Social Media and Its Implications for Marketing Communications

2017 ◽  
pp. 251-270
Author(s):  
Irina Yankova ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Customer Retention ◽  
Marketing Communications ◽  
Customer Engagement ◽  
Marketing Communication ◽  
Design And Implementation ◽  
Computer Mediated ◽  
Social Media Platforms ◽  
Way Of Thinking ◽  
The Uk

The field of marketing communications studies is often called on to close the gap between marketing and computer-mediated studies. This chapter engages with the concept of social media in the design and implementation of marketing communication programmes, particularly in the UK Fashion sector. The chapter goes on to conclude, rather skeptically, that understandings of the various nuances of social media platforms could engender effective customer retention programmes. It also offers a new way of thinking about customer engagement, incorporating social media platforms.

Social Media and Its Implications for Marketing Communications

2015 ◽  
pp. 252-270 ◽  
Author(s):  
Irina Yankova ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Customer Retention ◽  
Marketing Communications ◽  
Customer Engagement ◽  
Marketing Communication ◽  
Design And Implementation ◽  
Computer Mediated ◽  
Social Media Platforms ◽  
Way Of Thinking ◽  
The Uk

The field of marketing communications studies is often called on to close the gap between marketing and computer-mediated studies. This chapter engages with the concept of social media in the design and implementation of marketing communication programmes, particularly in the UK Fashion sector. The chapter goes on to conclude, rather sceptically, that understandings of the various nuances of social media platforms could engender effective customer retention programmes. It also offers a new way of thinking about customer engagement, incorporating social media platforms.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2017 ◽  
pp. 1305-1328
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2016 ◽  
pp. 235-258 ◽  
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.

Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction

First Monday ◽  
2017 ◽  
Vol 22 (5) ◽  
Author(s):  
Jacky Au Duong ◽  
Frauke Zeller
Keyword(s):  
Social Media ◽  
Computer Mediated Communication ◽  
Marketing Communication ◽  
Mediated Communication ◽  
Computer Mediated ◽  
Academic Researchers ◽  
Social Media Platforms ◽  
Business To Consumer ◽  
Source Of Information

Social media platforms have become the new centre of attention in business-to-consumer (B2C) communication. These interactions provide a rich source of information for businesses in terms of their customers’ preferences, backgrounds and behaviour. We introduce a multi-disciplinary theoretical and methodological framework based on studies in marketing, communication and computer-mediated communication, which aims to inform marketing professionals and academic researchers on how social media can facilitate B2C engagement.

The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry

2018 ◽  
pp. 1234-1257
Author(s):  
Ellen Stokinger ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Market Share ◽  
Communication Strategies ◽  
Customer Retention ◽  
Marketing Communication ◽  
Luxury Brands ◽  
Effective Application ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Ontological Relationship

Debates regarding the ontological relationship between Social Media and customer retention have attracted considerable attention, particularly in the luxury beauty industry. The use of Social Media in the luxury beauty industry has caused many heated debates as it is seen as a form of interference in the exclusivity of luxury brands by limiting the physical and sensual contact between brand and customer. The purpose of this chapter is to provide some insights into how social media impacts on the cosmetics industry. Further, we provide evidence that the effective application of social media in the luxury beauty industry could lead to wider market share, and customer retention. The chapter concludes with some strategies that practitioners and researchers can adopt to develop effective marketing communication strategies, using social media platforms.

scholarly journals The importance of social media on the FMCG market in Bangladesh

2020 ◽  
Vol 56 (3) ◽  
pp. 230-242
Author(s):  
Joanna Bednarz ◽  
Patricia Orelly
Keyword(s):  
Social Media ◽  
Research Method ◽  
Emerging Market ◽  
Marketing Communications ◽  
The Internet ◽  
Marketing Communication ◽  
Purchasing Decisions ◽  
Face To Face ◽  
Social Media Platforms ◽  
Use Of The Internet

AbstractObjectiveThe purpose of this paper is twofold: first, to identify the general use of the internet and examples of main social media used by residents of Bangladesh and second, to discover their potential in building marketing communication between FMCG manufacturers and consumers.MethodsThe research method used is a quantitative survey (face-to-face interviews) on the sample of 100 consumers conducted in September 2019 in Dhaka, the capital of Bangladesh.Key findingsThe majority of respondents have regular access to internet facilities and mainly two social media platforms are used: Facebook and YouTube. Product informations are sent to these media platforms for making purchasing decisions of the products of the FMCG market. Mostly males and the youngest group of respondents show the highest interest to social media.OriginalityThis study contributes to the literature to develop the understanding of marketing communications from the perspective of FMCG manufacturers entering Bangladesh, as it is being the emerging market.

scholarly journals Social Media Toxicity Classification Using Deep Learning: Real-World Application UK Brexit

Electronics ◽  
2021 ◽  
Vol 10 (11) ◽  
pp. 1332
Author(s):  
Hong Fan ◽  
Wu Du ◽  
Abdelghani Dahou ◽  
Ahmed A. Ewees ◽  
Dalia Yousri ◽  
...  
Keyword(s):  
Social Media ◽  
Hate Speech ◽  
Modern Society ◽  
User Generated Content ◽  
Real World Application ◽  
Proposed Model ◽  
Social Media Platforms ◽  
Public Dataset ◽  
The Uk ◽  
Harmful Side Effect

Social media has become an essential facet of modern society, wherein people share their opinions on a wide variety of topics. Social media is quickly becoming indispensable for a majority of people, and many cases of social media addiction have been documented. Social media platforms such as Twitter have demonstrated over the years the value they provide, such as connecting people from all over the world with different backgrounds. However, they have also shown harmful side effects that can have serious consequences. One such harmful side effect of social media is the immense toxicity that can be found in various discussions. The word toxic has become synonymous with online hate speech, internet trolling, and sometimes outrage culture. In this study, we build an efficient model to detect and classify toxicity in social media from user-generated content using the Bidirectional Encoder Representations from Transformers (BERT). The BERT pre-trained model and three of its variants has been fine-tuned on a well-known labeled toxic comment dataset, Kaggle public dataset (Toxic Comment Classification Challenge). Moreover, we test the proposed models with two datasets collected from Twitter from two different periods to detect toxicity in user-generated content (tweets) using hashtages belonging to the UK Brexit. The results showed that the proposed model can efficiently classify and analyze toxic tweets.

scholarly journals Confronting the digital mob: Press coverage of online justice seeking

2020 ◽  
Vol 35 (6) ◽  
pp. 597-612
Author(s):  
Daniel Trottier
Keyword(s):  
Social Media ◽  
Press Coverage ◽  
Social Actors ◽  
The Public ◽  
News Reports ◽  
The Press ◽  
Social Media Platforms ◽  
The Uk

This article offers an exploratory account of press coverage of digitally mediated vigilantism. It considers how the UK press renders these events visible in a sustained and meaningful way. News reports and editorials add visibility to these events, and also make them more tangible when integrating content from social media platforms. In doing so, this coverage directs attention to a range of social actors, who may be perceived as responsible for these kinds of developments. In considering how other social actors are presented in relation to digital vigilantism, this study focusses on press accounts of those either initiating or being targeted by online denunciations, and also on a broader and often amorphous range of spectators to such events, often referred to as ‘internet mobs’. Relatedly, this article explores how specific practices related to digital vigilantism such as denunciation are expressed in press coverage, as well as coverage of motivations by the public to either participate or facilitate such practices. Reflecting on how the press represent mediated denunciation will illustrate not only how tabloids and broadsheets frame such practices, but also how they take advantage of connective and data-generating affordances associated with social platforms.

scholarly journals Customer Engagement with Social Media Bank Pages with Reference to Facebook

2019 ◽  
Vol 8 (2S11) ◽  
pp. 3089-3095
Keyword(s):  
Social Media ◽  
Public Sector ◽  
Private Sector ◽  
Banking Sector ◽  
Banking System ◽  
Customer Engagement ◽  
Public And Private ◽  
Public Sector Banks ◽  
Social Media Platforms ◽  
Public And Private Sector

Indian banking sector is going through a massive transformation day by day with the advancement of Information and communication Technology and impact of digitization in the banking industry. After the core banking system, banks have moved further to reap the benefits of internet and mobile banking. In order to engage more customers anywhere and anytime without visiting the brick and mortar branches, the banks have now introduced the social media banking. Most of the people are already active in different social media platforms, so banks have grabbed that opportunity to reach people easily and provide services through social media. This paper has made an attempt to analyze the engagement of social media customers in different banks including public and private sector with reference to facebook bank page. The results show that most of the banks have presence on popular social media platforms. With respect to the engagement of customer to all facebook posts during the study period, public sector banks are posting more on their respective facebook page but the customers’ likes as well as dislikes are more for SBI, ICICI and AXIS. In case of shares and comments, SBI and PNB have more and are increasing continuously as these two banks post more on their respective facebook pages. But with respect to customer engagement per facebook post during the study period, customers are engaged more with private sector banks. And it can be said that regarding overall customer engagement people are more engaged with private sector over public sector banks.

scholarly journals The public accountability of social platforms: lessons from a study on bots and trolls in the Brexit campaign

2018 ◽  
Vol 376 (2128) ◽  
pp. 20180003 ◽  
Author(s):  
Marco Bastos ◽  
Dan Mercea
Keyword(s):  
Social Media ◽  
Large Scale ◽  
Ethical Issues ◽  
Lessons Learned ◽  
Information Warfare ◽  
The Public ◽  
Social Media Platforms ◽  
Application Programming ◽  
Access To Data ◽  
The Uk

In this article, we review our study of 13 493 bot-like Twitter accounts that tweeted during the UK European Union membership referendum debate and disappeared from the platform after the ballot. We discuss the methodological challenges and lessons learned from a study that emerged in a period of increasing weaponization of social media and mounting concerns about information warfare. We address the challenges and shortcomings involved in bot detection, the extent to which disinformation campaigns on social media are effective, valid metrics for user exposure, activation and engagement in the context of disinformation campaigns, unsupervised and supervised posting protocols, along with infrastructure and ethical issues associated with social sciences research based on large-scale social media data. We argue for improving researchers' access to data associated with contentious issues and suggest that social media platforms should offer public application programming interfaces to allow researchers access to content generated on their networks. We conclude with reflections on the relevance of this research agenda to public policy. This article is part of a discussion meeting issue ‘The growing ubiquity of algorithms in society: implications, impacts and innovations'.

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