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The 6C model of social media engagement (Parent et al. 2011, pp. 219-229) In the context of Facebook, customer engagement over the content communicated by the companies on their brand pages could be measured through the number of undertaken actions such as likes, comments and shares. Each of these actions increases the reach of the marketing message by creating a visual trace on the wall of the Facebook fan, thus making the content visible to all of his social connections. Not only are active social media users influential within the underlying online platforms, but according to
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Social networks are becoming an additional marketing channel that could be integrated with the traditional ones as a part of the marketing mix. Although numerous examples of using social network platforms, such as Facebook and Twitter, for marketing purposes exist, and despite the various efforts from the companies and the general popularity of the...
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Purpose - The purpose of this paper is to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs). A secondary purpose of this paper is to test whether gender moderates this relationship. Third, this study also examines the role of consumer engagement as a driver of brand loyal...
The aim of the article is to present the results of the comparative analysis of online marketing communication in
three national art museums in Poland and the comparable museums in European cities, that could serve as
a model for the use of marketing communication on the Internet. Marketing communications on the Internet of
selected museums have be...
Social media networks like Instagram, Facebook, Twitter, and LinkedIn, present promising opportunities for facilitating usability of e-WOM as a rising purchase decision-making tool. In tandem, this study aimed at looking into the impact of placing the e-WOM on Instagram on consumers’ purchase intention to food products in the KSA with a focus on pu...
Social Media Marketing Activities (SMMAs) refers to the practice of using social media technologies, channels and software platforms to attract clients, to communicate new offers to them and to exchange and deliver their desired products and services. The importance of brand loyalty has been one of the principal focal points in recent SMMAs studies...
The purpose of this research was to determine the influence of social media marketing against customer engagement and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100 customers. Data analysis was applied path analysis. The results of this study shows that social media marketing has a positiv...
Citations
... access to interactions of data objects such as user pages, brand pages as well as the connection between different objects such as friends, events, likes and comments (Pletikosa 2012). A graph object, for example the page itself, has one unique identification number, upon which it can be returned. ...
When visiting a B2C Marketer’s brand profile on Facebook and Twitter, it becomes obvious, that consumers use these Social Media Platforms to publicly submit their inquiries to the company and share their subjective and honest opinions about various topics, related to a company. They express their criticism, praise, suggestions and expectations, related to a B2C company’s business, via self-generated status posts, likes, comments or shares, which are accessible for the broad public. In conclusion this phenomenon entails increased market influence for consumers.
B2C Marketers should be reacting to this phenomenon. By integrating Social Media activities and analysing consumer-generated data, companies have an outstanding opportunity to gain consumer insights by being able to optimize business departments’ strategies and operations to fulfil consumer needs and expectations.
This paper explains the topic of Social Media Analytics (SMA), which encompasses methods and techniques to analyse Social Media Data. Subsequently, the business value of SMA is evaluated and a technical solution approach is presented. The intention of this work is to give a broad understanding of the subject-matter Social Media Analytics and its linkage to Business Intelligence for developers. Furthermore it should give an understanding to potential SMA business-users about this subject’s relevance, value and technical scope.
Manually tracking and recording user-activities on a company’s Social Media profile, is inefficient due to constant and complex user activity in parallel. Social Media Analytics is useful to automatically process Social Media Data into valuable business knowledge and to support Social Media Marketing (SMM) departments for enhancing their business performance.
Special attention is paid to a business use case: A SMA solution approach, for a retailer’s Social Media Marketing department, should be implemented to fulfil SMM business requirements. For this exemplary case, the gap between business operation and IT needs to be bridged. Business requirements of end-users in regard of SMA are figured out to make them understandable for developers. Vice versa, the technical solution approach is explained to business end-users.
Keywords: Social Media Analytics, Social Media Marketing, Social Media Data Analysis
Esta investigación tiene como objetivo general abordar el modo en que las veinticinco primeras editoriales españolas en publicación de literatura gestionan sus redes sociales. Para ello, por medio del modelo PRGS, se analiza el peso de las principales redes sociales (Facebook, Twitter e Instagram) en la estrategia de marketing digital de las empresas editoriales españolas desde una triple dimensión: a) la atracción de usuarios, b) la generación de contenidos, y c) el compromiso de los usuarios con la marca. Del estudio realizado sobre las editoriales españolas se concluye que Facebook es la que más fans genera, frente a Twitter e Instagram. Sin embargo, Twitter es la red más aprovechada para generar contenidos. Finalmente, en lo tocante al compromiso, los resultados apuntan a Instagram como la red donde se obtienen mejores resultados.
