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Relevant bibliographies by topics / SOCIAL MEDIA MARKETING (SMM)

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Journal articles
Dissertations / Theses
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Academic literature on the topic 'SOCIAL MEDIA MARKETING (SMM)'

Author: Grafiati

Published: 4 June 2021

Last updated: 12 February 2022

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Journal articles on the topic "SOCIAL MEDIA MARKETING (SMM)"

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

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

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

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

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

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

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

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

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

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

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Werenowska, Agnieszka. "Social media marketing (SMM) jako narzędzie komunikacji przedsiębiorstwaz grupami otoczenia." Turystyka i Rozwój Regionalny, no. 12 (December 5, 2019): 95–102. http://dx.doi.org/10.22630/tirr.2019.12.22.

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Social media are a place that allows you to meet your business needs. Companies are constantly looking for new solutions to improve their communikcation with customers. That article presents the possibilities of using social media for communication between the company and its users. Special attention was paid to Facebook as a popular communication tool.

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Gupta, Vipul, and Mayank Gupta. "Social Media Mining." International Journal of Business Analytics 3, no. 1 (2016): 58–68. http://dx.doi.org/10.4018/ijban.2016010104.

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Social media has gained a lot of importance in this modern high-speed world where people sprint to save every bit of time and money. Social media, considered “big data”, is finding legitimate and practical uses in political campaigns, job applications, business promotion, professional networking, and customer service. The use of data mining social media is reshaping business models, accelerating “viral” marketing, and enabling the rapid growth of grassroots communities. In addition, organizations now rely on social media for interacting internally as well as externally. Industries from manufac

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

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

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Bilal, Muhammad, Zeng Jianqu, and Junlan Ming. "How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Media Elements." Journal of Business Strategy Finance and Management 2, no. 1 (2021): 44–55. http://dx.doi.org/10.12944/jbsfm.02.01.06.

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This paper examines the effect on consumer-purchase intentions of social media marketing components, including entertainment, engagement, eWOM, and trendiness. The study was conducted among Chinese consumers who have social media account and are aware of the effects of social media marketing on consumer purchase intentions. Data collected data from 260 experienced social media users in Beijing and Shanghai. We used structural equation modeling (SEM) to evaluate the connections with SMM components, customer brand engagement, and purchasing intention. The findings demonstrate that interaction, e

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

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

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Dissertations / Theses on the topic "SOCIAL MEDIA MARKETING (SMM)"

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Tarantini, Jacopo. "L'utilizzo del social media marketing nell'ambito della strategia aziendale." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2013. http://amslaurea.unibo.it/4987/.

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Lal, B., Elvira Ismagilova, Y. K. Dwivedi, and S. Kwayu. "Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research." Springer, 2018. http://hdl.handle.net/10454/17927.

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Yes<br>Social media facilitates and enhances communication between businesses and customers. Nowadays, although it is commonly recognised that companies implement social media into their marketing activities, it is also acknowledged that companies struggle to calculate the return on investment (ROI) from social media marketing efforts as most of them focus only on certain tangible outcomes such as the impact on sales and purchases. Attempts have been made by researchers to identify how to measure key impacts of social media in relation to marketing; however, there remains a lack of empirical d

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Kainat, Kainat, and Patrizi Jennifer. "Challenges SMEs Face when Adopting Social Media Marketing to Increase Brand Awareness : A Multiple-Case Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96051.

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As the use of the internet increases, so does the use of social media channels. These channels have become a part of everyday life and are changing the way of communication and information exchange. Today, more and more business-to-business (B2B) companies are adopting social media marketing (SMM) to communicate with their customers. Although small and medium-sized enterprises (SMEs) have also started adopting SMM to increase their brand awareness, the existing literature is very limited on this subject. Therefore, the purpose of this thesis is to identify and describe challenges SMEs face ado

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Atanassova, Iva Valentinova. "Social media practices in SME marketing activities : a dynamic capability approach." Thesis, University of Portsmouth, 2016. https://researchportal.port.ac.uk/portal/en/theses/social-media-practices-in-sme-marketing-activities(51e63012-f766-4dee-b336-67e05c73a26c).html.

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This thesis explores the marketing transformation processes taking place in a diverse selection of SMEs as a result of their use of social media. Building on literature from SME marketing, social media and dynamic capabilities, the Market Intelligence Accumulation Through Social media (MIATSM) model is developed and presented, which conceptualises the processes and factors, affecting the organisational ability to transfer market intelligence gained from social media into internal, organisational-level learning and marketing evolution. The study employs phenomenological case study methodology t

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Jesus, Diana Carina de. "Marketing relacional : uso de social media, um estudo das PME’s portuguesas." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/17007.

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Mestrado em Ciências Empresariais<br>As PME's representam em Portugal, uma parte significativa do volume de negócios desenvolvidos, bem como da percentagem de emprego, no entanto as mesmas, possuem recursos limitados, pelo que se torna importante identificar de que formas as mesmas podem angariar e reter clientes, a custos reduzidos. Numa era, em que noventa e seis porcentos dos portugueses utilizam redes sociais, é importante para as empresas identificarem de que formas podem utilizar estes recursos para desenvolver ações de marketing, no decurso deste trabalho foram identificados vários fat

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Kadivar, Nima, and Branzell Lina Eek. "Social Media Influencers : Vad tycker dagens kvinnor?" Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21996.

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I takt med den ökade betydelsen av symbolisk konsumtion har begreppet Social Media Influencers, SMI, grundats. SMI är ett samlingsbegrepp för de oberoende personer som genom sina sociala medier påverkar och inspirerar sina följare genom att vara en förebild inom mode, skönhet, livsstil, hälsa och inredning. SMI representerar dagens opinionsledare då de genom sina sociala medier sprider marknadsföring som människor uppfattar som uppriktig och genuin. Idag används SMI strategiskt av företag för att nå ut till kunder på ett individualiserat och anpassat sätt. Den här nya typen av marknadsföringss

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Lugli, Andrea. "Search engine marketing nel settore della ricerca e selezione del personale." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2011. http://amslaurea.unibo.it/2709/.

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Il panorama delle aziende italiane è costellato da una moltitudine di piccoli attori largamente specializzati in mansioni definite. Sono le piccole e le medie imprese (PMI), aziende per lo più familiari e con meno di qualche decina di dipendenti, talvolta con un'importante storia alle loro spalle che, nonostante la crisi e l'avvento di Internet, sono riuscite a rimanere leader incontrastati nel loro settore. È proprio Internet infatti uno dei pericoli più grandi per esse. Settori che in passato erano presenti offline, negli uffici dove ci si rivolgeva per l'erogazione del servizio richiesto, o

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Nielsen, Henry, and Katja Schildknecht. "How companies use social media marketing to acquire new customers in times of crisis." Thesis, Mittuniversitetet, Institutionen för ekonomi, geografi, juridik och turism, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-41391.

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There is little doubt that crises have a major impact on both companies and humanity. However, the picture is less clear when it comes to what challenges small- and medium-sized enterprises (SMEs) have to overcome when facing the crisis. Regulations and recommendations of the government are influencing the challenges to conduct business for SMEs. Social media marketing and the associated communication seems to form a great opportunity to overcome the challenges of the crisis. Additionally, the formation of groups in social media and the associated communication among users can be another benef

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Pérková, Eva. "Internetový marketing živnostníka." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201746.

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This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and s

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Moita, Teresa Alexandra Filipe. "Plano de marketing da Mindshaker para o lancamento do novo produto SmartSales." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12855.

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Mestrado em Marketing<br>Portugal vive atualmente numa sociedade digital. Nos últimos anos assistimos a várias alterações a nível tecnológico, exemplo disso são as redes sociais e o comércio online que estão cada vez mais integrados na sociedade portuguesa. A Mindshaker, uma microempresa na área das novas tecnologias, pretende lançar um novo produto de promoção e venda online. Nesse sentido, o plano de marketing apresentado tem como principal objetivo a análise ao mercado e potenciais clientes para esse produto. Seguidamente é definida toda uma estratégia adequada para o lançamento do produto

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Books on the topic "SOCIAL MEDIA MARKETING (SMM)"

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Tuten, Tracy L. Social media marketing. Pearson, 2013.

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Anderson, Eric. Social Media Marketing. Springer Berlin Heidelberg, 2010. http://dx.doi.org/10.1007/978-3-642-13299-5.

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Heggde, Githa, and G. Shainesh, eds. Social Media Marketing. Springer Singapore, 2018. http://dx.doi.org/10.1007/978-981-10-5323-8.

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Hettler, Uwe. Social Media Marketing. OLDENBOURG WISSENSCHAFTSVERLAG, 2010. http://dx.doi.org/10.1524/9783486719581.

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Ceyp, Michael, and Juhn-Petter Scupin. Erfolgreiches Social Media Marketing. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-00035-6.

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Buchenau, Peter, and Dominik Fürtbauer. Chefsache Social Media Marketing. Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-07508-8.

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Kreutzer, Ralf T. Social-Media-Marketing kompakt. Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-21147-9.

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Funk, Tom. Advanced Social Media Marketing. Apress, 2013. http://dx.doi.org/10.1007/978-1-4302-4408-0.

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Kreutzer, Ralf T. Social-Media-Marketing kompakt. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-33866-4.

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The social media marketing book. O'Reilly, 2010.

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Book chapters on the topic "SOCIAL MEDIA MARKETING (SMM)"

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Köhler, Alexandra, and Mirko Gründer. "Social-Media-Marketing Social-Media-Marketing." In Online-Marketing für medizinische Gesellschaften und Verbände. Springer Berlin Heidelberg, 2017. http://dx.doi.org/10.1007/978-3-662-53469-4_5.

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Dann, Stephen, and Susan Dann. "Social media." In E-Marketing. Macmillan Education UK, 2011. http://dx.doi.org/10.1007/978-0-230-36473-8_12.

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Chaston, Ian. "Social media." In Small Business Marketing. Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-32601-0_9.

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Ahrholdt, Dennis, Goetz Greve, and Gregor Hopf. "Social Media." In Online-Marketing-Intelligence. Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-26562-5_11.

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Ahrholdt, Dennis, Goetz Greve, and Gregor Hopf. "Social Media." In Online-Marketing-Intelligence. Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-26562-5_4.

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Chaston, Ian. "Online Social Media." In Entrepreneurial Marketing. Macmillan Education UK, 2016. http://dx.doi.org/10.1007/978-1-137-50092-2_11.

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Kreutzer, Ralf T. "Social Media und Social-Media-Marketing." In Social-Media-Marketing kompakt. Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-21147-9_1.

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Kreutzer, Ralf T. "Social Media und Social-Media-Marketing." In Social-Media-Marketing kompakt. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-33866-4_1.

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Wirtz, Bernd W. "Social Media Marketing." In Direktmarketing-Management. Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-6958-3_16.

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Köhler, Alexandra, and Mirko Gründer. "Social Media-Marketing." In Online-Marketing für die erfolgreiche Zahnarztpraxis. Springer Berlin Heidelberg, 2016. http://dx.doi.org/10.1007/978-3-662-48573-6_5.

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Conference papers on the topic "SOCIAL MEDIA MARKETING (SMM)"

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Krisnanto, A. B., Surachman, Sunaryo, and Rofiaty. "Social Media Marketing and Marketing Performance on New SME: A Moderating Consumer Innovativeness." In Proceedings of the 17 th International Symposium on Management (INSYMA 2020). Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200127.069.

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Samat, Muhammad Faizal. "SME Performance: The Effects of Social Media Marketing Adoption and Competitive Intelligence." In 9th International Economics and Business Management Conference. European Publisher, 2020. http://dx.doi.org/10.15405/epsbs.2020.12.05.71.

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Cvijikj, Irena Pletikosa, and Florian Michahelles. "Understanding social media marketing." In the 15th International Academic MindTrek Conference. ACM Press, 2011. http://dx.doi.org/10.1145/2181037.2181066.

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Sretić, Milena, Nemanja Stojković, and Željko Ondrik. "SIGNIFICANCE OF SOCIAL MEDIA MARKETING." In 4th International Scientific Conference: Knowledge based sustainable economic development. Association of Economists and Managers of the Balkans, Belgrade, Serbia et all, 2018. http://dx.doi.org/10.31410/eraz.2018.893.

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Shehu, Mohammed. "Formalizing social media marketing strategies." In AfriCHI '18: 2nd African Conference for Human Computer Interaction. ACM, 2018. http://dx.doi.org/10.1145/3283458.3283485.

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Fetaji, Bekim, and Amir Demiri. "Social networking software use in social media marketing vs. traditional marketing." In the Fifth Balkan Conference in Informatics. ACM Press, 2012. http://dx.doi.org/10.1145/2371316.2371334.

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Sheth, Sradha Narendra, and Jiyeon Kim. "IDENTIFYING FACTORS AFFECTING SOCIAL MEDIA MARKETING." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.10.02.01.

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Lugmayr, Artur. "Social media marketing for financial products." In Proceeding of the 16th International Academic MindTrek Conference. ACM Press, 2012. http://dx.doi.org/10.1145/2393132.2393182.

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Su, FangPei, HuiChuan Shih, and KueiKuei Lai. "Social media marketing practice through Facebook." In the 2018 International Conference. ACM Press, 2018. http://dx.doi.org/10.1145/3277139.3277146.

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Nguyen, Xuan-Duc, Minh-Duc Nguyen, Mai-Vu Tran, Xuan-Hieu Phan, and Son Bao Pham. "VNU-SMM: A social media monitoring framework on vietnamese online news." In 2017 4th NAFOSTED Conference on Information and Computer Science. IEEE, 2017. http://dx.doi.org/10.1109/nafosted.2017.8108076.

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Reports on the topic "SOCIAL MEDIA MARKETING (SMM)"

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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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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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Social Media Grabbing a Major Share of the Marketing Budget. IEDP Ideas for Leaders, 2014. http://dx.doi.org/10.13007/456.

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