scholarly journals Social media marketing in Croatian consumerism

St open ◽  
2021 ◽  
Vol 2 ◽  
pp. 1-12
Author(s):  
Ivona Brtan
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Processing ◽  
Mass Media ◽  
Consumer Information ◽  
Social Media Marketing ◽  
Vast Number ◽  
Social Media Platforms ◽  
Decision Making Processes ◽  
The Impact

Aim: To investigate the impact of social media on consumer information processing and decision making processes related to purchasing via social media platforms. To examine how consumers differ in decision making and how they perceive credibility of social media and mass media marketing. Methods: The study included a total of 161 adults (64 male and 97 female) whose participation was voluntary and anonymous. We used a questionnaire with 25 Likert scale questions in Croatian that addressed the decision making processes and the information processing theory. The questionnaire was accessible via Google Drive link. All submissions were complete. Results: Facebook (41.0%) and Instagram (42.9%) were the most popular social media platforms among Croatian consumers in our sample. They spent several hours per week exposed to various contents available on these platforms. Consumers’ response to that content was affected by numerous factors, from word of mouth in their social circle (34.2%) and other online information (34.7%) available to their personal level of motivation and interest in what was being offered. With respect to the general attitude towards social media marketing, consumers belonged to one of the two streams. One stream found it useful mostly for allowing communication between consumers and companies (28.6%) and the direct accessibility to other users’ experience (30.4%), a major factor in their attitude formation. In the other stream, the consumers were often irritated by the vast number of ads which appear on social media that do not match their interests or needs (52.1%). Overall, the time Croatian users in our sample spent on social media decreased with age. Conclusion: Regardless of their gender, Croatian consumers consider social media very accessible, yet sometimes unprofessional, whereas mass media appears to be less demanding and often imprecise in targeting consumer interests and needs.

scholarly journals THE ROLE OF SOCIAL MEDIA ON MIGRATION DECISION-MAKING PROCESSES: Case of Indonesian Student in University of Groningen

2018 ◽  
Vol 6 (1) ◽  
pp. 515
Author(s):  
Inayah Hidayati
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Migration Decision ◽  
Decision Making Process ◽  
Migration Behavior ◽  
Interview Guide ◽  
Destination Area ◽  
Decision Making Processes ◽  
The Impact

Objective: This research aims to explain the impact of social media on the migration decision-making process of Indonesian student migrants in University of Groningen who used a social media account. In detail, this research will consider the role of social media in the migration decision-making process of students who emigrated from Indonesia and how they uses social media in the context of the migration decision-making process. Methods: The data collected included qualitative data from in-depth interviews and supported by study literatures. An interview guide was formulated to facilitate the indepth interviews and generate a better understanding of migration behavior. Expectation: Social media help Indonesian student migrants on migration decision making process and they use social media for searching information about destination area. Result: Student migrant in University of Groningen use their social media to gain information before they choose that university for study. They use Facebook to making contact with their friends and collagues in the destination country. Student group on Facebook help Indonesian student to get information about school and daily life.

Branded Content on Social Media

2017 ◽  
pp. 118-131
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Vital Part ◽  
Long Run ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

scholarly journals Defending the media from itself: Reforming media regulations to minimise the impact of misinformation

European View ◽  
2019 ◽  
Vol 18 (2) ◽  
pp. 210-219
Author(s):  
Juha-Pekka Nurvala ◽  
Amelia Buckell
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Case Studies ◽  
Search Engines ◽  
Behavioural Changes ◽  
Social Media Platforms ◽  
The Media ◽  
The Uk ◽  
The Impact

This article argues that media regulations on correcting incorrect articles are in dire need of reform due to technological and behavioural changes. By using case studies from the UK, the authors demonstrate the huge difference between the number of people who were reached by the original article before the Independent Press Standards Organisation (the regulator in the UK) ruled it incorrect and the number reached by the correction or corrected article. The authors argue that media regulations must be reformed to ensure that corrections reach the same people as the original incorrect article to avoid misinformation impacting peoples’ decision-making, and that reforms must include social media platforms and search engines.

Driving consumer–brand engagement and co-creation by brand interactivity

2020 ◽  
Vol 38 (4) ◽  
pp. 523-541 ◽  
Author(s):  
Man Lai Cheung ◽  
Guilherme D. Pires ◽  
Philip J. Rosenberger ◽  
Mauro Jose De Oliveira
Keyword(s):  
Social Media ◽  
Information Transfer ◽  
Longitudinal Design ◽  
Social Media Marketing ◽  
Brand Value ◽  
Content Type ◽  
Brand Engagement ◽  
Cognitive Information ◽  
Social Media Platforms ◽  
The Impact

PurposeThis paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.Design/methodology/approachThe theoretical framework is tested for a durable technology product, a smartphone. Data was collected in Brazil from 408 users utilizing a self-administered online survey. Data analysis uses partial least squares–structural equation modelling (PLS-SEM).FindingsEntertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity are the key elements directly influencing consumer–brand engagement, enhancing consumers' intention to co-create brand value and to repurchase the brand. Importantly, the impact of interactivity ease of use and customization interactivity on consumer–brand engagement and its related outcomes is non-significant. This is inconsistent with previous studies on consumer–brand engagement.Research limitations/implicationsThe research contributes to the literature by providing an understanding of how to use brand interactivity elements on social-media platforms to strengthen consumer–brand engagement for durable technology products, such as smartphones in Brazil. However, this study is cross-sectional in nature and focus is solely on smartphones in Brazil. Future research might consider a longitudinal design and include comparisons between countries with diverse cultures as well as other industries and product types to enhance the generalizability of the findings.Practical implicationsMarketers may heighten consumer–brand engagement by using content that is entertaining, current and trendy. Incorporating positive referrals on social-media platforms encourages consumers to co-create brand value and to repurchase the same brand in the future.Originality/valueExamination of the role of social-media marketing in the marketing literature largely overlooks the impact of elements of brand interactivity within social media on consumer–brand engagement. This article contributes to social-media marketing and consumer–brand engagement research by empirically testing a theoretical model, confirming that specific elements of brand interactivity within social media – including entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity – are critical drivers in the process of strengthening consumer–brand engagement in Brazil.

scholarly journals Dampak Post-Truth di Media Sosial

2021 ◽  
Vol 10 (3) ◽  
pp. 376-378
Author(s):  
Nuhdi Futuhal Arifin ◽  
A. Jauhar Fuad
Keyword(s):  
Social Media ◽  
Mass Media ◽  
Literature Review ◽  
Hate Speech ◽  
Social Media Platforms ◽  
Religion And Race ◽  
The Impact

This article reviews the background of the emergence of Post-truth and the impact of Post-truth. This lecture uses literature review by examining various sources of reading in mass media and social media. The results of this paper explain that in Indonesia Post-truth auctioning and post-election 2019 is rife on social media. Post-truth on social media does not stop there but continues to roll on various problems that exist in this country. Starting is an ethnicity, religion, and race. Hoaxes and hate speech using social media platforms as a means of spreading are not trivial matters, because the series of attacks may continue to surge. The pressure from social media often forms wild and uncontrollable opinions, which are hoped to be exploited by some groups for certain interests.

Social Media Marketing in Creating Brand Awareness and Brand Trust

2019 ◽  
Author(s):  
Iesha Khajuria ◽  
Rachna .
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Trust ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The University ◽  
The Impact ◽  
Structured Questionnaire

Small as well as big businesses these days are largely making use of social media platforms to enhance their visibility and to promote their brands/products/services. By interacting more with people, the marketers can easily create brand awareness and establish brand identity, which gradually can help gain trust in the brand. Two hypotheses were formulated to examine the impact of social media marketing on brand awareness and brand trust. One of the most popular social networking sites, Facebook, and two most popular e-commerce brands Amazon and Flipkart were considered to study the effect. Data was gathered from 394 students/research scholars from the University of Jammu, using a well-structured questionnaire, employing convenience sampling. Data analysis was done using statistical tools like percentages, correlation, regression etc. Results signify that though social media platforms serve as a major tool in creating awareness and building trust, these cannot solitarily help develop and grow a business.

scholarly journals THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR: THEORETICAL ASPECT

2019 ◽  
pp. 285-297
Author(s):  
Olena SOKHATSKA ◽  
SIDDHARTH SIDDHARTH
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Decision Process ◽  
Marketing Research ◽  
Theoretical Aspect ◽  
Social Media Marketing ◽  
Decision Making Process ◽  
Buying Behaviour ◽  
Post Purchase ◽  
The Impact

This research studies the impact of social media marketing on consumer buying behaviour. The aim of this research is to explore how social interactive tools have an influence on buying decision process and how others’ productrelated opinions collected from social and digital environment are influential on buying decisions in different markets. This project sought to assess the impact of social media on the decision making process among the consumers. The study’s general objective was to establish the impact of social media on consumer’s decision making process among the consumers across different level of the society. The study was guided by the following specific objectives: to find out how social media influences the pre-purchase stage in buyer’s decision process, to determine how social media influences the purchase stage in buyer’s decision process, and to determine how social media influences the post purchase stage in buyer’s decision process. The study aims at integration of social media marketing communication tools and consistency in the message communicated via social media tools. In addition, it aims to have conclusive recommendations for further study which should include involvement in marketing research with a core purpose of delivering per consumer needs, as well as gaining an understanding of trending social media activities so as to meet demands of changing technological world.

Music in Advertisement on Social Media Platforms Towards Malaysian Young Consumers’ Decision Making to Purchase

2021 ◽  
Vol 37 (3) ◽  
pp. 1-17
Author(s):  
Syazwani Mahsal Khan ◽  
◽  
Norsiah Abdul Hamid ◽  
Sabrina Mohd Rashid ◽  
◽  
...  
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Processing ◽  
Structured Interview ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Snowball Sampling ◽  
Young Consumers ◽  
Likelihood Model ◽  
Social Media Platforms

Advertising is a type of paid media in which people can promote their products and services through mainstream or social media platforms. It turns out to be progressively mainstream as more individuals who are dealing with their own businesses and organisations go to publicising as a stage to get their products or services known by their own consumers. The purpose of this study is to explore how information processing of music affects young consumers’ decision making in social media advertisements. The Elaboration Likelihood Model (ELM) is chosen as a framework to explore how information processed from music influences young consumer’s decision making process. The methodology utilised in this study was in-depth interviews with experts based on snowball sampling. The experts comprise of academicians, advertising professionals and musicians. Semi-structured interview questions were applied in this study. Then, thematic analysis uncovers two emerging themes: consumers’ preferences of products and consumers’ motivation on spending. The findings of this study revealed that information processed from music on advertisements, available on social media platforms, can affect young consumer’s decision making to purchase. This study contributed to our understanding that music used in an advertisement, and in this case on social media, can influence young consumers to develop preference towards the advertised product. This is a subtle approach to influence their decision to purchase products in the future. As a result, they are more likely to engage with upcoming product advertisements. Keywords: Social media advertising, information processing, elaboration likelihood model (ELM), music, decision making.

scholarly journals The Impact of Social Media Use on Consumers’ Restaurant Consumption Experiences: A Qualitative Study

2021 ◽  
Vol 13 (12) ◽  
pp. 6581
Author(s):  
Jooyoung Hwang ◽  
Anita Eves ◽  
Jason L. Stienmetz
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Selection Process ◽  
Decision Making Process ◽  
Structured Interviews ◽  
High Standards ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
Search For Information ◽  
The Impact

Travellers have high standards and regard restaurants as important travel attributes. In the tourism and hospitality industry, the use of developed tools (e.g., smartphones and location-based tablets) has been popularised as a way for travellers to easily search for information and to book venues. Qualitative research using semi-structured interviews based on the face-to-face approach was adopted for this study to examine how consumers’ restaurant selection processes are performed with the utilisation of social media on smartphones. Then, thematic analysis was adopted. The findings of this research show that the adoption of social media on smartphones is positively related with consumers’ gratification. More specifically, when consumers regard that process, content and social gratification are satisfied, their intention to adopt social media is fulfilled. It is suggested by this study that consumers’ restaurant decision-making process needs to be understood, as each stage of the decision-making process is not independent; all the stages of the restaurant selection process are organically connected and influence one another.

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