Breastfeeding and Use of Social Media Among First‐Time African American Mothers

Technological development has provided to our generation an easier life in terms of connecting to each other with the blurring boundaries of time and place. According to a survey conducted by wearesocial.com in 2016, 79.0 million out of 88.1 million Internet users in Indonesia are active social media users. Therefore, there has been an increasing number of companies making use of social media to market their products, including ZAP Clinic. Along with the use of social media by ZAP Clinic, the brand equity of the company has become stronger as signified by the company being selected as TOP Brand Award 2016 for the first time. This research aims at understanding to what extent Instagram, as a social media, influences the brand equity of ZAP Clinic, through the company’s Instagram account @zapcoid. This research used quantitative method with explanatory research as its type of research. The data was collected through online questionnaires that were spread via direct messages to Instagram followers of @zapcoid that had done any treament at ZAP Clinic. Sample used in this research amount a hundred. The sampling technique was purposive, while the analysis technique was simple linear regression with the use of Statistical Package for Social Sciences (SPSS). This research demosntrates that social media (X) significantly influences the equity of a brand for 0.621 or 62.1%, while the remnant 37.9% is the contribution of other variables that were not assessed. Perkembangan teknologi internet di kehidupan manusia mempermudah komunikasi tanpa batas jarak dan waktu. Menurut survei yang dilakukan oleh wearesocial.com pada tahun 2016 dari 88.1 juta pengguna internet di Indonesia 79.0 juta merupakan pengguna aktif media sosial. Oleh karena itu banyak perusahaan yang memanfaatkan media sosial sebagai alat komunikasi pemasarannya, salah satunya adalah ZAP Clinic. Seiring dengan peningkatan kualitas media sosial yang dilakukan, brand equity ZAP Clinic pun semakin kuat yang ditandai oleh terpilihnya ZAP Clinic dalam TOP Brand Award 2016 untuk pertama kalinya. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh media sosial instagram @zapcoid terhadap brand equity ZAP Clinic. Metode penelitian yang digunakan adalah metode kuantitatif dengan jenis penelitian explanatory research. Pengumpulan data dalam bentuk kuesioner yang disebar secara online melalui direct message kepada followers akun instagram @zapcoid dan pernah melakukan treatment di ZAP Clinic. Sampel yang digunakan pada penelitian ini berjumlah 100 responden. Teknik sampling yang digunakan adalah purposive sampling. Teknik analisis data menggunakan analisis regresi linear sederhana dan dengan menggunakan aplikasi Statistical Package for Social Sciences (SPSS). Berdasarkan hasil analisis data dapat diketahui bahwa media sosial (X) berpengaruh signifikan terhadap brand equity sebesar 0,621 atau 62,1%, sedangkan sisanya sebesar 37,9% lainnya merupakan kontribusi variabel lain yang tidak diteliti.

Download Full-text

Auditing Marketing and the Use of Social Media at Ski Resorts

Sustainability ◽

10.3390/su11102868 ◽

2019 ◽

Vol 11 (10) ◽

pp. 2868 ◽

Cited By ~ 3

Author(s):

Teodoro Luque Martínez ◽

Luis Doña Toledo ◽

Nina Faraoni

Keyword(s):

Social Media ◽

Employee Motivation ◽

Marketing Management ◽

Media Usage ◽

Ski Resorts ◽

The Social ◽

Weak Points ◽

Legislative Changes ◽

Use Of Social Media ◽

First Time

Mountain and snow tourism are sectors of immense social and economic importance that are developed in an especially sensitive environmental context. A large part of this tourism is channeled through ski resorts. The literature on comparative studies of ski-resort management and, in particular, on marketing management, is limited. This study contributes knowledge on the application of marketing practiced at ski resorts. For the first time, an audit of marketing at ski resorts is performed through a quantitative survey at resorts in two countries (Spain and Italy). The importance–performance analysis (IPA) is used, which identifies both the strong and the weak points and the great deficits of marketing management at ski resorts from the perspective of their directors, to whom the questionnaire was addressed. The social media usage of the ski-stations is also analyzed, identifying different typologies of resorts in accordance with their performance against 11 indicators from Twitter and 15 from Facebook. Knowing the opinion of the visitors, the online and competitive strategy, and adapting to the legislative changes are the aspects to which the directors attach greater importance. The greatest deficits were linked to employee motivation and communication (internal and non-integrated). There are minor differences in Twitter and Facebook indicators between Spanish and Italian ski resorts. The turnover results of the ski resorts present more correlation with Facebook indicators than with Twitter ones. This analysis provides recommendations and implications for the management of ski resorts in the six dimensions of marketing under consideration. It, likewise, offers knowledge of the social-media-related behavior of resorts that are leaders on both Twitter and Facebook, for benchmarking purposes.

Download Full-text