scholarly journals Is Social Media Adoption a Powerful Means to Reach High Performance in Small- and Medium-Sized Firms? An Empirical Investigation

2020 ◽  
Vol 12 (2) ◽  
pp. 50
Author(s):  
Michela Floris ◽  
Angela Dettori
Keyword(s):  
Social Media ◽  
Business Performance ◽  
High Performance ◽  
Empirical Investigation ◽  
Marketing Strategies ◽  
Marketing Tactics ◽  
Revenue Growth ◽  
Powerful Means ◽  
New Business ◽  
Source Of Information

Social media represent today an essential part of marketing strategies in business life. These communication tools are used as a source of information and dissemination of knowledge and belong to very important business marketing tactics as they help create new business opportunities, develop a stronger market position and, often contribute to changing consumer behaviour. In particular, this study investigates if and how the use of Facebook and Instagram positively affects business performance. Analyzing a sample of 30 successful European businesses that have registered relevant revenue growth in the last 3-year period, findings show that Facebook and Instagram adoption is neutral with reference to the achievement of positive financial and economic performance. An interpretive model is conceived to point out different kinds of social media adopters. Implications and limitations are discussed.

Profiling The Needs and Wants of Millennials in The Tourism Industry: Implications for Zimbabwe

2020 ◽  
Vol 1 (2) ◽  
pp. 36-49
Author(s):  
Phanos Matura ◽  
Aretha Takaza
Keyword(s):  
Social Media ◽  
Business Performance ◽  
Document Analysis ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Volunteer Tourism ◽  
Collection Method ◽  
Fitness Centers ◽  
Digital Skills ◽  
Service Delivery Systems

Purpose: The main purpose of the paper is to profile the needs and wants of millennials in the tourism industry and their implications for tourism operators in Zimbabwe. Methods: The study adopted a qualitative design approach with document analysis being the data collection method. Data were analyzed thematically.  Results: The major finding was that millennials desire authentic and memorable experiences, they are highly knowledgeable, have strong digital skills, they are social media creatures and are permanently connected online, they are particular and question everything, they prefer leisure and recreational activities, they prefer hotel facilities with health-oriented facilities like fitness centers and they practice volunteer tourism.  Millennials are different, they think and act differently, and their travel choices and preferences are different from the generations before them. Implications: Tourism operators including hotels should adapt their service delivery systems to the needs and wants of millennials to achieve superior business performance. There is a need for the adoption of proactive marketing strategies as well as taking full advantage of the opportunities presented by millennials in the tourism industry in Zimbabwe.

Investigating B-to-B Social Media Implementation

2020 ◽  
Vol 18 (1) ◽  
pp. 18-35
Author(s):  
Ying Kai Liao ◽  
Candice Chang ◽  
Giang Nu To Truong
Keyword(s):  
Social Media ◽  
Business Performance ◽  
Marketing Strategies ◽  
Media Richness Theory ◽  
Media Usage ◽  
Marketing Orientation ◽  
Depth Interview ◽  
Level Of Use ◽  
Electronic Marketing ◽  
Business To Business

Social media usage keeps exploding all over the world which makes it an incrementally important resource to be more competitive in both business-to-customer and business-to-business marketing. However, even though social media has been widely used in B-to-B, previous researches still claim that B-to-B marketers are far behind B-to-C marketers either in the level of use or in the sophistication for social media. Building on the electronic marketing orientation (EMO) proposition and media richness theory, this research conducted a series of in-depth interview to understand inter-relationships between research constructs in a B-to-B context. Using a survey approach, the study shows that organizational cultural and cross-department coordination have significant influence on the implementations, adoption and business performance of B-to-B social media. These results of 103 respondents can prove the important references for academicians to conduct further empirical validations, and helpful for professionals to identify their marketing strategies to facilitate B-to-B business.

scholarly journals Strategic Approach in Social Media Marketing and a Study on Successful Facebook Cases

2016 ◽  
Vol 12 (7) ◽  
pp. 261 ◽  
Author(s):  
Filiz Bozkurt Bekoglu ◽  
Cemre Onaylı
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Business Performance ◽  
Participation Rate ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Media Campaigns ◽  
New Information ◽  
Strategic Approach ◽  
The Right

Development of internet and social media has led to significant changes in marketing. Companies are now making serious efforts to integrate social media into their marketing strategies. In order to be successful in these efforts, marketing experts need to think strategically, integrate social media campaigns into their marketing plans and use the right tools in the right way. They should also evaluate the campaign performance and its effect on business performance. The aim of this study is to define the strategic approach adopted by the companies and to explore how companies structure and measure their campaigns. Within the scope of the study, first literature review is made and then 20 successful Facebook campaigns are selected and analyzed through content analysis. The result of the analysis show that companies studied used megaphone strategy (by informing consumers through pages, ads and videos) and magnet strategy (by creating an environment for interaction through applications, surveys and competitions), but they did not use monitor strategy (following customers interaction with one another). Regarding how the campaigns were structured, it is found that half of them aimed to give new information and 20% were supported in offline platforms. The most preferred tool was the Facebook page, Facebook ads were more popular when compared to Facebook videos and the usage rate for surveys, competitions and applications were low. It is also found that like rate and participation rate were the two basic criteria companies used to measure the campaign performance but as the data provided by the companies was limited, it was not possible to comment on the general strategic approach they adopted.

PROSPEK USAHA INOVASI SPEAKER DAN PAJANGAN UNIK UPAYA PEMANFAATAN LIMBAH GULUNGAN KERTAS

2019 ◽  
Vol 2 (2) ◽  
pp. 171
Author(s):  
Saputri Rizki Ramadhanti ◽  
Joti Dina Kartikasari ◽  
Alfian Muttoqim Muttoqim ◽  
Umi Farida Farida ◽  
Amanda Oktaviani Amanda
Keyword(s):  
College Students ◽  
Social Media ◽  
Economic Value ◽  
Waste Paper ◽  
Direct Selling ◽  
Paper Waste ◽  
Entrepreneurial Spirit ◽  
Surrounding Environment ◽  
Business Opportunities ◽  
New Business

The amount of paper waste, especially paper waste of yarn rolls in the socks manufactured factory and the convection industry that has not been used to get high economic value is an opportunity to open a new business, especially in the electronic and art craft product. SEPIK PANIK (Speaker of Music and Unique Display of Waste Paper Rolls) is an innovation from processing paper waste to be a unique speaker. The purposes of this program are: 1) Utilizing paper waste to get high selling value. 2) Creating handmade products from paper waste into speakers as well as unique creative display. 3) To accommodate the desire of college students who have entrepreneurial spirit and artistic creations to open new business opportunities. The method of make this SEPIK PANIK product includes 1) Making paper tube of speaker and 2) Making a Unique Display. The Sales of this product have been carried out during May to August 2019, products that have been sold are 34 units, obtained a profit of Rp. 1.170,000. Sales and promotion methods are carried out both online through social media and offline, namely direct selling and consignment. Based on these results, this business is very profitable and can benefit the surrounding environment.

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

Sign in / Sign up

Export Citation Format

Share Document