Social Media Marketing Strategies Research Articles

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.

Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience

Consumers increasingly use social media brand communities to gather information about brands and to inform their purchase decisions. Building on uses and gratifications theory and brand experience we hypothesize that consumer benefits deriving from participation in such communities and brand experience mediate the relationship between social media marketing (SMM) activities and consumer-based brand equity (CBBE) among Millennials. Partial least squares path modeling (PLS) was used to test the research model with a sample of 326 followers of luxury fashion brands on social media. The findings reveal that cognitive, personal integrative, and social integrative benefits mediate the SMM–CBBE relationship, but hedonic benefits do not. Moreover, both emotional and rational brand experience significantly predict brand loyalty, brand awareness, and perceived quality. Luxury brand managers may use these findings to develop SMM strategies that enhance Millennials’ overall brand experience and assessments of brand equity in social media environments.

WITHDRAWN: Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong

Despite promising conceptual developments in value co-creation and consumer-brand engagement (CBE), the scholarly attention afforded to the importance of social media marketing (SMM) activities in strengthening consumers’ intention for value co-creation and CBE is limited. SMM is conceptualised as a hierarchical construct with five dimensions: entertainment, customisation, interaction, electronic-word-of-mouth (EWOM) and trendiness. This study examines the role of SMM in building value co-creation and CBE, as well as repurchase intention and on-going search behaviour as behavioural responses. Based on primary data from a survey of 392 smartphone users in China and Hong Kong, we use partial least squares - structural equation modelling (PLS-SEM) to test the hypotheses. The findings show that effective SMM strategies lead to the strengthening of value co-creation, CBE, repurchase intention and ongoing search behaviour. It is also found that there is a significant difference in the impact of CBE on repurchase intention between China and Hong Kong consumers. These findings contribute to the marketing literature by empirically validating the five elements in the SMM construct, providing intelligence on how SMM can drive value co-creation and CBE. The findings also enrich the marketing literature by showing that value co-creation acts as an antecedent of CBE, driving consumers’ behavioural intention, reflected by on-going search behaviour and repurchase intention.

What makes fashion consumers “click”? Generation of eWoM engagement in social media

PurposeThe purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands’ social media marketing (SMM) actions in social media, and its relationship with the intention to engage in electronic word-of-mouth (eWoM) behaviors.Design/methodology/approachThe empirical study uses a survey conducted on a stratified random sample of 241 Indonesian members of fashion social media brand communities (SMBCs). The research design includes 19 types of SMM actions and 3 types of eWoM engagement behaviors, and investigates their relationship using point-biserial correlation.FindingsGeneration of intention to engage in “pass-on” and “endorsement” eWoM has different drivers and serves different purposes. The findings suggest that endorsement engagement is contingent on the consumer’s perceived exposure to marketing action stimuli, while pass-on engagement is driven by cognitive-inducing actions.Research limitations/implicationsThis study extends current theory on SMM strategy and its relationship with eWoM engagement with a theoretically grounded conceptualization of eWoM engagement behaviors through the use of one-click social plug-ins.Practical implicationsThe study offers guidelines for fashion brands to effectively design their SMM strategies by identifying specific drivers of consumers’ intention to engage in eWoM.Originality/valueThis study identifies sources of generation of eWoM engagement behavioral intention from a fine-grained analysis of marketing actions across various fashion SMBCs. Besides, it extends the applicability of the “mere exposure” effect to the SMM context. The research pioneers the study on fashion consumers’ eWoM engagement behaviors in Indonesia, a country with one of the largest social media populations.

Not All Communication is Created Equal : An Investigation into the Way to Improve Communication Quality on SNS

Social networking service (SNS) has unique characteristics that distinguish it from traditional communication environments. Primarily, SNS enables a fundamentally different ecosystem for communicating marketing activities. Incidentally, the communication paradigm has shifted online today, and a social media marketing strategy allows integrating bi-directional communication into the marketing process. This research attempts to identify an effective communication strategy to facilitate social media marketing using a combination of communication facets such as frequency, direction, formality, and content. In addition, the study demonstrates how perceived communication quality influences consumers’ attitude toward a corporate brand and e-WOM intentions. To achieve these objectives, we conducted two experiments: the first investigates the interactive effect of frequency (frequent vs. infrequent) and direction (uni-directional vs. bi-directional) of communication; the second examines the interactive effect of formality (formal vs. informal) and content (direct vs. indirect) of communication. Experiment 1 shows that in bi-directional communication, the frequency level of communication does not matter in perceptions of communication quality. However, if the direction of communication is uni-directional, frequent communications make consumers experience stronger perceptions of communication quality than infrequent communication. Experiment 2 demonstrates that among the combinations of formality and content of communication, informal and indirect communication is effective in increasing perceptions of communication quality. By integrating the results, the research concludes that bi-directional communication through informal modes, with indirect content is the effective communication strategy for social media marketing. This study extends the scope of social networking service (SNS) research in communication, and opens new research avenues for effective communication strategy on SNS. The study also provides valuable and applicable implications for corporate social media marketing activities.

Evaluation and decision making in social media marketing

PurposeAs organisations are increasing their investment in social media marketing (SMM), evaluation of such techniques is becoming increasingly important. The purpose of this paper is to contribute to knowledge regarding SMM strategy by developing a stage model of SMM evaluation and uncovering the challenges in this process.Design/methodology/approachInterviews were conducted with 18 key informants working for specialist SMM agencies. Such informants are a particularly rich source, since they manage social media campaigns for a wide range of clients. An exploratory research was conducted and thematic analysis surfaced the key components of the SMM evaluation process and associated challenges.FindingsThe SMM evaluation framework is developed. This framework has the following six stages: setting evaluation objectives, identifying key performance indicators (KPIs), identifying metrics, data collection and analysis, report generation and management decision making. Challenges associated with each stage of the framework are identified, and discussed with a view to better understanding decision making associated with social media strategies. Two key challenges are the agency-client relationship and the available social analytics tools.Originality/valueDespite an increasing body of research on social media objectives, KPIs and metrics, no previous study has explored how these components are embedded in a marketing campaign planning process. The paper also offers insights in the factors that make SMM evaluation complex and challenging. Recommendations for further research and practice are offered.

Social media usage vs. stock prices: an analysis of Indian firms

This paper is designed to investigate in detail the way top traded firms of India use social media (SM) and how it influences their stock prices. The purpose of this paper is to observe whether there exists any relationship between the SM usage and the company’s stock price. This paper relates NSE stock price trends of each firm with its SM usage and SM popularity, using tools such as correlation, regression and ANOVA. For the database, SM activities of NIFTY 51 firms, such as monthly number of posts and monthly number of replies to users, were recorded on the four SM platforms: Facebook, Youtube, Twitter and LinkedIn. This paper draws a conclusion with an assertion about the extent to which a firm should give importance to investing money in SM adoption strategies, SM marketing strategies, SM customer care strategies and so on.

The 2012 London Olympics: innovations in ICT and social media marketing

The 2012 London Olympics was a technological and marketing watershed event in the history of live sport mega events. A case study of the 2012 London Olympics was used to demonstrate how effective management of innovations in (a) collaborative information and communication technology (ICT) and (b) social media marketing (SMM) ushered in a new platform template for live sport events worldwide. A review of the literature revealed four primary factors responsible: (1) the foresight, planning, due diligence, and management effectiveness of the Olympic Delivery Authority (ODA), London Organising Committee for the Olympic and Paralympic Games (LOCOG) and their technology partners; (2) the confluence of dramatically increased mobile device use and social media engagement by prosumers; (3) the willingness of sponsors, marketers, and global media enterprises to take risks with innovative media and SMM strategies; and (4) the enthusiasm and passion for sport of prosumers worldwide.

Role of Social Media Marketing Strategies on Customer Perception

The present century can be termed as information century where social media has acquired prominent place in the day-to-day life of individuals. The reach of social media is growing rapidly and it is making inroad in individual's life at a faster pace. Using social media has become the everyday routine. Many social media sites display different type of advertisement by which decision making process is generally getting affected. Social Media is much more than just a medium of sharing information. It would be interesting to know what strategies are being used by firms to drive the attention of the internet users. An attempt has been made through this study to understand how social media affect the decision making process of consumers and the impact of various marketing strategies on the consumers used by firms on social media. The study employs the surveys methods to collect primary data from 200 customers who have been regularly using social media Factor Analysis and T-test has been used for having insights in the study. The selected respondents are assumed to represent the population in the urban areas of Delhi.

Social Media Marketing Strategies for Enhancing Brand Awareness: A Study with reference to select Startups

The total population of social media users has been increasing due to several factors like increased broadband availability, the improvement of software tools, and the development of more powerful computers and mobile devices; social factors such as the increased affordability of computers and software's, and growing commercial interest in social media sites. Understanding these changes in technology, most of the organization started to rebrand themselves by focusing on building interactive relationship with customer by participating in multiple social media channel. Companies are using different Social media marketing strategies to make their customer engaged. Social Media Marketing Strategy (SMMS) is a set of actions by which a company or organization expects to achieve its marketing objectives and meet the requirements of its target market through the use of social media tools and properties. The objective of this paper is to identify the prospective customer for clients based on level of interest exhibited in survey. Further, to analyze the clients social media pages for understanding the best time for posting content and to enhance brand reach and awareness by adopting social media strategies. The Study depends on Primary and Secondary data collection. Primary data are collected through questionnaire. Non-probability Snowball sampling method is used for identifying the respondents. Secondary data are collected from social media website. In this paper two types of strategies are used to enhance brand awareness namely Email Strategy and Content Strategy. As a result was able to understand that in Facebook the images, videos, GIF files will have more reach than articles and to enhance brand reach and awareness consistent and continues effort should be taken for engaging the customers.

The Exploration of Social Media Marketing Strategies of Destination Marketing Organizations in China

The popularity of social media (e.g., social networking sites, micro-blogs websites) presents both opportunities and challenges for destination marketing organizations (DMOs). DMOs need to develop social media marketing strategies to improve their marketing effectiveness and meet the expectations of their stakeholders. Contextualized in Mainland China, this study explores DMOs’ social media marketing strategies and outcomes by investigating their adoption of social media channels and their activities on the channels. It describes China’s unique social media landscape and then identifies and evaluates a variety of social media marketing strategies that have been adopted by overseas DMOs.