scholarly journals Investigating Complimentary E-Marketing Strategy for Small- and Medium-Sized Enterprises at Growth Stage in Taiwan

Information ◽  
2021 ◽  
Vol 12 (9) ◽  
pp. 380
Author(s):  
Chiu-Ching Lin
Keyword(s):  
Social Media ◽  
Growth Phase ◽  
Marketing Strategies ◽  
Digital Information ◽  
Analytic Hierarchy ◽  
Online Purchase ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Hierarchy Process

Globally, 95% of enterprises are small and medium sized enterprises (SMEs). Social media has recently become a powerful marketing tool due to characteristics such as the ability to share digital information and interact with consumers instantly. In SMEs, limited budgets restrict the use of social media as marketing tools. Thus, complimentary use of social media may be an alternative method for SMEs to maximize their marketing strategies. This study identifies what marketing goals are important for SME growth and how complimentary social media are used for attaining marketing goals. The analytic hierarchy process (AHP) analysis was conducted to confirm the order of local weights and global weights for marketing goals and complimentary social media. We found that the order of local weights for marketing goals for SMEs in the growth phase is brand awareness > online purchase > sales potential. The order of global weights for complimentary social media to meet above marketing goals is Facebook > PIXNET > Twitter > Instagram > YouTube > LINE. Finally, we used an SME from Taiwan as a case study to ensure that the application of the above complimentary social media can meet above marketing goals and potentially increase the survival of SMEs at the growth phase in Taiwan.

scholarly journals Attitudes Towards the Use of Social Media as a Tool for Marketing

2017 ◽  
Vol 8 (4) ◽  
pp. 175-186 ◽  
Author(s):  
Sergio Gómez Molina ◽  
Lemy Bran Piedrahita ◽  
Alejandro Valencia Arias ◽  
Claudia Milena Arias Arciniegas ◽  
Alejandro Silva Cortés ◽  
...  
Keyword(s):  
Social Media ◽  
Information And Communication Technologies ◽  
Communication Technologies ◽  
Marketing Strategies ◽  
Consumer Attitude ◽  
Information And Communication ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Two Stages ◽  
Information Database

AbstractThe accelerated progress of Information and Communication Technologies (ICTs) has made that marketing strategies are strengthened through the construction, personalization and socialization of information, which is one of the main dynamic social media. The aim of this article is to identify the trends and evolution of attitudes towards the use of social media as a marketing tool. For this, a bibliometric analysis was developed, divided into two stages: obtaining information (database and search equation), and obtaining bibliometric indicators (quantity, quality and structure) between 2008 and 2016. Among the results it is observed that increasing topics are centered on: Consumer Attitude, Health, Advertizing, Communication y Consumer Behavior.

scholarly journals n analysis of social media marketing of indigenous construction firms in Nigeria: A tool for sustainable growth

2018 ◽  
Vol 8 (2) ◽  
pp. 60-72 ◽  
Author(s):  
Afolabi Adedeji ◽  
◽  
Raphael Ojelabi ◽  
Opeyemi Oyeyipo ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Sustainable Growth ◽  
Social Media Marketing ◽  
Firm Level ◽  
Construction Firms ◽  
Construction Firm ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Use Of Social Media

ndigenous construction firms in Nigeria operate in one of the harshest economic climates while competing with their foreign counterparts. ICFs require strategic and innovative marketing skills in selling their products and services to current and prospective clients. The paper examined the use of social media marketing strategies by indigenous construction firms in Nigeria; a tool for sustainable growth. The study used quantitative data through a questionnaire survey instrument at company-level. A total ofseventy-nine (79) questionnaires at firm level were utilised. The data collected were presented using stacked bars, radar charts and matrix correlation. The study identified the social media platforms mostly utilisedby ICFs and the major barriers resisting the adoption of the innovative marketing strategy in Nigeria. The perceived benefits accrued to ICFs in the use of social media as a marketing tool differs across the type of social media platforms in use by the ICFs. ICFs need to be concerned about image and trust building through a concerted effort in client engagement on social media platforms to improve their brand and reputation. Social media marketing strategies should be integrated with the traditional marketing plans of construction firm.

scholarly journals Design of Social Media Marketing Strategy in Mobilku Application

2020 ◽  
Vol 9 (6) ◽  
pp. 21-26
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Information Service ◽  
Social Media Marketing ◽  
Digital Information ◽  
The Public ◽  
Strategy Planning ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Near Future

The use of Social Media is increasingly developing in Indonesia, causing many companies to be interested in using social media as an easy marketing tool and can add value to the product. Mobilkuis a mobile application-based digital information service startup that will be launched in the near future. To be known to the public, Mobilkuneeds a good marketing strategy. One of them is through Social Media marketing. So that my car needs proper social media strategy planning. The 4 most appropriate platforms used by Mobilkuto do Social media marketing are: Instagram, Youtube, Twitter and Facebook. We recommend that Mobilkusocial media marketing be done 3 times a day and the best time at 09.00 -12.59, 13.00 -15.59, and 16.00 -18.59. My car should make advertisements by offering discounts, ads with interesting photos, advertisements by providing clear information, advertisements often appearing, and ads with attractive advertising designs

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.

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