Curating for engagement: Identifying the nature and impact of organizational marketing strategies on Pinterest

First Monday ◽  
2016 ◽  
Author(s):  
Gregory D. Saxton ◽  
Amanda Ghosh
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Cosmetic Surgery ◽  
Word Of Mouth ◽  
Information Source ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Social Media Site ◽  
Primary Measure ◽  
Potential Customers

In an increasingly overloaded information environment sparked by the explosion of digital media, the ability to curate content has taken on greater importance. This study begins with the supposition that businesses that are able to adopt a content curation role and help consumers sort through the daily influx of information may be more successful in attracting, engaging, and retaining customers while fostering brand awareness and word of mouth. Accordingly, this study investigates organizational marketing strategies on Pinterest, the fifth most popular U.S. social media site and the largest social curation platform. Pinterest effectively offers a unique opportunity for businesses to engage customers through social curation strategies, and in this paper we set out to address two related questions. First, how are organizations communicating with current and potential customers on Pinterest? And second, how effective are these strategies? We address these questions by inductively analyzing 1,095 “pins” sent by 18 cosmetic surgery businesses. Undertaking analyses at the pin, board, and account levels, we ultimately identify three distinct pinning strategies: Lifestyle, Information Source, and Market Creator. These strategies are then related to the effectiveness of brand awareness and word of mouth, using the number of repins as the primary measure of “reach” of a marketing campaign. The Lifestyle strategy had the biggest impact, generating the largest number of repins. The implications of these social curation strategies for social media marketing are explored.

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

scholarly journals RELASI INTERNET DAN MEDIA SOSIAL DALAM PEMBENTUKAN BRAND AWARENESS, IMAGE DAN EXPERIENCE PRODUK ASING

INFORMASI ◽  
2016 ◽  
Vol 46 (1) ◽  
pp. 101
Author(s):  
Ina Nur Ratriyana
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Word Of Mouth ◽  
Product Information ◽  
Communication Process ◽  
Brand Awareness ◽  
Product Choice ◽  
Global Brand ◽  
Unlimited Access ◽  
Internet And Social Media

The effect of globalization on communication process appears especially in digital media which made communication exchange faster. Cultural process also create homogenization of product choice, when global brand looks more familiar than local brand. Internet and social media give an opportunity for consumer to access the product information and interact with them. Interactivity as part of digital media offers unlimited access and the power of word of mouth in terms of internet and social media. In the end, it will affect the brand awareness, image and attitude about product, especially in Generation Y who are close with media digitalization itself as part of their life.Kemunculan globalisasi mempengaruhi proses komunikasi terutama dengan adanya media digital yang semakin mempercepat pertukaran informasi. Hal ini kemudian mempengaruhi proses kebudayaan, termasuk diantaranya mendorong homogenisasi dalam pemilihan produk, saat brand global menjadi lebih familiar dibandingkan dengan produk lokal. Internet dan media sosial muncul dan memberikan kesempatan pada konsumen untuk mengakses informasi sekaligus berinteraksi dengan produk. Interaktivitas merupakan sebuah hal baru yang ditawarkan oleh media digital. Internet dengan akses informasi yang tanpa batas dan media sosial dengan kekuatan word of mouth yang mempengaruhi pembentukan kesadaran, persepsi dan pembelian sebuah produk terutama di kalangan Generasi Y yang memiliki kedekatan dengan duniadigital.

scholarly journals Digital Marketing Strategy to Increase Brand Awareness and Customer Purchase Intention (Case Study: Ailesh Green Consulting)

2021 ◽  
Vol 6 (5) ◽  
pp. 87-93
Author(s):  
Dwiana Rahmadiati Putri
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Interview System ◽  
Environmental Consulting ◽  
A Company ◽  
Potential Customers

Ailesh Green Consulting is an environmental consulting service with the target is a company that produces waste, especially companies that are included in the gold criteria in PROPER. The main problem is having low brand awareness and the low of customer purchase intention from target customers to use their services. The research methodology uses qualitative research. This research aims to help raise brand awareness and customer purchase intention of their potential customers. The data was collected using an interview system with 10 respondents who had a background in the environmental field, working for companies that are under gold criteria in PROPER. Based on the result, respondents' brand awareness is low, as well as the customer purchase intentions. It was found the digital media recommended to use for the company by the respondents is display advertising, LinkedIn social media, search engines, and websites. Based on the results, Ailesh Green Consulting is able to optimize Search Engine Optimization (SEO) supported by an attractive website optimizer and content marketing website, create and optimize the use of LinkedIn social media, and use of LinkedIn ads.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

2019 ◽  
Vol 42 (6) ◽  
pp. 721-739 ◽  
Author(s):  
Faiz Ahamad
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Information Source ◽  
Differential Impact ◽  
Content Type ◽  
Job Attributes ◽  
Relationship Strength ◽  
Job Information ◽  
Employer Attractiveness ◽  
The Impact

Purpose Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source. Design/methodology/approach A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable. Findings The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found. Research limitations/implications Use of only positive WOM and not the negative one, student as the subjects, etc. Practical implications The present study suggests using t-WOM and s-WOM to attract talented job seekers. Originality/value This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

PENGARUH SOSIAL MEDIA TERHADAP BRAND AWARENESS AMARIS HOTEL

2020 ◽  
Vol 14 (02) ◽  
pp. 53-61
Author(s):  
Sofiani Sofiani
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Correlation Method ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Use Of Social Media ◽  
The Impact

Social media has became one of the marketing strategies by most of the companies to deliver their brands, products and services to customer. Apart from the advantages of the use of social media for companies, it is becoming difficult for companies to raise awareness for their brand beause of the competition. The aim of this research is to determine the impact of social media on brand awareness of Amaris Hotel. The results of this research obtained from questionnaires that had been distributed to the respondents in Jakarta and processed with correlation method. The results shows that social media gives quite big and positive impact on building and estabilishing brand awareness of AYANA Amaris Hotel for 41,5%, and Instagram gives the biggest impact on brand awareness of Amaris Hotel. The level of brand awareness of Amaris Hotel has reached the highest level, Top of Mind level. Keywords: Social Media, Brand Awareness, Marketing, Amaris Hotel

scholarly journals Leveraging Social Media for Development in Organisations

2017 ◽  
Vol 13 (4) ◽  
pp. 201
Author(s):  
Ajith Sundaram
Keyword(s):  
Social Media ◽  
Social Influence ◽  
Detailed Analysis ◽  
Computer Systems ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Potential Customers ◽  
Marketing Approach

Marketers must never underestimate an online buyer. If they are assuming that mere marketing efforts from their side will influence a buyer, then they are being uncalculated and ignorant. Potential customers are not isolated people who are glued to their computer systems confused as to what product to buy. Instead they are tech-savvy, socially active, smart buyers who make a detailed analysis about the product they intend to buy online. Therefore, marketers need to re-design their online marketing strategies to suit to the needs of the buyer. The marketing approach should focus on social influence marketing as well.

scholarly journals Pemanfaatan Website dan Media Sosial Untuk Meningkatkan Brand Awareness Terhadap Pusat Pelatihan dan Pedesaan Swadaya (P4S) Desa Karang Melok, Bondowoso

2019 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Oktalia Juwita ◽  
Priza Pandunata ◽  
Soekma Yeni Astuti
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Word Of Mouth ◽  
Organic Fertilizer ◽  
Brand Awareness ◽  
Registration Process ◽  
Data Collection Process ◽  
Marketing Activities ◽  
Farmer Groups ◽  
Main Activity

ABSTRAK    Pusat Pelatihan Pertanian dan Perdesaan Swadaya (P4S) adalah salah satu kelompok tani yang diketuai oleh Bapak Buharto di desa Karang Melok, kecamatan Tamanan, kabupaten Bondowoso. Kegiatan utama dari P4S adalah memberikan pelatihan untuk menjalankan pertanian organik dan pembuatan pupuk organik. Permasalahan yang dihadapi P4S adalah pada kegiatan pemasaran dan proses pendaftaran bagi kelompok atau individu yang ingin mengikuti pelatihan. Selama ini pemasaran yang dilakukan oleh P4S adalah dengan cara konvensional yaitu dari mulut ke mulut. Pendaftaran hanya dapat dilakukan secara langsung melalui telpon tanpa adanya proses pendataan. Upaya yang dapat dilakukan untuk pemasaran dan meningkatkan brand awareness P4S adalah dengan membuatkan website dan akun di media sosial (facebook), dan kemudian disosialisasikan penggunaanya ke pengelola/anggota P4S.Kata kunci : P4S, pemasaran, brand awareness, website, media sosial. ABSTRACT “Pusat Pelatihan Pertanian dan Perdesaan Swadaya (P4S)” is one of the farmer groups chaired by Mr. Buharto in Karang Melok village, Tamanan, Bondowoso. The main activity of P4S is to provide training to runing organic farming and making organic fertilizer. The problems faced by P4S are marketing activities and the registration process for groups or individuals who want to take part in the training. So far the marketing carried out by P4S is in the conventional way, which is word of mouth. Registration can only be done directly by telephone without the data collection process. Efforts that can be made for P4S in marketing activities and increasing brand awareness are by creating websites and account on social media (in this case Facebook), and then disseminated its use to members of P4S.

scholarly journals THE INFLUENCE OF CELEBRITY ENDORSEMENT IN RESTAURANT PRODUCT PURCHASE DECISIONS MAKING

2020 ◽  
Vol 6 (2) ◽  
pp. 45-54
Author(s):  
Suci Sandi Wachyuni ◽  
Tri Kuntoro Priyambodo
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Purchase Decisions ◽  
Celebrity Endorsement ◽  
Marketing Activities ◽  
Information Skills ◽  
Word Of Mouth Communication

Purpose of the study: The phenomenon of electronic word-of-mouth (eWOM) or word of mouth communication in marketing activities on digital media is one of the most important things in improving the purchasing decision of a product or services. This study aims to analyze the effect of celebrity endorsement on consumer purchase decisions, case studies at Nona Judes Restaurant. Methodology: This research is mixed-method, both qualitative and quantitative. Data collection techniques in this study were interviews and questionnaires that were measured using a Likert scale. The questionnaire was distributed to 100 respondents who were consumers of the Nona Judes restaurant. The data were analyzed using simple linear regression analysis. Main Findings: The results of this study indicate that celebrity endorsement influences product purchase decisions. The contribution of celebrity endorsement variables to product purchase decisions is 25.9%. Researchers concluded that there are several factors considered in selecting endorsers. These factors include big names and experiences, appearance, social media strength of endorsers, and communication skills. Implications: This study is offering suggestions for company management in determining celebrity for product endorsement. The orders of indicators to consider are (1) Power, (2) Credibility, (3) Attraction. Novelty/Originality of this study: This research specifically addresses the role of celebrity endorsement in product purchase decisions in restaurants. This study also produced endorser selection criteria and their indicators, i.e. 1) Power (fame, strengths on social media); 2) Credibility (the truth of information, endorser information skills); 3) Attractiveness (physical appearance, endorser’s characters).

scholarly journals Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 57-82
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

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