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.

scholarly journals Machine learning-based mathematical modelling for prediction of social media consumer behavior using big data analytics

2021 ◽  
Vol 8 (1) ◽  
Author(s):  
Kiran Chaudhary ◽  
Mansaf Alam ◽  
Mabrook S. Al-Rakhami ◽  
Abdu Gumaei
Keyword(s):  
Social Media ◽  
Big Data ◽  
Consumer Behavior ◽  
Data Analytics ◽  
Big Data Analytics ◽  
Process Data ◽  
Social Media Platform ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform

AbstractSocial media is popular in our society right now. People are using social media platforms to purchase various products. We collected the data from various social media platforms. We analyzed the data for prediction of the consumer behavior on the social media platform. We considered the consumer data from Facebook, Twitter, Linked In and YouTube, Instagram, and Pinterest, etc. There are diverse and high-speed, high volume data which are coming from social media platform, so we used predictive big data analytics. In this paper, we have used the concept of big data technology to process data and analyze it to predict consumer behavior on social media. We have analyzed consumer behavior on social media platforms based on some parameters and criteria. We analyzed the consumer perception, attitude towards the social media platform. To get good quality of result, we pre-process data using various data pre-processing to detect outlier, noises, error, and duplicate record. We developed mathematical modeling using machine learning to predict consumer behavior on the social media platform. This model is a predictive model for predicting consumer behavior on the social media platform. 80% of data are used for training purposes and 20% for testing.

Social Media and Events

2021 ◽  
pp. 139-155
Author(s):  
Gulser Yavuz ◽  
Kemal Enes
Keyword(s):  
Social Media ◽  
The Internet ◽  
Event Management ◽  
Event Marketing ◽  
The Social ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Day By Day ◽  
Event Managers ◽  
Internet And Social Media

Globally, the number of the internet and social media users is increasing day by day. The event industry has been affected by that popularity of social media and so event management and event marketing activities have changed radically. In this research, the importance of the social media in the events, management of the event, and finding how to take advantage of the social media by the marketing of the event are explored. Using of the social media in events was examined in these three parts: before, during, and after the events. Today it is regarded as an important tool used by the event managers of social media platforms and so social media has become an indispensable part of the events.

scholarly journals The Assimilation of Social Media in Marketing Management: A Case Review of Taliah’s Strategy

2018 ◽  
Vol 4 (3) ◽  
pp. 58
Author(s):  
Nelson Obinna Omenugha
Keyword(s):  
Social Media ◽  
Digital Technologies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Call To Action ◽  
Promotional Strategy ◽  
The Social ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
The Subject

Aim: To review and discuss the use of social media platforms as digital marketing tool and promotional strategy by brands. The digital age inevitably brings changes and increased competition in ways businesses target, reach and recruit customers. This phenomena raises the question of which medium or media do businesses adopt in the marketing effort to reach, inform and convert customers; ultimately for survival? This review is an attempt to address this question within the context of the promotional activities of a beauty brand, Taliah.Approach: A review was conducted on the social media marketing activities of Taliah. It discusses different social media platforms such as Facebook, Twitter, Instagram and YouTube which the brand has combined to target, reach, persuade and convert their customers. In addition, the review identified four factors that reasonably affect the social media marketing as time and date; personality, call to action and post type. Consequently, this logical approach towards the subject-matter would help to provide knowledge and facilitate reaching the best-fit decision that can optimize the marketing activities of brands and businesses; considering the increasingly evolving technological era.Findings: The review considers the evolving changes in business as a result of the presence of various digital and interactive platforms and technologies. The study recognizes that the social media platforms provide opportunities for media content; including information on products and services to be processed and distributed to the targets. There is a worry that the market space is increasingly becoming competitive; particularly as consumers are empowered by the digital technologies to make informed choices among different brands and businesses. Arguably, this is one of the major factors that triggered the competition in the market and among brands.Review limitations/implications: The characteristics of the impact of the social media marketing on brands and businesses have recently been widely discussed because of their general applicability. Consequently, it is impossible to review and cover all the important aspects of the subject-matter in this review. This review focuses on the Taliah brand and how it has particularly conducted its social media and digital marketing management. It also examines four factors that reasonably affect the social media marketing; namely, time and date; personality, call to action and post type. The review examines and provides its own views based on content analysis of the social media marketing activities of Taliah brand.Practical implications: The review highlights the activities, benefits and challenges of applying social media as a marketing and promotional strategy. Social media platforms provide the channel through which brands and businesses can develop and disseminate information about their activities to their targets in an easy, less expensive and convenient manner. On the other hand, if brands and business understand the factors affecting the social media marketing; namely, time and date; personality, call to action and post type – they would be better prepared to checkmate these factors; including been able to aptly adapt the strengths of the social media in their marketing activities. This complement would strike the balance and potentially present a practical means through which brands could coordinate their marketing efforts in using various social media platforms. It is also crucial to gain insight into other factors that potentially impacting the activities of social media marketing strategy.Value: The review considers that the increasing changes in the market is itself an opportunity for the brands to rethink strategy on how various digital technologies and networking platforms can be optimized in marketing their activities and information. It is crucial and beneficial to emerging businesses and academics to understand how Taliah brand combined and utilized diverse social media platforms to target, reach out and recruit target customers; ultimately boosting its market shares.

scholarly journals CrossFit across Three Platforms: Using Social Media to Navigate Niche Sport Challenges

2019 ◽  
Vol 81 (1) ◽  
pp. 36-46
Author(s):  
Sun J. Kang ◽  
Jason A. Rice ◽  
Marion E. Hambrick ◽  
Chulhwan Choi
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Communication Channels ◽  
Media Usage ◽  
The Social ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Research Questions ◽  
Similarities And Differences ◽  
Use Of Social Media

AbstractNiche sports have limited opportunities to promote their sport offerings via traditional communication channels and may rely upon alternatives such as social media to accomplish their marketing goals (Puchan, 2004). Williams and Chinn (2010) developed a relationship marketing conceptual framework to examine social media usage and marketing within a sports context. This study used the framework with the burgeoning sport of CrossFit and examined three primary organizational relationship-marketing activities: (a) Information, (b) Interaction, and (c) Promotion. The purpose of this study was to investigate the use of social media by key members of the CrossFit community. The study addressed the following research questions: RQ1. What are the usage categories similarities and differences observed across the social media platforms? RQ2. What are the group usage similarities and differences observed across the social media platforms? and RQ3. What are the group usage similarities and differences observed across the usage categories? A content analysis of 5,565 Twitter, Facebook, and YouTube messages was used to explore these activities. The CrossFit social media users—CrossFit Games, regions, boxes, athletes, and sponsors—used the platforms primarily to provide information about the sport and interact with the community, while promotion was employed less frequently. CrossFit and other niche sports can use social media to provide information and build community within their sports, before attempting to create online communities and promote their products.

scholarly journals Social Media Marketing in Practice of Polish Nationwide Catholic Opinion-Forming Weeklies. Case of Instagram and YouTube

Religions ◽  
2021 ◽  
Vol 13 (1) ◽  
pp. 19
Author(s):  
Monika Kaczmarek-Śliwińska ◽  
Gabriela Piechnik-Czyż ◽  
Anna Jupowicz-Ginalska ◽  
Iwona Leonowicz-Bukała ◽  
Andrzej Adamski
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
The Other ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Promotion Strategy ◽  
The Social ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Distribution Potential

This article, as the fourth in the cycle, presents the conclusions of the research project analysing marketing activities of Polish Catholic opinion-forming weeklies on the chosen social media platforms. This paper aims at presenting the results of the study on the use of Instagram and YouTube as marketing tools by the aforementioned weeklies. The authors focus on such topics as: (1) social media as a way of creating and distributing media products; (2) social media as a way of commercialising the content; (3) social media as carriers of marketing communication (including self-promotion). The empirical research is based on case studies and the content analysis of the social media profiles of the five selected magazines (Gość Niedzielny (GN), Tygodnik Katolicki Niedziela (TKN), Przewodnik Katolicki (PK), Idziemy (I) and Tygodnik Rodzin Katolickich Źródło (TRKŹ)). It can be concluded that some Catholic weeklies manage their accounts in a moderately professional way, using their visual and distribution potential and some functions of the platforms quite efficiently. On the other hand, they do not apply a regular and purposeful self-promotion strategy, do not use important mechanisms of the platforms such as the Shop and IGTV (on Instagram), and do not consistently build a profile or create playlists on YouTube.

Representasi Feminisme dalam Video Klip ‘Nightmare’ oleh Halsey

Koneksi ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 338
Author(s):  
Faiz Zulia Maharany ◽  
Ahmad Junaidi
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Data Collection ◽  
Mass Communication ◽  
Video Clip ◽  
Charles Sanders Peirce ◽  
Patriarchal Culture ◽  
The Social ◽  
Social Media Platforms ◽  
Barrier Wall

'Nightmare' is the title of a video clip belonging to a singer and singer called Halsey, in which the video clip is explained about the figure of women who struggle against patriarchal culture which has been a barrier wall for women to get their rights, welfare and the equality needed they get. This research uses descriptive qualitative research methods. Data collection techniques are done through documentation, observation and study of literature. Then, analyzed using Charles Sanders Peirce's semiotics technique. The results of this study show the fact that signs, symbols or messages representing feminism in the video, 'Nightmare' clips are presented through scenes that present women's actions in opposing domination over men and sarcastic sentences contained in the lyrics of the song to discuss with patriarchy. Youtube as one of the social media platforms where the 'Nightmare' video clip is uploaded is very effective for mass communication and for conveying the message contained in the video clip to the viewing public.‘Nightmare’ adalah judul video klip milik musisi sekaligus penyanyi yang bernama Halsey, dimana pada Video klipnya tersebut menceritakan tentang figur perempuan-perempuan yang berusaha melawan budaya patriarki yang selama ini telah menjadi dinding penghalang bagi perempuan untuk mendapatkan hak-haknya, keadilan dan kesetaraan yang seharusnya mereka dapatkan. Penelitian ini menggunakan metode penelitian kualitatif deskriptif. Teknik pengumpulan data dilakukan melalui dokumentasi, observasi dan studi kepustakaan. Kemudian, dianalisis menggunakan teknik semiotika milik Charles Sanders Peirce. Hasil penelitian ini menunjukan bahwa terdapat tanda-tanda, simbol atau pesan yang merepresentasikan feminisme di dalam video klip ‘Nightmare’ yang dihadirkan melalui adegan-adegan yang menyajikan aksi perempuan dalam menolak dominasi atas laki-laki dan kalimat-kalimat sarkas yang terkandung dalam lirik lagunya untuk ditujukan kepada patriarki. Youtube sebagai salah satu platform media sosial dimana video klip ‘Nightmare’ diunggah sangat efektif untuk melakukan komunikasi massa dan untuk menyampaikan pesan yang terkandung di dalam video klip tersebut kepada masyarakat yang menonton.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

A market-based rationale for the privacy paradox

2021 ◽  
pp. 016344372110158
Author(s):  
Opeyemi Akanbi
Keyword(s):  
Social Media ◽  
Market Structures ◽  
Media Companies ◽  
The Social ◽  
Social Media Platforms ◽  
Privacy Paradox ◽  
The Individual ◽  
Privacy Risks ◽  
Social Collective

Moving beyond the current focus on the individual as the unit of analysis in the privacy paradox, this article examines the misalignment between privacy attitudes and online behaviors at the level of society as a collective. I draw on Facebook’s market performance to show how despite concerns about privacy, market structures drive user, advertiser and investor behaviors to continue to reward corporate owners of social media platforms. In this market-oriented analysis, I introduce the metaphor of elasticity to capture the responsiveness of demand for social media to the data (price) charged by social media companies. Overall, this article positions social media as inelastic, relative to privacy costs; highlights the role of the social collective in the privacy crises; and ultimately underscores the need for structural interventions in addressing privacy risks.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

Playing platformized language games: Social media logic and the mutation of participatory cultures in Chinese online fandom

2021 ◽  
pp. 146144482110594
Author(s):  
Yiyi Yin ◽  
Zhuoxiao Xie
Keyword(s):  
Social Media ◽  
Language Games ◽  
Speech Community ◽  
Form Of Life ◽  
Fan Communities ◽  
Speech Communities ◽  
The Social ◽  
Social Media Platforms ◽  
Media Platform ◽  
Media Logic

This study discusses the shifting dynamics of fan participatory cultures on social media platforms by introducing the concept of “platformized language games.” We conceive of a fan community as a “speech community” and propose that the language and discourses of fan participatory cultures are technological practices that only make sense in use and interactions as “games” on social media platform. Based on an ethnography of communication on fan communities on Weibo, we analyze the technological-communicative acts of fan speech communities, including the platformized setting, participants, topics, norms, and key purposes. We argue that the social media logic (programmability, connectivity, popularity, and datafication) articulates with fans’ language games, thus shifting the “form of life” of celebrity fans on social media. Empirically, fan participatory cultures continue to mutate in China, as fan communities create idiosyncratic platformized language games based on the selective appropriation of the social media logics of connectivity and data-driven metrics.

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