scholarly journals Library 2.0: The effectiveness of social media as a marketing tool for libraries in educational institutions

2016 ◽  
Vol 51 (1) ◽  
pp. 3-19 ◽  
Author(s):  
Michael J. Jones ◽  
Morgan Harvey
Keyword(s):  
Social Media ◽  
Young People ◽  
Educational Institutions ◽  
Current State ◽  
Social Media Platforms ◽  
Library Staff ◽  
Marketing Tool ◽  
Use Of Social Media

In an attempt to market their services and connect with potential users, and particularly young people, many libraries are opening accounts on social media platforms. Research suggests a contradiction between the advice relating to marketing and that regarding the use of social media in libraries, with the former emphasising the importance of the user at the centre of all considerations and the latter placing library staff as central to decisions. In this work we attempt to re-address this imbalance by surveying the current state of library activity on Twitter and, by means of questionnaires, investigate the experiences and motivations of librarians ( n=58) in using social media and whether students ( n=498) are willing to engage with the library in this manner and why. Our findings confirm that libraries in the sector are indeed struggling to foster interest in their social media activities and go some way to understanding why this is so, leading to a number of conclusions and recommendations for practitioners.

scholarly journals Instagram Influencer Analysis for Top 5 Categories in Turkey

2021 ◽  
Vol 12 (44) ◽  
pp. 22-36
Author(s):  
Busra ERTOGRUL ◽  
Gizem KILICSIZ ◽  
Aysun BOZANTA
Keyword(s):  
Social Media ◽  
Digital Identity ◽  
Ordinary People ◽  
Daily Lives ◽  
Social Media Platforms ◽  
The Difference ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
The Relationship ◽  
New Jobs

Social media platforms have become an inevitable part of our daily lives. Companies that noticed the intense use of social media platforms started to use them as a marketing tool. Even ordinary people have become famous by social media and companies have been sending their products to them to try and advertise. Many people have gained a considerable amount of money in this way and today new jobs are emerged like "Youtuber" and "Instagram Influencer". Therefore, ordinary people realized the power of social media and many people started to strength their digital identity over social media. The question raising in people’s mind is that “What is the difference between the influencers and the ordinary people who have also digital identity over social media?”. This study examined Instagram influencers for five categories namely fashion, makeup, photography, travel, and fitness in Turkey. As an exploratory study, the relationship between the influencers’ average number of posts, the number of likes, the number of views, the number of comments, number of followers, and the number of following were examined. As well as the engagement rates of the followers to the influencers were calculated. In addition, the words they mostly used in the captions of the posts were examined.

The Use of Social Media as a Marketing Tool by Tourist Attractions: Influence on Cognitive, Affective and Behavioural Consumer Attitudes

2021 ◽  
pp. 742-758
Author(s):  
Bongiwe Nzeku ◽  
Rodney Graeme Duffett
Keyword(s):  
Social Media ◽  
Cape Town ◽  
Tourist Attractions ◽  
Media Usage ◽  
Positive Attitudes ◽  
Aerial Cable ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Hierarchy Of Effects

Social media has an enormous influence on the manner in which people look for and distribute data, and select a tourist destination. Hence, research was undertaken to ascertain the role of social media as a communication and marketing tool for Cape Town tourist attractions (Cape Point, Groot Constantia Wine Estate, V&A Waterfront, Table Mountain Aerial Cable Way and Kirstenbosch Botanical Gardens) via the analysis of tourists’ cognitive, affective and behavioural attitudinal responses. The results revealed that tourists displayed positive cognitive/affective and affective/behavioural attitude associations towards social media usage by the Cape Town tourist attractions. Several demographic and usage characteristics resulted in significant positive attitudes regarding Cape Town tourist attraction social media sites, viz. South African and African tourists; mobile device access; new social media users; daily log-ons; Black, Indian and Coloured tourists; and tourists who used the local Rand currency. The findings could be used by Cape Town tourist attractions to improve their social media platforms, and thereby the effectiveness as a marketing tool. The study makes an original contribution since few tourism-related studies investigated the hierarchy of effects model in terms of social media and most previous research only considered usage and demographic characteristics as descriptive measures.

scholarly journals Influence of Rose All Day Instagram Sales Promotion Message And Endorsement By Beauty Influencer on Followers Buying Intention

2021 ◽  
Vol 4 (2) ◽  
pp. 215-231
Author(s):  
Jessica Aisyah Larasati ◽  
Daniel Susilo
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Sales Promotion ◽  
Elaboration Likelihood ◽  
The Social ◽  
Likelihood Model ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Promotional Messages

This research was conducted due to the widespread use of social media as a marketing tool in Indonesia. This phenomenon has led to a social media marketing strategy through Instagram, one of the social media platforms used by a local cosmetic company called Rose All Day Cosmetics. This study aimed to determine the effect of the attractiveness of sales promotion messages on Rose All Day Cosmetics' Instagram account and endorsement by beauty influencers on followers' buying intention. The theories used in this research were the Elaboration Likelihood Model, the attractiveness of promotional messages, endorsement, and purchase interest theory. This research was quantitative explanative research through an online survey distributed using the direct message feature on Instagram to 398 respondents previously determined by the Yamane formula. The data obtained were tested with multiple linear regression. The findings indicated that each variable significantly influences the followers' buying intention partially or simultaneously, with a simultaneous effect of as much as 51,3% impact degree. The company must continue to follow the development of influencers, especially in the realm of micro-influencers

Cyberbullying Perpetration: Children and Youth at Risk of Victimization during Covid-19 Lockdown

2021 ◽  
Vol 10 ◽  
pp. 525-537
Author(s):  
Simangele Mkhize ◽  
◽  
Nirmala Gopal
Keyword(s):  
Social Media ◽  
Young People ◽  
Participant Observation ◽  
Qualitative Approach ◽  
Children And Youth ◽  
Significant Finding ◽  
Online Behaviour ◽  
Social Media Platforms ◽  
Youth At Risk ◽  
Use Of Social Media

The Covid-19 is believed to have emerged in Wuhan, China, and has affected many countries across the globe. In response to this pandemic, governments in different countries have implemented social distancing measures to stop the spread of the virus. The closure of schools and switch to remote learning of universities to protect youth and children from exposure to the virus might also open opportunities for certain crimes such as cyberbullying. The study aimed at exploring the risks of victimization of children and youth through cyberbullying during the lockdown. A qualitative approach, non-participant observation was utilised. Data was collected from three social media platforms which include Facebook, Twitter, and Instagram from posts since the beginning of lockdown. Keywords such as 'ama2000s', '2000s' and '90s vs 2000s' were used to search for content. Facebook groups for '2000s' where most young people engage were also used. The study found that with the increase of the use of social media among children and youth during the lockdown, most have been victims of cyberbullying. In these platforms where young people engage, most posts and comments carried content which includes sexting, sexual comments on young girls' pictures, trending of videos of school children fighting, and insulting each other. A significant finding was the use of fake accounts to perpetrate cyberbullying. The study recommends that addressing cyberbullying through educating children and youth about acceptable online behaviour, signs of cyberbullying, responses to it, and cybersecurity should be prioritised.

Social media usage in Indian beauty and wellness industry: a qualitative study

2020 ◽  
Vol 33 (1) ◽  
pp. 17-32 ◽  
Author(s):  
Kulvinder Kaur ◽  
Pawan Kumar
Keyword(s):  
Social Media ◽  
Qualitative Study ◽  
Low Cost ◽  
Media Management ◽  
Content Type ◽  
Internet Users ◽  
Social Media Platforms ◽  
Research Implication ◽  
Marketing Tool ◽  
Use Of Social Media

PurposeAdvancement in technology has increased the use of social media among Internet users. People are on social media all day and brands cannot miss this opportunity to turn these users into potential customers. The purpose of this research paper is to identify the prominent social media platforms in Indian beauty and wellness industry and to establish dimensions of social media activities.Design/methodology/approachThis is a qualitative study in which in-depth interviews were conducted with owners and managers of beauty and wellness centres, who use social media for promotion of their business.FindingsThis study establishes 5M's of social media activities (Motives, Media, Management, Merits and Metrics) that play a major role in social media promotion. It also identifies that Facebook and Instagram are prominent social media platforms for this industry, followed by Snapchat, YouTube and LinkedIn.Research limitations/implicationsBeing a qualitative study, it is exploratory in nature and confined to beauty and wellness centres only, thus, findings cannot be generalised. Research implication is that social media still preserves its popularity over traditional media for marketing purposes.Practical implicationsThe results of the study are useful for business owners, promoters and marketers, who are struggling to effectively use this low-cost marketing tool.Social implicationsThe result of the study are useful in providing awareness and the importance of social media in promoting benefits to the society.Originality/valueSocial media is extensively used for promotion of beauty services but there are very few theoretical studies on the same. This paper provides rich understanding about how to use social media effectively using 5M's.

scholarly journals n analysis of social media marketing of indigenous construction firms in Nigeria: A tool for sustainable growth

2018 ◽  
Vol 8 (2) ◽  
pp. 60-72 ◽  
Author(s):  
Afolabi Adedeji ◽  
◽  
Raphael Ojelabi ◽  
Opeyemi Oyeyipo ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Sustainable Growth ◽  
Social Media Marketing ◽  
Firm Level ◽  
Construction Firms ◽  
Construction Firm ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Use Of Social Media

ndigenous construction firms in Nigeria operate in one of the harshest economic climates while competing with their foreign counterparts. ICFs require strategic and innovative marketing skills in selling their products and services to current and prospective clients. The paper examined the use of social media marketing strategies by indigenous construction firms in Nigeria; a tool for sustainable growth. The study used quantitative data through a questionnaire survey instrument at company-level. A total ofseventy-nine (79) questionnaires at firm level were utilised. The data collected were presented using stacked bars, radar charts and matrix correlation. The study identified the social media platforms mostly utilisedby ICFs and the major barriers resisting the adoption of the innovative marketing strategy in Nigeria. The perceived benefits accrued to ICFs in the use of social media as a marketing tool differs across the type of social media platforms in use by the ICFs. ICFs need to be concerned about image and trust building through a concerted effort in client engagement on social media platforms to improve their brand and reputation. Social media marketing strategies should be integrated with the traditional marketing plans of construction firm.

Social Media as a Marketing Tool for Political Purpose and Its Implications on Political Knowledge, Participation, and Interest

2020 ◽  
Vol 10 (3) ◽  
pp. 21-33
Author(s):  
Rakesh Naidu Ganduri ◽  
E. Lokanadha Reddy ◽  
T. Narayana Reddy
Keyword(s):  
Social Media ◽  
Young People ◽  
Political Participation ◽  
Voting Behavior ◽  
Political Knowledge ◽  
Media Usage ◽  
Political Purpose ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Interest And Knowledge

Social media usage is one of the most popular online activities these days. In 2018, it is estimated that 2.65 billion people were using social media worldwide and these numbers are expected to reach almost 3.1 billion by 2021, the majority of whom are young people. With some notable exceptions, there are few studies that have been undertaken in the field of politics and social media. This study examines how usage of social media for political purpose influences the voting behavior of the voter in this realm. The authors test the proposition that using social media for political use offers a new pathway to their political participation, interest, and knowledge using path analysis. Results demonstrate that political use of social media impacted both levels of and growth in traditional political participation, interest, and knowledge during the 2019 election.

Social media entrepreneurship as an opportunity for women: The case of Facebook-commerce

2022 ◽  
pp. 146575032110660
Author(s):  
Meriam Brahem ◽  
Samira Boussema
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Relevant Information ◽  
Entrepreneurial Intention ◽  
Social Commerce ◽  
Structured Interviews ◽  
Female Entrepreneurs ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Use Of Social Media

This paper examines a new type of entrepreneurship conducted via social networking sites named as social media entrepreneurship. In Tunisia, the number of women entrepreneurs operating on social media platforms such as Facebook is noteworthy. Thus, in this study it is aimed to determine the factors that prompted women to develop businesses on Facebook, and how this social network is a venue for female entrepreneurship. Particular attention is paid to identify individual-related (push/pull entrepreneurial motivation), technology-related and institutional factors that bear on the use of social media. To this end, semi-structured interviews were conducted with a sample of 24 female entrepreneurs. The research findings provide relevant information and support the idea that social media has opened up new horizons and entrepreneurial opportunities for women to pursue their entrepreneurial intention. Pull motivations are really behind the decision to start up social commerce. Facebook advantageous features have empowered women to create customer networks, used nature marketing tool at no cost and acquire positive attitude towards entrepreneurship. Finally, although the informal nature of business on Facebook is attractive, formalization remains a challenge for the majority of women. It seems that ambition to grow their businesses brings them to formal economy.

scholarly journals TRUST IN FRIENDSHIP: LGBTQ+ YOUNG PEOPLE AND HOOK-UP APP SAFETIES

2019 ◽  
Vol 2019 ◽  
Author(s):  
Paul Byron ◽  
Kath Albury ◽  
Tinonee Pym ◽  
Kane Race ◽  
Anthony McCosker
Keyword(s):  
Social Media ◽  
Young People ◽  
Digital Media ◽  
Sexual Communication ◽  
Support Networks ◽  
Safety Strategies ◽  
Social Media Platforms ◽  
Communication Practices ◽  
Media Research ◽  
Use Of Social Media

Digital media research commonly explores the use of social media platforms and dating/hook-up apps separately, implying distance between social and sexual communication practices. By exploring how friendships enfold into LGBTQ+ young people’s use of dating/hook-up apps, this paper troubles that delineation. In 2018, we ran four workshops with LGBTQ+ young people (18-35 years) about negotiating safety in dating/hook-up apps. Discussion of friendship featured in all workshops, mostly related to four key themes: the safety of having mutual friends with prospective dates/hook-ups; friend-making through apps; friend-involvement in safety strategies; and friendship advice on app use. Through analysis of these data, we highlight how friendship is an organising force in LGBTQ+ young people’s dating/hook-up app practices, and argue for greater attention to the porousness of media sites commonly defined as social (e.g. Instagram) or sexual (e.g. Tinder). Participants demonstrate that trust in friendship is far greater that their trust in apps, and so this is called upon, at many levels, to negotiate app use. Notably mutual friends (‘mutuals’) offer greater feelings of safety. An overlap between friendship and sexual connections is also apparent in these data, as per discussion of 'sliding into DMs'. Participants who were not cisgender men had greater concern for safety, and thus more knowledge on how to negotiate apps (and dating) safely, particularly through friendship support networks.

scholarly journals Marketing Strategy of the Indonesian Tahfizh Daarul Quran on Social Media to Attract the Interest Parents of students

2021 ◽  
Vol 4 (02) ◽  
pp. 409
Author(s):  
Dina Anggraini
Keyword(s):  
Social Media ◽  
New Media ◽  
Boarding School ◽  
The Public ◽  
Education Industry ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Academic Year

Indonesia is one of the countries in the world that has been seriously affected by the Covid-19 Pandemic since 2019. Various problems occur in the economy of the country and society in Indonesia which cause problems in the education aspect. This is felt especially in terms of marketing at the Daarul Quran Indonesia Foundation or better known as DaQu which is a Foundation engaged in the Education industry in which there is a program boarding school that was started in 2003 which was founded by Ust. Yusuf Mansur, located in Kampung Quran, Cipondoh, Tangerang. According to internal data from the Daarul Quran Indonesia Foundation, there has been a 35% decline in student enrollment from 2019-2021. This is based on the decline in the economy of prospective guardians of education costs and the delay in the Daarul Quran Indonesia Foundation using social media as part of its marketing activities. Social media marketing is the use of social media platforms and websites to promote products or services. The Daarul Quran Indonesia Foundation then took action to take advantage of new media as a new opportunity in a highly changing market environment by utilizing the Facebook, Instagram, Youtube and Website platforms as a means of delivering information to the public. Through the campaign movement, 'Santri Indent DP 5 Million' is the solution chosen by the Daarul Quran Indonesia Foundation to increase the number of registrations for students for the New Academic Year. It can be seen from the results of data collection through a questionnaire, that the Santri Indent DP 5 million campaign has an impact on parents' interest in sending their children to the Daarul Quran Indonesia Foundation, and has an impact on increasing the number of students for the 2021/2022 academic year, in addition to social media, especially Instagram. be the best marketing tool in this campaign.

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