Search results for "social media marketing"
showing 10 items of 19 documents
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 …
Social media evaluation metrics
2016
Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use. But each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. Authors believe that the methods that are designed to evaluate online marketing activities should also be more specific. Hence authors believe that more specific online marketing revenue determination methods should be proposed. Objectives. The aim of this paper is to propose a formula that can be used to evaluate the return of social media activities depending on consumer purcha…
Social Media Marketing For Adolescents
2016
This article identifies the family traits that characterize adolescents who use social media. Firms exploit information on traits to tailor their strategies to better target their marketing messages. Firms should capitalize on the fact that active communication with consumers improves their relationships with customers. They need to be aware of possible changes in consumers’ behavior patterns to ensure that they are catering to consumers’ interests and demands. This study used qualitative comparative analysis to examine consumers’ use of social media.
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…
Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market
2022
This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, whereas n…
B2B influencer marketing : Conceptualization and four managerial strategies
2023
While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this gap, the purpose of this study is to explore the use of influencer marketing in B2B markets. We draw empirical insights from 22 interviews with a) 12 senior marketing managers representing influencer marketing users in various B2B industries, ranging from industrial product manufacturers to professional service providers, and b) 10 experts from marketing agencies who advise other B2B firms on how to apply influencer marketing. The study findings identify the key elements o…
Marketing communication metrics for social media
2011
The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. Specifically, we study whether the existing marketing communications performance metrics are still valid in the changing digitalised communications landscape, or whether it is time to rethink them, or even to devise entirely new metrics. Recent advances in information technology and marketing bring a need to re-examine measurement models. We combine two important research topics and set directions for potential future research. Metrics to measure marketing communications performance have developed towards a customer orientation. There is no broadly accep…
SOCIAL MEDIA TECHNOLOGY USE AND MANAGERS PERCEPTION. A PRELIMINARY STUDY IN THE ITALIAN WINE INDUSTRY
2018
This preliminary study contributes to enrich the empirical eviendences on the role and impact of SM technology adoption in the Italian wine sector. In particular, the aims are to (i) understand the reasons that guide entrepreneurs to adopt SMs, (ii) identify the usefulness of SMs in the various business activities and (iii) examine the perception that the implementation of these tools has on the company's economic and organizational performance. In order to collect these ifnromation an electronic survey has been conducted among Sicilian wineries. Our findings show that the main raisons driving entrepreneurs to adopt SMs technology are the need to promote corporate image and to exploit a new…
Social Media Campaign Metrics in Latvia
2015
Abstract The purpose of this paper was to explore which social media marketing metrics are most often used and are most important for marketing experts in Latvia. In order to achieve the aim of this paper several theoretical and practical research methods were used, such as literature analysis, surveying and grouping. First of all, theoretical research about social media metrics was conducted. Authors collected information about social media metric grouping methods and the most frequently mentioned social media metrics in the literature. The collected information was used as the foundation for the expert surveys. The expert surveys were used to gather information from Latvian marketing prof…
Sociālo mediju mārketings un tā izmantošanas efektivitāte Latvijas tirgū.
2016
Bakalaura darba tēma „ Sociālo mediju mārketings un tā izmantošanas efektivitāte Latvijas tirgū”. Mūsdienās sociālo mediju popularitāte pieaug arvien vairāk, jo ar katru dienu palielinās interneta lietotāju skaits, tas izskaidrojams ar to, ka cilvēki seko līdzi tendencēm. Arvien vairāk uzņēmumu izvēlas iekļaut sociālos medijus sava uzņēmuma mārketinga plānā, tas nozīmē, ka uzņēmumi arī seko līdzi jaunākajām aktualitātēm, līdz ar to vēlas savu zīmolu padarīt atpazīstamu sociālo mediju vidū. Lai uzņēmums efektīvi darbotos sociālajos medijos, nepieciešams izstrādāt sociālo mediju mārketinga stratēģiju, ar kuras palīdzību uzņēmums patiešām redzēs, ka sociālie mediji ir efektīvs veids, kā veidot…