scholarly journals Factors Affecting the Adoption of Social Media as a Marketing Tool: A Case Study of Turkish Small and Medium-Sized Enterprises Operating in Textile Manufacturing Sector

2018 ◽  
Vol 2 (4) ◽  
pp. 27-44
Author(s):  
Alia Fityan ◽  
Farid Huseynov
Keyword(s):  
Social Media ◽  
Manufacturing Sector ◽  
Factors Affecting ◽  
Textile Manufacturing ◽  
Marketing Tool

Exploring the Factors Affecting Popularity in Social Media: A Case Study of Football Bowl Subdivision Head Coaches

2014 ◽  
Vol 7 (2) ◽  
pp. 261-278 ◽  
Author(s):  
Jonathan A. Jensen ◽  
Shaina M. Ervin ◽  
Stephen W. Dittmore
Keyword(s):  
Social Media ◽  
Intercollegiate Athletics ◽  
Field Performance ◽  
Influential Factor ◽  
Football Bowl Subdivision ◽  
Factors Affecting ◽  
Football Coaches ◽  
Social Media Platforms ◽  
Media Platform

Social media have become an increasingly important tool for college coaches and administrators to connect with fans, alumni, and recruits. However, despite their increasing prevalence, it is not well understood which factors may contribute to the reach and popularity in social media of high-profile figures such as coaches and athletic directors. Using Football Bowl Subdivision head football coaches and the popular social-media platform Twitter, this case study sought to explore the potential influence of on-field performance on coaches’ popularity in social media. Among the results is the finding that the most influential factor is the football program’s prestige (long-term success), while the coach’s on-field success and the size of the school’s fan base are of lesser importance. Given the increasing influence of social media in intercollegiate athletics, the case study’s results feature several important considerations for administrators seeking to use social-media platforms to increase the reach of their athletic programs.

Consumers as “Integrators” of Marketing Communications

2014 ◽  
pp. 650-664
Author(s):  
Kelley O'Reilly ◽  
Karen M. Lancendorfer
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Media Companies ◽  
Fan Communities ◽  
Marketing Relationships ◽  
Brand Credibility ◽  
Marketing Tool

This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

Consumers as “Integrators” of Marketing Communications

2013 ◽  
Vol 9 (4) ◽  
pp. 1-15 ◽  
Author(s):  
Kelley O'Reilly ◽  
Karen M. Lancendorfer
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Media Companies ◽  
Fan Communities ◽  
Marketing Relationships ◽  
Brand Credibility ◽  
Marketing Tool

This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

Facebook Advertising as a Marketing Tool

2021 ◽  
Vol 11 (2) ◽  
pp. 52-74
Author(s):  
Barween Hikmat Al Kurdi ◽  
Muhammad Turki Alshurideh
Keyword(s):  
Social Media ◽  
Consumer Behaviour ◽  
Message Content ◽  
Factors Affecting ◽  
Female Consumers ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Buying Behaviour ◽  
Facebook Advertising ◽  
Advertising Communication

Social media platforms are widely used these days for the advertising and marketing of products. Facebook is considered one of the main social media platforms used by users these days. Currently, there are limited studies investigating the use of Facebook as an advertising communication platform, especially for the purchase of cosmetic products. This study targeted female consumers to ascertain to what extent Facebook advertising influenced their cosmetic buying behaviour through using a set of factors that were selected, namely, advertisement quality, advertisement design, message strength, advertisement repetitiveness, and message content. Smart PLS was used to assess the study model and to test the study's hypotheses. The study found that the main factors affecting consumer behaviour were advertisement quality and advertisement repetitiveness. The paper discusses the study's findings by presenting a set of implications and making recommendations.

Using Social Media as a Marketing Tool in Tertiary Institutions: A Case Study of Data Link University, Ghana

2015 ◽  
Vol 20 ◽  
pp. 218-232 ◽  
Author(s):  
Nathaniel Ekow Ghansah ◽  
Benjamin Ghansah ◽  
Ben Bright Benuwa ◽  
Elias Nii Noye Ocquaye
Keyword(s):  
Social Media ◽  
Integrated Marketing ◽  
Tertiary Institution ◽  
Data Link ◽  
Tertiary Institutions ◽  
Goods And Services ◽  
Consumer Feedback ◽  
Marketing Tool

Social media has provided the platform for producers of goods and services to publicize their products and also to be more competitive through the provision of consumer feedback. In recent times, businesses and business owners are becoming more comfortable with including social media as part of their integrated marketing communications and strategies. This paper examines the role of social media as a marketing tool in stimulating demand for commodities, specifically using social media as a marketing tool to influence prospective candidates in their bid to apply to a particular tertiary institution. We examine the current marketing mix being used by Data Link University College, a private tertiary institution located in Ghana and how the inculcation of social media marketing strategies can help improve the system.

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