Exploring the integration of social media within integrated marketing communication frameworks

Valos, Michael; Habibi, Fatemeh; Casidy, Riza; Driesener, Carl; Maplestone, Vanya Louise

doi:10.1108/mip-09-2014-0169

Cited by 111 publications

(109 citation statements)

References 63 publications

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“…In recent years, social media have become a hybrid component of integrated marketing communications (IMC) that allows the organization to establish a strong relationship with their consumers [1]. With the recent popularity of social networking sites (SNS), the online brand community has expanded its boundary to the virtually networked society [2].…”

Section: Introductionmentioning

confidence: 99%

The Impact of Electronic-Word-of Mouth on e-Loyalty and Consumers’ e-Purchase Decision Making Process: A Social Media Perspective

Perera¹,

Nayak²,

Nguyen³

2019

IJTEF

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The idea behind the concept of Electronic Wordof-Mouth (e-WOM) is important to the visibility of individuals and businesses on social media. Although the e-WOM is increasingly adopting in Vietnam, the association of e-WOM with social media among Vietnamese is an under-researched area.Accordingly, drawing on Social Cognitive Theory, this study aims to identify the role of e-WOM in developing e-loyalty and thus e-purchase. This study develops a model consisting of e-WOM as an independent variable, e-loyalty, and e-purchase as dependent variables, and information credibility, information quality and information usefulness as mediating variables. Analyzing the data obtained from 120 online brand members, this study shows that e-WOM has a significant positive impact on e-loyalty and e-purchase. Furthermore, information credibility, information quality, and information usefulness strengthened the relationship between e-WOM and e-loyalty. Index Terms-e-loyalty, e-purchase, e-WOM, social media.Rajkishore Nayak is currently a senior lecturer at the Centre of Communication and Design, RMIT University, Vietnam. He completed his Ph.D from the School of Fashion and Textiles, RMIT University, Australia. He has around 15 years' experience in teaching and research related to fashion and textiles. He published about 90 peer-reviewed papers in national and international journals. Recently, Rajkishore was awarded with the "RMIT

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Section: Introductionmentioning

confidence: 99%

The Impact of Electronic-Word-of Mouth on e-Loyalty and Consumers’ e-Purchase Decision Making Process: A Social Media Perspective

Perera¹,

Nayak²,

Nguyen³

2019

IJTEF

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“…For example, the B2B model forms the relationship and cooperation between businesses (companies) and, with regard to Industry 4.0, with real-time redesign of value chain, etc. SM development impacts the communication process between individual business representatives by making it faster, more efficient, and less expensive (Taiminen & Karjaluoto, 2015;Valos, Habibi, Casidy, Driesener, & Maplestone, 2016).…”

Section: Business Models In the Context Of Digitalizationmentioning

confidence: 99%

Digital Marketing Communication from the Perspective of Individual Consumers: A Cross-Country Comparison

Bartosik‐Purgat

2019

EBER

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A B S T R A C T Objective:The main objective of this article is to identify social media (SM) usage in communication between individual consumers and producers in different countries. The considerations in the article are focused on consumers' perspective. Research Design & Methods:The article takes a deductive approach and the aim is to answer two research questions: For what purpose do consumers communicate with companies via SM? Does the frequency of using the most popular SM in the researched countries influence the range of using them in marketing communication? Three research techniques were used in the exploratory empirical study: FGI (pilot study), PAPI and CAWI (main study). The analysis is based on both literature studies and empirical data, collected in several countries (China, Poland, Turkey, the United States). Findings: Results of the exploratory study showed that consumers from the researched countries communicate via SM with producers for different purposes. Some of them look for discounts and information about a product or brand, whilst others also take into account adverts presented by companies on SM, as well as information about company events. Implications & Recommendations: As a result, the findings can be utilised by numerous different groups of stakeholders (such as companies and institutions), in particular companies using SM for marketing communication in foreign markets. The results showed the way of using social media by consumers and that is why they can be advice for producers how to use them in the communication with their customers. Contribution & Value Added: The content of the article is significant, up to date, and original due to the fact that it focuses on current marketing communication issues. Article type:research article

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“…Social media encompass a group of applications technically and ideologically based on Web 2.0 that allow users to create and exchange content [Kaplan, Haenlein, 2010]. From the perspective of firms, social media are marketing communication tools that help keep contact with customers, transmit information about current and new products, and contribute to image building [Valos et al, 2016;Floreddu, Cabiddu, 2016]. They are used by entrepreneurs and marketers to post information about products and brands, for example in the form of advertisements [Durkin et al, 2013;Mihaela, 2015].…”

Section: Big Data Social Media and The C2b Perspective Of Digital Trmentioning

confidence: 99%

International Aspects and Challenges of Digital Transformation

Götz

Bartosik‐Purgat

Jankowska

2018

Gospodarka Narodowa

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This paper aims to examine the international context of the digital transformation sweeping through advanced economies worldwide. The authors focus on both the business-to-business (B2B) and consumer-to-business (C2B) aspects of this process. The B2B perspective is linked with the idea of a fourth industrial revolution, a notion that is also referred to as Industry 4.0, while the C2B perspective involves the growing role and popularity of social media. The paper sets out to identify the interdependencies between these two dimensions of the digital transformation. The authors apply a narrative approach to lay out the main issues related to the process in the international context. The study is a balanced analysis of key issues related to the B2B and B2C streams of the digital transformation. It also outlines the major advantages and threats as well as expected implications of Industry 4.0 and social media. The research encountered a number of challenges that chiefly stemmed from the relative novelty of the discussed problems. These included a lack of first-hand data, a dearth of adequate literature references, and data confidentiality, compounded by firms' unwillingness to share information. Nevertheless, the authors managed to identify some internationally embedded peculiarities of Industry 4.0 (B2B perspective) and demonstrated the usefulness of social media in new production and communication processes (C2B perspective).

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Exploring the integration of social media within integrated marketing communication frameworks

Cited by 111 publications

References 63 publications

The Impact of Electronic-Word-of Mouth on e-Loyalty and Consumers’ e-Purchase Decision Making Process: A Social Media Perspective

The Impact of Electronic-Word-of Mouth on e-Loyalty and Consumers’ e-Purchase Decision Making Process: A Social Media Perspective

Digital Marketing Communication from the Perspective of Individual Consumers: A Cross-Country Comparison

International Aspects and Challenges of Digital Transformation

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