A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry

2016 ◽  
Vol 80 (6) ◽  
pp. 146-172 ◽  
Author(s):  
Cait Lamberton ◽  
Andrew T. Stephen
Keyword(s):  
Social Media ◽  
Marketing Research ◽  
Mobile Marketing

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunli Ji ◽  
Susana Mieiro ◽  
Guihai Huang
Keyword(s):  
Social Media ◽  
Behavioral Intention ◽  
Marketing Research ◽  
Research Field ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Interactive Marketing ◽  
Media Dependency ◽  
Content Type ◽  
Social Media Advertising

PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

Online-Marketing Schritt für Schritt

2021 ◽  
Author(s):  
Gerald Pilz
Keyword(s):  
Social Media ◽  
Big Data ◽  
Marketing Mix ◽  
Online Marketing ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Soziale Medien ◽  
Marketing Social ◽  
E Mail

Das Online-Marketing hat sich in den vergangenen Jahren in beschleunigender Weise professionalisiert und ausdifferenziert. Die Dynamik von Geschäftsmodellen und die stetige Erweiterung technischer Möglichkeiten lassen immer weitere Marketinginstrumente entstehen. Gleichzeitig wirken soziale Medien und Big Data auf dieses Fachgebiet ein, so dass durch passgenaue Bedarfsermittlungen das Internetmarketing inzwischen von vielen Profis als weitaus wirksamer angesehen wird als der herkömmliche Marketing-Mix. Das Buch behandelt die Themen Banner-Werbung, E-Mail- Werbung, Affiliate-Marketing, SEO bzw. Suchmaschinenoptimierung, SEA bzw. Suchmaschinenwerbung, Blog-Marketing, Influencer-Marketing, Social-Media-Marketing, Mobile Marketing sowie Online-Marktforschung. Zahlreiche Übersichten, Merksätze, Zusammenfassungen und vielfältige Aufgaben mit Lösungen erleichtern das Verständnis.

scholarly journals Estratégias de marketing digital em empresa do segmento gamer brasileiro: o caso Hoplon

2018 ◽  
Vol 1 (41) ◽  
pp. 52
Author(s):  
Alef Muller Silva de Souza ◽  
Lúcia De Fátima Lúcio Gomes da Costa
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Media Optimization ◽  
Search Engine Marketing ◽  
Search Engine Optimization ◽  
Marketing Social ◽  
Optimization Search ◽  
E Mail

A finalidade do presente estudo foi analisar as estratégias de marketing digital utilizadas pela empresa desenvolvedora de jogos Hoplon Infortaiment, atuante no segmento gamer brasileiro e no mercado global. Para isso, foi necessário verificar as estratégias de marketing digital da empresa decorrentes de páginas digitais, tecnologias mobile, redes sociais, plataformas de busca, presença digital, e-mail marketing, mobile marketing, social media marketing e social media optimization, search engine marketing e search engine optimization, além do benchmarking como ferramenta de gestão para melhoria de estratégias de marketing digital. Realizou-se um estudo de caso, de base qualitativa exploratória, visando esclarecer o processo de estratégias de marketing digital que ocorrem na empresa. Com base nos dados levantados através de entrevista semiestruturada, verificou-se a importância do marketing digital para as ações da empresa, como forma de entregar valor agregado aos seus usuários. Como resultado, ao utilizar-se da internet como ferramenta de marketing para atingir o público alvo, a empresa mostrou-se eficaz ao adaptar seus conteúdos às características específicas do segmento, firmando o enfoque no uso de plataformas online, páginas digitais e mídias sociais, para aumentar o alcance de publicidade a nível global e atingir a satisfação e manutenção de seus clientes.

Effects of relationship types on customers’ parasocial interactions

2017 ◽  
Vol 8 (1) ◽  
pp. 133-147 ◽  
Author(s):  
Seonjeong Ally Lee ◽  
Minwoo Lee
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Marketing Research ◽  
Customer Relationships ◽  
Cross Sectional ◽  
Content Type ◽  
Relationship Types ◽  
Different Types ◽  
Social Media Platforms ◽  
Parasocial Interactions

Purpose The purpose of this study is to investigate different types of customer relationships on customers’ interaction with the brand, based on prior social media and relationship marketing research. Design/methodology/approach A cross-sectional, self-administered online survey was conducted to investigate the role of different types of relationships on customers’ brand-relevant responses in the context of hotel social media platforms. Findings Results identified customers’ relationships with services and brands, and how other customers influenced their parasocial interactions (PSIs). Customers’ PSIs then positively influenced their self-brand connection and their brand usage intention. Originality/value This study was the first attempt to propose a conceptual framework to explain different types of customer relationships on customers’ interactions with the brand in the context of hotel social media platforms.

THE ROLE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19

2021 ◽  
Vol 14 (8) ◽  
pp. 17-33
Author(s):  
Aqilah Yaacob ◽  
Jen Ling Gan ◽  
Shamsuddin Yusuf
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Quantitative Methods ◽  
Marketing Research ◽  
Social Media Marketing ◽  
Online Purchase ◽  
Consumer Review ◽  
Online Consumer ◽  
Fashion Apparel ◽  
Online Consumer Review

Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparel via online platforms during the pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review’, ‘Social Media Advertisement’, and ‘Influencer Endorsement’ have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r = .25; r = .35; r = .48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during the pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media.

Digital Marketing as a Communication Tool in Emerging Businesses

2019 ◽  
pp. 353-366
Author(s):  
Carlos Luis Torres Briones
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Communication Tool ◽  
Starting A Business ◽  
Content Generation

Emerging businesses face the daily challenge of competing in a world where major brands use their complete artillery to communicate and attract customers, and where small businesses are the most affected, so they should be more intelligent and daring to compete in the daily market. Here, the authors study the theory of digital marketing as a communication tool for emerging businesses and its benefits according to different authors. As a result, they propose the EComPymes model, where the appropriate basic tools for these type of companies are shown; thus, content generation through social media, mobile marketing, and email are the main options, not only for starting a business but competing with low budgets.

Gaining Insight

2021 ◽  
pp. 109-135
Author(s):  
Stacy Landreth Grau
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Learning Organization ◽  
Marketing Research ◽  
The Internet ◽  
Advantages And Disadvantages ◽  
The Right ◽  
Gaining Insight

Chapter 5 covers the fundamentals of marketing research. Research is vitally important to organizations, but it is not something many nonprofit organizations feel they can easily afford. This chapter outlines the process so that organizations can do it themselves or know enough to ask the right questions of others doing research for them. This chapter covers the various types of research and the advantages and disadvantages of each. It includes why to do marketing research and what types of questions should be asked. It also includes the role of the Internet—with social media in particular—as important avenues for research and insights. The chapter also includes a section on becoming a learning organization by putting these insights to systemic use.

Exploring newsjacking as social media–based ambush marketing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nicholas Burton ◽  
Cole McClean
Keyword(s):  
Social Media ◽  
Structural Characteristics ◽  
Marketing Research ◽  
Sport Marketing ◽  
Media Analysis ◽  
Sporting Events ◽  
Content Type ◽  
Strategic Intent ◽  
Ambush Marketing ◽  
Winter Olympic Games

PurposeThis study explores the use of event-related promotional hashtags by non-sponsors as a form of social ambushing, akin to newsjacking, as potential means of ambushing major events and the potential challenges facing commercial rights holders.Design/methodology/approachFramed within the context of the 2018 PyeongChang Winter Olympic Games, the present research takes a descriptive analytical approach to social media analysis. Social media data were accessed from Twitter's API across a six-week Games period and subsequently coded and categorized based upon strategic intent, content and key structural characteristics. A quantitative analysis of Tweet distribution, frequency and buzz was then conducted, providing insight into the impacts and effects of social ambushing via newsjacking.FindingsImportantly, the study's findings suggest that whilst newsjacking by non-sponsors throughout the Games was pervasive, the potential reach and impact of such social ambushing may be limited. Non-sponsoring firms primarily adopted Games hashtags for behavioural or diversionary means, however consumer response to such attempts was minimal. These findings offer renewed perspective for scholars and practitioners on social ambushing and ambush marketing interventionism.Originality/valueThis research provides an important investigation into the manifestations and potential implications of social ambushing and illustrates the potential for brands to newsjack sporting events through unauthorized hashtag usage, necessary advances in sport marketing research.

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