The features of transnational corporations’ advertisement in social networks

2019 ◽  
pp. 89-92
Author(s):  
Daniella Mushka ◽  
Yeva Erfan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Wide Spectrum ◽  
Subsequent Development ◽  
Transnational Corporations ◽  
Target Audience ◽  
Social Media Marketing ◽  
Scientific Article ◽  
The Social ◽  
The Given

This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.

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.

scholarly journals Forming Partnership Relations by Applying Social Media Marketing Tools

2020 ◽  
Vol 4 (46) ◽  
pp. 201-209
Author(s):  
N. V. Proskurnina ◽  
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Value Chain ◽  
Performance Metrics ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Social Success ◽  
The Social ◽  
Marketing Activities ◽  
Digital Channels

The purpose of the article is to study the main digital channels of marketing activities and determine the methodology of building partnership relations in the value chain in social networks for retail operators. The research results in determining the basic digital channels, tools and technologies influencing the efficiency of carrying out the market promotion strategy for the goods produced by a retail enterprise. Several key benefits of using social media in the retail marketing strategy have been identified. The process of building partnership relations in the value chain in social networks has also been formed. Since the first step to building partnership relations in the value chain in social networks is to define goals and objectives, common goals for retail operators have been identified. It has been proved that the general goals for retail operators can be as follows: to increase brand awareness; to increase sales quality and return on investment; to create a loyal fan base. It has been pointed out that social media marketing can help to reach a number of goals, such as: increasing the web-site traffic; creating quality leads (perspective customers who have reacted in any way to the marketing interaction); constructing conversions; increasing brand awareness; creating the brand identity and a positive brand association; improving communication and interaction with target audiences. The social success cycle, comprising four stages (social listening, social influence, social network, social selling), has been mentioned, and the essence of each stage has been defined. Besides, the goals and performance metrics of each stage within the social success cycle have been summarized. The formation of methodological foundations for evaluating the effectiveness of marketing activities in the context of digital transformation using the generalized Harrington desirability function can serve as the prospect for further research.

FRIENDVERTISING

2015 ◽  
pp. 2051-2076
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.

scholarly journals Identification of user’s credibility on twitter social networks

2021 ◽  
Vol 24 (1) ◽  
pp. 554
Author(s):  
Faraz Ahmad ◽  
S. A. M. Rizvi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Machine Learning Algorithms ◽  
Support Vector ◽  
Nearest Neighbours ◽  
The Social ◽  
Class Labelling ◽  
Social Media Platforms ◽  
Media Platform ◽  
The Given

<p>Twitter is one of the most influential social media platforms, facilitates the spreading of information in the form of text, images, and videos. However, the credibility of posted content is still trailed by an interrogation mark. Introduction: In this paper, a model has been developed for finding the user’s credibility based on the tweets which they had posted on Twitter social networks. The model consists of machine learning algorithms that assist not only in categorizing the tweets into credibility classes but also helps in finding user’s credibility ratings on the social media platform. Methods and results: The dataset and associated features of 100,000 tweets were extracted and pre-processed. Furthermore, the credibility class labelling of tweets was performed using four different human annotators. The meaning cloud and natural language understanding platforms were used for calculating the polarity, sentiment, and emotions score. The K-Means algorithm was applied for finding the clusters of tweets based on features set, whereas, random forest, support vector machine, naïve Bayes, K-nearest-neighbours (KNN), J48 decision tree, and multilayer perceptron were used for classifying the tweets into credibility classes. A significant level of accuracy, precision, and recall was provided by all the classifiers for all the given credibility classes.</p>

scholarly journals Analysis of B-2-C Social Media Communication in Germany

2018 ◽  
Vol 3 (3) ◽  
pp. 23-31
Author(s):  
Knut Linke ◽  
Torben Friedrich
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Media Marketing ◽  
User Interactions ◽  
Media Communication ◽  
Sports Clubs ◽  
Retail Business ◽  
The Social ◽  
Marketing Activities ◽  
Social Media Communication

In this research paper, social media marketing activities of social media accounts from German business are analyzed for the social networks Facebook, Twitter, Instagram, Xing and LinkedIn. As research objects were the context of the interaction, the used and targeted social network functionalities and the behavior of the companies selected. The selection of social media accounts for the research included companies which are currently member from the stock market indices DAX and MDAX, additional online and offline retail business, successful German sports clubs, celebrities and others businesses. Also and to be sure to evaluate high-class social media marketing, the German social media award winners from 2015-2017 were analyzed. Out of the results of those two analyses, the results were derivate. The results display different usage approaches between the researched networks and the business fields. As result of the research, several contexts approaches for social media posts are defined. The results contain suggestions for the standardization of those contexts and the different approaches how functions from social networks can be used for user interactions. That includes the targeted reactions and standardized reactions of user interactions.

The social media transformation process: curating content into strategy

2015 ◽  
Vol 20 (3) ◽  
pp. 326-343 ◽  
Author(s):  
Mark Kilgour ◽  
Sheila L. Sasser ◽  
Roy Larke
Keyword(s):  
Social Media ◽  
Transformation Process ◽  
Target Audience ◽  
Consumer Information ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
Content Marketing ◽  
Media Transformation

Purpose – Social media is an engaging area of research that is rapidly evolving. The purpose of this paper is to focus on how corporations should effectively utilize this new media as a marketing channel. The key to any successful communication strategy is matching the message to the target audience and achieving customer engagement. Two important target audience variables were identified as crucial when determining an organization’s social media communications strategy: the level of brand relationship, and the level of category involvement. Design/methodology/approach – Depth interviews were initially employed, followed by questionnaires, and then computer assisted content analysis was performed on 723 online media articles relating to social media marketing to identify semantic and conceptual relationships. Findings – Research from both a customer and corporate perspective led to insights into how organizations can develop their social media strategies in order to transform their brand message from being perceived as a commercial source of information to a social source – the social media transformation process. Research limitations/implications – This research suggests a finer level of segmentation of social media users that will lead to content strategies adapted to fit the current levels of brand and category involvement. This could be used by organization to develop a model of best practice to achieve their social media objectives. Practical implications – It is crucial for organizations to understand how different groups of users influence, receive, curate, and interact via social media. The greater the depth of this knowledge, the greater the effectiveness of content marketing strategies developed by the corporation. Organizations that utilize social media marketing must carefully analyse the large amount of consumer information available to them, listen to consumer conversations, and determine the needs and segments that will be most receptive to different approaches. They must also accept that in a social media environment user generated content and interactive communication processes should be at the heart of successful strategy. Originality/value – To date, there has been limited analysis of how relationship and involvement factors drive social media content (Cho et al., 2014; Malthouse et al., 2013). More research is needed to understand how key user characteristics lead to content that fully utilizes the social interaction and message diffusion potential of this media. This paper introduces a hierarchy of content marketing based upon the type of relationship between the user and the organization, as well as their level of product category involvement.

scholarly journals USING SOCIAL MEDIA MARKETING FOR ATTRACTING FOREIGN TOURISTS TO GEORGIAN DESTINATIONS

2019 ◽  
Vol 4 (7) ◽  
pp. 39-48
Author(s):  
NUGZAR TODUA
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Technological Development ◽  
Marketing Research ◽  
Online Reviews ◽  
Tourism Industry ◽  
Social Media Marketing ◽  
Online Information ◽  
The Social ◽  
Travel Agencies

At current stage business development cannot be imagined without social networks. The customers spend more and more time in social networks and get most part of the information from them. Therefore, for the companies, the social media is a powerful tool for attraction of clients and for competition. Usingthe social media marketing is particularly popular in tourism industry. Technological changes in mass media allow immediate distribution of information in the sphere of tourism. Reasonable using of social networks in tourism requires creative marketing approaches ensuring coverage of the target audience to maximal possible extent. Sites of social media became the primary source of information for the destination management organizations. Usually the tourists trust online information and before commencement of travel they visit the forums and online reviews, as well as specialized blogs. Hence, there is a close relationship between involvement of tourists’ social network sites and change in their behavior. Technological development and globalization of media creates new opportunities providing sharing the information between tourist consumers through blogs, web sites or destination sites. The destinations need creative and powerful social media marketing strategies to attract potential visitors. Social media helps the destinations to communicate with the visitors at relatively low costs and higher effectiveness than traditional communication methods. Social media, as an instrument for stimulation is used for the purposes of interactive marketing. Though, it is notable that there is a growing number of visitors, who use social media applications, creating new challenges in entire tourism industry. As social media plays a significant role in the activities of travel agencies, we found reasonable to find out the level of satisfaction of the foreign tourists with the activities of Georgian tourist companies in social media. Market research showed that of social media platforms, among the foreign tourists the most widespread is Facebook. 85.1% of the respondents use it. It is followed by YouTube (54.7%), Instagram (32.4%), Google+ (31.1%), Linkedin (29.9%), Twitter (27.2%) and MySpace (15.5%). 14% of the respondents use the other social networks (Pinterest, Tumblr, Flickr, Reddit, Ask.fin, Vkontakte, Odnoklassniki). Study demonstrated interest of the respondents to the information provided by the sites related to tourism, their trust and satisfaction. Analysis shows that the respondents are satisfied with the social media marketing offered by Georgian travel agencies to certain extent. As a result of our market study we can conclude that Georgia is an attractive destination for the foreign tourists. Therefore, the number of repeated visits to Georgia increases from year to year. In making choice of Georgian travel agencies, the foreign tourists basically rely on the information in social networks and word-of-mouth marketing. Though, interest, trust and satisfaction of the foreign customers to social media marketing offered by Georgian travel companies are at the average level. Therefore, foreign tourists evaluate media marketing activities conducted by Georgian tourist companies as average and this underlines insufficient activity of Georgian tourist companies in social networks. With the help of marketing research obtained levels of interest, reliability and satisfaction of foreign tourists in relationto social media marketing provided by Georgian destinations.On the basis of analysis of the research results statistically significant values were obtained that show influence of the activity, interest and reliability regarding to social media marketing provided by Georgian destinations on the foreign tourists’ satisfaction.In the work statistically significant value is also received reflecting the influence of the social media activity provided by Georgian destinations on buying behavior of foreign tourists’.

FRIENDVERTISING

2014 ◽  
pp. 1575-1600
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.

Emotive Trending And Tracking of Tweets

2017 ◽  
Vol 7 (11) ◽  
pp. 25
Author(s):  
Sanjay Chhataru Gupta
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
The Social ◽  
The World ◽  
Complex Events

Popularity of the social media and the amount of importance given by an individual to social media has significantly increased in last few years. As more and more people become part of the social networks like Twitter, Facebook, information which flows through the social network, can potentially give us good understanding about what is happening around in our locality, state, nation or even in the world. The conceptual motive behind the project is to develop a system which analyses about a topic searched on Twitter. It is designed to assist Information Analysts in understanding and exploring complex events as they unfold in the world. The system tracks changes in emotions over events, signalling possible flashpoints or abatement. For each trending topic, the system also shows a sentiment graph showing how positive and negative sentiments are trending as the topic is getting trended.

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.

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