A Literature Review of Social Media for Marketing

2020 ◽  
pp. 67-96
Author(s):  
Bahtışen Kavak ◽  
Neslişah Özdemir ◽  
Gülay Erol-Boyacı
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Media Use ◽  
Digital Economy ◽  
Social Media Marketing ◽  
The Internet ◽  
Business To Consumer ◽  
Media Channels ◽  
Business To Business ◽  
Consumption Habits

Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.

A Literature Review of Social Media for Marketing

2021 ◽  
pp. 82-105
Author(s):  
Bahtışen Kavak ◽  
Neslişah Özdemir ◽  
Gülay Erol-Boyacı
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Media Use ◽  
Digital Economy ◽  
Social Media Marketing ◽  
The Internet ◽  
Business To Consumer ◽  
Media Channels ◽  
Business To Business ◽  
Consumption Habits

Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.

Social Media Use and Potential in Business-to-Business Companies’ Innovation

2013 ◽  
Vol 5 (1) ◽  
pp. 53-71 ◽  
Author(s):  
Hannu Kärkkäinen ◽  
Jari Jussila ◽  
Jaani Väisänen
Keyword(s):  
Social Media ◽  
Media Use ◽  
Innovation Process ◽  
Business Sector ◽  
Social Media Use ◽  
Business Innovation ◽  
Empirical Survey ◽  
Business To Consumer ◽  
The Given ◽  
Business To Business

The use, potential and challenges of social media in innovation have received little attention in the literature, especially from the standpoint of the business-to-business sector. Therefore, this paper focuses on bridging this gap. The purpose of this paper is to study the use and potential of social media in the innovation context, especially from the perspective of business-to-business companies. The paper starts by defining of social media and Web 2.0, and then characterizes social media in business, social media in the business-to-business sector and social media in the business-to-business innovation process. The paper also studies the essential differences between business-to-consumer and business-to-business in the given respects. Finally the authors present and analyze the results of their empirical survey of 110 respondents from Finnish companies. The results suggest that there is a significant gap between the perceived extensive potential of social media and current social media use in innovation in business-to-business companies. They have also identified potentially effective ways to reduce the gap, and clarify the found differences between B2B’s and B2C’s.

scholarly journals The Evolution of the Internet and Social Media: A Literature Review

2022 ◽  
Vol 12 (1) ◽  
pp. 30-41
Author(s):  
Charles Alves de Castro ◽  
◽  
Isobel O’Reilly ◽  
Aiden Carthy ◽  
Keyword(s):  
Social Media ◽  
Cluster Analysis ◽  
Literature Review ◽  
The Internet ◽  
Electronic Journal ◽  
Word Cloud ◽  
Technological Developments ◽  
Media Channels ◽  
The Web ◽  
Internet And Social Media

This article reviews and analyses factors impacting the evolution of the internet, the web, and social media channels, charting historic trends and highlight recent technological developments. The review comprised a deep search using electronic journal databases. Articles were chosen according to specific criteria with a group of 34 papers and books selected for complete reading and deep analysis. The 34 elements were analysed and processed using NVIVO 12 Pro, enabling the creation of dimensions and categories, codes and nodes, identifying the most frequent words, cluster analysis of the terms, and creating a word cloud based on each word's frequency. The review presents updated information about technological trends, marketing, and chronological elements regarding the evolution of the internet and social media.

scholarly journals Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review

2021 ◽  
Author(s):  
Yogesh K. Dwivedi ◽  
Elvira Ismagilova ◽  
Nripendra P. Rana ◽  
Ramakrishnan Raman
Keyword(s):  
Social Media ◽  
Media Use ◽  
State Of The Art ◽  
Relevant Literature ◽  
Comprehensive Analysis ◽  
Social Media Use ◽  
Weight Analysis ◽  
Social Media Tools ◽  
Use Of Social Media ◽  
Business To Business

AbstractSocial media plays an important part in the digital transformation of businesses. This research provides a comprehensive analysis of the use of social media by business-to-business (B2B) companies. The current study focuses on the number of aspects of social media such as the effect of social media, social media tools, social media use, adoption of social media use and its barriers, social media strategies, and measuring the effectiveness of use of social media. This research provides a valuable synthesis of the relevant literature on social media in B2B context by analysing, performing weight analysis and discussing the key findings from existing research on social media. The findings of this study can be used as an informative framework on social media for both, academic and practitioners.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

scholarly journals Social Media Use Among Young People in China: A Systematic Literature Review

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110164
Author(s):  
Lian Tang ◽  
Siti Zobidah Omar ◽  
Jusang Bolong ◽  
Julia Wirza Mohd Zawawi
Keyword(s):  
Social Media ◽  
Young People ◽  
Literature Review ◽  
Systematic Literature Review ◽  
Media Use ◽  
Academic Research ◽  
Future Research ◽  
Research Topics ◽  
Social Media Use ◽  
Systematic Analysis

The widespread use of social media has promoted extensive academic research on this channel. The present study conducts a systematic analysis of extant research on social media use among young people in China. This systematic literature review aims to identify and bridge gaps in topics, theories, variables, and conceptual frameworks in studies of social media usage among young people in China. The study aims to develop a cause–effect framework that shows the causal relationships among research structures. The PRISMA method is used to review 20 articles drawn from the Scopus and Google Scholar databases. From the analysis, 10 major research topics, eight theories or models, and a complete framework of causal relations emerge. It is recommended that future research on social media should include a greater diversity of types of social media, investigate a wider range of research topics, and adopt different theories or models. Researchers should also implement a more complete and detailed systematic method for reviewing literature on social media research in China.

ROLE AND MAIN DIRECTIONS OF INTERNET MARKETING DEVELOPMENT

2017 ◽  
Author(s):  
Liudmyla Kurylo ◽  
◽  
Yaroslav Kozchenko ◽  
Keyword(s):  
Social Media ◽  
Retention Rate ◽  
Internet Marketing ◽  
Social Media Marketing ◽  
The Internet ◽  
Online Environment ◽  
Building Relationships ◽  
Internet Users ◽  
The Usa ◽  
The Moment

The author conducted a study of the role and actual functions of Internet marketing nowadays, analyzed the latest publications and studies of domestic and foreign scientists relating to Internet marketing. The definitions of Internet marketing by various scientists were considered. It was determined by the problematic that exists in the field of internet marketing at the moment. A review of modern tools we identified the main tools of Internet marketing, by which the communication occurs on the Internet: SEO (Search Engine Optimisation), search (paid) advertising, Media advertising, SMM (Social Media Marketing) social media marketing, content marketing, E-mail marketing; Hootsuit's company research analysis determined the number of Internet users and purchasing power in the online environment, which averaged 500 USD per year. The number of Internet users in the online environment averaged 500 USD per year. And also to prioritise specific types of products. We have also identified that search engines are the main source of learning new information for consumers. Having analysed the dynamics of internet penetration in Ukraine, it appears that the number of internet users increased by 8% in 2019, with 22.96 million Ukrainians using the internet at the end of 2019. The article examines the possibilities of Internet marketing tools that become available when using such a tool as web analytics, including: personalised offers to customers, building relationships with customers, after a purchase is made and increasing their retention rate. A study of advertising costs on the social network Facebook, during the presidential elections in Ukraine in 2019 and during the presidential race in the USA in 2020 was conducted. And also defined the role played by social networks in building relationships with the target audience. During the research, recommendations for the use of the main tools of Internet marketing were made and it was determined which business areas are not suitable for each of the tools. Based on the research and statistical data was predicted directions of development of Internet marketing.

Video Advertising: Connection and differences between consumers?

2021 ◽  
Vol 3 (1) ◽  
pp. 14-25
Author(s):  
Sónia Ferreira ◽  
Sara Santos ◽  
Pedro Espírito Santo
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Literature Review ◽  
Conceptual Model ◽  
The Internet ◽  
Internet Search ◽  
Video Advertising ◽  
Social Media Engagement

The internet search trend has caused that online users are looking for more and more enriched information. The evolution of social media has been huge and users relate to social networks differently than they did before. Currently, there are more than 4 billion active users on social networks and brands are looking to showcase their products and services. Our research found the following factors that influence social media engagement: informativeness, self-connection and advertising stimulation. Through literature review, we propose a conceptual model that has been tested in the PLS-SEM. Data were collected from 237 consumers and our survey found that engagement in social media is explained by the variables identified by our model. Important contributions to brand theory and management will be found in this investigation.

scholarly journals Membangun Branding Produk UMKM Melalui Media Sosial Tiktok

2021 ◽  
Vol 4 (2) ◽  
pp. 280-289
Author(s):  
Lian Fawahan ◽  
Ita Marianingsih Purnasari
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Human Activity ◽  
Digital Economy ◽  
The Internet ◽  
Market Segment ◽  
The Future ◽  
Qualitative Descriptive ◽  
Future Business ◽  
Internet Network

The occurrence of the Covid-19 pandemic  makes many MSMEs have to lose money and go out of business, whereas in Indonesia the most important joint that sustains the wheels of the country's economy is MSMEs. In addition to the pandemic, the challenge of MSMEs is rise of the digital economy movement is very  rapid  for making    MSMEs  demanded to understand information technology. The covid-19 pandemic is increasingly encouraging human activity through the internet network. One of the simplest steps to build a brand through TikTok social media. In  2020 number of downloads amounted to 63.3 million both in the Apple store and the play store the best-selling application is TikTok. Indonesia  is the downloader of the application amounting to 11% of the total downloads of tiktok application, with tiktok MSME actors can build their product brand, considering it does not require a lot of cost and energy. The potential of the wider market and the future business will also be a consideration because tiktok social media is widely used by millennials who have high consumptive power.  This study uses qualitative descriptive, uses literature studies quoted from book journals as well as relevant websites. The purpose of this study is to encourage MSMEs to have a good brand so that they can compete with other products, and through social media, especially TikTok, the MSME market segment can be wider internationally. Considering that social media has eliminated geography, meaning that when it can go viral social media, everyone can see MSME products. Keywords: MSMEs, Branding, TikTok

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