Forming Partnership Relations by Applying Social Media Marketing Tools

The purpose of the article is to study the main digital channels of marketing activities and determine the methodology of building partnership relations in the value chain in social networks for retail operators. The research results in determining the basic digital channels, tools and technologies influencing the efficiency of carrying out the market promotion strategy for the goods produced by a retail enterprise. Several key benefits of using social media in the retail marketing strategy have been identified. The process of building partnership relations in the value chain in social networks has also been formed. Since the first step to building partnership relations in the value chain in social networks is to define goals and objectives, common goals for retail operators have been identified. It has been proved that the general goals for retail operators can be as follows: to increase brand awareness; to increase sales quality and return on investment; to create a loyal fan base. It has been pointed out that social media marketing can help to reach a number of goals, such as: increasing the web-site traffic; creating quality leads (perspective customers who have reacted in any way to the marketing interaction); constructing conversions; increasing brand awareness; creating the brand identity and a positive brand association; improving communication and interaction with target audiences. The social success cycle, comprising four stages (social listening, social influence, social network, social selling), has been mentioned, and the essence of each stage has been defined. Besides, the goals and performance metrics of each stage within the social success cycle have been summarized. The formation of methodological foundations for evaluating the effectiveness of marketing activities in the context of digital transformation using the generalized Harrington desirability function can serve as the prospect for further research.

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Analysis of B-2-C Social Media Communication in Germany

Journal of International Business Research and Marketing ◽

10.18775/jibrm.1849-8558.2015.33.3002 ◽

2018 ◽

Vol 3 (3) ◽

pp. 23-31

Author(s):

Knut Linke ◽

Torben Friedrich

Keyword(s):

Social Networks ◽

Social Media ◽

Social Media Marketing ◽

User Interactions ◽

Media Communication ◽

Sports Clubs ◽

Retail Business ◽

The Social ◽

Marketing Activities ◽

Social Media Communication

In this research paper, social media marketing activities of social media accounts from German business are analyzed for the social networks Facebook, Twitter, Instagram, Xing and LinkedIn. As research objects were the context of the interaction, the used and targeted social network functionalities and the behavior of the companies selected. The selection of social media accounts for the research included companies which are currently member from the stock market indices DAX and MDAX, additional online and offline retail business, successful German sports clubs, celebrities and others businesses. Also and to be sure to evaluate high-class social media marketing, the German social media award winners from 2015-2017 were analyzed. Out of the results of those two analyses, the results were derivate. The results display different usage approaches between the researched networks and the business fields. As result of the research, several contexts approaches for social media posts are defined. The results contain suggestions for the standardization of those contexts and the different approaches how functions from social networks can be used for user interactions. That includes the targeted reactions and standardized reactions of user interactions.

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The features of transnational corporations’ advertisement in social networks

Socio-Economic Problems of the Modern Period of Ukraine ◽

10.36818/2071-4653-2019-4-15 ◽

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.

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Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer16040036 ◽

2020 ◽

Vol 16 (4) ◽

pp. 602-617

Author(s):

Sukanya Sharma ◽

Saumya Singh ◽

Fedric Kujur ◽

Gairik Das

Keyword(s):

Social Media ◽

Purchase Intention ◽

Shopping Behavior ◽

Social Media Marketing ◽

The Internet ◽

Digital Era ◽

Brand Relationship ◽

The Social ◽

Marketing Activities ◽

The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

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FRIENDVERTISING

Advances in Marketing, Customer Relationship Management, and E-Services - Marketing in the Cyber Era ◽

10.4018/978-1-4666-4864-7.ch013 ◽

2014 ◽

pp. 190-215

Author(s):

R. Gulay Ozturk

Keyword(s):

Social Networks ◽

Social Media ◽

Content Analysis ◽

Media Use ◽

Online Advertising ◽

Cultural Background ◽

Social Media Marketing ◽

Advertising Strategy ◽

The Social ◽

Made In

In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called “FRIENDVERTISING” pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field.

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Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

Sustainability ◽

10.3390/su11195167 ◽

2019 ◽

Vol 11 (19) ◽

pp. 5167 ◽

Cited By ~ 2

Author(s):

Khan ◽

Yang ◽

Shafi ◽

Yang

Keyword(s):

Social Media ◽

Brand Equity ◽

Customer Loyalty ◽

Social Media Marketing ◽

Brand Awareness ◽

Confirmatory Factor ◽

Marketing Activities ◽

Indirect Association ◽

The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

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What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer17010005 ◽

2021 ◽

Vol 17 (1) ◽

pp. 89-103

Author(s):

Massoud Moslehpour ◽

Taufiq Ismail ◽

Bey Purba ◽

Wing-Keung Wong

Keyword(s):

Social Media ◽

Purchase Intention ◽

Brand Image ◽

Two Dimensions ◽

Social Media Marketing ◽

Primary Data ◽

Online Questionnaire ◽

The Social ◽

Marketing Activities ◽

The Relationship

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

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Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

International Journal of Emerging Technologies in Learning (iJET) ◽

10.3991/ijet.v16i17.23339 ◽

2021 ◽

Vol 16 (17) ◽

pp. 19

Author(s):

Alejandro Mujica ◽

Esteban Villanueva ◽

Manuel Luis Lodeiros-Zubiria

Keyword(s):

Social Media ◽

Hierarchical Models ◽

Social Media Marketing ◽

Brand Awareness ◽

Educational Institutions ◽

Brand Engagement ◽

Marketing Activities ◽

Learning Platforms ◽

The Impact ◽

Micro Learning

This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

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Does Successful Social Media Marketing Affect Brand Value?

Journal of Electronic Commerce in Organizations ◽

10.4018/jeco.2015010102 ◽

2015 ◽

Vol 13 (1) ◽

pp. 15-26 ◽

Cited By ~ 2

Author(s):

Stefan Koch ◽

Asli Dikmen

Keyword(s):

Social Networks ◽

Social Media ◽

Brand Management ◽

Social Media Marketing ◽

Brand Value ◽

Multiple Channels ◽

Global Level ◽

Brand Engagement ◽

Marketing Activities

Brand management has been moving towards making use of multiple channels in order to engage customers, especially through social media, and sustain a more intense experience around the brand instead of depending merely on advertising. This paper will investigate the effectiveness of social media marketing activities on brand value through comparison of brand value rankings with brand engagement scores, determined by social media marketing activities. Data from a list of companies was collected and evaluated, and the authors found evidence for a relationship in some cases, especially for social networks in the form of Facebook, and for Twitter on global level. They found clear differences between Global and Turkish brands, in that Facebook is relatively and absolutely more important for brands in that country. In addition, clear differences showed up between some industries in importance of different channels for brand value.

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FRIENDVERTISING

Social Media and Networking ◽

10.4018/978-1-4666-8614-4.ch094 ◽

2015 ◽

pp. 2051-2076

Author(s):

R. Gulay Ozturk

Keyword(s):

Social Networks ◽

Social Media ◽

Content Analysis ◽

Media Use ◽

Online Advertising ◽

Cultural Background ◽

Social Media Marketing ◽

Advertising Strategy ◽

The Social ◽

Made In

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The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

Journal of Research in Marketing and Entrepreneurship ◽

10.1108/jrme-07-2020-0097 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Sriparna Guha ◽

Anirban Mandal ◽

Fedric Kujur

Keyword(s):

Social Media ◽

Brand Equity ◽

Purchase Intention ◽

Brand Image ◽

Social Media Marketing ◽

Brand Awareness ◽

Media Environment ◽

Content Type ◽

The Social ◽

Social Media Platforms

Purpose First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products. Design/methodology/approach This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach. Findings The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment. Practical implications The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products. Originality/value The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

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