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.

Impact of Social Media Marketing Strategies on Consumers Behaviour in Delhi

2014 ◽  
Vol 6 (2) ◽  
pp. 1-23 ◽  
Author(s):  
Deepali Saluja ◽  
Shamsher Singh
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Urban Areas ◽  
Information Age ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Primary Data ◽  
Decision Making Process ◽  
The Social ◽  
The Everyday

In the information age, social media is growing rapidly and at a faster pace. Social media is playing an important role in the day to day life of individuals. Using social media has become the everyday routine. Many social media sites display different type of advertisement by which decision making process is generally getting affected. Social Media is much more than just a medium of sharing information. The present study is an attempt to understand how the social media affect the decision making process of consumers and impact of various marketing strategies used by firms on social media. The study employs the surveys methods to collect primary data from 200 customers who have been regularly using social media. Factor Analysis and ANOVA has been used for having insights in the study. The selected respondents are assumed to represent the population in the urban areas of Delhi.

scholarly journals Moderating effect of social media on relationship between entrepreneurial networking and performance of youth owned agro-processing SMEs in Kenya

2020 ◽  
Vol 9 (4) ◽  
pp. 41-50
Author(s):  
Beatrrice Ombaka ◽  
Francis K. Kariuki K. Kariuki ◽  
Teresia Kyalo
Keyword(s):  
Social Media ◽  
Reliability And Validity ◽  
Target Population ◽  
Primary Data ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Validity Data ◽  
Improved Performance ◽  
And Performance ◽  
Structured Questionnaire

This paper was anchored on a pragmatic research paradigm. The study used a cross-sectional survey where a self-semi structured questionnaire was administered to collect the primary data from the target population who were youth-owned SMEs. The study was limited to 135 youth-owned enterprises where 357 employees were selected randomly to form the study sample; the key respondents of the study were limited to owner-managers of small and micro enterprises and top management employees. The questionnaires were tested for reliability and validity. Data were analyzed using descriptive and inferential statistics. The study revealed that there is a significant relationship between youth-owned. The study revealed that entrepreneurship networking has a significant effect on the performance of the agro-processing SMEs owned by the youths. However, there is a need for SMEs to further establish networks outside their business circle and seek networks with other bigger firms in the market. The study, therefore, recommends that there is a need for SMEs to invest more in social media marketing and networking of the SMEs for improved performance.

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

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

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 Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance

2021 ◽  
Vol 12 ◽  
Author(s):  
Ana Isabel Jiménez-Zarco ◽  
Jose Antonio Clemente-Almendros ◽  
Inés González-González ◽  
Jorge Aracil-Jordà
Keyword(s):  
Social Media ◽  
Financial Performance ◽  
Online Survey ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Global Level ◽  
Female Entrepreneurs ◽  
Business World ◽  
Marketing Actions ◽  
Complicated Situation

The business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies (SMEs)—both in Spain and at the global level—are seeing their survival jeopardized by a fall in revenues. This scenario is aggravated in the case of micro-SMEs headed by female entrepreneurs. Accordingly, micro-SMEs, particularly those led by female entrepreneurs, need to reinvent themselves to overcome the current adversities that could lead to the destruction of their businesses and hence their jobs. One of the ways to do this is to take advantage of digital transformation. Therefore, the aim of this paper is to analyze which variables influence the financial results of female-led Spanish micro-SMEs when they carry out social marketing actions. For that purpose, an online survey was designed and analyzed using the “PROCESS” macro. Results show that social media marketing actions have significant effects on financial performance.

scholarly journals Application of social network analysis for determining the suitable social media influencers

2021 ◽  
Vol 10 (6) ◽  
pp. 348-354
Author(s):  
Mochamad Yudha Febrianta ◽  
Yusditira Yusditira ◽  
Sri Widianesty
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
The Other ◽  
Social Media Marketing ◽  
Other Hand ◽  
The Social

Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using “oyoindonesia” and ‘reddoorz’ as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media.

scholarly journals The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market

2022 ◽  
Vol 6 (1) ◽  
pp. 67-72 ◽  
Author(s):  
Haudi Haudi ◽  
Ruby Santamoko ◽  
Arief Rachman ◽  
Yunan Surono ◽  
Riko Mappedeceng ◽  
...  
Keyword(s):  
Social Media ◽  
Perceived Value ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Purchase Decisions ◽  
Positive Effects ◽  
Small Market ◽  
Store Environment ◽  
Buying Decisions

The purpose of this research is to analyze the influence of social media marketing on small market purchase decisions and to analyze the influence of the store environment on small market purchase decisions. The study also analyzes the influence of sales promotion on small market purchase decisions as well as the effect of perceived value on small market purchase decisions. The study uses a quantitative method and data collection is performed by distributing questionnaires to 170 respondents who have bought goods in the small market. The research method in this study uses structural equation modeling (SEM) analysis using SmartPLS software. The results of this study reveal that all independent variables have some positive effects on consumer buying decisions. More specifically, the variables of small market environmental conditions, sales promotions, and profit values have significant influences on consumer buying decisions, while social media marketing variables has no significant effect on consumers' buying decisions.

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