Figure 2 - available via license: CC BY
Content may be subject to copyright.
Source publication
The concept of social media marketing, its main tools and opportunities for using the company to communicate with clients and receive feedback are considered. The necessity of using social media marketing company has been determined, 48 % of consumers increase desire to buy a product of a brand that reacts sensitively to its customers in social med...
Similar publications
While research has successfully linked social media to separate customer metrics, an in-depth conceptual and empirical understanding of how social media affects the stages of the marketing funnel is currently lacking. We draw on extant theories of consumer information processing and source credibility to conceptually link and contrast the relations...
Sri Krishna Arts &Science College Coimbatore In the current era, the normal marketing streams are just alittle segment of the numerous approaches wont to market and brand products. Technology gives consumer the facility to research products to label them and criticize them in equal measure, and more. Therefore many companies today have pages on soc...
Purpose: This research employs Aaker’s brand personality framework to explore the interrelationships between social network platform brand personality and attitude, motivations, behavioural intention, and behaviour. Design/methodology/approach: Quantitative data were collected from three samples of social network (Facebook, LinkedIn, and YouTube) u...
The study aims to analyze the communication strategy carried out by Matrix in marketing the latest product Set Top Box Matrix to present digital television broadcasts. The method used in this study is a descriptive method using a qualitative approach. The results of the study show that organizational communication that occurs in the marketing matri...
The COVID-19 pandemic has changed the way brands communicate to their potential and current customers. This paper uses a multimethod approach to specifically study nine corporate Indian chain hospital brands and their online social media presence during COVID-19. The authors sought to decipher the implicit information gained from Facebook pages and...
Citations
... Internet communication is the most extensively used, and forums have long been an important medium for online word-of-mouth transmission. The average user on the most popular social networks browses up to hundreds of pages of documents per day [15]. And, after purchasing a product, consumers usually can share their experiences and views on the forum at any time and from any location. ...
... A good brand reputation has a significant influence on customer loyalty in the telco business [16], and favorable word of mouth is even thought to successfully cut telco marketing costs. There is a 48% rise in consumers wanting to buy their favorite products on the website via social media [15]. Other, many consumers believe that the product usage experience attached to the advertisement is a general marketing tool and does not have the tendency to influence consumers to purchase the product [17]. ...
Customer churn prevention has been one of the most pressing concerns for telcos to tackle in the rapidly changing telecom business over the past decade, as the industry has faced increased market saturation and intense competition. Social media electronic word-of-mouth (e-WoM) offers telcos with insights into the consumer experience. Capturing preferences and views about products/services via text messaging might increase the recovery mechanism for clients who may churn. This study collects postings from social media forums concerning Taiwan’s top five telecom firms in order to perform an opinion analysis that is thought to be strongly linked with prospective churning consumers. To collect topic-sentiment information, we employ the doc-based Heuristics-N-Phrase-Rules technique. In this study, the sentiment score of negative terms is determined, and correspondence analysis is used to highlight the features and profiles of probable churn consumers. To validate its efficacy, we propose comparing the derived profile information to the telecom company’s lost consumers.
... ТА ПУБЛІКАЦІЙ Нині найпоширенішим здобутком серед зарубіжних маркетологів за даною проблематикою є праці М. Стелзнера [1], які присвячені проблемам контент-маркетингу. Значний внесок у дослідження маркетингової сфери на основі Інтернет-технологій зробили М. Каплан, М. Хенлін [2]; С. Ілляшенко [3]; З. Двуліт, О. Онищенко [4]; C. Кузнецьова [5]. В Україні в недостатній tools of content marketing, in detail describes the characteristics of creating quality content that allows to be a competitive company or entrepreneur, interested and encourage potential customers, while creating functional feedback. ...
The activities of modern enterprises are affected by both new opportunities and challenges. An example of the challenges for global business was the spread of the COVID-19 pandemic and related quarantine restrictions. The negative macroeconomic and microeconomic consequences of the pandemic significantly worsened the financial and economic situation of enterprises, led to changes in consumer behavior. Businesses are forced to look for tools to stimulate economic development and increase competitiveness. The development of scientific and technological progress, digitalization make available the use of Internet technologies, in particular in the field of marketing. In Ukraine, as well as around the world, Internet marketing is becoming widespread. At the same time, the possibilities of such an innovation as social media marketing have not yet been properly implemented. Social networks have been created as a tool of entertainment; have become a powerful tool for marketing. They play an important role in establishing business relationships with customers. Social media in today's environment is more popular than traditional media. The use of SMM accelerates the sale of products and services, reduces marketing costs and better implementation of all marketing processes. Social networks allow you to quickly find people depending on interests, age and other parameters, create groups and inform potential consumers about various new products. Advertising on social networks is usually not as intrusive as on other resources and is targeted to a target audience, which is selected by a large number of parameters. To confirm the thesis that SMM is an important tool for the competitiveness of the enterprise in today's challenges, a study was conducted on the basis of the cheese brand - TM "Laguna" of the company "Food Production Ukraine". Analysis of the results of the study showed that "Laguna" in the eyes of consumers is associated with an inexpensive product of relatively low quality, with a "copy" of well-known global brands and loses to them in sophistication. . Given the limited use of offline marketing in quarantine, it was decided to develop a set of actions to influence the consumer through Internet resources. Improvements in SMM have ensured that people are sympathetic to the manufacturer and the product itself.
