The Emergence of Social Media as a Contemporary Marketing Practice

2018 ◽  
pp. 1-20
Author(s):  
T. Solomon ◽  
R. Peter
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Market Research ◽  
Positive Relationship ◽  
Sampling Frame ◽  
Marketing Practice ◽  
Web Based ◽  
Distinct Factor ◽  
Use Of Social Media

In this era of rapid technological change, Social Media has emerged as a key marketing practice in the ICT sector in India. In this chapter, the authors examine the emergence of Social Media as a marketing practice, its application in Relationship Marketing and Market Research and the influence of these on Customer Satisfaction in a B2B market. This research integrates Social Media with the widely prevalent Marketing Management and Relationship Marketing paradigms. A web based survey was used to collect data from a sampling frame of ICT firms in India. Factor analysis evidenced the emergence of Social Media as a unique and distinct factor. It also clearly shows the use of Social Media for Relationship Marketing and Market Research purposes by these ICT firms. Multiple regression analysis showed a significant positive relationship between the independent variables - Social Media, Relationship Marketing and Market Research and the dependent variable Customer Satisfaction.

The Emergence of Social Media as a Contemporary Marketing Practice

2017 ◽  
pp. 314-333
Author(s):  
T. Solomon ◽  
R. Peter
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Market Research ◽  
Positive Relationship ◽  
Sampling Frame ◽  
Marketing Practice ◽  
Web Based ◽  
Distinct Factor ◽  
Use Of Social Media

In this era of rapid technological change, Social Media has emerged as a key marketing practice in the ICT sector in India. In this chapter, the authors examine the emergence of Social Media as a marketing practice, its application in Relationship Marketing and Market Research and the influence of these on Customer Satisfaction in a B2B market. This research integrates Social Media with the widely prevalent Marketing Management and Relationship Marketing paradigms. A web based survey was used to collect data from a sampling frame of ICT firms in India. Factor analysis evidenced the emergence of Social Media as a unique and distinct factor. It also clearly shows the use of Social Media for Relationship Marketing and Market Research purposes by these ICT firms. Multiple regression analysis showed a significant positive relationship between the independent variables - Social Media, Relationship Marketing and Market Research and the dependent variable Customer Satisfaction.

scholarly journals An Examination of Social Media Practices that Improve Customer Satisfaction in the B2B Market in the ICT Sector in India

2019 ◽  
Vol 22 (2) ◽  
Author(s):  
Thelma Moses ◽  
Raja Peter ◽  
Vasanthi Peter
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Sampling Frame ◽  
Recent Developments ◽  
Information And Communication ◽  
Use Of Social Media ◽  
Media Firms ◽  
Effective Use ◽  
Transformative Impact ◽  
Media Practices

Recent developments in Information and Communication Technology (ICT) have initiated significant transformation in the way in which B2B firms interact with existing and potential customers. These advancements have a profound impact on the marketing practices of firms. Social media is one of the most important information technology tools which have a transformative impact on business enterprises. It has dramatically influenced businesses and industries in this era. Social connectivity through this online platform has become a key to marketing in firms. Given the exponential increase in the use of social media, firms need to be present where their customers are in order to know the needs of their customers and to satisfy them. The use of social media as a component of a firms’ marketing strategy is widely recognised by marketing practitioners. Also, marketers have embraced the abilities of these online platforms to assist in marketing practices in firms. However, there is limited research that explores the influence of social media usage on customer satisfaction in the B2B sector. This study seeks to fill this gap and examines the influence of social media practices adopted by the ICT firms on customer satisfaction. A web based survey was used to collect data from a sampling frame of ICT firms in India. Analysis shows that social media practices have a positive and significant influence on customer satisfaction. This research makes a distinct contribution to social media literature. It addresses the gap in literature by providing an understanding of the effective use of social media for marketing purposes by the B2B firms in the ICT sector in India. It provides empirical evidence to support that these effective social media practices improves customer satisfaction in these firms.

Social Networking Sites

2016 ◽  
Vol 12 (4) ◽  
pp. 62-75
Author(s):  
Lydia Kyei-Blankson ◽  
Kamakshi S. Iyer ◽  
Lavanya Subramanian
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Social Networking ◽  
Survey Data ◽  
Social Networking Sites ◽  
Relationship Status ◽  
Web Based ◽  
Patterns Of Use ◽  
Midwestern University ◽  
Use Of Social Media

Social Networking Sites (SNSs) are web-based facilities that allow for social interaction, sharing, communication and collaboration in today's world. In the current study, patterns of use of social media among students at a public Midwestern university are examined. In addition, students were surveyed regarding concerns for privacy and trust and whether concerns differed by gender, ethnicity, employment and relationship status. The survey data gathered from students suggest that students mostly used SNSs from less than one hour to about 3 hours a day and for communication and maintaining relationships. Students also had academic uses for SNSs. Even though concerns for privacy and trust exist, they did not differ by gender, employment and relationship status and students are still willing to use SNSs. The findings from this research have implications for various stakeholders especially instructors who may be considering the use of SNS for academic purposes.

scholarly journals An Analysis of How Relationship Marketing Influences Customer Choice of Hotel Industry

2021 ◽  
Vol 9 (6) ◽  
pp. 191-202
Author(s):  
P. Ravindran Pathmananathan ◽  
Khairi Aseh
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Urban Areas ◽  
Positive Relationship ◽  
Hotel Industry ◽  
Customer Retention ◽  
Main Concern ◽  
Customer Choice

Relationship marketing has been recognised as an excellent way to build an exclusive long-term relationship with their customers in today's dynamic global industry.However, many institutions fail to systematically gauge and track customer satisfaction and the factors shaping it. An increasing number of institutions are making customer satisfaction a main concern. The aim of this study is to highlight the importance of customer satisfaction in the service industry.This study was carried out via a questionnaire involving 200 customers of hotel located in urban areas namely, Georgetown, Penang. It can be concluded that there is a positive relationship between customer satisfaction and customer retention. Thus,the higher the level of customer satisfaction the higher the likelihood a customer will repeat staying at the hotel and recommend hotels to others.

scholarly journals Health-protective behaviour, social media usage and conspiracy belief during the COVID-19 public health emergency

2020 ◽  
pp. 1-7 ◽  
Author(s):  
Daniel Allington ◽  
Bobby Duffy ◽  
Simon Wessely ◽  
Nayana Dhavan ◽  
James Rubin
Keyword(s):  
Social Media ◽  
Positive Relationship ◽  
Information Source ◽  
Negative Relationship ◽  
Broadcast Media ◽  
Conspiracy Beliefs ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Source Of Information ◽  
Protective Behaviours

Abstract Background Social media platforms have long been recognised as major disseminators of health misinformation. Many previous studies have found a negative association between health-protective behaviours and belief in the specific form of misinformation popularly known as ‘conspiracy theory’. Concerns have arisen regarding the spread of COVID-19 conspiracy theories on social media. Methods Three questionnaire surveys of social media use, conspiracy beliefs and health-protective behaviours with regard to COVID-19 among UK residents were carried out online, one using a self-selecting sample (N = 949) and two using stratified random samples from a recruited panel (N = 2250, N = 2254). Results All three studies found a negative relationship between COVID-19 conspiracy beliefs and COVID-19 health-protective behaviours, and a positive relationship between COVID-19 conspiracy beliefs and use of social media as a source of information about COVID-19. Studies 2 and 3 also found a negative relationship between COVID-19 health-protective behaviours and use of social media as a source of information, and Study 3 found a positive relationship between health-protective behaviours and use of broadcast media as a source of information. Conclusions When used as an information source, unregulated social media may present a health risk that is partly but not wholly reducible to their role as disseminators of health-related conspiracy beliefs.

From Reactive to Proactive Use of Social Media in Emergency Response

2016 ◽  
pp. 236-252 ◽  
Author(s):  
Kees Boersma ◽  
Dominique Diks ◽  
Julie Ferguson ◽  
Jeroen Wolbers
Keyword(s):  
Social Media ◽  
Emergency Response ◽  
Learning Strategy ◽  
Pilot Project ◽  
Project Planning ◽  
Web Based ◽  
New Information ◽  
Use Of Social Media ◽  
The One ◽  
Media Data

This chapter examines the introduction and implementation of the pilot project Twitcident in an emergency response room setting. Twitcident is a web-based system for filtering, searching and analyzing data on real-world incidents or crises. Social media data is seen as important for emergency response operations: it can be used as an ‘early warning monitoring system' to detect social unrest, and for improving common operational pictures (COPs). This chapter shows that the expectations on the functioning of the tool were not fully met: first it was hard for the response room professionals to make sense of the data and second, the management did not develop a proper project planning. The recommendations are twofold. On the one hand, the professionals who work with Twitcident must invest in developing new information management routines. On the other hand, the response room management needs to create a much more inclusive project learning strategy.

The Discount Effect in Food and Beverage Advertising and Instagram's Likes Power

2020 ◽  
pp. 136-148
Author(s):  
Nilton Gomes Furtado ◽  
Pedro H. Drudi ◽  
Julia Vasconcelos Furtado ◽  
Rafael de Vasconcelos Silva ◽  
Lauro César Vieira Filho
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Hospitality Industry ◽  
Sales Promotion ◽  
Web Based ◽  
Travel Agents ◽  
Food And Beverage ◽  
Use Of Social Media ◽  
Production Areas ◽  
Made In

This study aims to understand the effect of evident sales promotion on the number of likes on Instagram. Due to the rising use of social media to communicate with the market and the promotion of products to guests, few academic investigations have been made in this area. Most technology research in the hospitality industry has focused on technology in service and production areas of operations or the use of web-based marketing for tourism operations and travel agents. The two most effective sales offer patterns were used in a 2×2 experiment, with the intention of finding out if a large amount of likes on Instagram influences the purchase intention of the product offered. Four randomized questionnaires were distributed among 4 university groups, obtaining 923 respondents. To validate the hypotheses the study proceeded with the descriptive technique and analysis of variances (ANOVA).

The Role of Social Media and Social Networking in Information Service Provision

2015 ◽  
pp. 126-139 ◽  
Author(s):  
Edeama O. Onwuchekwa
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Social Networking ◽  
Service Provision ◽  
Information Service ◽  
Web Based ◽  
Use Of Social Media ◽  
Bounded System

Social networking is a Web-based service that allows individuals to construct a public or semi-public profile within a bounded system, articulate a list of other users with whom they share a connection, and view and navigate their list of connections and those made by others within the system. No doubt, social media has great potential in taking library operations to the next level. It is in the light of this that this chapter examines the role of social media and social networking in information service provision in libraries. To achieve this objective, the chapter looks at social media as a tool in libraries, advantages of social media in libraries, social media and social networks, and practical examples on the use of social media and social network tools together with how libraries can forge ahead due to the use and application of social media and social networks to their daily operations. Conclusion and recommendations based on these highlights are provided.

ReCAP: Social Media Use Among Physicians and Trainees: Results of a National Medical Oncology Physician Survey

2016 ◽  
Vol 12 (1) ◽  
pp. 79-80 ◽  
Author(s):  
Rachel Adilman ◽  
Yanchini Rajmohan ◽  
Edward Brooks ◽  
Gloria Roldan Urgoiti ◽  
Caroline Chung ◽  
...  
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Media Use ◽  
Care Providers ◽  
Social Media Use ◽  
Web Based ◽  
Patterns Of Use ◽  
Significant Difference ◽  
Use Of Social Media ◽  
E Mail

QUESTION ASKED: To what extent, and for what purpose, do oncology physicians and physicians-in-training use Web-based social media? SUMMARY ANSWER: Despite the ability of social media to enhance collaboration and knowledge dissemination among health care providers, this cohort survey study identified an overall low use of social media among oncologists, and significant generational gaps and differences in patterns of use. METHODS: A nine-item survey was designed using a survey-generating Web site (SurveyMonkey) and was distributed securely via weekly e-mail messages to 680 oncology physicians and physicians-in-training from July 2013 through September 2013. All responses were received anonymously. Results were analyzed and are reported using descriptive statistics. RESULTS: Of 680 surveys sent, 207 were completed, for a response rate of 30.4%. Social media were used by 72% of our survey respondents (95% CI, 66% to 78%; Table 1 ). Results were cross tabulated by age, which revealed a significant difference in social media use by age group, with 89% of trainees, 93% of fellows, and 72% of early-career oncologists reporting social media use, compared with only 39% of mid-career oncologists (P < .05). Respondents reported using each social media platform for either personal or professional purposes, but rarely both. When respondents were questioned regarding barriers to social media use and their hesitations around joining a medically related social media site, the majority (59%) answered, “I don't have enough time.” [Table: see text] BIAS, CONFOUNDING FACTOR(S), DRAWBACKS: This study was conducted online, via e-mail. Therefore, respondents may represent a subpopulation of individuals who already prefer using Web-based technologies and may be more inclined to use social media, compared with individuals who do not use e-mail and were, by default, excluded from the study. We assumed, in designing this study, that the proportion of practicing oncology physicians who do not use e-mail is low. Although our sample size is small, it does represent one third of all registered medical oncologists in Canada. Finally, the high percentage of medical oncologist respondents and the concomitantly low fraction of respondents from other specialties may mean these results are more telling of social media habits in the aforementioned demographic rather than other oncology specialties. REAL-LIFE IMPLICATIONS: Our study revealed that oncology physicians and physicians-in-training who participate in Web-based social networking are largely within the younger age cohorts, whereas mid-career oncologists (age 45 to 54 years) are largely absent from the social media scene. Gaps in social networking use between younger physicians and trainees and older generations of physicians may result in critical gaps in communication, collaboration, and mentorship between these demographics. It is hoped that with further research into understanding patterns of use and limitations, medical professionals and trainees may increase their use of social media for networking, education, mentorship, and improved patient care.

The emergence of connected discretion

2019 ◽  
Vol 15 (3) ◽  
pp. 370-387
Author(s):  
Bertil Rolandsson
Keyword(s):  
Social Media ◽  
Police Officers ◽  
Structured Interviews ◽  
Good Judgment ◽  
Organizational Boundaries ◽  
Web Based ◽  
Content Type ◽  
Research Findings ◽  
Use Of Social Media ◽  
Police Practices

Purpose Previous studies repeatedly claim that social media challenge and even disrupt organizational boundaries conditioning discretionary work. The purpose of this paper is to investigate how police officers, drawing on institutionalized value logics, actively shape their awareness of how to use social media with discretion. Design/methodology/approach Drawing on semi-structured interviews with police officers from Sweden, the analysis explores similarities and variations in how they assess their discretionary awareness of how to manage social media potentials across different police practices. Supporting documents have been analyzed to put interviews into context. Findings The analysis shows how police officers justify their awareness of how to manage two social media potentials providing communicative efficiency and networking opportunities, by applying two justificatory modalities of momentary reconciliation. Contributing to previous research, findings show how these modalities accommodate tensions between different value logics urging officers to engage in situated problem solving or moderation of the intensity in different connections. By drawing on discretionary awareness about enduring value tensions, police officers maintain legitimate claims on social media discretion. The study also complements previous research depicting digital communication and discretion as mutually exclusive. Findings suggest that web-based digitalization like social media raises new demands of awareness of a connected discretion. Originality/value Previous research rarely analyses officers’ awareness of how to manage idiosyncratic social media challenges. By introducing the concept discretionary awareness, this study illuminates how arrangements of institutionalized value logics guide police officers in applying “good judgment” in day-to-day use of social media.

Sign in / Sign up

Export Citation Format

Share Document