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From Social Media to Social Customer Relationship Management
Abstract
Purpose
The purpose of this paper is to present the augment of the authors, who are IBM consultants, that companies need to meld social media programs with customer relationship management (CRM). This new paradigm – Social CRM – recognizes that instead of just managing customers, the role of the business is to facilitate collaborative social experiences and dialogue that customers value.
Design/methodology/approach
Social media holds enormous potential for companies to get closer to customers and, by doing so, increase revenue, cost reduction and efficiencies. However, using social media as a channel for customer engagement will fail if the traditional CRM approaches are not reinvented,
Findings
According to IBM research, there is a large perception gap between what the customers seek via social media and what companies offer. Consumers are far more interested in obtaining tangible value, suggesting businesses may be confusing their own desire for customer intimacy with consumers' motivations for engaging.
Practical implications
To reinvent the company's CRM strategy it is important to recognize social media is a game changer and the customer is in control; make the customer experience seamless – across social media and other channels; start thinking like a customer – if one isn't sure what customers value, they should be asked; and monetize social media, if that is what customers want.
Originality/value
Social CRM is a new approach that recognizes consumers have strong opinions about relationships as customers being managed in a social media context and that their willingness to engage with companies should not be assumed or taken for granted.
... Customer engagement adalah sebuah konsep yang menggambarkan pengalaman interaktif pelanggan bersama dengan brand/bisnis yang melibatkan perasaan emosional di luar kegiatan pembelian (Baird & Parasnis, 2011;Brodie, et al., 2011). Bagi UMKM, keuntungan melakukan customer engagement salah satunya adalah karena kegiatan ini dapat meraih konsumen yang berada di luar jangkauan/network. ...
... Bagi UMKM, keuntungan melakukan customer engagement salah satunya adalah karena kegiatan ini dapat meraih konsumen yang berada di luar jangkauan/network. Baird & Parasnis (2011) menambahkan bahwa customer engagement akan mudah ditingkatkan saat sebuah bisnis mampu menggunakan media sosial secara optimal. Baird & Parasnis (2011:33) menambahkan pula bahwa customer engagement pun merupakan bagian dari Customer Relationship Management yang tidak dapat dipisahkan, karena CRM "memahami apa yang dihargai pelanggan, terutama ketika mereka berada di lingkungan platform sosial yang unik, adalah langkah pertama yang penting untuk membangun strategi CRM sosial". ...
... Sumber: (Katadata, 2022) Penelitian terdahulu mengenai hal tersebut antara lain menyatakan bahwa di era digital, pengelolaan hubungan dengan pelanggan memerlukan sebuah dukungan teknologi seperti media sosial dalam proses memelihara dan menjaga hubungan baik dengan pelanggan (Baird & Parasnis, 2011 penggunaan media sosial dapat memberikan sebuah manifestasi pengalaman dan hubungan antara brand dan pelanggan melalui interaksi dan komunikasi yang mampu mengikat kedekatan secara positif, emosional, mengesankan dan personal ke arah yang lebih baik (Verhoef, et al., 2009;Rahmawati & Aji, 2015;Kumar & Reinartz, 2018;Verhoef & Bijmolt, 2019). ...
This study aims to explore how Customer Relationship Management (CRM) and Social Media affect to Customer Engagement at the MSMEs in the city of Bandung. This study used a descriptive-quantitative approach involving 336 SMEs in the city of Bandung. Data were collected through questionnaires and literature studies. Data were analyzed using path analysis where variable (X1) was CRM, social media was variable (X2) and variable (y) was Customer Engagement. The results of this study indicate that there is a strong relationship between CRM and Social Media. The direction of the relationship is positive which shows a unidirectional relationship pattern, which means that when there is an increase in CRM it will be followed by an increase in Social Media, and vice versa. Based on the test results it can also be concluded that CRM and Social Media have a significant effect on Customer Engagement, both jointly and partially. The suggestions for further research are to examine whether customer engagement can affect customer loyalty, especially to the consumers in today's digital era.
... CRM, insan, süreç ve teknoloji bileşenleri ile işletmelerin müşterilerden yaşam boyu değer elde etmek üzere müşteriyi yönetebilmek amacıyla tasarlanmıştır. Stratejik olarak müşteriyi yönetmek için gerekli operasyonel tepkilere odaklanmaktadır (Baird & Parasnis, 2011). Bu kapsamda CRM'nin amaçlarını (Yücel, 2013); ...
... Sosyal medya kullanımının dünya üzerindeki artışıyla birlikte işletmeler, müşterilerin ilgi gösterdikleri yerlerde etkileşim kurmaya çalışmaktadırlar. Bu müşteri merkezli faaliyet giderek sanal hale gelerek, sosyal medya içerişinde yer almaya başlamıştır (Baird & Parasnis 2011). ...
... Sosyal medya işletmelerin istenilen kitleyi bulmalarına, müşterilerin tutumlarını değiştirmelerine ve müşteri kazanımına yardımcı olmaktadır (Lamrhari vd., 2022). Ancak sosyal medyanın gelişmesi ile işletmeler, sanal ağlar sayesinde pazarlama ve satış departmanlarını geride bırakabilecek şekilde müşterilerle olan iletişimlerine şekil verebilmektedirler (Baird & Parasnis, 2011). ...
Küresel iş ortamını şekillendirmede çok önemli bir rol oynayan, dinamik ve sürekli değişen bir ortam olan pazarlama dünyasına hoş geldiniz. Pazarlama disiplini, hızlı teknolojik ilerleme, toplumsal değişim ve gelişen tüketici davranışları çağında inovasyon ve adaptasyonun ön saflarında yer almaktadır. Bu kitap, pazarlamanın güncel konularını derinlemesine incelemektedir. Dijital devrim, iletişim kurma, bağlantı kurma ve bilgi tüketme şeklimizi önemli ölçüde yeniden şekillendirdi. Sosyal medya platformları, pazarlama kampanyaları için hem yeni fırsatlar hem de yeni zorluklar sunan güçlü araçlar haline geldi. Yapay zekâ ve veri analitiğinin yükselişi, reklamcılıkta benzeri görülmemiş düzeyde kişiselleştirme ve hassasiyetin kilidini açarken, gizlilik ve etik sonuçlarla ilgili endişeleri de artırdı. Dahası, sürdürülebilirlik ve kurumsal sosyal sorumluluk, işletmeler için kritik hususlar olarak ortaya çıkmıştır. Tüketiciler, değerleriyle uyumlu olan, sosyal ve çevresel etkilere olumlu katkıda bulunan markaları tercih ederek giderek daha seçici hale gelmektedirler. Sonuç olarak, pazarlamacılar özgün ve amaca yönelik marka kimlikleri oluşturarak karlılık ve amaç arasındaki hassas dengeyi kurmalıdır. Bu zorluklar ile benzersiz fırsatlar da bulunmaktadır. Yenilikçi şirketler, müşteri deneyimlerinde devrim yaratmak için gelişen teknolojilerden ve verilerden yararlanmıştır. Bu kitap, çağdaş pazarlama ortamına kapsamlı bir genel bakış sunmayı amaçlamaktadır. Pazarlama bilim alanı uzmanları ve akademisyenlerinden oluşan yazar grubunun büyük bir istekle katkı sunduğu, kısa zamanda büyük çaba göstererek ortaya çıkardığı bir eserdir. Sürekli gelişen pazarlama dünyasında bu yolculuğa çıkarken, tartışılan konuları eleştirel bir şekilde değerlendirmenizi ve bunların işletmeler, tüketiciler ve bir bütün olarak toplum üzerindeki etkilerini göz önünde bulundurmanızı öneririz. İster akademisyen ister profesyonel bir pazarlamacı ister öğrenci olun ya da sadece pazarlamanın büyüleyici dünyasını merak ediyor olun, bu kitabın size ilham vereceğini umuyoruz. Kitabın hazırlanmasında emeği geçen tüm yazarlara ve baskıya hazırlık sürecindeki titiz çalışmalarından dolayı Özgür Yayınlarına çok teşekkür ediyoruz.
... It is surprising to see the result as data used for analysis were collected from respondents who are social media users and followers of the retail store on social media. There is a large gap of differences between what customers seek online and what the online retailers provide [29]. The study also suggests that the main reason customers use social media is not to engage with the store directly but to obtain information from other online customers in comments or reviews [29]. ...
... There is a large gap of differences between what customers seek online and what the online retailers provide [29]. The study also suggests that the main reason customers use social media is not to engage with the store directly but to obtain information from other online customers in comments or reviews [29]. ...
... Customers utilize social media platforms to find online information from other experienced customers; therefore, fast fashion retailers should be able to create memorable experiences for their customers so that it will increase their intention to share [29]. Information that spreads electronically may have a higher impact on the firm. ...
The primary objective of this study is to examine whether customer experience influences customer’s intention to share traditionally and electronically in the context of a fast fashion retail setting in Jakarta, Indonesia . An online questionnaire was distributed to 206 respondents from Jakarta. The relationship between variables was tested using Multiple and Simple Linear Regression Analysis. The study’s results show that peace of mind and peer-to-peer interaction have a positive influence on customer experience. There is no clear evidence that customer’s impressions of new media invested by retailers influence their experience. Moreover, customer experience positively influences customer’s intention to share traditionally and electronically.
... Social media also affects consumer purchasing behavior, according to studies (Pooja et al., 2012;Chang, Yu, & Lu, 2015;Kumar et al., 2016;Relling et al., 2016). Several studies underlined the importance of social media-led customer relationship management (Trainor et al., 2014;Malthouse et al., 2013;Baird & Parasnis, 2011); branding and brand management at post-social networking environment (De Vries et al., 2014;Asmussen, Harridge-March et al., 2013;Laroche et al., 2013;Laroche et al., 2012). The aforementioned research examined the purchase behavior of new-age customers who actively use social media. ...
... However, less research has been commenced in analyzing what leads to generating the Online Retail Brand Engagement of potential buyers in the context of marketing in the digital and online social-networking era. Few of the recent studies have tried to explore the dimensions relating to buying behavior of the new age consumer who actively participates in online socialnetworking and communicates with the internet based new media (e.g., Chung et al.,2016;Kumar et al.,2016;Liu et al., 2016;Pappas, 2016;Schnittka, Sattler, & Johnen, 2016;Ashley & Tuten, 2015;Bianchi & Andrews, 2015;Chang, Yu, & Lu, 2015;De Vries et al., 2014;Relling et al., 2016, Trainor et al., 2014Asmussen, Harridge-March, Occhiocupo, & Farquhar, 2013;Laroche et al.,2013;Malthouse et al., 2013;Schultz & Peltier, 2013;Laroche et al.,2012;Pooja et al.,2012;Baird & Parasnis, 2011;Bernoff & Li, 2008). Yet, researchers have restricted their study either within the influence of social-networking groups and eWOM or within the discussion of the trust element of the buying in connection with brand loyalty. ...
This article contributes to digital branding and customer involvement via social media. To improve online brand engagement, this study examined brand awareness, social linkage, and online trust value. Effective web survey design acquired 317 empirical online sample answers for the paper. The current study uses structural equation modeling to evaluate and verify the postulated model. In this competitive internet era, social networking-supported marketing may raise brand engagement to increase online brand trust, positive brand attitude, and deeper customer emotional connection and brand likability. This study proposes a unique paradigm to improve online brand engagement by investigating brand awareness, social, and online trust value correlations.
... Customers tend to choose service applications with high mobility so that information management using Social CRM strategies can coordinate all business transaction processes that can optimise revenue, customer satisfaction and retain customers to remain loyal by applying social values. (Baird & Parasnis, 2011;Laudon & Laudon, 2011). ...
Purpose:This study aims to test the concept of customer behaviour and destination images as a mediating role on Tourist Perceived Value. In addition, the concept uses two other variables, namely religious intention and humatarian tourism. Methods: The research model was tested with 217 respondents as a sample taken based on the conditions, namely tourists who have visited areas affected by natural disasters, thus this research uses a quantitative approach to test hioptesis with AMOS software analysis tools. The object of research is an area affected by nature, so it takes a relatively long time to get respondentes. Results and conclusion:. The variables that play a role in the research model found that the variables that play a role as mediation are able to influence the Tourist Percevied Value so that the results of this research can have implications for the developer of consumer value theory practical implications for humanitarian organisations can use this concept in order to increase the humanitarian spirit for victims of natural disasters. Research implications: This research has implications for consumer value theory in the field of marketing, in addition to practical implications for humanitarian organisations can use this concept to increase the humanitarian spirit for victims of natural disasters. Originality/value: This research model is an original model developed from the thoughts of researchers based on observations and experiences from natural disaster events in Indonesia.
... The adoption of social media by business enterprises at international stage has changed the whole scenario forcing many businesses to extend beyond their national boundary to other markets where their customers are paying close attention. Presently, the heart of customer activity is becoming virtual, located inside a social media or such networking site (Baird & Parasnis, 2011). Social media has provided freedom, convenience and comfort ability to its users by providing platform which enable them to share their opinions and give their customized wishes which in turn led to production of better quality products and services. ...
... So that people become aware and recognize a product that is marketed on social media, which then increases their intention to buy that product. Influencer marketing or marketing with influencers provides delivery offer facilities that go viral and quickly grab consumers' attention so that they can increase consumers' purchasing intentions [14]. ...
This research aims to see the influence of the use of influencers on consumer purchasing decisions for Hanasui cosmetics via the TikTok Shop platform. Apart from that, this research also wants to see the role of open innovation as a moderating variable. This research took a sample of 50 people using statistical data analysis techniques using the SmartPLS version 4 application. From the research results it was found that: 1.) the use of influencers does not affect consumer purchasing decisions, 2.) the open innovation process has a positive and significant effect on purchasing decisions of consumers, and 3.) Influencers influence consumer purchasing decisions through the open innovation process carried out by the company.
... Practical benefits usually include instrumental and informational benefits (Gummerus et al., 2012) that can be available through the companies' pages or groups on Facebook sites. Additionally, Baird and Parasnis, (2011) explained practical benefits as the information sharing benefit i.e., getting handful information from customer feedback and questions asked, while customers usually interact on brand SNS profile page about every brand related information. These groups, pages or community acts as a bridge between users and companies because due to this medium, customer get a chance to ask queries and give feedback to let the company know what their customer wants from them which finally leads to informational benefits. ...
Purpose: This study tests how social media builds brand loyalty. It also tests the impact of perceived benefits (practical, entertainment and social), brand satisfaction and internet privacy concerns on trust in social networking websites. Furthermore, analyzes the impact of trust in social networking sites (SNSs) on brand trust and its effect on brand loyalty. Design/Methodology/Approach: This study uses purposive sampling for the collection of data through questionnaires, which generated a sample size of 520 respondents. AMOS and SPSS are used to analyze the data. Findings: The findings of the study showed that the practical and social benefit of websites and brand satisfaction has a significant impact on trust in SNSs. Moreover, trust in SNS has an impact on brand trust and brand trust related to brand loyalty. Implications/Originality/Value: The study suggests to marketers that they should focus on the practical and social benefits of websites and try to get the trust of customers by satisfying their needs and wants. This study provided updated insights on use of social media in envisaging branding strategies.
... Dolan et al., (2019) indicate that while rational content appears superior to emotional content within social media to drive active consumer engagement, the type of rational content is essential, and content should comprise product-and brand-related information rather than sales-focused promotion such as remunerative content. This contradicts the views of scholars, who have suggested that consumers mainly engage with brands through social media to obtain discounts (Baird & Parasnis, 2011). Behavioral investigations of social media engagement have failed to consider users' expressions of relevant cognitive dimensions of engagement. ...
The promotion of coffee shops through Instagram content has become highly beneficial to consumers’ decision-making, as short videos reel Instagram and photos can help consumers judge and experience products through visual and audio stimuli on content. Consequently, scholars and managers must understand consumer behaviors regarding audio-visual stimuli on Instagram content and identify factors influencing perception and consumer engagement with content. A novel contribution of this study is the introduction of audio-visual stimuli on Instagram content based on the stimulus-organism-response paradigm, which explains how sensory marketing and information adoption affect consumer engagement on social media Instagram. To empirically evaluate the proposed research model, we conducted an online survey with 120 participants who followed Instagram @kopijanjijiwa and @kopikenangan. We performed data analysis using structural equation modelling and Smart-PLS software and the results indicated that all hypotheses, except for perceived cognitive and audio-visual stimuli, significantly affected consumer engagement. This study could provide insights into the antecedents of perceived cognitive and consumer engagement on social media Instagram. Thus, contributing knowledge of digital consumer behavior helps managers understand consumer behavior regarding social media and formulate marketing strategies.
... The investor relations function of companies uses Twitter strategically to interface with the broad spectrum of stakeholders [23] in customer relations management [24], advertising [25], marketing [26,27], and employee recruitment [28]. Firms' use of Twitter for investor relations is growing [29] and the deployment of investor relations content through social media has been shown to be value relevant [5]. ...
This study aims to explore the variation across corporate crisis communication strategies for companies traded in the Dubai and Abu Dhabi stock exchanges through their use of Twitter during the COVID-19 crisis. We analyze communication activity in light of UAE residents’ cultural dimensions and linguistic attributes. Specifically, we assess the impact of the tweets’ orientation in terms of social versus business COVID-related tweets based on Hofstede’s dimensions of culture (power distance, uncertainty avoidance, collectivism, and masculinity) from one side, and the tweets’ language in terms of Arabic versus English COVID-related tweets from the other side. We find evidence to suggest that the impact of COVID-19 related tweets is significantly higher for social tweets relative to business tweets across all the time periods. As for language, mean retweets are significantly higher for Arabic tweets relative to English tweets. Specifically, Arabic social tweets have a significantly higher retweet impact compared to English social, Arabic business, and English business COVID tweet subgroups, consistent with the high collectivism and high uncertainty avoidance of Arabic-speaking cultures. Based on our findings, companies in highly diverse cultural and linguistic settings are urged to be active in communicating with stakeholders in their own languages, taking into account the cultural environment in which stakeholders participate, and with a focus on an appropriate mix of business and non-business (social) messages during periods of significant exogenous shocks.
... Digital marketing provides significant benefits to businesses worldwide in improved consumer interaction, increased revenue, cost reductions, and operational efficiencies [60]. For example, Dell Corporation reported a USD 1.9 million boost in sales and a USD 1.9 million expense reduction by adopting Twitter [61]. ...
Background: A substantial portion of the world’s population owns and utilizes computers and mobile devices, contributing to the rapid expansion of digital advertising. Marketers swiftly rec-ognized the communicative benefits of social media platforms like Facebook, YouTube, Twitter, Instagram, Snapchat, Pinterest, and LinkedIn. Considering the importance of social media plat-forms and digital modes of marketing, it is considered especially significant for small firms to in-tegrate these platforms into their business strategies in order to improve performance. Methods: Based on this aim, this study collected data from 363 owners/managers of SMEs in Pakistan. Structural equation modeling is used to check the hypothesized model of the study. Results: The results show that compatibility, owner/manager support, employee IT skills, financial cost, gov-ernment policies, and social influence significantly affect adoption of digital marketing by SMEs in Pakistan. Conclusions: Furthermore, digital marketing also positively affects SME performance. This paper discusses the study’s findings as well as managerial and academic implications, in-cluding its limitations and future research avenues.
... If customers have a good experience through the online contact, they will continue to engage with the brand in the future. The most important task for the brand is to establish and sustain a close relationship with customers through social media interaction to maintain continued customer engagement and loyalty (Baird & Parasnis, 2011). Thus, creating and maintaining a social media account enables brands to convey the brand mission and product information directly to their target customers and nurture a direct two-way communication channel through comments and messages. ...
Facebook is currently the fastest-growing social networking website with the largest user base. In addition to being a communication tool, it is a source of information for users. Facebook’s large user base attracts many enterprises seeking to understand and connect with their target customers. They set up Facebook accounts to promote their products and engage in direct communication with users through posts, comments, and messages. Facebook introduced the “Like” button in 2009, which allows users to express their approval and appreciation instantly. Such convenient interactive features of social media websites allows enterprises to collect feedback from users to formulate future marketing strategies.This study uses a quantitative method to explore the key factors that influence social media users’ feedback on posts. Social media posts of three Japanese beauty brands were categorized based on six key factors, while the ratios of likes given by users was examined as feedback, so as to measure the impact of the key factors on the brand’s attractiveness to customers. The findings of this study will help beauty brands create more effective social media marketing strategies.
... According to previous research, about half of social media users use these sites to reconnect with old friends (Heimlich, 2011). Almost two-thirds (around 70%) of social media users use these sites like Facebook, Twitter, MySpace or LinkedIn to stay in touch with current friends and family members (Heller Baird and Parasnis, 2011). Basing this ground, FFCs are, thus, what motivates people to use social media. ...
Purpose
Due to the incredible criticisms by scholars of the excessive use of social media networks, this study aims to explore students’ motivation for social media use (SMU) and its effects on academic performance (AP) in the light of uses and gratification theory.
Design/methodology/approach
Using the simple random and snowball sampling techniques, this study has considered 299 responses and critically analyzed them using structural equation modeling through the AMOS version 24. The mediation analysis has been done to explore the effective use of social media networks.
Findings
The results reveal that video clip watching and nonacademic learning intentions significantly influence SMU and AP. Besides, socialization through friends and family connections has tremendously fostered SMU intention, while it could not benefit AP. This study found an exceptional result that the entertainment intention of the students did not influence SMU but dramatically impacted their AP. Again, SMU has robust effects on enhancing students’ academic achievement. This study also concluded the results of the mediation analysis.
Practical implications
The learners, professionals, higher education policymakers, etc. may benefit from following this study's guidelines for using social media networks.
Social implications
This study may tremendously contribute to changing the mindset of youth from addiction to SMU and improving AP.
Originality/value
The prime novelty of this study is to justify the mediation analysis for SMU to explore whether it can truly influence students’ AP and critically examine the deep insight of certain factors associated with SMU.
... c. Social media is an interaction between personal communication that is shared between individuals (to be shared one to one) and public media to anyone and anywhere (Baird & Parasnis, 2011;Peters et al., 2013;Seo et al., 2019). Developments in internet technology have made social media a massive medium of communication and cannot be separated from daily activities to provide information to each other, entertainment, business, and educational media. ...
Tourism is a critical sector for national, regional, and rural development, providing job opportunities and increasing income for communities, governments, and private sectors. The success of tourism development requires integrated marketing communications that showcase the natural and socio-economic potential of the region, including its tourist attractions. This study examines the marketing communications strategy of Ecoethno Leadcampsite, a camping ground-based tourist spot in Pangalengan, Bandung Regency, West Java Province. The study used a qualitative case study method with data collected through direct observation, interviews, Focus Group Discussions (FGD), and documentation. The results reveal that Ecoethno Leadcampsite's marketing communications strategy for tourism development is successful in establishing public relations by empowering the surrounding community to become partners, direct marketing, personal selling, and sales promotion with Word of Mouth to fellow tourists and partners, including the use of social media. The study also suggests that Ecoethno Leadcampsite can increase collaboration with educational institutions by developing educational-based tourism or tourism locations in nature conservation, socio-economic, culture, and character building that is creative, productive, and innovative.
... Facebook and Twitter were once the most popular sites, but through the proliferation of social media influencers, Instagram and Snapchat have become the most important sites for all businesses in Saudi Arabia. Smallbusiness owners who use social media primarily engage through their company page, status updates, advertising, building networks, monitoring feedback, blogging, tweeting and using social media sites as customer service channels (Mashable, 2022;Baird & Parasnis, 2011). ...
The objective of this study is to investigate and analyze issues faced by small-business owners while running their businesses via social media sites, and to emphasize the opportunities for conducting business via social media. Small businesses are vital to the success of any economy, through job creation, sparking innovation, and providing opportunities for many people to achieve financial success and independence. In today’s social media-driven environment, it is essential that small business’ owners engage with social media networking sites and understand how social media can play a crucial role in developing their businesses. The research focuses on analyzing the day-to-day operations and procedures of small businesses involving social media networking sites. Two questionnaires were developed to analyze and investigate these issues effectively. The results reveal the importance of organizing the operations and procedures of social media businesses, also emphasize the opportunities for conducting business via social media sites. This study was conducted to help business owners to engage with social media sites, as well as to solve issues that they face while running their online businesses. The results of the first questionnaire indicate issues from customers’ perspectives, while the second questionnaire indicate issues from merchants’ perspectives. The results reveal the importance of organizing the operations and procedures of social media businesses, also emphasize the opportunities for conducting business via social media sites.
... Social benefits are related to the emotional dimension of relationships, akin to a sense of membership, as all members are supposed to obtain support from the community to which they belong [99]; they are associated with satisfying the social needs of customers and are characterized by friendship and familiarity with other community members [18]. Interacting with a firm on social media fosters a feeling of belonging [100], similar to a sense of membership [101]. The feeling of connectedness and social need fulfillment that online communities supply is considered a crucial benefit [102]. ...
Facebook pages of cosmetic products have substantially grown among millennial consumers. This study aims to explore the motivational factors that affect different types of millennial followers’ engagement, including followers on Facebook pages of cosmetic products, and examine different types of millennial followers’ engagement that influence brand evangelism. A quantitative method involving the technique of partial least square structural equation modeling was applied. An online questionnaire was designed to collect data from millennial followers. The results revealed that informational content stimulates active lurkers and passive participants, while entertaining content positively influences only active participants. Social interaction value is influential to active and passive participants. It was found that identification is the motivation factor that drives both active participants and lurkers. Confidence benefits and special treatment benefits were found to be the motivation factor that stimulates all participants. Social benefits substantially influence active participants and lurkers. Interestingly, the followers’ passive participation has a great influence on brand evangelism. This study opposes the notion that active lurkers and passive participants are less important than active participants and supports the literature by revealing the importance of distinguishing between active participants, active lurkers, and passive participants in causing different impacts on brand evangelism.
... The sharing economy has piqued the interest of stakeholders, practitioners and policymakers who are eager to see the digital economy is extended [1]. Due to the extensive application of information technology, this trend is continuously increasing [2]. The popularity of the sharing economy has also been furthered in many sectors and among all ages, including those younger and older people who are digitally literate. ...
In a fast-growing global economy, there is much debate in the socio-economic models about the sharing economy, which is a digital platform that benefits society and improves people’s quality of life. A significant benchmark of the sharing economy is that it enables individuals to monetize their assets that need to be used fully. This highlights an individual’s ability and perhaps their preference to either rent or borrow goods rather than own them. This study investigated Saudi Arabian students’ User Satisfaction (US) and their Re-Purchase Intentions (RPI) in the context of the sharing economy. We employed a deductive approach that utilized cross-sectional data collected through online sampling. The results were derived from 324 acceptable completed questionnaires. We used a Structural Equation Model (SEM) to confirm the positive and significant predictive power of Trust, Economic Benefits (EBs), Sharing Economy Philosophy (SEP), Service Quality and Net Benefits (NBs) on US and RPI. The results also demonstrated a positive and significant effect of concerns such as Lack of Trust (LoT) and Expected Effort (EE) on US. Finally, among Saudi Arabian students, US is a positive and significant predictor of RPI. In the context of a developing country such as Saudi Arabia, this study’s insights to the practical and theoretical spheres contribute to operational management and the literature about online digital learning.
... For the sustainable development and growth of a company, social media can play an important part in improving relationships with customers [37]. If a company operates and manages social media well on its own, the company will be able to develop further by improving the relationship between the company and customers [38]. ...
This study aims to provide research results through empirical analysis on how customers’ reactions on social media affect the present and future value of a company. This research selected Korean KOSPI-listed companies that actually own and operate YouTube channels, and collected data through text mining the comments on YouTube videos with high views. In addition, the TF-IDF value was calculated, keywords were extracted, and keywords were classified into three groups through topic modeling. The characteristics of the three groups could be transformed into a “current-oriented topic” as advertising promotion content focused on fun or interest; a “future-oriented topic” as critical content pointing out problems, and a “neutral topic” as content of a neutral attitude toward companies. This study uses a regression analysis model to perform an empirical analysis by setting a company’s YouTube-related variable as an independent variable and setting a company’s current value and future value-related variable as a dependent variable. The results of this research are as follows. First, this paper found that companies that directly operate and manage YouTube accounts currently have lower corporate value than those that do not. Second, this study also found that companies which directly operate and manage YouTube accounts have higher future corporate value than those that do not. Third, the results showed that if a customer simply mentions interesting content or advertising/promotion-related content through corporate YouTube comments, the current corporate value may be improved in the short term, but in the long term, it has a negative effect on future corporate value. Fourth, the results of this research also presented that if a customer criticizes a company or points out a company’s problems through YouTube comments, the current corporate value decreases due to damage to the company’s image, but it was found that the future corporate value increases. Fifth, this paper found that neutral content, not just for fun and interest, nor for constructive criticism or dissatisfaction with the company, was not related to the company’s current and future corporate value. The contributions and expected effects of this paper are as follows. First of all, this paper provides useful information through research results which shows that companies are more advantageous in improving future corporate value from a long-term perspective by strategically operating social media directly. In addition, the research results of this study objectively demonstrated through YouTube channels that it is more helpful for companies in the long run to respond well to customer complaints and negative opinions, and to implement policies that continuously manage customer opinions. Finally, the research method used in this paper, that is, the research methodology that conducted empirical analysis through quantification of unstructured tax data, is expected to provide guidelines for many scholars to expand the scope of data available for empirical research in the future.
... Individuals depend mainly on the information posted on SNSs to purchase products and services. Therefore, many companies are keen to be present on social media to communicate with customers (Heller Baird and Parasnis, 2011). ...
Purpose
This study aims to investigate the latest breakthroughs in social commerce by examining the characteristics of consumers' social self-identity factors in the food and beverage sector. The objective is to examine how social self-identities factors contribute to exchanging information on social commerce platforms for food and beverage products.
Design/methodology/approach
This study employed partial least squares structural equation modeling (PLS-SEM) to test the measurement and structural model. A total of 238 food and beverage website and apps users were questioned using a structural survey.
Findings
Contrary to expectations, one self-inner driver does not influence consumers' intentions to exchange social commerce information, while up-to-date information, validation and like-minded discussion have a strong impact on the social commerce exchange model.
Originality/value
The findings of this research offer new insights into the brand's abilities to induce social commerce. The findings also assist marketing managers in better managing brand content on these websites.
... Thus, social media enable SMEs to manage profitable customers, thereby increasing customer-based profit performance (Ur Rahman et al., 2020;Lu et al., 2009). Additionally, Baird and Parasnis (2011) reported that social media improves SMEs' financial performance, and reduces internal operations, decision-making efficiency, and innovative business processes, which in turn leads to sustainable performance. Based on the literature, this study argued that social media play a significant role in SME sustainability, Therefore, we proposed that: ...
The changing trend in the circular economy has pushed most firms to be competitive in their business activities using emerging technology. SMEs in recent times are increasingly leveraging technologies such as social media to enhance their interactions with their customers, increase their reach and become competitive. Despite this, SMEs in the manufacturing sector in developing economies are often underexplored in literature in their resolve to leverage social media to improve their performance and sustainability. This research explores the integration of social media in SME manufacturing firms’ activities toward their performance and sustainability in developing countries. Drawing on relevant literature and the social media engagement theory, we employed a questionnaire survey to collect data from 417 managers/staff of SME manufacturing firms in Ghana, using PLS-SEM techniques for the analysis. Research findings revealed that social media integration proved a direct positive correlation with SME manufacturing firms’ performance. Additionally, it was revealed that social media utilization has a positive and significant effect on SME manufacturing firms’ performance. The findings further show that social media usage assists SME firms’ performance and fosters their sustainability. It is concluded that SMEs should incorporate social media marketing strategies for firms’-customer relationships and internal and external collaboration. By implication, this study offers practitioners and researchers knowledge regarding social media integration among SMEs in emerging economies.
... So, it must be considered in detail the quality of digital content in marketing on s-commerce, to have optimal and targeted performance for the sustainability of product and company values. Another aspect that must be considered in s-commerce is the value of a product and brand image, both of which must have the right correlation with performance and good marketing so that the experience felt by the customer is positive [130][131][132][133]. On the other hand, from the indirect correlation aspect, customer relationship quality has the power to encourage engagement between customers and providers in strengthening the value of a brand. ...
Business activities using social media are currently growing and its development has intrigued practitioners and academics. The purpose of doing this present research is to build a conceptual model, which connects the concepts of customer perceived value and customer experiences with the concept of customer relationship quality to produce sustainable customer intention in social media commerce. Considering the results of two exogenous constructions, namely customer perceived value and customer experience, it can be concluded that both have an impact on relationship quality and customer sustainable intention. In this study, there are six hypotheses, consisting of five accepted hypotheses and one rejected hypothesis. After doing a deeper analysis, it is revealed that good relationship quality determines the significance of sustainable customer intention. In addition, this conducted research examines and experimentally confirms the role of customer perceived value and the customer experience in determining relationship quality and sustainability of customers founded in social media commerce. The novelty shown in this study lies in the integration of two exogenous variables, namely customer perceived value and customer experience, with the variables of relationship quality and customer sustainability intention. Finally, the findings provide theoretical, managerial, and social value and impact for academics, practitioners, and society.
... They enable the distribution of eWOM material to a large audience, and audience members can even express their own opinions (Chu & Kim, 2011;Sohn, 2014). An increasing number of customers use social media content to research brands (Baird & Parasnis, 2011;Barreda, Bilgihan, Nusair, & Okumus, 2015;Naylor, Lamberton, & West, 2012). ...
Technological advances in the digital space have provided renewed impetus to businesses. Costly, labor-intensive marketing campaigns have been replaced by digital marketing. However, along with benefits, the increasing sophistication and exponential growth of e-commerce businesses have also introduced new challenges. The large number of similar product offerings and the high volume of reviews have created a technology-induced hurdle for consumers that can impair their thought processes. Often, users will only scan the top few reviews to arrive at a decision. In the current setup, older reviews that accumulate votes over time are found at the top of the helpful review list, in contrast to fresh entrants. The current study proposes placing reviews in appropriate positions in the helpful review list using statistical and scientifically derived helpfulness scores. The study utilized a sample of consumer goods (specifically, mobile phones) and re-ranked reviews based on their expected score. Amazon.in provided the initial review dataset. Random Forest and gradient-boosting regression techniques were used to predict review helpfulness. An Elaboration Likelihood Model was used to explore the impact of central and peripheral cues on review helpfulness. The gradient-boosting regression was the best-performing method of predicting review helpfulness, and the reviews were re-ranked. The re-ranked reviews were tested for helpfulness vis-a-vis the initial ranking of reviews using the survey method. The result indicated that the proposed re-ranking of reviews was more helpful to end users and helped mitigate uncertainty in decisions. The study utilized the Information Acceptance Model to assess the influence of electronic word of mouth on purchase intention.
... Provide support, attention and spend some time with the enthusiasm of the company is very difficult to be achieved from the customers as users of social networks. Companies must compete in the business area of extreme to integrate Customer Relationship Management in social media networks in order to acquire and develop the data, because customers and virtual network is very influential in driving the conversation (Baird & Parasnis, 2011). Therefore it is necessary for marketing research in understanding the explosion of social media usage and as a Customer Relations Management convergence analysis into social media (Ang, 2011). ...
تغير شكل ممارسات الاتصال الحكومي حول العالم، من خلال تبني أنماط الاتصال الرقمي، وخلق مفاهيم مبتكرة للممارسات لدي القائمين على الاتصال الحكومي؛ وترتكز هذه المفاهيم على التفاعلية، وتطوير المحتوى الإعلامي الرقمي، وتوظيف الموارد الرقمية لتطوير آليات العمل بما يزيد من كفاءة الأداء الاتصالي للمؤسسات الحكومية. لذا زاد اعتماد تلك المؤسسات على منصات التواصل الاجتماعي لدعم قيم الانفتاح والشفافية والتفاعلية، مما ساهم في زيادة مشاركة الجمهور في صنع القرارات الحكومية، وتحسين كفاءة ممارساتها الإدارية والاتصالية. تنتمي هذه الدراسة من حيث المنهج إلى دراسات تحليل المستوى الثاني Meta-Analysis ، وتسعى لتحليل نماذج من البحوث العربية والأجنبية في مجال استخدام وسائل التواصل الاجتماعي لدعم الاتصالات المؤسسية الحكومية (59 بحثاً في الفترة ما بين عام 2010 إلى عام 2021 (، وذلك بهدف رصد التطورات العلمية والنتائج القيمة في هذا المجال، والتعرف على المناهج والأطر النظرية والمعرفية التي اعتمد عليها، في محاولة لتقديم رؤية مقترحة لتطوير البحوث العربية في هذا المجال على مستوى أجندة القضايا البحثية، الأطر النظرية، والمناهج والأدوات البحثية. الكلمات المفتاحية: وسائل التواصل الاجتماعي؛ الاتصال المؤسسي؛ الاتصال الحكومي؛ الاتصال الرقمي؛ تحليل من المستوى الثاني.
In today's fast-paced world, social media marketing is crucial for businesses. However, many Saudi Arabian organizations need more skills and resources to use this strategy effectively. This article outlines organizations' top issues when adopting social media marketing and provides valuable insights into how to overcome them. After conducting an extensive literature review and consulting with experts from various sectors, 19 critical issues hindering social media marketing adoption in Saudi Arabian organizations were identified. The study employed the DEMATEL approach to analyze these issues and determine their impact level and cause-effect relationships. The study found that customer support, platform trust, secure data sharing, and perceived value significantly impact a business's social media marketing success. By addressing challenges like customer support, platform trust, and perceived value, businesses can enhance their social media marketing success and promote themselves globally by attracting and retaining customers through their social media presence. The insights gained from this research offer valuable guidance for Saudi Arabian organizations looking to refine their social media marketing strategies. To overcome the challenges hindering the adoption of social media marketing, businesses must address the “cause” and “effect” category issues. By adopting a formal and pragmatic approach, Saudi Arabian organizations can achieve sustainable growth and promote themselves to a global audience.
The purpose of this study is to provide a deep understanding of how b2b salespeople use social media to develop social selling. The Task-technology fit theory (TTF) and the resource-based view provided the theoretical background for this study.
A qualitative approach was used, aligned with thematic content analysis (TCA), to focus on the insights from the 10 participants interviewed, to understand their thoughts and experiences regarding the subject. Our study reveals that the effectiveness of social selling varies across different business sectors. Thus, companies should focus on developing a strategy that promotes the adoption of social selling among B2B salespeople. This is why, salespeople need to be trained in how to use social media to succeed in social selling. The study will provide valuable insights for sales and marketing managers to enable them to create common programs that can help to achieve business sales. Social selling has been developed in the context of developed countries. No research has been interested in studying social selling in the Moroccan context
With the advent of technology, and social media tools taking over, customers are both choosy and aware of what goes in and around. People started looking for honest opinions from customers based on previous experiences, as seeing content from real customers increases the credibility of services or products. Transparency and clear information, patient outcomes, maintenance of effective relationships with clienteles (patients, attendants) play a vital role to drive business. The most dominant change came from the arrival of social media. Hence prospects find it more organic and genuine and seek to mediums where reliability prevails. Introduction of generic drugs, the idea of self-medication based applications, medical aid schemes, etc. made competitors of the health care business adapt to evolving patients' needs. Advocacy is a major step forward in the evolving relationship between a firm and its customers. Customer advocacy can be viewed as the top of a pyramid (Urban Glen 2003). Total quality management (TQM) and customer satisfaction are at the base of the pyramid.
The main theme of the thesis is how new technological trends will shape the future of Customer Relationship Management (CRM) and to provide opportunities for developing countries. CRM is the whole set of methods that companies use to make the most efficient, most effective, and ultimately profitable relationship they have with existing or potential customers. The concepts of internet of things (IoT), artificial intelligence (AI), cloud CRM and social CRM which are frequently heard today are examined in this thesis. For developing countries, these trends will create various opportunities in particular were explained with examples from Turkey. Although CRM is not a completely understood concept, companies will create the future of CRM by following the new trends.
This study is set in a rapidly evolving digital world where websites have become vital, especially in the hotel industry. Hotel industries utilize websites to capture guests' first impressions through a welcome message. As a result, the study probed the typical rhetorical strategies (moves and steps) and the frequently used phrases or clauses in each move and step in the welcome messages on the websites of selected hotels in Western Visayas, where this region is set to claim a significant role in the tourist industry, attracting both local and foreign visitors. Using Google, the researchers used purposeful sampling to gather eligible hotel websites with welcome messages in Western Visayas. For the qualitative data, this study used Swale's Move-Step approach. The result shows that the welcome messages follow a common pattern. The researchers discovered that the corpora have four moves, and each move has one to three steps. These moves and steps represent the typical strategies of hotels' welcome messages. However, the phrases being used, especially the modifiers, vary in their exact formulation but convey the same underlying intention. This study reveals the structured language strategies employed by Western Visayas hotels in their website welcome messages. These findings have implications for ESP education, helping tailor language instruction for the hospitality industry. It aids educators in designing effective language learning strategies in line with evolving communication conventions, enhancing ESP education for specific professions.
Pertumbuhan ekonomi yang seiring dengan perkembangan teknologi menjadikan internet sebagai salah satu media yang digemari masyarakat. Internet memudahkan proses komunikasi dan periklanan yang bertujuan untuk mengajak orang atau konsumen agar tertarik untuk membeli produk yang ditawarkan melalui jejaring media sosial. Salah satu strategi untuk meningkatkan minat beli adalah dengan social media marketing dan online customer review sehingga terciptanya customer’s trust dan akan berdampak pada purchase intention. Tujuan dari penelitian ini adalah untuk menguji pengaruh social media marketing dan online customer review terhadap purchase intention melalui customer’s trust. Sampel pada penelitian ini adalah 125 konsumen MS Glow di Purworejo. Pengambilan sampel menggunakan teknik purposive sampling. Pengumpulan data dilakukan dengan menggunakan kuesioner dan analisis menggunakan hierarchical regression analysis. Hasil penelitian ini menunjukkan bahwa social media marketing dan online customer review berpengaruh positif dan signifikan terhadap purchase intention, social media marketing dan online customer review berpengaruh positif dan signifikan terhadap trust. Kemudian customer’s trust berpengaruh positif dan signifikan terhadap purchase intention. Selain itu, social media marketing dan online customer review berpengaruh positif dan signifikan terhadap purchase intention yang dimediasi oleh customer’s trust, dalam hal ini berupa mediasi sebagian (partial mediation).
The study’s main purpose was to establish the effects of social data and customer expectations on relationship quality in selected hotels in Nairobi, Kenya. The study utilized an explanatory research design with a target population of 987,883 customers from online hotel check-ins for 5 years, from three five-star rated hotels in Nairobi purposively selected. A sample size of 400 was selected using simple random sampling. Data was collected from customers using a structured questionnaire. Quantitative data were analyzed using the Structural Equation Model (SEM). Findings showed that the final SEM model explained 59% of relationship quality, with R2 (0.59, p=0.000<0.05), and was fit (RMSEA=0.047). The results indicated a positive and significant effect of social data on relationship quality in hotels. Further, customer expectations partly mediated the relationship between social data information and hotel relationship quality. The study concludes that social data as a dimension of social customer relationship management significantly affect relationship quality through customer expectations. From a managerial perspective, hotels should prioritize the utilization of social data as a key dimension of social customer relationship management (CRM) to enhance relationship quality. Policymakers should establish regulations to protect customer privacy while facilitating the responsible use of social data in the hospitality industry. The study contributes to theoretical understanding by highlighting the mediating role of customer expectations in the relationship between social data and relationship quality. Further research can explore additional moderating or mediating factors, such as customer engagement or the influence of different social media platforms, to deepen our understanding of social CRM dynamics in the hotel industry. Keywords: Social Data, Customer Expectations, Relationship Quality, Social Customer Relationship Management
The study sought to establish the relationship between digital marketing strategies and sales performance of online shopping mall in Port Harcourt. The study specifically focused on social media marketing, email marketing and search engine optimizatio in relation to sales performance. The target population of the study comprised of all customers of online shopping malls in Port Harcourt. The target population is said to be infinite. The data collection instrument was a questionnaire and quantitative data was used. The study used correlation to achieve the specific objectives. Analysis was conducted using SPSS version 21 and the findings indicated that social media marketing, email marketing and search engine optimization have a positive and significant relationship with sales performance of online shopping malls in Port Harcourt. The study recommends that Online shopping malls in Port Harcourt should incorporate digital marketing experience in their products and service offerings in order to create innovative customer experience which will help boost their market performance.
The Fashion sense is a fundamental force in the fashion business and this force is resilient when there is transformation of new media. There is little research who looked toward Fashion consciousness consumers and the effect of social media with respect to purchase intentions and profitable consumer relationship. In this study, the effect of social media on consumer inclinations, relationship and purchase intention is investigated. In few past years, the use of social media become an attractive topic for research investigation. Social media is a promotional tool for businesses like Fashion industry and takes advantages from it because it is the cheapest communication among consumers and fashion industries. Due to the fast changing events of the fashion industry business and media marketing is the cheapest and easiest way for commerce. Social media is in the range of people everywhere in the World. The purpose of this study is to better be aware of how social media can make impact on consumers' fashion awareness, including the uniqueness and effect in fashion industry. Data were collected from online and postal questionnaires that is sent to 18 to 41-year-old females and males. The 300 selected questionnaires are used from out of 500 Questioners that had been coded and scaled. The types of research are exploratory and descriptive. Multiple Choices questions is used as a basis of Questions. The different factors are taken for the purpose of studying the existing models of consumer attitudes that play an important role in purchasing fashion clothing and using internet for information and shopping purpose.
À l’ère de l’interconnexion, l’activité et la présence des organisations ne sont pas
des composantes autonomes, indépendantes du tissu socio-économique dans lequel les organismes évoluent. Les organisations ne peuvent pas exister sans reconnaître la réalité de leur environnement et la nécessité de l’interaction avec cet environnement.
Aujourd’hui, comme le Web 2.0 s’est imposé comme un égal, parfois surpassant même les médias traditionnels, car il facilite la communication entre les individus, les organisations, et les organisations avec les individus. Dans cette optique, la pratique des relations publiques doit s’adapter et prendre une nouvelle forme pour accommoder les nouvelles technologies et en tirer parti au profit des organisations.
Les organisations à but non lucratif occupent une place particulière dans ce contexte, car elles sont constamment entravées par un manque de ressources humaines et financières. Un exemple d’organisations à but non lucratif est celui des Comités Nationaux Olympiques, ces organisations à but non lucratif ont des liens avec leur climat national et culturel, mais aussi avec des organismes régionaux et internationaux, ce qui, du point de vue de la recherche, représente le spécimen parfait à examiner. Les liens avec des organisations internationales telles que le Comité International Olympique, les fédérations sportives internationales ainsi que les organismes régionaux mais similaires imposent un cadre de manœuvre uniforme qui compense les particularités du climat culturel local, ce qui contribue grandement à la généralisation des conclusions résultant de l’examen des Comités Nationaux Olympiques.
C’est pour cette raison que nous entreprenons le projet de proposer un modèle de relations publiques digital qui s’adresse principalement au Comité Olympique Algérien mais qui est également applicable à d’autres organisations sportives algériennes similaires à but non lucratif. Ce faisant, notre étude est profondément enracinée dans la littérature la plus notable des relations publiques. C’est-à-dire, le cadre de construction de relations dialogiques proposé par Taylor & Kent (1998), qui s’appuie eux-mêmes sur les textes des pionniers des relation publique telle que la communication symétrique bidirectionnelle de Grunig (1984) et la philosophie de la communication interpersonnelle de Buber (1948).
Deux contributions principales découlent de cette thèse, la première étant une proposition de modèle de relations publiques applicable à l’industrie du sport algérienne, notamment au Comité Olympique Algérien ; la seconde contribution étant Twittools, un module qui permet aux organisations d’analyser les données abondantes disponibles sur les médias sociaux afin d’informer la prise de décision au sein des organisations.
Media sosial yang sedang digandrungi sekarang ini adalah Instagram dengan pengguna sebanyak 109,3 Juta orang per April 2023. Jumlah tersebut terus meningkat sebanyak 3,45% dibandingkan pada bulan Maret yakni sebanyak 105,68 juta pengguna. Dengan banyaknya pengguna Instagram, maka mulai bermunculan toko online yang membuat akun dan menggunakan beberapa fitur di Instagram untuk berdagang. Setelah mulai ramai toko online yang membuka akun di instagram, maka banyak pengguna yang menjadi konsumtif setiap melihat postingan di timeline Instagram. Oleh karena itu, penulis ingin menganalisa pengaruh instagram terhadap perilaku belanja online pengguna. Penelitian dilakukan dengan membagikan kuesioner kepada responden melalui media social twitter dan mengolah data kuesioner tersebut menggunakan SEM-GesCA. Responden yang mengisi kuesioner adalah sebanyak 96 orang dan 52% berjenis kelamin laki-laki. Hasil yang diperoleh dari penelitian ini adalah media sosial Instagram berpengaruh negatif terhadap perilaku belanja online pengguna.
Influencers are the main source of disseminated health-related content, and this content is also more accepted by the population compared to content disseminated by health institutions. The objective of this study is to determine the communication strategies and content that generate more engagement with users who follow health and pharmacy topics. We analysed six Instagram accounts of Spanish influencers related to science and health communication with more than 30,000 followers. We evaluated user interaction metrics, the type of content shared, and calculated the degree of engagement based on the number of followers and interaction with the content. The accounts with the highest degree of engagement, such as @Farmacia_enfurecida with 166,000 followers, an engagement of 3.7% of likes per publication and 0.91% in comments, are accounts with a smaller number of followers. Communication techniques such as health product sweepstakes are the most effective in achieving user interaction. Engagement is a determining variable in the impact of health-related content dissemination and is not necessarily linked to a greater number of followers; the profiles that use a greater number of reels and infographics are those with a higher engagement value.
Instagram marketing may be a sort of social media marketing, which involves promoting a brand on Instagram. This social media platform helps brands connect with a huge audience, increase brand awareness, and boost sales. Instagram marketing works wonders for brand awareness. Social networks are one among the simplest channels to take care of relationships with customers. They permit you to urge feedback from your audience through likes or comments, engage them with captivating content, notify them about special offers, and more. In turn, Instagram works for customer engagement even better than other social platforms. Usually, a photograph on Instagram gets more engagement than a post on Facebook, though the latter platform has twofold more active users. Knowing this peculiarity, Instagram lets businesses make the foremost of their platform. Instagram offers a strong set of tools that allow users to buy right from Instagram. Among them are links in Instagram Stories, shopping tags, ads, and more. Instagram boosts your business's reach by letting you define your audience precisely. This chance is out there on Instagram ads manager because of its targeting options. With them, you'll pinpoint the foremost suitable audience consistent with demographic data, interests, behavior, and more.
Brands are increasingly seen in light of collaborative, value creation activities of a firm and all of its stakeholders. This is strongly influenced by the emergence and dominant role that social media plays in societies globally. With challenges presented for brand management and marketing scholarship more generally, to understand and react to the social implications presented for brand value creation. Accordingly, this study builds on the principles of S-D logic to expand understanding of the co-creation of brand value on social media. We introduce social construction theories, focusing on structuration theory. A conceptual model and propositions apply a structuration perspective to provide new insights into how brand value is socially constructed by multiple stakeholders using social media. The focus is on how stakeholder-brand interactions play out across three dimensions of social structure: meaning; norms; and power. We consider how brand meaning (and thus value), emerges out of consensus and dissensus between various stakeholders—brand loyalists and brand rebels—using social media to interact with brands. And how norms of behavior and structures of power guide and legitimize their social media use to reinforce, or potentially transform, brand meaning. Importantly, we consider how brand management can recognize the interactive opportunities provided by different social media platforms and the positions and roles of stakeholders and their social context in considering the social construction of brand value.
The purpose of this study was to find out how significant the influence of electronic word-of-mouth (EWOM) is on purchase intentions through social media marketing as an intervening variable. This study used a quantitative method with a descriptive approach, using a non-probability sampling technique with a total sample size of 400 respondents. Data collection was carried out by distributing questionnaires to consumers who use Somethinc products in the city of Bandung. The data analysis method used in this study is SEM-PLS, which was processed using SmartPLS 3.0 software. According to the findings of this study, EWOM has a positive and significant effect on purchase intention, with a value of 6.286 > 1.649; E-WOM has a positive and significant effect on social media marketing; social media marketing has a positive and significant effect on purchase intention; and EWOM has a positive and significant effect on purchase intention via social media marketing as an intervening variable on some products.
Social media has been present in our lives for the past decades, creating several business opportunities. Sales management, sales agents, and the sales force in general today use social media as part of the sales process, leading to important transformations in the sales activity. The objective of our study is to identify the main behaviors of young people with respect to their interaction with companies on social media. To achieve this objective, we applied a questionnaire to young consumers in Romania. In this way, we managed to collect 359 valid responses, which constitute the data for this research. The results highlighted that Instagram, Facebook, Tik-Tok, and YouTube are the most popular among young people, who prefer to communicate with companies through them, being familiar with the tools available. Furthermore, the results show a very high potential for social media to influence the purchase decision of young consumers.
The aim of this study is to explore the contemporary digital marketing strategies and tools and the role played by these in various marketing activities or areas. The study also explores the market segmentation in the digital era to improve customer experience tools. In addition, the study determines which strategy has been suggested to be most optimized for enhancing Customer Experience. The research method comprises a Systematic Literature Review (SLR), which included choosing the key publications, data extraction and synthesis, quality assessment for the chosen publications, and assessing and presenting the results. This systematic review is important for marketing professionals as it emphasizes the significance of selecting appropriate digital marketing strategies as per marketing activities to maximize customer experience. The results of SLR identify different contemporary marketing strategies such as eWOM, emailing, affiliate marketing, search engine optimization, social media marketing, and corporate blogging. Among these strategies, Social Media Marketing is found to be most effective for the brands in their endeavor to maximize customer experience. It is because of the personalization, customization as well as an interaction which this digital strategy offers to the customers.
Purpose
The study investigates the factors that influence young consumers ( Gen Zs and Ys) in emerging markets to engage fashion ads of non-luxury fashion retail small- to medium-size enterprises (SMEs) on social media. Through a desk assessment of practice and the phenomenon's available evidence in the extant literature, four main drivers were delineated, reviewed and subsequently tested to influence young consumers' behavioural engagements of emerging markets' fashion SMEs' social media contents.
Design/methodology/approach
A non-probability sample of 1,150 respondents (Gen Y and Z combined) in Ghana, an emerging market, formed the sample for the study. The respondents assessed four empirically identified antecedents ( sales campaigns, relevant sales-related information, catchy and inspiring product/brand photo/video and consumer-generated contents) that are likely to influence their behavioural engagement on social media platforms (Instagram, Facebook, WhatsApp and Twitter). SmartPLS (version 3.3.3) was employed to perform partial least square structural equation modelling.
Findings
The results showed that to engage fashion-related ads, particularly from non-luxury fashion SMEs, young consumers consider sales campaigns, cues from consumer-generated contents, as well as quality and inspiring videos and photos. Less attention is given to relevant sales-related information.
Practical implications
The three significant drivers of engagement found in the current study provide managerial knowledge for non-luxury fashion SMEs in emerging markets. Videos and still pictures must be of high definition and quality. Short and long promotional campaigns may drive positive behavioural engagements. Interactivity between fashion SMEs and young consumers is encouraged as it precipitates the positive engagement behaviours enabled by social media. The study concludes with actionable recommendations for the non-luxury fashion SME sector in emerging economies.
Originality/value
The study is the first of its kind to ascertain what drives young consumers' engagement with non-luxury fashion SMEs on social media. It provides managerial insights and guidance to SMEs in emerging markets on effective social media fashion retailing targeted mainly at digital natives, the dominant generational cohorts on social media in most emerging economies.
Purpose
The present research aimed to identify the motivations, needs, wants, preferences and limitations of corporate professionals with regard to business social analytics.
Design/methodology/approach
Online interviews were conducted with 26 professionals the majority of whom work at the management level at 20 reputable corporations in Turkey. Both qualitative and quantitative data was collected during these interviews, which lasted an average of one hour.
Findings
The findings shed light on the motivations of corporate professionals for monitoring social media and other digital media, their perceived capability and limitations in doing so, the media that they monitor and wanted to monitor if possible, their criteria and processes for working with service providers in the field of business social analytics, their needs which are not fully met by service providers, their suggestions on service improvement and their reflections on how internal and external customer data can be analyzed with an integrated approach.
Originality/value
This research is an attempt to bridge the gap between the priorities of engineers who generate artificial intelligence for the purposes of social listening and analytics and the end users, e.g. corporate communication professionals. Only by doing so, this field, which is getting more and more important as people spend more time online, will reach its full potential and benefit corporations by providing fruitful insight upon which strategic steps can be taken.
Endorsers are highly effective in promoting customer–brand engagement. New endorsers are emerging owing to the digital explosion. Who promotes brands better - mega or macro-influencers? Traditional celebrities can represent both types of endorsers (mega and macro) with a strong online presence but varying numbers of followers. This study conducted an online survey to determine the antecedents and consequences of endorsers' participation in marketing and communication strategies. The results of path analysis showed that brand and endorser credibility played a significant role in determining customer brand engagement and brand equity. Endorser credibility impacted brand equity only in the case of mega-influencers. Smaller influencers exhibited higher prowess than celebrities to engage customers, thus suggesting that “less is more.”
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