Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

Using Social Media Marketing for Competitive Advantage

2018 ◽  
pp. 21-38 ◽  
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

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.

Customer Satisfaction on Social Media Marketing in Malaysian Hospitality Industry

2021 ◽  
pp. 228-263
Author(s):  
Joanna Pei Yi Kong ◽  
Alex Hou Hong Ng
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Competitive Advantage ◽  
Hospitality Industry ◽  
Social Media Marketing ◽  
Social Technology ◽  
Satisfaction Level ◽  
The Social ◽  
Business Efficiency ◽  
Social Media Tools

Customer satisfaction plays an important role in achieving the competitive advantage and ensures to bring success to the organizations. Nowadays, people tend to use technologies in boosting the revenue of their businesses as well as to promote the products and services. Therefore, this chapter is focusing on the factors that drive the satisfactions of the customers on the social media marketing in the hospitality industry in Malaysia. The research gaps have been identified on Malaysia's customer satisfaction on social media marketing in the hospitality industry. Hence, the objective of this research is to explore three factors that influence the satisfaction level of the customers on the technologie in the social media, namely social technology approach, social media tools, and socia media engagement. Last but not least, this study will also provide the researchers and managers with strategic plan in order to enhance the business efficiency.

scholarly journals Strategic Use of Social Media in Tourism Marketing: A Comparative Analysis of Official Tourism Boards

2018 ◽  
Vol 13 (2) ◽  
pp. 41-56
Author(s):  
Rashmiranjan Choudhury ◽  
Priyakrushna Mohanty
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Service Industry ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Tourism Marketing ◽  
The Social ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Effective Use

Marketing has reached new heights with social media platforms. In the changing scenario of the service industry, tourism is seen to receive the most attention from customers, stakeholders and other sectors through social media. The development of communication technology has enriched social media marketing. In India, Facebook has taken a lead role because of its market outreach and user count. Different tourism associates use this medium to showcase their products and services. In this context, Kerala is way ahead in social media marketing strategies while Odisha is in the niece states. This paper aims to analyse the social media marketing strategies adopted by the Odisha tourism board and other tourism boards through a comparative analysis. The study suggests some strategic measures for Odisha tourism board to ensure the effective use of social media in tourism.

scholarly journals Role of Social Media Networks in Promoting Hotel Industry

2021 ◽  
pp. 40-47
Author(s):  
Reena Lakha ◽  
Prof (Dr) A C Vaid
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Hotel Industry ◽  
Social Media Marketing ◽  
Social Media Networks ◽  
Social Media Site ◽  
The Social ◽  
Use Of Social Media ◽  
Insight Into

In recent years, the hotel industry has started to follow social media marketing strategy as part of its marketing campaign to improve its brand value. Social networking channels are the means a hotel is promoting itself through. There are various channels that the hotels use to communicate with the clients. This paper aims to pick the best channel and use it wisely, so it helps the hotel industry the most. This paper aims to identify the available social media sites for the hotel industry. This study adds new knowledge regarding the hotel's most common social media site. The paper will provide insight into the medium of the social site used for communications and the use of social media advertisements as an integral part of the hotel's marketing strategy.

scholarly journals Social Media Marketing Strategies: Air Arabia as a Study

2020 ◽  
Vol 2 (4) ◽  
pp. 55-74
Author(s):  
Fatima Qambar Al Maazmi
Keyword(s):  
Social Media ◽  
New Technology ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Target Market ◽  
Customer Base ◽  
The Social ◽  
Use Of Social Media ◽  
Media Channels ◽  
Social Media Strategy

Social media marketing is one of the best tools used by different companies to reach targeted customers. The main objective of the research was to assess social media marketing strategies in Air Arabia airlines and its productivity in interacting with potential and loyal clients. The study objectives include: to determine the social media marketing strategy used by Air Arabia and to assess the effectiveness of social media marketing strategic plans for current and future clients. The study adopted a qualitative approach. In order to attain the target, content analysis was used as the data collection method, which was taken from the social media channels reports provided by air Arabia social media executives. The data were thematically analyzed to gain a better understanding of the data collected. The study findings indicated that the company’s social media strategy is based on posting regular content that is mainly videos and photographs, with increased interaction on photos. The company’s Facebook account has the highest number of subscribers. The main reason for using social media marketing was to tap the new technology in their business, thus drawing in a pool of customers online. The study concluded that Air Arabia gained a competitive advantage over other airlines due to its strategic use of social media. Air Arabia’s main strategic plan for communicating with its customers was to build loyalty, thus increasing its competitive ability in the traveling industry. The main recommendation from the research is for Air Arabia to create its brand to the target market and listen actively to their clients online to expand its customer base. Overall, the social media strategy of Air Arabia is effective in achieving its goal.

scholarly journals Modern Approaches to Formation of a Social Media Marketing Strategy

2021 ◽  
Vol 2 (517) ◽  
pp. 346-351
Author(s):  
P. O. Chemorda ◽  
◽  
N. V. Vasiutkina ◽  
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Social Media Marketing ◽  
Current State ◽  
The Social ◽  
The Face ◽  
Content Strategy ◽  
Marketing Tool ◽  
Use Of Social Media

The article explores modern approaches to formation of a social media marketing strategy, taking into account the dynamics of their development, peculiarities of functioning and possible goals that can be set by economic actors on the face of such a marketing segment. A modern view on the use of social media as a marketing tool is specified, the specific features and existing approaches to the formation of marketing strategies in this sphere are defined. The current state and specificity of social media for business, marketing and consumer behavior are studied and analyzed. A characterization of the existing approaches to the formation of a social media marketing strategy is provided. The main functions of social media marketing content are allocated and generalized, namely: audience search, engagement, coordination and cooperation, which should become the basis for building up an effective strategy. The peculiarities of each function in the context of their application by different enterprises for various purposes are considered; their specifics are defined and summarized. The specifics of social media marketing work in the context of choosing goals and means of interacting with the audience through content are analyzed, on the basis of which two main approaches to the formation of a content strategy for social media marketing, namely consumer and customer approaches, are summed up and classified. Their role, place and importance in forming the strategy of marketing interaction with consumers, partners and other users of social media are substantiated. A characterization of these approaches in the context of their goals, instruments and means is presented. Based on the carried out research, elements of the problem such as social media content marketing functions, their role in shaping social media strategy are generalized and classified; also generalized and allocated are the approaches to the formation of social media marketing. Based on this information, it is possible to take a more objective approach to the formation of the social media marketing strategy necessary for the goals of an enterprise, and on the basis of the drawn conclusions – to carry out further research in this direction.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Impact of 2.0 on Contemporary Marketing

2014 ◽  
pp. 367-388
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Social Media ◽  
Human Resources ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Marketing Plan ◽  
Crm System ◽  
Marketing Activities ◽  
Social Media Tools

Contemporary marketing recognizes the scope and complexities of marketing activities. It is a multidimensional and a dynamic concept, known as holistic marketing, that asks and allows for the support systems in order to permanently connect to the parties, to create value and long-term relationships among all. In this context, this chapter presents a wide review about conceptualization of relationship marketing and its evolution and integration within the broader concept of contemporary marketing. It highlights that the development of a program for implementing and managing a successful Customer Relationship Management (CRM) system is an essential part of a strategic contemporary marketing plan. Additionally, it is imperative to assess it to better demonstrate its success or failure. The metrics to do this are also revisited in this chapter. Still, the emerging capabilities of CRM systems using Internet technologies are putting tremendous challenges on organizations and their human resources. Reference is made to some social media tools that can be a cheap and useful support in marketing strategies.

Impact of 2.0 on Contemporary Marketing

2015 ◽  
pp. 767-788
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Social Media ◽  
Human Resources ◽  
Relationship Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Marketing Plan ◽  
Crm System ◽  
Marketing Activities ◽  
Social Media Tools

Contemporary marketing recognizes the scope and complexities of marketing activities. It is a multidimensional and a dynamic concept, known as holistic marketing, that asks and allows for the support systems in order to permanently connect to the parties, to create value and long-term relationships among all. In this context, this chapter presents a wide review about conceptualization of relationship marketing and its evolution and integration within the broader concept of contemporary marketing. It highlights that the development of a program for implementing and managing a successful Customer Relationship Management (CRM) system is an essential part of a strategic contemporary marketing plan. Additionally, it is imperative to assess it to better demonstrate its success or failure. The metrics to do this are also revisited in this chapter. Still, the emerging capabilities of CRM systems using Internet technologies are putting tremendous challenges on organizations and their human resources. Reference is made to some social media tools that can be a cheap and useful support in marketing strategies.

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