scholarly journals Building Brand Relationship Through Millennial Generation Behaviors: Marketing Strategy on Instagram

2022 ◽  
Vol 6 (2) ◽  
pp. 37-49
Author(s):  
Geralda Carnelian Tantra

The theme of this research is the preparation of a marketing strategy in social media by considering the market and considerations of the aforementioned social media platforms. This study aims at the behavior of the intended target market and the development of suitable methods for that market to improve the performance of content development on Instagram social media. This research is based on the theory that has been put forward by marketing experts and business innovation which can be applied simply in the marketing activities held. The close relationship between the brand and the target market will show the role of communication through targeted marketing activities, especially in Indonesia.   Keywords: Brand, Target Market, Instagram, Communication, Marketing Strategy.

Author(s):  
Tatjana Pivac ◽  
◽  
Mirjana Maksimović ◽  
Ivana Blešić ◽  
◽  
...  

The wineries recognized the increasingly important role of digital marketing as a valuable and appropriate tool to reach consumers. Wineries owners need to learn to use and apply social media in their marketing activities, as well as which activities are most effective for their needs. This paper intends to provide a brief analysis of digital wine marketing and social media marketing contributions for the wineries to increase brand awareness, sales, and development. The purpose of this research is to investigate social media adoption and engagement amongst wineries and more importantly to understand the activities they use to interact with consumers on social media platforms. For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.


2020 ◽  
Vol 20 (1) ◽  
pp. 207-230
Author(s):  
Zainul Muhaimin Achmad

Become a new paradigm for achieving marketing success that is by establishing and maintaining relationships with consumers on an ongoing basis, which is called the marketing strategy. Likewise with KJKS Benefits of Surabaya. Finally the conclusion of this paper is, that: first the role of marketing KJKS Benefits of Surabaya in an effort to introduce savings and financing products to consumers is very important and also become one of the success of a company to earn profits, for the development of its products, for the continuity of its business, and for business continuity, KJKS Benefits of conducting marketing activities in the form of Advertising, Marketing, Publicity, Individual Sales, and Direct Sales. Second, the marketing strategy carried out by KJKS Benefit Surabaya in an effort to introduce and market savings and financing products is to establish cooperation with members who work with KJKS Benefit Surabaya, through print media, advertisements, exhibitions and through general trends that are currently considered to be very easy and practical in conveying information about a product by marketers both Cooperatives and other business companies, namely through the Social Media network.


2020 ◽  
Vol 3 (2) ◽  
pp. 75-102
Author(s):  
Ramasela Semang L. Mathobela ◽  
Shepherd Mpofu ◽  
Samukezi Mrubula-Ngwenya

An emerging global trend of brands advertising their products through LGBTIQ+ individuals and couples indicates growth of gender awareness across the globe. The media, through advertising, deconstructs homophobia and associated cultures through the use of LGBTIQ+s in commercials. This qualitative research paper centres the advancement of debates on human rights and social media as critical in the interaction between corporates and consumers. The Gillette, Chicken Licken‘s Soul Sisters and We the Brave advertisements were used to critically analyse how audiences react to the use of LGBTIQ+ characters and casts through comments posted on the brands‘ social media platforms. Further, the paper explored the role of social media in the mediation of significant gender issues such as homosexuality that are considered taboo to engage in. The paper used a qualitative approach. Using the digital ethnography method to observe comments and interactions from the chosen advertisement‘s online platforms, the paper employed queer and constructionist theories to deconstruct discourses around same-sex relations as used in commercials, especially in quasiconservative. The data used in the paper included thirty comments of the brands customers and audiences obtained from Twitter, Facebook and YouTube. The paper concludes there are positive development in human rights awareness as seen through advertisements and campaigns that use LGBTIQ+ communities in a positive light across the world.


Author(s):  
Munmun De Choudhury

Social media platforms have emerged as rich repositories of information relating to people’s activities, emotions, and linguistic expression. This chapter highlights how these data may be harnessed to reason about human mental and psychological well-being. It also discusses the emergent role of social media in providing a platform of self-disclosure and support to distressed and vulnerable communities. It reflects on how this new line of research bears potential for informing the design of timely and tailored interventions, provisions for improved personal and societal well-being assessment, privacy and ethical considerations, and the challenges and opportunities of the increasing ubiquity of social media.


2021 ◽  
pp. 016344372110158
Author(s):  
Opeyemi Akanbi

Moving beyond the current focus on the individual as the unit of analysis in the privacy paradox, this article examines the misalignment between privacy attitudes and online behaviors at the level of society as a collective. I draw on Facebook’s market performance to show how despite concerns about privacy, market structures drive user, advertiser and investor behaviors to continue to reward corporate owners of social media platforms. In this market-oriented analysis, I introduce the metaphor of elasticity to capture the responsiveness of demand for social media to the data (price) charged by social media companies. Overall, this article positions social media as inelastic, relative to privacy costs; highlights the role of the social collective in the privacy crises; and ultimately underscores the need for structural interventions in addressing privacy risks.


2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das

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.


Genealogy ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 52
Author(s):  
Bronwyn Carlson ◽  
Tristan Kennedy

Social media is a highly valuable site for Indigenous people to express their identities and to engage with other Indigenous people, events, conversations, and debates. While the role of social media for Indigenous peoples is highly valued for public articulations of identity, it is not without peril. Drawing on the authors’ recent mixed-methods research in Australian Indigenous communities, this paper presents an insight into Indigenous peoples’ experiences of cultivating individual and collective identities on social media platforms. The findings suggest that Indigenous peoples are well aware of the intricacies of navigating a digital environment that exhibits persistent colonial attempts at the subjugation of Indigenous identities. We conclude that, while social media remains perilous, Indigenous people are harnessing online platforms for their own ends, for the reinforcement of selfhood, for identifying and being identified and, as a vehicle for humour and subversion.


2021 ◽  
Author(s):  
Thabo J van Woudenberg ◽  
Roy Hendrikx ◽  
Moniek Buijzen ◽  
Julia CM van Weert ◽  
Bas van den Putte ◽  
...  

BACKGROUND Although emerging adults play a role in the spread of COVID-19, they are less likely to develop severe symptoms after infection. Emerging adults’ relatively high use of social media as source of information raises concerns regarding COVID-19 related behavioral compliance (i.e., physical distancing) in this age group. OBJECTIVE Therefore, the current study investigated physical distancing in emerging adults in comparison to older adults and looked at the role of using social media for COVID-19 news and information in this regard. In addition, this study explored the relation between physical distancing and different social media platforms and sources. METHODS Secondary data of a large-scale national longitudinal survey (N = 123,848, 34.% male) between April and November 2020 were used. Participants indicated, ranging for one to eight waves, how often they were successful in keeping 1.5 meters distance on a 7-point Likert scale. Participants between 18 and 24 years old were considered young adults and older participants were identified as older adults. Also, a dummy variable was created to indicate per wave whether participants used social media for COVID-19 news and information. A subset received follow-up questions asking participants to indicate which platforms they have used and what sources of news and information they had seen on social media. All preregistered hypotheses were tested with Linear Mixed-Effects Models and Random Intercept Cross-Lagged Panel Models. RESULTS Emerging adults reported less physical distancing behaviors than older adults (b = -.08, t(86213.83) = -26.79, p < .001). Also, emerging adults were more likely to use social media for COVID-19 news and information (b = 2.48, SE = .11, Wald = 23.66, p = <.001), which mediated the association with physical distancing, but only to a small extend (indirect effect: b = -0.03, 95% CI = [-0.04; -0.02]). Opposed to our hypothesis, the longitudinal Random Intercept Cross-Lagged Panel Model showed no evidence that physical distancing was predicted by social media use of the previous wave. However, we did find evidence that using social media affected subsequent physical distancing behavior. Moreover, additional analyses showed that most social media platforms (i.e., YouTube, Facebook and Instagram) and interpersonal communication showed negative associations with physical distancing while others platforms (i.e. LinkedIn and Twitter) and Governmental messages showed no to a slightly positive associations with physical distancing. CONCLUSIONS In conclusion, we should be vigilant for physical distancing of emerging adults, but this study give no reason the to worry about the role of social media for COVID-19 news and information. However, as some social media platforms and sources showed negative associations, future studies should more carefully look into these factors to better understand the associations between social media use for news and information, and behavioral interventions in times of crisis.


2021 ◽  
Author(s):  
Olivia Hughes ◽  
Rachael Hunter

BACKGROUND Psoriasis is a chronic inflammatory skin condition, which can be affected by stress. Living with psoriasis can trigger negative emotions, which may influence quality of life. OBJECTIVE This study explored the experiences of people with psoriasis with attention to the potential role of anger in the onset and progression of the chronic skin condition. METHODS Semi-structured qualitative interviews were conducted with twelve participants (n=5 females, n=7 males) recruited online from an advert on a patient charity’s social media platforms. Data were transcribed and analysed using thematic analysis. RESULTS Four key themes were identified: (1) ‘I get really angry with the whole situation:’ anger at the self and others, (2) the impact of anger on psoriasis: angry skin, (3) shared experiences of distress, and (4) moving past anger to affirmation. CONCLUSIONS Findings suggest that anger can have a perceived impact on psoriasis through contributing to sensory symptoms and unhelpful coping cycles and point to a need for enhanced treatment with more psychological support. The findings also highlight the continued stigma which exists for people living with skin conditions and how this may contribute to, and sustain, anger for those individuals. Future research could usefully focus on developing targeted psychosocial interventions to promote healthy emotional coping with psoriasis.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Liang Ma ◽  
Xin Zhang ◽  
Gaoshan Wang ◽  
Ge Zhang

PurposeThe purpose of the present study is to build a research model to study how the use of different enterprise social media platforms affects employees' relationship capital, and the moderating role of innovation culture is also examined.Design/methodology/approachStructural equation modeling was performed to test the research model and hypotheses. Surveys were conducted in an electronic commerce company in China that uses different social media platforms, generating 301 valid responses for analysis.FindingsFirst, private social media used for work-related purposes can contribute to employees' relationship capital, and public social media QQ used for work-related purposes can contribute to employees' communication quality. WeChat used for social-related purposes has a positive effect on employees' information exchange. Second, innovation culture acts as a positive moderator between work-related media use and employees' information exchange, while innovation culture acts as a negative moderator between social-related WeChat use and employees' information exchange. Third, innovation culture acts as a positive moderator between work-related QQ use and employees' trust, while innovation culture acts as a negative moderator between social-related QQ use and employees' trust.Originality/valueFirst, this paper contributes to the information system (IS) social media literature by studying the effect of the use of different enterprise social media platforms used for different purposes on employees' relationship capital. Second, the authors contribute to relationship capital theory by clarifying that use of public and private social media platforms for social- and work-related purposes is an important driver of the formation of employees' relational capital. Third, the present study also contributes to enterprise social media literature by confirming that innovation culture acts as a different moderator between use of different enterprise social media platforms and employees' relationship capital.


Sign in / Sign up

Export Citation Format

Share Document