scholarly journals Mechanisms for Promoting and Monetizing Accounts of Commercial Organizations on Instagram

2021 ◽  
Vol 10 (4) ◽  
pp. 698-710
Author(s):  
Anastasia Obraztsova ◽  
Fedor Serdotetsky
Keyword(s):  
Social Networks ◽  
Communication Channels ◽  
Internet Marketing ◽  
Marketing Strategies ◽  
Multimedia Content ◽  
Main Criterion ◽  
Goods And Services ◽  
Commercial Organizations ◽  
Textual Content ◽  
Positive Effect

The authors analyzed and explored the promotion mechanisms as well as looked at the ways of monetizing multimedia content on Instagram. We discovered that organizations are using both the classic techniques for creating communication channels with their audience and most modern ones. The analysis was carried out during the peak of the COVID-19 pandemic in 2020. Eight Russian and foreign Instagram accounts of commercial organizations were taken for the study. The main criterion for choosing blogs was the number of subscribers as of 04/02/20–05/04/2020. We analyzed the marketing strategy of the following accounts: “kingarthurflour”, “intel”, “dictionarycom”, “pyaterochka_official”, “magnitkrd”, “traderjoes”, “respublica_ru”, “sberbank”. This sample is purposefully compiled in such a way as to comprehensively study how old and new Internet marketing tools are used to promote blogs specializing in different goods and services. We described in detail the techniques for promoting audiovisual and textual content. The reasons for the erroneous SMM marketing strategies are explained and examples of effective ones are shown. The main methods of monetization of media production are also presented and typologized. The relevance of this work lies in the need to show the advantage of SMM tools and discover previously unknown ones — for successful marketing in one of the most massive social networks. The study found that the appropriate selection and competent use of SMM technologies have a positive effect on promotion and monetization.

scholarly journals ҚАЗАҚСТАНДАҒЫ DIGITAL-МАРКЕТИНГТІҢ ДАМУ ЕРЕКЕШЕЛІКТЕРІ

2021 ◽  
pp. 42-49
Author(s):  
Г. НАКИПОВА ◽  
Р. СЫЗДЫКОВ
Keyword(s):  
Social Networks ◽  
Comparative Analysis ◽  
Statistical Methods ◽  
Statistical Data ◽  
Communication Channels ◽  
Digital Marketing ◽  
The Internet ◽  
Goods And Services ◽  
Current State ◽  
Electronic Channels

В данной статье исследуется современное состояние Digital-маркетинга в Казахстане. Digital-маркетинг – это продвижение товаров и услуг через информационные и электронные каналы, такие как телевидение, интернет, социальные сети и т.д. Основная цель применения digital-маркетинга связана с расширением числа возможных каналов коммуникации с клиентами. Авторами проведен анализ методов и инструментов Digital-маркетинга, на основе которого были выявлены проблемы развития Digital-маркетинга в Казахстане. В процессе исследования использовались экономико-статистические методы, а также сравнительно-сопоставительный анализ статистических данных. Бұл мақалада Қазақстандағы digital-маркетингтің қазіргі жағдайының ерекшеліктері көрсетілген. Digital-маркетинг - бұл тауарлар мен қызметтерді ақпараттық және электронды каналдар, мысалы теледидар, интернет, әлеуметтік желілер және т.б. арқылы жылжыту. Digital маркетингтің басты мақсаты - тұтынушылармен байланыс арналарын кеңейту. Мақала авторлары digital-маркетингтің әдістері мен құралдарын талдады, сол анализ негізінде Қазақстанда digital-маркетингтің дамуының негізгі проблемалары анықталды. Зерттеу барысында экономикалық және статистикалық әдістер, сондай-ақ статистикалық мәліметтерді салыстырмалы талдау анализы қолданылды. This article highlights the features of the current state of Digital Marketing in Kazakhstan. Digital marketing is the promotion of goods and services through information and electronic channels such as television, the Internet, social networks, etc. The main purpose of digital marketing is to expand the number of possible communication channels with customers. The authors analyzed the methods and tools of Digital marketing, and the main problems of the development of Digital marketing in Kazakhstan were identified on its basis. In the course of the research, we used economic and statistical methods, as well as a comparative analysis of statistical data.

scholarly journals Model of Impact of Social Networks on Internet Marketing of Enterprises

2021 ◽  
Vol 92 ◽  
pp. 09020
Author(s):  
Rima Zitkiene ◽  
Vytautas Gircys ◽  
Monika Zitke ◽  
Ilona Bartuseviciene
Keyword(s):  
Social Networks ◽  
Small Businesses ◽  
Information Transfer ◽  
Value Added ◽  
Internet Marketing ◽  
Online Marketing ◽  
The Internet ◽  
Marketing Environment ◽  
Goods And Services ◽  
The Impact

Research background. The electronic environment has become an integral part of today’s marketing environment. The transformation of information technology makes it possible to reach the desired customer through various business instruments, regardless of his location. The number of consumers using the Internet to search for goods and services is increasing. As a result, social networks are gaining in importance from both businesses and consumers. There are currently over 800 social networks in the world. Corporate social networking accounts where a variety of news can be posted: from company start-up history to the latest company prototype news, and often for small businesses, and represents the cost of the website. Most authors point out that the scope of e-marketing is wider than online marketing because online marketing refers only to the Internet. Businesses seek to disseminate information about goods through social networks, given their popularity and impact on consumers. Purpose of the article is to construct the theoretical model that would help to determine how the impact of social networks on online marketing of companies can be assessed. Methods: analysis of scientific literature, systematization, generalization. Findings and Value added. Based on the model, proposed by the authors, the elements of Internet marketing are analyzed, as well as research on the importance of social networks in information transfer and communication with the consumer is emphasized and the most commonly used indicators of social networks are singled out.

scholarly journals Modern Marketing Tools and Internet Technologies in Ukrainian Business in the Formation of Marketing Strategies

2020 ◽  
Vol 4 (4) ◽  
pp. 93-102
Author(s):  
Liudmyla Alaverdian ◽  
◽  
Olesia Romanenko ◽  
Keyword(s):  
Small And Medium Enterprises ◽  
Internet Marketing ◽  
Marketing Strategies ◽  
High Quality Research ◽  
Internet Technologies ◽  
Goods And Services ◽  
Depth Interview ◽  
Business Entities ◽  
Medium Enterprises ◽  
Internet Networks

Research of modern marketing strategies used by business in the Ukrainian market of goods and services, in the context of the process of digitalization is a topical issue. The article reveals and summarizes the components of successful marketing strategies and tools of modern marketing in Ukraine, which should be used by business in a changing environment and existing risks, taking into account the concept of social responsibility. A high-quality research method was applied on social Internet networks, an in-depth interview was conducted, including a survey of 30 key informants - representatives of small and medium enterprises. Key words: marketing strategy, marketing tools, Internet technologies, business entities, Internet marketing, marketing trends

Influence of Images in Online Reviews for Search Goods on Helpfulness

2020 ◽  
Vol 18 (1) ◽  
pp. 43-73
Author(s):  
Lars Osterbrink ◽  
Paul Alpar ◽  
Alexander Seher
Keyword(s):  
Consumer Choice ◽  
Online Reviews ◽  
Potential Interaction ◽  
Matched Pair ◽  
Social Commerce ◽  
Goods And Services ◽  
Matched Pair Analysis ◽  
The Right ◽  
Pair Analysis ◽  
Positive Effect

AbstractReviewing and rating are important features of many social media websites, but they are found on many e-commerce sites too. The combination of social interaction and e-commerce is sometimes referred to as social commerce to indicate that people are supporting each other in the process of buying goods and services. Rgeviews of other consumers have a significant effect on consumer choice because they are usually considered authentic and more trustworthy than information presented by a vendor. The collaborative effort of consumers helps to make the right purchase decision (or prevent from a wrong one). The effect of reviews has often been researched in terms of helpfulness as indicated by their readers. Images are an important factor of helpfulness in reviews of experience goods where personal tastes and use play an important role. We extend this research to search goods where objective characteristics seem to prevail. In addition, we analyze potential interaction with other variables. The empirical study is performed with regression analyses on 3,483 search good reviews from Amazon.com followed by a matched pair analysis of 186 review pairs. We find that images have a significant positive effect on helpfulness of reviews of search goods too. This is especially true in case of short and ambiguous reviews.

Characterization of Fake News Based on Subjectivity Lexicons

2020 ◽  
Vol 1 (4) ◽  
pp. 419-441
Author(s):  
Caio L.M. Jeronimo ◽  
Leandro B. Marinho ◽  
Cclaudio E.C. Carmpelo ◽  
Adriano Veloso ◽  
Allan S. Da Costa Melo
Keyword(s):  
Social Networks ◽  
Brazilian Portuguese ◽  
News Article ◽  
Bag Of Words ◽  
Fake News ◽  
Feature Vectors ◽  
Textual Content

While many works investigate spread patterns of fake news in social networks, we focus on the textual content. Instead of relying on syntactic representations of documents (aka Bag of Words) as many works do, we seek more robust representations that may better differentiate fake from legitimate news. We propose to consider the subjectivity of news under the assumption that the subjectivity levels of legitimate and fake news are significantly different. For computing the subjectivity level of news, we rely on a set subjectivity lexicons for both Brazilian Portuguese and English languages. We then build subjectivity feature vectors for each news article by calculating the Word Mover's Distance (WMD) between the news and these lexicons considering the embedding the news words lie in, in order to analyze and classify the documents. The results demonstrate that our method is robust, especially in scenarios where training and test domains are different.

scholarly journals Modeling Competitive Marketing Strategies in Social Networks

2019 ◽  
Vol 518 ◽  
pp. 50-70 ◽  
Author(s):  
Rahul Goel ◽  
Anurag Singh ◽  
Fakhteh Ghanbarnejad
Keyword(s):  
Social Networks ◽  
Marketing Strategies

Influence and Information Flow in Online Social Networks

2017 ◽  
Vol 9 (4) ◽  
pp. 1-17
Author(s):  
Afrand Agah ◽  
Mehran Asadi
Keyword(s):  
Social Networks ◽  
Online Social Networks ◽  
Large Data ◽  
Marketing Strategies ◽  
Large Data Sets ◽  
Divide And Conquer ◽  
Data Sets ◽  
Divide And Conquer Algorithm ◽  
Flow Of Information

This article introduces a new method to discover the role of influential people in online social networks and presents an algorithm that recognizes influential users to reach a target in the network, in order to provide a strategic advantage for organizations to direct the scope of their digital marketing strategies. Social links among friends play an important role in dictating their behavior in online social networks, these social links determine the flow of information in form of wall posts via shares, likes, re-tweets, mentions, etc., which determines the influence of a node. This article initially identities the correlated nodes in large data sets using customized divide-and-conquer algorithm and then measures the influence of each of these nodes using a linear function. Furthermore, the empirical results show that users who have the highest influence are those whose total number of friends are closer to the total number of friends of each node divided by the total number of nodes in the network.

Content analysis of internet marketing strategies used to promote flavored electronic cigarettes

2019 ◽  
Vol 91 ◽  
pp. 128-135 ◽  
Author(s):  
Eric K. Soule ◽  
Kari-Lyn K. Sakuma ◽  
Sherilyn Palafox ◽  
Pallav Pokhrel ◽  
Thaddeus A. Herzog ◽  
...  
Keyword(s):  
Content Analysis ◽  
Electronic Cigarettes ◽  
Internet Marketing ◽  
Marketing Strategies

scholarly journals Enhancing the Innovation Performance of Small and Medium-Sized Enterprises Through Network Embeddedness

2020 ◽  
Vol 12 (3) ◽  
pp. 156-171
Author(s):  
Wisdom Wise Kwabla Pomegbe ◽  
Wenyuan Li ◽  
Courage Simon Kofi Dogbe ◽  
Charles Oduro Acheampong Otoo
Keyword(s):  
Structural Equation ◽  
Sampling Technique ◽  
Innovation Performance ◽  
Three Dimensions ◽  
Equation Modeling ◽  
External Resources ◽  
Goods And Services ◽  
Network Embeddedness ◽  
The Rich ◽  
Positive Effect

Based on Resource Based Theory (RBT), the competitiveness of Small and Medium-sized Enterprises (SMEs) depends on the uniqueness of resources used in the production and delivering of goods and services. Moreover, the innovation capability of SMEs is critical in enhancing their uniqueness. Various factors, however, could potentially influence SME innovation performance. This present study thus focuses on how SME innovation performance could be enhanced through the three dimensions of network embeddedness (relational, structural and cognitive). Founded on Resource Dependency Theory (RDT), the study seeks to demonstrate how SMEs could tap into the rich external resources within the networks they are embedded in. The study was based on 388 SMEs selected using a purposive sampling technique. A structured questionnaire was used for the data collection, with the data analyzed by structural equation modeling performed in Amos (v.20). The findings revealed that relational, structural and cognitive embeddedness had a positive effect on innovation performance, while structural embeddedness had the greatest impact on SME innovation performance. As such, SMEs seeking to improve their innovation performance through networks should pay critical attention to the network tie and density. Past studies on network embeddedness and innovation performance have shown conflicting results, and therefore this present study makes a notable contribution to the ongoing debate. Past studies have indicated a positive, negative, inverted u-shape, and even no significant relationship at all between the various dimensions of network embeddedness and innovation performance.

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