In recent years, social media has go ubiquitous and most important for social networking, content sharing and online accessing. Due to its reliability, consistency and instantaneous features, social media opens a wide place for businesses such as online marketing. Marketing which occurs via social media is known equally social media marketing. Social media marketing has made possible for companies to reach targeted consumers easily, effectively and instantly. Besides that, social media marketing too faces several challenges in the field. This commodity argues on social media marketing"due south advantages and disadvantages in present era.

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Social Media Marketing

SOCIAL MEDIA One thousandARKETING:

ADVANTAGES AND DISADVANTAGES

Rubathee Nadaraja

1

Middle of Southern New Hampshire University (SNHU)

Of Assistance College of Arts and Technology,

Kuala Lumpur, Malaysia

Email: ruba_thee@yahoo.com

Rashad Yazdanifard

2

Center of Southern New Hampshire Academy (SNHU)

Of Help College of Arts and Technology,

Kuala Lumpur, Malaysia

Email: rashadyazdanifard@yahoo.com

Social Media Marketing

Abstract

In recent years, social media has become ubiquitous and most of import for social internetworking, content sharing

and online accessing. Due to its reliability, consistency and instantaneous features, social media opens a wide

place for businesses such as online marketing. Marketing which occurs via social media is known equally social

media marketing. Social media marketing has made possible for companies to achieve targeted consumers easily,

effectively and instantly. Besides that, social media marketing also faces several challenges in the field. This

article argues on social media marketing‟due south advantages and disadvantages in present era.

Keywords: social media, social media marketing, advantages, disadvantages

ane. Introduction

The absence of Cyberspace-based social media has made information technology possible for 1 person to communicate with hundreds

or even thousands of people around the globe. Social media has exploded as a category of online discussion

where people create content, share information technology, bookmark information technology and network at vast charge per unit. All types of social media provide

an opportunity to present oneself and one‟s products to d ynamic communities and individuals that may exist

interested (Roberts & Kraynak twenty08). Social media includes a diversity of applications that, u.s.a.ing technical

terms, let consumers to „„post,‟‟ „„tag,‟‟ „„digg,‟‟ „„blog,‟‟ and etc. This content created by social media is a

type of newly generated resource for online information that is created, spread, and used past consumers desiring

to educate each other almost products, brands, services, and problems (Xiang & Gretzel 2010). Examples

include Facebook, KySpace, Digg, Twitter, LinkedIn and Google+. Due to its ease manner of use, speed and

reach, social media became the trendsetter in topics that range frogrand environment, politics, and technology to

entertainment manufacture. Social kedia are essentially self-promoting in that users spread. The viral quality of

social media makes information technology an appealing tool for businesses to market products and services (Xiang & Gretzel 2010) .

Social media is now a developing phenomenon in marketing. Marketers are beginning to empathise the utilise o f

social media every bit a component in their marketing strategies and campaigns to reach out to customers.

Promotions, marketing intelligence, sentiment research, public relations, marketing communications, and

product and customer management are sub-disciplines of marketing that may utilise social media (Tanuri, 2010).

Each social media platform (such equally blogs, online discussion forums, and online communities) has an effect on

marketing performance (eastward.m., sales), so it is vital to understand their relative importance and their inter-

relatedness (Stephen & Galak 2009).

Furthermore, users of social media now are highly motivated web consumers. Equally exposed by Niels en‟due south (2011),

Country of the Media: Social Media reports that 70% of social media users are engaged in online shopping

(Nielsen, two011). Consumers easily become what they want just past sitting in front of computer screen and air-conditioningcessing

online websites. Though social gedia marketing has huge benefits on consumers and marketers, at the same

time it has negative impacts on both of them. Due to its ease way of getting access to information, lack of

monitoring and control, undoubtedly it favors many risks and cyber crimes. In the coming chapters nosotros will be

discussing virtually advantages and disadvantages of social media marketing in farther item.

2. Social Media Marketing and Its features

Social media marketing is a new trend and rapidly growing way in which businesses are reaching out to

targeted customers easily. Social media marketing can be simply defined adue south the use of social media channels to

promote a company and its products. This kind of marketinm can be thought of as a subset of online marketing

activities that consummate traditional Web-based promotion strategies, such as e-mail newsletters and online

advertising campaigns (Barefoot & Szabo 2010). By encouraging users to spread messages to personal

contacts, social media marketing has injected a new term of exponential dissemination and trust to mass-

communication and mass marketing (Hafele, 2011) . By this new approach of outreach and marketing, new

tools are being developed and increased in plow for businesses. Social media marketers are at present going better

and more than effective insight through the introduction of analytic applications past official social network site

platforms (Hafele, 2011).

There are numerous different social media sites, and they take many different forms and contain different

features. Undoubtedly, the nearly common social networking site tlid start comes to our mind is Facebook.

Facebook was first launched in February 2004, owned and operated by Facebook, Inc. As of May 2012;

Facebook has over 900 one thousand thousand active users . Users must annals before using the site; they may create a

personal profile, add together other united states of americaers as friends, and substitution messages, including automatic notifications when

they update their profile (Facebook, 2012). In addition, users may join common-involvement user groups;

categorize their friends into lists such equally "People From Work" or "Close Friends". Facebook‟s main mission is

to give people the power to share and make the world more than open and connected (Facebook, 2012).

Other social internetwork sites such equally Twitter, Google plus, and LinkedInorth may differ in some ways, but essentially

they work using the same principles.

Social Media Marketing

Marketing using social media such as these can take multiple shapes. The traditional Facebook model, in

detail, involves replacing the concept of a human "friend" with a brand or tangible product or creating a

page or group (Facebook, 2011). A user who elects to "like" a product or company advertisingvertises that connection

to their ain private network of contacts. This concept extends to other forms of social media as well.

According to Bernie Borges (2009), Twitter is combination of micro blogging and social network (Borges,

2009). Twitter, allows users to receive due southmall updates and advertisements from favored producers as well

(Hafele, 2011). Twitter gives opportunity to users to involve in existent time sharing. A tweet is usually no more than

than 140 characters, which followers of the user can see (Borges, 2009).

These two social media channels ardue east among the most popular and heavily used options now, but they are far

from existence the only ones. As observed by Kaplan and Haenlein (2010) cited by Nick Hafele (twentyxi) accept

identified several channels that autumn under the category of social media, each of which has opportunities and

unique advantages for marketing use. Collaborative projects, such as wikis, or editable information-sources, are

particularly poignant avenues of contact. In fact, trends indicate tchapeau they are quickly becoming the

predominant source of informationorthward among consumer popularulations (Kaplanorthward & Haenlein, two010) cited by (Hafele,

2011).

Blogs, managed by either individuals or organizations, are another heavily used marketing forum. Through

blogs, businessedue south can promote brand awareness by sharing insider information, updating customers on new

products, every bit well asouthward providing links to the main sales channels. Fans volition exist updated time to fourth dimension on any

special events, contests or a new promotion organized by the brand or product. Blogs likewise facilitate the posting

of comments and feedbacks, allowing fans and detractors to post opinions and questions to producers. This

encourages the exchange of ideas between peers and tin too promote honest word between individuals

and companies to improve their defaults (Hafele, 2011). And social media approaches need to exist considered to

ensure the highest chance of success with a social 1000edia market placeing. According to Ray et al. (2011) cited by

Nick Hafele (2011) emphasize the need for diversifying a social media strategy to ensure that messages are

reaching appropriate audiences; there is no unmarried correct approach.

3. Advantages

According to Watson et al. (ii002) cited by Sheth and Sharma (2005) with the popularity of digital marketing

on the ascension, many charabancinesses are investigating howest social media can help them promote their products and

services to potential and existing customers. Social networking sites like Facevolume and Twitter have

transformed the manner some businesses call back almost advert. Some businesses direct customers toward their

social network pages more than they direct them to their own websites. There areast certain advantages to market

via social media, but there are too related drawbacks as well (Watson et al. twenty02; Sheth & Sharma 2005).

The primary advantages of social media marketing is reducing costs and enhancing reach. The cost of a social

media platforgrand is typically lower than other marketing platforms due southuch every bit face-to-face salespeople or

middlemen or distributors. In addition, social media marketing allows firms to reach customers that may not be

accessible due to temporal and locational limitations of existing distribution channels. Social media platforms

increase reach and blood-reduce costs past providing three areas of advantage for customers (Watson et al. 2002; Sheth

& Sharma 2005).

First, the marketing firm can provide unlimited information to customers without man intervention. This is

an advantage over other forms of contact because the amount of data that can be provided is much

greater than in whatsoever other form of communication . Additionally, and more importantly, the information can be

provided in a class that customers can easily process and understand. For case, airline scheduling and

reservation systems are very hard to create and maintain to serve individual needs. Additionally, in this

context, the choices are large and hard to provide in any format that is better than spider web-based format

(Watson et al. 2002; Sheth & Sharma 2005).

Second, social media marketing firm can create collaborateions by customizing information for individual

customers that allow customers to design products and services that meet their specific requirements For

example, online checking and seat assignment can be washed on the Internet. Finally, social media platforms tin

permit transactions between customers and firms that due westould typically require human contact equally in the case of

successful firms such as Dell and amazon.com (Watsodue north et al. 2002; Sheth & Sharma 2005).

To understand better virtually the advantages of social media marketing, there are five principal advantages to

succeed in this field:

Social Media Marketing

I. Cost-related

According to Due westeinberg (twenty09), The main advantage of social media marketinyard is cost-related. The financial

barriers to social media marketing are quite depression compared to others. The majority of social media sites are free

to access, create profile and post data. Whereas traditional marketing campaigns can cost millions of

dollars, many social media tools are free even for business use. Businesses can run highly successful social

media marketing campaigns on a limited budget. The advantage of reaching your targeted market for little or

no cash investment is substantial, and the audience wanting your information voluntarily joins or follows you.

Pay-per-click advertisements on sites such as Facebook are "geo-targeted" according to specific criteria, to

reach the correct audience. The viral nature of social media means that each person who reads your posts has

the capability to spread the news further inside his own network, so information can reach a large number of

people in a short time (Weinberg, ii009).

II. Social Interaction

One of the most notable phenomena of new media is how it hasouthward increased and created new forms of social

interaction. People spend more than a quarter of their time online involved in communication activities (e.chiliad.,

emails, IM conversation, and social networks), which is equivalent to the total time spent online for full general leisure and

entertainment (Riegner, 2007) cited by (Hill & Moran, 2011). Social networking sites take become so

pervasive that they are the most popular Internet destinations (Burmaster, 2009). Not simply has new media

demonstrably altered howest often people communicate online, but information technology has also enlarged the pool of individuals

they communicate with, and led to new ways for behaviors to be influenced (Burmaster, 2009). Consumer

beliefs studies reveal that individuals give greater consideration to communication and information shared onlineast,

spending more than time with websites that provide third-party evaluations (Huang et al. 2009), and other studies

indicate such information can directly influence ownership decisions, even if received from purely „virtual‟

sources (Awad et al. 2006; Weiss et al. two008) cited past (Hafele, 2011). Indeed many of the reported benefits of

new media usage (increased reputation, predictable reciprocity) relate directly to its social interaction aspects

(Kollock 1999; Arthur et al. xx06) cited by (Hafele, 2011).

III. Interactivity

As observed by Steuer (1992) cited past Ronald P. Hill and Nora Moran (2011) unlike watching Television receiver or minding

to the radio, the interactivity of new media lets consumers get more than than just passive recipients of

stimulation. Interactivity can be broad ly described as the „extent to which users participate in modifying the

form and content of a mediated environment in real time (Steuer, 1992). Interactivity isouth one of the defining

characteristics of new media technologies, giving greater access to information as well as supporting increased

user control of and engagement with social media content (Fiore et al. 2005) cited past (Hill & Moran, 2011).

Interactivity depends on the context. In an online social internetworking context, interactivity refers to a user-

centered interaction with machines, messages, or other users, focusing on the eastxperiential aspect of networking

procedure (Liu & Shrum 2002) cited by (Hill & Moran, 2011).

While interactivity can be simple in certain contexts (e.g., only filling out forms, clicrex links), information technology can also

be more than involved and elaborate, such as allowing individuals to develop online content (Murugesan, 2007)

cited by (Hill & Moran, 2011). Studies show that increased levels of interactivity can lead to college

involvement (Bucy, 2003) and more positive attitudes toward websites (Kalyanaraman & Sundar, 2003; Hill &

Moran, 201one) forth with higher source credibility (Fogg, 2003; Loma & Moran, 2011).

This user interactivity enables consumers to participate in personal social networkinthou past selecting the content,

timing, and communication human action Specific applications of social media eastwardmpower consumers, such that they can

take active control and perform two-manner communications. Active control takes place in a social networking

context and requires attention and participation from all participating parties, including individual users, groups

of networked people or communities, and brands (Li, Daugherty, & Biocca 2002).

Iv. Targeted market

Social media provide marketers with the ability to target audiences and consumers based on site users' personal

interests and what their friends like. For example, list country music as one of your interests on a social

networking site; you will near probable be seeing ads about country music concerts and artists. Some sites'

advertizement will also highlight which country artists your friends like to provide a personal connection. With

such "southmart" marketing, and advertising, marketers effectively reach the people who are most interested in

what they have to offer. Furthermore, social internetworking enables word of mouth to promote products beyond

what advertising solitary does (Hill, Provost & Volinsky, 2006).

Social Media Marketing

A well-cited example of viral marketing combines network targeting market and implicit advocacy: The

Hotmail free e-mail service service appended to the bottom of every outgoing eastward-mail message the hyperlinked

advertisement, "Become your free e- mail service at Hotmail," thereby targeting the social neighbors of every current user

while taking advantage of the user‟s implicit advocacy (Montgomery, 2001).

Traditional marketing methods practice non appeal to some segments of consumers. Some consumers apparently

value the appearance of bein1000 on the cut ting edge or "in the know," and therefore derive satisfaction from

promoting new, exciting products (Colina, Provost & Volinsky ii006).

5. Customer Service

Customer service is some other crucial surface area for social media marketing (Helmsley, 2000). Sometimes website

designers cannot avoid a certain degree of complexity in the architecture of a website. Therefore, it is

necessary to take a thoughtful customer service southwardystem. Links to Frequently Asked Questions (FAQs) and

links to online representatives are useful inorth gild to aid customers in the selection or buying process. A

marketer should not but offering online assistance. In many cases, it is more convenient for customers to call a

company. Therefore, the apply of a toll free phone number for customers southhould beast considered (Gommans et al.,

2001).

According to Gommans et al. (2001), Order fulfillment and rapid cafeteriavery systems are as disquisitional to due east-loyalty

development as the other factors. A thoughtful logistics system that guarantees a fast delivery afterward the

checkout process contributes to customer satisfaction, which in turn contributes to loyal behavior. In addition

to the speed of delivery, the logistics system should allow different means of delivering products. Some

customers prefer to get the product delivered by parcel services, like FedEx and UPS. Others might wpismire to

pick up a production in a physical shop in order to have somebody to talk to (Gommans et al., 2001).

A customer who buys something odue north the Internet has one major disadvantage compared to a customer in real

space. Net customers cannot touch, odour, or experience the good before they buy it. This makes a shopper

insecure about buying a product. In society to minimize this insecurity, an social media marketers should offer

brands that are well-known, good product quality, and, of course, guarantees (Getmmans et al., 2001).

4. Disadvantages

The online environment creates not merely opportunities, only also complications and challenges for the social

media marketing procedure. The transparency of the web thousandakes online information available to all audiences,

and reinforces the need for consistency in the planning, design, implementation and control of online

marketing communication (Hart et al., 2000). There are five main disadvantages need to exist considered on

social media marketinm, which are:

I. Time intensive

As the name implies, social media is interactive, and successful, two-manner exchanges take commitment. The

nature of marketing changes in social internetworks, with the focus placed on establishing long-terchiliad relationships

that can turn into more auctions. Somebody has to exist responsible to monitor each network, answer to comments,

respond questions and post product information the client deems valuable (Barefoot & Szabo, 2010).

Businesses without a service to manage these social networks volition find information technology difficult to compete. The first

preliminary consideration and probably the most important one is that social media marketing requires a

meaning time investment (Barefoot & Szabo, 2010). Every bit a full general dominion, simply dabbling in a few social media

resources and hoping to realize enormous returns is fanciful. A company must realize the necessary time

commitment and either take or reject that commitment as plausible for its operation (Barefoot & Szaboo,

2010).

2. Trademark and Copyright Problems

According to Steinman and Hawkins (2010), Information technology is of the utmost importance for companies to protect their own

trademarks and copyrights when using social media to promote their brands and products. A co1000pany‟s brands

and other intellectual property are often near equally valuable as the products or services that they offer. Social

media‟s capacity to facilitate breezy and impromptu communication often on a real-time ground tin can aid

companies in promoting their brands and disseminating copyrighted one thousandaterial, but it can also facilitate third-

party abuse of a business‟ trademarks and copyrights (Steinman & Hawkins, 2010).

When using social media, whether via a third-party outlet or a company‟s own social media platforms,

marketers should regularly monitor the utilise of their trademarks and copyrights. Companies should monitor their

own social media outlets as well equally third-party social media platforms to encertain that those providing content

through the media outlets are non misusing their intellectual property. Cyberspace tracking and screening services

are available to one thousandonitor the apply of your business‟southward marks and copyrights on 3rd-party sites, including

checking social media sites for profile or user names that are identical or substantially like to your

company‟south name or brands (Steinman & Hawkins, 2010).

Social Media Marketing

Equally stated by Steinman and Hawkins (2010), This form of business impersonation tin can damage a company‟south

make and reputation if left unchecked; such monitoring tin besides serve as a positive indicator of business concern

success. Companies should consider reserving, on various social media sites, user names that match or closely

resemble their merchandise names and marks (Steinman & Hawkins, twenty10).

In addition, companies should have terms and atmospheric condition for their own social media outlets, with provisions

specifying how to properly use the companies or third-party intellectual property. Marketers conducting certain

types of social media marketing campaigns, particularly promotions and user-generated content campaigns,

should have rules in place that include specific prohibitions regarding merchandisemark and copyright infringement

and impersonation (Steinman & Hawkins, 2010).

III. Trust, Privacy and Security Issues

Using social media to promote one‟s make, products, or services can also implicate trust, privacy and information

security issues. Information technology is important for companies to aware of these issues and takes appropriate measures to

minimize their exposure to liability related to personal data collection, use, and maintenance.

Trust, especially the unique dimensions of transactional security and privacy (Hoffmann et al., i999), play a

critical part in generatink customer loyalty to social media marketers. A written report by Ratnasingham (one998) has

shown that fear of online credit menu fraud has been one of the major reasons customers have not dane more

extensive online buying (Ratnasigham, 1998). Moreover, privacy concerns have led to a public relations fiasco

for some major social media marketing resulting in substantial brand image erosion (Advertising Age, 2000).

Social media companies like Facebook and Twitter by and large have their own privacy politicoicies that govern their

use of consumer data and third-party conduct onorth the social media platform with respect to personal data.

Marketers using third-party social media outlets should ensure that their marketing campaigns do not

encourage consumers or whatsoever other parties to engage in practices that would violate the social media company‟south

privacy policy, and marketers should also ensure that they are abiding by the policies every bit well. Companies that

administer their own blogs or other social media platforms should also maintain comprehensive policies that

disclose the company‟southward data drove, utilize, and storage practices, and any responsibilities that 3rd parties

have regarding privacy and data security (Steinman & Hawkins, 20x).

Trust, which is closely related to security, is a very important factor in the online buying process behavior

process. Inorth full general, you cannot feel, smell, or touch the product. Y'all cannot look into the salesperson‟south eyes

(Steinman & Hawkins, 2010). Therefore, these ways of developing trust are excluded on the Internet. Brand

trust usually contributes to a reduction of doubt. Idue north addition, trust is a component of the attitudinal

component of loyalty. And then it is obvious that loyalty in general and brand trust in particular can aid to overcome

some of the Internet‟south disadvantages, e.g. to overcome perceptions that the Cyberspace is an dangerous, dishonest, and

unreliable marketplace. In fact, these perceptions are still stopping some potential customers from doing

business on the spider web. A "third party approvafifty" is a besidesl to generate trust (Gommans et al. 2001).

Iv. User-Generated Content (UGC)

During the concluding few years, users have spent more than time and shared more data, thoughts, and opinions

with each other easily via the Net. As well, new forms of content generationorthward, communication, and

collaboration have come out on the Internet. Oftentimes marketing strategiesouth involving social networking sites

or other social media incorporate user-generated content (UGC) into the field (Filho & Tan 2009). For

case, UGC allows Internet users to make comments in diverse forms, such equally photos, videos, podcasts,

ratings, reviews, articles, and blogs (Filho & Tan 2009). Whether it‟s a video or photo shared on a site or

letters that site users disseminate to members of the network, UGC holds much promise as a marketing tool.

In advertizementdition, user-generated content comes with a relatively high degree of credibility in the eastwardyes of consumers,

especially if someone created the content for eastxample or a tweet betweenorthward friends. Soliciting user-generated

content in connection with a marketing strategy comes with and some risgrand of incurring legal liability for content

created past an individual participating in the campaign Marketers tin, however, take certain steps to minimize

legal risks associated westith marketing campaigns that involve the broadcasting of user-generated content

through social media (Gommans et al. 2001).

Social Media Marketing

Five. Negative Feedbacks

Social media, in a way, converts consumers into marketers and advertisers, and consumers tin create positive

or negative pressure for the company, its products, and its services, depending both on how the visitor is

presented online and on the quality of products and services presented to the customer (Roberts & Kraynak

2008). Consumer-generated product reviews, images, and tags, which serve every bit a valuable source of information

for customers making product choices online (Ghose, Ipeirotis, & Li 2009), have increased quickly on the

Internet and have had a groovy impact on electronic commerce (Forman, Ghose, & Wiesenfeld 2008) post-obit

the emergence of Web 2.0 technologies.

One attribute of social networking that is especially damaging to marketing campaigns is negative post

responses. Unhappy customers or industry competitors are ab50eastward to post disparaging or offensive pictures, posts

or videodue south and in that location is not much a marketer tin do to prevent these occurrences (Cheung, Lee, & Thadani

2009). Nonetheless, negative or other non-constructive feedback cannot be ignored. Social networks must be 1000anaged

efficiently enough to immediately respond and neutralize harmful posts, which takes more time (Hennig-

Thurau et al. 2004).

5. Discussion

According to Gurau (2008), The online marketing environment raises a series of opportunities and also

challenges for social media marketing practitioners. The auditiondue south become more fragmented and proactive,

but, on the other hand, the company has the possibility to combine various modes and categories of

information in a complex message . Social media also permit the enterprises to collect, register, analyze and use

client data and feedback for better targeting online audiences and customizing its messages (Gurau, 2008).

In fact, the specific characteristics of the Internet and social media applications are making the implementation

of integrated online marketing both inevitable and efficient for an online approach . The cost-related factors,

social interactions, interactivity, targeted market opportunities, and customer services are excellent features for

organizations to adopt a proactive-reactive attitude and to succeed in social media marketing. On the other

hand, downside of social media chiliadarketing such equally time intensive, trademark and copyright bug, trust,

privacy and security issues, user-generated content (UGC) and negative feedbacks from customers are major

barriers facing by social media marketers (Gurau, 2008).

According to Designing and implementing a specific model of integrated social media marketing can integrate

these characteristics. The message communicated online should be first infused with the core corporate values,

then adapted to the online strategy and tactics of the organization, and finally customized for a specific

combination of targeted audience and online channel. The selection of the appropriate communication-mix

needs to take into account the characteristics of social media marketing (Gurau, two008).

6. Conclusion

Social media can be established whateverwhere with an Internet connectedness, and it should be considered by

marketers, advertisers, and online content creators equally a basic part of their communications because social

media affects all aspects of the Internet and transforms the role of Internet in people‟due south lives (Universal McCann

2008).

Today, consumers gain a new office with social media. Consumersouth are condign „„content creators‟‟ and, thus,

functional consumers instead of just consuming, as in the past. And social media applications or tools that facilitate

this are blogs, micro blogging applications (such as Twitter), social networking sites (such as Facebook),

podcasts, and video and photo sharing sites (such as YouTube and Flickr). Given this reality, it is applyful for

companies, especially marketers, to integrate social media into marketing and their marketing strategies.

This study has attempted to identify the major advantages and disadvantages adamant by the development of

Cyberspace technology in the area of social media marketing. Social media is the modern tool for marketers who

effort every means to become their 1000essage out to their target market places. The medium has many advantages and

disadvantages based on their firm, and many companies even so struggle to observe the right way to use information technology. The

average business owners or marketers do non fully understand the risks and challenges in it. The field is still then

fresh that it is hard to evaluate the qualifications of social media "experts" w ho offer their services online.

So, earlier a visitor step into the field of social media marketing, they take to consummate full inquiry on

social media practices. An organization has to master basic principles and tactics of using social media as anorth

effective tool in guild to survive in the field of social media marketing. Main goalsouthward of a company or

organization have to engage customers, to protect company reputation, to provide customers with good quality

of production and services and to satisfy customer‟due south demand.

Social Media Marketing

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... organisations(Xiang and Gretzel 2010;Nadaraja and Yazdanifard 2013;Nyagadza 2020a).Social Media Marketing is the use of digital marketing activities on social media platforms. In other meaning, it tin exist viewed as the use of social media platforms to develop an organisation's online brand, its products and services(Nadaraja and Yazdanifard 2013;Nyagadza, Kadembo and Makasi 2020a). ...

... organisations(Xiang and Gretzel 2010;Nadaraja and Yazdanifard 2013;Nyagadza 2020a).Social Media Marketing is the use of digital marketing activities on social media platforms. In other meaning, it can exist viewed every bit the employ of social media platforms to develop an organisation's online make, its products and services(Nadaraja and Yazdanifard 2013;Nyagadza, Kadembo and Makasi 2020a). The researcher argue that various social network platforms enable the sharing of podcasts, videos, which fuel viral marketing. ...

Ethics are utilitarian and deontological based on reason, intention and duty.

... The fact that a workshop on media reporting contributed to increased food and diet coverage also suggests that there is express sensation and capacity of nutrition reporting among media practitioners [11]. It is important to note, however, that the media has focused on promoting commercial products and services through advertising [41]. These findings prove that at that place is a need for deliberate deportment to increase capacity for leveraging media for nutrition advice. ...

Dietary perception, behavior, and nutritional condition tin all be influenced by exposure to information. Behavior alter communication that is appropriately designed and implemented is critical for motivating optimal dietary behavior. On the other paw, inadvertent or deliberate misinformation can drive unhealthy dietary behaviors. Equally part of the process to develop food-based dietary guidelines (FBDGs) for Ghana, this rapid evidence review examined the nature, extent, sources, and medium of food and nutrition information dissemination and promotion in Republic of ghana. PubMed, Cochrane, Google Scholar, and Open Admission Theses Dissertations (OATD) databases were searched systematically using keywords to identify relevant peer-reviewed and grey literature. The review included 31 documents, later on excluding 1,302 documents for ineligibility (based on irrelevant championship, abstract, and duplicates). Limited reporting of undernutrition was plant in print and electronic media. Unhealthy foods, including carbohydrate-sweetened beverages, snacks, yogurt, instant noodles, candy/chocolate, and ice cream were frequently advertised through various communication media. Children are highly exposed to food advertisements, which target them. Promotional characters, animation, billboards, and front-of-store displays; product-branded books, and toys are mutual strategies for food marketing and advertisement in Ghana. The near frequently reported sources of wellness and nutrition information were television, radio, social media, wellness professionals, families, and friends. Children and adults experienced changes in nutrient preferences and choices as a result of exposure to nutrient advertised on television. The commonly used traditional media were radio and tv; printed newspaper use has declined tremendously in the by decade. Social media utilise (peculiarly WhatsApp, Facebook, and YouTube) is highest in urban areas, and is growing rapidly; immature adults are the almost agile users of social media platforms. Experts recommend regulation as a mitigation for nutrition miscommunication and inaccurate promotion. The current review highlights the need for regulation of nutrient marketing, and advertisement to safeguard a healthy food environment in Republic of ghana. Key words: advert, promotion, diet, regulation, social media, nutrient, Ghana

... Son también interesantes plataformas para la realización de publicidad, mucho más económicas y capaces de llegar a un gran público a nivel global o local según las preferencias del emisor (Nadaraja y Yazdanifard, 2014). Por este motivo, las redes sociales están siendo usadas como plataformas para conducir actividades de marketing y campañas de publicidad por parte de empresas, las cuales invierten mucho tiempo, dinero y recursos en anuncios en redes sociales. ...

  • Tamara Doval-Fernández
  • Eva Sánchez-Amboage Eva Sánchez-Amboage

El desarrollo de las Tecnologías de la Información y la Comunicación ha provocado importantes cambios en la industria turística. La aparición de la Web 2.0 y especialmente las redes sociales han cambiado el modo en el que los turistas se comportan y, por ello, las empresas y gestores de destinos turísticos deben dedicar recursos a conocer estas plataformas y utilizarlas como aliadas en la promoción de los destinos turísticos. Concretamente Instagram, que destaca por su rápido crecimiento y capacidad de adaptabilidad a través del uso de contenidos visuales, es una herramienta ideal para la promoción de destinos turísticos.En base a lo inductive, este trabajo de investigación presenta el siguiente objetivo: analizar el uso de Instagram como herramienta de promoción turística y conocer sus funcionalidades y utilidades. Para obtener esta información se emplea el análisis de contenido como método de investigación. Los resultados nos muestran como las funcionalidades y utilidades de Instagram tales como tipos de posts, hashtags, geotags, reels, stories, etc. ofrecen grandes beneficios para la promoción de los destinos turísticos

On March 11th 2020 the World Health Organisation (WHO) officially alleged Covid-19 every bit a global pandemic. Global economy and business activities were disrupted as a consequence of this pandemic. Starting from China, with the affected number of more than 80,000 people infected, the virus spreads apace around the globe through human contact. On 16th December 2020, the statistics shows the world total number of cases stands at 73,777,368 (73.seven mil) people being infected and has claimed the lives of more than ane,640,301 (ane.vi mil) people whilst 51,782,909 (51.seven mil) people has recovered from the virus. More than 140 countries were affected and in countries such as America, Italy, Germany, French republic and Iran, the cases are growing exponentially (Segal & Gerstel, 2020). Nonetheless, through some specific actions, the spreading of the illness can exist controlled through some specific actions. Past focusing on homo separation, the actions taken included Movement Command Order, Lockdown, Confinement, and Social Distancing are among the best actions taken past governments effectually the world, to safeguard the interest of the public (Craven et al.,2020). In Malaysia, the authorities implemented the Movement Control Lodge, which begins on March 18th 2020. This is the society that includes the closure of all regime, private, and business concern premises. The only bounds that are allowed to open are those related to essential services. Small and medium businesses in Malaysia were the most impacted by the Motion Control Order. Among the major hurdles that the businesses faced includes liquidity bug, closure of performance, retrenchment and diluted firms' chapters for future expansion (Wahyudi, 2014; Craven et al., 2020; Smith-Bingham & Hariharan, 2020). For the business to survive the pandemic claiming, change management is primal in guild to meet the challenging environment. Those are, changes of business strategies, operations and business organization conduct, also as pressures to search for new sources and opportunities. Nevertheless, the impact of each business organisation is dissimilar in accordance to the types of business organisation action, size and resources that they endemic (Cassia & Minola, 2012). It is thus imperative that businesses demand to look at innovative ways in guild to remain relevant and provide business sustenance and continuity. This is key as they need to be active and flexible enough to arrange to alter in order to ensure their business survival. This is the case for a small business concern enterprise in Malaysia called "Tudung KC", in trying to overcome the challenges of the pandemic for business survival through modify direction.

Bireylerin günlük yaşantısının önemli bir parçası olan sosyal medya, bireylerin tüketici davranışlarından yatırım kararlarına kadar farklı yelpazedeki kararlar üzerinde etkili olabilmektedir. Sosyal medya kullanımının artması ile birlikte finans sektöründe sosyal medya kullanımının etkisi de tartışılır hale gelmiştir. Günümüzde birçok finansal kurum gerek tanıtım gerekse iletişim aracı olarak sosyal medyayı aktif olarak kullanmaktadır. Ülkemizde de bankalar sosyal medyayı tanıtım, yatırımcı ilişkilerini geliştirme ve ticari faaliyetlerini yürütme amacı ile kullanabilmektedirler. Diğer taraftan yatırımcılar da konvansiyonel iletişim kanalları yerine sosyal medya kanalları üzerinden birçok işletmeyi takip ederek yatırım kararlarına yön verebilmektedir. Buna göre, bankaların sosyal medya kullanımlarının yatırımcı ilgisi kanalı ile pay senedi getirilerini etkileyebilmesi olası görülmektedir. Bu çalışmada da sosyal medyayı etkin kullanan ten farklı bankanın Ekim 2016-Eylül 2020 arasındaki 48 dönemlik pay senedi getirileri ile sosyal medya skorları arasındaki ilişki incelenmiştir. Elde edilen bulgular pay senedi getirileri ile bankaların Twitter ve Facebook skorları arasında çift yönlü bir ilişki olduğunu göstermiştir.

  • Ettore Moriconi Ettore Moriconi

La stesura del seguente elaborato nasce dall'esigenza di voler portare i lettori a conoscenza di un nuovo modo di fare business alla luce della sempre maggior flu che ha la digitalizzazione sulle diverse realtà aziendali e sociali eastward alla luce dell'impatto pandemico come acceleratore di united nations processo irreversibile. 50'obiettivo della composizione è quello di indagare sul ruolo che hanno i social media ed il social media marketing nel determinare una redditività potenziale superiore rispetto ai rivali, la quale potrebbe condurre all'ottenimento di una posizione di vantaggio competitivo rilevante. La trattazione consta di quattro capitoli. I primi tre, di impronta prettamente teorica, sono stati elaborati seguendo le principali nozioni della letteratura vigente. L'ultimo, invece, presenta un orientamento pratico basato sulla raccolta di dati presso un'azienda, sul loro confronto due east sulla loro interpretazione in base alle nozioni esposte nei capitoli precedenti. Nello specifico, il primo capitolo definisce quelli che sono i principi fondamentali east le applicazioni più rilevanti del concetto di vantaggio competitivo. A seguire, nel secondo, si presenta la tripartizione porteriana delle strategie in leadership di costo, differenziazione east focalizzazione, concludendo poi con la strategia di cooperazione. Nel terzo capitolo l'enfasi si sposta sulla digitalizzazione delle strategie descrivendo l'impatto che quest'ultima ha avuto su di esse. In particolare, si presenta il social media marketing ed il mobile marketing come un nuovo modo di fare business definendone dettagliatamente i vantaggi e gli svantaggi relativi e le principali metriche d'analisi per la misurazione delle performance e il raggiungimento degli obiettivi. Infine, fifty'ultimo capitolo, come anticipato, è caratterizzato da un approccio empirico. Attraverso la somministrazione di united nations questionario a un'azienda leader in performance marketing si cerca di ottenere le informazioni necessarie volte alla conferma o confutazione dell'ipotesi inziale sui social media come fonte di redditività potenziale superiore. Questo è possibile grazie ad un attento confronto dei dati e ad una loro profonda interpretazione sempre alla luce di tutti i principi trattati nei capitoli precedenti.

  • MUHAMMAD AWAIS MEHMOOD
  • Qaiser Janjua Qaiser Janjua
  • Muhammad Ali Saeed
  • Hina Samdani

Limited research on Social Media (SM) marketing by Higher Education Institutes (HEIs) primarily focuses on understanding important practices followed to raise students' engagement on SM or its association with different branding constructs. However, there is dearth of enquiry that can guide regarding practices negatively influencing SM based communication between HEIs and Students. This research explores these limiting factors affecting optimal students' engagement on SM. A qualitative exploratory research methodology was adopted based on in-depth interviews and Netnography. 25 interviews were conducted and 6 months content analysis of Facebook account of selected HEIs was carried out for Netnography. The findings revealed unlike content and non-content factors negatively influencing students' engagement on SM. Content related factors included poor design of SM content, lack of informality, inconsistent content posting and content posting during part hours. Whereas non-content related factors include selective platform presence, selective response to students' queries, fearful mental attitude towards official SM and absence of incentives for students to engage on SM. All these factors are believed to bear upon different stages of Customer Appointment including Connection, Interaction, Loyalty and Advocacy. Findings of this study have enabled gaining empirical knowledge regarding negative practices on SM, highlighted in a higher place, that shall be avoided to reach optimal results for SM marketing advice and learning how these practices affect different stages of students' engagement on SM.

Ecotourism or sustainable tourism, which is often advocated especially in natural areas for relaxation. The richness of natural areas in Malaysia has led ecotourism to become one of the fast-growing industries within the nation. A full understanding of ecotourism practices in planning, development and resources direction is therefore needed to ensure sustainability without causing environmental degradation. The goal of this study is to discover the impacts of created resources (eastward.thou.: tourism infrastructure and range of activities) and supporting resource (e.g.: destination accessibility and quality of tourism services) towards competitiveness of tourism destinations from both the perspective of domestic and international tourists forth with the moderation of social media marketing.

  • P. Mohammed
  • P. Mohammed Buhari Saleem P. Mohammed Buhari Saleem
  • Mr P. Mohammed

With the deep invasion of internet connectivity among people, in Republic of india, the number of social media users has been growing regularly. The Indian government-sponsored Digital Republic of india scheme has also offered greatly to this growth. In, the year 2020, which came under the grip of the pandemic Covid-nineteen, saw many opportunities to social media to collect data or to testify themselves and several distinct topics and conversations began trending in social media in India. Social media marketing is a powerful technique for businesses of all sizes to influence prospects and customers. Customers are already communicating with brands through various social media applications, such as Instagram, Facebook, Twitter, Telegram, and Pinterest. Social Media Marketing (SMM) tin bring remarkable achievement to business concern, formulating devoted brand advocates and even driving leads and sales. Nonetheless, not all businesses are enlightened of the benefits of social media marketing. Almost of the small businesses aren't using social media to improve their business concern. Today'due south buyers rush to scan social media when they want to sympathise more nearly an organisation or product considering that's where they'll observe others talking almost that business.

Increasingly, user-generated product reviews, images and tags serve as a valuable source of information for customers making production choices online. An extant stream of work has looked at the economic impact of reviews. Typically, the impact of product reviews has been incorporated by numeric variables representing the valence and volume of reviews. In this newspaper, we posit that the information embedded in product reviews cannot be fully captured past a unmarried scalar value. Rather, we debate that product reviews are multifaceted and hence, the textual content of product reviews is an of import determinant of consumers' choices, over and to a higher place the valence and book of reviews. Based on a unique dataset of hotel reservations bachelor to us from Travelocity, nosotros guess need for hotels using a two-footstep random coefficient based structural model. We utilise text mining techniques that allow us to incorporate textual data from user review in need estimation models by inferring the sentiments embedded in them and supplement them with image nomenclature techniques. The dataset contains complete information on transactions conducted over a 3 month period from Nov - Jan 2009 for hotels in the Us. Nosotros have information on user- generated content from three sources: (i) user-generated hotel reviews from two well known travel search engines, Travelocity and Tripadvisor, (ii) tags generated by users identifying dissimilar locational attributes of hotels from Geonames.org, and (three) user contributed opinions on the well-nigh important hotel characteristics from Amazon Mechanical Turk. Moreover, since some location-based characteristics, such as proximity to the beach, are non directly measurable based on UGC, we use paradigm classification techniques to infer such features from the satellite images of the expanse. These different data sources are and so merged to create 1 comprehensive dataset that enables us to estimate the weight that consumers place on different hotel characteristics. We then advise to design a new hotel ranking and recommendation system based on the empirical estimates of consumer surplus from hotel transactions. By improving the recommendation strategy of travel search engines, it tin raise the conversion rate for a particular hotel, hence increasing the render-on-investment for travel search engines.

This commodity introduces several new concepts that lay the conceptual foundation for thinking about adjacent-generation marketing based on ubiquitous networks. U-commerce, orÜber-commerce, is predicated on the characteristics of network ubiquity, universality, uniqueness, and unison. It is proposed that the keys to managing network-driven firms are the concepts of u-space and attending assay. The implications for next-generation marketing in the u-space are explored, with a inquiry agenda identified for scholars and managerial implications recognized for practitioners.

Marketing managers and consumers who use the web equally a source of information ofttimes use input from strangers to make decisions or gain knowledge. The authors propose that in such contexts the information provider's current and by behaviors, relative to those of other data providers, influence who the data seeker thinks provides a valuable response and how valuable they gauge the provider's data to be. The authors track information queries, data provider responses, and objective valuation of these responses by data seekers in a spider web forum - where responses to information queries come from multiple data providers with whom the data seeker has non met confront-to-face and has had no prior interaction. Amid other results, the authors show that a provider's response speed, the extent to which their previous responses within the focal domain have been positively evaluated by others, and the latitude of their previous responses across different domains of knowledge affect objective judgments of information value. Importantly, these effects are moderated past the information seeker'southward goal orientation; in particular, whether they want to make a decision or larn something new. The information provider's experience in responding to questions in different domains of cognition increases judgments of information value for those with a determination orientation, whereas the information provider's reputation for providing valuable contributions within the focal domain increases judgments of information value for those with a learning orientation.

Purpose – The purpose of this paper is to provide an explanation for why young consumers adopt interactive technologies. Design/methodology/approach – The data analysed in this paper was taken from a series of in‐depth interviews and two online surveys initially conducted for the 2005 and 2006 Lifelounge Urban Market Reports. Findings – The results suggest that v cardinal values held by young consumers explain their adoption of interactive technologies. Following the caption of each finding is a vignette of how the social networking site MySpace utilises interactive technologies to enable immature consumers to convey their values. Originality/value – This paper fills a gap in the literature by providing a values‐based structure of why young consumers prefer interactive technologies.

  • Jagdish N. Sheth Jagdish N. Sheth

Purpose – Due east-marketing is growing at a dramatic footstep and is significantly impacting customer and business organization marketplace behaviors. As a result, nigh firms have started developing east-marketing strategies for the web. Nonetheless, the evolution and strategic direction of eastward-marketing strategies in international environments has not been discussed and is the focus of this newspaper. Design/methodology/arroyo – In this newspaper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e-marketing in an international context and develop a framework that will allow researchers and managers to empathise the impact of country level effects on e-marketing strategies. The paper proposes that the development of e-marketing strategies is based on the countries infrastructure and marketing institutional development. Findings – It is found that international e-marketing strategies are fundamentally changing, and volition keep to change, marketing idea and practice in international markets. The newspaper suggests that the e-markets of tomorrow may have petty resemblance to the markets of today. Enquiry limitations/implications – The paper suggests that additional conceptual and methodological research is required in this area. Propositions are derived that will provide directions for futurity research. Practical implications – Firms need to ameliorate monitor their international environments to determine the blazon of strategy that they need to follow. The proposed strategies are – brick and click strategies, digitization, disintermediation, buying groups and alternative infrastructure, firm driven east-marketing strategies, and corporate exchanges. Originality/value – This paper is the first attempt to examine the human relationship between a state's infrastructure, marketing institutions and the appropriate e-marketing strategies.

The conceptualization of a virtual experience has emerged because advancements in computer technology accept led to a movement toward more multisensory online experiences. Two studies designed to explore the concepts of virtual feel and presence are presented, with the results largely supporting the proposition that three-D advertising is capable of enhancing presence and, to varying degrees, ultimately influencing the production knowledge, brand attitude, and purchase intention of consumers. The marketing implications are immediate considering the ability to create a compelling virtual production experience is not beyond the current capability of interactive advertising. By creating compelling on-line virtual experiences, advertisers can potentially enhance the value of product information presented and appoint consumers in an active user-controlled product experience.southward

  • Ronald P. Loma
  • Nora Moran

Advertisers involved with social marketing are beginning to recognise the ocean change that is coming due to the spread of interactive media usage throughout many subpopulations of involvement. Unfortunately, models of how social marketing theory and exercise should evolve have not been forthcoming, severely limiting the development of appropriate media usage strategies. This newspaper seeks to resolve this dilemma, in part, via discussion of how social marketing goals and objectives are challenged and advanced in this new environs. Advertisers must face inherent opportunities and challenges, as failure to do so volition go out social agendas unfinished or unresolved, particularly as new and younger generations become master targets. [Abstruse FROM AUTHOR] Copyright of International Periodical of Advertising is the property of Warc LTD and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or e-mail articles for private employ. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstruse. (Copyright applies to all Abstracts.)

  • Alan L. Montgomery

Quantitative models have proved valuable in predicting con- sumer beliefs in the offline world. These same techniques tin can be adapted to predict online actions. The use of diffusion models provides a firm foundation to implement and forecast viral marketing strategies. Choice models can predict pur- chases at online stores and shopbots. Hierarchical Bayesian models provide a framework for implementing versioning and price-segmentation strategies. Bayesian updating is a natural tool for profiling users with clickstream data. A key challenge for practitioners of Cyberspace marketing is to extract value from the huge book of information that can be collected. These tech- niques illustrate how this data can be leveraged to cre- ate better decisions.

  • Marcel Gommans
  • Krish Southward. Krishnan
  • Katrin B. Scheffold

With the rapid growth of Due east -commerce and on-line consumer shopping trends, the importance of building and maintaining customer loyalty in electronic marketplaces has come into sharper focus in marketing theory and practice. This newspaper integrates previous research in the field of make loyalty to present a conceptial framework of "e-loyalty" and its underlying drivers. Implications for east- marketing exercise and futurity research directions are likewise presented.