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.

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 central role of the reputation of country-of-origin firms in developing markets

2016 ◽  
Vol 31 (3) ◽  
pp. 349-364 ◽  
Author(s):  
Nadia Jiménez ◽  
Sonia San-Martin
Keyword(s):  
Purchase Intention ◽  
Country Of Origin ◽  
Marketing Strategies ◽  
Target Market ◽  
Psychological Variables ◽  
Content Type ◽  
Developing Markets ◽  
The Relationship ◽  
Cultural Openness

Purpose This study aims to test the central role of the perceived reputation of country-of-origin (COO) firms between cultural and socio-psychological variables and management and economic variables that help to explain the multi-faceted phenomenon of COO on a developing market. It also tests the moderator role of ethnocentrism, which is the objective of recommending different segment marketing strategies for international firms. Design/methodology/approach The study opted for the structure equation modelling methodology to analyze data collected from 274 Mexican car owners who evaluate Korean automobiles. Findings The results show that the COO reputation of firms from a developing market has a mediating role on the relationship between cultural openness and animosity and trust, risk and purchase intention, but the consequents of the perceived reputation of COO vary depending on the level of consumers’ ethnocentrism. Research limitations/implications Firms seeking to internationalize need to find out how to overcome the hurdle of target market animosity, to increase the cultural openness and to promote trust and purchases in international markets; at the same time, they reduce the perception of risk. In this sense, it might help to increase the perceived reputation of COO firms and to use different marketing strategies according to the target market. Originality/value This study analyzes reputation of firms associated to a COO as a signal that can help to solve purchase decisions in the relationship between consumers and firms from developing markets and also corroborates its role as a mediator factor. In addition, this study empirically tests how animosity and cultural openness influence perceived reputation of COO firms, relationships that has scarcely been studied in literature. This study has also found that less and more ethnocentric consumers have differences in how the COO cues influence on their evaluations and behaviour. Finally, as insufficient consumer research has been conducted into emerging and developing markets, this study focuses on consumers from a developing country and regards automobiles from an emerging country.

Websites, Social Networks, and Corporate Translation

2021 ◽  
pp. 142-158
Author(s):  
Irene Rivera-Trigueros
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Web 2.0 ◽  
International Markets ◽  
Marketing Strategies ◽  
Web 2.0 Tools ◽  
Small Communities ◽  
Corporate Website ◽  
Corporate Websites ◽  
Website Content

The objective of this chapter is to analyze how Southern Spanish companies in the dentistry sector employ Web 2.0 tools available to them and to analyze the availability of multilingual information in their corporate websites. To this purpose, the results of several studies have been gathered in this chapter. These studies considered criteria such as having or not a corporate website and social networks, the translation or not of the website content, and number of languages available, among others. Results show that a significant amount of the analyzed SMEs do not have a website or social networks. In addition, those having a website do not, generally, translate its content, which limits international customer acquisition and the opening to international markets. Concerning social networks, SMEs, which do have social media, generally have small communities, and they do not post frequently, which limit the implementation of digital marketing strategies.

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.

scholarly journals Understanding small-firm reactions to free trade agreements

2014 ◽  
Vol 21 (2) ◽  
pp. 327-344 ◽  
Author(s):  
Martina Battisti ◽  
Tanya Jurado ◽  
Martin Perry
Keyword(s):  
New Zealand ◽  
Free Trade ◽  
Small Firm ◽  
International Marketing ◽  
Free Trade Agreements ◽  
Trade Agreements ◽  
International Markets ◽  
Marketing Strategies ◽  
Content Type ◽  
Marketing Models

Purpose – Despite the proliferation of free trade agreements (FTAs) internationally, the limited research available on the subject indicates that few SMEs consider the existence of these agreements as a reason to engage in international markets or expand their existing international engagement. The purpose of this paper is to identify and augment SME international marketing models building on Merrilees and Tiessen's (1999) work; and to explain how these marketing models condition the reaction of small firm exporters to FTAs. Design/methodology/approach – This study comprised in-depth interviews with 51 SME exporters in New Zealand. Participants were selected purposefully and were interviewed in a face-to-face, semi-structured format. Findings – Five international marketing strategies were identified drawing on prior models of international marketing: sales-driven, relationship-driven, international boutique, arbitrager and market seeder. These models are characterised by different relationships to markets and to buyers served, and by the extent of customisation in the export offering. By using these models the authors analyse why SMEs have yet to significantly capitalise on the opportunities provided by New Zealand's recent wave of trade agreements. Research limitations/implications – This study acknowledges the diversity of international marketing strategies between seemingly similar firms by recognising that approaches generally viewed as unlikely to bring success in international markets can work when applied in a particular way and in a particular context. As such the results may offer a useful starting point for the customisation of policy advice on exporting in terms of the context in which SMEs operate. Originality/value – As well as advancing theoretical perspectives on SME international marketing strategies, the findings are presented as a contribution to the as yet limited evaluation of how SMEs in New Zealand have responded to the emerging opportunities created by FTAs. The interest in filling this gap is part of a growing recognition that factors related to the firm's trading environment have been largely neglected in policy considerations.

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.

Thematic analysis of destination images for social media engagement marketing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Seobgyu Song ◽  
Seunghyun “Brian” Park ◽  
Kwangsoo Park
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Social Media Analytics ◽  
User Engagement ◽  
Content Type ◽  
Social Media Engagement ◽  
Tourism Destinations ◽  
Theoretical Evidence

PurposeThis study assessed the effect of photo themes to facilitate social media user engagement in Facebook brand pages and emphasized the important role of designing images for developing destination marketing strategies.Design/methodology/approachThis study analyzed 8,900 posts that were published by official tourism destination marketers for each destination (Hong Kong, Japan, South Korea). Text mining analysis, image thematic coding analysis and two-way ANOVA were applied to examine the significant differences across proposed determinants for the following engagements: the numbers of likes, comments and shares.FindingsThe results indicated that photographs on social media of three tourism destinations can be explored based on 11 categories of image themes. The themes' significant and distinct effects on three indicators of social media engagement were verified.Originality/valueThis research presented methodological insights by integrating thematic and statistical analyses with social media analytics. The findings of this study provided theoretical evidence of the importance of image themes in the context of social media engagement marketing. Based on the implications of this study, practitioners would enhance the effectiveness of social media marketing.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

scholarly journals Social media and sentiment in bioenergy consultation

2016 ◽  
Vol 10 (1) ◽  
pp. 87-98 ◽  
Author(s):  
Victoria Uren ◽  
Daniel Wright ◽  
James Scott ◽  
Yulan He ◽  
Hassan Saif
Keyword(s):  
Social Media ◽  
New Media ◽  
Sentiment Analysis ◽  
Opinion Mining ◽  
Public Consultation ◽  
Short Paper ◽  
Consultation Process ◽  
Content Type ◽  
The Public ◽  
The Uk

Purpose – This paper aims to address the following challenge: the push to widen participation in public consultation suggests social media as an additional mechanism through which to engage the public. Bioenergy companies need to build their capacity to communicate in these new media and to monitor the attitudes of the public and opposition organizations towards energy development projects. Design/methodology/approach – This short paper outlines the planning issues bioenergy developments face and the main methods of communication used in the public consultation process in the UK. The potential role of social media in communication with stakeholders is identified. The capacity of sentiment analysis to mine opinions from social media is summarised and illustrated using a sample of tweets containing the term “bioenergy”. Findings – Social media have the potential to improve information flows between stakeholders and developers. Sentiment analysis is a viable methodology, which bioenergy companies should be using to measure public opinion in the consultation process. Preliminary analysis shows promising results. Research limitations/implications – Analysis is preliminary and based on a small dataset. It is intended only to illustrate the potential of sentiment analysis and not to draw general conclusions about the bioenergy sector. Social implications – Social media have the potential to open access to the consultation process and help bioenergy companies to make use of waste for energy developments. Originality/value – Opinion mining, though established in marketing and political analysis, is not yet systematically applied as a planning consultation tool. This is a missed opportunity.

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