Viral Marketing via Social Networking Sites

E-Marketing ◽  
2012 ◽  
pp. 389-411
Author(s):  
Ranadeva Jayasekera ◽  
Thanos Papadopoulos
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Viral Marketing ◽  
University Environment ◽  
Efficient Alternative ◽  
Brand Perception ◽  
Customer Attitudes ◽  
Positive Effect

This chapter focuses on the role of social networking sites in viral marketing through a case study in a university environment. Over the last years, companies are using alternative channels including social networking sites to promote their products. The specific channel provides the opportunity to connect with customers and achieve marketing objectives. The study aims to gather the perspectives of students on social networking sites as a form of marketing and draw on their views to establish implications and practical recommendations for marketers. By using questionnaires and focus groups interviews, the study ascertained that companies which were active in social networking sites developed a positive effect on customer attitudes, particularly brand perception, but had little to no effect on the actual customer behaviour patterns. It is also concluded that social networking sites suggest an efficient alternative channel for marketing purposes.

Viral Marketing via Social Networking Sites

2011 ◽  
pp. 301-323
Author(s):  
Ranadeva Jayasekera ◽  
Thanos Papadopoulos
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Viral Marketing ◽  
University Environment ◽  
Efficient Alternative ◽  
Brand Perception ◽  
Customer Attitudes ◽  
Positive Effect

This chapter focuses on the role of social networking sites in viral marketing through a case study in a university environment. Over the last years, companies are using alternative channels including social networking sites to promote their products. The specific channel provides the opportunity to connect with customers and achieve marketing objectives. The study aims to gather the perspectives of students on social networking sites as a form of marketing and draw on their views to establish implications and practical recommendations for marketers. By using questionnaires and focus groups interviews, the study ascertained that companies which were active in social networking sites developed a positive effect on customer attitudes, particularly brand perception, but had little to no effect on the actual customer behaviour patterns. It is also concluded that social networking sites suggest an efficient alternative channel for marketing purposes.

Excessive social networking sites use and online compulsive buying in young adults: the mediating role of money attitude

2018 ◽  
Vol 19 (3) ◽  
pp. 310-327 ◽  
Author(s):  
Saeed Pahlevan Sharif ◽  
Ken Kyid Yeoh
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Compulsive Buying ◽  
Content Type ◽  
Mediating Role ◽  
Money Attitude ◽  
Use Of Social Media ◽  
Positive Effect

Purpose This paper aims to investigate the effect of excessive use of social networking sites on online compulsive buying, and whether this effect is mediated by the dimensions of money attitude (i.e. power-prestige, distrust and anxiety) in young Malaysian adults. Design/methodology/approach A correlational cross-sectional, questionnaire-based design was adopted. A total of 1,155 university students completed an online survey. A parallel multiple mediator model was then developed and tested using covariance-based structural equation modeling. Findings Excessive use of social media had a positive effect on money attitude dimensions and online compulsive buying. Also, power-prestige and anxiety dimensions of money attitude mediated the positive effect of excessive use of social networking sites on online compulsive buying. Practical implications Several implications for the parents of young adults, institutions of higher learning as well as banks that provide services to these youths have been suggested. Originality/value Little is known about the effect of excessive use of social media on compulsive online buying and the mechanisms behind it. This study contributes to the literature by testing the mediating role of money attitude in the effect of use of social networking sites on online compulsive buying.

The role of social networking sites in the revolution of 25 January 2011 Egyptian

2019 ◽  
Vol 2 (3) ◽  
pp. 1
Author(s):  
Qassim Alwan Saeed ◽  
Khairallah Sabhan Abdullah Al-Jubouri
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Arab Spring ◽  
The World ◽  
The Revolution

Social media sites have recently gain an essential importance in the contemporary societies، actually، these sites isn't simply a personal or social tool of communication among people، its role had been expanded to become "political"، words such as "Facebook، Twitter and YouTube" are common words in political fields of our modern days since the uprisings of Arab spring، which sometimes called (Facebook revolutions) as a result of the major impact of these sites in broadcasting process of the revolution message over the world by organize and manage the revolution progresses in spite of the governmental ascendance and official prohibition.

Social Networking Sites Continuance: An Application of Extended Theory of Planned Behaviour

2015 ◽  
Vol 8 (1) ◽  
Author(s):  
Himanshu Rajput
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Theory Of Planned Behaviour ◽  
Standard Theory ◽  
Planned Behaviour ◽  
Privacy Concerns ◽  
Proposed Model ◽  
Continued Use ◽  
Moderating Role

Social networking sites (SNSs) have become popular in India with the proliferation of Internet. SNSs have gained the interests of academicians and researchers. The current study is an endeavor to understand the continuance of social networking sites in India. The study applies an extended version of theory of planned behavior. Additional factors privacy concerns and habits were incorporated into the standard theory of planned behaviour. A survey was conducted in a Central University in India. Overall, data was collected from 150 respondents. PLS-SEM was used to test the proposed model. All the hypotheses except the moderating role of habits between intentions and continued use of social networking sites, were supported by the results. Habits were found to affect continued use of social networking sites indirectly through continued intentions.

Older and Younger Job Seekers' Impression Management on LinkedIn

2021 ◽  
Vol 20 (2) ◽  
pp. 61-74
Author(s):  
Franciska Krings ◽  
Irina Gioaba ◽  
Michèle Kaufmann ◽  
Sabine Sczesny ◽  
Leslie Zebrowitz
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Impression Management ◽  
Social Networking Sites ◽  
The Internet ◽  
Job Seekers ◽  
Self Presentation ◽  
Job Offers ◽  
Research Show

Abstract. The use of social networking sites such as LinkedIn in recruitment is ubiquitous. This practice may hold risks for older job seekers. Not having grown up using the internet and having learned how to use social media only in middle adulthood may render them less versed in online self-presentation than younger job seekers. Results of this research show some differences and many similarities between younger and older job seekers' impression management on their LinkedIn profiles. Nevertheless, independent of their impression management efforts, older job seekers received fewer job offers than younger job seekers. Only using a profile photo with a younger appearance reduced this bias. Implications for the role of job seeker age in online impression management and recruitment are discussed.

scholarly journals Vulnerable Narcissism in Social Networking Sites: The Role of Upward and Downward Social Comparisons

2021 ◽  
Vol 12 ◽  
Author(s):  
Fanchang Kong ◽  
Meiru Wang ◽  
Xingjie Zhang ◽  
Xiaoyao Li ◽  
Xiaojun Sun
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Social Comparisons ◽  
Vital Role ◽  
Media Effect ◽  
Vulnerable Narcissism ◽  
The Media ◽  
Underlying Mechanisms ◽  
Comparative Theory

Social networking sites (SNSs) have provided a new platform for people to present their narcissism. The objective of the current study was to investigate the underlying mechanisms between active and passive SNS use and vulnerable narcissism among college students. In achieving this, the study based its method on the media effect and social comparative theory and recruited 529 participants to complete the Surveillance Use Scale, Iowa–Netherlands Comparison Orientation Measure, and Hypersensitivity Narcissistic Scale. The results showed that active and passive SNS use were positively related to upward and downward social comparisons. Active and passive SNS use also indirectly predicted vulnerable narcissism through the parallel mediation of upward and downward social comparisons. This study also revealed the vital role of social comparison in the association between SNS use and vulnerable narcissism.

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