RAMIFICATION OF ONLINE ADVERTISEMENTS& HEDONIC VALUE VIA SOCIAL MEDIA PLATFORM ON IMPULSE BUYING FOR INDIAN STREET FOOD

2021 ◽  
Vol 14 (8) ◽  
pp. 188-196
Author(s):  
Mansi Tiwari ◽  
Himanshu Shrivastava ◽  
Yuvika Gupta
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Marketing Strategies ◽  
Impulse Buying ◽  
Street Food ◽  
Hedonic Value ◽  
Impact Impulse ◽  
Online Advertisements ◽  
Media Platform ◽  
Geographical Locations

This study investigated how online advertising via social media & hedonic value impact impulse buying especially for Indian street food. The current study is focused on college students to see how impulse buying takes place for Indian street food when online advertising via social media is being done. The current study is based on the sample of 460 responses from people of Gandhinagar &Ahmadabad, Gujarat. To investigate the mentioned aim data has been analyzed through a variance-based SEM approach. The result shows that there is a positive & significant impact of online advertisements on impulse buying among people for street food. The major contribution through current research is to highlight how a new market for Indian street food has emerged. It has gained popularity & position as a separate food junction at low prices with due thanks to social media. They are reaching at every corner & creating hedonic motivation among food lovers & taking them up-to-the buying level. The current study has realistic implications which show the growing value for marketing via social media. This study will help in understanding & promoting even a small food vending outlet across different geographical locations. This opens up new wings to marketing strategies in targeting new customers.

Approach to Social Media Marketing Strategies in Different World Regions

2021 ◽  
pp. 261-285
Author(s):  
Luis Matosas-López ◽  
Roberto Baelo Alvarez
Keyword(s):  
Social Media ◽  
Descriptive Study ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Social Media Platform ◽  
World Regions ◽  
The Social ◽  
Media Platform ◽  
Similarities And Differences ◽  
Geographical Locations

The present study, using a sample of university organizations from different world regions, aims to provide an overview of social media marketing strategies used in different geographical locations. For this purpose, the authors conducted a descriptive study of the communication patterns implemented by university institutions in four regions: Africa and the Middle East, North America, Latin America, and Europe. The study, which adopts a comparative format, contrasts the findings obtained in each of the aforementioned regions, highlighting the existence of both similarities and differences in the social media marketing strategies of the organizations observed. In line with previous research, the authors took Twitter as the social media platform to be monitored.

scholarly journals E-marketing Strategies and Performance of Small and Medium-sized Enterprises: A New-normal Agenda

2021 ◽  
Vol 3 (2) ◽  
pp. 162-172
Author(s):  
Edim Eka James ◽  
Etim, Glory Sunday ◽  
Arikpo Nneoyi Nnana ◽  
Okeowo, Victor Olusegun
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Primary Data ◽  
Cross Sectional Survey ◽  
New Normal ◽  
Email Marketing ◽  
Positive Effects ◽  
And Performance

This study examined E-marketing strategies and performance of small and medium-sized enterprises: A new-normal agenda. It aimed to explore the effects of social media marketing, online advertising, and email marketing on the performance of SMEs in the new-normal era. The study adopted a cross-sectional survey research design. It used a structured questionnaire to obtain primary data from 295 operators of SMEs. The hypotheses developed for the study were statistically tested using multiple linear regression with the aid of the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that social media marketing, online advertising, and email marketing had significant positive effects on the performance of SMEs in the new-normal era. Therefore, the study recommended that SMEs adopt social media platforms (such as Facebook, Instagram, and WhatsApp); online advertising tools (such as search engine, display, and website advertising); and email marketing tools (such as welcome email, email newsletters, and dedicated email promotions) to promote their products and services in order to enhance sales and marketing performance. Suggestions for further studies are also made as a guide for intending researchers.

scholarly journals Advertising and Marketing Strategies to Gain Top of Mind

2021 ◽  
Author(s):  
Andhita Vidya Putri
Keyword(s):  
Social Media ◽  
Literature Review ◽  
New Media ◽  
Technological Progress ◽  
Online Advertising ◽  
Qualitative Approach ◽  
Marketing Strategies ◽  
Media Technology ◽  
Digital Signage ◽  
Action Effect

Technological progress and competition between companies in the globalization era are increasing. New media plays an increasingly important role in advertising and marketing. In addition, companies’ survival depends on the presence of audiences/ consumers. Therefore, it is important and interesting to study how to utilize this new media/technology; how effective and efficient digital advertising and marketing strategies are in appealing to the audience; and how to ensure the products offered are acceptable to the target audience. This study carried out a literature review using a qualitative approach to obtain a framework of important concepts and strategies for effective marketing and advertising. It is important to pay attention to the objectives, audience and distribution / media of advertising and marketing. The use of various media such as social media, online advertising, digital signage and endorsers are also important factors in advertising and marketing success. Advertising and marketing strategies help to better understand consumers and how best to engage and empower them. Here technology has created a new environment, where power has shifted from advertisers to consumers. This research produced a variety of important strategies to attract audiences, obtain the AIDA (Attention Interest Desire Action) effect of the audience and finally reach the Top of Mind. Keywords: communication, advertising, marketing, endorser

scholarly journals EFEKTIFITAS IKLAN GO-JEK PENGGUNA MEDIA SOSIAL KOTA PADANG

2020 ◽  
Vol 6 (2) ◽  
Author(s):  
Tri Irfa Indrayani ◽  
Asrizal Asrizal ◽  
Nurdiah Shalat
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Online Advertising ◽  
Effective Range ◽  
Average Value ◽  
Data Analysis Technique ◽  
Analysis Technique ◽  
Online Advertisements

Abstract : Research Objectives to measure and analyze the effectiveness of Go-Jek online advertising on social media. This study uses a sample to residents who live in Padang City and are social media users. Sampling was done by Purpose sampling with 100 respondents. The data analysis technique used is the EPIC method, which consists of; empathy (empathy), persuasion (persuasion), impact (impact), and communication (communication). The EPIC analysis results partially for each variable are in the "effective" range because the average value of empathy = 3.9375, persuasion = 3.9273, impact = 3.8175, and communication = 3.92. And the EPIC rate which is the average value of the whole variable is at 3.9. This value is in the "effective" range on the effectiveness scale. This shows that Go-Jek online advertisements through social media are considered effective in attracting audience empathy, effective in influencing audience buying interest, effective in leaving a good impression on the audience, and effective in delivering messages clearly, well, and correctly. Keywords: Effectiveness, EPIC Method

Multidimensional Mappings of Political Accounts for Malicious Political Socialbot Identification

2019 ◽  
pp. 263-348
Author(s):  
Shalin Hai-Jew
Keyword(s):  
Social Media ◽  
Information Warfare ◽  
Russian Government ◽  
Web Based ◽  
Content Sharing ◽  
Social Media Platforms ◽  
Media Platform ◽  
Strategic Messaging ◽  
Geographical Locations ◽  
The U.S

Malicious political socialbots used to sway public opinion regarding the U.S. government and its functions have been identified as part of a larger information warfare effort by the Russian government. This work asks what is knowable from a web-based sleuthing approach regarding the following four factors: 1) the ability to identify malicious political socialbot accounts based on their ego neighborhoods at 1, 1.5, and 2 degrees; 2) the ability to identify malicious political socialbot accounts based on the claimed and linked geographical locations of their accounts, their ego neighborhoods, and their #hashtag networks; 3) the ability to identify malicious political socialbot accounts based on their strategic messaging (content, sentiment, and language structures) on respective social media platforms; and 4) the ability to identify and describe “maliciousness” in malicious political socialbot accounts based on observable behaviors on that account on three social media platform types: (a) microblogging, (b) social networking, and (c) crowd-sourced encyclopedia content sharing.

scholarly journals Orthodontic marketing through social media networks: The patient and practitioner's perspective

2015 ◽  
Vol 85 (6) ◽  
pp. 1035-1041 ◽  
Author(s):  
Kristin L. Nelson ◽  
Bhavna Shroff ◽  
Al M. Best ◽  
Steven J. Lindauer
Keyword(s):  
Social Media ◽  
American Association ◽  
The United States ◽  
Marketing Strategies ◽  
Communication Tool ◽  
Social Media Networks ◽  
Adult Participants ◽  
The Social ◽  
Media Platform ◽  
Use Of Social Media

ABSTRACT Objective:  To (1) assess orthodontic patient and practitioner use of and preferences for social media and (2) investigate the potential benefit of social media in marketing and communication strategies in orthodontic practices. Materials and Methods:  A survey was developed and randomly distributed to orthodontists via the American Association of Orthodontists and to patients/parents via private practices throughout the United States. Participants were asked to answer questions related to their use of social media and their perceptions of the use of social media in the orthodontic practice. Results:  Of the participants, 76% of orthodontists and 89% of patients/parents use social media. Furthermore, Facebook was the social media platform that was most preferred. Social media use was more common in female and younger adult participants. Orthodontists posted information more often in the morning (40%) and afternoon (56%), and patients/parents used social media mainly in the evening (76%). The most commonly used marketing strategies in the orthodontic practices were social media (76%) and a practice website (59%). Social media and practice websites were positively related with new patient starts (P  =  .0376, P  =  .0035, respectively). Conclusions:  Most orthodontists and patients/parents used social media. Social media may be an effective marketing and communication tool in an orthodontic practice.

Skin, Hair, and Nail Supplements Advertised on Instagram: A Survey of Selected Posts (Preprint)

2021 ◽  
Author(s):  
Dina Hani Zamil ◽  
May Ameri ◽  
Shangyi Fu ◽  
Ferris Munzer Abughosh ◽  
Rajani Katta
Keyword(s):  
Social Media ◽  
Health Information ◽  
Marketing Strategies ◽  
Health Claims ◽  
Consumer Trust ◽  
Exclusion Criteria ◽  
Media Platform ◽  
Skin Conditions ◽  
Pharmacologically Active ◽  
By Products

BACKGROUND Teens and young adults increasingly utilize the internet and social media for health information. Skin, hair, and nail supplements are commonly advertised on social media sites. Such dermatological supplements may be pharmacologically active and pose risk for adverse effects. Instagram is a popular social media platform, used by influencers to promote products. OBJECTIVE To evaluate the popularity, ingredients, marketing, and health claims of Instagram posts advertising skin, hair, and nail supplements. METHODS Instagram was searched between April and May 2021 for posts with the hashtags “skin supplement[s],” “nail supplement[s],” and “hair supplement[s].” Inclusion and exclusion criteria were applied until 100 posts from March 2021 were collected. Posts were evaluated for popularity metrics, ingredients, health claims, marketing strategies, and endorsements. RESULTS Posts had a median of 30 likes and 0 comments, with only 4% of posts made by verified accounts. Only 1% of posts contained a visible Supplement Facts label. Nearly 1/5 of posts made no mention of what ingredients are contained in the supplement. Approximately 1/3 of posts mentioned vitamins and 1/4 mentioned minerals without specifying which ones. The most common health claim was “make skin glow” and hair loss/growth and acne were the conditions mentioned most frequently. 22% of posts featured influencers, 6% of posts included a giveaway, and 7% of posts included a promo code. CONCLUSIONS Dermatological supplements on Instagram contained various active ingredients and made far-reaching health claims, addressing skin conditions as well as arthritis, cardiac issues, and weight loss. The FDA does not regulate the safety of dietary supplements, nor evaluate the validity of such claims. Ingredients such as vitamin A found in posts often did not include the dose, which is important in evaluating teratogenic risk. More generally, many supplement posts failed to show a clear image of the Supplement Facts label, as well as which vitamins and minerals the supplement contains. Other potentially dangerous ingredients included saw palmetto and biotin. Posts endorsed by an influencer or with a greater number of likes or comments may lead to greater consumer trust in the product, though only one influencer identified in this study was a board-certified dermatologist. As such, social media represents an underutilized tool by dermatologists, which could be useful in debunking health myths. To accurately counsel patients, who may already retrieve health information from Instagram, it is important for the dermatology community to be familiar with the marketing and claims made by products on social media.

Reaching Your Customers Using Facebook and Google Dynamic Ads

2021 ◽  
pp. 582-599
Author(s):  
Tereza Semerádová ◽  
Petr Weinlich
Keyword(s):  
Online Advertising ◽  
Marketing Strategies ◽  
Dynamic Search ◽  
Online Advertisements ◽  
The Creation ◽  
Dynamic Advertising

Dynamic Product Ads (DPAs) and Dynamic Search Ads (DSAs) represent a type of online advertising primarily used for remarketing purposes. However, more and more advertisers can use DPA for acquisition campaigns as well. Dynamic ads are an integral part of the marketing strategies of all large e-shops and companies that have a product or service catalog. Dynamic advertising reduces the time and effort put into the creation of online advertisements and provides the highest level of personalized targeting possible. With a product catalog and a properly set pixel or tracking code, it is possible to create individually customized ads within seconds. This chapter tests the effectiveness of DPAs and DSAs within the context of the two greatest advertising platforms, Facebook and Google ads, and compares their performance against the manually optimized ad sets.

Reaching Your Customers Using Facebook and Google Dynamic Ads

2020 ◽  
pp. 177-199
Author(s):  
Tereza Semerádová ◽  
Petr Weinlich
Keyword(s):  
Online Advertising ◽  
Marketing Strategies ◽  
Dynamic Search ◽  
Online Advertisements ◽  
The Creation ◽  
Dynamic Advertising

Dynamic Product Ads (DPAs) and Dynamic Search Ads (DSAs) represent a type of online advertising primarily used for remarketing purposes. However, more and more advertisers can use DPA for acquisition campaigns as well. Dynamic ads are an integral part of the marketing strategies of all large e-shops and companies that have a product or service catalog. Dynamic advertising reduces the time and effort put into the creation of online advertisements and provides the highest level of personalized targeting possible. With a product catalog and a properly set pixel or tracking code, it is possible to create individually customized ads within seconds. This chapter tests the effectiveness of DPAs and DSAs within the context of the two greatest advertising platforms, Facebook and Google ads, and compares their performance against the manually optimized ad sets.

Social Media Marketing

2013 ◽  
pp. 56-68 ◽  
Author(s):  
Abeer A. Mahrous
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Media Use ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Buying Behavior ◽  
Social Media Use ◽  
Social Media Platform ◽  
Media Platform

This chapter aims at shedding the light on the rising global phenomena of social media marketing either in the B2C or in the B2B markets. Specifically, the chapter provides a review and synthesis of the prominent literature on social media marketing as well as examining the best practices of companies that use social media platform to achieve marketing objectives. A special emphasis is given on delineating the effect of social media use on customer buying behavior. The chapter concludes with useful insights and tips that can help companies to develop social media marketing strategies in order to boost brand visibility and enhance sales.

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