scholarly journals THE INSPIRATIONS OF SOCIAL MEDIA MARKETING: A LITERATURE REVIEW.

2019 ◽  
Vol 7 (4) ◽  
pp. 1485-1489
Author(s):  
Maria StevenMallya ◽  
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Social Media Marketing

A Literature Review of Social Media for Marketing

2021 ◽  
pp. 82-105
Author(s):  
Bahtışen Kavak ◽  
Neslişah Özdemir ◽  
Gülay Erol-Boyacı
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Media Use ◽  
Digital Economy ◽  
Social Media Marketing ◽  
The Internet ◽  
Business To Consumer ◽  
Media Channels ◽  
Business To Business ◽  
Consumption Habits

Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.

scholarly journals Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej

2021 ◽  
Vol 9 (2) ◽  
pp. 281-296
Author(s):  
Małgorzata Budzanowska-Drzewiecka
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Theoretical Discussion ◽  
Integrated Marketing ◽  
Ethical Challenges ◽  
Integrated Marketing Communication

The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing com­munication, resulting from the usage of social media in the companies’ communication practic­es. Based on the literature review, the current challenges of integrating social media into market­ing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communi­cation through the evolving social media and the theoretical discussion on the conceptual frame­work of integrated marketing communication.

scholarly journals The Affect of Social Media Marketing and Consumer Engagement on Disney plus Hotstar Consumer Buying Intentions in Indonesia (Study on Youtube and Instagram)

2021 ◽  
pp. 247-254
Author(s):  
Natasya Dea Novitarizki Darmawan ◽  
Indira Rachmawati ◽  
Ratih Hendayani
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Purchase Intention ◽  
Structural Equation ◽  
Strong Influence ◽  
Equation Model ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Consumer Engagement ◽  
Use Of Social Media

The entertainment industry has just launched Disney Plus Hotstar in early September 2020 and started its marketing on social media Youtube and Instagram. This study aims to determine the effect of social media marketing Youtube and Instagram on the purchase intention of Disney Plus Hotstar consumers, the influence of YouTube and Instagram social media marketing on Disney Plus Hotstar consumer engagement, and to see the effect of consumer engagement on the purchase intention of Disney Plus Hotstar customers by spreading questionnaire to 400 respondents using social media sites Youtube and Instagram in Indonesia. The hypothesis was tested using a structural equation model which was developed following the existing literature review. The results show that social media marketing has a significant relationship with consumer purchase intentions, where consumer engagement acts as a mediating variable in influencing social media users to obtain consumer purchase intentions. The study confirms that marketers must respond to the importance of increasing the use of social media because it has a strong influence on consumer's purchase intentions. Managerial advice that can be applied by companies is to always monitor consumer engagement by adjusting the company's social media marketing strategy.

scholarly journals Aspects and Influence of Social Media Marketing in Today’s World: A Review of Scholarly Articles

2020 ◽  
Vol 10 (6) ◽  
pp. 96-105
Author(s):  
Dr. Sourabh Bhattacharya ◽  
Prof. Arpita Majumdar
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Systematic Literature Review ◽  
Social Media Marketing ◽  
Literature Reviews

Social media has carried out a lot of value additions for different stakeholders in today’s world. However, comprehensive literature reviews on different aspects of social media marketing are quite a few. Also, researchers working in this burgeoning area are eager to know the opinion of past researchers. For this article, a systematic literature review of scholarly articles, related to social media marketing, had been done to collect, examine and analyze previous studies related to social media marketing. Overall, the paper has tried to present a holistic viewpoint of experts on social media marketing.

scholarly journals Promotional Messages on Social Media Marketing for Natural Seeds Jewelry

2020 ◽  
Vol 36 (1) ◽  
pp. 230-239
Author(s):  
Santi Susanti ◽  
Sukaesih Sukaesih ◽  
Iwan Koswara
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Literature Review ◽  
Qualitative Methods ◽  
Social Media Marketing ◽  
Interactive Method ◽  
Promotional Messages ◽  
Descriptive Qualitative

This study aims to examine the promotional messages in social media marketing for natural Seeds jewelry. This research uses descriptive qualitative methods and data is collected through interviews, observation, documents, and literature review. The object of this study is Bumi Putih Spiritual Jewelry, a brand of handmade jewelry products from natural seeds created by Anthony Imanuel Alexander Sutrisno. Data analysis in this research uses Miles and Huberman’s interactive method. The results show that Bumi Putih uses Instagram, Facebook and Twitter integrated for marketing the natural seeds jewelry. Promotional messages conveyed on the three platforms of social media are a combination of verbal and nonverbal messages in the form of text and symbols to influence the audiences’ cognitive, affective, and conative. By using social media, Bumi Putih not only marketing the products but also persuade netizens to respect nature and maintain its sustainability to create a harmonious relationship between human and the environment

scholarly journals Implementasi Digital Marketing PT. Taman Wisata Candi Selama Pandemik Covid-19

2021 ◽  
Vol 9 (1) ◽  
pp. 65-72
Author(s):  
Tsanaa Khenresta ◽  
Yonaz Salasa ◽  
Rani Chandra Oktaviani
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Virtual Tour ◽  
Alternative Tactic ◽  
Qualitative Descriptive

This study discusses how the implementation of the marketing communication strategy of PT.  TWC on social media during the Covid-19 pandemic.  This study aims to understand the marketing communication strategy of PT.  TWC on social media and understand the tactics and alternative promos of PT.  TWC during the Covid-19 pandemic.  The research was conducted in a qualitative descriptive manner by conducting interviews with internal informants, external informants, and expert informants.  In addition, literature review and observations were carried out. This study shows that there is a digitalization trend carried out by PT. TWC. In addition, PT.  TWC is also using virtual tours as an alternative tactic to its marketing communication strategy   Keywords: Covid-19 pandemic, social media, marketing communication strategy, virtual tour

Social Media Marketing in the Scandinavian Industrial Markets

2015 ◽  
pp. 1136-1152
Author(s):  
Jari Salo ◽  
Tuula Lehtimäki ◽  
Henri Simula ◽  
Matti Mäntymäki
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Case Studies ◽  
Theory Development ◽  
Social Media Marketing ◽  
Limited Attention ◽  
Business Markets ◽  
Strategic Actions ◽  
Limited Success ◽  
Industrial Markets

Limited attention is paid in the academic literature to how business markets and marketers have harnessed social media. The purpose of this study is to depict how companies in business markets have been using social media and what kinds of future strategic actions they have planned for it. The research is based on a literature review, six case studies and eight interviews with industry experts. The research shows that managers are hesitant to adopt and use social media mainly due to the challenges of creating compelling content and because open interaction within social media is perceived as a threat, although companies have run trial campaigns with limited success. For academics, this study illustrates areas for further research and theory development.

A Literature Review of Social Media for Marketing

2020 ◽  
pp. 67-96
Author(s):  
Bahtışen Kavak ◽  
Neslişah Özdemir ◽  
Gülay Erol-Boyacı
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Media Use ◽  
Digital Economy ◽  
Social Media Marketing ◽  
The Internet ◽  
Business To Consumer ◽  
Media Channels ◽  
Business To Business ◽  
Consumption Habits

Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.

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