This study analyzed the social media habits and behaviors of 100 internet users in Turkey. The majority of participants were female, aged 26-35, with an undergraduate degree. Facebook and Ekşisözlük were the most visited social media platforms. Friends were found to be the most influential source for purchase intention from social media content. Certain product categories like music, books, clothing and movies as well as service categories like e-shopping, vacations and airline tickets led to more planned and intentional social media usage. Previous positive experiences with products and services increased purchase intention from social media content.
Unpacking the social media phenomenon: towards a research agendaAndrey Markin
You can access PDF here http://busandadmin.uwinnipeg.ca/silvestrepdfs/PDF04.pdf
In this paper, we highlight some of the challenges and opportunities that social media presents to researchers, and
offer relevant theoretical avenues to be explored. To do this, we present a model that unpacks social media by using
a honeycomb of seven functional building blocks. We then examine each of the seven building blocks and, through
appropriate social and socio-technical theories, raise questions that warrant further in-depth research to advance
the conceptualization of social media in public affairs research. Finally, we combine the individual research questions
for each building block back into the honeycomb model to illustrate how the theories in combination provide a
powerful macro-lens for research on social media dynamics
Consumer Response to Different Types of Website Interactivityinventionjournals
This paper aims to explore the impact of different types of interactivity on consumer perception. A quantitative research methodology using scenario-based experiment was employed. An experiment was conducted using research participants from Turkey. The findings of this study suggest that person interactivity leads to higher levels of attitude towards website, ease of use, and e-loyalty than machine interactivity. The results also reveal that person interactivity combined with high contact interactivity is the optimal strategy for e-retailers
Social Media and Social Media Marketing: A Literature Reviewiosrjce
Social media and social media marketing are sometimes used interchangeably, but two indeed are
different. The purpose of this research paper is to revisit the literature on both concepts and correlates them in
technical terminologies. We have studied the literature available on Social media first and identified the basic
functionalities of it. Then the literature available on social media marketing helped us in identifying its
dimensions. In conclusion section of the research paper we have correlated the two concepts and redefined
social media marketing in technical terms.
Unpacking the social media phenomenon: towards a research agendaAndrey Markin
You can access PDF here http://busandadmin.uwinnipeg.ca/silvestrepdfs/PDF04.pdf
In this paper, we highlight some of the challenges and opportunities that social media presents to researchers, and
offer relevant theoretical avenues to be explored. To do this, we present a model that unpacks social media by using
a honeycomb of seven functional building blocks. We then examine each of the seven building blocks and, through
appropriate social and socio-technical theories, raise questions that warrant further in-depth research to advance
the conceptualization of social media in public affairs research. Finally, we combine the individual research questions
for each building block back into the honeycomb model to illustrate how the theories in combination provide a
powerful macro-lens for research on social media dynamics
Consumer Response to Different Types of Website Interactivityinventionjournals
This paper aims to explore the impact of different types of interactivity on consumer perception. A quantitative research methodology using scenario-based experiment was employed. An experiment was conducted using research participants from Turkey. The findings of this study suggest that person interactivity leads to higher levels of attitude towards website, ease of use, and e-loyalty than machine interactivity. The results also reveal that person interactivity combined with high contact interactivity is the optimal strategy for e-retailers
Social Media and Social Media Marketing: A Literature Reviewiosrjce
Social media and social media marketing are sometimes used interchangeably, but two indeed are
different. The purpose of this research paper is to revisit the literature on both concepts and correlates them in
technical terminologies. We have studied the literature available on Social media first and identified the basic
functionalities of it. Then the literature available on social media marketing helped us in identifying its
dimensions. In conclusion section of the research paper we have correlated the two concepts and redefined
social media marketing in technical terms.
Literature Review of Information Behaviour on Social MediaDavid Thompson
Using your knowledge about information resource and skills in searching and evaluating information achieved in the first half of the semester, now you are required to choose a specific topic in the area of information research, explore the exisiting literature within this domain and write a literature review.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle...University of Kelaniya
According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in
Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka.
This research article focuses mainly on determining the links between customer’s environmental attitudes,
subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations
of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires
were developed to get information for each and every aspect mentioned in the objectives. To go deep in to
the study areas researcher referred secondary data sources such as other research studies that were done in
Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well
as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By
using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken
in to this research. All the responses were collected online and taken them to one data base for the purpose
of analyzing. For this study, respondents who were identified as “being in the market” and other potential
respondents who intended to purchase cars in the near future. After the analysis has been done researcher
has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka.
As per the results, researcher has also come up with the managerial implications of the study and
recommendations.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
The New Boundary Spanners: Social Media Users, Engagement, & Public Relations...Philip Ryan Johnson
Our study investigates the extent to which social media users engaged with organizations online exhibit traditional characteristics of boundary spanners, and whether this engagement results in more positive public relations outcomes for organizations. An online survey was conducted among 403 students and structural equation modeling was used to test a proposed theoretical model. Starbucks and Amazon were selected for this study as both are organizations with a substantial online presence in social media. Results show that social identity and self-efficacy had a positive impact on boundary spanning behaviors, but boundary spanning behaviors did not have a significant impact on social media engagement. However, this study makes an important contribution to current theory in public relations as the results also provide strong empirical evidence for the positive effects that social media engagement has on both relational satisfaction and relational commitment.
Consumers’ Information Source Horizon in a Decision-Making Process – A Europe...inventionjournals
The aim of this paper is to compare the information source horizon of consumers looking for products in a decision-making process in select countries of the European Union. An additional purpose is to verify the role of word of mouth (WOM) and e-WOM in the process of obtaining information about the product. The article is a reinterpretation of the results of the Consumer Barometer survey, which was carried out by research agency TNS on behalf of Google in 56 countries, including the EU countries, for three years, for a sample of at least 1,000 consumers 16 years of age and older randomly selected from each country.The majority of consumers from EU countries behave quite similarly. The largest difference in behaviour can be observed in the case of advertising. Although WOM is the most reliable source of information [Nielsen, 2015], it is not a primary chosen source in the EU. Considering only informal communication (WOM) in the process of finding information, consumers prefer personal contact. The value of the study is in the fact, that the answers to research questions can help marketers to better planning of marketing communications activities, particularly aimed at EU markets
Schivinski, Christodoulides, Dabrowski 2016 - measuring consumers ’ engagem...Roger Smith
Measuring Consumers’ Engagement
With Brand-Related Social-Media Content. Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands
Are Social Networking more persuasive than Traditional Word of MouthKUMAR GAURAV
In the present scenario of 21st century when every thing is changing so fast traditional things are losing its importance. This research is conducted to investigate and compare the reliability of recommendation made through social networking and traditional word of mouth.
Hypothesis-
H1- WOM and social networking influence the customer
purchase decision.
H2- Social networking recommendation are more reliable
than traditional WOM.
Major findings are-
-Consumers awareness towards Social Networking and traditional WOM is high.
-Social Network Marketing is more reliable that traditional WOM.
Suggestions-
-Companies should try to promote positive word about their products through social networking and WOM because traditional advertising id losing its effectiveness and due to increased consumerism.
-Companies should to use social networking efficiently to increase their market share because it is not only cost effective but reliable too.
-Quality should be maintained because consumer believe that spreading positive WOM and social networking is difficult because they are not controlled by the marketers and its possible only when product quality is good.
Identifying the Factors Affecting Users’ Adoption of Social NetworkingWaqas Tariq
Through the rapid expansion of information and communication technologies, social networking sites have received much more attention in the scope of internet communication. Success of a social web primarily depends on users’ satisfaction. In this context, this study aims to identify the influencing factors that affect users’ satisfaction towards social networking site use. A multidimensional model has been proposed based on the Information Quality, System Quality, Environmental and Affective dimensions to assess the effects of key variables – Semantic Intention, Usability, Web-Page Aesthetics, Subjective Norm and Trust- on users’ satisfaction. Facebook was chosen as a focused social networking site, because of its popularity. A comprehensive survey instrument was applied to 203 Facebook users. Also, Structural Equation Modeling, particularly Partial Least Square, was conducted to analyze the proposed research model. As a result, proposed multidimensional research model predicts the factors influencing users’ satisfaction towards social networking site use and relationships among these factors. The findings of this research will be valuable for literature by analyzing the influencing factors that have not been previously researched in the context of social networking satisfaction area.
Literature Review of Information Behaviour on Social MediaDavid Thompson
Using your knowledge about information resource and skills in searching and evaluating information achieved in the first half of the semester, now you are required to choose a specific topic in the area of information research, explore the exisiting literature within this domain and write a literature review.
Impact of social branding on purchase intention: An empirical study of social...Sparkles Soft
Impact of social branding on purchase intention: An empirical study of social media websites.
Writer
Jahanzeb Khan
SPARKLES SOFT
www.sparklessoft.com
MobileWhatsApp/Viber: 00923004604250
00923124604250
Skype sparkles.soft
Vonage/Viber 00923004604250
thesis help, uk dissertation help, custom thesis writing in uk, uk mba thesis,
Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle...University of Kelaniya
According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in
Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka.
This research article focuses mainly on determining the links between customer’s environmental attitudes,
subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations
of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires
were developed to get information for each and every aspect mentioned in the objectives. To go deep in to
the study areas researcher referred secondary data sources such as other research studies that were done in
Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well
as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By
using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken
in to this research. All the responses were collected online and taken them to one data base for the purpose
of analyzing. For this study, respondents who were identified as “being in the market” and other potential
respondents who intended to purchase cars in the near future. After the analysis has been done researcher
has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka.
As per the results, researcher has also come up with the managerial implications of the study and
recommendations.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
The New Boundary Spanners: Social Media Users, Engagement, & Public Relations...Philip Ryan Johnson
Our study investigates the extent to which social media users engaged with organizations online exhibit traditional characteristics of boundary spanners, and whether this engagement results in more positive public relations outcomes for organizations. An online survey was conducted among 403 students and structural equation modeling was used to test a proposed theoretical model. Starbucks and Amazon were selected for this study as both are organizations with a substantial online presence in social media. Results show that social identity and self-efficacy had a positive impact on boundary spanning behaviors, but boundary spanning behaviors did not have a significant impact on social media engagement. However, this study makes an important contribution to current theory in public relations as the results also provide strong empirical evidence for the positive effects that social media engagement has on both relational satisfaction and relational commitment.
Consumers’ Information Source Horizon in a Decision-Making Process – A Europe...inventionjournals
The aim of this paper is to compare the information source horizon of consumers looking for products in a decision-making process in select countries of the European Union. An additional purpose is to verify the role of word of mouth (WOM) and e-WOM in the process of obtaining information about the product. The article is a reinterpretation of the results of the Consumer Barometer survey, which was carried out by research agency TNS on behalf of Google in 56 countries, including the EU countries, for three years, for a sample of at least 1,000 consumers 16 years of age and older randomly selected from each country.The majority of consumers from EU countries behave quite similarly. The largest difference in behaviour can be observed in the case of advertising. Although WOM is the most reliable source of information [Nielsen, 2015], it is not a primary chosen source in the EU. Considering only informal communication (WOM) in the process of finding information, consumers prefer personal contact. The value of the study is in the fact, that the answers to research questions can help marketers to better planning of marketing communications activities, particularly aimed at EU markets
Schivinski, Christodoulides, Dabrowski 2016 - measuring consumers ’ engagem...Roger Smith
Measuring Consumers’ Engagement
With Brand-Related Social-Media Content. Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands
Are Social Networking more persuasive than Traditional Word of MouthKUMAR GAURAV
In the present scenario of 21st century when every thing is changing so fast traditional things are losing its importance. This research is conducted to investigate and compare the reliability of recommendation made through social networking and traditional word of mouth.
Hypothesis-
H1- WOM and social networking influence the customer
purchase decision.
H2- Social networking recommendation are more reliable
than traditional WOM.
Major findings are-
-Consumers awareness towards Social Networking and traditional WOM is high.
-Social Network Marketing is more reliable that traditional WOM.
Suggestions-
-Companies should try to promote positive word about their products through social networking and WOM because traditional advertising id losing its effectiveness and due to increased consumerism.
-Companies should to use social networking efficiently to increase their market share because it is not only cost effective but reliable too.
-Quality should be maintained because consumer believe that spreading positive WOM and social networking is difficult because they are not controlled by the marketers and its possible only when product quality is good.
Identifying the Factors Affecting Users’ Adoption of Social NetworkingWaqas Tariq
Through the rapid expansion of information and communication technologies, social networking sites have received much more attention in the scope of internet communication. Success of a social web primarily depends on users’ satisfaction. In this context, this study aims to identify the influencing factors that affect users’ satisfaction towards social networking site use. A multidimensional model has been proposed based on the Information Quality, System Quality, Environmental and Affective dimensions to assess the effects of key variables – Semantic Intention, Usability, Web-Page Aesthetics, Subjective Norm and Trust- on users’ satisfaction. Facebook was chosen as a focused social networking site, because of its popularity. A comprehensive survey instrument was applied to 203 Facebook users. Also, Structural Equation Modeling, particularly Partial Least Square, was conducted to analyze the proposed research model. As a result, proposed multidimensional research model predicts the factors influencing users’ satisfaction towards social networking site use and relationships among these factors. The findings of this research will be valuable for literature by analyzing the influencing factors that have not been previously researched in the context of social networking satisfaction area.
To find the students awareness of social networks.
b. To find for what purposes the students are using social networks.
c. To find effects of social networks on studies of the students.
d. To find Student’s ideas on how social networks can be used positively for education purposes.
e. To find average time spent on social networks by UNIVOTEC students
f. To find average expenditure spend by students on sustenance in social network
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
: Social media marketing is one medium that can be used to build and maintain brand loyalty. This study aims to determine the effect of campaigns advantageous offer, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media brand loyalty conducted at the University Budi Luhur, Jakarta. Data analysis used regression method with 325 respondents. The sampling technique used a proportional random sampling. Validity and reliability tests are used in testing instruments. The results of this study indicate that offer advantageous campaigns, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media has a significant influence on brand loyalty. The benefit of social media marketing is one of them as a customer relationship management. Suggestions for further research are able to use variables such as trust and service quality.
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
Social media marketing is one medium that can be used to build and maintain brand loyalty. This study aims to determine the effect of campaigns advantageous offer, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media brand loyalty conducted at the University Budi Luhur, Jakarta. Data analysis used regression method with 325 respondents. The sampling technique used a proportional random sampling. Validity and reliability tests are used in testing instruments. The results of this study indicate that offer advantageous campaigns, offer relevant contents, offer popular content, apprears on various platforms, offer applications on social media has a significant influence on brand loyalty. The benefit of social media marketing is one of them as a customer relationship management. Suggestions for further research are able to use variables such as trust and service quality
Social influences within virtual consumer communitiesStephan ten Kate
This study investigates the social influence effects of social capital within virtual consumer communities on members’ attitudes towards the products that are being discussed within these communities. Since previous offline and online marketing studies primarily focused on consumer
attitude changes from an individual perspective, instead of integrating a view related to the social context, it examines the social influence processes of compliance, identification and internalization, and investigates how these influences emerge from the communities’ social system.
Data of 622 respondents gathered from five communities indicate that the communities’ social context can explain the development of these three social influences, and these interpersonal persuasion processes affect members’ product attitudes directly or indirectly in their turn. Internalization had the strongest effect on members’ product attitude changes, followed by compliance processes. Identification did not have a direct effect, but showed to have an indirect effect via compliance and internalization. Social capital proved to be a significant antecedent of all three influences. The community’s structural character only
influenced identification processes. The relations between the community members partly determined the emergence of identification and internalization processes, while a trusting relational setting negatively affected compliance processes. Cognitive social capital was an important antecedent for all three influence processes.
INDONESIAN CONSUMER ACCEPTANCE OF CHANGES IN THE CONSTRUCTION OF ADVERTISING ...AJHSSR Journal
ABSTRACT : Digital technology has changed the nature of media and the relationship between media and
consumers. Media content has also undergone changes, one of which is a change in advertising construction.
But this change is not perfectly understood by consumers. This incomprehension and ignorance creates
ineffectiveness of advertising impressions in online media. Online media with social media facilities You Tube
has an active consumer response menu. This study seeks to understand how the acceptance of Indonesian
consumers from various layers of consumers in understanding changes in advertising construction. The research
was reinforced by Stuart Hall's theory of receiving communication messages. The population is Indonesian
consumers, the sample is selected in a purposive manner based on criteria, selecting informants with incidental
techniques from several levels of society. The research data used in-depth interviews and interactive analysis of
Miles and Huberman. The results of this study are findings of message reception that vary according to the
background of the consumer environment. Future studies so that there are media literacy and advertising
activities to increase consumer knowledge about marketing pillars
Keywords -Consumer Acceptance, Construction Change, Advertising, Children's Products, You Tube
Understanding Online Consumer Purchase Behaviour for Varied Consumer Clusters...inventionjournals
: We are living in a digital age. The wave of digitalisation is in full swing to make its presence felt
in every sphere of life. It has not just challenged the geographical limitations narrowing the gaps between the
places that are situated faraway from each other and made the life easier with huge number of facilities but has
also influenced our attitudes and values. In such a situation, online shopping has started emerging as a popular
shopping option among urban and modernised consumers. Not all the consumers show similar trends while
using ecommerce. People of different clusters have different comfort zones as far as online shopping behaviour
is concerned. Product preferences vary with a change in demographics. Level of satisfaction is also different for
different set of consumers. Though window shopping is no longer an alien concept even for the internet
immigrants, purpose of use is certainly different for every age group. Literatures reveal that the attractive
features of the medium have tempted many researchers from time to time to throw light on lesser known areas
but there is still much to be explored. This paper is an endeavour to study about the potential of the medium to
market consumer electronics analysing in details the electronic shopping behaviour of different age groups. A
random survey has been conducted among the people of the age group of 19 – 35 (n – 100) and the samples
have been divided into four groups 19 – 22, 23 -26, 27 – 30 and 30 – 35. Reactions have been studied through
a questionnaire containing close ended questions. Analysis of data has been done through data graphs
World Civilization I Professor Cieglo Spring 2019 .docxdunnramage
World Civilization I
Professor Cieglo
Spring 2019
“Cracking the Maya Code” Assignment (15 Points)
DUE Thursday, March 7th by 11:59pm on Blackboard
Link to Documentary: https://www.youtube.com/watch?v=OQLG0RF5UZY
Link to Transcript: http://www.pbs.org/wgbh/nova/ancient/cracking-maya-code.html
Answer each of the three questions below with a minimum of 75 words per question (although you may
need more to fully answer one or more of the questions.) THIS ASSIGNMENT MUST BE SUBMITTED AS A
.WORD OR PDF attachment on Blackboard, or I will not accept it and you will receive a “0.” You can
number your answers 1, 2, and 3.
1) What was the common historical view of the Maya before their writing was deciphered?
2) How did the events of a) World War I and b) the Cold War influence J. Eric Thompson’s study of the
Maya? Be sure to explain the influence of BOTH World War I and the Cold War.
3) How did the decipherment of the Maya writing system change scholars’ understanding of the Maya
Civilization?
https://www.youtube.com/watch?v=OQLG0RF5UZY
http://www.pbs.org/wgbh/nova/ancient/cracking-maya-code.html
MK390 Marketing across Cultures – Individual Assignment 2 – 2018/19 – subject to external examiner approval
Tutors: Dr Keith Perks and Dr Carmen Lopez
Aims of the Assignment
· To enable students to learn about a new culture of their choice
· To explore the effects of a different culture on consumer attitudes and behaviour and how exporting firms can use this knowledge effectively
· To identify and review appropriate literature on culture and social media to apply relevant theories and concepts on consumer and exporting firms use of social media.
Assignment Brief
Select an overseas country of interest (but it cannot be the UK, your home country, or the main one selected for assignment 1). You should then address the following 4 points:
1. Based on the theories and concepts from the literature, describe, discuss and interpret what is known, in general, about consumers, customers and managers motivations and behaviour in the social media environment.
2. Using your research of what is known from the literature about social media discussed in point 1, critically evaluate and apply appropriate cultural theories and concepts to explain how and why they might affect motivations and behaviour in social media in your selected country.
3. From your findings discuss the implications of this knowledge of culture and social media for SME exporters.
4. Identify any future avenues for further research.
5. Conclusion
Marking Scheme
Marking criteria
Proportion of Marks
Secondary research
Use of relevant secondary data and research literature from a suitably wide range of sources, appropriately integrated, summarized and referenced (Harvard system).
25%
Relevant discussion, application and integration of knowledge and theories in the areas of culture and social media
Demonstration of a sound understanding of cultural .
Current Research Questions in Word of Mouth CommunicationAlexander Rossmann
Word of mouth (WOM) communication, long recognized as a highly influential source of information, has taken on new importance with the proliferation of online WOM. The rise of online forums and communities has dramatically increased the scope of word of mouth marketing, allowing consumers greater access to information from subject matter experts and other key influentials who impact new purchases. Online WOM data have been widely used in the literature to examine topics such as the impact of WOM recommendations and reviews, brand community involvement, and product adoption. For all the valuable contributions made by WOM research, a lot of important questions still remain unexplored. One is delineating the preconditions for user engagement in WOM communication; another is exploring the role of WOM content and WOM context on the efficacy of WOM in general. And there is final area where research is needed, focusing on organizational capabilities firms need in order to foster the impact of WOM communication on purchasing behavior.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
3. 1) INTRODUCTION
Word-of-mouth (WOM) communication is defined as
“people-to-people oral, written, or electronic communications that relate to the
merits or experiences of purchasing or using products or services”.
(Kotler and Keller, 512)
In another definition by Nyilasy (2006), WOM is defined to be
“oral, person-to-person communication between a receiver and a communicator
whom the receiver perceives as non-commercial, concerning a brand, a product or a
service.”
In his definition, Nyilasy tells about non-commercial perception of the receiver which
differentiates WOM from traditional marketing techniques.
Rosen reports that some marketers studied WOM marketing based on two particular forms
namely, buzz and viral marketing. Buzz marketing creating publicity and generating
excitement, passes along new brand-related information via unexpected means (qtd. in
Kotler and Keller, 586). On the other hand, viral marketing motivates consumers to convey
company-developed information to others online according to Silverman and Rosen.
(qtd.in Kotler and Keller, 586) Thus, buzz marketing is different from viral marketing in
the source of information that is communicated.
WOM communications can be decomposed into three important parts. Firstly, WOM is an
interpersonal communication where the message is conveyed from a communicator to a
receiver. Second, WOM utilizes commercial information to be communicated. The
message is about commercial products or services. Third, the motivation of receiver is not
3
4. commercial, thus message is not perceived as a commercial one by the receiver. (Nyilasy,
2006)
With the improvements in the internet technology, new online services were launched and
consumers got the opportunity to participate actively on these media rather than being
passive readers on the internet. Sawhney and Kotler, in 2001, argued that the Internet
enabled consumers to come together in online communities making them share opinions
which lead to an “information democracy” in which the information is not manipulated by
the marketers. (qtd. in, Sussan, Gould, and Spolter, 2006)
Since then, consumers are able to express their own feelings and opinions about products
and services online. This new consumer group which is publishing and messaging about
commercial goods brings a different version of WOM which is called electronic word-ofmouth (eWOM).
Moreover, user demand for entertainment - focused content via cell phones is increasing
with the continuing development and adoption of mobile connectivity technologies. This
makes handsets a possible connected marketing channel. (Kirby, 2006)
User-generated contents (UGC) like blog posts, status updates, comments, tweets, shared
videos and user-generated texts on the internet are the major tools for consumers to express
their feeling and share their opinions online. Video sharing sites, online social networks,
blogs, and microblogs can be counted among the most commonly-used media for
publishing UGC.
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5. 2) OBJECTIVE THE STUDY
Online social media can be considered as an important channel for marketing
communications since it enables consumers to convey their opinions about products and
services. This study explores characteristics of communications affecting consumers’
usage pattern (impulsively or pre-planned) of and intention to purchase from online social
media. Trying to reply this question, we especially focused on their preferences with
respect to product/service, source characteristics and previous product experience, in order
to investigate whether those aspects have an impact on consumers’ choice to follow a
certain media.
What are meant by product/service characteristics are types of those products/services that
are being the subjects of contents on any online social media. Products and services are
studied separately to determine the effect of characteristics on each one.
Source characteristics relate to the publisher of any content on the online social media.
Especially, effects of contents due to their source types such that anonymous posts, posts
from friends or brands, and etc. are discussed deeply in this study.
Consumer’s characteristics are demographic influencers like age, education, marital status,
sex, and etc. on customers’ choice to follow a certain online social media. Content
characteristics relate to how those contents reached to the consumers like direct messages,
indirect group messages, public broadcast and etc.
Customers’ intention to buy is another aspect that was studied in this research with respect
to source and product/service characteristics.
5
6. The findings of this study will guide to firms and future academic studies as it discusses
the implications for content makers and points out the most convenient categories of
products/services and source for which online social media should be employed.
Especially, firms can benefit from these findings, integrating the results of this study to
their online social media strategies. For marketers, understanding how influence of
contents of online social media on consumers’ intention of purchase and to follow a certain
media varies with product/service category and source type is particularly important for
planning marketing communications.
3) BACKGROUND
Since the internet has gone through an important transition in terms of how users produce
and share content interactively, communication channels evolve from traditional
networking platforms into completely new types of networking media. For example, textbased communication has been replaced by more enhanced media like 3D worlds.
(Tikkanen, Hietanen, Henttonen and Rokka, 2008).
As the internet technologies improved, interactive web sites and online services were
launched. Blogs, microblogs, online social networks, and video sharing sites are examples
of online social media that enable users to contribute in content creation and web
publishing.
Blog (short for weblog) is a personal or collaborative web site - which is frequently
updated -in the form of a diarized journal composed of opinions, information and weblinks
that indicates personality and interests of the author. (Corcoran, Marsden, Zorbach,
6
7. Röthlingshöfer, 2006) Blogs are influential media that are usually considered as the official
web site of an opinion leader for a specific topic. Blog marketing has already proved itself
to be skilled tool, even though it is considered to be a relatively new concept to the
marketing literature. (Corcoran, Marsden, Zorbach, Röthlingshöfer, 2006)
Micro-blogging is defined as
“a new form of communication through which users can describe things of interest
and express attitudes that they are willing to share in short posts.”
(Jansen, Zhang, Sobel, and Chowdury, 2009)
Online social network is web site that hosts an online community.(e.g. Facebook,
LinkedIn, MySpace) In 1983, Rheingold stated that online community is defined to be
”formed when enough number of people carry on computer-mediated nonprivate
discussions long enough, with sufficient human feeling, to develop what are
considered “social relationships” with other online participants.”
(Brown, Broderick, and Lee, 2007)
Video sharing sites are collaborative online services through which users can upload their
own videos and watch the ones posted by other users. (e.g. Youtube, Dailymotion)
Since new online services started to include people in their content generation processes,
consumers got the chance to express their opinions and ideas about anything, easier and
faster than it was before with traditional media. Those comments, posts, videos, tweets and
7
8. other user generated contents about products and services initiated electronic WOM
(eWOM) between consumers.
Nyilasy states that brand image has a moderating effect on the influence of word-of-mouth.
It is more difficult to influence people who have a prior impression about a brand. (2006)
Nevertheless, eWOM is found to be a joint function of receivers’ involvement in the
communication and the communicator’s credibility regarding the influence of word-ofmouth information on decision making and attitude formation. (Brown, Broderick, and
Lee, 2007)
Bone argued that WOM affects product judgments, attitude formation, and decisions
making more than formal marketing communications do. (qtd. in Brown, Broderick, and
Lee, 2007)
In 1966, Dichter stated four motivational categories of positive WOM which are product
involvement, self involvement, other involvement and message involvement and defined
product involvement as the situation when a customer has very strong feelings about a
product that builds up a pressure on him to do something about it. Thus, he recommends
the product to others to reduce the tension caused by the consumption experience. (qtd. in
Thurau, Gwinner, Walsh, and Gremler, 2004) Product involvement can be considered as a
factor that motivates consumers to respond differently to the same message, give more
counter-arguments and use different message cues for evaluation. (Zaichowsky, 1986).
Thus, affecting consumers’ response, product involvement has an influence on eWOM in
terms of acceptance of the message.
Demographic variables are also important while studying the effects of online content on
customers’ intention to buy a specific product which is the subject of this content.
8
9. In 1999, Donthu and Garcia stated that more educated customers are innovators or early
adopters in the usage of the Internet.(qtd in Bhatnagar and Ghose, 2003) Consequently, one
would expect that education to have a significant effect on customers adoption online
social media.
In 1997, Kotler told that gender is one of the most commonly-used demographic variables
by marketers for segmentation. Afterwards, Gefen and Straub in 1997, and in 2000
Venkatesh and Morris argues that the Internet, e-mail etc. would be perceived as more
useful by men. (qtd in Bhatnagar and Ghose, 2003) Thus, we can expect that the gender
would have an influence on consumers’ behavior on online social media.
4) METHODOLOGY
In order to evaluate consumers’ intention to purchase from and usage pattern of online
social media, a questionnaire was conducted. Descriptive research was chosen so that
characteristics of a certain segment of population can described rather than trying to state a
causal relationship.
Questions were designed to inspect whether consumers’ purchase intention and usage
pattern (pre-planned or impulsively) varied according to product/service, source,
situational characteristics and previous experience with the product.
An online questionnaire was conducted among a convenience sample of 100 consumers
who may be either men or women. Within the questionnaire, participants were asked to
indicate their basic demographic information as well as questions related to behavioral
9
10. pattern on online social media. Only responses of those participants who are between 1835 years old were evaluated.
Respondents were initially asked to indicate the online social media they are visiting and
answer the remaining questions based on those online social media. To measure the effect
of product and service characteristics on consumers’ intention of purchase and usage
pattern, participants were asked to point out product and service categories that have
influence on usage in a pre-planned manner as well as purchase intention.
Besides, we focused on 26 different product categories and 24 different service categories.
To discuss source characteristics, five different types of contents with different sources are
determined such as anonymous contents, contents posted by friends, contents posted by
other people, contents posted by companies and contents in online advertisements.
According to survey results, consumers’ demographics and preference of products and
services that make them intend to purchase and follow the media are discussed.
5) FINDINGS
Regarding the demographics of 100 participants, it is observed that 63% was female. 33%
of the respondents was between 18-25 years old, whereas 67% was between 26 -35. 71%
had undergrad degree while 29% had graduate and upper degrees.
Participants also indicated the industry that they are working in. 35% of the group works in
telecommunications sector while 34% works in finance. About 8 % of the population is
from technology –related areas whereas another 8 % -portion works in health sector and
4% of the respondents are students.
10
11. 84% of the participants do not have any children. When we look at the monthly income of
the respondents, it is seen that 18% earned between 600 – 1.499 TL, 23% between 1.500 2.499 TL, 44% between 2.500 – 3.499 TL, 15% between 4.000 – 6.499 TL and finally 1%
earns between 6.500 – 9.999 TL.
As mentioned previously, survey participants indicated the online social media that they
visit. Facebook is the leading online social media with 93% of usage whereas 67% of the
respondents stated that they follow Ekşisözlük – which is an online user generated wiki
that facilitates social interactions among users. Other social media indicated were Youtube
with 65%, Wikipedia with 60%, blogs with 30% and Twitter with 29%.
According to survey results, people visit those online social media between 20:01 and
00:00 most frequently. This is followed by 18:01-20:00 and 14:01-18:00.
73% of the participants indicated that they visit online social media via mobile phones.
But, only 17% said that they access those media via mobile frequently.
In order to estimate how the source type influences consumers’ intention to purchase,
participants were asked to rate contents from different sources like friends, non-friends,
anonymous sources, companies and online advertisements. Friends turned out to be the
most influential sources in creating intention to purchase. Friends are followed by
companies, online advertisements, non-friends and anonymous sources.
When situational effects are investigated, it is observed that contents searched and found
by the consumer himself/herself are more important in creating purchase intention than
contents reaching to the consumer without any search attempt.
11
12. Another question that this study focuses on is whether the independent variables like
product, service, source, consumer and situational characteristics do have an effect on
whether the consumer uses online media impulsively or pre-planned. Survey respondents
were asked to indicate product types that lead to using a media in a pre-planned manner,
which means they are already interested in getting info about those products. The results
are as follows:
Product Type
Music
Book & Magazine
Clothing
Movie
TV Series
Computer
Mobile Phones
Cosmetics
Digital Music
Food
e-book
Watch
Camera
Jewelry
Following in a Preplanned Manner
9,84%
8,96%
8,61%
8,26%
6,50%
5,27%
4,92%
4,39%
4,39%
4,22%
3,87%
3,16%
2,99%
2,81%
Product Type
Computer Game
Drinks
House, Decoration, Garden
None
TV
Small Houseware
Automobiles/Motorcycles
Sunglasses
MP3 Player
White Goods
Video Camera
Furniture
Box games
Following in a Preplanned Manner
2,64%
2,28%
2,28%
2,28%
2,11%
1,76%
1,76%
1,41%
1,41%
1,23%
1,23%
1,05%
0,35%
Music, books and magazines, clothing, and movie are the most influential types of
products that lead to pre-planned following.
In another questions, participants were asked to indicate service types that lead to using
online media in a pre-planned manner. The results are as follows:
12
13. Service Type
E-Shopping
Vacation
Airline e-ticket service
Private shopping
Restaurant
Online music services
Banking
GSM operator services
Online food order service
Online video sharing service
E-mail service
Accomodation
Health
Following in a
Pre-planned
Manner
8,07%
7,62%
7,17%
6,73%
6,28%
5,98%
5,68%
5,68%
5,53%
5,23%
4,63%
4,48%
4,04%
Service Type
Beauty
Café
Online Event Ticket Service
Bus e-ticket service
Credit Card
None
Cargo Service
Automobile maintenance
Online suction service
Insurance
Online dating service
Pension contracts
Following in a Preplanned Manner
3,74%
3,59%
3,59%
3,44%
3,14%
1,35%
1,20%
0,90%
0,75%
0,60%
0,45%
0,15%
E-shopping, vacation and airline e-ticket service, private shopping, restaurant and online
music services are the most influential types of services that lead to pre-planned usage.
Source type, is another factor that affects the usage pattern of online social media. Friends
are found to be the most important source that leads to usage in a pre-planned manner.
Other sources with respect to their importance according to the consumers are companies,
non-friends and anonymous sources.
Previous product experience like using the same product/service or another product/service
of the same company or similar product/services of a different company is another factor
that affects the intention to purchase. It is found that previous experience with the same
product/service reinforces the intention to purchase. This is followed by previous
experience with another product/service of the same company and the experience with a
similar product/service of a different company. In contrary, we did not observed any
relation between previous product experience and pre-planned following.
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14. 6) MODELS
Being ensured with the results of survey, we come up with two models about the factors
affecting consumers’ intention to purchase and their pattern of following online social
media.
Model depicting the factors affecting whether a media is followed in a pre-planned
manner:
Source and situational characteristics have an effect on whether the media is followed in a
pre-planned manner.
Model 1
14
15. Model depicting the factors affecting consumers’ intention to purchase:
In addition to previous model, previous experience with the product also has an effect on
the intention to purchase as well as source and situational characteristics.
Model 2
7) CONCLUSION
We conducted this study to investigate the factors effecting consumers’ intention to
purchase from online social media as well as usage pattern in those media. To collect data
for our research, an online questionnaire was done among 100 respondents. Based on the
survey results, we came up with two models which are depicted to illustrate the factors
lying behind the purchase intention and usage pattern. Future researches can extend the
study by applying the questionnaire to a larger set of people and collect more data. To
investigate the effect of demographics, one would need a more detailed statistical analysis.
15
16. 8) REFERENCES
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