scholarly journals Relationship Between Social Media Performance and Brand Image in Digital Branding Proces: Netflix Turkey

2021 ◽  
Vol 4 (13) ◽  
pp. 3858-3872
Author(s):  
Şeyda Ok ◽  
Mehmet Baş
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Media Performance ◽  
Digital Branding

Awareness Of Employer Branding Through Social Media Among Management Students

2016 ◽  
Vol 6 (2) ◽  
Author(s):  
Mukesh Kumar ◽  
Avaneesh Kumar
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Final Conclusion ◽  
Young Generation ◽  
Employer Branding ◽  
Ample Opportunity ◽  
Talented People ◽  
Management Students

Employer branding become an imperative part of an organization in these days. Every organization wants to attract, develop and retain talented people in their organization. Employer branding not only attract existing employees but also attract potential employees. It communicates internally to their employees and externally to potential employees through social media. Young generation uses social media rapidly, so it is the ample opportunity for an organization to attract, retain and motivate to their existing employees as well as prospective employees. Employer branding through social media also enhances the brand image of the organization, so it attracts to potential employees to be a part of that organization. The aim of this paper was to study awareness of employer branding through social media among Management students in Allahabad. Researcher interacted with 100 respondents but found 60 respondents who know about it. In this paper, Researcher focused on how students use social media to search a job and what they are looking in a job. The final conclusion of this paper is that Management students know about how to use social media in Employer branding but they need to know more about it.

Social Listening to Create Bespoke Customer Experiences: Best Practices for Hospitality Operators

2021 ◽  
pp. 193896552199308
Author(s):  
Kathryn A. LaTour ◽  
Ana Brant
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Real Time ◽  
Brand Image ◽  
Customer Experience ◽  
Current Experience ◽  
Social Listening

Most hospitality operators use social media in their communications as a means to communicate brand image and provide information to customers. Our focus is on a two-way exchange whereby a customer’s social posting is reacted to in real-time by the provider to enhance the customer’s current experience. Using social media in this way is new, and the provider needs to carefully balance privacy and personalization. We describe the process by which the Dorchester Collection Customer Experience (CX) Team approached its social listening program and share lessons to identify best practices for hospitality operators wanting to delight their customers through insights gained from social listening.

scholarly journals The Promoter, Celebrity, and Joker Roles in Journalists’ Social Media Performance

2021 ◽  
Vol 7 (1) ◽  
pp. 205630512199064
Author(s):  
Claudia Mellado ◽  
Alfred Hermida
Keyword(s):  
Social Media ◽  
Public Spheres ◽  
Professional Norms ◽  
Starting Point ◽  
Private And Public ◽  
Media Performance

One of the main challenges of studying journalistic roles in social media practice is that the profession’s conceptual boundaries have become increasingly blurred. Social media has developed as a space used by audiences to consume, share, and discuss news and information, offering novel locations for journalists to intervene at professional and personal levels and in private and public spheres. This article takes the “journalistic ego” domain as its starting point to examine how journalists perform three specific roles on social media: the promoter, the celebrity, and the joker. To investigate these roles in journalistic performance, the article situates their emergence and operationalization in a broader epistemological context, examining how journalists engage with, contest, and/or diverge from different professional norms and practices, as well as the conflict between traditional and social media-specific roles of journalists.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

scholarly journals Factors of communication mix on social media and their role in forming customer experience and brand image

2018 ◽  
Vol 13 (3) ◽  
pp. 1108-1118 ◽  
Author(s):  
Radovan Bacik ◽  
Richard Fedorko ◽  
Ludovit Nastisin ◽  
Beata Gavurova
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Customer Experience ◽  
Media Environment ◽  
Building Relationships ◽  
Brand Building ◽  
Brand Reputation ◽  
Marketing Activities ◽  
New Perspective ◽  
Media Experience

Abstract Building a brand is a long-term process and it also applies to the world of social media. It is said that building a good brand reputation takes years, but it can be ruin in a moment. Therefore, it is important to look responsibly at all the aspects that have a role in building a brand on social media. The actual experience with the brand on social media is able to significantly affect brand building. The study focuses on exploring brand-building relationships in the social media environment. We selected a set of factors to predict customer experience with the brand in a social media environment and then we examined the relationship between this customer experience and the perceived brand image. 476 respondents filled out the electronic questionnaire. The study puts the greatest emphasis on respondents aged 20 to 35 years. We used correlation analysis to investigate the relationships in this issue. Out of the seven investigated relationships, up to two cases with medium dependence were confirmed by the strong relevance of relationships. The results support the importance of using social media tools for branding purposes, because these tools are the ones with the greatest ability to influence the people’s perception and attitude. It is also the fastest and one of the most personal ways to communicate with the customer. It happens in real time and it can convey the real emotion if performed right which all together help to trigger the user action. The findings of this study can guide marketing activities for companies to make the return on investment in social media as high as possible. The research offers a new perspective on selected factors and their role in creating social media experience and subsequently a brand image.

scholarly journals The Effect of Electronic Word-of-Mouth in Social Media toward Consumer Purchase Decision with Brand Image as Moderating Variable

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
ANINDYA PRAMESTIARA ◽  
RAHAB RAHAB
Keyword(s):  
Social Media ◽  
Research Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Decision ◽  
Sampling Techniques ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Exchange Information

Social media has made it possible for users to exchange information and discuss theiropinions and experiences about products or services through online on their social mediaplatform with their peers. This kind of communication is called as electronic word-of-mouth(e-WOM) where the information can be spread faster and has the potential for greaterimpact on consumers purchase decision. Therefore, the aim of this research is to know theeffect of e-WOM (including quality and quantity of e-WOM as well as sender’s expertise) insocial media on consumers’ purchase decisions moderated by brand image. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non-probability sampling techniques are used for sampleselection. The sample of this research is 175, from people who have purchased and usedEtude House product. Statistical software SPSS and AMOS is used to analyze the data. Thefindings in this area will help Etude House and other marketers to reach out its potentialcustomers and align their marketing effort in efficient way by pay attention on the marketingpolicies about eWOM. The limitations of the research is some respondents not read andanswer the question clearly and made it not represent their exact perception.

scholarly journals KEPUTUSAN PEMBELIAN KONSUMEN DITINJAU DARI BRAND IMAGE, LIFE STYLE DAN MEDIA SOSIAL PADA VESPA METIC DI SURAKARTA

2021 ◽  
Vol 5 (1) ◽  
pp. 96
Author(s):  
Enggar Arifina ◽  
Sudarwati Sudarwati ◽  
Ratna Damayanti
Keyword(s):  
Social Media ◽  
Life Style ◽  
Brand Image ◽  
Positive Impact ◽  
Purchasing Decisions ◽  
Descriptive Research ◽  
Quantitative Descriptive

The consumer's decision to buy a product starts from the awareness of fulfilling their needs, so in this study it is carried out because of the influence of the influence of brand image, lifestyle and social media on purchasing decisions at Vespa Metic in Surakarta, Vespa Metic users in Surakarta are the population in this study. Quantitative descriptive research, the sample obtained a number of 100 Vespa users, data obtained through questionnaires that have been distributed. Obtained from the analysis of the discussion, brand image, lifestyle and social media have a simultaneous and significant positive impact on purchasing decisions for Vespa Metic in Surakarta. Keywords: brand image, lifestyle and social media, purchasing decisions.

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