Search results for " social media marketing"

showing 4 items of 4 documents

DISCOVERING SOCIAL MEDIA BEHAVIOR PATTERNS IN ORDER TO IMPROVE THE MARKETING STRATEGY IN THE CURRENT CHAOTIC ENVIRONMENT

2012

Marketing used to imply paying for your target audience's attention. Nowadays, with the development of inbound marketing, marketers have to attract customers with valuable and useful information that will make them eager to buy. The ever-evolving technology has lead to an intense focus on inbound marketing, in its many forms, in order to lower marketing costs and gain a position in the social web. In this context, this paper explores how companies can benefit from social media marketing by understanding how much of their time customers spend on social media, and which platforms do they find the most engaging.

jel:M31consumer behaviour social media marketing inbound marketingRevista Economica
researchProduct

A New Development in Online Marketing: Introducing Digital Inbound Marketing

2015

This paper addresses the conceptualization, scale development and scale validation related to the study of consumer engagement in online settings. It first reviews this concept and draws attention to the multidimensionality of the construct, considering the underlying cognitive, emotional, and behavioral dimensions of consumer engagement. Then, it presents the foundation of this concept in relationship marketing and adds support to this proposition. Further, it proposes the construction and psychometric assessment of a 37 scales that examine all three dimensions, based on an international sample of 110 respondents who engage with a brand on a social media network. Based on multiple and succ…

scale validationonline marketingonline brandslcsh:Marketing. Distribution of productssocial mediacontent marketingsocial media marketingscale developmentonline marketing digital inbound marketing online brands content marketing social media marketing and search engine optimizationdigital inbound marketingrelationship marketingjel:M10and search engine optimizationjel:M31search engine optimizationlcsh:HF5410-5417.5multidimensional conceptconsumer engagementExpert Journal of Marketing
researchProduct

How does brand-related user-generated content differ across social media? Evidence reloaded

2019

Abstract In light of the relevant changes in the social media environment in recent years, this paper extends the theoretical framework of user-generated content (UGC) dimensions and updates evidence on how brand-related UGC characteristics vary across social media. Using content analysis and statistical analysis of frequencies, we compare how different social media (Facebook, Twitter, and YouTube) shape twelve important UGC dimensions. Our findings suggest that, by flattening the differences on visual and richer content, the recent trends have made Facebook and Twitter more similar to YouTube on certain brand-related UGC dimensions (e.g., self-presentation, brand centrality, brand recommen…

MarketingLocation sharingInformationSystems_INFORMATIONSYSTEMSAPPLICATIONS05 social sciencesUser-generated contentAdvertisingChangeSettore ING-IND/35 - Ingegneria Economico-GestionaleUser generated contentSocial media marketingPurchasingBrand; Change; Social media; Social media marketing; User generated contentSocial mediaAdvertising campaignContent analysis0502 economics and businessBrand Change; Social media; Social media marketing; User generated contentBrand Change050211 marketingStatistical analysisSocial mediaBrandCentralityPsychology050203 business & management
researchProduct

Small world theory and the World Wide Web: linking small world properties and website centrality

2016

This qualitative paper aims to point out the incidence of small world characteristics in the World Wide Web. To this end, some theoretical implications of small world theory (SWT) are verified using information from focus groups and in-depth interviews administered to experts and users of the World Wide Web. The purpose of this study is to investigate whether it is possible to apply small world properties to online social networks while pointing out the key variables of website centrality in that context. Building on this, the paper traces possible contributions for better management of the World Wide Web in terms of the professional use of social media to facilitate information or product …

EngineeringWeb 2.0Context (language use)02 engineering and technologyWorld Wide Web0502 economics and business0202 electrical engineering electronic engineering information engineeringSocial mediaProduct (category theory)Small world theoryGeneral Environmental ScienceSEO.SWTbusiness.industryInformation sharing05 social sciencesSocial media marketingSearch engine optimisationFocus groupSMMSEOWorld Wide WebWorld Wide Web; small world theory; SWT; social media marketing; SMM; search engine optimisation; SEO.General Earth and Planetary Sciences050211 marketing020201 artificial intelligence & image processingWeb intelligenceCentralitybusinessSettore SECS-P/08 - Economia E Gestione Delle ImpreseWorld Wide Web; Small world theory; SWT; Social media marketing; SMM; Search engine optimisation; SEO.050203 business & managementInternational Journal of Markets and Business Systems
researchProduct