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.

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 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 Media Envy: How Experience Sharing on Social Networking Sites Drives Millennials’ Aspirational Tourism Consumption

2018 ◽  
Vol 58 (3) ◽  
pp. 355-369 ◽  
Author(s):  
Hongbo Liu ◽  
Laurie Wu ◽  
Xiang (Robert) Li
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Peer Influence ◽  
Social Networking Sites ◽  
Self Esteem ◽  
Comparison Theory ◽  
Travel Experience ◽  
Influence Mechanism ◽  
Benign Envy ◽  
Managerial Implications

The sharing of travel experiences has become ubiquitous in today’s era. This study focuses on a pervasive trend among Millennial consumers: the experience of benign envy toward others’ positive travel experience sharing on social networking sites. Drawing on social comparison theory, the current study reveals why and under what conditions others’ positive experience sharing may trigger Millennial consumers’ destination visit intention. Using a mixed experimental design, this study finds that, among consumers with low trait self-esteem, luxury travel experiences shared by similar others stimulate focal consumers’ own intentions to visit the same destination. In addition, destination visit intention is triggered by benign envy toward the experience sharer. Important theoretical insights are provided regarding peer influence mechanism on social networking sites and travel consumption. Finally, managerial implications for destination marketers are presented with a focus on how to improve the effectiveness of social media marketing in targeting Millennials.

scholarly journals The Impact of Social Networking Sites on Study Habits and Interpersonal Relationships among Vietnamese Students

2021 ◽  
pp. 221-233
Author(s):  
Vu Van Tuan
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Interpersonal Relationships ◽  
Social Networking Sites ◽  
Pearson Correlation ◽  
Negative Influence ◽  
Study Habits ◽  
Quantitative Methodology ◽  
Human Beings ◽  
The Impact

Social media has a profound influence on every aspect of human beings nowadays. This study investigated the impact of social networking sites on study habits and interpersonal relationships at the tertiary level. A total of 125 college students from different universities in Hanoi were chosen through a convenience sampling technique. Quantitative methodology was employed for the research instrument and a descriptive survey design was adopted for this study. The researchers designed questionnaires with Cronbach's alpha reliability coefficients of at least 0.84 to collect data for the study. Analysis of the data was carried out using frequencies, percentages, means, t-tests, and Pearson correlation statistics at the 0.05 alpha level. The findings revealed that students’ level of using social networking sites had a negative influence on their study habits and their interpersonal relationships. Based on the findings, it was recommended that regular orientations should be given to students on how and when to use social media to enhance their study habits or to spend time improving their interpersonal relationships with their families, friends, and teachers.

Student opinion on the use of social networking tools by libraries

2014 ◽  
Vol 32 (5) ◽  
pp. 594-602 ◽  
Author(s):  
Rakesh Kumar Bhatt ◽  
Amit Kumar
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Design Methodology ◽  
Geographical Area ◽  
New Delhi ◽  
Content Type ◽  
Student Opinion ◽  
Jawaharlal Nehru ◽  
Social Networking Tools

Purpose – The purpose of this paper is to explore the students’ opinion of Jawaharlal Nehru University (JNU), New Delhi, regarding the use of social networking sites (SNSs)/tools by library and their expectation from the library through SNSs. Design/methodology/approach – A survey was conducted using a well-designed questionnaire circulated among 200 students studying in JNU for the academic session 2011-2012. Findings – The study explores that most of the students are in favor of using the SNS/tools by the libraries and they expect the services should be provided to them by libraries through SNS/tools as well. Research limitations/implications – The study geographical area was confined to the students of the JNU, New Delhi, regarding their opinion on use of SNS/tools by the library. Originality/value – The paper highlights the student opinion regarding the use of SNS by library and further explores the expectations of students from library through SNS/tool.

scholarly journals Effects of Social Media Brand Reviews on Trust and Brand Perception: An Experimental Study on Facebook in Pakistani context

2017 ◽  
Vol 5 (2) ◽  
pp. 22-35
Author(s):  
Junaid Saddique ◽  
◽  
Imran Qureshi ◽  
Atif Shabbir ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Perceived Risk ◽  
Low Cost ◽  
Third Party ◽  
Study Results ◽  
Managerial Implications ◽  
Brand Perception ◽  
Dispositional Trust

Attraction towards social networking sites is increasing day by day. People join social networking sites to communicate with their friends, share their feelings and gain information from different platforms. One of the most popular social networking sites is Facebook with 1.7 billion active users. However, there are many users of Facebook with fake identities, communicating with other users just for fun and enjoyment. Companies are also attracted towards Facebook for advertisement, consumer engagement and feedbacks of customers bearing very low cost. However, users with fake identities also like different products and leave their comments on different brand pages. So companies are unable to get true picture of customer’s feedback and these fake reviews also damage trust of other customers. Current study examined the effect of brand page reviews on customer’s trust, perceived risk and perceived benefit. Both fake and original comments were considered in study. Effect of reviews is tested on three types of trust (interpersonal trust, dispositional trust and institutional trust). Experimental approach was used to collect data from 300 participants. Regression analysis was used to test the hypotheses of study. Results show that people believe more in comments and information provided by their friends or by third party. While getting information from social media, users trust comments and reviews provided by other users without differentiating original and fake comments. Users of Facebook trust in brand but normally ignore information provided by company itself. Furthermore, other users of social networking sites are affected by comments and reviews. Managerial implications are also discussed.

scholarly journals The Dynamics of Social Media and Value Co-Creation

2019 ◽  
pp. 22-42 ◽  
Author(s):  
Kamna Sahni ◽  
Kenneth Appiah
Keyword(s):  
Social Media ◽  
High Risk ◽  
Social Networking ◽  
Digital Media ◽  
Social Networking Sites ◽  
Effective Communication ◽  
Viral Marketing ◽  
Huge Number ◽  
Illegal Activity ◽  
The Relationship

Social media is considered trustworthy by consumers, and this has resulted in a strong consumer focus on social media to acquire information related to products and services. There are various benefits offered by social media, but security is a major concern as viruses and other threats can affect a huge number of users of social media. These platforms are not well governed. Indeed, they are highly decentralized and could easily be accessed, and this presents a high risk of illegal activity. Businesses continue to reap the benefits of incorporating social media into their strategies. There has been a shift in focus from conventional media to online and digital media in the form of social networking sites, wikis, and blogs. This has given rise to viral marketing as a means of effective communication and sharing information. The current chapter aims to explore the relationship between social media and value co-creation.

scholarly journals A REVIEW ON THE INFLUENCE OF SOCIAL MEDIA IN TRAVEL DECISION OF YOUTH TRAVELERS

2021 ◽  
Vol 6 (26) ◽  
pp. 186-195
Author(s):  
Lay Yen Tan ◽  
Norhazliza Abd Halim
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Planning Process ◽  
Research Question ◽  
Online Marketing ◽  
Travel Decisions ◽  
Use Of Social Media ◽  
Travel Decision

This paper will highlight the review of previously reported data by numerous authors. Nowadays, widespread social media is used more and more especially in tourism. Recent trends in technology have observed the emergence of social networking sites such as Facebook, Instagram, and YouTube. These websites encourage users to share information on what they are doing, upload pictures of what they have been up to, and post blog entries in order to share their interests and activities with other users. From the industry perspective, more and more hotels or tourist destinations are using these social networking sites as communication tools with their guests. It is evident that people are depending on their peers’ reviews through these social networking sites before purchasing products and services. As a result, social networking sites are growing both in popularity and importance for consumers as well as corporate. Previous research regarding the use of social media among youth travellers has mainly focused on its impact on travellers’ travel planning process and there is consensus that travel decisions are highly influenced by social media. Considering that an answer to the research question of “will social media influence the travel decision of the youth travellers”, the aim of this study is to fill this research gap and to examine the influence of social media on youth travellers’ decision making. A proposed conceptual framework is developed in order to understand the influence of social media on travel decision making among youth travellers. The findings of this study are important to tourism online marketers in order to have a better understanding on youth travellers in the use of social media so that they can adapt online marketing strategies for this segment.

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