scholarly journals Social media evaluation metrics

2016 ◽  
Vol 7 (1) ◽  
pp. 131
Author(s):  
Ronalds Skulme ◽  
Valerijs Praude
Keyword(s):  
Social Media ◽  
Online Marketing ◽  
Purchase Decision ◽  
Literature Analysis ◽  
New Approach ◽  
Process Stage ◽  
Theoretical Literature ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Expert Surveys

Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use, but each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. The Authors believe that the methods designed to evaluate online marketing activities should also be more specific. Hence, the Authors believe that more specific online marketing revenue determination methods should be proposed. Objectives. The aim of this paper is to propose a formula that can be used to evaluate the return of social media activities while taking into account different consumer purchase decision stages. Methodology. To achieve the aim of this paper, following research methods were used: theoretical literature analysis, expert surveys, grouping and statistical analysis methods. Data. The proposed formula was based on the data that was collected from theoretical literature analysis and expert surveys. Results. The main result of this paper was to propose a formula, which can calculate the return of social media activities while taking into account different consumer purchase decision stages. Main contribution of the paper. This paper offers a new approach to evaluating the return of social media activities, depending on which purchase decision process stage online marketing activity was meant to influence. This paper can be used as a basis for further research where social media activity revenue evaluation methods are discussed. Marketing specialists can use this paper as an example of how to evaluate the return of social media activities.

scholarly journals OPTIMALISASI PLATFORM ONLINE INTERNET MARKETING UNTUK SME LITTLE ROSE BANDUNG

2020 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Budi Harto ◽  
Rita Komalasari
Keyword(s):  
Social Media ◽  
Search Engines ◽  
Internet Marketing ◽  
Online Marketing ◽  
Internet Search ◽  
Further Training ◽  
Marketing Program ◽  
Keywords Internet ◽  
Marketing Activities ◽  
New Jobs

Almost everyone now has been searching for anything through internet search engines such as Google, e-commerce sites / buying and selling sites, and social media. This online internet marketing program can be started by SMEs easily, several ways that can be applied are by making Google My Business, Google Website, E-Commerce Shopee, and Social media such as Facebook and Instagram. Little Rose as an Indonesian SME that manufactures various kinds of fabric crafts made from fabric makes it has a lot of opportunities to become a marketable product, unfortunately the lack of marketing activities makes it still not widely known. Little Rose needs a new market in order to increase revenue, expand businesses, and create new jobs. After this training, the Little Rose team can still be given further training on the platforms that have been provided. In the future if there is already a budget for marketing, it would be better to create a website with a better appearance, e-commerce sites can be upgraded to become paid if there are already many products, and use social media ads to advertise Little Rose even further Keywords: Internet Marketing, Online Marketing, UMKM, SME

Customer Behaviour Analysis on Purchasing Decision for Online Shop Lazada Effected by Cunsomers Testimonies and Television Advertising

2019 ◽  
Vol 118 (5) ◽  
pp. 29-33
Author(s):  
Ratih Puspitaningtyas Faeni ◽  
Dewi Puspaningtyas Faeni
Keyword(s):  
Social Media ◽  
Online Shopping ◽  
Television Advertising ◽  
Online Marketing ◽  
The Other ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Customer Behaviour ◽  
Wide Range ◽  
Potential Customers

Today the online marketing trend is experiencing a significant increase. This is marked by the emergence of social media and online shop that offers a wide range of products to prospective customers. The challenge for online marketers is how they can convince potential customers of the legality of the company and the truth of the products they sell, in response to opinions that come to the minds of people that online shopping is vulnerable to fraud. On the other hand online marketing has advantages compared to traditional marketing, both for business actors, and for consumers. In this study the author tries to present the discussion of factors that affect consumer purchasing decisions, namely consumer testimonials and television advertising. How the influence of each variable and the influence of variables simultaneously. Research conducted on one of the largest online shop in Indonesia is lazada.co.id, which is a group of online German internet rocket company. The results showed that partially consumer testimonials and television ads significantly influence the purchase decision of the product lazada.co.id. This can be seen from the value of t arithmetic greater than nlai t table (4.281> 2.009 & 5.410> 2.009) and from the sig value smaller than 0.05. Simultaneously consumer testimonials and television advertising variables significantly influence purchasing decisions. Consumer testimonials and television advertisements account for 70.6% of purchasing decisions.

scholarly journals Online Marketing Issues of Real Estate Companies: A Case of Latvia

2015 ◽  
Vol 3 (1) ◽  
pp. 130-139 ◽  
Author(s):  
Maira Dumpe
Keyword(s):  
Social Media ◽  
Real Estate ◽  
Web Sites ◽  
Online Communication ◽  
Online Marketing ◽  
Web Pages ◽  
Online Research ◽  
Qualitative Information ◽  
Marketing Activities ◽  
Corporate Web Pages

Abstract Today online marketing has become an integral part of marketing mix. Potential real estate customers prefer to make online research themselves. Therefore, real estate companies should be ready that search engines, corporate web pages, profiles on social media sites should strengthen the image of real estate companies and ensure better communication with customers. The aim of this paper is to explore results of qualitative research regarding real estate online marketing activities. It has been found that real estate companies’ web sites provide customers with qualitative information. Some companies offer online communication experience. Several companies have created their profiles on Facebook and Twitter but not all of them use social media in an appropriate way. Real estate companies should learn how to use online marketing tools more effectively.

scholarly journals Analysis of Online Marketing Management in Czech Republic

Organizacija ◽  
2015 ◽  
Vol 48 (2) ◽  
pp. 99-111 ◽  
Author(s):  
Zdenek Smutny
Keyword(s):  
Social Media ◽  
Czech Republic ◽  
Online Marketing ◽  
Marketing Management ◽  
The Internet ◽  
Current State ◽  
Online Tools ◽  
Individual Assessment ◽  
Marketing Activities ◽  
Use Of Social Media

Abstract Background and Purpose: Doing business over the Internet has become increasingly competitive for many companies. The aim of this study is to analyse the current state of utilizing online tools, approaches of Czech companies to the management of online marketing activities and to identify weaknesses and opportunities of these activities. Methodology/Approach: The paper presents empirical research that uses two different approaches in investigation: (1) descriptive quantitative research of current state, based on examination of websites of a sample of 4,584 Czech companies and (2) questionnaire survey among 161 Czech companies which do business via the Internet. Results: There is a large gap that currently exist between the use of social media and its connection to marketing activities. The competitive level of the use of social media in the Czech Republic is still low compared to the USA companies. The online marketing management (OMM) of the majority of companies rely on individual assessment and do not use any metrics or management methodologies. One of the main problems of OMM is the ever increasing number of tools used in marketing activities as well as low possibility of a broader perspective on the success of cross channel marketing activities. Conclusion: In the future, it is expected that a large number of Czech companies will increasingly use online tools as social media for their marketing activities. In the context of this development they cannot rely only on individual assessment to manage these activities as they do currently, but they will have to use comprehensive tools or methodologies. Based on this, we can conclude that Czech companies still have enough opportunities for a better use of online tools for marketing purposes.

scholarly journals PELATIHAN INSTAGRAM MARKETING UNTUK TENANT INKUBATOR BISNIS TRILOGI

2019 ◽  
Vol 2 (1) ◽  
pp. 19-26
Author(s):  
M. Lahandi Baskoro ◽  
Maulidian Maulidian
Keyword(s):  
New York ◽  
Social Media ◽  
Community Service ◽  
Sao Paulo ◽  
Online Marketing ◽  
Digital Marketing ◽  
São Paulo ◽  
Business Incubator ◽  
Service Activity ◽  
Marketing Tool

Abstract: In 2018, the number of Instagram users in Indonesia has reached 55 million users. A year earlier, Jakarta is the champ on Instagram as the most photographed place, surpassing Sao Paulo, New York and Madrid. This phenomenon shows that Instagram is a social network that is trending in Indonesia right now. Trilogi Business Incubator (Inbistro) is a business incubator belonging to the Universitas Trilogi. From observations and discussions, there are still many tenants which assisted by Inbistro who do not understand digital marketing, especially with Instagram. Albeit, Instagram has become a popular social media in Indonesia, including for product promotion. This community service activity will try to answer the problem: how to increase the capacity of Inbistro tenants so that they understand the basics of Instagram marketing? Our training was designed in 3 (three) sessions which discussed: (1) the importance of using Instagram as a marketing tool for a business; (2) How to find quality, free royalty photos and videos for Instagram content; (3) How to find products and sell them on Instagram. Keywords: Instagram marketing, Trilogi Business Incubator, Inbistro, social media, online marketing Abstrak:  Di tahun 2018, jumlah pengguna Instagram Indonesia telah mencapai 55 juta pengguna. Setahun sebelumnya, Jakarta menjadi juara di Instagram sebagai tempat yang paling banyak difoto, melewati Sao Paulo, New York dan Madrid. Fenomena ini menunjukkan bahwa Instagram adalah jejaring sosial yang sedang diminati di Indonesia saat ini. Inkubator Bisnis Trilogi (Inbistro) adalah inkubator bisnis milik Universitas Trilogi. Dari pengamatan dan diskusi, terlihat bahwa masih banyak tenant binaan Inbistro yang belum memahami tentang digital marketing, terlebih dengan Instagram. Padahal Instagram telah menjadi media sosial yang cukup populer di Indonesia, termasuk untuk promosi produk. Kegiatan pengabdian masyarakat ini akan mencoba menjawab permasalahan: bagaimana cara meningkatkan kapasitas tenant Inbistro agar mereka memahami dasar-dasar pemasaran melalui Instagram (Instagram marketing)? Pelatihan kami rancang dalam 3 (tiga) sesi yang membahas: (1) Pentingnya memanfaatkan Instagram sebagai sarana pemasaran suatu bisnis; (2) Cara mencari foto dan video berkualitas, tanpa berbayar, untuk konten Instagram; (3) Cara mencari produk dan menjualnya di Instagram. Kata Kunci: Instagram Marketing, Inkubator Bisnis Trilogi, Inbistro, media sosial, pemasaran daring

scholarly journals Kepercayaan Lintas Generasi Dalam Penggunaan Social Media dan Electronic Word of Mouth

2019 ◽  
Vol 16 (4) ◽  
pp. 145
Author(s):  
Dewa Ayu Ketut Bintang Arbina Swari ◽  
Gede Sri Darma
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Service Providers ◽  
Online Marketing ◽  
Purchase Decision ◽  
Electronic Word Of Mouth ◽  
Subjective Age ◽  
Online Questionnaire ◽  
Regression Weight

ABSTRACTThis study aims to examine how much influence the use of social media, electronic word of mouth and trust as an intermediary variable and about the factors that influence hotel consumer purchasing decisions in the digital era 4.0, where trust is an intermediate variable. The increasing number of competitors raises the enthusiasm of business people to further improve their services. Tourism is one sector that plays an important role in national economic growth. The current conditions faced by companies engaged in lodging service providers are how to change offline marketing strategies leading to online marketing to optimize room occupancy rates. The population used in this study is all Balinese people who are domestic consumers who have stayed at hotels in Bali. Data collection is done using the online questionnaire method through Google Form. The sampling method in this study is convenience sampling, where sampling is based on the availability of elements and the ease of obtaining them. The number of samples used in this study were 100 people. The analysis technique used to analyze the data is SEM (Structural Equation Model). The results of this study indicate, (1) the usage of social media variable to trust is a positive and significant effect that has a standardized estimate (regression weight) of 0.333, (2) the usage of social media variable to  purchase decision involvement is a positive and significant effect that has a standardized estimate (regression weight) of 0.089, (3) the electronic word of mouth variable to trust is a positive and significant effect that has a standardized estimate (regression weight) of 0.315, (4) the electronic word of mouth variable to purchase decision involvement is a positive and significant effect which has a standardized estimate (regression weight) of 0.089, (5) the variable Subjective Age for trust is a positive and significant effect which has a standardized estimate (regression weight) of 0.439, (6) the variable Subjective Age to purchase decision involvement is a positive and significant effect that has standardize estimate (regression weight) of 0.319, (7) the variable trust in purchase decision involvement is a positive and significant effect that has a standardized estimate (regression weight) of 0.494.

scholarly journals Pelatihan Trik Pemasaran Dengan Meningkatkan Pendapatan Melalui Media Sosial

2021 ◽  
Vol 1 (2) ◽  
pp. 85-91
Author(s):  
Dede Suleman ◽  
Imelda Sari ◽  
Taat Kuspriyono ◽  
Dedi Suharyadi
Keyword(s):  
Social Media ◽  
Low Income ◽  
Print Media ◽  
Online Marketing ◽  
New Methods ◽  
Service Activity ◽  
Marketing Activities ◽  
Use Of Social Media ◽  
Marketing Methods ◽  
The Impact

This journal contains the results of research related to training in marketing tricks to increase income with the help of social media. In the current marketing program, efforts to increase income need to be carried out apart from offline sales, it also needs to be done with online activities. One of the obstacles could be the lack of knowledge from the company team in using online marketing methods, especially through social media. Currently the company's marketing activities were previously carried out offline through advertising marketing and other print media in the form of distributing brochures or pamphlets and then continuing with marketing through print media and electronic media. Currently, both types of marketing activities are considered ineffective, especially in the midst of the Covid-19 pandemic, which has not yet ended. The main problems experienced by companies today include low income due to the impact of the pandemic where offline marketing activities are experiencing a pandemic so there needs to be a solution for marketing methods with new methods. One solution that is trying to be delivered in this community service activity is training on the use of social media. could be Instagram. So, it can be said that this could be one of the solutions in digital marketing with more emphasis on the use of social media in marketing products to increase company income.

scholarly journals The analysis of graphic design platforms used in social media marketing

2020 ◽  
Author(s):  
Ksenija Mitrović ◽  
◽  
Anja Jakšić ◽  
Jelena Spajić ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Graphic Design ◽  
Online Marketing ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Real Field ◽  
The Internet ◽  
Visual Content ◽  
Wide Range ◽  
Marketing Activities

Development of the internet conditioned the evolution of marketing. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. A progress of digital marketing activities established the appearance of different digital marketing elements, among which social media marketing becomes more prevalent. Social media marketing is an inevitable element of digital marketing strategy and nowadays business. In order to complement social media marketing activities, graphic design is used as a crucial part of a content strategy. This paper focuses on the importance of effective visual content for social media and the usage of different tools that can facilitate and improve its creation. Social media users interact with visual content. In order to achieve higher engagement, social media posts are enriched with compelling visuals. Social media have become a real field for competition in terms of creating competitive content and attracting more users’ attention. The aim of this paper is to analyze the effectiveness of online graphic design tools that are used for creating visual content adapted to the requirements of communication on social networks. Given the importance of visuals in social media marketing, an abundance of tools are created with different features in order to support content design. These online platforms offer complete customization options, a wide range of different editing tools and templates and diverse functionalities. Visual content, through social media platforms, boosts user awareness of existing brands and makes it easier for users to associate with the organization. Through a relevant literature review in the field of social media marketing, the importance of visual elements and graphic design in online marketing communication is emphasized. In addition, this paper provides a comparative analysis of the most commonly used online tools and platforms that provide graphic design solutions and increase the effectiveness of online marketing campaigns.

scholarly journals Increased Marketing of Instant Ginger Production by Using Social Media and Improved Packaging Design in Harjomulyo Village, Silo District, Jember Regency

2020 ◽  
Vol 3 (1) ◽  
pp. 251
Author(s):  
Reni Umilasari
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Zingiber Officinale ◽  
Food Ingredients ◽  
Packaging Design ◽  
Community Environment ◽  
Production Activity ◽  
Marketing Activities ◽  
Ginger Powder ◽  
Marketing Tool

Ginger (Zingiber officinale) is a rhizome plant that is very popular as a spice and medicinal ingredient. The use of ginger itself varies depending on culture. While in Indonesia, ginger roots and rhizomes are widely used for treatment. Starting from crushed, made into tea, until smeared for healing then the use of ginger root is very thick in the community environment. Seeing how popular and the various benefits that exist in the ginger plant make masangka in Harjomulyo Village, Silo District, Jember Regency, especially the women of the Al-Hasan Muslimatan Group held an instant ginger powder production activity. This is because Harjomulyo Village is a very strategic plantation area for ginger cultivation so that this plant is quite abundant in the Harjomulyo Village area. The problem that arises that is the marketing of instant ginger production has not been effective. This is due to the absence of special media as a means of promotion / marketing. Until now marketing techniques have only been carried out manually by word of mouth so that not many people know that abundant ginger plants in Harjomulyo Village are produced to become instant ginger ready to drink or as a mixture of drinks or other food ingredients. Therefore there is a need for training and assistance related to production and marketing activities in the hope that it can improve the packaging design to be more attractive so that it has a high selling value; use social media as a new means of marketing instant ginger products for women from the Al-Hasan Muslimatan Group Harjomulyo Village; using Instagram as a marketing tool; as well as using the Android-based "Follower Chief" application to automate marketing using Instagram social media.

scholarly journals The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

Tourism ◽  
2021 ◽  
Vol 69 (2) ◽  
pp. 228-245
Author(s):  
Blend Ibrahim
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Measurement Model ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Trust ◽  
Marketing Activities ◽  
Marketing Tool

This study advances research on social media marketing activities (SMMA) and brand trust by empirically exploring their relationships with brand loyalty, and purchase intention, among a representative cross-section of five-star (5) hotels and four-star (4) hotels Facebook profiles in Kyrenia City (Northern Cyprus). The data gathered for this research adds to our understanding of today's social media marketing as a new-generation marketing tool. This study also tests for the mediating effect of brand trust and the moderating effect of hotel ratings (five-star/four-star) on the proposed relationships. Based on 407 customers that were surveyed, the results indicate that SMMA did have a positive effect on brand loyalty, purchase intention, and brand trust. Hotel ratings (five-star/four-star) moderate the link between SMMA and brand loyalty; however, the link between SMMA and purchase intention was moderated by hotel ratings (five-star/four-star). The results showed that hotel ratings (five-star/four-star) made no difference at the model level. Therefore, the multi-group moderating effect of hotel ratings on the measurement model was tested at the path level. Lastly, the mediation outcome of brand trust was partially supported. Thus, consequential recommendations have been put forward.

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