scholarly journals New Wave of Businesses: Brick to Click Approach in Malaysia

2018 ◽  
Vol 7 (4.35) ◽  
pp. 777
Author(s):  
Nur Afiqah Mohammad Ishak ◽  
Nurazariah Binti Abidin ◽  
Jegatheesan Rajadurai
Keyword(s):  
Social Media ◽  
Millennial Generation ◽  
Academic Research ◽  
Digital Technologies ◽  
Marketing Strategies ◽  
New Wave ◽  
Wireless Internet ◽  
Analytical Skills ◽  
Key Aspects ◽  
Start Ups

Having been born into a technologically advanced, wireless internet society, today's younger generation or the Millennial, is in a better position to be nurtured as the new age online businesses. They are well educated, self absorbed, have a strong sense of independence and highly motivated toward their perception of success. As such, the Millennial generation rushes forward with their marketing strategies to start businesses using social media to reach out their existing and potential consumers. While there have been numerous studies about traditional businesses, there has been little academic research focused on Millennial and which skills needed to become online businesses This paper proposed to measure the association between social media analytical skills and online businesses competencies within the Millennial generation. A questionnaire was used whose respondents were 100 online businesses among Millennial. It is hoped that this study will significantly contribute to a higher success rate in new start ups of online businesses for the Millennial generation. This study will not only enable for further advance the knowledge of Millennial but also to identify key aspects of online businesses competency in digital technologies.

Marketing Meets Social Media

2014 ◽  
pp. 1-28
Author(s):  
Anteneh Ayanso ◽  
Kaveepan Lertwachara ◽  
Brian Mokaya
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Academic Research ◽  
Digital Technologies ◽  
Internet Marketing ◽  
Online Marketing ◽  
Web Technologies ◽  
Media Technologies ◽  
Recent Developments

In Internet marketing, organizations leverage the Internet and related technologies to promote themselves, their products, their services, and their brands. In virtually all sectors, recent advances in Web technologies have dramatically changed the nature and volume of Internet marketing. Competition in online advertising is currently very intense as organizations have shifted their focus from print and other traditional advertising media to emails, search engines, and social media outlets for most of their promotional activities. However, due to the growing convergence of digital technologies, distinguishing one form of online marketing from another is becoming increasingly difficult. The current practice shows that there is a significant overlap of technologies as well as activities in most of the online marketing and advertising outlets. This chapter attempts to provide a classification of the major forms of Internet marketing (or online advertising) available, and discuss the key technological trends, practices, and academic research in each area. In particular, the chapter highlights the changing trends in Internet marketing due to recent developments in Web 2.0 and social media technologies.

From Street Corners to Social Media: The Changing Location of Youth Citizenship in Guinea

2019 ◽  
Vol 63 (1) ◽  
pp. 124-145 ◽  
Author(s):  
Clovis Bergère
Keyword(s):  
Social Media ◽  
Public Sphere ◽  
Academic Research ◽  
Digital Technologies ◽  
Youth Politics ◽  
Social Media Platforms ◽  
History Of ◽  
Youth Citizenship ◽  
Media Practices

Abstract:This study explores social media platforms, Facebook and Twitter in particular, as emergent sites of youth citizenship in Guinea. These need to be understood within a longer history of youth citizenship, one that includes street corners and other informal mediations of youth politics. This counters dominant discourses both within the Guinean public sphere and in academic research that decry Guinean social media practices as lacking, or Guinean youth as frivolous or inconsequential in their online political engagements. Instead, young Guineans’ emergent digital practices need to be approached as productive political engagements. This contributes to debates about African youths by examining the role of digital technologies in shaping young Africans’ political horizons.

Deriving Competitive Intelligence from Social Media

2016 ◽  
Vol 6 (2) ◽  
pp. 49-61 ◽  
Author(s):  
Elisa Arrigo
Keyword(s):  
Social Media ◽  
Academic Research ◽  
Theoretical Framework ◽  
Marketing Strategies ◽  
Competitive Intelligence ◽  
Competitive Position ◽  
Marketing Managers ◽  
Marketing Intelligence ◽  
Market Changes

Marketing managers in many industries are seeking to provide their companies with new tools to detect market changes early and quickly enough to defend their competitive position. Social media has been recognized to be particularly relevant for both marketing strategies and competitive intelligence purposes since the information required to deal with competitive challenges has been recently relocated from published and proprietary sources to open social platforms. Among social media, microblog is one of the most convenient platforms since it is short, instantaneous, spontaneous and mobile and has become a great source of consumer opinions. Although there has been an increase in the number of companies developing a microblog presence, so far, very few academic research focused on microblog as a marketing intelligence tool. Therefore, the purpose of this paper is twofold: to provide a theoretical framework for microblog competitive intelligence, and to discuss its opportunities and limitations.

Marketing Meets Social Media

2015 ◽  
pp. 473-500
Author(s):  
Anteneh Ayanso ◽  
Kaveepan Lertwachara ◽  
Brian Mokaya
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Academic Research ◽  
Digital Technologies ◽  
Internet Marketing ◽  
Online Marketing ◽  
Web Technologies ◽  
Media Technologies ◽  
Recent Developments

In Internet marketing, organizations leverage the Internet and related technologies to promote themselves, their products, their services, and their brands. In virtually all sectors, recent advances in Web technologies have dramatically changed the nature and volume of Internet marketing. Competition in online advertising is currently very intense as organizations have shifted their focus from print and other traditional advertising media to emails, search engines, and social media outlets for most of their promotional activities. However, due to the growing convergence of digital technologies, distinguishing one form of online marketing from another is becoming increasingly difficult. The current practice shows that there is a significant overlap of technologies as well as activities in most of the online marketing and advertising outlets. This chapter attempts to provide a classification of the major forms of Internet marketing (or online advertising) available, and discuss the key technological trends, practices, and academic research in each area. In particular, the chapter highlights the changing trends in Internet marketing due to recent developments in Web 2.0 and social media technologies.

Developing a Millennial Sports Media Brand

2021 ◽  
pp. 35-56
Author(s):  
Jennifer McClearen
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Millennial Generation ◽  
Organizational Context ◽  
Female Athletes ◽  
Marketing Strategies ◽  
Digital Platforms ◽  
Sports Media ◽  
The World ◽  
Audience Demographics

Chapter one establishes the organizational context that facilitated the integration of diverse female athletes into the UFC brand. A “millennial sports media brand,” such as the UFC, deploys branding and marketing strategies characteristic of the millennial generation while simultaneously courting fans from this same demographic. In fact, the UFC might have faded into obscurity in the mid-2000s had the brand not begun experimenting with digital platforms and social media. The UFC enthusiastically embraced digital media, began actively seeking global audience demographics by representing fighters from around the world, and integrated a “we are all fighters” brand maxim, an ethos that understands diversity as something every fighter and fan possesses. Each of these approaches combine to create a millennial sports media brand ready to promote and exploit diverse female athletes.

scholarly journals Social Media Marketing and Luxury Consumption: A Literature Review

2019 ◽  
Vol 11 (4) ◽  
pp. 30
Author(s):  
Giuseppe Colella ◽  
Cesare Amatulli ◽  
Maria Pilar Martinez-Ruiz
Keyword(s):  
Social Media ◽  
Empirical Studies ◽  
Effective Interaction ◽  
Relevant Literature ◽  
Academic Research ◽  
Digital Technologies ◽  
Social Media Marketing ◽  
Luxury Brands ◽  
Related Area ◽  
Luxury Marketing

People and companies worldwide are by now involved and attached to web 2.0 technologies and in particular to social media platforms. In this context, these digital technologies and social media have modified and improved the way to communicate and collaborate between companies and customers in all sectors through by implementing effective interaction mechanisms. However, the approach to social media and digital technologies in sectors such as luxury has been slower. Therefore, the main aim of this study is firstly to systematically examine and review the current studies conducted on the related area of ​​social media and luxury marketing. Secondly, in addition to providing an overview of the main themes and trends covered by the relevant literature, this review has focused on the consumption of luxury and the dual dimension that it can take in a social media context. Third, a systematic review of the literature on academic research on social media marketing in luxury brands was conducted to collect, examine and synthesize the reactive studies. This review also provided important insights on social media marketing in luxury brands and key research topics were classified into three insights, on consumer behavior, brand awareness and advertising activities in a social media context. Therefore, this study, for both academics and marketer manager, could represent a solid theoretical basis for empirical studies on the phenomenon of social media marketing in the field of luxury marketing and luxury brands.

scholarly journals The Utility of Social Media Recruitment to Achieve a More Diverse Participant Sample

2021 ◽  
Vol 5 (Supplement_1) ◽  
pp. 875-875
Author(s):  
Faith-Christina Washington ◽  
Tai-Te Su ◽  
Aileen Griffin ◽  
Jacob Sosnoff ◽  
Shannon Meija
Keyword(s):  
Social Media ◽  
Educational Attainment ◽  
Fall Risk ◽  
Academic Research ◽  
Wireless Internet ◽  
Recruitment Methods ◽  
Balance Confidence ◽  
Adult Participants ◽  
Three Samples ◽  
Social Media Platforms

Abstract The COVID-19 pandemic created an immediate, lasting impact on recruitment methods in academic research, most notably in the field of gerontology. To protect older adult participants’ health during the COVID-19 crisis, the Daily Balance Project, a 30-day micro-longitudinal study of older adults' awareness of balance in daily life, shifted to complete remote administration. Our new remote protocol included developing new methodologies to recruit participants with varying degrees of fall risk and educational attainment. In this study, we present our approach to remote online recruitment and compare educational attainment, objective and subjective fall risk, and alignment of objective/subjective fall risk across three samples recruited via a) Fall Clinic registry (16 participants); b) University e-newsletter to faculty and staff (5 participants); c) social media recruitment (7 participants). Eligibility included being 65+ and wireless internet at home. For samples a and b, screening assessments were conducted via phone while baseline assessments were conducted in-person. For sample c, screener and baseline assessment were virtual. Analysis of recruitment methods aims to determine whether recruitment via social media platforms may provide a sample of participants with more variation in fall risk or alignment of subjective versus objective balance. Results demonstrate no significant differences in educational attainment (p=0.7949) or balance confidence (p=0.213), despite significant differences in the alignment of objective and subjective fall risk (p=0.031). Participants from samples a and b proved more able to accurately assess fall risk, while sample c had the most misalignment between subjective and objective fall risk assessments.

scholarly journals SoundCloud and Bandcamp as Alternative Music Platforms

2019 ◽  
Vol 5 (4) ◽  
pp. 205630511988342 ◽  
Author(s):  
David Hesmondhalgh ◽  
Ellis Jones ◽  
Andreas Rauh
Keyword(s):  
Social Media ◽  
Intellectual Property ◽  
Digital Technologies ◽  
Cultural Industries ◽  
Bottom Up ◽  
Alternative Music ◽  
The Social ◽  
Key Features ◽  
Media Systems ◽  
Key Aspects

We examine two “producer-oriented” audio distribution platforms, SoundCloud and Bandcamp, which have been important repositories for the hopes of musicians, commentators, and audiences that digital technologies and cultural platforms might promote democratization of the cultural industries, and we compare their achievements and limitations in this respect. We show that the emancipatory elements enshrined in SoundCloud’s bottom-up abundance are compromised by two elements that underpin the platform: the problematic “culture of connectivity” of the social media systems to which it must remain integrally linked and the systems of intellectual property that the firm has been increasingly compelled to enforce. By contrast, it seems that Bandcamp has been relatively stable in financial terms while being at odds with some key aspects of “platformization,” and we explore the possibility that some of the platform’s apparent success may derive from how its key features makes it attractive to indie musicians and fans drawn to an independent ethos. Nevertheless, we argue that even while in some respects Bandcamp acts more effectively as a cultural alternative than does SoundCloud, Bandcamp is also congruent economically and discursively with how platforms capitalize on the activity of self-managing, self-auditing, specialist, worker-users.

scholarly journals Kiprah Aktor Warganet melalui Media Sosial dalam Pemasaran Digital: Studi Kasus pada #HondaBeAT

2021 ◽  
Vol 11 (1) ◽  
pp. 19
Author(s):  
Bambang Arianto ◽  
Andriya Risdwiyanto
Keyword(s):  
Social Media ◽  
Millennial Generation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Building Relationships ◽  
Generation Z ◽  
Service Brand ◽  
Social Media Platforms ◽  
Use Of Social Media

<em><span lang="EN-US">This study aims to determine the role of netizen actors on social media in the digital marketing of a product brand, like #HondaBeAT. Nowadays, the use of social media to exchange information is increasing for the dissemination of messages and other contents. In the digital marketing ecosystem, social media plays an important role in introducing products, enhancing a positive image, and building relationships with customers. The use of social media platforms, such as Twitter and Instagram, has attracted the attention of the younger generation, especially the millennial generation (Y) and the post-millennial generation (Z). The level of effectiveness of digital marketing is also influenced and determined by the progress of netizen actors, such as followers, influencers, and buzzers. Their role is increasingly important to convey information more effectively through various product and service brand content on various social media platforms. This study uses a qualitative approach to analyze data from social media conversations on Twitter and Instagram within a certain period of time with the help of the Drone Emprit Academic (DEA) application. This research reveals the progress of netizen actors on the company’s official accounts of Twitter and Instagram as a basic understanding for designing and compiling digital marketing strategies using product brand hashtags. This study also found that the netizen actors studied had their respective roles in strengthening the delivery of messages and content on social media.</span></em>

Social media marketing in luxury brands

2018 ◽  
Vol 41 (6) ◽  
pp. 657-679 ◽  
Author(s):  
Elisa Arrigo
Keyword(s):  
Social Media ◽  
Academic Research ◽  
Digital Technologies ◽  
Social Media Marketing ◽  
Luxury Brands ◽  
Content Type ◽  
Academic Literature ◽  
Manual Search ◽  
Research Themes ◽  
Marketing Activities

Purpose Digital technologies and social media have improved the connectivity and collaboration between firms and customers in all sectors. However, in the luxury sector, the approach to social media and digital technologies has been slower than in other industries. The purpose of this paper is to review the academic literature on social media marketing in luxury brands to highlight the current state of the art, the addressed key research themes and the implications for management research and practice. Design/methodology/approach A systematic literature review of academic research on social media marketing has been conducted to gather, examine and synthetize studies related to luxury brands. By following a review protocol based on both automatic and manual search on the Scopus database, all relevant studies on luxury brands were identified and analyzed. Findings A critical conceptualization of social media marketing in luxury brands has been provided and the emerging key research themes have been categorized into four main areas. Originality/value Academic literature about social media marketing activities in luxury firms is very limited and existing studies focus only on certain aspects, contexts or single cases. In contrast, the value of this study, for both academics and practitioners, lies in providing, for the first time, a comprehensive and critical systematization of social media marketing academic literature in the field of luxury brands.

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