Measuring the Effectiveness of Social Media in a B2B Scenario in India

2021 ◽  
Vol 9 (2) ◽  
pp. 285-300
Author(s):  
Krishanu Bhattacharyya ◽  
Bikash Ranjan Debata
Keyword(s):  
Social Media ◽  
Return On Investment ◽  
Business Models ◽  
Business Owners ◽  
Digital Platforms ◽  
Four Dimensions ◽  
The Social

Digitalisation is a global phenomenon that is a worthwhile proposition for the development of any nation’s economy. Social media contributes significantly to the development of an economy by the spreading and democratisation of information through global players, such as Facebook, YouTube, LinkedIn etc. According to a Forbes report in 2017, these digital platforms create new ecosystems and business models for business owners and entrepreneurs. Whilst a report by Statista in 2020 states that there were 3.6 billion social media users worldwide and the number is expected to grow to 4.4 billion by 2025. Return on Investment (ROI) measurement of social media, which is a very important component for organisations to evaluate its success or effectiveness, remains a major challenge for organisations, despite number of attempts having been made by experts in the field. This study is aimed at understanding how the success and effectiveness of social media is measured in a B2B scenario. Various frameworks on social media ROI measurement are critically evaluated. Then, a tool for measuring social media ROI is developed, such that businesses will be able to evaluate their social media investments. The instrument covers 14 variables over four dimensions.  The results indicate that respondents perceived organic return as the most important dimension. It is also evident that brand testament is found the least perceived dimension for measuring the social media ROI.

Social Media Handbuch

2021 ◽  
Keyword(s):  
Social Media ◽  
Data Processing ◽  
Business Models ◽  
Practical Application ◽  
Strategy Model ◽  
The Social ◽  
Platform Economy

The Social Media Handbook provides guidance on long-term developments in the ever-changing social media sector and explains fundamental interrelationships in this field. It describes a strategy model for the development of one’s own solutions, summarises the theories, methods and models of leading authors and shows their practical application, while also highlighting current developments and dealing with the topic of data processing in social media. An examination of the platform economy with its economic functions facilitates the classification of business models in social media. The book also shows how platforms and their algorithms can influence our actions and shape our opinions. With contributions by Prof. Karin Bjerregaard Schlüter, Andrea Braun, Franziska Geue, Tobias Knopf, Markus Korbien, Prof. Dr. Daniel Michelis, Stefan Pfaff, Thanh H. Pham, Tom Reichstein, Prof. Dr. Anna Riedel, Michael Sarbacher, Prof. Dr. Dr. Thomas Schildhauer, Prof. Dr. Hendrik Send, Dr. Stefan Stumpp, Prof. Dr. Sebastian Volkmann, Jan-Benedikt Weber, Julia Weißhaupt, Norman Wiebach und Prof. Dr. Christian Wissing.

When Luxury Brands Changed Their Approach to Social Media

2021 ◽  
pp. 101-118
Author(s):  
Fabrizio Maria Pini ◽  
Dinara Timergaleeva
Keyword(s):  
Social Media ◽  
Purchase Decisions ◽  
Luxury Brands ◽  
Media Communication ◽  
New Approach ◽  
Digital Platforms ◽  
Content Creation ◽  
The Social ◽  
Latent Potential ◽  
Social Media Communication

COVID-19 lockdowns led to a new approach to social media communication by luxury fashion brands. This chapter explores recent pandemic-related changes in the social context and the need for brands to rethink their narrative to engage consumers and influence purchase decisions. The authors selected a panel of 28 fashion luxury brands, both independent and conglomerate-owned, to analyze the paradigm shift in social media communication and content creation. Their findings show that with social media acting as the main touchpoint, luxury fashion brands have effectively produced new communication archetypes, revealing the latent potential of digital platforms as strategic tools.

scholarly journals Social relations in virtual world and social media aggression

2019 ◽  
Vol 11 (2) ◽  
pp. 140-149
Author(s):  
Levent Eraslan ◽  
Ahmet Kukuoğlu
Keyword(s):  
Social Media ◽  
Virtual Environments ◽  
Social Relations ◽  
Social Communication ◽  
Virtual World ◽  
Social Life ◽  
Human Life ◽  
Virtual Communication ◽  
Digital Platforms ◽  
The Social

Living in the age of constant technology developments shifted social communication patterns and shifted social relations to virtual environments. The socialisation process that takes place in digital platforms also transferred many negative elements experienced in social life to the virtual environment. That is, the aggression behaviours concerning these negative processes have also been transferred to the virtual communication. The current study examines the effects of social media aggression (SMA) regarding digital platforms on the social relations in human life in the context of various variables. Results of the study revealed that the counter-comments towards participants’ values have a significant effect on participants’ demonstration of aggressive tendencies. In other notable finding participants reported that they aware of their rights f=75 (33%) against negative SMA, while f=150 (67%) of participants do not know them.  Keywords: Virtual communication, social media, aggression.

Ending Health Promotion Lethargy

2022 ◽  
pp. 165-182
Author(s):  
Paloma Acacia Guzman-Garcia ◽  
Efrain Orozco-Quintana ◽  
Diego Sepulveda-Gonzalez ◽  
Alexis Cooley-Magallanes ◽  
Daniela Salas-Velazquez ◽  
...  
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Popular Science ◽  
Congenital Defects ◽  
Online Questionnaire ◽  
Awareness Campaign ◽  
Digital Platforms ◽  
The Social ◽  
Promotion Strategies ◽  
Early Detection And Prevention

Hypothyroidism is a condition characterized by a deficit of thyroid hormones that leads to a low metabolic rate, typically associated with lethargy. The causes are diverse and may vary from congenital defects and autoimmune disorders to iodine deficiency, the latter being easily preventable with the appropriate strategies. For this chapter, the authors documented a social media awareness campaign via Instagram, whose purpose was to do popular science about hypothyroidism's symptoms to promote early detection and prevention. This campaign took place from October to November 2020 amid the COVID-19 pandemic. The campaign consisted of informative posts and engaged the audience via questionnaires through Instagram stories. Lastly, an online questionnaire was shared to assess the gained knowledge of the viewers and evaluate the campaign's efficacy. The social media awareness campaign showed to be a feasible way to educate the community, enabling efficient health promotion strategies through digital platforms.

Renouvellement des formes langagières dans la communication sociale sur Twitter

2021 ◽  
Vol 9788879169776 ◽  
pp. 107-128
Author(s):  
Grégoire Lacaze
Keyword(s):  
Social Media ◽  
News Media ◽  
Political Leaders ◽  
Open Spaces ◽  
Digital Platforms ◽  
Social Media Networks ◽  
The Social ◽  
Geographical Distances ◽  
Twitter Users ◽  
Social Media Network

With the increasing development of social communication on social media networks, new linguistic forms have emerged thanks to the technological devices offered by digital platforms, which can be regarded as open spaces characterised by hypertextuality and polysemioticity. This research aims to analyse the typical features of the social media Twitter which is largely used by news media professionals and by political leaders for their official communication. As a sociotechnical digital communication platform, Twitter proves to be the most appropriate broadcast medium for live news since it tends to reduce social and geographical distances between Twitter users who can interact with each other by sending informal messages. Eventually, Twitter can often be viewed as the first social media network allowing transmedial quotations that circulate on other social networks.

Social Media and Business Practices

2018 ◽  
pp. 7126-7139 ◽  
Author(s):  
Ashish Kumar Rathore ◽  
P. Vigneswara Ilavarasan
Keyword(s):  
Social Sciences ◽  
Social Media ◽  
Strategic Management ◽  
Business Models ◽  
Business Practices ◽  
Business Growth ◽  
Organization Studies ◽  
General Management ◽  
The Social ◽  
Social Media Platforms

This chapter presents an overview of social media and its application in various business domains. Social media platforms are increasingly becoming important for business growth. This chapter introduces the social media platforms, their various definitions, and their reach. It describes different types and business models of the social media platforms. This chapter discusses how the social media platforms could be used in all the business domains, with examples. This chapter will be useful to the students of general management, organization studies, strategic management, and social sciences.

scholarly journals FAKTOR-FAKTOR YANG MEMPENGARUHI ADOPSI MEDIA SOSIAL INSTAGRAM DAN DAMPAKNYA TERHADAP KINERJA UMKM

2021 ◽  
Vol 5 (1) ◽  
pp. 124
Author(s):  
Lydiawati Soelaiman ◽  
Anastasia Ria Utami
Keyword(s):  
Social Media ◽  
Cost Effectiveness ◽  
Business Performance ◽  
Sampling Technique ◽  
New Normal ◽  
Digital Platforms ◽  
Purposive Sampling ◽  
The Social ◽  
Social Media Platforms

UMKM terus berupaya untuk beradaptasi di masa new normal salah satunya dengan menggunakan platform digital untuk memasarkan dan menjual produknya. Media sosial instagram merupakan salah satu platform media sosial yang umumnya diadopsi oleh UMKM sebagai media yang diharapkan dapat meningkatkan kinerja usahanya. Dalam pemilihan sosial media tentunya terdapat beberapa alasan yang menjadi dasar pertimbangan UMKM seperti compatibility, cost effectiveness dan interactivity. Tujuan dilakukan penelitian ini adalah untuk mengetahui melakukan pengujian empiris apakah compatibility, cost effectiveness dan interactivity mampu menjadi prediktor positif terhadap adopsi media sosial Instagram. Selain itu, penelitian ini juga bertujuan untuk menganalisis apakah adopsi media sosial Instagram mampu menjadi prediktor positif terhadap kinerja UMKM. Pengambilan sampel dilakukan secara purposive sampling dengan sampel UMKM di Jakarta yang mengadopsi media sosial Instagram dalam aktivitas usahanya. Data terkumpul sebanyak 100 responden. Hasil dari penelitian ini menunjukkan bahwa Compatibility, Cost Effectiveness dan Interactivity merupakan prediktor yang signifikan dan positif terhadap adopsi media sosial Instagram. Selain itu juga diperoleh hasil bahwa pengadopsian media sosial Instagram merupakan prediktor yang signifikan dan positif terhadap kinerja dari UMKM. SMEs continue striving to adapt to the New Normal. One of the ways for SMEs to adapt is by utilizing digital platforms to promote and sell their products. Instagram is one of the social media platforms that are commonly adopted by SMEs to improve their business performance. There are several considerations for SMEs in choosing social media, such as compatibility, cost effectiveness, and interactivity. This study aims to determine whether compatibility, cost effectiveness and interactivity can predict Instagram social media adoption, as well as whether Instagram social media adoption can be a predictor of SMEs’ performance. This study used purposive sampling technique with a sample of SMEs in Jakarta which have adopted social media Instagram for their business activities. The data was collected from 100 participants who responded to the survey. The results of this study indicate that Compatibility, Cost Effectiveness, and Interactivity are significant and positive predictors of Instagram social media adoption. Additionally, the results also conclude that the adoption of Instagram social media is a significant and positive predictor of SMEs’ performance.  

scholarly journals A digital platform as a facilitator for assessing innovation potential and creating business models: a case study from the i3 project

2017 ◽  
Vol 11 (1) ◽  
pp. 982-993
Author(s):  
Francesco Bellini ◽  
Iana Dulskaia
Keyword(s):  
Business Model ◽  
Business Models ◽  
Social Acceptance ◽  
Comprehensive Evaluation ◽  
Model Development ◽  
Digital Platforms ◽  
Horizon 2020 ◽  
Innovation Potential ◽  
The Social

Abstract Many ideas flow into the innovation funnel but only 1 out 3000 becomes a successful new product. There are many variables that interact in this complex process and investors decisions are often based on experience and feeling rather than a comprehensive evaluation of the social, economic and technological factors. The innovation potential, the innovator capability, the accessibility of the technology as well as the social acceptance and the chosen business model are the some of the critical factors of a successful innovation strategy. In the broad sense, a business model is the approach of doing business through which a company can sustain itself and generate profits in the long term. Digital platforms can help manage and facilitate the complexity of value propositions and provide an immediate feedback to the entrepreneur. Creating value is necessary, but not sufficient, for an organization to profit from its business model. It is important to see the whole picture of the business that is why the business models are so important for a good start of the business. However, innovation assessment and business model development sometimes are not an easy task and ICT can make this process easier. Then, the aim of this paper is to explore the role of digital platforms as facilitators for the techno-socio-economic impact assessment and the development of sustainable business models through the analysis of a case study from the EU Horizon 2020 “i3 project”.

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