Is Social Media Marketing Really Working?

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

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Social Media and its Impact on Decision Making for Trip

European Journal of Interdisciplinary Studies ◽

10.26417/ejis.v1i1.p8-15 ◽

2015 ◽

Vol 1 (1) ◽

pp. 8 ◽

Cited By ~ 1

Author(s):

Irma Shyle ◽

Vjollca Hysi

Keyword(s):

Decision Making ◽

Social Networks ◽

Social Media ◽

New Technologies ◽

Ease Of Use ◽

Development Platform ◽

Tourist Destinations ◽

Marketing Tool ◽

Use Of Social Media ◽

The Impact

Social networks are not a new phenomenon of the human community. Social communication tools represent a revolution in terms of the possibility of publicity for enterprises. In this way mechanisms of social networks have not only changed the instruments, but also the communication. Social media is not focused exclusively on the development platform of promotion and communication, but also in the implementation of services to create new business opportunities and career. Professional groups present in networks are often closed and specifically dedicated towards specific groups in order to achieve defined objectives and set by direction of the company that benefit from these platforms. Social communications tools represent a revolution in terms of publicity opportunities for enterprises. Social media is becoming the key marketing tool for organizations who manage tourist destinations, in this way having a major impact on tourism markets. The role which social media is playing in various aspects of life is becoming increasingly every day, especially in areas such as social interaction and cultural and educational aspects of our lives. Social media are becoming important tools in marketing management for companies of tourist destinations, having a major impact on tourism markets. The arrival of new technologies such as social media have made it possible to change the way consumers seek information on their buying decisions. Ease of use, flexibility and interactivity offered by these social sites makes it easy for customers to get information that after all generate sales. These interactive web pages that have the status of social communities encourage consumers to interact with the community, strengthening prospects of customers. This will be resulted in customers who visit the community more often to get the desired information (Poon, A. 1993). With advices or knowledge that they get from the community they build the perception of destination and are used for making decisions by consumers. The purpose of this paper is to highlight the use of social media and the impact of social media in the decision making to travel by consumers choosing Albanian.

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The Impact of Social Media Marketing on the Relationship Among Dynamic Capabilities and Performance

Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing - Developments in Marketing Science: Proceedings of the Academy of Marketing Science ◽

10.1007/978-3-319-24184-5_48 ◽

2015 ◽

pp. 179-179

Author(s):

Felipe Uribe Saavedra ◽

Joan Llonch Andreu ◽

Josep Rialp Criado

Keyword(s):

Social Media ◽

Dynamic Capabilities ◽

Social Media Marketing ◽

And Performance ◽

The Impact ◽

The Relationship

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Branded Content on Social Media

Building Brand Identity in the Age of Social Media - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-5143-0.ch005 ◽

2017 ◽

pp. 118-131

Keyword(s):

Social Media ◽

Brand Equity ◽

Marketing Strategies ◽

Social Media Marketing ◽

Vital Part ◽

Long Run ◽

Social Media Platforms ◽

Marketing Tool ◽

The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

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Social Network Citizenship

Handbook of Research on Business Social Networking ◽

10.4018/978-1-61350-168-9.ch017 ◽

2012 ◽

pp. 339-357 ◽

Cited By ~ 2

Author(s):

Mina Seraj ◽

Aysegul Toker

Keyword(s):

Social Networks ◽

Social Media ◽

Social Network ◽

Conceptual Model ◽

Online Social Networks ◽

Marketing Strategies ◽

Social Media Marketing ◽

Marketing Practice

This chapter describes and discusses the specificities of membership commitment to online social networks. While delineating these specificities, we introduce the concept of social network citizenship (SNC) to define the characteristics of committed network members. A conceptual model involving commencement, creation, change, and commitment is developed in order to establish the antecedents of this new concept. In addition, the implications for marketing practice are discussed to reveal how companies can acquire social network citizens to retain their social media marketing strategies successful.

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Social Media in Bosnia and Herzegovina

International Journal of Engineering & Technology ◽

10.14419/ijet.v7i3.10369 ◽

2018 ◽

Vol 7 (3) ◽

pp. 1821

Author(s):

Zvezdan Stojanović

Keyword(s):

Social Networks ◽

Social Media ◽

Bosnia And Herzegovina ◽

Telecommunication Infrastructure ◽

State Administration ◽

Wide Range ◽

Tourism Education ◽

Education Marketing ◽

Use Of Social Media ◽

The Impact

The use of social media has a wide range of applications in different areas of life. Accordingly, the impact of social networks in everyday life is growing. Bosnia and Herzegovina has a solid telecommunication infrastructure, which is of great importance for the development of social networks. This paper will show the application of social networks in areas such as tourism, education, marketing, politics and local and state administration bodies in Bosnia and Herzegovina.

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Dissemination of Scholarly Information Among the Research Scholars Through Social Networks and Media in Madurai Kamaraj University and Manonmaniam Sun

Advances in Library and Information Science - Measuring and Implementing Altmetrics in Library and Information Science Research ◽

10.4018/978-1-7998-1309-5.ch012 ◽

2020 ◽

pp. 132-144

Author(s):

P. Pitchaipandi

Keyword(s):

Social Networks ◽

Social Media ◽

Physical Education ◽

Department Of Education ◽

Use Of Social Media ◽

The Impact

This chapter tries to analyse the impact and use of social media among the research scholars in Madurai Kamaraj University and Manonmaniam Sundaranar University. The result of the study found that 66 (56.90%) were Manonmaniam Sundaranar University and the Residual respondents 50 (43.10%) were Madurai Kamaraj University. Thirty-three (66%) Madurai Kamaraj University were male, and 29 (43.94%) were male from Manonmaniam Sundaranar University. Seventy-three (62.93%) come under the category of 26 to 35 years; 22 (18.97%) were in the category of up to 25 years. Thirty (25.86%) belong to the department of management/commerce; 14 (12.07%) were from the department of education/physical education. Seventy-eight (67.24%) were seeing Facebook, and 33 (28.45%) of the respondents used Twitter.

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Communicating Work–Family Research Beyond Academia for Thought Leadership and Impact

10.1093/oxfordhb/9780199337538.013.35 ◽

2015 ◽

Author(s):

Monique Valcour ◽

Suzanne De Janasz

Keyword(s):

Social Networks ◽

Social Media ◽

Mediated Communication ◽

Family Research ◽

Learning And Teaching ◽

The Past ◽

Work Family ◽

Use Of Social Media ◽

The Impact ◽

Thought Leadership

The widespread use of social media over the past few years has dramatically altered how individuals communicate and engage with one another. Some academics have begun to embrace this development as an opportunity to engage with people outside of academia and to make an impact on the issues that consume our thinking as work–family scholars. Although social media are now pervasive, many scholars are unsure of how to utilize social networks, blogs, and other nonacademic outlets in valuable and meaningful ways. We offer a variety of strategies to help academics craft their own course for harnessing the power of new forms of technology-mediated communication to amplify the impact of their scholarship as well as to enrich their research, learning, and teaching.

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Social Network Citizenship

Cyber Behavior ◽

10.4018/978-1-4666-5942-1.ch006 ◽

2014 ◽

pp. 84-102

Author(s):

Mina Seraj ◽

Aysegul Toker

Keyword(s):

Social Networks ◽

Social Media ◽

Social Network ◽

Conceptual Model ◽

Online Social Networks ◽

Marketing Strategies ◽

Social Media Marketing ◽

Marketing Practice

This chapter describes and discusses the specificities of membership commitment to online social networks. While delineating these specificities, we introduce the concept of social network citizenship (SNC) to define the characteristics of committed network members. A conceptual model involving commencement, creation, change, and commitment is developed in order to establish the antecedents of this new concept. In addition, the implications for marketing practice are discussed to reveal how companies can acquire social network citizens to retain their social media marketing strategies successful.

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Social Media Marketing in Creating Brand Awareness and Brand Trust

MANTHAN Journal of Commerce and Management ◽

10.17492/manthan.spl19.1 ◽

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.

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