Effectiveness of Travel Social Media Influencers: A Case of Eco-Friendly Hotels

2021 ◽  
pp. 004728752110194
Author(s):  
Payal S. Kapoor ◽  
M. S. Balaji ◽  
Yangyang Jiang ◽  
Charles Jebarajakirthy
Keyword(s):  
Social Media ◽  
Federal Trade Commission ◽  
Service Providers ◽  
Digital Marketing ◽  
Intention To Stay ◽  
Argument Quality ◽  
Related Information ◽  
Sustainability Practices ◽  
Tourism Service ◽  
Primary Channel

With social media becoming the primary channel for travelers to acquire travel-related information, tourism service providers are increasingly partnering with social media influencers (SMIs) as part of their digital marketing strategy. The present study investigates the effectiveness of SMIs by examining the role that two message factors—argument quality and sponsorship status—have on travelers’ perceptions of a hotel’s commitment to sustainability and their intention to stay at the hotel. Results from four studies show that when eco-friendly hotels sponsor SMIs, an attribute-value message is more effective than a simple recommendation message in influencing travelers’ perceptions and intentions. Given the latest Federal Trade Commission regulations regarding sponsorship disclosure practices, the findings offer valuable insights for tourism providers using SMIs. The study findings suggest that SMIs should create sponsored messages that provide rational and objective information about the hotel’s sustainability practices to stimulate travelers’ related cognitions and persuade them to patronize the hotel.

Use of digital marketing in estate agency industry in Malawi

2020 ◽  
Vol 17 (3) ◽  
pp. 253-270
Author(s):  
Isaac Matidza ◽  
Tao Ping ◽  
Chimango Nyasulu
Keyword(s):  
Social Media ◽  
Service Providers ◽  
Mobile Apps ◽  
Online Advertising ◽  
Operating Cost ◽  
Digital Marketing ◽  
Property Market ◽  
Internet Service ◽  
Customer Base ◽  
Estate Agency

The study aimed at finding out the adoption of digital marketing in estate agency companies in Malawi. The key issue in this study is to check if the companies have embraced the current dominating use of online advertising of the services that they offer to the community they serve through digital marketing. Specifically, the study focused on finding out the digital marketing channels that are used in the industry, the challenges and the strategies in place to achieve the digital marketing goals. The study targeted 10 major real estate companies in Lilongwe city, the capital of Malawi. Out of these 10, six (60%) companies responded to the questionnaire. The study established that estate agency companies in Malawi have adopted online use of digital marketing in selling their services. The channels that are currently in use include Email, Affiliate Marketing, Website and Social Media. On social media, the companies are using Facebook, Instagram, Twitter and WhatsApp. Further, the study revealed that the companies face numerous challenges in their digital marketing drive. These include expensive purchase costs for digital gadgets, lack of well-trained personnel in digital marketing, high operating cost on data usage from Internet service providers and unreliable Internet connectivity. Considering these challenges, some organizations have put in place measures aimed at minimizing the current situation and increasing their customer base through development of mobile apps, linking of websites to other news websites for broader access and frequent updates of their respective websites. Lastly, the study therefore recommends that organizations should aim at equipping their personnel with digital marketing skills, investing more finances in purchase of digital gadgets to increase the level of interaction with the consumers on the property market.

scholarly journals Model komunikasi pemasaran kopi tuku sebagai resilensi covid-19: sebuah analisis isi

2021 ◽  
Vol 5 (6) ◽  
pp. 505-515
Author(s):  
Muhamad Azis Firdaus ◽  
Achmad Daeng GS ◽  
Indrawati Indrawati ◽  
Gerdha Erlinda Sari Lapoliwa ◽  
Jacky Chin
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Digital Products ◽  
Advertising Strategy ◽  
Related Information ◽  
Technological Advances

Due to recent technological advances, marketing strategies have shifted from conventional to online. Traditional businesses use this digital marketing strategy because it is considered no more effective than other forms of marketing, such as using brochures and catalogs. Kopi Tuku as a business that mushroomed first during the Covid-19 pandemic, used digital marketing strategies to introduce digital products, one of which was social media. This is because social media is a platform that allows people to communicate information in the form of text, photos, videos, and audio with each other and with businesses, or vice versa. This study aims to find out how Kopi Tuku's digital marketing strategy during the Covid-19 pandemic uses content analysis. The method used is Krippendorff's content analysis via Instagram @tokokopituku for the period January 1, 2021 to September 30, 2021. The conclusion of this study is that Kopi Tuku's marketing strategy is more of an advertising strategy that highlights related information about Kopi Tuku.

scholarly journals Digital marketing as promotion on Bali jeep adventure products

2019 ◽  
Vol 6 (5) ◽  
pp. 204-209 ◽  
Author(s):  
Putu Ratna Juwita Sari
Keyword(s):  
Service Providers ◽  
Digital Marketing ◽  
The Internet ◽  
Purposive Sampling ◽  
Tourist Destinations ◽  
The World ◽  
Qualitative Descriptive ◽  
Data Validity ◽  
Tourism Service

Bali is one of the famous tourist destinations in the world, so there are many tourism actors offering tourism service and products to tourists who visit. One of the service providers in the form of a tour program is Bali Jeep Adventure which offers a back to nature program using a special 4WD car. Along with the development of technology and information, the marketing must be done through modern means, namely digital marketing using the internet. There are three main stages that must be carried out by Bali Jeep Adventure to maximize promotions through digital means, namely traffic, conversion, and engagement. This research uses qualitative descriptive methods, taking informants with purposive sampling and used triangulation of data aimed at obtaining data validity.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Manajemen Usaha dan Pelatihan Digital Marketing UMKM pada KUB Batik Pringmas Desa Papringan Banyumas

2019 ◽  
Vol 2 (2) ◽  
pp. 146-154
Author(s):  
Yusmedi Nurfaizal ◽  
Toni Anwar
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Market Place

Kelompok Batik papringan banyak melakukan pembenahan dan perubahan, salah satunya meningkatkan produktivitas dan varian jenis kerajinan batik serta produk turunannya. Untuk meningkatkan penjualan batik pada KUB Pringmas, dilakukan adalah dengan pemasaran digital atau digital marketing pada batik Pringmas. Media digital yang di gunakan oleh batik pringmas untuk media pemasaran dengan memanfaatkan Instagram sedangkan batik pringmas belum meemanfaatkan marketplace. Kendala dalam penggunaan marketplace adalah photo produk yang belum masuk kedalam kualifikasi. Tujuan pengabdian ini adalah melatih pengelola dan pengarajin batik pringmas dalam mengambil foto produk dan pengisian deskripisi. Metode yang di gunakan dengan cara ceramah dan workshop dalam pembuatan akun, foto produk dan pengisian konten dalam market place. Peserta pelatihan diberikan penjelasan tentang dasar penggunaan market place   tersebut Hasil dari pengabdian ini adalah ilmu dalam melakukan pemasaran secara digital dengan memanfaatkan media ecommerce dan social media. Sehingga di harapkan penjualan dari batrik pringmas dapat meningkat.

scholarly journals Quantifying Media Effects, Its Content, and Role in Promoting Community Awareness of Chikungunya Epidemic in Bangladesh

Epidemiologia ◽  
2021 ◽  
Vol 2 (1) ◽  
pp. 84-94
Author(s):  
Mst. Marium Begum ◽  
Osman Ulvi ◽  
Ajlina Karamehic-Muratovic ◽  
Mallory R. Walsh ◽  
Hasan Tarek ◽  
...  
Keyword(s):  
Social Media ◽  
Web Based ◽  
Study Objective ◽  
The Public ◽  
Mainstream Media ◽  
Related Information ◽  
Vector Borne ◽  
Media Outlet ◽  
And Control

Background: Chikungunya is a vector-borne disease, mostly present in tropical and subtropical regions. The virus is spread by Ae. aegypti and Ae. albopictus mosquitos and symptoms include high fever to severe joint pain. Dhaka, Bangladesh, suffered an outbreak of chikungunya in 2017 lasting from April to September. With the goal of reducing cases, social media was at the forefront during this outbreak and educated the public about symptoms, prevention, and control of the virus. Popular web-based sources such as the top dailies in Bangladesh, local news outlets, and Facebook spread awareness of the outbreak. Objective: This study sought to investigate the role of social and mainstream media during the chikungunya epidemic. The study objective was to determine if social media can improve awareness of and practice associated with reducing cases of chikungunya. Methods: We collected chikungunya-related information circulated from the top nine television channels in Dhaka, Bangladesh, airing from 1st April–20th August 2017. All the news published in the top six dailies in Bangladesh were also compiled. The 50 most viewed chikungunya-related Bengali videos were manually coded and analyzed. Other social media outlets, such as Facebook, were also analyzed to determine the number of chikungunya-related posts and responses to these posts. Results: Our study showed that media outlets were associated with reducing cases of chikungunya, indicating that media has the potential to impact future outbreaks of these alpha viruses. Each media outlet (e.g., web, television) had an impact on the human response to an individual’s healthcare during this outbreak. Conclusions: To prevent future outbreaks of chikungunya, media outlets and social media can be used to educate the public regarding prevention strategies such as encouraging safe travel, removing stagnant water sources, and assisting with tracking cases globally to determine where future outbreaks may occur.

scholarly journals A Multi-platform Approach to Monitoring Negative Dominance for COVID-19 Vaccine-Related Information Online

2021 ◽  
pp. 1-24
Author(s):  
Paola Pascual-Ferrá ◽  
Neil Alperstein ◽  
Daniel J. Barnett
Keyword(s):  
Social Media ◽  
Adverse Events ◽  
News Media ◽  
Search Behavior ◽  
Social Media Data ◽  
Future Studies ◽  
Related Information ◽  
Youtube Videos ◽  
Negative Dominance ◽  
Media Data

Abstract Objective The aim of this study was to test the appearance of negative dominance in COVID-19 vaccine-related information and activity online. We hypothesized that if negative dominance appeared, it would be a reflection of peaks in adverse events related to the vaccine, that negative content would attract more engagement on social media than other vaccine-related posts, and posts referencing adverse events related to COVID-19 vaccination would have a higher average toxicity score. Methods We collected data using Google Trends for search behavior, CrowdTangle for social media data, and Media Cloud for media stories, and compared them against the dates of key adverse events related to COVID-19. We used Communalytic to analyze the toxicity of social media posts by platform and topic. Results While our first hypothesis was partially supported, with peaks in search behavior for image and YouTube videos driven by adverse events, we did not find negative dominance in other types of searches or patterns of attention by news media or on social media. Conclusion We did not find evidence in our data to prove the negative dominance of adverse events related to COVID-19 vaccination on social media. Future studies should corroborate these findings and, if consistent, focus on explaining why this may be the case.

scholarly journals The Influence of Social Media use on Practice of Covid-19 Preventive Measures Among Ethiopian Residents: An Online Cross-Sectional Study

2021 ◽  
pp. 1-18
Author(s):  
Abinet Arega Sadore ◽  
Demelash Woldeyohannes Handiso ◽  
Tekle Ejajo Wontamo ◽  
Dejene Ermias Mekango ◽  
Sisay Moges
Keyword(s):  
Public Health ◽  
Social Media ◽  
Risk Perception ◽  
Preventive Measures ◽  
Media Use ◽  
Social Media Use ◽  
Cross Sectional ◽  
Preventive Practice ◽  
Related Information ◽  
Study Participants

Abstract Background: Infection with coronavirus disease (COVID-19) has become a severe public health issue worldwide. A broad amount of information related to the novel coronavirus (COVID-19) pandemic was disseminated by social media in Ethiopia. To date, there is limited evidence on the influence of social media use for covid-19 related information on covid-19 preventive practice. Therefore, this study aimed to assess the influence of social media use on the practice of COVID-19 preventive measures in Ethiopia. Methods: This study employed an anonymous internet-based online cross-sectional survey using Google forms to collects the data from the respondents from 15 May to 17 June 2020 in Ethiopia. Multivariable logistic regression was used to assess the relationship between social media usage as a predictor and COVID-19 preventive practice, after adjusting for socio-demographic and risk perception of COVID-19 variables. The data were analysed using SPSS version 21. Results: A total of 372 respondents have participated in the study. From 372, 208(55.9%) respondents in this study were male. Study participants who had good utilization of social media to get COVID-19 related information were 9.5 times engaged in COVID-19 preventive practices compared to study participants who had poor utilization of social media to get covid-19 related information (AOR= 9.59, 95% CI = 5.70 - 16.13). Also, study participants who had a high-risk perception of COVID-19 were 2.6 times engaged in COVID-19 practices compared to study participants who had a low-risk perception of covid-19 (AOR = 2.63, 95% CI = 1.58 - 4.38). Study participants who were students at the time of this study were four times more likely to show adequate COVID-19 preventive practice score compared to those who had another occupational status (AOR= 4.07, 95% CI= 1.66 - 9.98) Conclusions: Our results show that the usage of social media networks can have a positive effect on the practice of preventive measures and public safety against COVID-19; high-risk perception contributed to preventive activities against COVID-19. Social networking platforms can be used by public health agencies as an important method to raise public health understanding by disseminating concise messages to targeted audiences.

Self-disclosure of social media users in Indonesia: the influence of personal and social media factors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mona Natasha Siahaan ◽  
Putu Wuri Handayani ◽  
Fatimah Azzahro
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Service Providers ◽  
Age Groups ◽  
Emotional Needs ◽  
Self Disclosure ◽  
Content Type ◽  
Social And Emotional ◽  
Equation Modelling ◽  
Group Data

PurposeIn the context of social media (SM) use, self-disclosure (SD) behaviour meets users' social and emotional needs, but it is also accompanied by risks that can harm users. This paper aims to identify the factors that influence users' SD behaviour on SM in Indonesia, using a comparative analysis based on age groups.Design/methodology/approachA survey was conducted on 2,210 respondents who were active SM users in Indonesia. Data were processed and analysed using covariance-based structural equation modelling with AMOS 24.0 software.FindingsResults indicate that, in the overall age group data, factors such as use of information (UI), trust, privacy control (PC), interactivity, perceived benefits (PB) and perceived risks (PR) influence users' SD behaviour. This research also found differences in the characteristics of SD behaviour between age groups.Originality/valueFindings from this study can help SM service providers to evaluate the credibility and reliability of their platforms to encourage user retention.

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