Chia-Jo Chu, I. Chiang, Kuen-Hung Tsai, Yi-Hsin Tung
With the advancement of social media and information technology, the number of people using social commerce has highly increased in recent years. Through the AI models, sellers can promote personalized advertisements base on consumers’ browser history or behavior preferences. This study will investigate how advertising perceptions will influence advertisement effectiveness. We used online survey to collect 1215 participants from Facebook. The relationship between advertising perception, consumer engagement, and purchase intention will be verified through partial least square (PLS). The finding shows that when consumer perceive interactivity and intimacy, will increase consumer engagement. Furthermore, consumer engagement can influence purchase intention. The result is not only verified that perception of relevance, intimacy, and likeability can increase perceived personalization advertising, also verify that relevance and likeability can increase consumer engagement or purchase intention through increasing perceived personalization advertising. These results confirmed that personalized advertisement can enhance advertising effectiveness.
{"title":"Exploring the Effects of Personalized Advertising on Social Network Sites","authors":"Chia-Jo Chu, I. Chiang, Kuen-Hung Tsai, Yi-Hsin Tung","doi":"10.33422/jsmm.v1i2.1051","DOIUrl":"https://doi.org/10.33422/jsmm.v1i2.1051","url":null,"abstract":"With the advancement of social media and information technology, the number of people using social commerce has highly increased in recent years. Through the AI models, sellers can promote personalized advertisements base on consumers’ browser history or behavior preferences. This study will investigate how advertising perceptions will influence advertisement effectiveness. We used online survey to collect 1215 participants from Facebook. The relationship between advertising perception, consumer engagement, and purchase intention will be verified through partial least square (PLS). The finding shows that when consumer perceive interactivity and intimacy, will increase consumer engagement. Furthermore, consumer engagement can influence purchase intention. The result is not only verified that perception of relevance, intimacy, and likeability can increase perceived personalization advertising, also verify that relevance and likeability can increase consumer engagement or purchase intention through increasing perceived personalization advertising. These results confirmed that personalized advertisement can enhance advertising effectiveness.","PeriodicalId":37158,"journal":{"name":"Journal of Digital and Social Media Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74176862","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}
The primary purpose of this study is to understand the influence of TikTok as social media marketing on the choice of fitness centers from the perspective of customers of Generation Z in the Jordanian context by using the model of social media marketing on the TikTok platform. A survey was carried out among 300 users from generation Z groups of the Tiktok application. The data were gathered between October 10 and November 12, 2022. Google Forms was used to send the questionnaires to the selected sample. The data were analyzed using various statistical techniques such as Cronbach’s alpha for testing the reliability of the data, average variance extracted (AVE) to ensure convergent validity, skewness, and kurtosis to check the normality of the data, and multiple regression using SPSS version 25 for examining the hypotheses. The results showed that fitness centers’ choice in Jordan were positively influenced by entertainment, engagement, trendiness, personalization, and electronic word of mouth. One of the study's limitations was the use of a sample of only 300 respondents. Therefore, future studies may use a larger sample size to improve the reliability and validity of the results. Additionally, this investigation was conducted in the southern part of Jordan. However, further research may be undertaken in Jordan's other areas as well as in other developing countries. Moreover, this study focused on the influence of TikTok social media marketing in particular. Thus, further study might be conducted to better understand the influence of other social media platforms on the customers’ choice of fitness centers, such as YouTube.
{"title":"Impact of TikTok Social Media Marketing on Generation Z's Choice of Fitness Centers in Jordan","authors":"M. Almrafee","doi":"10.33422/jsmm.v1i2.1035","DOIUrl":"https://doi.org/10.33422/jsmm.v1i2.1035","url":null,"abstract":"The primary purpose of this study is to understand the influence of TikTok as social media marketing on the choice of fitness centers from the perspective of customers of Generation Z in the Jordanian context by using the model of social media marketing on the TikTok platform. A survey was carried out among 300 users from generation Z groups of the Tiktok application. The data were gathered between October 10 and November 12, 2022. Google Forms was used to send the questionnaires to the selected sample. The data were analyzed using various statistical techniques such as Cronbach’s alpha for testing the reliability of the data, average variance extracted (AVE) to ensure convergent validity, skewness, and kurtosis to check the normality of the data, and multiple regression using SPSS version 25 for examining the hypotheses. The results showed that fitness centers’ choice in Jordan were positively influenced by entertainment, engagement, trendiness, personalization, and electronic word of mouth. One of the study's limitations was the use of a sample of only 300 respondents. Therefore, future studies may use a larger sample size to improve the reliability and validity of the results. Additionally, this investigation was conducted in the southern part of Jordan. However, further research may be undertaken in Jordan's other areas as well as in other developing countries. Moreover, this study focused on the influence of TikTok social media marketing in particular. Thus, further study might be conducted to better understand the influence of other social media platforms on the customers’ choice of fitness centers, such as YouTube.","PeriodicalId":37158,"journal":{"name":"Journal of Digital and Social Media Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79204466","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}
Social commerce resources are abundant, providing rich information and guiding purchases, making it easier for consumers to obtain goods and gradually getting used to this consumption and purchase mode. This study takes Facebook and Instagram social fan groups as examples to explore the impact of social characteristics and social participation on guided purchase behavior. This study classifies and statistically analyzes fans in Facebook and Instagram communities. A total of 212 valid samples were collected for statistical analysis. Use ANOVA and Scheffe's to verify. The results show that there are differences in social characteristics (uniqueness, similarity, informativeness) and social participation and behaviors (social participation, Parasocial Interaction (PSI)) among members of the guidance/purchase subgroup. The Influence of social characteristics and social participation on guided purchase behavior.
{"title":"Investigating the Drivers to Covert Social Media Members to Customers","authors":"Yueh wei Chen","doi":"10.33422/jsmm.v1i2.950","DOIUrl":"https://doi.org/10.33422/jsmm.v1i2.950","url":null,"abstract":"Social commerce resources are abundant, providing rich information and guiding purchases, making it easier for consumers to obtain goods and gradually getting used to this consumption and purchase mode. This study takes Facebook and Instagram social fan groups as examples to explore the impact of social characteristics and social participation on guided purchase behavior. This study classifies and statistically analyzes fans in Facebook and Instagram communities. A total of 212 valid samples were collected for statistical analysis. Use ANOVA and Scheffe's to verify. The results show that there are differences in social characteristics (uniqueness, similarity, informativeness) and social participation and behaviors (social participation, Parasocial Interaction (PSI)) among members of the guidance/purchase subgroup. The Influence of social characteristics and social participation on guided purchase behavior.","PeriodicalId":37158,"journal":{"name":"Journal of Digital and Social Media Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134988213","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}
This literature review aims at providing a comprehensive and consolidated representation on how Digital Transformation in Marketing has, so far, influenced value making for businesses and discuss prospective ways ahead. In particular, current key concepts that need to be redefined have been spotted, as well as challenges in the digital marketing sector that need to be tackled with regards, especially, to social media and mobile marketing. A new structured approach is proposed on how businesses can stay up to date, exploiting the advantages, while minimizing the effects of disadvantages, of an almost inescapable decision to adopt, develop and implement a Digital Marketing Strategy. Future in marketing seems to embrace augmented and virtual reality as it’s natural progression, therefore, technology along with development and adoption of specific organizational capabilities and management tools respectively, integration of robust business processes, such as effective media derived data conversion and resource transformation exchange, and certainly, acquisition of invaluable human expertise, provide a solid basis for businesses to stay competitive in a fast changing and challenging marketplace. A systematic, five-step research method process for literature review has been used, taking into consideration article publication year 2020 onwards, from credible academic database sources.
{"title":"A Literature Review on Digital Marketing: The Evolution of a Revolution","authors":"Marina Basimakopoulou, Kostas Theologou, Panagiotis Tzavaras","doi":"10.33422/jsmm.v1i1.901","DOIUrl":"https://doi.org/10.33422/jsmm.v1i1.901","url":null,"abstract":"This literature review aims at providing a comprehensive and consolidated representation on how Digital Transformation in Marketing has, so far, influenced value making for businesses and discuss prospective ways ahead. In particular, current key concepts that need to be redefined have been spotted, as well as challenges in the digital marketing sector that need to be tackled with regards, especially, to social media and mobile marketing. A new structured approach is proposed on how businesses can stay up to date, exploiting the advantages, while minimizing the effects of disadvantages, of an almost inescapable decision to adopt, develop and implement a Digital Marketing Strategy. Future in marketing seems to embrace augmented and virtual reality as it’s natural progression, therefore, technology along with development and adoption of specific organizational capabilities and management tools respectively, integration of robust business processes, such as effective media derived data conversion and resource transformation exchange, and certainly, acquisition of invaluable human expertise, provide a solid basis for businesses to stay competitive in a fast changing and challenging marketplace. A systematic, five-step research method process for literature review has been used, taking into consideration article publication year 2020 onwards, from credible academic database sources.","PeriodicalId":37158,"journal":{"name":"Journal of Digital and Social Media Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83882555","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}
This paper investigates social advertising both in social media and mass media during the first lockdown of the Covid-19 pandemic in Greece. It presents a qualitative analysis of the advertisements that were part of the coronavirus campaigns “Stay at home” and “Stay safe”, from March to June 2020. The analysis is based on semiotic and communication models. The aim of the research is to find out to what extend those advertising spots shaped the new daily life of the citizens, acting either informatively or instructively. Findings indicate that the campaign adapted to the needs of an already tired public. Furthermore, those specific social ads neither did they meet the expectations, nor resulted as expected, reproducing mostly stereotypes. They eventually did not innovate, express better ideas nor effectively communicate the intended message without provoking, distracting from the central objective or raising debate for all the wrong reasons.
{"title":"Advertising in Greek media during the Covid-19 pandemic","authors":"Panagiotis Tzavaras, Aria Angeliki Bousoulegka, Spyridon Stelios","doi":"10.33422/jsmm.v1i1.893","DOIUrl":"https://doi.org/10.33422/jsmm.v1i1.893","url":null,"abstract":"This paper investigates social advertising both in social media and mass media during the first lockdown of the Covid-19 pandemic in Greece. It presents a qualitative analysis of the advertisements that were part of the coronavirus campaigns “Stay at home” and “Stay safe”, from March to June 2020. The analysis is based on semiotic and communication models. The aim of the research is to find out to what extend those advertising spots shaped the new daily life of the citizens, acting either informatively or instructively. Findings indicate that the campaign adapted to the needs of an already tired public. Furthermore, those specific social ads neither did they meet the expectations, nor resulted as expected, reproducing mostly stereotypes. They eventually did not innovate, express better ideas nor effectively communicate the intended message without provoking, distracting from the central objective or raising debate for all the wrong reasons.","PeriodicalId":37158,"journal":{"name":"Journal of Digital and Social Media Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79933597","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 : 2020-04-28DOI: 10.4324/9780429280689-13
S. Iredale, A. Heinze, M. Williams
{"title":"Content marketing","authors":"S. Iredale, A. Heinze, M. Williams","doi":"10.4324/9780429280689-13","DOIUrl":"https://doi.org/10.4324/9780429280689-13","url":null,"abstract":"","PeriodicalId":37158,"journal":{"name":"Journal of Digital and Social Media Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90846099","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 : 2020-04-28DOI: 10.4324/9780429280689-12
A. Fenton, M. Mohamad, Ashley Jones
{"title":"Social media","authors":"A. Fenton, M. Mohamad, Ashley Jones","doi":"10.4324/9780429280689-12","DOIUrl":"https://doi.org/10.4324/9780429280689-12","url":null,"abstract":"","PeriodicalId":37158,"journal":{"name":"Journal of Digital and Social Media Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88505196","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 : 2020-04-28DOI: 10.4324/9780429280689-11
A. Heinze
{"title":"Search engine optimisation","authors":"A. Heinze","doi":"10.4324/9780429280689-11","DOIUrl":"https://doi.org/10.4324/9780429280689-11","url":null,"abstract":"","PeriodicalId":37158,"journal":{"name":"Journal of Digital and Social Media Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72380613","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 : 2020-04-28DOI: 10.4324/9780429280689-15
Bartłomiej Kurzyk, T. Rashid, Sayed Ali Hayder
{"title":"Mobile marketing","authors":"Bartłomiej Kurzyk, T. Rashid, Sayed Ali Hayder","doi":"10.4324/9780429280689-15","DOIUrl":"https://doi.org/10.4324/9780429280689-15","url":null,"abstract":"","PeriodicalId":37158,"journal":{"name":"Journal of Digital and Social Media Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77022420","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 : 2019-12-11DOI: 10.1007/978-3-030-24374-6_2
Pantea Foroudi, A. Nazarian, Ulfat Aziz
{"title":"The Effect of Fashion e-Blogs on Women’s Intention to Use","authors":"Pantea Foroudi, A. Nazarian, Ulfat Aziz","doi":"10.1007/978-3-030-24374-6_2","DOIUrl":"https://doi.org/10.1007/978-3-030-24374-6_2","url":null,"abstract":"","PeriodicalId":37158,"journal":{"name":"Journal of Digital and Social Media Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85885882","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}
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