Top Research Papers on Social Media Marketing

The study aims to find the best social media platform to promote and develop a tourism company and the customer opinion towards planning a trip through online and also concentrates on customer response for online offers and discounts in those social media platforms.

This study investigates the influence of brand interactivity, brand involvement, and SMM elements (entertainment, trendiness, customization, EWOM, and interaction) on brand-related outcomes (brand trust, brand awareness, brand image, and brand loyalty) through the role of social media CBE. An online survey was used to collect information from a total of 298 participants who are followers of Netflix Indonesia’s Instagram page selected through purposive sampling. SEM-PLS was used to analyze the collected data. This study finds the significant influence of some of the analyzed SMM variables on CB...

In modern conditions of society development, the role and importance of the intellectual capital of the nation are increasing as well as the value of knowledge. The main source of accumulation of knowledge is book output. However, the changes in the world and the postsoviet information space, pushed the publishing industry representatives to talk about getting in a communication vacuum, which affects the positioning of publishing and promoting publishing products in the market. This, in turn, leads to constant loss of communication with readers and buyers. This situation requires search of way...

Tampereen ammattikorkeakoulu Tampere University of Applied Sciences Degree Programme in International Business JÄRVENSIVU, VEERA: Social Media Marketing Plan for a SME Bachelor's thesis 53 pages, of which appendices 31 pages October 2017 The aim of this bachelor’s thesis was to create an efficient, low-cost social media marketing plan for a small clothing company called Nikitrade. The data gathered for establishing the marketing plan were mainly secondary data consisting of multiple books and articles related to the topic. For qualitative data gathering, interviews and discussions with the com...

In recent years, social media has become ubiquitous and most important for social networking, content sharing and online accessing. Marketing which occurs via social media is known as Social Media Marketing (SMM). The study aimed to assess the use of social media marketing to measure its effect on resorts business in the Province of Batangas, Philippines. Specifically, it determined the profile of the selected resorts in terms of classification, years of operation, location, and the years media marketing was introduced in the business; identified the forms of social media utilized by the selec...

This article aimed to examine the impact of customers’ awareness of product, price, and place on social media promotion. The Diffusion of Innovation theory was used to guide the study. The participants in the study were selected customers who visited mobile phone shops at Makumbusho bus stand and Kinondoni B bus stand in Dar-es-Salaam, Tanzania. Specifically, the study focused on the impact of customers’ awareness of product, price, and place that was created from the social media platforms on social media promotion, specifically Facebook, WhatsApp, and Instagram platforms, and how data manipu...

In the present day competitive world, brands are fighting for space in the minds of consumers. Though the traditional media of marketing communication like television, print media and outdoor media still contribute to a major chunk of the advertising budgets, yet they can not solely be relied upon to ensure reach to the target audience. Social Media provides a cost effective and powerful option for advertisers and marketers. The article suggests using social media for marketing products/services. It suggests that it is high time to start using social media if businesses have to grow fast and g...

In today's hyper-connected globalised world, social media and online customer interactions are changing the way companies do business from the outside in. Our investigation concerns the monitoring of social media performance within SMEs and more particularly within Wales. The continuous expansion of social media marketing and the concomitant growth of innovative new platforms have driven businesses to embrace new strategies presenting new challenges for current and future practice. This has led to a sustained need for organisations to engage in performance monitoring of social media. However, ...

Social Media has revolutionized personal, professional, and commercial cross-communication and interaction, force marketers to revise their policies on product development, pricing, distribution, and branding.

Angesichts der wachsenden Bedeutung von Social Media Plattformen für Marketing-Aktivitäten von Unternehmen will der Beitrag eine erste datenschutzrechtliche Orientierung für UnterNEhmen geben, die sich in diesem Umfeld bewegen oder be wegen wollen.

In order to succeed, marketers need to have a thorough understanding of tools and techniques required to attract different clusters of customers.

Social media provides the way people share ideas, contents, tho ughts and relationships online. Social media can take the form of text, audio, video, images and com munities. • Social networking • Blogging • Rating/reviews • Sharing content Social Currency -tell me somethi ng I don’t know • Skills of social media • People trust people Social media is affecting the ways in which people communicate, both on a personal and global scale. Technology changes, but the human desire to listen and communicate remains. Communication is communication, whether it happens through a social media platform, or...

This technical note describes the history and benefits of social media marketing and discusses the ways in which it differs from traditional marketing. Seven major social media platforms—Facebook, Instagram, Twitter, YouTube, Pinterest, Snapchat, and WhatsApp—are covered in detail, and the authors outline the different techniques that companies can use with each one to uniquely engage with their customers. This technical note is used in a Darden course elective covering social media marketing and would be an appropriate addition to any marketing class, particularly in a module focused on socia...

This study aims to examine the influence of Social Media Marketing (SMM) on repurchase intention of Lemonilo Instant Noodle products, mediated by Electronic Word of Mouth (E-WOM) and brand image. The research method employed is quantitative, collecting data through questionnaires distributed to Lemonilo Instant Noodle consumers, with a sample size of 202 respondents meeting the sampling criteria. Data were analyzed statistically using Smart PLS. The results indicate that SMM significantly affects repurchase intention, E-WOM, and brand image. Furthermore, E-WOM and brand image have a significan...

Social media are a place that allows you to meet your business needs. Companies are constantly looking for new solutions to improve their communikcation with customers. That article presents the possibilities of using social media for communication between the company and its users. Special attention was paid to Facebook as a popular communication tool.

SMM | Social Media Marketing Managers to monitor your social networking accounts, do research and contribute with posts crafted to target your local audience...

This study examines the influence of Social Media Marketing Activities (SMMAs) on purchase decisions, mediated by Electronic Word of Mouth (E-WOM) and perceived value, in the context of Compass as one of the leading local sneaker brands in Indonesia. The rapid growth of the creative economy in Indonesia and the dominance of digital platforms in consumer behavior make understanding the role of social media in shaping purchasing decisions even more important. This study uses a quantitative approach with the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method to analyze data from ...

Branding is an effort to establish a brand, both products, companies, and other objects. Forming a brand requires the right strategy to achieve the predefines goals, where the goal is usually quantifiable objectives. The formation of a brand will be proven by the behavior changes of the targeted public of the brand object because the branding strategy will usually be aimed at a specific public target. Social Media Marketing Activities (SMMA) is a strategy initially developed for marketers in promoting, however, its application has expanded to encompass the formation of product brands and compa...

With the growth of Internet and smartphone penetration in India, The Social Media is touching large section of the society in many ways. The Social Media's adoption led by Facebook, Twitter and LinkedIn offers tremendous power to the marketers to do precise targeting in a very cost efficient way. The best part of these platforms is they offer excellent reporting and analytics thus helping the executor to stay on top of campaign performance and take appropriate timely decisions to make the campaign more effective and result oriented. The traditional media like TV, Print, Radio etc are far from ...

This study aims to identify ways to promote online using social platforms by identifying categories of customers small and medium companies want to reach much easier.