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Social media metrics : how to measure and optimize your marketing investment
Sterne, Jim - 2010
A guide devoted exclusively to social media metrics. Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a...
Persistent link: https://www.econbiz.de/10003929583
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Social Media im Nachhaltigkeitsmarkenmanagement : ein anwendungsorientierrtes Modell
Mangold, Teresa - 2012
Persistent link: https://www.econbiz.de/10009735599
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How does consumer engagement evolve when brands post across multiple social media?
Unnava, Vasu; Aravindakshan, Ashwin - In: Journal of the Academy of Marketing Science 49 (2021) 5, pp. 864-881
Persistent link: https://www.econbiz.de/10012614772
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The effect of social influence, trust, and entertainment value on social media use : evidence from Pakistan
Naqvi, Muhammad Hasnain Abbas; Jiang, Yushi; Miao, Miao; … - In: Cogent business & management 7 (2020) 1, pp. 1-23
The rise of social networking sites (SNS) has changed our ways of communicating and conducting business all over the world. The present study explored the factors affecting the pervasive adoption of SNS by employing the use and gratification theory in considering their entertainment value,...
Persistent link: https://www.econbiz.de/10012623976
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Do instagram fan pages develop consumer-brand relationships? : evidence from the telecommunications industry
Gaber, Hazem Rasheed; Elsamadicy, Ahmed Mousa; Wright, … - In: Cogent business & management 8 (2021) 1, pp. 1-18
Instagram’s growth has drawn the interest of many corporations that are searching for new ways to boost their customer … relationships. Given the rapid adoption of Instagram marketing and the inadequate research in that field, the objective of this … paper is to examine whether "following" brands on Instagram fan pages enhances consumer-brand relationship from the consumer …
Persistent link: https://www.econbiz.de/10012665364
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Can social media influencer (SMI) power influence consumer brand attitudes? : the mediating role of perceived SMI credibility
Nafees, Lubna; Cook, Christy M.; Nikolov, Atanas; … - In: Digital business 1 (2021) 2, pp. 1-10
influencing consumer attitudes toward the brand. Using rich survey data from 231 U.S. social media users on Instagram the research …
Persistent link: https://www.econbiz.de/10012594512
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The management of digital marketing strategies in social network services : a comparison between American and European organizations
Matosas-López, Luis - In: Journal of open innovation : technology, market, and … 7 (2021) 1/65, pp. 1-16
The present study aims to provide an overview of the digital marketing strategies in social network services (SNSs) used in America and Europe. This work, unlike previous research that analyze digital marketing strategies in SNSs in a single geographic area, presents as the main contribution and...
Persistent link: https://www.econbiz.de/10012490445
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The impact of perception related social media marketing applications on consumers’ brand loyalty and purchase intention
Ceyhan, Ayben - In: Emerging Markets Journal : EMAJ 9 (2019) 1, pp. 88-100
Persistent link: https://www.econbiz.de/10012266280
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Social media for cultural communication : a critical investigation of museums' Instagram practices
Amanatidis, Dimitrios; Mylona, Ifigeneia; Mamalis, Spyridon - In: Journal of Tourism, Heritage & Services Marketing : JTHSM 6 (2020) 2, pp. 38-44
Persistent link: https://www.econbiz.de/10012269030
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Consumer attitudes towards Instagram advertisements in Egypt : the role of the perceived advertising value and personalization
Gaber, Hazem Rasheed; Wright, Len Tiu; Kooli, Kaouther - In: Cogent business & management 6 (2019), pp. 1-13
This article investigates the factors that affect consumers’ attitudes towards Instagram advertisements in Egypt … towards brands. An online questionnaire was used to collect data from 412 Instagram users in Egypt. The results suggest that … the level of consumers’ perception of informativeness, entertainment, credibility and lack of irritation in the Instagram …
Persistent link: https://www.econbiz.de/10012114176