Personal Digital Marketing Influence on Successful Marketing Campaign in Today’s Digital Age (original) (raw)
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Social media marketing is a type of marketing that used social media platforms to promote its products and brand. Facebook is one of the social media platforms that is used by students’ small online businesses to inform and attract their customers. This study aims to analyze the influence of social media marketing on the brand performance of the student’s small online businesses. The study used a correlation quantitative research design with the random sampling technique. The respondents were composed of 100 customers of the students’ small online businesses who have given their evaluation about their perception of social media marketing in terms of entertainment, interaction, trendiness, advertisement, and customization. And their perception of brand performance in terms of brand awareness and brand loyalty. The results show that social media marketing has a significant influence on the brand performance of the students’ small online businesses. All variables of entertainment, inte...
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Social media allows customers and prospects to communicate directly to the brand representative or about the brand with their friends. However, the obvious question is: who are the people interacting online and how engaged are they in online activities? This paper aims to answer this question based on a study regarding the online activities of 70 social media users, to evaluate the factors influencing, use of social media, for marketing. As Internet is becoming part of the day-to-day life of the majority of the world, and within this environment, a new form of communication has gained importance in recent years,and that is Social networking sites. It is one of the most effective and significant business development tool in the 21 st century because of its ability to connect individuals with others. To satisfy the research data has collected from the primary and secondary sources. Secondary sources of data have been collected through internet, consulting past studies on the subject a...
Application of Social Media for Personal Branding: A Conceptual Review
The International Journal of Business & Management, 2020
Introduction The enormous embracing of social media has turned the Web into a social space and has provided unique ways of supporting social processes along with the management of data, information, and knowledge (Razmerita, Kirchner, & Nabeth, 2014; Siriwardane & Dissanayake, 2018). In the past decades it has witnessed a harsh increase in the use and popularity of social media platforms such as Facebook, YouTube, LinkedIn, and Twitter which are increasingly embedded into the structures, forms and processes of everyday communication (Herold, 2018). Alongside, social media comprises a wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, internet discussion boards and forums, and social networking websites, to name a few (Dahlhoff, 2016). The 21st century is observing an explosion of internet-based messages transmitted through these media. They have become a major factor in influencing various aspects of consumer behavior including awareness, information acquisition, opinions, attitudes, purchase behavior, and post-purchase communication and evaluation (Mangold & Faulds, 2009). The usage of social media is increasing sharply in the past few decades and the social media platforms like Facebook, Twitter, and Instagram increasingly rooted into the forms of day today communication (Cara Brems, 201 7; Siriwardane et al., 2018). The digital era demands industries to transform their business models specially emerging economies (Rassool & Dissanayake, 2019). Supportively, role of social media has been a pivotal matter for marketing communication that results competitiveness. Thus, the development of information and communication technology has made branding easier resulting more relationships with consumers (Siriwardane et al., 2018). With the rapid embracement of social media, the boundaries between private life and professional life has been darkened. In the late 1990s, the term "Personal Branding" was developed and tend to digitalize with the user-friendly nature of social media environment like Blog, Facebook, Twitter and LinkedIn (Kleppinger, Cain, & Pharm, 2015). It denotes that social media has made communication on different levels convenient and affordable and it provides a good platform for branding at a cheaper price. Everyone has a personal brand, whether they knew it or not. It's how a person is viewed by others. The most important thing is that the person is the one that creates the perception others have on himself (Cleveland, Jodi, Philbrick, & Ana, 2015). Personal branding is personal perception or emotion for a person which is considered as a unique personal identity. Same as product branding, personal branding requires capturing and promoting a person's uniqueness and strengths to a target market (Labrecque, Markos, & George, 2011).
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Impact of digital marketing development on entrepreneurship
E3S Web of Conferences, 2019
The article discusses the impact of digital marketing on modern entrepreneurship, as well as the main tasks in the formation of the business structure. Predictions of rising consumer power in the digital age leading up to the turn of the century were bolstered by the advent of the Internet and then reignited by social media. Changes in consumer behavior require firms to rethink their marketing strategies in the digital sphere. Currently, much of the related research focuses more on the client than the firm. This study uses the firm’s perspective to facilitate understanding of digital marketing and the use of social media, as well as its benefits and inhibitors. The second generation of Internet applications enhances marketing efforts by allowing firms to introduce innovative forms of communication and co-create content with their customers. Firms ’ participation in digital marketing can be classified according to the perceived benefits and uses of digital marketing. To improve engag...