Social Media

2015 ◽  
Vol 5 (2) ◽  
pp. 37-57
Author(s):  
Chetna Kudeshia ◽  
Arun Mittal
Keyword(s):  
Social Media ◽  
Vital Role ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Competitive Advantages ◽  
Buying Behavior ◽  
Social Media Networks ◽  
The Social ◽  
Media Channels ◽  
The Arab Spring

From Obama's success to the Arab spring, from Kolaveri Di in India to Gangnam style, social media is omnipresent. We no longer go to the news, news finds us; we no longer visit merchandise, merchandise find us; social media has shrunk the globe beyond imagination. Social media is based on the combined notion of influence and participation -.tools that synchronize their voice with the company's voice and that combined voice affects the next customer. The development of social media networks have made it feasible for the customers to speak to thousands of other customers concerning a particular brand or a company. This communication between one to several additionally referred to as word-of-mouth marketing, isn't new to marketing, but the distinction is that currently these communications are on the far side boundaries. With the growing effect of social media on consumer buying behavior, it becomes imperative for a business to understand the competitive advantages of assorted social media avenues across diverse markets. As the world of online marketing is continuously progressing, the marketers must understand how these changes may influence buyer practices, and consequently promotional programs and strategies. Choices on how and when to successfully use the traditional as well as the social media alternatives require careful thought and consideration. This paper aims to throw light on the recent social media marketing strategies and demonstrates how this platform of online networking helps organizations to captivate their clients in a finer manner, thus building a stronger relationship with them. Also the present paper offers significant understanding to the marketers in knowing the vital role social media marketing plays in the formation of a strong brand. The present paper is conceptual in nature, and through the intensive literature review identifies the latest social media practices being adopted by the 21st century marketers. The study is an endeavor to see how advertisers are utilizing social networking as a strategic tool for advancement. The study finds that enhanced presence and communication on various social media channels help the firms in creating a better brand image while reducing promotional budgets. The paper additionally indicates how the exceptional attributes of correspondence by means of online networking help organizations not only in building a superior connection with their customers but also in converting them into their brand advocates. Thus, these network platforms are helping the businesses to engage with the purchasers, influencing them, connecting with them and finally changing them into their evangelists.

scholarly journals Relationship between Social Media Marketing and Consumer Buying Behavior

2019 ◽  
Vol 4 (2) ◽  
pp. 193-202
Author(s):  
Syed Muhammad Ather ◽  
Naimat Ullah Khan ◽  
Faizan Ur Rehman ◽  
Lubna Nazneen
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Positive Relationship ◽  
Social Media Marketing ◽  
Buying Behavior ◽  
The Social ◽  
Research Findings ◽  
Marketing Tool ◽  
Structured Questionnaire ◽  
Consumer Buying Behavior

The social media has become an integral part of our lives with the introduction of 3G, 4G technology in Pakistan it has become possible for people to stay connected from anywhere any time. The purpose of this study is to find out that if any relationship between social media marketing and consumer buying behavior exist if their existence affected each other in any significant way. For this purpose an online survey was conducted and 100 people responded who were active users of social media in the region of Peshawar an unstructured/ structured questionnaire was designed to collect information from the respondents. The research findings and results confirms that there is a positive relationship between social media marketing and consumer buying behavior as well as that social media can be used as an effective marketing tool in region of Peshawar.

Application of Social Media Tools by Retailers

2014 ◽  
pp. 941-962
Author(s):  
María-del-Carmen Alarcón-del-Amo ◽  
Carlota Lorenzo-Romero ◽  
Efthymios Constantinides
Keyword(s):  
Social Media ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Future Research ◽  
Adoption Process ◽  
Technological Infrastructure ◽  
Future Research Agenda ◽  
The Social ◽  
Technology Adoption Model ◽  
Social Media Tools

The chapter explores the factors influencing the adoption process and the degree of engagement of the social media as part of the online marketing strategy by Spanish retailers. A retail industry survey identifies four different segments of retailers depending on the level of implementation of social media marketing strategies. The study examines the antecedents of the social media tools' adoption process across the dimensions of a Technology Adoption Model (TAM) and assesses various other factors likely to affect the degree of the adoption. One essential conclusion is that the company size is not important but that the level of adoption social media marketing is related to the organizational maturity in the areas of management attitudes, employee empowerment, access to Internet technologies, and technological infrastructure. The study proposes a future research agenda including cross-cultural studies for better understanding the global business attitudes in this area and underlines the need for development of benchmarks and metrics necessary for better assessing the value of social media marketing.

scholarly journals Role of Social Media Networks in Promoting Hotel Industry

2021 ◽  
pp. 40-47
Author(s):  
Reena Lakha ◽  
Prof (Dr) A C Vaid
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Hotel Industry ◽  
Social Media Marketing ◽  
Social Media Networks ◽  
Social Media Site ◽  
The Social ◽  
Use Of Social Media ◽  
Insight Into

In recent years, the hotel industry has started to follow social media marketing strategy as part of its marketing campaign to improve its brand value. Social networking channels are the means a hotel is promoting itself through. There are various channels that the hotels use to communicate with the clients. This paper aims to pick the best channel and use it wisely, so it helps the hotel industry the most. This paper aims to identify the available social media sites for the hotel industry. This study adds new knowledge regarding the hotel's most common social media site. The paper will provide insight into the medium of the social site used for communications and the use of social media advertisements as an integral part of the hotel's marketing strategy.

scholarly journals Social Media as an Opportunity for Public Health Interventions: The #Metoo Movement as an Exemplar

2019 ◽  
Vol 7 ◽  
Author(s):  
Raquel Gomez Bravo ◽  
María Gómez Bravo ◽  
Charilaos Lygidakis ◽  
Claus Vögele
Keyword(s):  
Public Health ◽  
Social Media ◽  
The United States ◽  
Health Interventions ◽  
Social Media Marketing ◽  
Global Level ◽  
Public Health Interventions ◽  
The Public ◽  
Social Media Networks ◽  
The Social

Background: Social media have been used exponentially and globally, providing a means for billions of users to connect, interact, share opinions and criticise, becoming one of the main channels of communication for users around the world. One of the most popular free social media networks is Twitter, with more than 100 million active users per day worldwide. Purpose: The aim of this study was to analyse a sample of the public conversations generated, using the hashtag #MeToo, around the topic of sexual abuse on Twitter.  Methods:  Using social media marketing software, the use of the #MeToo hashtag was analysed over a period of 60 days (14 September 2017 to 13 November of 2017). Results: The #MeToo conversation was mainly in English (79.3%), located in the United States (48.2% of cases), but with global repercussions. The volume of mentions of the #MeToo hashtag was far greater (97.7%), compared with other hashtags related to violence over this period of time, using mostly Twitter (96.2%). Conclusions: These results suggest that it is possible to describe different groups using the social media, and analyse their conversations to identify opportunities for successful public health interventions.  If the topic is relevant for the general public, it will generate interest and conversations at the global level, supported by a universal and borderless channel such as Twitter.

scholarly journals Role of Social Media in Customer Buying Behavior

2019 ◽  
Vol 9 (1) ◽  
pp. 2411-2413
Keyword(s):  
Social Media ◽  
Human Life ◽  
Vital Role ◽  
Online Marketing ◽  
Customer Relationship ◽  
Personal Factors ◽  
Buying Behavior ◽  
Text Book ◽  
Business People ◽  
Internal And External Factors

Social media has become an inseparable part of human life. It allows customers and prospects to communicate directly about various products/services with their friends. This is just a replacement of word of mouth, which place a vital role and cheapest way of promoting product in traditional marketing. The other important and unique feature of social media is immediacy, which allows the customers to approach directly with the business people. Indeed it is helpful to both business people and customers as they can get the solutions with in no time unless it is a big damage. With the process, business people can maintain a sound relationship with the customers very easily as they are responding to their queries instantly. It is nothing but customer relationship management. It is another pivotal element in marketing. All these features will influence the customers a lot in making their purchase or buying decisions. Consumer behavior is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. The customer buying or purchasing behavior is an evergreen marketing concept despite ample research has been done on the topic over last few decades. It would be an exaggeration, if we say without covering this concept no marketing text book will complete, that’s the significance of this particular concept. One cannot imagine a marketing book without finding a concept of customer buying behavior. Usually a customer buying behavior will be influenced by a set of internal and external factors like social, economical or financial, cultural, demographic, psychological and of course personal factors. In this day and age, online marketing, social media marketing, digital marketing are buzz words and strongly influencing the customer behavior and in making purchase decisions subsequently.

scholarly journals Process modeling for business management of online marketing campaigns through social media

2019 ◽  
Vol XXII (2) ◽  
pp. 116-125
Author(s):  
Popescu M. A. M.
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Marketing Channels ◽  
Online Marketing ◽  
Process Models ◽  
Social Media Networks ◽  
The Social ◽  
Media Reputation ◽  
Set Up ◽  
A Company

The online environment is becoming more competitive each day, and the consumer's journey is becoming more complex, going through several marketing channels on their way to buying. Social media networks environments facilitate access to information and at the same time contribute to creating an image, a perception of reality. Building and strengthening social media reputation are essential for companies in 2018. To have credibility, a company must create and maintain a good image across all the social networks it finds. The more transparent and sincerer through their communication, the easier it will be for brands to maintain their reputation and gain consumer confidence, which can be achieved through social media. The article presents the main social networks used by companies to create digital marketing campaigns. The authors illustrate the steps needed to set up audiences on Facebook, Instagram and Twitter, organizing the information in tables in order to be easier to track. BPM Software is used to design process models for these online marketing campaigns.

Application of Social Media Tools by Retailers

2013 ◽  
pp. 214-235 ◽  
Author(s):  
María-del-Carmen Alarcón-del-Amo ◽  
Carlota Lorenzo-Romero ◽  
Efthymios Constantinides
Keyword(s):  
Social Media ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Future Research ◽  
Adoption Process ◽  
Technological Infrastructure ◽  
Future Research Agenda ◽  
The Social ◽  
Technology Adoption Model ◽  
Social Media Tools

The chapter explores the factors influencing the adoption process and the degree of engagement of the social media as part of the online marketing strategy by Spanish retailers. A retail industry survey identifies four different segments of retailers depending on the level of implementation of social media marketing strategies. The study examines the antecedents of the social media tools’ adoption process across the dimensions of a Technology Adoption Model (TAM) and assesses various other factors likely to affect the degree of the adoption. One essential conclusion is that the company size is not important but that the level of adoption social media marketing is related to the organizational maturity in the areas of management attitudes, employee empowerment, access to Internet technologies, and technological infrastructure. The study proposes a future research agenda including cross-cultural studies for better understanding the global business attitudes in this area and underlines the need for development of benchmarks and metrics necessary for better assessing the value of social media marketing.

scholarly journals Social Media Marketing Strategies: Air Arabia as a Study

2020 ◽  
Vol 2 (4) ◽  
pp. 55-74
Author(s):  
Fatima Qambar Al Maazmi
Keyword(s):  
Social Media ◽  
New Technology ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Target Market ◽  
Customer Base ◽  
The Social ◽  
Use Of Social Media ◽  
Media Channels ◽  
Social Media Strategy

Social media marketing is one of the best tools used by different companies to reach targeted customers. The main objective of the research was to assess social media marketing strategies in Air Arabia airlines and its productivity in interacting with potential and loyal clients. The study objectives include: to determine the social media marketing strategy used by Air Arabia and to assess the effectiveness of social media marketing strategic plans for current and future clients. The study adopted a qualitative approach. In order to attain the target, content analysis was used as the data collection method, which was taken from the social media channels reports provided by air Arabia social media executives. The data were thematically analyzed to gain a better understanding of the data collected. The study findings indicated that the company’s social media strategy is based on posting regular content that is mainly videos and photographs, with increased interaction on photos. The company’s Facebook account has the highest number of subscribers. The main reason for using social media marketing was to tap the new technology in their business, thus drawing in a pool of customers online. The study concluded that Air Arabia gained a competitive advantage over other airlines due to its strategic use of social media. Air Arabia’s main strategic plan for communicating with its customers was to build loyalty, thus increasing its competitive ability in the traveling industry. The main recommendation from the research is for Air Arabia to create its brand to the target market and listen actively to their clients online to expand its customer base. Overall, the social media strategy of Air Arabia is effective in achieving its goal.

Penerapan Strategi Social Media Marketing Untuk Meningkatkan Penjualan Pada Dealer Mobil Toyota, Daihatsu dan Honda Bandung

Infoman s ◽  
2018 ◽  
Vol 12 (2) ◽  
pp. 115-124
Author(s):  
Yopi Hidayatul Akbar ◽  
Muhammad Agreindra Helmiawan
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Social Media Marketing ◽  
Public Attention ◽  
Media Companies ◽  
Social Media Networks ◽  
Internet Users ◽  
Marketing Activities ◽  
The University ◽  
Website Content

Social media is one of the information media that is currently widely used by several companies and personally to convey information, with the presence of social media companies no longer need to spread offers through print media, they can use information technology tools in this case social media to submit offers the products they sell to users globally through social media. This social media marketing technique is the process of reaching visits by internet users to certain sites or public attention through social media sites. Marketing activities using social media are usually centered on the efforts of a company to create content that attracts attention, thus encouraging readers to share the content through their social media networks. The application of the QMS method is certainly not only submitted through search engine webmasters, but also on a website keywords must be applied that relate to the contents of the website content, because with the keyword it will automatically attract visitors to the university website based on keyword phrases that they type in the search engine. With Search Media Marketing Technique (SMM) is one of the techniques that must be applied in conducting sales promotions, especially in car dealers in Bandung, it is considered important because each product requires price, feature and convenience socialization through social media so that sales traffic can increase. Each dealer should be able to apply the techniques of Social Media Marketing (SMM) well so that car sales can reach the expected target and provide profits for sales as car sellers in the field.

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