Download or read book Social Network Sites as a Marketing and Communication Tool between Global Cosmetic Companies and Consumers written by Daniela Scheele and published by GRIN Verlag. This book was released on 2014-02-11 with total page 110 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: NA, University of Westminster (Westminster Business School), course: Marketing Management, language: English, abstract: Purpose – The purpose of this dissertation is to explore the habits and the motives of young females using social network sites (SNSs), their possible perceived gratifications with specific reference to five cosmetic companies and how these companies utilize relationship cultivation strategies on Facebook, Twitter and Google+ as a marketing and communication tool. Derived from the findings, recommendations for content of cosmetic companies SNSs were formulated in order to foster the relationship with their consumers. Methodology Approach / Data Analysis - In order to meet the objectives, this practical study used an inductive mixed methods research approach and a mixed methods research strategy by conducting five focus groups (qualitative) with 40 young females between 20 to 30 years old and content analysis (quantitative) of the UK SNS pages of five chosen cosmetic companies, based on the uses and gratifications theory and the online relationship cultivation strategy. The transcripts of each focus group were analysed carefully in NVivo and Excel in regards to the research objectives by coding the statements into categories. Data analysis for the content analysis of the UK SNS pages of the five chosen companies was performed using IBM SPSS Statistics. Key Findings - Participants exhibit a passive behavior towards the chosen companies SNS pages which differs from the habits in their private usage. Analysis of gratification seeking revealed five dimensions: Information seeking / being up to date on products, educational information, feedback, action features and multimedia. The findings of this study indicate that not all companies deliver satisfying content to fulfil the gratification of young females and that the companies have not yet been able to enter into a comprehensive dialogue with their publics. Research Limitations / Implications - Future studies could compare in a longitudinal approach with a greater sample the marketing and communication activities of companies on other SNSs, consumer are using, and examine other country specific pages. CD and Appendix D to I are not included

Download or read book Consumer Behavior and Marketing written by Matthew Reyes and published by BoD – Books on Demand. This book was released on 2020-03-04 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Edited Volume "Consumer Behavior and Marketing" is a collection of reviewed and relevant research chapters, offering a comprehensive overview of recent developments in the field of psychology. The book comprises single chapters authored by various researchers and edited by an expert active in the research area. All chapters are complete in itself but united under a common research study topic. This publication aims at providing a thorough overview of the latest research efforts by international authors and open new possible research paths for further novel developments.

Download or read book Research Anthology on Strategies for Using Social Media as a Service and Tool in Business written by Management Association, Information Resources and published by IGI Global. This book was released on 2021-05-28 with total page 1865 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Impact of Influencer Marketing on Young Women s Customer Experience on Cosmetic Products written by Jule Prescher and published by GRIN Verlag. This book was released on 2023-06-06 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2023 in the subject Communications - Multimedia, Internet, New Technologies, grade: 1,3, University of applied sciences, Cologne, language: English, abstract: This thesis aims to realize how influencer marketing performs and its impact on the Cx. Therefore, the research addresses the following questions: How powerful are influencers these days? What is different about influencer marketing, and why is it a successful strategy? How do people perceive information shared by influencers, and which factors are decisive for potential customers to purchase products advertised by influencers? What impact does an influencer have on the overall Cx? The internet has been fully integrated into people's daily lives worldwide over the past years. The percentage of the world's population with access to the internet has doubled from 32% in 2011 to 63% in 2021. 90% of people from developed countries access the internet in 2021. At the same time, the number of social network users is increasing. These networks have the purpose of connecting with friends. In 2022, 5 billion people have access to the internet worldwide, and 4.7 billion people use social media (SM). Ultimately, 93% of those with internet access own at least one SM account, that is more than half the population worldwide. Through time, companies found new marketing strategies which reached active people on SM. These platforms are necessary to reach Generation Z, people born in the late 1990s. They are different and cannot be reached in the same way as they watch Netflix instead of TV or listen to Spotify instead of the radio, for example. Influencer marketing became a $10 billion industry in 2020. Influencers share their lives on SM networks. Due to their high reach, they receive offers from companies for cooperation. Influencers' followers admire and trust their recommendations due to their personal and authentic representation. While advertising products, influencers show how to use them, where to buy them, and give their opinion. For higher sales, influencers often receive promo codes for a discount or free products for each order.

Download or read book Analyzing Global Social Media Consumption written by Wamuyu, Patrick Kanyi and published by IGI Global. This book was released on 2020-10-16 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has revolutionized how individuals, communities, and organizations create, share, and consume information. Similarly, social media offers numerous opportunities as well as enormous social and economic ills for individuals, communities, and organizations. Despite the increase in popularity of social networking sites and related digital media, there are limited data and studies on consumption patterns of the new media by different global communities. Analyzing Global Social Media Consumption is an essential reference book that investigates the current trends, practices, and newly emerging narratives on theoretical and empirical research on all aspects of social media and its global use. Covering topics that include fake news detection, social media addiction, and motivations and impacts of social media use, this book is ideal for big data analysts, media and communications experts, researchers, academicians, and students in media and communications, information systems, and information technology study programs.

Download or read book 33 Million People in the Room written by Juliette Powell and published by Que Publishing. This book was released on 2009 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Juliette Powell has provided a timely crash course on how to leverage your business's online presence. A must-read for any aspiring entrepreneur, activist, brand manager, or c-level executive." -Jeffrey Stewart, Serial Technology Entrepreneur; Founder, Mimeo, Urgent Career, and Monitor110 "Reading Juliette Powell's book is like perusing the secret trade documents of the most connected social butterfly. Upon first meeting Juliette, she immediately grabbed me by the arm and introduced me to the most important person in the room. When you pick up her book, it's the same experience. She reaches through the pages and gives the reader entry to the halls of power through online networking." -Amy Shuster, Editorial Producer, MSNBC "Juliette knows her way around a social network; she regales us with tales and practical advice from the plastic porous mediascape of today." -David Thorpe, Global Director of Innovation, Ogilvy & Mather "If you are in business or starting one, and wonder what the heck all this talk about social networking is about, this book is the best quick guide I've seen. It's full of juicy stories, backed up by sound social science, lucidly explained." -Howard Rheingold, Author, "Smartmobs"; Professor, Stanford and Berkeley "The exciting new world of online social networking is demonstrating the profound power of these truths to change the very fabric of society as we know it. Our interactions, relationships, and values are changing faster than most of us can comprehend. For some, the pace of this change is alarming. For others it is empowering. In "33 Million People in the Room "Juliette Powell takes us on a funfilled tour of this rapidly changing hypo-manic digital ecosystem simultaneously providing both practical advice and an insightful commentary on the increasing importance of authenticity in modern culture. Along the way we meet a hilarious cast of characters and gain a behind-the-scenes glimpse into real social networking success stories showing how to leverage the power of this modern phenomenon to achieve meaningful social and economic results for you and your business." -Michael Spencer, CTO, ASMALLWORLD "Juliette Powell has captured the strength, excitement, and opportunity of social networks in this compelling work. Opening with an arresting saga about Chris Anderson's debut as the new TED owner, she deftly sketches vignette after vignette that will have you thinking-why not me? Social networking power is awesome for those who have experienced it-but most people remain skeptical, guarded, and untrusting. Give up control? All control? Well, as she explains-YES! I've tried it, using six hundred fifty 'coauthors' to write a book-a book no one could have written, but to which 'everyone' could contribute. It was hard, very hard at first, to relinquish control, just as Powell describes. But the benefits she outlines are real. Try it-you'll see!" -Chuck House, Executive Director, Media X, Stanford University "Digital society is all about expanding and energizing connections between people and ideas in ways we are just starting to understand. "33 Million People in the Room "shares the perspective of an insider and shows us how business, entertainment, and politics all connect in the brave new world of social networking." -Kenny Miller, Creative Director and EVP, MTV Network Global Digital Media "If you thought social networks were just for kids, or geeks, or simply too frivolous for your time, then think again. Juliette Powell reveals the power of connections, the strategies to gain audience and the best practices to build community in this brisk-paced canter through the new tools and techniques for doing business. It's jargon-free and an easy read for those who have never dipped a toe in the water, but even experienced networkers will find wisdom in its pages. Real-world examples make a compelling case for her notion that social capital makes sound business sense and when successfully established can translate into capital in the bank." -Paul Brannan, Deputy Editor, News Interactive, BBC "Juliette Powell has written a book that will advance your understanding of social networking whether you're a nerd, Luddite, a savvy teen blogger, or, most importantly, a business person trying to gain an edge by embracing the latest Internet phenomenon." -Joel Dreyfuss, Editor in Chief, "Red Herring "magazine "Juliette Powell's book "33 Million People in the Room "is the perfect book for the class. Powell understands that social networking is the best way to find like-minded people online, either to pursue an interest, reach a particular goal, create or grow a business, or just to help establish a sense of community among people online and beyond. Bravo Prof. Powell for a job well done!" -Bill Sobel, Sobel Media, NY: MIEG, www.nymieg.org "Juliette Powell has brilliantly answered in rich dimensions "why "you should be deeply involved in this new communications fabric. Through vignettes with the true leaders of this revolution, Juliette has set forth all the energy and steam you need for your boilers to get going and enter the room." -Chris Brogan, Business Advisor, chrisbrogan.com "Juliette Powell has delivered a wonderfully succinct snapshot for embracing social computing as a way of doing business, not just the latest technology trend. Whether you are new to making connections online or are a social computing technology veteran, Juliette encapsulates the themes, concepts, and ideas that are most relevant for anyone in business interested in working in or exploring social computing." -Jeffrey Dachis, Cofounder, Razorfish, Inc.; Cofounder, Senior Partner Bond Art & Science; Chairman, Producers Guild of America New Media Council "Social networking is just not for breakfast anymore. "33 Million People in the Room "demonstrates how it transcends marketing and promotion, connecting people and companies in ways none of us dared dream. Thanks to Juliettte for putting this in perspective, and to social networks for so many of my restless nights." -David Blumenstein, Cofounder, The Hatchery "Juliette Powell puts a human face on the social changes being wrought online, whether describing new tools like MySpace and Facebook, or key concepts like viral communication and social capital." -Clay Shirky, Adjunct Professor, NYU's Graduate Interactive Telecommunications Program (ITP); Author, "Here Comes Everybody" " " "We all recognize that social networking and the technologies of connection and collaboration are an enormous phenomenon. But what do they mean? How can they, how will they be used to create social and economic value? Drawing on her own experience and on the insights of The Gathering Think Tank, Juliette Powell has developed a powerful set of answers to those critical questions. Full of clear explanations, helpful examples, and accessible advice, "33 Million People in the Room "is an important tool for managers and citizens alike-a sourcebook for the next economy." -Lawrence Wilkinson, Cofounder and Vice Chair, Oxygen Media; Cofounder and President, Global Business Network; Cofounder and Chair, Heminge & Condell "Juliette has done a terrific job of capturing the power of and the opportunities presented by social networks. Whether you are looking to maximize the impact of 'You Inc' or a global company, there are important lessons in this book. Things have changed, again, and this book will help you capitalize on it." -Doug Zingale, General Manager of Strategic Partnerships, Zune, Microsoft Corporation Social networks are no fad. They're a permanent reality: one that offers immense opportunities to smart, innovative businesses. Now, top social networking consultant Juliette Powell reveals how dozens of innovators are driving real ROI through social networks-and how you can, too. Powell's wide-ranging research, including coverage on Barack Obama's successful online strategy in his bid for the presidency, focuses on technology, media and gaming companies, leaders in fashion, beauty, publishing, finance, retail, event planning, and beyond. These powerful narratives illuminate the reality of doing business on today's social networks as never before. Through them, Powell introduces new best practices, shows how to avoid crucial pitfalls, and helps you prepare for the newest trends in online social networking. Drawing on the latest research, Powell connects the dots, uncovering the human dynamics and patterns that consistently underlie successful social networking initiatives. Along the way, she offers practical tools and advice for optimizing every stage of your own social networking initiative-from planning through measurement, and beyond. Getting on, getting started, and making social networks work for you Defining and implementing your optimal social networking strategy Leveraging the amazing power of the microcelebrity Achieving worldwide impact in the niche that matters to you Transforming social and cultural capital into financial capital Be generous, build your trusted personal network-and discover all you get in return Profiting from the knowledge you never knew you had Opening your organization's own social networking channels- inside and out

Download or read book Shopper Marketing written by Venkatesh Shankar and published by . This book was released on 2011 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: Shopper Marketing will help managers think systematically about shopper marketing challenges and opportunities. By defining shopper marketing to encompass all marketing activities that influence a shopper along, and beyond, the path-to-purchase, Shankar provides a unified framework for manufacturer and retailer collaboration. He encourages a win-win perspective in which manufacturers and retailers align their marketing activities to meet shopper needs and build better relationships with customers.

Download or read book Facebook Fan Pages written by Louise June Miller and published by . This book was released on 2013 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Facebook phenomenon is dramatically changing the way people behave and, consequently, offers new challenges and opportunities to companies as well as consumers. The industry is still in its infancy in regards to successfully adapting marketing communication efforts in order to take advantage of this fundamental change in consumer behavior. Understanding Facebook and the strategy behind using Facebook as a marketing communication product is critical for corporations in this social-media driven environment. Over the past five years Facebook has witnessed a dramatic rise in new user adoption and with that rise has come the opportunity for brands to interact directly with existing customers and engage new ones. This study found that there is a growing mass of Facebook Fan Page users. And though they are not looking to be sold to, this is an interactive medium in which they are very actively engaged, often daily. Companies are interested in reaching clearly defined markets. With precise targeting and the capability to tap into select user interests, Facebook provides such an opportunity. This study found companies are using Facebook to both support and single-handedly replace traditional media for publicizing product launches. While some companies are using Facebook Fan Pages in support of larger objectives or for future use, others are making this their prime focus, with the ability to form sociable relations with customers in ways traditional media rarely permits. Facebook Fan Pages are winning the trust and traffic of consumers, making them an attractive tool for marketing communication and are proving that Mass Interpersonal Persuasion (MIP) occurs. There are numerous ways for companies to leverage Facebook but the overall branded experience is becoming increasingly integrated into a single offering as the Facebook Fan Page product. Facebook Fan Pages offer brands, like-minded consumers who share and exchange information, ideas and opinions. As with any social unit, people form different roles in the community and exert different effects on each other. Their interaction on Facebook can greatly influence the brand and marketing communication strategies. This research contributes to the body of knowledge about Facebook as a marketing communication product. Importantly, it provides insights for marketing and communication practitioners on how to best leverage consumer power to serve brand objective in the Facebook community. This, in turn, should lead to more cost effective and successful communication strategies. Finally, the study proposes future research directions. A longitudinal study is suggested for further studies, in order to observe the changing dynamics of brands within Facebook. Future studies might investigate Mass Interpersonal Persuasion within the gaming community on Facebook. More academic research regarding Facebook marketing communication is needed to comprehensively understand consumers' motivation behind their behavior and their attitude variation towards brands.

Download or read book Social Media Strategy written by Keith A. Quesenberry and published by Rowman & Littlefield. This book was released on 2015-10-22 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Media Strategy is your guide to practicing marketing, advertising, and public relations in a world of social media-empowered consumers. Grounded in a refreshing balance of concept, theory, industry statistics, and real-world examples, Keith Quesenberry introduces readers to the steps of building a complete social media plan and how companies can integrate the social media consumer landscape. This simple, systematic text leads readers through core marketing concepts and how to think critically about the competitive marketplace—even as it shifts the perspective from an outdated communications-control model to a more effective consumer engagement method provides a step-by-step roadmap for planning social media marketing strategy emphasizes the need to apply solid marketing principles to social media explores how to integrate social media throughout an entire organization gives students and other readers skills vital for leveraging consumer knowledge and influence for the good of a brand. The end result delivers the context, process and tools needed to create a comprehensive and unique social media plan for any business or organization. FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more.

Download or read book Proceedings of the 2022 International Conference on Mathematical Statistics and Economic Analysis MSEA 2022 written by Gaikar Vilas Bhau and published by Springer Nature. This book was released on 2022-12-22 with total page 1514 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is an open access book. 2022 International Conference on Mathematical Statistics and Economic Analysis(MSEA 2022) will be held in Dalian, China from May 27 to 29, 2022. Based on probability theory, mathematical statistics studies the statistical regularity of a large number of random phenomena, and infers and forecasts the whole. Economic development is very important to people's life and the country. Through data statistics and analysis, we can quickly understand the law of economic development. This conference combines mathematical statistics and economic analysis for the first time to explore the relationship between them, so as to provide a platform for experts and scholars in the field of mathematical statistics and economic analysis to exchange and discuss.

Download or read book Digital Marketing and Consumer Engagement Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-01-05 with total page 1755 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Download or read book Social Media Communication written by Jeremy Harris Lipschultz and published by Routledge. This book was released on 2020-05-27 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This updated third edition presents a wide-scale, interdisciplinary guide to social media. Examining platforms like Facebook, Instagram, LinkedIn, Snapchat, TikTok, Twitter and YouTube, the book analyzes social media's use in journalism, broadcasting, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics – all promoting the critical thinking that is needed to use new, evolving and maturing networking tools effectively within social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry’s leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they will need to both evaluate and utilize current and future forms of social media communication. Among other changes, updates to the third edition include a deep dive into new approaches to analytics, as well as greater discussion of law and ethics in light of the Facebook Cambridge Analytica scandal, the roll-out of GDPR and new case law relating to social media. Social Media Communication is the perfect social media primer for students and professionals, and, with a dedicated teaching guide, ideal for instructors, too.

Download or read book Research Anthology on Social Media Advertising and Building Consumer Relationships written by Management Association, Information Resources and published by IGI Global. This book was released on 2022-05-13 with total page 2012 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.

Download or read book Ucla Anderson Business And Information Technologies Bit Project The A Global Study Of Technology And Business Practice 2016 written by Vandana Mangal and published by World Scientific. This book was released on 2016-06-21 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the fourth of a series of research volume of papers from the Business and Information Technologies global research network. The BIT network comprises 21 partners from 17 countries, and conducts studies on the impact of new information and communication technologies on business practice, industry structure and economic change. This volume contains papers from BIT partners in Taiwan, New Zealand, Chile, USA, Italy, South Korea, and Switzerland. The papers address a range of subjects including the diffusion of mobile apps in the health area, role of trust in e-commerce, impact of digital technology in the role and practice of product management in technology intensive companies, new digital business practices in Taiwan, social media marketing, social activities of a B2B community with the case of BTicino, product-service system, and information diffusion in social networks.

Download or read book New Media 1740 1915 written by Lisa Gitelman and published by MIT Press. This book was released on 2003 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: A cultural history of media that were "new media" in the eighteenth, nineteenth, and twentieth centuries.

Download or read book Textiles and Fashion written by Rose Sinclair and published by Elsevier. This book was released on 2014-11-08 with total page 895 pages. Available in PDF, EPUB and Kindle. Book excerpt: This major textbook is designed for students studying textiles and fashion at higher and undergraduate level, as well as those needing a comprehensive and authoritative overview of textile materials and processes. The first part of the book reviews the main types of natural and synthetic fibres and their properties. Part two provides a systematic review of the key processes involved first in converting fibres into yarns and then transforming yarns into fabrics. Part three discusses the range of range of finishing techniques for fabrics. The final part of the book looks specifically at the transformation of fabric into apparel, from design and manufacture to marketing. With contributions from leading experts in their fields, this major book provides the definitive one-volume guide to textile manufacture. - Provides comprehensive coverage of the types and properties of textile fibres to yarn and fabric manufacture, fabric finishing, apparel production and fashion - Focused on the needs of college and undergraduate students studying textiles or fashion courses - Each chapter ends with a summary to emphasise key points, a comprehensive self-review section, and project ideas are also provided