Top PDF Marketing with Social Media

Marketing with Social Media

Marketing with Social Media

hopefully winning a few new patrons at the same time. People turn to social media for information more frequently now than they did even a year ago, because every search engine brings back about a million hits too many to the queries we type in. So we ask our networks instead; we trust humans more than we trust algorithms. Libraries must be there, providing good quality information as we have always done, but across new platforms.

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A Study On The Determinants Of Marketing Effectiveness Of Mobile Marketing Communication On Social Media For Small And Medium Enterprises & Neighborhood Stores’ In USA

A Study On The Determinants Of Marketing Effectiveness Of Mobile Marketing Communication On Social Media For Small And Medium Enterprises & Neighborhood Stores’ In USA

The major advantage of shopping online is being able to quickly seek out deals for items or services provided by many different vendors (though some local search engines do exist to help consumers locate products for sale in nearby stores). Search engines, online price comparison services and discovery shopping engines can be used to look up sellers of a particular product or service (Novak Thomas P, Donna L Hofmann and Yiu-Fai Yung, 2000) . According to the multiple regression analysis, it was found that Social media ads were influenced respondents while making their shopping list and purchases. Also mobile marketing content, message credibility, authenticity, its relevancy to weekly shopping along with human supports through chats and customer service (Empathy) and consistent quality and performance (Reliability) can make the respondents more frequent shoppers and loyal to SMEs and neighborhood stores. These findings are consistent with literature review and it was established that through social media and mobile marketing, SMEs and neighborhood stores can connect with their customers with latest updates on new product arrivals, price discount, and weekly bundles of product at discounted prices .
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Impact of social media marketing on brand equity

Impact of social media marketing on brand equity

Perceived quality is related to a consumer’s judgment of a product or brand’s overall superiority or excellence (Zeithaml, 1988). High perceived quality allows for consumers to be convinced about buying the brand; for differentiation of the brand from competition; and for the firm to charge a premium price and then extend the brand (Aaker, 1991). In the customer – based brand equity frameworks (Aaker, 1996); (Keller, 1993); (Dyson, Farr, & Hollis, 1996); (Farquhar, 1989); perceived quality is considered a primary dimension. The main reason that perceived quality is a primary dimension in brand equity models is that it has a strategic effect on brand equity, by reducing the perceived risk (Aaker, 1991); (Keller, 1993); (Erdem, Zhao, & Valenzuela, 2004);. It also creates a basis for brand differentiation and extension (Aaker, 1991) and offers a price premium advantage for firms (Keller, 1993); (Netemeyer, et al., 2004). Thus, there is a general consensus that perceived quality is among the fundamental constructs of brand equity. One of the most popular trend in the online marketing at present is the growth of social media and its acceptance by the consumers. Contrary to the assumption by some people in the industry that social media is a fad, this element (social media) has been rapidly integrated into marketing activities throughout the world. Social media marketing has likewise attracted researchers to explore and understand the building blocks of this interactive system as well as its application. Our research revolves around this concept and we try to establish the cause effect linkage of social media marketing on brand equity that finally leads to customer value and value to firm. The propose model will have implications for the marketers. Social media marketing is an essential antecedent for brand equity in today’s age of Web 2.0 and co-creation. The synergetic effect of firm generated content (FGC) and user generated content (UGC) goes a long way in developing trust, brand attitude and customer involvement. Social media marketing has introduced a new chapter in value based marketing, strategically establishing social media activities around a product or service is a well know method of building brand equity. It is advisable that businesses do not ignore this opportunity and jump in to spread their consumer base right in time. This proposed model will lead to the value creation for business organizations and customers.
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Potential of the social media as instruments of higher education marketing: Guidelines for a social media marketing strategy for the University of Twente

Potential of the social media as instruments of higher education marketing: Guidelines for a social media marketing strategy for the University of Twente

UNIVERSITY OF TWENTE. Potential of the Social Media as instruments of higher education marketing 13 methods are available for use in segmentation studies, divided into two main groups: hierarchical and non-hierarchical clustering methods. Both have their strengths and weaknesses and differ in the way the clusters are formed. Hierarchical clustering is an agglomerative method, starting with one case and combining the cases to form clusters until one large cluster is obtained. Non-hierarchical clustering partitions the sample, connects starting points to each partition and assigns cases to the partitions. These methods may produce different clusters, partly because during the process they require substantial input from the researcher (Hoek et al., 1996). The two-stage clustering approach proposed by Punj and Stewart (1983) formed the basis for the cluster analysis performed in this study. This approach was chosen because it uses both a hierarchical and a non-hierarchical clustering and therefore minimizes some of the disadvantages of each method. The first stage used hierarchical clustering to find the number of clusters and the starting points for the clusters (i.e. centroids). The second stage used the first stage outcomes as basis for the non-hierarchical clustering. The reason for adding this first stage to a non-hierarchical clustering method was because the latter is sensitive to the starting centroids, and because the number of clusters has to be determined prior to its use. The first stage provides the needed information. Ward’s method was used as the hierarchical clustering technique for stage (1), and the non-hierarchical K-means clustering method was used for stage (2) because it is frequently used for market segmentation purposes (Krieger & Green, 1996). An overview of the method followed is given in figure (4). The method can be divided into the following steps:
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Social Media and Marketing: Viral Marketing

Social Media and Marketing: Viral Marketing

Viral marketing spreads thanks to people’s natural motive to communicate and inform other people in their networks about the things they find interesting or useful. Viral marketing is a tactic that aims to communicate the planned contents to a specific target audience in the most effective and sincere manner by using communication channels. Interactive applications and especially videos, advergames, pictures, audio files, presentations and even text contents are the most important tools of viral marketing. These products become marketing tools with the addition of commercial messages. A viral ad can be categorized into two: The first one is a video film, which is created by a user and creates a positive impact incidentally on a brand and shared by this user with other users on social media. The second one is a company having a professional team to make and spread a viral advertisement. However, what is important here and what is different from traditional commercial films is that the viral ad is created in a way that seems to be created by an amateur user (Quoted from Eckler, Bolls, 2011 by: Uraltaú, BahadÕrlÕ, 2012). These video films interest and are shared by users. Thus, brand name starts to be known by other users.
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Social Media Marketing in India: A Paradigm Shift in Marketing Innovation

Social Media Marketing in India: A Paradigm Shift in Marketing Innovation

Social media has risen to a great level in India since last few years. Marketers in the west have already taken advantage of Social Media. Marketers are taking note of many different social media opportunities and beginning to implement new social initiatives at a higher rate than ever before. Social media helps in connecting themselves with social networking sites through which now people can stay far and yet remain connected. Apart from this media like Facebook create a loyal connection between product and individual which leads to large advertising opportunities. Similarly, other social media like Blogs create a platform to post comment on any event which needs to be publicized also can be utilized as a promotional technique for customer’s adoption as well as for promotions. Now users are acquiring followers & subscribers and directing them to your social networking page. This paper discusses about role of social media marketing in India as an innovative strategy.
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SPORTS EVENTS AND SOCIAL MEDIA MARKETING

SPORTS EVENTS AND SOCIAL MEDIA MARKETING

Sport marketing is the specific application of marketing principles and processes to sports products and services. In 2014 the biggest sports event in the world, the FIFA World Cup, took place in Brazil. Billions of spectators around the world saw Germany win the trophy in Rio de Janeiro for the fourth time in history. Yet unlike in previous World Cups, conversation was not only taking place at the numerous public viewings which were held in open spaces like bars and restaurants. For the entire tournament social media like Facebook or Twitter were playing a dominant role in all aspects. With 672 million tweets on Twitter and three billion conversations on Facebook, this was the most social World Cup as well as the most social mega sports event so far. It did not matter whether it were users, athletes or companies, everyone was trying to catch up on the conversation to be informed or inform others about their opinion or latest news. This paper analyzes the implementation of social media marketing during mega sports events with a focus on adidas’ and Nike’s social media campaigns in the frame of the FIFA World Cup 2014 in Brazil. The analysis shows that social media marketing in the frame of mega sports events gains importance. Those companies finding topics that affect people personally with a relationship to their products achieve success through social media marketing.
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The Impact of Social Media in Marketing Management

The Impact of Social Media in Marketing Management

For marketers, this is a huge advantage because the rapid transition from mass to social media presents the opportunity to create impactful, relevant marketing messages. This data-powered personalized marketing approach is not only much more effective, but also more cost- efficient and scalable. Recently, social media has become a term synonymous with business marketing. Although still in its early stage, there is still so much to social media that businesses have yet to discover. Social Media is fast evolving as one of the most reliable ways to connect and stay informed about the most recent developments in a particular industry. It offers a platform for discussions and information sharing about anything and everything, helping users build their online identity and reputation and so much more.
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Social Media Marketing Effects On Corporate Social Responsibility

Social Media Marketing Effects On Corporate Social Responsibility

There are many opportunities and challenges today for consumers’ behavior to impact corporate trustworthiness and commitment on social issues. It can range from a groundswell of local organizations and communities to the 'Yes Men's' parity of movies and social media impact on corporate greed. The 'Yes Man' used social media to release a fake press release for a Chevron ad campaign that included a commitment and reference to a years-long lawsuit in Ecuador, where Chevron is accused of being responsible for $27 billion of oil pollution clean-up costs (Zax, 2010). Major magazines and network outlets were duped by the hoax and had to retract statements made by the initial release. The URL was so close to the actual company web address that it was missed by many. This was a testament to the contagious speed of viral marketing and value of social network outlets to bring the latest news to millions of people in the shortest time possible with more impact and less cost than conventional forms of promotion.
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Social media : their role as marketing tools in B2B Marketing

Social media : their role as marketing tools in B2B Marketing

blogs and the corporate website. Organizations can for example blog and make use of their corporate website or social networking sites in order to disseminate information to their customers about their products, services or brand; in addition, blogs and social networking sites can be used to access information about their customers and the competitors (Callebaut, 2011; Mangold & Faulds, 2009; Scott, 2010; Shih, 2009). Brand loyalty can also be increased with the help of blogs, because the organization has better and more personally contact with the customers and other stakeholders (Callebaut, 2011). In addition, social media can also affect brand loyalty positively by online loyalty programs where customers, and also suppliers and distributors can for example gain points when they purchase something or when they do business in another way (Kietzmann, et al., 2011; Mangold & Faulds, 2009; Nair & Sidhu, 2009). Loyalty programs are of importance for organizations in order to keep the stakeholders satisfied, reliable and loyal to the organization, which finally results in the retention of the customers, suppliers, and other stakeholders. Furthermore, with the help social networking sites, it becomes easier to segment (potential) customers and as a consequence, organizations can more easily focus on a small group of customers with the same interests rather than focus on the whole market (Oliva, 2009). This leads to the fact that the marketing strategy of organizations can be better adapted to the specific groups of customers. Subsequently, organizations are then able to focus on such groups of businesses as customers, by matching the organizations’ profiles with their market targets to use social networking sites as marketing tool (Kerkhof
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Social Media Marketing: Changing the Face of Marketing in India

Social Media Marketing: Changing the Face of Marketing in India

Social platforms each have an ecosystem of their own. Creating a basic social media presence is easy enough, getting your community to actually do something is more difficult. Make sure your site is included in local business directories in order to help ensure that consumers find you when they need you. Customizing messages across sites help the message spread but it keeps users from receiving multiple identical communications. By giving exclusive coupons to your social community, you’re rewarding and reminding them that you are not only a brand to engage with, but also to buy from. Taking advantage of these strategies can help you build your community, make your marketing more effective, and incentivize buying.
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Social Media in Virtual Marketing

Social Media in Virtual Marketing

Social media coupled with electronic word-of-mouth (eWOM) communication is very e ff ective and e ffi cient in changing consumers’ attitude and behavior towards a product and/or brand (Zhang, Craciun, & Shin, 2010). As compared to word-of-mouth communication(WOM) communication, electronic word-of-mouth (eWOM) adver- tising is faster, swifter and has a global reach (Gil de Zúñiga, Jung, & Valenzuela, 2012). In view of its significance from marketing per- spective, it is important to investigate the determinants that a ff ect electronic word- of-mouth (eWOM) communication (Aiello et al., 2012) (M. Y. Cheung, Luo, Sia, & Chen, 2009). Thus the aim of this study is to mea- sure the e ff ect of amophily, social capital, in- terpersonal influence and trust on electron- ic word-of-mouth communication (eWOM) by extending the conceptual framework developed by Chu (2009) in a non-western environment like Pakistan.
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On the Taxonomy of Social Media Marketing

On the Taxonomy of Social Media Marketing

Furthermore, if the triple channel is grasped as a communication approach to customers using multiple media, it is expected that customers’ privacy issues will arise in marketing communications with multiple media. It goes without saying that the problem of social media and privacy deserves more than a passing notice. Therefore, in this paper, we will present a frame of reference on the privacy issue of the Social media marketing strategy. Furthermore, in constructing the reference framework, the view of the sociomateriality(Hoffman & Fodor, 2010) that has been attracting attention in recent years IS (information systems) research is adopted (Orlikowski & Scott, 2008). In a nutshell, as described later. it is a perspective that advocates a different mechanism from “technology determinism.” In other words, it is a view that grasping technology and practice as inseparable one without distinguishing between them.
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ROLE OF SOCIAL MEDIA IN MARKETING 3.0

ROLE OF SOCIAL MEDIA IN MARKETING 3.0

Abstract: Social media industry is witnessing the exponential growth since last few years. Irrespective of size, nature and industry in which a business is operating, social media has acquired an important place in many business operations. To remain upbeat in the highly competitive market environment, one has to integrate the traditional marketing practices with social media marketing. Marketers are closely looking to tap different opportunities in social media marketing and trying to reap the benefits over competitors. Today is the era of human centric marketing where marketing is not just fulfilling the needs & wants of customers. The modern days marketing is associated with customers not only by satisfying needs but by connecting them with heart & soul. So the sole goal of marketing is not to increase sales or revenue but to acquire more customers and make long lasting relationship. Marketing 3.0 is based on collaborative participation and value creation by customers. This paper is an attempt to throw light on effectiveness of social media in modern day’s value driven marketing or so called marketing 3.0. In this paper analysis of secondary data is done for different social media marketing campaigns. This paper also answers to the question that how social media adds value to industries like Gov. Dept., banking, education and other.
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The Success Factors Of Social Media Marketing Towards Business Performance Among Malaysia's Internet Entrepreneurs

The Success Factors Of Social Media Marketing Towards Business Performance Among Malaysia's Internet Entrepreneurs

Social Media is a website that using an internet to make a connection with a people. It’s also making a people able to communicate, sharing information and sharing interest, opinion and many more. Social Media are now very famous in entire world because using this platform its make the life of person easier and happier. They are able to keep in touch with everyone in this world. The social media eliminate the traditional ways that the sharing the same function such as sending a letter or sending the text messages. To starting using those social networks it’s simple as ABC its only have to having an email adderess by (Zarrella, 2010). As surveyed by (Trattner, 2013) Social Media Marketing is determined to the action of acquiring website traffic or attention through social media sites.
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Social Media: Marketing For Generation Next

Social Media: Marketing For Generation Next

Abstract :- Social media has earned huge popularity in the last few years and its reach is increasing day by day .Companies believed that it is irresistibly strong medium and a key ingredient for their success. Social media marketing is the new marketing tool for several business brands since 2010. Large numbers of national and multinational players are using this platform as a new medium to connect with the prospective consumer at a deeper level. Social media presence for a business assists the marketers to create and share contents with individuals and plan their future strategies. Social media is fresh and is now in trend. Social media helps in marketing using online communities, social networks, blog marketing and more. This paper is to acknowledge the concept of social media and its role in marketing, social media marketing strategies, its benefits, growth and how it is very effective medium for marketing for next generation. KEYWORDS: Social media, Social media marketing, Social networking, growth, next generation.
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Social Media Marketing

Social Media Marketing

---------------------------------------------------------------------***---------------------------------------------------------------------- Abstract - Social Media in today’s era has become a major stream for advertising and in affecting the various choices that consumers make towards their products. Enterprises working at different scales have launched numerous campaigns and opportunities for users who use social media for advertisement of their providing service. Social Media does not only improve connection among users who live far away but also initiates communication among different kinds of groups of people. It provides a platform where interaction is initiated and ideas are shared. Producers with the intention of selling their service product formulate ways using marketing knowledge to launch their product using the social media platform which can fetch them maximum sales. There are multiple factors which are considered on individual basis such as how a consumer reacts to social media marketing, effects of the networked communication on consumer behavior, the ongoing trending culture, Word of Mouth(WOM),etc to tackle the appropriate consumers. Social media provides people a platform to create their individual accounts through which they acquire followers and subscribers. One of the strategies of marketing involves brand promotion by individuals who have a major impact on other users and have a massive list of media followers. The Social Media tools have brought together people from different locations virtually. As Social Media Marketing has various advantages, it has certain disadvantages too; most of the major aspects of Social Media Marketing will be discussed later in the article.
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Essays on Social Media and Digital Marketing

Essays on Social Media and Digital Marketing

The prevalent social advertising mechanism is a centralized system in which advertisers submit ads to social media platforms (publishers) who then decide how to distribute the ads. Two drawbacks of this system are that advertisers have no direct control over the selection of endorsers (e.g., users who share/retweet an ad on Facebook/Twitter) and that endorsers are not incentivized to get engaged. Paid endorsement, in contrast, is a decentralized mechanism that allows advertisers to bypass publishers and recruit individual endorsers of their own choice at pre- specified prices. Specifically, advertisers post tasks on a paid endorsement platform (a broker website similar to Amazon Mechanical Turk) and microbloggers registered on the platform can take on the tasks requiring them to post or retweet some ad for monetary rewards. Paid endorsement has gained particular popularity in China, with many websites acting as platforms for paid endorsement. Weibo.com, the largest Chinese microblog site with more than 500 million users, launched its official paid endorsement platform in 2012.
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Recommended Product Marketing in Social Media

Recommended Product Marketing in Social Media

long range interpersonal communication have turned out to be progressively obscured. Numerous internet business sites bolster the component of social login where clients can sign on the sites utilizing their interpersonal organization personalities, for example, their Facebook or Twitter accounts. Clients can likewise post their recently bought items on microblogs with connections to the web based business item website pages. This venture goes for a novel answer for cross- webpage icy begin item proposal, which intends to prescribe items from internet business sites to clients at interpersonal interaction destinations in coldstart circumstances, an issue which has once in a while been investigated some time recently. A noteworthy test is the manner by which to use learning separated from interpersonal interaction locales for cross-site chilly begin item suggestion. This venture propose to utilize the connected clients crosswise over person to person communication destinations and web based business sites (clients who have long range informal communication accounts and have made buys on online business sites) as an extension to guide client's interpersonal interaction components to another element portrayal for item suggestion. In particular, this venture learning both clients and items include portrayals (called client embeddings and item embeddings, individually) from information gathered from online business sites utilizing repetitive neural systems and after that apply an altered angle boosting trees strategy to change client's person to person communication highlights into client embeddings. We then build up a component based framework factorization approach which can use the learnt client embeddings for frosty begin item proposal.
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SOCIAL MEDIA MARKETING: THE NEXT FRONTIER (AN EXPLORATORY STUDY ON SOCIAL MEDIA MARKETING PROSPECTIVE WITH REFERENCE TO PUNE CITY)

SOCIAL MEDIA MARKETING: THE NEXT FRONTIER (AN EXPLORATORY STUDY ON SOCIAL MEDIA MARKETING PROSPECTIVE WITH REFERENCE TO PUNE CITY)

oday being online is a basic necessity for every business organization. Similar to T.V. and paper ads, a website is another essential communication tool. Through websites business can grow internationally in much better and efficient manner and is cost effective too. Online marketing is very volatile in nature as a good website can enlarge the customer base, while a bad one can affect your business more adversely than any other media i.e. Internet marketing practices should be given more importance than any other medium of advertising.

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