Top Research Papers on Social Media Marketing

Purpose: Higher Education Institutes (HEIs) are shaping their operational approach in a more business oriented manner due to intensification of competition to recruit quality students. This requires adaption of various marketing communication tools to develop, sustain and improve brand image. The invent of Web 2.0 technologies have offered many such options to organizations including social media (SM) that is being now used by many (HEIs) to connect with their stakeholders especially students. The specific objective and purpose of this study is to investigate the use of SM marketing in the hig...

This study includes the tourism sector in particular to examine the influence of SMM (Social Media Marketing) activity, brand love, brand trust on brand equity and brand loyalty. This study adapts social network theory, the use of this theory is appropriate for this study which examines SMM activities that affect brand equity which will eventually lead to brand loyalty, because the focus that marketers want to aim for is loyalty. The brand equity can be built with high brand love and high brand trust. This study used 344 respondents to fill out a questionnaire via the Google form provided. The...

Social media platforms help businesses connect, communicate, and access information, boosting brand loyalty and awareness. This study aims to determine the relationship between social media marketing, brand engagement, and brand trust toward customer experience and brand loyalty. The focus is on the importance of the role of social media marketing for frozen food brands. The paper uses a descriptive research design and a quantitative approach where data were collected by distributing online questionnaires among frozen food consumers through Google Forms. The selected 250 respondents were locat...

В статті досліджено значення соціальних мереж як засобу системи маркетингових комунікацій сучасних підприємств, який є одним з найбільш ефективних інструментів для просування товарів і послуг, завдяки яким можна безпосередньо взаємодіяти з потенційною або реальною клієнтської аудиторією, вибудовуючи довгострокове довірче спілкування. Встановлено, що маркетингові комунікації в соціальних мережах є дієвим інструментом маркетингу, сегментації ринку та адаптації до його потреб, а також ефективного просування товару на ринку. Доведено, що SMM більшою мірою орієнтований на підтримку іміджу компанії,...

Depending on where you draw the lines in the internet / online marketing sand, most of us who work in search engine optimization see it as a branch of online marketing, or perhaps as a separate branch of a business' overall marketing efforts. Both are...

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.

According to the findings, short videos are the preferred advertising medium, influencing purchase decisions for a sizable majority of respondents, and highlight SMM's long-term potential as a cost-effective and influential marketing method.

This chapter provides an insight of contemporary developments in social media marketing with special reference to the e-buyer’s before making decision to buy the product emergence of online technology and its influence upon various marketing operations. The information flow through the introduction of the concept of social Media involving the synthesis of sociology and technology and creating an environment on the internet where people share experiences with each other and develop networks followed by analysis of its three main components (Publishing Technology for Everyone, Information Diffus...

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.

A comprehensive framework for social media marketing strategies that integrates strategic planning, audience engagement, content creation, and performance monitoring, at the same time adapting to changeable market dynamics and consumer preferences is developed.

The continuous growth and economic contribution of Germany’s commercial aviation industry are directly linked to the implementation of new marketing practices. Especially in light of challenging market conditions and fierce competition within a highly segmented industry, new marketing paradigms assist airlines to overcome difficulties in order to promote their brands, products and services more effectively and in a circulated manner. In this regard, Social Media Marketing provides German airlines with a powerful set of marketing tools and multiple platforms to digitally gather, communicate, co...

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.

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 paper aims to identify social media monitoring job of software companies, focus on the case of Symantec, and identify the extent to which it is affected Customer Relationship Management by Social Media Monitoring (SMM).

The war in Ukraine dealt a devastating blow to the country's economy, and of course, marketing also changed its usual life. The topicality of the topic is determined by the fact that marketing can be an effective tool for business recovery and development in Ukraine. SMM and marketing during the war has practically not been studied in academic circles and is a new problem and relevance in business circles. The purpose of the article is to study the experience of the world's leading countries during the crisis regarding possible ways of adapting marketing and SMM for the recovery of business in...

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...

Marketing activity is associated with buying and selling of any product or service. After Liberalization, Privatization and Globalization (L.P.G) the entire prospective of buying and selling has become very challenging & to remain competitive in today’s cut throat competition social media marketing has emerged an effective tool for marketer. The hospitality & tourism is one of the fastest growing sectors and is always adaptive to the new technologies. Currently it accounts approximately 10.2 percent of the Global GDP and in India it account 9.6 percent of the Indian GDP (WTTC, 2016). India is ...

The aim of this study is to prove that user generated content is emerging as one of the important aspects of social media marketing activities today. This is increasing consumer participation by ways of creation or generation of more user generated content on the devices by using social media. Today consumers utilize web-based networking media (for example, Facebook, twitter, blogs and corporate sites, etc.) and share (their) views, opinions and perceptions about the products and services, brand and producer and deciding about their buying choices. The author wishes to likewise feature how org...

This document is Google+, the social media platform offering businesses the opportunity to connect with customers and others in their business community, allowing them to improve their online visibility, engage with customers, and improve productivity.

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.

Social media marketing is the use of social media platforms and websites to promote a product or service to attract and retain practitioners and researchers.

Purpose: The study focused to conduct a comprehensive comparative analysis between social media marketing and Traditional media marketing.   Theoretical Framework: The theoretical framework for this research on the comparative analysis of traditional media and social media consists of a series of contrasting statements that explore key dimensions like attractive advertising, informative advertising, reliability advertising etc. aiming to elucidate the distinct characteristics and implications of each marketing approach.   Design/Methodology/Approach: The study is an exploratory based. The ...

In order to operate a company effectively, businesses needs better understanding customer needs, they need better communication about the value of products, services and solutions that they offer to customers, and Enterprises need to build a long term relationship between the brand and the customer groups targeted.

Universities are using social media more creatively in their marketing as a result of digitalization. However, there are few theoretical models that explain the success of social media marketing (SMM) in educational institutions, particularly Instagram. This study seeks to address a theoretical need by concentrating on four variables: QMS, brand awareness, product image, and brand attitude. A poll of 141 Gen Y and 17-27-year-olds was used to acquire quantitative data. The data was then examined using the SmartPLS Statistics tool and Structural Equation Modeling (SEM). Three key findings emerge...

This work is intended to conduct a review of the literature of social media strategies in order to take stock of theoretical and empirical development and identify research themes.

Purpose: This study aims to determine the development of research on social media marketing articles and find out how VOSviewer visualization is based on keywords and author collaboration on Scopus indexed journal articles. Design/methodology/approach: a systematic mapping with quantitative descriptive method with social media marketing based on bibliometric analysis Findings: Based on the results of the VOSviewer visualization, 6 clusters and 42 keywords were found with 891 authors. Research on social media marketing written by authors from the United States is the most research published o...

Large corporations have taken benefit of social media marketing's potential as a forum for marketing and have used it to drive their ad campaigns. Marketers are more conscious than ever of the different social media options that are available to them and are moving much faster than ever to start new sustainability campaigns. Social marketing is the method of promoting a company and its products and services through social media and other networks. While propagating their culture, mission, or desirable tone, organizations can utilize social media marketing to communicate with their existing cus...

Purpose The basic purpose of this paper is to find out library professionals how these libraries perceive the importance of social media and emerging technologies what would make the difference in the libraries and how they help libraries to create environments flexible and exclusive. Design/methodology/approach This paper reviews various options for libraries to use different forms of social media to market their resources and services. Findings The reviewed literature has identified the importance and use of emerging technologies and social media in libraries. This paper can help librar...

Antecedents: Motivation for using social networks helps to understand the online behaviors of the adult population and can be a relevant predictor of several variables, considering its common usage on a daily routine. Objective: This article aimed to seek evidence of validity and accuracy for the Social Media Motivations Scale (SMM-S) in the Brazilian context and understand its relationship with personality and life satisfaction. Method: The research was carried out in two stages, with 600 adults in each one, users of online social networks. In both samples, most were women with higher educati...

A framework to automatically extract and analyze information from social media, including online news and social networks, is proposed, which consists of multiple modules: data crawler, analysis module (topic analysis, sentiment analysis, event detection), visualization module.

The development of technology and the internet has changed the way companies interact with their consumers. Social media marketing has become one of the increasingly important aspects of a company's marketing strategy. This study aims to analyse the current trends in social media marketing strategies. The focus of this study is primarily qualitative. Methods for gathering data include paying close attention to detail while viewing and recording data, and then using analytical techniques such as data reduction, visualisation, and inference to draw conclusions. The study arrived at the conclusio...

Businesses are growing rapidly. They are using different strategies to connect customers. In this process, marketing is the most important thing. Most people use social media, and it has become one of the best platforms for marketing products. On social media, people can share their views and opinions and also get knowledge about the product and its updates. One of the fundamental reasons for utilizing social media in marketing is as a specialized apparatus that makes the organizations open to those interested in their products and makes them visible to the individuals who have no information ...

Social media is not only used for business purpose but also it helps to people stay connected and shared ideas, thoughts and build communication with others in a safe and secure environment.

The research takes into account ethical issues, data privacy, and technical limitations to provide a complete view of how AI enables businesses to have efficiency, accuracy, and effective communication in the modern digital world.

This study aims to find out how the use of social media as a business strategy by some business people online based is used, especially Facebook, Twitter and Instagram in online business marketing strategy.

Studies of marketing systems and those of social media are valuable contributions to macromarketing but are not frequently connected. This commentary posits that social media markets are characterized by distinctive properties which require new perspectives from traditional marketing systems. In particular, three dichotomies are presented: customers vs consumers, data vs. information, and sovereignty vs subjects.

This study performs the sentiment analysis of the tweets about the Indian companies that are a part of Nifty50 or any sectorial index, for a period of 15 months and indicates that the Twitter sentiments have a significant relationship with the indices related to the banking and financial sectors of the Indian stock markets.

This research explores the complex relationship between social media and brand equity in the cutthroat world of contemporary business, emphasizing luxury businesses. Advertisements and live streams are examples of the concrete components of social media marketing (SMM) in contrast to brand equity, which encompasses intangible aspects like awareness and association. The purpose of the article is to clarify the complex relationship between SMM and brand equity and to show how SMM may be a driving force behind revolutionary changes in brand perceptions. The study also looks at the impact of celeb...

Large companies in modern economic conditions apply various techniques to attract new customers, including they use marketing opportunities that arise from the creation and promotion of corporate content in social me-dia. The article substantiates the objective necessity of applying psychological techniques in brand promotion in the Internet environment. The scientific novelty of the study lies in determining the significance of an individ-ual’s Self-concept and his behavioral characteristics for the effectiveness of brand promotion in social media. The subject of the study is the psychologica...

The aim of this study was to determine consumer segments based on the acceptance of shoppable ads from fashion brands on online social media platforms. To achieve this objective, we used the technology acceptance model (TAM) to offer a vision of the perceptions of the shoppable ads, attitudes and behaviors of social network users, using social media marketing activities as a background. Second, we searched for fashion social buyer segments using finite mixture partial least squares (FIMIX-PLS). Third, we sought to characterize these consumer segments. A sample of 486 users of social networks w...

Recently, the role of social networks has expanded into the marketing field as people spend more and more time online and prefer to shop online. Companies’ approaches to forming SMM strategies significantly impact business development, which, in turn, contributes to economic growth. Studying consumers’ needs and behaviour, which proves the research topic’s relevance and timeliness, is critical for building an effective SMM strategy. The work aims to study the current state of SMM at the global and state levels and the role of social networks in shaping the behaviour of the modern consumer. The...

This research examines the rise of influencer marketing via Instagram celebrities and determines the impact of different variables such as social presence, brand attitude and trustworthiness on Jordanian local brand evaluation. The study examined the rise of social media influencer marketing and new Instagram celebrities, along with mechanisms that make them appealing to customers. To support the proposed model, a quantitative method was employed to collect data through online surveys. The sample consisted of 569 Instagram users who follow Jordanian social media influencers; participants were ...

The development of technology in the digital age can’t be avoided in today's life. Nowadays social media is increasingly loved by marketers as a tool to introduce or promote their products because of low costs and can reach more audiences. The development of marketing in this digital era shows that consumers not only buy products but the experiences created and the emergence of emotions are also expected by consumers when consuming a product. This study uses multiple linear regression analysis tools and the data used are primary data respondents of users of Shinzu'i UME body mist products. The...

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...

The client-based activity outlined in this study facilitates the development of skills related to social media content creation and social media strategy with the aim of promoting transformative learning using experiential learning activities.

Everyone needs information to support their activities, so try to access information as quickly as possible. To introduce products or services that will be sold, companies or small and medium-sized businesses need promotions, and the pattern in the field of business through Facebook or through a web-based shop is very encouraging. The creator utilizes an enlightening subjective examination approach where the information gathered is predominantly as words and sentences, or pictures that have more significance than numbers or frequencies. Execution of the utilization of Facebook web- based media...

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...

Background: Social media advertising strategies have radically changed how brands interact with consumers and cultivate brand loyalty. The study's principal objective was to identify the influence of social media marketing activities on consumer brand loyalty toward shopping goods. Methods: The study used primary data from a structured survey questionnaire with the six-point Likert scale sent to Nepalese customers. The study's sampling was convenient, and the Kathmandu-based location was chosen as the sample site. The study's population was the consumers of consumer shopping goods. People who...

In an era of integrated brand management and network marketing, brand builders try to use methods and tools that are prepared by controllers for improving the position of their brand. Generally, brands are dynamic and cannot be considered separately from cost management, shareholder, and stakeholder value as well as value chain impacts, return on investment, and cash flow. Additional tools are needed in order to design a successful brand management. In this study, a social media management scorecard for a brands template was introduced to enable a requirement analysis for brand management with...

A quasi-historical perspective on digital and social media marketing is taken from its roots in direct and interactive marketing to the present day and suggests a broad view of digital marketing to encompass customer co-creation and engagement.