scholarly journals The Effect of Natural Celebrity–Brand Association and Para-Social Interaction in Advertising Endorsement for Sustainable Marketing

2020 ◽  
Vol 12 (15) ◽  
pp. 6215
Author(s):  
Ke Zhang ◽  
Kineta Hung
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Real Life ◽  
Product Placement ◽  
Marketing Strategies ◽  
Effective Strategy ◽  
Brand Association ◽  
Frequent Use ◽  
Sustainable Marketing ◽  
Boot Strapping

Celebrity endorsement has been regarded as an effective strategy for enterprises to implement sustainable marketing strategies. However, frequent use of celebrity ads renders consumers skeptical of the ads’ and celebrity’s profit-making intent, which may adversely affect the sustainable marketing of the brand. This has given rise to “natural celebrity-brand association” that features celebrities using the brand in real-life settings, which is usually presented on social media rather than mass media. Using a boot-strapping approach, the study contrasts the effects of natural and commercial endorsements (i.e., natural vs. advertising, natural vs. product placement) on consumer brand responses. Results showed that natural celebrity–brand association exerts superior effects. Further, the mediating variables, para-social interaction (PSI) and its drivers (celebrity attractiveness, consumers’ perceived homophily with the celebrity), which reflect consumer’s emotional connection with a celebrity, also exert significantly stronger effects in the natural (vs. commercial) endorsement context. This research provides insights for advertisers and marketers in exploring new patterns of brand presentation forms in advertisements and gaining competitive advantage in sustainable marketing.

scholarly journals The Gender Factor Effect on Saudi Learners’ Perceptions of Using Social Media on Their Social Interaction

2018 ◽  
Vol 11 (10) ◽  
pp. 30
Author(s):  
Boushra Abdul-Aziz AlGhamdi ◽  
Shorouq Ali AL-Garni ◽  
Maysa M. Qutob
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Time Management ◽  
Real Life ◽  
Point Of View ◽  
Factor Effect ◽  
Males And Females ◽  
The Difference ◽  
Gender Factor ◽  
Positive Point

This study compares males and females perception of the effect of social media on their social interaction to understand the difference between both genders. The study follows a mixed-method methodology using a questionnaire with closed-ended items and open-ended questions. Responses to the questionnaire are collected form 207 male and female students from a public university in Saudi Arabia. In general, the results of the questionnaire are insignificant which indicate that there are no differences between both genders. However, the results of the open-ended questions show that females have a negative view of the effect of social media on human relations while males have a positive point of view. However, both genders have a positive point of view regarding balancing between friends and family in real life and virtual world through time management.

scholarly journals Exploring the use of english in instagram and its influence on the user’s identity

2017 ◽  
Vol 3 (2) ◽  
pp. 37
Author(s):  
Tri Septa Nurhantoro ◽  
Novi Wulandari
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Native Speakers ◽  
Real Life ◽  
Interaction Model ◽  
The Social ◽  
The Subject ◽  
Use Of Social Media ◽  
Observation Method ◽  
Almost All

English has been used widely in almost all international forums. In line with the rapid use of social media, in this case Instagram, English is also widely used as the language of self-expression by most of its users, both native and non-native speakers. At least, this is what happened in Indonesia. Most of Indonesian Instagram users, especially youth, use English to write their caption. This phenomenon is important to explore since there is a belief that by actively using a foreign language, it will reduce the sense of nationality within oneself, and even it will lead to the loss of one’s identity. Identity today becomes a very important issue since it shows the sense of belonging of oneself in his/her social interaction. The thing is that the social interaction model in social media is much more complex than the interaction model in the real life. In social media, most of the users do not merely want to show who they really are. They tend to have certain motive on how they can be accepted and appreciated by other users. In other words, they want to be the subject of attention instead of being themselves. Therefore, the concept of identity becomes blurred. Based on the previous description, through the direct observation method, this research aims to seek whether the use of English influences the identity of Indonesian users.

scholarly journals Linking Sustainability-Oriented Marketing to Social Media and Web Atmospheric Cues

2019 ◽  
Vol 11 (9) ◽  
pp. 2663
Author(s):  
Affan Ahmed Khan ◽  
Ming Zheng Wang ◽  
Sadaf Ehsan ◽  
Mohammad Nurunnabi ◽  
Maaida Hussain Hashmi
Keyword(s):  
Social Media ◽  
Digital Technology ◽  
Research Method ◽  
Quantitative Research ◽  
Research Area ◽  
Marketing Strategies ◽  
Specific Data ◽  
Sustainable Marketing ◽  
Use Of Social Media ◽  
Atmospheric Cues

Acknowledging the widespread use of social media and the exponential growth of digital technology, a number of reputable organizations and small and medium-sized enterprises (SMEs) have shifted their traditional marketing tools to approach new markets for the growth of their businesses. Such companies have introduced their business over social media in order to gain greater attention from the consumers. However, the major concern addressed regarding how products and services are promoted online is regarding sustainable marketing. It is explored that most of the consumers tend to view online businesses by visualizing essential factors that reflect sustainability and thus, SMEs have started to analyze specific web atmospheric cues, which contribute in developing social media according to consumer behavior and their perceptions. To assess the research area, the following study is performed to understand possible measures that are significant in bridging business and consumer needs. This research incorporates a quantitative research method for gathering specific data by using questionnaires. From the findings of the research, it is analyzed that consumers are likely to perceive and give attention to social media by analyzing specific cues, including visuals, ethics, information, social, and security. It is concluded that SMEs could foster their online businesses by adopting effective sustainable marketing strategies aligned according to specific web atmospheric cues.

scholarly journals Investigating the Negative Effects of Emojis in Facebook Sponsored Ads for Establishing Sustainable Marketing in Social Media

2021 ◽  
Vol 13 (9) ◽  
pp. 4864
Author(s):  
Jungwoo Lee ◽  
Cheong Kim ◽  
Kun Chang Lee
Keyword(s):  
Social Media ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Consumer Perception ◽  
Negative Effects ◽  
Online Study ◽  
Sustainable Marketing ◽  
Managerial Implications ◽  
The Relationship ◽  
Empirical Investigations

Emojis are prevalent in modern social media advertising. Despite this fact, little research can be found on its effects on consumer purchase intentions. This study seeks to examine purchase intentions in the context of Sponsored Ads on Facebook News Feeds, their perceived intrusiveness, and how the added factor of emoji presence can further affect consumer perception in order to suggest a pathway for establishing sustainable marketing strategies. We investigated the effect of emojis on consumers and then the extent to which ad personalization can attenuate intrusiveness to the point of influencing purchase intentions. In the empirical investigations (an online study) conducted, the study revealed several interesting findings. First, the emoji presence in Sponsored Ads on the News Feed did not prompt the users’ perceived intrusiveness. Second, the emoji use led to decreased purchase intentions. Third, the perceived intrusiveness did not mediate the relationship between emoji presence (vs. absence) and purchase intentions. Lastly, the emoji presence decreased perceived intrusiveness and also increased purchase intentions when consumers perceived ads to be less personalized. The findings of this research provide both theoretical and managerial implications of the effects of emojis, and the reasons as to why their usage affects the desired ad goals when used in Sponsored Ads on Facebook from the perspective of sustainable marketing.

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.

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

RELEVANSI PEMBELAJARAN IPA DAN PAI HUMANIS

Edupedia ◽  
2019 ◽  
Vol 4 (1) ◽  
pp. 13-21
Author(s):  
Subyanto ◽  
Kurniyatul Faizah
Keyword(s):  
Social Interaction ◽  
Real Life ◽  
Problem Based Learning ◽  
Role Playing ◽  
Natural Sciences ◽  
Discovery Learning ◽  
Islamic Education ◽  
Transfer Of Knowledge ◽  
The Real ◽  
Team Research

In Natural Sciences (IPA) there are three aspects of learning, they arenatural sciences as product, process, and strengthening attitudes. This natural sciences learning classification found relevance with Islamic education learning in the aspect of fiqh, theseare fiqh as a product and fiqh as a process. The types of humanistlearning arelearning other than as a product, because this learning is not just transfer of knowledge without rationality, so that the lesson is not able to take part in the real life of humanity. In the implementation, humanist learning can be carried out using several scientific approaches such as problem based learning, discovery learning, social interaction, role playing, team research, and other forms that are oriented to students involvementdirectly.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

scholarly journals Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience

2021 ◽  
Vol 11 (8) ◽  
pp. 108
Author(s):  
Idoia Rúa Hidalgo ◽  
Maria Galmes-Cerezo ◽  
Carmen Cristofol-Rodríguez ◽  
Irene Aliagas
Keyword(s):  
Social Media ◽  
Emotional Valence ◽  
Marketing Strategies ◽  
Emotional Impact ◽  
Media Campaigns ◽  
Biometric Analysis ◽  
Neuroscience Research ◽  
Explicit Measure ◽  
Two Phases ◽  
Emotional Level

The ability of GIFs to generate emotionality in social media marketing strategies is analyzed. The aim of this work is to show how neuroscience research techniques can be integrated into the analysis of emotions, improving the results and helping to guide actions in social networks. This research is structured in two phases: an experimental study using automated biometric analysis (facial coding, GSR and eye tracking) and an analysis of declared feelings in the comments of Instagram users. Explicit valence, type of emotion, length of comment and proportion of emojis are extracted. The results indicate that the explicit measure of emotional valence shows a higher and more positive emotional level than the implicit one. This difference is influenced differently by the engagement and the proportion of emojis in the comment. A further step has been taken in the measurement of user emotionality in social media campaigns, including not only content analysis, but also providing new insights thanks to neuromarketing.

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