scholarly journals ANALYSIS OF THE TERRITORY BRAND PROMOTION EFFECTIVENESS IN SOCIAL NETWORKS (BY THE EXAMPLE OF FACEBOOK)

2017 ◽  
Vol 5 (2) ◽  
pp. 252-260
Author(s):  
Наталья Егорова ◽  
Natalya Egorova ◽  
Елена Макарова ◽  
Elena Makarova
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Content Analysis ◽  
Field Work ◽  
Point Of View ◽  
City Government ◽  
Social Media Marketing ◽  
City Brand ◽  
Study Results ◽  
Brand Promotion

In the study, the authors evaluated the effectiveness of Social Media Marketing as a tool for brand promotion territory from the point of view of increase brand awareness and brand appeal. As object of research has been chosen Nizhny Novgorod. The aim of the study is to develop recommendations on the use of SMM marketing tools in promoting territory brand. The subject of research is the city brand. To achieve objectives of this study, the authors used content analysis and survey, including field work. Groups, communities and pages dedicated to Nizhny Novgorod in Facebook were exposed to content analysis. For the analysis of the obtained data, the authors used the software package Excel and SPSS Statistics. Based on the collected data, the authors concluded that Social Media Marketing is an effective brand promotion tool. Social Media Marketing should be included in the territory promotion programme. This programme should be created by the city government. Interpreting the study results, it is necessary to take into account that using Facebook as a platform to promote the territory brand; the authors do not exclude the possibility of using other social networks to achieve the same objective.

FRIENDVERTISING

2014 ◽  
pp. 190-215
Author(s):  
R. Gulay Ozturk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Content Analysis ◽  
Media Use ◽  
Online Advertising ◽  
Cultural Background ◽  
Social Media Marketing ◽  
Advertising Strategy ◽  
The Social ◽  
Made In

In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called “FRIENDVERTISING” pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field.

FRIENDVERTISING

2015 ◽  
pp. 2051-2076
Author(s):  
R. Gulay Ozturk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Content Analysis ◽  
Media Use ◽  
Online Advertising ◽  
Cultural Background ◽  
Social Media Marketing ◽  
Advertising Strategy ◽  
The Social ◽  
Made In

In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called “FRIENDVERTISING” pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field.

Social Media Marketing of Brands in the COVID-19 Pandemic

2022 ◽  
pp. 61-82
Author(s):  
Petek Tosun
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Media Marketing ◽  
The Novel ◽  
Media Communication ◽  
Health Crisis ◽  
The Social ◽  
Brand Promotion ◽  
Novel Coronavirus ◽  
Social Media Communication

This chapter explores the social media marketing communication of brands in the first days of the novel coronavirus (COVID-19) outbreak within the theoretical framework provided by signaling theory. The social media content of six Turkish brands was examined by content analysis. The findings have shown that brands shared posts in four themes: brand promotion, brand's COVID-19 messages, product promotion, and special day posts. Brands integrated the COVID-19 agenda in their social media communication in two ways. First, they designed and shared posts that focused solely on the pandemic. These COVID-19-related posts constituted a separate category that did not include any direct relevance to the brands' promotion activities. Second, they added COVID-19-related points in their social media posts. This study provides valuable findings for marketing practitioners and academicians regarding social media communication in a global health crisis.

FRIENDVERTISING

2014 ◽  
pp. 1575-1600
Author(s):  
R. Gulay Ozturk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Content Analysis ◽  
Media Use ◽  
Online Advertising ◽  
Cultural Background ◽  
Social Media Marketing ◽  
Advertising Strategy ◽  
The Social ◽  
Made In

In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called “FRIENDVERTISING” pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field.

A managerial perspective on omnichannel e-customer

2020 ◽  
pp. 5-17
Author(s):  
Maria Teresa Cuomo ◽  
Francesca Ceruti ◽  
Alice Mazzucchelli ◽  
Alex Giordano ◽  
Debora Tortora
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Empirical Analysis ◽  
Customer Experience ◽  
Tourism Industry ◽  
Point Of View ◽  
Social Commerce ◽  
Social Dimensions ◽  
Offline Channels ◽  
Managerial Perspective

The actual omnichannel customer uses indifferently both online and offline channels to express himself through consumption, which increasingly blends personal, cultural and social dimensions. In this perspective social media and social networks are able to assist e-retailers in their effort of creating a total e-customer experience, especially in the tourism industry, trying to satisfy their clients from the relational and commercial point of view. By means of an empirical analysis where managers were interviewed on the topic and its degree of application in the firms, the paper underlines how from the managerial point of view, that represents a new prospect on the topic, the expected shift from e-commerce to social commerce paradigm, facilitating the selling and buying of products and services by using various internet features, is nowadays not completely understood and realized.

The features of transnational corporations’ advertisement in social networks

2019 ◽  
pp. 89-92
Author(s):  
Daniella Mushka ◽  
Yeva Erfan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Wide Spectrum ◽  
Subsequent Development ◽  
Transnational Corporations ◽  
Target Audience ◽  
Social Media Marketing ◽  
Scientific Article ◽  
The Social ◽  
The Given

This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals Preliminary Qualitative Analysis and Implications of Wood Products Perception on Social Media

2020 ◽  
Vol 71 (3) ◽  
pp. 295-300
Author(s):  
Jana Šujanová ◽  
Renata Nováková ◽  
Gabriela Pavlendová ◽  
Dagmar Cagáňová ◽  
Natália Canet
Keyword(s):  
Qualitative Research ◽  
Social Networks ◽  
Social Media ◽  
Content Analysis ◽  
Civil Society ◽  
Automotive Industry ◽  
Wood Products ◽  
Furniture Industry ◽  
Current Management ◽  
University Of Technology

The article presents the results of the qualitative research of social media, managed by the Institute of the Civil Society, University of Ss. Cyril and Methodius in Trnava, in cooperation with the Slovak University of Technology in Bratislava. The research aimed to analyse different areas of the current management challenges and their perception of the selected social networks. The study concentrates on the presentation of the chosen manufacturers of the automotive industry and furniture industry on social media. The content analysis was based on the VADER (Valence Aware Dictionary and Entiment Reasoner) lexicon that was explicitly tuned to sentiments expressed in social media and QDA software.

scholarly journals Research on social media and journalism (2003-2017): a bibliometric and content review

2020 ◽  
Vol 32 ◽  
Author(s):  
Francisco SEGADO-BOJ
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
General Concept ◽  
Audience Participation ◽  
Journal Citation Reports ◽  
Study Results ◽  
Bibliometric Review ◽  
Content Review ◽  
Depth Interviews ◽  
Bibliometric Approach

Abstract This paper introduces a bibliometric review of the scientific literature on social media and journalism published by journals indexed by Journal Citation Reports until 2017 (n=213). Besides descriptive measurements, it provides a co-citation and co-word analysis. A quantitative content analysis complements the bibliometric approach. Thus, the paper offers a conceptual and structural analysis of the field of study. Results show that the number of articles on the topic is growing steadily since 2014. United States, Australia and England stand as the most productive countries. Studies are based mostly on data from Europe and North America. Three conceptual clusters are identified: audience participation, user generated content and the influence of social media on journalistic professional values and practices. Most of the studies did not consider specific services but focused on the general concept of “social media”. Twitter was the most analyzed platform until recent years, when scholarly attention changed towards Facebook. Research has preferred focusing on political information in detriment of other branches of journalism. The most employed methods are content analysis and in-depth interviews. Further use of surveys and social network analysis, as well as stronger focus on visual studies, is suggested.

scholarly journals Strategies of SMM Management, Comparison of Instagram and Facebook Social Networks

2017 ◽  
Vol 3 (5) ◽  
pp. 51
Author(s):  
Ramis Akhmedov
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Customer Relationship ◽  
Social Media Marketing ◽  
Crm System ◽  
Research Questions ◽  
Short Time ◽  
A Company ◽  
Potential Customers ◽  
The Ideal

<p class="Default">SMM occupies an important role in the lives of people and so many people are represented in social networks, it provides the ideal platform for companies so they can communicate with their current and potential customers. This study continues to explore how companies can use social media marketing to build and maintain relationships with customers. This investigates through conducted research questions. How SMM is effective in terms of CRM? Can Facebook replace CRM system? Why do people choose to follow a company on Instagram? To analyze more clearly the focus will be on Instagram and Facebook applications, which in a short time acquired great popularity among private users as well as among the companies. The purpose of this study is to indicate the integration of customer relationship management (CRM) with social media marketing (SMM) strategies, and defines its benefits for business.</p><p class="Default"> </p>

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