The Impact of Social Media on Consumer Buying Intention

2017 ◽  
Vol 3 (1) ◽  
pp. 7-13 ◽  
Author(s):  
Michael Pütter
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Print Advertising ◽  
Target Groups ◽  
Strategic Approach ◽  
Brand Perception ◽  
Use Of Social Media ◽  
Effective Use ◽  
The Impact ◽  
The Way

Companies throughout the world are constantly seeking new ways to reach consumers. Just a few decades ago, television and print advertising were the fundamental components of marketing strategies. In the current era, these traditional marketing streams are just a small segment of the varied approaches used to market and brand products. The increasing focus on social media shaped state of the art advertising and shifted the way companies interact with their target groups. As a result, the effective use of social media has become an essential part of creating and maintaining a competitive advantage. Subsequently, companies now place considerable value on the way in which social media can be used to shape consumer brand perception and influence their buying intention. Companies integrating a strategic approach to the use of social media will have advantages over those that do not. In assessing the impacts of social media on branding and marketing approaches, an exploration of the existing literature on social media use and brand perception can help identify emerging and successful strategies for improving consumer engagement through social media.

PENGARUH SOSIAL MEDIA TERHADAP BRAND AWARENESS AMARIS HOTEL

2020 ◽  
Vol 14 (02) ◽  
pp. 53-61
Author(s):  
Sofiani Sofiani
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Correlation Method ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Use Of Social Media ◽  
The Impact

Social media has became one of the marketing strategies by most of the companies to deliver their brands, products and services to customer. Apart from the advantages of the use of social media for companies, it is becoming difficult for companies to raise awareness for their brand beause of the competition. The aim of this research is to determine the impact of social media on brand awareness of Amaris Hotel. The results of this research obtained from questionnaires that had been distributed to the respondents in Jakarta and processed with correlation method. The results shows that social media gives quite big and positive impact on building and estabilishing brand awareness of AYANA Amaris Hotel for 41,5%, and Instagram gives the biggest impact on brand awareness of Amaris Hotel. The level of brand awareness of Amaris Hotel has reached the highest level, Top of Mind level. Keywords: Social Media, Brand Awareness, Marketing, Amaris Hotel

Social Media Intelligence in the Exploration of National Cultural Dimensions for Online Social Communities

2011 ◽  
Vol 2 (1) ◽  
pp. 68-79 ◽  
Author(s):  
Sharon F. Dill ◽  
Cynthia Calongne ◽  
Caroline Howard ◽  
Debra Beazley
Keyword(s):  
Social Media ◽  
Online Community ◽  
Cultural Dimensions ◽  
Business Strategies ◽  
Social Communities ◽  
The Social ◽  
Individualism And Collectivism ◽  
Use Of Social Media ◽  
Effective Use ◽  
The Impact

Companies are increasingly embracing the use of social media in global online communities as an important part of their business strategies. Use of social media enables organizations to extend their reach and engage with customers in a shared community. These provide forums for interacting with customers and collecting information so that companies can better make informed decisions that directly relate to customer needs. However, effective use of social media requires matching both organizational and user requirements with the features of the social media. To support the development of successful social communities, this research uses Hofstede’s dimensions to examine the impact of user’s national culture on social media feature preference in a global international scuba diving online community. Specifically, this paper focuses on the Hofstede’s Individualism and Collectivism (IC) dimension which the study found is a significant determinant of feature preferences.

The impact of social media on the B2B CMO

2016 ◽  
Vol 31 (8) ◽  
pp. 955-960 ◽  
Author(s):  
Mike Bernard
Keyword(s):  
Social Media ◽  
Content Type ◽  
Chief Marketing Officers ◽  
Use Of Social Media ◽  
Effective Use ◽  
The Impact ◽  
Business To Business ◽  
The Voice ◽  
Key Questions

Purpose The commentary paper aims to delve into how social media are being used by chief marketing officers (CMOs) and shows that while many in business-to-customer have understood how to use social media already, their CMO counterparts in business-to-business (B2B) have not made up their minds. So some key questions are raised about B2B CMOs’ readiness to use social media, what this accomplishes and resulting effects upon the role of the CMO within an organisation. Design/methodology/approach The research paper involves use of case studies drawn from IBM experience with social media. Findings B2B CMOs are not ready to make use of social media. Even those who are actively engaging are expressing concern that they are pioneering and have not yet put in place a strategy that they are satisfied with. In addition, social media can be used for after-sales service, getting sales leads, engaging with key influencers, building the company’s reputation and enhancing the industry status of key individuals. B2B firms need to exploit the capabilities of processing massive amounts of data to get the most from social media. Originality/value The paper brings insights to the challenges facing CMOs of B2B firms when using social media. It provides a better understanding of what should be the role of CMOs in the use of social media. The CMO must be the voice of the customer as well as the custodian of the values that enable effective use of social media. Effective collaboration within the boardroom is essential and if the CMO is not a board member, then the company should consider making that change.

scholarly journals The Impact of Social Media on Italian Shamanism and Folk Magic

2020 ◽  
Vol 22 ◽  
pp. 55
Author(s):  
Angela Puca
Keyword(s):  
Social Media ◽  
Ad Hoc ◽  
Age Groups ◽  
Doctoral Research ◽  
Group I ◽  
Use Of Social Media ◽  
The Impact ◽  
The Way

In the last decade, the use of social media has become widespread among all age groups in Italy. Facebook, in particular, has fostered the spreading of information and aided the gathering of like-minded individuals. This process has slowly but steadily affected communities involved with indigenous and trans-cultural shamanism. From the evolution towards a more inclusive and syncretic approach within autochthonous traditions to the wider reception and reinterpretation of imported shamanism, the narratives created online have translated into a tangible change of how practitioners position themselves within the affiliated tradition. By analysing data collected on a Facebook group I created ad hoc for my doctoral research and the content posted on public profiles and groups, I will argue that the use of Social Media reshapes the way practitioners construct their traditions and practices. In the case of vernacular healers, this prompted the development of a shared terminology while fostering a discussion on autenticity among trans-cultural shamans.

scholarly journals Strategic Use of Social Media in Tourism Marketing: A Comparative Analysis of Official Tourism Boards

2018 ◽  
Vol 13 (2) ◽  
pp. 41-56
Author(s):  
Rashmiranjan Choudhury ◽  
Priyakrushna Mohanty
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Service Industry ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Tourism Marketing ◽  
The Social ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Effective Use

Marketing has reached new heights with social media platforms. In the changing scenario of the service industry, tourism is seen to receive the most attention from customers, stakeholders and other sectors through social media. The development of communication technology has enriched social media marketing. In India, Facebook has taken a lead role because of its market outreach and user count. Different tourism associates use this medium to showcase their products and services. In this context, Kerala is way ahead in social media marketing strategies while Odisha is in the niece states. This paper aims to analyse the social media marketing strategies adopted by the Odisha tourism board and other tourism boards through a comparative analysis. The study suggests some strategic measures for Odisha tourism board to ensure the effective use of social media in tourism.

Social Media Intelligence in the Exploration of National Cultural Dimensions for Online Social Communities

2013 ◽  
pp. 70-81
Author(s):  
Sharon F. Dill ◽  
Cynthia Calongne ◽  
Caroline Howard ◽  
Debra Beazley
Keyword(s):  
Social Media ◽  
Online Community ◽  
Cultural Dimensions ◽  
Business Strategies ◽  
Social Communities ◽  
The Social ◽  
Individualism And Collectivism ◽  
Use Of Social Media ◽  
Effective Use ◽  
The Impact

Companies are increasingly embracing the use of social media in global online communities as an important part of their business strategies. Use of social media enables organizations to extend their reach and engage with customers in a shared community. These provide forums for interacting with customers and collecting information so that companies can better make informed decisions that directly relate to customer needs. However, effective use of social media requires matching both organizational and user requirements with the features of the social media. To support the development of successful social communities, this research uses Hofstede’s dimensions to examine the impact of user’s national culture on social media feature preference in a global international scuba diving online community. Specifically, this paper focuses on the Hofstede’s Individualism and Collectivism (IC) dimension which the study found is a significant determinant of feature preferences.

scholarly journals Impact of digital marketing development on entrepreneurship

2019 ◽  
Vol 135 ◽  
pp. 04023 ◽  
Author(s):  
Kenzhegul Bizhanova ◽  
Arafat Mamyrbekov ◽  
Ilkhom Umarov ◽  
Akmaral Orazymbetova ◽  
Aziza Khairullaeva
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Turn Of The Century ◽  
Digital Marketing ◽  
The Internet ◽  
Internet Applications ◽  
Related Research ◽  
Use Of Social Media ◽  
The Impact ◽  
Business Structure

The article discusses the impact of digital marketing on modern entrepreneurship, as well as the main tasks in the formation of the business structure. Predictions of rising consumer power in the digital age leading up to the turn of the century were bolstered by the advent of the Internet and then reignited by social media. Changes in consumer behavior require firms to rethink their marketing strategies in the digital sphere. Currently, much of the related research focuses more on the client than the firm. This study uses the firm’s perspective to facilitate understanding of digital marketing and the use of social media, as well as its benefits and inhibitors. The second generation of Internet applications enhances marketing efforts by allowing firms to introduce innovative forms of communication and co-create content with their customers. Firms ’ participation in digital marketing can be classified according to the perceived benefits and uses of digital marketing. To improve engagement with digital marketing, marketers need to focus on relationship-based interactions with their customers. This article demonstrates how some firms are already achieving just that.

scholarly journals The Impact of Sex and Personality Traits on Social Media Use during the COVID-19 Pandemic in Poland

2021 ◽  
Vol 13 (9) ◽  
pp. 4793
Author(s):  
Dariusz Zdonek ◽  
Karol Król
Keyword(s):  
Social Media ◽  
Media Use ◽  
Personality Types ◽  
Social Needs ◽  
Good Time ◽  
Social Media Use ◽  
Wide Margin ◽  
Use Of Social Media ◽  
The Impact ◽  
The Way

The COVID-19 pandemic has affected the way people use social media in a particular manner. The paper aims to investigate the impact of the pandemic on the use of social media, taking into account the sex and personality types of users in Poland. The survey involved 469 active users of social media. The data were analysed with statistical methods. A significant part of the respondents believed that the COVID-19 pandemic affected the way they used social media. They pointed out that the most common social media use drivers were immediate needs, often of pragmatic nature, such as rapid communication and exchange of information, and social needs. Among the survey population, it was the women who were more active on social media, particularly regarding Instagram. They were also more active on Pinterest and Snapchat. Men were more active on YouTube. Extraverts published more often on Facebook, Instagram, Snapchat, or Pinterest by a wide margin. They were also more active in general and more often judged social media content. The respondents indicated social platforms they believed would gain or lose popularity in the nearest future. The overall conclusion is that the pandemic may be a good time to launch new social platforms or promote less popular ones with new functionalities and narrow targets.

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