Top Research Papers on Social Media Marketing

We study the effect on stock volatility and turnover of coverage by traditional news media and social media. We find that coverage by traditional news media predicts decreases in subsequent volatility and turnover, but coverage by social media predicts increases in volatility and turnover. We show that these patters are consistent with a model of "echo chambers", where social networks repeat news, but some investors interpret repeated signals as genuinely new information. (C) 2020 Elsevier B.V. All rights reserved.

Social media has been playing an important role in marketing strategy. As a part of social media, social networking sites (SNS) can be utilized by enterprises to create direct communication and good relationships with their customers. Therefore, enterprises using SNS have to select the right marketing content to enhance strong customer relationships, which lead to their behavior generating sustainable performance for enterprises. This research considered social media marketing activity (SMMA) and Customer Experience (CX) to measure the customer’s relationship quality, which can impact customer...

Online virality has attracted the attention of academics and marketers who want to identify the characteristics of online content that promote sharing. This article adds to this body of research by examining the phenomenon of improvised marketing interventions (IMIs)—social media actions that are composed and executed in real time proximal to an external event. Using the concept of quick wit, and theorizing that the effect of IMIs is furthered by humor and timeliness or unanticipation, the authors find evidence of these effects on both virality and firm value across five multimethod studies, i...

Drawing upon the source credibility theory, interactivity theory, gratification-opportunities, with the overarching theory of belief-attitude-behavioral chain, this study investigates the antecedents (i.e., mobile convenience, interactivity, and influencer credibility) that shape one’s attitudes toward social media influencer and advertised product or service, as well as how these attitudinal outcomes lead to actual purchase. Additionally, the moderating role of gender is examined. Interestingly, the results indicate that interactivity is playing negative direct and indirect roles in attitudin...

Social media in the context of destination marketing is a growing area of study, and judging by the exponential growth in social networks over recent years, the demand for research will continue. This paper provides a review of the literature to date on social media use by destination marketing organizations (DMOs). A growing number of travellers are influenced by user generated content, presenting a number of challenges and opportunities to DMOs. This review seeks to synthesize existing research, theories and concepts, in order to understand how social media applications are being used by tou...

Purpose Social media, especially social media-based influencer marketing, has become an important factor in consumer decision-making. Studies have recently begun investigating how influencers affect consumer behaviour. Despite the increasing interest, the purpose of this study is to examine influencers’ evaluation impact on consumer behaviour are scarce. Design/methodology/approach An online study undertook research to gain further understanding. Specifically, the study examines the following: firstly, the impact of consumers’ perceived influencer credibility (IC), using the source credibility...

Purpose The purpose of this study was to examine the impacts of consumers’ motivations (i.e. remuneration, social, and empowerment) on online purchase intentions mediated through trust towards retailers present on social media. Design/methodology/approach Data were collected from consumers residing in the three metropolitan cities of Pakistan, and the research model was tested using the covariance-based structural equation modelling in Amos. Findings The results showed that remuneration and social motivations positively influenced consumers’ online purchase intentions directly, as well as indi...

Purpose Social media influencers (SMIs) have become an important source of influence that affects consumer behaviours in their decision-making processes. As such, this justifies scholarly attention in understanding how SMIs transfer their meanings to endorsed brands and drive consumers’ positive behavioural intentions. With the intention to fill this knowledge gap, this paper aims to examine the impact of SMIs’ credibility, as manifested by trustworthiness, attractiveness and expertise, along with the moderating effects of materialism, on followers’ purchase intention. Design/methodology/appro...

Three under-researched areas are investigated, SM as it relates to B2B relationships, and entrepreneurship, and marketing capability gaps in an era of rapid digitalisation.

Social media and its applications are a part of daily life in Turkey and the rest of the world. In 2022, about 80.7 % of Turkey's population (69.9 million people) spent an average of 8 h daily using the Internet, providing a significant opportunity to encourage and influence tourists' purchase intentions through social media. This study aims to determine the effects of digital marketing and social media on tourist behaviours in Turkey. This study proposes a comprehensive model for the antecedents of tourists' behavioural intentions in their destination selection that can be found in the touris...

There is growing concern amongst policy makers, managers and academic researchers over the role that social media plays in spreading misinformation, widely described as ‘Fake News’. However, research to date has mainly focussed on the implications of fake news for political communication and debate. There has been less focus on the implications of social media misinformation upon marketing and consumers. Given the key role of social media as a communication platform, there is a gap in our understanding of fake news through a consumer lens. We address this gap by conducting an interdisciplinary...

Purpose This study examined how social media influencers create and leverage followers' attachment to deliver marketing messages by applying human brand theory and attachment theory. Design/methodology/approach An online self-administered survey by 490 US adults who are Millennials (27–40) or Generation Z (18–26) in 2020 and currently following any specific social media influencer was conducted and analyzed. Findings The results suggest that homophily, social presence and attractiveness create a greater attachment. Attachment enhances followers' loyalty to the influencer and advertising credib...

Abstract The increasing use and effectiveness of social media influencers in marketing have intrigued both academic scholars and industry professionals. To shed light on the foundations and trends of this contemporary phenomenon, this study undertakes a systematic literature review using a bibliometric-content analysis to map the extant literature where consumer behavior, social media, and influencer marketing are intertwined. Using 214 articles published in journals indexed by the Australian Business Deans Council (ABDC), Chartered Association of Business Schools (CABS), and Web of Science (W...

Social media like Facebook have become popular tools for different organizations like libraries in marketing practice. To build relationships with library users, libraries hope social media can engage its user communities actively with their collections, services, and activities. This paper aims at evaluating the effectiveness of using social media as a platform in marketing through a questionnaire on the Facebook page of the University of Hong Kong Libraries (HKUL), comparing the perspectives of students and faculty members. Both the current situation of HKUL's Facebook page and the reasons a...

Purpose The purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. Furthermore, brand experience is tested as a mediator of the relationship between perceived social media marketing activities and consumer-based brand equity, whereas co-creation behaviour is also examined as a moderator on the relationship between perceived social media marketing activities and brand experience. Design/methodology/approach A structured survey questionnaire was developed and distributed to soci...

Considering the increased interest in the role that a brand's social media marketing activities (SMMA) play in providing better experiences, the current study examines associations among SMMA, brand experience, purchase intention, and attitude towards the brand. This study also assesses the customer generation (Millennials vs. Non-Millenials) and customer engagement level (high vs. low) as moderators in the SMMA-brand experience link. 413 responses were collected from individuals who follow a brand on social media and employed structural equation modelling for the analysis purpose. The results...

This study aims to integrate the literature on social media influencers into a framework that classifies (potential) social media influencers and highlights their features. Previous classifications mainly focused on the measurable characteristics of social media influencers as determined either by scholars or consumers. In reality, though, the social impact of an influencer evolves as an interaction between his/her own goals and motivations and audience's perceptions and attributions. This study proposes a conceptual classification that combines the characteristics of social media influencers ...

Perceived relative advantage, perceived cost, top management support, perceived competitor pressure, and perceived vendor pressure have a significant impact on social media marketing adoption, and the competitive industry moderates the effects of competitive pressure and customer pressure on socialMedia marketing adoption.

The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity, brand image, and company performance in the present marketing competition. This research aimed to track the evolution and advancement of the IMC concept, and how it reformed the way of marketing communications. Moreover, the study highlights the importance of social media, as how it can influence consumer behavior in a substantial way. The study developed a theoretical framework through systematic ...

This work defines SMMS, using social media and marketing strategy dimensions, and proposes a taxonomy that classifies SMMSs into four types according to their strategic maturity level: social commerce strategy, social content strategy,social monitoring strategy, and social CRM strategy.

Algorithms on social media and financial news data are used to discover the impact of this data on stock market prediction accuracy for ten subsequent days and Random forest classifier is found to be consistent and highest accuracy is achieved by its ensemble.

A theory-based mediation-moderation model is built to explain the link between EO and SME performance and it is discovered that the EO-Performance nexus of SMEs is serially mediated by social media usage and marketing capabilities.

Social media influencers are widely employed as a marketing strategy as they successfully attain trust from followers. Applying the social exchange theory and its principle of reciprocity, this study investigated whether the source characteristics of an influencer (i.e., expertise, authenticity, physical attractiveness, homophily) can function as relational resources in the formation of follower trust. Whether followers' trust in the influencer leads to their loyalty to the influencer and desirable marketing outcomes (i.e., product attitude, purchase intention) was also examined. Results revea...

Generation Z (Gen Z) has emerged as the largest and most challenging consumer group for destination marketers. This study investigates the varying effects of social media marketing activities (SMMAs) on Gen Z travel behaviors. A comparative analysis approach between Gen Z and other generations was used to assess the attributes of SMMAs and their role in tourism destination visits. Gen Z tourists were more susceptible to the four traits of SMMAs (entertainment, trendiness, interaction, and word-of-mouth) when choosing destinations and were more likely to pay a premium for visiting than their ge...

Although various critical elements, such as media publicity, word of mouth, legislation, and environmental factors, are not under the control of a company, they play a significant role in influencing its brand image. Uncertainty over how different social networking sites can support brands is one of the crucial reasons for the delayed acceptance of social media (SM) in business-to-business (B2B) transactions. SM possesses immense potential in relation to gathering customer data and assisting B2B marketers. Therefore, this study reviewed SM usage in the B2B context, based on 294 selected articl...

Successful marketing and promotion strategies achieve customer development, profitability, and long-term company success. Present markets become more competitive through changing markets, globalization, and innovative technology, which have rapidly changed the business world. Platforms like Facebook, Twitter, and YouTube are pushing marketing companies toward a new direction using social media marketing. Social media has penetrated so deeply into millions of people’s lives worldwide that it has also attracted marketers’ attention. This study will help determine how it influences Pakistani cons...

Hotels utilize cause-related marketing (CRM) to attract consumers by advertising green practices. However, CRM does not always result in the intended outcomes. In online settings, customer-generated cues transmitted through social media can influence responses to company-generated CRM. Two psychological processes can operate to influence the effect of online cues on decision processes: priming and framing. The current research used an online survey in which priming and framing were varied in a simulated hotel-booking scenario. Affective priming was activated using an Instagram post with positi...

Examination of the impact of daily social media activity on daily business outcomes: website traffic, orders and sales reveals that social media leads to increased web traffic, but it does not produce a significant rise in product orders and sale income.

Purpose This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge. Design/methodology/approach Using an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement and bra...

Abstract Over the past few years, the popularity of social media influencers (SMIs) has been growing exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the mounting interest of researchers and practitioners, the resulting scholarly work remains divergent, partial and fragmented. In light of the pivotal role of SMIs on the consumer decision journey and as this research domain is still developing, a comprehensive and critical overview of extant research on this topic is sorely needed. In response, this paper is the first to consolidate the present state of rese...

Purpose The present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI). Design/methodology/approach The study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling...

The results indicated that psychological well-being influences CSMU, which in concurrence with sleep habits, influences the association between FoMO and problematic sleep, and FoMO is more strongly associated with CSMU among working professionals.

Social media influencer marketing has recently received significant attention. Many studies have explored the parasocial relationship (PSR) formation between influencers and followers. PSR has not often been weighted against other widely used relationship marketing constructs, despite the multitude of PSR studies. This study developed a research model based on the theory of persuasion, which was constructed to investigate the relative weight of the PSR. The study considered three personal attributes (attitude homophily, physical attractiveness, and social attractiveness) and three characteriza...

Social media are increasingly becoming a valuable tool for Business-to-Business (B2B) organizations. However, social media research in B2B lacks a comprehensive overview from a strategic perspective, with most research to date having been focused on the tactical use of social media platforms, that is to say, in describing specific tools to implement a strategy. In the present systematic literature review we address this deficiency. Our findings reveal that prior B2B research predominately investigated social media as short-term tactics with context-specific limitations. Our thematic analysis e...

Accurate oil market forecasting plays an important role in the theory and application of oil supply chain management for profit maximization and risk minimization. However, the coronavirus disease 2019 (COVID-19) has compelled governments worldwide to impose restrictions, consequently forcing the closure of most social and economic activities. The latter leads to the volatility of the oil markets and poses a huge challenge to oil market forecasting. Fortunately, the social media information can finely reflect oil market factors and exogenous factors, such as conflicts and political instability...

A stock price prediction accuracy tool considering public sentiment apart from other parameters is designed and implemented, which considers public sentiment, opinions, news and historical stock prices to forecast future stock prices.

This article discusses the use of social media by different generations in destination marketing from a sustainable tourism perspective. In the light of the global COVID-19 pandemic, intensive marketing efforts and strategies to bring back sustainable tourism will soon become important. Social media (SM) can significantly support the promotion of destinations by guaranteeing an appropriate number and type of tourists. The article examines the frequency of using social media by different generations and the scope of their use in planning a tourist trip. The research was conducted in Poland on a...

[Excerpt] "Lately, people have been finding giant pet goldfish in lakes across America. You may see these tiny fish swimming in bowls at the county fair, but left alone in a lake or large pond, where they are dropped perhaps by a well-meaning child, they can grow to 20 pounds or more— and destroy ecosystems. The goldfish is a cautionary tale that has been told time and again in different forms, like Pandora’s box."

Consumers increasingly use social media brand communities to gather information about brands and to inform their purchase decisions. Building on uses and gratifications theory and brand experience we hypothesize that consumer benefits deriving from participation in such communities and brand experience mediate the relationship between social media marketing (SMM) activities and consumer-based brand equity (CBBE) among Millennials. Partial least squares path modeling (PLS) was used to test the research model with a sample of 326 followers of luxury fashion brands on social media. The findings r...

This theoretical article reviews how the term control is part of theorizing on privacy, and develops an understanding of online privacy with communication as the core mechanism by which privacy is regulated.