scholarly journals Virality in Social Media Advertising: A Case Study in Bandung Tourism

2019 ◽  
Vol 12 (3) ◽  
pp. 204-211
Author(s):  
Riefky Amarullah Romadhoni ◽  
◽  
Manahan Siallagan ◽  
Lidia Mayangsari
Keyword(s):  
Social Media ◽  
Social Media Advertising

Applying Data Analytics to Social Media Advertising: A Twitter Advertising Campaign Case Study

2017 ◽  
Vol 21 (1) ◽  
pp. 26-32 ◽  
Author(s):  
Shanshan Lou
Keyword(s):  
Social Media ◽  
Data Analytics ◽  
Secondary Data ◽  
Research Direction ◽  
Future Research ◽  
Social Media Analytics ◽  
Advertising Campaign ◽  
Social Media Advertising

This paper presents a class case study of an assignment that asked students to use a Twitter follower report to design a Twitter advertising campaign. The purpose of this case study is to immerse students in a real social media environment and help them become familiar with analyzing social media data to develop advertising campaigns. Students' interview responses suggest that incorporating a project that requires social media analytics techniques in an advertising class can help them better understand the role of secondary research and database analysis in developing consumer profiles and making campaign decisions. The findings also suggest that students have a strong desire to work with secondary data in designing social media advertising campaigns. The advantages of data analytics should be further explored in advertising campaign classes to help students become successful campaign designers. Limitations and future research direction are also discussed.

scholarly journals Effects of user-generated content on social media advertising strategi

2021 ◽  
Vol 2 (1) ◽  
pp. 139-148
Author(s):  
Zahwa F Jasmine ◽  
Fadillah Fadillah
Keyword(s):  
Social Media ◽  
Information Age ◽  
Brand Awareness ◽  
Case Study Method ◽  
New Developments ◽  
Two Factors ◽  
Social Media Advertising ◽  
Consumer's Perception ◽  
Core Message

Both the use of UGC in the designing process of social media advertising  and social media advertising itself, are two relatively new developments following the information age. Time and time again the various effects and outcomes of UGC in social media advertising, including positive and negative responds which accordingly changed audience perception of the advertised. One recent example is the use of #GundalaFanart, a call for fan art submissions to promote the 2019 Indonesian superhero movie, Gundala. The case study method will be used to analyze the implementation of this UGC on the advertising of Gundala, and to provide an example of how much it affects brand awareness or image. We arrive to the conclusion that the UGC #GundalaFanart received positive attention from both familiar and new audience due to two factors; the form of the UGC itself aligns well with the film’s image and core message, and aligns as well with the product’s position within the consumer’s mind. These two factors are important to ensure effectiveness when designing and implementing UGC into a social media advertisement campaign. The UGC has significant effect on the reputation of the product or brand, which in turn affects the consumer’s perception of it, subsequently also affecting the decision making process in consuming said product.

scholarly journals The Impact of Socıal Medıa Advertısıng on Consumers Buyıng Decısıon: A Case Study on Unıversıty Students

2020 ◽  
Vol 5 (8) ◽  
pp. 701-708
Author(s):  
Mhd Anas Al Kabbane
Keyword(s):  
Social Media ◽  
University Students ◽  
Public Transportation ◽  
Quantitative Research ◽  
Key Factors ◽  
Great Opportunity ◽  
The Public ◽  
Social Media Advertising ◽  
The Impact

This study aimed to identify the impact of social media advertising on making a buying decision Internet of university students. In these days, social media is one of the strongest approaches to promote, sell or buy products or services. It is preferred by all businesses regardless of the size and capability of the companies to reach out millions of protentional customers over the world. People are browsing the internet and social media daily on the public transportation and during their leisure time. Thug, This is a great opportunity to create business possibilities due to the potential of this market which has been continuously growing in the past decade. Therefore, this research focuses on finding out the key factors of social media that affect the purchase behaviour of university. For this reason, it is cantered on the elements of the extent of satisfaction, the spent time on social media, the strength of social media compared to mass media, and reviews are written by customers who have bought. Based on these factors, four hypotheses of the study were developed as a part of the research model. The conducted method was quantitative research, and data was collected from Istanbul university students. Data was analysed with SPSS.

scholarly journals effect of social media advertising and face-to-face sales on purchase intention for customized products (case study of puncak jaya furniture)

2021 ◽  
Vol 4 (1) ◽  
pp. 209-218
Author(s):  
Fasta Biqul Khairolt ◽  
Sulastri Sulastri ◽  
Zakaria Wahab ◽  
Marlina Widiyanti
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Regression Method ◽  
Linear Regression Method ◽  
Face To Face ◽  
The Social ◽  
Data Source ◽  
Customized Products ◽  
Social Media Advertising

This research was conducted to show the effect of social media advertising and face-to-face sales on the buying interest of customized products (Puncak Jaya Furniture Case Study). The data source used is a questionnaire. The population in this study came from the social media followers of Instagram Puncak Jaya Furniture, with as many as 24,300 followers. The sample used in this study were followers who had the desire and bought products at Puncak Jaya Furniture from December 1, 2020, to January 17, 2021, as many as 30 people. The questionnaire was created using the google form application and distributed via WhatSapp message. The data collection method uses the linear regression method. This study indicates that social media advertising variables have a positive and significant impact on purchase intention, while face-to-face sales variables also have a positive but insignificant impact on purchase intention. The implication of this research is to increase knowledge related to buying Interest seen from the factors of social media advertising and face-to-face sales. For related parties and further research, it is hoped that this research can be used as a reference and reference for related variables.

STRATEGI KOMUNIKASI CROWDFUNDING PADA KOLASE.COM

2019 ◽  
Vol 2 (2) ◽  
pp. 177-187
Author(s):  
Venessa Agusta Gogali ◽  
Fajar Muharam ◽  
Syarif Fitri
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
New Method ◽  
Media Communication ◽  
Social Activists ◽  
Social Media Communication

Crowdfunding is a new method in fundraising activities based online. Moreover, the level of penetration of social media to the community is increasingly high. This makes social activists and academics realize that it is important to study social media communication strategies in crowdfunding activities. There is encouragement to provide an overview of crowdfunding activities. So the author conducted a research on "Crowdfunding Communication Strategy Through Kolase.com Through Case Study on the #BikinNyata Program Through the Kolase.com Website that successfully achieved the target. Keywords: Strategic of Communication, Crowdfunding, Social Media.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

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