Beyond the basics: Exploring the impact of social media marketing enablers on business success

Singh, Prakash

doi:10.1016/j.heliyon.2024.e26435

Cited by 3 publications

(1 citation statement)

References 102 publications

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“…Menurut (M. Huang et al, 2024), wiki, forum internet, media sosial berbasis lokasi, situs jejaring sosial, situs ulasan konsumen, situs komunitas konten, dan wiki adalah contoh aplikasi media sosial. (Singh, 2024) menawarkan definisi alternatif, mendefinisikan media sosial sebagai teknologi media baru yang memungkinkan kreasi dan interaksi bersama, sehingga memungkinkan penciptaan dan penyebaran konten buatan pengguna.…”

Section: Social Media Marketing Activityunclassified

Aktivitas pemasaran melalui media sosial instagram dan ekuitas merek serta pengaruhnya terhadap niat beli konsumen

Bimo Satrio Djati,

Agus Abdurrahman

2024

Journal of Economics, Business, Accounting and Management

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The purpose of this research is to determine the influence of Social Media Marketing Activities on brand equity; to determine the influence of brand equity on E-WOM; to determine the influence of E-WOM on consumer purchasing intentions and to determine the influence of Social Media Marketing Activities on consumer purchasing intentions. Research data collection was carried out using a cross sectional approach carried out over a 1 month period using questionnaires distributed via social media. Researchers distributed questionnaires to consumers who made online purchases to students in Yogyakarta. The analysis tool uses SEM AMOS. The research results show that there is a significant relationship between social media marketing activities and brand equity; there is a significant relationship between brand equity and e-wom; There is no influence of the e-WOM variable on purchase intention and there is a significant relationship between social media marketing activities and purchase intention.

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Section: Social Media Marketing Activityunclassified

Aktivitas pemasaran melalui media sosial instagram dan ekuitas merek serta pengaruhnya terhadap niat beli konsumen

Bimo Satrio Djati,

Agus Abdurrahman

2024

Journal of Economics, Business, Accounting and Management

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Medical influence: what does success look like?

Wintz,

Wright,

Schaffer

2024

Palliat�Care

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Background: Social media influencers have revolutionized information, gaining viewers, retention, and interest with short videos. Medical teams could potentially benefit from this medium for educating patients. Defining success in this endeavor remains unclear. Objective: We are a surgeon-nurse team that sought to promote our messages on social media to gain viewers and interest in our website. Design: An educational podcast focusing on end-of-life discussions was linked to social media platforms, including Instagram and TikTok, to gain views on our website. Methods: Eleven podcast episodes were produced and published over a 3-month period, between November 2023 and January 2024. The podcast episodes were promoted to “similar clients” based on internal algorithms by a podcast streaming service, Spotify. The promotion provided by Spotify and website views were compared to responses evident by other social media posts. Results: After 3 months of publishing podcast episodes on Spotify, with free publicity, our podcast gained 10,400 promotions, 486 listeners, 49 followers, and approximately 1200 random website views. In comparison, the podcast content garnered more than 50,000 video clip views on TikTok and Instagram, after funding these brief video promotions. TikTok and Instagram both charged $20 or more per promotion. Paid promotion opportunities resulted in no website visits or podcast followers. Conclusion: Our own experience with social media promotion was inadequate in generating interest in our content. The authors would encourage other teams to be strategic with paid promotions and to consider engaging a marketing expert to improve the potential for mass interest in content and promotional efficiency. Additionally, based on these findings, the authors would appreciate more transparency in the algorithms behind successful promotions to better understand “what success looks like” for medical messaging.

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Estrategias de Marketing Digital y Presencia en Redes Sociales para el Posicionamiento de las MIPYMES en Ecuador

Zambrano Verdesoto

2024

epsir

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Introducción: En un entorno empresarial cada vez más competitivo, las micro, pequeñas y medianas empresas en Ecuador buscan estrategias efectivas para mejorar su posicionamiento en el mercado.Metodología: Se realizó un revisión bibliografica para fundamentar las variables de investigación, tambien se realizaron 312 encuestas a clientes de MiPymes los datos recopilados fueron analizados mediante un modelo de ecuaciones estructurales (SEM), una técnica estadística que permite evaluar las relaciones entre múltiples variables. Resultados: Se identificó que las estrategias de marketing digital tienen un impacto significativo en la presencia en redes sociales de las MiPymes y también que una mayor presencia en redes sociales influye positivamente en el posicionamiento de la marca. Discusión: La presencia activa en redes sociales influye notablemente en los clientes y es factor diferenciador al momento de elgir una marca. Conclusiones: Las estrategias de marketing digital y la presencia activa en redes sociales son fundamentales para el posicionamiento de la marca de las MiPymes en Ecuador. Las empresas que invierten en estas áreas pueden esperar una mejora en su reconocimiento y competitividad en el mercado.

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Beyond the basics: Exploring the impact of social media marketing enablers on business success

Cited by 3 publications

References 102 publications

Aktivitas pemasaran melalui media sosial instagram dan ekuitas merek serta pengaruhnya terhadap niat beli konsumen

Aktivitas pemasaran melalui media sosial instagram dan ekuitas merek serta pengaruhnya terhadap niat beli konsumen

Medical influence: what does success look like?

Estrategias de Marketing Digital y Presencia en Redes Sociales para el Posicionamiento de las MIPYMES en Ecuador

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