Building Marketing Relationships on Twitter

2013 ◽  
Vol 3 (1) ◽  
pp. 32-46
Author(s):  
Brandi A. Watkins ◽  
Regina Lewis
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Relationship Building ◽  
Prospective Students ◽  
Alumni Donors ◽  
Marketing Relationships ◽  
Communication Interaction ◽  
Original Message ◽  
Twitter Activity ◽  
Marketing Approach

The current study applies a relationship marketing approach to examine how universities use Twitter to communicate with their audiences. To explore social media strategies related to top-ranked universities’ Twitter activity, Kotler’s (1992) model of five levels of relationship building was refined and operationalized. A content analysis of 1375 tweets distributed by 22 universities was conducted to evaluate the level of relationship building that universities establish through social media in order to engage with current and prospective students, alumni, donors, and external audiences. The authors conclude that top-ranked universities are more likely to engage primarily in reactive relationship building, which can be characterized as the broadcast of an original message with opportunities for followers to initiate post-communication interaction. Results of the message orientation analysis reveal that the vast majority of tweets in the sample were used to give opinion, suggestion, or information.

Building Marketing Relationships on Twitter

2014 ◽  
pp. 1113-1127
Author(s):  
Brandi A. Watkins ◽  
Regina Lewis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Relationship Building ◽  
Prospective Students ◽  
Orientation Analysis ◽  
Alumni Donors ◽  
Marketing Relationships ◽  
Communication Interaction ◽  
Original Message ◽  
Twitter Activity

The current study applies a relationship marketing approach to examine how universities use Twitter to communicate with their audiences. To explore social media strategies related to top-ranked universities' Twitter activity, Kotler's (1992) model of five levels of relationship building was refined and operationalized. A content analysis of 1375 tweets distributed by 22 universities was conducted to evaluate the level of relationship building that universities establish through social media in order to engage with current and prospective students, alumni, donors, and external audiences. The authors conclude that top-ranked universities are more likely to engage primarily in reactive relationship building, which can be characterized as the broadcast of an original message with opportunities for followers to initiate post-communication interaction. Results of the message orientation analysis reveal that the vast majority of tweets in the sample were used to give opinion, suggestion, or information.

Key Strategic Prescription for Indian Financial Services Sector: A Study with Special Reference to ICICI Bank

2017 ◽  
Vol 4 (01) ◽  
Author(s):  
Anurag Mittal
Keyword(s):  
Special Reference ◽  
Relationship Marketing ◽  
Financial Services ◽  
Service Industry ◽  
Customer Relationships ◽  
Relationship Building ◽  
Services Sector ◽  
Financial Services Sector ◽  
Industry Relationship ◽  
Marketing Approach

The paper discusses the emergence of ‘relationship marketing approach’ and highlights its importance in today’s highly competitive world with special reference to financial services sector. The thoughts of various management thinkers on relationship marketing approach have been also incorporated along with the recent attempts to create a platform for the execution of Relationship Marketing Philosophy in Indian financial services. The present paper also enlists some of the challenges that a modern marketer has to face in its path to implementing relationship marketing in financial service industry. Relationship Marketing is not about implementing better technology; it is about building the process that fosters longer, more profitable customer relationships. Various relationship building tools and programs have been also highlighted to provide an overview of the execution of this philosophy in the financial services sector.

Meeting Relationship-Marketing Goals Through Social Media: A Conceptual Model for Sport Marketers

2010 ◽  
Vol 3 (4) ◽  
pp. 422-437 ◽  
Author(s):  
Jo Williams ◽  
Susan J. Chinn
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Process Model ◽  
Customer Relationships ◽  
Relationship Building ◽  
Customer Relationship ◽  
Future Research ◽  
Sports Organizations ◽  
Building Process ◽  
Sport Industry

Sport industry marketers have long understood the importance of nurturing customer relationships. The new challenge is how best to face the shifts in customer relationship marketing posed by sports organizations and proactive consumers, or “prosumers.” In this article, the elements of the relationship-building process are presented with a focus on communication, interaction, and value, concepts identified in Gronroos’s (2004) relationship-marketing process model. An expanded version of Gronroos’s model is developed to include prosumers and to describe the interactions that occur through social-media exchanges. The value of specific social-media tools and Web 2.0 technologies in helping sport marketers meet their relationship-marketing goals is also discussed. Finally, directions for future research employing the expanded model are suggested.

scholarly journals The importance of social media to the academic surgical literature: Relationship between Twitter activity and readership metrics

Surgery ◽  
2021 ◽  
Author(s):  
Shahd Mobarak ◽  
Martyn C. Stott ◽  
Wan-Jen Lee ◽  
Madhav Sanatkumar Davé ◽  
Munir Tarazi ◽  
...  
Keyword(s):  
Social Media ◽  
Twitter Activity

scholarly journals Leveraging Social Media for Development in Organisations

2017 ◽  
Vol 13 (4) ◽  
pp. 201
Author(s):  
Ajith Sundaram
Keyword(s):  
Social Media ◽  
Social Influence ◽  
Detailed Analysis ◽  
Computer Systems ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Potential Customers ◽  
Marketing Approach

Marketers must never underestimate an online buyer. If they are assuming that mere marketing efforts from their side will influence a buyer, then they are being uncalculated and ignorant. Potential customers are not isolated people who are glued to their computer systems confused as to what product to buy. Instead they are tech-savvy, socially active, smart buyers who make a detailed analysis about the product they intend to buy online. Therefore, marketers need to re-design their online marketing strategies to suit to the needs of the buyer. The marketing approach should focus on social influence marketing as well.

scholarly journals Examining the antecedents and consequences of gratitude

2017 ◽  
Vol 31 (1) ◽  
pp. 34-47 ◽  
Author(s):  
Syed Fazal E. Hasan ◽  
Gary Mortimer ◽  
Ian N. Lings ◽  
Larry Neale
Keyword(s):  
Relationship Marketing ◽  
Economic Benefits ◽  
Mediating Effect ◽  
Relationship Building ◽  
Mediation Effects ◽  
Content Type ◽  
Customer Perceptions ◽  
Antecedents And Consequences ◽  
Marketing Investments

Purpose This study aims to propose the emotional response of gratitude as a mediating mechanism to explain the relationship between perceptions of a service organisations’ relationship marketing investments, customer cynicism and reciprocity and overall satisfaction. Further, the study seeks to test the significance of the mediation effects of these constructs on customer overall satisfaction. Design/methodology/approach Using theories from service marketing and consumer psychology, this study develops and tests a customer gratitude model (CGM). Field surveys based on existing measures were used to elicit data from 1,104 respondents. The measures were validated and subsequently the CGM was tested to establish the veracity if the nomological network presented. Findings Results indicate that perceived relationship marketing investment exerted an indirect effect on gratitude through the mediating effect of reciprocity and cynicism. Further, perceived relationship marketing investments impacted overall satisfaction through its mediating effect of gratitude, and gratitude explained the indirect influences of reciprocity and customer cynicism on overall satisfaction. Research limitations/implications This study contributes to services marketing literature by examining the emergent role of gratitude between customer perceptions of service organisations and pro-organisational attitudes, like overall satisfaction. Practical implications This research encourages service organisations to implement relationship-building strategies, beyond that of purely economic benefits, that seek to enhance the emotion of gratitude, which will lead to greater overall customer satisfaction. Originality/value Despite emphasising relationship longevity between customers and service organisations, literature has not yet focused on the role of gratitude. The CGM provides valuable insights for further inquiries.

scholarly journals Megachurch Pastor Twitter Activity: An Analysis of Rick Warren and Andy Stanley, Two of America’s Social Pastors

2014 ◽  
Vol 3 (2) ◽  
pp. 1-32
Author(s):  
Susan Codone
Keyword(s):  
Social Media ◽  
Church Leaders ◽  
Future Studies ◽  
Ministry Leadership ◽  
The Social ◽  
Mega Church ◽  
Use Of Social Media ◽  
Twitter Activity ◽  
Ministry Leaders ◽  
Community Church

Mainstream church leaders have taken to Twitter as a platform for spreading their message and promoting their churches. This study examines two American mega-church pastors, Rick Warren of Saddleback Church in Orange County, California, and Andy Stanley of North Point Community Church in Atlanta, Georgia. The main objectives of this study are to analyse the Twitter activity of both pastors in an attempt to categorize their tweets according to research-based guidelines and to suggest new categories for ministry leaders who use social media. The study also tracks the Twitter activity over the life of the @rickwarren and @andystanley accounts. The study shows intriguing applications of Twitter by these two pastors and makes recommendations for those in ministry leadership who wish to use Twitter as a broadcast platform for their personal and ministry messages. Because research in ministerial use of social media is young, future studies are needed to determine if these recommendations can apply to the social media activity of other ministry leaders and to explore how ministry leaders across the religious spectrum are using social media.

scholarly journals News values on social media: Exploring what drives peaks in user activity about organizations on Twitter

Journalism ◽  
2018 ◽  
Vol 21 (5) ◽  
pp. 633-651 ◽  
Author(s):  
Theo Araujo ◽  
Toni GLA van der Meer
Keyword(s):  
Social Media ◽  
News Media ◽  
Social Impact ◽  
News Coverage ◽  
Value Theory ◽  
News Values ◽  
News Value ◽  
Twitter Users ◽  
Nuanced Understanding ◽  
Twitter Activity

Since news circulation increasingly takes place online, the public has gained the capacity to influence the salience of topics on the agenda, especially when it comes to social media. Considering increased scrutiny about organizations, this study aims to understand what causes heightened activity to organization-related topics among Twitter users. We explore the extent to which news value theory, news coverage, and influential actors can explain peaks in Twitter activity about organizations. Based on a dataset of 1.8 million tweets about 18 organizations, the findings show that the news values social impact, geographical closeness, facticity, as well as certain influential actors, can explain the intensity of online activities. Moreover, the results advocate for a more nuanced understanding of the relation between news media and social media users, as indications of reversed agenda-setting patterns were observed.

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