The new marketing solutions that will drive strategy implementation

2016 ◽  
Vol 44 (3) ◽  
pp. 20-26 ◽  
Author(s):  
Kenneth Alan Grossberg
Keyword(s):  
Social Media ◽  
Digital Technology ◽  
Design Methodology ◽  
Content Type ◽  
Marketing Automation ◽  
Marketing Innovation ◽  
The Social ◽  
Efficiency And Effectiveness ◽  
Media Platform ◽  
Practical Implications

Purpose Delineate the strategic implications for three new marketing trends based on digital technology. Design/methodology/approach The author looks at how strategy is being affected by: Marketing automation, where artificial intelligence is used to help win a customer and optimize the search for such potential prospects. Social media, which blends the personal and the businesslike and provides opportunities for engagement with the client on an almost real-time, personalized basis. The manipulation of huge quantities of “Big Data” to increase the efficiency and effectiveness of marketing automation and of deriving value from social media. Findings Under all emerging digital technology scenarios, the marketer’s job becomes more complex and more central to the interaction between the customers and the corporation. Practical implications Social marketing will increasingly involve co-creation of product and brand story with customers, experienced-based marketing and more sophisticated management of the interface between the social media platform and automated marketing. Originality/value This article identifies the integral relationship between advances in marketing technology and strategic opportunities for marketing innovation.

Getting acquainted with social networks and apps: talking about TikTok

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Katie Elson Anderson
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Literature Review ◽  
Design Methodology ◽  
Research Literature ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
Information Professionals

Purpose This paper aims to provide information and promote discussion around the social media platform TikTok. Design/methodology/approach Research, literature review. Findings Libraries and library and information professionals should be aware of the potential of TikTok for engagement and information sharing. Originality/value Adds to the research on the social media platform TikTok.

scholarly journals How to increase engagement on social media using the honeycomb model

2020 ◽  
Vol 27 (2) ◽  
pp. 153-167
Author(s):  
Susana Costa Silva ◽  
Wilian Feitosa ◽  
Paulo Duarte ◽  
Marta Vasconcelos
Keyword(s):  
Social Media ◽  
Social Engagement ◽  
Design Methodology ◽  
Convenience Sample ◽  
Content Type ◽  
The Social ◽  
Before And After ◽  
A Company ◽  
New Procedures ◽  
Practical Implications

Purpose The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and consulting company located in Portugal. The company’s presence on Facebook was analysed by using the honeycomb model for SM functionality, by Kietzmann et al. (2011), as a theoretical framework. Design/methodology/approach The authors implemented some actions to change procedures on SM management. Monitoring five months of data, the authors could compare the SM engagement before and after changes on SM management. Then, a convenience sample of 205 useable questionnaires was collected. The population of the study comprised Portuguese Facebook users who liked the Alento Facebook Fan Page. An analysis of honeycomb dimensions was performed. Findings The engagement level on Alento’s SM was increased by changing procedures identified on survey. In five months, Alento’s number of followers was increased by just 4.5 per cent, interactions were increased by 35 per cent, views were more than twice (+122 per cent) and fans who clicked on Alento’s Facebook page’s links were increased by 146 per cent. Research limitations/implications There were also some limitations related to the sample, since the authors only obtained 205 responses. Therefore, the second suggestion for future investigations would be to conduct the survey on a larger number of people. This study just considers five months after changing procedures. A longer range of time could produce different results. Practical implications The most relevant contribution of the current study is the offer of some insights into the use of a simple tool such as the honeycomb model of Kietzmann et al. (2011) for the analysis of the social engagement from a firm’s perspective, regardless of their nature. Social implications The importance of SM to spread good content and to reduce media costs is reinforced in this study. Originality/value This study is innovative, as it identifies a need of change on SM management, proposes and implements new procedures, checking its results. SM marketing is a new wagon of study, and the problem of how to increase engagement on professional SM is on top priorities of the field.

scholarly journals Consumption attachments of Brazilian fans of the National Football League

2020 ◽  
Vol 17 (3) ◽  
pp. 251-266
Author(s):  
Bruno Melo Moura ◽  
André Luiz Maranhão de Souza-Leão
Keyword(s):  
Social Media ◽  
Social Interactions ◽  
Social Life ◽  
Design Methodology ◽  
National Football League ◽  
Cultural Practices ◽  
Content Type ◽  
Audience Interaction ◽  
Media Platform ◽  
Practical Implications

Purpose The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a collective consumption. Thus, attachments are established between consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL audience, during the transmissions of its games, results in consumption attachments. Design/methodology/approach The method undertaken was Netnography, commonly used to investigate cultural practices occurring in online environments. The research corpus consisted of messages posted on Twitterhashtags created by the ESPN Brazil channels to reverberate its broadcasts of the league between 2016-2017 and 2017-2018 seasons. Findings The findings of this study indicate that Brazilian audience interaction in social media establishes consumer attachment with the NFL by means of the brand elements and aspects of social life, mediated by the league. Research limitations/implications The research observed only the part of the Brazilian audience of the NFL that engages in the broadcasts of the games through social media. Practical implications The research of this study demonstrates how brands can use social media to enable social interactions that create or improve consumer attachments with them. Originality/value The study presents how a media brand imbricated in the American culture has been the target of attachment by Brazilian fans through social media interactions.

Tracking the social media tourist

2015 ◽  
Vol 31 (10) ◽  
pp. 18-20
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Content Type ◽  
The Social ◽  
The Status ◽  
Pertinent Information ◽  
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 – Conversation has changed. Not the art of conversation, which changed sometime in the mid-1970s if our parents are to be believed, but the status of conversation itself. Discussion, argument, discourse and verbal jousting are no longer deemed real enough to matter very much. Unless, of course, they occur online and are witnessed by thousands of people. 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.

Scale to estimate the aspect-oriented sentiment polarity under anaphors influence (SPAI)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sudarshan S. Sonawane ◽  
Satish R. Kolhe
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Design Methodology ◽  
Predictive Analytics ◽  
Anaphora Resolution ◽  
Content Type ◽  
Open Platform ◽  
Proposed Model ◽  
The Social ◽  
Media Platform

PurposeThe purpose of this paper is to handle the anaphors through anaphora resolution in aspect-oriented sentiment analysis. Sentiment analysis is one of the predictive analytics of social media. In particular, the social media platform Twitter is an open platform to post the opinion by subscribers on contextual issues, events, products, individuals and organizations.Design/methodology/approachThe sentiment polarity assessment is not deterministic to conclude the opinion of the target audience unless the polarity is assessed under diversified aspects. Hence, the aspect-oriented sentiment polarity assessment is a crucial objective of the opinion assessment over social media. However, the aspect-oriented sentiment polarity assessment often influences by the curse of anaphora resolution.FindingsFocusing on these limitations, a scale to estimate the aspects oriented sentiment polarity under anaphors influence has been portrayed in this article. To assess the aspect-based sentiment polarity of the tweets, the anaphors of the tweets have been considered to assess the weightage of the tweets toward the sentiment polarity.Originality/valueThe experimental study presents the performance of the proposed model by comparing it with the contemporary models, which are estimating the sentiment polarity tweets under anaphors impact.

Doing the knowledge

2017 ◽  
Vol 33 (3) ◽  
pp. 34-36
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Corporate Strategy ◽  
Content Type ◽  
Course Of Action ◽  
The Social ◽  
Pertinent Information ◽  
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 We are in a post-truth era. Should we trust that statement, or toss it into the social media morass with so many other throwaway lines? Surely that depends on who says it, what they say it about and the context of why they are saying it. If this correspondent makes that statement merely to grab the reader’s attention and fails to explain anything about it, then perhaps the latter course of action is most appropriate. But if there follows something meaningful that will help explain why it is to be believed and how this will help a firm’s corporate strategy with relation to risk and knowledge, then the reader will be glad they stuck with it. 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.

Social media as the path to a marketing strategy

2016 ◽  
Vol 32 (2) ◽  
pp. 20-22
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Transformation Process ◽  
Content Type ◽  
The Social ◽  
Pertinent Information ◽  
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 – Considers the ways that social media is evolving and the implications for companies who must seek to engage with it. Suggests that firms should develop strategies which will transform their brand message so that it is seen as social rather than commercial. The authors call this the social media transformation process. 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.

Influencer marketing

2019 ◽  
Vol 23 (2) ◽  
pp. 109-122 ◽  
Author(s):  
Carolina Stubb ◽  
Anna-Greta Nyström ◽  
Jonas Colliander
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Product Category ◽  
Content Type ◽  
Disclosure Control ◽  
Product Categories ◽  
Social Media Platforms ◽  
Media Platform ◽  
Practical Implications ◽  
Control Post

PurposeThe purpose of this paper is to investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure. A sponsorship compensation justification disclosure explains why influencers and brands engage in sponsorship collaborations by providing a normative reason that justifies the existence and dissemination of sponsored content.Design/methodology/approachAn experimental design was used to compare the effects of a sponsorship compensation justification disclosure made by either an influencer or the sponsoring brand, to a simple sponsorship disclosure and a no disclosure control post, on consumers’ responses to a product-review video by a YouTube influencer.FindingsThe paper offers empirical evidence that sponsorship compensation justification generates more positive consumer attitudes toward influencers receiving sponsorship compensation, and increases source and message credibility, compared to a simple sponsorship disclosure.Research limitations/implicationsThe hypotheses were tested on one YouTube video, comprising of a single product category, one SMI and one social media platform. Further studies might replicate the experiment on different product categories and on different social media platforms.Practical implicationsThis empirical study can offer brand communication managers and influencers important information on how to communicate and design sponsorship disclosures to reach-desired responses from consumers.Originality/valueThe study is the first study to empirically demonstrate the effects of this particular type of sponsorship disclosure.

“Please tidy up before leaving”: nudging Airbnb guests toward altruistic behavior

2019 ◽  
Vol 13 (4) ◽  
pp. 524-530 ◽  
Author(s):  
Paul Ranson ◽  
Daniel Guttentag
Keyword(s):  
Social Presence ◽  
Design Methodology ◽  
Field Experiments ◽  
Experimental Results ◽  
Altruistic Behavior ◽  
Content Type ◽  
The Social ◽  
Relationship Model ◽  
Social Market ◽  
Practical Implications

Purpose This study aimed to investigate whether increasing the social presence within an Airbnb lodging environment could nudge guests toward altruistic cleaning behaviors. Design/methodology/approach The study was based around a theoretical framework combining the social-market versus money-market relationship model, nudge theory and social presence theory. A series of three field experiments were conducted, in which social presence was manipulated to test its impact on guest cleaning behaviors prior to departure. Findings The experimental results confirmed the underlying hypothesis that an Airbnb listing’s enhanced social presence can subtly induce guests to help clean their rental units prior to departure. Originality/value This study is the first to examine behavioral nudging in an Airbnb context. It is also one of the first field experiments involving Airbnb. The study findings offer clear theoretical and practical implications.

Is the equalization/normalization lens dead? Social media campaigning in US congressional elections

2018 ◽  
Vol 42 (5) ◽  
pp. 718-731 ◽  
Author(s):  
Jason Gainous ◽  
Andrew Segal ◽  
Kevin Wagner
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Power Structure ◽  
Congressional Elections ◽  
Campaign Spending ◽  
Interactive Effects ◽  
Content Type ◽  
Electoral Success ◽  
The Masses ◽  
Practical Implications

Purpose Early information technology scholarship centered on the internet’s potential to be a democratizing force was often framed using an equalization/normalization lens arguing that either the internet was going to be an equalizing force bringing power to the masses, or it was going to be normalized into the existing power structure. The purpose of this paper is to argue that considered over time the equalization/normalization lens still sheds light on our understanding of how social media (SM) strategy can shape electoral success asking if SM are an equalizing force balancing the resource gap between candidates or are being normalized into the modern campaign. Design/methodology/approach SM metrics and electoral data were collected for US congressional candidates in 2012 and 2016. A series of additive and interactive models are employed to test whether the effects of SM reach on electoral success are conditional on levels of campaign spending. Findings The results suggest that those candidates who spend more actually get more utility for their SM campaign than those who spend less in 2012. However, by 2016, spending inversely correlates with SM campaign utility. Research limitations/implications The findings indicate that SM appeared to be normalizing into the modern congressional campaign in 2012. However, with higher rates of penetration and greater levels of usage in 2016, the SM campaign utility was not a result of higher spending. SM may be a greater equalizing force now. Practical implications Campaigns that initially integrate digital and traditional strategies increase the effectiveness of the SM campaign because the non-digital strategy both complements and draws attention to the SM campaign. However, by 2016 the SM campaign was not driven by its relation to traditional campaign spending. Originality/value This is the first large N study to examine the interactive effects of SM reach and campaign spending on electoral success.

Sign in / Sign up

Export Citation Format

Share Document