Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 57-82
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Social Media Strategies for Health Promotion by Nonprofit Organizations: Multiple Case Study Design

10.2196/15586 ◽  
2020 ◽  
Vol 22 (4) ◽  
pp. e15586
Author(s):  
Isabelle Vedel ◽  
Jui Ramaprasad ◽  
Liette Lapointe
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Nonprofit Organizations ◽  
Study Design ◽  
Multiple Case Study ◽  
Case Study Design ◽  
Multiple Case ◽  
Use Of Social Media ◽  
Social Media Strategy

Background Nonprofit organizations have always played an important role in health promotion. Social media is widely used in health promotion efforts. However, there is a lack of evidence on how decisions regarding the use of social media are undertaken by nonprofit organizations that want to increase their impact in terms of health promotion. Objective The aim of this study was to understand why and how nonprofit health care organizations put forth social media strategies to achieve health promotion goals. Methods A multiple case study design, using in-depth interviews and a content analysis of each social media strategy, was employed to analyze the use of social media tools by six North American nonprofit organizations dedicated to cancer prevention and management. Results The resulting process model demonstrates how social media strategies are enacted by nonprofit organizations to achieve health promotion goals. They put forth three types of social media strategies relative to their use of existing information and communication technologies (ICT)—replicate, transform, or innovate—each affecting the content, format, and delivery of the message differently. Organizations make sense of the social media innovation in complementarity with existing ICT. Conclusions For nonprofit organizations, implementing a social media strategy can help achieve health promotion goals. The process of social media strategy implementation could benefit from understanding the rationale, the opportunities, the challenges, and the potentially complementary role of existing ICT strategies.

scholarly journals CAPAIAN UNGGAHAN KONTEN AKUN INSTAGRAM GEMBIRA LOKA ZOO (GLZOO) YOGYAKARTA TERHADAP ONLINE ENGAGEMENT PADA MASA PANDEMI COVID-19

2020 ◽  
Vol 15 (1) ◽  
pp. 81
Author(s):  
Dwi Nur Laela Fithriya
Keyword(s):  
Social Media ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
Descriptive Research ◽  
Online Engagement ◽  
Tourism Sector ◽  
Qualitative Descriptive

The tourism sector is one of the sectors that was hardest hit when the Covid-19 pandemic hit Indonesia. Tourist visits during the Covid-19 pandemic decreased dramatically. To overcome this situation, serious efforts are needed to keep tourist destinations in demand by visitors, including the case study of Gembira Loka Zoo (GLZoo) Yogyakarta. One of the efforts taken by GLZoo managers is through social media, such as Instagram, in order to maintain the brand awareness of GLZoo as a tourist destination. Tourist destinations that are closely related to social media, in which there is a term that has an important meaning and role, namely online engagement which is a psychological response from social media users (Instagram). Online engagement aims to see how much the uploads on Instagram social media have achieved. This paper uses a qualitative descriptive research method, namely finding a fact with the correct interpretation. Hopefully, with marketing communication using Instagram, it is so that brand awareness in the minds of consumers is maintained, the final goal is of course the top of mind stage. In addition, to get maximum engagements, the GLZoo Instagram account manager seems to have to pay attention to several factors: 1). type of content, 2) upload time, 3) caption, and 4) hashtags. So, when tourists have thoughts of wanting to travel in a category that suits GLZoo, the first thing that tourists remember is GLZoo spontaneously without any assistance or stimulus. Sektor pariwisata merupakan salah satu sektor yang paling terpukul saat pandemi Covid-19 melanda Indonesia. Kunjungan wisatawan saat masa pandemi Covid-19 menurun drastis. Melihat kondisi tersebut, dibutuhkan upaya untuk tetap menjaga agar destinasi wisata tetap diminati oleh para pengunjung, yang dalam tulisan ini penulis mengambil studi kasus Gembira Loka Zoo (GLZoo) Yogyakarta. Salah satu upaya yang ditempuh oleh pengelola GLZoo agar para pengunjung tetap mengingatnya adalah melalui media sosial yang dalam tulisan ini adalah Instagram. Hal ini supaya brand awareness GLZoo sebagai destinasi wisata tetap terjaga, tetap mengenali dan teringat  dibenak masyakarat. Destinasi wisata yang erat kaitannya dengan media sosial, di dalam nya terdapat satu istilah yang memiliki makna dan peran penting yaitu Online engagement yang merupakan respon psikologis dari pengguna media sosial (Instagram) yang dikelompokkan sebagai tindakan interaktif, antara  pengguna media sosial dengan akun destinasi wisata. Online engagement bertujuan untuk melihat seberapa besar capaian dari unggahan-unggahan di media sosial Instagram. Tulisan ini menggunakan metode penelitian deskriptif kualitatif, yaitu pencarian suatu fakta dengan interpretasi yang tepat. Diharapkan, dengan komunikasi pemasaran menggunakan Instagram adalah supaya brand awareness di benak konsumen tetap terjaga, tujuan akhir tentunya adalah pada tahapan top of mind. Selain itu, untuk mendapatkan engagements yang maksimal, pengelola akun Instagram GLZoo nampaknya harus memperhatikan beberapa faktor: 1). jenis konten, 2) waktu upload, 3) caption, dan 4) hashtags. Sehingga ketika wisatawan mempunyai pikiran ingin berwisata dengan kategori yang sesuai dengan GLZoo maka yang pertama kali diingat dibenak wisatawan adalah GLZoo secara spontan tanpa harus diberikan bantuan atau stimulus.

scholarly journals Social Media Content: A Management Framework

2018 ◽  
Vol 13 (6) ◽  
pp. 84 ◽  
Author(s):  
Maria Giovanna Confetto ◽  
Alfonso Siano
Keyword(s):  
Social Media ◽  
Content Management ◽  
Digital Content ◽  
Media Content ◽  
Management Tools ◽  
Management Framework ◽  
Content Creation ◽  
Social Media Platforms ◽  
Marketing Team ◽  
Content Marketing

This paper aims to introduce a model for social media content management that is focused on both the strategic and operational levels to guide companies in setting, formulating and spreading social media marketing content and monitoring the achieved results. The framework has been realized considering different cognitive goals related to the organizational unit responsible of the development of the content marketing processes, corporate content identity, decision making elements for digital content creation, the diffusion of content through social media platforms, and the tools and parameters used to measure and evaluate performance. The model presented here is an attempt to fill in the existing gap in the recent literature regarding digital content marketing and social media content management. The framework introduces some consequential steps of a well-defined process that is composed of decisions and activities that must be carefully planned, thus preventing (from an operational level) the recurrent use of specific management tools. By adopting an integrated vision, is it possible to keep the business strategy’s objectives and all the operative tasks conducted by the content marketing team aligned.

scholarly journals Social Media Strategies for Health Promotion by Nonprofit Organizations: Multiple Case Study Design (Preprint)

2019 ◽  
Author(s):  
Isabelle Vedel ◽  
Jui Ramaprasad ◽  
Liette Lapointe
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Nonprofit Organizations ◽  
Study Design ◽  
Multiple Case Study ◽  
Case Study Design ◽  
Multiple Case ◽  
Use Of Social Media ◽  
Social Media Strategy

BACKGROUND Nonprofit organizations have always played an important role in health promotion. Social media is widely used in health promotion efforts. However, there is a lack of evidence on how decisions regarding the use of social media are undertaken by nonprofit organizations that want to increase their impact in terms of health promotion. OBJECTIVE The aim of this study was to understand why and how nonprofit health care organizations put forth social media strategies to achieve health promotion goals. METHODS A multiple case study design, using in-depth interviews and a content analysis of each social media strategy, was employed to analyze the use of social media tools by six North American nonprofit organizations dedicated to cancer prevention and management. RESULTS The resulting process model demonstrates how social media strategies are enacted by nonprofit organizations to achieve health promotion goals. They put forth three types of social media strategies relative to their use of existing information and communication technologies (ICT)—replicate, transform, or innovate—each affecting the content, format, and delivery of the message differently. Organizations make sense of the social media innovation in complementarity with existing ICT. CONCLUSIONS For nonprofit organizations, implementing a social media strategy can help achieve health promotion goals. The process of social media strategy implementation could benefit from understanding the rationale, the opportunities, the challenges, and the potentially complementary role of existing ICT strategies.

scholarly journals Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study of Landscape Industry Small Businesses

2020 ◽  
Vol 14 (1) ◽  
Author(s):  
Crystal Lupo ◽  
Jason R. Stroman
Keyword(s):  
Social Media ◽  
Small Business ◽  
Small Businesses ◽  
Low Cost ◽  
Business Owners ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Small Business Owners ◽  
Multiple Case

Despite research contending that marketing is a pivotal factor in small business success, many small business owners continue to underutilize low-cost marketing options available to them. Of these options, social media marketing is a useful tool to maintain competitiveness in the larger marketplace. However, the adoption of social media best practices in small business remains deficient. The landscape industry is a large and growing field with small businesses making up a large and growing share of the industry. Yet some landscape industry small business owners lack strategies to adopt innovative social media marketing strategies to help ensure business viability. This study incorporated a qualitative, exploratory multiple-case study design to explore how landscape industry small business owners use social media marketing strategies to help ensure business viability. Results indicated that successful marketing strategies tended to incorporate Facebook as the primary social media tool and included content such as service, education, and holiday posts. Benefits of social media marketing primarily centered on low-cost marketing options for improved visibility, while challenges included a trial-and-error learning curve. Results of this study might help small businesses improve their long-term viability through social media marketing strategies.

scholarly journals Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision

2019 ◽  
Vol 2 (2) ◽  
pp. 5-10 ◽  
Author(s):  
Sinoka Ansari ◽  
Ghishwa Ansari ◽  
Muhammad Umar Ghori ◽  
Abdul Ghafoor Kazi
Keyword(s):  
Social Media ◽  
Significant Relationship ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Media Content ◽  
Online Questionnaire ◽  
The Impact ◽  
The Relationship ◽  
Content Marketing

The purpose of this study was to examine the impact of brand awareness and social media content marketing on the consumer purchase decision. The data for this research was collected through an online questionnaire. The total number of respondents for this study were 150 (60% females; 40% males). The objective of this research was to investigate the relationship between brand awareness and social media content marketing with the consumer purchase decision. However, results indicate that brand awareness has a weak positive significant relationship with consumer purchase decision whereas, social media content marketing has a moderate positive significant relationship with the consumer purchase decision.

STRATEGI PEMASARAN PAKAN SATWA UNGGUL BLITAR

2016 ◽  
Vol 10 (1) ◽  
pp. 7
Author(s):  
Handika Rifki W.P ◽  
Yuli Arif Tribudi ◽  
Agustina Widyaworo Kunharjati
Keyword(s):  
Case Study Research ◽  
Personal Selling ◽  
Marketing Strategies ◽  
Pricing Strategy ◽  
Brand Awareness ◽  
Analytic Method ◽  
Distribution Strategy ◽  
Promotion Strategies ◽  
Promotional Strategies

This study analyzes the marketing strategies of Pakan in PS SatwaUnggulBlitar views of the concept of the marketing mix.This case study research using descriptive analytic method with purposive sampling technique.Marketing mix strategy being conducted by PS Satwa Unggul are strategies related products (such as brand awareness on brand), pricing strategy (in the form of rebates), the distribution strategy (in the form of three patterns of distribution), and promotion strategies (in the form of veterinary inspection and a free counseling service) can be considered to have successfully accommodate the needs of customers with a variety of facilities and corporate excellence. Based on the research it was concluded that the strategy used in the form of improved relationships with customers through personal selling, promotion price, free inspection, extension livestock and other facilities. Suggestions for the company should maintain an edge marketing strategies implemented in the form of personal selling and promotional strategies, but it is also the company should conduct regular research on consumer behavior animal drugs that strategy actually implemented in accordance with market conditions.

Creating autonomous learners in the teaching of English as a second language (ESL) in Zimbabwean secondary schools : a reality or a myth?

2020 ◽  
Vol 1 (3) ◽  
pp. 103-132
Author(s):  
Rungamirai Matiure ◽  
Erick Nyoni
Keyword(s):  
Decision Making ◽  
Second Language ◽  
Multiple Case Study ◽  
Document Analysis ◽  
Learner Autonomy ◽  
Case Study Design ◽  
Midlands Province ◽  
Multiple Case ◽  
Comprehensive Framework

This study explored the utility of the learner autonomy concept in the Zimbabwean O Level English as a Second Language (ESL) classroom focusing on three Gweru urban high schools of the Midlands Province. The researchers intended to establish whether learner autonomy was a reality or just a myth in Zimbabwean classrooms. A qualitative multiple case study design was applied focusing on teaching strategies, availability of resources, challenges faced and ways of optimising it. Questionnaires and document analysis were used for data collection. The findings revealed that the concept did not manifest in explicit terms, the learners did not participate in decision making, and the teachers were not adequately prepared to administer autonomous processes with students. For it to be a reality, the Education Ministry is recommended to establish a comprehensive framework of how autonomous learning should be implemented. Teacher training should explicitly focus on how to develop autonomous learners. Teachers ought to be flexible enough to accommodate learners' contributions towards their learning.

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