Strategic Use Of Social Media Research Articles

O IMPACTO DA IMPLEMENTAÇÃO DO MARKETING DIGITAL NO DESEMPENHO DE PEQUENAS EMPRESAS

This paper explores the strategic impact of digital marketing on small businesses, emphasizing the relevance of tools such as SEO (Search Engine Optimization), content marketing, and social media for strengthening online presence and competitiveness in the market. With the advancement of digitalization, these businesses have found digital marketing to be an accessible way to enhance their visibility, reach new audiences, and increase engagement with consumers, often more effectively and economically than traditional methods. The study highlights the importance of SEO for improving positioning in search engines, allowing small businesses to become more visible to their target audience. Additionally, content marketing emerges as a crucial tool for attracting and retaining customers, fostering trust and credibility through relevant and informative materials. The strategic use of social media is another central point, enabling direct and personalized communication with consumers, as well as offering opportunities for partnerships with influencers. These platforms allow companies to interact more authentically and engage their audiences in real-time, strengthening customer relationships and promoting loyalty. Thus, digital marketing, with its various facets, presents itself as a fundamental element for the growth and success of small businesses in today’s digital economy.

A Review on Balenciaga Market Campaign Analysis

The thesis focuses on the market campaign analysis of Balenciaga. With the brand's rapid ascent in the luxury market, it is essential to understand the reasons behind Balenciaga's success in such a short period. One significant factor contributing to this success is Balenciaga's strategic use of social media and innovative product launches. The brand frequently unveils new products on social media platforms, creating a strong and lasting impression on customers. This strategy not only enhances brand visibility but also attracts a substantial number of consumers, driving sales and market presence. However, Balenciaga has faced several ethical issues in recent years, which have drawn public scrutiny. These controversies highlight the need for the brand to address and resolve these ethical concerns to maintain its reputation and consumer trust. Despite these challenges, Balenciaga's potential to continue leading the luxury market remains strong. By appropriately handling ethical issues and maintaining its innovative marketing strategies, Balenciaga can sustain its growth and reinforce its position as a dominant player in the luxury fashion industry.

Impacts of Dacwah Activities of Selected Muslim Scholars on Social Media Platforms on Yoruba Muslims

Social media has become an integral part of Muslims' personal and public lives. Through the advancement of the Internet, Social media networks such as Facebook, Twitter, Instagram, YouTube, WhatsApp, Telegram, Tik-Tok and personal blogs have gloriously allocated space for Dacwah activities. Thus, this study aims to assess the utilization of Social media platforms by selected Yoruba Muslim scholars for Dacwah activities and the impacts they have on Yoruba Muslims. Descriptive and analytical methods of research have been employed in carrying out this research. The descriptive method assists in describing how social media platforms are utilized by selected Yoruba Muslim scholars. The analytical method helps in analyzing the content of social media post by Yoruba Muslim scholars. Participatory observation, as a research tool, is used to follow some Ducāt in order to have access to their discussions and posts as well as get information on their impacts. The paper reveals that, as a result of advance in modern information dissemination, social media has provided innovative platforms for religious leaders to spread their messages and engage with various Muslims conveniently. The paper also reveals the effectiveness of religious scholars’ message in influencing attitudes, behaviors and perceptions among their followers. The paper concludes that the role of Social media in fostering unity, promoting values, and countering misconceptions about Islam cannot be underestimated. Therefore, it is recommended that the Yoruba Muslim scholars should make strategic use of Social media positively to impacts the Nigerian Muslims by disseminating knowledge fostering unity and countering misinformation.

THE DIGITALIZATION OF DIPLOMACY MATURITY MODEL (DD-MM): A NEW MODEL FOR OPTIMIZING DIPLOMATIC DIGITALIZATION

This paper introduces the Digitalization of Diplomacy Maturity Model (DD-MM), a comprehensive framework designed to assess and enhance the digital capabilities of diplomatic institutions. The DD-MM encompasses four critical dimensions: people, digital visibility, technology and security, and policies, providing a structured approach to evaluate and advance the maturity of digital diplomacy practices. In the people dimension, the model emphasizes role definitions, change management, and specialized training programs, highlighting the need for diplomats to acquire digital literacy and competency. The digital visibility dimension focuses on the strategic use of social media and other online platforms to enhance a nation's presence and influence in the digital sphere, emphasizing engagement with a global audience and proactive digital communications management. The technology and security dimension addresses ICT infrastructure, cybersecurity, and data management, advocating for the adoption of state-of-the-art technologies to support diplomatic activities and ensure the security of sensitive information. The policies dimension underscores the necessity for clear guidelines and regulatory frameworks to govern the use of digital tools in diplomacy, including the formulation of policies that align with international standards and promote ethical practices. The DD-MM outlines a clear pathway for continuous improvement, guiding institutions from the initial stages of digital integration to advanced levels of optimization and strategic alignment. Keywords: Digitalization of diplomacy, maturity model, model development, digital public diplomacy. Cite as: Baykız, T., & Açıkalın, Ş. N. (2024). The digitalization of diplomacy maturity model (DD-MM): A new model for optimizing diplomatic digitalization. Journal of Nusantara Studies, 9(2), 441-473. http://dx.doi.org/10.24200/jonus.vol9iss2pp441-473

Social Media in Shaping Public Opinion Roles and Impact: A Systematic Review

This systematic literature review examines the impact of social media on public opinion and its implications for policy-making. Utilising the PRISMA framework, the study analysed 19 articles from Scopus and Web of Science databases published between 2013-2023. The review identified five main categories of social media platforms discussed; Twitter/X, Meta (Facebook, Instagram, WhatsApp), YouTube, Chinese apps (Sina Weibo, WeChat, QQ), and several unspecified platforms. Key themes emerged across these categories, including the role of social media in knowledge dissemination, creation of filter bubbles and echo chambers, amplification of diverse voices, and spread of misinformation. The findings highlighted social media potential for real-time public opinion monitoring, facilitating engagement between policymakers and citizens, and early identification of emerging issues. However, challenges such as information credibility and algorithmic curation of content were also noted. The review suggests that strategic use of social media can raise awareness and mobilise support for global initiatives like the Sustainable Development Goals. It emphasises the need for policymakers to understand and leverage social media's influence on public sentiment while addressing associated risks. The study contributes to a nuanced understanding of how different social media platforms shape public discourse and influence policy decisions in the digital age. Future research directions are proposed to further explore the complex dynamics between social media, public opinion, and governance in an evolving technological landscape. Keywords: Social media impact, public opinion formation, digital policymaking, online political discourse, civic engagement.

Digital Marketing Drives MSME Sales Growth in Indonesia

This study investigates the impact of marketplace effectiveness, social media use, and promotional activities on the sales of Micro, Small, and Medium Enterprises (MSMEs) in Sidoarjo District. Using primary data from 67 MSME actors selected through simple random sampling, we applied descriptive statistical analysis, validity and reliability tests, classical assumption tests, multiple linear regression analysis, and t-tests with SPSS version 26. The findings reveal that effective marketplace utilization, strategic social media use, and targeted promotions significantly enhance MSME sales. These insights suggest that MSMEs should leverage digital tools and strategic marketing to improve their sales performance. Highlights: 1. Marketplaces and social media boost MSME sales.2. Proper promotions increase sales performance.3. Digital tools are essential for MSME growth. Keywords: MSMEs, marketplace effectiveness, social media, promotion, sales growth

Issue Ownership and Framing

This article explores how Scottish political parties frame their owned issues on social media to persuade voters during the run-up to elections. Through a qualitative analysis of 150 Twitter and Facebook posts from five major Scottish parties, the study reveals that parties employ threat and victim framing to bolster their vote share. Opposition parties predominantly portray the Scottish National Party (SNP) as a threat, while all parties frame the electorate as victims. The extent and focus of these frames vary based on parties' parliamentary strength and government/opposition status. The SNP, holding a strong governing position, focuses on advancing its independence agenda, while other parties critique the SNP and then promote their own priorities. This article contributes to framing theory by highlighting the nuanced relationship between issue ownership, threat, and victim frames in shaping electoral outcomes. The findings underscore the strategic use of social media by parties to influence voter perceptions and decisions.

Reviving Spiritual Travel in Crisis: Strategic Use of Social Media by Tourism Agencies to Rekindle Pilgrim Courage during COVID-19 in Indonesia

Reviving Spiritual Travel in Crisis: Strategic Use of Social Media by Tourism Agencies to Rekindle Pilgrim Courage during COVID-19 in Indonesia

A cross-platform comparison of China’s confrontational diplomatic communication

ABSTRACT In recent years, increasingly confrontational diplomatic communication has become a concerning trend, marked by a rise in aggressive narratives between nations. This study explores the transformation of diplomatic communication in the digital age, focusing on the practices of Chinese wolf-warrior diplomacy on social media. By analysing Zhao’s social media posts on international (Twitter) and domestic (Weibo) platforms, we quantified his confrontational diplomatic narratives using structural topic modelling. We then investigate how social media affordances like micro-targeting and boundary spanning, combined with domestic social, political, and economic contexts, shape these confrontational narratives. Our findings demonstrate that Zhao’s communication style varies between platforms: it is reactive and defensive on Twitter, addressing international audiences, while being proactive and offensive on Weibo, targeting domestic audiences. This strategic use of social media serves not only diplomatic goals but also aligns with China’s nationalist sentiments and domestic policies. Our study reveals that China’s wolf-warrior diplomacy is both a result of and a contributor to the changing dynamics of international relations and domestic politics, offering a novel framework for understanding confrontational diplomacy’s rise globally.

Pemberdayaan UMKM Melalui Sinergi Praktik Ramah Lingkungan dan Pemasaran Digital pada Usaha Warung Makan Mbokcentil

In an effort to improve the performance and competitiveness of Micro, Small and Medium Enterprises (MSMEs), the synergy of environmentally friendly practices with digital marketing is an important focus. The community service carried out highlights Warung Makan Mbokcentil, an MSME that is not yet accustomed to environmentally friendly practices and is less than optimal in digital marketing strategies. Through community service initiatives, efforts are being made to promote environmentally conscious practices, recommending the implementation of packaging made from cassava leaves—commonly known as cassava bags, as a more environmentally friendly way of doing business at Warung Makan Mbokcentil. At the same time, community service activities strengthen digital marketing efforts by introducing barcode scanning for complaint services. This innovation facilitates fast and efficient customer feedback, thereby driving continuous improvement in the quality of Warung Makan Mbokcentil's services. In addition, strategic use of social media across related platforms is used to expand market reach and strengthen customer engagement. This community service activity uses interview, observation and mentoring methods. The results of the service underline the positive impact of the synergy of environmentally friendly practices and digital marketing at Warung Makan Mbokcentil. This collaborative approach makes a significant contribution to increasing operational efficiency, enhancing brand image and supporting environmental sustainability. Additionally, it has proven to play an important role in expanding market share through increasing presence on social media platforms.

Impact of Strategic Social Media Use on the Efficiency of Administrative Processes in Ecuadorian SMEs

Impact of Strategic Social Media Use on the Efficiency of Administrative Processes in Ecuadorian SMEs

DIGITAL TRANSFORMATION OF MOSQUE DA’WAH: ORGANIZATIONAL LEARNING AND INNOVATION IN THE DIGITAL AGE

Mosques play a crucial role in religious development, prompting several to enhance their management systems and religious activities through digital transformation. This study critically examines the digital transformation in da'wah at Masjid Al Irsyad, integrating organizational learning theory and contemporary digital innovation. Employing a case study methodology, the research identifies five key dimensions of transformation: the development of innovative online da'wah initiatives, strategic modifications in da'wah methodologies, increased participant engagement, comprehensive training in multimedia, and the establishment of sustainable financial frameworks. Theoretically, the study enriches our understanding of integrating traditional religious practices with modern technology. Practically, it highlights the strategic use of social media for broader da'wah dissemination, the creation of responsive educational programs, and the implementation of sustainable financial models. These insights are crucial for religious organizations aiming to harmonize traditional values with the digital age's demands.

Impact Analysis of Local Balinese Cultural Values on Consumer Purchasing Decisions in the Global Market of Handicraft Products

This study aims to explore how local cultural values in Bali influence consumer choices in the global handicraft market. As globalization allows regional products to reach international audiences, Bali's handicrafts, known for their high cultural and aesthetic value, serve as a prime example. Using a qualitative approach, this research analyzed relevant articles and documentary sources to understand how Balinese cultural values—such as spirituality and tradition—affect international consumers' purchasing decisions. The findings reveal that global buyers highly appreciate the originality and uniqueness of Balinese handicrafts, which are deeply rooted in cultural narratives that enrich the buying experience. Moreover, increasing awareness of environmental sustainability and the strategic use of social media for digital marketing have significantly boosted interest and sales. The study underscores the importance of integrating cultural values into marketing strategies and leveraging advanced digital technologies to overcome global market challenges and expand market reach. This research contributes to the understanding of how cultural heritage can be a powerful tool in global marketing and offers practical insights for artisans and marketers aiming to enhance their competitive edge.

A Qualitative Study of Exploring the Impact of Social Media on Political Participation

This studies examines the influence of social media on political participation by exploring the stories, perceptions, and behaviors of people. Through thematic evaluation of consciousness organization discussions and interviews, regarding 10 members (5 men and 5 girls), key findings emerge. Firstly, social media serves as a extensive supply of political statistics, allowing people to access diverse perspectives, information articles, and actualtime updates on political occasions. Secondly, social media systems facilitate political discussion and dialogue, allowing individuals to specific their critiques, engage with various viewpoints, and mission their personal ideals. Thirdly, social media performs a crucial function in political mobilization, empowering people to endorse for causes, improve awareness, and arrange campaigns. Additionally, social media complements individuals' feel of political efficacy, fostering their perception in their ability to make a distinction within the political sphere. Lastly, the examine highlights the relationship among social media engagement and offline political participation, with social media frequently serving as a catalyst for people' involvement in political activities. These findings emphasize the capability of social media as a tool for political engagement, information dissemination, and mobilization, however additionally spotlight challenges related to incorrect information. The implications of those findings advise the need for media literacy training, strategic use of social media by using policymakers and political actors, and efforts to sell knowledgeable and inclusive political engagement in the digital age.

Aligning governance, brand governance and social media strategies for improved organizational performance: a qualitative comparative analysis of national sport organizations

PurposeThis paper aims to explore the potential configurations of governance, brand governance and social media strategies leading to effective organizational performance.Design/methodology/approachA fuzzy-set Qualitative Comparative Analysis including 28 Canadian national sport organizations (NSOs) and six conditions highlighted two sufficient configurations for effective organizational performance, defined as either budget per capita or athlete numbers.FindingsAlthough no single component of governance, brand governance, or social media strategy is necessary to succeed overall, brand reputation and the strategic use of social media to communicate NSO identity were common to both identified configurations. Accountability was important for effective organizational performance in terms of budget per capita, while transparency was more important for higher athlete numbers. Thus, condition specificity is paramount in non-profit organizations that often have multiple objectives.Originality/valueThis study provides substantial theoretical and managerial implications, including the need to integrate brand governance and social media in non-profit organizations' overall governance activities.

Metavoicing, trust-building mechanisms and partisan messaging: a study of social media usage by selected South African female politicians

ABSTRACT This study investigates social media usage patterns, Twitter’ frequency use and message typologies of selected South African female politicians’. Using the digital public sphere theory as a lens, the study considers six hundred Twitter posts from six female politicians from the African National Congress, Democratic Alliance, and Economic Freedom Fighters political parties to examine the potential of social media for visibility and participation, particularly for female politicians who are underrepresented in mainstream media platforms. The study finds that these politicians leverage digital media to promote their public works, challenging media gatekeeping and asserting agency in shaping public discourse. The findings also reveal the strategic use of social media for self-promotion allowing female politicians to enhance visibility, influence public perception, and consolidate their positions.

Strategic use of social media in marketing and financial performance: The B2B SME context

While the strategic use of social media (SM) for enhancing firm performance has attracted much attention, little is known about it through the lens of business-to-business (B2B) small and medium-sized enterprises (SMEs). Building on the market-driven view and the dynamic capabilities view of competitive strategy, we examine SM use in a framework of market-sensing and customer-linking capabilities that influence firm performance. Our research model posits that market orientation stimulates SM use to enhance market-sensing capability thereby facilitating two customer-linking capabilities, namely customer relationship management and brand management, which collectively contribute to greater marketing performance and financial performance. Our research model is empirically tested using a survey of 143 UK B2B SMEs. The findings broadly support our theorization in which the strategic use of SM, an essential part of market-sensing capability, enhances customer-linking capabilities. Interestingly, although SM use influences brand management capability, its suggested influences on both customer relationship management capability and marketing performance occur only through the mediation of brand management capability. Both customer-linking capabilities positively influence marketing performance and in turn financial performance. Our findings provide novel conceptual and empirical advancement of how market-centric B2B SMEs strategically use SM to enhance their market-sensing and in turn customer-linking capabilities, and hence firm performance.

Nigerian Military Strategic Use of Social Media During Online Firestorms: An Appraisal of the NDA Terrorist Attack

This study appraises how the Nigerian military used social media platforms to provide a counter narrative and quell the online firestorm regarding the Nigerian Defence Academy's (NDA’s) terrorists’ attack and how Nigerians reacted to these strategic communication items or lack of items about the attack. The study analysed 8,210 Facebook posts and comments from Defence Headquarters Nigeria and Facebook users in Nigeria. Findings demonstrate that the Nigerian military adopted silence as a strategy and thus, did not effectively utilise social media platforms to provide a counter narrative or information to quell the online firestorm regarding the NDA terrorists’ attack. Results further illustrate that Nigerian Facebook users criticised the Federal Government, and the military, and were disgusted that a fortress such as the NDA could be attacked and demanded the firing of the Service Chiefs and NDA leaders for their response and attempted cover-up of the attack. The study concludes that while a high reservoir of trust moderates the short and long-term effects of an online firestorm, inactions during an online firestorm aggravates the effect of such an online crisis.

Mediatization, Social Media, and Islamization: Exploring the Nexus of Influence and Violence in Contemporary Bangladesh Politics

Internet technology probably contains one of the most important discoveries of the contemporary era. Additionally, it is now undeniably evident that individuals are increasingly using social media platforms as their main mode of communication in day-to-day life. The phenomena of Islamization through the Internet and social media has seen a noteworthy upsurge in the current period of fast modernization, principally driven by the ubiquitous effect of mediatization. This effect may be seen not just in Bangladesh’s religious landscape but also in its political system. Religion’s influence on social media is startlingly similar to how it is used as a powerful factor in Bangladesh’s political dynamics. It is crucial to recognize that the procedure of islamization through digital platforms has also contributed to the spread of violence, which has primarily taken the form of targeted assaults on minority groups and those who support free-thinking beliefs. Further, it is crucial to take into account the elements at the national level that have influenced the disturbing trend of using social media as a weapon to incite violence. In order to promote the continuation of violence through digital channels, Islamist extremist organizations have carefully constructed these crucial elements, which are examined in this study. Additionally, this study seeks to bring the alarming trend of Islamist extremist groups blending politics and religion with ease while leveraging the potent mediatization power to instigate violence. This study seeks to clarify the methods used by these organizations to influence digital platforms for their evil ends through a number of thoroughly considered case studies. In the end, this essay makes the claim that political parties and Islamic extremist groups have a complicated and interconnected relationship, a dynamic that not only fosters but also promotes the inciting of violence through the strategic use of social media and digital communication channels.

The prospect of higher education marketing: adaption, transition or hybridisation?

Purpose This study aims to examine the impacts of the forced shift to online/hybrid learning on international students’ perceptions and behaviour. It aims to understand the direction of future university marketing changes to address this vital and urgent concern. Design/methodology/approach This study deployed an explorative qualitative design and data collected through interviews (n, 20) with prospective international students. Findings The study identified four main themes: mode of class operation, that is, the balance between online/offline/hybrid modes of course delivery; enhanced level of flexibility in terms of both visa regulations and financial aid; strategic use of social media and virtual tools to connect with and impress the international student community; and evidence of digitalization and experiential learning. Practical implications This study has many theoretical and managerial implications. As international students perceive COVID-19 as an under-researched theme in the higher education market, the study’s outcome helps understand the grey areas of expectation versus reality in higher education marketing. Originality/value This research offers a new perspective from the demand side on higher education marketing strategies amid COVID-19.