In this company, when Twitter began to draw attention, it was sought to exploit it. As the result, Twitter came to be used as a means of communicating directly with customers. The company replied to the post content of the user as follows; “I started using products”, “I am embarrassed now, what to do?”, “Great success!”, and so on. The customer was puzzled at first, most of whom received reply favorably. Then, trial and error has been repeated for the use of an owned media and another socialmedia, e.g., Facebook, Line, and so on.
The benefit of creative thinking for viral marketing is identifiable when considering the viral messages, which for example spread through videos, pictures or textual content on websites. According to Dobele et al. (2005) the conduction of viral marketing projects requires imaginative power and constructiveness. Those attributes are closely related to the ability of creative thinking and implementing creative thinking in practical measures (Osborn and Bristol, 1979). Furthermore, research has shown that there is a positive correlation between creativity and the impact the viral message has on the sharing behaviour on socialmedia platforms (Thackeray, 2008). As an example for viral marketing that puts creative thinking into practice, the marketing campaign for the remake of the horror movie “Carrie”, can be mentioned. Thereby, the marketing team created a scenario with actors, in which a girl gets angry in a coffee shop and demonstrates her telekinetic powers. The video of this marketing campaign went viral on YouTube. According to Ferguson (2008) the majority of viral marketing videos get featured on online video platforms, such as YouTube.
Socialmedia is a group of internet applications which build on the ideological and technological foundations of web and which also allow the creation and exchange of user generated contents. With the rise of socialmedia, power seems to have shifted from marketing managers to individuals and communities. By relying on the value creation perspective from a knowledge economy viewpoint, the main aim of my paper is to verify if the introduction of socialmedia may be considered as an evaluations or a revaluation of relationship marketing, given that socialmedia have empowered users to connect, share and collaborate by creating spheres of influence that have fundamentally altered the way in which marketers engage in influencing activities. Users are, indeed, no longer passive participants but they play an active role in the media process since they have become an important and productive source of content on the web. By focusing on the customers, socialmedia provide them with more effective and affordable communication tools that enable them to participate in value adding and marking mix decisions by connecting and interacting not only with seller but also with others stakeholders. The interactive nature of socialmedia is likely to lead to the blurring of the role integrity of sellers and customers by expanding the role of customers and including them in the creation of value, thus leading them to become co-creators and co-producers. Identification and description, according to an economic managerial perspective, of the constitutive elements of a theoretical framework which allows us to analyze the relationship between relationship marketing and socialmediamarketing.
According to Moghrabi and Al-Mohammed (2016), socialmedia has seized a considerable share of everyday life activities, especially due to the multitude of purposes of socialmedia activities. Therefore, it only makes sense that companies and businesses would decide to take advantage of the benefits offered by socialmedia, and integrate socialmedia within their organizations in order to help them achieve their strategic goals and objectives. Socialmedia had the power to transform organization’s business model from operations, marketing and not ending with sales. Whether they were small businesses or big operating companies, many businesses nowadays cannot operate without the aid of social networking sites. Social networking sites are different from traditional online marketing channels because they have the ability to gather, parse, and sort valuable demographic data, on daily basis. From a business perspective, integrating socialmedia inside of a business and aligning it with an organization’s strategies and goals has turned out to be less of an alternative, and even more a need in today’s aggressive and dynamic business environment. The reason is that organizations must recognize the demands of the global competitive business environment and respond promptly in addition to ensuring that they predict trends in those environments. By embracing online social networking, and building up a culture of client centricity supported by the use of social networking channels, organizations can develop a competitive advantage. Socialmedia has forced companies to change their infrastructure, influence their strategies and transform their objectives to include a socialmedia specific target. As examples: obtaining one million followers online, creation of dedicated socialmedia teams, a dedicated budget, and minimizing the volume of poor comments which may
In recent decades, we have witnessed an ever increasing concentration of companies towards the consumer. This has come as a result of various factors, of which an important one has been the digital revolution, which has empowered consumers by giving them access to information and access to one another on a global scale. In an attempt by companies to adapt to this customer empowerment in order to achieve a greater profitability by better serving customers, digital marketing was born. Digital marketing includes various methods of achieving marketing goals by using digital tools, including: search marketing, socialmediamarketing, email marketing, mobile marketing, content marketing, etc. While digital marketing has proven to be very successful in developed countries around the world, in Kosovo it does not have a significant presence. Either way, the development opportunities of this field in Kosovo are plenty. In Kosovo, the percentage of internet users is quite large. This means that there is an almost unexploited market online. The main reasons why digital marketing can succeed in Kosovo are: low cost compared to traditional marketing (TV, radio, billboard, etc.), a positive attitude of businesses towards digitalization, a large number of potential customers, and an emphasized need for professionals in this field.
Ding et al.  exploited Coarse K-Medoid clustering and presented a novel trust-model based community detection algorithm (TLCDA) to detect overlapping communities in social networks. In TLCDA, user interactions are modeled as trust potential in order to acquire the implicit relation among the network nodes. The metrics that are used to enhance the trust include the diverse weighted relation strength and similarity. To mitigate the cold-start problem, TLCDA integrates two types of trust and adjusts the weights dynamically. More specifically, newly joined nodes are assigned more weights on the basis of inter-node similarity and then the weights are adjusted as there is an increase in the number of interactions among the nodes. TLCDA executes as follow. Firstly, inter-node trust and trust potential of every node is computed and then highly trust-potential nodes are identified which are referred to as the initial clustering centers. Nodes are classified on the basis of the trust potentials and placed into clustering upper approximation and clustering lower approximation sets. Clustering centers are then reselected, and this process is repeated until all clustering centers are stabilized. At last, all those clusters having most significant overlapping nodes are repeatedly merged. Experimental results on data extracted from Sina Microblog show that TLCDA exhibits better preference cohesion and topology cohesion as compared with the state-of-the-art methods.
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, socialmedia 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
Homophily is an another antecedent that e ﬀ ects electronic word-of-mouth (eWOM) communication on socialmedia (Kawakami, Kishiya, & Parry, 2013). In essence it is the level of similarity between message receiv- er, sender and socialmedia (Kawakami et al., 2013) (Kwak, Lee, Park, & Moon, 2010). Homophilous consumers, more often than not, voluntarily provide personal informa- tion with the objective of developing social networking with individuals that have simi- lar needs, social life style, and consumption behavior (Aiello et al., 2012) (M. Y. Cheung et al., 2009). Consequently, they feel more conformable in exchanging advices and in- formation which of course is an electronic word of (eWOM) communication. Social me- dia forums such as research, health and en-
For effective and productive web 2.0 century, SocialMedia strategy must be consolidate with marketing strategy. Based on , contribution and awareness need to be combined with different nonsocial media ones. For example, facebook page, twitter account, have to be on all advertisement including print, television advertisement to engage people with socialmedia community and people can get updates and all other information through that community. SocialMediamarketing strategy works when users are aware of and they use it in a effective way, hence, with selecting relevant policy, whether it is weblog, specific social network, viral video and email it plays important role in socialmediamarketing strategy’s success plan. A effective socialmediamarketing strategy can gather feedback from target audience and it gives good information to marketers to measure their performance based on the gathered real feedback .
ideological and technological foundations of web 2.0, and allow the creation and exchange of user generated content.” Socialmedia employ mobile and web-based technologies to create highly interactive platforms via which individuals and create, discuss, and modify user- (Kietzmann, Hermkens, McCarthy, & (Garnyte & Perez, 2009) argue that social web tool which enables users to become active creators of the content, to communicate with each other actively, create and exchange various information. Socialmedia comprise both the conduits and the content disseminated through interactions between individuals and organizations (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011). Socialmedia encompasses a wide range of online, word-of- mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, moblogs (sites containing digital audio, images, movies, or photographs), and sites, to name a few (Mangold & There are literally hundreds of different socialmedia platforms (e.g., social networking, text messaging, shared photos, podcasts, streaming videos, wikis, blogs and oups). Socialmedia include, social networks, INTERNATIONAL JOURNAL OF CURRENT RESEARCH
Specifically, it was discovered from the empirical findings that online marketing/the internet plays significant role is realizing the organization marketing strategy in the form of increasing the brand awareness as the organisation products and services are exposed to more targeted global audience for a very long period of time. As long as the web page still exist and remains relevant, the organisation products and services are being displayed to the general public. The advantages of the internet on the organisation marketing strategy is the fact that it cost less to carry promotional activities on the internet than offline in several platforms. Unlike offline promotions, there are several marketing done online that are free like e-mail marketing, viral marketing where organisation customers or content readers shared the company products and services across different socialmedia platform and more traffic and sales are generated as the page travel everywhere on the internet. Also, online marketing impacts is easier to measure compar ed to offline marketing impact and online also facilitates automation of online marketing activities through artificial intelligence or other technology that track customer information as they surf through the organisation website in real time.
Socialmedia demographic shows varied and complex data so there is need to research on advanced analytics techniques to assist proper segmentation and get an edge over competitors. The inclusion of buy button or other call to action buttons in socialmedia sites will be going to help customers in hassle free transaction. At the same time, there is a need to check security threats to avoid frauds and fishing attacks.
Micro blogging is a blend of blogging and texting that permits clients to make short messages to be posted and imparted to a group of people on the web. Social stages like Twitter have turned out to be amazingly well known types of this new kind of blogging, particularly on the versatile web making it substantially more advantageous to speak with individuals contrasted with the days when desktop web perusing and connection was the standard. These short messages can come as an assortment of substance arrangements including content, pictures, video, sound and hyperlinks.
The data were collected through the administration of a struc- tured questionnaire with a sample of 310 people in Georgia who were socialmedia users. The first section captures the biographic data of the respondents while the second sec- tion seeks the opinions of the respondents on the subject matter. The results of the study showed that brand loyalty of the customers is positively affected when the brand appears on various platforms and offers applications on socialmedia platforms. Two filter questions were employed to make sure that the respondents qualified to be included in the research. One question asked whether the respondent was using socialmedia more than once in a week. Another question asked whether the respondent followed at least one brand on socialmedia. If the answers to both of the questions were positive, then the respondent was given the questionnaire.
Social platforms each have an ecosystem of their own. Creating a basic socialmedia 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.
With regards to the traditional approaches of marketing, SocialMedia platforms allows communication and interaction among varieties of people which in turn helps in building brand loyalty concluding to better brand awareness, brand recognition and brand recall of the products and services and a thread of online followers of the same. Researchers have claimed that marketing strategies including promotions, marketing intelligence, public relations, consumer and product management and marketing interactions must explore and leverage socialmedia platforms because of its increasing inclining curve of users, also it is observed that customers have a tendency to consider opinions and information communicated by other similar customers rather than the information released directly by the producers, this takes place because customers know that the producers have the hidden interest of increasing their sales but if a trusted third party provides a feedback of a product used, there is no hidden interest these similar customers have which therefore makes them trustworthy.
From the findings above, the researchers discovered that socialmediamarketing communications can positively affect the cognitive, affective and behavioral responses of the respondents (refer to Table III). Tan et al. (2013) learned that there was a positive association between purchase SNA effectiveness and behavioral responses (purchase intentions) among 149 Malaysian students. Hardwick et al.'s (2014) research yielded negative and positive behavioral attitudinal responses toward SNA for mobile phone purchases among 25 respondents in the United Kingdom. Liu et al. (2015) examined factors that inﬂuenced the effectiveness of socialmedia product placement. The investigation established videos with subtle product placements, which resulted in the most favorable attitude and behavioral responses, and that the effect of socialmedia product placements was comparable to other media. Duffett's (2017) research showed that young consumers share analogous positive attitudes toward socialmediamarketing communications, with a majority of the aforementioned inquiries although they were largely executed in ﬁrst-world countries among older generational cohorts among 13, 462 respondents. However, this study shows that the interaction of the consumers' in socialmedia resulted that the consumers' buying attitude is more likely positive in the cognitive attitudinal response. Through being aware and have enough
to set up a Twitter profile, less than any other platform. Secondly, research has shown that patrons engage with libraries more on Twitter than on other networks; they seem to prefer interacting via this medium. And thirdly, Twitter users are much more influential than those on other networks, so can help build your brand. A report from Exact Target (2011) found that regular Twitter users are generally more active and participatory on the web: they blog, they comment on other blogs, they review things online and so on. They are, in fact, three times more likely to amplify (draw attention to) a brand than a regular Facebook user. This makes them a great asset to have word of mouth is, after all, a hugely powerful 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 socialmedia. 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.
According to Harris (2009) there are indisputably hundreds of socialmedia platforms (e.g. Social networking sites, discussion groups, blogs, wikis, podcasts, streaming videos). As Chi (2011), said that socialmediamarketing described as a “connection between brands and consumers, while socialmediamarketing is providing a way to consumers for social interaction and centered networking.”As Hesseet al. (2009) said that now consumers are expecting to gain 24-hour access to information by online applications and many other digital ways, they are also expecting 24-hour customer service as well as self-serve options through online sources. Now consumers want to leave the traditional system for getting information and want to utilize latest technology.