Social media activities on brand equity of Mamaearth.pptSaiTalole
The document discusses a study on the effect of social media activities on the brand equity of Mamaearth, an Indian beauty and personal care brand. It outlines the research objectives, which include determining the relationship between social media activities and brand equity, and examining the impact of celebrity endorsements on brand equity. The methodology section describes the sample selection of 43 consumers in Ahmednagar district and data collection through questionnaires. The findings suggest that most respondents are aware of Mamaearth through Instagram and TV ads. Price sensitivity is high and positive brand image influences customer loyalty. The conclusion is that social media can impact brand equity through engagement. Suggestions include focusing on celebrity endorsements and influencers to build the brand image.
Study on the consumer buying behavior for shalimar paintPrateek Gahlot
This document provides an overview of marketing, management, marketing tools, and consumer behavior. It then discusses Shalimar Paints, an Indian paint manufacturing company founded in 1902. The company introduced many firsts in industrial coatings for structures, aircraft, and more. It is now owned by the O.P. Jindal Group and S.S. Jhunjhnuwala Group and aims to be one of India's fastest growing paint companies through its balanced approach to art and science in product development. The board of directors is discussed, including promoter director Girish Jhunjhnuwala who helped expand his family's business.
Navigating the Digital Landscape: The Role of Social Media in Modern Marketingabdulwaheedsq3434
In today's digital age, the marketing landscape has undergone a significant transformation, with social media emerging as a powerful force in shaping consumer behaviour and driving brand engagement. As businesses navigate the complexities of the digital landscape, understanding the role of social media in modern marketing is essential for staying relevant and competitive.
The document discusses the effect of social media advertisements on buyer intentions. It proposes researching the impact of social media ads on business students in Lahore, Pakistan. A literature review found that social media allows marketers to identify customer needs and helps people make purchase decisions. The study will test the hypothesis that social media ads positively impact buyer intentions. A questionnaire will be used to collect data from 384 randomly sampled students, which will be analyzed using SPSS regression to determine the relationship between social media advertising and purchase intentions.
Social Media Mastery: A Comprehensive Guide to Navigating the Dynamic Landscapeabdulwaheedsq3434
In the era of connectivity and instant communication, social media has emerged as a powerful force that transcends geographical boundaries, connecting individuals, businesses, and communities worldwide. This comprehensive guide explores the multifaceted world of social media, unravelling the key components, strategies, and trends that define success in this dynamic digital landscape.
Digital marketing relates to online marketing activities including digital assets, channels, and media. It also includes social media and mobile marketing. There are several frameworks that can be used to think about digital marketing objectives and strategy, including the 4E framework which focuses on exciting, educating, helping customers experience products, and engaging customers, and the 7C framework which considers core goals, contextual elements, content, community, communication, commerce, and connection. Social media engagement follows a process of listening to customer feedback, analyzing it, and implementing what was learned. Influencer marketing uses opinion leaders on social media to promote marketing messages. There are various types of influencers classified by factors like followers and expertise. The 4Rs can assess influencer efficacy
Social media activities on brand equity of Mamaearth.pptSaiTalole
The document discusses a study on the effect of social media activities on the brand equity of Mamaearth, an Indian beauty and personal care brand. It outlines the research objectives, which include determining the relationship between social media activities and brand equity, and examining the impact of celebrity endorsements on brand equity. The methodology section describes the sample selection of 43 consumers in Ahmednagar district and data collection through questionnaires. The findings suggest that most respondents are aware of Mamaearth through Instagram and TV ads. Price sensitivity is high and positive brand image influences customer loyalty. The conclusion is that social media can impact brand equity through engagement. Suggestions include focusing on celebrity endorsements and influencers to build the brand image.
Study on the consumer buying behavior for shalimar paintPrateek Gahlot
This document provides an overview of marketing, management, marketing tools, and consumer behavior. It then discusses Shalimar Paints, an Indian paint manufacturing company founded in 1902. The company introduced many firsts in industrial coatings for structures, aircraft, and more. It is now owned by the O.P. Jindal Group and S.S. Jhunjhnuwala Group and aims to be one of India's fastest growing paint companies through its balanced approach to art and science in product development. The board of directors is discussed, including promoter director Girish Jhunjhnuwala who helped expand his family's business.
Navigating the Digital Landscape: The Role of Social Media in Modern Marketingabdulwaheedsq3434
In today's digital age, the marketing landscape has undergone a significant transformation, with social media emerging as a powerful force in shaping consumer behaviour and driving brand engagement. As businesses navigate the complexities of the digital landscape, understanding the role of social media in modern marketing is essential for staying relevant and competitive.
The document discusses the effect of social media advertisements on buyer intentions. It proposes researching the impact of social media ads on business students in Lahore, Pakistan. A literature review found that social media allows marketers to identify customer needs and helps people make purchase decisions. The study will test the hypothesis that social media ads positively impact buyer intentions. A questionnaire will be used to collect data from 384 randomly sampled students, which will be analyzed using SPSS regression to determine the relationship between social media advertising and purchase intentions.
Social Media Mastery: A Comprehensive Guide to Navigating the Dynamic Landscapeabdulwaheedsq3434
In the era of connectivity and instant communication, social media has emerged as a powerful force that transcends geographical boundaries, connecting individuals, businesses, and communities worldwide. This comprehensive guide explores the multifaceted world of social media, unravelling the key components, strategies, and trends that define success in this dynamic digital landscape.
Digital marketing relates to online marketing activities including digital assets, channels, and media. It also includes social media and mobile marketing. There are several frameworks that can be used to think about digital marketing objectives and strategy, including the 4E framework which focuses on exciting, educating, helping customers experience products, and engaging customers, and the 7C framework which considers core goals, contextual elements, content, community, communication, commerce, and connection. Social media engagement follows a process of listening to customer feedback, analyzing it, and implementing what was learned. Influencer marketing uses opinion leaders on social media to promote marketing messages. There are various types of influencers classified by factors like followers and expertise. The 4Rs can assess influencer efficacy
It seems like there might be a typo in your request. Did you mean "short description"? If so, could you please provide more details or context about what you're looking for a short description of
Enhancement of business via social media marketingMohamed Almalik
Since Internet usage has been increasing so much in the last 15 years, and particularly in the last 10 years, many companies have found new possibilities to promote their products. These new approaches are mainly used as a communication tool and are called social media. Social media monitoring is an important component but is still in the early stages.
Generally, companies approve social media as an effective tool to exceed and support marketing communication. Social media still has huge growth potentials regarding the differentiation and specification of different platforms, because not all of them are suitable for every company. In my country (Sudan), social media networks are widely used covering large demographic areas, but still not fully used and extended to utilize this tool to increase the market outcome and socialize the marketing channels to claim these resources.
This dissertation will highlight the main business benefits of Social Media Marketing and present the various techniques available to market businesses on the different Social Media channels.
1. Social media analytics involves gathering data from social media channels to support business decisions and measure the performance of actions.
2. It uses specifically designed software to retrieve and analyze keywords, topics, and other data across social media platforms through search and web crawling.
3. Social media analytics provides insights into trends, conversations, customer sentiment, and competitors that can be used to make strategic business decisions regarding product development, customer experience, branding, and more.
This document discusses new brand management techniques, focusing on measuring relationships between consumers and brands. It describes Millward Brown's Brand Dynamics model, which measures consumer attitudes, opinions, and beliefs about brands over time to observe how marketing activities impact the brand-consumer relationship. Content marketing is also discussed, noting that today consumers generate content and brands communicate directly with consumers through their own channels on social media. The importance of engagement programs is explained, noting they allow brands to build communities and reward loyal customers with memorable experiences.
Social media has become an important tool for advertising and marketing. Companies use social media to target large audiences, build relationships, and earn positive reviews that can be converted into sales. However, companies must communicate with audiences in a human voice and manage risks, content, and customer complaints professionally on social media. Measuring engagement, branding, and integrating marketing strategies across different social media platforms are important for achieving return on investment and cost avoidance through reputation management. Case studies show successes like Wendy's pretzel chicken campaign and failures like KFC's ill-advised hashtag challenge the importance of real-time response for social media strategies.
Social media has become an important tool for advertising and marketing. Companies use social media to target large audiences, build relationships, and earn positive reviews that can be converted into sales. However, companies must communicate with audiences in a human voice and manage risks, content, and customer complaints professionally on social media. Measuring engagement, branding, and integrating marketing strategies across different social media platforms are important for achieving return on investment and cost avoidance through reputation management. Case studies show successes like Wendy's pretzel chicken campaign and failures like KFC's "I Ate The Bones" hashtag illustrate lessons about considering audiences and maintaining positive interactions in real-time social media.
Social media marketing uses social media sites to positively influence consumers toward an organization. While social media offers opportunities, some myths exist, including that it is just a fad, for young people only, or provides no return. Effective social media marketing requires understanding target audiences, goals, platforms, content strategy, and metrics. Measuring includes quantitative metrics like engagement and qualitative measures of sentiment. Tools can track key performance indicators to evaluate success.
Exploring the Impact of Social Media Trends on Society.pdfolivalibereo
The movements and patterns in user behavior, platform features, and content preferences that are observed across a variety of social media platforms are referred to as social media trends. In order for businesses to effectively engage their audience and optimize their return on investment (ROI) via social media, it is essential for them to stay current with these trends.
In today's digital landscape, mastering effective social media management strategies https://www.globaldigimarketers.mydt.in/unraveling-the-social-media-managers-magic/ is not just a choice, but a necessity for any brand or business aiming to thrive in the online sphere. The key lies in crafting a unique, trendy, and impressive approach that captivates audiences and propels engagement to new heights.
At the heart of these strategies lies the art of storytelling. Brands must weave compelling narratives that resonate with their target audience, creating authentic connections that transcend the screen. Whether it's through captivating visuals, thought-provoking content, or interactive experiences, the goal is to foster meaningful relationships built on trust and authenticity.
But it doesn't stop there. To truly stand out in the crowded social media landscape, brands must embrace innovation and adaptability. This means staying ahead of trends, leveraging emerging platforms, and experimenting with new formats to keep audiences engaged and intrigued.
Moreover, effective social media management entails more than just posting content—it's about fostering a vibrant community. By actively listening, responding, and engaging with followers, brands can cultivate a sense of belonging and loyalty that transcends transactional relationships.
Of course, no social media strategy is complete without data-driven insights. By harnessing the power of analytics, brands can glean valuable insights into audience behaviors, preferences, and trends, allowing them to refine their approach and deliver content that resonates on a deeper level.
In essence, effective social media management is an art form—a delicate balance of creativity, strategy, and analytics. By crafting unique, trendy, and impressive experiences that captivate audiences and foster meaningful connections, brands can unlock the full potential of social media as a powerful tool for growth, engagement, and influence in the digital age.
The Impact of Social Media Marketing on Consumer Behavior: A Comparative StudyAdityaKumar565318
The dissertation project titled "The Impact of Social Media Marketing on Consumer Behavior" aims to investigate the influence of social media marketing strategies on consumer behavior. The project utilizes both quantitative and qualitative research methods to gain comprehensive insights into this dynamic field.
The project begins with an introduction that provides an overview of social media marketing and its growing significance in the digital landscape. It highlights the evolution of social media platforms and their impact on marketing practices. The research problem is defined, focusing on the need to understand how social media marketing affects consumer behavior in order to develop effective marketing strategies.
The research objectives of the project are then outlined, which include examining the relationship between social media marketing and consumer attitudes, perceptions, and purchase decisions. The project also aims to explore the role of various elements within social media marketing, such as influencer endorsements, user-generated content, and direct consumer engagement.
The methodology section explains the research approach and data collection methods employed in the project. It includes survey questionnaires and interviews conducted with a sample of participants to gather both quantitative and qualitative data. The data analysis techniques used in the project are also described.
The findings of the project indicate that social media marketing predominantly has a positive impact on consumer behavior. Participants expressed positive perceptions towards social media marketing efforts, highlighting their influence on attitudes, perceptions, and purchase decisions. The project also identified the importance of factors such as influencer endorsements and direct consumer engagement in shaping consumer behavior.
Based on the research outcomes, the project concludes that social media marketing plays a significant role in connecting with consumers, influencing their behavior, and building strong brand-consumer relationships. The project provides practical implications for businesses to leverage social media platforms effectively in order to drive consumer engagement, loyalty, and purchase behavior.
Overall, this dissertation project contributes to the existing knowledge on the impact of social media marketing on consumer behavior. It underscores the importance of understanding consumer attitudes and preferences in order to develop targeted and engaging social media marketing strategies that align with consumer needs and interests.
This document summarizes a white paper about research conducted on the effect of social media on consumer-brand relationships. The research was a collaboration between BeyenMeyer, an advertising company, and the University of Groningen. It studied how interacting with brands on social networking sites like Facebook and Twitter influences consumer brand attachment. The research found that consumers who liked/followed brands on social media had higher levels of brand utilities like information, entertainment, and incentive utilities, and in turn stronger brand attachment, compared to consumers who don't engage with brands on social media. The findings provide implications for how brands can use social media to build relationships with consumers and strengthen their brands.
This document discusses customer engagement through social media. It begins by introducing how social media has increased connectivity between businesses and customers. It then explores five levels of social media engagement from observing to contributing. Several strategies for customer engagement through social media are presented, including being ready to engage now and focusing on customers. The document concludes that customer engagement strategies are essential for building loyal customers and businesses should employ innovative strategies to engage customers through social media.
Social media monitoring involves tracking, measuring, and evaluating organizations' social media marketing initiatives. It originally started as a way for PR and ad agencies to detect negative comments about clients online. Over time, companies began monitoring internally to gather valuable customer information and improve social media strategies. Measurement is important to assess goals and strategy performance. Key performance indicators include share of voice, engagement, and sentiment ratios. The net promoter score divides customers into promoters, passives, and detractors to measure loyalty. Data mining and semantic web advances may enhance brand analytics in the future.
The document discusses developing effective customer communications. There are several major steps: identifying the target audience through profiling and image analysis; determining communication objectives according to models like hierarchy-of-effects; designing the message strategy considering appeals and positioning, the creative strategy whether informational or transformational, and the message source's credibility; selecting channels considering personal vs non-personal options; and establishing the budget through methods like percentage-of-sales or competitive parity analysis. Effective customer communication requires understanding the audience and setting clear objectives to design the right message through the proper channels with sufficient budget.
A study on role of social media marketing in promotion of products and servicesPriyansh Kesarwani
This document summarizes a presentation on a project report about the role of social media marketing in promoting products and services. The presentation includes an introduction to the topic, the significance of studying this topic, a literature review on social media usage and trends, a profile of the company studied, the objectives and methodology of the research project, findings from data interpretation, and conclusions. The research aimed to understand customer perceptions and behavior regarding social media marketing and digital promotion of products and services.
This document discusses market research conducted on Dettol, a brand of hygiene products owned by Reckitt Benckiser. It provides the following key points:
1. Dettol has been a trusted brand in India since 1933 and is consistently rated as one of India's most trusted brands. It offers multiple hygiene products including soaps, hand wash, and hand sanitizer.
2. The document outlines various chapters covering topics such as the Indian personal hygiene market, Reckitt Benckiser as a company, the history and statistics of the Dettol brand, and analyses of Dettol soap.
3. Market research methods discussed include surveys, focus groups, and analyzing secondary data to understand customers
Social Media Marketing Role in Lead Generation is This Done .pdfFirstDigiAdd3
Social media marketing is just one part of a comprehensive lead-generation strategy. It should be integrated with other marketing channels and efforts to achieve the best results. As the social media landscape evolves, businesses should stay updated with the latest trends and best practices to maximize their lead-generation efforts.
This document outlines a research project proposal on the impact of social media on consumer buying behavior. The project will study how social media influences consumers' decision-making process across different stages of purchase. It will identify key factors in consumers' buying process and analyze the extent to which social media impacts these factors. A questionnaire will be used to collect primary data, which will then be analyzed using factor analysis to understand relationships between influential factors and the role of social media. The objectives are to establish social media's impact on consumer decisions, understand reasons for online purchases, and determine how social media influences pre-purchase, purchase, and post-purchase stages.
Health Services MarketingHSA 305Designing And Managing.docxpooleavelina
Health Services Marketing
HSA 305
Designing and Managing Integrated Marketing Communications
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations. San
Francisco: Jossey-Bass
*
Welcome to Health Services Marketing. In this lesson, we will discuss Designing and Managing Integrated Marketing Communications.
Please go to the next slide.
ObjectivesUpon completion of this lesson, you will be able to:Describe the health care system and the role of marketing
*
Upon completion of this lesson, you will be able to:
Describe the health care system and the role of marketing.
Please go to the next slide.
Marketing Communications RoleRepresent the voice of the brandThe primary mechanisms implemented to establish a dialogue and build relationships with consumersDemonstrate consumers how and why a product is implemented, by what kind of person, and where and whenEducate consumers regarding who makes the product and what the organization and brand representCan provide consumers an incentive or reward for trial or usageEnable organizations to link their brands to other people, places, events, brands, experiences, feelings, and things
In this lesson, we will focus on how marketing communications work, what marketing communications can do for an organization, and how holistic marketers combine and integrate marketing communications. Specifically, we will examine the different forms of mass or personal communications such as advertising, sales promotion, events and experiences and public relations and publicity.
Marketing communications are the instruments organizations use to relate the benefits, positioning, and characters of their brands to consumers. In essence it:
Represent the voice of the brand;
Are the primary mechanisms implemented to establish a dialogue and build relationships with consumers;
Demonstrate consumer how and why a product is implemented, by what kind of person, and where and when;
Educate consumer regarding who makes the product and what the organization and brand represent;
Can provide consumers an incentive or reward for trial or usage;
And
Enable organizations to link their brands to other people, places, events, brands, experiences, feelings, and thing.
All of these are ways in which marketing communications can contribute to brand equity. By establishing the brand in memory and crafting a brand image is how these can contribute to brand equity.
Please go to the next slide.
*
Marketing Communications and Brand EquityCommunication mixMarketing activities
*
Marketing communication mix has six major modes of communications:
Advertising. This is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion. This is a variety of short-tem incentives to encourage trial or purchase of a product or service.
Events and experiences are organization-sponsored activities and programs designed to create da ...
This document provides guidance on developing a successful social media marketing program. It discusses monitoring social conversations, identifying influencers, creating engaging content like apps and widgets, and facilitating conversations. It emphasizes the importance of listening to customers, developing clear objectives, evaluating different social platforms, promoting efforts on platforms, and measuring performance. The overall recommendation is to immerse in social media and enable conversations that build long-term brand relationships.
How Barcodes Can Be Leveraged Within Odoo 17Celine George
In this presentation, we will explore how barcodes can be leveraged within Odoo 17 to streamline our manufacturing processes. We will cover the configuration steps, how to utilize barcodes in different manufacturing scenarios, and the overall benefits of implementing this technology.
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...indexPub
The recent surge in pro-Palestine student activism has prompted significant responses from universities, ranging from negotiations and divestment commitments to increased transparency about investments in companies supporting the war on Gaza. This activism has led to the cessation of student encampments but also highlighted the substantial sacrifices made by students, including academic disruptions and personal risks. The primary drivers of these protests are poor university administration, lack of transparency, and inadequate communication between officials and students. This study examines the profound emotional, psychological, and professional impacts on students engaged in pro-Palestine protests, focusing on Generation Z's (Gen-Z) activism dynamics. This paper explores the significant sacrifices made by these students and even the professors supporting the pro-Palestine movement, with a focus on recent global movements. Through an in-depth analysis of printed and electronic media, the study examines the impacts of these sacrifices on the academic and personal lives of those involved. The paper highlights examples from various universities, demonstrating student activism's long-term and short-term effects, including disciplinary actions, social backlash, and career implications. The researchers also explore the broader implications of student sacrifices. The findings reveal that these sacrifices are driven by a profound commitment to justice and human rights, and are influenced by the increasing availability of information, peer interactions, and personal convictions. The study also discusses the broader implications of this activism, comparing it to historical precedents and assessing its potential to influence policy and public opinion. The emotional and psychological toll on student activists is significant, but their sense of purpose and community support mitigates some of these challenges. However, the researchers call for acknowledging the broader Impact of these sacrifices on the future global movement of FreePalestine.
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It seems like there might be a typo in your request. Did you mean "short description"? If so, could you please provide more details or context about what you're looking for a short description of
Enhancement of business via social media marketingMohamed Almalik
Since Internet usage has been increasing so much in the last 15 years, and particularly in the last 10 years, many companies have found new possibilities to promote their products. These new approaches are mainly used as a communication tool and are called social media. Social media monitoring is an important component but is still in the early stages.
Generally, companies approve social media as an effective tool to exceed and support marketing communication. Social media still has huge growth potentials regarding the differentiation and specification of different platforms, because not all of them are suitable for every company. In my country (Sudan), social media networks are widely used covering large demographic areas, but still not fully used and extended to utilize this tool to increase the market outcome and socialize the marketing channels to claim these resources.
This dissertation will highlight the main business benefits of Social Media Marketing and present the various techniques available to market businesses on the different Social Media channels.
1. Social media analytics involves gathering data from social media channels to support business decisions and measure the performance of actions.
2. It uses specifically designed software to retrieve and analyze keywords, topics, and other data across social media platforms through search and web crawling.
3. Social media analytics provides insights into trends, conversations, customer sentiment, and competitors that can be used to make strategic business decisions regarding product development, customer experience, branding, and more.
This document discusses new brand management techniques, focusing on measuring relationships between consumers and brands. It describes Millward Brown's Brand Dynamics model, which measures consumer attitudes, opinions, and beliefs about brands over time to observe how marketing activities impact the brand-consumer relationship. Content marketing is also discussed, noting that today consumers generate content and brands communicate directly with consumers through their own channels on social media. The importance of engagement programs is explained, noting they allow brands to build communities and reward loyal customers with memorable experiences.
Social media has become an important tool for advertising and marketing. Companies use social media to target large audiences, build relationships, and earn positive reviews that can be converted into sales. However, companies must communicate with audiences in a human voice and manage risks, content, and customer complaints professionally on social media. Measuring engagement, branding, and integrating marketing strategies across different social media platforms are important for achieving return on investment and cost avoidance through reputation management. Case studies show successes like Wendy's pretzel chicken campaign and failures like KFC's ill-advised hashtag challenge the importance of real-time response for social media strategies.
Social media has become an important tool for advertising and marketing. Companies use social media to target large audiences, build relationships, and earn positive reviews that can be converted into sales. However, companies must communicate with audiences in a human voice and manage risks, content, and customer complaints professionally on social media. Measuring engagement, branding, and integrating marketing strategies across different social media platforms are important for achieving return on investment and cost avoidance through reputation management. Case studies show successes like Wendy's pretzel chicken campaign and failures like KFC's "I Ate The Bones" hashtag illustrate lessons about considering audiences and maintaining positive interactions in real-time social media.
Social media marketing uses social media sites to positively influence consumers toward an organization. While social media offers opportunities, some myths exist, including that it is just a fad, for young people only, or provides no return. Effective social media marketing requires understanding target audiences, goals, platforms, content strategy, and metrics. Measuring includes quantitative metrics like engagement and qualitative measures of sentiment. Tools can track key performance indicators to evaluate success.
Exploring the Impact of Social Media Trends on Society.pdfolivalibereo
The movements and patterns in user behavior, platform features, and content preferences that are observed across a variety of social media platforms are referred to as social media trends. In order for businesses to effectively engage their audience and optimize their return on investment (ROI) via social media, it is essential for them to stay current with these trends.
In today's digital landscape, mastering effective social media management strategies https://www.globaldigimarketers.mydt.in/unraveling-the-social-media-managers-magic/ is not just a choice, but a necessity for any brand or business aiming to thrive in the online sphere. The key lies in crafting a unique, trendy, and impressive approach that captivates audiences and propels engagement to new heights.
At the heart of these strategies lies the art of storytelling. Brands must weave compelling narratives that resonate with their target audience, creating authentic connections that transcend the screen. Whether it's through captivating visuals, thought-provoking content, or interactive experiences, the goal is to foster meaningful relationships built on trust and authenticity.
But it doesn't stop there. To truly stand out in the crowded social media landscape, brands must embrace innovation and adaptability. This means staying ahead of trends, leveraging emerging platforms, and experimenting with new formats to keep audiences engaged and intrigued.
Moreover, effective social media management entails more than just posting content—it's about fostering a vibrant community. By actively listening, responding, and engaging with followers, brands can cultivate a sense of belonging and loyalty that transcends transactional relationships.
Of course, no social media strategy is complete without data-driven insights. By harnessing the power of analytics, brands can glean valuable insights into audience behaviors, preferences, and trends, allowing them to refine their approach and deliver content that resonates on a deeper level.
In essence, effective social media management is an art form—a delicate balance of creativity, strategy, and analytics. By crafting unique, trendy, and impressive experiences that captivate audiences and foster meaningful connections, brands can unlock the full potential of social media as a powerful tool for growth, engagement, and influence in the digital age.
The Impact of Social Media Marketing on Consumer Behavior: A Comparative StudyAdityaKumar565318
The dissertation project titled "The Impact of Social Media Marketing on Consumer Behavior" aims to investigate the influence of social media marketing strategies on consumer behavior. The project utilizes both quantitative and qualitative research methods to gain comprehensive insights into this dynamic field.
The project begins with an introduction that provides an overview of social media marketing and its growing significance in the digital landscape. It highlights the evolution of social media platforms and their impact on marketing practices. The research problem is defined, focusing on the need to understand how social media marketing affects consumer behavior in order to develop effective marketing strategies.
The research objectives of the project are then outlined, which include examining the relationship between social media marketing and consumer attitudes, perceptions, and purchase decisions. The project also aims to explore the role of various elements within social media marketing, such as influencer endorsements, user-generated content, and direct consumer engagement.
The methodology section explains the research approach and data collection methods employed in the project. It includes survey questionnaires and interviews conducted with a sample of participants to gather both quantitative and qualitative data. The data analysis techniques used in the project are also described.
The findings of the project indicate that social media marketing predominantly has a positive impact on consumer behavior. Participants expressed positive perceptions towards social media marketing efforts, highlighting their influence on attitudes, perceptions, and purchase decisions. The project also identified the importance of factors such as influencer endorsements and direct consumer engagement in shaping consumer behavior.
Based on the research outcomes, the project concludes that social media marketing plays a significant role in connecting with consumers, influencing their behavior, and building strong brand-consumer relationships. The project provides practical implications for businesses to leverage social media platforms effectively in order to drive consumer engagement, loyalty, and purchase behavior.
Overall, this dissertation project contributes to the existing knowledge on the impact of social media marketing on consumer behavior. It underscores the importance of understanding consumer attitudes and preferences in order to develop targeted and engaging social media marketing strategies that align with consumer needs and interests.
This document summarizes a white paper about research conducted on the effect of social media on consumer-brand relationships. The research was a collaboration between BeyenMeyer, an advertising company, and the University of Groningen. It studied how interacting with brands on social networking sites like Facebook and Twitter influences consumer brand attachment. The research found that consumers who liked/followed brands on social media had higher levels of brand utilities like information, entertainment, and incentive utilities, and in turn stronger brand attachment, compared to consumers who don't engage with brands on social media. The findings provide implications for how brands can use social media to build relationships with consumers and strengthen their brands.
This document discusses customer engagement through social media. It begins by introducing how social media has increased connectivity between businesses and customers. It then explores five levels of social media engagement from observing to contributing. Several strategies for customer engagement through social media are presented, including being ready to engage now and focusing on customers. The document concludes that customer engagement strategies are essential for building loyal customers and businesses should employ innovative strategies to engage customers through social media.
Social media monitoring involves tracking, measuring, and evaluating organizations' social media marketing initiatives. It originally started as a way for PR and ad agencies to detect negative comments about clients online. Over time, companies began monitoring internally to gather valuable customer information and improve social media strategies. Measurement is important to assess goals and strategy performance. Key performance indicators include share of voice, engagement, and sentiment ratios. The net promoter score divides customers into promoters, passives, and detractors to measure loyalty. Data mining and semantic web advances may enhance brand analytics in the future.
The document discusses developing effective customer communications. There are several major steps: identifying the target audience through profiling and image analysis; determining communication objectives according to models like hierarchy-of-effects; designing the message strategy considering appeals and positioning, the creative strategy whether informational or transformational, and the message source's credibility; selecting channels considering personal vs non-personal options; and establishing the budget through methods like percentage-of-sales or competitive parity analysis. Effective customer communication requires understanding the audience and setting clear objectives to design the right message through the proper channels with sufficient budget.
A study on role of social media marketing in promotion of products and servicesPriyansh Kesarwani
This document summarizes a presentation on a project report about the role of social media marketing in promoting products and services. The presentation includes an introduction to the topic, the significance of studying this topic, a literature review on social media usage and trends, a profile of the company studied, the objectives and methodology of the research project, findings from data interpretation, and conclusions. The research aimed to understand customer perceptions and behavior regarding social media marketing and digital promotion of products and services.
This document discusses market research conducted on Dettol, a brand of hygiene products owned by Reckitt Benckiser. It provides the following key points:
1. Dettol has been a trusted brand in India since 1933 and is consistently rated as one of India's most trusted brands. It offers multiple hygiene products including soaps, hand wash, and hand sanitizer.
2. The document outlines various chapters covering topics such as the Indian personal hygiene market, Reckitt Benckiser as a company, the history and statistics of the Dettol brand, and analyses of Dettol soap.
3. Market research methods discussed include surveys, focus groups, and analyzing secondary data to understand customers
Social Media Marketing Role in Lead Generation is This Done .pdfFirstDigiAdd3
Social media marketing is just one part of a comprehensive lead-generation strategy. It should be integrated with other marketing channels and efforts to achieve the best results. As the social media landscape evolves, businesses should stay updated with the latest trends and best practices to maximize their lead-generation efforts.
This document outlines a research project proposal on the impact of social media on consumer buying behavior. The project will study how social media influences consumers' decision-making process across different stages of purchase. It will identify key factors in consumers' buying process and analyze the extent to which social media impacts these factors. A questionnaire will be used to collect primary data, which will then be analyzed using factor analysis to understand relationships between influential factors and the role of social media. The objectives are to establish social media's impact on consumer decisions, understand reasons for online purchases, and determine how social media influences pre-purchase, purchase, and post-purchase stages.
Health Services MarketingHSA 305Designing And Managing.docxpooleavelina
Health Services Marketing
HSA 305
Designing and Managing Integrated Marketing Communications
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations. San
Francisco: Jossey-Bass
*
Welcome to Health Services Marketing. In this lesson, we will discuss Designing and Managing Integrated Marketing Communications.
Please go to the next slide.
ObjectivesUpon completion of this lesson, you will be able to:Describe the health care system and the role of marketing
*
Upon completion of this lesson, you will be able to:
Describe the health care system and the role of marketing.
Please go to the next slide.
Marketing Communications RoleRepresent the voice of the brandThe primary mechanisms implemented to establish a dialogue and build relationships with consumersDemonstrate consumers how and why a product is implemented, by what kind of person, and where and whenEducate consumers regarding who makes the product and what the organization and brand representCan provide consumers an incentive or reward for trial or usageEnable organizations to link their brands to other people, places, events, brands, experiences, feelings, and things
In this lesson, we will focus on how marketing communications work, what marketing communications can do for an organization, and how holistic marketers combine and integrate marketing communications. Specifically, we will examine the different forms of mass or personal communications such as advertising, sales promotion, events and experiences and public relations and publicity.
Marketing communications are the instruments organizations use to relate the benefits, positioning, and characters of their brands to consumers. In essence it:
Represent the voice of the brand;
Are the primary mechanisms implemented to establish a dialogue and build relationships with consumers;
Demonstrate consumer how and why a product is implemented, by what kind of person, and where and when;
Educate consumer regarding who makes the product and what the organization and brand represent;
Can provide consumers an incentive or reward for trial or usage;
And
Enable organizations to link their brands to other people, places, events, brands, experiences, feelings, and thing.
All of these are ways in which marketing communications can contribute to brand equity. By establishing the brand in memory and crafting a brand image is how these can contribute to brand equity.
Please go to the next slide.
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Marketing Communications and Brand EquityCommunication mixMarketing activities
*
Marketing communication mix has six major modes of communications:
Advertising. This is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion. This is a variety of short-tem incentives to encourage trial or purchase of a product or service.
Events and experiences are organization-sponsored activities and programs designed to create da ...
This document provides guidance on developing a successful social media marketing program. It discusses monitoring social conversations, identifying influencers, creating engaging content like apps and widgets, and facilitating conversations. It emphasizes the importance of listening to customers, developing clear objectives, evaluating different social platforms, promoting efforts on platforms, and measuring performance. The overall recommendation is to immerse in social media and enable conversations that build long-term brand relationships.
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1. The Effect of Influencer
marketing on buying
behaviour of young
consumers
Submitted by: Vaibhav Somani
Enrollment No.: 21BBAN152
2. Introduction
Social media platforms were originally designed to help people connect
with each other on a personal level. However, these sites have since
evolved into highly valuable platforms for promoting brands and products
through influencers. In fact, the impact of influencer marketing on
consumer behavior has led to a major shift in the way customers make
purchase decisions. These platforms have provided consumers with a
new way to access product information and created profitable
opportunities for brands and influencers alike.
The main influencer marketing’s tools are social media in general
(Instagram, facebook, Twitter and YouTube) .Influencer marketing
presents new opportunities to the beauty and fashion industry.
3. Theoretical Framework
In this part, the goal is to explain deeper the main concepts of influencer
marketing and the models and concepts related to social media marketing
and customer behaviour
Social Media Marketing (SMM)
Social media marketing is a powerful form of internet marketing used by
companies to promote products and services on social media platforms
and web pages.
1) Platforms and Focus on Instagram
2) Interaction with the customers
3) Digital electronic word of mouth
4. Influencer Marketing
Influencer marketing is known as a new discipline used by companies to
promote products and services of their brand. It is a form of brand
communication and advertising which is different thanks to a more direct
and effective way to reach an audience compared to normal advertising.
Three perspectives of the influencer marketing:-
1) Brand owner perspective
2) Influencer perspective
3) Consumer perspective
Principles of influence
1) Reciprocity
2) Consistency
3) Social proof
4) Authority
5) Scarcity
6) Liking
5. Social Media Influencers(SMI)
1 Define Brand Voice
Establish a clear, consistent tone of voice that reflects your brand's
personality and values across all social media channels.
2 Align Visual Identity
Ensure your logo, color scheme, imagery, and overall aesthetic are uniform
on Facebook, Instagram, Twitter, and other platforms.
3 Coordinate Content
Create a cohesive content strategy that shares a common theme, messaging,
and call-to-action across your social media presence.
6. Research Methodology
RQ1: How do the influencers within the fashion and beauty industries
influencers using social media?
RQ2: How the influencers marketing strategy impacts teenagers and
young adult behaviour and purchasing behaviour?
Our goal is to conduct a study that will allow us to answer these
questions.
Regarding the research approach, 2 types can be used independently or
in combination, the deductive approach and the inductive approach
7. Research Methods
There are two research methods respectively called
quantitative method and qualitative method used to
collect, process and analyze data.What differentiates
These two methods are the way they collect data and the way
they analyze it
Regarding the quantitative method, it uses numerical data and
is presented in the form of number and statistics and on the
other hand qualitative method uses non numerical data and is
mostly presented in words.
Sampling technique
The sampling strategy used in this research is purposeful
sampling.
8. Measuring the Impact of Social Media
on Brand Perception
Data Analytics
Leverage advanced
analytics tools to
track key metrics
like engagement,
sentiment, and
reach across social
media platforms.
Consumer
Surveys
Conduct regular
consumer surveys
to gauge brand
awareness,
perception, and the
impact of social
media marketing
efforts.
Reporting &
Dashboards
Create
comprehensive
reporting
dashboards to
visualize the data
and identify trends
in brand perception
over time.
Influencer
Analysis
Monitor how key
industry influencers
and thought leaders
are discussing and
perceiving your
brand on social
media.
9. Influencer Marketing Consumer Behavior
•Applied
behavioral
economics
principles to
understand the
underlying
motivations
driving consumer
decision-making
in response to
influencer
marketing.
•Employed
quantitative
surveys to
quantify the
correlation
between
exposure to
influencer
content and
purchasing
intent.
•Conducted
qualitative
interviews to
uncover deeper
insights into the
emotional and
psychological
factors
influencing
consumer
behavior.
•Utilized
experimental
designs to
isolate and test
the effects of
different
influencer
marketing
strategies on
consumer
attitudes and
behaviors.
-
Utilized social
media analytics
to track
engagement
metrics and
assess the
effectiveness of
influencer
campaigns.
Conducted
interviews with
both
influencers and
consumers to
gain deeper
insights into
their
perceptions
and
experiences.
Employed focus
groups to
explore the
nuances of how
different
demographics
respond to
influencer
content.
Leveraged
online
monitoring
tools to
observe real-
time reactions
and
conversations
surrounding
influencer
collaborations.
10. Impact of influencers on the followers
1 Influencer marketing value
Integrate social media seamlessly
across all brand touchpoints to create a
cohesive and immersive brand
experience.
2 Trustworthiness
Leverage social media analytics to gain
valuable customer insights and
continuously refine the brand's social
media strategy.
3 Expertise
Stay agile and responsive to evolving
social media trends and algorithms to
maintain a strong, relevant brand
presence.
4 Authentic Engagement
Foster genuine connections with the
audience by promoting user-generated
content and encouraging two-way
dialogues on social media.
11. Limitations
Third limitations Recognizes the limitation of generalizability, as findings may primarily reflect the
characteristics and behaviors of the specific sample population studied.
Second limitations Considers the potential for response bias in survey data, as participants may provide
socially desirable responses or misrepresent their true behaviors.
First limitations Acknowledges the difficulty in controlling external variables such as changes in market
trends or competitor activities, which may affect the interpretation of results.
