Digital Marketing

2018 ◽  
pp. 28-49
Author(s):  
Cesar Pereira da Mota ◽  
Pedro Isaías
Keyword(s):  
Social Media ◽  
New Media ◽  
Information Search ◽  
Communication Channels ◽  
Digital Marketing ◽  
Online Questionnaire ◽  
Football Fans ◽  
Use Of Social Media ◽  
Marketing Actions ◽  
The Relationship

Despite the fact that the branding of football is not a new phenomenon, the emergence of new media has provided the means and the opportunity for the widespread promotion of football club's brands. At the same time, the growing popularity of social media among football fan has empowered them to express their opinions and has granted them unlimited resources for information search and exchange. This chapter aims to examine the relationship that exists between Real Madrid's digital marketing actions and its promotion as a brand and the loyalty of its supporters. An online questionnaire was distributed among sports and football fans in order to identify their profile, their preferred communication channels, their use of social media and their knowledge about Real Madrid.

Digital Marketing

2018 ◽  
pp. 18-38
Author(s):  
Cesar Pereira da Mota ◽  
Pedro Isaías
Keyword(s):  
Social Media ◽  
New Media ◽  
Information Search ◽  
Communication Channels ◽  
Digital Marketing ◽  
Online Questionnaire ◽  
Football Fans ◽  
Use Of Social Media ◽  
Marketing Actions ◽  
The Relationship

Despite the fact that the branding of football is not a new phenomenon, the emergence of new media has provided the means and the opportunity for the widespread promotion of football club's brands. At the same time, the growing popularity of social media among football fan has empowered them to express their opinions and has granted them unlimited resources for information search and exchange. This chapter aims to examine the relationship that exists between Real Madrid's digital marketing actions and its promotion as a brand and the loyalty of its supporters. An online questionnaire was distributed among sports and football fans in order to identify their profile, their preferred communication channels, their use of social media and their knowledge about Real Madrid.

scholarly journals Information Seeking in the Elite PDI Perjuangan about Gibran Election as the Solo Mayor

2019 ◽  
Vol 6 (6) ◽  
pp. 10
Author(s):  
Musayyarah Fatmayani ◽  
Drs Pawito ◽  
Widodo Muktiyo
Keyword(s):  
Social Media ◽  
Information Search ◽  
Information Seeking ◽  
Democratic Party ◽  
Political Elite ◽  
The Political ◽  
Seeking Behavior ◽  
Information Search Behavior ◽  
Use Of Social Media ◽  
The Relationship

This study aims to express an understanding of how information-seeking patterns among the political elite of the Indonesian Democratic Party of Struggle in Surakarta relate to the issue of the possible nomination of Gibran Rakabuming Raka - son of Indonesian President Joko Widodo as a candidate for Mayor of Surakarta. This research analyzes through social media, especially Facebook, about the relationship between information seeking behavior of the political elite of the Indonesian Democratic Party of Struggle (PDI Perjuangan) with certainty about the issues circulating in the community. This research paradigm uses phenomenology with a qualitative approach. The source / participant of this research is the political elite PDI Perjuangan this is because according to the news circulating Gibran will run for office using PDI Perjuangan party vehicles. This study concludes that the pattern of information seeking among the political elite of the Indonesian Democratic Party of Struggle (PDI Perjuangan) in Surakarta with information certainty needs. The need for information seeking is growing, making the PDI Perjuangan elite in Surakarta a source of information which then forms information search behavior patterns based on the use of social media, especially Facebook. 

scholarly journals Hubungan Penggunaan Fitur Insta Story Sebagai Media Promosi Dengan Minat Beli Produk Wellborn

InterKomunika ◽  
2018 ◽  
Vol 3 (2) ◽  
pp. 113
Author(s):  
Dea Permatasari
Keyword(s):  
Social Media ◽  
New Media ◽  
Significant Relationship ◽  
Research Method ◽  
Uses And Gratification ◽  
Technological Developments ◽  
Quantitative Correlational ◽  
Use Of Social Media ◽  
The Relationship

Abstract. Nowadays, the use of social media, one of which is the Instagram application in the Insta Story feature, has many advantages such as its wide coverage, because it uses online facilities, and its continuous connectivity. The presence of this new media makes it easier for humans to communicate daily. In the current era, companies need to utilize their resources optimally, and try to influence consumers' buying interest through the promotion of Wellborn products. Current technological developments make it easier for consumers to find information about a product on the market. The theory used in this research is the theory of Uses and Gratification. The research method used is quantitative correlational studies applying the rank Spearmen correlational formula to test whether there is the relationship between Attraction, Convert, and Transfrom, in using the insta story feature as a promotional medium, with the interest in buying Wellborn products. Sampling was carried out on 67 respondents as well as viewers. Based on the results of the study, it is showed that there was a significant relationship between the use of Insta Story features as a media promotion and the interest in buying Wellborn products; with a total coefficient value of 66,283.Keywords: buying interest, Instagram, Insta Story, PromotionAbstrak. Penggunaan media sosial saat ini mempunyai keunggulan salah satunya yaitu aplikasi instagram dalam fitur insta story yang cakupannya luas menggunakan fasilitas online dan terhubung kapanpun. Kehadiran media baru (new media) semakin memudahkan manusia dalam berkomunikasi sehari-hari.Di era sekarang perusahaan perlu memanfaatkan sumber dayanya dengan optimal, serta berusaha mempengaruhi minat beli konsumen melalui adanya promosi produk Wellborn. Perkembangan teknologi saat ini jauh lebih memudahkan para konsumen untuk mencari informasi tentang suatu produk yang ada di pasaran. Teori yang digunakan dalam penelitan ini adalah teori Uses and Gratification. Metode penelitian yang digunakan penulis dalam penelitian ini adalah kuantitatif studi korelasional dan menggunakan rumus korelasional rank spearmen untuk menguji apakah ada hubungan antara Attraction, Convert, dan Transfrom penggunaan fitur insta story sebagai media promosi dengan minat beli produk Wellborn. Pengambilan sample dilakukan kepada 67 orang responden followers sekaligus viewers. Berdasarkan hasil penelitian, menunjukkan bahwa terdapat hubungan yang signifikan antara Penggunaan Fitur Insta Story sebagai Media Promosi dengan Minat Beli Produk Wellborn dengan nilai total koefisien sebesar 66,283.Kata kunci: Minat beli, Instagram, Insta Story dan Promosi

scholarly journals Policy Makers and Their Communication Strategy

2020 ◽  
Vol 11 (3) ◽  
pp. 1
Author(s):  
Giulia Netti
Keyword(s):  
Social Media ◽  
Social Network ◽  
Communication Channels ◽  
Reliable Data ◽  
Communication Strategy ◽  
Policy Makers ◽  
Use Of Social Media ◽  
The Relationship ◽  
Institutional Websites

This paper wants to verify how politicians move within different communication channels, both in traditional networks (i.e., exploitative communications) and social network (i.e., explorational communications). The study of the role of these two forms of communication may ameliorate the current understanding of how politicians communicate with citizens; and also it aims at examining the relationship between traditional forms of communication used by politicians (here intended as the use of a personal website) and the use of social network (here measured in terms of the number of posts on Twitter) in influencing the tendency to be followed on social networks.This research aims to demonstrate that the choice of politicians in adopting both exploitative communication and explorational communication is more effective and efficient than choosing to adopt a single strategy.It is made two different study. In the study 1, we a collected data about votes by section, number elected by section, average voters for the last legislature for each Italian party. Data were extracted from the Minister of Internal Affairs. Five models were created and they are estimated for the most important Parties of the last legislature in which reliable data exist for votes by section, number elected by section, average voters, Followers on Facebook, Likes Instagram, Likes Facebook, Followers on Instagram, Facebook Profile and Followers on Twitter.The supplementary analysis is further test of our hypothesis. We a collected data concerning traditional channels - in particular the use of institutional websites and personal websites - and data relating to social media in particular, were collected for each individual parliamentarian (deputies and senators).Specifically, a moderation analysis was conducted in which followers on Twitter served as the dependent variable. The results support our hypothesis.This study has found important and significant results compared to the use of social media by Italian politicians. However, it has many potentialities to explore.

The growing influence of social and digital media

2017 ◽  
Vol 119 (8) ◽  
pp. 1766-1780 ◽  
Author(s):  
Carlo Russo ◽  
Mariarosaria Simeone
Keyword(s):  
Social Media ◽  
Theoretical Model ◽  
New Media ◽  
Digital Media ◽  
Market Equilibrium ◽  
Online Questionnaire ◽  
Content Type ◽  
Food Industries ◽  
Use Of Social Media ◽  
The Impact

Purpose The purpose of this paper is to devise and then test a theoretical model to illustrate the effects of the increasing importance of social media on consumer behavior and market equilibrium in differentiated food industries. Design/methodology/approach The authors use game theory to model the strategic use of social media by firms producing high-value food products. The authors test the predictions of the theoretical model by means of a survey of 722 randomly selected Italian food consumers using an online questionnaire. Findings The model predicts that, as social media become more and more influential, consumers using the new media become more informed, and their concern about food quality attributes increases. At the same time, the consumers using mass media only receive less information and they prefer cheaper products to the high value one. As a result, the emergence of social media favours market segmentation and the hypotheses tested were: Social consumers are, on average, more informed than mass consumers and more concerned about environmental issues than mass consumers. The data support the theoretical model. Originality/value The paper contributes to the debate about the impact of information from interested sources on market equilibrium, providing an innovative analysis of the role of social media.

scholarly journals Impact of social media on tourism education

2020 ◽  
Vol 210 ◽  
pp. 22008
Author(s):  
Rojanard Waramontri
Keyword(s):  
Social Media ◽  
Information Search ◽  
Negative Impact ◽  
Tourism Industry ◽  
Tourism Management ◽  
Tourism Education ◽  
Use Of Social Media ◽  
Develop Strategy ◽  
The Impact ◽  
The Relationship

The essence of social media is growing rapidly in the tourism industry. More and more researchers are working on investigations in the areas of the impact of social media on many aspects of the tourism industry. Social media plays a significant role to develop strategy for tourism management. Therefore, this research based on the knowledge to support education in tourism management. The main objective of the paper is 1. To investigate the relationship between social media and tourism. 2. To examine the positive and negative impact of social media in tourism industry. Through a comprehensive literature review, this paper identifies information search and decision-making behaviors which is relevant to social media in tourism, and recommends the best use of social media for tourism.

scholarly journals Hubungan Channel Youtube Sam Kolder terhadap Minat Membuat Vidio Travelling

2021 ◽  
Vol 1 (1) ◽  
pp. 23-28
Author(s):  
Mochamad Ismail Sabilillah ◽  
Anne Maryani
Keyword(s):  
Social Media ◽  
New Media ◽  
Strong Relationship ◽  
Communication Media ◽  
Human Communication ◽  
Distinctive Character ◽  
Correlational Approach ◽  
Technological Developments ◽  
Use Of Social Media ◽  
The Relationship

Abstract. Based on technological developments and along its development human communication media will continue to develop. One example of the development of communication media is the emergence of new media such as the internet and social media. Social media has various types such as microblog, sharing media, online journals and others. The most commonly used social media in Indonesia is YouTube social media. Youtube is a type of social media sharing type, because it facilitates its users to share in the form of videos. One of the content creators on YouTube is Sam Kolder, he is a filmmaker, videographer, and photographer from the travel company Beautiful Destination. Sam has a distinctive character from the making of a traveling video uploaded on his YouTube channel that made the attention of videography activists especially those in Indonesia such as members of the Editorest.Id group.This study seeks to explain the relationship of the Kold youtube channel owned by Sam Kolder to the interest in making a traveling video to members of the Editorest.Id group. in this study viewed in terms of the use of social media consisting of context, communication, collaboration, and connections that exist on the Kold channel. The theory used is the theory of S-R YouTube channel Sam Kolder is a variable (X) which means that the stimulus and interest in making videos traveling is a variable (Y), namely the response. A quantitative method with a correlational approach was used in this study to examine the relationship between the two variables.The results showed that (1) Kold's youtube channel has a very strong relationship with the interest in making a traveling video (2) context has a strong relationship with the interest in making a traveling video (3) communication has a strong relationship with the interest in making a traveling video (4) collaboration have a strong enough relationship with an interest in making a traveling video (5) connection has a strong enough relationship with an interest in making a traveling video.   Abstrak. Berdasarkan perkembangan teknologi dan seiring perkembangannya manusia media komunikasi akan terus berkembang. Salah satu contoh perkembangan media komunikasi adalah munculnya media baru seperti internet dan media sosial. Media sosial memiliki beragam jenis seperti microblog, media berbagi, jurnal online dan lainnya. Media sosial yang paling sering digunakan di Indonesia ada media sosial youtube. Youtube merupakan salah satu media sosial berjenis media berbagi , karena memfasilitasi penggunanya untuk berbagidalam bentuk vidio. Salah satu content creator yang ada di youtube adalah Sam Kolder, ia adalah seorang filmmaker, videographer, dan photographer dari perusahaan travel Beautiful Destination. Sam memiliki karakter tersendiri dari pembuatan sebuah vidio travelling yang di unggah di channel youtubenya yang membuat mendapat perhatian dari para penggiat videography terutama yang ada di Indonesia seperti anggota grup Editorest.Id.Penelitian ini berusaha untuk menjelaskan hubungan dari channel youtube Kold yang dimiliki oleh Sam Kolder terhadap minat membuat vidio travelling pada anggota grup Editorest.Id. dalam penelitian ini dilihat dari segi penggunaan media sosial yang terdiri dari context, communication, collaboration, dan connection yang ada pada channel Kold. Teori yang digunakan adalah teori S – R channel youtube Sam Kolder merupakan variabel (X) yang berarti stimulus dan minat pembuatan vidio travelling merupakan variabel (Y) yaitu respon. Metode kuantitatif dengan pendekatan korelasional digunakan dalam penelitian ini untuk menguji ada tidaknya hubungan antara kedua variabel. Hasil penelitian menunjukan bahwa (1) channel youtube Kold memiliki hubungan yang sangat kuat dengan minat membuat vidio travelling (2) context memiliki hubungan yang kuat dengan minat membuat vidio travelling (3) communication memiliki hubungan yang kuat dengan minat membuat vidio travelling (4) collaboration memiliki hubungan yang cukup kuat dengan minat membuat vidio travelling (5) connection memiliki hubungan yang cukup kuat dengan minat membuat vidio travelling.  

Analisis Pengaruh Interactivity Dan Sincerity Pada Social Mediaaccount Musisi Terhadap Sense Of Closeness Dan Reciprocity Antara Musisi Dengan Fans dan Implikasinya Terhadap Legal Purchase Intent Telaah Pada Social Media Account Instagram @Duadrum

2018 ◽  
Vol 9 (2) ◽  
pp. 49-61
Author(s):  
Moses Natadirja
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Positive Relationship ◽  
Structural Model ◽  
Distribution Channel ◽  
Online Questionnaire ◽  
Channel One ◽  
Limited Budget ◽  
Marketing Social ◽  
The Relationship

Social media nowadays can be used not only for interacting with each other, exchanges ideas, and develop new friends, furthermore it can be used to promote and selling products or services. It is also used for musician for sales and promotion of their CD album to their fans through social media, especially for musicians , who choose to be independent with limited budget and distribution channel. One of the musician who choose to be independent is Dua Drum. The purpose of this study is to examine the relationship between musician’s social media (Interactivity & Sincerity), the tie that fans may develop via social media (Sense of Closeness & Reciprocity), and purchase legal CD album. This Research is using a quantitative approach with gathering 127 responses through online questionnaire and analyzed using Structural Model Equation (SEM). The result of this research is there are a positive relationship between Interactivity & Sincerity with Sense of Closeness & Reciprocity, and also a positive relationship between Sense of Closeness & Reciprocity with Legal Purchase Intention of CD album. Keywords: Music, Internet Marketing, Social Media Marketing, Purchase Intention

INCREASING ADOPTION OFSOCIAL MEDIA IN HEALTHCARE ORGANIZATIONS : OPPORTUNITIES AND CONCERNS

2016 ◽  
Vol 12 (1) ◽  
Author(s):  
Sharafat Hussain ◽  
Prof. Mohd. Abdul Azeem
Keyword(s):  
Health Care ◽  
Social Media ◽  
Social Networking ◽  
Health Care Organizations ◽  
Healthcare Providers ◽  
Healthcare Organizations ◽  
Online Questionnaire ◽  
Potential Benefits ◽  
Social Media Presence ◽  
Use Of Social Media

Adoption of social media amongst health care organizations is thriving. Healthcare providers have begun to connect with patients via social media. While some healthcare organizations have taken the initiative, numerous others are attempting to comprehend this new medium of opportunity. These organizations are finding that social networking can be an effective way to monitor brand, connecting with patients, community, and patient education and acquiring new talent. This study is conducted to identify the purpose of using social media, concerns, policy and its implementation and the overall experience of healthcare organizations with social media. To collect first hand data, online questionnaire was sent via LinkedIn to 400 US healthcare organizations and representatives out of which 117 responded and were taken further for analsysis. The results of this study confirm the thriving adoption, increased opportunities and cautious use of social media by healthcare organizations. The potential benefits present outweigh the risk and concerns associated with it. Study concluded that social media presence will continue to grow into the future and the field of healthcare is no exception.

Association between Social Media Use for Health Purpose and Depressive Symptoms: A Cross-Sectional Survey (Preprint)

2020 ◽  
Author(s):  
Hee Yun Lee ◽  
Yan Luo ◽  
Cho Rong Won ◽  
Jiyoung Lee ◽  
Jeongwon Baik
Keyword(s):  
Social Media ◽  
Depressive Symptoms ◽  
Social Networking Sites ◽  
Inverse Relationship ◽  
Age Groups ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Use Of Social Media ◽  
The Relationship ◽  
Health Purpose

BACKGROUND The use of social media or social networking sites (SNS) is increasing across all age groups, and one of the primary motives of using SNS is to seek health-related information. Although previous research examining the effect of SNS use on depression exist, studies regarding the effect of SNS use for health purpose on depression is limited. OBJECTIVE Our study aims to explore the relationship between SNS use for health purpose and depression across the four age groups (18-34 years old, 35-49 years old, 50-64 years old, and above 65 years old). METHODS A sample of 6,789 adults aged 18 and older was extracted from a 2017 and 2018 Health Information National Trends Survey (HINTS). Univariate and bivariate analyses to examine the association between each variable and four age groups were conducted. Multiple linear regression analyses to predict depression level among participants with use of SNS for health purpose were conducted. RESULTS SNS use for health purpose and depression were positively associated for three age groups but not for those 65 years or older (=0.13, P<0.05; =0.08, P<0.05; =0.09, P<0.05). Income and self-reported health status indicated an inverse relationship for all age groups. The relationship with marital status differed based on age group with 18 and 34 years old showing an inverse relationship (=-0.13, P<0.01) while 65 years or older showing a positive relationship (=0.06, P<0.05). Gender was positively associated among those in the 35-49 years old (=0.09, P<0.05) and 65 years or older (=0.07, P<0.05). Being Non-Hispanic White was positively associated with depression among 50-64 years old (=0.07, P<0.001) and 65 years or older (=0.08, P<0.05). CONCLUSIONS Age-tailored education on determining accurate and reliable information shared via SNS is needed to reduce depressive symptoms.

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