Deriving Competitive Intelligence from Social Media

2016 ◽  
Vol 6 (2) ◽  
pp. 49-61 ◽  
Author(s):  
Elisa Arrigo
Keyword(s):  
Social Media ◽  
Academic Research ◽  
Theoretical Framework ◽  
Marketing Strategies ◽  
Competitive Intelligence ◽  
Competitive Position ◽  
Marketing Managers ◽  
Marketing Intelligence ◽  
Market Changes

Marketing managers in many industries are seeking to provide their companies with new tools to detect market changes early and quickly enough to defend their competitive position. Social media has been recognized to be particularly relevant for both marketing strategies and competitive intelligence purposes since the information required to deal with competitive challenges has been recently relocated from published and proprietary sources to open social platforms. Among social media, microblog is one of the most convenient platforms since it is short, instantaneous, spontaneous and mobile and has become a great source of consumer opinions. Although there has been an increase in the number of companies developing a microblog presence, so far, very few academic research focused on microblog as a marketing intelligence tool. Therefore, the purpose of this paper is twofold: to provide a theoretical framework for microblog competitive intelligence, and to discuss its opportunities and limitations.

“I Just Don’t Wanna Deal With the Headache of People Fighting Over the Internet”: A Study of Sponsored Female Climbers’ Digital Labor

2021 ◽  
pp. 1-10
Author(s):  
Katariina Rahikainen ◽  
Kim Toffoletti
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Qualitative Study ◽  
Academic Research ◽  
Theoretical Framework ◽  
The Internet ◽  
Media Content ◽  
Digital Labor

Drawing on data from a qualitative study of sponsored and professional female climbers, this article offers a timely examination of the digital labor undertaken by women seeking to forge identities and livelihoods in sport. Female climbers are increasingly turning to social media to generate visibility and sponsorship opportunities in response to the changing social and commercial imperatives of sport, yet the perspective of participants is lacking in existing academic research. The theoretical framework of “athletic labor of femininity” is deployed to explore sportswomen’s decision making when producing social media content. This study departs from previous investigations by considering the sociotechnical aspects of platform algorithms in female climbers’ efforts to remain visible online, and attempts to avoid controversy that can deter followers.

Introducing relational dialectics on actor engagement in the social media ecosystem

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rodoula H. Tsiotsou
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Relational Dialectics ◽  
Content Type ◽  
The Social ◽  
Marketing Intelligence ◽  
Media Ecosystem ◽  
Service Ecosystem ◽  
Comprehensive Framework ◽  
First Time

Purpose The purpose of this paper is to provide an in-depth understanding of actor engagement (AE) on social media by proposing a holistic and integrative conceptual framework. Design/methodology/approach Based on a sample of 118 articles, the paper draws on the service-dominant logic (SDL)-based service ecosystem perspective combined with the tenets of relational dialectics as theoretical lenses to inform AE research in social media. Findings The paper proposes a framework of AE in social media called the TASC model, an acronym of Thesis-Antithesis-Synthesis-Conflict. TASC introduces the dialectical nature of AE and discusses the contexts and levels of AE in the social media ecosystem and their evolving processes. Practical implications Firms can apply the knowledge provided by TASC to gather marketing intelligence and develop marketing strategies to anticipate tensions, motivate the desired AE intensity and valence and reinforce value co-creation in the social media ecosystem. Originality/value TASC is a comprehensive framework that, for the first time, explains engagement at all levels of the social media ecosystem by combining the SDL-based service ecosystem view with the relational dialectics perspective.

scholarly journals New Wave of Businesses: Brick to Click Approach in Malaysia

2018 ◽  
Vol 7 (4.35) ◽  
pp. 777
Author(s):  
Nur Afiqah Mohammad Ishak ◽  
Nurazariah Binti Abidin ◽  
Jegatheesan Rajadurai
Keyword(s):  
Social Media ◽  
Millennial Generation ◽  
Academic Research ◽  
Digital Technologies ◽  
Marketing Strategies ◽  
New Wave ◽  
Wireless Internet ◽  
Analytical Skills ◽  
Key Aspects ◽  
Start Ups

Having been born into a technologically advanced, wireless internet society, today's younger generation or the Millennial, is in a better position to be nurtured as the new age online businesses. They are well educated, self absorbed, have a strong sense of independence and highly motivated toward their perception of success. As such, the Millennial generation rushes forward with their marketing strategies to start businesses using social media to reach out their existing and potential consumers. While there have been numerous studies about traditional businesses, there has been little academic research focused on Millennial and which skills needed to become online businesses This paper proposed to measure the association between social media analytical skills and online businesses competencies within the Millennial generation. A questionnaire was used whose respondents were 100 online businesses among Millennial. It is hoped that this study will significantly contribute to a higher success rate in new start ups of online businesses for the Millennial generation. This study will not only enable for further advance the knowledge of Millennial but also to identify key aspects of online businesses competency in digital technologies.

Micro-Blogging as Generator of Market Insights and Competitive Intelligence

2015 ◽  
pp. 297-312 ◽  
Author(s):  
Elisa Arrigo
Keyword(s):  
Social Media ◽  
Marketing Channels ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Competitive Intelligence ◽  
Market Knowledge ◽  
Customer Data ◽  
Business Objectives ◽  
The Real

Despite the growing popularity of social media in academic papers, micro-blogging research is still in its infancy and there are few research studies on micro-blogging as a tool for achieving business objectives. In particular, the aim of this chapter is to examine the role of micro-blogging in improving the market knowledge of firms. Therefore, this manuscript wants to make a contribution to the strategic marketing field, providing an overview of how micro-blogging can draw insights from the market. It has been shown that micro-blogging allows firms to understand the real thoughts of customers, to control marketing strategies and to acquire updated knowledge about competitors. In fact, the intrinsic features of micro-posts (micro, mobile, instantaneous, spontaneous) make this social media different from other marketing channels and very useful for gathering customer data and accumulating market knowledge.

scholarly journals An extended technology acceptance model for marketing strategies in social media

2019 ◽  
Vol 12 (1) ◽  
pp. 127-136 ◽  
Author(s):  
George Cristian Nistor
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Marketing Strategies ◽  
Customer Management ◽  
Marketing Intelligence ◽  
Online Business ◽  
Use Of Social Media ◽  
Acceptance Model

AbstractSocial media is currently an evolving “wave” in online business marketing. Marketers are beginning to drive the use of social media as a component in their marketing strategy and campaigns to reach out to customers and fans. Within the subdisciplines of marketing that may use social media include promotions, marketing intelligence, sentiments research, public relations, marketing communications and product and customer management. This paper will try to find a conceptual model to examine people’s behavior, model based on the the Theory of Reason Action (TRA) and the Technology Acceptance Model (TAM).

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

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