How implicit mindset influences consumers’ perception of company engagement with product complaints online

2019 ◽  
Vol 47 (10) ◽  
pp. 1-9
Author(s):  
Sang Yeal Lee ◽  
Ji Young Lee ◽  
Hongmin Ahn ◽  
Jang Ho Moon
Keyword(s):  
Social Media ◽  
Consumer Perceptions ◽  
Consumer Perception ◽  
Mediation Effect ◽  
Negative Events ◽  
Implicit Beliefs ◽  
Consumer Complaints ◽  
Consumer Attributions ◽  
Social Media Platforms ◽  
A Company

Consumer complaints posted on social media can quickly escalate a problem to become a crisis for a company. Although many companies engage with consumer complaints on various social media platforms, understanding of the mechanisms underlying consumer perceptions of such engagement remains limited. Thus, we examined how company engagement and consumers’ implicit mindset (i.e., implicit beliefs about the nature of human traits) influences consumer attributions regarding complaints posted online. Through an experiment (N = 356 participants) we showed that (a) company engagement with consumer complaints led to positive responses, potentially reducing the likelihood that negative events will become crisis situations, and (b) this effect was mediated by consumer perception of company responsibility. Further, the mediated relationship between company engagement and outcome of responding to complaints through the degree of perceived company responsibility was contingent on the consumers’ mindset (i.e., a moderated mediation effect), showing the importance of consumers’ implicit mindset to online complaint behaviors.

Techniques of Viral Marketing

2019 ◽  
Vol 118 (6) ◽  
pp. 97-99
Author(s):  
Arockia Jeyasheela A ◽  
Dr.S. Chandramohan
Keyword(s):  
Social Media ◽  
Real Time ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Consumer Perception ◽  
Key Word ◽  
The Right ◽  
A Company

This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral marketing are social profile gathering, Proximity Market, Real time Key word density.

scholarly journals Social Media Consumer Perceptions in the Context of Demographic Features

2020 ◽  
Author(s):  
Muhammed Fatih Cevher ◽  
Erdoğan Taşkın
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Consumer Perceptions ◽  
Popular Method ◽  
The Social ◽  
Technological Developments ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Demographic Features

Consumer behavior, which is one of the focus issues of marketing, continues to be examined from different perspectives after changing technological developments. As marketing activities have been realized through social media platforms in recent years, it has also made it possible to examine the social media platforms and consumers as users. Influencer Marketing is an increasingly popular method of influencing consumers in social media with the help of influencers. It is important for businesses to send their messages about their brand or products to consumers and affect them. Consumers' evaluation of these messages is realized through their perceptions. The analysis of consumer perceptions in terms of demographic features in social media is also the focus of this study.

Why Should the Business Community and Organizations Leverage Social Media to Demonstrate Their Corporate Social Responsibility (CSR) Commitment?

2019 ◽  
pp. 86-116 ◽  
Author(s):  
Salim Sheikh
Keyword(s):  
Social Media ◽  
Environmental Sustainability ◽  
Real Life ◽  
Business Community ◽  
Brand Strategy ◽  
Employee Welfare ◽  
Social Media Platforms ◽  
Corporate Social ◽  
A Company

Social media is a great asset for developing a sustainable brand strategy that goes hand-in-hand with CSR. The role of social media cannot be ignored; we live in a customer-centric and highly connected world where consumers vote with their wallets, supporting companies that demonstrate concern for employee welfare, community development, environmental sustainability, and human rights. As the adage goes, “There's power in numbers,” and social media provides companies—who actively engage—with an influential, built-in network of passionate consumers that become followers of a brand when interested in what it's doing. By way of example, real-life case studies are presented that demonstrate the role social media platforms may play to showcase the strides that a company has made for a cause, whether this means funds donated, awareness raised, consumers reached, beneficiaries helped, communities improved, etc.

scholarly journals Competition as a form of promotion of the beauty salon on social media platform

2021 ◽  
Vol 10 (4) ◽  
pp. 195-199
Author(s):  
Natalia Stojanowska ◽  
Keyword(s):  
Social Media ◽  
Public Perception ◽  
Loyalty Program ◽  
Social Media Platform ◽  
Beauty Salon ◽  
The Public ◽  
Social Media Platforms ◽  
Media Platform ◽  
Formal Requirements ◽  
A Company

There are many forms of promoting a company and its products that can be organized on social media platforms. The most popular ones are: premium sales, loyalty program, promotional lotteries, competition, and although they seem similar, they differ significantly, in particular with regard to formal requirements. The aim of the article is to discuss the outline of a competition organized in the form of a public promise of reward, indication of the requirements of popular social media platforms towards organizers of such promotional campaigns, and to draw attention to the most common mistakes. Beauty salon owners planning to organize a competition in social media should especially take care of its legal correctness, because it affects not only their legal liability, but also the public perception.

scholarly journals USING SOCIAL MEDIA PLATFORMS TO CREATE AND DEVELOP BUSINESS PROJECTS

2020 ◽  
pp. 130-139
Author(s):  
S. Pokhylko ◽  
A. Eremenko
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Advantages And Disadvantages ◽  
Online Purchases ◽  
Doing Business ◽  
Start Up ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
The Relationship ◽  
A Company

The article is devoted to the research into social networks usage for doing business. Due to the fact that the life of modern people is filled to the brim with social media and almost everyone owns a social media profile, a large number of entrepreneurs responded immediately by creating business accounts in the places with the capacity potential audience. The amount of social networkers is growing and, as a result, the volume of online purchases will also grow accordingly. The article discusses in detail many popular social media, the potentialities of working there. It is specific about the relationship between a client and a company selling goods/services. The research analyzes the adoption of social networks in marketing activities and suggests the algorithm for a such purpose. The advantages and disadvantages of a company's presence in social networks are compared in the papers. Preliminary results suggest that there is positive effect on business evolution using social networking. Moreover, the upper hand of developing and doing business in the nets are considered to be the growth in sales of goods/services and a significant increase in traffic, in addition customers can easily recognize a brand through a logo, advertising, video. The seller has the opportunity to work from any area in the world without a definite reference to a place. Start-up costs for business projects in networks are minimal compared to other types of business projects. The excellent chance to promote work partnership through networks, the possibility of saving on advertising and attracting a broad clientele is traced in the papers. There has been a steep rise in customers' trust due to pages open access in social networks. In the conducted research the main stages of carrying on a business in social media were defined. It is suggested that an effective marketing strategy while promoting goods/services in networks will provide considerable benefits to a trade project. A rapid acceleration in business income from social media has a massive impact on the domestic economic growth and contributes to its advancement in general.

scholarly journals The role of Brand Salience and Trust in deepening Perception to an Intention: An empirical study on a social media platform

2019 ◽  
pp. 39-58
Author(s):  
Imran Munawar Qureshi ◽  
Hafiz Ghufran Ali Khan ◽  
Abdul Zahid Khan
Keyword(s):  
Social Media ◽  
Mediating Effect ◽  
Consumer Perception ◽  
Internet Survey ◽  
Valuable Insight ◽  
Social Media Platform ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform

Using the social media platform to examine the deepening of perception to the cognitive level of Intention to transact, this paper aims to consider the effects of trust and brand salience between perception-Intention relationship. An internet survey was conducted with 140 respondents. For analysis SEM applied to see the interactional effects of the variables. The results indicate that in the presence of a developed consumer perception, trust and brand salience do not show any significant effect on Intention to transact. However, independently brand salience and trust have significant relationships with Intention to transact. There’s no significant mediating effect of brand salience or trust in deepening consumer perception to the level of ‘Intention to transact’. This study recommends determining the key variables that effect the deepening of consumer perception. Exploration of more factors of consumer perception in new media platforms in general and social media platforms in particular. From a practical point of view this study suggests that firms using social media platforms should concentrate more on creating a good perception about their products and brands through SNS. A perceptual position properly created and managed has a very good chance of converting into an Intention to perform a transaction. This study provides valuable insight into the social media users’ behavior regarding their Intention building through the use of social networking sites. Furthermore, this study extends the deepening of consumer perception to the level of ‘Intention to transact’ by examining the mediating role of trust and brand salience.

Social Media Marketing

2019 ◽  
pp. 202-214 ◽  
Author(s):  
Priyanka Prasad ◽  
Pooja Saigal
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Media Marketing ◽  
Customer Base ◽  
Social Networking Websites ◽  
Social Media Platforms ◽  
Tools And Techniques ◽  
A Company

Utilizing internet, particularly social networking websites, for marketing is called social media marketing. It comprises designing a well-structured content that consumers can share with each other to help a company broaden its customer base and increase its brand visibility. However different social media platforms have different target audiences, and therefore, in order to succeed, it is indispensable for marketers to have a thorough understanding of tools and techniques required to attract different clusters of customers.

scholarly journals Assessment of Consumer Perception for Selecting Sports Brands Through Text Mining and Netnography

2019 ◽  
Vol 8 (3) ◽  
pp. 689-694
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Ease Of Use ◽  
Consumer Perception ◽  
Young Generation ◽  
Brand Name ◽  
Final Assessment ◽  
Textual Data ◽  
Social Media Platforms ◽  
Number Of Customers

Sports Apparels are pretty common amongst the young generation people since it provides people with greater flexibility, comfort and ease of use. Looking at the sell trend and bulk purchase of Sports Apparels and Sportswear by people, bigger companies like adidas, Nike, Puma, Reebok and Fila started spreading their business in Asia, specifically in India. With the course of time, a large number of customers have increased who not only are shopping online but also posting their reviews or comments on e-commerce sites, social media platforms, blogs, forums etc. The study assesses three brand analysis factors or parameters i.e. brand name, price and style on five sports brands which includes adidas, Nike, Puma, Reebok and Fila. On the basis of consumer’s online textual data, positive or negative reviews and comments, were segregated with respect to three mentioned brand analysis parameters of each sports brand. The Research was carried out on five sports brands and the final assessment was done accordingly for the three brands analysis parameters namely Brand Name, Price and Style. The research did the assessment of mentioned three factors that is Brand Name, Price and Style forming the consumer perception regarding selecting sports brands through Netnography and Text Mining.

scholarly journals Civic Action and Media Perceptions within the Wall: The (Re) Negotiation of Power in China

2013 ◽  
Vol 5 (1) ◽  
pp. 1-15 ◽  
Author(s):  
Natalie Pang
Keyword(s):  
Social Media ◽  
Media Literacy ◽  
Structuration Theory ◽  
The Internet ◽  
Media Credibility ◽  
Social Media Platforms ◽  
Types Of Information ◽  
Trust Propensity ◽  
A Company ◽  
Power Negotiations

Little has been known about China’s policing of the Internet until recently, when researchers began publishing insights on the types of messages that gets deleted and permitted on various social media platforms, as well as whether or not such moderations are performed automatically. Many discussions have focused on how such efforts may undermine the democratic potential and civic actions that may be empowered and facilitated by the Internet. Two cases discussed in this paper show a different picture: the aftermath of a train collision in Wenzhou in 2011, and an elaborate plan by a company to take out its competition – both utilizing social media. Structuration theory is used to analyse the types of agency, structures, and power negotiations that can be observed in both cases. The paper then reports a survey carried out with 499 participants on their perceptions of both cases, focusing on how trust propensity and types of information may shape their perceptions of media credibility. Results show that trust propensity was only significant in shaping perceptions of credibility for social media, but the types of information is significant in shaping perceptions of credibility for both mainstream and social media. Implications are drawn for media literacy as well as how civic actions function within China.

Follow for follow: marketing of a start-up company on Instagram

2017 ◽  
Vol 24 (3) ◽  
pp. 468-484 ◽  
Author(s):  
Henrik Virtanen ◽  
Peter Björk ◽  
Elin Sjöström
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Content Type ◽  
Start Up ◽  
Social Media Platforms ◽  
Company Representative ◽  
A Company ◽  
Potential Customers ◽  
Practical Implications

Purpose The purpose of this paper is to analyse the deliberate social media marketing practices of a start-up company. The study aims to measure the effects of these practices (i.e. following potential customers and liking and commenting on their posts on Instagram) on creating and increasing awareness of the company’s business and gaining followers for the company’s Instagram account. Design/methodology/approach The research is exploratory in nature and adopts an approach similar to that of action research. The research was enabled and facilitated by collaboration between the researchers and a company representative. The company offers an application for young mothers. Findings The model developed in this study identifies the effects of the practice of endorsing and interacting with customers for marketing purposes. It points out following as a first-order practice that small- and medium-sized enterprises (SMEs) can employ to gain followers instantly on Instagram. Research limitations/implications The method used limits the generalisability of the findings. However, the findings offer preliminary insights for future studies on Instagram marketing in SMEs. Practical implications Companies can attain success in social media marketing by actively engaging with customers and potential customers on various social media platforms. Originality/value There is a paucity of research focussing on Instagram marketing in SMEs. The model in this study contributes to theory on Instagram marketing and offers a framework that can help managers plan Instagram marketing strategies.

Sign in / Sign up

Export Citation Format

Share Document