Marketing Analytics for Customer Engagement

2020 ◽  
Vol 11 (2) ◽  
pp. 41-55 ◽  
Author(s):  
Samala Nagaraj
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Present Article ◽  
Service Industries ◽  
Customer Engagement ◽  
Brand Communities ◽  
Marketing Analytics ◽  
The Future

Customer engagement is the buzz word in marketing discipline today. Engaging customers has never been as effective before the emergence of marketing analytics and its application. Marketing analytics coupled with social media and brand communities has given rise to improved innovative ways to engage customers across various service industries. The integration of marketing analytics with artificial intelligence (AI) has enhanced marketers understanding of customer engagement. The present article is a viewpoint on the various applications of marketing analytics for customer engagement. The present article focuses on the evolution of marketing analytics, its various models and application in various forms of customer engagement. The article highlights the future applications of analytics and concludes with the importance of marketing analytics for marketers in increasing customer engagement.

Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry

2019 ◽  
pp. 143-172
Author(s):  
Guida Helal
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Brand Communities ◽  
Fashion Brand ◽  
Online Brand Communities ◽  
Managerial Implications ◽  
Social Media Platforms

Fashion brands have shifted communication to social media as part of evolutionary modern-day marketing approaches to reaching consumers. Brands have adjusted to a vocal customer through back-and-forth interchange on social media platforms that have progressively facilitated for online brand communities. Social media brand communities serve to engage audiences in interactive settings that resonate with individual consumers across different levels. As brand awareness is augmented, brand impressions are conceived, brand-customer relationships are formed, and a sense of community is fostered around a brand, consumers exploit association to such social media brand communities in advancing social identity. The following chapter explores the impact of social media brand communities on Millennials in the fashion industry, while considering the social identity theory. The chapter focuses on theoretical and managerial implications. This chapter considers the influence social media brand communities and social identity may have on a fashion brand.

scholarly journals Framtidsfantasier

2019 ◽  
Vol 23 (3-4) ◽  
pp. 47-72 ◽  
Author(s):  
Lena Sotevik
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Present Article ◽  
Preschool Teachers ◽  
Group Interview ◽  
The Political ◽  
First Case ◽  
The Future ◽  
The Relationship ◽  
Critical Perspectives

The present article explores how situated queerness takes place in relation to the construction of child and childhood. Lee Edelman (2004) argues that the child is opposed to, and in need of protection from contact with, homosexuality, which means that the queer cannot be part of the political fantasies of the future in which the child is central. In view of this, but unlike Edelman, I argue in this article that the child is part of different future fantasies, where the child is not necessarily separated from queerness. Here, I present contemporary connections between the child and queerness and analyze how possibilities and limitations appear in relation to this. Through two case studies, the article takes on a multi-sited approach (Marcus 1995), following when queerness is introduced on arenas where childhood is constructed. The first case is located to a preschool where the staff recently carried out hbtq-education and -certification and the analyzed data is one group interview with five preschool teachers and their principle. The second case is located in social media and consists of reactions on the presence of lesbian characters in the children’s comic Bamse, where 326 commentary posts around this topic are analyzed. Based on critical perspectives on age and sexuality, this article discuss what normalizations about childhood and heterosexuality are being made, and how these normalizations condition how queer sexuality can be present within the two childhood arenas represented in the material. Conclusions drawn are that both in the preschool and in the adults’ reactions to children’s culture, heterosexuality passes unnoticed, while queerness is made something remarkable. The relationship between queer and childhood can here be understood as both requested and questioned, which I present as conditioned queerness, and the child and childhood as spaces where different discourses about the child’s best and desirable future are negotiated.

scholarly journals How Will Information Services of Social Media Portals Change in the Future When Artificial Intelligence is implemented?

2020 ◽  
Vol 4 (1) ◽  
pp. 31-46
Author(s):  
Mir Kasi ◽  
Rubina Shaheen
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Theoretical Perspective ◽  
Information Services ◽  
Web Based ◽  
The Future ◽  
Governmental Institutions ◽  
The One ◽  
Qualitative Methodologies ◽  
Unavoidable Patterns

Innovation is surpassing our desires. Different AI-based instruments are created and help advertisers focus on perfect clients via web-based media at the ideal time. Purpose: the purpose of the study is to link the Information Services of Social Media Portals Change in the Future When Artificial Intelligence is implemented. Methodology: Surveys and qualitative methodologies were utilized to build up the theoretical perspective on A.I.'s effects on advancement across various foundations and social areas on the planet's economies. All the users of face book were population for the current study. Convenient sampling was the technique to access the sample. Focus groups and academic centres, and governmental institutions were likewise fused in acquiring valuable data on the effects of being knowledgeable about all the fields of advancement through A.I. innovations on social media. Findings: Most interviewees reacted emphatically about using technologically advanced tools and disseminating information in modern applications on social media. Advancement in A.I. innovations in the social media services expanded creation periods in the viral news than anticipated from a man if they needed to access vital information at every interval without an aspect of delay. Contribution: The future will be A.I. empowered and less miss-information. Tis paper do not generally know how soon or in what ways these dreams of the AI-empowered future will turn into a reality, yet even the most easygoing of eyewitnesses can see that these are unavoidable patterns. The one sure thing is that it is coming, and this paper now travelling toward that path.

scholarly journals Exploring Drivers and Outcomes of Lurking Engagement and Posting Engagement in Social Media-Based Brand Communities:

2021 ◽  
Vol 8 (1) ◽  
pp. 21-24
Author(s):  
Kashif Farhat ◽  
Wajeeha Aslam ◽  
Sany Sanuri
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Sem Analysis ◽  
Customer Engagement ◽  
Expected Returns ◽  
Brand Communities ◽  
Engagement Behavior

Social media-based brand communities (SMBBC) offer valuable opportunities for brands to build customer engagement (CE). Hitherto brands lack the knowledge of the forms of engagement in SMBBC that drive brand loyalty, effectiveness of investment in SMBBC, and the expected returns on the investment. Hence, the main objective of the study is to determine the drivers of CE in SMBBC, identify how they relate to two forms of engagement behaviors: lurking and posting, and their influence on resulting brand loyalty. PLS-SEM analysis of 229 fans of brands on Facebook established that significant differences exist between the drivers for lurking and posting engagement by hedonic and utilitarian brands type. Lurking engagement emerged as a significant and a stronger type of engagement behavior for brand loyalty than posting engagement. The study furnishes valuable insights on lurking and posting engagement and the variation in these engagement forms by hedonic and utilitarian brands in SMBBC.

Insights on the adoption of social media marketing in B2B services

2018 ◽  
Vol 30 (5) ◽  
pp. 490-529 ◽  
Author(s):  
Nicoletta Buratti ◽  
Francesco Parola ◽  
Giovanni Satta
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Ad Hoc ◽  
Low Cost ◽  
Service Industries ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Digital Networks ◽  
Content Type ◽  
Communication Activity

Purpose The purpose of this paper is to review extant literature on social media marketing (SMM) in B2B service markets, by scrutinizing and categorizing potential benefits for firms. The study, in particular, empirically investigates the adoption of social media (SM) tools by firms operating in two conservative B2B service industries. Design/methodology/approach A systematic literature review is carried out driving to a deeper understanding of the current state of knowledge on SM in B2B services. Leading peer-review international journals are scrutinized performing ad-hoc queries on the Scopus database using pre-defined keywords. Moreover, a quantitative research is conducted on 60 firms, i.e. tanker shipping companies and ocean carriers, providing empirical insights on their SM activity on three SM platforms, i.e., Facebook, Twitter, and LinkedIn. Findings The outcomes from sample firms shed lights on the adoption rate of the most diffused SM tools, the size of the digital networks of stakeholders (number of followers), the intensity of the communication activity (number of posts, shares, photos, videos), and the level of customer engagement (number of likes and shares). Practical implications Research findings suggest to managers that SMM might be an easy-accessible and low-cost option for keeping the pace of sectorial transformations and creating a competitive advantage even in conservative sectors. Originality/value The paper, by investigating B2B service sectors, addresses an interesting gap in SMM literature as prior studies mostly focused on B2C industries and manufacturing contexts.

scholarly journals Social Media Marketing Experts’ Perceptions Regarding the Capabilities of a Future Artificial Intelligence Software

2021 ◽  
Vol 11 (3) ◽  
pp. 230-235
Author(s):  
Adrian Micu ◽  
◽  
Alexandru Capatina ◽  
Angela-Eliza Micu ◽  
Marius Geru ◽  
...  
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Social Media Marketing ◽  
Social Media Analytics ◽  
Exploratory Research ◽  
Innovative Technologies ◽  
The Future

The increasing interest in Artificial Intelligence’s impact on Social Media Marketing creates huge opportunities for software providers, whose innovative technologies would be broadly implemented by marketers. This article outlines the results of an exploratory research focused on 100 Social Media Marketing experts (digital agencies’ owners, marketers and freelancers) that assessed the forthcoming AI Media software capabilities, based on social media analytics, reflecting audience, image and sentiment analyses. The goal of this paper is to analyze the ranking of twelve capabilities proposed for the future AI Media software, as they were perceived by the respondents included into the research sample.

scholarly journals CUSTOMER ENGAGEMENT WITH A BRAND IN THE CONTEXT OF SOCIAL MEDIA

2017 ◽  
Vol 5 ◽  
pp. 172-177
Author(s):  
Magdalena Hofman-Kohlmeyer
Keyword(s):  
Social Media ◽  
Present Article ◽  
Mass Communication ◽  
Positive Impact ◽  
Vital Role ◽  
Customer Engagement ◽  
Content Quality ◽  
Brand Information ◽  
Firm Communication

Nowadays, a strong brand is one of the most valuable assets of a company. In order to obtain this asset, the growing ranks of enterprises decide to include social media in their marketing strategy. Social media gives the possibility to have customers highly engaged with a brand. The present article is aimed to give an outlook on the process of building customer engagement in a brand throughout social media. The presented approach is based on a literature review.INTRODUCTION: The meaning of social media in engaging customers is widely acknowledged.  In order to building a strong brand and make current customers loyal, the growing ranks of managers decide to include social media in their marketing strategy.OBJECTIVES: The present article is aimed to give a theoretical outlook on engaging a customer with a brand throughout social media.METHODS: To achieve the assumed goals the author presents a literature review.RESULTS: The literature review offers some directives on how to make customer engage with a brand, information on how this process should proceed and information about the profits which can the brand obtain.CONCLUSION: Social media gives an opportunity to make customers highly engaged in a brand. The building of customer engagement throughout social media takes place through the following process: connection, interaction, satisfaction, retention, commitment, advocacy and customer engagement. Social media is also treated as a source of mass communication. One-to-one communication between stakeholders and firm-to-firm communication exert a positive impact on brand trust. In terms of customer-to-customer communication, there are some doubts. The authors also indicated the vital role of content quality and the occurrence of negative conversations on the fan page.

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

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