Media Brand Research Articles

A Role of Social Media in B2B Marketing and Branding: A Case of UK Fashion Industry with Reference to Zara, UK

The current study focuses on the topic, THE ROLE OF SOCIAL MEDIA IN B2B MARKETING AND BRANDING : A CASE OF UK FASHION INDUSTRY WITH REFERENCE TO ZARA, UK. The study aims to analyse the role of the social media platform as funded by British small and medium fashion houses through their B2B marketing and branding activities. The researcher used the second research method in this study, in which all important information was obtained in a second, that is, published sources. To gain valuable insight into the research topic, the researcher relied entirely on statistical data published by the Office of National Statistics (ONS). In line with that, newspaper publications and other reports are published by market research firms. In order to analyze Zara's role in B2B advertising and social media platforms, a recent annual report was used in this study. Studies have shown that in contrast to the usual marketing and promotion mode, branding activities, when done through social media, generate significant gains both in terms of business growth and sales volume. As the UK is a world-famous fashion destination, fashion lovers from all over the world are gathering in this nation to face the latest trends. As a result, fashion retailers are taking advantage of this opportunity to grow their business. In this context, B2B marketing through popular social media channels such as Facebook, Twitter, Instagram and YouTube proves to be very profitable for this purpose. these forums not only help companies like Zara stay in touch with their trading partners but also engage in active partnerships with customers and partners alike. However, webbased advertising also has a few dark spots and Zara should be aware of those issues. The company can use 27 * 7 Cabot to better communicate which can be used by both clients and customers to provide feedback. In this way, the current study presented a complete account in the case of-of B2B marketing and branding as practiced by fashion brads in UK through social media channels.

News media brands’ value within polarized media markets: Perceived quality vs. political congruence

This study measures the consumer-based brand equity (CBBE) of news firms in Catalonia (Spain). The aim is to determine the dimensions of news media brands that are most important to their audiences. We surveyed more than 15,000 readers of two legacy and three native online brands. We conducted an array of exploratory factor analyses (EFAs) and confirmatory factor analyses (CFAs) to identify the dimensions with more impact on CBBE. Since empirical research on news firms’ CBBE is scarce and focuses on legacy news media, our project provides an updated and more comprehensive scale that measures both legacy and native brands. Moreover, the study finds that in a polarized media market, the journalistic quality perceived by the audience has the strongest impact on CBBE. However, most consumers also prefer news firms that they perceive as politically congruent with their opinions. Theoretical and managerial implications of these findings are discussed.

Evaluating the Effectiveness of the Official and the Non-Official Social Media Brand Communication Methods on Egyptian Women’s Consumer-Based Brand Equity

Companies communicate their brands with customers through social media, either officially through their official pages or non-officially through social media users’ Electronic Word of Mouth or brand-related content created by Social Media Influencers. This study evaluates the effectiveness of these three brand communication methods on consumer-based brand equity (CBBE), including brand awareness, brand image, brand attitude and purchase intention. The study further clarifies the most influential consumer and firm-related factors on Egyptian women’s behavioural intentions. It identifies the motives for following the official and non-official brand communication methods, interaction with brand posts and characteristics of the most followed social media influencers. A total of 400 Egyptian women answered an online/offline survey. Moreover, four focus group discussions were conducted. Based on the modified brand value chain model, the findings indicate that users’ eWOM is the most followed and influential brand communication method in Egyptian women’s purchase intention. Most Egyptian women are silent followers and prefer to follow younger influencers interested in fashion, sports, travelling and visiting new places. Egyptian women’s age, working status, past brand experience, real need to purchase, visuals of brand posts and peer pressure are the most influential firm-related and consumer-related variables on purchase intention.

“Any cosmo girl would’ve known”: Collaboration, feminine knowledge, and Femme theory in Legally Blonde

In 2001, the film Legally Blonde was released into a pop cultural landscape saturated with the Spice Girls’ brand of feminism-lite and postfeminist media texts like Sex and the City (1998–2004). With its firm hold on “girlie” feminism, Legally Blonde is postfeminist — but not post-femme. I extend the claim that femme theory can be located in low-cultural spaces and texts to understand the “chick flick” as another possible site of femme theory. I argue that Legally Blonde demonstrates that femme resistance can be located in the success of femininity, rather than only in its failure.

INCREASE "HIDAYAH" GINGER PRODUCTION THROUGH INSTAGRAM BRANDING AT DLANGGU MOJOKERTO HIGH SCHOOL

Introduction: "Hidayah" ginger production during the Covid pandemic era has decreased. Instagram is currently a social media that influences product sales. The purpose of this community service is to increase the production of “Hidayah” ginger through Instagram branding with feed and reel updates about Hidayah ginger production and products. Methods: This community service uses pre and post-tests with a one-group design. The variable that is measured is knowledge which is measured through pre and post-tests. This community service training activity is aimed at students of SMA AL Hidayah Dlanggu Mojokerto. The population in this study amounted to 20 people. data analysis using SPSS 20 to see the frequency distribution. Results: The results achieved in this community service are that Dlanggu High School students can do product branding through Instagram, by creating product feeds and reels and production activities that can promote products so that product sales increase. In building ginger product branding, the ability that must be acquired and developed by students using Instagram is being able to create accounts, and interesting content about the production process and ginger products to increase product sales. Conclusion: Branding ginger Hidayah products through Instagram social media can increase sales of ginger Hidayah products and introduce ginger Hidayah to the wider community by creating an Instagram account as a media branding.

The Research on the Digital Transition of the Tourism Media

Social media also experienced transitions from paper material to digital forms. In the previous years of the COVID outbreak, a particular part of social media---tourism, has been affected and is worth paying attention to. Lonely Planet (abbreviated as LP) is one of the most famous tourism media brands, previous researches have shown its development or transitions during the pandemic. Through using surveys, questionnaires and interviews, this research aims at investigating the strategy of LP for digital transition over the pandemic period, which could be applied for other media companies as an inspiration. The result from surveying LP in a chronicle order suggests negative impacts the COVID has on the business, while the transition of the company is spontaneous, also containing positive potentials for LP to get recovered or developed. Researchers receive 107 participants about their attitudes and understandings toward the transition of travel media and pandemic effects, and it shows the majority of audience focus on convenience of the journalist media, and most of them are optimistic about the digital transition of traditional media, agreeing with the statement that digital media would receive a wider audience, which indicates a benefit in digital transition. Two interviews are also carried out with loyal fans of Lonely Planet. The interviewees are used to reading printed material and are convinced that COVID affected traditional media use. However, they agree that digital platforms would not completely replace the traditional media in Lonely Planet’s case, presenting a surprising point of view.

What makes social media branding more effective in shaping pre-visit image: Information quality or source credibility?

Social media branding is increasingly undertaken by small and individual accommodation businesses. Based on the heuristic-systematic model (HSM), this study investigates factors influencing the formation and development of pre-visit images for B&Bs. An experimental design is created for empirical evidence. Study 1 (n = 451) features four types of online reviews and aims to test the respective and interactive effects of information quality and source credibility. Results show that information quality plays a more crucial role, but source credibility can bias the influence of information quality in special cases. The findings also demonstrate the difference existing in varied genders and generations. Study 2 (n = 204) further explores the influence of the four dimensions of information quality. This article extends previous research by investigating three types of effects of HSM in the B&B context and provides practical implications for marketers.

THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA MARKETING AND TECHNOLOGY READINESS TO INCREASE PURCHASE INTENTION THROUGH SOCIAL MEDIA BRAND ENGAGEMENT MEDIATION ON X INSTANT MORTAR BRAND

The Covid-19 has disrupted several businesses marketing strategies. This also has an effect on the building materials industry, they have to adapting its marketing to the B2C market via social media. Social Media Marketing can increase a customer's interest in making purchase, according to the findings of prior study and theory; yet, the company's data reveals various outcomes. There was a strong response to the social media marketing campaign, however the number of sales was not related to the number of sales the company made. Consequently, this study will assess the impact of Social Media Marketing on Purchase Intention as mediated by Social Media Brand Engagement, and considering the Technology Readiness. 150 Instagram followers of Mortar Instant X were surveyed using a quantitative way to acquire data for this study. According to the findings, Social Media Marketing has a positive direct and indirect influence (mediated by Social Media Brand Engagement) on Purchase Intention. Meanwhile, Technology Readiness has a positive direct and indirect effect (mediated by Social Media Brand Engagement) on Purchase Intention. It is anticipated that Instant Mortar X and the construction materials industry would use the findings of this study to develop and implement social media marketing strategies.

Does Brand Love Make Every Consumer Behave On Social Media ? The Role of Personality Traits and Brand Love On Customer Engagement Behavior

The customer engagement behavior is an important concept for the company along with the increasing use of social media by consumers. Previous studies examined customer engagement behavior on social media by the role of technology factors or features on the brand page. Nevertheless, the role of individual consumer traits and the consumer-brand relationships on customer engagement in brands on social media are still limited. This paper aims to explore customer engagement behaviours to brands in social media. This explores the extent to which personality traits are related to consumer-brand relationship and customer engagement behaviours in social media. The findings are presented from a survey of Instagram users who engage with fashion brand pages. The data collecting was done by online survey from 209 respondents, age between 18 and 34 years. The results support four of the seven hypotheses with significant relationship between the constructs analysed. Customers with openness and extraversion tend to love brands. Openness performs engagement behavior to brands in Instagram but extraversion does not. On the other hand, individuals who have neuroticism tend not to love brands and not perform engagement behavior. Eventually, brand love is a strong customer motivation to perform customer engagement. This study contributes to existing literature by examining consumer behavior on social media in the presence of emotional motivation. This paper extends literature by studying combined effect of emotional motivation resulting from the presence of personality traits in individual customer behavior

Development of a Social Media Branding Model for Marketing Consultancy: A Study on Content Sharing Practices

Objective: The research examines the strategic and tactical aspects of content sharing as a means to enhance visibility, engagement, and brand loyalty in the digital realm, drawing on perspectives from managers and experts in marketing consultancy. Method: Employing a mixed-methods approach, which combines qualitative interviews and quantitative surveys, the study provides insights into current practices, challenges, and opportunities that marketing consultants face in utilizing social media for branding. Findings: Through qualitative analysis, the study identifies key factors influencing successful branding on social media, including the creation of appealing content and strategic interaction with customers. Conclusion: This research contributes to the advancement of knowledge in the field of social media marketing and offers practical recommendations for industry professionals, enabling them to adapt to the dynamic nature of online branding in the digital age. Recommendations are provided for leveraging digital marketing strategies to improve brand image and performance, ultimately aiming to guide businesses in navigating the evolving landscape of social media branding.

The Effect of Social Media Brand Engagement on South African Consumers’ Purchase Intentions

Social media has perennially transformed consumers’ purchasing cycles. Today, consumers can effortlessly conduct online information searches about brands based on their interest in brands' social media pages or read brand reviews made by other consumers on social media networks. Social media is undisputedly characterised by ratings, comments, reviews, and other features found on websites that indicate what users think of the content being discussed. Taking note of what users say on social media and engaging in discussions is a great way for brands to influence these discussions and condition consumers’ purchase decisions and intentions. To achieve the objectives of this research, this study adopts a quantitative research method in which convenience and purposive sampling were utilised to recruit research participants. Self-administered, structured questionnaires are used to collect primary data. Both descriptive and inferential statistics are utilised in this study. Data is analysed using the Statistical Package for Social Sciences (SPSS) version 24.0. The outcomes of this research advocate that social media is an immensely powerful communication tool that can be used to shape consumers’ purchase intentions.

The Antecedents of Facebook Brand Page Engagement in Public Relations

Social media has increased the integration of marketing and PR. Consequently, due to this transition, businesses increasingly value customer relations above transactional marketing through social media brand pages communication. However, according to recent research, a practical problem has been identified: despite the significance of social media in marketing and communication, there is a lack of understanding among PR practitioners about how to successfully and strategically communicate via social media. PR practitioners still use social media asymmetrically and as promotional or advertising tools rather than for forming relationships with the public, which creates a lack of engagement. Secondly, a recent empirical study showed that humanise interaction can create customer and brand engagement through social media brand pages. Hence, recent public relations and social media-related research did not focus on humanised interaction influencing people to engage on brands’ social media Facebook pages. Thirdly, consumer brand engagement on social media was researched for several years. Furthermore, recent research conceptualised consumer engagement and brand engagement and called it social media brand engagement. Hence, social media brand engagement does not conceptualise or analyse humanised interaction and two-way symmetrical communication in computer-mediated communication in public relations related literature. Moreover, it is unclear how humanise interaction to create customer engagement through social media brand pages. This study aims to fill the research gap by providing a clear picture of how humanising interaction (as an antecedent) creates brand engagement and how to maintain a two-way communication strategy (as an antecedent) to maintain effective communication and build relationships. To answer these questions, this study conceptualises and develops a research framework where conversational human voice from relational maintenance theory and two-way symmetrical communication from excellence theory are taken as the antecedents of social media brand engagement.

Financial Management Practices of Restaurant Employees in Cabanatuan City

Financial management practices plays a vital role in the whole restaurant operations and services. Financial manager of a restaurant should take financial management seriously and need to be focused on the best approaches towards planning, monitoring, allocating, and budgeting monetary resources based on the availability of funds to provide high quality services standards. Restaurant business needs to have a good financial managers that could really focus and understand food service industry leading to media brand. The findings meant that restaurant employees in Cabanatuan City had high level of financial management practices especially in management of working capital and investment appraisal techniques. Highest educational attainment (r= 1.135) and major field of specialization (r=.173) had found a positive correlation with the level of financial management practiced. Other variables like age, gender, marital status, and training and seminars had no relationships with the financial management practices. The most challenging part of financial manager is the operating expenses and restaurant operations and services as a whole. These challenges are the menu, customer service experiences, uniqueness from other restaurant, marketing strategies operational challenges, inventory and hiring and training staffs. It is recommended to plan programs for the improvement and enhancement of restaurant employees performance and financial management towards restaurant operations.

Building Brand Image as Beauty and Lifestyle E-Commerce (Case Study IStyle.id Branding Strategy)

Pandemic COVID-19 affect in ecommerce industry, iStyle.id is one of ecommerce company managed by Lotte Group and Salim Group did rebranding due to the COVID-19 pandemic. To rebrand and rebuild new brand image as a beauty and lifestyle e-commerce, iStyle.id carried out a series of strategies that are divided into four processes, namely repositioning, renaming, redesigning, and relaunching. Repositioning process is carried out by replacing product highlights and making TVC (Television Commercial). The renaming process is done by changing the company name and slogan. The redesigning process is carried out by redesigning the logo and appearance of the company’s application and website User Interface. The relaunching process is carried out by rearranging the list of media relations, social media branding, and utilizing KOL (Key Opinion Leader) in the form of influencers and communities. This research was conducted using qualitative methods in the form of case studies by seeking data through interviews with relevant sources. Through this research, the researcher found that the used of this rebranding for i-Style is really important by giving a new position among the target and showing the new impression to attract the real focus of their segmentation.

To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship

PurposeThis paper aims to explore the impact of brand authenticity dimensions (i.e. aesthetic, symbolism, heritage, originality, quality commitment and virtue) on consumer engagement in the context of social media. This study answers to the need of scholars to understand consumer behaviour towards family and non-family firms’ brand authenticity constructs and for practitioners to find the correct levers to increase consumer engagement.Design/methodology/approachTop 10 European family firms with a retrievable Facebook (FB) page from the Global Family Business Index have been selected. Then, the study analysed family firms’ social media consumer engagement versus their non-family business direct competitors on a sample of 21.664 FB posts over a four-year period, leveraging multi-group analysis.FindingsThe results outline that three out of six brand authenticity dimensions posted on FB are statistically arousing more interactions respect to non-authenticity-related contents when posted by family firms. However, there are no statistically significant findings when brand authenticity content is posted by the non-family competitors.Practical implicationsThis research is helpful for practitioners and entrepreneurs who might want to strengthen their social media brand strategies. With this regard, the study provides insights on which elements of brand authenticity are perceived by consumers as more engaging and which levers to use when communicating the familiness of the company.Originality/valueTo the best of authors’ knowledge, this is one of the earliest studies crosscutting the family business and brand authenticity literature streams to conduct an empirical analysis based on official FB data with a data set of over 20,000 observations. Moreover, this study assesses that not every dimension of the brand authenticity construct is relevant in the context of social media and that its effectiveness depends on the firms’ familiness.

Review: Pop Masculinities: The Politics of Gender in the Twenty-First Century Popular Music, by Kai Arne Hansen

Review: <i>Pop Masculinities: The Politics of Gender in the Twenty-First Century Popular Music</i>, by Kai Arne Hansen

Mediation Role of Destination Brand Patriotism in Social Media Brand Engagement and Destination Brand Value Co-creation: Local Residents’ Perspective in the Tourism Sector in Tanzania

ABSTRACT The study is an attempt to advance knowledge on the supply-side perspective of destination branding using a bottom-up approach. The study proposed and tested a model that examines the role of social media brand engagement in enhancing destination brand value co-creation via destination brand patriotism. The proposed model was tested empirically among 499 local residents using structural equation modeling. The findings suggest that social media brand engagement influences destination brand value co-creation via destination brand patriotism. Therefore, the findings suggest that destinations can use social media to engage local residents in destination brand value co-creation as brand value co-creators.

The Peculiarities of Popular Social Networks: Interface, Functionality, Content

&lt;p&gt;&lt;strong&gt;&lt;em&gt;The aim&lt;/em&gt;&lt;/strong&gt;&lt;em&gt; of the work&lt;strong&gt; &lt;/strong&gt;&lt;/em&gt;is to identify the characteristics of popular social networks and messengers, study their features, as well as advantages and disadvantages.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;&lt;em&gt;Research methodology.&lt;/em&gt;&lt;/strong&gt;&lt;em&gt; Both theoretical and empirical research methods were used in the research process. In particular, the method of systematic study and analysis of social networks, descriptive-analytical and induction methods, as well as generalizations were used. The research methodology consisted of two stages. The first was analysis of theoretical sources on social networks and messengers. The second stage involved an overview of specific social networks, their interface, functionality, content. Topics that predominate in specific social networks, the format of submission of materials, the availability of comments, etc. were highlighted.&lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;&lt;em&gt;Results.&lt;/em&gt;&lt;/strong&gt;&lt;em&gt; Social media allows journalists to distribute and advertise content through new channels and facilitate interactive contact with the reader. As a source, they also promise faster access to elites, people’s voices and hard-to-reach regions of the world. Likes and Share metrics have become news factors that help reporters to find new ways for gathering, sharing and discussing information with sources.&lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;em&gt;Different social platforms should be used separatly, depending on the functionality, which they offer. Facebook, for example, is well suited for discussing current topics, because users of this social network like to comment on posts and participate in debates. Unlimited symbols and a convenient text widget allow you to publish on Facebook large analytical or informational materials on socially important topics – the main audience of Facebook are people over 20 years of age with higher education. Instagram works well to promote the media brand, promote the most interesting news and interact with the audience. YouTube has proven to be a great video host, where the media can create a selection of stories on specific topics, make podcasts, and get reactions to their work.&lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;&lt;em&gt;Novelty.&lt;/em&gt;&lt;/strong&gt;&lt;em&gt; The novelty of this work is the analysis of functional features, characteristics, capabilities, study of the types and specifics of popular social networks, including Facebook, Instagram, You Tube, Tik Tok. The obtained information can be used in further monitoring and research of the impact of social networks on journalism and their interaction with the media.&lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;&lt;em&gt;Practical meaning.&lt;/em&gt;&lt;/strong&gt;&lt;em&gt; The results of the study can be used to study the features of the use of social networks by journalists in the era of new technologies, as well as in the context of online journalism.&lt;/em&gt;&lt;/p&gt;&lt;strong&gt;&lt;em&gt;Key words: &lt;/em&gt;&lt;/strong&gt;&lt;em&gt;social networks, interface, content, user, media.&lt;/em&gt;

The Branding of Kampung Adat Rimbo Tarok Gunung Sariak Village as a Cultural Tourism Attraction

Branding is the process of building a brand to form an image or brand image. One of the thematic villages is Kampung Adat Rimbo Tarok, Gunung Sariak. This village has the potential to develop as an area that can become a thematic village in Padang City. Kampung Adat Rimbo Tarok exhibits unique characteristics, which include traditional house buildings and traditional cultural arts activities. The area of Kampung Adat Rimbo Tarok has not been significantly branded as no promotional media and information are found, and the area has not been properly managed. As a result, not many people know about the existence of this thematic village. These problems inspired the authors to conduct community service activities in this village. The community service aims to brand the village as a thematic village, a program of the local government of Padang City. The local government turns the village into a cultural tourism area. Departing from the facts described, the author intended to brand the area, starting from forming the regional brand or logo to other supporting branding media, such as an information board and other relevant media for branding design. The design stages use the 4D (four D), which is used in designing a design idea and follows stages from defining to dissemination. The expected result of these community service activities is to achieve a cultural tourism identity attached to the community, ranging from the visual identity, corporate media, and sign systems that partners or the local government can implement in local villages.

Pemanfaatan Sosial Media Branding pada Mitra Anugrah Jaya untuk Meningkatkan Pemasaran Digital Aneka Keripik “Extra Delicious”

Social media is the right medium for marketing, developing content, posting products, asking for input, and others that can improve and keep their business from losing out in the midst of the existing competition. One of the business industries that will develop is Anugrah Jaya’s partner which is engaged in the food processing industry, namely Assorted Chips "Extra Delicious". This partner is owned by Shinta Niawati, located in Pandansari Lor Village, Jabung District, 17 km from the STMIK PPKIA Pradnya Paramita community service team, Malang. The conventional marketing pattern that is being carried out needs changes in the digital era in order to expand the product marketing network through social media branding, in addition to not understanding financial management in running its business and the Anugrah Jaya logo does not yet have business ownership recognition. The results of the activities carried out by the service team include providing training and assistance in the use of social media branding of various "Extra Delicious" chips so as to increase wider market segmentation, and financial management assistance so that financial management can run well. and assisting in the registration of Anugrah Jaya's business logo in order to obtain copyright acknowledgment which is registered with the Ministry of Law and Human Rights, DJKI.