Top PDF ROLE OF SOCIAL MEDIA IN MARKETING 3.0

ROLE OF SOCIAL MEDIA IN MARKETING 3.0

ROLE OF SOCIAL MEDIA IN MARKETING 3.0

ICICI bank has launched an app of its first kind integrating banking with social media. ICICI bank has made a bold step opening new horizon for social media. Pockets by ICICI app is a unique technological innovation that made banking easier for customers. This app offers transactions such as booking movie tickets, recharge mobile and planning travel integrating Facebook. So it does not require remembering many numbers and passwords.

7 Read more

Social media : their role as marketing tools in B2B Marketing

Social media : their role as marketing tools in B2B Marketing

A new generation of online tools, applications and approaches such as blogs, wikis, online communities and virtual worlds, commonly referred to as Web 2.0 or social media, are increasingly attracting the attention of practitioners and, recently, of academics (Davila, et al., 2003). By introducing and using these new communication tools, businesses face different opportunities and challenges. Wright and Hinson (2008) mentioned that due to the use of social media there has been a change in the way organizations communicate with their employees, customers, stockholders, communities, governments and other stakeholders and therefore social media could have an impact on the business processes of organizations. Many business-to-consumer organizations are already actively making use of social media for their marketing strategies; examples of these organizations are Ford, KLM, ING, NS and T-Mobile (Alarcón-del-Amo, et al., 2011). However, it is still not entirely clear in what way and how much social media applications will change the marketing activities for business-to-business organizations. This research will contribute to the process of identification and understanding possibilities for B2B organizations to make use of social media as marketing tool; in addition the use of social media in other business processes, as they are described in the value chain model of Michael Porter (1985), will be explored. Previous academic research concerning social media in B2B organizations has investigated reasons why social media can be used for B2B marketing (Erdoğmuş & Çiçek, 2012), the usage and barriers of social networking sites for B2B organizations (Howe, 2006) and the role of social media in the buyer-seller relationship (Meier & Stormer, 2009). Furthermore, the advantages of social media marketing (Vance, et al., 2009), the role and possibilities of social media in the sharing and creation of customer information and knowledge from the perspective of innovations of B2B organizations (Berthon, et al., 2003) and some web- based communication tools to reach buyers directly are examined (L.-T. Chen, 2013). However, there is only limited research done which focuses on the role of social media in B2B marketing. It is obscure how social media can be used in B2B marketing and in the other business processes, and for that reason of nescience, B2B organizations cannot benefit yet from social media.
Show more

17 Read more

THE MEDIATING ROLES OF PERCEIVED CUSTOMER EQUITY DRIVERS BETWEEN SOCIAL MEDIA MARKETING ACTIVITIES AND PURCHASE INTENTION: A STUDY ON TURKISH CULTURE

THE MEDIATING ROLES OF PERCEIVED CUSTOMER EQUITY DRIVERS BETWEEN SOCIAL MEDIA MARKETING ACTIVITIES AND PURCHASE INTENTION: A STUDY ON TURKISH CULTURE

In recent years, most of firms have shown an increasing tendency to use social media for effective communication with their consumers. Social media tools like Twitter, YouTube and Facebook have been seen beneficially for disseminating of information about brands and firm’s implementations. These tools provide interactive communication between customers and firms without being any limitation in time and place. Additionally, customers share with firms their new ideas related to product or brand. They had behaved even as if they would have been partner of the firm. Firms can establish longer term relationships with customers than before, which in turn gain customer’s loyalty (Kim and Ko, 2012).
Show more

18 Read more

ROLE OF SOCIAL MEDIA IN MARKETING AND BUSINESS GROWTH

ROLE OF SOCIAL MEDIA IN MARKETING AND BUSINESS GROWTH

India has 71 million active internet users. Social Media is really picking up new heights in India. According to the 2010 Regus Global Survey of business social networking, India tops the usage of social networking by business – it has the highest activity index, 127, far more than the US’97, and 52% of the Indian respondent companies said that they had acquired new customers using social networks while 35% American companies managed that. Many companies are coming big way for Social Media Optimization for their Product or Services nowadays. During Election 2009 Social Media was used for Influence Indian Voters. Social Media Mar- keting in India is being undertaken by brands like Tata Docomo, MTV India, Channel V, Clear Trip, Tata Photon, Axe deodorants, Microsoft, Naukri, Shaadi and many more. Besides, numerous Indian celebrities are also using SMM platform to promote their movies, music and events via Twitter, Facebook and personalized blogs. Social Media Marketing is also boosting public relations business. Several PR agencies in India are undertaking brand building exercises for corporate organ- izations, brands and celebrities. However, to the delight of many among us, the biggest gainers from SMM till date have been the organizations from the Not-for- Profit sector. Several Campaigns like ‘Bell Bajao’ and ‘Jaago Re’ have been quite successful on Social Networking Sites [3]. These campaigns have been spreading the word about their cause through blogs, Twitter and Facebook.
Show more

16 Read more

RELATIONSHIP MARKETING&CUSTOMER EQUITY: ROLE OF SOCIAL MEDIA

RELATIONSHIP MARKETING&CUSTOMER EQUITY: ROLE OF SOCIAL MEDIA

term customer evaluates the business organization more positively, since they have a longer experience with the business than short-term customers and are comparatively more knowledgeable(Reichheld, 1996).Evans and Laskin (1994) suggested that relationship marketing is a customer-centric approach that allows companies to seek long-term value based relationships with existing as well as potential customers. Relationship marketing is built on the premise that the development of strong and enduring customer-brand bonds provides the company with the potential to create a sustainable competitive advantage(Bowden, 2009). In addition to providing value to customers with the help of strong brands it is necessary that a strong relationship is built with customers. That is where relationship marketing comes into effect. Relationship marketing represents a new trend in marketing thatprimarily focuses on long term association with all the stakeholders especially customers with the help of marketing strategies like customer loyalty programs, special recognition, customer satisfaction, social responsibility programs etc.
Show more

12 Read more

The field behind the screen : social capital and the social media communications of a football club brand

The field behind the screen : social capital and the social media communications of a football club brand

Qualitative researchers such as Creswell (2013) recommended an overarching research question followed by sub-questions in order to maintain a focussed approach. This approach is adopted in this thesis and the research question and sub-questions are presented below. The sub-questions are referred to as research questions. Boellstorff (2012, P.32) argued that research questions should be agile, and crafted to flow along with the study. There is flexibility within qualitative, interpretive studies to gather data and further refine research questions which can be subject to change as a project progresses (Brown, 2014). Based on a review of the existing literature, discussions, conference presentations and empirical data collection, the research questions were formulated and modified using an inductive approach as the project progressed to settle on the questions outlined below. Data from SCFC was used as a vehicle for this study in order to help answer the research questions, but as discussed, both primary and secondary data from SCFC and other clubs and commentators were used. Underpinning each question is the importance of social capital and relationships to better understand the behaviour of the actors in these networks (Fyrberg-Yngfalk and Cova, 2014). The role of social capital specifically is brought under review in the final question and is further discussed in the methodology chapter. The overarching research question for this study is: How does social capital affect the social media communications of a football club brand? In order to support this question, it was sub-divided into sub-questions as follows:
Show more

289 Read more

Special Issue ISSN:2278-4853 Vol 5, Issue 4, April 2016 Impact Factor: SJIF 2013=4.708

Special Issue ISSN:2278-4853 Vol 5, Issue 4, April 2016 Impact Factor: SJIF 2013=4.708

Social media 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 social media, 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 social media may be considered as an evaluations or a revaluation of relationship marketing, given that social media 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, social media 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 social media 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 social media marketing.
Show more

74 Read more

Social Media in Agricultural Extension

Social Media in Agricultural Extension

The access to information is being an influential issue, and the ones with the contemporary information carry potential to grab the opportunities and benefits in our globalized society. The evolution of social media has changed the sphere of human lives and redefined the pattern and network of communication and interaction. With the increased use of social media, it is the subject of challenge for extension to stay relevant with the cliental in this digitalized era. This article reflects the role of Facebook, Twitter, and other social media as the extension’s repertoire of methods for education, communication, program implementation, and marketing; and how it allows the extension professionals in building the social networks with the cliental online and transfer the social capital to offline world. As these media provide platform for the people with specific interests to connect and share knowledge and technologies through certain means such as developing groups or pages; it helps society to socialize, and the extension professionals need to consider this platform for the effective program implementation and analyze how these media can influence the outcome delivery to the cliental.
Show more

6 Read more

Social Media: Marketing For Generation Next

Social Media: Marketing For Generation Next

The growth and expansion of social media and its role in marketing is very effective for businesses. A company uses communities, social networks, blog marketing and more. It is the latest “buzz” and is now in trend. Large numbers of companies have their presence on social media marketing platform and they utilize them with innovative ideas to effectively maximize and globalize their campaign with social media marketing.

6 Read more

The Marketing Mix in a Marketing 3 0 Context

The Marketing Mix in a Marketing 3 0 Context

While offline library provided useful literature for the present paper, an essential part of relevant information and data has been collected by making use of electronic search engines like Scopus, Google Scholar, Science Direct, and the University of Twente online library. After receiving the literature provided by the electronic search engines, it had to be decided on whether an article was relevant or not. This was done by scanning the abstract, the year of publication, and the journal in which the article was published, followed by an examination of the introduction and conclusion, followed by an in-depth inspection of the entire article. When a literature was found to be relevant, its content was then analysed and included into a literature matrix in order to have a structured and comprehensive overview over the content of the respective references (see Figure 1, Appendix). The literature matrix listed the author and year of publication in the in first column downwards, and the (sub-) topics in which this paper is divided in the top row. The relevant information of the several literature was then written into the remaining columns which gave a structured and clear sketch of what which reference said concerning what (sub-) section of this paper. Additionally, the reference lists of the most relevant articles were additionally scanned in order to find further articles for the present literature review. Overall, 86 pertinent scientific literatures were found, consisting of scientific books, as well as scientific articles and journals, accompanied by four admissible online websites. When searching for relevant references, several key search terms were used. Primarily, the term ‘marketing 3.0’ was used, but also ‘social media’, ‘marketing’, ‘social media marketing’, ‘online marketing’, ‘environmental value driven marketing’, ‘ethical marketing’, ‘online consumer integration marketing’, as well as ‘sustainability marketing’ and ‘green marketing’. In this context, it should be stated that entering the search term ‘marketing 3.0’ in Google Scholar resulted in 276,000 hits. Furthermore, the online library of the University of Twente yielded 266 results using the same search term, while the search engine Scopus led to 231 results.
Show more

16 Read more

The Impact of Social Media on Purchasing Intentions of Green Products

The Impact of Social Media on Purchasing Intentions of Green Products

Green consumers are those who care about the environmental issues and and are interested to participate in any activities to prevent it from damages. Nevertheless, recent literature highlighted consumers pay more and more attention and interest in environmental issues, and, in some cases, they even change their attitude towards green products [14]. Moreover, whether products are made in factories, brands are instead, produced in the consumers’ minds; that is why the consumer is gaining an increasingly important role. Some researches has shown that this growing interest in environmentally sustainable products has led consumers to be willing to pay more for green products rather than non-green ones [15], [16]. Nevertheless, consumers are not necessarily pro- green and changes in their attitudes depend on corporate reliability [17]. [18] Reveal how environmental degradation and pollution can be considered significant and cause anger in environmentally aware people, as concerned for themselves and for the future life of their loved ones. On the other hand, the consumers are not only attentive to environmental issues, but also to the product characteristics and quality. Over the past 10 years, several studies have been conducted in order to understand how consumers perceived green products, and from a first analysis green products were considered qualitatively lower than non-green products. Recent research shows an improvement in green products quality, which consequently led to the rise of attitude changes toward them [19]. Therefore, as noted by [20], a main characteristic influencing consumers when evaluating green products is the opinion about their effectiveness.
Show more

6 Read more

On the Taxonomy of Social Media Marketing

On the Taxonomy of Social Media Marketing

Meanwhile, by using Buddhist terminology, it can be said that sociomaterial view will rely not on inga/ 因 果 (cause and effect relationship) but on idea of engi/ 縁 起 (dependent co-arising). Engi (“pratiitya-samutpaada” in Sanskrit; “paTicca-samuppaada” in Pali) is one of the fundamental ideas in Buddhism, and its meaning is the idea that everything in this world will arise as an interwoven of relationships with others. In this idea, there is no assumption of the nature, essence or substance of things. Buddhist literature suggests that the nature of water depends on the situation the people are placed in. For the hungry, water is blessed. Some people imagine the fear of a water accident. At the site of the fire, the amount of quantity is important rather than quality. From the view point of engi, it is considered that the role of IS would be embedded in practice.
Show more

11 Read more

The Effect of Social Media Marketing on Brand Awareness through Facebook: An Individual Based Perspective of Mobile Services Sector in Egypt

The Effect of Social Media Marketing on Brand Awareness through Facebook: An Individual Based Perspective of Mobile Services Sector in Egypt

Product and company profile and information on social media networks are assumed to be reliable and credible sources, more dependable and proper than the traditional marketing [2]. According to researchers in traditional marketing, consumers will tell seven to ten individuals about the product, but now social media permits consumers to share experiences with other customers in no time [3]. From a marketing standpoint, social media network is now a vital part of an organization’s media mixes that revolutionize the way consumers and marketers connect. It also offers new opportunities to spread to potential consumers. Social media in marketing has generated two important opportunities for all types of businesses. First, companies now have contact to a massive collection of social media tools that can be employed for various marketing purposes, such as mar- keting communication, market research, customer service, product manage- ment, and word-of-mouth (WOM) marketing [4]. Secondly, marketers use so- cial media as a crucial role of their marketing strategies. It has the power to at- tain great results on productivities, competitive position and customer value for least budget and time.
Show more

13 Read more

IMPACT OF SOCIAL MEDIA ADVERTISEMENT ON CONSUMER’S BUYING DECISIONS

IMPACT OF SOCIAL MEDIA ADVERTISEMENT ON CONSUMER’S BUYING DECISIONS

In today's scenario, social media became awfully tool in buying behaviour decision making. It is influencing consumer in a dynamic manner. Now consumer is taking help of social media regarding purchasing of any product. Social media like face book, twitter Skype are going to play a very important role in consumer buying behaviour decision making. Social media introduced a new, complicated and uncontrollable element in consumer behaviour presenting a new challenge to both the academia and the marketers. This study is an attempt to identify their role and describe their impact on consumer buying decision. Social media becomes powerful and cost free approach to promote product to consumer. To satisfy the research data has been collected from both the primary and the secondary sources. Secondary sources of data have been collected through use of internet, consulting past studies on the subject and also books have been used, primary data has been collected from 50 respondents through questionnaire by direct survey method.
Show more

10 Read more

Impact of social media marketing on brand equity

Impact of social media marketing on brand equity

blogs and micro blogs, content sharing websites (images and videos), wikis, forums, social bookmarking etc. (Baruah, 2012). There exists a rich and diverse ecology of social media sites, which vary in terms of their scope and functionality. The average social media user spends 2 hours and 25 minutes per day using social media. Facebook continues to dominate the global social media landscape with about 1.366 billion active users followed by youtube (Mander, 2015). Facebook is the most preferred social media platform, out of all the people who use internet 71% socialize through Facebook (Pew Research, 2014). Emergence of social media platforms (e.g., Twitter, Facebook) have fundamentally altered the marketing landscape. It has provided ample space for business organizations to maintain a successful, long lasting and value added relationship with their customers. It also allows consumers to create and exchange user generated content (UGC), enabling them to connect with the firm as well as other consumers. Social media marketing makes use of social media applications as an extension to fulfill the traditional marketing. Marketing activities via online applications that allow the production of information and are being collaborated among users (Kaplan & Haenlein, 2010). While most marketing plans include the now mandatory elements of YouTube, Facebook, and Twitter, few of today’s marketers operate within a systematic approach to understanding and managing their company’s social media strategy.
Show more

10 Read more

Marketing with Social Media

Marketing with Social Media

 Get the message across. In my opinion, library use of web 2.0 platforms should be aiming to accomplish the following: add value in order to increase engagement so that you can deliver key messages to a wider audience. In other words, make your Twitter feed (or whatever) more interesting so more people follow you, so that more people then get the really important messages you want to market about your library. The added value parts (the replies, the links to external content and so on) are what give your social media presences personality, and the personality is what draws in more followers. Then when you have the really important messages to impart (new opening hours, new collections, new services or whatever you really need to convey) there are more members of your captive audience. If on the other hand you only communicate those really important messages, people will think
Show more

40 Read more

Influence of Social Media Marketing  Communications among Young Consumers

Influence of Social Media Marketing Communications among Young Consumers

young consumers, live their lives in these present days. Socializing through technologies has become more accessible due to the rise of the internet which gave rise to the development of vast information communication technology channels across the globe where people can share information and data. However, Uitz of 2012 stated that "Social networking is not a new phenomenon, as it has always been within human nature to communicate and socialize with one another, as well as to recommend, comment and alert each other about commercial content." The contents of social networking platforms influence the behavior and perceptions of an individual resulting in the changes in how young consumers will respond to certain messages that they see on social media marketing communications (Islek, 2012). In a study conducted by Barreto (2010), it found out that there are low levels of attention (cognitive) towards Facebook advertising among 20 US students. Hassan et al (2013) concluded that Facebook advertising seems to be informative (cognitive), fun and engaging (affective) among 310 Pakistan respondents most especially when they have a favorable attitude towards advertisement worth. Also, according to the results revealed from the study conducted by Logan et al (2013), 259 US students believed that Facebook advertising was informative (cognitive), but it would be more effective when it gives entertainment (affective) to its viewers.
Show more

7 Read more

Social Media and Marketing: Viral Marketing

Social Media and Marketing: Viral Marketing

distribution of WOM has been increased and accordingly, a new concept known as electronic WOM has come out (eWOM) (Quoted from Brown, Broderick and Lee 2007; Dellarocas, 2003; Dwyer, 2007; Goldenerg, Libai, and Muller, 2001; Goldsmith and Horowitz 2006 by: Kim 2012). Hennig-Thurau vd. (Quoted from 2004 by: Kim 2012). eWOM is defined as follows: “All kinds of positive and negative expression that belongs to potential, real or former customers in relation to a product or company and that is announced to limitless individuals and companies through Internet” (s. 39) according to Klein (Quoted from 1998 by: Kim 2012). WOM process also enables customers to understand abstract products while searching for WOM information from an experienced source. For this reason, online customer comments on restaurants, travel destinations and hotels have become very remarkable information sources for consumers (Quoted from Pan vd., 2007 by: Kim 2012). This communication is made by using different channels: For example, emails, discussion forums, main pages, blogs, restaurant comment sites (urbanspoon.com) and social networking sites (such as Facebook and MySpace) (Quoted from Goldsmith vd., 2006; Vilpponen, Winter and Sundqvist,2006 by: Kim 2012). Thanks to this anonymous interaction, consumers can exchange opinions about products or services affected by the information on Internet (Quoted from Goldsmith vd., 2006; Schlosser, 2005 by: Kim 2012). For example, Vermeulen and Seegers (2009) conducted an experimental study with the purpose of measuring the effect of online comments on travel decisions. According to their conclusion, receiving online comments increases awareness about hotels and positive comments lead to positive attitudes towards hotels. Additionally, customers can compare prices and the quality of products and services. They also have the chance to communicate with other marketers and consumers on online platforms (Quoted from Goldsmith vd., 2006 by: Kim 2012)). According to Goldsmith vd. (2006), marketers know the power of eWOM to earn the loyal customers. Now many companies endeavor and make significant investments in order to increase the number of positive eWOM news (Quoted from Goldenberg, Libai and Muller, 2001 by: Kim 2012).
Show more

5 Read more

The Impact of Social Media in Marketing Management

The Impact of Social Media in Marketing Management

Social media are the online technologies and practices that people use to share content, opinions, insights, experienc- es, perspectives, and media themselves. They are media for social interaction. You can tell social software because it is no fun to use by yourself – an account with no friends con- nected has no value (Howard, 2011). The term social media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. They can be defined as a group of Internet-based applications that build on the ideological and technological foundations of the so-called Web 2.0, and that allow the creation and exchange of user-generated content. Enabled by ubiquitously acces- sible and scalable communication techniques, social me- dia substantially change the way of communicating among organizations, communities, as well as individuals and can take on many different forms, including magazines, Internet forums, weblogs, micro-blogging, wikis, podcasts, photo- graphs or pictures, videos, rating, social bookmarking and social networking.
Show more

9 Read more

Recommended Product Marketing in Social Media

Recommended Product Marketing in Social Media

An issue about the inclination boosting calculation is that it tends to over fit the preparation information. It has been already demonstrated that the joining of randomized element inspecting enhances the tree based troupe techniques in Random Forest. Roused by the thought, we propose to utilize a property level significance inspecting strategy where each trait is relegated with a significance score and at every hub split in building the MART trees, we just specimen a small amount of characteristics (observationally set to 2 3) in view of each quality's significance score as opposed to counting every one of the properties. Once a property is tested, its relating trait esteem elements will be chosen in this way. The significance score of each ascribe is set to the extent of the trait values that can be removed from the clients' open profiles on SINA WEIBO. Another benefit of culmination based testing is that properties with a bigger extent of missing qualities will probably be pushed to the leaf hubs, which lightens the missing worth issue in relapse trees.
Show more

5 Read more

Show all 10000 documents...