How Social Media Changes Today's Marketing Strategies (original) (raw)
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The Social Media have changed the power structures in the marketplace; evidence points to a major power migration taking place and to emergence of a new breed of powerful and sophisticated customer, difficult to influence, persuade and retain. The paper outlines the nature, effects and present status of the Social Media, underlying their role as customer empowerment agents. It explains their aptitude and possible roles as part of the corporate Marketing strategy and identifies different ways of engaging them as marketing tools. The paper proposes two possible Social Media marketing strategies: a. The passive approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. b. The active approach i.e. engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of personalizing products and last but not least develop them as platforms of co-operation and customer-generated innovation. Finally the paper identifies future research directions around this new element of the marketing landscape
Social media stars: how influencers shape consumer’s behavior on Instagram
Spanish journal of marketing-ESIC, 2024
Purpose-In today's global and competitive e-commerce market spaces, social media influencers (SMIs) exert substantial influence on consumer behavior. This study aims to examine how electronic word of mouth (e-WOM), Instagram usage and the credibility of SMIs shape the dynamics of consumer purchase behavior (PB). Design/methodology/approach-Information was gathered from 498 users in Ghana through judgmental sampling using SmartPLS 4. Findings-The findings revealed that influencers' credibility has a substantial impact on their followers' parasocial interactions. As a promotional tool, Instagram plays a significant role in how followers perceive the credibility of influencers by modifying the associations between parasocial connections, e-WOM and consumer PB. Research limitations/implications-The findings offer valuable information for marketing professionals looking to improve their advertising efforts by collaborating with influencers, along with unique perspectives on influencer dynamics in a diverse socioeconomic context, extending beyond conventional boundaries. Originality/value-Through an examination of the complex mechanisms underlying social media influencer advertisements on an e-commerce platform, namely, Instagram, this research uncovered the essence of customer behavior in the digital era, including the human need for connection, authenticity and trust, thus contributing to the literature empirical data from Africa, a region often overlooked in academic studies.
Instagram influencers and brand awareness: the impact on the youth followers in Singapore
Global Advances in Business Studies
Due to the proliferation of social media, such as Instagram and its influencers, brands have begun to leverage on the latter’s large following to generate brand awareness for their products. The objective of this study was to conduct an exploratory research to examine if Instagram influencers have any impact on brand awareness. The study employed the use of focus groups and online questionnaires to gather primary data about the users’ motivations behind following such influencers. Multiple regression techniques were used to calculate the significance of the independent variables of the study. It was found that followers were more likely to have a negative opinion of influencers, as compared to a positive opinion. Despite this, it was also found that they continue to follow them on Instagram due to the three main themes that were identified: an attractive influencer, a high number of followers, and nicely taken pictures. In addition, it was observed that the brand awareness that foll...
Social Media: A Sustainable Future for Marketing
Social media is increasingly a popular marketing tool for businesses. With the emergence of social networking sites, reaching out to a larger audience all around the globe is no longer inconceivable. Due to its reliability and many tools to promote a brand, many companies have started to hop on the bandwagon of this ever-growing trend. It has provided a convenient platform for businesses to engage with their consumers, and develop brand awareness across various channels to different groups of users. This article discusses how social media can be beneficial to a business and how it might remain a powerful tool in marketing for decades to come.
Social Medial Marketing: Strategic Tool in Business
2015
Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity. Many people also perform searches at social media sites to find social media content. Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine. Perhaps the greatest value of social media marketing is the ability to foster and engage with a community of other people. That engagement is at the heart of social media.
Journal of Informatics Education and Research, 2024
Consumers already engage proactively in influencing brand narratives through their comments, reviews, and shared content. The inherent vitality of social media may exponentially disseminate a brand's message to a broad and diverse audience, extending its reach beyond the confines of conventional marketing strategies. Furthermore, the abundant data produced by interactions on social media platforms offers firms unparalleled insights into customer behaviour and preferences. Advanced analytics tools empower marketers to monitor and analyze user activity, facilitating the creation of more focused and customized digital marketing efforts. Utilizing data to drive marketing initiatives improves the efficiency and efficacy of the strategies, optimizing the allocation of resources for the greatest impact. Social media platforms have evolved into central sites for influencer marketing, when individuals possessing substantial online followings work with corporations to endorse products or services. The integration of social media into the landscape of digital marketing has brought about a transformative shift, reshaping the way businesses engage with their audience and conduct marketing strategies in the emerging era. This progression is characterized by many significant impacts that emphasize the dynamic interaction between social media and digital marketing. The pace and extent of digital marketing initiatives have been revolutionized by the immediate and worldwide reach of social media platforms. Influencer marketing utilizes the trust and authenticity that influencers possess, establishing a direct and relevant bond with the audience. The research concluded that the integration of social media into digital marketing signifies a paradigm shift in how businesses communicate, engage, and market to their audience. The transformative effects of this integration underscore the need for businesses to adapt and harness the power of social media in crafting compelling and authentic digital marketing strategies in the emerging era.
Eduvest - Journal of Universal Studies
Using soft sell will cause a more positive affective response than rational appeal or hard sell so that it can increase the level of buying interest, especially share. This study aims to analyze the marketing communication strategy of soft selling through Instagram social media in achieving the millennial market share. The research method used in this study is a qualitative descriptive method. The type of data used in this study is qualitative data, which is categorized into two types, namely primary data and secondary data. Sources of data obtained through library research techniques (library study) which refers to sources available both online and offline such as: scientific journals, books and news sourced from trusted sources. The results of the study conclude that the STP strategy is an effort to achieve the maximum target market. STP (Segments, Targeting, Positioning) strategy to suit the type and purpose of the product to be marketed. The modeling that has been carried out as...
The Effect of Using Instagram Influencers in Building Conseva’s Brand Awareness
The Winners, 2020
Rapid growth of social media development leads to abundant brands’ promotion for their products or services. One of the many ways is promotion through influencers on Instagram. Recently, it is known that companies using Influencer marketing tend to keep going up since such particular way is considered to be quite effective to increase brand awareness. However, the average data obtained from various journals and articles is data from medium to large scale companies both locally and internationally. Therefore, this study was conducted to examine whether the use of Instagram influencers to increase brand awareness is also effective for micro-scale local brands by taking examples from one of Surabaya lifestyle brands called Conseva. This research was conducted with a quantitative method focusing on collecting numerical data to see the results of the growth of followers and visits obtained by Conseva before and after using Instagram influencers. If the number of Instagram followers and v...
Effects of Influencer Marketing on Instagram
2019
This study examines the effects of medium-range influencer Instagram postings compared to traditional print ads. Using cosmetic products as an example, the study examines how these alternative forms of advertising influence attitude components and consumers' propensity to buy. As a result, the advertising impact of the Instagram posting is lower than that of the classic print ad. The Instagram posting has its greatest effect where consumers already follow influencers (follower status). The situational variable (type of advertising) proves to be more powerful in explaining consumers' attitudes as personal variables. Among the latter, product involvement has more explanatory power than the general personality traits of the Big Five. To explain the propensity to buy, product involvement is even more meaningful than the type of advertising. Overall, this shows that the effect of situational and personal factors on dependent variables of consumer behaviour cannot be generalised, ...
The power of influencers to influence followers’ purchase willingness: The case of @titantyra
Jurnal Ekonomi Perusahaan, 2022
The power of influencers to influence followers' purchase willingness 17|Marketing but also for working, doing business, ordering transportation, and buying goods (Bohang, 2018)., Lazada, Shopee, Blibli, JD.id. The development of social media in Indonesia provides an excellent opportunity for companies to market their services or products. For a long time, experts have realized this great opportunity. Solis (2010) argues that social media is an essential component of a fuller and larger marketing, communication, service, and sales strategy that adapts and reflects the people and markets that interpret it. According to Sahlin and Zimmerman (2010), social media has several types of channels, including community building services, meeting services, geolocation, news services, bookmarking services, sharing services, social networking services, and blogs. Instagram is the world's most popular social media platform, especially among young adults. As of the first quarter of 2021, the number of active Instagram users worldwide is up to 1.07 billion, and 354 million users are aged 25 to 34 years (Rizaty, 2021, September 29).