Chinese entrepreneurs’ experience of social media marketing: perception, strategy and challenge

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Huan Chen ◽  
Dalong Ma ◽  
Ruowen Wang
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Business Practices ◽  
Theoretical Understanding ◽  
Content Type ◽  
Entrepreneurial Marketing ◽  
Marketing Activities ◽  
Chinese Entrepreneurs ◽  
Emic Perspective ◽  
Media Applications

Purpose This paper aims to explore Chinese entrepreneurs’ perceptions and interpretations of social media marketing (SMM) in their daily business practices. Design/methodology/approach A qualitative approach was adopted to explore the phenomenon. Specifically, 18 in-depth interviews were conducted among Chinese entrepreneurs to obtain their experiences of and perceptions on SMM. Findings Findings revealed that Chinese entrepreneurs have good understandings of SMM. They believe SMM is a necessary way to interact with customers and SMM can provide flexibility and sensitivity which are important for entrepreneurial marketing and are not easy to achieve through traditional marketing activities. When they choose social media applications, they will match the purpose of marketing activity with the characteristics of the social media. They have developed the specific strategies for different social media applications. In the meantime, they are facing some challenges, such as breaking the communication clutter, measuring the results and over depending on social media. Originality/value Findings of the current study extend the uses and gratifications theory to the context of business-oriented media usage. In addition, findings of the study expand previous literature by enriching the theoretical understanding of the concept of entrepreneur and entrepreneurial marketing in new social and cultural contexts. Finally, findings of the current study also supplement previous research on social media advertising by uncovering rich meanings of SMM from business owners’ emic perspective.

The influence of social media marketing activities on customer loyalty

2018 ◽  
Vol 25 (9) ◽  
pp. 3882-3905 ◽  
Author(s):  
Mayank Yadav ◽  
Zillur Rahman
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Positive Influence ◽  
Customer Equity ◽  
Social Media Marketing ◽  
Content Type ◽  
Five Dimensions ◽  
Theoretical Support ◽  
Marketing Activities ◽  
The Impact

PurposeThe purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.Design/methodology/approachThe study surveyed 371 students from a large university in India. The data were analyzed via confirmatory factor analysis and the research hypotheses were examined using SEM.FindingsThe study revealed three key findings. First, perceived SMMAs of e-commerce comprise five dimensions, namely, interactivity, informativeness, word-of-mouth, personalization and trendiness. Second, perceived SMMAs of e-commerce have significantly and positively influenced all the drivers of customer equity (CEDs). Third, the CEDs of e-commerce exhibit a significant and positive influence on customer loyalty toward the e-commerce sites.Practical implicationsThis study will help e-commerce managers to boost customer loyalty toward the e-commerce sites through perceived SMMA.Originality/valueThe study is the first to identify five dimensions of e-commerce perceived SMMA. The current study also introduces the stimulus–organism–response model as a theoretical support to connect perceived SMMAs of e-commerce to customers’ loyalty via CEDs. This is supposed to be the first study to examine the impact of perceived SMMA on customer loyalty toward the e-commerce sites via CEDs in the e-commerce industry.

Impact of online social media activities on marketing of green products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Meesha Gupta ◽  
Asif Ali Syed
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Green Products ◽  
Content Type ◽  
Online Social Media ◽  
Indian Consumers ◽  
Premium Price ◽  
Marketing Activities ◽  
The Relationship

Purpose The purpose of this paper is to identify, empirically analyze and validate the relationship between various social media marketing activities influencing the attitude of Indian consumers toward green products and their willingness to pay (WTP) a premium price for them. Design/methodology/approach Data was collected from 536 respondents who not only use various social media channels for purchases and gaining information but also prefer and buy green products across India. Exploratory factor analysis was done for the refinement and validation of the questionnaire items, and structural equation modeling was used to analyze the relationship among various variables. Findings The findings of the empirical study confer consumer’s attitude toward green products being shaped by four main social media marketing activities, namely, word of mouth, interaction, entertainment and customization, whereas trendiness was found to be insignificant toward predicting consumer’s attitude. The positive attitude so formed has a significant and positive impact on the willingness of consumers to pay a premium price for green products. Originality/value This research takes a lead in analyzing the construct WTP a premium for green products because this has been comparably less explored in Indian context. As spending a little extra by Indian consumers is a super sensitive issue, studying their willingness is therefore an important construct to be taken into account.

Social media marketing must start at the top

2016 ◽  
Vol 32 (5) ◽  
pp. 25-27
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Strategic Marketing ◽  
Social Media Marketing ◽  
Content Type ◽  
Top Executives ◽  
Marketing Activities ◽  
Pertinent Information ◽  
The Right ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings An investigation into the activities that allow firms to efficiently and effectively integrate social media into strategic marketing activities. Many firms do not adopt the right internal organizational activities for effective social media execution, which leads to the authors’ view of it as the “step-child” of corporate functions. Remedies are examined and the importance of engagement by top executives is emphasized . Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The influence of perceived social media marketing activities on brand loyalty

2017 ◽  
Vol 29 (1) ◽  
pp. 129-144 ◽  
Author(s):  
Ahmed Rageh Ismail
Keyword(s):  
Social Media ◽  
Undergraduate Students ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Convenience Sample ◽  
Content Type ◽  
Value Consciousness ◽  
Marketing Activities ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students Findings The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty. Originality/value This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.

Linking social media marketing activities with brand love

Kybernetes ◽  
2017 ◽  
Vol 46 (10) ◽  
pp. 1801-1819 ◽  
Author(s):  
Raed Salah Algharabat
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Marketing Activities ◽  
Facebook Pages ◽  
The Impact

Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand love on brand loyalty. Design/methodology/approach Using a sample of 400 followers of Facebook pages, data were collected and analyzed using structural equation modeling. Findings The findings reveal that SMM activities positively affect self-expressive brands (inner and social), which in turn impact brand love. The author also finds that brand love positively affects brand loyalty. The author further finds that self-expressive brand (inner) fully mediates the relationship between SMM activities and brand love, whereas self-expressive brand (social) partially mediates this relationship. Originality/value Previous researchers neither have the chance to link SMM activities with brand love nor to explain its role as an antecedent to self-expressive brand. Therefore, the author contributes to nascent literature by linking and investigating the mediating impact of self-expressive brands between the relationships of SMM activities and brand love which in turn impact brand loyalty.

Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand

2019 ◽  
Vol 14 (4) ◽  
pp. 441-461 ◽  
Author(s):  
Penpattra Tarsakoo ◽  
Peerayuth Charoensukmongkol
Keyword(s):  
Social Media ◽  
Business Performance ◽  
Positive Relationship ◽  
Customer Relationship ◽  
Social Media Marketing ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Content Type ◽  
Marketing Activities ◽  
Relationship Performance

Purpose This paper aims to explore the contribution of social media marketing capability on business performance of firms in Thailand. The conceptualization of social media marketing capability was developed using five aspects of the spanning capabilities of Day’s strategic framework. Design/methodology/approach Questionnaire data were collected from business entrepreneurs in Thailand who attended seminar and training courses (N = 364). Partial least squares structural equation modeling was used to analyze data. Findings Among five aspects of social media marketing capability, social media product development capabilities and social media marketing implementation capability were positively and significantly related to customer relationship performance and financial performance; social media marketing communication capability had a significantly positive relationship only with customer relationship performance, whereas social media planning capability was found to have a significantly positive relationship only with financial performance. However, the analysis did not find the significant relationship between social media pricing capability and the two aspects of firm performance. Research limitations/implications First, the results were obtained using cross-sectional data collection. Second, the data were collected using convenience sampling. Third, the performance variables used in the analysis are perceptual measures. Finally, the study was only conducted in Thailand context and did not lend itself to any general applicability. Practical implications This research suggests that it is important for Thai companies that rely on social media to develop marketing capabilities and learn how to incorporate social media into their marketing activities. Originality/value This study built a conceptual foundation of social media marketing capabilities based on Days strategic framework which provided a complete and comprehensive view about social media applications that can be integrated into different areas of marketing activities.

scholarly journals The allure of luxury brands’ social media activities: a uses and gratifications perspective

2019 ◽  
Vol 32 (3) ◽  
pp. 603-626 ◽  
Author(s):  
Navdeep Athwal ◽  
Doga Istanbulluoglu ◽  
Sophie Elizabeth McCormack
Keyword(s):  
Social Media ◽  
Uses And Gratifications ◽  
Information Source ◽  
Social Media Marketing ◽  
Luxury Brands ◽  
Online Data ◽  
Content Type ◽  
Analysis Strategy ◽  
Marketing Activities ◽  
Use Of Social Media

Purpose The purpose of this paper is to explore the social media marketing activities of luxury brands, guided by uses and gratifications theory (UGT). It examines the gratifications sought by millennials, a new core luxury consumer group, and the gratifications obtained when following and connecting with luxury brands. Design/methodology/approach Online data are gathered from Facebook, Instagram and Twitter accounts of five top luxury brands. In addition, 30 in-depth interviews with millennials, the new generation of luxury consumers, were conducted. Thematic analysis strategy was followed to analyze the data and present the findings. Findings Luxury brands remain distant and aloof, which helps them to maintain a sense of exclusivity. User activity, ranging from observations to commenting on and liking luxury brand content, leads to the gratification of two types of need: affective and cognitive. Two affective needs that are satisfied by luxury brands’ social media marketing activities are aesthetic appreciation and entertainment. Cognitive needs are satisfied through the functional use of social media as an information source. Originality/value Several studies have investigated social media from the perspective of UGT, but this study is the first to investigate the implications of luxury brands’ social media usage with the lenses of UGT.

Perceived social media marketing activities and consumer-based brand equity

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kian Yeik Koay ◽  
Derek Lai Teik Ong ◽  
Kim Leng Khoo ◽  
Hui Jing Yeoh
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Current Knowledge ◽  
Positive Influence ◽  
Social Media Marketing ◽  
Brand Experience ◽  
Content Type ◽  
Marketing Activities ◽  
The Relationship

PurposeThe purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. Furthermore, brand experience is tested as a mediator of the relationship between perceived social media marketing activities and consumer-based brand equity, whereas co-creation behaviour is also examined as a moderator on the relationship between perceived social media marketing activities and brand experience.Design/methodology/approachA structured survey questionnaire was developed and distributed to social media users from a large private university in Malaysia. A total of 253 valid responses were obtained. Hypotheses were tested employing partial least squares structural equation modelling (PLS-SEM).FindingsThe results indicated that perceived social media marketing activities have a significant positive influence on consumer-based brand equity. In addition, brand experience mediates the relationship between perceived social media marketing activities and consumer-based brand equity. Surprisingly, co-creation behaviour was found to have no moderating effect on the relationship between perceived social media marketing activities and brand experience. Furthermore, using the PROCESS macro, we found that the indirect effect of perceived social media marketing activities on consumer-based brand equity through brand experience is not moderated by co-creation behaviour.Originality/valueThis research further extended the current knowledge by demonstrating that the influence of perceived social media marketing activities on consumer-based brand equity is mediated by brand experience. Also, this research utilised the strength of PLS–SEM in dealing with higher-order constructs, allowing us to develop and test a parsimonious model that is useful for practitioners.

Social media marketing in luxury brands

2018 ◽  
Vol 41 (6) ◽  
pp. 657-679 ◽  
Author(s):  
Elisa Arrigo
Keyword(s):  
Social Media ◽  
Academic Research ◽  
Digital Technologies ◽  
Social Media Marketing ◽  
Luxury Brands ◽  
Content Type ◽  
Academic Literature ◽  
Manual Search ◽  
Research Themes ◽  
Marketing Activities

Purpose Digital technologies and social media have improved the connectivity and collaboration between firms and customers in all sectors. However, in the luxury sector, the approach to social media and digital technologies has been slower than in other industries. The purpose of this paper is to review the academic literature on social media marketing in luxury brands to highlight the current state of the art, the addressed key research themes and the implications for management research and practice. Design/methodology/approach A systematic literature review of academic research on social media marketing has been conducted to gather, examine and synthetize studies related to luxury brands. By following a review protocol based on both automatic and manual search on the Scopus database, all relevant studies on luxury brands were identified and analyzed. Findings A critical conceptualization of social media marketing in luxury brands has been provided and the emerging key research themes have been categorized into four main areas. Originality/value Academic literature about social media marketing activities in luxury firms is very limited and existing studies focus only on certain aspects, contexts or single cases. In contrast, the value of this study, for both academics and practitioners, lies in providing, for the first time, a comprehensive and critical systematization of social media marketing academic literature in the field of luxury brands.

Penerapan Strategi Social Media Marketing Untuk Meningkatkan Penjualan Pada Dealer Mobil Toyota, Daihatsu dan Honda Bandung

Infoman s ◽  
2018 ◽  
Vol 12 (2) ◽  
pp. 115-124
Author(s):  
Yopi Hidayatul Akbar ◽  
Muhammad Agreindra Helmiawan
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Social Media Marketing ◽  
Public Attention ◽  
Media Companies ◽  
Social Media Networks ◽  
Internet Users ◽  
Marketing Activities ◽  
The University ◽  
Website Content

Social media is one of the information media that is currently widely used by several companies and personally to convey information, with the presence of social media companies no longer need to spread offers through print media, they can use information technology tools in this case social media to submit offers the products they sell to users globally through social media. This social media marketing technique is the process of reaching visits by internet users to certain sites or public attention through social media sites. Marketing activities using social media are usually centered on the efforts of a company to create content that attracts attention, thus encouraging readers to share the content through their social media networks. The application of the QMS method is certainly not only submitted through search engine webmasters, but also on a website keywords must be applied that relate to the contents of the website content, because with the keyword it will automatically attract visitors to the university website based on keyword phrases that they type in the search engine. With Search Media Marketing Technique (SMM) is one of the techniques that must be applied in conducting sales promotions, especially in car dealers in Bandung, it is considered important because each product requires price, feature and convenience socialization through social media so that sales traffic can increase. Each dealer should be able to apply the techniques of Social Media Marketing (SMM) well so that car sales can reach the expected target and provide profits for sales as car sellers in the field.

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