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Purpose – This study aims to investigate the relative impact of firm-created (FC) and user-generated (UG) social media marketing communication on fashionwear customers' purchase intention (CPI) in Sri Lanka. The primary objective is to identify the influence of social media marketing on the purchasing intention (PI) of customers in the fashionwear industry in Sri Lanka. Design/methodology/approach – A standardized online survey was conducted, generating 312 datasets for analysis. Findings – The empirical findings reveal that both firm-produced and UG social media fashionwear marketing communication has a significant influence on CPI. However, firm-produced social media fashionwear brands demonstrate a higher impact on CPI. Originality/value – This study highlights the importance of social media marketing communication in shaping customers’ PI in the fashionwear industry in Sri Lanka. Both FC and UG content on social media platforms play a crucial role in influencing customers' intention to purchase fashionwear products. However, firm-produced social media fashionwear brands exert a stronger impact on CPI. These findings emphasize the need for marketers to incorporate effective social media strategies, including both FC and UG content, to enhance customer engagement and drive purchase decisions in the fashion-wear industry.

SMM is a driving force for business in any field today, and identifying the most effective social media marketing tools for a local event agency will enable other event firms to refresh their knowledge and choose the best options for promoting their business online. Social media marketing is an important tool for creating a unique image of the company, attracting the target audience, and reaching a new level of business. In the context of a competitive market and information overload, the effective management of SMM tools allows businesses and agencies to stand out, create the necessary image, and ensure successful communication with their audience. The study of this issue is strategically important for practitioners and advertisers because it will contribute to the disclosure of key principles and tools for building successful communication strategies. In addition, there are already many different types of SMM on the Internet, and it is becoming increasingly difficult to choose among them the most effective ones for your own business. The work collects the most effective tools of social media marketing, and most of them are applied to a real event agency that is in a state of «market renewal» of cultural and mass activity. Therefore, studying event agency promotion through SMM tools will be helpful for modern event business. Using methods of abstraction and classification, SMM was defined as such and divided into types. The analysis of literary sources contributed to determining the currently relevant tools of social media marketing. A comparative analysis was conducted to determine the strengths and weaknesses of SMM. A practical experiment was used to determine how SMM tools work. The social media marketing tools used in the work aim to maximize the audience’s interaction and interest, increase awareness of the event agency, stimulate sales, and increase the firm’s financial interest. One of the critical aspects of engaging these strategies is the importance of using various SMM tools in an integrated manner. Each tool has an important role in forming a successful PR campaign, from press conferences to active campaigns on social networks.

In the volatile, uncertain, complex, and ambiguous (VUCA) business environment of today, online marketing has become crucial for connecting with customers and the community. Organisations leverage online marketing to retain and grow their customer base by fostering engagement and building strong community ties. This study explores how start-up leaders utilise online marketing systems to achieve these benefits. Targeting successful small retail business owners in India, the research involved semi-structured and face-to-face interviews, while other data sources include reviews of public documents, company websites, and social media sites. The findings reveal the strategies that start-ups use to boost sales through digital marketing. Four key themes emerged from data collection and analysis: (a) social media platforms and strategies; (b) online marketing strategies and challenges; (c) online content strategies; and (d) follow-up strategies. These findings expounded upon the digital marketing techniques employed by business organisers to increase sales, build strong customer relationships, and promote community development. The study recommended that start-ups should enhance the use of social media platforms, refining online content to better engage target audiences, address the challenges inherent in online marketing, and develop robust follow-up strategies to maintain customer relationships. The study highlights how these businesses would enhance brand recognition, drive progress, and maintain sustainability by utilising various communication networks to advance and promote products and services in the retail industry.

Digital marketing and social media marketing play an essential role in shaping consumer buying behaviour. The spread of technology has created new opportunities for consumer-business interactions across various digital platforms such as social media networks, e-commerce websites, and mobile applications. These platforms provide consumers with access to product information, reviews and price comparisons that influence their purchasing decisions. This article aims to explore the relationship between digital marketing, social media marketing and consumers' online purchasing behaviour. The research will examine how marketing activities in digital and social media such as product reviews, social media advertising, e-mail marketing and influencer marketing affect consumer behaviour and purchasing decisions. It will also examine how social media networks influence the effectiveness of digital marketing strategies and how consumers interact with social media advertising. Results from this study will provide insights into the use and effectiveness of digital and social media marketing strategies. It will help companies better understand consumer behaviour in the digital age and inform their online marketing efforts to increase sales and profitability. The study will also contribute to the literature on consumer online purchasing behaviour and increase knowledge of the impact of digital marketing and social media marketing on consumer decision-making.

This bibliometric analysis aims to delineate the progression of research in the domain of digital marketing by examining 513 English-language articles published in Scopus during the period of 2003–2024. An examination of scholarly productivity indicates an upward trend, as evidenced by the increase in publications from one in 2003 to 115 in 2022 and citations from 79 in 2003 to 1131 in 2021, as determined by keyword, citation, and authorship analyses. A review of citation patterns reveals that publications with significant impact are primarily found in prestigious academic journals, such as Industrial Marketing Management and International Journal of Research in Marketing. Prominent contributors hail from Jordan, Finland, Spain, the United Arab Emirates, and Saudi Arabia; among other regions – the United States, the Middle East, Europe, and Asia. Keyword analysis revealed an emphasis on emerging technologies such as artificial intelligence and traditional digital marketing techniques (e.g., social media, content marketing, internet marketing). Co-occurrence theme analysis highlighted digital marketing strategy, digital marketing audiences, the digital transformation of business and marketing, and the acceleration of digital adoption as a result of COVID-19. Further areas of investigation encompass optimizing the utilization of emergent social media platforms, implementing virtual and augmented reality technologies to enhance the customer experience, and capitalizing on the potential of artificial intelligence and machine learning to augment the efficacy of digital marketing. By utilizing data-driven insights, this study offers guidance for curricular enhancements, scholarly agendas, and digital marketing practice. AcknowledgmentThe author thanks everyone who helped make this study possible, but especially those at the Ho Chi Minh University of Banking, Vietnam.

This research study is to ascertain how the efficiency of social media marketing dimensions influences consumers' buying decision and the role of market response as a mediator. The buying process involves five decision-making steps: recognition, information research, evaluation, purchase decision, and post-purchase. Market response results likewise follow a process, and they can be referred to as determinates because they are based on consumer satisfaction, loyalty, and trust. 385 customers of amazon website from Egypt with a diversity of gender, age, and marital statuses answered the questionnaire in form of data collection. The outcomes demonstrated that buying decision-making and market response outcome had been positively influenced by entertainment, interaction, trendiness, and advertisement. In addition, buying decision-making had been directly correlated with customer trust and customer loyalty. On the flip hand, buying decision-making had been significantly affected by customer satisfaction.Keywords: Social Media Marketing, Customer Trust, Customer Satisfaction, Customer Loyalty and Buying Decision-Making.

Social media and firm applications are two mobile service marketing mechanisms that rely on push or pull promotions to be effective. Literature, however, has yet to uncover how the promotions may complement each other when purposefully implemented. Our study examines this possibility in the grocery industry over three months. First, we create and manage a supermarket's Instagram profile, posting to the account (push promotion). Next, we compare performance measures with a third-party mobile app (pull promotion), which provides aggregated customer views and access to the supermarket profile. A time-series analysis reveals a sequential chain from push promotion to pull promotion to performance, the temporal effect of a push to pull, and the mediating effect from push to pull to purchase with an elasticity of.23. Results are important to those balancing push and pull promotional efforts and those involved with digital marketing and promotion in retailing. [ABSTRACT FROM AUTHOR]

Background and aims Design, setting and participants Measurements Findings Conclusions E‐cigarette marketing exposure on social media influences perceptions; however, limited knowledge exists regarding marketing features attracting the most visual attention. This study examined visual attention to features of social media marketing for disposable e‐cigarettes and related product perceptions.Participants viewed 32 disposable marketing post images from social media (Instagram) using computer‐based eye‐tracking technology to assess standardized attention metrics of marketing features. They then completed a survey assessing positive product perceptions. The study took place in New Jersey, USA, June–September 2022, comprising young adults (aged 18–29) who do not use tobacco (n = 72) or who smoke cigarettes (n = 42).We examined associations between 14 marketing features (e.g. product package, personal item, fruit/candy descriptor, social media account) and standardized attention metrics of dwell time (fixation duration) and entry time (time to first fixation). Then, we assessed attention metrics for each feature in relation to positive product perceptions (appeal and positive use expectancy).Among all participants, dwell time was the longest for the product descriptor [marginal means (MM) = 1.77; 95% confidence interval (CI) = 1.69, 1.86], social media account (MM = 1.76; 95% CI = 1.67, 1.85) and fruit/candy descriptor features (MM = 1.56; 95% CI = 1.41, 1.70); entry time was the shortest for the social media account (MM = 0.35; 95% CI = 0.26, 0.46), personal item (MM = 0.36; 95% CI = 0.17, 0.56) and human model features (MM = 0.40; 95% CI = 0.08, 0.72). Two use status groups had comparable dwell and entry times, except for the product descriptor feature. Longer dwell time for the product package feature increased positive product perceptions among both use status groups [regression coefficient (β) = 0.44 and 2.61]. Longer dwell time for fruit/candy descriptor (β = 1.80) and price promotion features (β = 4.04) increased positive product perceptions among those who smoke.US young adults appear to be particularly visually engaged by disposable e‐cigarette marketing that uses social media account features (account profile pictures, information about the products marketed and relevant hashtags) and features enhancing the products' personal relatability. Disposable product packages, fruit/candy descriptors and price promotions may increase the influence of social media marketing among various use status groups. [ABSTRACT FROM AUTHOR]

Purpose: Due to the relatively low level of exploration of the topic of ESG in social media marketing communications, the authors of this text decided to diversify the purpose of the article: 1. to explore the topic of ESG activities in warehouse logistics and its communication in SM; 2. to carry out and present the results of quantitative research involving statistical analysis of the results of social media marketing publications on ESG. Design/methodology/approach: The following research question was posed by analogy: P1. Which area of ESG activity is most attractive to customers from the perspective of engagement on LinkedIn? The research hypothesis was then stated: H1. There is a statistically significant relationship between the amount of storage space and the marketing performance of publications on LinkedIn and is positive in nature. To achieve the stated objectives and verify the hypotheses, a two-stage research process was designed. It began with a literature analysis and synthesis and was followed by a quantitative study of marketing performance. Among other things, the first stage of the research defined the key areas of ESG activity in the real estate market. This division became the basis for the second, quantitative stage of the research. The study consisted of an analysis of online data from November 2022 - July 2023 compiled from the results of 140 posts published on the social media platform LinkedIn. This is because the pilot study, as well as the analysis of the literature, showed that this is the platform most often chosen to communicate ESG activities. Statistical analysis included: a comparison of client engagement scores in publications on key ESG areas in the real estate market, and a correlation analysis of warehouse space and social media marketing scores. Findings: It was observed that in most cases, communication of ESG-related activities formed the majority of a company's total communication on its LinkedIn profile. It proves that the most frequently communicated ESG area on LinkedIn is environmental aspects. However, they are associated with the lowest average engagement. Subsequently, Pearson's correlation coefficient has been used to examine the severity of the relation between the different variables. Once the analysis is executed, it may be concluded that there is a statistical significant correlation between the size of the warehouse and the outcome of publications communicating ESG on LinkedIn. A stronger correlation occurred in the analysis of engagement scores. Practical implications: It was found that there is a very high correlation between the size of the warehouse and consequently the ranking of developers in Europe and the results of publications communicating ESG on LinkedIn. Based on the results, it can be recommended that further research should be pursued in the direction of engaging customers in ESG marketing communications. Social implications: The presented article focused on exploring the topic of ESG activities in warehouse logistics and its communication in social media. The construction sector contributes significantly to greenhouse gas emissions. The sector therefore faces a number of challenges that it is socially expected to solve. Following in the footsteps of researchers, an increasing number of institutions at both the European and national levels are introducing laws and regulations to accelerate this process. EU directives, national laws and guidelines from independent institutes are aimed at forcing the industrial sector to respond and implement solutions. The ESG revolution is gaining momentum because of this. We are currently in a transitional phase, and there is still a lot of work to be done, but change is already inevitable. ESG activities that are being implemented by companies are being communicated in parallel on social media. Originality/value: The results of the research evaluate the correlation between warehouse size and marketing performance, show areas of ESG, which are the most frequently communicated and the most attractive to customers from the perspective of engagement on LinkedIn. It can be a basis for future studies on the implementation of ESG activities in warehouses and can serve practitioners in selecting projects of interest and worth deploying. [ABSTRACT FROM AUTHOR]

Today's social media platforms have become indispensable tools for businesses to engage with their target audiences. Social media marketing holds a significant place as a dynamic and effective strategy that enables businesses to interact with their target audiences. This approach allows businesses to communicate directly and personally with consumers while also providing access to wide audiences and high interaction potential. At the heart of this strategy, social media influencers play a crucial role in reliably transmitting businesses' messages to their followers. The strong bonds between influencers and their followers can positively influence consumers' brand perception, loyalty, and intention to purchase. Parasocial interaction theory suggests that media users can develop one-sided relationships with media personalities, and these relationships can influence users' attitudes and behaviours towards businesses or products. The parasocial interactions that develop between social media influencers and their followers have become powerful and effective, especially in the era of social media. This study aims to contribute to consumer behaviour, parasocial interaction theory, and marketing practice. The research is a quantitative and descriptive analysis that examines the effect of variables such as influencers' perceived credibility, attitudes towards influencers, and the quality of their posts on purchase intention through parasocial interaction. Data collected through surveys in Karabük were analyzed using SPSS 21 and AMOS 20 statistical analysis programs through structural equation modelling. The results highlight the significant impact of influencer marketing on parasocial interaction and, indirectly, on purchase intention. This analysis demonstrates the potential of influencer marketing within the parasocial interaction theory framework to influence consumers' purchase intentions. The study emphasizes that the impact of influencers cannot be reduced merely to the number of followers or the visual appeal of content; beyond that, the depth and quality of the parasocial relationships established are also crucial. [ABSTRACT FROM AUTHOR]

Social media marketing has become a crucial component of contemporary business strategies, significantly influencing brand visibility, customer engagement, and sales growth. The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and, on that basis, to explore their effects on purchase intentions regarding advertised products or services. A total of 376 filled-in questionnaires from an online survey were analysed. The main characteristics of digital influencers' behaviour that affect consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural equation modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers' messages. The obtained results provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is an individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure the continuous improvement of this e-marketing channel. [ABSTRACT FROM AUTHOR]

For marketers, the digital world offers a plethora of novel opportunities. Marketing in the modern day is all about relationships, involvement and relevancy. Digital marketing is the practice of marketers promoting goods and services through electronic media. The main objective of this study is to study the perception of customers towards digital marketing strategies implemented in the banking sector. Data were gathered from 535 banking customers by transmitting the questionnaire via Google Forms and handing out printed copies of the questionnaire. Results suggested that customers perceive digital marketing strategies as informative, interactive, entertaining and trustworthy but not offensive and personalised. Further, it was found that there is no significant difference among customers of different educational levels and occupations regarding customer perception towards digital marketing while a significant difference was found among customers based on age and income level. This analysis adds a great deal to the body of knowledge on marketing and has useful implications for marketing professionals as comprehending the perception of customers towards digital marketing may assist them in anticipating the usage of digital marketing. [ABSTRACT FROM AUTHOR]

Copyright of Istanbul Commerce University Journal of Social Sciences / İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi is the property of Istanbul Commerce University Journal of Social Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Social Sciences Studies is the property of Social Sciences Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Social media plays an essential role in marketing communications. This study aimed to investigate the impact of social media marketing on SMEs' business performance. Quantitative methods were used and data analysis was done using descriptive statistics. Samples were selected using the accidental sampling method. Data collection technique was conducted by distributing questionnaires to 42 SME owners in Palembang, South Sumatera. Our findings indicated that 76 percent of respondents used social media for marketing activities. Social media marketing had an impact on annual sales performance ranging from 10 to 30 percent. There are several limitations to this study. First, analysis techniques only use quantitative descriptive analysis, and the sample number was limited to only 42 SMEs in Palembang. This study contributes to the digital marketing literature, especially in the SME sector, by providing an initial empirical description of SMEs' Social Media Marketing. [ABSTRACT FROM AUTHOR]

Copyright of Turkish Journal of Marketing is the property of Turkish Journal of Marketing and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This research aims to determine and analyze the influence of electronic word of mouth and social media marketing on purchasing decisions for small and medium enterprises (case study on Diyos Shoes Cleaning). This research is associative research and the type of data used is quantitative data. The population in this research is the unknown number of Diyos Shoes Cleaning customers in Medan City. The number of samples in this research was 170 customers. The sampling technique uses purposive sampling with the criteria of being 17 years of age and over, having social media, following the Diyos Shoes Cleaning social media account and domiciled in Medan City. The data analysis used is Multiple Linear Regression Analysis. The results of this research show that simultaneously electronic word of mouth and social media marketing have a significant influence on purchasing decisions for Diyos Shoes Cleaning services. Partially, electronic word of mouth and social media marketing have a positive and significant effect on purchasing decisions for Diyos Shoes Cleaning services. [ABSTRACT FROM AUTHOR]

Copyright of Pacha: Journal of Contemporary Studies of the Global South / Revista de Estudios Contemporáneos del Sur Global is the property of PACHA REVISTA DE ESTUDIOS CONTEMPORANEOS DEL SUR GLOBAL and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study investigates the influence of product quality, price perception, and social media marketing on millennials' purchase decisions of Samsung smartphones in Sukabumi City, with purchase intention serving as a mediating variable. The research employs a quantitative approach using convenience sampling, targeting 400 respondents within the millennial age range who are Samsung users. The analysis utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that product quality and price perception significantly impact purchase decisions and intentions, while social media marketing directly affects purchase intention but not purchase decisions. Mediated by purchase intention, product quality, price perception, and social media marketing all positively influence purchase decisions. The study underscores the critical role of product quality and pricing strategies in consumer decision-making, particularly within the competitive smartphone market. [ABSTRACT FROM AUTHOR]

Through the power of social media marketing, consumers are reestablishing their position at the heart of the business landscape. This evolution offers marketers innovative means to engage with clients and imaginatively weave them into their organisations. Therefore, it's crucial for marketers to grasp how social media influences consumers' buying choices. Social media marketing, as opposed to traditional media, is the modern form of marketing as it focuses on giving marketers new opportunities to market a good or service. The behaviour and contentment of customers have grown in importance in recent years, helping businesses gain market share and boost profitability. Organisations use social media techniques to achieve this goal. Research clearly indicates that organisations are leveraging social media marketing to connect with the clientele they serve. Social media marketing has provided businesses with an innovative avenue to engage and sway online consumers. Individuals leverage social platforms to disseminate reviews, insights, recommendations, warnings, guidance, and various other forms of content they think their friends or 'connections' would find intriguing. To endorse their products, marketers harness social media. Based on a sample of 93 responders, conclusions were drawn from a statistical standpoint. Utilising the sophisticated statistical analysis provided by the web platform's capabilities and analysis, the host of the structured questionnaire. According to research, nowadays the element of social media promotion significantly influence spontaneous buying decision the utilisation of social media for advertising has surged in unexpected acquisition. [ABSTRACT FROM AUTHOR]

This study used TAM to achieve the objective of examining the impact of perceived ease of use (PEOU), perceived usefulness (PU), interactivity, perceived value (PV), and critical mass on business performance (BP) mediating buy social media marketing (SMM) adoption. An online survey was distributed to 174 participants in Jordanian homemade food start-ups. AMOS was used to evaluate a sample of 152 valid surveys. This study had seven hypotheses, all of which were supported. The results highlight that PEOU, PU, interactivity, PV, and critical mass have a significant positive impact on SMM adoption. Furthermore, this study found that SMM adoption has a significant impact on business performance. In addition, this study contributes to the existing knowledge related to SMM adoption and is valuable to enterprises. [ABSTRACT FROM AUTHOR]

The interest of the crowd plays a vital role at national level elections not only to predict the influence of participating parties but also to make marketing strategies for the campaign. Beyond person-to-person interaction, social media is also used by society to put their views, comments, and interest toward political parties and their candidates. But, due to the large volume, variety, and velocity of social media data, it becomes difficult to analyze. Moreover, the extracted information from social tweets also raises issues of biased information. Here, in this work, a fuzzy inference supportive framework is proposed to study crowds' preference on social media platforms to make campaign strategies by the political parties in national-level elections. The proposed approach utilizes tweets from Twitter, LinkedIn, and Instagram to predict the crowd's influence on political parties. Further, the approach can be utilized by the parties to change the campaign strategy. In experimentation, the approach is tested on the real-time dataset collected from the social network websites, and found that the proposed approach is performing well to predict the user's interest. Also, when compared with existing methods, the proposed approach's performance is found significant over other methods. [ABSTRACT FROM AUTHOR]

The widespread use of social media has rendered it a critical arena for online marketing strategies. To optimize conversion rates, the landing pages must effectively respond to a visitor segment's pain points that they need solutions for. A one-size-fits-all approach is inadequate since even if the product meets the needs of all consumers, their priorities may diverge. In this study, we propose a pipeline for creating personalized landing pages that dynamically cater to visiting customers' specific concerns. As a use case, a pipeline will be utilized to create a personalized pharmacy discount card landing page, serving for the particular needs of chronic diabetic users seeking to purchase needed medications at a reduced cost. The proposed pipeline incorporates additional stages to augment the traditional online marketing funnel, including acquisition of salient tweets, filtration of irrelevant ones, extracting themes from relevant tweets, and generating coherent paragraphs. To collect relevant tweets and reduce bias, Facebook groups and pages relevant to individuals with diabetes are leveraged. Pre-trained models such as BERT, RoBERTa, and sentence transformers are used to cluster the tweets based on their similarities. GuidedLDA exhibits superior performance in identifying customer priorities. Human evaluations reveal that personalized landing pages are more effective in getting attention and building attraction by addressing their concerns and engaging the audiences. The proposed methodology offers a practical architecture for developing customized landing pages considering visiting customers' profiles and needs. [ABSTRACT FROM AUTHOR]

Textual social media data have become indispensable to researchers' understanding of message strategies and other marketing practices. In a new departure for the field of brand communication, this study adopts and extends a semi-supervised machine-learning approach, guided latent Dirichlet allocation (LDA), which incorporates human insights into the discovery and classification of topics. We used it to analyze tweets from businesses involved with an emerging food technology, cultured meat, and delineated four key message strategies used by these brands: providing functional, educational, corporate social responsibility, and relational content. We further ascertained the relationships between brands and the key topics embedded in their Twitter data. A comparison of model performance suggests that guided LDA can be an advantageous alternative to traditional LDA, which is characterized by high efficiency and immense popularity among researchers, but—because of its unsupervised nature—yields findings that can be difficult to interpret. The present study therefore has critical theoretical and methodological implications for communication and marketing scholars. [ABSTRACT FROM AUTHOR]

This study investigates the role of conformity in shaping the purchasing decisions of young consumers within the food and beverage (F&B) sector. Additionally, we explore how conformity moderates the relationship between influencer credibility and purchase intention while examining the link between psychological ownership and purchase intention. Data was collected from 380 consumers between the age of 18 and 30 in Hanoi, Vietnam who regularly follow food reviews on prominent social media platforms. Structural equation modeling (SEM) were employed for data analysis. We find that: (1) influencer credibility, attitude toward advertising, attitude toward the product, and psychological ownership significantly impact the online purchase intentions of young consumers; (2) informative conformity strengthens the connection between psychological ownership and purchase intention. When consumers express a desire to purchase a product, exposure to positive influencer-driven information further solidifies their purchase intent; (3) psychological ownership and attitude toward advertising act as mediators, bridging the gap between influencer credibility and purchase intention. This study offers managerial insights to improve influencer marketing effectiveness for F&B brands targeting young consumers in Vietnam and Asia, highlighting the importance of conformity, psychological ownership, and attitude toward advertising. [ABSTRACT FROM AUTHOR]

The highly contagious nature of the novel Coronavirus locks-unlocks and economic uncertainty around the world have changed the complete landscape of the tourism sector. To attract tourists, it is necessary to revise the content strategy of Destination Marketing Organizations (DMOs) in the post-Covid economy. This study explores how different characteristics of DMO’s social media posts influence tourists’ online engagement. We used 876 posts from July 2021 to June 2022 on the official Facebook handle of Incredible India, through which we assessed the tourists’ ‘engagement’, using the number of likes, comments, and shares. Additionally, linguistic features-based categorization of posts was done using LIWC. The results demonstrate that message format, message appeal, motives, and time orientation of posts significantly influence the tourists’ online engagement. These findings are relevant to information dissemination and provide valuable insights for DMOs. DMOs could use this study to design their future messages to gather maximum engagement through social media posts. [ABSTRACT FROM AUTHOR]

Social media marketing constantly evolves, and teaching in this dynamic discipline can be challenging. This commentary provides a brief overview of the emergence and evolution of social media marketing in the curriculum. We address emerging best practices in teaching, such as educators cultivating industry relationships and using certifications in the curriculum. We discuss the emerging trend of using stackable certificates. We conclude with a brief review of the emphasis the marketing education journals have placed on integrating technology. We posit that with the newest technology, students need to be taught how to use due to the benefits but understand the potential risks associated with these new technologies, such as artificial intelligence. [ABSTRACT FROM AUTHOR]

The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is causing confusion within the industry, the academic world, and the classroom. This article addresses the need for more research on teaching social media marketing from a strategic perspective based on Integrated Marketing Communications (IMC) objectives. It explores the use of the Paid/Owned/Earned Media (POEM) framework as a form of engaged pedagogy and part of the Active Blended Learning framework. Adopting a Participatory Action Research (PAR) approach, 40 student applications of the POEM framework were analyzed, and the results indicate that it enables students to identify activities within an integrated campaign and their impact on the customer journey. These results were supported by a qualitative analysis of the views of three experienced educators in this field. It is proposed that the application of classifications, such as Paid, Owned, and Earned media, are more useful when teaching social media marketing within IMC than the classifications of Advertising and PR. [ABSTRACT FROM AUTHOR]

This paper explores the multidimensional influence of social media marketing on Egypt's Small and Medium Enterprises. This study adopts a mixed-methods approach, integrating surveys, interviews, and case studies to give a thorough analysis. The study begins by assessing the amount of social media marketing adoption among Egyptian SMEs and identifying the most regularly used platforms. It evaluates the frequency and characteristics of social media interactions among SMEs, including consumer engagement and collaborations. Furthermore, the study assesses the problems associated with resource limits, digital literacy, and cultural issues in incorporating social media into SME operations. In addition, the study explores the impact of content created by users and online reviews on brand impression and consumer loyalty. The study also examines whether having an active social media presence corresponds with increasing revenue, market share expansion, and globalization activities. It investigates the role of social media marketing in promoting SMEs' access to finance and collaborations. In conclusion, this thesis contributes to the existing literature by conducting a comprehensive evaluation of the impact of social media marketing on small and mediumsized enterprises (SMEs) in Egypt. It highlights the immense potential of social media and identifies various challenges SMEs face. The research recommends how policymakers, business support organizations, and SME owners can leverage social media marketing to enhance competitiveness and sustainability in the Egyptian business environment. [ABSTRACT FROM AUTHOR]

This research paper delves into the demographic characteristics and consumer preferences among individuals purchasing baked goods from home bakeries. Through a comprehensive survey analysis, it uncovers that the primary customer base comprises predominantly female individuals aged between 26 to 35 years, with a majority possessing SSLC education. These consumers exhibit a notable inclination towards preservative-free baked goods, attractive packaging, and efficient customer service. To effectively target this demographic, home bakers are advised to focus their marketing efforts on social media platforms, particularly Facebook, employing visually engaging advertisements and staying attuned to evolving market trends. Moreover, prioritizing the provision of high-quality baked goods, accompanied by functional packaging and prompt customer response, is essential for sustaining consumer satisfaction and loyalty. While the survey reflects a prevalent trust in home bakers' transparency regarding ingredients, there remains an opportunity to further understand and cater to specific customer needs. Overall, home bakers emphasizing customer-centric practices, product excellence, and trend awareness stand poised to enhance their success and foster enduring customer relationships. [ABSTRACT FROM AUTHOR]

Corporate identity plays an important role in the success and competitiveness of businesses in today’s dynamic business environment. It encompasses brand identity, organisational culture, values, and reputation, and is key in building relationships with stakeholders. An ethical corporate identity, in particular the perception of a company as ethical and socially responsible, positively influences employee behaviour and engagement. Artificial Intelligence (AI) has revolutionised business management and offers innovative solutions to improve decision-making, efficiency,and transparency. Integrating AI into corporate governance can improve risk management, compliance, and accountability. In the digital age, social media are key in building and maintaining the brand voice of businesses. With the advent of AI, new tools such as Chat GPT have emerged to simplify and accelerate content creation, including social media posts. However, achieving satisfactory brand-voice results using AI requires careful analysis and extensive, representative data that travels into the prompter. Although AI-generated content is fast, it should be vetted by experienced experts to ensure it aligns with brand values and brand image. Although Chat GPT promises to generate content and brand-voice, its successful use requires collaboration with experienced experts and thoughtful consideration of its use in building and maintaining an authentic and effective brand-voice. [ABSTRACT FROM AUTHOR]

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Abstract This research aims to analyze the definition, antecedents, and consequences of social media marketing through a systematic literature review approach. Using the Publish or Perish and Vos Viewer applications, this study collected and analyzed 20 articles indexed in Scopus and Sinta from 2013 to 2024. The results of the analysis show that social media marketing is a promotional tool and a platform for building open communication between businesses and consumers. The identified antecedents include factors that influence the effectiveness of social media marketing, while the consequences include the impact on customer loyalty and user interaction. Abstrak Penelitian ini bertujuan untuk menganalisis definisi, anteseden, dan konsekuensi pemasaran media sosial melalui pendekatan kajian literatur sistematik. Dengan menggunakan aplikasi Publish or Perish dan Vos Viewer, penelitian ini mengumpulkan dan menganalisis 20 artikel yang terindeks di Scopus dan Sinta dari tahun 2013 hingga 2024. Hasil analisis menunjukkan bahwa pemasaran media sosial tidak hanya berfungsi sebagai alat promosi, tetapi juga sebagai platform untuk membangun komunikasi terbuka antara bisnis dan konsumen. Anteseden yang diidentifikasi mencakup faktor-faktor yang mempengaruhi efektivitas pemasaran media sosial, sedangkan konsekuensi mencakup dampak terhadap loyalitas pelanggan dan interaksi pengguna.

This research explores the dynamics of trust in the succession process of a family business at The Icon. Employing descriptive qualitative methodology, the study delves into how trust is built and maintained through various stages of the succession process. The successor did not receive theoretical training but learned directly by observing their parents and the employees at The Icon. The mother of the successor played a crucial role in providing hands-on training, particularly in social media marketing. Every piece of content must be approved by her to maintain high standards and avoid misunderstandings that could damage the business's reputation. Additionally, she supervises the food photoshoots to ensure the menu presentations are aesthetically pleasing. The successor is also trained in food art classes to enhance their skills. The responsibility of ensuring smooth operations and resolving issues at The Icon is a significant part of the successor’s role. For instance, when a customer complained about cold food, the successor handled the situation professionally by offering a replacement and complimentary food. The findings suggest that the successor exhibits a high level of responsibility, working diligently to address and resolve challenges, thereby ensuring the continued success and reputation of The Icon.

Purpose – This study uses the stimulus organism response (SOR) as the theory framework to analyze the sequential mediating roles of brand experience (BE), brand trust (BT), and brand love (BLV) to show the connection between Social Media Marketing (SMM) activities and brand loyalty (BL). Design/methodology/approach – The study approach was empirically evaluated using 310 SM users as data who follow bottled water brands on any platform and have made a purchase. Furthermore, a sequential multiple mediation model was tested using PLS-SEM. Findings – The results indicate that SMM significantly impacts BE, and BE significantly affects BT and BLV. Subsequently, this influence of BT and BLV contributes to an increase in BL. Additionally, it was revealed that BE, BT, and BLV sequentially and significantly mediate the relationship between SMM and BL. Research limitations/implications – Its cross-sectional design, sample bias towards younger, educated respondents, a narrow focus on BL from SMM activities, and a lack of consideration for sustainability and broader product types suggest a need for more diverse and longitudinal future research. Practical implications – The result emphasizes the need for brands to leverage SM as a critical channel for consumer engagement, suggesting the adoption of personalized, entertaining, and interactive digital campaigns to increase through memorable BE. Originality/value – This study pioneers using SOR theory to explore the SMM impact on BL within the bottled water industry, providing novel insights through empirically validating a model that links SMM activities with loyalty via BE, BT, and BLV.

The article is devoted to the study of consumer behavior using modern marketing tools. The author proves that in today's dynamic digital world, where competition is fierce and market trends are constantly changing, it is crucial for business survival to have a comprehensive understanding of consumer behavior and be able to effectively manage it. This is due to fierce competition and constant changes in market trends. The purpose of this article is to substantiate the peculiarities of researching consumer behavior using modern marketing tools. This study explores the complex relationship between the use of innovative marketing strategies in the digital sphere and the regulation of consumer behavior. In an attempt to find out how businesses can effectively overcome the obstacles associated with the digital ecosystem, the research article uses both empirical data and theoretical foundations. Using the results of surveys, the author identifies the main marketing tools. The research results suggest that modern marketing tools have a significant impact on managing consumer behavior in the digital age.

Purpose — This study aims to examine and analyze the effects of various social media marketing dimensions—entertainment, customization, interaction, and trendiness—on purchase decisions. Method — The study focuses on micro-, small-, and medium-sized enterprises (MSMEs) in Indonesia. Data were collected through an online survey of 245 consumers who actively use social media and follow at least one MSME social media account. Purposive sampling methods were used to select respondents. The data were analyzed and hypotheses tested using Structural Equation Modeling—Partial Least Squares (SEM-PLS). Result — The study confirmed that customization, interaction, and trendiness have a positive and significant effect on purchase decisions. Conversely, entertainment was found to have a non-significant effect. Among the variables, interaction had the greatest impact on driving purchase decisions. Novelty — This study focuses on micro-, small-, and medium-sized enterprises (MSMEs) in Indonesia within the context of social media marketing. MSMEs are increasingly recognizing the advantages of leveraging social media to promote their products and brands. Additionally, this research directly examines the impact of social media marketing on purchasing decisions among MSMEs in Indonesia.