B2B brands on Twitter: Engaging users with a varying combination of social media content objectives, strategies, and tactics

Juntunen, Mari; Ismagilova, Elvira; Oikarinen, Eeva-Liisa

doi:10.1016/j.indmarman.2019.03.001

Cited by 66 publications

(40 citation statements)

References 67 publications

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“…The positive contribution of social media usage to economic growth is in line with the literature (e.g., Khajeheian, 2013 ). Social media has been associated with stimulating entrepreneurship ( Ukpere et al, 2014 ) including among SMEs ( Jones et al, 2015 ), firm performance ( Tajvidi and Karami, 2017 ), consumer marketing ( Tsitsi Chikandiwa et al, 2013 ) and coordination among businesses ( Diba et al, 2019 ; Juntunen et al, 2019 ). The lack of significance of internet usage on growth could be due to low internet penetration, a lack of ICT skills necessary to use the internet ( Haftu, 2019 ), or a lack of local digital content ( Holden and van.Klyton, 2016 ).…”

Section: Estimation Resultsmentioning

confidence: 99%

The impact of digital technology usage on economic growth in Africa

2020

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This study analyses the impact of the use of digital technology on economic growth for 39 African countries from 2012 to 2016. This analysis applies a system GMM estimator to understand the extent to which the usage of digital technology facilitates growth using a measure of digitalisation from the Networked Readiness Index. Unlike previous research, we distinguish between the impact of individual, business, and government ICT usage on growth and show that only individual usage has a positive impact. Furthermore, a disaggregated analysis of the types of usage reveals that two indicators, social media and the importance of ICTs to government vision, are significant for growth.

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Section: Estimation Resultsmentioning

confidence: 99%

The impact of digital technology usage on economic growth in Africa

2020

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“…This study deemed a combination of "systematic review", "Keyword search" and "weight-analysis" techniques as appropriate methodology to synthesize the existing research findings on consumer intention and usage towards mobile shopping [22][23][24][25][26][27][28][29][30][31]. It employed keyword based search in the Scopus, Web of Science, and EBSCO Business Source complete databases with search terms such as "mobile shopping" OR "m-shopping" OR "mobile purchasing" AND "Adoption" OR "Acceptance" OR "Diffusion" OR "Usage" OR "Intention" to locate articles related to mobile shopping.…”

Section: Methodsmentioning

confidence: 99%

Consumer Mobile Shopping Acceptance Predictors and Linkages: A Systematic Review and Weight Analysis

Tamilmani¹,

Rana²,

Dwivedi³

et al. 2020

Lecture Notes in Computer Science

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Mobile phones have become an integral part of human lives with majority of people using them to access product and services for their day-today needs. However, mobile shopping adoption across the globe is not wide or fast as expected. In addition, the research is very scant in understanding various predictors of consumer adoption towards mobile shopping. The objective of this study is to identify most significant and non-significant predictors of consumer mobile shopping acceptance. Systematic review and weight analysis on 34 mobile shopping studies revealed researchers mostly employed TAM and UTAUT model as theoretical lens. This study found an interesting revelation that extrinsic motivation variables such as social influence and perceived usefulness determine consumer mobile shopping behavioral intention during early stages. However, in later stages intrinsic motivation variables such as satisfaction and trust play crucial role to emerge as best and promising predictor of consumer continuous intention respectively.

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“…Using advertising and SocMed research can be described as the objectives, strategies, attractiveness, and tactics of corporate advertising on social media [8]. Targeting techniques is a successful way for advertisers to increase the effectiveness of advertisements, but also have weaknesses such as lack of innovation in developing a promotion [9].…”

Section: Methodsmentioning

confidence: 99%

Design and Implementation of FS-I Method to Improve Effectiveness of Product Advertising using Social Media, Based on Quality Function Deployment and Fuzzy Servqual

2020

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The development of advertising, many companies use social media as an alternative online advertising. It is more interactive to promote their product. The purpose of study is to determine the comparison of strategies to improve the quality of advertising services on several social media. The results of the validity and reliability test showed that the items of questions for the questionnaire were all valid and reliable. The method used in this study is fuzzy servqual and quality function deployment. The fuzzy logic integration aims to calculate the total weight, average, and gap values of the subjectivity of the results of the servqual method. The proposed improvement in this research is based on data processing using the quality function deployment method. The main target of the proposed improvement by making the most popular company advertisements, providing up-to-date information, lots of promotions, the most interesting features, and many customer interests.

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B2B brands on Twitter: Engaging users with a varying combination of social media content objectives, strategies, and tactics

Cited by 66 publications

References 67 publications

The impact of digital technology usage on economic growth in Africa

The impact of digital technology usage on economic growth in Africa

Consumer Mobile Shopping Acceptance Predictors and Linkages: A Systematic Review and Weight Analysis

Design and Implementation of FS-I Method to Improve Effectiveness of Product Advertising using Social Media, Based on Quality Function Deployment and Fuzzy Servqual

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