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Journal articles on the topic 'Social media marketing'

Author: Grafiati

Published: 4 June 2021

Last updated: 28 July 2024

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1

Shukla, Rishi, and Dr Vivek Agarwal. "Social Media Marketing." International Journal of Research Publication and Reviews 5, no. 4 (April 28, 2024): 8949–53. http://dx.doi.org/10.55248/gengpi.5.0424.1111.

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Kreutzer, Ralf T. "Social-Media-Guidelines – damit Social-Media-Marketing überzeugen kann." Der Betriebswirt: Volume 52, Issue 3 52, no. 3 (September 30, 2011): 15–21. http://dx.doi.org/10.3790/dbw.52.3.15.

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Social-Media-Marketing wird von vielen Unternehmen inzwischen als „notwendiges Muss“ angesehen, auch wenn heute noch kein genereller Konsens darüber besteht, was sich unter Social-Media-Marketing verbirgt. Deshalb werden zunächst die Inhalte der sogenannten „sozialen Medien“ wie auch des Social-Media-Marketings definiert und in ihrer Relevanz für Unternehmen verdeutlicht. Daran schließt sich die Fragestellung an, durch welche Guidelines ein Unternehmensengagement flankiert werden sollte, um durch Social-Media-Marketing erfolgreich zu handeln. Die Präsentation eines Social-Media-Hauses als Entwicklungs- und Implementierungskonzept rundet die Ausführungen ab. Social media marketing seems to be a must-have for many companies now. Yet there is no consensus about the definition of the key terms. Therefore the terms social media and social media marketing are defined first and there relevance for companies is clarified. This explanation is followed by the discussion of social media guidelines which are regarded as a prerequisite for successful social media marketing. A social media house is presented as helpful master plan for the development and implementation of social media marketing. Keywords: social media guidelines

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Mari, Hisashi. "Social Media Marketing:." Japan Marketing Journal 43, no. 2 (September 29, 2023): 70–77. http://dx.doi.org/10.7222/marketing.2023.052.

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Krstić, Ana, and Biljana Đurđević. "Social media marketing." Marketing 48, no. 4 (2017): 254–60. http://dx.doi.org/10.5937/markt1704254k.

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Cader, Yoosuf, and Afraa Abdulla Al Tenaiji. "Social media marketing." International Journal of Social Entrepreneurship and Innovation 2, no. 6 (2013): 546. http://dx.doi.org/10.1504/ijsei.2013.059955.

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Venzke, Sven. "Social Media Marketing." Datenschutz und Datensicherheit - DuD 35, no. 6 (June 2011): 387–92. http://dx.doi.org/10.1007/s11623-011-0096-9.

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ИСМАИЛОВ Р.Н., ИСМАИЛОВ Р. Н., МАГОМЕДОВА А. Р. МАГОМЕДОВА А.Р., and НАЖМУТДИНОВА С. А. НАЖМУТДИНОВА С.А. "SOCIAL MEDIA MARKETING." Экономика и предпринимательство, no. 2(163) (May 9, 2024): 821–26. http://dx.doi.org/10.34925/eip.2024.163.2.161.

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Данная статья посвящена значимости маркетинга в социальных сетях. По мере роста использования социальных сетей во всем мире способность стимулировать продажи от определенных групп пользователей становится растущим бизнесом, изобилующим конкуренцией за просмотры и клики. This article is devoted to the significance of Marketing in social networks. As the use of social media grows around the world, the ability to drive sales from certain user groups is becoming a growing business, rife with competition for views and clicks.

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Kaur, Ramandeep. "Social Media Marketing and Small Business." International Journal of Trend in Scientific Research and Development Volume-3, Issue-2 (February 28, 2019): 1051–53. http://dx.doi.org/10.31142/ijtsrd21501.

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Yamamoto, Hikaru. "Social Media and Marketing." Japan Marketing Journal 40, no. 4 (March 31, 2021): 3–5. http://dx.doi.org/10.7222/marketing.2021.014.

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Barutcu, Suleyman, and Melda Tomas. "Sustainable Social Media Marketing and Measuring Effectiveness of Social Media Marketing." Journal of Internet Applications and Management 4, no. 1 (2013): 5–24. http://dx.doi.org/10.5505/iuyd.2013.69188.

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Řežab, Jan. "Social Media Marketing and Brands' Social Marketing Behavior." Central European Business Review 1, no. 1 (June 30, 2012): 49. http://dx.doi.org/10.18267/j.cebr.9.

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Sumitha R, Sumitha R., and Dr Resia Beegam.S. "Building Brand Loyalty Through Social Media Marketing." Paripex - Indian Journal Of Research 3, no. 7 (January 1, 2012): 1–2. http://dx.doi.org/10.15373/22501991/july2014/9.

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Andreeva, K. V., and N. S. Ishmuhametov. "SOCIAL MEDIA MARKETING STRATEGY." Vector Economy, no. 12 (2020): 12. http://dx.doi.org/10.51691/2500-3666_2020_12_1.

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Joseph, Claire B. "Marketing with Social Media." Journal of Hospital Librarianship 21, no. 3 (July 3, 2021): 300. http://dx.doi.org/10.1080/15323269.2021.1942696.

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Hills, Corrinne. "Marketing with social media." Journal of the Australian Library and Information Association 71, no. 1 (January 2, 2022): 119–20. http://dx.doi.org/10.1080/24750158.2022.2034213.

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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 (June 1, 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 company, however, has a greater effect and has greater power to explain brand equity than the content generated by the users. On the other hand, the direct effects of FGC and UGC on the intention to buy are not significant when the effect of brand equity is considered. Therefore, this research contributes to the theoretical framework of marketing, specifically in the areas of relationship and digital marketing, by being one of the first to assess the joint effects of the content generated by the brand and by the consumer on brand equity and purchase intention.

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Dorenda-Zaborowicz, Marta. "Marketing w social media." Nowe Media, no. 3 (December 1, 2012): 59. http://dx.doi.org/10.12775/nm.2012.003.

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Dafitri, Rahma, Arianis Chan, and Ratih Purbasari. "Social Media Marketing Research." IJEBD (International Journal of Entrepreneurship and Business Development) 6, no. 2 (March 31, 2023): 285–94. http://dx.doi.org/10.29138/ijebd.v6i2.2188.

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Purpose: This study aims to determine the development of research on social media marketing articles and find out how VOSviewer visualization is based on keywords and author collaboration on Scopus indexed journal articles. Design/methodology/approach: a systematic mapping with quantitative descriptive method with social media marketing based on bibliometric analysis Findings: Based on the results of the VOSviewer visualization, 6 clusters and 42 keywords were found with 891 authors. Research on social media marketing written by authors from the United States is the most research published on Scopus. From the results of the VosViewers mapping, the keywords that often appear are social media marketing, Facebook and digital marketing Research limitations/implications: This study is limited to a single database, Scopus Originality/value: This article is original Paper type: a Research Paper

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Fan, Xiruo. "Social Media Marketing Strategies." Advances in Economics, Management and Political Sciences 23, no. 1 (September 13, 2023): 59–64. http://dx.doi.org/10.54254/2754-1169/23/20230353.

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Social media marketing strategies contribute to increasing the brand awareness of businesses. However, they have not always fully exploited the creativity and innovative capacities of the strategy due to unawareness of the best tools to utilize in modern technology. Notably, some organizations also fail to recognize the benefits of social networks. The internet has exposed numerous opportunities, such as online marketing that utilizes advertisement mechanisms like the podcast, blogs, and social media to reach their target audiences. However, the internet allows users to interact and create communities, facilitating the exchange and discussion of knowledge. Famous social media networks include youtube, Facebook, and Twitter. However, the advancing social media development has contributed to the emergence of new platforms such as Tiktok. Analysts measure their popularity based on the level of activities the platform offers its users. As a result, modern social networks facilitate more effective than traditional networks since they promote global interactions by overcoming geographical barriers. Currently, only a few organizations use social networking in various sectors, but this literature identifies numerous strategies that every organization should utilize to promote its brand. This article intends to discuss the best social media marketing strategies, their benefits, and challenges and provide insights about the emerging trends and application of modern technology such as Artificial Intelligence (AI) and chatbots in marketing. The first part of the review introduces the topic, while the subsequent sections address the marketing strategies such as image appeal and content. The challenges section addresses the problems that accompany the strategies. The emerging technology and trends cover the modern aspects that dominate online marketing, such as chatbots, artificial intelligence, and short videos. The discussion relies on numerous relevant literature articles exploring the aforementioned social media marketing issues.

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Szewczk, Agnieszka. "Internet marketing in social media." Zeszyty Naukowe Uniwersytetu Szczecińskiego. Studia Informatica 36 (2015): 119–33. http://dx.doi.org/10.18276/si.2015.36-09.

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Thackeray, Rosemary, Brad L. Neiger, and Heidi Keller. "Integrating Social Media and Social Marketing." Health Promotion Practice 13, no. 2 (March 2012): 165–68. http://dx.doi.org/10.1177/1524839911432009.

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Oh, Heiwon, Brenda Avila, and Jay Sang Ryu. "COTTON AWARENESS MARKETING: THE COMPARISON OF SOCIAL MEDIA MARKETING AND CONVENTIONAL MARKETINT." Global Fashion Management Conference 3, no. 3 (June 30, 2015): 338–41. http://dx.doi.org/10.15444/gfmc2015.03.03.03.

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Fahmi Al-Zyoud, Mohammad. "Social media marketing, functional branding strategy and intentional branding." Problems and Perspectives in Management 16, no. 3 (July 20, 2018): 102–16. http://dx.doi.org/10.21511/ppm.16(3).2018.09.

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It has been suggested that social media marketing may be inclined more towards functional branding than intentional branding. The present study empirically examined the relationship between social media marketing strategies, intentional branding and functional branding with a view to determining where social media marketing strategies are more strongly inclined towards intentional than functional branding. Quantitative data were collected from 133 participants from Jordan marketing departments using questionnaires and analyzed using SPSS. The results of the study confirmed the relationship between social media marketing strategies. However, results showed that social media marketing strategies are more strongly inclined towards intentional branding than functional branding suggesting that social media marketing strategies are oriented towards intentional branding. The study recommends examining the idea of intentional branding and its role in controlling the image of the brand among customers.

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Kudeshia, Chetna, and Arun Mittal. "Social Media." International Journal of Online Marketing 5, no. 2 (April 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 brand or a company. This communication between one to several additionally referred to as word-of-mouth marketing, isn't new to marketing, but the distinction is that currently these communications are on the far side boundaries. With the growing effect of social media on consumer buying behavior, it becomes imperative for a business to understand the competitive advantages of assorted social media avenues across diverse markets. As the world of online marketing is continuously progressing, the marketers must understand how these changes may influence buyer practices, and consequently promotional programs and strategies. Choices on how and when to successfully use the traditional as well as the social media alternatives require careful thought and consideration. This paper aims to throw light on the recent social media marketing strategies and demonstrates how this platform of online networking helps organizations to captivate their clients in a finer manner, thus building a stronger relationship with them. Also the present paper offers significant understanding to the marketers in knowing the vital role social media marketing plays in the formation of a strong brand. The present paper is conceptual in nature, and through the intensive literature review identifies the latest social media practices being adopted by the 21st century marketers. The study is an endeavor to see how advertisers are utilizing social networking as a strategic tool for advancement. The study finds that enhanced presence and communication on various social media channels help the firms in creating a better brand image while reducing promotional budgets. The paper additionally indicates how the exceptional attributes of correspondence by means of online networking help organizations not only in building a superior connection with their customers but also in converting them into their brand advocates. Thus, these network platforms are helping the businesses to engage with the purchasers, influencing them, connecting with them and finally changing them into their evangelists.

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Sharma, Prabhanjan, and Beaulah Soundarabai P. "Evolution of Social Media Marketing." IJARCCE 6, no. 3 (March 30, 2017): 147–51. http://dx.doi.org/10.17148/ijarcce.2017.6331.

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Hill, Ronald P., and Nora Moran. "Social marketing meets interactive media." International Journal of Advertising 30, no. 5 (January 2011): 815–38. http://dx.doi.org/10.2501/ija-30-5-815-838.

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Sharmila, R., and M. Kavitha. "Effectiveness of social media marketing." Indian Journal of Public Health Research & Development 9, no. 11 (2018): 192. http://dx.doi.org/10.5958/0976-5506.2018.01450.x.

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Muhammad, Anwar, and Tang Zhiwei. "Social media and library marketing." Library Hi Tech News 38, no. 10 (November 23, 2021): 10–13. http://dx.doi.org/10.1108/lhtn-09-2021-0056.

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Purpose The basic purpose of this paper is to find out library professionals how these libraries perceive the importance of social media and emerging technologies what would make the difference in the libraries and how they help libraries to create environments flexible and exclusive. Design/methodology/approach This paper reviews various options for libraries to use different forms of social media to market their resources and services. Findings The reviewed literature has identified the importance and use of emerging technologies and social media in libraries. This paper can help library professionals to engage themselves to use social media and emerging technologies to bring innovation into the library sources and services. Originality/value This paper provides a review of social media and emerging technologies used for marketing in the libraries environment.

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Wirtz, Bernd W., and Marc Elsäßer. "Instrumente im Social Media Marketing." WiSt - Wirtschaftswissenschaftliches Studium 41, no. 10 (2012): 512–18. http://dx.doi.org/10.15358/0340-1650-2012-10-512.

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Wirtz, Bernd W., and Marc Elsäßer. "Prozess im Social Media Marketing." WiSt - Wirtschaftswissenschaftliches Studium 41, no. 11 (2012): 572–76. http://dx.doi.org/10.15358/0340-1650-2012-11-572.

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Schüür-Langkau, Anja. "Social Media revolutioniert das Marketing." Media Spectrum 31, S13 (April 2011): 10–12. http://dx.doi.org/10.1365/s35173-011-0291-x.

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Dwivedi, Yogesh K., Kawaljeet Kaur Kapoor, and Hsin Chen. "Social media marketing and advertising." Marketing Review 15, no. 3 (October 31, 2015): 289–309. http://dx.doi.org/10.1362/146934715x14441363377999.

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Tsao, Wen-Chin, and Tz-Chi Mau. "Ethics in social media marketing." Aslib Journal of Information Management 71, no. 2 (March 18, 2019): 195–216. http://dx.doi.org/10.1108/ajim-04-2018-0080.

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Purpose Consumer-generated online product reviews (OPRs) have become a crucial source of information for consumers; however, OPRs are increasingly being incentivized. The purpose of this paper is to find a method of sponsorship and disclosure that could be considered ethically sound. Design/methodology/approach This study adopted a quasi-experimental approach to clarifying how the method of sponsorship impacts reader perceptions of OPRs in terms of helpfulness, credibility and purchase intention. Two experiments were performed on an online platform using data from 480 participants. Hypotheses were tested using analysis of covariance. Findings Meaning under the premise that sponsorship information is disclosed and not withheld from the readers, Study 1 revealed that experiential sponsorship is the best sponsorship. Study 2 revealed that featuring reviewers with greater influence in the online community increases the positive influence of disclosing experiential sponsorship on OPR persuasiveness. Originality/value The findings in this study provide rational incentives for firms to disclose sponsorship information, i.e. demonstrate high ethical standards in marketing. This was shown to create a win-win-win situation for consumers, firms and reviewers. Managerial implications for online marketing managers are also discussed.

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Berger, Hilary, and Christopher Thomas. "SMEs - social media marketing performance." International Journal of Web Engineering and Technology 11, no. 3 (2016): 215. http://dx.doi.org/10.1504/ijwet.2016.079037.

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Soegoto, E. S., and A. T. Utomo. "Marketing Strategy Through Social Media." IOP Conference Series: Materials Science and Engineering 662 (November 20, 2019): 032040. http://dx.doi.org/10.1088/1757-899x/662/3/032040.

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Brocato, E. Deanne, Nathan James White, Kenneth Bartkus, and Ashley Ann Brocato. "Social Media and Marketing Education." Journal of Marketing Education 37, no. 2 (May 27, 2015): 76–87. http://dx.doi.org/10.1177/0273475315588110.

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Constantinides, Efthymios. "Foundations of Social Media Marketing." Procedia - Social and Behavioral Sciences 148 (August 2014): 40–57. http://dx.doi.org/10.1016/j.sbspro.2014.07.016.

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Chen, Chien-Wei, and Nai-Hwa Lien. "Social media and marketing effectiveness." Asia Pacific Management Review 22, no. 1 (March 2017): 1. http://dx.doi.org/10.1016/j.apmrv.2017.02.002.

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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 (December 2012): 69–84. http://dx.doi.org/10.1080/00913367.2012.10672458.

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Joo, Soohyung, Namjoo Choi, and Tae Hyun Baek. "Library marketing via social media." Online Information Review 42, no. 6 (October 8, 2018): 940–55. http://dx.doi.org/10.1108/oir-10-2017-0288.

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PurposeThe purpose of this paper is twofold: to explore what kinds of social media content public libraries create to communicate with users online, and to examine the relationships between social media content types and corresponding levels of user engagement.Design/methodology/approachThe sample comprises 4,637 Facebook posts collected from 151 public libraries across the USA. The authors identified ten types of Facebook posts based on the open coding, and calculated the degrees of user engagement for each type of Facebook post, represented by the numbers of likes, shares and comments. Also, The authors examined the effects of the inclusions of images or video clips on user engagement.FindingsThe authors observed that the most frequent type of post was related to announcing upcoming events held in libraries. This study also found that posts about community news or emotionally inspiring messages elicited much engagement from users. Posts having an image or images tend to receive more user engagement.Practical implicationsBased on the findings of this study, the authors discussed practical strategies for public libraries to effectively use social media to better facilitate user engagement.Originality/valueThis study is one of a few attempts that examine the relationships between the types of social media content and the degrees of user engagement in public library environments. Also, the authors have proposed a coding scheme useful to analyze social media content in the context of public libraries.

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Mas-Tur, Alicia, Ana Tur-Porcar, and Anna Llorca. "Social Media Marketing For Adolescents." Psychology & Marketing 33, no. 12 (November 11, 2016): 1119–25. http://dx.doi.org/10.1002/mar.20947.

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Grama, Martina, and Andreas Seling. "Social Media Marketing und UWG." Zeitschrift für Informationsrecht, no. 3 (2015): 253–61. http://dx.doi.org/10.33196/ziir201503025301.

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Rohmawati, T., and J. Rahmayanti. "Marketing Product with Social Media." Proceeding of International Conference on Business, Economics, Social Sciences, and Humanities 1 (December 1, 2020): 40–45. http://dx.doi.org/10.34010/icobest.v1i.9.

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The purpose of this study is to determine the impact of social media content as a Consumer Interest Withdrawal Strategy. The method used in this study is a qualitative method by collecting data descriptively, namely by analyzing several online shops on the Instagram application. The results show that social media is used to buy products from the online shop. Online shop owners do not need to use a lot of money to arrange content on Instagram because it only requires creativity to make it more attractive, namely with themes, colors, and the preparation of content that is consistent. In conclusion, the development of technology provides a place for business people to start and continue business from marketing, promotion, to making consumers have a more efficient interest.

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KONOPLIANNYKOVA, Marianna. "Influence marketing in social media." Scientia fructuosa 154, no. 2 (April 11, 2024): 118–44. http://dx.doi.org/10.31617/1.2024(154)07.

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This article aims to comprehensively explore the evolving landscape of influence marketing, specifically focusing on its impact on brand perception and consumer engagement. Delving into influencer characteristics, the evolution of marketing strategies, and successful campaigns, the study seeks to illuminate the multifaceted dynamics that contribute to the effectiveness of influence marketing in the digital era. The analysis reveals that influence marketing serves as a cornerstone for building authentic connections in an era marked by digital saturation. Insights into emerging trends, such as the rise of nano-influencers and purpose-driven collaborations, underscore the pivotal role influencers play in shaping brand narratives. Innovations like virtual reality integration further highlight the dynamic nature of influence marketing. The emphasis on long-form storytelling, sustainability, and genuine engagement reinforces the enduring importance of influencers as cultural mediators and trusted conduits between brands and consumers. The scientific novelty lies in a nuanced exploration of influence marketing, transcending traditional promotional strategies. The study delves into the psychological impact of influencer endorsements, the effectiveness of specific content formats, and ethical considerations surrounding virtual influencers. By addressing these dimensions, the research contributes to a deeper understanding of influence marketing dynamics, providing valuable insights for researchers and industry professionals alike. The practical value of this research is two-fold. Firstly, it offers marketers actionable insights into navigating challenges, adapting to emerging trends, and refining influencer strategies. Secondly, the exploration of ethical considerations and the impact of technologies in influence marketing equips industry professsionals with the knowledge needed to make informed decisions, fostering responsible and effective influencer campaigns. This article encourages continuous inquiry, ensuring that influence marketing remains not only a dynamic force in the digital landscape but also an ethically grounded and impactful strategy for building brand connections

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Mehta, Deesha. "SOCIAL MEDIA PLATFORM FOR MARKETING." REVIEW JOURNAL PHILOSOPHY & SOCIAL SCIENCE 48, no. 2 (September 30, 2023): 342–49. http://dx.doi.org/10.31995/rjpss.2023.v48i01.041.

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Roosdhani, M. Rifqy, Samsul Arifin, Nurul Komariyatin, Ali Ali, and Nurul Huda. "THE EFFECT OF SOCIAL MEDIA CUSTOMER ENGAGEMENT ON SOCIAL MEDIA PERFORMANCE." International Conference of Business and Social Sciences 3, no. 1 (January 16, 2024): 591–603. http://dx.doi.org/10.24034/icobuss.v3i1.422.

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The development of social media use in business in the last decade has been very rapid. Companies that have a good and appropriate marketing strategy in the use of social media will benefit from its social media performance. Studies reveal that there are still many businesses that use intuition in developing their social media marketing strategy and with various experiments on their own. This study reveals the social media marketing strategies that SMEs should implement in order to improve their Social Media Performance. Marketing strategies through social media carried out by SMEs in order to have maximum leverage should be moderated by using Social Media based Customer Engagement. This study uses a quantitative approach by collecting data and analyzing data using a sample of 265 food and beverage SMEs in Solo, Semarang, Kudus and Jepara using a purposive sampling method. The data collected in this study through questionnaires to test the empirical model using Structural Equation Modeling (SEM-AMOS).

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Mehmet, Mehmet (Michael) Ibrahim, and Peter Simmons. "Operationalizing social media in upstream social marketing." Journal of Social Marketing 9, no. 3 (June 3, 2019): 288–308. http://dx.doi.org/10.1108/jsocm-08-2018-0074.

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Purpose The purpose of this paper is to demonstrate how upstream social marketing may benefit from social media citizensourcing and improve understanding of community preferences and attitudes to policy. Using the case of shark management in New South Wales, Australia, this paper aims to understand community attitudes toward shark management policy-making and policymakers. Design/methodology/approach In February 2017, more than 11,200 comments were sourced from Facebook and Twitter using Netvizz, a data extraction tool. To analyze these comments, the study used an abductive framework using social marketing, wildlife and coexistence and policy literature, to determine context, themes and sub-themes. This was combined with Appraisal, a systemic functional linguistics framework, advocating a social reference for coding and analyzing community attitudes and preference. Findings Preferences for non-lethal measures over lethal or potentially lethal measures were noted, with new technologies highly favored. The online communities wanted a policy that was respectful of human and marine life and focused on patrolled or popular beaches. The main negative comments made related to perceived knee-jerk reactions and poor communication surrounding decision-making. People held little confidence in politicians’ skills and abilities to solve complex and multi-faceted problems, demanding less top-down decision-making and greater community input into policy formation. Practical implications This approach could assist upstream social marketers better understand social and community attitudes and preferences toward policy. Originality/value The study demonstrated that listening to community through digital channels can assist upstream social marketing understand community preferences and attitudes to policies and the policy-making process. Using abduction further broadens the perspective of the researchers in assigning meaning to commentary.

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Skulme, Ronalds, and Valerijs Praude. "Social media evaluation metrics." Oeconomia Copernicana 7, no. 1 (March 31, 2016): 131. http://dx.doi.org/10.12775/oec.2016.009.

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Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use, but each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. The Authors believe that the methods designed to evaluate online marketing activities should also be more specific. Hence, the Authors believe that more specific online marketing revenue determination methods should be proposed. Objectives. The aim of this paper is to propose a formula that can be used to evaluate the return of social media activities while taking into account different consumer purchase decision stages. Methodology. To achieve the aim of this paper, following research methods were used: theoretical literature analysis, expert surveys, grouping and statistical analysis methods. Data. The proposed formula was based on the data that was collected from theoretical literature analysis and expert surveys. Results. The main result of this paper was to propose a formula, which can calculate the return of social media activities while taking into account different consumer purchase decision stages. Main contribution of the paper. This paper offers a new approach to evaluating the return of social media activities, depending on which purchase decision process stage online marketing activity was meant to influence. This paper can be used as a basis for further research where social media activity revenue evaluation methods are discussed. Marketing specialists can use this paper as an example of how to evaluate the return of social media activities.

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Harshitha, Sirineni, Raashi Shetty, and Dr P. Swami Sairam. "Social Media Marketing: B2B Marketing via Nano Influencers." Journal of University of Shanghai for Science and Technology 23, no. 07 (August 1, 2021): 1377–87. http://dx.doi.org/10.51201/jusst/21/07335.

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The aim and objective of the authors is to explain and analyse the effect on business-to-business sector through nano influencer marketing. The authors explain about how companies can use nano-influencers for cracking a deal or selling products between two companies. Many companies do not use nano influencers for selling their brand products, but as everybody knows how important loyalty and a good engagement rate these influencers have with their customers are, one can consider and implement the same in the business as well. In this the authors have been done based on the interview method through telephonic calls, where the researchers interviewed the clients of serval reputed companies and collected their feedback on their sayings. The researchers have asked the clients several questions related to their marketing strategies, what do they think about influencer marketing and will they allow nano influencers to sell the products to other business companies. After collecting all the feedback, the researchers have analysed the responses and came up with solutions. The empirical aspect of the paper reveals that there is a strong pattern and a high probability for companies to use LinkedIn influencers in their business to expand their presence, boost overall revenue, and improve brand equity within companies.

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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 the evolving social media and the theoretical discussion on the conceptual framework of integrated marketing communication.

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