scholarly journals Adoption of Social Media Marketing- An Overview of UAE Service Firms

2017 ◽  
Vol 3 (2) ◽  
pp. 23
Author(s):  
Anu Vij
Keyword(s):  
Social Media ◽  
United Arab Emirates ◽  
Service Sector ◽  
Relevant Information ◽  
Service Organizations ◽  
Social Media Marketing ◽  
Target Market ◽  
Service Firms ◽  
Management Functions ◽  
Almost All

Abstract - Advancement in information technology has impacted almost all the businesses and management functions and operations. In the contemporary times, businesses are integrating internet based services in their business model and offerings made to customers.  Service firms have been pampering customers with facilities readily available through social media websites. The trend points to the fact that firms are aware of the preferences that necessitate providing relevant information to their target market through social media websites with stylish looks and a lot of imageries. This not only gives the customers a pleasing experience but also entice them to purchase. This study explores various marketing efforts made through social media by the services sector. Selected service organizations from hospitality and airlines sector in United Arab Emirates (UAE) are taken into consideration to conduct the study. The study also brings forth opinions of respondents on issues related to social media in the service sector. The research findings provide useful insights for practitioners, brand managers to understand how social media is affecting consumer behavior, enabling them to customize their social media strategies. The study is also helpful for the academicians and students to further enhance their knowledge on this growing issue of topical interest.   Index Terms - Service Organizations, Social Media Marketing, Hospitality Sector, UAE

Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing

2017 ◽  
pp. 1-16
Author(s):  
Mohanbir Sawhney
Keyword(s):  
Social Media ◽  
Traditional Approach ◽  
Social Media Marketing ◽  
Target Market ◽  
Value Proposition ◽  
Product Launches ◽  
Marketing Team ◽  
Media Habits ◽  
Edge Router ◽  
Learn Approach

This case focuses on Cisco Systems' innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had decided to eschew traditional print and TV media in marketing the new product and had decided instead to focus its efforts entirely on digital marketing and social media to attract the attention of its target market. The case discusses Cisco's bold plan to launch the ASR 1000 Series “virtually, visually, and virally” and the digital tactics employed by the Cisco Systems marketing team to accomplish this ambitious goal. Business marketers normally adopt a more serious and traditional approach to marketing its products but in this case Cisco had decided to buck that trend by exploring digital tools and social gaming avenues which its target client—the technical community—were increasingly frequenting. Cisco's challenge lay in whether this new approach and resultant value proposition would resonate with its technical audience and give the ASR 1000 Router the kind of publicity it needed to have. The case is set at a time when social media was burgeoning as a promising way to engage consumers more deeply with brands and products, but marketers were still experimenting with the tools and tactics of social media for marketing.Understand the relevance of social media for product launches as a function of contextual factors such as nature of product, media habits, and company credibility. Learn about the applicability of social media for business marketers in terms of its uniqueness, advantages and challenges. Recognize the relationship between campaign objectives and the value proposition for the product. Understand the evolution of social media marketing from a probe-and-learn approach to a strategy-driven process. The initial test and learn approach must be enhanced and become more strategic in the future.

Content and compliance of pharmaceutical social media marketing

2016 ◽  
Vol 34 (7) ◽  
pp. 977-999 ◽  
Author(s):  
Bruce A. Huhmann ◽  
Yam B. Limbu
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Help Seeking ◽  
Ethical Issues ◽  
Social Media Marketing ◽  
Initial Attempt ◽  
Content Type ◽  
Direct To Consumer ◽  
Almost All ◽  
Corporate Social

Purpose The purpose of this paper is to explore ethical issues related to pharmaceutical marketers’ social media efforts including the prevalence and forms of direct-to-consumer web 2.0 advertising (eDTCA) and corporate social responsibility (CSR) messages across social networking sites (SNSs). One goal is to determine if these eDTCA posts comply with draft guidelines issued by the Food and Drug Administration (FDA). Design/methodology/approach Content analysis of ten pharmaceutical marketers’ SNS posts documented the frequency and types of posts devoted to eDTCA, drug risks and benefits, CSR, and other purposes. Findings eDTCA represents about 35 percent of all pharmaceutical firm SNS posts and primarily communicates help-seeking messages via Facebook, Twitter, and YouTube. Firms also promote their ethical image through CSR-related posts. These posts primarily highlight employee-focussed and community-focussed initiatives. Analysis of consumer behavior in response to each post shows that eDTCA affects only liking of YouTube videos, but CSR increases behavior responses on all SNSs except LinkedIn. Social implications Despite absence of final guidance, pharmaceutical marketers seem to abide by FDA draft social media guidance. In line with the FDA’s draft fair-balance regulations, almost all product-claim eDTCA posts state both benefit and risk information. Nevertheless, the FDA should issue final eDTCA guidance without delay consistent with traditional media direct-to-consumer advertising guidance. This should benefit consumers through consistency with their existing advertising literacy competencies. Originality/value The study represents an initial attempt to document ethical issues in the current state-of-the-practice of pharmaceutical social media marketing related to eDTCA and CSR.

scholarly journals Social media marketing of pharmacies across the Republic of North Macedonia

2021 ◽  
Vol 66 (2) ◽  
pp. 87-93
Author(s):  
Goran Pop-Nikolov ◽  
Aleksandra Kapedanovska Nestorovska ◽  
Zorica Naumovska ◽  
Ljubica Suturkova ◽  
Zoran Sterjev
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Analysis Data ◽  
Relevant Information ◽  
Internet Marketing ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Keywords Internet ◽  
Marketing Tool ◽  
The Republic

Internet marketing or digital marketing, is the fastest growing type of promotion for brands and companies to connect with potential customers. There are as many specializations within digital marketing as there are ways of interacting using digital media. This study evaluates and describes the usage of social media marketing as most common type of digital marketing used for self-promotion of the pharmacy sector in the Republic of North Macedonia. Social media marketing is raising brand awareness by engaging people in discussion online. The most popular platforms for social media marketing are Facebook and Instagram. For the purpose of the analysis, data from social network profiles Facebook and Instagram and from the websites of the 1000 pharmacies is used. This data includes: profile content, frequency of posts of health related articles and products, presence of relevant information and links to sites from which the content is shared, frequency of posting offers and sales at the pharmacy. The conducted research shows that the use of Internet as a digital marketing tool in Republic of North Macedonia is not sufficiently developed, especially when websites are used as a marketing tool for promotion of the pharmacy business and their services. The results show that Facebook as social media is used most frequently for posting health advices, promotion of new products and answering customer’s questions. Promotion of the professional pharmaceutical services is lower than the promotion of products. This leads to insufficient data for the implementation of the principles of evidence-based medicine in daily practice. Keywords: Internet marketing, digital marketing, social media marketing, promotion, pharmacies, Facebook, Instagram, website

scholarly journals Social Media Marketing, Electronic Word of Mouth, and its Effect on Purchase Decision Process on The Warunk Upnormal Consumer

2020 ◽  
Author(s):  
Farah Oktafani ◽  
Nadya Novandriani K.M. ◽  
Marheni Eka Saputri ◽  
Trisha Gilang Saraswati
Keyword(s):  
Social Media ◽  
Decision Process ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Media Content ◽  
Target Market ◽  
Electronic Word Of Mouth ◽  
Promotional Strategies

There Warunk UpNormal uses a variety of promotional strategies, including through social media. Warung UpNormal target market is the millennial segment, which is the largest segment in Indonesia's current demographic structure. Therefore, through social media, Warunk UpNormal establishes intense marketing communication with its target market. The purpose of this paper is to examine the effects of social media marketing and electronic word of mouth on a purchase decision process in Warunk UpNormal. A quantitative research methodology was used for the purpose of this research, and the data were collected from 400 customers of Warunk UpNormal who have seen social media and read reviews provided by Warunk Upnormal. The study finds that customers responded positively to Warunk UpNormal social media content, and they have engagement with Warunk UpNormal through social media. Contrary to expectation, the findings showed that both social media marketing and electronic word of mouth has positives but insignificant effect on the purchase decision process. The finding of this study contributes to an understanding of the selected factors in affecting the customer decision process in Warunk UpNormal.

scholarly journals Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

2021 ◽  
Vol 13 (18) ◽  
pp. 10310
Author(s):  
Sanne Ichelle Dubbelink ◽  
Carolina Herrando Soria ◽  
Efthymios Constantinides
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Conceptual Framework ◽  
Brand Equity ◽  
Research Question ◽  
Relevant Information ◽  
Social Media Marketing ◽  
Long Term Effects ◽  
Marketing Activities

This review expands our insight into the ways the required adaptation to digital channels caused by COVID-19 has affected the creation of brand equity through social media marketing. Based on a systematic literature review, we propose a conceptual framework that answers the following research question: How can businesses, amidst and after the COVID-19 pandemic, adapt their social media marketing strategy to create positive brand equity? The conceptual framework describes four components as the basis for a potential social media marketing strategy. First, (1) businesses need to develop a clear perspective on their current social media marketing activities, and (2) evaluate current branding elements. Based on this, (3) the timeline of marketing activities must be postponed or adapted to the needs of consumers. Lastly, (4) businesses must adapt their messaging to show empathy and deliver relevant information. Within this process, governmental parties, financial institutions, influencers, and consumers are identified as stakeholders who influence and assist businesses in optimizing their social media marketing strategy. These findings are relevant for academics and businesses to further understand the long-term effects of COVID-19 on social media marketing. Additionally, they highlight that the roles of online channels and the consumer are expanding in the future.

scholarly journals The Effect Of Service-Driven Market Orientation On Service Innovation: Literature Review And New Research Framework

2017 ◽  
Vol 33 (5) ◽  
pp. 999-1012
Author(s):  
Seng Ratny ◽  
Arif Mohammad Arshad ◽  
Tian Gaoliang
Keyword(s):  
Conceptual Framework ◽  
Market Orientation ◽  
Service Sector ◽  
Service Innovation ◽  
Service Industries ◽  
Service Organizations ◽  
Service Firms ◽  
Orientation Model ◽  
New Research ◽  
Better Than

The aim of this paper is to analyse the literature regarding the association between service-driven market orientation and innovation in service organizations as well as create conceptual framework about this relationship. Scholars have suggested that the service firms implementing service-driven market orientation can perform significantly better than traditional market-orientation and become increasingly aware of market demands better than their competitors. The service firms need to react quickly and effectively to changing customers’ demands. Bring in the service-driven market orientation model for service sector leads to critical advantages and particularly their benefits on service innovation. The recent work examined the market orientation-innovation relationship regarding the service industries. An examination regarding the market orientation in service organization is presented along with the conceptual framework and conceptual model is recommended.

scholarly journals ROI as a financial and non-financial Indicator trough Applied in Application to Social Media Marketing

JUDICIOUS ◽  
2021 ◽  
Vol 2 (1) ◽  
pp. 84-91
Author(s):  
Iwan Darmawansyah ◽  
Sismiati Sismiati
Keyword(s):  
Social Media ◽  
Applied Research ◽  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Target Market ◽  
Call To Action ◽  
Financial Indicator

This study aims to develop instruments that marketers can use in developing digital marketing in their industry. The method used is applied research and constructivism point of view. Researchers conducted interviews and developed digital marketing strategies. The results of this study explain that call to action provides consumer effectiveness in purchasing products. However, it is necessary to encourage promotion through ig paid to provide a wider range of promotions. This study also explains some important things to consider in preparing the target market by analyzing customer personals and designing customer journeys.

scholarly journals STRATEGY TO RAISING BRAND AWARENESS USING SOSIAL MEDIA TO THE MILENIALS

2020 ◽  
Vol 4 (2) ◽  
pp. 171
Author(s):  
Putu Sukma Wardani ◽  
I Gede Sanica
Keyword(s):  
Social Media ◽  
Swot Analysis ◽  
Descriptive Analysis ◽  
Marketing Channel ◽  
Growth Strategy ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Target Market ◽  
Swot Matrix ◽  
The Right

Social media as a digital marketing channel is currently utilized as a promotional media for business people especially those who choose the millennial generation segment as their main target market. The growth in the number of social media users today is also seen as an opportunity to build brand awareness through social media. This research aims to find out strategies in building brand awareness with social media marketing on Instagram for millennials. This research focuses on social media marketing that has been applied to the Il's Project brand which is one of the local footwear brands in the city of Denpasar. Using a qualitative approach, with a descriptive analysis of this study collecting data through interviews, observations and documentation which is further analyzed by SWOT analysis techniques comparing internal and external factors to determine the SWOT Matrix and IE Matrix for strategy determination. The results showed, Il's Project social media marketing was in quadrant 1 in the SWOT Matrix, and cell 5 in the IE Matrix. The right strategy is to support an aggressive strategy and growth strategy, namely, market penetration, increased sales and profits and increased marketing effectiveness on social media.

scholarly journals The Role of Shaping Fin-Tech Services: Social Media Marketing

2019 ◽  
Vol 8 (10) ◽  
pp. 1720-1723
Keyword(s):  
Social Media ◽  
Financial Services ◽  
Focal Point ◽  
Social Media Marketing ◽  
Service Firms ◽  
Improvement Process ◽  
Service Offering ◽  
Conventional Methods ◽  
To Receive

One of the primary changes in the business is getting to be digitalization which is seeing a significant change to the managing an account framework. Digitalization offers new open doors for banks to put the client at the focal point of the improvement process. New advancements appear to be and remain in the market to disturb the retail budgetary administration esteem chain, just as bringing new players into the aggressive field. Occupants and new comers have imaginative switches to receive. The powers melding these progressions have stood out to re-examine the job of keeping money and back, more as an "empowering agent" than a supplier of items and administrations. Due to heavy completion and development of technology majority of service firms are forced to promote their products. The existing conventional methods are not enough to reach customers. That’s why companies are using one more new promotional technique called ‘social media marketing to reach customers. The article goes for the role of social media marketing to promote financial services of service firms and to bring the customer close to the service offering forms and how social media marketing differ from Fintech marketing

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