Influence in Social Media Marketing: A Quantitative Evaluation Framework from a Large Scale of Empirical Evidence

2016 ◽  
Author(s):  
Junjie Song ◽  
Naoum Jamous ◽  
Klaus Turowski
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Quantitative Evaluation ◽  
Large Scale ◽  
Evaluation Framework ◽  
Social Media Marketing

scholarly journals Evaluation and decision making in social media marketing

2017 ◽  
Vol 55 (1) ◽  
pp. 15-31 ◽  
Author(s):  
Brendan James Keegan ◽  
Jennifer Rowley
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Planning Process ◽  
Evaluation Framework ◽  
Social Media Marketing ◽  
Management Decision ◽  
Exploratory Research ◽  
Report Generation ◽  
Content Type ◽  
Wide Range

Purpose As organisations are increasing their investment in social media marketing (SMM), evaluation of such techniques is becoming increasingly important. The purpose of this paper is to contribute to knowledge regarding SMM strategy by developing a stage model of SMM evaluation and uncovering the challenges in this process. Design/methodology/approach Interviews were conducted with 18 key informants working for specialist SMM agencies. Such informants are a particularly rich source, since they manage social media campaigns for a wide range of clients. An exploratory research was conducted and thematic analysis surfaced the key components of the SMM evaluation process and associated challenges. Findings The SMM evaluation framework is developed. This framework has the following six stages: setting evaluation objectives, identifying key performance indicators (KPIs), identifying metrics, data collection and analysis, report generation and management decision making. Challenges associated with each stage of the framework are identified, and discussed with a view to better understanding decision making associated with social media strategies. Two key challenges are the agency-client relationship and the available social analytics tools. Originality/value Despite an increasing body of research on social media objectives, KPIs and metrics, no previous study has explored how these components are embedded in a marketing campaign planning process. The paper also offers insights in the factors that make SMM evaluation complex and challenging. Recommendations for further research and practice are offered.

Trust Management Issues in Social-Media Marketing

2015 ◽  
Vol 5 (3) ◽  
pp. 47-64 ◽  
Author(s):  
Vikas Kumar ◽  
Prasann Pradhan
Keyword(s):  
Social Media ◽  
Business Strategy ◽  
Trust Management ◽  
Large Scale ◽  
Social Media Marketing ◽  
Business Partners ◽  
The Social ◽  
Customer Trust ◽  
Potential Customers ◽  
User Trust

Social Media provides a new channel to marketers and businesses to communicate with their customers and business partners and integrate this media in their business strategy. The large scale growth of the social media and its increasing users has opened up new marketing era for the businesses. However, with enormous growth of the social media and other online channels, the competition has increased worldwide. Correspondingly, the customer retention and satisfaction has come-up as the biggest challenge. It has become necessary to gain and retain the customer trust, so that the existing customers are retained and new customers are attracted. Trust management becomes the most important issue in the online environment to work closely with the existing and potential customers along with the business partners. Present work discusses the important aspects of entrusting, managing and maintaining user trust with the social media marketing strategies. The paper highlights the various prevailing models of the trust management and comes out with the strong arguments to facilitate the user trust for businesses using social media marketing techniques.

scholarly journals Social Media Marketing for User Engagement: Evidence from Bosnia and Herzegovina

2021 ◽  
Vol 4 (1) ◽  
pp. 13-24
Author(s):  
Ensar Mekić ◽  
Minela Zerdo-Puljić
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Bosnia And Herzegovina ◽  
Real Data ◽  
Social Media Marketing ◽  
User Engagement ◽  
Non Profit ◽  
The Real ◽  
Social Media Platforms ◽  
Non Profit Organizations

Internet enabled the emergence of social media platforms, opened new markets and changed the way businesses and organizations operate, communicate with their target audience, promote their activities and achievements. Non-profit organizations worldwide use social media platforms and strive to increase user engagement and the number of reactions to achieve their goals. Although in Bosnia and Herzegovina, non-profit organizations use social media platforms, there is no empirical evidence of their success in increasing user engagement and the number of reactions. This study investigates which social media factors have an influence on user engagement, particularly on the number of reactions on Facebook posts. The real data from the period of 15 months were collected from a Facebook business profile of a non-profit organization from Bosnia and Herzegovina. SPSS and Excel were used to analyze the data. According to the research results, the period of publishing and the number of photos have an effect on the number of reactions on Facebook posts, while the amount of text and the day of publishing do not have an effect on the number of reactions.

scholarly journals The Effect of Facebook, WhatsApp, Twitter and Email on SMEs Performance: Empirical Evidence from United Arab Emirates

2020 ◽  
pp. 1-17
Author(s):  
Saeed Khalifan RASHEED GHANEM ◽  
Nor Aziati Binti ABDUL HAMID
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
United Arab Emirates ◽  
Marketing Mix ◽  
Abu Dhabi ◽  
Social Media Marketing ◽  
The Way

Social media marketing tools are a phenomenon that has become an important aspect of the marketing mix and revolutionized the way companies interact with their customers. It is a new field of research and literature quick scan revealed that not many studies exist on social media marketing tools on SMEs in Abu Dhabi UAE. However, the few existing studies, without scientific proof to SMEs in Abu Dhabi UAE data, have been rushing to conclude that the emergence of social media marketing tools has led to the death benefits of social media for SMEs’ performance.

Meteor Solutions: Measuring the Value of Social Media Marketing

2017 ◽  
pp. 1-22
Author(s):  
Mark Jeffery ◽  
Zev Kleinhaus ◽  
Twinkle Ling ◽  
Itaru Matsuyama ◽  
Thien Nguyen-Trung ◽  
...  
Keyword(s):  
Social Media ◽  
Large Scale ◽  
Success Factors ◽  
Vice President ◽  
Social Media Marketing ◽  
Video Gaming ◽  
Advertising Agency ◽  
Gaming Industry ◽  
Key Success Factors ◽  
Service Advertising

In March 2009, Steve Fowler, vice president of strategy and client service at full-service advertising agency Ayzenberg, had just completed what he considered to be one of the most innovative campaigns he had ever handled. Capcom, a leader in the video gaming industry, had just launched Resident Evil® 5 (RE5), the latest release of one of the industry's most valuable game franchises. RE5, a powerful asset with a passionate fan base, had warranted the use of an online viral, or word-of-mouth (WOM), campaign for its worldwide game launch. Although the creative work and appropriate media for the RE5 launch had been meticulously planned, Fowler was also interested in measuring the effectiveness of the campaign to better serve his client. In the past, measuring WOM was practically impossible. However, a software company named Meteor Solutions had found a way to do exactly that. Fowler and his team had worked with Meteor to execute several campaigns for other clients, but he had never applied Meteor tools on such a large scale. Fowler knew Capcom would want to hear specific WOM figures. What was the return on investment for the RE5 campaign and the implications for future campaigns? Had the Meteor tools provided comprehensive and actionable information, or was more work needed before these solutions could be widely used in advertising?How to measure the value and fully leverage social media marketing including key success factors, challenges, metrics and implications for future campaigns and other industries.

Trust Management Issues in Social-Media Marketing

2018 ◽  
pp. 714-732
Author(s):  
Vikas Kumar ◽  
Prasann Pradhan
Keyword(s):  
Social Media ◽  
Business Strategy ◽  
Trust Management ◽  
Large Scale ◽  
Social Media Marketing ◽  
Business Partners ◽  
The Social ◽  
Customer Trust ◽  
Potential Customers ◽  
User Trust

Social Media provides a new channel to marketers and businesses to communicate with their customers and business partners and integrate this media in their business strategy. The large scale growth of the social media and its increasing users has opened up new marketing era for the businesses. However, with enormous growth of the social media and other online channels, the competition has increased worldwide. Correspondingly, the customer retention and satisfaction has come-up as the biggest challenge. It has become necessary to gain and retain the customer trust, so that the existing customers are retained and new customers are attracted. Trust management becomes the most important issue in the online environment to work closely with the existing and potential customers along with the business partners. Present work discusses the important aspects of entrusting, managing and maintaining user trust with the social media marketing strategies. The paper highlights the various prevailing models of the trust management and comes out with the strong arguments to facilitate the user trust for businesses using social media marketing techniques.

scholarly journals Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa

2020 ◽  
Vol 5 (3) ◽  
pp. 145
Author(s):  
Supeni Budi Priatni ◽  
Teza Hutriana ◽  
Enni Noegraheni Hindarwati
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Marketing Theory ◽  
Significant Positive Effect ◽  
Independent Variable ◽  
Marketing Variables ◽  
Positive Effect

The purpose of this study was to examine the effect of Social Media Marketing variables on Purchase Intention through Brand Awareness. The analysis that be used is path analysis. The sample is 97 instagram followers of Martha Tilaar Salon Day Spa taken from the number of 3721 followers Martha Tilaar Salon Day Spa followers on April 13, 2019. The dependent variable used is Purchase Intention. The independent variable is Social Media Marketing and the intervening variable is Brand Awareness. This study provides empirical evidence that Social Media Marketing has a significant positive effect on Brand Awareness, Brand Awareness has a significant positive effect on Purchase Intention, Social Media Marketing has a significant positive effect on Purchase Intention, Social Media Marketing has a significant positive effect on Purchase Intention with Brand Awareness as an independent variable . Empirical results from this study have implications for salon entrepreneurs, marketing divisions in the beauty and spa industry as well as the development of Social Media Marketing theory, Brand Awareness that influences Purchase Intention as a result of this study

Change of Attitude, Technology and Practice: Identifying the Change for Increased Value Creation with Customer Co-creation

2017 ◽  
Vol 5 (1) ◽  
pp. 70-82
Author(s):  
Soumi Paul ◽  
Paola Peretti ◽  
Saroj Kumar Datta
Keyword(s):  
Social Media ◽  
New Product Development ◽  
Value Creation ◽  
Large Scale ◽  
Customer Orientation ◽  
Customer Relationships ◽  
Future Research ◽  
Management Competencies ◽  
Business Decisions ◽  
Prime Concern

Building customer relationships and customer equity is the prime concern in today’s business decisions. The emergence of internet, especially social media like Facebook and Twitter, changed traditional marketing thought to a great extent. The importance of customer orientation is reflected in the axiom, “The customer is the king”. A good number of organizations are engaging customers in their new product development activities via social media platforms. Co-creation, a new perspective in which customers are active co-creators of the products they buy and use, is currently challenging the traditional paradigm. The concept of co-creation involving the customer’s knowledge, creativity and judgment to generate value is considered not only an upcoming trend that introduces new products or services but also fitting their need and increasing value for money. Knowledge and innovation are inseparable. Knowledge management competencies and capacities are essential to any organization that aspires to be distinguished and innovative. The present work is an attempt to identify the change in value creation procedure along with one area of business, where co-creation can return significant dividends. It is on extending the brand or brand category through brand extension or line extension. This article, through an in depth literature review analysis, identifies the changes in every perspective of this paradigm shift and it presents a conceptual model of company-customer-brand-based co-creation activity via social media. The main objective is offering an agenda for future research of this emerging trend and ensuring the way to move from theory to practice. The paper acts as a proposal; it allows the organization to go for this change in a large scale and obtain early feedback on the idea presented. 

Penerapan Strategi Social Media Marketing Untuk Meningkatkan Penjualan Pada Dealer Mobil Toyota, Daihatsu dan Honda Bandung

Infoman s ◽  
2018 ◽  
Vol 12 (2) ◽  
pp. 115-124
Author(s):  
Yopi Hidayatul Akbar ◽  
Muhammad Agreindra Helmiawan
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Social Media Marketing ◽  
Public Attention ◽  
Media Companies ◽  
Social Media Networks ◽  
Internet Users ◽  
Marketing Activities ◽  
The University ◽  
Website Content

Social media is one of the information media that is currently widely used by several companies and personally to convey information, with the presence of social media companies no longer need to spread offers through print media, they can use information technology tools in this case social media to submit offers the products they sell to users globally through social media. This social media marketing technique is the process of reaching visits by internet users to certain sites or public attention through social media sites. Marketing activities using social media are usually centered on the efforts of a company to create content that attracts attention, thus encouraging readers to share the content through their social media networks. The application of the QMS method is certainly not only submitted through search engine webmasters, but also on a website keywords must be applied that relate to the contents of the website content, because with the keyword it will automatically attract visitors to the university website based on keyword phrases that they type in the search engine. With Search Media Marketing Technique (SMM) is one of the techniques that must be applied in conducting sales promotions, especially in car dealers in Bandung, it is considered important because each product requires price, feature and convenience socialization through social media so that sales traffic can increase. Each dealer should be able to apply the techniques of Social Media Marketing (SMM) well so that car sales can reach the expected target and provide profits for sales as car sellers in the field.

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