The Role of Social Media in Event Marketing

2021 ◽  
pp. 262-281
Author(s):  
Serap Serin Karacaer
Keyword(s):  
Social Media ◽  
Large Scale ◽  
Service Marketing ◽  
Target Audience ◽  
Point Of View ◽  
Event Marketing ◽  
Effective Current ◽  
Marketing Activities ◽  
Effective Transfer

Activities, which include events that are not all intangible, include large-scale service components, and hence, their marketing includes service marketing. From this point of view, it is possible to state that it is very difficult to market activities that the participants cannot take home and consume physically. In this context, it is very important that the event marketing activities convey the feeling to the target audience that they will have fun and be entertained. Therefore, social media is one of the most important tools used in the effective transfer of the organization to the target audience within the scope of event marketing activities. As the most effective current communication and interaction tool, social media has become the most important tool for event marketers who are trying to appeal to large audiences and promote a certain destination, product, or service.

AIRLINE SPONSORSHIPS AND SPORTS – AN EXPLORATORY REVIEW OF MAJOR AIRLINE ENGAGEMENT

2019 ◽  
Vol 10 (1) ◽  
pp. 110-124
Author(s):  
Blaise Waguespack ◽  
Scott Ambrose
Keyword(s):  
Social Media ◽  
Web Site ◽  
Traditional Media ◽  
Sport Sponsorship ◽  
Social Media Networks ◽  
Event Marketing ◽  
Marketing Activities ◽  
The Impact ◽  
Air Carriers

Airline involvement in sport sponsorship has grown over the last few years as sponsorship activity has proven effective as one method to reach a global audience. Aiding in this move to the use of sponsorship is the growing role of social media networks that can be utilized with traditional media and event marketing activities to leverage the impact of the sponsorship. However, the extent of involvement in sports, the leading area of sponsorship activity, and across other events by the world’s major air carriers varies greatly. This review examines the reported sponsorships engagements in sports by leading global airlines at the airline’s web site.

Physical Distancing and Social Media Use in Emerging and Older Adults During COVID-19: Large Scale Cross-Sectional and Longitudinal Survey Study (Preprint)

2021 ◽  
Author(s):  
Thabo J van Woudenberg ◽  
Roy Hendrikx ◽  
Moniek Buijzen ◽  
Julia CM van Weert ◽  
Bas van den Putte ◽  
...  
Keyword(s):  
Older Adults ◽  
Social Media ◽  
Emerging Adults ◽  
Large Scale ◽  
Media Use ◽  
Longitudinal Survey ◽  
Social Media Use ◽  
Random Intercept ◽  
Social Media Platforms

BACKGROUND Although emerging adults play a role in the spread of COVID-19, they are less likely to develop severe symptoms after infection. Emerging adults’ relatively high use of social media as source of information raises concerns regarding COVID-19 related behavioral compliance (i.e., physical distancing) in this age group. OBJECTIVE Therefore, the current study investigated physical distancing in emerging adults in comparison to older adults and looked at the role of using social media for COVID-19 news and information in this regard. In addition, this study explored the relation between physical distancing and different social media platforms and sources. METHODS Secondary data of a large-scale national longitudinal survey (N = 123,848, 34.% male) between April and November 2020 were used. Participants indicated, ranging for one to eight waves, how often they were successful in keeping 1.5 meters distance on a 7-point Likert scale. Participants between 18 and 24 years old were considered young adults and older participants were identified as older adults. Also, a dummy variable was created to indicate per wave whether participants used social media for COVID-19 news and information. A subset received follow-up questions asking participants to indicate which platforms they have used and what sources of news and information they had seen on social media. All preregistered hypotheses were tested with Linear Mixed-Effects Models and Random Intercept Cross-Lagged Panel Models. RESULTS Emerging adults reported less physical distancing behaviors than older adults (b = -.08, t(86213.83) = -26.79, p < .001). Also, emerging adults were more likely to use social media for COVID-19 news and information (b = 2.48, SE = .11, Wald = 23.66, p = <.001), which mediated the association with physical distancing, but only to a small extend (indirect effect: b = -0.03, 95% CI = [-0.04; -0.02]). Opposed to our hypothesis, the longitudinal Random Intercept Cross-Lagged Panel Model showed no evidence that physical distancing was predicted by social media use of the previous wave. However, we did find evidence that using social media affected subsequent physical distancing behavior. Moreover, additional analyses showed that most social media platforms (i.e., YouTube, Facebook and Instagram) and interpersonal communication showed negative associations with physical distancing while others platforms (i.e. LinkedIn and Twitter) and Governmental messages showed no to a slightly positive associations with physical distancing. CONCLUSIONS In conclusion, we should be vigilant for physical distancing of emerging adults, but this study give no reason the to worry about the role of social media for COVID-19 news and information. However, as some social media platforms and sources showed negative associations, future studies should more carefully look into these factors to better understand the associations between social media use for news and information, and behavioral interventions in times of crisis.

scholarly journals Analysis of Market Structure-Conduct-Performance of Gurame Fish (Osphonemus gouramy) in Kediri Regency

2019 ◽  
Vol 006 (02) ◽  
pp. 134-148
Author(s):  
BJ. Al-Baiquni ◽  
Keyword(s):  
Market Structure ◽  
Large Scale ◽  
Sampling Techniques ◽  
Barriers To Entry ◽  
Snowball Sampling ◽  
Accounts Payable ◽  
Marketing Activities ◽  
And Performance ◽  
Marketing Margins

The role of marketing institutions is important for conducting marketing activities, so that research has a purpose for: 1) knowing the market structure of gurame fish, 2) describing the behavior of gurame fish marketing institutions, 3) knowing the performance of marketing institutions for gurame fish in Kediri Regency. Type of research is descriptive using analysis of structure, conduct, and performance. Sampling techniques using purposive sampling and snowball sampling techniques, data collection techniques by observation, direct interviews and documentation. The results of the study are based on market structure that is influenced by the number of sellers and buyers, barriers to entry and exit markets, and market information indicating that the formed market structure is oligopoly; There are still many marketing agency behaviors that harm several parties in marketing such as accounts payable, and other fraudulent practices; The marketing of gurame fish in Kediri Regecy cannot be said to be efficient because of the uneven distribution of marketing margins, costs, and profits of each institution, as well as the high margin value, costs, and profits from one of the marketing institutions, large-scale collectors.

scholarly journals THE INFLUENCE OF CELEBRITY ENDORSEMENT IN RESTAURANT PRODUCT PURCHASE DECISIONS MAKING

2020 ◽  
Vol 6 (2) ◽  
pp. 45-54
Author(s):  
Suci Sandi Wachyuni ◽  
Tri Kuntoro Priyambodo
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Purchase Decisions ◽  
Celebrity Endorsement ◽  
Marketing Activities ◽  
Information Skills ◽  
Word Of Mouth Communication

Purpose of the study: The phenomenon of electronic word-of-mouth (eWOM) or word of mouth communication in marketing activities on digital media is one of the most important things in improving the purchasing decision of a product or services. This study aims to analyze the effect of celebrity endorsement on consumer purchase decisions, case studies at Nona Judes Restaurant. Methodology: This research is mixed-method, both qualitative and quantitative. Data collection techniques in this study were interviews and questionnaires that were measured using a Likert scale. The questionnaire was distributed to 100 respondents who were consumers of the Nona Judes restaurant. The data were analyzed using simple linear regression analysis. Main Findings: The results of this study indicate that celebrity endorsement influences product purchase decisions. The contribution of celebrity endorsement variables to product purchase decisions is 25.9%. Researchers concluded that there are several factors considered in selecting endorsers. These factors include big names and experiences, appearance, social media strength of endorsers, and communication skills. Implications: This study is offering suggestions for company management in determining celebrity for product endorsement. The orders of indicators to consider are (1) Power, (2) Credibility, (3) Attraction. Novelty/Originality of this study: This research specifically addresses the role of celebrity endorsement in product purchase decisions in restaurants. This study also produced endorser selection criteria and their indicators, i.e. 1) Power (fame, strengths on social media); 2) Credibility (the truth of information, endorser information skills); 3) Attractiveness (physical appearance, endorser’s characters).

scholarly journals Cancer metabolic subtypes and their association with molecular and clinical features

2021 ◽  
Author(s):  
Enrico Moiso ◽  
Paolo Provero
Keyword(s):  
Clinical Data ◽  
Large Scale ◽  
Tumor Grade ◽  
Point Of View ◽  
General Point ◽  
Protein Abundance ◽  
Phenotypic Data ◽  
Cancer Subtypes ◽  
Molecular Features

Alteration of metabolic pathways in cancer has been investigated for many years, beginning way before the discovery of the role of oncogenes and tumor suppressors, and the last few years have witnessed a renewed interest in this topic. Large-scale molecular and clinical data on tens of thousands of samples allow us today to tackle the problem from a general point of view. Here we show that trancriptomic profiles of tumors can be exploited to define metabolic cancer subtypes, that can be systematically investigated for association with other molecular and clinical data. We find thousands of significant associations between metabolic subtypes and molecular features such as somatic mutations, structural variants, epigenetic modifications, protein abundance and activation; and with clinical/phenotypic data including survival probability, tumor grade, and histological types. Our work provides a methodological framework and a rich database of statistical associations, accessible from https://metaminer.unito.it, that will contribute to the understanding of the role of metabolic alterations in cancer and to the development of precision therapeutic strategies.

scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

Families, Funerals and Facebook: Reimag(in)ing and ‘Curating’ Toraja Kin in Trans-local Times

2015 ◽  
Vol 3 (2) ◽  
pp. 239-266 ◽  
Author(s):  
Kathleen M. Adams
Keyword(s):  
Social Media ◽  
Large Scale ◽  
Local Times ◽  
Funeral Rites ◽  
Familial Relationships ◽  
Familial Bonds ◽  
Non Local ◽  
In Trans ◽  
Anthropological Literature

AbstractThe Sa'dan Toraja of upland Sulawesi, Indonesia have long been celebrated in the anthropological literature for their elaborate procession-filled mortuary rituals, which draw vast networks of kith and kin to mourn, memorialise, and reaffirm familial bonds and obligations. Whether residing in the homeland or abroad, most Torajans underscore funeral rites as the most vital expression of Toraja familial and cultural identity. Although some estimates suggest that more Torajans now reside off-island and overseas than remain in the homeland, extended familial funerals in the homeland continue to have a centripetal physical, economic and emotional pull. While various scholars have documented the ways in which remittances from Toraja migrants or the presence of international tourists have transformed Toraja funerals in recent decades, this article focusses on the role of social media in navigating global familial relationships and rituals. Indonesia has the largest number of Facebook subscribers in the world, and this study offers the first exploration of the ways in which Facebook interweaves far-flung familial relationships. This study also examines house-society orientations in the Toraja highlands and addresses the use of Facebook by Torajans in the homeland to cultivate continued allegiances to ancestral houses (around which extended Toraja families are oriented). Finally, this article also examines a large-scale 2012 Toraja funeral in order to spotlight the contours of the Toraja family in the current era of neoliberalism and cyber-technologies. The article offers insights into the ways in which various Torajans navigate social media and non-local corporations to image, reimagine and negotiate familial identities for various audiences (local, national and transnational).

scholarly journals The role of content marketing in social media content communities

2017 ◽  
Vol 19 (1) ◽  
Author(s):  
Charmaine Du Plessis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Target Audience ◽  
Point Of View ◽  
Sufficient Evidence ◽  
Media Content ◽  
Daily Lives ◽  
Specific Content ◽  
Use Of Social Media ◽  
Content Marketing

Background: Content marketing has become a leading marketing technique in digital marketing communication and uses the point of view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand community perspectives while content marketing’s valuable and unobtrusive role in social media content communities has largely been overlooked.Objective: The purpose of this article was to investigate content marketing’s role in social media content communities to engage with the target audience in an innate manner.Method: This study made use of a directed, inductive content analysis of 51 practitioner documents relating to business-to-consumer content marketing practices to add another perspective to existing research on communities in social media. The content analysis was facilitated by using QDA Miner, a widely adopted and reliable qualitative data analysis software programme.Results: Three categories emerged from the data namely building content communities, platform-specific content and understanding channels. These categories provide sufficient evidence of how brands make use of social media content communities to connect with the target audience in an unobtrusive manner, in addition to being present in virtual brand communities.Conclusion: The findings make several contributions to the existing literature. Firstly, it provides a clearer distinction between brand and social media content communities. Secondly, it extends conceptions about social media communities to include content communities and, thirdly, it provides sufficient evidence of how content marketing could benefit a brand by naturally becoming part of social media conversations.

scholarly journals ENHANCING THE REGION’S INVESTMENTS ATTRACTIVENESS FROM THE PERSPECTIVE OF REGIONAL MARKETING

2021 ◽  
Author(s):  
Maryna Resler ◽  
◽  
Volodymyr Hoblyk ◽  
Olesya Havrylets ◽  
◽  
...  
Keyword(s):  
Investment Project ◽  
Target Audience ◽  
Point Of View ◽  
Competitive Advantages ◽  
Strategic Objectives ◽  
Economic Agents ◽  
Territorial Marketing ◽  
Individual System ◽  
Theoretical Foundations

The study identifies ways to increase the investment attractiveness of the region from the point of view of marketing, including defining strategic objectives for the development of the region; and establishing the level of investment attractiveness of the region; increasing the role of marketing in the region’s investment attractiveness. The first part of the article based on the literature on this topic presents the theoretical foundations of investment. The second part uses statistical management and data contained in investment reports to the level of investment attractiveness of the region. The study concluded that it is substantiated that investor’s decisions are influenced by several subjective factors that are quite difficult to measure, and they express an individual system of preferences, partly determined by the investor’s knowledge, including the image of the region. The marketing tools that realization is possible within the limits of regional marketing are considered. Based on regional marketing the competitive advantages of the region are evaluated and maintained, the level of its attractiveness for investments in comparison with other competing regions is determined, and also parameters of competitiveness of administrative-territorial formation as its ability to constant development based on adaptation to market changes. It is proposed during the analysis of investment attractiveness of the region to determine the real investment attractiveness, using the tools of the complex "4P", which allows identifying such features of the investment project (individual region) that characterize it as an investment product. These tools of regional (territorial) marketing can be used effectively to create new competitive advantages of a particular region, to influence the target audience, and thus attract economic agents. The prospects in this direction lie in the transformation of regional (territorial) marketing instruments for use in the formation of new competitive advantages of the region, influencing the target audience and thus increasing the involvement of economic agents.

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