Two Essays On Social Network Marketing
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Two Essays On Social Network Marketing
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Author : Chen, Xi
language : en
Publisher:
Release Date : 2013
Two Essays On Social Network Marketing written by Chen, Xi and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Online social networks categories.
Essays On Social Influence Network Effects And Use Of Social Media In Impacting Consumer Behavior
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Author : Kamer Toker Yildiz
language : en
Publisher:
Release Date : 2014
Essays On Social Influence Network Effects And Use Of Social Media In Impacting Consumer Behavior written by Kamer Toker Yildiz and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
The wide adoption of the Internet and social media has changed how consumers communicate amongst themselves and how companies communicate with their customers. Therefore, investigating the role of social interactions is important in understanding how consumers influence each other through online as well as offline channels for both marketing researchers, and companies that wish to leverage social media more effectively. This dissertation consists of two essays focusing on social influence, network effects and their marketing implications in today's socially engaged world. The first essay focuses on peer influence and studies the differential impact of online and offline social interactions on consumer's repeat usage behavior, and the effectiveness of monetary incentives in the presence of these social interactions. For this purpose, we develop a modeling framework that parses out the impacts of these individual effects and investigates their relative impact on behavior using a unique data set from a wellness program. We find that the effect of online interactions does indeed vary significantly in the presence of offline interactions and that ignoring the latter may well bias the estimates of the former. Furthermore, our results show that monetary incentives relative to social interactions have a significant, though lesser impact on repeat usage behavior. We finally offer several strategic implications by exploring a variety of scenarios through simulation analysis based on the model estimates. The second essay introduces anonymous others ("non-peer") influence in addition to peer influence and compares the relative influence of these two sources on consumers' product evaluations in an experimental setting. We show that contrary to the existing intuition, peers are not always more influential than non-peers and that the influence of these two sources depends on the proportion of people who endorse the product (i.e. , endorsement status: majority/minority endorsement). Interestingly, we find that peers have more positive influence than non-peers only under minority (but not majority) endorsement (experiment 1). We further show that peer influence manifests under minority endorsement because of consumers' endorsement and product fit perceptions (experiment 2). However, this effect diminishes if the endorsement is framed negatively (experiment 3) and gets stronger when the numeric size of the source is large (experiment 4). We discuss these findings in light of prevailing source influence theories and offer suggestions for marketing actions and firm strategy. We believe that this dissertation contributes not only to the marketing literature but also to other disciplines including social psychology, economics and operations research while offering useful implications for companies leveraging social media for both internal and external purposes.
Advantages And Disadvantages Of Using Social Networks In Business
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Author : Caroline Mutuku
language : en
Publisher: GRIN Verlag
Release Date : 2018-02-08
Advantages And Disadvantages Of Using Social Networks In Business written by Caroline Mutuku and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-02-08 with Business & Economics categories.
Essay from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1.8, , language: English, abstract: In the contemporary world, there is no business without communication. To most entrepreneurs in the 21st century, social media use in business is seemingly the "next big thing". The emergence of an online technology that allows reaching of big crowds without necessarily meeting them has presented a temporary yet essential fad that ought to be appropriately made use of while it is still in the spotlight. To this group of entrepreneurs, reaching out the virtual market has presented itself as a stepping-stone to, not only establish their brands, but also to make it earn acceptance in the market. Others have even gone further to establish online shops where customers can easily order and wait for their products to be delivered without having to necessarily visit the product stores. Unfortunately, however, there exists a population to which social media marketing is a buzzword without any practical advantage and steep. They envision it to be a complicated learning curve that further makes their business life unexpectedly complex. With regards to the different approaches to social media, this paper will look at both the negative and the positive aspects of using social media as a tool for running business operations.
Two Essays On Product Positioning And Social Media
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Author :
language : en
Publisher:
Release Date : 2014
Two Essays On Product Positioning And Social Media written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
Essays On Performance Implications Of Social Media For Established And Nascent Firms
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Author : Alireza Golmohammadi
language : en
Publisher:
Release Date : 2018
Essays On Performance Implications Of Social Media For Established And Nascent Firms written by Alireza Golmohammadi and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with Business categories.
The possibility of large-scale communication with stakeholders brought about by social media has made these new channels of communication an important arena for spending marketing budgets. Despite the increasing share of social media in firms' marketing budget, there is significant heterogeneity in firms' social media communication practices even within the same venue and among firms from the same industry. As such, there is need for more research on how firms can leverage social media to achieve better performance. In order to address this broad question, two essays have been designed and executed. The first essay utilizes integrated marketing communication as the theoretical lens to explores the implications of a unique opportunity offered by social media, that is, the ability to simultaneously broadcast to the mass audience (impersonal communication) and interact with individuals (personalized communication). Using a unique dataset, which includes the tweets, as well as financial data of S&P 500 firms present on Twitter, this essay reveals that the effects of communication modes are more intricate than a sole focus on the main effects would suggest. Complementing the first essay which focuses on established firms, the second essay explores the implications of social media communication for B2B new ventures. Building on the literature on strategic similarity and dissimilarity, and comparative linguistics, this essay demonstrates that the lingual similarity of a B2B new venture's social media communications to those of its competitors and customers, can signal important information about the venture's marketing capabilities, thus impacting its success in fundraising.
Information Propagation On The Web 2 0
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Author : Mark Elsner
language : en
Publisher: Marketing im globalen Wettbewerb / Marketing & Global Competition
Release Date : 2012
Information Propagation On The Web 2 0 written by Mark Elsner and has been published by Marketing im globalen Wettbewerb / Marketing & Global Competition this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business networks categories.
The diffusion of the Internet has considerably changed the basic principles of information exchange into a structure that is now enabling user-driven information propagation across most markets that was not possible in the previous era of unidirectional mass communication. This study focuses on the submitters' social networks to explain these new propagation processes. Large datasets from a social news site are used to show that it is the size, structure and activity of such networks that mainly influence whether or not certain content achieves a prominent level. Message and content-related factors seem of only marginal importance - at least until the respective content exceeds a threshold of public attention.
Social Media Marketing
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Author : Liana Evans
language : en
Publisher: Pearson Education
Release Date : 2010-06-18
Social Media Marketing written by Liana Evans and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-06-18 with Business & Economics categories.
Profit Big from Social Media: Strategies and Solutions That Work! Using new social media marketing techniques, you can deepen relationships with your most passionate, profitable customers—and create more of them than ever before! In this 100% practical book, world-renowned expert Li Evans shows exactly how to make the most of social media—in any company, in any industry. You’ll discover exactly how to customize your best social networking strategy...then staff it, organize it, manage its risks, and execute it successfully! Evans shows how to understand your audience, enter the conversation, build trust, protect your brand, integrate social media into existing marketing programs, measure your results...and profit big from today’s hottest new social media sites and platforms! Topics include Make the most of Twitter, Facebook, YouTube, LinkedIn, Flickr, and more Define goals and customize strategy to maximize Return on Conversation (ROC) Understand the whole conversation about you and all the communities you serve Manage legal, compliance, and ethical challenges Plan social media policies for your company’s employees Extend customer service into social media Maintain consistent branding and messaging Complement your SEO, PPC, offline marketing, and PR efforts Learn how to integrate traditional marketing tactics (TV, radio, print) with your social media marketing strategy
Social Media Marketing Powerful Tips And Tricks For Business Growth Twitter Marketing Pinterest Marketing Facebook Marketing Youtube Marke
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Author : Matthew Roy
language : en
Publisher: Independently Published
Release Date : 2019-02
Social Media Marketing Powerful Tips And Tricks For Business Growth Twitter Marketing Pinterest Marketing Facebook Marketing Youtube Marke written by Matthew Roy and has been published by Independently Published this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02 with Business & Economics categories.
What is Social Media Marketing? Social media marketing refers back to the technique of gaining visitors or interest thru social media sites. Social media itself may be a capture-all time period for websites in order to offer extensively completely extraordinary social moves. let's say, Twitter can be a social website designed to permit people proportion quick messages or "updates" with others. facebook, in distinction may be a full-blown social networking web website that allows for sharing updates, pictures, change of integrity activities and a variety of various sports. How are seek & Social Media promoting associated? Why could a probe trafficker - or an internet website online regarding search engines like google and yahoo - care regarding social media? the two are extraordinarily closely connected. Social media typically feeds into the invention of recent content similar to news tales, and "discovery" can be a seek interest. Social media can also assist build links that successively support into seo efforts. many oldsters conjointly carry out searches at social media websites to hunt down social media content. Social connections might also effect the connectedness of a few seek effects, both inside a social media community or at a 'mainstream' programme. Social Media selling At promoting Land Advertising Land is that the sister web website online to search around Engine Land that covers all components of web selling, collectively with those fashionable topics inside social media advertising: Facebook Instagram Twitter Pinterest Linkedin YouTube ...................and many more Click on the BUY BUTTON for more information !Tag: social media marketing 2017, social media strategy, social media engagement, social media advertising, social media analytics, social media and public relations, social media business, social media brand, twitter for beginners, social media for beginners, instagram marketing, instagram for business, instagram for beginners, pinterest advertising, pinterest for business, youtube marketing, youtube business, social media branding, social media content, facebook marketing, facebook advertising, twitter marketing, pinterest marketing
Essays On Stakeholder Networks In Marketing
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Author : Franziska Schmid
language : en
Publisher:
Release Date : 2022
Essays On Stakeholder Networks In Marketing written by Franziska Schmid and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with categories.
This dissertation examines the importance of how stakeholder networks can generate insights for marketers. Although there has been ample research on some types of stakeholder networks in the marketing literature (e.g., customers), not all stakeholder networks have been given equal attention. In the introduction of this dissertation, I discuss the different types of stakeholder networks, including networks of customers, employees, and suppliers, as well as networks of firms' followers on social media. The following essays address gaps in the marketing literature by examining how data on two specific networks of stakeholders (salespeople and social media followers) can aid firms in identifying potentially valuable marketing strategies. The first essay uses novel data to identify network ties between salespeople at a business-to-business (B2B) firm. Using this data on network ties, I measure salespeople's social capital within the firm. I then distinguish how the effect of social capital on B2B sales is distinct from other categories of intellectual capital (i.e., human and organizational capital). I find that categories of intellectual capital have heterogenous impacts on salespeople's success across different selling types (e.g., customer acquisitions, rebuying, and cross-selling). Among selling types, human capital is most beneficial for rebuying and social capital for cross-selling. In the second essay, I demonstrate how to use standard network analysis methods and community detection algorithms common in computer science to identify segments of followers using a large organization's social media account. Many firms only apply a mass marketing strategy without targeting content to specific follower segments. I use four community detection methods to identify segments of social media followers with common connections or interests. My results show that among all methods tested, the algorithm that utilizes both network connections and follower interests as inputs to detect "communities" generates segments with the most specific community characteristics. These results suggest that firms can leverage their existing social network data to detect communities based on follower connections and interests, enabling more granular marketing strategies. I conclude by discussing future directions for stakeholder network research.
Ultimate Guide To Social Media Marketing
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Author : Eric Butow
language : en
Publisher: Entrepreneur Press
Release Date : 2020-08-18
Ultimate Guide To Social Media Marketing written by Eric Butow and has been published by Entrepreneur Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-18 with Business & Economics categories.
Create Focused Social Media Campaigns Tailored to Your Business Ultimate Guide to Social Media Marketing takes readers through a 360-degree perspective of social media marketing in businesses, from strategy to tactics, from organic to paid, from B2B to B2C, encompassing all of the current networks. Topics include: Why businesses need to embrace social media marketing Understanding today’s social networks from big ones like Facebook and YouTube to emerging platforms Learning how to craft your business’s social media strategy using today’s formats How to leverage images and video in your social media outreach Leveraging chat bots, paid social media, and influencer marketing Building your business social marketing team Measure your social media outreach progress and improve your performance over time