1.1 Background The rapid growth of the social media networking makes life different. According to the real time internet live statistics, the internet users in the world are now more than 3,338,000,000 and keep rising every day (Internet Live Stats, 2016). Social media like Facebook, Sina microblog (Weibo), Twitter, Instagram and YouTube are defined as the online communities which allow users to create and share their own content (Bolton et al., 2013). The faster and easier information exchange brings a new trend of marketing communication established and makes traditional peer to peer word of mouth spreading go online. Social media provides a platform for consumer to engage in electronic word-of-mouth. It can be either positive or negative statement on the product brand or service which made by potential, actual or experience users on the internet (Themba & Mulala, 2013). Facebook is one of the fast developing social media. It brings up a new trend of social media marketing. Facebook influenced customer behavior and suggested to be one of the most critical metrics of social media usage (Schultz, Schwepker & Good, 2012). Modern customers are now smart and …show more content…
In this study, it will examine the interrelationship between the seven constructs, they are: functional value (FV), price value (PV), social value (SV), emotional value (EV), satisfaction with brand page (SAT), loyalty (LY) and positive word of mouth (WOM). Indicate the important factors for a successful brand fan pages provide reference for Hong Kong marketers to build their own brand fan page. This study would like to valid the perceived customer value: functional value (FV), price value (PV), social value (SV) and emotional value (EV) in Hong Kong, to examine if these are significant to satisfaction, loyalty and positive word of mouth
The psychology of social commerce is widely written about and psychologists have spoken of six psychological segments that play a part in the process of social shopping and harness the Framing Effect. These being: social proof, scarcity, affinity, consistency, reciprocity and authority. A primary case study that illustrates the rule of reciprocity involves my own mini-business that I set up a few years ago selling my artwork through Etsy (an online shop). First promoting my artwork on Instagram, it is fair to say that it was onerous to get my work noticed amongst the hundreds of thousands of other aspiring artists. The appealing aspect of Instagram was that it allowed people to solely publish visual posts and I recognised that
Want to change the way you leverage social media for digital success this year? It’s time to evaluate your social media strategies, and differentiate great tactics from ones that have under-delivered. This evaluation is really important to come out with a unique social media strategy to rock the markets in 2016. There are a bunch of opportunities which can let you shine on the social media front. So let’s have a look at highly effective social media trends that will help you dominate the market in 2016.
In conclusion, the customer- based brand equity model is an important platform that may help in building a strong brand. It could assist a company in assessing its progress as well as providing a blueprint for marketing research activities. If properly planned and implemented, it could help the company in achieving its marketing strategies and in the realization of an increased profit margin (Grover & Vriens 2006, p. 147).
Effective communication in an organization is one of the components of its success. Managers are charged with navigating communication obstacles while making every effort to harness its benefits. This onus placed on managers is compounded by organizational advancements and the application of new technologies. One relatively new organizational technology being applied is the use of social media. Social media creates communication issues yet conversely alleviates specific communication barriers by playing several roles within organizations today.
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
Attributes are the features of each product that are classified into product-related and non-product related. Product-related attributes are those that “relate to a product’s physical composition”, physical product exposure that derived experience from the brand. Those made consumer perception of brand connected with their emotional and perceived quality of product from a specific brand (Alexandris, Douka, Papadopoulos, & Kaltsatou, 2008). In this study, it uses two constructs for this brand-specific associations as used by previous research which is: emotional value and perceived quality. (Min-Young, Knight, & Youn-Kyung, 2008) suggested there are two constructs that become two major dimensions of brand-specific association as they form critical factors in product
Many scholars believe that customer satisfaction has a crucial role in the success of a business, and is pivotal in increasing the overall profitability of the business (Kotier, 1991). Customer value is gained through the experience they receive from the goods or purchases they have obtained from a certain business. Customer value has various definitions and concepts, Holbrook (1999) stated that it is a kind of “interactive, mutual, and preferred experience”; but simply said, “the term customer value has many meanings.”
As a business owner with a local business, you will find your marketing strategy quite different from one you would use with an online only business. This is because you have to appeal to and target customers within your specific geographic area.
Second, with the development of the network, social networking sites are very convenient to access, which is an important reason for their popularity. The number of Internet users has increased with improved Internet technology, which is beneficial for promotin...
We live in the era of the internet. Basically everything we do or are involved in is somehow related to the internet. This is especially true for businesses, where the internet and social media have a much greater importance and influence. After the boom of social media in the last decade, almost all existing businesses, and some new ones too, got themselves a Facebook page, and since then, there has been no looking back. Since Facebook already had a large user base, who spent a large amount of time online on a daily basis, bringing businesses to social media was in a way, a renaissance in the world of business. Facebook management helped them to get in touch with their target
As the reach and popularity of social media increased, popularity for its use is also increased. There were many reasons, which increased the importance of social media, which included its access; it is less expensive and easy to use. Think of the time when people in the world were not linked to each other. Landline phones were the only technology to communicate in different countries. However, with invention of internet and social media’s role; things have completely changed. Business world is also getting more benefits from use of social media. Society is getting closer through social media, where people from every field of life with different opinions contact with each other and share thoughts, ideas and information. It is observed that sometimes a news story even before reaching electronic media, reaches at social media. Business world is also getting more benefits from use of social media. There are so many social media platforms, but Face book is considered one of the most popular in all of them
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,
In conclusion, the customer- based brand equity model is an important platform that may help in building a strong brand. It could assist a company in assessing its progress as well as providing a blueprint for marketing research activities. If properly planned and implemented, it could help the company in achieving its marketing strategies and in the realization of an increased profit margin
Social media marketing is a new trend of marketing where different Businesses have taken to social media sites to market and promote old and existing products and brands or create more awareness of their new products. Facebook and Twitter are the two most well known sites where firms market and promote themselves. Over one billion users worldwide use both sites everyday; from averages Joe’s to famous celebrities. Such is the power of each social media site that one post can make or break you.
Social media is a form of online communication channels devoted to society input, intercommunication, and cooperation. In social media, people can talk and interact without restriction, exchange and debate information with each other about their lives by using many different combinations of the words, personal multimedia, photos, and videos. Also, in social media, individulsa and groups can create, edit, comment on, and engage in personal conversations. There are numerous types of social media, for example, wikis, blogs, social network site, micro blogging services, and sites sharing media. At the beginning, social media was limited to a few networks sites, for instance, Bulletin Board System that allows people to communicate with each other and post a comment. Today, social media has transformed from ineffective sites to more useful and effective websites, for example, Facebook, and MySpace. Some companies are using social media to achieve their goals which is attracting more customers to company website. Three advantages of using social media in business are: raising brand consciousness, building customer relationships, and increasing performance measurements.