scholarly journals Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance

2021 ◽  
Vol 12 ◽  
Author(s):  
Ana Isabel Jiménez-Zarco ◽  
Jose Antonio Clemente-Almendros ◽  
Inés González-González ◽  
Jorge Aracil-Jordà
Keyword(s):  
Social Media ◽  
Financial Performance ◽  
Online Survey ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Global Level ◽  
Female Entrepreneurs ◽  
Business World ◽  
Marketing Actions ◽  
Complicated Situation

The business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies (SMEs)—both in Spain and at the global level—are seeing their survival jeopardized by a fall in revenues. This scenario is aggravated in the case of micro-SMEs headed by female entrepreneurs. Accordingly, micro-SMEs, particularly those led by female entrepreneurs, need to reinvent themselves to overcome the current adversities that could lead to the destruction of their businesses and hence their jobs. One of the ways to do this is to take advantage of digital transformation. Therefore, the aim of this paper is to analyze which variables influence the financial results of female-led Spanish micro-SMEs when they carry out social marketing actions. For that purpose, an online survey was designed and analyzed using the “PROCESS” macro. Results show that social media marketing actions have significant effects on financial performance.

scholarly journals Influence of social media marketing on the performance of hotel industry: a study in Chandigarh Tri-city

2020 ◽  
pp. 401-408
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Hotel Industry ◽  
Research Paper ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Effective Implementation ◽  
The Social ◽  
Social Media Platforms ◽  
Hospitality Sector

This research paper illustrates the need of social media marketing in expanding the hotel businesses of the Chandigarh tri-city. Internet services being present in the tri-city allow the effective implementation of digital marketing strategy. This research paper highlights the available of swift transportation facilities, tourist sites, and technological parks as the primary factors leading to the emergence of hotel businesses in the tri-city. The research paper involves conduction of online survey to evaluate the indulgence on varied age group in social media platforms like Facebook and Snap chat. Also, implication of CSR marketing strategies and collaboration between IT and marketing departments in an organization to improve the social media based business promotions have been illustrated in this study. On the other hand, the paper also discusses the CSR driven marketing strategies aid to provide a competitive advantage to hotel businesses by ensuring recognition from social influencers due to the community welfare oriented business methods. Thus, organizations in the hospitality sector who are able to promote their community service driven programs on social media platforms receive stakeholder recognition.

scholarly journals The Effect of Social Media Marketing to Satisfaction and Consumer Response: Examining the Roles of Perceived Value and Brand Equity as Mediation

2021 ◽  
Vol 8 (12) ◽  
pp. 285
Author(s):  
Handri Dian Wahyudi ◽  
Cesya Rizkika Parahiyanti
Keyword(s):  
Social Media ◽  
Least Squares ◽  
Brand Equity ◽  
Online Survey ◽  
Perceived Value ◽  
Consumer Response ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Communication Tools ◽  
Digital Era

Social media has become a part of people's lives and an inseparable part of marketing strategies in the emerging digital era. This set of technologies creates new mechanisms and communication tools for companies to interact and engage with potential consumers. This study explores the effect of social media marketing (SMM) on satisfaction and consumer response through perceived value and brand equity. Based on an online survey of 325 users who follow smartphone brands on social media in Indonesia, data were collected and analyzed using partial least squares. The results show that SMM directly affects perceived value and brand equity and indirectly affects satisfaction and consumer response. This study emphasizes satisfaction and consumer response in responding to social media marketing by the company.

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

scholarly journals Late-Night Use of Social Media and Cognitive Engagement of Female Entrepreneurs: A Stressor–Strain–Outcome Perspective

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110376
Author(s):  
Fakhar Shahzad ◽  
Adnan Abbas ◽  
Adnan Fateh ◽  
Raja Suzana Raja Kasim ◽  
Kashif Akram ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Cognitive Engagement ◽  
Equation Modeling ◽  
Negative Consequences ◽  
Female Entrepreneurs ◽  
Late Night ◽  
Use Of Social Media ◽  
Outcome Perspective

The excessive use of social media is an emerging phenomenon with several negative consequences in an entrepreneurial context. Based on the stressor–strain–outcome paradigm, this research aims to unveil the following: that social media late-night usage can affect two psychological strains (life invasion and technostress) among female entrepreneurs and thus influence their behavioral outcome (cognitive engagement). This study empirically tested the proposed mediation model using an online survey of 225 female entrepreneurs from the small- and medium-sized enterprise sector. A partial least squares structural equation modeling (PLS-SEM) was implemented to obtain the results. The findings indicate that late-night social media usage significantly raises life invasion and technostress among female entrepreneurs. Moreover, internal strains (life invasion and technostress) reduce female entrepreneurs’ cognitive engagement and significantly mediate the association between late-night use of social media and entrepreneurial cognitive engagement. This study draws associated practical and theoretical contributions based on findings, which were not previously discussed.

How to Podcast in Archaeology

2018 ◽  
Vol 6 (3) ◽  
pp. 259-266
Author(s):  
Colin P. Amundsen ◽  
Cristina Belmonte
Keyword(s):  
Social Media ◽  
Digital Media ◽  
General Public ◽  
Public Archaeology ◽  
Social Media Marketing ◽  
Public Outreach ◽  
Trial And Error ◽  
Business World ◽  
The Public ◽  
Broad Approach

ABSTRACTThe problem for archaeologists doing public outreach could be that we do not know who our audience is. Marketing to just the public at large is an extremely broad approach filled with the pitfalls of not engaging enough of the public, so it might be necessary to first find out who within the general public would have the most interest in your discovery and then tailor your presentation to that audience. At the podcastCooking with Archaeologistswe are using digital media, social media marketing, and our experience from the business world to do just that. Podcasting has been a trial-and-error project filled with uncertainty and doubt, and for archaeologists engaged in public archaeology it might be a practical approach to reaching the public and a medium to build an engaged and interested audience. In this “how-to” article, we will reveal what we have learned from this exciting and somewhat demanding venture and suggest how podcasting is a democratizing venture that connects the public to archaeology and the archaeologist.

scholarly journals E-marketing Strategies and Performance of Small and Medium-sized Enterprises: A New-normal Agenda

2021 ◽  
Vol 3 (2) ◽  
pp. 162-172
Author(s):  
Edim Eka James ◽  
Etim, Glory Sunday ◽  
Arikpo Nneoyi Nnana ◽  
Okeowo, Victor Olusegun
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Primary Data ◽  
Cross Sectional Survey ◽  
New Normal ◽  
Email Marketing ◽  
Positive Effects ◽  
And Performance

This study examined E-marketing strategies and performance of small and medium-sized enterprises: A new-normal agenda. It aimed to explore the effects of social media marketing, online advertising, and email marketing on the performance of SMEs in the new-normal era. The study adopted a cross-sectional survey research design. It used a structured questionnaire to obtain primary data from 295 operators of SMEs. The hypotheses developed for the study were statistically tested using multiple linear regression with the aid of the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that social media marketing, online advertising, and email marketing had significant positive effects on the performance of SMEs in the new-normal era. Therefore, the study recommended that SMEs adopt social media platforms (such as Facebook, Instagram, and WhatsApp); online advertising tools (such as search engine, display, and website advertising); and email marketing tools (such as welcome email, email newsletters, and dedicated email promotions) to promote their products and services in order to enhance sales and marketing performance. Suggestions for further studies are also made as a guide for intending researchers.

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.

scholarly journals Analisa SWOT dan STP (Segmentasi, Tertarget, Posisi) terhadap Strategi Pemasaran Digital pada Usaha Mikro – Bunda Culinary

2021 ◽  
Vol 7 (2) ◽  
pp. 127-138
Author(s):  
Henky Hendrawan
Keyword(s):  
Relationship Marketing ◽  
Word Of Mouth ◽  
Swot Analysis ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Business World ◽  
B2b Marketing ◽  
Or Team ◽  
Descriptive Survey

The change of conventional marketing to digital marketing has an impact on the business world, including micro businesses. So that a certain strategy is needed in dealing with digital marketing. SWOT analysis and STP analysis among several other analyzes that can be used to determine a marketing strategy. The purpose of this study is to find an overview of the use of SWOT analysis and STP analysis implemented in micro enterprises, namely 'Bunda Culinary'. SWOT analysis and STP analysis are used in order to see what digital marketing strategies are being pursued by the micro entrepreneur 'Bunda Culinary'. The research method used is a descriptive survey. Data collection techniques in this study were observation and interviews. The results obtained are strategies for digital marketing that are carried out only on the pattern of Relationship Marketing, Word of mouth Marketing, Seasonal Marketing, and Social Media Marketing. Meanwhile, the development towards B2B Marketing and B2C Marketing has not been carried out. And there is also no specific personal or team handling digital marketing.

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