Pub Date : 1900-01-01DOI: 10.4018/978-1-5225-8575-6.CH005
Fatih Pınarbaşı
Today's consumer is in constant interaction with the environment thanks to social media and technology. Consumers who communicate more with each other have pushed businesses to take action on this issue. In this study, network analysis will be processed by marketing approach. Previous studies focus on different aspects of network analysis while examining methodological details. There are a few integrated studies regarding to network analysis from marketing perspective. This study aims to fill this research gap with integrated approach combining marketing scenarios with network analysis methods and social media data. Study consists of two main parts: theoretical background and methodology sections. Theoretical background includes electronic word of mouth, social media and customer networks, network analysis parts. Methodology section includes four different cases regarding to network analysis, social media, and web. Businesses corporating network analysis to their marketing decision-making process can improve their marketing knowledge regarding to changing marketing environment.
{"title":"Understanding e-WOM Evolution in Social Media With Network Analysis","authors":"Fatih Pınarbaşı","doi":"10.4018/978-1-5225-8575-6.CH005","DOIUrl":"https://doi.org/10.4018/978-1-5225-8575-6.CH005","url":null,"abstract":"Today's consumer is in constant interaction with the environment thanks to social media and technology. Consumers who communicate more with each other have pushed businesses to take action on this issue. In this study, network analysis will be processed by marketing approach. Previous studies focus on different aspects of network analysis while examining methodological details. There are a few integrated studies regarding to network analysis from marketing perspective. This study aims to fill this research gap with integrated approach combining marketing scenarios with network analysis methods and social media data. Study consists of two main parts: theoretical background and methodology sections. Theoretical background includes electronic word of mouth, social media and customer networks, network analysis parts. Methodology section includes four different cases regarding to network analysis, social media, and web. Businesses corporating network analysis to their marketing decision-making process can improve their marketing knowledge regarding to changing marketing environment.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117209147","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-9020-1.ch002
Cathrine Linnes
Social Mobile Analytics and Cloud – SMAC the new abbreviation that every business leader is thinking off. It is also part of everyone's lives these days. SMAC technologies are creating enormous opportunities across industries while the consumer willingly gives up personal information. Cloud technologies have made it possible to collect and store such large amounts of data. While each of these four technologies are able to enhance the business on its own, using these four technologies together as a stack has changed the way businesses are looking to maximize their customer base, enhance brand value and off course, increase company profit. For example, SMAC has forced businesses leaders to make analytics part of their marketing strategy and business operation as a whole.
{"title":"Let´s Talk SMAC","authors":"Cathrine Linnes","doi":"10.4018/978-1-7998-9020-1.ch002","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch002","url":null,"abstract":"Social Mobile Analytics and Cloud – SMAC the new abbreviation that every business leader is thinking off. It is also part of everyone's lives these days. SMAC technologies are creating enormous opportunities across industries while the consumer willingly gives up personal information. Cloud technologies have made it possible to collect and store such large amounts of data. While each of these four technologies are able to enhance the business on its own, using these four technologies together as a stack has changed the way businesses are looking to maximize their customer base, enhance brand value and off course, increase company profit. For example, SMAC has forced businesses leaders to make analytics part of their marketing strategy and business operation as a whole.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"C-32 9","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120999323","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-9020-1.ch041
Maryam Lawan Gwadabe
The digital age has brought up improved and efficient marketing ways for businesses to grow, earn publicity and generate more revenue. Web 2.0 marketing is a marketing medium that allows business to collaborate through sharing activities such as content and multimedia. This study explores the value which Web 2.0 marketing adds to the Nigerian SME's. The analyzed data showed that SME's most common marketing tool is Facebook, service-rendering companies also adopt Blogging tool and product-selling businesses prefer the picture platform (Facebook and Instagram). The major Web 2.0 marketing benefits achieved by the Nigerians SME's are increase in brand awareness and revenue. However, the benefit of getting high search engine optimization (SEO) rank is not leveraged. One major challenge is lack of in house skills is the most common faced in the adoption of Web 2.0 marketing as most of the online marketing is done by unskilled employees in the company; this issue leads to several challenges. It is recommended that the SME's should hire or outsource certified digital marketers for effective management and achievement of optimum Web 2.0 marketing strategy benefits.
{"title":"Adoption of Web 2.0 Marketing","authors":"Maryam Lawan Gwadabe","doi":"10.4018/978-1-7998-9020-1.ch041","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch041","url":null,"abstract":"The digital age has brought up improved and efficient marketing ways for businesses to grow, earn publicity and generate more revenue. Web 2.0 marketing is a marketing medium that allows business to collaborate through sharing activities such as content and multimedia. This study explores the value which Web 2.0 marketing adds to the Nigerian SME's. The analyzed data showed that SME's most common marketing tool is Facebook, service-rendering companies also adopt Blogging tool and product-selling businesses prefer the picture platform (Facebook and Instagram). The major Web 2.0 marketing benefits achieved by the Nigerians SME's are increase in brand awareness and revenue. However, the benefit of getting high search engine optimization (SEO) rank is not leveraged. One major challenge is lack of in house skills is the most common faced in the adoption of Web 2.0 marketing as most of the online marketing is done by unskilled employees in the company; this issue leads to several challenges. It is recommended that the SME's should hire or outsource certified digital marketers for effective management and achievement of optimum Web 2.0 marketing strategy benefits.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129785672","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-9020-1.ch070
MD Sarwar-A Alam, Daoping Wang, Kalsoom Rafique
This article investigates the relationships among social network sites (SNSs) and social apps (SAPs) on consumers' online purchase attitude (OPA) with moderating effect of gender (GND). Structural equation modeling using SPSS and supporting tools was employed to represent the correlations among adopted constructs. To this end, the questionnaires were distributed to online shoppers from September 2017 and November 2017. The findings revealed the positive relationships of SNSs, i.e., Facebook, LinkedIn, Twitter, YouTube, and Pinterest on consumers' OPA. Second, it is found that SAPs, i.e., Whatsapp, Facebook messenger, Wechat, Instagram, and Snapchat have positive relationships on consumers' OPA. In addition, it is found that GND did not moderate the relationships among SNSs, SAPs, and consumers' OPA. This study furnishes insights how strategic managers can utilize such social media tools in marketing communications to empower consumers' OPA in today's era. Aside, study provides future studies for academicians and professionals.
{"title":"Analyzing the Impact of Social Network Sites and Social Applications on Buying Attitude in Developing Nations","authors":"MD Sarwar-A Alam, Daoping Wang, Kalsoom Rafique","doi":"10.4018/978-1-7998-9020-1.ch070","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch070","url":null,"abstract":"This article investigates the relationships among social network sites (SNSs) and social apps (SAPs) on consumers' online purchase attitude (OPA) with moderating effect of gender (GND). Structural equation modeling using SPSS and supporting tools was employed to represent the correlations among adopted constructs. To this end, the questionnaires were distributed to online shoppers from September 2017 and November 2017. The findings revealed the positive relationships of SNSs, i.e., Facebook, LinkedIn, Twitter, YouTube, and Pinterest on consumers' OPA. Second, it is found that SAPs, i.e., Whatsapp, Facebook messenger, Wechat, Instagram, and Snapchat have positive relationships on consumers' OPA. In addition, it is found that GND did not moderate the relationships among SNSs, SAPs, and consumers' OPA. This study furnishes insights how strategic managers can utilize such social media tools in marketing communications to empower consumers' OPA in today's era. Aside, study provides future studies for academicians and professionals.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125284009","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：