Social Media Marketing Management: A Conceptual Framework

Managers today face many challenges when using social media in their marketing strategies. Drawing from social media literature, this study introduces a new framework to assist managers in developing and using social media as a marketing tool. This framework has four dimensions related to the actions managers perform when implementing and engaging with social media: messaging/projecting, monitoring, assessing, and responding. Each dimension of the framework may be applied differently based on the firm’s strategic direction or focus. The framework provides an opportunity for a firm to examine the entire scope of social media marketing from a broad strategic perspective as well as a more tactical perspective. Propositions formulated by the authors suggest how organizations with different strategic characteristics may manage social media differently. The study provides an understanding for managers of the variety of issues related to the specific aspects of maintaining a firm’s online presence based on a firm’s scope, culture, structure, and governance.     

Hospital Marketing and Communications Via Social Media

Social media usage by health care organizations has increased dramatically. Findings from this research show that 95% of the top ranked hospitals use social media. The purpose of this study is to examine whether social media usage varies according to size of hospital and types of services provided. Since social media platforms appeal to different groups of people, this prompts the question of whether certain platforms are more appealing to people who partake in different health services. Findings reveal differences in social media usage depending on the services provided by a hospital.     

Market Mavens in Social Media: Examining Young Chinese Consumers' Viral Marketing Attitude,eWOM Motive,and Behavior

A paper survey of 835 Chinese college students was conducted to examine young Chinese consumers' social media use, market mavenism, viral marketing attitude, and product recommendation behavior. Structural model testing results showed that young Chinese consumers' perceived pleasure, affection outcome expectation, and subjective norm of viral marketing affected their market mavenism while their subjective norm and pleasure influenced their viral marketing attitude. More importantly, young Chinese consumers' frequency of product recommendations on social networking websites was determined by their social media use, viral marketing attitude, and electronic word of mouth motive to help the company and market mavenism.     

Narrative Transportation and Paratextual Features of Social Media in Viral Advertising

This study establishes that the experience of narrative transportation has a positive influence on viral advertising. The relative strength of this relationship, however, depends on several boundary conditions associated with the paratextual features of social networking service (SNS) environments. Specifically, it is stronger if the senders and intended receivers have personal ties. Moreover, the influence of narrative transportation is negatively moderated by advertising disclosure that elicits persuasion knowledge. Finally, the negative effect of persuasion knowledge is reduced if the ad appears with a higher number of “likes,” which increases social proof for viral ads. Implications regarding viral advertising and social media behaviors are discussed.     

Social Media Communications and Marketing Strategy: A Taxonomical Review of Potential Explanatory Approaches

The growth of social media has captured the attention of companies, which have responded by increasing their advertising efforts toward social media users. Previous studies have devoted considerable effort to developing social media marketing strategies, but minimal effort has focused on examining the types of messages presented on firms’ social media platforms to communicate with customers. Practitioners face the challenge of identifying which types of social media message content to choose. In addressing this challenge, this article provides a comprehensive framework of social media content strategy, delivery, and impact on the consumers, including a taxonomical approach that helps firms’ understanding of firm-generated content on social media platforms.     

Understanding Non-Profit and For-Profit Social Marketing on Social Media: The Case of Anti-Texting While Driving

Previous studies suggest that consumers tend to infer more negative motives of for-profit sponsorship on social cause than to non-profits. The current study is aimed at identifying potential effective strategies for for-profit organizations to engage in social marketing efforts. Results showed that participants expressed lower texting while driving intentions when the message was initiated by a non-profit than a for-profit organization. For-profit messages were more likely to elicit desirable persuasive effects if their business offering was congruent with the social cause. Participants' intentions to interact with promotion messages on social media predicted their offline behavioral intentions regarding the promoted behaviors.     

责任识别:品牌营销成功之利器

<正>优胜劣汰,适者生存。经历了大半个世纪的品牌征战,21世纪已经超越了"产品识别",成了品牌至尊的年代。但品牌竞争的硝烟给人们留下了不少教训和启示,那     

A Proposed Model for Consumer-Based Brand Equity Analysis on Social Media Using Data Mining and Social Network Analysis

Online social networks have expanded their “virtual borders,” making the Internet more like an environment of social interaction than a business tool. However, even before the emergence and expansion of social media, marketing professionals were interested in identifying consumers' perceptions about brands. Thus, operational models have been proposed to facilitate such a task. Those models, however, can be expensive and inconvenient, since the models use questionnaires for data collection. To help overcome this problem, this article proposes a model for brand equity analysis from the consumer perspective expressed in social networks using opinion mining techniques and social network analysis. The application of the proposed model on data collected from Twitter made it possible to analyze five brand equity dimensions: brand awareness, brand loyalty, perceived sentiment, perceived quality, and brand associations. The results reached by the application of the model show that brand equity can be analyzed from data retrieved from virtual social networks, disclosing how consumers perceive brands in such an environment, without using questionnaires, enabling different brands in different contexts. Those data can be analyzed under both objective and replicable criteria for each of the brand equity elements that make up the model.     

Social Media,Social Me: A Content Analysis of Beauty Companies’ Use of Facebook in Marketing and Branding

This paper initiated an investigation on how beauty brands employ social media, particularly Facebook, to increase brand awareness and reinforce brand loyalty. It is no doubt that changes in the consumptive patterns of media have led companies to shift their focus from products to people and from information delivery to information exchange. Few studies, to our knowledge, exist that examine beauty brands and/or beauty companies’ use of social media as a means of engaging with or interacting with their current and potential consumers. Thus, the present study represented findings from a content analysis of Facebook posts from Estée Lauder, MAC cosmetics, Clinique, L’Oreal, Maybelline, and CoverGirl to see what types of social media tools were used more frequently by these brands to connect with their fans and users. Specifically, the study focused on the theoretical and practical implications of viral marketing in the branding strategies of the six beauty and/or makeup brands. Additionally, the study examined the way “high-end” brands used Facebook compared to the department store counterparts. These and other findings are discussed.     

社会营销与关系营销的理论对比分析

本文通过对社会营销观念和关系营销观念的理论对比,找出两种营销观念在理论和观点上的联系与区别,并对两种观念在具体实践中的应用进行了分析,对企业树立科学发展观,追求社会与企业的可持续发展具有极其重要的现实意义。     

Social Media Metrics — A Framework and Guidelines for Managing Social Media

Social media are becoming ubiquitous and need to be managed like all other forms of media that organizations employ to meet their goals. However, social media are fundamentally different from any traditional or other online media because of their social network structure and egalitarian nature. These differences require a distinct measurement approach as a prerequisite for proper analysis and subsequent management. To develop the right social media metrics and subsequently construct appropriate dashboards, we provide a tool kit consisting of three novel components. First, we theoretically derive and propose a holistic framework that covers the major elements of social media, drawing on theories from marketing, psychology, and sociology. We continue to support and detail these elements — namely ‘motives,’ ‘content,’ ‘network structure,’ and ‘social roles & interactions’ — with recent research studies. Second, based on our theoretical framework, the literature review, and practical experience, we suggest nine guidelines that may prove valuable for designing appropriate social media metrics and constructing a sensible social media dashboard. Third, based on the framework and the guidelines we derive managerial implications and suggest an agenda for future research.     

Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement

This study employed a content analysis of the creative strategies present in the social media content shared by a sample of top brands. The results reveal which social media channels are being used, which creative strategies/appeals are being used, and how these channels and strategies relate to consumer engagement in branded social media. Past research has suggested that brands should focus on maintaining a social presence across social channels with content that is fresh and frequent and includes incentives for consumer participation (Ling et al., 2004). This study confirmed the importance of frequent updates and incentives for participation. In addition, several creative strategies were associated with customer engagement, specifically experiential, image, and exclusivity messages. Despite the value of these creative approaches, most branded social content can be categorized as functional.     

Opportunistic Disclosures of Earnings Forecasts and Non-GAAP Earnings Measures

When one addresses boycotts, the efforts of the Montgomery bus boycotts to end segregation likely come to mind. However, the moral merits of a boycott are not always so clearly determined and how a company reacts to a boycott can have long lasting repercussions for its public image. In this article, I will examine a number of boycotts including boycotts by the American Family Association of both Ford and Proctor & Gamble based on their advertising venue choices. In a politically and morally charged atmosphere, it can be difficult for companies to determine where their moral obligations lie while at the same time being mindful of the bottom line. I␣suggest a number of guidelines to aid in corporate moral decision making when faced with a boycott.     

Recent Journal and Trade Publication Treatments of Globalization in Mass Media Marketing and Social Change

International marketing strategies, made possible by technological innovation and forced by economic reality, must be supported and refined by empirical study of their successes and failures. This study reviews all articles published in over 800 scholarly journals and trade publications in 1989 and 1990 in an attempt to describe the studies becoming available to the international marketer for guidance. In all, 130 articles dealing with mu media or advertising and marketing in an international perspective were found. Six dimensions of these are analysed and discussed: editorial type; subject; the mass medium of focus; inclusion of quantitative data; and country or countries.

This analysis of all 130 studies reveals that articles are more apt to cover news than more generalizable types of knowledge, refer to media and to international aspects more in general terms than in specific terms, often provide unsubstantiated advice, generalizations or predictions, under-represent countries outside of Europe, and are very infrequently based on primary data.

An overall judgement is that empirical studies of the success or failure in the use of media or advertising in global marketing, necessary to provide guidance to international marketers, were virtually absent from the body of scholarly research published in the two years studied.     

Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing

Advertising is embraced by companies as a means of building awareness, sales, and customer loyalty. However, in recent years advertising has changed. Digital marketing and social media marketing have gained a greater prominence (Lamberton & Stephen, 2016 Lamberton, C., Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(November), 146–172. https://doi.org/10.1509/jm.15.0415.[Crossref], [Web of Science ®] [Google Scholar]). While megabrands spend millions of dollars on advertising, small businesses often view advertising as an expense rather than a means of generating revenue. Small service business owners are often skeptical of the value of digital marketing and social media. This study examines various digital and social media channels that can be utilized to grow their business.     

体验营销——星巴克的咖啡之道

为了让消费者获得"个性化"的愉快体验,体验营销应运而生.星巴克是运用体验营销取得成功的典范,它出售的不是咖啡,而是人们时咖啡的体验.体验营销以向顾客提供有价值、有意义的体验为主旨,以服务和商品为媒介,星巴克通过提供使消费者在心理和情感上得到满足的"星巴克体验"来吸引顾客并提高顾客的忠诚度,缔造了非凡的咖啡品牌.其背后有星巴克公司经营管理理念和系统的支持,即品质控制、重视顾客感受和对员工的倍加呵护.     

Exploring the Challenges of Incorporating Social Media Marketing Strategies in the Restaurant Business

The purpose of this study is to explore the adoption, challenges, and current uses of social media in small restaurants. Past research in this area is scarce, and most focuses on larger establishments. To address the research objectives, 20 small restaurants in Northeastern United States were interviewed. Literature identifies a variety of goals that social media can play in fostering interactions, engagement, relationships, and building communities online, but this study shows that few restaurants attempt to do this. Even though in most small restaurants social media significantly contributes to their marketing strategy, the majority of small restaurants use it as a low-cost advertising tool to gain exposure, generate interest, inform, and spread word of mouth. The study suggests ways in which social media could be embraced by small restaurants to help them address the challenges they face, so they can go beyond using social media as merely an advertising tool.     

The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty

Abstract

In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.     

绿色营销、公益营销和社会营销的比较分析

绿色营销、公益营销和社会营销都是对传统营销观念的发展和修正,符合企业发展的基本规律。其中社会营销的内涵最为丰富,是和传统营销观念相对应的一种新的营销观念;绿色营销源于社会营销;公益营销是社会营销观念指导下的营销方式的创新;三种既有密切联系又各有侧重。不同的营销形式,在为企业营销行为提供新的选择的同时,也给企业提出了新的社会要求。一个理性的企业,在营销形式的选择上,应结合企业自身的具体情况,根据企业生产经营的发展阶段和企业所处的内外部特定环境,科学理性的选择有效的营销行为。     

基于消费者运动的社会营销学研究综述

20世纪美国消费者运动风起云涌。推动了政府的立法活动和营销学研究。本文回顾美国消费者运动的进程，评述基于消费者运动的社会营销学研究，并对中国的消费者权益保护及其社会营销学研究提出建议。