Social media adoption in disaster restoration industry

2014 ◽  
Vol 14 (3) ◽  
pp. 346-369 ◽  
Author(s):  
Jing Pan ◽  
Mihaela Vorvoreanu ◽  
Zheng Zhou
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Direct Interaction ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Content Type ◽  
The Social ◽  
Usage Patterns ◽  
Educational Information ◽  
Media Channel

Purpose – This research aims to investigate the current patterns of social media adoption for marketing in the restoration industry and analyse the strategies used by those restoration companies that have adopted social media. Social media marketing has been proven as a cost-effective way to engage new customers, and especially useful for small businesses. The disaster “restoration industry” is the special sector of general contracting that serves both commercial and residential property owners in terms of restoring their disaster-affected property. The restoration industry is characterised by small-business domination and constant need of new customers to survive in the market. Many restoration contractors have started adopting social media for marketing. However, goals and social media marketing strategies have not yet been clearly articulated. Design/methodology/approach – Data were collected through a systematic content analysis (CA) of sample restoration companies’ Facebook and Twitter posts over a 30-day study period. After a preliminary investigation of the industry, the researchers selected the Restoration Industry Association (RIA) member companies, as the research population. Sixty companies were randomly selected from the 1,165 RIA member companies, which equals to 5 per cent of the population. Reliability was tested statistically using Cohen’s Kappa. Findings – Three levels of adoption were derived from the data: active users, non-active users and non-adopters. More than half of the sample companies were found to have adopted at least one social media channel for marketing. However, only 26 out of the 60 sample companies were active on the social media that they have adopted. Active adopters showed, on average, relatively frequent usage patterns, with 10 Facebook posts and 37 tweets in a 30-day period. Sampled restoration companies which were active social media users posted mostly announcements and educational information of Facebook and used Twitter for news and direct interaction with customers. The observed companies revealed a mix of business-relevant content and personalised content including personal greetings, sharing of photos about holidays and fun events. Research limitations/implications – Three levels of adoption were derived from the data: active users, non-active users and non-adopters. More than half of the sample companies were found to have adopted at least one social media channel for marketing. However, only 26 out of the 60 sample companies were active on the social media that they have adopted. Active adopters showed, on average, relatively frequent usage patterns, with 10 Facebook posts and 37 tweets in a 30-day period. Sampled restoration companies that were active social media users posted mostly announcements and educational information of Facebook and used Twitter for news and direct interaction with customers. The observed companies revealed a mix of business-relevant content and personalised content including personal greetings, sharing of photos about holidays and fun events. Practical implications – The results showed that social media adoption has not yet penetrated the restoration industry – the adoption rate of 65 per cent is significantly lower than the 77 per cent of companies in all industries. In-depth CA of active social media users revealed patterns of engagement on Facebook and Twitter. This paper built on those patterns to emphasise strategies restoration companies can use to build interpersonal relationships and trust, which can lead to increased word-of-mouth recommendations; facilitate customer contact through a cross-linking strategy; and engage in simple methods for search engine optimisation. These strategic recommendations are grounded in existing practices and, therefore, are feasible and accessible for disaster restoration companies. Originality/value – The research results showed how the construction industry, especially small businesses, has adopted social media for marketing. A snapshot of the industry’s level of social media adoption for marketing strategy can provide a useful reference point about the industry’s practices and potential future directions. This paper provides suggestions about effective social media marketing strategies. The paper also illustrates the use of CA as a promising method for research in construction management.

SOCIAL MEDIA ANALYTICS IN EVENT MARKETING: ENGAGING MARATHON FANS IN FACEBOOK COMMUNITIES

2020 ◽  
Author(s):  
Seunghyun “Brian” Park ◽  
Kwangsoo Park ◽  
Jeong-Yeol Park ◽  
Robin M. Back
Keyword(s):  
New York ◽  
Social Media ◽  
Marketing Strategies ◽  
Analysis Of Covariance ◽  
Social Media Marketing ◽  
Social Media Analytics ◽  
Content Type ◽  
Event Marketing ◽  
The Social ◽  
Facebook Pages

This research is to examine the effects of attributes related to designing post content in Facebook marathon community pages on enhancing levels of engagement. Marketer- and user-generated content of 3,142 posts published on three Facebook pages for the Boston, Chicago, and New York City marathons were collected. Social media analytics were used to discover major topics and engagement trends on the pages. Analysis of Covariance (ANCOVA) was conducted to examine how publisher type, content type, event case, time, and interactions among these factors affected the engagement levels of Facebook users. Results show that main and interaction effects significantly increase engagement among Facebook users. In particular, content generated by marketers was more effective in engaging users than content generated by users. Posting photos and videos enhanced engagement more than status posts. The effects of inserting hyperlinks varied depending on the marathon page. This exemplary study extends the social media marketing literature in event marketing and provides useful information on how social media marketing strategies can be made more effective through engaging social media users. Findings will be of benefit to both researchers and marketers.

scholarly journals Application of social network analysis for determining the suitable social media influencers

2021 ◽  
Vol 10 (6) ◽  
pp. 348-354
Author(s):  
Mochamad Yudha Febrianta ◽  
Yusditira Yusditira ◽  
Sri Widianesty
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
The Other ◽  
Social Media Marketing ◽  
Other Hand ◽  
The Social

Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using “oyoindonesia” and ‘reddoorz’ as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media.

Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

Selling all good: how small new entrants can compete

2016 ◽  
Vol 12 (3) ◽  
pp. 374-398 ◽  
Author(s):  
Eva Collins ◽  
Kate Kearins ◽  
Helen Tregidga ◽  
Stephen Bowden
Keyword(s):  
Social Media ◽  
New Zealand ◽  
Multinational Corporations ◽  
Marketing Strategies ◽  
Resource Constrained ◽  
Content Type ◽  
The Social ◽  
Marketing Tool ◽  
Available Information ◽  
Broad Level

Synopsis Chris Morrison and two partners introduced the first Fairtrade bananas in New Zealand in a bid to improve the social and environmental impacts of banana consumption. The trio started All Good Bananas in 2010. Using social media as a key marketing tool, the startup had grown to take a 5 percent market share in a fiercely competitive industry dominated by big players. In 2012, the entrepreneurs needed to decide the best way to increase sales of ethically sourced products under the All Good brand. Should they expand their share of the banana market or diversify into drinks? Research methodology The case is primarily based on tape-recorded interviews by the authors with the founding entrepreneur and three employees of All Good from May to July 2012 and an analysis of the company’s website and social media activities. Other publicly available information sources were drawn upon, and a discussion held with a New Zealand national grocery chain CEO. Relevant courses and levels This case has been written for use in classes in undergraduate and graduate level entrepreneurship, strategic management and sustainability. The case can be used to illustrate how very small resource-constrained startups can compete in an industry dominated by large multinational corporations, and how Fairtrade might provide a worthy differentiation focus. It is open to a consideration of judo economics. While several of the questions ask students to consider the New Zealand context in which this case is set, knowledge of New Zealand and the various industries beyond what is offered in the case is not necessary. Theoretical bases At a broad level the case illustrates how a small, resource-constrained startup can compete against much, much larger players through a niche Fairtrade product focus and the use of alternative marketing strategies such as guerrilla marketing and social media. In relation to the competitive dynamics within an industry, this case can be used to illustrate the concept of judo economics (also referred to as judo strategy). Both the utility and potential limits of judo economics can be demonstrated through the case by considering current activities and potential future dynamics.

Introducing relational dialectics on actor engagement in the social media ecosystem

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rodoula H. Tsiotsou
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Relational Dialectics ◽  
Content Type ◽  
The Social ◽  
Marketing Intelligence ◽  
Media Ecosystem ◽  
Service Ecosystem ◽  
Comprehensive Framework ◽  
First Time

Purpose The purpose of this paper is to provide an in-depth understanding of actor engagement (AE) on social media by proposing a holistic and integrative conceptual framework. Design/methodology/approach Based on a sample of 118 articles, the paper draws on the service-dominant logic (SDL)-based service ecosystem perspective combined with the tenets of relational dialectics as theoretical lenses to inform AE research in social media. Findings The paper proposes a framework of AE in social media called the TASC model, an acronym of Thesis-Antithesis-Synthesis-Conflict. TASC introduces the dialectical nature of AE and discusses the contexts and levels of AE in the social media ecosystem and their evolving processes. Practical implications Firms can apply the knowledge provided by TASC to gather marketing intelligence and develop marketing strategies to anticipate tensions, motivate the desired AE intensity and valence and reinforce value co-creation in the social media ecosystem. Originality/value TASC is a comprehensive framework that, for the first time, explains engagement at all levels of the social media ecosystem by combining the SDL-based service ecosystem view with the relational dialectics perspective.

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sriparna Guha ◽  
Anirban Mandal ◽  
Fedric Kujur
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Brand Image ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Media Environment ◽  
Content Type ◽  
The Social ◽  
Social Media Platforms

Purpose First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products. Design/methodology/approach This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach. Findings The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment. Practical implications The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products. Originality/value The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

scholarly journals Strategic Use of Social Media in Tourism Marketing: A Comparative Analysis of Official Tourism Boards

2018 ◽  
Vol 13 (2) ◽  
pp. 41-56
Author(s):  
Rashmiranjan Choudhury ◽  
Priyakrushna Mohanty
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Service Industry ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Tourism Marketing ◽  
The Social ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Effective Use

Marketing has reached new heights with social media platforms. In the changing scenario of the service industry, tourism is seen to receive the most attention from customers, stakeholders and other sectors through social media. The development of communication technology has enriched social media marketing. In India, Facebook has taken a lead role because of its market outreach and user count. Different tourism associates use this medium to showcase their products and services. In this context, Kerala is way ahead in social media marketing strategies while Odisha is in the niece states. This paper aims to analyse the social media marketing strategies adopted by the Odisha tourism board and other tourism boards through a comparative analysis. The study suggests some strategic measures for Odisha tourism board to ensure the effective use of social media in tourism.

Application of AI technology in modern digital marketing environment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kiran Nair ◽  
Ruchi Gupta
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Advanced Degree ◽  
Content Type ◽  
Marketing Environment ◽  
Know How

PurposeThe purpose of this paper is to explore the various application of artificial intelligence (AI) to social media and digital advertising professionals and agencies to specialize to an advanced degree and maintain collaboration and creativity to bring a better return on investment.Design/methodology/approachDigital marketers are still oblivious to the importance of AI application, while some others simply do not know how to implement it. AI is currently acting as a significant disruption in digital and social media marketing worldwide.FindingsBased on the literature review, the paper identifies the various AI applications in the field of digital media marketing.Originality/valueThis paper can serve as a useful guide for social media marketers to implement AI applications to impact digital marketing strategies better.

Impact of Social Media Marketing Strategies on Consumers Behaviour in Delhi

2014 ◽  
Vol 6 (2) ◽  
pp. 1-23 ◽  
Author(s):  
Deepali Saluja ◽  
Shamsher Singh
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Urban Areas ◽  
Information Age ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Primary Data ◽  
Decision Making Process ◽  
The Social ◽  
The Everyday

In the information age, social media is growing rapidly and at a faster pace. Social media is playing an important role in the day to day life of individuals. Using social media has become the everyday routine. Many social media sites display different type of advertisement by which decision making process is generally getting affected. Social Media is much more than just a medium of sharing information. The present study is an attempt to understand how the social media affect the decision making process of consumers and impact of various marketing strategies used by firms on social media. The study employs the surveys methods to collect primary data from 200 customers who have been regularly using social media. Factor Analysis and ANOVA has been used for having insights in the study. The selected respondents are assumed to represent the population in the urban areas of Delhi.

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.

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