Role of Social Media in Brand Promotion

2016 ◽  
pp. 62-88 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Social Media ◽  
Organizational Performance ◽  
Business Performance ◽  
Brand Management ◽  
Global Marketing ◽  
Marketing Social ◽  
The Social ◽  
Strategic Goals ◽  
Brand Promotion ◽  
Marketing Tool

This chapter aims to promote brand management through social media in global marketing, thus explaining the theoretical and practical overview of social media, evolving dynamics of brand management, shifts in global marketing dynamics, and brand promotion through social media in global marketing. Social media is a great way to reach a new group of targeted consumers. Social media is utilized as a marketing tool by marketers in creating brand relationship. The integration of social media and brand management is necessary for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in global marketing. The chapter argues that promoting brand management through social media in global marketing has the potential to enhance organizational performance and reach strategic goals in the social media age.

The Roles of Social Media Marketing and Brand Management in Global Marketing

2016 ◽  
pp. 173-200 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Social Media ◽  
Organizational Performance ◽  
Business Performance ◽  
Brand Management ◽  
Digital Age ◽  
Social Media Marketing ◽  
Global Business ◽  
Global Marketing ◽  
Performance Enhance ◽  
Strategic Goals

This chapter explains the roles of social media marketing and brand management in global marketing, thus describing the theoretical and practical concept of social media marketing, the overview of brand management, the significance of social media marketing, and the application of social media-related brand management in global marketing. The creation of social media marketing and brand management is necessary for modern organizations that seek to serve suppliers and customers, increase business performance, enhance competitiveness, and gain routine success in global business. Thus, it is vital for modern organizations to acknowledge their social media marketing and brand management utilization, establish a strategic plan to consistently evaluate their effective promotions, and immediately respond to social media marketing and brand management needs of customers. The chapter argues that applying social media marketing and brand management in global marketing has the potential to enhance organizational performance and achieve strategic goals in the digital age.

The Roles of Social Media Marketing and Brand Management in Global Marketing

2018 ◽  
pp. 425-453 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Social Media ◽  
Organizational Performance ◽  
Business Performance ◽  
Brand Management ◽  
Digital Age ◽  
Social Media Marketing ◽  
Global Business ◽  
Global Marketing ◽  
Performance Enhance ◽  
Strategic Goals

This chapter explains the roles of social media marketing and brand management in global marketing, thus describing the theoretical and practical concept of social media marketing, the overview of brand management, the significance of social media marketing, and the application of social media-related brand management in global marketing. The creation of social media marketing and brand management is necessary for modern organizations that seek to serve suppliers and customers, increase business performance, enhance competitiveness, and gain routine success in global business. Thus, it is vital for modern organizations to acknowledge their social media marketing and brand management utilization, establish a strategic plan to consistently evaluate their effective promotions, and immediately respond to social media marketing and brand management needs of customers. The chapter argues that applying social media marketing and brand management in global marketing has the potential to enhance organizational performance and achieve strategic goals in the digital age.

The Roles of Information Technology and Knowledge Management in Project Management Metrics

2016 ◽  
pp. 229-259
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Information Technology ◽  
Information System ◽  
Knowledge Management ◽  
Project Management ◽  
Organizational Performance ◽  
Business Performance ◽  
Global Business ◽  
It Capability ◽  
The Social ◽  
Strategic Goals

This chapter reveals the roles of Information Technology (IT) and Knowledge Management (KM) in Project Management (PM) metrics, thus explaining the theoretical and practical concepts of IT, IT capability, Information System (IS) effectiveness, KM, and PM; the measures of IT, KM, and PM metrics; and the significance of IT and KM in PM metrics. The fulfillment of IT and KM is essential for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve constant success in global business. Therefore, it is crucial for modern organizations to explore their IT and KM applications, establish a strategic plan to routinely inspect their functional advancements, and promptly respond to the IT and KM needs of customers. The chapter argues that applying IT and KM in PM metrics has the potential to enhance organizational performance and achieve strategic goals in the social media age.

The Roles of Information Technology and Knowledge Management in Project Management Metrics

2015 ◽  
pp. 332-361 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Information Technology ◽  
Information System ◽  
Knowledge Management ◽  
Project Management ◽  
Organizational Performance ◽  
Business Performance ◽  
Global Business ◽  
It Capability ◽  
The Social ◽  
Strategic Goals

This chapter reveals the roles of Information Technology (IT) and Knowledge Management (KM) in Project Management (PM) metrics, thus explaining the theoretical and practical concepts of IT, IT capability, Information System (IS) effectiveness, KM, and PM; the measures of IT, KM, and PM metrics; and the significance of IT and KM in PM metrics. The fulfillment of IT and KM is essential for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve constant success in global business. Therefore, it is crucial for modern organizations to explore their IT and KM applications, establish a strategic plan to routinely inspect their functional advancements, and promptly respond to the IT and KM needs of customers. The chapter argues that applying IT and KM in PM metrics has the potential to enhance organizational performance and achieve strategic goals in the social media age.

Mastering Social Media in the Modern Business World

2017 ◽  
pp. 18-44 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Social Media ◽  
Organizational Performance ◽  
Business Performance ◽  
Tourism Industry ◽  
Communication Management ◽  
Business World ◽  
Modern Business ◽  
Social Media Platforms ◽  
Strategic Goals ◽  
Media Applications

This chapter explains the overview of social media; the perspectives of social media marketing; social media and communication management; social media competence and knowledge sharing in modern business; social media applications in the tourism industry; social media applications in the health care industry; the multifaceted applications of social media platforms in modern business; and the importance of social media in the modern business world. The implementation of social media is required for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in the modern business world. The chapter argues that applying social media has the potential to enhance organizational performance and reach strategic goals in the social media age.

Mastering Social Media in the Modern Business World

2018 ◽  
pp. 111-137 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Social Media ◽  
Organizational Performance ◽  
Business Performance ◽  
Tourism Industry ◽  
Communication Management ◽  
Business World ◽  
Modern Business ◽  
Social Media Platforms ◽  
Strategic Goals ◽  
Media Applications

This chapter explains the overview of social media; the perspectives of social media marketing; social media and communication management; social media competence and knowledge sharing in modern business; social media applications in the tourism industry; social media applications in the health care industry; the multifaceted applications of social media platforms in modern business; and the importance of social media in the modern business world. The implementation of social media is required for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in the modern business world. The chapter argues that applying social media has the potential to enhance organizational performance and reach strategic goals in the social media age.

The Roles of Information Technology and Knowledge Management in Project Management Metrics

2018 ◽  
pp. 1191-1221 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Information Technology ◽  
Information System ◽  
Knowledge Management ◽  
Project Management ◽  
Organizational Performance ◽  
Business Performance ◽  
Global Business ◽  
It Capability ◽  
The Social ◽  
Strategic Goals

This chapter reveals the roles of Information Technology (IT) and Knowledge Management (KM) in Project Management (PM) metrics, thus explaining the theoretical and practical concepts of IT, IT capability, Information System (IS) effectiveness, KM, and PM; the measures of IT, KM, and PM metrics; and the significance of IT and KM in PM metrics. The fulfillment of IT and KM is essential for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve constant success in global business. Therefore, it is crucial for modern organizations to explore their IT and KM applications, establish a strategic plan to routinely inspect their functional advancements, and promptly respond to the IT and KM needs of customers. The chapter argues that applying IT and KM in PM metrics has the potential to enhance organizational performance and achieve strategic goals in the social media age.

scholarly journals The Roles of Knowledge Management and Organizational Innovation in Global Business

2016 ◽  
pp. 1156-1180
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Knowledge Management ◽  
Organizational Performance ◽  
Business Performance ◽  
Organizational Innovation ◽  
Information Age ◽  
Strategic Plan ◽  
Global Business ◽  
Strategic Goals

This chapter explains the roles of Knowledge Management (KM) and organizational innovation in global business, thus describing the theoretical and practical concepts of KM and organizational innovation; the significance of KM in global business; and the significance of organizational innovation in global business. The accomplishment of KM and organizational innovation is vital for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and attain regular success in global business. Thus, it is necessary for modern organizations to investigate their KM and organizational innovation applications, create a strategic plan to constantly explore their functional advancements, and immediately respond to KM and organizational innovation needs of customers. Applying KM and organizational innovation will significantly enhance organizational performance and achieve strategic goals in the information age.

Is Social Media Marketing Really Working?

2013 ◽  
pp. 174-193 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

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.

Is Social Media Marketing Really Working?

2014 ◽  
pp. 1260-1279 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

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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