Assessing SME Perceptions of Using Green Social Media Marketing

2020 ◽  
Vol 11 (1) ◽  
pp. 74-74
Author(s):  
Shelley B Beck ◽  
Ayanda P Deliwe ◽  
Elroy E Smith
Keyword(s):  
Social Media ◽  
Technical Assistance ◽  
Green Marketing ◽  
Added Value ◽  
Social Media Marketing ◽  
Environmental Initiatives ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Positive Feelings ◽  
Use Of Social Media

The image of an enterprise in relation to the environment in which it operates is currently of increased importance (Liskova, Cudlinova, Partlova & Petr, 2016, p.64). An enterprise's brand image is a customer's perception of a brand and can help customers assemble information, discriminate brands, create positive feelings, and create a reason to purchase (Huang, Yang & Wang, 2014, p.263). Therefore, enterprises aim to create a strong positive image of their brand which can be generated through marketing programmes. Social media marketing is the application of marketing principles, tools and techniques to social media platforms to differentiate and position the brand better than competitors (Neti, 2011, p.3). Enterprises should therefore use social media to promote and communicate their green initiatives to their stakeholders because of the prominent benefits it offers. Conscious and careful use of social media is the most promising investment for furthering an enterprise's green marketing strategies and by implementing green projects as a CSR initiative SMEs can satisfy their stakeholders (Williams, Page & Petrosky, 2014, p.26). SMEs do not effectively and efficiently market their enterprises due to the lack of funding, insufficient cash flow and the need for technical assistance to market their enterprise (National Small Business Chamber, 2016). Social media is the most popular means of communication in society and provide a good solution as it allows enterprises to interact with their stakeholders through dialogue and engagement to identify and satisfy stakeholder expectations (Bibri, 2008, p.14). The implementation of marketing activities that communicate enterprises' social and environmental initiatives creates added value and enhances financial performance (Bibri, 2008, p.14). If SMEs promote their green initiatives in their marketing communications that are directed at their stakeholders, they could succeed in marketing their business effectively and as a result grow and survive in the long term. However, few SMEs in South Africa are aware that implementing green strategies can improve their profitability and their survival. Keywords: Green marketing; social media marketing; SME's

The Influence of Social Media Marketing on Apparel Brands’ Customers’ Satisfaction: The Mediation of Perceived Value

2020 ◽  
Vol 25 (2) ◽  
Author(s):  
Yongzhong Yang ◽  
Zobi Khan ◽  
Yu Zhang
Keyword(s):  
Social Media ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Traditional Media ◽  
Confirmatory Factor ◽  
Practical Guidelines ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Use Of Social Media ◽  
The Relationship

The development of social media has changed traditional media by providing a platform to conduct marketing and advertising activities. Nowadays, social media offers the opportunity to build a relationship between customers and brands. The strategic use of social media marketing has significant importance for customers as well as for marketers. In this paper, the influence of social media marketing activities (SMMAs) is assessed on apparel brands’ perceived value and Chinese customers’ satisfaction. The data was collected through a quantitative survey-based approach from Chinese social media and apparel brands’ users (n = 355). The collected data from respondents were analysed through the confirmatory factor analysis (CFA) and Hayes PROCESS macro. Based on our findings, it is noted that SMMAs play an essential role in improving the brand perceived value and customers’ satisfaction in China. Moreover, it is also concluded that the apparel brand’s perceived value significantly mediates the relationship between SMMAs and customers’ satisfaction. This study provides several theoretical and practical guidelines to the marketers in China to effectively implement their advertising activities on social media platforms.

scholarly journals Nexus of Social Media Marketing and Small Scale Businesses’ Performance in Buea, Cameroon

2020 ◽  
Vol 7 (2) ◽  
pp. 214-224
Author(s):  
Nengieh Lizzie Wantchami ◽  
Kingsley Lyonga Ngange ◽  
Babatunde Daphne-Carol Efosi
Keyword(s):  
Social Media ◽  
Structured Interview ◽  
Customer Relationships ◽  
Relationship Building ◽  
Social Media Marketing ◽  
Small Scale ◽  
Social Media Platforms ◽  
Promotional Strategies ◽  
Use Of Social Media ◽  
As Relationship

This study examines the connection between social media marketing and small scale businesses’ performance in Buea, Cameroon, by assessing the use of social media for brand and product awareness, sales as well as relationship building. 15 small scale business owners were interviewed through semi structured interview. The results identify a common increase in customers due to social media marketing. They equally reveal that, social media marketing has served as a tool in building brand awareness, customer relationships and reinforcing sales. Findings further indicate that for Small and Medium-sized Enterprise (SME) operators who engage in social media marketing, the benefits far outweigh the cost as they have incorporated promotional strategies and even taken supplies to customers’ door steps. In order to facilitate delivery to customers’ door steps, this study recommends that government should facilitate the creation of a house numbering system to ease door to door supplies of goods purchased online. This study provides some indications for using social media platforms as an ideal method of marketing.

Research and Development of IOT-Convergent Social Media Application towards Experiential Agriculture

2013 ◽  
Vol 427-429 ◽  
pp. 2842-2845
Author(s):  
Feng Yi Gou ◽  
Bo Ran Li ◽  
San Xing Cao
Keyword(s):  
Social Media ◽  
Internet Of Things ◽  
Research And Development ◽  
Industrial Application ◽  
Social Media Marketing ◽  
Agricultural Crops ◽  
The Social ◽  
Social Media Platforms ◽  
Use Of Social Media

When IOT of agriculture combined with the social media, by drawing support of social media, agricultural IOT could be promote from industrial application tosocial applications level, make full use of social media platforms for the information of agricultural crops and products got from Internet of Things, and spread the information to get the user's attention, thus a favorable mechanism for social media marketing would be built.

scholarly journals Strategic Use of Social Media in Tourism Marketing: A Comparative Analysis of Official Tourism Boards

2018 ◽  
Vol 13 (2) ◽  
pp. 41-56
Author(s):  
Rashmiranjan Choudhury ◽  
Priyakrushna Mohanty
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Service Industry ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Tourism Marketing ◽  
The Social ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Effective Use

Marketing has reached new heights with social media platforms. In the changing scenario of the service industry, tourism is seen to receive the most attention from customers, stakeholders and other sectors through social media. The development of communication technology has enriched social media marketing. In India, Facebook has taken a lead role because of its market outreach and user count. Different tourism associates use this medium to showcase their products and services. In this context, Kerala is way ahead in social media marketing strategies while Odisha is in the niece states. This paper aims to analyse the social media marketing strategies adopted by the Odisha tourism board and other tourism boards through a comparative analysis. The study suggests some strategic measures for Odisha tourism board to ensure the effective use of social media in tourism.

Social Media Marketing in Creating Brand Awareness and Brand Trust

2019 ◽  
Author(s):  
Iesha Khajuria ◽  
Rachna .
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Trust ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The University ◽  
The Impact ◽  
Structured Questionnaire

Small as well as big businesses these days are largely making use of social media platforms to enhance their visibility and to promote their brands/products/services. By interacting more with people, the marketers can easily create brand awareness and establish brand identity, which gradually can help gain trust in the brand. Two hypotheses were formulated to examine the impact of social media marketing on brand awareness and brand trust. One of the most popular social networking sites, Facebook, and two most popular e-commerce brands Amazon and Flipkart were considered to study the effect. Data was gathered from 394 students/research scholars from the University of Jammu, using a well-structured questionnaire, employing convenience sampling. Data analysis was done using statistical tools like percentages, correlation, regression etc. Results signify that though social media platforms serve as a major tool in creating awareness and building trust, these cannot solitarily help develop and grow a business.

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 Social Media Marketing in Nepal: A Study of Travel Intermediaries of the Kathmandu Valley

2016 ◽  
Vol 9 (1) ◽  
pp. 29-43
Author(s):  
Arhan Sthapit ◽  
Ishwor Khadka
Keyword(s):  
Social Media ◽  
Product Information ◽  
Secondary Data ◽  
Sampling Technique ◽  
Social Media Marketing ◽  
Kathmandu Valley ◽  
Study Approach ◽  
The Status ◽  
Marketing Activities ◽  
Use Of Social Media

The paper examines the status of social media marketing activities in Nepal in the context of that of travel intermediaries in the Kathmandu Valley, and specifically probes into three key areas: use of social media in travel intermediary business, influence of social media on customers and customers’ response to social media sites (SMSs). Adopting a mixed study approach, the paper made use of both primary surveys (on travel intermediaries and customers between March-May, 2016) and secondary data search from the former’s SMSs for which a convenience sampling technique was used to choose the intermediaries from the Thamel area, the main travel tourism business hub of Nepal. The study found constant rise in the use of social media by travel intermediaries in communicating about product and price, which customers also most look for and respond to. Facebook alone and Facebook in combination with other social media was most popular among both intermediaries and customers; and SMSs are influential in making most customers buy the mixed category of travel products. What of the SMSs influences the customers most is the recall factor of the sought product information and comments and reviews. The findings can be useful to the travel managers in strengthening their social media marketing.

scholarly journals Dynamics between Digital Visibility through Social Media Marketing and Crowdfunding: Path to Succeed in Entrepreneurship

2020 ◽  
Vol 4 (2) ◽  
pp. 28-37
Author(s):  
Girish G P ◽  
Seeboli Ghosh
Keyword(s):  
Social Media ◽  
Emerging Market ◽  
Fund Raising ◽  
Social Media Marketing ◽  
Strongly Correlated ◽  
Start Up ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Effective Use ◽  
Wealth Generation

Digital visibility through social media marketing has played a colossal role in the realm of entrepreneurship and fund-raising. Strong positive dynamics between social media marketing and crowd-funding has the impending to decipher demand-supply gap of fundraising at the pre-seed stage. In this study, we explore the relationship between usage of social media and awareness of crowd-funding as a viable option for raising pre-seed capital in an emerging market of India which has witnessed the exponential growth of start-up companies and entrepreneurship in the past few years. The results of the study suggest that awareness of different options of crowdfunding for raising pre-seed capital is strongly correlated with the effective usage of social media platforms by the organizations. From an organization’s perspective, it has been found that effective use of Social Media platforms increases with the duration involved in social media platforms. The results of the study give a perspective for all entrepreneurs, fundraisers, and start-up companies that how digital visibility through social media marketing can unravel the problem of crowd-funding. With a growing trend of today’s youth using social media marketing worldwide, the strong dynamics between crowd-funding and social media marketing is expected to breed exponentially in terms of their contribution to the economy, wealth generation, and job creation.

scholarly journals The allure of luxury brands’ social media activities: a uses and gratifications perspective

2019 ◽  
Vol 32 (3) ◽  
pp. 603-626 ◽  
Author(s):  
Navdeep Athwal ◽  
Doga Istanbulluoglu ◽  
Sophie Elizabeth McCormack
Keyword(s):  
Social Media ◽  
Uses And Gratifications ◽  
Information Source ◽  
Social Media Marketing ◽  
Luxury Brands ◽  
Online Data ◽  
Content Type ◽  
Analysis Strategy ◽  
Marketing Activities ◽  
Use Of Social Media

Purpose The purpose of this paper is to explore the social media marketing activities of luxury brands, guided by uses and gratifications theory (UGT). It examines the gratifications sought by millennials, a new core luxury consumer group, and the gratifications obtained when following and connecting with luxury brands. Design/methodology/approach Online data are gathered from Facebook, Instagram and Twitter accounts of five top luxury brands. In addition, 30 in-depth interviews with millennials, the new generation of luxury consumers, were conducted. Thematic analysis strategy was followed to analyze the data and present the findings. Findings Luxury brands remain distant and aloof, which helps them to maintain a sense of exclusivity. User activity, ranging from observations to commenting on and liking luxury brand content, leads to the gratification of two types of need: affective and cognitive. Two affective needs that are satisfied by luxury brands’ social media marketing activities are aesthetic appreciation and entertainment. Cognitive needs are satisfied through the functional use of social media as an information source. Originality/value Several studies have investigated social media from the perspective of UGT, but this study is the first to investigate the implications of luxury brands’ social media usage with the lenses of UGT.

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.

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