Social media marketing at Reebok India — the dilemma of ROMI and beyond

2012 ◽  
Vol 2 (8) ◽  
pp. 1-19
Author(s):  
Pinaki Dasgupta ◽  
Jones Mathew
Keyword(s):  
Social Media ◽  
New Media ◽  
Direct Marketing ◽  
Subject Area ◽  
Social Media Marketing ◽  
Content Type ◽  
Mba Students ◽  
Advertising And Promotion

Subject area Marketing management, digital marketing, advertising and promotion management, and technology management. Study level/applicability The case is suitable for BBA and MBA students. It can also be considered in executive education programs. Case overview Venkatesh Kothapalli, the marketing head at Reebok India headquarters at Gurgaon, was in a decision dilemma about the effectiveness of using social media marketing and its employment in the current scheme of marketing strategy being planned. He had been able to generate a fair amount of awareness and excitement amongst potential users on Reebok's social media sites. However, these often fail to convert into topline sales. In addition, Alex his superior had given clear instructions that no separate budget would be earmarked for this type of medium. So Venkatesh had to divert some parts of his existing budgets (which he did from the PR budget and the DM budget) and channel these into the new area of social media marketing. This had also created concerns in Venkatesh's mind about the possibility of the new media not showing favourable results while budgets of the traditional and tried and tested media like PR and direct marketing were being chopped. Expected learning outcomes These include: understanding the dilemma of an organization's adoption of newer marketing tools as opposed to traditional marketing practices; evaluating the role of newer mediums like social media marketing and its long term and short term relevance; understanding the origins and development of social media marketing to grasp the full scale of its usefulness; and appreciating the complexities of measuring the effectiveness of social media marketing initiatives. Supplementary materials Teaching notes are available, please consult your librarian for access.

Consumer based brand equity in the 21st century: an examination of the role of social media marketing

2016 ◽  
Vol 17 (3) ◽  
pp. 243-255 ◽  
Author(s):  
Atefeh Yazdanparast ◽  
Mathew Joseph ◽  
Fernanda Muniz
Keyword(s):  
College Students ◽  
Social Media ◽  
Undergraduate Students ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Content Type ◽  
Research Population ◽  
The Cost ◽  
The Impact

Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions. Design/methodology/approach Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses. Findings The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands. Research limitations/implications This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population. Originality/value The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.

A structural model for destination travel intention as a media exposure

2016 ◽  
Vol 28 (7) ◽  
pp. 1338-1360 ◽  
Author(s):  
Chulmo Koo ◽  
Youhee Joun ◽  
Heejeong Han ◽  
Namho Chung
Keyword(s):  
Social Media ◽  
New Media ◽  
South Korea ◽  
Structural Model ◽  
Media Exposure ◽  
Tourism Destination ◽  
Content Type ◽  
Cultural Exposure ◽  
The Media

Purpose This study aims to investigate the effects of a prospective traveler’s perception of media exposure on their intention to visit a destination (i.e. South Korea). Cultural exposure to a particular country through media affects people’s preference for that foreign country, and may ultimately be a function of the behavior for consuming that country’s cultural products – e.g. traveling to that country. Media exposure has been recognized as a major underlying reason for the desire to visit a destination. Design/methodology/approach This study examines the impacts of potential travelers’ media exposure in three different language-use groups (i.e. English, Japanese and Chinese) and their perception of the media exposure on their intention to visit the actual site (i.e. South Korea). To enhance the understanding of the intention to visit the destination, this study proposes a research model based on use and gratification theory and the belief–desire–intention model. Findings Mass and social media exposure had an effect on the intention to visit a destination as a result of the gratification and desire experienced through the content. Research limitations/implications This study suggests the synthesis of the use and gratification theory and the belief–desire–intention model and an examination of theoretical and practical implications. Originality/value This study involved a sample of users of destination marketing sites. In addition, this study investigated the users’ intentions to visit a real tourism destination taking into consideration mass media (traditional media) and social media (new media) based on the use of gratification theory and the belief–desire–intention model. Practically, the findings highlight the crucial role of social media in the intention to visit the tourism destination.

The roles of message appeals and orientation on social media brand communication effectiveness

2018 ◽  
Vol 30 (4) ◽  
pp. 1135-1158 ◽  
Author(s):  
Sony Kusumasondjaja
Keyword(s):  
Social Media ◽  
New Media ◽  
Social Media Marketing ◽  
Communication Effectiveness ◽  
Message Content ◽  
Brand Communication ◽  
Content Type ◽  
Consumer Responses ◽  
Social Media Platforms ◽  
Message Appeals

PurposeThe purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.Design/methodology/approachA content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.FindingsInteractive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.Research limitations/implicationsThe findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.Originality/valueThis is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.

Role of “haraam” practices on behavior and performance of employees: a case study of business organization

2012 ◽  
Vol 2 (8) ◽  
pp. 1-3
Author(s):  
Muhammad Zia-ur-Rehman ◽  
Majid Rashid
Keyword(s):  
Organizational Behavior ◽  
Human Resource ◽  
Education Programme ◽  
Subject Area ◽  
Business Organization ◽  
Content Type ◽  
Mba Students ◽  
Human Resource Practitioners ◽  
And Performance

Subject area Management sciences (organizational behavior). Study level/applicability The case is suitable for MBA students, employees of any organization, human resource practitioners, organization administrators, human resource directors and senior line management. Case overview The study deals with unethical or “haraam” practices at the workplace. It is based on the observation of the researchers. The business organization was selected and the behavior of employees was observed for two months. An interesting behavior of an employee was observed and the change in behavior was followed. The study describes the various factors influencing the behavior and performance of the employee and emphasis is made on the “haraam” practices of drinking alcohol and unacceptable behavior. The focus is on the performance of the employee. Major events and changes were elaborated to deduce the descriptive cause and effect results based on observation. It was found that behavior as well as performance was reduced due to “haraam” practices, which can be a lesson for other employees to follow as well as for managers to devise strategies in order to improve the most important resource of their organization, i.e. the human resource. Expected learning outcomes As this case was designed for an executive education programme, no detail regarding where it fitted into the curriculum is applicable as would be the case with cases designed for students. The case is intended to develop skills in students to creatively approach a common and wide spread problem and to think about the solution in an innovative way. The overall purpose of the case is to engage human resource practitioners (students) in creatively constructing innovative solutions to address the problem of compulsive drinking in the organizational environment. Supplementary materials Teaching notes are available, please consult your librarian for access.

New media marketing as a driver of enterprise country of origin (COO) offer in international markets

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Demetris Vrontis ◽  
Gianpaolo Basile
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
New Media ◽  
Web 2.0 ◽  
International Marketing ◽  
Country Of Origin ◽  
International Markets ◽  
Marketing Strategies ◽  
Content Type

PurposeThe paper aims to highlight the role of Web 2.0 in international marketing, shedding light on the relationships existing between the country of origin effect and consumer behavior.Design/methodology/approachThe current study, drawn on the country of the origin (COO)W literature and Web 2.0 diffusion data, investigates the relationships between country of origin – seen as an idiosyncratic entrepreneurial offer – and the consumer, within an international marketing framework. Specifically, the paper focuses on the increasing role of Web 2.0 and social media as tools enabling enterprises to create and maintain adaptive and networking capabilities and to implement international marketing strategies.FindingsThe findings presented here reveal that international marketing is becoming increasingly similar to domestic marketing because of social media development. In other words, it is becoming more and more difficult for international products to contain themselves within single markets as local issues seldom remain local.Originality/valueThis paper fills a gap in the international marketing literature focusing on how social media, particularly in a pandemic era, can improve and enhance relationships between the product of origin and consumer behavior both in the assessment and in the actual purchase of products.

Social Media Marketing

2013 ◽  
pp. 51-73 ◽  
Author(s):  
Efthymios Constantinides
Keyword(s):  
Social Media ◽  
New Media ◽  
Web 2.0 ◽  
Direct Marketing ◽  
Social Media Marketing ◽  
Future Research ◽  
Power Structures ◽  
Customer Empowerment ◽  
The Social ◽  
The Way

The present stage in the evolution of the Internet, commonly called Web 2.0, has revolutionized the way people communicate, interact, and share information and has radically changed the way customers search for and buy products. The increasing adoption of Web 2.0 applications and technologies has led to an explosion of customer-generated content and has opened new opportunities for networking and collaboration among customers. Web 2.0 applications have brought about a new media category, the Social Media, increasingly growing in importance at the cost of traditional media. The Social Media have changed the power structures in the marketplace; evidence points to a major power-migration that is taking place and to the emergence of a new breed of powerful and sophisticated customers, difficult to influence, persuade, and retain. The chapter outlines the nature, effects, and present status of the Social Media, underscoring their role as agents of customer-empowerment. It explains their aptitude and possible roles as part of the corporate marketing strategy and identifies different ways of engaging them as marketing tools. The chapter proposes two possible Social Media marketing strategies. One is a passive approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. The second is an active approach, engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of personalizing products, and last, but not least, developing them as platforms of co-operation and customer-generated innovation. Finally, the chapter identifies future research directions for this new element of the marketing landscape.

From an “idea generator” to a “solution facilitator”

2019 ◽  
Vol 24 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Pui Yuen Lee ◽  
Kung Wong Lau
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Traditional Role ◽  
Content Type ◽  
Role Identities ◽  
Advertising Industry ◽  
The Social ◽  
Depth Interviews ◽  
Service Advertising

PurposeThe rise of social media marketing has brought significant implications for advertising industry and its organizations. The traditional role of advertising professionals had been changing from a clear identity to an unclear one. However, previous research has studied relatively little about advertising professionals’ roles and identities or how they may be changing in the social media marketing era. The paper aims to discuss these issues.Design/methodology/approachA qualitative, interpretive approach was taken in this study. It involved 32 in-depth interviews with advertising professionals in advertising organizations differing in size, digital focus and ownership in different multinational full-service advertising organizations and digital organizations.FindingsThe findings indicated that the role of advertising professionals is innovating from a traditional “idea generator” to a “solution facilitator” in response to the social media marketing.Originality/valueThis study identified the key experiences of advertising professionals that they were found to have divergent role identities linked to their identification with traditional and digital organizations.

Makerere University Business School co-evolution journey: the role of extraordinary performers

2018 ◽  
Vol 8 (3) ◽  
pp. 1-16 ◽  
Author(s):  
Moses M. Kibirango ◽  
John C. Munene ◽  
Abbey Mutumba
Keyword(s):  
Human Resource ◽  
Corporate Entrepreneurship ◽  
Subject Area ◽  
Positive Deviance ◽  
Complex Nature ◽  
Content Type ◽  
Institutional Processes ◽  
Mba Students ◽  
Generative Leadership

Subject area Corporate entrepreneurship; Intrapreneurship; Human Resources. Study level/applicability MBA students in Human Resource, entrepreneurship and/or PhD students in the areas of Human Resource, Corporate Entrepreneurship and/or on Intrapreneurship studies. Case overview This case reveals that progressive change originated from individual’s positive deviance approaches, opportunistic sensitivity, ability to learn, evaluate and the ability to develop ideas on how to exploit or pursue identified opportunities (intrapreneurial behaviour). Expected learning outcomes The student will learn to deal with the complex nature of organisations and the tendencies of institutional processes to be uncertain, unpredictable, and uncontrollable; appreciate the internal workings of an organisation, the external environment; and understand the role of generative leadership, positive deviance, novelty ecosystems and intrapreneurial behaviour and the fact that connections and interactions in a social network are non-linear or non-proportional. This means that complex system predictions can be much more than simple regression predictions. They will be able to apply both bottom-up and top-down influences from proactive leadership or generative leadership events and benefit from positive results and the emergence of innovation. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS: 3 Entrepreneurship.

Mumbai Indians: a case on social media marketing

2013 ◽  
Vol 3 (5) ◽  
pp. 1-10
Author(s):  
Sanjeev Prashar ◽  
Harvinder Singh ◽  
Kara Shri Nishanth
Keyword(s):  
Social Media ◽  
Internet Marketing ◽  
Subject Area ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Graduate Degree ◽  
Integrated Marketing ◽  
Media Campaigns ◽  
Content Type ◽  
Management Students

Subject area The courses prominent in this context are: social media marketing, integrated marketing communication, internet marketing. For the students of internet marketing, the case may be focussed on understanding the dynamics of social media marketing. Study level/applicability The case shall be administered among students pursuing their post graduate degree in management. Case overview The case reflects the importance of social media marketing and various successful campaign activities led by Mumbai Indians. It highlights how companies can connect with audience vide social media that provides instant feedback and direct connection with the target audience. The strategic frame that can be used to organize the campaign has been suggested by the authors in teaching notes, besides evolving the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel. Expected learning outcomes The case may be focused on understanding the dynamics of social media marketing. Management students would have a huge learning in terms of how social media campaigns are developed and effectiveness of social media campaigns. The case explains the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel which would be a learning for student studying online marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Music, social media and public pedagogy: indie music in the post-Cantopop epoch

2018 ◽  
Vol 7 (1) ◽  
pp. 42-52
Author(s):  
Shuang Wang
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Space ◽  
Cultural Production ◽  
Public Pedagogy ◽  
Promotion Strategy ◽  
Content Type ◽  
Internet Culture ◽  
Online Audiences

Purpose Hong Kong’s musical scene is rapidly changing along with the evolving media landscape. The purpose of this paper is to examine the new way of Cantopop production and dissemination in the new media ecosystem. Furthermore, this study calls for a reconceptualization of the process of Cantopop listening and sharing as a form of public pedagogy within the online public space. Design/methodology/approach Based on the investigation into two of the leading local indie bands Kolor and Supper Moment, this study explores the implications that social media and participatory culture have for these indie bands. In this study, the music content and promotion strategy of the two bands, as well as the role of their online audiences are studied. Findings Social media leads to more democratic cultural production and distribution. The strong online audience engagement serves as the foundation for the popularity of the two Cantopop indie bands. In their music practice, the lyrics appear to be in alignment with the goals and interests of the listeners, which gives rise to greater participation by its audiences through social media. Under the context of interactive internet culture, listening and sharing Cantopop can be seen as an educational force, thus reinforcing the values and attitudes. Originality/value While many important works have examined various aspects of Cantopop, little attention has been paid to the indie bands. This paper attempts to reveal the recent development of local indie bands as a site under the interactive internet culture. It also gives insights to the significant role of Cantopop played in public pedagogy.

Sign in / Sign up

Export Citation Format

Share Document