Social Networking Sites and Marketing Strategies

2015 ◽  
pp. 207-239
Author(s):  
Ying Wu ◽  
Malcolm Stewart ◽  
Rebecca Liu
Keyword(s):  
Social Network ◽  
Social Networking ◽  
Marketing Strategy ◽  
Social Networking Sites ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Online Marketing ◽  
Strategy Development ◽  
Network Marketing ◽  
Online Word Of Mouth

This chapter begins with an introduction to social networking. The opportunities and challenges of social network sites regarding marketing strategies are discussed and these provide a foundation for exploring viral marketing with regard to the development of online word-of-mouth activities on social networking sites. This chapter explores strategies for successful viral marketing and investigates strategic perspectives of social networking. We look into several types of social networking sites available for consumers to share and access information and experience such as Facebook and Twitter in the context of marketing strategy decision-making. The chapter concludes with an examination of the online marketing mix regarding social network marketing strategy development and a case study (Fiesta Movement Campaign) and methodology is also included to ‘bridge the gap' between the academic theory in this chapter and an example showing how marketers in the industry have taken advantage of social networking sites to promote their business.

Social Networking Sites and Marketing Strategies

2018 ◽  
pp. 39-72 ◽  
Author(s):  
Ying Wu ◽  
Malcolm Stewart ◽  
Rebecca Liu
Keyword(s):  
Social Network ◽  
Social Networking ◽  
Marketing Strategy ◽  
Social Networking Sites ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Online Marketing ◽  
Strategy Development ◽  
Network Marketing ◽  
Online Word Of Mouth

This chapter begins with an introduction to social networking. The opportunities and challenges of social network sites regarding marketing strategies are discussed and these provide a foundation for exploring viral marketing with regard to the development of online word-of-mouth activities on social networking sites. This chapter explores strategies for successful viral marketing and investigates strategic perspectives of social networking. We look into several types of social networking sites available for consumers to share and access information and experience such as Facebook and Twitter in the context of marketing strategy decision-making. The chapter concludes with an examination of the online marketing mix regarding social network marketing strategy development and a case study (Fiesta Movement Campaign) and methodology is also included to ‘bridge the gap' between the academic theory in this chapter and an example showing how marketers in the industry have taken advantage of social networking sites to promote their business.

Social Media as a New Emerging Tool of Marketing

2017 ◽  
pp. 1-10
Author(s):  
Rawan T. Khasawneh
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Social Networking ◽  
Social Networking Sites ◽  
Social Media Marketing ◽  
Network Marketing ◽  
The Third ◽  
Electronic Marketing ◽  
Distinct Features

During the fast growth of social media, the ways companies usually use in their marketing are changed; social networks became a great approach for companies to improve their communication with customers. The wide usage of social networking sites and tools by individuals makes companies want to think carefully on how they can benefit from such usage in rebuilding their relationship with customers and increasing their engagement level. Such companies found that social media marketing is the solution through which companies and their customers will become much closer. This chapter covers three main sections where traditional marketing and electronic marketing concepts are reviewed in the first section. Then a detailed exploration of social networks and their distinct features is presented in the second section. Finally a discussion of social network marketing tools and its related technologies is explored in the third section.

scholarly journals Social Networking Sites As Emerging Communication Avenue For Social Influence Via E-Formity: Insights And Future Perspective In Indian Economy

2021 ◽  
Vol 12 (5) ◽  
pp. 1616-1622
Author(s):  
Dr. Arun Kaushal
Keyword(s):  
Social Influence ◽  
Social Networking ◽  
Social Networking Sites ◽  
User Behavior ◽  
Viral Marketing ◽  
Online Marketing ◽  
Future Perspective ◽  
Business Organizations ◽  
Internet User Behavior ◽  
Word Of Mouth Communication

In rapid changing technological environment, a number of communication tactics are available for marketers of the 21st century that involves several new features including mouth- to- mouth promotion that has taken radical step in the form of social media marketing especially via social networking sites (Ceil, 2019).This new form of marketing is also known as Electronic Word –of- mouth communication (e -WOM) and viral marketing (Roy, Datta, & Mukherjee, 2019). In current paper, an attempt has been made to discuss the hidden insights about significant contributions of social networking sites for social influence in the form of e-formity. In order to proceed for this study, the deep and critical literature review was done by reading the research papers from Jstor, Emerald, Wiley, Taylor and Francis, Science Direct, Elsevier, Google scholar, etc. The information about internet user behavior of top ranked counties will also provide insights and knowledge to researchers or marketing professionals so that online marketing strategies can be cultivated for business organizations accordingly.

Targeted Online Marketing using Social Networking

2013 ◽  
Vol 3 (3) ◽  
pp. 37-50 ◽  
Author(s):  
Mohamed K. Watfa ◽  
Nima Najafi ◽  
Mahmoud Bakkar
Keyword(s):  
Social Networking ◽  
Marketing Strategy ◽  
Social Networking Sites ◽  
Group Membership ◽  
Online Marketing ◽  
Success Factor ◽  
Past Century ◽  
Target Marketing ◽  
Targeted Marketing ◽  
Group Memberships

For the past century, companies have had the luxury of deciding what they will produce and sell, what their brand message will be and how they will deliver it to their audience. Planning how best to allocate marketing dollars is arguably the most annoying challenge marketers face. The social web and more specifically, Web 2.0 have changed the original marketing strategy and have done so by giving rise to a new way of marketing where people belong to different social groups and markets have become conversations or recommendations. Social networking sites such as Facebook have reported exponential growth rates and have attracted millions of registered users, and they are interesting from a marketing point of view because they store large amounts of sensitive personal user data. In this paper, the authors introduce a targeted Marketing strategy that exploits group membership information that is available on social networking sites. More precisely, the authors show that information about the group memberships of a user can lead to a more efficient target marketing campaign. To determine the group membership of a user, the authors leverage well-known web browser history recording attacks and other available crawling services. The authors’ proposed algorithm is designed to use the captured customers' details and generate target marketing campaigns by relating each customer with certain rank of products. The authors demonstrate an Experiment by sending a SPAM Email to more than one thousand Facebook users and relate them with certain product pages. To measure the efficiency of the proposed techniques, the authors analyzed how many people have consequently accessed those pages and clicked on the products links inside those pages to get a promising success factor of 82%.

scholarly journals Investigation of Social Networking Function in the Development of Viral Marketing

2016 ◽  
Vol 10 (6) ◽  
pp. 112
Author(s):  
Ali Bonyadi Naeini ◽  
Erfan Sohrabi
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Social Networking ◽  
Significant Relationship ◽  
Social Space ◽  
Reliability And Validity ◽  
Viral Marketing ◽  
Test Reliability ◽  
Network Marketing ◽  
Elite Group

This study, to assess the functioning of social networks in the spread of viral marketing that took place in this particular case the country's IT industry were investigated. Therefore, the researcher has used the survey questionnaire and the population in this study, users of social page of Rahpooyan Rayan Gostar Bartar Company on Facebook. To test the validity of research tools, test reliability and validity study, Cronbach's alpha was used. According to Cochran sampling, sample size among Facebook users in the social network of Rahpooyan Rayan Gostar Bartar Company, 384 were identified. In this study, to determine the component that is used to analyze the hierarchy of the elite group of elite people in the study were 60 people, as a result, it was found there was a significant relationship between social media marketing and how its success that leads to the purchase of goods and services.According to the results of this study, it was found that there is a significant relationship between social network marketing to draw attention to animation, attractive image for color and design, attractive slogans, self-marketing, social networking, use of celebrities, the use of symbols and its impact on the purchase of goods. These results indicate that perhaps one of the most important reasons is to prevent people, goods or services in respect of their social networks, distrust of it. Trust, creates social space that organizations can operate in that space.

scholarly journals Pengembangan Strategi Pemasaran Ayam Barokah Melalui Digital Marketing

2020 ◽  
Vol 4 (2) ◽  
pp. 183-190
Author(s):  
Hartanti Hartanti ◽  
Rina Oktiyani
Keyword(s):  
Marketing Strategy ◽  
Rapid Development ◽  
Direct Marketing ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Digital Marketing ◽  
Strategy Development ◽  
Marketing System ◽  
Direct Sales ◽  
Chicken Farm

Abstrak  - Perkembangan tekhnologi yang makin pesat mempengaruhi tren pemasaran saat ini, dimana mulai beralih ke pemasaran online atau digital marketing. Digital Marketing System memberikan kemudahan dalam berkomunikasi dan bertukar informasi, juga lebih mudah dalam menawarkan produk, serta jangkauan pemasarannya lebih luas dan efisiensi biaya pemasaran. Kemudahan inilah alasan penggunaan Digital Marketing System di Peternakan Ayam Barokah Karangwuni, Doplang,Teras, Boyolali . Metode  penelitian yang  digunakan adalah diskriptif  kualitatif. Sumber data diperoleh dari hasil wawancara dengan para narasumber (informan) seperti peternak, pesaing, maupun konsumen, serta dari hasil observasi media online. Uji kevalidan data menggunakan triangulasi sumber. Teknik analisis data menggunakan analisis kualitatif yang terdiri dari reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitan penilitian menunjukkan bahwa terdapat penurunan penjualan dikarenakan permintaan menurun ditambah dengan kondisi pandemi covid 19, Untuk mengantisipasi menurunnya penjualan secara konvensional, peternakan ayam Barokah melakukan pemasaran langsung kepada konsumen tanpa melalui distributor, merubah produk dalam bentuk ayam matang, dan dengan digital marketing system, seperti menggunakan media sosial berupa Facebook, WhatsApp maupun Instagram, yang kemudian dikembangkan dengan Website. Pengembangan strategi digital marketing tersebut melalui tahap segmentasi, targeting, dan positioning. Kemudian mengkombinasikan 3 unsur bauran pemasaran berupa harga, produk, dan tempat, untuk mendukung maka unsur kempat yaitu promosi sebagai inti dari strategi digital marketing. Pengembangan strategi digital marketing berisi informasi mengenai variasi produk, harga dan cara pemesanan, penjualan langsung maupun layanan pesan antar. Kata Kunci: Strategi Marketing, Digital Marketing Abstract - The rapid development of technology has influenced the current marketing trends, which have begun to shift to online marketing or digital marketing. Digital Marketing System provides convenience in communicating and exchanging information, also easier in offering products, as well as wider marketing reach and marketing cost efficiency. This ease is the reason for the use of Digital Marketing System in Barokah Karangwuni Chicken Farm, Doplang, Teras, Boyolali. The research method used is descriptive qualitative. Data sources were obtained from interviews with informants (informants) such as farmers, competitors, and consumers, as well as from online media observations. Data validity test uses source triangulation. Data analysis techniques using qualitative analysis consisting of data reduction, data presentation, and drawing conclusions. The results of the research show that there is a decrease in sales due to decreased demand coupled with the condition of the covid pandemic 19, To anticipate the conventional decline in sales, Barokah chicken farms do direct marketing to consumers without going through distributors, changing products in the form of cooked chicken, and with a digital marketing system, such as using social media in the form of Facebook, WhatsApp and Instagram, which are then developed with the Website. The development of digital marketing strategies is through the stages of segmentation, targeting, and positioning. Then combine the 3 elements of the marketing mix in the form of price, product, and place, to support the four elements, namely promotion as the core of digital marketing strategy. Development of digital marketing strategies containing information on product variations, prices and ways to order, direct sales and delivery services.Keywords: Marketing Strategy, Digital Marketing

scholarly journals Influences of viral marketing in social networking sites on consumerism

2017 ◽  
Vol 19 (1) ◽  
pp. 89-104
Author(s):  
Krystle Jiajing Wong
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Low Cost ◽  
Geographical Area ◽  
Viral Marketing ◽  
Online Marketing ◽  
Local Context ◽  
Quantitative Methodology ◽  
Social Feedback ◽  
Comparison Theory

SNSs being a widely used online interaction tool have led to the widespread of online marketing strategies such as viral marketing. While interacting on SNSs, SNSs users tend to have the need to portray an ideal-self to gain positive social feedback, hence, the need to consume and purchase items or in restaurants and cafés promoted on viral marketing posts. Therefore, this study aims to look into factors influencing consumerism in the context of viral marketing on SNSs. Qualitative research method was implied based on Social Comparison Theory, Impulse Buying Theory and Affluenza Compulsive Buying Theory and interview was conducted on seven in-college youths in the area of Klang Valley. Eight main factors behind the influences of viral marketing in social networking sites have been identified, while two main qualities of consumerism were mainly discussed in this theory. Limitations were taken into account in terms of demographic and geographic as well as methodology. Future researchers are suggested to conduct a study with an equal number of both genders and at alternative geographical area using quantitative methodology for a more generalized and impactful results on other factors of viral marketing influencing consumerism. This study provides an insight for SMEs on the low-cost viral marketing through SNSs which promotes consumerism through rapid response rate. Socially, consumerism is also related to bankruptcy. This study would be one of the pioneer studies in Malaysia which looked into consumerism through viral marketing on SNSs, contributing to local context literature as well as from the context of SNSs which was not thoroughly studied by past researchers.

scholarly journals Application of social network analysis for determining the suitable social media influencers

2021 ◽  
Vol 10 (6) ◽  
pp. 348-354
Author(s):  
Mochamad Yudha Febrianta ◽  
Yusditira Yusditira ◽  
Sri Widianesty
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
The Other ◽  
Social Media Marketing ◽  
Other Hand ◽  
The Social

Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using “oyoindonesia” and ‘reddoorz’ as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media.

scholarly journals Online social networks as formal learning environments: Learner experiences and activities

2012 ◽  
Vol 13 (1) ◽  
pp. 144 ◽  
Author(s):  
George Veletsianos ◽  
Cesar Navarrete
Keyword(s):  
Social Network ◽  
Social Networking ◽  
Online Social Networks ◽  
Social Networking Sites ◽  
Learning Experience ◽  
Online Social Network ◽  
Online Course ◽  
Formal Learning ◽  
The Social

<p>While the potential of social networking sites to contribute to educational endeavors is highlighted by researchers and practitioners alike, empirical evidence on the use of such sites for formal online learning is scant. To fill this gap in the literature, we present a case study of learners’ perspectives and experiences in an online course taught using the Elgg online social network. Findings from this study indicate that learners enjoyed and appreciated both the social learning experience afforded by the online social network and supported one another in their learning, enhancing their own and other students’ experiences. Conversely, results also indicate that students limited their participation to course-related and graded activities, exhibiting little use of social networking and sharing. Additionally, learners needed support in managing the expanded amount of information available to them and devised strategies and “workarounds” to manage their time and participation.<br /><strong></strong></p>

Ascertaining Trust Indicators in Social Networking Sites

2013 ◽  
Vol 3 (2) ◽  
pp. 22-37
Author(s):  
N. Veerasamy ◽  
W. A. Labuschagne
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Social Networking ◽  
Social Networking Sites ◽  
Social Network Sites ◽  
Specific Focus

The use of social network sites has exploded with its multitude of functions which include posting pictures, interests, activities and establishing contacts. However, users may be unaware of the lurking dangers of threats originating from Social Networking Sites (SNS) which include malware or fake profiles. This paper investigates the indicators to arouse suspicion that a social networking account is invalid with a specific focus on Facebook as an illustrative example. The results from a survey on users’ opinions on social networks, is presented in the paper. This helps reveal some of the trust indicators that leads users to ascertaining whether a social networking profile is valid or not. Finally, indicators of potentially deceptive agents and profiles are given as a guideline to help users decide whether they should proceed with interaction with certain contacts.

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