scholarly journals Social Media Marketing in Practice of Polish Nationwide Catholic Opinion-Forming Weeklies. Case of Instagram and YouTube

Religions ◽  
2021 ◽  
Vol 13 (1) ◽  
pp. 19
Author(s):  
Monika Kaczmarek-Śliwińska ◽  
Gabriela Piechnik-Czyż ◽  
Anna Jupowicz-Ginalska ◽  
Iwona Leonowicz-Bukała ◽  
Andrzej Adamski
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
The Other ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Promotion Strategy ◽  
The Social ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Distribution Potential

This article, as the fourth in the cycle, presents the conclusions of the research project analysing marketing activities of Polish Catholic opinion-forming weeklies on the chosen social media platforms. This paper aims at presenting the results of the study on the use of Instagram and YouTube as marketing tools by the aforementioned weeklies. The authors focus on such topics as: (1) social media as a way of creating and distributing media products; (2) social media as a way of commercialising the content; (3) social media as carriers of marketing communication (including self-promotion). The empirical research is based on case studies and the content analysis of the social media profiles of the five selected magazines (Gość Niedzielny (GN), Tygodnik Katolicki Niedziela (TKN), Przewodnik Katolicki (PK), Idziemy (I) and Tygodnik Rodzin Katolickich Źródło (TRKŹ)). It can be concluded that some Catholic weeklies manage their accounts in a moderately professional way, using their visual and distribution potential and some functions of the platforms quite efficiently. On the other hand, they do not apply a regular and purposeful self-promotion strategy, do not use important mechanisms of the platforms such as the Shop and IGTV (on Instagram), and do not consistently build a profile or create playlists on YouTube.

Hyperreality of #BlackLivesMatter Movement on Social Media

2021 ◽  
Vol 37 (3) ◽  
pp. 288-303
Author(s):  
Ghozian Aulia Pradhana ◽  
◽  
Syaifa Tania ◽  
Keyword(s):  
Social Media ◽  
African American ◽  
Content Analysis ◽  
Social Networking ◽  
Social Movement ◽  
Social Networking Sites ◽  
The Other ◽  
The Social ◽  
True Meaning ◽  
Social Media Platforms

This study aims to reveal how hyperreality is reflected in using the #BlackLivesMatter hashtag on social media. The death of an African-American, George Floyd, that involved white police, has sparked outrage and demonstrations in many U.S. states. Issues pertaining to racism sparked in relation to the event, and many people protested demanding justice. The demand for justice then went into a wave of massive global protests both in offline and online realities—the #BlackLivesMatter hashtag was widely used on social media when protests were held. The #BlackLivesMatter hashtag even became a trending topic on several social media platforms, as if everyone was concerned about the issue and aiming for the same purpose. However, we might find several posts that neither reflected nor were related to the case. Some social media users put the hashtag even though their content substance was not related. This phenomenon then led to a condition of hyperreality in questioning reality from a simulation of reality. The method used in this study is content analysis which measures the sentiment of comments on Twitter and Instagram. The study found that social networking sites mobilised online movements even though they were not directly related to the #BlackLivesMatter movement. On the other hand, hashtag activism reduced the true meaning of the social movement. Therefore, the hyperreality in #BlackLivesMatter could not be seen any longer as a form of massive protests demanding justice and ending violence, but merely to gain more digital presence on social media. Keywords: Black lives matter, movement, social media, hyperreality, hashtag activism.

scholarly journals The Assimilation of Social Media in Marketing Management: A Case Review of Taliah’s Strategy

2018 ◽  
Vol 4 (3) ◽  
pp. 58
Author(s):  
Nelson Obinna Omenugha
Keyword(s):  
Social Media ◽  
Digital Technologies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Call To Action ◽  
Promotional Strategy ◽  
The Social ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
The Subject

Aim: To review and discuss the use of social media platforms as digital marketing tool and promotional strategy by brands. The digital age inevitably brings changes and increased competition in ways businesses target, reach and recruit customers. This phenomena raises the question of which medium or media do businesses adopt in the marketing effort to reach, inform and convert customers; ultimately for survival? This review is an attempt to address this question within the context of the promotional activities of a beauty brand, Taliah.Approach: A review was conducted on the social media marketing activities of Taliah. It discusses different social media platforms such as Facebook, Twitter, Instagram and YouTube which the brand has combined to target, reach, persuade and convert their customers. In addition, the review identified four factors that reasonably affect the social media marketing as time and date; personality, call to action and post type. Consequently, this logical approach towards the subject-matter would help to provide knowledge and facilitate reaching the best-fit decision that can optimize the marketing activities of brands and businesses; considering the increasingly evolving technological era.Findings: The review considers the evolving changes in business as a result of the presence of various digital and interactive platforms and technologies. The study recognizes that the social media platforms provide opportunities for media content; including information on products and services to be processed and distributed to the targets. There is a worry that the market space is increasingly becoming competitive; particularly as consumers are empowered by the digital technologies to make informed choices among different brands and businesses. Arguably, this is one of the major factors that triggered the competition in the market and among brands.Review limitations/implications: The characteristics of the impact of the social media marketing on brands and businesses have recently been widely discussed because of their general applicability. Consequently, it is impossible to review and cover all the important aspects of the subject-matter in this review. This review focuses on the Taliah brand and how it has particularly conducted its social media and digital marketing management. It also examines four factors that reasonably affect the social media marketing; namely, time and date; personality, call to action and post type. The review examines and provides its own views based on content analysis of the social media marketing activities of Taliah brand.Practical implications: The review highlights the activities, benefits and challenges of applying social media as a marketing and promotional strategy. Social media platforms provide the channel through which brands and businesses can develop and disseminate information about their activities to their targets in an easy, less expensive and convenient manner. On the other hand, if brands and business understand the factors affecting the social media marketing; namely, time and date; personality, call to action and post type – they would be better prepared to checkmate these factors; including been able to aptly adapt the strengths of the social media in their marketing activities. This complement would strike the balance and potentially present a practical means through which brands could coordinate their marketing efforts in using various social media platforms. It is also crucial to gain insight into other factors that potentially impacting the activities of social media marketing strategy.Value: The review considers that the increasing changes in the market is itself an opportunity for the brands to rethink strategy on how various digital technologies and networking platforms can be optimized in marketing their activities and information. It is crucial and beneficial to emerging businesses and academics to understand how Taliah brand combined and utilized diverse social media platforms to target, reach out and recruit target customers; ultimately boosting its market shares.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

scholarly journals SOCIAL MEDIA’S OFFICIAL DESTINATION PROMO VIDEOS AND COUNTRY IMAGE INFLUENCING VISITING INTENTION TO RISKY DESTINATIONS

2021 ◽  
Vol 14 (8) ◽  
pp. 02`-16
Author(s):  
Dyuty Firoz
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Sources ◽  
Study Data ◽  
Country Image ◽  
Promotion Strategy ◽  
The Social ◽  
Study Results ◽  
Social Media Platforms ◽  
Travel Decision

Social media destination promo videos (DPVs), are among the most important information sources of travel decision-making for their interactive and sharing features, and outstanding destination promotion strategy. Country image is also another important factor for travel decision-making. This study’s purpose is to assess whether the social media DPVs like DMOs’ promo videos and country image have any impact on visiting intentions towards risky destinations. A quantitative method was used for this study. Data was collected by online questionnaires, and 609 valid responses were considered for the analysis of the study. The results showed that the country's image positively influences the attitude of young tourists towards the country and that attention towards the promo videos positively influences young tourists’ overall emotions, attitudes, social norms, interests, desires and behaviours toward visiting a risky destination. This study results would be beneficial for those who are interested in using social media DPVs as part of their destination-promotion strategy, and also can guide destination-marketers to monitor and create better destination promotional contents in social media platforms, to encourage tourism to the destinations, especially risky ones.

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.

FRIENDVERTISING

2014 ◽  
pp. 190-215
Author(s):  
R. Gulay Ozturk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Content Analysis ◽  
Media Use ◽  
Online Advertising ◽  
Cultural Background ◽  
Social Media Marketing ◽  
Advertising Strategy ◽  
The Social ◽  
Made In

In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called “FRIENDVERTISING” pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field.

Consumer Engagement in Social Media Platforms

2021 ◽  
pp. 480-501
Author(s):  
Hans Ruediger Kaufmann ◽  
Agapi Manarioti
Keyword(s):  
Social Media ◽  
New Media ◽  
Psychological Needs ◽  
Large Majority ◽  
Marketing Communication ◽  
Online Interaction ◽  
Consumer Engagement ◽  
Communication Framework ◽  
The Social ◽  
Social Media Platforms

If ‘to be social' is the sum of people's online interaction intentions, that can be monitored by marketers but not coerced, how can we make best use of these powerful new media? The answer lies in understanding the internal, psychological needs that are fulfilled by the social media and how they are demonstrated and testified by liking, sharing and engaging in general with specific pieces of content, while rejecting others. In this environment, marketers are called to develop a “brand as a person” strategy, in order for their brands to mingle and interact with consumers beyond the traditional marketing communication framework. In this chapter, we explore and discuss the strategic use of the social media as a concept that needs to be thoroughly understood but seemingly hasn't been yet by a large majority of marketers.

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

2016 ◽  
Vol 7 (1) ◽  
pp. 30-41 ◽  
Author(s):  
Graham Romello Perera ◽  
Irosha Perera
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Brand Image ◽  
Social Media Marketing ◽  
Primary Data ◽  
Factors Affecting ◽  
The Social ◽  
Social Media Platforms ◽  
Relationship Of ◽  
The Relationship

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.

scholarly journals Degrees of Freedom: Exploring Agency, Narratives, and Technological Affordances in the #TakeAKnee Controversy

2019 ◽  
Vol 5 (2) ◽  
pp. 205630511982612 ◽  
Author(s):  
Judith E. Rosenbaum
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Degrees Of Freedom ◽  
Qualitative Content Analysis ◽  
Structuration Theory ◽  
The Social ◽  
American National Identity ◽  
Social Media Platforms ◽  
Media Narratives ◽  
Technological Affordances

This study extends current research into social media platforms as counterpublic spaces by examining how the social media narratives produced by the #TakeAKnee controversy negotiate technological affordances and existing discourses surrounding American national identity. Giddens’ Structuration Theory is used to explore the nature of user agency on social media platforms and the extent to which this agency is constrained or enabled by the interplay between the systems and structures that guide social media use. Exploratory qualitative content analysis was used to analyze and compare tweets and Instagram posts using the #TakeAKnee hashtag shared in September 2017. Results showed that narratives are dominated by four themes, freedom, unity, equality and justice, and respect and honor. Users actively employ technological affordances to create highly personalized meanings, affirming that agency operates at the intersection of reflexivity and self-efficacy.

scholarly journals What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

2021 ◽  
Vol 17 (1) ◽  
pp. 89-103
Author(s):  
Massoud Moslehpour ◽  
Taufiq Ismail ◽  
Bey Purba ◽  
Wing-Keung Wong
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Two Dimensions ◽  
Social Media Marketing ◽  
Primary Data ◽  
Online Questionnaire ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

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