scholarly journals Social Media Marketing in the Yorùbá Video Film Industry

2021 ◽  
Vol 2 (2) ◽  
pp. 1-12
Author(s):  
Olagoke Alamu
Keyword(s):  
Social Media ◽  
New Media ◽  
Film Industry ◽  
Critical Evaluation ◽  
Copyright Law ◽  
Social Media Marketing ◽  
High Concentration ◽  
Traditional Media ◽  
Online Forms ◽  
Share Information

The thrust of this paper is the critical evaluation of the level of acceptance of social media marketing in the Yorùbá film industry. In this age of globalization, many film marketers across the world have abandoned traditional media in favor of online forms of communication, which enable them to share information and get feedbacks from their audience. Based on this premise, it is necessary to investigate the level of acceptance of social media as a channel for film marketing in the fledgling Yorùbá video film industry. Questionnaires were administered to fifty randomly selected marketers in Ibadan and the Lagos metropolis, where there is a high concentration of these video film personnel. The study reveals that due to technology deficiency and lack of interest many marketers have not adopted social media for marketing their film products. The ineffective implementation of the copyright law in Nigeria, which is the major bane of this industry, has also prevented the marketers from adopting the new media. The loose market structure in the industry also deters marketers from maximally utilizing the great potentials social media marketing offers. Recommendations are made for improvement.

scholarly journals SOCIAL MEDIA VS TRADITIONAL MEDIA AND THEIR IMPACT ON BRAND IMAGE COMMUNICATION ON INDIAN MILLENNIALS

2021 ◽  
Vol 9 (1) ◽  
pp. 1359-1373
Author(s):  
Ajit Jain
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Social Media Marketing ◽  
Young Generation ◽  
Age Group ◽  
Traditional Media ◽  
Image Communication ◽  
Generation Z ◽  
Social Media Platforms ◽  
Marketing Methods

The study focuses on examining which form of marketing out of the age-old Traditional Media or the latest Social Media Marketing has a greater impact on the consumer and which form, can communicate the brand image in a better way. The study focuses on finding answers to questions like what are the new platforms to reach out to targeted consumers, Reasons for which customers follow a brand on social media? etc. Concepts related to the brand image, traditional media, social media marketing, and lastly branding on social media platforms are introduced and examined in the paper. The experimental part of the study consists of a quantitative survey on Indian millennials and generation Z customers, i.e. in the age group of 15-30 years. The results imply that in general social media marketing methods are more effective and can communicate brand image in a better way than that of traditional media. Also, today’s young generation is more attracted to the brands having a strong social media presence.

Leveraging New Media as Social Capital for Diversity Officers

2015 ◽  
pp. 1718-1742
Author(s):  
Kindra Cotton ◽  
Denise O'Neil Green
Keyword(s):  
Social Media ◽  
New Media ◽  
Social Media Marketing ◽  
Subject Matter Experts ◽  
Personal Lives ◽  
Media Technologies ◽  
Diversity And Inclusion ◽  
Marketing Planning ◽  
The Social ◽  
A Current

While most have grasped how to utilize social media in their personal lives, very few have been able to bridge the gap in leveraging new media effectively to enhance their careers. This chapter is a how-to guide for Equity, Diversity, and Inclusion (EDI) professionals seeking to use social media to carve a niche in the social networking arena. The purpose of this chapter is to highlight how EDI professionals can benefit from utilizing new media marketing tools to position themselves as subject-matter experts and use this authority to create engaged communities surrounding the topics of equity, diversity, and inclusion in higher education. A current review of new media technologies and emerging strategies starts the chapter. It continues with further details on the steps needed to develop and implement a successful social media marketing strategy. The chapter concludes with how to turn plans into actionable steps and includes a social media marketing planning worksheet.

scholarly journals An overview of systematic literature reviews in social media marketing

2019 ◽  
Vol 46 (6) ◽  
pp. 725-738 ◽  
Author(s):  
Jennifer Rowley ◽  
Brendan James Keegan
Keyword(s):  
Social Media ◽  
Research Agenda ◽  
Critical Evaluation ◽  
Critical Comment ◽  
Social Media Marketing ◽  
Future Research ◽  
Research And Practice ◽  
Making Sense ◽  
Future Research Agenda ◽  
Literature Reviews

Systematic literature reviews (SLRs) adopt a specified and transparent approach in order to scope the literature in a field or sub-field. However, there has been little critical comment on their purpose and processes in practice. By undertaking an overview of SLRs in the field of social media (SM) marketing, this article undertakes a critical evaluation of the SLR purposes and processes in a set of recent SLRs and presents a future research agenda for social media marketing. The overview shows that the purposes of SLRs include the following: making sense (of research in a field), developing a concept matrix/taxonomy and supporting research and practice. On SLR processes, while there is some consensus on the stages of the process, there is considerable variation in how these processes are executed. This article offers a resource to inform practice and acts as a platform for further critical debate regarding the nature and value of SLRs.

Online Activism, Social Movements and Mediated Politics in Contemporary Bangladesh

2019 ◽  
Vol 5 (2) ◽  
pp. 193-215
Author(s):  
Ratan Kumar Roy
Keyword(s):  
Social Media ◽  
New Media ◽  
Social Movement ◽  
South Asia ◽  
Traditional Media ◽  
Significant Phenomenon ◽  
Online Activism ◽  
Interactive Dynamics ◽  
Use Of Social Media ◽  
Media Practices

Politics online is a significant phenomenon today in Bangladesh given the reach of internet, resulting in the proliferation of the use of social media and online activism. The intertwined dynamic of digital drive and mediated politics can be traced in other parts of the region of South Asia as a burgeoning spectacle. In this context, the instance of Bangladesh with regard to online activism provides distinctive clues to fathom the nature of mediated politics. This paper examines a social media-driven youth protest, Shahbag Movement in 2013 to unravel the interactive dynamics between new media, traditional media and social movement. Bringing in the empirical cases, in the ultimate analysis, it delves deeper into the conceptual aspects of media practices, mediation and mediatisation.

The roles of message appeals and orientation on social media brand communication effectiveness

2018 ◽  
Vol 30 (4) ◽  
pp. 1135-1158 ◽  
Author(s):  
Sony Kusumasondjaja
Keyword(s):  
Social Media ◽  
New Media ◽  
Social Media Marketing ◽  
Communication Effectiveness ◽  
Message Content ◽  
Brand Communication ◽  
Content Type ◽  
Consumer Responses ◽  
Social Media Platforms ◽  
Message Appeals

PurposeThe purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.Design/methodology/approachA content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.FindingsInteractive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.Research limitations/implicationsThe findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.Originality/valueThis is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.

scholarly journals New Media & Content Mix of Popular Category of Products Advertised: A Brief Study

2016 ◽  
Vol 11 (10) ◽  
pp. 252
Author(s):  
Ridhwan Un Nissa ◽  
Pratika Mishra
Keyword(s):  
Social Media ◽  
Literature Review ◽  
New Media ◽  
Target Audience ◽  
Media Content ◽  
Traditional Media ◽  
The Social

The evolution of advertisement with context to its shift from Traditional media to Digital and Social Platforms is the motivation for this study which puts forwards certain routes that are used by the advertiser for not only making the advertisement attractive but to create an impulse amount the target audience. The paper details various possibilities of majorly used social media websites and the products which are being advertised on them. In the rigorous literature review the paper identifies various products and services which are being frequently advertised on social media and also identifies the social media websites which are used for the advertisement of these products and services accordingly.

The Influence of Social Media Marketing on Apparel Brands’ Customers’ Satisfaction: The Mediation of Perceived Value

2020 ◽  
Vol 25 (2) ◽  
Author(s):  
Yongzhong Yang ◽  
Zobi Khan ◽  
Yu Zhang
Keyword(s):  
Social Media ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Traditional Media ◽  
Confirmatory Factor ◽  
Practical Guidelines ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Use Of Social Media ◽  
The Relationship

The development of social media has changed traditional media by providing a platform to conduct marketing and advertising activities. Nowadays, social media offers the opportunity to build a relationship between customers and brands. The strategic use of social media marketing has significant importance for customers as well as for marketers. In this paper, the influence of social media marketing activities (SMMAs) is assessed on apparel brands’ perceived value and Chinese customers’ satisfaction. The data was collected through a quantitative survey-based approach from Chinese social media and apparel brands’ users (n = 355). The collected data from respondents were analysed through the confirmatory factor analysis (CFA) and Hayes PROCESS macro. Based on our findings, it is noted that SMMAs play an essential role in improving the brand perceived value and customers’ satisfaction in China. Moreover, it is also concluded that the apparel brand’s perceived value significantly mediates the relationship between SMMAs and customers’ satisfaction. This study provides several theoretical and practical guidelines to the marketers in China to effectively implement their advertising activities on social media platforms.

Applications of Social Media in Academic Library Services

2016 ◽  
Vol 6 (2) ◽  
pp. 53-65 ◽  
Author(s):  
Elaine Wei San Kong ◽  
Dickson K. W. Chiu ◽  
Kevin K.W. Ho
Keyword(s):  
Social Media ◽  
Hong Kong ◽  
New Media ◽  
Academic Library ◽  
Information Resources ◽  
Library Services ◽  
Vast Number ◽  
User Communities ◽  
Commercial Organizations ◽  
Share Information

In recent years, social media have had a vast number of users and attracted academic libraries to use this new media to connect with their user communities. It allows librarians to communicate and share information with, and even provide services to users. This study examines the Pao Yue-kong Library at the Hong Kong Polytechnic University (PolyUL) that has been using social media to promote their information resources and services. However, throughout websites observations and tracking records on Facebook, Twitter, and YouTube of the PolyUL, it was found users are not as numerous as other commercial organizations. Some recommendations were suggested to the PolyUL for enhancing communication with its users.

Facebook and the Interaction of Culture and Conflict

2018 ◽  
pp. 198-222
Author(s):  
Godfrey A. Steele
Keyword(s):  
Social Media ◽  
New Media ◽  
Media Coverage ◽  
Cultural Context ◽  
Power Relations ◽  
Cultural Dimensions ◽  
Social Media Marketing ◽  
Psychosocial Characteristics ◽  
Interactive Communication

The intersection of culture and conflict is relatively understudied in communication, focusing on mass-self communication and power relations and new media scholarship. Conflict and the cultural dimensions in media coverage are well documented, but with less attention to new media cultural settings, often limited to use as one-way broadcasting media or as audiencing participants in social media marketing. Potentially more interactive communication exists within a closed community, especially because Facebook has defining cultural, psychological, and psychosocial characteristics. Conflict message interactions facilitate studying the intersection of culture and conflict within a new media setting. This chapter focuses on conflict within the cultural context of Facebook closed communities, theorizes about this relationship, and tests its application.

An Investigation of the Application of New Media and Its Impact on Taiwan Health Communication

2016 ◽  
pp. 588-602
Author(s):  
Rose Hung ◽  
Pi-Fang Hsu ◽  
Chia-Wen Tsai
Keyword(s):  
Social Networks ◽  
Social Media ◽  
New Media ◽  
Health Communication ◽  
Disease Control ◽  
Health Knowledge ◽  
Traditional Media ◽  
Mobile Media ◽  
Communication Models ◽  
Centers For Disease Control

Along with the rise of social networks and mobile media, health communication models also change with each passing day. Compared to traditional media, are the new media more effective to achieve the dissemination of health knowledge, or help people and patients to implement lifestyle adjustments? With the shift in modern lifestyles, social media have revolutionized health communication. The means and channels for health communication are now very diversified. In order to assess the influence of social media in health communication, this study analyzed the “1922 Prevention Expert”, a campaign launched by Taiwan's Centers for Disease Control. In this study, the researchers collected data through interviews and a survey to investigate the use and outcomes of social media in health communication and explores how to use social media well in health communication.

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