Does Social Media Marketing Improve Business Performance?

2018 ◽  
pp. 138-162
Author(s):  
Tanses Yasemin Gülsoy
Keyword(s):  
Social Media ◽  
Business Performance ◽  
Consumer Attitudes ◽  
Product Reviews ◽  
Consumer Decision Making ◽  
Bidirectional Communication ◽  
The Social ◽  
Managerial Implications ◽  
On Line ◽  
Product Sales

The recent growth of social media, or consumer-generated media, has given rise to bidirectional communication between consumers and marketers. There is some evidence that the dialogue appears to help the business performance of companies by influencing, for example, product sales, consumer attitudes, and consumer decision-making. This chapter examines the evidence, with a particular focus on on-line consumer product reviews. Also investigated is the role trust plays in how marketing works in the social media. Managerial implications and research directions are indicated.

Does Social Media Marketing Improve Business Performance?

2015 ◽  
pp. 416-439
Author(s):  
Tanses Yasemin Gülsoy
Keyword(s):  
Social Media ◽  
Business Performance ◽  
Consumer Attitudes ◽  
Product Reviews ◽  
Consumer Decision Making ◽  
Bidirectional Communication ◽  
The Social ◽  
Managerial Implications ◽  
On Line ◽  
Product Sales

The recent growth of social media, or consumer-generated media, has given rise to bidirectional communication between consumers and marketers. There is some evidence that the dialogue appears to help the business performance of companies by influencing, for example, product sales, consumer attitudes, and consumer decision-making. This chapter examines the evidence, with a particular focus on on-line consumer product reviews. Also investigated is the role trust plays in how marketing works in the social media. Managerial implications and research directions are indicated.

Customer Engagement

2020 ◽  
pp. 163-176
Author(s):  
Robin Cheng
Keyword(s):  
Social Media ◽  
Product Information ◽  
Customer Engagement ◽  
Social Commerce ◽  
Media Technologies ◽  
Product Service ◽  
The Social ◽  
Innovative Products ◽  
Managerial Implications ◽  
Use Of Social Media

This chapter focused on exploring the engagement in which consumers interact with each other while conducting online shopping activities, such as discovering products, sharing product information, and/or collaboratively making shopping decisions. At the core of the product/service offering, successful shopping models will be able to meet the needs of highly engaged shoppers. In order to develop sustainable shopping model for this group of shoppers, social support theory could explain the current phenomenon of the use of social media for shopping. The social media technologies facilitated collaborative learning and collaborative improvement on the sale of unconventional and innovative products. The chapter contributes in social commerce innovations and provides managerial implications for understanding the overall interactions of social commerce.

Exploring register variation on Reddit

2019 ◽  
Vol 1 (2) ◽  
pp. 269-295 ◽  
Author(s):  
Aatu Liimatta
Keyword(s):  
Social Media ◽  
English Language ◽  
Research Topic ◽  
Dimensional Approach ◽  
Register Variation ◽  
The Third ◽  
Instructional Focus ◽  
Research Material ◽  
The Social ◽  
On Line

Abstract While the language of the internet has been an increasingly popular research topic, there remain many understudied areas and topics which deserve more attention. This study explores register variation within the social media website Reddit using the multi-dimensional approach developed by Douglas Biber. Reddit, the third most popular English-language social media website after the giants Facebook and Twitter, is made up of thousands of user-created ‘subreddits’, subcommunities centered around different topics, where users make posts and comment on them. Many different communities and topic areas under one roof makes Reddit a particularly fruitful source of research material. In this paper, three register dimensions are extracted from data collected over one month from a group of thirty-seven subreddits: ‘On-line Subjective Production’, ‘Informational Style’ and ‘Instructional Focus’. These dimensions describe register variation within Reddit in meaningful ways. They are also in line with suggested register universals (Biber 2014).

scholarly journals Application of Naïve Bayes Algorithm in Sentiment Analysis of Filipino, English and Taglish Facebook Comments

2020 ◽  
Vol 4 (5) ◽  
pp. 73-77
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Language Processing ◽  
Opinion Mining ◽  
Naive Bayes ◽  
Naïve Bayes ◽  
Product Reviews ◽  
Documentary Data ◽  
The Social ◽  
Bayes Algorithm

The World Wide Web has boosted its content for the past years, it has a vast amount of multimedia resources that continuously grow specifically in documentary data. One of the major contributors of documentary contents can be evidently found on the social media called Facebook. People or netizens on Facebook are actively sharing their opinion about a certain topic or posts that can be related to them or not. With the huge amount of accessible documentary data that are seen on the so-called social media, there are research trends that can be made by the researchers in the field of opinion mining. A netizen’s comment on a particular post can either be a negative or a positive one. This study will discuss the opinion or comment of a netizen whether it is positive or negative or how she/he feels about a specific topic posted on Facebook; this is can be measured by the use of Sentiment Analysis. The combination of the Natural Language Processing and the analytics in textual form is also known as Sentiment Analysis that is use to the extraction of data in a useful manner. This study will be based on the product reviews of Filipinos in Filipino, English and Taglish (mixed Filipino and English) languages. To categorize a comment effectively, the Naïve Bayes Algorithm was implemented to the developed web system.

The Effects of Social Commerce Utilization on Business Performance

2020 ◽  
Vol 33 (3) ◽  
pp. 1-23
Author(s):  
Firas Mohamad Halawani ◽  
Patrick C.H. Soh ◽  
Yahya Mohamad Halawani
Keyword(s):  
Social Media ◽  
Random Sampling ◽  
Business Performance ◽  
Technological Innovations ◽  
Stratified Random Sampling ◽  
Social Commerce ◽  
User Perspective ◽  
The Social ◽  
Key Drivers ◽  
Media Characteristics

Social commerce is one of the most relevant technological innovations in recent years. It has strongly benefited many industries, including tourism. While many studies on social commerce have been conducted from the user perspective, less attention has been paid to the organisational perspective, particularly that of hotel organisations. To help understand the key drivers of hotel social commerce usage and their effects on hotel business performance, this study augments the integrated model of e-business usage and impact with hotel social media characteristics. Using stratified random sampling, data from 146 hotels in Lebanon were collected and analysed with the PLS-SEM approach. The model represents a theoretical advancement by offering an organisational perspective to the social commerce literature. It shows there is a significant impact of environmental, organisational, and innovation drivers and social media characteristics. The findings help hotels assess their existing social commerce utilization and identify aspects in need of more attention and improvement.

Consumer Information Sharing

2010 ◽  
pp. 676-682 ◽  
Author(s):  
Jonathan Foster ◽  
Angela Lin
Keyword(s):  
Social Media ◽  
Information Sharing ◽  
Online Reviews ◽  
Consumer Information ◽  
Product Reviews ◽  
Purchasing Decisions ◽  
Life Project ◽  
Software Applications ◽  
The Social ◽  
Other Consumers

One area of e-business that has visibly changed in the last few years is the capacity of the Internet for supporting consumer-to-consumer information sharing. By using a variety of social media software applications such as online reviews, blogs, social tagging, and wikis, consumers are increasingly able to generate and share content about the products and services that are available in the marketplace. Collectively the labor expended by consumers in generating such content is considerable, influencing other consumers’ perceptions of these products and services and informing their purchasing decisions. It has been estimated for example that more than 5 million customers have reviewed products on the Amazon.com site, with many more making purchasing decisions informed by reading such reviews (Amazon, 2008). According to the findings of a recent Pew Internet & American Life Project survey, consumer generated information sources such as product reviews and blogs are also considered equally as important as commercial information, e.g. manufacturers’ specifications, when making a purchasing decision (Horrigan, 2008). This article aims to provide an up-to-date review of the practice of consumer information sharing. First the different kinds of information sought by consumers are identified; second the social media software applications that consumers use to create, organize and share information with other consumers are discussed; and finally consideration is given to the marketing implications of consumer information sharing and how e-businesses can utilize social media for developing and managing relations with their customers.

scholarly journals Análise de redes sociais on-line: um guia para iniciação teórica e prática

Matrizes ◽  
2016 ◽  
Vol 10 (2) ◽  
pp. 203
Author(s):  
Ana Lúcia Nunes de Sousa
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Media Analysis ◽  
Analysis Software ◽  
Social Media Analysis ◽  
The Social ◽  
History Of ◽  
On Line ◽  
Basic Concepts ◽  
Analysis Of Social Networks

In this book, the authors Raquel Recuero, Marco Bastos and Gabriela Zago present the reader with a simple and accessible guide for initiation into the analysis of social networks as a research methodology of social media, as for instance, Facebook and Twitter. The basic concepts, a brief history of the study of social networks, patterns and analysis software and a rich set of examples, where the social media analysis can be applied, are presented in the work. The intention of the authors is to popularize the methodology and the tools so that more researchers can explore the field of social media.

scholarly journals The Role of Fashion Bloggers in Fashion Marketing Communication

2019 ◽  
Vol 85 ◽  
pp. 8-23
Author(s):  
Akvilė Mickevičiūtė ◽  
Daiva Siudikienė
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Empirical Research ◽  
21St Century ◽  
Product Reviews ◽  
Marketing Communication ◽  
Consumer Decision Making ◽  
Fashion Industry ◽  
Wide Audience

Because of digitization and internet development that took place in the 21st century, fashion industry has been consistently encountering various challenges. While the popularity of social media continues to grow, a new player in fashion industry, along with the medium they control, has emerged – the fashion blogger and the fashion blog. After gaining millions of followers on social media, bloggers acquired a certain power position – they can influence the opinion of their audience. With the popularity of social media, fashion bloggers, who gain a certain position of power through the acquisition of large numbers of followers across social networks, can shape their followers’ opinions, present a variety of fashion product reviews, and participate in the consumer decision-making processes. For fashion companies, collaborations with bloggers are becoming more relevant and an increasing part of a fashion brand marketing strategy. This article introduces theoretical and empirical research that was carried out to analyze and explore the role of fashion bloggers in modern fashion marketing communication. Fashion companies seek to exploit this advantage for commercial purposes and include blogs as advertising channels into their marketing strategy. This article aims to analyze the role of blogs in the modern fashion industry. In order to reach that, the following objectives were set: to research the attributes of the fashion industry and fashion marketing in the 21st century; to analyze the definition, features, types, and significance of fashion blogs with reference to the current fashion industry; to examine the aspects of connection forming between fashion blogger and its audience; to explore the features of Lithuania’s fashion bloggers’ activities and the strategies they use to develop their ties with significant target audiences of the fashion sector. In order to reach the aim of research, two empirical research methods were combined: semi-structured interviews with fashion bloggers and a questionnaire for the followers of fashion blogs. During the study it was established that the role of Lithuania’s fashion blogs is best seen in fashion marketing – blogs are the mediators between fashion companies and consumers. They form a personal bond with consumers and organically disseminate fashion trends to a wide audience.

scholarly journals Research on Czech firms’ marketing communication based on social media networks

2012 ◽  
Vol 60 (7) ◽  
pp. 111-118 ◽  
Author(s):  
Vít Chlebovský ◽  
Vítězslav Plšek
Keyword(s):  
Social Media ◽  
Statistical Processing ◽  
Clear Understanding ◽  
Marketing Communication ◽  
Internet Communication ◽  
Main Research ◽  
Social Media Networks ◽  
Bidirectional Communication ◽  
On Line ◽  
Use Of Social Media

Objective of the research described in this article is to make an analysis of the usage of marketing communication using both traditional Internet communication channels as well as Social Media Networks by the Czech companies. Primary research was made through on-line questionnaire. Companies across the branches and size categories within the Czech economy were addressed. Companies were selected from the www.firmy.cz portal. Only companies with their own web domain were addressed. The typical respondents were mostly from middle management, especially managers from the marketing or commercial departments. The final number of questionnaire respondents covered in the research is 1009. The main research method was questioning. The questionnaire consisted of three sections with the scale answer questions mainly. Google Refine was used for data processing and Microsoft Excel for statistical processing and graphic outputs of the research. Evaluated results show significant gaps in usage of Internet communication tools in marketing of Czech companies and also deficiency between clear understanding of the respondents how Social Media should be used in marketing communication and real use in the companies. This deficiency was statistically tested and relation between respondents’ perception of the importance of Social Media use for bidirectional communication with stakeholders and non-use of Social Media for bidirectional communication with stakeholders by respondents’ company was confirmed.

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