scholarly journals Data on the Facebook marketing strategies used by fast-food chains in four Latin American countries during the COVID-19 lockdowns

2021 ◽  
Vol 14 (1) ◽  
Author(s):  
Lucila Rozas ◽  
Luciana Castronuovo ◽  
Peter Busse ◽  
Sophia Mus ◽  
Joaquín Barnoya ◽  
...  
Keyword(s):  
Social Media ◽  
Latin American ◽  
Fast Food ◽  
Statistical Tests ◽  
General Information ◽  
Marketing Strategies ◽  
Food Chains ◽  
Final Sample ◽  
The Social ◽  
Facebook Marketing

Abstract Objectives During the COVID-19 pandemic, most countries implemented lockdowns that motivated changes in the dietary patterns, physical activity, and body mass index (BMI) of consumers worldwide, as well as the emergence of new food marketing strategies in social media. We sought to design and validate a methodology for monitoring and evaluating the Facebook marketing strategies of multinational fast-food chains in response to the COVID-19 pandemic. Data description We developed three datasets. First, a dataset with the Uniform Resource Locators (URLs) of 1015 Facebook posts of five fast-food chains present in Argentina, Bolivia, Guatemala, and Peru. Second, a dataset of 106 content-analyzed posts we used in a pilot to determine intercoder reliability using statistical tests. Third, a dataset of a final sample of the 1015 content-analyzed posts that we used to determine the variables most frequently used. Following a mixed-methods approach, we developed 29 variables that recorded general information, as well as the marketing strategies we identified in the posts, including 14 COVID-19 specific variables. These data should help to monitor the social media marketing strategies that fast-food chains have introduced during the COVID-19 lockdowns, thus providing initial evidence about how they could be contributing to an unhealthy food environment.

Does KFC sell rat? Analysis of tweets in the wake of a rumor outbreak

2017 ◽  
Vol 69 (6) ◽  
pp. 660-673 ◽  
Author(s):  
Anjan Pal ◽  
Alton Y.K. Chua ◽  
Dion Hoe-Lian Goh
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Food Chain ◽  
Fast Food ◽  
Design Methodology ◽  
Social Ties ◽  
High Volume ◽  
Content Type ◽  
Personal Involvement ◽  
The Social

Purpose In the wake of a rumor outbreak, individuals exchange three types of messages: rumor messages, counter-rumor messages, and uncertainty-expressing messages. However, the properties of the three types of messages are relatively unknown particularly in the social media context. Hence, the purpose of this paper is to examine these three types of messages posted on social media in the wake of a rumor outbreak. Design/methodology/approach Data included tweets posted after the outbreak of a rumor that wrongly accused the fast food chain Kentucky Fried Chicken (KFC) for selling rats instead of chicken. Using a deductive approach, codes were derived via content analysis on the tweets. Volume and exposure of tweets were also examined. Findings Counter-rumor tweets (52 percent) outnumbered rumors tweets (32 percent) and uncertainty-expressing tweets (16 percent). Emotions and personal involvement were abundant in rumor tweets. Expressions of credence and references to URLs were high in counter-rumor tweets. Social ties were found widely in uncertainty-expressing tweets. The high volume and exposure of counter-rumor tweets compared with those of either rumor tweets or uncertainty-expressing tweets highlight the potential of counter-rumors to mitigate rumors. Originality/value This research ventures into a relatively unexplored territory by concurrently examining rumor messages, counter-rumor messages and uncertainty-expressing messages in the wake of a rumor outbreak. It reveals that counter-rumor messages have the potential to mitigate rumors on social media.

scholarly journals Application of social network analysis for determining the suitable social media influencers

2021 ◽  
Vol 10 (6) ◽  
pp. 348-354
Author(s):  
Mochamad Yudha Febrianta ◽  
Yusditira Yusditira ◽  
Sri Widianesty
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
The Other ◽  
Social Media Marketing ◽  
Other Hand ◽  
The Social

Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using “oyoindonesia” and ‘reddoorz’ as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media.

Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

COVID-19 and library social media use

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alexandros Koulouris ◽  
Eftichia Vraimaki ◽  
Maria Koloniari
Keyword(s):  
Social Media ◽  
Media Use ◽  
School Libraries ◽  
Primary Data ◽  
Online Questionnaire ◽  
Social Media Use ◽  
Content Type ◽  
Final Sample ◽  
The Social ◽  
Social Media Presence

Purpose The study aims to explore Greek libraries’ social media presence and library operation and social media use during the coronavirus disease 2019 (COVID-19) lockdown. Design/methodology/approach Primary data were collected via an online questionnaire that was distributed to the Greek libraries. The final sample comprised 189 libraries of all types with the exception of school libraries. Findings Results indicated that Facebook is the most widely used platform, while social media are mainly used for sharing announcements about library operations and for the promotion of events. During the COVID-19 lockdown, libraries responded quickly to the new circumstances by taking many of their services online. However, they did not fully use social media for service provision but rather used social media as a static communication channel. Only a few of the libraries grasped the opportunity to highlight their role in the promotion of public health by providing timely and reliable information. Practical implications Library leaders who are looking to harness the power of social media for service promotion and outreach should build a strategy that takes platform popularity, current social media trends, patron preferences and the specific promotional objectives of their library into consideration. Originality/value To the best of the authors’ knowledge, the current research is the first which attempts to explore the social media presence of Greek libraries of all types and changes made to library operations and social media use in response to the COVID-19 lockdown.

Selling all good: how small new entrants can compete

2016 ◽  
Vol 12 (3) ◽  
pp. 374-398 ◽  
Author(s):  
Eva Collins ◽  
Kate Kearins ◽  
Helen Tregidga ◽  
Stephen Bowden
Keyword(s):  
Social Media ◽  
New Zealand ◽  
Multinational Corporations ◽  
Marketing Strategies ◽  
Resource Constrained ◽  
Content Type ◽  
The Social ◽  
Marketing Tool ◽  
Available Information ◽  
Broad Level

Synopsis Chris Morrison and two partners introduced the first Fairtrade bananas in New Zealand in a bid to improve the social and environmental impacts of banana consumption. The trio started All Good Bananas in 2010. Using social media as a key marketing tool, the startup had grown to take a 5 percent market share in a fiercely competitive industry dominated by big players. In 2012, the entrepreneurs needed to decide the best way to increase sales of ethically sourced products under the All Good brand. Should they expand their share of the banana market or diversify into drinks? Research methodology The case is primarily based on tape-recorded interviews by the authors with the founding entrepreneur and three employees of All Good from May to July 2012 and an analysis of the company’s website and social media activities. Other publicly available information sources were drawn upon, and a discussion held with a New Zealand national grocery chain CEO. Relevant courses and levels This case has been written for use in classes in undergraduate and graduate level entrepreneurship, strategic management and sustainability. The case can be used to illustrate how very small resource-constrained startups can compete in an industry dominated by large multinational corporations, and how Fairtrade might provide a worthy differentiation focus. It is open to a consideration of judo economics. While several of the questions ask students to consider the New Zealand context in which this case is set, knowledge of New Zealand and the various industries beyond what is offered in the case is not necessary. Theoretical bases At a broad level the case illustrates how a small, resource-constrained startup can compete against much, much larger players through a niche Fairtrade product focus and the use of alternative marketing strategies such as guerrilla marketing and social media. In relation to the competitive dynamics within an industry, this case can be used to illustrate the concept of judo economics (also referred to as judo strategy). Both the utility and potential limits of judo economics can be demonstrated through the case by considering current activities and potential future dynamics.

scholarly journals Influence of dimensions of viral marketing on customer’s satisfaction in fast food restaurants in Jordan

2020 ◽  
Vol 6 (2) ◽  
Author(s):  
Akaileh Mustafa
Keyword(s):  
Fast Food ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
The Internet ◽  
Brand Association ◽  
The Social ◽  
Long Time ◽  
Fast Food Restaurants ◽  
The Relationship

Viral marketing is becoming a key instrument in marketing strategies now days, used by a lot of firms to achieve these goals, due to the wide spread  of the internet among all people now days, and the tendency of people from deferent ages to spend more time on the internet to use the social media, customer’s satisfaction have received a great attention in marketing research since a long time ago, whereas academic literature in the viral marketing is still sparse, particularly the dimention that influencing customer’s satisfaction in fast food restaurants in Jordan. Therefore, this paper attempts to fill this gap by examining the relationship between promotion, Brand awareness, Trust, and Brand association on customer’s satisfaction to address the inconsistent findings in the previous studies.

scholarly journals SCRAPING OF SOCIAL MEDIA DATA USING PYTHON-3 AND PERFORMING DATA ANALYTICS USING MICROSOFT POWER BI.

2020 ◽  
Vol 9 (7) ◽  
pp. 66-79
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Data Analytics ◽  
Marketing Strategies ◽  
Social Media Data ◽  
The Social ◽  
The Right ◽  
Media Data ◽  
Course Of Study

The manifestation of humanity is driven by fulfillment of desires. These desires are satiated by the society and its resources. But after the advent of social media the societal boundaries have shrunken but desires haven’t, hence the desires are now fulfilled through social media. The aforementioned phenomenon was recognized by the business plutocrats very early and have started to satisfy human desires using social media as a tool. But before satisfying the desires, the businesses needs to identify the specific desires of an individual. The identification of specific desires/needs will help the marketing agencies to develop user specific marketing strategies. These desires are explicitly available through the expressions of sentiments in the social media. The sentiment analysis can provide an insight to the desires of an individual. These patterns and insights helps the businesses to market their product to the right person. The sentiments and expressions can be captured using the scraping technique. The aforesaid points highlight’s the course of study followed by this paper and it is to perform data analytics of the social media data scraped using python.

Introducing relational dialectics on actor engagement in the social media ecosystem

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rodoula H. Tsiotsou
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Relational Dialectics ◽  
Content Type ◽  
The Social ◽  
Marketing Intelligence ◽  
Media Ecosystem ◽  
Service Ecosystem ◽  
Comprehensive Framework ◽  
First Time

Purpose The purpose of this paper is to provide an in-depth understanding of actor engagement (AE) on social media by proposing a holistic and integrative conceptual framework. Design/methodology/approach Based on a sample of 118 articles, the paper draws on the service-dominant logic (SDL)-based service ecosystem perspective combined with the tenets of relational dialectics as theoretical lenses to inform AE research in social media. Findings The paper proposes a framework of AE in social media called the TASC model, an acronym of Thesis-Antithesis-Synthesis-Conflict. TASC introduces the dialectical nature of AE and discusses the contexts and levels of AE in the social media ecosystem and their evolving processes. Practical implications Firms can apply the knowledge provided by TASC to gather marketing intelligence and develop marketing strategies to anticipate tensions, motivate the desired AE intensity and valence and reinforce value co-creation in the social media ecosystem. Originality/value TASC is a comprehensive framework that, for the first time, explains engagement at all levels of the social media ecosystem by combining the SDL-based service ecosystem view with the relational dialectics perspective.

scholarly journals Orthodontic marketing through social media networks: The patient and practitioner's perspective

2015 ◽  
Vol 85 (6) ◽  
pp. 1035-1041 ◽  
Author(s):  
Kristin L. Nelson ◽  
Bhavna Shroff ◽  
Al M. Best ◽  
Steven J. Lindauer
Keyword(s):  
Social Media ◽  
American Association ◽  
The United States ◽  
Marketing Strategies ◽  
Communication Tool ◽  
Social Media Networks ◽  
Adult Participants ◽  
The Social ◽  
Media Platform ◽  
Use Of Social Media

ABSTRACT Objective:  To (1) assess orthodontic patient and practitioner use of and preferences for social media and (2) investigate the potential benefit of social media in marketing and communication strategies in orthodontic practices. Materials and Methods:  A survey was developed and randomly distributed to orthodontists via the American Association of Orthodontists and to patients/parents via private practices throughout the United States. Participants were asked to answer questions related to their use of social media and their perceptions of the use of social media in the orthodontic practice. Results:  Of the participants, 76% of orthodontists and 89% of patients/parents use social media. Furthermore, Facebook was the social media platform that was most preferred. Social media use was more common in female and younger adult participants. Orthodontists posted information more often in the morning (40%) and afternoon (56%), and patients/parents used social media mainly in the evening (76%). The most commonly used marketing strategies in the orthodontic practices were social media (76%) and a practice website (59%). Social media and practice websites were positively related with new patient starts (P  =  .0376, P  =  .0035, respectively). Conclusions:  Most orthodontists and patients/parents used social media. Social media may be an effective marketing and communication tool in an orthodontic practice.

Social media adoption in disaster restoration industry

2014 ◽  
Vol 14 (3) ◽  
pp. 346-369 ◽  
Author(s):  
Jing Pan ◽  
Mihaela Vorvoreanu ◽  
Zheng Zhou
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Direct Interaction ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Content Type ◽  
The Social ◽  
Usage Patterns ◽  
Educational Information ◽  
Media Channel

Purpose – This research aims to investigate the current patterns of social media adoption for marketing in the restoration industry and analyse the strategies used by those restoration companies that have adopted social media. Social media marketing has been proven as a cost-effective way to engage new customers, and especially useful for small businesses. The disaster “restoration industry” is the special sector of general contracting that serves both commercial and residential property owners in terms of restoring their disaster-affected property. The restoration industry is characterised by small-business domination and constant need of new customers to survive in the market. Many restoration contractors have started adopting social media for marketing. However, goals and social media marketing strategies have not yet been clearly articulated. Design/methodology/approach – Data were collected through a systematic content analysis (CA) of sample restoration companies’ Facebook and Twitter posts over a 30-day study period. After a preliminary investigation of the industry, the researchers selected the Restoration Industry Association (RIA) member companies, as the research population. Sixty companies were randomly selected from the 1,165 RIA member companies, which equals to 5 per cent of the population. Reliability was tested statistically using Cohen’s Kappa. Findings – Three levels of adoption were derived from the data: active users, non-active users and non-adopters. More than half of the sample companies were found to have adopted at least one social media channel for marketing. However, only 26 out of the 60 sample companies were active on the social media that they have adopted. Active adopters showed, on average, relatively frequent usage patterns, with 10 Facebook posts and 37 tweets in a 30-day period. Sampled restoration companies which were active social media users posted mostly announcements and educational information of Facebook and used Twitter for news and direct interaction with customers. The observed companies revealed a mix of business-relevant content and personalised content including personal greetings, sharing of photos about holidays and fun events. Research limitations/implications – Three levels of adoption were derived from the data: active users, non-active users and non-adopters. More than half of the sample companies were found to have adopted at least one social media channel for marketing. However, only 26 out of the 60 sample companies were active on the social media that they have adopted. Active adopters showed, on average, relatively frequent usage patterns, with 10 Facebook posts and 37 tweets in a 30-day period. Sampled restoration companies that were active social media users posted mostly announcements and educational information of Facebook and used Twitter for news and direct interaction with customers. The observed companies revealed a mix of business-relevant content and personalised content including personal greetings, sharing of photos about holidays and fun events. Practical implications – The results showed that social media adoption has not yet penetrated the restoration industry – the adoption rate of 65 per cent is significantly lower than the 77 per cent of companies in all industries. In-depth CA of active social media users revealed patterns of engagement on Facebook and Twitter. This paper built on those patterns to emphasise strategies restoration companies can use to build interpersonal relationships and trust, which can lead to increased word-of-mouth recommendations; facilitate customer contact through a cross-linking strategy; and engage in simple methods for search engine optimisation. These strategic recommendations are grounded in existing practices and, therefore, are feasible and accessible for disaster restoration companies. Originality/value – The research results showed how the construction industry, especially small businesses, has adopted social media for marketing. A snapshot of the industry’s level of social media adoption for marketing strategy can provide a useful reference point about the industry’s practices and potential future directions. This paper provides suggestions about effective social media marketing strategies. The paper also illustrates the use of CA as a promising method for research in construction management.

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