EFFECT OF SOCIAL MEDIA MARKETING ON GROWTH OF MICRO ENTERPRISES IN WUSE II, ABUJA

2020 ◽  
Vol 1 (2) ◽  
pp. 1-13
Keyword(s):  
Social Media ◽  
Significant Relationship ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Survey Method ◽  
Business Growth ◽  
Media Usage ◽  
Independent Variable ◽  
Management Staff ◽  
Descriptive Survey

This study set out to examine the effect of social media marketing on the growth of micro businesses in Wuse II, Abuja, Nigeria. The main objectives translated into two hypothesis to find out whether there was any significant relationship between Social Media usage, (independent variable) by micro business against increased brand awareness as well as increased sales (dependent variables). The study adopted a Descriptive survey method where data was collected using structured close-ended questionnaire. Data was collected from 99 respondents from the population of Micro Business in Wuse II comprising of management, staff and customers of the business. The collected data was analysed using Statistical Package for Social Sciences (SPSS) and the tools employed were model summary, analysis of variance (ANOVA) and co-efficient table in testing the research hypotheses. The findings showed that there is a significant relationship between social media usage by micro business and increased brand awareness; and findings also indicated that there is a significant relationship between social media usage by micro businesses and increased sales. The paper therefore concluded that social media marketing is as important as any other marketing strategy as it contributes to business growth in terms of increased brand awareness and increased sales. The paper recommends that businesses in Wuse II, Abuja and others should invest more in deploying social media marketing tools and also to train their staff to enhance social media usage.

scholarly journals ANALYSIS OF THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES IN BRAND LOYALTY WITH BRAND AWARENESS AS INTERMEDIATE VARIABLES (STUDY ON TRAVELOKA BRAND)

2020 ◽  
Vol 1 (1) ◽  
pp. 73-83
Author(s):  
Romindo Pasaribu ◽  
Andryana Silalahi
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Survey Method ◽  
Marketing Activity ◽  
Marketing Activities ◽  
Potential Customers ◽  
Activity Variables

Social media marketing is a process of strategy and methods for building the influence, reputation and brand of a company in the community of potential customers, readers, or supporters. Company. The objectives of this study are: (1) To examine the effect of social media marketing activities on brand loyalty on the Traveloka brand? (2) To test the effect of social media marketing activities on brand awareness of brands on the Traveloka brand, and (3) To examine the effect of social media marketing activities on brand loyalty and brand awareness as intermediary variables on the Traveloka brand ?. This study uses a survey method with primary data collection techniques.  The research population is potential customers and the public who have seen social media marketing activities carried out by Traveloka Applications. The results showed that there was a significant influence between social media marketing activity variables on the Traveloka brand loyalty in Medan. There is a significant influence of social media marketing activity variables on the Traveloka brand awareness in Medan. There is a significant influence of social media marketing activity variables on the Traveloka brand awareness in Medan.

scholarly journals PERAN PEMASARAN MEDIA SOSIAL DALAM MENCIPTAKAN KEPUTUSAN PEMBELIAN MELALUI KESADARAN MEREK (Studi pada Instagram Clothing Line Bangjo)

2019 ◽  
Vol 22 (1) ◽  
pp. 34
Author(s):  
Yayah Robiatul Adhawiyah ◽  
Mochammad Isa Anshori
Keyword(s):  
Social Media ◽  
Sampling Technique ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
The Internet ◽  
Research Approach ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Infinite Population ◽  
Independent Variable

The development and great effects of the internet are beginning to be understood by many people, and competitors have made many innovations and sales through the internet. Therefore social media marketing which is part of internet marketing was chosen as the focus of research. This study aims to determine how the influence of social media marketing on purchasing decisions through brand awareness. The independent variable studied was social media marketing (X), purchasing decision (Y) as the dependent variable, while the intervening variable was brand awareness (Z). The research approach used in this study is quantitative with explanatory methods (explanatory research). The object of research is Bangjo, a clothing business that carries out marketing through online media, Instagram. The population in this study is not known for its exact number, so that in the sample calculation a formula with an infinite population is used. The sampling technique used is non-probability sampling with purposive sampling technique. With the selected sample criteria are those who use Instagram and have made purchases on Bangjo Clothing line. Data collection techniques are carried out through observation, questionnaires, interviews and documentation. The results of the analysis show the influence of social media marketing which is able to influence the creation of brand awareness by 77.3%, social media marketing towards purchasing decisions 45.7%, brand awareness of purchasing decisions by 41%, social media marketing has impact on purchasing decisions through brand awareness by 31.7%. Keyword : Social media marketing, brand awareness, purchasing decision.

scholarly journals Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa

2020 ◽  
Vol 5 (3) ◽  
pp. 145
Author(s):  
Supeni Budi Priatni ◽  
Teza Hutriana ◽  
Enni Noegraheni Hindarwati
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Marketing Theory ◽  
Significant Positive Effect ◽  
Independent Variable ◽  
Marketing Variables ◽  
Positive Effect

The purpose of this study was to examine the effect of Social Media Marketing variables on Purchase Intention through Brand Awareness. The analysis that be used is path analysis. The sample is 97 instagram followers of Martha Tilaar Salon Day Spa taken from the number of 3721 followers Martha Tilaar Salon Day Spa followers on April 13, 2019. The dependent variable used is Purchase Intention. The independent variable is Social Media Marketing and the intervening variable is Brand Awareness. This study provides empirical evidence that Social Media Marketing has a significant positive effect on Brand Awareness, Brand Awareness has a significant positive effect on Purchase Intention, Social Media Marketing has a significant positive effect on Purchase Intention, Social Media Marketing has a significant positive effect on Purchase Intention with Brand Awareness as an independent variable . Empirical results from this study have implications for salon entrepreneurs, marketing divisions in the beauty and spa industry as well as the development of Social Media Marketing theory, Brand Awareness that influences Purchase Intention as a result of this study

INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING DALAM MEMBANGUN BRAND AWARENESS FAKULTAS EKONOMI DAN BISNIS ISLAM

2020 ◽  
Vol 3 (2) ◽  
Author(s):  
Oktaria Ardika Putri
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Qualitative Analysis ◽  
Educational Institution ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Business People ◽  
Marketing Tool

Instagram is a social media application that is currently very popular in the community, especially among artist, politicians, and business people. Companies or advanced business must quicly adapt to the advancement of information technology in the form of social media as a marketing tool. Instagram social media also necessary to developing educational institutions. One of the educational institution that ae currently developing is the newly established Faculty of Economics and Business Islam (FEBI) at the Kediri State Islamic Institute (IAIN Kediri). This writing aims to examine the importance of Instagram as social media marketing to building FEBI IAIN Kediri Brand Awareness. Instagram social media is considered more effectives to embrace students and the community, so it is expected to facilitate marketing and communication between FEBI IAIN Kediri with the students or other agencies. The method of this reasearch is a qualitative analysis which reference libraries are used as a basis. Keywods:  Instagam,  social media, Faculty of Economics and Business Islam, IAIN Kediri

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA

2020 ◽  
Vol 5 (1) ◽  
pp. 54
Author(s):  
Muhammad Nurfauzi Awaludin ◽  
Sigit Sukmono
Keyword(s):  
Social Media ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Online Questionnaire ◽  
Convenience Sampling ◽  
Spss Software ◽  
Intervening Variables

<p>The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.</p>

scholarly journals Relationship Between Brand Engagement and Social Media Marketing

2019 ◽  
Vol 8 (4S3) ◽  
pp. 213-218
Keyword(s):  
Social Media ◽  
Tamil Nadu ◽  
Social Media Marketing ◽  
Survey Method ◽  
Brand Engagement ◽  
Media Interaction ◽  
Major Factors ◽  
Chennai City ◽  
The Impact ◽  
The Relationship

This empirical study aims to explore the relationship between brand engagement and social media marketing among the students of higher education institutions in Chennai city of Tamil Nadu. This research study adopts primary survey method with the help of structured questionnaire collected from 388 students those who uses social media networking sites. The result indicates that Integration, E-WoM, Social Media Advertisement, Social Media Interaction and Brand Attitude are the major factors determining the brand engagement among students. The cluster classification and discriminant functions shows that two groups are significantly form namely, low brand engagement groups and high brand engagement groups in their order of dominance. To conclude, it is necessary to create interaction between the customer and brand and consumer to consumer to identify the impact of communication on brand equity.

scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

scholarly journals Mediating Effect of Social Media Marketing Adoption Towards Business Performance: An Approach of Structural Equation Modelling Partial Least Square (SEM-PLS)

2020 ◽  
Vol 11 (5) ◽  
pp. 100
Author(s):  
Muhammad Faizal Samat ◽  
Mohd Nor Hakimin Yusoff ◽  
Mohammad Ismail ◽  
Nur Amalina Awang ◽  
Norazlan Anual
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Business Environment ◽  
Partial Least Square ◽  
Least Square ◽  
Mediating Effect ◽  
Competitive Intelligence ◽  
Social Media Marketing ◽  
Survey Method ◽  
Technological Support

Business environment in Malaysia has become more competitive due to the advancement of technology and globalisation including the small and medium enterprises (SMEs). SMEs have so long devised various marketing strategies in order to penetrate the online advertisement clutter alongside improving their performance. Past studies have shown that using ICT such as social media help to improve SMEs’ performance. The owner-managers themselves determine the adoption of social media in their marketing due to the process of information collection and analysis are highly relied on them. Most of the SMEs have their own websites but these are primarily used as an information tool only. Thus, this study investigated the mediating role of social media marketing adoption between technological support, organisational support, government support and competitive intelligence towards the performance of SME. The theoretical framework of this study is substantiated by Resource-based View (RBV) theory and supported by Technology, Environment and Organisation (TOE) framework. This study has been carried out in the East Coast region of Malaysia consisting of Kelantan, Terengganu and Pahang states and also employed a questionnaire survey method. From 1920 questionnaires distributed, 339 responses were returned and found usable for the final analysis using the structural equation model partial least square (SEM-PLS). The findings revealed that the adoption of social media marketing mediates the relationship between these technological, organisational, and government supports, the competitive intelligence, and SME performance. Finally, the study’s theoretical and practical implications as well as the limitations and directions for future research were provided and discussed.

Small and Medium Enterprise Development using Social Media Marketing: A Research Study

2017 ◽  
Vol 3 (1) ◽  
Author(s):  
Md. Abdur Rashid
Keyword(s):  
Social Media ◽  
Research Study ◽  
Sample Selection ◽  
Marketing Channels ◽  
Social Media Marketing ◽  
Business Growth ◽  
Small And Medium Enterprise ◽  
Internet Users ◽  
Medium Enterprise ◽  
Traditional Marketing

Government of the People’s Republic of Bangladesh has been giving more emphasis to stable the economy by increasing Small and Medium Enterprise (SME) in Bangladesh. But the problem is that SMEs are facing great challenges developing business at starting and also sustaining due to incapacity in costly traditional marketing channels. It is also noted that most of the internet users are aware about use of internet as personal social media platform. SMEs of Bangladesh are not aware of using Social Media Marketing (SMM) as the tools for business growth especially at starter. The aim of this research study was to review the present various traditional marketing channels with cost to identify whether the cost is affordable or not for SME marketing as starter. Research objectives were also to find involvement with SMM as free marketing tools and to find laps and gaps of using SMM for SME business growth. This research study was designed in such a way that the sample selection presents the SME study population. Here in the research study, most relevant SME sectors and also booster sectors were included in sample design. This research study shown that only 17% Bangladesh SME’s are using SMM platform for business development. Following the objectives of this study, marketing channels both traditional and SMM were reviewed. How much SMEs are engaged in SMM was also studied. This research study came up with laps and gaps of SMEs at SMM for business growth. Recommendations were put following the findings.

Search engine marketing and social media marketing predictive trends

2020 ◽  
Author(s):  
Brighton Nyagadza
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Global Scale ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Survey Method ◽  
Research Approach ◽  
Search Engine Marketing ◽  
Continuous Dynamic

The research purpose of this article was to analyse the search engine marketing and social media marketing predictive trends that are occurring both regionally in Africa and on a global scale. The motivation for the study was to offer pragmatic advice to business practitioners in crafting digital marketing strategies by leveraging search engine marketing and social media marketing trends. In terms of research methodology, a systematic literature survey method and an inductive research approach were applied. Social media concepts were critically analysed and evaluated to determine their link to the current research focus area. The main literature findings showed that the main trends include the use of Accelerated Mobile Pages, micro-vlogging, voice search, blogging and social messaging. In the continuous dynamic digital landscape, marketers need to embrace the art of doing business by adopting new search engine marketing and social media marketing techniques. With this in mind, it is important for corporations to utilize social media for the development of marketing strategies. The viral power of social media makes it more attractive to businesses promoting their products to target markets. The article also provides an intuitive apprehension of the predictive trends in digital marketing, which are vital for developing an agile stance to outwit rivals in blue oceans.

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