scholarly journals Can Social Media Influence the Buying Choices of Shoppers

2020 ◽  
pp. 141-146
Author(s):  
Shrey Kaushik
Keyword(s):  
Social Media ◽  
Secondary Data ◽  
Social Media Platform ◽  
Goods And Services ◽  
Digital Era ◽  
The People ◽  
Media Platform ◽  
Marketing Tool ◽  
Game Changer

Social media is the new tool for marketing which helps in influencing shopper’s decision making process for buying goods and services. In the era of digitalisation and availability of so many social media platform marketers are now looking forward towards social media for the launching and for promotion of their products. YouTube is selected as social media platform using to influence the shoppers for this research. As in this digital era YouTube advertisements have become the major source to reach mass audience hence making YouTube to become the new marketing tool for businesses to influence the shoppers by collaborating with popular youtubers as well as by posting non skip able and skip able advertisements before the starting of any video. So the role of YouTube in influencing buying choices of shoppers was analyse with the help of secondary data, which is collected from Amity University Digital Library and Google Scholar. The data was analysed and found that people actually get influence from YouTube advertisements and it is a game changer for the businesses as by the recommendations provided by any popular youtuber for a product actually influences the people and most of the people actually end up buying the product and recommend it to their friends and family members as well.

scholarly journals Role of Social Media Marketing in the Successful Implementation of Business Management

2019 ◽  
Vol 8 (2S11) ◽  
pp. 3841-3844
Keyword(s):  
Social Media ◽  
Business Management ◽  
Social Media Marketing ◽  
Successful Implementation ◽  
Social Media Platform ◽  
The People ◽  
The Social ◽  
Media Platform

For increasing the sales, building the brands and driving the traffic of web to connect the people through platform of social media refers to as social media marketing. The social media marketing include running of social media advertisements, engaging followers, listening to followers, analyzing results and publishing content on social media profiles. Now in these days the major platforms of social media are Pinterest, Instagram, Snapchat, Twitter, Facebook, LinkedIn, YouTube and many more. These social media platform plays a major role for developing and increasing the business.

scholarly journals Digital Genealogies: Understanding Social Mobile Media LINE in the Role of Japanese Families

2017 ◽  
Vol 3 (2) ◽  
pp. 205630511770381 ◽  
Author(s):  
Kana Ohashi ◽  
Fumitoshi Kato ◽  
Larissa Hjorth
Keyword(s):  
Social Media ◽  
Mobile Media ◽  
Social Media Platform ◽  
Media Platform

This article explores the emergence of the dominant mobile social media platform in Japan, LINE. In particular, the article focuses upon its usage to maintain familial ties, especially between matriarchal connections. Drawing upon ethnographic work with 12 families over 3 years, this article seeks to provide a detailed and nuanced sense of how social mobile media is deployed intergenerationally.

scholarly journals Instagram as a Co-Creation Space for Tourist Destination Image-Building: Algarve and Costa del Sol Case Studies

2020 ◽  
Vol 12 (7) ◽  
pp. 2793 ◽  
Author(s):  
Patricia P. Iglesias-Sánchez ◽  
Marisol B. Correia ◽  
Carmen Jambrino-Maldonado ◽  
Carlos de las Heras-Pedrosa
Keyword(s):  
Social Media ◽  
Destination Image ◽  
Communication Tool ◽  
Destination Branding ◽  
Social Media Platform ◽  
Key Factor ◽  
Image Building ◽  
Media Platform ◽  
Destination Management Organizations

Instagram is a popular social media platform. Its ability to convey feelings through photographs has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe provide an understanding of how Instagram can be used to promote a destination’s image by Destination Management Organizations (DMOs). For this purpose, a content analysis is carried out, first of the official Instagram accounts of Algarve (Portugal) and Costa del Sol (Spain), and then of the most popular hashtags related to them, showing User-Generated Content (UGC) from the points of view of both destination managers and tourists. The results show that Instagram is a strategic social media platform for enhancing the brand image by engaging customers. Destinations seize content generated by tourists; therefore, the hermeneutic circle of representation is inverted, as photos taken by tourists aim to reproduce the perceived image of a destination and motivate tourists to capture their experiences with the best picture. Additionally, it is worth highlighting, as a main finding, the role of sustainability as a key factor in UGC for DMOs and for Instagram users. This research provides valuable information about designing promotion strategies for DMOs, in order to understand the potential of Instagram in building a destination’s image and inspiring tourism through images.

Towards Content-Dependent Social Media Platform Preference Analysis

2020 ◽  
Vol 11 (2) ◽  
pp. 30-47
Author(s):  
Parmeet Kaur ◽  
Shubhankar Gupta ◽  
Shubham Dhingra ◽  
Shreeya Sharma ◽  
Anuja Arora
Keyword(s):  
Social Media ◽  
Mobile Technologies ◽  
Time Intervals ◽  
Social Media Platform ◽  
The People ◽  
Regular Time ◽  
The World ◽  
Media Platform ◽  
The Web ◽  
The Way

Social media is one of the major outcomes of progressive changes in the world of technology. The various social webs and mobile technologies have accelerated the rate at which information sharing is done, how relationships developed, and influences are held. Social media is increasingly being used by the people to help and shape the world's events and cultures with the ability to share pictures, ideas, events, etc. Further, it has transformed the way the authors interpret life and the way business is done. This article presents a decision system for selecting an appropriate social media platform (such as Facebook or Twitter) to post content with the objective to maximize the reachability of the post. The decision is made considering the domain or subject of the post and retrieving data associated with it from the web at regular time intervals. The retrieved data has been trained using logistics and K-NN regression to classify a particular instance of data and identify the platform which can provide the most reachability. The system also suggests keywords related to the topic of the post which has been mostly used in recent times.

Children’s cancer narratives on YouTube: Agency and entrepreneurship in Brazilian CarecaTV

2020 ◽  
pp. 204361062096701
Author(s):  
Lidia Marôpo ◽  
Raiana de Carvalho ◽  
Ana Jorge
Keyword(s):  
Social Media ◽  
Brain Cancer ◽  
The Other ◽  
Constructivist Approach ◽  
Cultural Contexts ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The One

This article looks at the social and cultural contexts of children’s experiences of illness, through a particular focus on the context of the Global South and the role of the social media platform YouTube in children’s culture. It takes a socio-constructivist approach to discuss the case of CarecaTV (BaldTV), a Brazilian YouTube channel with more than one million followers created by Lorena Reginato at the age of 12 when she was recovering from brain cancer. In CarecaTV, cancer subjectivity co-exists with and is expressed through digital commercialization. On the one hand, through this process, Lorena Reginato gains agency as she offers an inspirational and credible first-person testimony about cancer during childhood and becomes an emerging cancer activist. On the other, she uses entrepreneurship strategies associated with the digital influencer model of YouTube to promote herself as a (cancer) micro-celebrity, taking the lead in a youthful and playful culture.

The influencing role of social media in the consumer’s hotel decision-making process

2019 ◽  
Vol 11 (4) ◽  
pp. 378-391 ◽  
Author(s):  
Vikas Gupta
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Search ◽  
Decision Making Process ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The Impact

Purpose This study aims to evaluate the role of social media on the hotel decision-making process of consumers during the evaluation stage of searching, identifying the alternatives and selecting a hotel in India. It will help the stakeholders in the hotel industry of India to make the social media platform more efficient for consumers by providing inputs on the factors consumers consider while making online hotel purchase. Design/methodology/approach This study involves an exploratory qualitative approach which includes 32 face-to-face, semi-structured, in-depth individual interviews with the social media platform users. The selection of interviewees for this study has been done on the basis of a non-random purposive sampling approach. Findings The findings reveal that social media plays an important role in affecting the way consumers search, decide and book hotels. It also suggests that social media helps consumers in collecting information about products and services, assessing alternatives and making their choices. It confirms that while negative facets exist, the positive benefits outweigh the negative aspects of using social media when selecting a hotel. The results also reveal the impact of circumstantial influence related to social media on hotel selection, on the basis of content source and the level of trust and accuracy in the content. Practical implications This study has some strategic implications for hospitality marketing and management related to a better understanding of the influence of social media on the hotel customer decision-making process. The study shows that a variety of social media with associated content sources and levels add to the complexity of hotel-related information search and decision behaviour. Originality/value The study makes a contribution by addressing the existing gaps and bridging the arena of consumer behaviour and social media literature in a hotel context and sheds light on how consumer decisions while selecting a hotel are influenced through social media. The core contribution is the generation of factors through in-depth interviews which are based on real-life scenarios relating to the influence of social media on hotel decision-making.

scholarly journals A Ciência da Informação e a COVID-19: análise de sentimentos dos usuários no twitter

2020 ◽  
pp. 3-9
Author(s):  
Isaac Newton Cesarino da Nóbrega Alves ◽  
André Luiz Dias de França ◽  
Dulce Elizabeth Lima de Sousa e Silva
Keyword(s):  
Social Media ◽  
Social Isolation ◽  
Daily Routine ◽  
Negative Feeling ◽  
Exploratory Research ◽  
Social Media Platform ◽  
R Language ◽  
The People ◽  
Media Platform ◽  
Twitter Users

This is an exploratory research with a quantitative approach which purpose is observing the levels of sentiment polarity of Twitter users during social isolation. The R Language was used toapply the Text Mining and Sentiment Analysis in a corpus that, treated and structured, was built by tweets associated with the COVID-19 theme. The results obtained reveal that, globally, the people manifested a more positive rather than negative feeling towards their daily routine in the mentioned social media platform.

scholarly journals Dampak Media Sosial terhadap Usaha Kecil dan Menengah (UKM) Sentra Industri Keramik Plered, Kabupaten Purwakarta

InterKomunika ◽  
2018 ◽  
Vol 2 (2) ◽  
pp. 172
Author(s):  
Danang Sanggabuwana ◽  
Susi Andrini
Keyword(s):  
Social Media ◽  
Negative Impact ◽  
Positive Impact ◽  
Marketing Communications ◽  
Social Media Platform ◽  
Digital Era ◽  
Media Platform ◽  
Media Applications ◽  
Industrial Center

Abstract .The development of social media makes it recommended that social media become the most important part in developing and advancing its business especially in the field of promotion, marketing and marketing as a whole. The existence of today's social media applications has become the most efficient and effective tool for ceramic SMEs in Ceramic Plered Industrial Center, Purwakarta District, and today most of the SMEs have followed the digital era by using social media platform for marketing communications, advertisement, product publicity ceramics and services they provide. They create fan pages for followers to make communication fast, even in different cities or countries SME ceramic actors can warmly welcome advice and opinions that help in improving their business. Based on the review that there is a positive impact although there is also a negative impact of social media applications on the development of business SMEs ceramic entrepreneurs but not undo the intention to advance its business, and motivated to use this platform.Keywords: media, social media

Using Social Media as a Marketing Tool in Tertiary Institutions: A Case Study of Data Link University, Ghana

2015 ◽  
Vol 20 ◽  
pp. 218-232 ◽  
Author(s):  
Nathaniel Ekow Ghansah ◽  
Benjamin Ghansah ◽  
Ben Bright Benuwa ◽  
Elias Nii Noye Ocquaye
Keyword(s):  
Social Media ◽  
Integrated Marketing ◽  
Tertiary Institution ◽  
Data Link ◽  
Tertiary Institutions ◽  
Goods And Services ◽  
Consumer Feedback ◽  
Marketing Tool

Social media has provided the platform for producers of goods and services to publicize their products and also to be more competitive through the provision of consumer feedback. In recent times, businesses and business owners are becoming more comfortable with including social media as part of their integrated marketing communications and strategies. This paper examines the role of social media as a marketing tool in stimulating demand for commodities, specifically using social media as a marketing tool to influence prospective candidates in their bid to apply to a particular tertiary institution. We examine the current marketing mix being used by Data Link University College, a private tertiary institution located in Ghana and how the inculcation of social media marketing strategies can help improve the system.

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