Follow for follow: marketing of a start-up company on Instagram

Virtanen, Henrik; Björk, Peter; Sjöström, Elin

doi:10.1108/jsbed-12-2016-0202

Cited by 71 publications

(48 citation statements)

References 39 publications

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“…Further, customers also pay attention to the quick response of the seller in answering questions on the products offered. This result in lines with the notion that the success of social media marketing depends on interaction with customers (Virtanen, Björk, & Sjöström, 2017). However, most customers do not interested in the involvement in providing comments via Instagram on the offered products and it is indicated with the lowest factor loading.…”

Section: Discussionsupporting

confidence: 84%

Untitled

Hardiyanto¹,

Perera²,

Kusdibyo³

2020

IJABR

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Section: Discussionsupporting

confidence: 84%

Untitled

Hardiyanto¹,

Perera²,

Kusdibyo³

2020

IJABR

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“…Online marketing is attractive and interesting for companies that plan to produce a global product or achieve a larger market. The Internet is considered a developed technology, which opens new types of marketing opportunities and overcomes any traditional and physical borders (Quelch and Klein, 1996; Palumbo and Herbig, 1998; Petersen et al, 2002; Kotabe and Helsen, 2004; Virtanen et al, 2017; Zahoor and Quereshi, 2017). Thus, the Internet is considered as a tool changing conditions concerning many factors such as delivery of services (Quach et al, 2016) and the international business environments (Hamill, 1997; Yannopoulos, 2011).…”

Section: Introductionmentioning

confidence: 99%

The importance of brands, commitment, and influencers on purchase intent in the context of online relationships

Khodabandeh

Lindh

2020

Australasian Marketing Journal

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This study aims to investigate the external input of influencers and the internal input of commitment in online relationships as antecedents for purchase intent with consideration of the mediating role of brand image. Data were gathered from a survey of 730 international online consumers, and results were analyzed using LISREL. The result shows the importance of the brand image for the purchase intent in online relationships, and also finds that the brand mediates an effect from influencers and commitment on purchase intent. Companies working to strengthen their relationships concerning their brand can learn that it is meaningful to also work with relationship commitment (to encourage customers to be part of a continuous relationship) and to find influencers appropriate to showcase the product. Also, even if strong relationships build brands, carefulness concerning the brands offered in the online store is strategically important. This study adds to the literature by extending research on brand importance in online relationships, specifically by adding the concepts of commitment and influencers’ influence into the model. The latter expands knowledge of how complex the online environment is in terms of factors to consider for online marketers.

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“…It is an integral part of everyday life, transforming socialization and communication habits thus consumer behavior has remold making companies to respond. With the dramatic emergence of digital media, particularly social networking services; the strategies and tools which companies apply in order to interact with their consumers had taken an innovative spin (Virtanen, Björk, & Sjöström, 2017). In order to reach audiences, enterprises need to adapt to the rules of social media outlets, therefore the algorithms and aspects of shareability (Roese, 2018).…”

Section: Academic Researchmentioning

confidence: 99%