Impact of Social Media Marketing Strategies on Consumers Behaviour in Delhi

2014 ◽  
Vol 6 (2) ◽  
pp. 1-23 ◽  
Author(s):  
Deepali Saluja ◽  
Shamsher Singh
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Urban Areas ◽  
Information Age ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Primary Data ◽  
Decision Making Process ◽  
The Social ◽  
The Everyday

In the information age, social media is growing rapidly and at a faster pace. Social media is playing an important role in the day to day life of individuals. Using social media has become the everyday routine. Many social media sites display different type of advertisement by which decision making process is generally getting affected. Social Media is much more than just a medium of sharing information. The present study is an attempt to understand how the social media affect the decision making process of consumers and impact of various marketing strategies used by firms on social media. The study employs the surveys methods to collect primary data from 200 customers who have been regularly using social media. Factor Analysis and ANOVA has been used for having insights in the study. The selected respondents are assumed to represent the population in the urban areas of Delhi.

Effects of Social Media Marketing Strategies on Consumers Behavior

2019 ◽  
pp. 146-173
Author(s):  
Shamsher Singh ◽  
Deepali Saluja
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Urban Areas ◽  
Information Age ◽  
Marketing Strategies ◽  
Primary Data ◽  
Survey Method ◽  
Decision Making Process ◽  
The Everyday ◽  
Everyday Routine

In the information age, social media is growing rapidly and at a faster pace. Social media is playing an important role in the day-to-day life of individuals. Using social media has become the everyday routine. Many social media sites display different types of advertisements by which the decision-making process is generally getting affected. Social media is much more than just a medium of sharing information. The present study is an attempt to understand how social media affects the decision-making process of consumers and the impacts of various marketing strategies used by firms on social media. The study employs the survey method to collect primary data from 200 customers who have been regularly using social media. Factor analysis and ANOVA has been used to gain insights in the study. The selected respondents are assumed to represent the population in the urban areas of Delhi.

scholarly journals E-marketing Strategies and Performance of Small and Medium-sized Enterprises: A New-normal Agenda

2021 ◽  
Vol 3 (2) ◽  
pp. 162-172
Author(s):  
Edim Eka James ◽  
Etim, Glory Sunday ◽  
Arikpo Nneoyi Nnana ◽  
Okeowo, Victor Olusegun
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Primary Data ◽  
Cross Sectional Survey ◽  
New Normal ◽  
Email Marketing ◽  
Positive Effects ◽  
And Performance

This study examined E-marketing strategies and performance of small and medium-sized enterprises: A new-normal agenda. It aimed to explore the effects of social media marketing, online advertising, and email marketing on the performance of SMEs in the new-normal era. The study adopted a cross-sectional survey research design. It used a structured questionnaire to obtain primary data from 295 operators of SMEs. The hypotheses developed for the study were statistically tested using multiple linear regression with the aid of the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that social media marketing, online advertising, and email marketing had significant positive effects on the performance of SMEs in the new-normal era. Therefore, the study recommended that SMEs adopt social media platforms (such as Facebook, Instagram, and WhatsApp); online advertising tools (such as search engine, display, and website advertising); and email marketing tools (such as welcome email, email newsletters, and dedicated email promotions) to promote their products and services in order to enhance sales and marketing performance. Suggestions for further studies are also made as a guide for intending researchers.

scholarly journals Application of social network analysis for determining the suitable social media influencers

2021 ◽  
Vol 10 (6) ◽  
pp. 348-354
Author(s):  
Mochamad Yudha Febrianta ◽  
Yusditira Yusditira ◽  
Sri Widianesty
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
The Other ◽  
Social Media Marketing ◽  
Other Hand ◽  
The Social

Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using “oyoindonesia” and ‘reddoorz’ as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media.

scholarly journals Pengelolaan Media Sosial pada Usaha XYZ

2020 ◽  
Vol 13 (2) ◽  
pp. 1-7
Author(s):  
Nuraini Arifianti ◽  
Nunuk Adiarni
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Decision Maker ◽  
Evaluation Process ◽  
Decision Making Process ◽  
Business Goals ◽  
The Social ◽  
Negative Comments ◽  
Content Evaluation ◽  
Marketing Messages

The social media is currently not only used for social friendship but also for business purpose.The people use line, whatshapp, instagram and facebook. Related to business goals, the content is made possible by availability of the applications to convey marketing messages to customers. This requires creative message and content creators, which work in team with decision maker and administrator. However, it’s need  to continuously manage it. This study was aimed to find out how the management of social media in XYZ businesses using descriptive qualitative. Instagram management implemented by XYZ starts from setting target customers to the content evaluation process. However, it has not comprehensively been managed unless it responds to negative comments from followers. The results of the study prove that using the social media such as Instagram in marketing requires management by planning, organizing and decision making process for creative content and followed by an evaluation and handling follower responses.

Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

2016 ◽  
Vol 7 (1) ◽  
pp. 30-41 ◽  
Author(s):  
Graham Romello Perera ◽  
Irosha Perera
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Brand Image ◽  
Social Media Marketing ◽  
Primary Data ◽  
Factors Affecting ◽  
The Social ◽  
Social Media Platforms ◽  
Relationship Of ◽  
The Relationship

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.

scholarly journals What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

2021 ◽  
Vol 17 (1) ◽  
pp. 89-103
Author(s):  
Massoud Moslehpour ◽  
Taufiq Ismail ◽  
Bey Purba ◽  
Wing-Keung Wong
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Two Dimensions ◽  
Social Media Marketing ◽  
Primary Data ◽  
Online Questionnaire ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

The influencing role of social media in the consumer’s hotel decision-making process

2019 ◽  
Vol 11 (4) ◽  
pp. 378-391 ◽  
Author(s):  
Vikas Gupta
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Search ◽  
Decision Making Process ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The Impact

Purpose This study aims to evaluate the role of social media on the hotel decision-making process of consumers during the evaluation stage of searching, identifying the alternatives and selecting a hotel in India. It will help the stakeholders in the hotel industry of India to make the social media platform more efficient for consumers by providing inputs on the factors consumers consider while making online hotel purchase. Design/methodology/approach This study involves an exploratory qualitative approach which includes 32 face-to-face, semi-structured, in-depth individual interviews with the social media platform users. The selection of interviewees for this study has been done on the basis of a non-random purposive sampling approach. Findings The findings reveal that social media plays an important role in affecting the way consumers search, decide and book hotels. It also suggests that social media helps consumers in collecting information about products and services, assessing alternatives and making their choices. It confirms that while negative facets exist, the positive benefits outweigh the negative aspects of using social media when selecting a hotel. The results also reveal the impact of circumstantial influence related to social media on hotel selection, on the basis of content source and the level of trust and accuracy in the content. Practical implications This study has some strategic implications for hospitality marketing and management related to a better understanding of the influence of social media on the hotel customer decision-making process. The study shows that a variety of social media with associated content sources and levels add to the complexity of hotel-related information search and decision behaviour. Originality/value The study makes a contribution by addressing the existing gaps and bridging the arena of consumer behaviour and social media literature in a hotel context and sheds light on how consumer decisions while selecting a hotel are influenced through social media. The core contribution is the generation of factors through in-depth interviews which are based on real-life scenarios relating to the influence of social media on hotel decision-making.

Social media adoption in disaster restoration industry

2014 ◽  
Vol 14 (3) ◽  
pp. 346-369 ◽  
Author(s):  
Jing Pan ◽  
Mihaela Vorvoreanu ◽  
Zheng Zhou
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Direct Interaction ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Content Type ◽  
The Social ◽  
Usage Patterns ◽  
Educational Information ◽  
Media Channel

Purpose – This research aims to investigate the current patterns of social media adoption for marketing in the restoration industry and analyse the strategies used by those restoration companies that have adopted social media. Social media marketing has been proven as a cost-effective way to engage new customers, and especially useful for small businesses. The disaster “restoration industry” is the special sector of general contracting that serves both commercial and residential property owners in terms of restoring their disaster-affected property. The restoration industry is characterised by small-business domination and constant need of new customers to survive in the market. Many restoration contractors have started adopting social media for marketing. However, goals and social media marketing strategies have not yet been clearly articulated. Design/methodology/approach – Data were collected through a systematic content analysis (CA) of sample restoration companies’ Facebook and Twitter posts over a 30-day study period. After a preliminary investigation of the industry, the researchers selected the Restoration Industry Association (RIA) member companies, as the research population. Sixty companies were randomly selected from the 1,165 RIA member companies, which equals to 5 per cent of the population. Reliability was tested statistically using Cohen’s Kappa. Findings – Three levels of adoption were derived from the data: active users, non-active users and non-adopters. More than half of the sample companies were found to have adopted at least one social media channel for marketing. However, only 26 out of the 60 sample companies were active on the social media that they have adopted. Active adopters showed, on average, relatively frequent usage patterns, with 10 Facebook posts and 37 tweets in a 30-day period. Sampled restoration companies which were active social media users posted mostly announcements and educational information of Facebook and used Twitter for news and direct interaction with customers. The observed companies revealed a mix of business-relevant content and personalised content including personal greetings, sharing of photos about holidays and fun events. Research limitations/implications – Three levels of adoption were derived from the data: active users, non-active users and non-adopters. More than half of the sample companies were found to have adopted at least one social media channel for marketing. However, only 26 out of the 60 sample companies were active on the social media that they have adopted. Active adopters showed, on average, relatively frequent usage patterns, with 10 Facebook posts and 37 tweets in a 30-day period. Sampled restoration companies that were active social media users posted mostly announcements and educational information of Facebook and used Twitter for news and direct interaction with customers. The observed companies revealed a mix of business-relevant content and personalised content including personal greetings, sharing of photos about holidays and fun events. Practical implications – The results showed that social media adoption has not yet penetrated the restoration industry – the adoption rate of 65 per cent is significantly lower than the 77 per cent of companies in all industries. In-depth CA of active social media users revealed patterns of engagement on Facebook and Twitter. This paper built on those patterns to emphasise strategies restoration companies can use to build interpersonal relationships and trust, which can lead to increased word-of-mouth recommendations; facilitate customer contact through a cross-linking strategy; and engage in simple methods for search engine optimisation. These strategic recommendations are grounded in existing practices and, therefore, are feasible and accessible for disaster restoration companies. Originality/value – The research results showed how the construction industry, especially small businesses, has adopted social media for marketing. A snapshot of the industry’s level of social media adoption for marketing strategy can provide a useful reference point about the industry’s practices and potential future directions. This paper provides suggestions about effective social media marketing strategies. The paper also illustrates the use of CA as a promising method for research in construction management.

scholarly journals Analysis on Promotion and the Influence of Social Media in Restaurant Industry, Ubud, Bali, Indonesia

2017 ◽  
Vol 3 (1) ◽  
pp. 80
Author(s):  
Ratih Tunjung Sari ◽  
Putu Eka Wirawan
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Descriptive Analysis ◽  
Restaurant Industry ◽  
Internet Technology ◽  
Primary Data ◽  
Decision Making Process ◽  
Analysis Method ◽  
Research Questions ◽  
Use Of Social Media

The activities of promotion can be varied nowadays as the Internet technology has been developed to get information in real time. Digital promotion, such as from website and social media, is common to use to promote product and services, such as food and beverages in the restaurant including the services. The restaurant industry in Ubud has been growing since the start of the tourism in Ubud, Bali. Moreover, the promotion activities also need to be enhanced due to development of the technology. This research discussed further the analysis of promotion and the influence of social media to influence the decision-making process of the customers to eat food in Ubud. The aim of this research was to investigate the marketing trend in promoting restaurant in Ubud. Besides, the author aimed to find the relation between the use of social media for the restaurant to influence the decision-making process of the customers to find food in Ubud. Since Ubud is a touristic area in Bali, Indonesia, the competition of the restaurant industry should have the attention of the restaurants’ owners and managers. This research used descriptive analysis method to answer the research questions and collecting both secondary and primary data through literature review, observation, interview, and questionnaires. Based on our research, we found that digital promotion, such as social media marketing through social networks (Instagram, Facebook, Tripadvisor, and Website) could enhance the number of the customers in restaurants in Ubud. 

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