scholarly journals The Motivation, Strategies, and Barriers for Adopting Social Media Marketing in the Flower Retailing Business

Horticulturae ◽  
2020 ◽  
Vol 6 (4) ◽  
pp. 80
Author(s):  
Li-Chun Chen ◽  
Li-Chun Huang
Keyword(s):  
Social Media ◽  
Academic Research ◽  
Customer Relationship ◽  
Social Media Marketing ◽  
Retail Sector ◽  
Perceived Performance ◽  
Study Results ◽  
Retailing Business ◽  
Network Platform ◽  
The Cost

Florists have been adopting social media as a new marketing instrument to promote their business. However, academic research has rarely looked into the existing state of that adoption. Consequently, several fundamental problems remain unknown regarding the application of social media marketing (SMM) among florists, which may limit the development of the flower retailing business in the current social media era. In seeking to address this deficiency, this study aimed to investigate florists’ motivations, strategies, and perceived performance in relation to the application of SMM, as well as to explore the barriers faced by florists regarding the adoption of SMM. The authors implemented these objectives by interviewing 35 flower shop owners who each had established a brand page on Facebook. The qualitative data obtained from the interviews were analyzed using a grounded hermeneutic editing approach. The study’s results revealed that even though there were different motivations for florists to adopt social media marketing, including increasing brand exposure, improving customer relationship, and reducing the cost of advertising, showing expertise in floral design to attract consumers was the most common motivation stressed by the interviewees. The strategies mostly used by florists in managing their Facebook brand pages included providing high quality posts, cross-industry advertising, and switching consumers from online questions to a physical store visit. The most significant benefit perceived by florists regarding the use of a Facebook brand page was the development of new customers. Although the interviewees recognized the benefits of adopting SMM, some of them faced great incompatibility in labor source for that adoption. In addition, most interviewees focused on achieving general marketing goals rather than more advanced functions, such as business intelligence, in the application of SMM. The study results implied that the interviews mostly saw Facebook brand pages as a social network platform for increasing current sales volume, rather than for reaching a long-term quality customer relationship, which has deviated from the essence of social media marketing, and thus, limiting the synergy of the application of SMM in the flower retail sector.

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals Strategies of SMM Management, Comparison of Instagram and Facebook Social Networks

2017 ◽  
Vol 3 (5) ◽  
pp. 51
Author(s):  
Ramis Akhmedov
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Customer Relationship ◽  
Social Media Marketing ◽  
Crm System ◽  
Research Questions ◽  
Short Time ◽  
A Company ◽  
Potential Customers ◽  
The Ideal

<p class="Default">SMM occupies an important role in the lives of people and so many people are represented in social networks, it provides the ideal platform for companies so they can communicate with their current and potential customers. This study continues to explore how companies can use social media marketing to build and maintain relationships with customers. This investigates through conducted research questions. How SMM is effective in terms of CRM? Can Facebook replace CRM system? Why do people choose to follow a company on Instagram? To analyze more clearly the focus will be on Instagram and Facebook applications, which in a short time acquired great popularity among private users as well as among the companies. The purpose of this study is to indicate the integration of customer relationship management (CRM) with social media marketing (SMM) strategies, and defines its benefits for business.</p><p class="Default"> </p>

Consumer based brand equity in the 21st century: an examination of the role of social media marketing

2016 ◽  
Vol 17 (3) ◽  
pp. 243-255 ◽  
Author(s):  
Atefeh Yazdanparast ◽  
Mathew Joseph ◽  
Fernanda Muniz
Keyword(s):  
College Students ◽  
Social Media ◽  
Undergraduate Students ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Content Type ◽  
Research Population ◽  
The Cost ◽  
The Impact

Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions. Design/methodology/approach Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses. Findings The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands. Research limitations/implications This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population. Originality/value The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.

scholarly journals Promotion in Increasing Sales Product Popularity: Study on Youth Perspectives

2020 ◽  
Vol 1 (1) ◽  
pp. 7-11
Author(s):  
Paule Mbembae
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Business People ◽  
Competitive Prices ◽  
Younger Generation ◽  
Use Of Social Media ◽  
Medium Businesses ◽  
The Cost ◽  
A Company ◽  
Small And Medium Business

Success or failure of a company that operates is always faced with costs, costs needed by the company. The use of social media can minimize promotion costs. Small and medium-sized businesses must begin to understand social media marketing so that products sold can sell quickly. A problem that is often faced by small and medium business people is the limited capital to advertise. Through social media marketing, small and medium businesses will save the cost of promoting their products. Modern marketing requires more than developing good products, setting competitive prices and making it easy for customers to reach. The younger generation will be very happy if business people know what they want automatically. In addition, they will also be open to a product if they are involved not as consumers but become friends. The advantage is that customers can easily submit responses or comments through social media, be it praise, criticism, or even suggestions.

scholarly journals Development of accounting for social media marketing services (SMM)

2021 ◽  
pp. 8-18
Author(s):  
I.M. Vygivska ◽  
D.O. Seletska ◽  
I.V. Semchuk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Economic Effect ◽  
Social Media Marketing ◽  
Base Interaction ◽  
Customer Base ◽  
Regulatory Authorities ◽  
Conflict Situations ◽  
Main Production ◽  
The Cost

Accountants of agencies and studios that provide advertising services of this type ask themselves the question: «How to keep records of works on popularizing brands in social networks?». The current regulatory framework does not give clear recommendations on how to account for transactions in the provision of marketing services in social networks, and not so many foreign and Ukrainian specialists have studied the accounting nuances of SMM. Therefore, taking into account the specifics of the object under study, a number of proposals were made to the working chart of accounts in terms of synthetic accounting on accounts 23 «Main production» and 05 «Guarantees and collateral provided» for web studios and marketing agencies, which will allow differentiating the costs incurred in the process of activities and, along with this, improving the accounting process in terms of the formation of the cost of SMM services. The order of accounting reflection of the budget provided by the customer on the off-balance account is proposed, which allows you to control the movement of funds received and track the directions of their use. Inadequate documentation of SMM transactions raises many questions from the fiscal regulatory authorities. The article develops documentary support for the purposes of accounting for marketing services in social networks (SMM). The effect of the implementation of the developed form «Act of acceptance and transfer of services rendered for SMM» is the possibility of highlighting the volume of marketing work performed and confirmation of the economic effect obtained (increase in sales, customer base, interaction with the brand, etc.), which will prevent the occurrence of conflict situations between the customer of services and the SFSU authorities regarding the inclusion of VAT amounts in the tax credit and the possibility of avoiding the accrual of «compensating» tax liabilities.

scholarly journals Effectiveness of Social Media Marketing on Customer Purchase Intention

2019 ◽  
Vol 9 (1) ◽  
pp. 2107-2109
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Human Life ◽  
Customer Behavior ◽  
Online Marketing ◽  
Customer Relationship ◽  
Social Media Marketing ◽  
Personal Factors ◽  
Text Book ◽  
Business People

Social media marketing has become an inseparable part of human life. It allows customers and prospects to communicate directly about various products/services with their friends. This is just a replacement of word of mouth, which place a vital role and cheapest way of promoting product in traditional marketing. The other important and unique feature of social media marketing is immediacy, which allows the customers to approach directly with the business people. Indeed it is helpful to both business people and customers as they can get the solutions with in no time unless it is a big damage. With the process, business people can maintain a sound relationship with the customers very easily as they are responding to their queries instantly. It is nothing but customer relationship management. It is another pivotal element in marketing. All these features will influence the customers a lot in making their purchase or buying decisions. Customer behavior is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. The customer purchase intention is an evergreen marketing concept despite ample research has been done on the topic over last few decades. It would be an exaggeration, if we say without covering this concept no marketing text book will complete, that’s the significance of this particular concept. One cannot imagine a marketing book without finding a concept of customer purchase intention. Usually a customer purchase intention will be influenced by a set of internal and external factors like social, economical or financial, cultural, demographic, psychological and of course personal factors. In this day and age, online marketing, social media marketing, digital marketing are buzz words and strongly influencing the customer behavior and in making purchase decisions subsequently.

Social Media Marketing, Quality Signaling, and the Goldilocks Principle

2022 ◽  
Author(s):  
Tingting Nian ◽  
Arun Sundararajan
Keyword(s):  
Social Media ◽  
Social Presence ◽  
Business Strategies ◽  
Social Media Marketing ◽  
Information Revelation ◽  
Direct Control ◽  
Consumer Awareness ◽  
Strategic Investment ◽  
Marketing Spending ◽  
The Cost

Embraced by a rapidly increasing number of companies, social media marketing has become an integral part of companies' business strategies. However, not all the firms plan on a big spend on social media marketing. Our stylized model investigates the strategic effects of social media marketing spending (SMM spending) with the presence of exogenous quality revelation through sources over which firms have no direct control. Unlike traditional advertising, social media marketing has two roles: awareness enhancement and information revelation. Consumers are heterogeneous in their awareness of the product (e.g., whether they know the existence of the product). Our results suggest that the high-quality firm gets enough quality transparency from background user-generated discussions, and the cost of maintaining a social presence outweighs the benefits. The low-quality firm avoids social media marketing because quality transparency is broadly detrimental, whereas the mid-tier firm is “just right” to benefit from social media discussions they encourage. Our model provides a first step toward framing social media marketing spending as a strategic investment. We recognize that social media marketing, although capable of increasing consumer awareness and improving the realized perceptions of a firm's true quality, also has strategic signaling effects.

scholarly journals Peran social media marketing gabag indonesia dalam mempertahankan brand equity pada pandemi covid-19

2021 ◽  
Vol 5 (2) ◽  
Author(s):  
Sarah Azizah
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Research Method ◽  
Social Media Marketing ◽  
Retail Sector ◽  
Economic Sectors ◽  
Direct Sales ◽  
Descriptive Research ◽  
Qualitative Descriptive

This study discusses the role of Gabag Indonesia's social media marketing in maintaining brand equity in the Covid-19 pandemic. The problem of this research is that the Covid-19 pandemic that occurred in Indonesia has caused many losses to the existing business and economic sectors and the cessation of direct sales, especially in the retail sector, and forcing brands to carry out activities online, namely through social media. The formulation of the problem in this study is how the role of social media Marketing for Gabag Indonesia in maintaining brand equity in the Covid-19 pandemic? Qualitative descriptive research method is used to analyze the problems that exist in this study. The conclusion of this study is the importance of the role of Social Media Marketing of Gabag Indonesia in maintaining brand equity during the Covid-19 pandemic. Keywords: Pandemic; Covid-19; Social Media; Marketing, Brand Equity. 

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