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...

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...

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...

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.

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 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.

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...

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.

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...

Recently, Malaysia is undergoing economic down turn due to decreasing value in currency rates (Othman et al, 2017). This situation has directly gives impact on daily activities where society have to work extra, especially among low household income people, in order to gain money to fulfil their needs and wants as price for goods and services has also increase tremendously, such as cooking oil, car petrol and so on so forth (Othman et al, 2017). The government on the other hand, has also implemented goods and services tax (GST) for each products and services in order to help improve the ec...

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 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, ...

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...

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).

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.

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...

Bilgi teknolojileriyle birlikte hayatimiza giren ve onemli yer edinen sosyal medya, her yastan pek cok kullanicinin sosyal cevresini genisletme, iletisim kurma, bilgi edinme, bilgi ve deneyimlerini paylasma ve bos zamanlarini degerlendirme gibi farkli amaclarla kullandigi iletisim platformlaridir. Son yillarda sosyal medyanin yaygin olarak kullanilmasi, isletmelerin hedef musteri gruplariyla iletisim kurmak, marka bilinirligini arttirmak ve musteri bagliligi saglamak gibi pazarlama amaclarini ulasmak icin Facebook, Twitter, Goojet, LinkedIn, Bloglar ve YouTube gibi sosyal medya araclarini kull...

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 article investigates the proven requirements for a balanced blend of unique and engaging promotional and nonpromotional community outreach, which is required on a daily basis to achieve the significant, lasting, and sustainable growth that the practice wishes to achieve.

The construction industry has not been an early adopter of social media and digital marketing, due largely to lack of knowledge of and skills in these areas. Nevertheless, effectively deployed, digital and social media marketing can be a disruptive force allowing smaller residential construction companies to build brand awareness and win business from larger competitors. This study uses a qualitative approach - interviews with residential construction small to medium enterprises (SMEs) and adjacent industry actors - to obtain data addressing the key questions of the residential construction se...

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.

Photography Puppies make great subjects and everybody loves to see photos of them. Puppy raisers’ photos are used in GDB’s newsletters, web sites, gift shop items, and beyond. The best way to submit photos is via the group photo pool on Flickr: www.flickr.com/groups/GDB. Photos should have the highest resolution/largest file size available, e.g. send 2mb file vs. 600kb version. Ideally puppies should be wearing their jacket in any photos. Images of puppies in GDB-branded gear cannot appear in other organizations’ materials or for anyone’s profit or commercial gain without marketing’s permissio...

: More than a decade has passed since the emergence of major social media services such as Twitter and Facebook, and these services have attracted considerable attention from both practitioners and academics. The aim of this special issue is to re-examine the impact of social media in marketing. Consumer engagement behavior on social media was expected to enhance the marketing activities of firms in various areas, including advertising, customer support, and new product development. Along with these high expectations, the negative impacts of social media, such as backlashes against certain peo...

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

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.

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 step-by-step guide introduces different technologies and shows the reader how to make use of them to market a library service.

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...

The paper is a qualitative exploratory research on social media marketing which on the purpose to find a proper strategy for companies in constructing and implementing social media channels. The paper also analyzed the necessity for social marketing communication. Brand awareness and social network theory is the fundamental theoretical framework in this paper. By using appropriate social media channels, it is expected to build mutually beneficial interaction with companies’ customers and obtain useful feedbacks efficiently for products or services. Besides, theoretical analysis and empirical d...

During different time era’s different methods of communications has developed and changed the everyday life. Social media has become the way of communication in the 21st-century, enabling us to exp ...

This chapter from The Library Marketing Toolkit focuses on the development of social media, arguably the most important thing to happen to marketing this century. More and more libraries are making use of various platforms to talk directly to their audience. Your patrons and potential patrons are using tools like Facebook and Twitter, so this chapter gives step by step instructions on setting up library presences on these platforms, and then on taking them to the next level. Also covers blogs and Google +. Contains case studies from Frances Taylor and Kathy Saeed.

Social media has provided opportunities for businesses to develop close relationships with customers leading to customers’ engagement as it influences loyalty and satisfaction, and assists in expanding the markets. While small and medium enterprises (SME) are at a disadvantage compared to large firms, establishing management control in a foreign market remains a challenge. In addition, a considerable number of studies on foreign market entry mode choice have concentrated on large firms. Moreover, social media has become increasingly relevant for SME to “level the playing ground” with large fir...

Social media marketing is a phenomenon which has become an important aspect of the marketing mix and revolutionize the way companies interact with their customers. It is a new field of research and literature quick scan revealed that not many studies exist. However, the few existing studies without scientific proof to industry data, have been rushing to conclude that the emergence of social media has led to the death benefits of social media for brand awareness. Oeh that this research project is to clarify whether social media is more efficient in the perspective of brand awareness and assess ...

Engagement dedication SMEs for processed goods such as craft bamboo, chips banana, jam tomato, cranky corn, and so on are employed by the residents of Village Sandpaper Subdistrict Sandpaper Field City Medan, North Sumatra, where this is being done. The purpose of this activity is to teach locals how to use social media platforms like Instagram and WhatsApp to market their products. Sales of locally produced goods are expected to increase market share, boost efficiency in marketing, and use other strategies to make the most of already-existing social media platforms that are controlled by resi...

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.

In this study, the viral marketing technics, supported by different examples, are emphasized and directed marketing experts to digital environment as an alternative platform.

Electronic marketing and especially the rise of social media marketing, has made Microfinance Institutions (MFIs)to have the opportunity to talk to thousands of customers, send out messages, get fast feedback, and experiment with offers at relatively low costs. Social media is perceived by consumers as a more trustworthy source of information regarding products and services than business-sponsored communications transmitted via the traditional elements of the promotion mix. Social media channels help MFIs to communicate and organize themselves together, and allow them to reach out and relay th...

This is a guide to marketing information available at the HKUST Library and on the Internet.

— The article is published to study some last research about social media marketing and its conceptualization. Besides, this study categorizes social media and social media marketing. Likewise, the article also studies the methods were applied social media marketing in Starbucks coffee. Therefore, the paper identifies gaps in previous studies so that the authors can continue to expand their study on this field in the next research projects.

Globalization has transformed the marketing field from traditional marketing media to social marketing media because of its numerous roles of reaching more customers at the least cost. Traditional marketing communicates with customers through dedicated media channels like television, radio, newspaper, magazine, but the failure of traditional marketing channels to yield significant returns on investment is attributed to many reasons including lack of interactive engagement between the customers and the brand. Social media appeared as the solution to the letdown of traditional marketing, social ...

The purpose of this article is to provide a template for strategic thinking to successfully include social media as part of the social marketing strategy by using a four-step process.

Small Medium Enterprise (SME) is the backbone of a country’s economy. The support from the government emerges many SMEs that run various businesses. However, selling new products or brands from new business is not an easy task. The use of social media as part of marketing activities is an easy and inexpensive way to introduce a new product to consumers, especially to those consumers who can easily accept the new product. This study aims to explore moderating consumer innovativeness from social media marketing and marketing performance relationship on new SME. Survey technique was used for this...

Overall, the study provides supportive evidence that social media marketing adoption mediates the relationship between competitive intelligence and SME performance and competitive intelligence also found to be significantly affect theSME performance.

The findings suggest that the role of the Internet and social media as patient acquisition channels is limited but presence of healthcare providers in these channels is considered as important for reassuring customers.

Purpose This study aims to investigate the mediating role of attachment to social media influencer between authenticity and enjoyment and then travel intention while watching social media influencer video. Design/methodology/approach This study used the survey approach to collect responses from respondents who have watched the social media influencer video. Partial least squares structural equation modeling technique was applied for the data analysis. Findings The results indicated that authenticities positively impact tourist attachment to social media influencer, enjoyment and hence vis...