Library collections promotion for preadolescents using social media marketing strategies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ko-Chiu Wu ◽  
Tsung-Ying Yang
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Specific Reference ◽  
Content Type ◽  
Event Marketing ◽  
Buzz Marketing ◽  
Library Collections

PurposeThis study aims to explore preadolescents' opinions of the social media marketing strategies hosted by libraries to promote collections.Design/methodology/approachAn experimental Facebook page was created with posts containing interesting animations, games and book recommendations. A questionnaire survey was administered to 262 preadolescents between 11 and 13 years old to seek their opinions about the posts, and confirmatory factor analysis was used to measure their acceptance of the marketing strategies.FindingsThe authors examined the effects of five marketing strategies: word-of-mouth marketing, buzz marketing, event marketing, viral marketing and gamification marketing. In terms of sharing, word-of-mouth marketing proved the most popular, followed by buzz marketing. Participants were least accepting of viral marketing. The authors found that gamification marketing resulted in higher engagement than did event marketing. The preadolescent participants preferred engagement marketing strategies over information sharing strategies.Originality/valueAccording to the uses and gratification theory, preadolescents seek, share and engage with information in ways that differ from other age groups. With specific reference to hedonic engagement by preadolescents, the authors built a two-fold model to describe the information-seeking behaviors of preadolescents from the perspective of marketing strategies. The study findings indicate that librarians who use Facebook to promote library collections should first employ gamification and word-of-mouth marketing to build trust with preadolescent users. Event and buzz marketing will then be more effective when applied within the context of this trust.

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.

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

Storytelling and Narrative Marketing in the Era of Social Media

2018 ◽  
pp. 206-220
Author(s):  
Sonia Ferrari
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Low Cost ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Customer Relationship ◽  
Customer Relationship Marketing ◽  
Information And Communication ◽  
Image Building ◽  
Modern Era

This chapter is focused on the elements that, in post modern era, have greatly changed our society, both in terms of buying and consumption habits and, more generally, in terms of lifestyles. This is mainly due to the Internet, which provides low cost, faster and interactive information and communication. As described in detail in the chapter, companies have been forced to adopt new marketing strategies and, thanks to the spread of social media and viral marketing, tools such as word of mouth and storytelling have become even more effective than in the past. But today companies need to use them in a different way, actively involving the consumers, because they attribute a greater value to a product if they participate in the process of creation of its image and elements of differentiation. If managed in an innovative way, focusing on sensory and transmedia aspects, storytelling becomes a very powerful Customer Relationship Marketing and image building medium and, above all, a source of enduring competitive advantage.

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.

scholarly journals Tweet Berbayar: Bagaimana Word-Of-Mouth Bekerja dalam Media Baru

Humaniora ◽  
2011 ◽  
Vol 2 (2) ◽  
pp. 1193
Author(s):  
Rosidah Syaukat ◽  
Ekky Imanjaya
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Word Of Mouth ◽  
Opinion Leader ◽  
Viral Marketing ◽  
Unique Characteristic ◽  
Goods And Services ◽  
Buzz Marketing ◽  
Key Opinion Leader

New media, like Twitter, has changed many possibilities, including marketing strategy in Indonesia. One of the extraordinary phenomena is paid-to-tweet, as being used by celebrity or ordinary users. The purpose of the article is to identify how Twitter roles in marketing: what the unique characteristic of Twitter so that Word-of-Mouth (WOM) could work effectively and efficiently? How viral marketing, buzz marketing and recommendation could move simultaneously to increase awareness to consumers about specific goods and services? How to choose the endorsers, as buzzers and key opinion leader in social media like Twitter? And why is hard-sale highly forbidden in new marketing practical style? Generally, the article will analyze about what and how regarding phenomena of paid-to-tweet happening in Indonesia. 

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.

The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge

2020 ◽  
Vol 32 (3) ◽  
pp. 695-720 ◽  
Author(s):  
Man Lai Cheung ◽  
Guilherme Pires ◽  
Philip J. Rosenberger
Keyword(s):  
Social Media ◽  
Hong Kong ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Engagement ◽  
Brand Building ◽  
Building Process

PurposeThis paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.Design/methodology/approachUsing an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement and brand knowledge.FindingsThe results reveal that interaction, electronic word-of-mouth and trendiness are the key elements directly influencing consumer brand engagement, then strengthening brand awareness and brand knowledge. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement.Research limitations/implicationsHaving cross-sectional nature, the study focuses on one single product, smartphones, at one location, Hong Kong. Future research may enhance the generalisability of the findings by replication in other countries with diverse cultures, such as countries in Latin America and Africa and examine other industries and other products, such as the service sector and convenience products with a low involvement level.Practical implicationsMarketers may strengthen consumer–brand engagement by using content that is trendy, along with encouraging interaction and positive EWOM on social-media platforms, in order to build strong and positive brand knowledge in consumers' minds.Originality/valueThis study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers' brand engagement and brand knowledge. However, how effective these elements are for these purposes remains to be established. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely interaction, EWOM and trendiness, are critical drivers in the brand-building process in Hong Kong.

scholarly journals Komunikasi Pemasaran Antimo Anak di Media Sosial

2021 ◽  
Vol 1 (2) ◽  
pp. 208
Author(s):  
Annisa Dewi Yustita
Keyword(s):  
Social Media ◽  
Peer Influence ◽  
Online Community ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Buzz Marketing

Penelitian ini dilatarbelakangi oleh perkembangan media sosial, khususnya di segmen industri. Banyak industri memanfaatkan media sosial sebagai saluran promosi. Namun, industri farmasi merupakan industri yang lambat mengadopsi media sosial sebagai sarana komunikasi pemasaran. Lambatnya industri farmasi dalam mengadopsi media sosial juga terjadi pada PT Phapros, Tbk yang merupakan produsen Antimo AnakPenelitian ini bertujuan untuk mengetahui lebih lanjut dan menganalisis proses komunikasi pemasaran Antimo Anak di media sosial dilihat dari sisi motivasinya (antecedents). Penelitian ini menggunakan berbagai konsep terkait komunikasi pemasaran seperti media sosial, social media marketing, motivasi (antecedents) yang diturunkan lagi menjadi customer engagement, viral marketing, buzz marketing, peer influence, dan online community. Pendekatan kualitatif digunakan dalam penelitian ini untuk menggali informasi lebih dalam terkait aktivitas komunikasi pemasaran Antimo Anak di media sosial melalui wawancara semi terstruktur dengan narasumber internal dan informan untuk mendapatkan hasil yang lebih komprehensif. Berdasarkan hasil wawancara dengan narasumber, dijelaskan bahwa motivasi Antimo Anak melakukan komunikasi pemasaran di media sosial adalah karena kekuatan media sosial yang bisa menciptakan keterikatan dengan pelanggan (customer engagement) dan viral marketing.

scholarly journals Exploring and evaluating success factors of social media marketing strategy: a multi-dimensional-multi-criteria framework

foresight ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mona Jami Pour ◽  
Mahnaz Hosseinzadeh ◽  
Hannan Amoozad Mahdiraji
Keyword(s):  
Social Media ◽  
Performance Evaluation ◽  
Focus Group ◽  
Marketing Strategy ◽  
Success Factors ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Content Type ◽  
Critical Success ◽  
Strategy Process

Purpose Today, social media is counted as an integral part of marketing strategies, which has led to a paradigm change in this field. As reported, social media marketing has been growing over the recent five years and is predicted to be exponentially growing in the future. However, despite the huge promise and intention to adopt social media marketing strategies by organisations, there remain challenges regarding the successful implementation of these new marketing programmes. Accordingly, marketing managers’ awareness of the success factors of social media marketing is essential to return investment in this area. Due to the little research been accomplished in this field, this paper aims to identify the success factors of social networks’ marketing and to rank the factors by using of interval best-worst method (BWM). Design/methodology/approach To serve the research aims, an extant literature review is accomplished and a focus group approach is conducted to identify the main success factors and sub-factors. To analyse the focus group discussions, a qualitative content analysis approach is applied. Interval BWM is used to calculate the weights of each identified factor. Findings In the final framework, six main success criteria, including strategy, process, technology, content, performance evaluation and people are identified, for each sub-criteria are developed. The interval BWM results suggest the content criterion as the most important success factor in developing a social media marketing strategy. Research limitations/implications First, this research provides a comprehensive insight into the success factors and best practices of social media marketing. This is the first to draw on the critical factors affecting the success of social media marketing, considering people in the organisation such as top management, employees and customers, strategy, process and performance evaluation focussing on the change management requirements for applying social media marketing and technology as the technical factor of the adoption process, simultaneously. Identifying critical success factors of social media marketing will help marketing managers to avoid falling into the trap of developing social media strategies based on less important areas and ignoring the critical ones. Besides, owing to the limited resources of organisations in implementing social media marketing strategies, prioritising and weighing the success factors will lead to a focus on more important areas. Originality/value Whilst the related studies have mostly concentrated on the capabilities and activities required to conduct social media marketing and the few research investigated the critical success factors most concentrated on the customer and the content-related factors, the finding of this research goes beyond that and suggests technical, process and human aspects simultaneously in the implementation process in a holistic view.

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