better understanding of which strategies are successful and which ones are not. This study identifies effective social media content strategies, with a focus on brand and customer-centric strategies. After a content analysis of 251 Instagram posts from Huda Beauty and Glossier’s accounts, the hypotheses stating that brand-centric strategies will be more effective and
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Sahlin, Shannelle. "Soi Dog Foundation’s social marketing- and communication strategies : Which social marketing strategies and multimodal tools SDF has used throughout the decade." Thesis, Stockholms universitet, JMK, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-165518.

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During the past decade, there has been a growing disgust in Thailand with opposition to eating dogs in Asia and activists have unitedly with organizations encouraged the Thai government to adopt stricter animal rights laws in order to prevent the illegal dog meat trade. One of these organizations is the Thai animal welfare organization Soi Dog Foundation (SDF), that has also contributed with a controlled dog population on the Thai island Phuket and officially made it the first rabies free province in Thailand. Since SDF is solely volunteer and donations based it becomes relevant to examine the
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Larsson, Louise, Sophie Längvik, and Linnéa Kjörling. "How does Event Marketing work on Social Media? : A qualitative study exploring Event Marketing in a Social Media context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85831.

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Background: Event marketing is a way for businesses to entertain consumers and promote the brand or product through the use of events. Within event marketing, entertainment, excitement and enterprise are important concepts to include in order to create a successful event. Purpose: The purpose is to explore event marketing in a social media context. The research question is “How is event marketing on social media experienced?” Methodology: This research undertook a qualitative research approach of explorative nature. Un-structured in-depth interviews was conducted with seven participants, sampl
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Books on the topic "Social media marketing communication"

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Hopkins, Lee. Making social media work for your business. Ark Group, 2011.

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Madia, Sherrie A. The social media survival guide: Everything you need to know to grow your business exponentially with social media. Full Court Press, 2010.

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Berkman, Robert I. Art of strategic listening: Finding market intelligence on blogs and social media. Paramount Market, 2008.

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

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Health, Ontario Ministry of. Social marketing in health promotion: A communications guide. Ministry of Health, 1992.

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Grandcoing, Catherine. Communication et médias: Évolution et révolution. Economica, 2007.

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Klososky, Scott. Enterprise social technology: Helping organizations harness the power of social media, social networking, social relevance. Greenleaf Book Group Press, 2010.

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Associazione italiana di studi semiotici. Convegno. Corpi mediali: Semiotica e contemporaneità. Edizioni ETS, 2014.

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Young, Antony. Brand media strategy: Integrated communications planning in the digital era. Palgrave Macmillan, 2014.

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Oatway, Jay. Mastering story, community and influence: How to use social media to become a socialeader. Wiley, 2012.

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Book chapters on the topic "Social media marketing communication"

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Lipschultz, Jeremy Harris. "Social Media in Advertising and Marketing." In Social Media Communication, 4th ed. Routledge, 2023. http://dx.doi.org/10.4324/9781003281924-5.

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Rajagopal. "Shifts in Marketing Communication." In Managing Social Media and Consumerism. Palgrave Macmillan UK, 2013. http://dx.doi.org/10.1057/9781137281920_1.

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Eagle, Lynne, Barbara Czarnecka, Stephan Dahl, and Jenny Lloyd. "Electronic, new and social media." In Marketing Communications. Routledge, 2020. http://dx.doi.org/10.4324/9781003089292-9.

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Mitterfellner, Olga. "Social media, blogs and opinion-leaders." In Fashion Marketing and Communication. Routledge, 2019. http://dx.doi.org/10.4324/9780429451591-5.

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Mühl-Benninghaus, Wolfgang. "New Marketing Communication in Social Media Business." In Handbook of Social Media Management. Springer Berlin Heidelberg, 2012. http://dx.doi.org/10.1007/978-3-642-28897-5_9.

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Turban, Efraim, Judy Strauss, and Linda Lai. "Marketing Communications in Social Media." In Springer Texts in Business and Economics. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-17028-2_4.

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Kumpu, Jonna, Juho Pesonen, and Johanna Heinonen. "Measuring the Value of Social Media Marketing from a Destination Marketing Organization Perspective." In Information and Communication Technologies in Tourism 2021. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65785-7_35.

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AbstractEven though social media is one of the most significant marketing tools in tourism, the measurement of its value is still developing. Assessing return-on-investment on social media marketing is challenging. Thus, destination marketing organizations (DMOs) are nonetheless pouring money and time in social media marketing without being aware of the results. In this study, we seek to understand what DMOs are measuring in social media marketing that they do and why. The qualitative data was gathered via semi-structured interviews among eight representatives of Finnish DMOs. The interview re
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Farinloye, Temitope, Thomas Wayne, Emmanuel Mogaji, and Josué Kuika Watat. "Social media for universities’ strategic communication." In Strategic Marketing of Higher Education in Africa. Routledge, 2020. http://dx.doi.org/10.4324/9780429320934-8.

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Olaleye, Sunday, Dandison Ukpabi, and Emmanuel Mogaji. "Social media for universities’ strategic communication." In Strategic Marketing of Higher Education in Africa. Routledge, 2020. http://dx.doi.org/10.4324/9780429320934-9.

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Bandyopadhyay, Chinmoy, and Subhasis Ray. "Digital Marketing and Communication for Social Enterprises." In Media Trust in a Digital World. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-30774-5_18.

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Conference papers on the topic "Social media marketing communication"

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Halim, Erwin, Samuel Juan Poniman, Tiffany Angelia, Joni Suhartono, and Anderes Gui. "Social Media Marketing for SMEs: Leveraging Information Systems for Sales Performance." In 2025 19th International Conference on Ubiquitous Information Management and Communication (IMCOM). IEEE, 2025. https://doi.org/10.1109/imcom64595.2025.10857491.

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N.K.Thakre, T.Navaneetha, Narinder Kumar Bhasin, Keerthi Samudrala, Vuda Sreenivasa Rao, and M.Karthik. "Blockchain-enabled Trust and Transparency in Influencer Marketing on Social Media Platforms." In 2024 Third International Conference on Electrical, Electronics, Information and Communication Technologies (ICEEICT). IEEE, 2024. http://dx.doi.org/10.1109/iceeict61591.2024.10718613.

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Singh, Sakshi, and Darshan Kaur. "AI-Driven Automation in Social Media Marketing: Leveraging GANs for Content Creation." In 2024 Third International Conference on Artificial Intelligence, Computational Electronics and Communication System (AICECS). IEEE, 2024. https://doi.org/10.1109/aicecs63354.2024.10957230.

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Basuki, Carola, Desman Hidayat, and Victorianda. "Optimizing Digital and Social Media Marketing Strategies Using Advanced Technologies for Sustainable Growth in MSMEs." In 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024. http://dx.doi.org/10.1109/iccit62134.2024.10701101.

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Sanny, Lim, Julian Julius Then, Staphanie Sentano, and Beni Widarman Yus Kelana. "Effectiveness of Social Media Marketing on Brand Commitment: Case Study of Local Cosmetic Brand in Indonesia." In 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024. http://dx.doi.org/10.1109/iccit62134.2024.10701092.

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Sharma, Himanshu, Mujibur Rahman, and Sidharth Srivastava. "Ai-Powered Social Media Marketing Analytics: A Case Study on Enhancing Customer Purchase Intentions in Quick Service Restaurants." In 2025 3rd International Conference on Communication, Security, and Artificial Intelligence (ICCSAI). IEEE, 2025. https://doi.org/10.1109/iccsai64074.2025.11064516.

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Aljumah, Ahmad Ibrahim, Mohammed T. Nuseir, Ghaleb El Refae, and Amer Qasim. "Role of Social Media and Digital Marketing Strategies to Develop Intention to Use Government Organizations: What is Mediating Role of E-WOM?" In 2024 International Conference on Intelligent Computing, Communication, Networking and Services (ICCNS). IEEE, 2024. https://doi.org/10.1109/iccns62192.2024.10776087.

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Mohammed, Nour A. M., K. S. Savita, Hafizan Mat Som, and M. H. Hasan. "The Influence of Technophilia, Social Media Marketing and EV Infrastructure on the Continuing Adoption of Electric Vehicles in Malaysia via Technology Continuance Theory (TCT) Lens: Cognitive Interview Analysis." In 2024 8th International Conference on Computing, Communication, Control and Automation (ICCUBEA). IEEE, 2024. https://doi.org/10.1109/iccubea61740.2024.10774979.

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

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Development of the internet conditioned the evolution of marketing. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. A progress of digital marketing activities established the appearance of different digital marketing elements, among which social media marketing becomes more prevalent. Social media marketing is an inevitable element of digital marketing strategy and nowadays business. In order to complement social media marketing activities, graphic design is used as a crucial
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Hendrayati, H., and P. Pamungkas. "Viral Marketing and E-Word of Mouth Communication in Social Media Marketing." In 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018). Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200131.010.

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Reports on the topic "Social media marketing communication"

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Katragadda, Laxmi Vijigeesh. Reevaluating Social Media Marketing Communications. Iowa State University, 2019. http://dx.doi.org/10.31274/cc-20240624-1205.

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

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool o
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Ros-Diego, Vicente-José, and Araceli Castelló-Martínez. CSR communication through online social media. Revista Latina de Comunicación Social, 2011. http://dx.doi.org/10.4185/rlcs-067-947-047-067-en.

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Cuesta-Valiño, Pedro. Happiness Management. A Social Well-being multiplier. Social Marketing and Organizational Communication. Edited by Rafael Ravina-Ripoll. Editorial Universidad de Sevilla, 2022. http://dx.doi.org/10.12795/2022.happiness-management.

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On behalf of the Happiness University Network, we are pleased to present here an extract of the information concerning the universities working to generate the diffusion of this network. Specifically, with the support of the University of Salamanca and the Pontifical University of Salamanca the aim is to create a friendly and working environment for the dissemination and discussion of the latest scientific and practical developments in the fields of happiness economics, corporate wellbeing, happiness management and organisational communication. It also offers an opportunity for productive enco
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Ambekar, Akshay. Factors Influencing the Success of a Social Media Marketing Campaign. Iowa State University, 2019. http://dx.doi.org/10.31274/cc-20240624-712.

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

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Sarmiento Guede, JR, J. de Esteban Curiel, and A. Antonovica. Viral communication through social media: analysis of its antecedents. Revista Latina de Comunicación Social, 2017. http://dx.doi.org/10.4185/rlcs-2017-1154en.

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

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Song, So Young, Erin Cho, Youn-Kyung Kim, and Theresa Hyunjin Kwon. Clothing Communication via Social Media: A Decision Tree Predictive Model. Iowa State University, Digital Repository, 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-102.

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Dong, Huanjiao. Social Media Marketing Plan for A New Fashion Business Targeting Women University Professors. Iowa State University, 2021. http://dx.doi.org/10.31274/cc-20240624-1301.

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