Media Marketing Research Articles

Exploring emotional dynamics: Word count effects in Facebook posts by sports shoe brands

This study examines the impact of word count in Facebook posts on user engagement and emotional responses, focusing on sports shoe brands. It addresses a research gap concerning the effects of post length on various emotional aspects and engagement metrics within social media marketing. Data were collected from January 1, 2024, to January 30, 2024, covering posts from January 2013 to December 2023 on official Facebook pages of several sports shoe brands. After cleaning an initial 723 posts, 636 were analyzed using statistical methods and Python libraries. Eight emotional aspects—fear, anger, sadness, trust, anticipation, joy, disgust, and surprise—were examined in relation to post length. Mean reaction values and emotional aspects were compared before and during the COVID-19 period. A structured equation model (SEM) in AMOS assessed these relationships. The analysis revealed that longer posts positively influenced trust (β = 0.208, ρ < 0.001), anticipation (β = 0.095, ρ < 0.05), joy (β = 0.259, ρ < 0.001), and surprise (β = 0.072, ρ < 0.05), but did not significantly affect fear (β = 0.065, ρ = 0.089), sadness (β = 0.054, ρ = 0.155), or disgust (β = 0.072, ρ = 0.116). During COVID-19, increased trust and anticipation were noted, while sadness and anger decreased. This study highlights that longer Facebook posts can enhance engagement through increased trust, anticipation, joy, and surprise, offering valuable insights for optimizing social media content strategies.

Males or females in solo or group travel: how do they impact travel intentions of potential tourists with different self-construals?

ABSTRACT Despite the growing popularity of solo travel, there is a limited understanding of males or females in solo or group travel, and how such perceptions impact observers’ travel intentions. Based on travel experiences shared online, this research investigates the effects of sharers’ travel mode and gender on travel intentions of potential tourists with different self-construals. With a 2 × 2 × 2 experiment, the study found that people with independent self-construal are more likely to emulate males’ solo versus group travel, while females’ solo or group travel won't influence their travel intentions. And, people with interdependent self-construal are more inclined to follow females’ group versus solo travel, while males’ solo or group travel won't impact their travel intentions. The research revealed that psychological distance is the underlying mechanism. This research contributes to gender research in tourism, solo travel, and travel experience sharing, and offers guidance regarding online content management and social media marketing.

Pengaruh Penggunaan Social Media Marketing dan Content Marketing terhadap Brand Awareness di Institusi Pendidikan

The purpose of this study is to evaluate the implementation of social media, content marketing, and brand awareness at the Bandung Culinary Academy and analyze the influence of each and the combination of the two on brand awareness. This research was conducted using an explanatory research approach. In this study, the research object consists of 2 (two) types of variables, namely independent variables and dependent variables. This study uses 2 (two) independent variables, namely the use of social media marketing (X1) and the use of content marketing (X2). The bound variable used in this study is brand awareness (Y). As a result, ATB Bandung has not done social media marketing well, especially in terms of communicating the products offered, but the value of the products offered can be conveyed well to the public. Although the content marketing carried out by ATB Bandung is interactive, relevant, and easy to understand.

From social media marketing to sustainable tourism development: how functionalities and destination image support sustainable tourism development

PurposeThis study investigates the influence of social media marketing (SMM) functionalities on perceived destination image (DI) and its dimensions, which in turn impact residents’ support for sustainable tourism development (SSTD). The study also examines the moderated mediation effect of the residency length and resident’s income in the indirect relationship between SMM and SSTD through the DI.Design/methodology/approachThe best technique found appropriate for this study was the survey approach. To gather empirical data, people who currently reside in Alexandria completed 351 questionnaires via an online survey. The questionnaire was translated into Arabic while adhering to back-translation guidelines. SPSS and AMOS software were used to analyze the collected data.FindingsIt is found that there is a direct effect of SMM and its functionalities on overall DI and its dimensions. In addition, DI mediates the relationship between SMM and SSTD. These results hold valuable insights for academicians and practitioners in the tourism industry, potentially informing SMM strategies to support tourism activities.Originality/valueThis research introduces a novel framework emphasizing the functionalities of the SMM as a tool for enhancing both affective and cognitive DI and supporting sustainable tourism development. It contributes to the SMM and SSTD literature by examining the links between SMM functionalities and sustainable tourism development in emerging countries such as Egypt.

The Social Psychological Explanations for the Effects of Social Media Marketing and Traditional Media on Voting Intentions

ABSTRACT Politicians use social media to drive voting intentions. The authors draw on self-enhancement and uncertainty reduction elements of social identity theory to present a framework that merges media data and social media sentiment toward the candidate to predict voting intentions. The authors estimate econometric models to data collected during the Brazilian presidential elections. The results support the influence of posts’ sentiment toward the candidate, owned social media, earned social media, and the candidate’s number of followers. They unveil social psychological pathways in driving intentions: a self-enhancement, an uncertainty reduction path, and an interaction between candidate’s number of followers and traditional earned media.

Maximizing Global Brands Impact through Social Media Marketing

Maximizing Global Brands Impact through Social Media Marketing

ANALYSIS OF THE IMPACT OF SOCIAL MEDIA MARKETING, SERVICE QUALITY, AND SALES ACTIVITIES ON THE INCREASE IN SALES OF PROBLEMATIC FINANCING GUARANTEES (DEFAULT) THROUGH AUCTION: CASE STUDY AT ABC ISLAMIC BANK

The study's purpose is to assess and disseminate the effect of the interaction between Social Media Marketing components, Quality, and Sales Activities on increasing the sales of customer guarantees for problem financing (losses) through auctions at ABC Service Sharia Bank. This study employs quantitative methodologies with a population of all workers of PT Bank Syariah ABC and a random sample of 30 respondents from Bank Syariah ABC employees in the Surabaya region. Data collection methods use questionnaires, case studies and interviews. The data analysis approach includes performing “Data Quality Tests”, “Classic Assumption Tests”, “Multiple Linear Regression Tests”, and “Hypothesis Testing”. Based on this study, the components of Social Media Marketing, Service Quality and Sales Activity, both on their own and in combination, have a notable influence on increasing sales of collateral for non-performing financing customers through auctions: Case Study at ABC Sharia Bank. The managerial implications for PT Bank Syariah ABC resulting from this research include optimizing the implementation or running of the three components above so that sales of customer collateral through auctions can increase significantly so that the rate of return or recovery of problematic/defaulting customers is reduced.

The Influence of Price and Brand Quality on Market Orientation is mediated by Social Media Marketing

This research analyzes the factors that influence market orientation in the retail industry, especially supermarkets in Batam City. People tend to want convenience and comfort in shopping, leading to a preference for supermarkets that are clean and modern and provide a variety of products. Batam, as a strategic industrial city, has tight retail competition with the development of minimarkets such as Indomaret and Alfamart. The research used a quantitative method with a questionnaire distributed to 266 respondents, measuring variables such as price, brand loyalty, product quality, service quality, stock, social media marketing, and market orientation. The research results show that price and stock have a significant influence on market orientation, while brand loyalty, service quality and social media marketing have varying influences. Product quality has a significant effect on social media marketing, but social media marketing is not significant on market orientation. The limitation of this research lies in the limited variable focus. It is recommended that further research add variables such as customer satisfaction, purchase intention, and consumer decision to expand understanding of the factors that influence market orientation.

Медиаменеджмент как перспективный инструмент цифрового управления

The issues of studying the concept of media management from the point of view of its use as a tool for managing the digital transformation of business processes and the economy as a whole are considered. Approaches to the definition and content of the term “media management” are analyzed, the specifics and conditions for digitalization of the media market are explored. The key factors determining the further active development of media management and the media environment are identified, and the content of the digital transformation of the media market is revealed. The most relevant models of modern media management in digital management have been identified. The attention is paid to the study of such issues as key factors in the development of media management; media management as an integrated management tool; media as a tool for managing the digital economy; trends in digital transformation and development of media tools. Scientific works devoted to this problem have been studied. The characteristic features of media management as a modern methodology for managing business development and list promising ways to organize the management process, types and tools for using media in digital management are highlighted. An analysis of the current state of the media market is carried out, as well as a forecast for its further development within the framework of the domestic digital economy. The most promising areas of media management are proposed and key trends in media management are listed. Media management at its core is a direction of the digital economy, the transition to which has received significant attention as part of the development of the domestic system of expanded reproduction. Media management as a modern management tool is a rather multifaceted concept that largely determines the trends in the further development of the domestic media market and the digitalization of the modern economy. The growth of the media market contributes to an even more active digital reorientation of basic economic and business processes.

Social Media Marketing and Its Relationship with Customer Loyalty: A Case Study in Cieneguilla, Peru

The objective of this research is to identify the relationship between social media marketing and customer loyalty in a restaurant in Cieneguilla, Peru. The study aims to highlight the importance of leveraging technological innovation to strengthen customer loyalty and improve business competitiveness in the current context. The study fills a gap by exploring how social media marketing affects customer loyalty in a specific sector such as restaurants, an area that has been under-researched in the context of Cieneguilla. Although previous studies have addressed the relationship between social media and loyalty, no comprehensive analysis has been conducted in this geographic and commercial area. The study has a quantitative approach, correlational type, and non-experimental design. A sample of 385 restaurant customers was used, with questionnaires of 22 items for the social media marketing variable and 23 items for the customer loyalty variable. Data collection was processed using the IBM SPSS 27.0 program, and Cronbach’s alpha coefficient was used to measure the reliability of the instruments. The results show a low positive correlation between social media marketing and customer loyalty (r = 0.359). It is concluded that as the company improves its social media marketing strategies, the level of customer loyalty increases. However, the implementation of these strategies is still perceived as average by most customers.

Paid, Owned and Earned Media Research: A Mixed Review, Reflections and Agendas for Future Research

This study aims to advance the understanding of POEM (paid, owned and earned media) literature through a mixed-review approach, comprising bibliometric and thematic analyses. VOSviewer was used for the bibliometric analysis of 816 articles from the Scopus database, while thematic analysis identified five themes and 17 sub-themes. The major thematic clusters are (a) brand communication and engagement via social media; (b) dynamics of media engagement and marketing strategies; (c) advertising, cross-channel synergy and branding; (d) mediated diplomacy and advertising literacy; and (e) the role of different media types in brand communication. This study presents the current state of research in POEM marketing and provides actionable recommendations for marketing practitioners and policymakers. Practitioners can use these findings to adapt and integrate emerging communication strategies, while policymakers can develop guidelines to enhance marketing practices and regulatory frameworks. Additionally, the study outlines five future research directions: (a) the integration of AI technologies, (b) ethical considerations, (c) cross-media synergy, (d) interdisciplinary approaches and (e) robust research methodologies.

Social Media Marketing and Product Quality on Purchase Intention of All-You-Can-Eat Restaurant

Social media marketing is a technique for someone to carry out marketing activities through social media or word of mouth, by promoting products to potential consumers in online platform. Pempek-Yuk Restaurant! is the first restaurant to provide culinary with the "All-you-can-eat" concept. This research aims to see whether interest in buying all-you-can-eat, is influenced by social media marketing and the quality of Pempek-Yuk! The research method was quantitative, using SPSS25 analysis tool and purposive sampling with Likert scale. The population was the millennial who live in Jakarta with total sample of 192 respondents. It is concluded that the buying interest of the millennial generation is influenced by social media marketing positively and significantly. The purchasing interest of the millennial generation is influenced by product quality positively and significantly. This study also shows that people's buying interest is influenced by social media marketing and product quality simultaneously, positively and significantly.

Peran Social Media Marketing dan Electronic Word of Mouth dalam Repurchase Intention pada Traveloka di Kota Bandung

The objective of this research is to examine how Social Media Marketing and Electronic Word of Mouth influence Repurchase Intention via TikTok among Traveloka users in Bandung City. A quantitative approach with purposive sampling technique was employed in this study. The research sample consists of 90 respondents who meet specific criteria. The research population includes individuals who have used and transacted through the Traveloka application. Data were collected using questionnaires distributed online and analyzed with hypothesis testing, multiple linear regression, classical assumption tests, reliability tests, and validity tests. The findings indicate that both social media marketing and electronic word of mouth exert a notable impact on repurchase intention among Traveloka users, both individually and collectively.

Pengaruh Social Media Marketing dan Inovasi Produk terhadap Minat Beli Ulang Kopi Bubuk Instan Nescafe di Kota Bandung

This research aims to analyse the impact of social media marketing and product innovation on the likelihood of repurchasing Nescafe instant coffee powder products in the city of Bandung. This research instrument has undergone rigorous testing to ensure its validity and reliability, including assessments of classical assumptions and multiple regression analysis. This instrument served as a data collection tool for respondents aged 17 years and older residing in the city of Bandung who have made a purchase of the Nescafe instant ground coffee product at least once, which is the subject of evaluation in this research. The research includes a total of 120 respondents. The data instruments are tested using the SPSS version 26 software tools, which is an analytical tool. The research findings indicate that Social Media Marketing and product innovation have a favourable and substantial impact on concurrent repurchase interest. What sets this research apart from prior studies is its focus on partial testing and the determination of the research locus specifically in the city of Bandung. The research aims to provide valuable insights for managers responsible for evaluating things, enabling them to develop effective plans or programmes

Race, Market Size, Segregation and Subsequent Opportunities for Former NFL Head Coaches

Abstract This study examines subsequent head coach opportunities for former National Football League (NFL) head coaches. Under a subsequent CEO career framework, survival analysis is used to examine the effects of race and market characteristics on subsequent NFL head coach opportunities for former head coaches. Observations of former head coaches who neither ended their coaching careers nor possess head coach positions in the observed seasons are used (n = 1,132). Black former NFL head coaches are less likely to secure subsequent NFL head coaching opportunities if their most recent coaching position was in a large media market. However, both Black and non-Black former head coaches who most recently coached in highly segregated metropolitan areas experienced higher likelihoods of securing subsequent head coaching opportunities. This segregated market effect is even stronger for Black former head coaches. The NFL can utilize this information in policy formation decisions regarding hiring policies and practices. Teams and their lead executives can also use this information to identify any personal biases that may arise within the head coach labor market. Coaches may use the information to best position themselves for subsequent career opportunities.

PENGARUH SOCIAL MEDIA MARKETING DAN INOVASI PRODUK TERHADAP BUSINESS PERFORMANCE PADA SENTRA INDUSTRI KERIPIK TEMPE “SANAN” KOTA MALANG

This study analyzes the impact of Social Media Marketing and Product Innovation on business performance in the tempe chip industry at Sentra Tempe Sanan, Malang City. Despite increasing competition from new culinary businesses leveraging social media and innovative products, the tempe chip industry in Sanan has maintained its market presence.Using regression analysis, the study finds that Social Media Marketing significantly improves business performance, enhancing brand awareness and customer engagement. Product Innovation also positively impacts performance, increasing customer numbers, creativity, and profits. Together, these factors explain 69% of the variation in business performance at Sentra Tempe Sanan.The findings suggest that optimizing social media marketing and continuous product innovation are crucial for sustaining competitiveness in the local market. This research offers practical insights for tempe chip producers in Sanan to improve their business strategies.

Performance of Small and Medium Sized Enterprises: Insights from Social Media Usage in Juba City, South Sudan

Small and Medium Enterprises are the main forces behind economic growth, social progress, and job creation in South Sudan. Business and customers benefit from using social platform on increasing their daily business operations. However, enterprises in South Sudan are performing poorly since there was a reduction in businesses output from 58% in 2017 to 30% in 2021. Thus, the study looked into how social media usage affected the performance of small and medium-sized businesses in Juba City, South Sudan. The specific objectives were to assess how small and medium-sized firms' performance was affected by their use of social media for marketing, customer relations, social media interactions, and information search. The study also examined the moderating effect of government regulations on the relationship between social media usage and the performance of small and medium-sized enterprises. The study was anchored on Resource- Based View, media richness theory and regulatory capture theory. The study employed an explanatory research design and target population was 252 small and medium-sized enterprises in Juba City; 154 firms were selected using simple random sampling. Structured questionnaire was employed to collect data. Data was analyzed using descriptive and inferential statistics. The study found that the performance was positively and significantly affected by the use of social media for information search, social media interactions, social media usage and customer relations, and social media marketing. The study also established that social media usage and firm performance were affected by government regulations. The study concluded that social media usage contributes significantly to enhanced performance of small and medium enterprises. The researcher recommends that small and medium enterprises management should ensure they integrate the social media applications in their management systems. The researcher also recommends that in order to improve their performance on social media, small and medium enterprises identify their areas of strength and weakness. The management should employ modem technology in order to gain from data transfer, emailing, and texting while implementing a social media workforce. The government of South Sudan should ensure that suitable information technology training is offered to small and medium enterprises’ owners for the adoption of social media and other technological innovations.

Predictors of Intention to Interact with Apparel Products on Instagram: Do creativity and Positive Emotion Matter?

Research aims: This study aims to determine the effect of perceived creativity, positive emotion, affective commitment on people intention to interact.Design/Methodology/Approach: The study procedures were carried out using a quantitative approach and data were collected with online questionnaires from July to December in 2023. The participants were selected using purposive sampling based on specific criteria, such as experience in purchasing products online. A total of 225 participants were selected and analysis was performed using Structural Equation Modelling (SEM) approach with SmartPLS.Research findings: The results showed that perceived creativity had a significant relationship on positive emotion and affective commitment. Positive emotion was shown to have a significant effect on interaction intention. However, perceived creativity had no significant impact on interaction intention of apparel brand. This indicated that creative content was inadequate in attracting Instagram users to interact with brand’s account. The results also showed that positive emotion lacked a significant correlation with affective commitment, while affective commitment had a significant relationship with interaction intention.Theoretical Contribution/Originality: This study provides meaningful contribution to Stimulus-Organism-Response theory by incorporating creativity to assess Instagram social media platform.Practitioners/Policy Implications: These results can assist business owners and social media marketers in developing creative marketing campaigns and building strong bond with their followers.Research Limitations/Implications: One of the limitations of this study is that it only assessed the use of Instagram in the fashion industry. Therefore, future studies are advised to explore different industries and recruit participants with a specific occupation to obtain better understanding of online consumer behavior.

The Influence of Social Media Marketing Features on Consumers’ Purchasing Decisions of Tourism Products

The prevalence of social media usage in Malaysia is apparent, as a substantial 78.5% of the population actively participates in online platforms. This provides the groundwork for an extensive analysis of the influence that social media marketing has on the decision-making process of consumers in the digital domain. This research focuses on analyzing the influence of four specific aspects of social media marketing on consumers' purchasing decisions for tourism products. Interactivity, informativeness, entertainment value and perceived relevance are the elements that must be taken into account. The data was gathered from a diverse group of individuals who have extensive experience with social media. This was done through a thorough and structured online survey. The survey was completed by 142 participants in total and the data was analyzed using SPSS. The findings indicate that factors such as interactivity, informativeness and perceived relevance play a significant role in influencing consumers' purchase decisions. However, it was discovered that the impact of entertainment on purchase decisions is not significant. The findings of this study make an important contribution toward filling the gap in exploring how the tourism industry maximizes social media marketing features as digital marketing in knowing consumers’ purchasing decisions. This study has shed some light on how marketers effectively manage and take advantage of social media platforms such as Instagram, Twitter, Facebook and Tik-Tok. Further research comparing with bigger data and other countries or regions will enrich the research findings.

Effects of Social Media Marketing Activities on Perceived Values, Online Brand Engagement, and Brand Loyalty

This study aims to validate the model on the effects of social media marketing activities on the perceived values of social media marketing activities and the effects of these perceived values on online brand engagement and, consequently, on brand loyalty. The data used in this study were collected through an online self-administered survey of 501 young social media users in Vietnam. Partial Least Squares Algorithm, Bootstrapping, PLSpredict/CVPAT, and Multi-Group Analysis methods embedded in Smart-PLS software were used to validate the measurement model and test the research hypotheses. The findings confirm that the positive effects of social media marketing activities on brand loyalty are transmitted through the perceived values of these activities and online brand engagement. These effects are more substantial for luxury brands compared to non-luxury brands. Importantly, our study offers a new approach to explaining the impact of social media marketing activities on brand loyalty by focusing on the perceived values of these activities and their effects on online brand engagement. To enhance brand loyalty, businesses should prioritize creating hedonic and utilitarian values through their social media marketing activities and use these values and online brand engagement as key performance indicators for planning and controlling their strategies. Doi: 10.28991/ESJ-2024-08-05-017 Full Text: PDF