scholarly journals Tweet Berbayar: Bagaimana Word-Of-Mouth Bekerja dalam Media Baru

Humaniora ◽  
2011 ◽  
Vol 2 (2) ◽  
pp. 1193
Author(s):  
Rosidah Syaukat ◽  
Ekky Imanjaya
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Word Of Mouth ◽  
Opinion Leader ◽  
Viral Marketing ◽  
Unique Characteristic ◽  
Goods And Services ◽  
Buzz Marketing ◽  
Key Opinion Leader

New media, like Twitter, has changed many possibilities, including marketing strategy in Indonesia. One of the extraordinary phenomena is paid-to-tweet, as being used by celebrity or ordinary users. The purpose of the article is to identify how Twitter roles in marketing: what the unique characteristic of Twitter so that Word-of-Mouth (WOM) could work effectively and efficiently? How viral marketing, buzz marketing and recommendation could move simultaneously to increase awareness to consumers about specific goods and services? How to choose the endorsers, as buzzers and key opinion leader in social media like Twitter? And why is hard-sale highly forbidden in new marketing practical style? Generally, the article will analyze about what and how regarding phenomena of paid-to-tweet happening in Indonesia. 

Library collections promotion for preadolescents using social media marketing strategies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ko-Chiu Wu ◽  
Tsung-Ying Yang
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Specific Reference ◽  
Content Type ◽  
Event Marketing ◽  
Buzz Marketing ◽  
Library Collections

PurposeThis study aims to explore preadolescents' opinions of the social media marketing strategies hosted by libraries to promote collections.Design/methodology/approachAn experimental Facebook page was created with posts containing interesting animations, games and book recommendations. A questionnaire survey was administered to 262 preadolescents between 11 and 13 years old to seek their opinions about the posts, and confirmatory factor analysis was used to measure their acceptance of the marketing strategies.FindingsThe authors examined the effects of five marketing strategies: word-of-mouth marketing, buzz marketing, event marketing, viral marketing and gamification marketing. In terms of sharing, word-of-mouth marketing proved the most popular, followed by buzz marketing. Participants were least accepting of viral marketing. The authors found that gamification marketing resulted in higher engagement than did event marketing. The preadolescent participants preferred engagement marketing strategies over information sharing strategies.Originality/valueAccording to the uses and gratification theory, preadolescents seek, share and engage with information in ways that differ from other age groups. With specific reference to hedonic engagement by preadolescents, the authors built a two-fold model to describe the information-seeking behaviors of preadolescents from the perspective of marketing strategies. The study findings indicate that librarians who use Facebook to promote library collections should first employ gamification and word-of-mouth marketing to build trust with preadolescent users. Event and buzz marketing will then be more effective when applied within the context of this trust.

Techniques of Viral Marketing

2019 ◽  
Vol 118 (6) ◽  
pp. 97-99
Author(s):  
Arockia Jeyasheela A ◽  
Dr.S. Chandramohan
Keyword(s):  
Social Media ◽  
Real Time ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Consumer Perception ◽  
Key Word ◽  
The Right ◽  
A Company

This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral marketing are social profile gathering, Proximity Market, Real time Key word density.

The Importance of Social Media in Destination Choice

2021 ◽  
pp. 119-134
Author(s):  
Neslihan Cavlak
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Tourism Industry ◽  
Destination Choice ◽  
Electronic Word Of Mouth ◽  
Negative Effects ◽  
Goods And Services ◽  
Marketing Activities ◽  
Use Of The Internet ◽  
Short Time

The widespread use of the internet by individuals has brought companies to carry out their marketing activities on social media. Destinations offer goods and services for their customers, just like the companies. They present different kinds of tourism products under their brands. The aim of the destinations is to satisfy their customers' needs and wants. Modern tourists want to choose the best destinations that meet their needs in a short time. This chapter aims to present and discuss conceptually the significance of social media in destination choice of tourists. Therefore, the concept of social media, the relation between social media and the tourism industry, word-of-mouth and electronic word-of-mouth are discussed. Destination choice, the positive and negative effects of electronic word-of-mouth in the tourism industry is also discussed in this chapter. Moreover, a literature review about social media and tourists' destination choice has also been provided.

Storytelling and Narrative Marketing in the Era of Social Media

2018 ◽  
pp. 206-220
Author(s):  
Sonia Ferrari
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Low Cost ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Customer Relationship ◽  
Customer Relationship Marketing ◽  
Information And Communication ◽  
Image Building ◽  
Modern Era

This chapter is focused on the elements that, in post modern era, have greatly changed our society, both in terms of buying and consumption habits and, more generally, in terms of lifestyles. This is mainly due to the Internet, which provides low cost, faster and interactive information and communication. As described in detail in the chapter, companies have been forced to adopt new marketing strategies and, thanks to the spread of social media and viral marketing, tools such as word of mouth and storytelling have become even more effective than in the past. But today companies need to use them in a different way, actively involving the consumers, because they attribute a greater value to a product if they participate in the process of creation of its image and elements of differentiation. If managed in an innovative way, focusing on sensory and transmedia aspects, storytelling becomes a very powerful Customer Relationship Marketing and image building medium and, above all, a source of enduring competitive advantage.

An Investigation of the Evaluation of the Viral Marketing Research

2015 ◽  
pp. 201-227
Author(s):  
Antonius Raghubansie ◽  
Hatem El-Gohary ◽  
Chandrani Samaradivakara
Keyword(s):  
Word Of Mouth ◽  
Marketing Research ◽  
Research Literature ◽  
Viral Marketing ◽  
Future Research ◽  
Research Areas ◽  
Qualitative Approaches ◽  
Buzz Marketing ◽  
Work Done ◽  
Analytical Approaches

This paper aims to locate the key schools of thought in viral marketing (VM) literature, recognise the various sub-sets within viral marketing overall area of research and to identify the different gaps in viral marketing research literature offering a summation of the existing work done so far. The paper tries to build on the existing body of literature in the field of viral marketing, its related electronic word of mouth (eWOM) context and to present a taxonomic classification for future research. The review uses the paradigm funnel to examine the development of VM, key research contributions and categorises the published literature according to their objectives, analytical approaches and their contributions to theory. The literature addresses many subjects of study (e.g. E-Marketing, E-Word of Mouth, Social Media, Peer-to-Peer Communications, Viral Marketing, Buzz Marketing, Stealth Marketing, Viral Advertising, Viral Videos and other aligned research areas). The findings illustrated that there are various gaps in the literature that require further investigation. Based on the findings, it is evident that the existing frameworks arising from the literature should be enhanced by the adoption of qualitative approaches that explore how general observations respond to contingent factors.

Social Media and Viral Marketing in China

2014 ◽  
pp. 24-64
Keyword(s):  
Social Media ◽  
New Media ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Media Environment ◽  
Telecommunication Technology ◽  
Chinese Characteristics ◽  
Wireless Telecommunication

Social media, a range of various new communication applications based on Internet and wireless telecommunication technology, provide a new media environment for marketing. This chapter first reviews literature about social media and social media marketing, specifically viral marketing. It then provides an overview on the development of social media in China, followed by a detailed description of a popular form of social media – microblogs. In the last section, some Chinese characteristics of social media marketing are briefly summarized.

scholarly journals Online Marketing Strategy Analysis of PT. Bagus Trans Wisata

2021 ◽  
pp. 65
Author(s):  
Kevin Benedict Lesmana ◽  
Rustono Farady Marta ◽  
Sugeng Wahjudi
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Strategy Analysis ◽  
The Public ◽  
Descriptive Research ◽  
Selection Of

The tourism industry is one of the largest industries in the world, including Indonesia. So it is said that this industry has a considerable influence, so that it can be ascertained that this is an opportunity for a business. The large number of existing social media makes marketers have to see an appropriate and broad target. Based on this, marketers must be fully prepared with the selection of media, certain efforts and ways to attract consumers. PT. Bagus Trans Wisata has used new media as a channel in promoting its travel products. One of the new media used, namely Facebook, the use of this new media is one proof of the success of a well-known company name throughout Indonesia. New media is a new form of social media used by the public, considering that conventional media is less effective in conveying mass messages. This paper aims to examine marketing strategies through social media at PT. Bagus Trans Wisata. This research uses descriptive research with a qualitative approach which aims to identify, describe and explain the actual situation related to the marketing strategy undertaken by the service company PT. Bagus Trans Wisata Tour & Travel Jakarta. Keywords: online, marketing, tourism, travel

scholarly journals Strategies of Buzz Marketing in Social Media Platform, its Effectiveness and Impact on Customer

2021 ◽  
pp. 188-190
Author(s):  
Dr. Urmita Sharma
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
New Product ◽  
Marketing Activity ◽  
Social Media Platform ◽  
Media Platform ◽  
Buzz Marketing ◽  
Use Of Social Media ◽  
The Impact ◽  
Potential Customers

Due to high use of Social Media platform, Live-stream videos are proven as successful buzz marketing activity because they provide an interactive element for consumers on social media. Buzz marketing is a strategy that creates word-of-mouth marketing with viral content, influencers, and interactive events to create buzz around the launch of a new product or service. In this paper, Strategies for Effective Buzz Marketing with use of social media are discussed and also the impact of buzz Marketing over consumers and how much Buzz Marketing is influential for the potential customers retention is also explained.

scholarly journals Strategi Pemasaran TVRI dalam Menaikkan Brand Image

2020 ◽  
Vol 2 (1) ◽  
pp. 67-79
Author(s):  
Christina .
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Research Method ◽  
Brand Image ◽  
Secondary Data ◽  
Digital Marketing ◽  
Public Broadcasting ◽  
The Public ◽  
Effective Media

Televisi Republik Indonesia (TVRI) is a state television. Since its establishment on August 24, 1962, TVRI has indeed experienced various phases in its life. Through Law No.32 of 2002 concerning Broadcasting, TVRI was established as a Public Broadcasting Institution (LPP). LPP is a broadcasting institution in the form of a legal entity established by the state, independent, neutral, non-commercial and functions to provide services for the benefit of the community. At present, TVRI has changed its Director since March 2018 namely Helmi Yahya, known as the King of Quiz. With the new Managing Director, TVRI began many enthusiasts who watched with new faces and more interesting programs. This research uses a qualitative research method, and is descriptive in nature which will later explain the marketing strategy of TVRI which has begun to attract the public and an increase in rating and audience share. This study uses interview techniques and data collection from social media and the internet as well as journals, books as primary and secondary data. The marketing strategy undertaken by TVRI includes five rebranding media including channel branding packages, promo on air, news packages, social media, and off air promotions. Of all the rebranding media, the most effective media is social media because aside from being a new media or digital marketing, it can reach all people, both TVRI viewers and private TV viewers

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