scholarly journals Social Media as an Object of Marketing Researches

2021 ◽  
pp. 102-113
Author(s):  
M. Zaitseva ◽  
H. Pshynka
Keyword(s):  
Social Media ◽  
Digital Technologies ◽  
Digital Marketing ◽  
Practical Significance ◽  
Scientific Article ◽  
Communication Policy ◽  
Marketing Practice ◽  
Targeted Advertising ◽  
Public Data ◽  
Consumer Marketing

The relevance of the study. The access to social media and digital marketing led to the discovery of plenty of data which marketers use in their work. However, there is a lack of professional rules as to the use of social media in marketing and there is a lacuna in understanding of the consumers’ comfort when marketers use public data of social media. In this regard a new category emerges — consumer marketing comfort. In this scientific article an attempt to analyze the level of comfort of the consumer’s perception of social media data of digital marketing has been made. But the dramatic development of digital technologies demands a constant reconsideration and analysis of this issue. Moreover, none of the authors has studied the problem of use of consumers’ data by digital technologies, consequently the issue of the consumer marketing comfort has never been researched. The purpose of the article is to define the role and the efficiency of digital technologies in marketing communication in the modern environment and the use of consumer data by digital marketing, and in this regard how comfortable it is for people when their data, which are publicly available in a social network, are used. The methodology. Creating the article we applied the theoretical and analytical methods of scientific research. The results. Marketing comfort is a new category which is significant for the future marketing research. Marketing comfort is the comfort of a person while using the information which was posted publicly in social a network for targeted advertising, relations with customers and generation of ideas. In the context of the category development it has been discovered that the targeted advertising is the strongest component and it contributes to the marketing comfort comparing to the two measures: generation of ideas and relations with customers. Taking into account the basis of consumer comfort, this new marketing practice suggests the research of strategies for marketers who can support and mitigate the situation of consumers’ concern in order to let consumers keep their confidence in digital practice of marketers. The scientific topicality. A new category of marketing comfort has been defined and consideration of marketing comfort as a mean of communication has been suggested. The practical significance. The material of this article can be used in the development of marketing strategies of organizations and their communication policy.

scholarly journals Communication policy of Kharkiv universities in social networks

2021 ◽  
pp. 110-119
Author(s):  
A. Shelestova
Keyword(s):  
Social Media ◽  
Communication Channel ◽  
Communication Channels ◽  
Practical Significance ◽  
Contemporary Society ◽  
Communication Policy ◽  
Systematic Analysis ◽  
Research Activities ◽  
The Social ◽  
First Time

The purpose of this paper is to examine the universities’ presence on the social media as a part of universities’ communication policy and to define the most popular social media with the universities as the communication channels (on the example of Kharkiv). The digitalization processes in the contemporary society lead to appearing and sustainable development of the newest technologies and communication channels. Universities should keep in mind that their key audience is mostly young adults (17 years and older) who use the social media for searching some information, news, chatting. Thus it is obvious that universities should pay their attention carefully to the communication channel and they should use it actively for cooperation with the key audience, other universities, scientific and social organization etc. Thus, firstly it is important to learn how many universities are present on the social media and which social media are used by the universities most frequently. The methodology. The author used such methods as systematic analysis, comparative analysis to learn universities’ communication policy and their presence on the social media. The author used method of techniques analysis to define the percentage of the social media and their popularity with the universities and to define the universities rating according to the fact how many types of the social media the universities use in their communication policy. The results. The article describes Kharkiv universities communication policy that they provide via presence on the social media. The author provides the findings of investigation of universities presence on the social media. The author provides information about which types of the social media are used by the universities and which of them are used by the universities most frequently in their communication policy (all the data are quantitative and percentage). The article has the universities rating made by the author according to the social media quantity are using by each university. The novelty. It is first time of identifying the most popular with universities social media as a part of the universities communication policy and to define the universities rating according to the fact how many types of the social media the universities use in their communication policy. The practical significance. The research results can be used in education and for further improvement of research activities and for further researches of the content provided by the universities on the social media.

scholarly journals Social media marketing: who is watching the watchers?

2021 ◽  
Author(s):  
Jenna Jacobson ◽  
Anatoliy Gruzd ◽  
Angel Hernandez-Garcia
Keyword(s):  
Social Media ◽  
Opinion Mining ◽  
Customer Relations ◽  
Marketing Research ◽  
Two Dimensions ◽  
Marketing Practice ◽  
Social Media Data ◽  
Targeted Advertising ◽  
Use Of Social Media ◽  
Media Data

The ready access to and availability of social media has opened up a wealth of data that marketers are leveraging for strategic insight and digital marketing. Yet there is a lack of professional norms regarding the use of social media in marketing and a gap in understanding consumers’ comfort with marketers’ use of their social media data. This study analyzes a census-balanced sample of online adults (n=751) to identify consumers’ perceptions of using social media data for marketing purposes. The research finds that consumers’ perceived risks and benefits of using social media have a relationship with their comfort with marketers using their publicly available social media data. The research extends the applicability of communication privacy management theory to social media and introduces marketing comfort—a new construct of high importance for future marketing research. Marketing comfort refers to an individual’s comfort with the use of information posted publicly on social media for targeted advertising, customer relations, and opinion mining. In the context of the construct development, we find that targeted advertising is the strongest contributing component to marketing comfort, relative to the other two dimensions: opinion mining and customer relations. By understanding what drives consumer comfort with this emerging marketing practice, the research proposes strategies for marketers that can support and mitigate consumers’ concerns so that consumers can maintain trust in marketers’ digital practice

scholarly journals Social media marketing: who is watching the watchers?

2021 ◽  
Author(s):  
Jenna Jacobson ◽  
Anatoliy Gruzd ◽  
Angel Hernandez-Garcia
Keyword(s):  
Social Media ◽  
Opinion Mining ◽  
Customer Relations ◽  
Marketing Research ◽  
Two Dimensions ◽  
Marketing Practice ◽  
Social Media Data ◽  
Targeted Advertising ◽  
Use Of Social Media ◽  
Media Data

The ready access to and availability of social media has opened up a wealth of data that marketers are leveraging for strategic insight and digital marketing. Yet there is a lack of professional norms regarding the use of social media in marketing and a gap in understanding consumers’ comfort with marketers’ use of their social media data. This study analyzes a census-balanced sample of online adults (n=751) to identify consumers’ perceptions of using social media data for marketing purposes. The research finds that consumers’ perceived risks and benefits of using social media have a relationship with their comfort with marketers using their publicly available social media data. The research extends the applicability of communication privacy management theory to social media and introduces marketing comfort—a new construct of high importance for future marketing research. Marketing comfort refers to an individual’s comfort with the use of information posted publicly on social media for targeted advertising, customer relations, and opinion mining. In the context of the construct development, we find that targeted advertising is the strongest contributing component to marketing comfort, relative to the other two dimensions: opinion mining and customer relations. By understanding what drives consumer comfort with this emerging marketing practice, the research proposes strategies for marketers that can support and mitigate consumers’ concerns so that consumers can maintain trust in marketers’ digital practice

scholarly journals Social interactions impact on product and service development

2020 ◽  
Vol 14 (1) ◽  
pp. 324-332
Author(s):  
Giorgi Zarnadze
Keyword(s):  
Social Media ◽  
Social Interactions ◽  
Conceptual Model ◽  
Digital Technologies ◽  
User Generated Content ◽  
Digital Marketing ◽  
Service Development ◽  
Future Research ◽  
Academic Field ◽  
Future Work

AbstractDigital marketing has enabled a new style of consumerism. Nowadays consumers play active roles in product designing and service development. Social media and user-generated content give consumers possibilities to have some interactions regarding the new or existing product. This gives new opportunities to developers and empowers costumers to be involved in product and service development more than they used to be. While traditional marketing literature typically illustrates consumers as passive recipients this paper will show that digital marketing gives them chance to be actively involved in product and service development, tries to define how social interactions effects development and offers a conceptual model for future research. From the literature, it has emerged that social influence has a big impact on product and service development. This study will be important mostly for those companies who try to implement digital technologies now, as for companies who already adopted these technologies some time ago but they still can’t find benefits from it. In the academic field, this paper will help researchers for their future work. Marketing inferences are drawn, and direction for future research is developed in the entire manuscript.

scholarly journals The Assimilation of Social Media in Marketing Management: A Case Review of Taliah’s Strategy

2018 ◽  
Vol 4 (3) ◽  
pp. 58
Author(s):  
Nelson Obinna Omenugha
Keyword(s):  
Social Media ◽  
Digital Technologies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Call To Action ◽  
Promotional Strategy ◽  
The Social ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
The Subject

Aim: To review and discuss the use of social media platforms as digital marketing tool and promotional strategy by brands. The digital age inevitably brings changes and increased competition in ways businesses target, reach and recruit customers. This phenomena raises the question of which medium or media do businesses adopt in the marketing effort to reach, inform and convert customers; ultimately for survival? This review is an attempt to address this question within the context of the promotional activities of a beauty brand, Taliah.Approach: A review was conducted on the social media marketing activities of Taliah. It discusses different social media platforms such as Facebook, Twitter, Instagram and YouTube which the brand has combined to target, reach, persuade and convert their customers. In addition, the review identified four factors that reasonably affect the social media marketing as time and date; personality, call to action and post type. Consequently, this logical approach towards the subject-matter would help to provide knowledge and facilitate reaching the best-fit decision that can optimize the marketing activities of brands and businesses; considering the increasingly evolving technological era.Findings: The review considers the evolving changes in business as a result of the presence of various digital and interactive platforms and technologies. The study recognizes that the social media platforms provide opportunities for media content; including information on products and services to be processed and distributed to the targets. There is a worry that the market space is increasingly becoming competitive; particularly as consumers are empowered by the digital technologies to make informed choices among different brands and businesses. Arguably, this is one of the major factors that triggered the competition in the market and among brands.Review limitations/implications: The characteristics of the impact of the social media marketing on brands and businesses have recently been widely discussed because of their general applicability. Consequently, it is impossible to review and cover all the important aspects of the subject-matter in this review. This review focuses on the Taliah brand and how it has particularly conducted its social media and digital marketing management. It also examines four factors that reasonably affect the social media marketing; namely, time and date; personality, call to action and post type. The review examines and provides its own views based on content analysis of the social media marketing activities of Taliah brand.Practical implications: The review highlights the activities, benefits and challenges of applying social media as a marketing and promotional strategy. Social media platforms provide the channel through which brands and businesses can develop and disseminate information about their activities to their targets in an easy, less expensive and convenient manner. On the other hand, if brands and business understand the factors affecting the social media marketing; namely, time and date; personality, call to action and post type – they would be better prepared to checkmate these factors; including been able to aptly adapt the strengths of the social media in their marketing activities. This complement would strike the balance and potentially present a practical means through which brands could coordinate their marketing efforts in using various social media platforms. It is also crucial to gain insight into other factors that potentially impacting the activities of social media marketing strategy.Value: The review considers that the increasing changes in the market is itself an opportunity for the brands to rethink strategy on how various digital technologies and networking platforms can be optimized in marketing their activities and information. It is crucial and beneficial to emerging businesses and academics to understand how Taliah brand combined and utilized diverse social media platforms to target, reach out and recruit target customers; ultimately boosting its market shares.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Manajemen Usaha dan Pelatihan Digital Marketing UMKM pada KUB Batik Pringmas Desa Papringan Banyumas

2019 ◽  
Vol 2 (2) ◽  
pp. 146-154
Author(s):  
Yusmedi Nurfaizal ◽  
Toni Anwar
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Market Place

Kelompok Batik papringan banyak melakukan pembenahan dan perubahan, salah satunya meningkatkan produktivitas dan varian jenis kerajinan batik serta produk turunannya. Untuk meningkatkan penjualan batik pada KUB Pringmas, dilakukan adalah dengan pemasaran digital atau digital marketing pada batik Pringmas. Media digital yang di gunakan oleh batik pringmas untuk media pemasaran dengan memanfaatkan Instagram sedangkan batik pringmas belum meemanfaatkan marketplace. Kendala dalam penggunaan marketplace adalah photo produk yang belum masuk kedalam kualifikasi. Tujuan pengabdian ini adalah melatih pengelola dan pengarajin batik pringmas dalam mengambil foto produk dan pengisian deskripisi. Metode yang di gunakan dengan cara ceramah dan workshop dalam pembuatan akun, foto produk dan pengisian konten dalam market place. Peserta pelatihan diberikan penjelasan tentang dasar penggunaan market place   tersebut Hasil dari pengabdian ini adalah ilmu dalam melakukan pemasaran secara digital dengan memanfaatkan media ecommerce dan social media. Sehingga di harapkan penjualan dari batrik pringmas dapat meningkat.

The features of transnational corporations’ advertisement in social networks

2019 ◽  
pp. 89-92
Author(s):  
Daniella Mushka ◽  
Yeva Erfan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Wide Spectrum ◽  
Subsequent Development ◽  
Transnational Corporations ◽  
Target Audience ◽  
Social Media Marketing ◽  
Scientific Article ◽  
The Social ◽  
The Given

This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.

Effectiveness of Travel Social Media Influencers: A Case of Eco-Friendly Hotels

2021 ◽  
pp. 004728752110194
Author(s):  
Payal S. Kapoor ◽  
M. S. Balaji ◽  
Yangyang Jiang ◽  
Charles Jebarajakirthy
Keyword(s):  
Social Media ◽  
Federal Trade Commission ◽  
Service Providers ◽  
Digital Marketing ◽  
Intention To Stay ◽  
Argument Quality ◽  
Related Information ◽  
Sustainability Practices ◽  
Tourism Service ◽  
Primary Channel

With social media becoming the primary channel for travelers to acquire travel-related information, tourism service providers are increasingly partnering with social media influencers (SMIs) as part of their digital marketing strategy. The present study investigates the effectiveness of SMIs by examining the role that two message factors—argument quality and sponsorship status—have on travelers’ perceptions of a hotel’s commitment to sustainability and their intention to stay at the hotel. Results from four studies show that when eco-friendly hotels sponsor SMIs, an attribute-value message is more effective than a simple recommendation message in influencing travelers’ perceptions and intentions. Given the latest Federal Trade Commission regulations regarding sponsorship disclosure practices, the findings offer valuable insights for tourism providers using SMIs. The study findings suggest that SMIs should create sponsored messages that provide rational and objective information about the hotel’s sustainability practices to stimulate travelers’ related cognitions and persuade them to patronize the hotel.

Entertainment publics in the Philippines

2021 ◽  
pp. 1329878X2098596
Author(s):  
Anna Cristina Pertierra
Keyword(s):  
Social Media ◽  
Popular Culture ◽  
Digital Technologies ◽  
The Philippines ◽  
Political Capital ◽  
Martial Law ◽  
Entertainment Media ◽  
Digital Era ◽  
The Media ◽  
Entertainment Television

Since the late 1980s, Filipino entertainment television has assumed and maintained a dominance in national popular culture, which expanded in the digital era. The media landscape into which digital technologies were launched in the Philippines was largely set in the wake of the 1986 popular movement and change of government referred to as the EDSA revolution: television stations that had been sequestered under martial law were turned over to family-dominated commercial enterprises, and entertainment media proliferated. Building upon the long development of entertainment industries in the Philippines, new social media encounters with entertainment content generate expanded and engaged publics whose formation continues to operate upon a foundation of televisual media. This article considers the particular role that entertainment media plays in the formation of publics in which comedic, melodramatic and celebrity-led content generates networks of followers, users and viewers whose loyalty produces various forms of capital, including in notable cases political capital.

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