scholarly journals A mediation analysis of social media marketing between the relationship of entrepreneurial marketing strategies and the performance of small & medium enterprises in Pakistan

2020 ◽  
Vol 13 (29) ◽  
pp. 2024-2034
Author(s):  
Ghulam Akbar Khaskheli ◽  
Keyword(s):  
Social Media ◽  
Mediation Analysis ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Entrepreneurial Marketing ◽  
Small Medium Enterprises ◽  
Medium Enterprises ◽  
Relationship Of ◽  
The Relationship

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

2016 ◽  
Vol 7 (1) ◽  
pp. 30-41 ◽  
Author(s):  
Graham Romello Perera ◽  
Irosha Perera
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Brand Image ◽  
Social Media Marketing ◽  
Primary Data ◽  
Factors Affecting ◽  
The Social ◽  
Social Media Platforms ◽  
Relationship Of ◽  
The Relationship

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.

scholarly journals Digital and Social Media Marketing - Growing Market Share for Construction SMEs

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Simon Malesev ◽  
Michael Cherry
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Residential Construction ◽  
Environment Analysis ◽  
Construction Companies ◽  
Medium Enterprises ◽  
Effective Use ◽  
And Training

The construction industry has not been an early adopter of social media and digital marketing, due largely to lack of knowledge of and skills in these areas. Nevertheless, effectively deployed, digital and social media marketing can be a disruptive force allowing smaller residential construction companies to build brand awareness and win business from larger competitors. This study uses a qualitative approach - interviews with residential construction small to medium enterprises (SMEs) and adjacent industry actors - to obtain data addressing the key questions of the residential construction sector SMES' digital marketing attitudes and capabilities; whether digital and social media marketing is as or more effective than traditional marketing strategies; and the challenges facing SMEs in making effective use of digital marketing strategies. The findings confirm widespread recognition of the value of digital marketing strategies among SMEs but reveal that uptake and effective use of digital marketing is undermined by deficiencies in external environment analysis and a lack of the investment and training needed to plan, monitor and maintain effective and up-to-date marketing mixes, strategies and objectives. Based on the findings, recommendations are offered for improving residential construction SMEs’ uptake and effective use of digital and social media marketing.

scholarly journals Social media marketing, functional branding strategy and intentional branding

2018 ◽  
Vol 16 (3) ◽  
pp. 102-116 ◽  
Author(s):  
Mohammad Fahmi Al-Zyoud
Keyword(s):  
Social Media ◽  
Quantitative Data ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Branding Strategy ◽  
The Relationship

It has been suggested that social media marketing may be inclined more towards functional branding than intentional branding. The present study empirically examined the relationship between social media marketing strategies, intentional branding and functional branding with a view to determining where social media marketing strategies are more strongly inclined towards intentional than functional branding. Quantitative data were collected from 133 participants from Jordan marketing departments using questionnaires and analyzed using SPSS. The results of the study confirmed the relationship between social media marketing strategies. However, results showed that social media marketing strategies are more strongly inclined towards intentional branding than functional branding suggesting that social media marketing strategies are oriented towards intentional branding. The study recommends examining the idea of intentional branding and its role in controlling the image of the brand among customers.

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

2018 ◽  
pp. 371-383 ◽  
Author(s):  
Graham Romello Perera ◽  
Irosha Perera
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Brand Image ◽  
Social Media Marketing ◽  
Primary Data ◽  
Factors Affecting ◽  
The Social ◽  
Social Media Platforms ◽  
Relationship Of ◽  
The Relationship

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.

scholarly journals BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN

2020 ◽  
Vol 9 (5) ◽  
pp. 1921
Author(s):  
Made wahyu Krisna Upadana ◽  
Komang Agus Satria Pramudana
Keyword(s):  
Social Media ◽  
Sampling Method ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Effective Strategy ◽  
Purchasing Decisions ◽  
Use Of Social Media ◽  
Relationship Of ◽  
The Relationship

In order to stay in competition, Starbucks Coffee must be able to develop and innovate to determine an effective strategy. One of them is by using attractive social media marketing to builds brand awareness and leading to consumer purchasing decisions. The research objective is to determine the role of brand awareness mediating the effect of social media marketing on purchasing decisions. This research was conducted in Denpasar with 110 respondents through a purposive sampling method. Data collected through questionnaires and analyzed by path analysis. Based on the results, social media marketing has apositive and significant effect on purchasing decisions. This shows that the better the use of social media marketing, the more purchasing decisions from consumers. Brand awareness positively and significantly mediates the relationship between social media marketing and purchasing decisions. Brand awareness is able to mediate the relationship of social media marketing to purchasing decisions Keywords: social media marketing, brand awareness, purchasing decisions

Hubungan antara Bank umum dan Microfinance dalam Alokasi Kredit pada Usaha Mikro, Kecil dan Menengah (UMKM)

2008 ◽  
Vol 3 (2) ◽  
pp. 109
Author(s):  
Christian Herdinata
Keyword(s):  
Commercial Bank ◽  
Small Medium Enterprises ◽  
Medium Enterprises ◽  
Relationship Of ◽  
The Relationship ◽  
Banking Economics

Small Medium Enterprises (sl"frg always complain about the rigidity of entrance (accessibility) of *ternal funds especially from banking. Economics rqtort of Indonesia done by the Indonesia Bonk noted thot the LDR ratio of the commercial banb in the yem of 2007 showed that the number was for under 100%, i.e. 69.2%o, while the rotio of LDR of BPRwas more than t00ok, i.e. 109.73%. Thisfact aplained that the publicfund mustered by the commercial bank sfill remained to be able to be channeled in credit, while BpR has gone beyondfunds which ought to be channeled in theform of credit. This indiccted that itfailed in allocation of credit. Therefore, this research, which was based on critical revievrt of literature and idea, indicoted that the business scale determined the pattem of the relationship of microfinance otd thefunction of intermediation *periences failed in fficiently *ecuting allocation of credit.  Therefore, constructing a relatiowhip between the commercial bank and mierofinance and sMEs was badly needed, not to irwite a.rymmetries ofinformafion but to effrcient$t allocate the credit.Keywords: Small Medium Enterprises (SMEs), allocation of credit, ratio of LDR

scholarly journals Relationship of Exogen Variables for Customer Use and Satisfaction of Delivery Services

2021 ◽  
Vol 328 ◽  
pp. 05013
Author(s):  
Minto Waluyo ◽  
Yekti Condro Winursito ◽  
Mega Cattleya Prameswari Annissaa Islami ◽  
Rizqi Novita Sari ◽  
Mohammad Rachman Waluyo
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Brand Image ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Exogenous Variables ◽  
Logistics Service ◽  
Delivery Services ◽  
Relationship Of ◽  
The Relationship

The purpose of this paper is to determine the relationship of exogenous variables consisting of quality logistics service variables, brand image, and social media marketing on usage decisions and customer satisfaction. The shipping services studied specifically for domestic shipments consisted of J&T, JNE, TlKl, Wahana, SiCepat, ID Express, and Pos Indonesia using perception data through questionnaires. Respondents have at least used delivery services twice. Determination of the number of respondents using the maximum likelihood technique. The tool used in this research is Structural Equation Modeling. The results of this study indicate that the variables of logistics service quality and social media marketing have a positive and significant effect on usage decisions. The relationship between brand image and usage decisions cannot be proven because there is multicollinearity, which causes this variable to be excluded from the study. The equation of the relationship model of exogenous variables on the use and customer satisfaction of expedition services without using the brand image variable is as follows, Y2 = 0.371X1 + 0.482X3.

scholarly journals How social media marketing activities affect consumer equity

2021 ◽  
Vol 3 (4) ◽  
pp. 13-19
Author(s):  
Titis Shinta Dhewi ◽  
Arum Prasasti ◽  
Mickhael Kurnianto ◽  
Satria Lintang Rachmadana
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Quantitative Methods ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Activities ◽  
Small Medium Enterprises ◽  
Data Collections ◽  
Medium Enterprises

This study aims to find out how social media marketing activities influence consumer equity through brand equity in a culinary brand. The study sample is men and women, 200 respondents, within the age range of 18 to 30 years old This study uses quantitative methods and questionnaires as data collections tools. The data was then analyzed using SmartPLS with the Structural Equation Modelling approach. It is found that social media marketing activities positively influence consumer equity through brand equity in culinary brands. Customer equity is also indirectly affected by brand equity. Therefore, this research can be a basis for future research in social media marketing activities within the scope of culinary brands especially in the context of small-medium enterprises.

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