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.

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.

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.

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.

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.

Social Media Marketing of Brands in the COVID-19 Pandemic

2022 ◽  
pp. 61-82
Author(s):  
Petek Tosun
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Media Marketing ◽  
The Novel ◽  
Media Communication ◽  
Health Crisis ◽  
The Social ◽  
Brand Promotion ◽  
Novel Coronavirus ◽  
Social Media Communication

This chapter explores the social media marketing communication of brands in the first days of the novel coronavirus (COVID-19) outbreak within the theoretical framework provided by signaling theory. The social media content of six Turkish brands was examined by content analysis. The findings have shown that brands shared posts in four themes: brand promotion, brand's COVID-19 messages, product promotion, and special day posts. Brands integrated the COVID-19 agenda in their social media communication in two ways. First, they designed and shared posts that focused solely on the pandemic. These COVID-19-related posts constituted a separate category that did not include any direct relevance to the brands' promotion activities. Second, they added COVID-19-related points in their social media posts. This study provides valuable findings for marketing practitioners and academicians regarding social media communication in a global health crisis.

scholarly journals Влияние контента на вовлеченность персонала розничной сети в отношения с брендом в социальных сетях (на примере Facebook)

2019 ◽  
pp. 60-68
Author(s):  
Сергей Шиловский
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Content Analysis ◽  
Retail Chain ◽  
Content Analysis Method ◽  
The Social ◽  
Brand Involvement ◽  
Retail Chains ◽  
The Impact ◽  
A Company

В статье представлены результаты исследования влияния контента на вовлеченность персонала розничных сетей в отношения с брендом на примере социальной сети Facebook. Работа посвящена описанию подхода к классификации характеристик контента и изучению влияния данных характеристик на вовлеченность персонала в отношения с брендом в социальных сетях. Показана взаимосвязь вовлеченности покупателей в отношения с брендом в социальных сетях и вовлеченности персонала в отношения с брендом в социальных сетях. Новизна авторского подхода заключается в том, что в процессе проведения исследования учитывалась специфика розничных сетей, включая, как специфику бренд-сообщества, так и специфику контента российских розничных сетей в социальной сети Facebook. Результаты исследования позволят маркетологам розничных сетей повысить вовлеченность потребителей в отношения с брендом в социальных медиа. This article is the description of the investigations of the content influence on the Russian FMCG retail chains staff brand involvement in the social network sites (taking Facebook as an example), conducted in April 2019. Recently, most retail chains in the world have actively been using social networks to build relationships with the consumers. The success of the business itself depends upon the success of building those relationships. In this regard, most Russian retail chains have their own Facebook brand page. A consumer brand involvement in social networks is an important goal for every retail chain. In this regard, in recent years, a large number of investigations have been conducted, stating how content affects the consumer brand involvement in the social networks. At the same time, researchers suggest that the brand community is homogeneous and consists of consumers only. However, the logic of serviceoriented marketing itself shows that not only consumers, but also other stakeholders develop the relationships with the brands. The specific feature of the retail chains is a large number of staff who are also the members of the brand communities. According to the Facebook algorithm the staff brand involvement influences on the consumer brand involvement in the social media. That’s why a company should take care not only of the consumers brand involvement but also of the staff brand involvement. This study focuses on the impact of the content on the staff brand involvement in the social networks. It defines the relevance of this investigation. The originality of the author's approach is the analysis of the content influence on the staff brand involvement in the social networks. Based on the previous investigations of the content influence on the consumers brand involvement, the advertising influence on the consumers and other studied content factors, that affect the consumer and staff involvement in the social media, were identified and used in the content analysis that was applied for this investigation. The investigation was conducted by the content analysis method, 460 posts posted on the brand pages of the Russian retail chains on Facebook were analyzed within the period from January 1 till April 30, 2019. The results of the survey allow us to understand what kind of content influences on the staff brand involvement in the social nets. After completing the investigation, the authors developed recommendations for marketers of the retail chains that will allow increasing the staff brand involvement.

scholarly journals MARKETING COMMUNICATION MODEL FOR SOCIAL NETWORKS

2018 ◽  
Vol 19 (3) ◽  
pp. 500-520
Author(s):  
Martin Klepek ◽  
Halina Starzyczná
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Resistance To Change ◽  
Online Advertising ◽  
Communication Model ◽  
Marketing Communication ◽  
Content Creation ◽  
The Social ◽  
Communication Needs

The advent of social media offers yet another set of communication channels which can brand add to integrated marketing communication strategies. Contrary to online advertising available on social media where traditional advertising logic provides an adequate explanation, the content creation and dialogue on social networks still lack sufficient understanding. Consequently, there are many companies which tend to misunderstand customers communication needs within the social media landscape. The obvious reason is the lack of knowledge combined with resistance to change. To bridge this gap, there is a need for empirical research which will clarify the current communication needs of customers. To explore this phenomenon, exploratory research employing questionnaire involving 481 respondents was evaluated with factor analysis method. Identification of three factors provided deeper insights into the understanding of attitudes and behaviour of the current internet population in the Czech Republic. Social network Facebook was chosen as the most widespread not only locally but also globally. Based on this research and previous research studies on communication, a new communication model is proposed in which the element of interaction is the most important. The proposed scheme bears some novel aspects. Firstly, the content in our model is not created outside as in previous models. A social network itself provides a platform for content creation. Secondly, we expanded the physical technical environment of the social network by the abstract brand community in which not only customers but the employees form a vital part. Lastly, the data plays an important role as a valuable tool for feedback and further analysis. Data flow from customer to company enables managers to execute true mass individualisation.

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.

scholarly journals Social Media Marketing in Practice of Polish Nationwide Catholic Opinion-Forming Weeklies. Case of Instagram and YouTube

Religions ◽  
2021 ◽  
Vol 13 (1) ◽  
pp. 19
Author(s):  
Monika Kaczmarek-Śliwińska ◽  
Gabriela Piechnik-Czyż ◽  
Anna Jupowicz-Ginalska ◽  
Iwona Leonowicz-Bukała ◽  
Andrzej Adamski
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
The Other ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Promotion Strategy ◽  
The Social ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Distribution Potential

This article, as the fourth in the cycle, presents the conclusions of the research project analysing marketing activities of Polish Catholic opinion-forming weeklies on the chosen social media platforms. This paper aims at presenting the results of the study on the use of Instagram and YouTube as marketing tools by the aforementioned weeklies. The authors focus on such topics as: (1) social media as a way of creating and distributing media products; (2) social media as a way of commercialising the content; (3) social media as carriers of marketing communication (including self-promotion). The empirical research is based on case studies and the content analysis of the social media profiles of the five selected magazines (Gość Niedzielny (GN), Tygodnik Katolicki Niedziela (TKN), Przewodnik Katolicki (PK), Idziemy (I) and Tygodnik Rodzin Katolickich Źródło (TRKŹ)). It can be concluded that some Catholic weeklies manage their accounts in a moderately professional way, using their visual and distribution potential and some functions of the platforms quite efficiently. On the other hand, they do not apply a regular and purposeful self-promotion strategy, do not use important mechanisms of the platforms such as the Shop and IGTV (on Instagram), and do not consistently build a profile or create playlists on YouTube.

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’.

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