scholarly journals Social Networking Sites As Emerging Communication Avenue For Social Influence Via E-Formity: Insights And Future Perspective In Indian Economy

2021 ◽  
Vol 12 (5) ◽  
pp. 1616-1622
Author(s):  
Dr. Arun Kaushal
Keyword(s):  
Social Influence ◽  
Social Networking ◽  
Social Networking Sites ◽  
User Behavior ◽  
Viral Marketing ◽  
Online Marketing ◽  
Future Perspective ◽  
Business Organizations ◽  
Internet User Behavior ◽  
Word Of Mouth Communication

In rapid changing technological environment, a number of communication tactics are available for marketers of the 21st century that involves several new features including mouth- to- mouth promotion that has taken radical step in the form of social media marketing especially via social networking sites (Ceil, 2019).This new form of marketing is also known as Electronic Word –of- mouth communication (e -WOM) and viral marketing (Roy, Datta, & Mukherjee, 2019). In current paper, an attempt has been made to discuss the hidden insights about significant contributions of social networking sites for social influence in the form of e-formity. In order to proceed for this study, the deep and critical literature review was done by reading the research papers from Jstor, Emerald, Wiley, Taylor and Francis, Science Direct, Elsevier, Google scholar, etc. The information about internet user behavior of top ranked counties will also provide insights and knowledge to researchers or marketing professionals so that online marketing strategies can be cultivated for business organizations accordingly.

Social Networking Sites and Marketing Strategies

2015 ◽  
pp. 207-239
Author(s):  
Ying Wu ◽  
Malcolm Stewart ◽  
Rebecca Liu
Keyword(s):  
Social Network ◽  
Social Networking ◽  
Marketing Strategy ◽  
Social Networking Sites ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Online Marketing ◽  
Strategy Development ◽  
Network Marketing ◽  
Online Word Of Mouth

This chapter begins with an introduction to social networking. The opportunities and challenges of social network sites regarding marketing strategies are discussed and these provide a foundation for exploring viral marketing with regard to the development of online word-of-mouth activities on social networking sites. This chapter explores strategies for successful viral marketing and investigates strategic perspectives of social networking. We look into several types of social networking sites available for consumers to share and access information and experience such as Facebook and Twitter in the context of marketing strategy decision-making. The chapter concludes with an examination of the online marketing mix regarding social network marketing strategy development and a case study (Fiesta Movement Campaign) and methodology is also included to ‘bridge the gap' between the academic theory in this chapter and an example showing how marketers in the industry have taken advantage of social networking sites to promote their business.

Social Networking Sites and Marketing Strategies

2018 ◽  
pp. 39-72 ◽  
Author(s):  
Ying Wu ◽  
Malcolm Stewart ◽  
Rebecca Liu
Keyword(s):  
Social Network ◽  
Social Networking ◽  
Marketing Strategy ◽  
Social Networking Sites ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Online Marketing ◽  
Strategy Development ◽  
Network Marketing ◽  
Online Word Of Mouth

This chapter begins with an introduction to social networking. The opportunities and challenges of social network sites regarding marketing strategies are discussed and these provide a foundation for exploring viral marketing with regard to the development of online word-of-mouth activities on social networking sites. This chapter explores strategies for successful viral marketing and investigates strategic perspectives of social networking. We look into several types of social networking sites available for consumers to share and access information and experience such as Facebook and Twitter in the context of marketing strategy decision-making. The chapter concludes with an examination of the online marketing mix regarding social network marketing strategy development and a case study (Fiesta Movement Campaign) and methodology is also included to ‘bridge the gap' between the academic theory in this chapter and an example showing how marketers in the industry have taken advantage of social networking sites to promote their business.

scholarly journals Influences of viral marketing in social networking sites on consumerism

2017 ◽  
Vol 19 (1) ◽  
pp. 89-104
Author(s):  
Krystle Jiajing Wong
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Low Cost ◽  
Geographical Area ◽  
Viral Marketing ◽  
Online Marketing ◽  
Local Context ◽  
Quantitative Methodology ◽  
Social Feedback ◽  
Comparison Theory

SNSs being a widely used online interaction tool have led to the widespread of online marketing strategies such as viral marketing. While interacting on SNSs, SNSs users tend to have the need to portray an ideal-self to gain positive social feedback, hence, the need to consume and purchase items or in restaurants and cafés promoted on viral marketing posts. Therefore, this study aims to look into factors influencing consumerism in the context of viral marketing on SNSs. Qualitative research method was implied based on Social Comparison Theory, Impulse Buying Theory and Affluenza Compulsive Buying Theory and interview was conducted on seven in-college youths in the area of Klang Valley. Eight main factors behind the influences of viral marketing in social networking sites have been identified, while two main qualities of consumerism were mainly discussed in this theory. Limitations were taken into account in terms of demographic and geographic as well as methodology. Future researchers are suggested to conduct a study with an equal number of both genders and at alternative geographical area using quantitative methodology for a more generalized and impactful results on other factors of viral marketing influencing consumerism. This study provides an insight for SMEs on the low-cost viral marketing through SNSs which promotes consumerism through rapid response rate. Socially, consumerism is also related to bankruptcy. This study would be one of the pioneer studies in Malaysia which looked into consumerism through viral marketing on SNSs, contributing to local context literature as well as from the context of SNSs which was not thoroughly studied by past researchers.

scholarly journals INTERNET MARKETING SOLUTIONS TRANSFORMATION DUE TO CHANGES IN CONSUMER'S PERCEPTION OF INFORMATION

2021 ◽  
Author(s):  
Igors Babics
Keyword(s):  
User Behavior ◽  
Online Communication ◽  
Marketing Research ◽  
Modern Society ◽  
Internet Marketing ◽  
Online Marketing ◽  
Scientific Article ◽  
Human Thinking ◽  
Internet User Behavior ◽  
The Impact

We have outlined the main aspects of the modern socio-economic space that have led to transformation not only in the business sector but also in human thinking. We have examined the aspects of the studied problem expressed in modern scientific works and explained the need for further study of changes in the thinking processes of consumers in the field of transformation of applied Internet marketing solutions for the requests of Internet users. We have analyzed the dynamics and trends of changes in Internet user behavior, thereby identifying the key aspects that should be taken into account when companies create online marketing strategies. We have proposed a list of steps to optimize the marketing strategy of the business in line with new realities.The relevance of the study is due to the social processes of modern society resulting in the tendency to transform consumers' thinking. COVID-19 and self-isolation have had an impact on this phenomenon, accelerating the massive changeover to online communication and online shopping.The goal of this article is to describe the results of a study of changes in consumer thinking in connection with the transformation of realities caused by the global pandemic.The scientific novelty of the study lies in highlighting the peculiarities of information perception by modern consumers associated with the global pandemic, and in substantiating the ways of transforming Internet marketing solutions for companies in an altered reality.The theoretical importance of the research lies in a better understanding of the reasons and features of the transformation of information perception by consumers in modern realities, as well as in the analysis of scientific works to study the impact of informatization and computerization on society thinking, which can be used to study this component in marketing research, including in online marketing. This is the practical value of this work.The practical value of the study lies in identifying the features of the transformation of the thinking of modern consumers through visitors to the website of Cita Lieta ltd. at ceanocosmetics.com.Like in any scientific article, this one has its research limitations. The author explores the transformation of consumer thinking change using the data from the website analytics of one company in a particular niche.

Social Media Activities

2014 ◽  
pp. 88-103
Author(s):  
Kristina Heinonen
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Conceptual Framework ◽  
Social Networking Sites ◽  
User Behavior ◽  
Social Connection ◽  
Message Boards ◽  
Online Ratings ◽  
Online Message Boards ◽  
Marketing Activities

Consumers are increasingly consuming, participating, contributing, and sharing different types of online content. This is influencing the marketing activities traditionally controlled and performed by companies. The aim of this chapter is to conceptualize the activities consumers perform in social media. Social media denote content created by individual consumers such as online ratings or verbal reviews, online message boards/forums, photos/video sites, blogs, tags, and social networking sites. A conceptual framework for consumers' social media activities is developed and qualitatively substantiated. Social media activities are based on the motives for the activities, including information, social connection, and entertainment. The chapter contributes to research on social media and online communities by describing user behavior and motivations related to the user-created services. Managerially, the study deepens the understanding of different challenges related to users' activities on social media and the motivations associated with those activities.

scholarly journals Self-disclosure in social networking sites

2015 ◽  
Vol 25 (2) ◽  
pp. 279-299 ◽  
Author(s):  
Christy Cheung ◽  
Zach W. Y. Lee ◽  
Tommy K. H. Chan
Keyword(s):  
Social Influence ◽  
Social Networking ◽  
Social Exchange ◽  
Social Networking Sites ◽  
Service Providers ◽  
Personal Information ◽  
Integrated Model ◽  
Perceived Benefits ◽  
Self Disclosure ◽  
Content Type

Purpose – The purpose of this paper is to examine the relative impacts of perceived cost, perceived benefits, and social influence on self-disclosure behaviors in social networking sites under an integrated theoretical framework. Design/methodology/approach – Building upon social exchange theory and privacy calculus theory, an integrated model was developed. The model was tested empirically using a sample of 405 social networking site’s users. Users were required to complete a survey regarding self-disclosure behaviors in Facebook. Findings – The results indicate that social influence is the factor which exhibits the strongest effect on self-disclosure in social networking sites, followed by perceived benefits. Surprisingly, perceived privacy risk does not have any significant impact on self-disclosure. Research limitations/implications – The results inform researchers about the importance to incorporate social influence factors and cultural factors into future online self-disclosure study. Practical implications – The results suggest that users focus on the benefits as well as social influence when they decide to reveal personal information in social networking sites, but pay less attention to the potential privacy risks. Educators are advised to launch educational programs to raise students’ awareness to the potential risks of self-disclosure in social networking sites. Service providers of social networking sites are encouraged to provide intuitive privacy indices showing users the levels of privacy protection. Originality/value – This paper is one of the first to develop and empirically tests an integrated model of self-disclosure in social networking sites.

Understanding social influence on mobile social networking sites: A social support perspective

2017 ◽  
Vol 35 (2) ◽  
pp. 220-229 ◽  
Author(s):  
Tao Zhou
Keyword(s):  
Social Support ◽  
Social Influence ◽  
Social Networking ◽  
Emotional Support ◽  
Social Networking Sites ◽  
Service Providers ◽  
Informational Support ◽  
Mobile Social Networking ◽  
The Social ◽  
Mobile Sns

Due to the social networking relationship, users’ continuance of social networking sites (SNS) may receive social influence from their peers and referents. This research identified the effect of social support on social influence in mobile SNS. Social support consists of both informational support and emotional support. Social influence is reflected by three factors: subjective norm, social identity and group norm. The results suggested that social support has a significant effect on social influence. The results imply that service providers need to build a supportive climate in order to facilitate social influence and users’ continuance usage.

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