Informative communication networks brought by modern communication technologies have surely changed the image of WOM. In today’s “networked” world, not only a few competent people but also people from all levels with different effects and connections share word of mouth communication (Quoted from Smith vd. 2007 by: Taylor, 2010). Electronic WOM (eWOM) covers customer comments in emails, text messages, online videos, Web sites; computer- aided channels such as social networking site like Facebook, MySpace and LinkedIn and other electronic communication channels. Even though each tool has its own features, their common feature is the capability to distribute information very fastly to a very wide range of customers in different locations. Like the Susan Boyle example we just mentioned, if WOM reaches a critical level – defined by Gladwell (Quoted from 2000 by: Taylor, 2010) as “tipping point” – and spreads to wide communities, then it becomes “viral”. Although this “process of becoming viral” is not fully understood by marketers, it is found to be very effective (Taylor, 2010).
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 socialmedia 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 Socialmediamarketing 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.
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 socialmedia and its acceptance by the consumers. Contrary to the assumption by some people in the industry that socialmedia is a fad, this element (socialmedia) has been rapidly integrated into marketing activities throughout the world. Socialmediamarketing 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 socialmediamarketing on brand equity that finally leads to customer value and value to firm. The propose model will have implications for the marketers. Socialmediamarketing 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. Socialmediamarketing has introduced a new chapter in value based marketing, strategically establishing socialmedia 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.
The growth and expansion of socialmedia 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 socialmediamarketing platform and they utilize them with innovative ideas to effectively maximize and globalize their campaign with socialmediamarketing.
Now a days people are always connected to internet through smartphones. Earlier it was not so convenient through laptop. But now with smartphone people are connected to their social networking profiles 24*7. Companies spend a lot on advertising and marketing so as to create as well as retain existing customer. If the company advertises on traditional platforms like electronic and print media, it may not get full attention of the customer. Customer may be doing some other work alongside watching TV. So a advertisement may not leave the desired impact on customers. Also while watching TV customer may be talking to family members so theeffect is diluted. On the other hand while watching the advertisements on their Facebook page or YouTube, customers watches them with greater concentration and in their free time so the impact is more. Every company wants maximum Return on Investments on the amount spent on advertisements. Now a days company is able to achieve a higher ROI through socialmedia platforms.
Today, the marketers is should not purely rely on traditional media for marketing. They have to make a step in socialmedia utilization. In less than a decade, Facebook, Twitter, and LinkedIn gained their phenomenal popularity among Internet users (Kleinberg, 2008). If the majority of users engage with socialmedia, companies should engage with socialmedia as well (Tiago and Veríssimo, 2014). It is because socialmedia is not just for communication platform with customers but also as an effective tool develop relationship with customers. Companies need to cultivate digital relationships through promotional strategies to highlight the co-creation of content. If applied effectively, the power of socialmedia could help the company achieve best selling with specific strategy as well as operational benefits (Palmer and Koenig-Lewis, 2009). This leads shifting to a web content contribution which influences users to generate their opinions. Their opinions is extremely important because it is become viral among their peers and influences others purchasing decision (Zhu, 2013). A company uses the customer opinions as testimony to promote a product or service to influence other target people. At the end, word-of mouth communication can be particularly helpful (Tiago and Veríssimo, 2014). This seductive concept is called as viralmarketing. Basically, word-of-mouth is the foundation of viralmarketing. This phenomenon originally discovered by Rogers (1995) and he described viralmarketing as Internet adaption of marketing employing word-of-mouth impacts.
Socialmedia has risen to a great level in India since last few years. Marketers in the west have already taken advantage of SocialMedia. Marketers are taking note of many different socialmedia opportunities and beginning to implement new social initiatives at a higher rate than ever before. Socialmedia 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 socialmedia 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 socialmediamarketing in India as an innovative strategy.
Strategies involving socialmedia can be termed as product branding, researching market dynamics, consumer relationship management, service provision, increasing sales tricks and many more. All of these socialmedia advertising strategies provide evidence of the positive advantages socialmedia incorporates into the marketing study. In spite of such evidence, there exist numerous companies which are yet to involve these strategies into their campaign. If this field of marketing is studied and experimented in more depth, it is guaranteed that there will be more new evolving strategies which can be further be improved and used as leverage. The current study in fields of marketing involving socialmedia has provided marketers with numerous published research and implications have been drawn for practice and theory. The expanding property of socialmedia makes it a tempting engine for business men and advertisers to market their products and services.
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 Socialmedia 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 socialmedia 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 .
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
Socialmedia enables businesses to establish huge user network, sharing their content, opinion, view, and encouraging interaction and community building via social channels like Twitter, Facebook, Digg, Stumble Upon and more. Brainpulse, an expert socialmediamarketing services provider offers a wide range of socialmediamarketing services and online content distribution network to develop a rewarding communication platform between sellers and consumers .There is an excellent example to prove the above statement. India is called the country of three C‟s: Cricket, Cinema, and Congress. India loves Cricket and its cricket stars. India is among the few countries where its own film industry, better known as Bollywood beats Hollywood. Also, Congress has been a long time darling of India as far as politics is concerned. It goes without saying, that India follows what the three C‟s follow. It came as no surprise to me when India‟s top movie stars like Shahrukh Khan, Priyanka Chopra, Abhishek Bachchan etc. joined Twitter to market their movies.
Socialmedia 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.
Abstract: Socialmedia industry is witnessing the exponential growth since last few years. Irrespective of size, nature and industry in which a business is operating, socialmedia 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 socialmediamarketing. Marketers are closely looking to tap different opportunities in socialmediamarketing 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 socialmedia in modern day’s value driven marketing or so called marketing 3.0. In this paper analysis of secondary data is done for different socialmediamarketing campaigns. This paper also answers to the question that how socialmedia adds value to industries like Gov. Dept., banking, education and other.
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 socialmedia 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 socialmediamarketing during mega sports events with a focus on adidas’ and Nike’s socialmedia campaigns in the frame of the FIFA World Cup 2014 in Brazil. The analysis shows that socialmediamarketing 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 socialmediamarketing.
For marketers, this is a huge advantage because the rapid transition from mass to socialmedia 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, socialmedia has become a term synonymous with business marketing. Although still in its early stage, there is still so much to socialmedia that businesses have yet to discover. SocialMedia 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.
Numerous clients are regularly worried with their security with regards to social sign-in's with Twitter, Facebook, Google+, LinkedIn, and different systems which is the reason it is vital to A/B test two forms of your join page with and without the utilization of the social sign-into decide the best transformation rate additional time. To see a case of social sign in real life look to sites like Klout, Pinterest, Fancy, or Fab.If done effectively the incorporation of online networking over the whole experience of an internet business store can improve the probability others will follow in the strides of your present clients from the activities they see distributed via web-based networking media. It is imperative not to disturb clients crosswise over online networking by over distributing the activities happening on your site. Concentrate on achieving a solid adjust of sharing the fascinating exercises of your web guests and offering some incentive to clients that may see that substance on one of their social nourishes.
The prevalent social advertising mechanism is a centralized system in which advertisers submit ads to socialmedia 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.
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
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.
Today, traditional media is still a significant part of advertising strategies, but they cannot reach out to all members of the target audience on their own. This study has therefore endeavoured to fill the gap in marketing strategies, by examining the impact of User Generated Communication and Firm Generated Communication on Facebook in regards to brand awareness in the FMCG industry in Sri Lanka. The study sample was made of 200 people, both male and female, who reside in the Colombo district, use Facebook and have already liked at least one fast moving consumer goods brand. A standardized online survey was conducted via Google Docs to collect the data. This data was then analysed by using regression analysis via SPSS statistical software. The results found that User Generated Communication and Firm Generated Communication have a positive correlation with brand awareness. Therefore, it can be concluded that socialmedia efforts positively influence brand awareness. therefore, researcher recommends to create socialmedia platforms which encourage user generated communication on it, create brand-related and unrelated communication, combine their existing traditional media with socialmedia, and also reach out to the company‘s target audience through a mixture of content, advertisements, and apps.