Conceptual Models on the Effectiveness of E-Marketing Strategies in Engaging Consumers

Bolos, Cheristena; Idemudia, Efosa C.; Mai, Phoebe; Rasinghani, Mahesh; Smith, Shelley D.

doi:10.58729/1941-6679.1293

Cited by 7 publications

(2 citation statements)

References 3 publications

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“…The analysis identified topics related to exclusive offers and smartphone promotions that received positive feedback. These findings are in alignment with previous research, such as Bolos et al (2016), which suggests that such promotions are effective in engaging consumers. This analysis also delineated seven primary topics within the Instagram communications of the companies under study.…”

Section: Discussionsupporting

confidence: 91%

Assessing the Value of Black Friday Promotions: An Analysis of Instagram Users’ Sentiments and Behavioral Responses

BALCIOĞLU

2024

EKEV Akademi Dergisi

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Black Friday, as a significant global retail phenomenon, provides substantial insights into consumer behavior and the effectiveness of marketing strategies. This study explores into the dynamics of consumer engagement by analyzing user-generated content (UGC) on Instagram, focusing on the 2021 Black Friday promotions by key technology companies in Turkey. Utilizing an advanced three-step text mining methodology, the research commences with Latent Dirichlet Allocation (LDA) for organizing data into distinct thematic clusters pertinent to Black Friday promotions. This is followed by a sentiment analysis, executed using Python, to evaluate the emotional nuances of the UGC in relation to these themes and the corresponding company promotions. The concluding phase involves an exhaustive textual analysis (TA) to extract actionable insights, which are instrumental in refining promotional strategies and deepening the comprehension of consumer interactions on social media platforms. The results reveal a predominantly positive reception of exclusive promotions and smartphone deals, highlighting their effectiveness as strategic elements in social media marketing. In contrast, themes linked to perceived fraud, negative feedback, misinformation, and customer service issues elicited adverse reactions from consumers. These contrasting responses emphasize the imperative for brands to develop transparent, authentic marketing communications and robust customer support systems. The study not only offers strategic recommendations for brands aiming to enhance their social media campaigns but also contributes a theoretical framework for future research in digital consumer behavior, especially in the context of significant promotional events like Black Friday.

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Section: Discussionsupporting

confidence: 91%

Assessing the Value of Black Friday Promotions: An Analysis of Instagram Users’ Sentiments and Behavioral Responses

BALCIOĞLU

2024

EKEV Akademi Dergisi

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“…Understanding consumer purchase intentions is essential in the contemporary era of rapid technological advancement, as it enables businesses to stay competitive on a global scale (Bolos et al, 2016). Consumer purchase intention, particularly within promotion, sales, and branding, is widely accepted as the decision-making phase where consumers express their inclination to purchase a specific product or service (Wells et al, 2011).…”

Section: Literature Reviewmentioning

confidence: 99%

Impact of meme marketing on consumer purchase intention: Examining the mediating role of consumer engagement

Rathi,

Jain

2023

Innovative Marketing

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This paper analyzes an emerging form of social media marketing, meme marketing, which has gained attention for its ability to entertain and engage users. Marketers and companies are recognizing the value of using memes as a tool to connect with consumers. To understand the effects of meme marketing activities, this paper aims to examine the impact of meme marketing activities on consumer purchase intentions and concurrently assess the mediating role of consumer engagement. The study encompassed 452 Indian social media users with active social media accounts and familiarity with memes and meme marketing concepts. It employed a quantitative methodology backed by robust statistical techniques. The method used for analysis was Structural Equation Modeling (SEM) through Analysis of Moment Structures (AMOS) software. The results found that meme marketing activities have a direct and significant positive impact (β = 0.257, p &lt; 0.05) on consumer purchase intentions. It further shows that meme marketing has a direct and significant positive impact (β = 0.745, p &lt; 0.05) on consumer engagement. It shows that consumer engagement has a direct and significant positive effect (β = 0.651, p &lt; 0.05) on consumer purchase intention. However, the indirect impact of meme marketing activities on consumer purchase intentions is also significant, resulting in partial mediation. The study findings hold value for marketing managers, agencies, and companies that interact and engage consumers with memes and undertake meme marketing activities.

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Information Technology Influence on the Marketing Strategy for Micro, Small & Medium Enterprises: Case Study on Kalimansi Orange Syrup Business

Hidayati

Yuanda

Alvioni

et al. 2021

2021 9th International Conference on Cyber and IT Service Management (CITSM)

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Conceptual Models on the Effectiveness of E-Marketing Strategies in Engaging Consumers

Cited by 7 publications

References 3 publications

Assessing the Value of Black Friday Promotions: An Analysis of Instagram Users’ Sentiments and Behavioral Responses

Assessing the Value of Black Friday Promotions: An Analysis of Instagram Users’ Sentiments and Behavioral Responses

Impact of meme marketing on consumer purchase intention: Examining the mediating role of consumer engagement

Information Technology Influence on the Marketing Strategy for Micro, Small & Medium Enterprises: Case Study on Kalimansi Orange Syrup Business

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