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Journal articles on the topic 'Social media marketing communication'

Author: Grafiati

Published: 5 June 2025

Last updated: 2 August 2025

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1

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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Hidayah, Nurdin, Ramani Khalda Salsabila, Rizqi Anggie Saputra, et al. "Instagram Social Media Marketing Communication Performance Evaluation @Baturadenpalawi." Journal of Tourism, Hospitality and Travel Management 1, no. 1 (2023): 8–16. http://dx.doi.org/10.58229/jthtm.v1i1.7.

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This research discusses the evaluation of marketing communication performance on Instagram by user @baturadenpalawi in Wana Wisata Baturaden (Baturraden District), Banyumas Regency, Central Java, Indonesia. The researcher used the Concept of Tourism Marketing Communication Objectives by Nurdin Hidayah to inform, persuade, and remind. The data was collected through observations, questionnaires, interviews, and documentation studies. Analysis, questionnaires, and interviews are used to obtain the results. This research leads to the evaluation of marketing communications and produces recommendati

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Nadanyiova, Margareta, Jana Majerova, and Lubica Gajanova. "Digital marketing, competitive advantage, marketing communication, social media, consumers." Marketing and Management of Innovations 5, no. 4 (2021): 92–103. http://dx.doi.org/10.21272/mmi.2021.4-08.

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Nowadays, marketing in the digital environment is very important for every company. The reason is that internet use has more than doubled in the last decade, and this shift has significantly affected the way customers buy products and communicate with companies. Digital marketing is like any other type of marketing - it is a way to connect with current customers and influence potential customers. It is very important, especially when there are already many products and services on the market with really high competition. The main difference between online and traditional marketing is that the

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A, Asrul, M. Alfandy I, and Aufa Fauziah S. "Utilization Instagram as an Communication Marketing Media." International Journal of Research and Applied Technology 2, no. 2 (2022): 1–5. http://dx.doi.org/10.34010/injuratech.v2i1.6936.

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The purpose of this study is to analyze the use of Instagram as a communication marketing medium in utilizing the new internet media as an alternative to approach potential consumers. This study used qualitative research methods. The results of this study are the use of Instagram social media in expanding and improving the marketing communication function. Because the presence of the internet in marketing communications can help business people or marketers in carrying out marketing communications, because marketers must have a strategy to be able to take advantage of Instagram social media as

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A, Asrul, M. Alfandy I, and Aufa Fauziah S. "Utilization Instagram as an Communication Marketing Media." International Journal of Research and Applied Technology 2, no. 2 (2022): 1–5. http://dx.doi.org/10.34010/injuratech.v2i2.6936.

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The purpose of this study is to analyze the use of Instagram as a communication marketing medium in utilizing the new internet media as an alternative to approach potential consumers. This study used qualitative research methods. The results of this study are the use of Instagram social media in expanding and improving the marketing communication function. Because the presence of the internet in marketing communications can help business people or marketers in carrying out marketing communications, because marketers must have a strategy to be able to take advantage of Instagram social media as

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Anggraini, Fia Tri, and Muhammad Alhada Fuadilah Habib. "Analisis Penggunaan Media Sosial Sebagai Alat Komunikasi Pemasaran dalam Meningkatkan Brand Awareness." El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam 5, no. 4 (2024): 2358–78. http://dx.doi.org/10.47467/elmal.v5i4.956.

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Social media has now become something that is embedded in people's lives. In this digital era, social media users have increased a lot, so to gain effectiveness in marketing communications, Vebcake chooses to use social media. Through this strategy, Vebcake is able to increase brand awareness of its business. Marketing communications itself plays an important role in increasing brand awareness. Vebcake is a business operating in the bakery sector in Tulungagung that is well known to the public. This can be seen through Vebcake's social media, which has tens of thousands of followers and sales

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Du Plessis, Charmaine. "Theoretical Guidelines for Social Media Marketing Communication." Communicare: Journal for Communication Studies in Africa 29, no. 1 (2022): 1–20. http://dx.doi.org/10.36615/jcsa.v29i1.1668.

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Social media (user-generated content) create many innovative opportunities for those organisationsthat realise that electronic word of mouth (eWOM) can be powerful in an online environment. eWOMis now considered to provide an organisation’s online marketing communication with a competitiveedge since consumers know and trust their friends’ recommendations regarding products andservices. Social media provide organisations with an opportunity to create consumer experiencesfor consumers by making available social media tools. Organisations are interested in brandonline communities because of their

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Kudeshia, Chetna, and Arun Mittal. "Social Media." International Journal of Online Marketing 5, no. 2 (2015): 37–57. http://dx.doi.org/10.4018/ijom.2015040103.

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From Obama's success to the Arab spring, from Kolaveri Di in India to Gangnam style, social media is omnipresent. We no longer go to the news, news finds us; we no longer visit merchandise, merchandise find us; social media has shrunk the globe beyond imagination. Social media is based on the combined notion of influence and participation -.tools that synchronize their voice with the company's voice and that combined voice affects the next customer. The development of social media networks have made it feasible for the customers to speak to thousands of other customers concerning a particular

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Sagala, Riski Bayuni, and Yatri Indah Kusumastuti. "Efektivitas Strategi Komunikasi Pemasaran Sosial Kampanye Sustainable Seafood, WWF-Indonesia." Jurnal Sains Komunikasi dan Pengembangan Masyarakat [JSKPM] 1, no. 1 (2017): 55. http://dx.doi.org/10.29244/jskpm.1.1.55-64.

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Social marketing communication strategy is a tool used by the company to achieve its goal. The effectiveness of social marketing communication strategy can be seen from the change in the attitude of the campaign target refers to the cognitive, affective, and conative. The purpose of this study was to analyze the social marketing communication strategy undertaken by WWF in running campaigns, analyze the effectiveness of social marketing communications conducted by WWF in running his campaign, and analyze correlation between strategy of social marketing and effectiveness of social marketing comm

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Rehman, Shakeel ul, Rafia Gulzar, and Wajeeha Aslam. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach." SAGE Open 12, no. 2 (2022): 215824402210999. http://dx.doi.org/10.1177/21582440221099936.

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The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity, brand image, and company performance in the present marketing competition. This research aimed to track the evolution and advancement of the IMC concept, and how it reformed the way of marketing communications. Moreover, the study highlights the importance of social media, as how it can influence consumer behavior in a substantial way. The study developed a theoretical framework through systematic

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Wongsodiredjo, Jacklyn, and Monika Teguh. "Social Media Marketing pada Etienne Space." Journal of Management and Bussines (JOMB) 6, no. 6 (2024): 1960–70. https://doi.org/10.31539/jomb.v6i6.13493.

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This research aims to analyze the implementation of Etienne Space's social media marketing and its impact on increasing engagement on Instagram and TikTok social media accounts. The method used in this research uses a qualitative approach. The results showed that the implementation of marketing strategies with 4C digital business communication elements (Context, Communication, Collaboration, and Connection) through content marketing and influencer marketing strategies that implement by using narratives that focus on virality, collaboration with local influencers, and personal interaction throu

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Trzaskowski, Jan. "Unsolicited Communication in Social Media." European Business Law Review 25, Issue 3 (2014): 389–406. http://dx.doi.org/10.54648/eulr2014016.

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This article discusses whether commercial communication in social media is covered by the European opt in-model concerning unsolicited electronic mail for direct marketing purposes found in the directive on privacy and electronic communications (2002/58). It is concluded that messages in social media - in contrast to news feeds and advertisements - may be characterised as electronic mail. However, the EU provisions on unsolicited electronic mail is found in the regulatory framework for telecommunication which as a starting point does not regulate web-based content such as social media services

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Rosário, Albérico Travassos, and Joana Carmo Dias. "Marketing Strategies on Social Media Platforms." International Journal of E-Business Research 19, no. 1 (2023): 1–25. http://dx.doi.org/10.4018/ijebr.316969.

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Business dynamics are also found in the digital economy, forcing the development of new business models to achieve strategic marketing excellence. It was verified that half of the world's population is present in social media platforms. Social media can help organizations gain insights into markets and improve business intelligence. Social media is a flexible medium that companies can use in marketing strategies and build engagement and develop a communication plan and monitor performance. Marketing strategies in social media is a strategy to communicate brands, services, products, and ideas.

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Anggraini, Fia Tri, and Muhammad Alhada Fuadilah. "Analisis Penggunaan Media Sosial Sebagai Alat Komunikasi Pemasaran dalam Meningkatkan Brand Awareness: Studi Kasus pada UKM Vebcake Tulungagung." El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam 5, no. 3 (2023): 1767–87. http://dx.doi.org/10.47467/elmal.v5i3.5393.

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Social media has now become something that is embedded in people's lives. In this digital era, social media users have increased a lot, so to gain effectiveness in marketing communications, Vebcake chooses to use social media. Through this strategy, Vebcake is able to increase brand awareness of its business. Marketing communications itself plays an important role in increasing brand awareness. Vebcake is a business operating in the bakery sector in Tulungagung that is well known to the public. This can be seen through Vebcake's social media, which has tens of thousands of followers and sales

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Novrian, Novrian. "Social Media Influencer Communication Efficiency On Instagram." Telangke:Jurnal Telangke Ilmu Komunikasi 6, no. 1 (2024): 01–09. http://dx.doi.org/10.55542/jiksohum.v6i1.937.

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These days, with the speed at which technology is developing, a lot of businesspeople employ digital platforms as a tool for their marketing strategies. There are advantages and disadvantages to the unrestricted flow of knowledge across time and place. The public's use of social media has changed as a result of the quickly evolving internet technologies. A true example of technological advancement from the emergence of new media is social media. Social media is an internet platform that facilitates communication between users. one of the phases of product marketing that involves developing a c

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Ponomareva, A. N. "Tinkoff’s Social Media Communication Activities." Izvestia Ural Federal University Journal Series 1. Issues in Education, Science and Culture 27, no. 4 (2021): 28–35. http://dx.doi.org/10.15826/izv1.2021.27.4.069.

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The article analyses Tinkoff’s bank communication strategies in social networks. These platforms are a promising avenue for advertising and promotion in the context of rapid development of information technology. Meanwhile we can talk about transitions of the companies to social networks to promote their products. There is an increasing focus on content marketing and blogging in the new media. The study aims to show which platforms and formats the bank chooses, what content it publishes and how it communicates with the audience.

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Valos, Michael John, Fatemeh Haji Habibi, Riza Casidy, Carl Barrie Driesener, and Vanya Louise Maplestone. "Exploring the integration of social media within integrated marketing communication frameworks." Marketing Intelligence & Planning 34, no. 1 (2016): 19–40. http://dx.doi.org/10.1108/mip-09-2014-0169.

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Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale

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Soegoto, Eddy Soeryanto, and B. K. Aqila. "E-Business through Social Media." Proceeding of International Conference on Business, Economics, Social Sciences, and Humanities 1 (December 1, 2020): 90–95. http://dx.doi.org/10.34010/icobest.v1i.17.

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The purpose of this research is to find out how marketing communication strategies are used in online business. The method of this research used a descriptive method. The results of this research show that doing business is not difficult; the seller can open an online business. Through marketing communication strategies that are attracting and right to the segmentation. As a result of the business that the seller organize can develop well.

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Abney, Alexandra K., Laurel A. Cook, Alexa K. Fox, and Jennifer Stevens. "Intercollegiate Social Media Education Ecosystem." Journal of Marketing Education 41, no. 3 (2018): 254–69. http://dx.doi.org/10.1177/0273475318786026.

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The popularity of social media among students and practitioners has encouraged marketing educators to find ways to incorporate social media into their classrooms. We offer results from an intercollegiate collaboration that provides an innovative learning environment through a social media education ecosystem. Participating students discuss current marketing topics with peers, marketing practitioners, and faculty to reinforce course concepts, improve learning perceptions, and increase professional communication skills and networking opportunities. An initial exploratory study provides a snapsho

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Anshory, Marwa Salsabila, and Mochammad Rochim. "Komunikasi Pemasaran Digital pada Brand SCH Melalui Instagram." Bandung Conference Series: Communication Management 3, no. 2 (2023): 720–25. http://dx.doi.org/10.29313/bcscm.v3i2.8156.

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Abstract. Digital marketing communication is a goal of activities carried out for branding and promotion to achieve the desired goals through technology and the internet, one of which is social media. Social media is currently used widely by brands and businesses to promote or interact with consumers, with all its advantages that can help in the marketing communication process. In this case, SCH uses social media Instagram in carrying out its digital marketing communications. The main focus of this research is how digital marketing communications are carried out by SCH. The purpose of this stu

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Gshayyish, Ahmed Mankhi. "Influence of Social Media Marketing on Purchasing Decision." FRONTLINE MARKETING, MANAGEMENT AND ECONOMICS JOURNAL 5, no. 1 (2025): 5–14. https://doi.org/10.37547/marketing-fmmej-05-01-02.

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The present study seeks to investigate the influence of social media on purchasing decision-making, as understanding the role of social media in the context of marketing is extremely important for researchers, companies, and customers alike. Social media platforms play an increasingly significant role in shaping customers' purchasing decisions, as they provide customers with access to information about products and services, the ability to share their experiences with others, and direct communication with brands. The data were analyzed using statistical software SPSS v.26 and AMOS v.26. The fi

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Rafsanzani, Faizal, and Dewi Kurniasih. "Strategi Komunikasi Pemasaran Dinas Pariwisata dan Kebudayaan Kabupaten Pangandaran melalui Media Sosial Instagram @Pangandaran.Tourism." Masyarakat Pariwisata : Journal of Community Services in Tourism 3, no. 2 (2022): 43–50. http://dx.doi.org/10.34013/mp.v3i2.924.

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Many businesses incorporate social media into their marketing and communications plans. Companies use social media in an effort to attract more customers. The Department of Tourism and Culture (Disparbud) of Pangandaran Regency, is a government agency authorized to manage tourism and culture in the district. The purpose of this study was to describe the social media marketing communication strategy of Instagram Disparbud Pangandaran Regency by combining a descriptive approach with a qualitative approach. Based on the findings of this study, Disparbud Pangandaran Regency carried out a marketing

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Rajput, Manish Singh, and Shubhangi Walvekar. "Social Media Communication: Influencer in Apparel Brand Selection." Asian Journal of Managerial Science 7, no. 3 (2018): 49–53. http://dx.doi.org/10.51983/ajms-2018.7.3.1333.

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Apparel brands have been utilizing social media marketing to engage with prospects and thereby influencing sales for few years in the past in India. Quality content competitions and automation in social media advertising has discovered many marketing methods to promote a brand on Facebook, Twitter or Instagram and YouTube. Companies are revolutionizing the way they interact with customers by adopting social media as platform that has become an important aspect in marketing mix. The findings presented in this study conclude that social media communication cannot be implemented in isolation with

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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 (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 influe

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Au, Angela, and Peter J. Anthony. "Social Media Communication in the Artisan Economy." International Journal of Mobile Computing and Multimedia Communications 7, no. 3 (2016): 32–41. http://dx.doi.org/10.4018/ijmcmc.2016070103.

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Social media is a viable marketing and communication option for small businesses as it is cost-effective and easy to use. This study explores how small business owners in the artisan economy utilize social media to communicate with their customers. Artisan small businesses share similarities with small firms in other sectors, but they face unique challenges. Five artisan owners in the United States participated in semistructured interviews answering questions relating to marketing and communication. Artisan owners work in home-based businesses and rarely interact with customers in-person. Soci

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Linke, Knut, and Torben Friedrich. "Analysis of B-2-C Social Media Communication in Germany." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 3, no. 3 (2018): 23–31. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.33.3002.

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In this research paper, social media marketing activities of social media accounts from German business are analyzed for the social networks Facebook, Twitter, Instagram, Xing and LinkedIn. As research objects were the context of the interaction, the used and targeted social network functionalities and the behavior of the companies selected. The selection of social media accounts for the research included companies which are currently member from the stock market indices DAX and MDAX, additional online and offline retail business, successful German sports clubs, celebrities and others business

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Rosohata, А., V. Nesterenko, L. Khomenko, and V. Kropyva. "MARKETING COMMUNICATIONS IN THE CONTEXT OF ENTREPRENEURIAL ACTIVITY: BIBLIOMETRIC ANALYSIS." Vìsnik Sumsʹkogo deržavnogo unìversitetu 2021, no. 3 (2021): 277–82. http://dx.doi.org/10.21272/1817-9215.2021.3-32.

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Interest in marketing communication tools in business is growing every year. At the same time, unlike big companies, entrepreneurs have small financial resources to promote their business. Therefore, low-budget and highly effective marketing communication tools are used first. The work aims to systematize scientific knowledge on marketing communications in business. The objectives of the work are to understand the content and characteristics of existing research on marketing communications in SMEs and to identify areas of research in recent years. In recent years, public interest in marketing

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Aliansyah, Riko, and Astri Wulandari. "Analysis of Marketing Communication Effectiveness Social media Instagram Global Radio at the 2023 Globalkustik Event." Jurnal Wacana Ekonomi 23, no. 2 (2024): 059–65. https://doi.org/10.52434/jwe.v23i2.3070.

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The rapid development of social media has become a driving force for economic actors, both in the product and service sector, to carry out marketing through social media or marketing on social networks. This can be seen from the number of social media users who are increasing every year with the various social networking platforms used. An example of social media marketing that is widely used is Instagram. Global Radio is a radio station in Jakarta and Bandung broadcasting popular songs, celebrity news, sports, the latest movies and fashion. In this case, Global Radio promotes via Instagram be

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Klepek, Martin, and Halina Starzyczná. "MARKETING COMMUNICATION MODEL FOR SOCIAL NETWORKS." Journal of Business Economics and Management 19, no. 3 (2018): 500–520. http://dx.doi.org/10.3846/jbem.2018.6582.

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The advent of social media offers yet another set of communication channels which can brand add to integrated marketing communication strategies. Contrary to online advertising available on social media where traditional advertising logic provides an adequate explanation, the content creation and dialogue on social networks still lack sufficient understanding. Consequently, there are many companies which tend to misunderstand customers communication needs within the social media landscape. The obvious reason is the lack of knowledge combined with resistance to change. To bridge this gap, there

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Putri, Adin Kusno, Rila Setyaningsih, and Eunike Dina Awola. "Social Media Marketing Strategy on Tiktok Account @ngado.kado." Formosa Journal of Applied Sciences 4, no. 1 (2025): 447–54. https://doi.org/10.55927/fjas.v4i1.13536.

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Research This aiming For know How social media marketing strategy on account tiktok @Ngado.kado. Study This use method descriptive qualitative with source of data obtained from results interviews , observations and documentation . Research This using the Social Media Marketing Theory put forward by Cris Heuer in the book Engage written by Brian Solis. Heuer stated that there are 4C elements in social media marketing, namely Context, Communications, Collaborations and Connections. The results of the study This state that give.a.gift has apply 4C elements in every activity marketing on account t

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Wahyuni, Ni Made, Made Setini, and Kadek Goldina Puteri Dewi. "Integrasi Media Sosial dan Komunikasi Pemasaran terhadap Perilaku Keterlibatan Konsumen." Prosiding Seminar Nasional Forum Manajemen Indonesia - e-ISSN 3026-4499 2 (November 22, 2024): 695–703. http://dx.doi.org/10.47747/snfmi.v2i1.2347.

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Social media has become an essential topic among academics and business practitioners. As the business environment has become more competitive, marketers use social media as a tool to increase customer engagement. However, whether social media can increase customer engagement is still debatable. This study aims to investigate whether social media is effective in enhancing marketing communication and ultimately has consequences on customer engagement. In this view, through an extensive literature review, this study has found a theoretical relationship between social media, marketing communicati

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Rayhan Pahlevi, Haggi, and Agustin Amborowati. "DIGITAL MARKETING COMMUNICATION ANALYSIS JAWA POS RADAR SOLO." Jurnal Manajemen Bisnis dan Terapan 2, no. 1 (2024): 206–20. http://dx.doi.org/10.20961/meister.v2i1.869.

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Digital marketing communication has a crucial role in the modern marketing era. In this context, digital media is an effective means to reach a wider audience and promote products or services efficiently. This research aims to find out how the implementation of digital marketing communication in Jawa Pos Radar Solo. This research uses a case study research design with descriptive discussion method. By describing data from interviews, observations, and company documents from the object of research, namely the implementation of digital marketing communications at Jawa Pos Radar Solo through vari

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Widiyanto, Widiyanto, Wistina Seneru, Iin Avitasari, Komang Yumi Arwening, and Nesa Wati. "The Influence of Social Media on Marketing Communication Student." Journal of Communication, Religious, and Social Sciences (JoCRSS) 2, no. 2 (2024): 76–87. https://doi.org/10.60046/jocrss.v2i2.149.

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This study aims to determine the influence of social media use on the students marketing communication strategy at the Buddhist Communication Science Department, Jinarakkhita Buddhist College of Lampung, Indonesia. The problems that occur to students are the lack of understanding of the platform, features, and how social media supports the delivery of marketing messages, the gap between the potential of social media and its use in the context of marketing, the lack of digital literacy skills and an understanding of marketing communication strategies that are sufficient to utilize social media

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ЧЕДЖЕМОВ Г.А., ЧЕДЖЕМОВ Г. А., and СУБЕЕВА Н. Т. СУБЕЕВА Н.Т. "COMMUNICATION AND MARKETING STRATEGY ON SOCIAL NETWORKS." Экономика и предпринимательство, no. 3(164) (June 20, 2024): 1471–74. http://dx.doi.org/10.34925/eip.2024.164.3.291.

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В данной статье представлена всеобъемлющая структура стратегии контента в социальных сетях, чтобы достичь максимального воздействия на свою целевую аудиторию. Также рассмотрены различные подходы, которые помогут компаниям лучше понять, какой контент следует создавать и распространять на платформах социальных сетей. This article provides a comprehensive framework for a social media content strategy to achieve maximum impact with your target audience. It also looks at various approaches to help companies better understand what content to create and share on social media platforms.

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Jucaitytė, Indrė, and Jūratė Maščinskienė. "Peculiarities of Social Media Integration into Marketing Communication." Procedia - Social and Behavioral Sciences 156 (November 2014): 490–95. http://dx.doi.org/10.1016/j.sbspro.2014.11.227.

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Zehrer, Anita, and Alice Grabmüller. "Social media marketing in tourism education." Journal of Vacation Marketing 18, no. 3 (2012): 221–28. http://dx.doi.org/10.1177/1356766712449368.

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Information and communication technology has increasingly gained importance in marketing of the tourism and travel industry. Social media have literally become an integral part of the society and as such have gained increasing interest beyond industries such as tourism. In higher education, we have seen a trend towards a rather slow adaptation of new technologies for instance in online instruction; however, the opportunities for creating and sharing knowledge in an education context should not be neglected. Social network sites are the fastest growing and most popular of the Internet-based tec

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Minton, Elizabeth, Christopher Lee, Ulrich Orth, Chung-Hyun Kim, and Lynn Kahle. "Sustainable Marketing and Social Media." Journal of Advertising 41, no. 4 (2012): 69–84. http://dx.doi.org/10.1080/00913367.2012.10672458.

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Mohcine, Yasmine, Hiba Bakach, and Smail Ouiddad. "Influencer Marketing and Behavioral Outcomes in Social Media: Systematic Literature Review." International Journal of Accounting, Finance, Auditing, Management and Economics 3, no. 3-1 (2022): 15–32. https://doi.org/10.5281/zenodo.6582592.

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Influencer Marketing (also called Influence Marketing) is a communication method responding to major issues that brands and communication agencies encounter when communicating with their targets on social networks. Given the continual change in communication methods, brands must be creative in developing effective processes capable of reaching consumers who are averse to intrusive advertisements. Going through an influencer gives the campaign credibility with a more authentic and close message, relayed by an opinion leader. The purpose of this paper is to review the academic literature on infl

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Cahyani Putri, Nabila, and Maylanny Christin. "Coffee Clinic Marketing Communication Strategy Through Instagram Live Social Media Storytelling." Daengku: Journal of Humanities and Social Sciences Innovation 4, no. 4 (2024): 684–93. http://dx.doi.org/10.35877/454ri.daengku2741.

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The use of storytelling is of course related to current technological developments, almost most social media offer streaming options that allow interaction with other users. One streaming option that is often used for storytelling by the public is the live streaming feature. Storytelling itself is used as a marketing communication tool as a differentiation effort to attract consumer attention. Apart from increasingly rapid technology, the development of the business world has increased quite significantly, this includes the business industry that is currently developing, namely the coffee shop

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MAHENDRA, Andi Yusuf, and Digar Rou Yahya MUHAMMAD. "Implementation of Integrated Marketing Communication Yasika 25." International Journal of Environmental, Sustainability, and Social Science 4, no. 5 (2023): 1462–72. http://dx.doi.org/10.38142/ijesss.v4i5.850.

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Yasika 25 social foundation carries out social marketing communication through social service activities as part of their marketing plan, in an effort to build better relationships with the community, strengthen brand loyalty, increase consumer trust, and expand market reach. This research aims to describe how Yasika 25 social foundation carries out social marketing communication and what tools are used in its implementation. The research method used is qualitative descriptive by conducting interviews with three individuals involved in Yasika 25 marketing activities. The results of the researc

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Rrustemi, Visar, Ganimete Podvorica, and Gezim Jusufi. "Digital Marketing Communication in Developing Countries." Lexonomica 12, no. 2 (2020): 243–60. http://dx.doi.org/10.18690/lexonomica.12.2.243-260.2020.

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Digital marketing has made significant progress in recent years, in all countries, both developed and developing. Many local and international companies have largely placed their marketing activities in the digital environment. Now, the COVID-19 pandemic has made it even more important for many companies and consumers to conduct marketing, buying and selling activities through social media. Like companies, consumers are changing their buying behaviours by focusing more on social media, from which they are providing the necessary and sufficient information about all the products and services th

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