The Usage Of Social Media In Terms Of Brand Personality: A Research On Comparison Between The Brand Personality Presentatıons Of Brands In Social Media And The Brand Personality Perceptions Of Target Groups

2020 ◽  
Vol 6 ◽  
pp. 47-63
Author(s):  
MERVE BOYACI ◽  
HATUN BOZTEPE TASKIRAN
Keyword(s):  
Social Media ◽  
Brand Personality ◽  
Target Groups

scholarly journals The Effect of Brand Personality and Social Media to Voting Behavior of Indonesia Presiden 2014

2019 ◽  
Vol 8 (2S9) ◽  
pp. 859-863
Keyword(s):  
Social Media ◽  
Rational Choice ◽  
Voting Behavior ◽  
Quantitative Methods ◽  
Brand Personality ◽  
Computer Software ◽  
Positive Influence ◽  
Three Dimensions ◽  
Voter Behavior ◽  
Five Dimensions

The purpose of this study was to analyze the effect of brand personality of Jokowi and social media to voting behaviour of Indonesia president 2014. The methods of this research conducted with quantitative methods. This research uses quantitative method. In this study also built on a review of the theory and results of previous studies. The population of this study are students faculty of social science and political science at Riau Kepulauan university force 2011-2015 users of social media twitter and facebook. Based on sample drawing technique Krejcie and Morgan obtained sample of 165 samples and the scale used is likert. Hypothesis testing is done by using multiple regression with the help of computer software SPSS 19.0. This study looks at the influence of five dimensions of Jokowi brand personality, sincerity, excitement, competence, sophistication, and ruggednes. Furthermore, this study also aims to identify the influence of social media twitter and facebook, and three dimensions of voting behavior that is sociological, psychological, and rational choice. The results of this study show the brand personality Jokowi in general categorized well with the dimension of brand personality the highest score is sincerity. Student voter behavior is generally categorized well with the rational choice dimension that has the highest score. Brand personality has a positive influence on voter behavior. Social media contribute significantly to voting behavior. In other words brand personality and social media together give influence to PP equal to 23.1% while the rest 63.9% voting behavior influenced by other factor which not discussed in this research.

scholarly journals Importance of University Social Media Communications in Czech Republic

2021 ◽  
Vol 15 ◽  
pp. 67-73
Author(s):  
Radomila Soukalová ◽  
Jiří Ježek
Keyword(s):  
Social Media ◽  
Czech Republic ◽  
Effective Communication ◽  
Target Groups ◽  
The Czech Republic ◽  
Secondary Research ◽  
Media Communications ◽  
Social Media Monitoring ◽  
Media Monitoring

This article currently focuses on the problems of university communications with target groups in the Czech Republic. This issue has been chosen with respect to the ongoing demographic crisis causing a decrease in the number of prospective university applicants. The topic reflects new trends in effective communication of university, i.e. social media communications and concentrates on prospective university applicants. The presented study introduces the results of sub-analyses carried out within selected Czech universities. The sub-analyses dealt with the problems of university social media profiles and their conceptuality, approach of individual universities towards profile administration and the importance of involving fans into communications on Czech university profiles. The necessary data have been gained using both primary and secondary research as well as with help of social media monitoring by Newton Media. The study concludes with the identification of common and different attributes of Czech universities´ social media communications and with suggestions as to how to make these communications more effective.

scholarly journals Local Pride Movement as A Local Sneaker Branding Strategy

2021 ◽  
Vol 9 (2) ◽  
pp. 48-59
Author(s):  
Bayu Suseno ◽  
Anwar Hidayat
Keyword(s):  
Social Media ◽  
Government Policy ◽  
Brand Personality ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Purchasing Decisions ◽  
Branding Strategy ◽  
Consumer Ethnocentrism ◽  
The Awakening ◽  
Industry Collaboration

This study aims to determine the awakening of the local pride tagline or slogan as a movement for the community to be proud to use a local sneaker brand. In this study, branding theory is used to analyze the formation of a tagline for local pride or pride in Indonesian-made products. The results of this study illustrate that the local pride campaign which is influenced by the practice of cross-industry collaboration with influencers is able to build brand personality for local shoe products towards consumer buying interest. The level of consumer ethnocentrism in the community forms brand awareness which has a significant effect on purchasing decisions for local shoe products, this is also in line with government policy through restrictions on imported commodities for products or goods that can be made domestically. The use of digital marketing content carried out by local products with the theme of being made proud of Indonesian products becomes a brand campaign through the hashtag #LocalPride to increase sales of local shoes (footwear) products, as well as a promotional tool that has proven to be very effective in increasing the number of followers of social media accounts.

scholarly journals Social Media Sellout - The Increasing Role of Product Promotion on YouTube

2018 ◽  
Author(s):  
Carsten Schwemmer ◽  
Sandra Ziewiecki
Keyword(s):  
Social Media ◽  
Past Research ◽  
Target Groups ◽  
Video Sharing ◽  
Automated Content Analysis ◽  
Original Dataset ◽  
The Social ◽  
Marketing Tool ◽  
Product Promotion

Since its foundation in 2005, YouTube, which is considered to be the largest video sharing site, has undergone substantial changes. Over the last decade, the platform developed into a leading marketing tool used for product promotion by social media influencers. Past research indicates that these influencers are regarded as opinion leaders and cooperate with brands to market products on YouTube through electronic-word-of-mouth mechanisms. However, surprisingly little is known about the magnitude of this phenomenon. In our article, we make a first attempt to quantify product promotion and use an original dataset of 139,475 videos created by German YouTube channels between 2009 and 2017. Applying methods for automated content analysis, we find that YouTube users indeed are confronted with an ever-growing share of product promotion, particularly in the beauty and fashion sector. Our findings fuel concerns regarding the social and economic impact of influencers, especially on younger target groups.

Sentiment Analysis of Brand Personality Positioning Through Text Mining

2019 ◽  
Vol 12 (3) ◽  
pp. 93-103
Author(s):  
Ruei-Shan Lu ◽  
Hsiu-Yuan Tsao ◽  
Hao-Chaing Koong Lin ◽  
Yu-Chun Ma ◽  
Cheng-Tung Chuang
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Brand Personality ◽  
Internet Marketing ◽  
Word Segmentation ◽  
Chinese Word ◽  
Chinese Word Segmentation ◽  
Key Factors ◽  
Factors Affecting ◽  
Processing Group

This article uses text mining and a Chinese word segmentation program developed by the Chinese Knowledge and Information Processing Group in Taiwan's Academia Sinica to analyze Facebook posts from 14 e-commerce companies. In addition, a list of keywords representing brand personalities is analyzed to reveal key factors affecting which social media posts attract consumers' attention. This research uses statistical analysis with a nonmanual questionnaire that is efficient and based on computer science to provide a reference for businesses operating Facebook fan pages and internet marketing.

Marketing of Peace of Demarketing of War?

2018 ◽  
pp. 109-120
Author(s):  
Carmen Nastase ◽  
Touria Neggady Alami ◽  
Zakaria Ait Taleb ◽  
Mounia El Farouki
Keyword(s):  
Social Media ◽  
International Institutions ◽  
Target Groups ◽  
Main Approach ◽  
The Impact

The marketing of peace has been of great impact during the previous century and the first two decades of the 21st. From famous songs to international institutions, the efforts to establish peace as a universal value were multiple. Marketing tools are the main approach to achieve this goal. Yet marketing peace can take more than one form, as demarketing war is also used to prepare people to reject it and pressure governments to take more peaceful measures to keep their interests. The rise of social media and viral videos has played an important role in raising the awareness against war and other kinds of violence. Therefore, this research aims at testing the impact of those videos on their target groups. To achieve this goal, the researchers study the impact of emotional and objective videos about the war in Syria to assess their impact on their analysis of the situation. As a key finding, the two groups had different approaches depending on the video introducing the topic, one more centered on politics and another giving a more humanitarian analysis.

Adapting Collective Tendencies in Narrative Advertising

2019 ◽  
pp. 322-332
Author(s):  
Ayca Oralkan
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Side Effect ◽  
The Other ◽  
Brand Value ◽  
High Threshold ◽  
Target Groups ◽  
Related Information ◽  
Branding Strategies ◽  
A Company

Brands are communication-based strategies where consumer expectations confront with company values, goals and promises. Developing successful branding strategies enables strengthened personal bonds with target groups. Stories have always captivated people and a company can tell its own story to reflect the brand value and the company vision. In the current social media era, narrative advertising has become a favorite tool of communication in reaching the target groups as a persuasion technique by making the audience feel involved and be part of the stories. In this context, collective tendencies are adapted to be the hosting medium for the slogan of the brand or any related information regarding the branding strategies. On the other hand, collective inertia, which develops as a side effect of these cultural tendencies, allows the new approaches as a source of interest if and only if they pass the high threshold. In these circumstances, narrative advertising is one of the most appropriate methods that can be used for a successful marketing strategy to overcome the inertia resistance.

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