Social Media Marketing Strategies Research Articles

Social Media Marketing Strategies and Their Impact on Brand Equity and Buying Interest in Cake & Bakery

Increasing competition in the food industry, especially in the cake and bread sector, encourages companies to increase their marketing competitiveness through social media, requiring marketers who can build strong brands. Even though the number of followers of a company on social media has become a general indicator, it cannot provide a definite picture of how much buying interest these followers have in the products being sold. This research explores the influence of social media marketing activities on brand equity and purchasing Interest in the food industry, especially in cake and bread products. This study takes a quantitative approach by analyzing data collected from the followers of Kumo Cake's Instagram account. By using a straightforward random sample technique, 122 participants from the Jabodetabek region were chosen for the survey. A Structural Equation Model (SEM) is used for the analytical purpose. The study's findings demonstrate that SMM campaigns boost brand equity, which in turn increases purchase interest, and that brand equity influences buy interest in a positive and statistically significant way. These results have important implications for food sector firms looking to improve their social media marketing strategy in order to raise consumer interest in their brands and products.

Analysis of Bilibili’s Social Media Marketing Strategy

Nowadays, social media has become one of the main ways of entertainment for people after dinner, which is accompanied by the huge industrial structure and commercial chain behind it. How to attract more customers and reap the maximum benefits in the fierce platform competition has become the basic goal of every platform. In essence, there is a three-way connection between the platform, the company and the user and the communication between them to get the content and traffic they want. Therefore, the cooperation between companies, the innovative use of popular IP, and the accurate grasp of user preferences have become the key to the control of traffic flow of social media. By studying the collected literature on social media and Bilibili’s marketing strategies, this paper explores the marketing strategies of social media platforms in the current era and draws out the development prospects of the social media platform Bilibili in the post-epidemic era. Bilibili innovates marketing strategies in such an industry background, fights for a better marketing environment and timely adjusts marketing methods, so as to quickly seize a certain position in the increasingly fierce competitive market and improve its competitive advantage. This article takes Bilibili as an example to analyze the social media operation strategy and the reasons why it can get a head start in the post-pandemic era.

The Impact of Nike's Social Media Marketing Strategy on Consumer Demand

Digitalization has changed users' shopping experience, and Nike is one of the sports footwear and apparel brands with the highest market share in the world. With the increase in social media influence, Nike has actively laid out its social media matrix to attract more potential consumers and guide their shopping needs through diversified marketing methods. This paper analyzes the impact of social media on Nike's consumer base and makes plans by combining Nike's different marketing approaches, consumer needs, and the 4Ps. 4Ps is a marketing strategy tool in which companies develop marketing strategies by analyzing four aspects: product, price, channel, and promotion. The results of the study showed that while social media marketing expanded sales, its effectiveness was undermined by price promotions. A limited edition of many co-branded products makes consumers doubt the product's value. Therefore, marketing should be combined with price promotion, not just brand promotion. By analyzing the 4Ps to understand the marketing approach that Nike should adopt in the current climate and the factors that should be considered to influence consumers.

Influence of Social Media Marketing Strategies and Best Practices on E-Satisfaction And E-Loyalty

This study investigated hotels' social media marketing strategies in Davao Region. Also, it determined the perceived effectiveness of the social media marketing used by the selected hotels' level of e-satisfaction of tourists using social media marketing by selected hotels. This study used a descriptive research design since it aimed to explain and interpret the findings gathered from the quantitative data. There were 455 respondents for the quantitative data and eight (8) respondents for the qualitative data. Instruments used in the study were an adapted survey questionnaire and an in-depth interview utilizing the research guide questions. The study participants were purposively selected, and the questionnaires were distributed equally. This study analyzed the statistical data using the Frequency, Weighted Median, Kruskal-Wallis, Spearman's Rank-Order Correlation, and Multiple Regression Analysis. Data revealed that social media is one of the most cost-efficient digital marketing methods; Facebook is the most prevalent Social Networking Site (SNS) used by hotels and use third-party booking sites to support the hotel's revenue. Moreover, findings showed that selected hotels implemented a high level of effectiveness of social media, a high level of customers' e-satisfaction on social media, and a high level of e-loyalty of hotels' customers on social media marketing strategies by hotels. Thus, the result clarified that compared to social media marketing, e-satisfaction, as a factor in general, was influential in igniting e-loyalty. Lastly, three (3) best practices were identified from the participants: innovation, customer engagement, and accessibility.

The Relationship Between Social Media Marketing, Trust, Reputation and Purchase Intention: Empirical Evidence from Fast-Food Industry

Considering the increased interest in the role of Social Media Marketing (SMM) of fast-food brands in encouraging purchase decisions, the current study introduced the stimulus-organism-response (S-O-R) as a theoretical support to connect SMM to purchase intention via trust and reputation in the context of the Malaysian fast food industry. A cross-sectional survey was designed to examine the theoretical framework, which yielded 212 usable responses. Partial least squares structural equation modeling was used to test the study hypotheses. Results of this study suggest that SMM in the form of entertainment, interaction, trendiness, customization, and word of mouth invoke the positive effect on trust and reputation, ultimately lead to positive intention to purchase a fast-food products. The findings of this study may provide valuable insight for fast-food marketers to restrategize their SMM strategy to increase consumer purchase intention.

Optimizing the Marketing Strategies Through Social Media Marketing Analysis

Social Media Marketing (SMM), which refers to the use of social media as a branding strategy, is one of the most prominent study subjects in consumer marketing. Some scholars have studied the development of SMM strategies, but there is a lack of uniformity in the interpretation of the two-sided impact of SMM on brands and consumers, and the coping approaches to negative effects are controversial. This paper analyses the basis of consumer buying behaviour in identifying brand marketing in SMM, discusses the influence of influencer marketing in SMM and suggests the role of SMM in building brand image. The results show that the influence of SMM is twofold and suggests that brands should be positive and avoid negativity when marketing, give full play to the emotional and personalised marketing model in SMM, focus on influencer selection and increase interactive marketing with consumers.

Alcohol Social Media Marketing in Hong Kong: A Content Analysis of Facebook Posts

PurposeThe near universal use of social media by young people in many parts of the world has led to increased exposure to alcohol social media marketing (SMM). This study aimed to examine the content of SMM posts from alcohol brands and venues in the southern China region. MethodsThis study randomly sampled posts from Hong Kong Facebook pages of 10 well-known alcohol brands (n = 639) and four popular drinking venues (n = 335) between 2011 and 2019. Content analysis, using deductive and inductive coding, was conducted on SMM posts to identify common marketing strategies (e.g., promotional giveaways) and themes. ResultsAlcohol SMM posts increased eight-fold during this period and showed continuous adaptation to regional tastes and drinking culture. Alcohol SMM strategies included explicit encouragement to drink, real-world event tie-ins (e.g. concerts, sporting matches), and special postings during local holidays such as Chinese New Year. Viewers were actively encouraged to interact through “likes”, shares, and comments on SMM posts. Alcohol brands had substantially higher user interactions than drinking venues (mean = 228.7/post vs. 19.0/post; p < .05). Alcohol SMM themes included celebratory events, friendship, cultural heritage, and popular music. SMM also promoted an exclusive, aspirational lifestyle, and emphasis on the high quality of their products. Only 8.1% of the brand posts and none of the venue posts contained responsible drinking messages. DiscussionAlcohol SMM has been increasingly promoting social norms that encourage heavy drinking in young people. Future policy discussions in this emerging alcohol market region should consider regulation of alcohol SMM.

Take the Industrial Bank of China as a Case to Analyze the Problems of Commercial Banks' Social Media Marketing Strategy

With the advent of the era of big data, the application of the Internet and Internet of Things technology in various industries promotes the rapid update and iteration of data. With the rise of social media platforms, their influence on lifestyles and business models is increasing. The marketing model of commercial banks also needs to adapt to the development trend of the market and change. They need to pay more attention to the marketing methods of social media platforms. Therefore, it is necessary to study the marketing strategies of commercial banks' social media platforms. This paper mainly studies some marketing strategies of Industrial Bank in subscriptions, Weibo and Channels. It is found that there are some problems in marketing, such as weak innovation ability, insufficient content attraction, and flow conversion that need to be improved. Based on these, the paper gives some concrete suggestions: commercial banks can make use of the fan economy in marketing, so as to attract customers innovatively. Commercial banks should also improve the quality of marketing content and pay attention to the difference in marketing products. In addition, commercial banks should focus on improving the conversion rate of flow, the approach can be increasing the placement of advertising.

A Case Study of Hi Mom's Social Media Marketing Strategy

Hi Mom is a movie released in Chinese New Year with widespread publicity and well-known movie stars. It became one of the hottest films in the 2021 Spring Festival Movie. The film grossed more than $5 billion at the box office, which is undoubtedly a huge success. In addition to impressing audiences with a unique "family" storyline and a different narrative approach, the marketing and publicity strategies of a movie are also necessary. The research direction of this paper is mainly content and publicity. For example, the selling points and opportunities of films with a box office of more than 5 billion Yuan are worthy of deep analysis, especially the role production companies play and the way to implement early publicity and promotion. The research adopts qualitative analysis by using a case analysis. Comparing the early stage (before the movie is published), the middle stage (during the movie is released) and the late stage (after the movie is dropped), it is found that compared with the first two time stages, the late stage after the movie released is obviously short of play rate in video platform and click number in short videos. The theme of family films in Chinese film market is simple, and some films have some problems in late release. Some suggestions are continuing to promote the relevant elements, deepening the theme to impress the audience and promoting the marketing in more innovative ways.

Social Media Marketing Strategy in Facebook to Increase Sales Numbers for SABCANTY

Indonesia is a country with the second longest coastline in the world, in total of 99,083 km, so there is no doubt that Indonesia has abundant fishery resources. Fish cultivators in Indonesia need good quality fish feed, and the fish feed sellers will reach them by using social media community of this industry to introduce and promote the products. Social media marketing is all marketing activities used to build recognition and memory for brands or businesses that easy to access. This research will focus on finding the right strategy implementation for fish feed selling company to use in social media platform. There are 4 strategies that are commonly used; community building, marketing campaign, platform advertising, and celebrity endorsement. Qualitative method will be used in this research, with data collected by structured interview towards the fish feed seller and fish cultivators’ community in a specific social media platform then analyzed using the three step coding. This research will be also validated through experts in social media marketing strategy. This research is expected to find the right social media marketing strategy implementation in specific platform that affects the number of sales for fish feed selling company.

MARKETING ACTIVITY OF ENTERPRISES IN A CRISIS

The global crisis created by the pandemic in 2019 and Russia’s military attack on Ukraine on February 24, 2022 created harsh conditions for business to operate. Entrepreneurs need to be ready to respond in a prompt way to the needs and behavior of consumers to continue their business. The marketing activities of enterprises are currently an extremely important problem in the martial law of the country, as the previous crisis associated with COVID-19 has already made some adjustments in the work of enterprises and society. The article studied the specifics of enterprises’ marketing activities in the crisis caused by COVID-19 and the martial law in Ukraine. It is indicated that entrepreneurs have reduced their marketing costs and use marketing methods that focus on promoting goods or services over the Internet, developing online retail skills. The essence and difference of e-commerce from traditional are considered. Given the work experience in the crisis caused by COVID-19, companies consider social networks and their opportunities for the development of their business as a very promising component of successful marketing activities. The dynamics of Internet users’ growth and online sales in Ukraine in recent years are analyzed. It is noted that social networks are one of the most effective tools of marketing communications, which does not require significant costs and has a large audience of users. Thus, companies are advised to establish around this tool their marketing strategy for social media marketing (SMM). The advantages and tasks of SMM are defined. To use the POST-method in the development of SMM strategy is proposed (P: People – analysis of the target audience, O: Objectives – definition of clear goals, S: Strategy – development and growth of consumer interaction strategy, T: Technology – selection of social media tools). Thus, it should be noted that the crisis in Ukraine leads to the requirement to create budgetary and effective communication channels. One of such channels is social networks, and an effective tool of marketing communications is social media marketing (SMM). An important advantage of such a tool is that it is almost free, has a large audience of users, various means of influence on the target audience, as well as the strategy (SMM) is a logical continuation of the functional marketing strategies. Prospects for further research in this field may be the issues of assessment of marketing activities effectiveness in social networks in a crisis.

Measuring Social Media Marketing Strategies of Christian Female Religious Leaders

This work faces the question of how female Christian leaders are structuring their marketing social media oriented strategies. In particular, we examine the communication strategy of a Catholic nun, two Protestant leaders (one Methodist and one Lutheran) and a charismatic Christian within a megachurch. We explore three main aspects of the question: first, the ‘knots’ of their communication strategy (the number of products/services they offered as newsletters, books, podcasts, blogs…); second, the result of these strategies in terms of volume of their audience; and third, the topics they talk about and the use of SEO and ‘copywriting strategies’ to be more engaging. As an added value of this study, we tried to quantify each of these aspects.

Emerging Marketing Strategies during the COVID-19 Pandemic

This research examines how the COVID-19 pandemic has led to a major disruption in the marketing field. Marketing strategies and policies, particularly of small and medium enterprises, have undergone widespread changes due to consumer purchasing behaviour and pattern changes. The pandemic has led to a market, from offline to online, and perceived changes in consumer behaviour were evident owing to its impact. Accordingly, businesses needed to change their marketing strategies. As the world went into lockdown, individuals spent considerable time on social media platforms. Hence, social media marketing (SMM) has emerged due to perceived benefits, external pressure, and monetary support, among others. SMM can influence the consumer decision-making process, which begins with realizing consumers’ need for products and ends with fulfilling such a need. External stimuli have a significant influence on consumer purchasing behaviour. Social media can influence consumer decisions, which is understood through the use of theories of the consumer decision. Furthermore, developing an SMM strategy is understood through consumer engagement and gratification theories. Findings showed that consumers’ use of social media increases privacy issues, and online theft restricts the use of social media, thereby serving as a limitation. Recommendations are provided to address such limitations and improve marketing practices. Keywords: Marketing policy; Covid-19; Social Media Marketing; Marketing strategy; small and medium enterprise

Factors Affecting the Adoption of Social Media in Marketing of Higher Education: An Empirical Analysis

This study examines the persuasion process involved in social media marketing (SMM), particularly in the higher education sector. Based on the theoretical foundations of the information adoption model, a conceptual model of elaboration of SMM communication is developed and tested. The self-administered survey conducted among a sample of international student travellers in New Zealand examines the influence of argument quality, source credibility, audience involvement and audience engagement on their attitude formation and decision-making. The study particularly examines the mediating effects of audience involvement and engagement in SMM communication. Results based on structural equation modelling suggest that social media content quality is a significant predictor of online users’ transportation, identification and parasocial interaction effects. Despite there being additional evidence to support the arguments over social media, source credibility is found to be a strong influencer of international student traveller’s cognitive, emotional and behavioural engagement dimensions. Further, it is evident from the study that there is a strong correlation between cognitive engagement and attitude formation in SMM. Implications for tourism marketers in terms of SMM strategies are discussed.

Social Media Marketing Strategies and the Possibility of Investing It in the Marketing of Information Services

Libraries institutions are responsible for collecting and organizing information resources, and simplifying ways to benefit from it through traditional and electronic tools. Libraries today face many technical challenges, such as open access initiatives. Therefore, in order to preserve its role and contribute to the development of its performance, this study came to try to employ some innovative marketing methods that are compatible with the requirements of the digital environment, especially those followed by social networks, and try to invest them in activating the role of libraries. We believe that the best marketing methods are related to the services themselves, especially those services that are difficult to obtain from the Internet.

Social Media Marketing Strategy for a Leisure Hotel Using Digital Customer Experience Journey Approach: A Study on Innside by Melia Yogyakarta

Innside by Melia Yogyakarta is a 4-star business and leisure hotel owned by PT. Saraswanti Indoland Development. In 2018-2019, Innside by Melia Yogyakarta experienced a relatively rapid increase in revenue. However, the Directors of PT Saraswanti Indoland Development are still not satisfied with the hotel's current performance. To improve hotel performance, the target market will be focused on leisure travelers. However, the social media platform owned by Innside by Melia Yogyakarta, which will attract leisure travelers, also does not have a good performance. To overcome this issue, several analyzes and findings are conducted. External analysis is determined by PESTEL and Competitor Analysis. Internal analysis is determined by VRIO and Segmentation, Targeting, and Positioning (STP). Then, a survey was carried out to find out the preferences of leisure travelers. The survey was made based on the customer experience's digital journey while staying at Innside by Melia Yogyakarta and hotels in the Yogyakarta. There are six stages of the customer experience journey: the awareness/inspiration stage; research/consideration stage; decision-making stage; preparation stage; in-hotel experience stage; and loyalty advocacy stage. The survey results were processed quantitatively and analyzed descriptively. Based on the survey results, the root of the problem lies in customers' low awareness/inspiration towards Innside by Melia Yogyakarta's social media. The solution to this problem is sought by using the Repositioning and New Wave Marketing strategy to create a horizontal marketing system on Innside by Melia Yogyakarta's social media. Each alternative solution is systematically compiled on the customer journey map. then recommendations for social media content were made to implement the formulated strategy.

Pengaruh Social Media Marketing terhadap Minat Berkunjung Wisatawan di Kota Bandung Melalui Nilai yang Dipersepsikan

Purpose: This research aimed to analyze the effect of social media marketing (SMM) on visit intention towards tourist attractions in Bandung, mediated by their perceived value. Research methodology: The research approach used a quantitative method using a questionnaire that involved 90 followers of Instagram account related to Bandung tourist destinations posts. Results: Using SPSS Ver.22, the findings claimed that the SMM has a positive effect on perceived value simultaneously. However, only one dimension of SMM, which is communication, has a partial effect on visit intention. Furthermore, the followers’ perceived value successfully mediates SMM on the visit intention. Limitations: This research is limited merely to utilizing one social media platform (Instagram account) related to Bandung's tourist attraction. Hence, further research covering the utilization of other social media platforms related to tourist attraction in various locations in Indonesia is needed to obtain comprehensive findings. Contribution: This research contributes to the advancement of marketing management to help stakeholders in the tourism industry determine SMM strategy using the Instagram account that can be utilized as a platform to shape positive perceived value and drive tourist visit intention.

Social Media Marketing Strategy of Indonesian Tourism in The Time of Pandemic

Tourism is among one of the hardest hit sectors caused by the Covid-19 pandemic. According to UNWTO (2020), 100-120 million direct tourism jobs were at risk and international tourist numbers in January – May 2020 decreased 56% year on year. Indonesia’s tourism sector is not an exception. The number of foreign tourist visits to Indonesia fell down -89.22 % year on year, which definitely affects the whole condition of Indonesian tourism. Therefore, the Indonesian government have done several efforts to manage the situation since the pandemic started. Due to limitation of offline activities, digital marketing, including social media, had become the main strategy to maintain Indonesian tourism’s presence in the market. This paper will discuss the social media marketing strategy has been done by the Ministry of Tourism and Creative Economy (MOTCE) Indonesia to promote Indonesian tourism during pandemic time, especially for the global market. Using social media marketing strategy (SMMS) framework from Li, Larimo and Leonidou (2020), this research found that the social marketing media strategy has been implemented by MOTCE could be categorized as the social content strategy, as the Indonesia Travel accounts focus on suitable contents with the audiences who struggle with the pandemic. Indonesia Travel as the official social media marketing accounts, has been active to post contents even since the beginning of the pandemic through Facebook, Instagram, Twitter, Youtube, Weibo, and Wechat. From January to September 2020, Indonesia Travel posted more than 683 contents. However, the pandemic has driven the Indonesia Travel accounts to slightly changed the marketing objectives, adapting with what audiences wanted. Not only posting about the beauty of tourism destinations in Indonesia, since February they also post about Covid-19 related information.

Optimizing a social media marketing strategy as a means to maximize the effectiveness criteria of the company's advertising process

Subject. For any company, building a strong social media presence is mandatory due to the increasing competition in the modern world. It is possible to win the main target audience and optimize the company's marketing and PR activities through a social media marketing (SMM) strategy. Objectives. I focus on performing a comprehensive study of the problem of SMM strategy optimization as a means to maximize enterprises’ performance criteria, developing qualitatively new recommendations to streamline the company's SMM strategy, which will help improve economic performance and image. Methods. The study draws on the logical analysis, induction and deduction, comparison and generalization. Results. As part of the comprehensive study, the paper presents the concept and the process of developing the SMM strategy. It identifies the place of SMM strategy in the overall strategy, the main steps and errors in its creation. It also includes an improved algorithm for staged development of SMM strategy in recommendations for streamlining the process. Conclusions. Continuity and constant modification are fundamental characteristics of any social media marketing strategy.

Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Although social media use is gaining increasing importance as a component of firms’ portfolio of strategies, scant research has systematically consolidated and extended knowledge on social media marketing strategies (SMMSs). To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. This is followed by a conceptualization of the developmental process of SMMSs, which comprises four major components, namely drivers, inputs, throughputs, and outputs. Next, we propose a taxonomy that classifies SMMSs into four types according to their strategic maturity level: social commerce strategy, social content strategy, social monitoring strategy, and social CRM strategy. We subsequently validate this taxonomy of SMMSs using information derived from prior empirical studies, as well with data collected from in-depth interviews and a quantitive survey among social media marketing managers. Finally, we suggest fruitful directions for future research based on input received from scholars specializing in the field.