Marketing Communications Strategy through Social Media

Social media is becoming an important tool of marketing communications.With a huge number user in India and growing rapidly,Facebook’s popularity is making banks test the waters with a few basic services to discover how comfortable customers are carrying out transactions on the social networking site.By some estimates,social networking now accounts for 40 percent of all time spent online in India.Between December 2008 and December 2009,total visits to the top 10 social networking sites increased 63 percent.Nearly one in 10 Internet visits ends up at a social network;nearly one in four page views is on a social networking site,thus,making social networking a lucrative option for brand managers to market their brand and to create a brand identity.It is felt that people’s brand choices used to be heavily influenced by advertising.Today,this pattern is changing.Persons with access to computers,iPads,or smart phones now take time to reach the brands in a category,such as cars or TV,before making their final choice.Younger persons find it very easy to look up information about products on the Internet,ask their Facebook friends,attend to bloggers,and watch Youtube.Social media is a boon.It also has bane.Under this backdrop,this paper will address marketing communications strategy through social media in the fast-moving consumer goods(FMCG)Industry in India.

The Attributes of Social Media as a Strategic Marketing Communication Tool

New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media （SM） is a key element to success. SM helps companies rethink the traditional one-way flow of their marketing messages and to incorporate a new interactive pattern into their communications. Nevertheless, these tendencies involve problems of strategic myopia for firms that do not structurally integrate these tools. One main problem is that institutions can rarely differentiate between the various types of SM and the attributes thereof, while the literature equally reveals a number of contradictions in the subject. The present conceptual paper lays the foundations of a strategic approach to SM and discusses its theoretical implications. Following an overview on the concept of SM, through a content analysis of the specialized management literature （n = 14）, we present various best practices and reflect on the apparent lack of strategic thinking in using SM as a marketing application. Then, we compare these practical examples with general marketing strategy theory. By merging theory and practice, we aim to provide an insight towards a well-founded application of SM as a genuinely strategic marketing tool.

Social Media Influence on College Students'Consumption Behavior and Marketing Strategy

Nowadays,the use of social media is everywhere in college campuses.You can often see students who stare down at the mobile phone screen and brush the dynamic circle of friends,even community meetings,group discussions are beginning to be replaced by WeChat Group.The rapid development of social media allows marketers to see more possibilities for marketing.College students group is a group that marketers can not ignore,this kind of target consumers also have their own characteristics.Only by understanding the characteristics and behavior of consumers can we better discover and spread demand.This paper will analyze the influence of the development of social media on the consumption behavior of college students,and put forward some suggestions on how to use social media to carry out marketing.

Impact of thumb up sharing advertising in social media

“Thumb up advertising”is a new and effective way to spread shared advertising in social media.How the retailer adapts“thumb up advertising”in marketing with a game theory model is analyzed.The results show that when the retailer chooses to thumb up the advertising in Moments,a higher reward will increase the equilibrium price but hurt the retailer s expected profit;if the consumers can more easily reach the thumb up amount,the retailer will charge a higher price,and possibly gain more profit.When the retailer chooses thumb up at the end of the advertising context,a higher reward will increase the equilibrium price and the retailers expected profit will increase/decrease.If the consumers are easier to reach the thumb up amount,the retailer will charge a higher price,and may get more profit.If a consumer s click cost of clicking the sharing advertising is higher,the retailer charges a lower price;and if the consumer s additional perceived value from the advertising is higher,the retailer charges a higher price and reaps more profit.

Social Media and Stock Market Prediction: A Big Data Approach

Big data is the collection of large datasets from traditional and digital sources to identify trends and patterns.The quantity and variety of computer data are growing exponentially for many reasons.For example,retailers are building vast databases of customer sales activity.Organizations are working on logistics financial services,and public social media are sharing a vast quantity of sentiments related to sales price and products.Challenges of big data include volume and variety in both structured and unstructured data.In this paper,we implemented several machine learning models through Spark MLlib using PySpark,which is scalable,fast,easily integrated with other tools,and has better performance than the traditional models.We studied the stocks of 10 top companies,whose data include historical stock prices,with MLlib models such as linear regression,generalized linear regression,random forest,and decision tree.We implemented naive Bayes and logistic regression classification models.Experimental results suggest that linear regression,random forest,and generalized linear regression provide an accuracy of 80%-98%.The experimental results of the decision tree did not well predict share price movements in the stock market.

More than Just a Game: The Power of Social Media on Super Bowl XLVI

The evolution of social media in the recent years promoted the appearance of a new category: social media based on check-in. It enables the user to define their identity through information sharing. This paper aims to show the evolution of these media highlighting the effects and changes they cause in society through Super Bowl XLVI scenario, besides indicating the important role they have for the companies and marketing.

Consumer’s Purchase Intention towards Luxury Retailer’s Social Media Advertisements —A Case Study of a Shoe Retail—UAE-Dubai Mall

Digital marketing is considered the preferred method comparing to traditional marketing nowadays [1], but is it true for luxury and expensive products? Since the perception prevails that the concepts “luxury” and “digital” are quite incompatible [2], this paper aims to explore the effectiveness of digital marketing advertisements of luxury retailers, while also exploring consumer’s purchasing intent based on the viewing of such promotions. The overall goal is to provide a model of luxury purchase behaviour through harnessing social media. As a constructionist ontology-based researcher, I believe in multiple versions of reality which can evolve based on my target consumer experiences [3]. My epistemological stance is interpretivism with a subjective approach, inductively interacting with consumers to better understand what this “truth” means to them, incorporating textual material to support the analytical interpretations [4]. It is hoped this paper will inform fashion brands marketers about social media practice to achieve creation of purchase intention and ultimately achieve target sales. The paper is useful to both practitioners and academics in the fields of social media marketing and purchase intention. The research provides some initial insights into consumer perspectives of social media ads and online purchase behaviour.

Tobacco control challenges in China: Big data analysis of online tobacco marketing information

Objective:To develop tobacco control strategies by analyzing online tobacco marketing information in China.Methods:Using web-crawler software,this study acquired 106,485 pieces of online tobacco marketing information published on 11 different Internet platforms including Weibo,WeChat,Baidu,etc.,from January-June 2018.The data were used to investigate the characteristics and social networks of online tobacco marketing via content and social network analysis.Results:The total volume of online tobacco marketing during the study period was high,showing a positive trend.Of all the marketing subjects,those involving"flavor capsule","Marlboro",and"Esse"were the most popular.The Weibo platform had the highest volume of online tobacco marketing information as well as the largest proportion of explicit marketing information.This was followed by other social media platforms such as Baidu Search,Baidu Tieba,and Xiaohongshu,where implicit marketing information predominated.The overall network structure of tobacco websites exhibited a significant centralization feature,where traditional and novel tobacco websites formed two clusters with almost no intersections.The China Tobacco Science and Education Website(http://www.tobaccoinfo.com.cn/)and E-Cigarette Home(http://ecigm.com/)were the two nodes of the highest degree centrality within the respective"circle",while the China Tobacco Monopoly Bureau Website(http://www.tobacco.gov.cn/)was the node with the highest closeness centrality.By contrast,Baidu Tieba's overall network structure was more decentralized,and the degree of correlation between different nodes was relatively low.Conclusion:Online tobacco marketing demonstrated high volumes and wide coverage,and an intertwined network,thereby creating major obstacles for tobacco control.To address this issue,the government should strengthen network supervision of tobacco marketing and revise its current regulations.Meanwhile,Internet platforms should improve self-regulation by comprehensively removing and blocking tobacco-related information.Lastly,the media and public should advocate associated policies and support Internet platform supervision.

The Usage of Instagram as a Marketing Tool

The developments in information and communication technologies everyday and the effects of globalization have led to many changes in most of the fields including marketing communications. Today, businesses are struggling to survive intensely, to be able to be heard in a global competitive environment, and to keep their market share to the forefront. In this sense, the businesses that have taken into consideration that the current developments have caused great changes in the consumers, also added social media which they use very intensely in order to reach the consumers in the period that the traditional methods have lost importance, to their marketing mix as an important brand communication medium. Social media makes it necessary to go out of tradition in marketing activities. In the social media economy, consumers are at the forefront, and the structures that carry on their activities in interaction with the consumer are gaining importance. Facebook, Twitter, and Youtube are among the most frequently used social networks in our country, but in recent times Instagram is another platform that has recently attracted the attention of companies. The study examined the comparison of traditional marketing and social media marketing. The study also examined the importance of using images and the usage of Instagram as a marketing tool.

网络社交媒体对品牌营销的影响研究

随着互联网的快速发展和社交媒体的普及,品牌营销领域已经发生了根本性的改变。网络社交媒体成为品牌与消费者之间沟通的重要平台,对品牌营销产生了深远影响。该文旨在探讨网络社交媒体对品牌营销的影响及其机制,以帮助企业更好地利用社交媒体进行品牌营销。

大数据时代下数字营销理论的起源和发展

随着数字经济的不断发展,数字营销的前沿性与重要性日益凸显。它逐步融入互联网环境下的各类营销活动、运营,深刻影响着企业与消费者之间的互动。文章从数字营销的产生、发展历程和应用等方面对其进行了大致梳理,首先追溯了数字营销的初步实践,然后整理了相关学者对数字营销概念的表述,接着对数字营销的应用和发展进行了阶段性划分,最后总结了对数字营销的理解。

“淄博烧烤”游客消费偏好及旅游目的地营销启示

网络数据量的爆发式增长为旅游目的地营销研究提供了丰富的信息。本研究以2023年3月—5月抖音、微博、小红书、Bilibili等4家社交媒体平台用户评论为样本,利用Python技术进行数据爬取和可视化分析,探索游客关注、情感、评价和消费偏好。研究表明,社交媒体用户对“淄博烧烤”的关注呈整体上升趋势;态度以积极为主,性别差异和年龄层次影响用户情感;正向评论主要关注店铺推荐、烧烤文化、政府举措、居民好客、城市借鉴、集群社交、旅游种草和回忆唤起;负面评论聚焦于游客行为、当地人感受、旅游高峰期压力和商铺负面评价。研究发现为促进淄博旅游可持续发展、推动目的地营销、塑造良好城市形象、让城市迸发出更大发展潜力提供了数据参考和决策依据。

B2B情境中的社交媒体营销战略:研究现状与展望

随着社交媒体的广泛普及和影响力的不断攀升,从事B2B营销的企业亟待了解如何通过有效的社交媒体营销战略获取长久的竞争优势和实现价值最大化。B2B情境中的社交媒体营销战略问题也越来越受到学者们的关注,但目前该领域的研究呈现较为分散的状态,缺乏对相关文献全面系统的梳理和归纳。通过对209篇中英文文献的回顾和解析,采用社交媒体使用的“前因—战略—结果”综述框架,剖析了B2B情境中社交媒体营销战略的研究现状。基于现有研究不足,未来研究应进一步探究企业营销目标与相关主体动机的协同作用、C端社交媒体用户的动机,重点关注社交销售战略、思想领导力营销战略、影响者营销战略和社交媒体组合战略,以及企业边界人员使用个人社交媒体对企业层面的影响和社交媒体营销战略的“阴暗面”等问题,以推动B2B情境中社交媒体营销战略研究的理论构建与深化。

制度压力视域下供应链数字化创新驱动因素研究

供应链数字化创新已成为企业适应当今时代发展的必然趋势。从制度理论中的制度压力视域出发,选取2012—2020年中国A股上市公司作为研究样本,实证分析市场化进程、企业社会责任、媒体关注分别作为规制压力、规范压力、认知压力对供应链数字化创新的影响,同时探索制度环境变化速度在其中的情境作用。结果表明,市场化进程、企业社会责任、媒体关注对供应链数字化创新均有积极影响;制度环境变化速度在市场化进程与供应链数字化创新之间具有显著负向调节作用,在媒体关注与供应链数字化创新之间具有正向调节作用,而在企业社会责任与供应链数字化创新之间不具有调节作用。结论对于有效识别企业供应链数字化创新的驱动因素,厘清制度压力对供应链数字化创新的影响机制具有重要理论价值与实践意义。

体育口碑传播研究述评与展望

社交媒体时代,体育内容极易在全球用户间形成口碑传播,体育口碑传播在提升我国文化软实力和国际话语权方面发挥重要作用。基于文献计量方法,旨在梳理体育口碑传播研究的内涵特征和发展脉络,对比国内外研究、体育口碑与口碑的研究,整理体育口碑传播研究的进路框架,以期推动理论研究发展。发现:体育口碑传播研究的特色体现在对无形服务、赞助效果等问题的识别,以及体育形象、具身体验对传播过程的影响等。通过归纳常见的测量方法,本研究提出“口碑传播意愿”和“口碑接收影响”可作为体育口碑传播效果的主要测量维度。基于“前因后果×传接双方×上下层次”的矩阵分析,本研究在体育用户需求与行为模式、体育口碑传播情境化和体育赛事传播与声誉治理方面提出了未来研究的命题与思考。

Significance of Live Streaming in Shaping Business: A Critical Review and Analytical Study

With the rise of live streaming on social media, platforms like Facebook, Instagram, and YouTube have become powerful business tools. They enable users to share live videos, fostering direct connections between businesses and their customers. This critical literature review paper explores the impact of live streaming on businesses, focusing on its role in attracting and satisfying consumers by promoting products tailored to their needs and wants. It emphasizes live streaming’s crucial role in engaging customers, a key to business growth. The study also provides viable strategies for businesses to leverage live streaming for growth and customer engagement, underscoring its importance in the business landscape.

互联网背景下JC考研机构品牌营销策略研究

随着互联网技术的迅猛发展和高等教育的普及,考研市场迎来了前所未有的发展机遇。本文以JC考研机构为例,深入探讨了其在互联网背景下品牌营销策略的现状与挑战。结果表明,尽管JC考研机构在市场上占有一席之地,但其品牌定位模糊、营销手段单一、社交媒体营销滞后、产品同质化严重以及学员口碑营销不足等问题亟待解决。为此,本文提出了精准定位与市场调研、产品差异化与个性化服务、网络营销与社交媒体利用、线下活动与校园营销、合作伙伴与资源共享、优惠政策与口碑营销、数据分析与优化等品牌营销策略优化建议,旨在帮助JC考研机构在激烈的市场竞争中脱颖而出,同时为其它考研机构提供参考。

社交媒体关注、监管问询与公司并购——基于东方财富“股吧”论坛文本分析的经验证据

本文基于2014—2018年中国A股上市公司重大资产重组数据,借助文本分析,考察了社交媒体关注对企业并购决策的影响。结果发现,并购活动受到社交媒体讨论越负面,公司越有可能终止并购交易,且这种关系在交易所监管问询介入后更为显著。通过异质性分析发现,在同一控制下和非现金支付的并购活动中,社交媒体负面讨论对并购交易终止的影响作用更显著,且交易所问询能在其中发挥更好的治理效应。进一步研究发现,受社交媒体讨论越负面的并购,其市场公告效应越差,未来股价崩盘风险越大;交易所问询后,可以改善企业市场表现和缓解股价崩盘风险。本文研究结论表明,社交媒体借助交易所监管问询这一路径,可以更好地发挥外部治理功能。

社交媒体原创内容如何影响商业内容--基于微观数据的实证研究

社交媒体平台的影响者营销已成为企业营销中不可或缺的一部分。影响者通过创作原创内容提高影响力,然后通过发布商业内容获得收益。因此,原创内容与商业内容之间密不可分,但鲜有文献关注这一问题。本文基于中国某知名社交媒体平台的面板数据进行实证研究,结果表明:影响者上期原创内容发布数量与传播效果的提高,对本期商业内容数量与传播效果的提高有积极影响。进一步研究发现,商业内容发布数量受声誉机制的影响:影响者声誉越高,影响者通过原创内容建立声誉来提高商业合作数量的需求越弱,原创内容对商业内容发布数量的影响越弱;商业内容传播效果受联系机制的影响:内容的用户参与度越高,影响者通过原创内容建立用户联系来提高商业内容效果的需求越弱,原创内容对商业内容传播效果的影响越弱。

企业社交媒体行为对网络嵌入治理的影响研究:基于社会网络理论的视角

基于社会网络理论,文章探究企业社交媒体行为对网络嵌入治理的影响,即制造商企业不同社交媒体行为如何促进网络嵌入治理以及合作伙伴网络结构嵌入特点能否强化上述关系。文章以制造商和经销商的合作关系为研究情境,从制造商角度收集308份问卷,实证检验结果表明:社交媒体任务交互行为和关系交互行为均正向影响网络嵌入治理;经销商网络密度增强社交媒体任务交互行为对网络嵌入治理的正向影响,而与文章预期相反的是,经销商网络中心性无法增强社交媒体关系交互行为对网络嵌入治理的正向影响。文章丰富了跨组织关系管理领域关于社交媒体使用的讨论,并从社会网络层面关注跨组织关系治理问题,为企业寻求和建立一条新的跨组织关系治理机制提供决策依据。