scholarly journals Acceptance of Social Media as a Marketing Tool : A Quantitative Study

2018 ◽  
Vol 8 (3) ◽  
pp. 5-12 ◽  
Author(s):  
Apeksha Hooda ◽  
◽  
Ankur Hooda
Keyword(s):  
Social Media ◽  
Quantitative Study ◽  
Marketing Tool

INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING DALAM MEMBANGUN BRAND AWARENESS FAKULTAS EKONOMI DAN BISNIS ISLAM

2020 ◽  
Vol 3 (2) ◽  
Author(s):  
Oktaria Ardika Putri
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Qualitative Analysis ◽  
Educational Institution ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Business People ◽  
Marketing Tool

Instagram is a social media application that is currently very popular in the community, especially among artist, politicians, and business people. Companies or advanced business must quicly adapt to the advancement of information technology in the form of social media as a marketing tool. Instagram social media also necessary to developing educational institutions. One of the educational institution that ae currently developing is the newly established Faculty of Economics and Business Islam (FEBI) at the Kediri State Islamic Institute (IAIN Kediri). This writing aims to examine the importance of Instagram as social media marketing to building FEBI IAIN Kediri Brand Awareness. Instagram social media is considered more effectives to embrace students and the community, so it is expected to facilitate marketing and communication between FEBI IAIN Kediri with the students or other agencies. The method of this reasearch is a qualitative analysis which reference libraries are used as a basis. Keywods:  Instagam,  social media, Faculty of Economics and Business Islam, IAIN Kediri

Social media: a blessing or a curse? Voice of owners in the beauty and wellness industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kulvinder Kaur ◽  
Pawan Kumar
Keyword(s):  
Social Media ◽  
Low Cost ◽  
Growth Potential ◽  
Social Media Marketing ◽  
Small Scale ◽  
Content Type ◽  
Social Media Platforms ◽  
Pros And Cons ◽  
Marketing Tool ◽  
Use Of Internet

PurposeThe rise in the use of Internet technologies and social media has shifted the marketing practices from offline to online. This study aims to determine the pros and cons of social media marketing in the beauty and wellness industry.Design/methodology/approachIn-depth interviews were conducted with the owners and marketing executives of beauty and wellness centers to understand the use of popular social media platforms in this industry and their pros and cons.FindingsThe researchers identified eight merits and seven demerits of social media in the beauty and wellness industry. Every respondent is happy and satisfied with social media use, particularly Instagram and Facebook. Irrespective of the demerits, they have shown the intention to increase its usage in the future. The merits override demerits; thus, social media is a blessing for this industry from the owners' perspective.Research limitations/implicationsThe research is exploratory and is confined to just one industry. Research implication is that the visual nature of social media makes it a powerful tool for the promotion of the beauty and wellness industry.Practical implicationsThe study's findings will be beneficial for small-scale businesses as it will push them to take advantage of this low-cost marketing tool.Social implicationsSocial media marketing is helpful for communication and marketing purposes for society.Originality/valueThe beauty and wellness industry remained unfocused by researchers because it is highly unorganized, fragmented and not regulated, yet has huge growth potential. This research will provide a closer look at this industry as well as social media marketing.

scholarly journals Communications Preferences Among International Students: Strategies for Creating Optimal Engagement in Programs and Services

2018 ◽  
Vol 8 (3) ◽  
Author(s):  
Ravichandran Ammigan ◽  
Kaitlyn N Laws
Keyword(s):  
Social Media ◽  
International Students ◽  
Quantitative Study ◽  
Communication Patterns ◽  
Communication Media ◽  
Diverse Populations ◽  
Face To Face ◽  
Types Of Information ◽  
Student Audience

As U.S. institutions continue to welcome larger and more diverse populations of international students, campus support offices are also expected to adjust their programming and outreach strategies to engage a wider student audience and provide them with key information and services. This quantitative study examines the communications preferences of degree-seeking international students enrolled in a mid-size U.S. university. It specifically investigates students’ preferred methods of communication, patterns and frequency in sending and receiving messages, and the types of information they prefer to be informed of. The survey also looks across a number of communication media including email, social media, print communications, and face-to-face interactions to better understand how resources may be directed to individual channels. The authors argue that the most impactful engagement model requires an accompanying, analytics-driven communications strategy to support international students during their stay on campus

scholarly journals The Influence of YouTube Beauty Vloggers on Indonesian Consumers’ Purchase Intention of Local Cosmetic Products

2020 ◽  
Vol 15 (5) ◽  
pp. 100
Author(s):  
Jui-Lung Chen ◽  
Apritika Dermawan
Keyword(s):  
Social Media ◽  
Information Exchange ◽  
Purchase Intention ◽  
Future Research ◽  
Web Based ◽  
Practical Applications ◽  
Mainstream Media ◽  
Marketing Tool ◽  
Willingness To Purchase ◽  
The Impact

Social media are web-based technology and social platform that involve social, personal and technological factors, which have triggered the development and evolution of website-based communities. Moreover, relevant web-based applications have also become the mainstream media for value creation and information exchange. The proliferation, convenience, and immediacy of social media have attracted many enterprises to adopt social media as a marketing tool. Among them, Electronic Word-of-Mouth (E-WoM), used mostly by vloggers (video bloggers), enables its users to review products and express their opinions on social media. Therefore, E-WoM has gradually become an important source of information for consumers, which influences their purchasing decisions. YouTube, a video sharing platform affiliated with Google, is a popular social media with tons of users. One of its most appealing and popular communities is Beauty Blogger, where beauty vloggers create and upload videos about beauty products. This study explored the impact of YouTube beauty vlogger on the attitude of Indonesian women towards locally made cosmetics and their willingness to purchase them. Based on the research results, relevant conclusions and recommendations were proposed which can be used as a reference for future research and practical applications.

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.

scholarly journals Peran kesepian dan fear of missing out terhadap kecanduan media sosial: Analisis regresi pada mahasiswa

2020 ◽  
Vol 9 (2) ◽  
pp. 286-301
Author(s):  
Firda Nur Zanah ◽  
Wahyu Rahardjo
Keyword(s):  
College Students ◽  
Social Media ◽  
Regression Analysis ◽  
Multiple Regression Analysis ◽  
Quantitative Study ◽  
Fear Of Missing Out ◽  
Purposive Sampling ◽  
Social Media Addiction ◽  
Reliability Score ◽  
The Subject

AbstractAddiction to social media is an issue that many people, especially college students, experienced today and it is facilitated by technological advancements. There are several things that can predict social media addiction, which is loneliness and fear of missing out. The purpose of this study was to determine the effect of loneliness and fear of missing out simultaneously on social media addiction among college students. This research was a quantitative study using the loneliness scale by Gierveld and Tilburg with a reliability score of 0,83, fear of missing out scale by Przybylski et al., with a reliability score of 0,79 and social media addiction scale by Al-Menayes with a reliability score of 0,77. The subject in this study was selected using purposive sampling with a total of 166 college students who were actively using social media. The hypothesis was analyzed using multiple regression analysis. The result of this study showed that social media addiction among college students was significantly affected by loneliness and fear of missing out. Negative antecedents such as loneliness and fear of missing out can influence students to get involved in something that is also negative, which is social media addiction.Keywords: Fear of missing out (fomo); College students; Loneliness; Social media addiction. AbstrakKecanduan media sosial merupakan masalah yang saat ini dialami oleh banyak orang, khususnya mahasiswa, dan difasilitasi oleh kemajuan teknologi. Terdapat beberapa hal yang dapat mendorong terjadinya kecanduan media sosial, salah satunya adalah kesepian dan fear of missing out. Tujuan dari penelitian ini adalah untuk menentukan pengaruh kesepian dan fear of missing out secara simultan terhadap kecanduan media sosial di kalangan mahasiswa. Penelitian ini adalah penelitian kuantitatif menggunakan skala kesepian dari Gierveld dan Tilburg dengan reliabilitas sebesar 0,83, skala fear of missing out dari Przybylski dkk., dengan reliabilitas sebesar 0,79 dan skala kecanduan media sosial dari Al-Menayes dengan reliabilitas sebesar 0,77. Subjek dalam penelitian ini dipilih menggunakan teknik purposive sampling dengan jumlah sebanyak 166 orang mahasiswa yang aktif menggunakan media sosial. Hipotesis dianalisis menggunakan analisis regresi berganda. Hasil penelitian ini menunjukkan bahwa kecanduan media sosial di kalangan mahasiswa dipengaruhi oleh kesepian dan fear of missing out. Anteseden yang bersifat negatif seperti kesepian dan fear of missing out dapat mempengaruhi individu untuk terlibat dalam hal yang juga bersifat negatif yaitu kecanduan media sosial.Kata kunci: Fear of missing out (FoMO); Kecanduan media sosial; Kesepian; Mahasiswa.

To post, or not to post—that is the question

2021 ◽  
Vol 10 (8) ◽  
pp. 372-374
Author(s):  
Claire Hool
Keyword(s):  
Social Media ◽  
Marketing Tool

Social media has fast become an essential marketing tool for businesses, as it is the first point of contact for a staggering number of potential patients and consumers. Claire Hool explores the ways to use social media to safely and effectively promote your business, and what considerations should be made before pressing the post button

How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jie Sun ◽  
Xi Yu Leung ◽  
Billy Bai
Keyword(s):  
Social Media ◽  
Attitude Change ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Group Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Marketing Effectiveness ◽  
Marketing Tool

Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design methodology approach Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses. Findings Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts. Research limitations implications The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection. Originality value This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.

Is Social Media Marketing Really Working?

2013 ◽  
pp. 174-193 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

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