Hambrick, M.E. & Mahoney, T.Q. 2011, ‘‘It’s incredible – trust me’: exploring the role of celebrity athletes as marketers in online social networks’, International Journal of Sport Management and Marketing, vol. 10, no. 3/4, pp. 161-179.
In this article Hambrick & Mahoney (2011) conduct a study focusing on two celebrity athletes, Lance Armstrong and Serena Williams to investigate their interactions with other users and their involvement in promotional activities on Twitter. The authors utilise the technique of “content analysis” (Hambrick & Mahoney 2011, p. 166) to conduct this research, focusing on two main questions “How do celebrity athletes use twitter in general?” and “How do celebrity athletes use Twitter for promotional purposes?” (Hambrick
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To conduct this research and determine the rates of Facebook interaction and activity the authors firstly analysed the Facebook pages of 14 alcohol brands in 2011 and 271 brands in 2013. Followed by analysis of three major alcohol brands being Victoria Bitter (VB), Jagermeister and Smirnoff, combined with interviews undertaken involving consumers of alcohol and their use of Facebook.
Results demonstrated that “alcohol brand activity on Facebook in Australia is extensive and growing” (Carah, Brodmerkel & Hernandez 2014, p. 6). For VB, Jagermeister and Smirnoff results revealed, “each brand decreased the frequency of posts to its page but had a marked increase in the amount of interaction with each post” (Carah, Brodmerkel & Hernandez 2014, p. 6). Therefore results demonstrated the importance of Facebook as an effective marketing tool enabling brands to develop relationships with Facebook users hence generating brand value and benefiting from the social interactions created through social
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857) quotes Lupton 2013 focusing on the concept of the “digitally engaged patient”. This idea refers to the utilisation of the Internet to actively broaden ones knowledge about illnesses they may be suffering whilst providing other patients with details about their personal medical experiences, in turn benefiting both other patients and health care providers. In 2013 Lupton (2014) examined 12 online medical platforms focusing on “…how it outlined its purpose, its terms and conditions, privacy and membership policies and rules and the types of comments or other data that were uploaded by members” (Lupton 2014, p. 858). Results concluded in recent years various online healthcare sites have utilised individuals’ personal experiences and data uploaded, for commercial purposes. A result of developers owning the websites consequently taking ownership of the information patients upload, with patients not receiving compensation for providing this personal information. Alternatively it was evident through participation on these websites individuals have the ability to gain knowledge and emotional support systems through online
Fans can reach out to their favorite teams and players through social media. They can read about new information on their Twitter and even spread this information to fellow fans and the rest of the social media universe. Fans are using social media m...
Employees within healthcare and anyone who has been a mature patient in recent years have been duly informed of the Health Insurance Privacy and Portability Act (HIPPA), but even more people are more intimately familiar with the social networking site Facebook. Prior to researching the legal and ethical boundaries at it pertains to patient confidentiality in nursing school, many of us thought little of the HIPPA concept and how it applies to each of us as individuals. We can announce to the world on Facebook that I have a lump, please go get a mammogram! We can whine on for ages about our children’s medical problems. We make announcements and call for prayers for our spouses and parents who are ill. We share with our friends and family, sometimes things we should not share. This is not about Facebook; its essence is respecting others privacy and refusing to participate in activity that may divulge private medical information about anyone. Crossing that line, making clear the intent to become a part of the health care sector, changes your responsibility toward identifying information regarding a person other than yourself, and that information dies with you or there can be harsh consequences.
For the sport industry, social media has enabled fans to have a closer relationship with sporting organisation operations while allowing their organisation to be strategic and more proficient with limited amount of capitals. This has helped sports to get involved in the business of “relationship marketing” (Grönroos 2004). This is mainly because social media enables the organisation platform to adopt a long term relationships with fans and continue to shape the idea of community once a game ends or season comes to close.
Every patient that is admitted to hospital, or seen by a health professional has a right to his or her own privacy, and by ensuring professional boundaries are upheld this basic right can be achieved. According to Levett-Jones and Bourgeois (2011, pp. 237) confidentiality is an obligation made by a professional to respect the information given by a patient to healthcare professional. In today’s society through technology and social networks a patient’s privacy is far more vulnerable than it was in the past. By posting on Facebook anything about a patient or in discussion via internet or email to others a patient’s privacy has been breached and the trust created in a therapeutic relationship is no longer there causing what is known as a boundary crossing. Thompson (2010, pp.26) understands that “At times, boundary crossing may be unintentional”, but emphasizes that this behavior can lead to consequences. Pat...
The use of social media in sports is a relatively new trend. Social media has enabled people to become more interactive with their favorite celebrities, athletes, and sports teams. Social media allows fan’s to keep up with their favorite teams with up to date news and it also helps the organization, specifically their marketing department. Sports teams have utilized Facebook and Twitter pages for their organizations in hopes of gaining revenue as well as the attention of their fans and casual fans. Social media is constantly evolving to keep up with the newest social trends and fads.
If you asked 10 followers on Twitter if they prefer Coke or Pepsi, 9 out 10 would probably say Coke. This paper will explore the concepts of social media presence for The Coca-Cola Company. Why do people drink Coke? Why is Coke so popular? Questions such as these will be answered throughout this strategy recommendation project.
The second tactic is to use the Starkville Community Market’s social media page on Facebook as a method for vendors to target a wider audience. Currently, Facebook is a social networking site composed of over 400 million active users. Users of Facebook can interact with over 160 million objects including pages, groups, and events (Facebook Press Room, 2010). The Starkville Community Market Facebook page can provide detailed information about its regular vendors at the market. The number of people interacting with the page will help promote more viewers because the average user is connected to 60 pages, groups, and events (Facebook Press Room, 2010). This amount of connection can cause a spiral effect in bringing more people to its Facebook page and allowing new people to learn about more about the vendors at the market.
...les success”, because social media has enabled marketers to engage with customers along their buying process (Fetherstonhaugh, 2010). Social media is one of the most effective and least expensive platforms, and it can provide never-ending opportunity for businesses (Vaynerchuck, 2011, pg. 80). In addition, social media sites have enabled these “trusted recommendations” to reach billions of social media users worldwide (Vaynerchuck, 2011, pg. 53-54). As a result, it will turn a regular browser into a committed buyer, and a committed buyer into a brand advocate (Vaynerchuk, 2011, pg. 55). A study by IBM shows that brand advocates spend 30% more dollars than those who are not. Also, Advocates are more likely to keep spending and even increase their spending as time goes, and have significantly higher lifetime value7 than regular customers (Vaynerchuck, 2011, pg. 55).
If you observe successful marketers these days, you’ll realize that they have taken Facebook strategies very seriously. The reason? Facebook marketing is a powerful strategy that is working well in favor of a business. Around 40% of the world population has access to the internet. Almost every internet user logs into Facebook daily and goes through their news feed. With online shopping being the craze these days, many people are bringing their business onto the world of internet. Online platforms have become successful media for products in order to get potential customers every day. Indeed, Facebook marketing strategy is the hip thing nowadays. Know more of the following
utilize social media websites causing their fans to feel “like they ‘know’ them through their
Social media is an outlet that allows a company to introduce new products, control the speed of how they want to introduce their products and free advertisement. Sending out a tweet or putting up a status would let your customers know about a product that is released. This benefits companies because they spend less money on televised commercials, which takes more time to produce and will not reach as many generations that it could by using social media. Any social media site is free, and it takes less than 10 seconds to put out a post on any website. Facebook has also launched Facebook advertisements, which assist advertisers by showing advertisements to a user based on demographic factors, such as location, age, or gender, and which can further engage the audience by incorporating social context into advertisements, such as displaying when someone’s friend has liked an advertiser’s Facebook page (Li, Lin, & Chiu, Fall2014) . There is nearly 100 million daily active snapchatters and growing. Teenagers are constantly on their phones checking their pages so there is no way they will not know about the product being released. Marketers can discover potential customers for market positioning by filtering the content that online users mention or discuss (Li, Lin, & Chiu,
The use of digital and social media channels has led to a new way to embrace brads in the global market. The experts are expecting that it will become really hard for international brands to contain campaigns within single markets. Although the social media does bring some negative consequences; it gives the customer power at the cost of businesses losing control over all the content on the media (Griffith, 2012), the bad reviews that customers gives can go quickly from customer to customer and damage the reputation of a company before the company can do something to refute or control the damage (Fleishman, 2015). Nevertheless, according to Griffith (2012) the benefits that businesses and the global economy can harness from the effective use of social media are undeniable; With the number of worldwide social network users due to rise to 2.44 billion by 2018, the global
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
Parsons, A. (2013). Using social media to reach consumers: A content analysis of official Facebook pages. Academy of Marketing Studies Journal, 17(2), 27-36. Retrieved from http://0-search.proquest.com.mylibrary.qu.edu.qa/
The given data depicts here that nowadays most companies use social networking sites to promote their brand and it can be seen in the survey that most of the responses have rated the usage as 4 which means they are frequent with the use of social networking sites for their brand promotion and advertis...