scholarly journals Using a blog and social media promotion as a collaborative community building marketing tool for library resources

2016 ◽  
Vol 33 (5) ◽  
pp. 13-15
Author(s):  
Alyson Vaaler ◽  
Steve Brantley
Keyword(s):  
Social Media ◽  
Community Building ◽  
Content Type ◽  
Collaborative Tool ◽  
Collaborative Community ◽  
Library Resources ◽  
Social Media Tools ◽  
Marketing Tool ◽  
Website Content ◽  
Blog Posts

Purpose The purpose of this report is to explain the process of how Booth Library developed an online WordPress blog to market physical and electronic resources in the library’s collection. This report looks at specific tools that are used to maintain the blog and sample topics that the blog covers. Design/methodology/approach WordPress software was installed on library servers, making the blog a cohesive part of the library’s website. A PHP script called “List It!” was developed to produce book lists with cover images from a list of scanned library barcodes. After the book lists are inserted into blog posts, social media tools such as YOURLS and Hootsuite are used to schedule tweets and Facebook posts. Findings Since its launch in September 2014, Ref News has received a total of 6,180 views and 3,835 unique views for 88 posts. On average, users are spending two minutes and 44 seconds on a page or group of pages. Less measurable benefits include greatly expanded website content, booklists that can be reused and repurposed and a sense of ownership and increased morale for those who help curate book displays and write blog posts. Originality/value This report shows how a free WordPress blog can be used as a versatile and collaborative tool to market library resources and connect with users.

The application of social media in outreach of academic libraries’ resources and services

2016 ◽  
Vol 34 (4) ◽  
pp. 615-624 ◽  
Author(s):  
Qiandong Zhu
Keyword(s):  
Social Media ◽  
Academic Libraries ◽  
Implementation Process ◽  
Third Party ◽  
Secondary Development ◽  
Content Type ◽  
Social Media Site ◽  
The Social ◽  
Library Resources ◽  
Social Media Tools

Purpose The purpose of this paper is to introduce the implementation of the official WeChat account, the most popular mobile social media site in China, to share Jinan University Library collections and services to students, faculty and staff. The implementation, experience and issues have implications for academic libraries and other institutions to run and improve social media tools. Design/methodology/approach This paper is a case study, which elaborates on the implementation process of the official WeChat account, including project group establishment, account application and management, users’ needs analysis, WeChat secondary development and model of development. Findings The official WeChat account has already engaged a population of followers who are able to directly access library resources and service via their mobile device. The social media tool is an effective approach to promote library services and to enhance relationships between the library and its users. The issues appear during the process of WeChat implementation and promotion, which requires WeChat’s provider, third-party application vendors and the library to work together to solve. Originality/value The implementation of official WeChat account has practical implications for academic libraries and other institutions to conduct it and similar social media tools, such as Sina Weibo, Facebook and Line. In particular, it is beneficial for academic libraries outside China which desire to use WeChat to engage Chinese international students. Additionally, it provides insight into the future effort on social media promotion, secondary development and cooperation within the social networking industry.

scholarly journals Social Media use and value creation in the digital landscape: a dynamic-capabilities perspective

2020 ◽  
Vol 31 (3) ◽  
pp. 313-343
Author(s):  
Aurora Garrido-Moreno ◽  
Víctor García-Morales ◽  
Stephen King ◽  
Nigel Lockett
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Dynamic Capabilities ◽  
Media Use ◽  
Business Value ◽  
Customer Engagement ◽  
Social Media Use ◽  
Content Type ◽  
Social Media Tools ◽  
Dynamic Capabilities Perspective

PurposeAlthough Social Media use has become all-pervasive, previous research has failed to explain how to use Social Media tools strategically to create business value in today's increasingly digital landscapes. Adopting a dynamic capabilities perspective, this paper empirically examines the specific process through which Social Media use translates into better performance and the capabilities involved in this process.Design/methodology/approachA research model is proposed that includes both antecedents and consequences of Social Media use. Existing research was examined to derive the research hypotheses, which were tested using SEM methodology on a sample of 212 hotels.FindingsThe results show that Social Media use does not exert significant direct impact on organizational performance. Rather, the findings confirm the mediating role played by Social CRM and Customer Engagement capabilities in the value creation process.Practical implicationsThe results demonstrate how Social Media tools should be implemented and managed to generate business value in hotels. Implications yield interesting insights for hotel managersOriginality/valueThis study is a first attempt to analyze empirically the real impact of digital media technologies, particularly Social Media use, drawing on the dynamic capabilities perspective and focusing on service firms (hotels). Including the variable “Organizational Readiness” as a basic prerequisite to benefit from Social Media use enhances the study's novelty and contribution.

Social media: a blessing or a curse? Voice of owners in the beauty and wellness industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kulvinder Kaur ◽  
Pawan Kumar
Keyword(s):  
Social Media ◽  
Low Cost ◽  
Growth Potential ◽  
Social Media Marketing ◽  
Small Scale ◽  
Content Type ◽  
Social Media Platforms ◽  
Pros And Cons ◽  
Marketing Tool ◽  
Use Of Internet

PurposeThe rise in the use of Internet technologies and social media has shifted the marketing practices from offline to online. This study aims to determine the pros and cons of social media marketing in the beauty and wellness industry.Design/methodology/approachIn-depth interviews were conducted with the owners and marketing executives of beauty and wellness centers to understand the use of popular social media platforms in this industry and their pros and cons.FindingsThe researchers identified eight merits and seven demerits of social media in the beauty and wellness industry. Every respondent is happy and satisfied with social media use, particularly Instagram and Facebook. Irrespective of the demerits, they have shown the intention to increase its usage in the future. The merits override demerits; thus, social media is a blessing for this industry from the owners' perspective.Research limitations/implicationsThe research is exploratory and is confined to just one industry. Research implication is that the visual nature of social media makes it a powerful tool for the promotion of the beauty and wellness industry.Practical implicationsThe study's findings will be beneficial for small-scale businesses as it will push them to take advantage of this low-cost marketing tool.Social implicationsSocial media marketing is helpful for communication and marketing purposes for society.Originality/valueThe beauty and wellness industry remained unfocused by researchers because it is highly unorganized, fragmented and not regulated, yet has huge growth potential. This research will provide a closer look at this industry as well as social media marketing.

How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jie Sun ◽  
Xi Yu Leung ◽  
Billy Bai
Keyword(s):  
Social Media ◽  
Attitude Change ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Group Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Marketing Effectiveness ◽  
Marketing Tool

Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design methodology approach Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses. Findings Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts. Research limitations implications The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection. Originality value This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.

Enterprise social media at work: web-based solutions for employee engagement

2016 ◽  
Vol 24 (7) ◽  
pp. 16-19 ◽  
Author(s):  
Anshu Sharma ◽  
Jyotsna Bhatnagar
Keyword(s):  
Social Media ◽  
Employee Engagement ◽  
Internal Communication ◽  
Communication Tool ◽  
Web Based ◽  
Content Type ◽  
Enterprise Social Media ◽  
Respective Field ◽  
Social Media Tools ◽  
Social Networking Tools

Purpose The paper aims to highlight the role of enterprise social media as an internal workplace tool for employee engagement purposes. Design/methodology/approach The paper provides a viewpoint on how social media can be used internally by organizations after considering both academic and practitioner literature in the respective field. Findings The paper posits that organizations should move beyond using social networking tools for recruitment and branding purposes and take a step further to use social media tools internally for employee engagement initiatives. It provides practical implications for managers to embrace social media as an engagement tool and to increase employees’ participation on such media. Research limitations/implications The paper provides implications for both researchers and practitioners for using social media as a strategic employee engagement initiative and devising appropriate social media and human resource strategies to do so. Originality/value The paper offers insights into how enterprise social media can be used as an internal communication tool for engaging employees in this technologically connected era.

Marketing academic library information services using social media

2019 ◽  
Vol 40 (3/4) ◽  
pp. 228-239 ◽  
Author(s):  
Suha AlAwadhi ◽  
Sultan M. Al-Daihani
Keyword(s):  
Social Media ◽  
Academic Libraries ◽  
Academic Library ◽  
Information Resources ◽  
Management Support ◽  
Online Questionnaire ◽  
Content Type ◽  
Library Resources ◽  
Social Media Platforms ◽  
Use Of Social Media

PurposeThe purpose of this paper is to examine the use of social media in the marketing of academic library resources and services in Kuwait and identifies the factors related to the use of social media applications in marketing academic libraries.Design/methodology/approachA quantitative data-collection approach using a paper and online questionnaire has been employed to elicit the opinions of librarians working in academic libraries in Kuwait in both private and public institutions. In total, 89 valid questionnaires have been analyzed using descriptive (frequencies, percentages, means and standard deviations) and inferential statistics (factor analysis, correlations, experimental analysis and regression).FindingsThe study shows that the academic librarians have a positive perception toward the use of social media. The identified factors relating to the use of social media for marketing library information resources and services are the usefulness of social media tools in raising awareness and in providing needs analysis and satisfaction assessments. However, management support for the use of social media for library marketing is poor.Practical implicationsThis study provides insights into the factors related to the use of modern social media platforms to promote information resources and services at academic libraries to provide outreach services to current and potential users.Originality/valueThis research contributes to the field of information studies as it highlights the importance of using social media platforms in marketing academic library information resources and services. Library administrators could use the results to develop social media marketing plans to effectively promote their library resources.

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.

Moving social marketing beyond personal change to social change

2014 ◽  
Vol 4 (3) ◽  
pp. 240-260 ◽  
Author(s):  
Jeanine P.D. Guidry ◽  
Richard D. Waters ◽  
Gregory D. Saxton
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Social Marketing ◽  
Community Building ◽  
Social Changes ◽  
Media Communication ◽  
Content Type ◽  
The Public ◽  
Personal Changes ◽  
Social Media Communication

Purpose – This paper aims to examine what type of messaging on Twitter is most effective for helping move social marketing beyond focusing on personal changes to find out what messages help turn members of the public into vocal advocates for these organizations’ social changes. Social marketing scholarship has regularly focused on how organizations can effectively influence changes in awareness and behaviors among their targeted audience. Communication scholarship, however, has repeatedly shown that the most influential form of persuasion happens interpersonally. As such, it is imperative that organizations learn how to engage audiences and facilitate the discussion about organizational messages between individuals. Social media provide platforms for such conversations, as organizational messaging can be shared and discussed by individuals with others in their networks. Design/methodology/approach – Through a content analysis of 3,415 Twitter updates from 50 nonprofit organizations, this study identifies specific types of messages that are more likely to get stakeholders retweeting, archiving and discussing the organizations’ messaging through regression analysis. Findings – Messages focusing on calls-to-action and community building generated the most retweets and Twitter conversation; however, they were also the least used strategies by nonprofit organizations. Originality/value – Research has regularly examined the types of messages sent out by nonprofit organizations on Twitter, but they have not tested those messages against measures of engagement. This study pushes the understanding of social media communication to the next level by analyzing those message categories against metrics provided by Twitter for each tweet in the sample.

What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions

2020 ◽  
Vol 29 (5) ◽  
pp. 675-688
Author(s):  
Parker J. Woodroof ◽  
Katharine M. Howie ◽  
Holly A. Syrdal ◽  
Rebecca VanMeter
Keyword(s):  
Social Media ◽  
Purchase Intentions ◽  
Persuasion Knowledge ◽  
Performance Expectations ◽  
Consumer Evaluations ◽  
Content Type ◽  
Light Effects ◽  
Marketing Tool ◽  
Financial Relationship ◽  
The Impact

Purpose The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product performance expectations and how those factors ultimately influence purchase intentions. Design/methodology/approach An experiment was conducted with 321 participants recruited from MTurk to test a moderated serial-mediation model. Findings The results indicate that when consumers become cognizant that an influencer’s branded promotional post may have been motivated by an underlying financial relationship, they evaluate the influencer as significantly less transparent if a more ambiguous disclosure is used relative to a clearer disclosure. Transparency perceptions of the influencer impact consumers’ perceptions of product efficacy as well as purchase intentions. Originality/value Social media influencers are rapidly emerging as a popular marketing tool for brand managers, but consumer response to this form of promotion is not well understood. To the best of the authors’ knowledge, this is the first study to investigate how the type of endorsement disclosure used by a social media influencer impacts consumer perception of influencer transparency, product efficacy and purchase intentions. Further, this research demonstrates the applicability of the persuasion knowledge model in the domain of influencer marketing.

Analysis of content creation in social media by B2B companies

2015 ◽  
Vol 30 (6) ◽  
pp. 761-770 ◽  
Author(s):  
Lauri Huotari ◽  
Pauliina Ulkuniemi ◽  
Saila Saraniemi ◽  
Minna Mäläskä
Keyword(s):  
Social Media ◽  
Personal Relationships ◽  
Media Content ◽  
Content Type ◽  
B2b Marketing ◽  
Content Creation ◽  
Marketing Activities ◽  
Social Media Tools ◽  
Business To Business

Purpose – The present study aims to examine how business-to-business (B2B) marketers can influence content creation in social media. Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. Design/methodology/approach – Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. The present study examines how B2B marketers can influence content creation in social media. Findings – The paper proposes that B2B firms engaging in social media as part of their marketing efforts should carefully consider the roles and activities of various users, which are directed to and by different internal and external users. B2B companies can influence content creation in social media directly by adding new content, participating in discussions and removing content through corporate user accounts and controlling employee social media behavior or indirectly by training employees to create desired content and performing marketing activities that influence other users to create content that is favorable for the company. Originality/value – The study contributes to the theoretical discussion over B2B marketing communication and the role of social media in it.

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