Search results
1 – 10 of over 117000Stefan Olof Lagrosen and Kerstin Grundén
The advent of social media is dramatically changing the way marketing communication is conducted. This paper reports a study regarding the use of social media in the wellness…
Abstract
Purpose
The advent of social media is dramatically changing the way marketing communication is conducted. This paper reports a study regarding the use of social media in the wellness industry. This industry is competitive and utterly dependent on creating mutually beneficial relationships with customers. The purpose of this paper is to investigate the use of social media marketing in the wellness industry.
Design/methodology/approach
Qualitative methods have been used. In-depth interviews have been carried out with marketing communication professionals in seven leading Swedish spa-hotels. The data from the interviews were analysed utilising the constant comparative method from the grounded theory approach.
Findings
Dimensions describing the activities, challenges and results of social media in the hotels have been defined. The findings are related to service quality theory, in particular the service dominant logic of marketing (SDL), and a comprehensive framework is proposed.
Research limitations/implications
The findings should be useful for the scientific understanding of the effects of social media in marketing. The study is based entirely on qualitative data.
Practical implications
The results of the study should be useful for managers trying to market their offers effectively through social media.
Originality/value
The connections between social media and the SDL has not previously been studied in the wellness industry and such studies in other industries are rare.
Details
Keywords
Muhammad Anwar and Tang Zhiwei
The aim of this study is to determine the relationship between social media and libraries in terms of marketing. The present research is to find out the factors and impact as well…
Abstract
Purpose
The aim of this study is to determine the relationship between social media and libraries in terms of marketing. The present research is to find out the factors and impact as well as the issues related to libraries and marketing using social media. This study will give massive information regarding social media use for the marketing of library sources and services.
Design/methodology/approach
This study so far has been taken into account to review all the related literature of social media and library marketing. All the related literature studies were reviewed according to the suggested objectives of the study.
Findings
The present study reveals after reviewing literature that there is a great impact of social media on libraries. The literature shows that social media is the biggest change in the twenty-firstst century for library professionals and librarians. The reviewed literature studies have discovered that the libraries are facing too many challenges and issues to the adoption of social media for the marketing of library sources and services. The collected and analyzed works of the literature indicated that social media would be the best tool to promote library sources and services.
Research limitations/implications
This research or study can serve the LIS professionals and librarians in the field of library and information science and librarianships that they are looking for the adoption and application of social media in the marketing of library sources and services to the targeted customers.
Practical implications
This research or study can serve the LIS professionals and Librarians in the field of library and information science and librarianships that they are looking for the adoption and application of social media in the marketing of library sources and services to the targeted customers.
Originality/value
To the best of the authors’ knowledge, this study is one of the first among those researches that is to disclose the close relationship between social media and libraries in terms of marketing of library sources and services.
Details
Keywords
Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects…
Abstract
Purpose
Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.
Design/methodology/approach
By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.
Findings
The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.
Practical implications
This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.
Originality/value
This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.
Details
Keywords
Rosemary Maturure and Donald Rakemane
Marketing is an important component of libraries and other information centres. In the past, few approaches where used for marketing library collections and services. However, the…
Abstract
Marketing is an important component of libraries and other information centres. In the past, few approaches where used for marketing library collections and services. However, the use of social media tools in marketing library collection and services have over the past many years promise to be an important channel for marketing library collections and services. The purpose of this chapter therefore is to dig answers on the challenges and opportunities of using social media technologies in marketing library services and collections in 21st century environment. The chapter start with a snapshot overview of the importance of marketing library services and collection, highlight social media tools that can be used for marketing library collection and services. In addition, the chapter examines and presents the challenges facing libraries and other information centres in marketing the collection and services in 21st century environment. The methodology that will be used for this chapter is literature review comprising of journal articles, books, conference papers and newspapers articles.
Details
Keywords
Social media has become an indispensable part of modern politics. Its rise in the political arena has coincided with the decline in trust toward mainstream media. Today, more than…
Abstract
Social media has become an indispensable part of modern politics. Its rise in the political arena has coincided with the decline in trust toward mainstream media. Today, more than half of the population gets their political news and information through social media platforms like Twitter and Facebook. Social media offers a great marketing opportunity to politicians as they allow them to bypass traditional media and communicate directly with voters, engage citizens during campaign and noncampaign periods, and create a brand image. As social media's influence in politics grows, so has the research devoted to political marketing on social media. It is against this backdrop that this chapter is written, which provides readers with an overview of the academic domain and the current state of literature. The chapter highlights the various research areas that have been explored in the literature and the implications of social media for political marketing strategy, along with the domain's current limitations and possible avenues of further research.
Details
Keywords
Pantea Foroudi, Reza Marvi, Mohammad M. Foroudi, Sayabek Ziyadin and Solongo Munkhbat
Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due…
Abstract
Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.
Details
Keywords
Tanya Bondarouk, Huub Ruël, Elena Axinia and Roxana Arama
HR professionals have identified the power of information sharing for employer branding that could be obtained through the rapid growth of social media usage. The growing interest…
Abstract
Purpose
HR professionals have identified the power of information sharing for employer branding that could be obtained through the rapid growth of social media usage. The growing interest in and power of social media seem to be important for companies that want to make themselves known as interesting employers and to recruit prospective employees, using techniques that are more common to job seekers and recruiters. This study aims to explore the immediate future of employer branding through social media, as envisioned by academics and HR practitioners.
Design/methodology/approach
To look into the future of employer branding, we use the Delphi technique for forecasting, planning, issue identification, and framework development (Bobeva & Day, 2002). Two groups of respondents participated in this three-part study: 11 academics and 20 HR professionals. They were selected because of their research into the integration of HRM and IT from the e-HRM Global mailing list. The panelists participated in the research via electronic communication. The data were collected in three rounds from November 2010 to April 2011.
Findings
Research has revealed differences in the opinions of academics and HR professionals on the impact of social media on employer branding. The academics see its general effect as the targeting of audience for recruitment, marketing/company brand, and ways of communication/HR competencies. The practitioners see the image of the employer, visibility of the company, and organization responsiveness. The study presents other findings within the boundaries of employer branding value proposition, internal and external marketing, and the role of HR professionals. According to the academics, HR professionals in the future will need to possess knowledge about marketing and communication studies and web-based applications/develop new skills. They think that social media will impact the image of HR in organizations. On the other hand, HR professionals think that the future of their activities will depend on their awareness of recruitment trends, HR innovative thinking, and HR networking skills. Although the object of their activity will remain recruitment, HR professionals will have to be continuously updated on what is new in the social media in terms of recruitment.
Originality/value
This study presents the results of the Delphi technique, which is itself considered an original research method and not widely accepted in the tough “publish or perish” world. The value of the research is its forecast about the future developments of employer branding through social media, as envisioned by academics and HR practitioners.
Details
Keywords
By the end of this chapter, you should be able to demonstrate an understanding of:Understand the complex and nuanced nature of relationship marketing.Define the relationship…
Abstract
By the end of this chapter, you should be able to demonstrate an understanding of:
Understand the complex and nuanced nature of relationship marketing.
Define the relationship dimensions in human relationships and the variables relationship marketing which develop the customer–company relationship.
Develop a conceptual understanding of how these dimensions and variables build customer–company relationships.
Understand how the key characteristics of social media can be leveraged to build customer–company relationships.
Details
Keywords
Rahime Zaman Fashami, Manijeh Haghighinasab, Nader Seyyedamiri and Pari Ahadi
Ulla-Maija Sutinen, Roosa Luukkonen and Elina Närvänen
This study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday…
Abstract
Purpose
This study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday lives, marketers have also shifted their focus to these channels. Literature on this phenomenon is still scarce and often takes a quite narrow view of the role of marketing in social media. Furthermore, the experiences of the adolescents are seldom considered.
Design/methodology/approach
Using a sociocultural approach and netnographic methodology, this study presents findings from a research project conducted in Finland. The data consist of both social media material and focus group interviews with adolescents.
Findings
The findings elaborate on unhealthy food marketing to adolescents in social media from two perspectives: sociocultural representations of unhealthy foods in social media marketing and social media influencers connecting with adolescents.
Originality/value
The study broadens and deepens the current understanding of unhealthy food marketing to adolescents taking place in social media. The study introduces a novel perspective to the topic by looking at it as a sociocultural phenomenon.
Details