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Journal articles on the topic 'Social media – Zimbabwe – Marketing'

Author: Grafiati

Published: 4 June 2021

Last updated: 5 February 2022

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1

Mudondo, C. D., and K K Govender. "The Impact of Social Media Marketing on Zimbabwean Commercial Bank Customers Behaviour." Restaurant Business 118, no. 10 (October 18, 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 quantitative research approach was used to survey 384 bank customers in Harare and Bulawayo, Zimbabwe, using a structured questionnaire. Descriptive and inferential statistical analyses were conducted using the Statistical Package for Social Sciences program. Structural Equation Modellingrevealed a positive and significant relationship between the perceived social, informational and monetary benefits inherent in SMM and the bank customers’ satisfaction. There was also a significant positive relationship between social connectedness inherent in SMM and the bank customers’ loyalty. Furthermore, significant positive relationships were found between perceived fairness, customer engagement, perceived reciprocity inherent in SMM and bank customers’ trust, while the strength of community ties inherent in SMM is negatively and significantly related to bank customer loyalty. It is thus recommended that marketers take cognizance of the influence of the social exchange theory determinants inherent in social media marketing on customer behaviour, when developing and implementing social media marketing strategies and policies.

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Chigora, Farai, and Clever Vutete. "Comprehending Determinants of Demand: Zimbabwe Tourism Destination Scenario." Issues in Economics and Business 1, no. 2 (December 7, 2015): 17. http://dx.doi.org/10.5296/ieb.v1i2.8689.

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<p>The study investigated on the most dominant determinants of tourism consumption in Zimbabwe tourism destination. The research design was a QUAL to QUAN sequential mixed method starting with a qualitative research design followed by quantitative research. The qualitative research helped in getting the main determinants of demand using in-depth interviews from managers and experts in the tourism industry. The agreed determinants include disposable income, demographic changes, change in taste and preferences, religion dynamics, globalization, marketing and advertisement, customer knowledge, destination branding, social networks, destination’s own price, price of other destinations and media propaganda. These where then tested for their dominance in the accommodation, travel and resort sectors in Zimbabwe through a quantitative design. The results showed that the most controlling determinants of tourism demand in these three sectors include destination’s own prices, level of disposable income, social network discussions, media propaganda, marketing and advertising. The study recommended a low pricing strategy, extensive marketing and utilization of e-resources in marketing.</p>

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Chigora, Farai, and Clever Vutete. "Comprehending Determinants of Demand: Zimbabwe Tourism Destination Scenario." Issues in Economics and Business 1, no. 2 (December 7, 2015): 24. http://dx.doi.org/10.5296/ieb.v1i2.8690.

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<p>The study investigated on the most dominant determinants of tourism consumption in Zimbabwe tourism destination. The research design was a QUAL to QUAN sequential mixed method starting with a qualitative research design followed by quantitative research. The qualitative research helped in getting the main determinants of demand using in-depth interviews from managers and experts in the tourism industry. The agreed determinants include disposable income, demographic changes, change in taste and preferences, religion dynamics, globalization, marketing and advertisement, customer knowledge, destination branding, social networks, destination’s own price, price of other destinations and media propaganda. These where then tested for their dominance in the accommodation, travel and resort sectors in Zimbabwe through a quantitative design. The results showed that the most controlling determinants of tourism demand in these three sectors include destination’s own prices, level of disposable income, social network discussions, media propaganda, marketing and advertising. The study recommended a low pricing strategy, extensive marketing and utilization of e-resources in marketing.</p>

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Phanos Matura and Aretha Takaza. "Profiling The Needs and Wants of Millennials in The Tourism Industry: Implications for Zimbabwe." Hospitality & Tourism Review 1, no. 2 (November 15, 2020): 36–49. http://dx.doi.org/10.38157/hospitality-tourism-review.v1i2.215.

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Purpose: The main purpose of the paper is to profile the needs and wants of millennials in the tourism industry and their implications for tourism operators in Zimbabwe. Methods: The study adopted a qualitative design approach with document analysis being the data collection method. Data were analyzed thematically. Results: The major finding was that millennials desire authentic and memorable experiences, they are highly knowledgeable, have strong digital skills, they are social media creatures and are permanently connected online, they are particular and question everything, they prefer leisure and recreational activities, they prefer hotel facilities with health-oriented facilities like fitness centers and they practice volunteer tourism. Millennials are different, they think and act differently, and their travel choices and preferences are different from the generations before them. Implications: Tourism operators including hotels should adapt their service delivery systems to the needs and wants of millennials to achieve superior business performance. There is a need for the adoption of proactive marketing strategies as well as taking full advantage of the opportunities presented by millennials in the tourism industry in Zimbabwe.

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Mututwa, Wishes Tendayi, Oluyinka Osunkunle, and Brenda Mututwa. "Facebook image-making in Zimbabwe’s 2018 election campaigns: Social Media and Emerging Trends in Political Marketing." Journal of African Elections 18, no. 2 (October 1, 2019): 92–111. http://dx.doi.org/10.20940/jae/2019/v18i2a5.

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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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Fisher, Eran. "‘You Media’: audiencing as marketing in social media." Media, Culture & Society 37, no. 1 (October 13, 2014): 50–67. http://dx.doi.org/10.1177/0163443714549088.

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Dolan, Rebecca, Jodie Conduit, Catherine Frethey-Bentham, John Fahy, and Steve Goodman. "Social media engagement behavior." European Journal of Marketing 53, no. 10 (October 7, 2019): 2213–43. http://dx.doi.org/10.1108/ejm-03-2017-0182.

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Purpose Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine the distinct effects of informational, entertaining, remunerative and relational content on the passive and active engagement behavior of social media users. Design/methodology/approach Facebook Insights and NCapture are used to extract data from the Facebook pages of 12 wine brands over a 12-month period. A multivariate linear regression analysis investigates the effects of content on consuming, contributing and creating engagement behavior. Findings Results reveal distinct effects of rational and emotional appeals on social media engagement behavior. Rational appeals in social media have a superior effect in terms of facilitating active and passive engagement among social media users, whereas emotional appeals facilitate passive rather than highly active engagement behavior, despite the social and interactive nature of the digital media landscape. Research limitations/implications Results contribute directly to understanding engagement and customer experience with social media. Further theoretical and empirical examination in this area will aid in understanding the dynamic nature of the levels of engagement within social media. Practical implications Findings provide managers and practitioners with guidelines and opportunities for strategic development of social media content to enhance engagement among consumers in a social media forum. Originality/value This study is one of the first to empirically examine the construct of social media engagement behavior. It extends the utility of dual processing theory to demonstrate how rational and emotional message appeals result in online engagement.

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Floreddu, Paola Barbara, and Francesca Cabiddu. "Social media communication strategies." Journal of Services Marketing 30, no. 5 (August 8, 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 use corporate communication. Design/methodology/approach This paper uses a longitudinal explorative multiple-case study and theoretical sampling. The research setting is the Italian insurance context. The focus of this analysis on one medium, Facebook, because it is the most exploited in the context of the Italian insurance sector. Findings Six complementary social media communication strategies were identified: egocentric, conversational, selective, openness, secretive and supportive. The results also reveal distinct ways in which high-, medium- and low-reputation companies’ utilize the six complementary strategies of communications. Research limitations/implications The study is based on a single industry and on one single geographical market, and care should thus be taken in generalizing the findings to other contexts. Therefore emerges the opportunity to broaden this research to other similar service sector, such as banking, to assess and generalize the results obtained. In addition, a possible direction of research, especially from a methodological standpoint, should investigate companies from different countries. Such a comparative study would examine in depth whether and to what extent the institutional framework may impact on communication strategies implemented by companies. This study only analyzed one social media (Facebook); hence, we cannot draw firm conclusions about what may constitute a successful social media communication strategy. Practical implications From this study, managers can learn how to combine the six communication strategies to have an effective impact on the corporate reputation. They can also learn how the number of interactions and the time taken to respond to questions from customers improve the corporate reputation and provide communication that is more effective. Originality/value This research extends the previous literature on corporate reputation and corporate communication, showing the relationship between them in a social media context and providing different strategies of managing this combination.

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Mpofu, Shepherd. "Social media and the politics of ethnicity in Zimbabwe." Ecquid Novi: African Journalism Studies 34, no. 1 (February 2013): 115–22. http://dx.doi.org/10.1080/02560054.2013.767432.

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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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Zhu, Yu-Qian, and Houn-Gee Chen. "Social media and human need satisfaction: Implications for social media marketing." Business Horizons 58, no. 3 (May 2015): 335–45. http://dx.doi.org/10.1016/j.bushor.2015.01.006.

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Veni, K. Krishna. "A Study on Social Media Marketing." International Journal for Research in Applied Science and Engineering Technology 8, no. 6 (June 30, 2020): 198–208. http://dx.doi.org/10.22214/ijraset.2020.6029.

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Wirtz, Bernd W., and Marc Elsäßer. "Social Media Marketing: Das Fallbeispiel Adidas." WiSt - Wirtschaftswissenschaftliches Studium 45, no. 09 (2016): 508–14. http://dx.doi.org/10.15358/0340-1650-2016-09-508.

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Wirtz, Bernd W., and Marc Elsäßer. "Social Media Marketing: Das Fallbeispiel Adidas." WiSt - Wirtschaftswissenschaftliches Studium 45, no. 8 (2016): 453–58. http://dx.doi.org/10.15358/0340-1650-2016-8-453.

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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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Mrs. R. Abarna and Dr. S. Vennila Fathima Rani. "Women Entrepreneurs in Social Media Marketing." GIS Business 15, no. 2 (February 9, 2020): 1–9. http://dx.doi.org/10.26643/gis.v15i2.18893.

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Abstract:

Businesses now a day are mostly digitalisation. The social media and online spirit are valuable assets of any business. Women’s are familiar and making standard marks in all fields. They realised the importance of marketing especially in e-commerce make it use for their successful venture. While developing a website or ecommerce shop make their customer friendly with their preference depending upon their taste such as colour ,health ,beauty ,maternity, etc., This paper focuses on women entrepreneur furthermore, the issues looked by them when they set up and dealt with their very own business in the aggressive world business condition.

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De Souza, Izabella M., and Sharmila Pixy Ferris. "Social Media Marketing in Luxury Retail." International Journal of Online Marketing 5, no. 2 (April 2015): 18–36. http://dx.doi.org/10.4018/ijom.2015040102.

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This study examines the potentials of social media marketing for luxury retailers. Social media marketing tactics of three luxury retail brands (Barneys New York, Net-a-Porter.com, and Saks Fifth Avenue) were examined across three major social media sites (Facebook, Twitter and Instagram). All posts by the three retailers' posts on Facebook, Twitter and Instagram were recorded on over the course of a week. A content analysis revealed that different social media networks may be effectively used in different ways by luxury retailers. Facebook allows for the greatest connection with consumers (all three retailers had the most followers on Facebook) while Twitter allows for the largest volume of posts; consumer feedback was highest on Instagram. Overall, social media marketing proved an effective, low-cost tool for the three retailers, with payoff well justifying the effort. For example, all three retailers had over 1,200 shares and retweets on Facebook and Twitter.

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Olotewo, John. "SOCIAL MEDIA MARKETING IN EMERGING MARKETS." International Journal of Online Marketing Research 2, no. 2 (2016): 10. http://dx.doi.org/10.5455/ijomr.2016254411.

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