The implication of social media marketing in modern marketing communication

2020 ◽  
pp. 121-124
Author(s):  
J. Waluyo ◽  
H. Hendrayati
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Marketing Communication

scholarly journals Innovative Social Media Marketing Communication Application for Thai Hotel SMEs

2020 ◽  
Vol 14 (16) ◽  
pp. 150
Author(s):  
Torboon Puangmaha ◽  
Tatri Taiphapoon ◽  
Pakpachong Vadhanasindhu ◽  
Sukree Sinthupinyo
Keyword(s):  
Social Media ◽  
Design Thinking ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
Design And Technology ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Application Development ◽  
Medium Enterprises ◽  
Industry Professionals

<p class="0abstract">Social media marketing communication has been widely adopted in organizations due to its values of interactivity, integration of communication channels, information collection and immediacy.  Nevertheless, a majority of small and medium enterprises (SMEs) do not realize how to systematically and effectively implement social media marketing communication.  In addition, few studies on application development of social media marketing communication have demonstrated the support for Thai hotel SMEs. This study aims to understand the pain points and expectations of SMEs in the Thai hotel industry, to design and develop an innovative social media marketing communication application for business promotion. The research utilizes design thinking process for application development using semi-structured interviews with 10 industry professionals. Based on results from the data analysis and conceptual prototype design, validated by group of professionals in business, innovation design and technology, the proposed prototype is practical and suitable for developing an innovative application that promotes Thai hotel SMEs’ social media marketing communication.</p>

scholarly journals Efektivitas Social Media Marketing E-Commerce dalam Meningkatkan Brand Image Perusahaan (Survei Pada Pelanggan Tokopedia)

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 505
Author(s):  
Defrianto Defrianto ◽  
Riris Loisa
Keyword(s):  
Social Media ◽  
Communication Theory ◽  
Brand Image ◽  
Social Media Marketing ◽  
Survey Method ◽  
Marketing Communication ◽  
Purposive Sampling ◽  
Image Dimension ◽  
The Social ◽  
The Impact

The research was done to determine the impact the of social media marketing will have on brand image Tokopedia. The research uses marketing communication theory, social media marketing, and brand image. Tokopedia is an e-commerce that offers a variety of products for its users starting with bill payment, electronics, beauty, automotive, and daily necessities. The approach used for this study is a quantitative approach with a survey method. The population in this study is the user of Tokopedia and the number of samples taken as much as 218 individuals and are using nonprobability sampling techniques with the purposive sampling approach. The data collected in this study is from a questionnaire. Based on the results of the research, it has been obtained that partial, there is an impact that social media marketing has had on the brand image Tokopedia. On the dimension of social media marketing, communication indicators are the highest indicator, and on the brand image dimension, brand benefit and competence indicators are the highest indicator. The relation that happened is only 28,3%. The rest of the 71,7% are affected by other factors outside the social media marketing activity.Penelitian ini dilakukan untuk mengetahui pengaruh social media marketing terhadap brand image Tokopedia. Penelitian ini menggunakan teori komunikasi pemasaran, social media marketing, dan brand image. Tokopedia merupakan e-commerce yang menawarkan berbagai macam produk-produk untuk penggunanya dimulai dari pembayaran tagihan, elektronik, kecantikan, otomotif, dan kebutuhan sehari-hari. Pendekatan yang digunakan untuk penelitian ini adalah pendekatan kuantitatif dengan metode survey. Populasi dalam penelitian ini adalah pengguna Tokopedia dan jumlah sampel yang diambil sebanyak 218 orang dan menggunakan teknik nonprobability sampling dengan pendekatan purposive sampling. Data yang dikumpulkan dalam penelitian ini dengan menggunakan kuisioner. Berdasarkan hasil penelitian, maka diperoleh hasil bahwa secara parsial, ada pengaruh social media marketing terhadap brand image Tokopedia. Pada dimensi social media marketing, indikator komunikasi merupakan indikator yang tertinggi, dan pada dimensi brand image, indikator brand benefit and competence merupakan indikator tertinggi. Hubungan yang terjadi hanya sebesar 28,3%. Sisanya 71,7% dipengaruhi oleh faktor lain diluar kegiatan social media marketing. 

Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting

2019 ◽  
pp. 135481661986780 ◽  
Author(s):  
Jun (Justin) Li ◽  
Woo Gon Kim ◽  
Hyung Min Choi
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Restaurant Industry ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Casual Dining ◽  
Social Media Engagement ◽  
Casual Dining Restaurant ◽  
Marketing Budget

Social media sites serve as lead generators for achieving marketing communication and raising brand awareness for casual-dining restaurant firms. This study attempts to measure social media engagement across different social networking sites (SNSs) and promotional activities for the casual-dining restaurant industry. This study also explores the influence of the dimensionality of social media engagement on the performance of casual-dining restaurants. The findings show that the metrics of social media engagement are different across channels and promotional activities. The results also reveal that these metrics have significant positive impacts on casual-dining restaurant performance. Pragmatically, the findings provide an assessment that enables casual-dining restaurant marketers to select the most effective SNSs and implement the most appropriate promotional activities, given the limited marketing budget of small and medium-sized casual-dining restaurants.

The integration of social media into corporate processes

2016 ◽  
Vol 38 (2) ◽  
pp. 239-259 ◽  
Author(s):  
Edit Bányai
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Current Literature ◽  
Business Processes ◽  
Additional Research ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Comprehensive Overview ◽  
Research Directions ◽  
The Social

The primary aim of this paper is to give a comprehensive overview of social media marketing solutions which can be used by companies. Many authors and researchers dealing with specialised subjects examine certain areas of this topic — and, in particular, with the influence of the social media on marketing communication. An overview of current literature and practical solutions enabled us to create a framework usable in the corporate sphere for creating a social media marketing strategy and for measuring the efficiency of social media activity. The framework helps companies to identify which social media solutions are worth taking advantage of to support their business processes, how they are able to measure the effectiveness of social media and it also provides a basis for the identification of additional research directions.

scholarly journals Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej

2021 ◽  
Vol 9 (2) ◽  
pp. 281-296
Author(s):  
Małgorzata Budzanowska-Drzewiecka
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Theoretical Discussion ◽  
Integrated Marketing ◽  
Ethical Challenges ◽  
Integrated Marketing Communication

The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing com­munication, resulting from the usage of social media in the companies’ communication practic­es. Based on the literature review, the current challenges of integrating social media into market­ing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communi­cation through the evolving social media and the theoretical discussion on the conceptual frame­work of integrated marketing communication.

scholarly journals PERAN MEDIA SOSIAL TERHADAP PENGEMBANGAN USAHA KECIL MENENGAH (UKM)

2019 ◽  
Vol 4 (2) ◽  
pp. 50-54
Author(s):  
Niki Puspitasari ◽  
Helmi Muhammad ◽  
Adita Nafisa
Keyword(s):  
Social Media ◽  
Online Discussion ◽  
Social Media Marketing ◽  
Personal Contact ◽  
Marketing Communication ◽  
Discussion Forums ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Business Decision ◽  
Online Discussion Forums

ABSTRACT Nowadays social media has become an effective marketing for communicating interactively with consumers. Even social media has an important role in integrated marketing communication (IMC). This study wants to know the implementation of social media and the benefits of social media to the development of UKM TARAJUNIK (Unique Knitting Bag). Some of the most tangible benefits of using social media are 1) as personal contact with consumers, 2) as a product gallery, 3) as a promotional media, and 4) as a basis for business decision making. In addition to these benefits, several other perceived benefits are conveying responses to consumers, customer surveys, online discussion forums, data collection on consumer needs, and others. Keywords: Social Media, Marketing, SMEs

Measuring Social Media Marketing Performance in Hospitals (Preprint)

2021 ◽  
Author(s):  
Chin-Wei Huang ◽  
Foo Nin Ho
Keyword(s):  
Social Media ◽  
Data Envelopment Analysis ◽  
Communication Channels ◽  
Social Media Marketing ◽  
Network Data ◽  
Data Envelopment ◽  
Healthcare Industry ◽  
Marketing Communication ◽  
Marketing Performance ◽  
Network Data Envelopment Analysis

BACKGROUND In today’s digital marketing environment, social media plays an important role in the healthcare industry. It provides a two-way communication channel between health professionals and patients. Even though social media marketing is becoming an important part of a hospital’s integrated marketing communications strategy; however, there has not been any study to measure the performance of social media marketing in hospitals. OBJECTIVE This paper uses Network Data Envelopment Analysis in assessing social media marketing performance relative to other marketing communication channels in determining intangible marketing assets (brand mind share) and overall satisfaction and referral. METHODS Our research proposes an approach in measuring social media marketing performance relative to other marketing communication channels based on a Network Data Envelopment Analysis (DEA) model that identifies and measures social media marketing efficiencies in an integrated fashion in the healthcare industry – specifically, in the hospital industry. RESULTS The results show that social media marketing is a critical part of a hospital’s marketing communications strategy in affecting brand mind share and ultimately customer satisfaction and referral. However, consumers have a moderately low level of trust from online information received. CONCLUSIONS This study adds both theoretical and strategic insights to leverage social media marketing in delivery patient value.

Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity

2015 ◽  
pp. 2135-2156 ◽  
Author(s):  
Kelley O'Reilly ◽  
Karen M. Lancendorfer
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Communication Channels ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Media Companies ◽  
Brand Credibility ◽  
Marketing Tool

This chapter highlights how companies might use social media marketing to build brand credibility and, ultimately, consumer-based brand equity. By building brand credibility and equity through SMM, companies can connect with distinctly different consumer groups. Because consumers are adept integrators of marketing communication channels within and across media, companies with strong virtual communities may reap even greater results from the theoretical perspective of customer-based brand equity discussed within the chapter. Marketing scholars and practitioners alike may find this chapter of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity

2014 ◽  
pp. 56-77 ◽  
Author(s):  
Kelley O'Reilly ◽  
Karen M. Lancendorfer
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Virtual Communities ◽  
Theoretical Perspective ◽  
Communication Channels ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Media Companies ◽  
Brand Credibility ◽  
Marketing Tool

This chapter highlights how companies might use social media marketing to build brand credibility and, ultimately, consumer-based brand equity. By building brand credibility and equity through SMM, companies can connect with distinctly different consumer groups. Because consumers are adept integrators of marketing communication channels within and across media, companies with strong virtual communities may reap even greater results from the theoretical perspective of customer-based brand equity discussed within the chapter. Marketing scholars and practitioners alike may find this chapter of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

scholarly journals Implementasi Digital Marketing PT. Taman Wisata Candi Selama Pandemik Covid-19

2021 ◽  
Vol 9 (1) ◽  
pp. 65-72
Author(s):  
Tsanaa Khenresta ◽  
Yonaz Salasa ◽  
Rani Chandra Oktaviani
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Virtual Tour ◽  
Alternative Tactic ◽  
Qualitative Descriptive

This study discusses how the implementation of the marketing communication strategy of PT.  TWC on social media during the Covid-19 pandemic.  This study aims to understand the marketing communication strategy of PT.  TWC on social media and understand the tactics and alternative promos of PT.  TWC during the Covid-19 pandemic.  The research was conducted in a qualitative descriptive manner by conducting interviews with internal informants, external informants, and expert informants.  In addition, literature review and observations were carried out. This study shows that there is a digitalization trend carried out by PT. TWC. In addition, PT.  TWC is also using virtual tours as an alternative tactic to its marketing communication strategy   Keywords: Covid-19 pandemic, social media, marketing communication strategy, virtual tour

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