scholarly journals Komunikasi Pemasaran Antimo Anak di Media Sosial

2021 ◽  
Vol 1 (2) ◽  
pp. 208
Author(s):  
Annisa Dewi Yustita
Keyword(s):  
Social Media ◽  
Peer Influence ◽  
Online Community ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Buzz Marketing

Penelitian ini dilatarbelakangi oleh perkembangan media sosial, khususnya di segmen industri. Banyak industri memanfaatkan media sosial sebagai saluran promosi. Namun, industri farmasi merupakan industri yang lambat mengadopsi media sosial sebagai sarana komunikasi pemasaran. Lambatnya industri farmasi dalam mengadopsi media sosial juga terjadi pada PT Phapros, Tbk yang merupakan produsen Antimo AnakPenelitian ini bertujuan untuk mengetahui lebih lanjut dan menganalisis proses komunikasi pemasaran Antimo Anak di media sosial dilihat dari sisi motivasinya (antecedents). Penelitian ini menggunakan berbagai konsep terkait komunikasi pemasaran seperti media sosial, social media marketing, motivasi (antecedents) yang diturunkan lagi menjadi customer engagement, viral marketing, buzz marketing, peer influence, dan online community. Pendekatan kualitatif digunakan dalam penelitian ini untuk menggali informasi lebih dalam terkait aktivitas komunikasi pemasaran Antimo Anak di media sosial melalui wawancara semi terstruktur dengan narasumber internal dan informan untuk mendapatkan hasil yang lebih komprehensif. Berdasarkan hasil wawancara dengan narasumber, dijelaskan bahwa motivasi Antimo Anak melakukan komunikasi pemasaran di media sosial adalah karena kekuatan media sosial yang bisa menciptakan keterikatan dengan pelanggan (customer engagement) dan viral marketing.

Library collections promotion for preadolescents using social media marketing strategies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ko-Chiu Wu ◽  
Tsung-Ying Yang
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Specific Reference ◽  
Content Type ◽  
Event Marketing ◽  
Buzz Marketing ◽  
Library Collections

PurposeThis study aims to explore preadolescents' opinions of the social media marketing strategies hosted by libraries to promote collections.Design/methodology/approachAn experimental Facebook page was created with posts containing interesting animations, games and book recommendations. A questionnaire survey was administered to 262 preadolescents between 11 and 13 years old to seek their opinions about the posts, and confirmatory factor analysis was used to measure their acceptance of the marketing strategies.FindingsThe authors examined the effects of five marketing strategies: word-of-mouth marketing, buzz marketing, event marketing, viral marketing and gamification marketing. In terms of sharing, word-of-mouth marketing proved the most popular, followed by buzz marketing. Participants were least accepting of viral marketing. The authors found that gamification marketing resulted in higher engagement than did event marketing. The preadolescent participants preferred engagement marketing strategies over information sharing strategies.Originality/valueAccording to the uses and gratification theory, preadolescents seek, share and engage with information in ways that differ from other age groups. With specific reference to hedonic engagement by preadolescents, the authors built a two-fold model to describe the information-seeking behaviors of preadolescents from the perspective of marketing strategies. The study findings indicate that librarians who use Facebook to promote library collections should first employ gamification and word-of-mouth marketing to build trust with preadolescent users. Event and buzz marketing will then be more effective when applied within the context of this trust.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA

2020 ◽  
Vol 5 (1) ◽  
pp. 54
Author(s):  
Muhammad Nurfauzi Awaludin ◽  
Sigit Sukmono
Keyword(s):  
Social Media ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Online Questionnaire ◽  
Convenience Sampling ◽  
Spss Software ◽  
Intervening Variables

<p>The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.</p>

Social Media Marketing Web X.0 of Opportunities

2010 ◽  
pp. 2305-2316
Author(s):  
Lemi Baruh
Keyword(s):  
Social Media ◽  
Semantic Web ◽  
Online Advertising ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Successful Implementation ◽  
Future Trends ◽  
The World ◽  
Advertising Models ◽  
Media Applications

In recent years social media applications, which enable consumers to contribute to the world of online content, have grown in popularity. However, this growth is yet to be transformed into a sustainable commercial model. Starting with a brief overview of existing online advertising models, this chapter discusses the opportunities available for advertisers trying to reach consumers through social media. The chapter focuses on viral marketing as a viable option for marketers, reviews recent viral marketing campaigns, and offers recommendations for a successful implementation of social media marketing. In conclusion, the author examines future trends regarding the utilization of the emerging Semantic Web in marketing online.

Creative tourism marketing and social media management.

2021 ◽  
pp. 151-153
Author(s):  
Elena Paschinger
Keyword(s):  
Social Media ◽  
Online Community ◽  
Strategic Communication ◽  
Social Media Marketing ◽  
Media Management ◽  
Tourism Marketing ◽  
Communication Goals ◽  
Interactive Nature ◽  
German Speaking ◽  
Marketing Tool

Abstract Creative tourism, due to its interactive nature and lively cultural exchange between locals and travellers, particularly lends itself to the opportunities presented by social media marketing. This is especially true when it comes to blogs, video posts, or (live) story updates on social media. Care should be given to always have a professional strategy in content marketing: choosing one social media platform over another has to be in line with your company's strategic communication goals and may be aided by other competent partners, such as professional digital content creators. Further, establishing a publication guideline in the form of an editorial calendar can help creative tourism managers better reap the benefits of social media marketing. This has been demonstrated in highlighting the example of Kreativ Reisen Österreich Creative Tourism Austria, which over the years has successfully built up an online community of creative travellers in the German-speaking parts of Europe. Regarding future trends in digital marketing, suffice to say that good content, and now context, will always matter and interactive content will become increasingly mainstream. An interesting context creative tourism could seek for the purpose of its continued proliferation worldwide is an association with destination video storytelling. As virtually all tourism destinations employ various video platforms, and live video formats, to highlight their travel offers, creative tourism is especially likely to head to the forefront of this type of social media marketing tool.

scholarly journals Social media marketing and customer engagement : a focus on small and medium enterprises (SMEs) in South Africa

2021 ◽  
Vol 18 (1) ◽  
pp. 48-69
Author(s):  
B URBAN ◽  
◽  
TL MAPHATHE ◽  
Keyword(s):  
South Africa ◽  
Social Media ◽  
Small And Medium Enterprises ◽  
Cross Sectional Study ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Primary Data ◽  
Cross Sectional ◽  
Social Media Platforms ◽  
Medium Enterprises

Social media platforms are increasingly used by SMEs who have fewer resources and need to rely on social media marketing to engage with their customers. This article investigates the extent to which social media platforms specifically Facebook, Instagram, and Twitter contribute to increased customer engagement. While past studies have concentrated on the adoption of social media in predominantly western contexts, this research is focused on SMEs in a relatively under-researched African market context, South Africa. The research design was a quantitative cross-sectional study relying on primary data collection, where hypotheses were tested using statistical analyses in terms of correlational and regression analyses. Results support the hypotheses where the use of Facebook, Instagram, and Twitter platforms show a significant and positive relationship with increased customer engagement. The findings have management implications where owner-managers should make use of social media by maintaining and growing an extensive network of ties to both collect information and identify resources, as well as to build a reputation and engage with their customers.

Online Engagement Among Restaurant Customers: The Importance of Enhancing Flow for Social Media Users

2019 ◽  
Vol 44 (2) ◽  
pp. 252-277 ◽  
Author(s):  
Bomin Kim ◽  
Michelle (Myongjee) Yoo ◽  
Wan Yang
Keyword(s):  
Social Media ◽  
Information Quality ◽  
Communication Technologies ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Competitive Advantages ◽  
System Quality ◽  
Online Engagement ◽  
Positive Attitudes ◽  
Through Flow

The increased usage of digital communication technologies has transformed online engagement into a key aspect of the modern customer experience in the hospitality industry. The flow theory is especially important for understanding customer engagement in the online environment. The purpose of this study is to examine the antecedents of flow and to investigate its influence on the positive attitudes and continuance intentions among the users of social media. The study’s results show that challenge, information quality, and system quality all play significant roles in flow; and flow leads to positive attitudes and continuance intentions, which indicates the importance of creating flow to increase customer engagement. Academically, this study contributes to the limited body of literature on the flow experience and customer engagement in the hospitality context. Additionally, it provides practical insights how to gain competitive advantages by strategically managing customer engagement with social media marketing through flow.

Social Media Marketing

2010 ◽  
pp. 33-44 ◽  
Author(s):  
Lemi Baruh
Keyword(s):  
Social Media ◽  
Semantic Web ◽  
Online Advertising ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Successful Implementation ◽  
Future Trends ◽  
The World ◽  
Advertising Models ◽  
Media Applications

In recent years social media applications, which enable consumers to contribute to the world of online content, have grown in popularity. However, this growth is yet to be transformed into a sustainable commercial model. Starting with a brief overview of existing online advertising models, this chapter discusses the opportunities available for advertisers trying to reach consumers through social media. The chapter focuses on viral marketing as a viable option for marketers, reviews recent viral marketing campaigns, and offers recommendations for a successful implementation of social media marketing. In conclusion, the author examines future trends regarding the utilization of the emerging Semantic Web in marketing online.

Social Media and Viral Marketing in China

2014 ◽  
pp. 24-64
Keyword(s):  
Social Media ◽  
New Media ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Media Environment ◽  
Telecommunication Technology ◽  
Chinese Characteristics ◽  
Wireless Telecommunication

Social media, a range of various new communication applications based on Internet and wireless telecommunication technology, provide a new media environment for marketing. This chapter first reviews literature about social media and social media marketing, specifically viral marketing. It then provides an overview on the development of social media in China, followed by a detailed description of a popular form of social media – microblogs. In the last section, some Chinese characteristics of social media marketing are briefly summarized.

Sign in / Sign up

Export Citation Format

Share Document