Mapping Social Media Tools For Sell vs Buy Activities Into Emerging And Developed Markets

Gilfoil, David M.

doi:10.19030/ijmis.v16i1.6723

Cited by 3 publications

(5 citation statements)

References 20 publications

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“…The term social media is a broad concept that encompasses a number of applications, which vary widely in scope and function. They include a whole variety of different social networking sites, such as Facebook, micro-blogging services like Twitter, blogs, photo sharing and video sharing like YouTube or Flickr (Gilfoil, 2012). All of them, however, contain several common features that are potentially useful for engaging with the public, in the form of user-generated content and real-time communication.…”

Section: Social Mediamentioning

confidence: 99%

A Measurement Framework for Assessing the Contribution of Social Media to Public Engagement: An empirical analysis on Facebook

Agostino

Arnaboldi

2015

Public Management Review

127

131

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The public sector is increasingly turning to social media as a means to communicate and interact with citizens, but little is known about the contribution that these social technologies make to public engagement. This paper used a scoping literature review of studies examining social media in order to develop a framework that measures two Facebook features (popularity and commitment), which was then used to evaluate two different levels of public engagement (public communication and public participation). The framework was validated by applying it to the Facebook pages of several Italian city administrations, and a social media engagement matrix was proposed to interpret the findings

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Section: Social Mediamentioning

confidence: 99%

A Measurement Framework for Assessing the Contribution of Social Media to Public Engagement: An empirical analysis on Facebook

Agostino

Arnaboldi

2015

Public Management Review

127

131

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“…This argument appears to have validity as computers and telephones, in certain societies, put people who own or use them in an elite category (Olaniran, 2007). At the same time, social media usage in emerging markets is still in the early stages of the adoption process (Gilfoil, 2012). Hence social media as a chosen communication channel may present organizations with the challenge of how to capture older demographics who may lack access or do not use social media.…”

Section: Practical Challenges and Opportunitiesmentioning

confidence: 99%

“…The use of social media as a marketing tool in emerging markets or any markets for that matter may make economic sense (Gilfoil, 2012;Parveen et al, 2015). To this end, many scholars have suggested that Web 2.0 can add to the power of viral marketing (Hartline et al, 2008;Leskovec et al, 2007;Subramani and Rajagopalan, 2003).…”

Section: Practical Challenges and Opportunitiesmentioning

confidence: 99%

“…relational development) which may help foster actual sales in the long run. To this end, it has been suggested that blogging and micro-blogging are channels of choice in emerging markets and more so than in economically developed world (Gilfoil, 2012;Niedermeier et al, 2016). Jansen et al (2009) found micro-blogging (Twitter) as an effective online tool for customer WOM communication to reinforce the emphasis on relationship in some of these markets (i.e.…”

Section: Practical Challenges and Opportunitiesmentioning

confidence: 99%

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Social media as communication channel in emerging economies: a closer look at cultural implications

Olaniran

2018

JAMR

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Purpose The purpose of this paper is twofold. First, to explore the intricacies of culture along with the complex contextual factors that affect the selection, implementation and use of social media as an organizational communication channel in emerging markets. Second, by using Hofstede’s dimension of cultural variability as a framework, the paper identifies different variables that impact usage and adoption of social media in emerging markets. Design/methodology/approach A review of literature was employed for this study to glean different factors that influence social media use in less economically developed countries and emerging markets. The selected literature consisted of the following keyword phrases “social media” and “emerging markets.” The term “culture” was used to narrow the scope of the analysis. Findings The analysis provides insights about how elements such as context, culture, communication preference, trust, gender and literacy affect social media use of individuals within organizations and merchants operating in emerging markets. The paper, in particular suggests that all social media campaigns contain important cultural considerations for potential users who will interact with the social networks in emerging markets. Research limitations/implications The review of literature may not have been all inclusive. Hence, certain relevant studies may have been excluded based their lack of selected keywords. Furthermore, currently there are not enough published studies in social media usage and emerging markets to fully explore the topic. Therefore, a call for more empirical research utilizing mixed method approach will provide a more comprehensive analysis. Practical implications The paper includes implications for the development of technological and cultural fit in the diffusion of social media technologies in an attempt to achieve desired results in emerging markets. Originality/value This paper identifies the need for clarity or understanding of culture when crossing cultural boundaries in particular West vs East through the use of new and social media within emerging markets.

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“…Possible exceptions to this statement include a study that addresses the potential benefit to emerging economies of employing Internet based marketing in the area of eco-tourism through company websites and blogs (Sambhanthan & Good, 2012). Also, some researchers have studied social media and microblog traffic relating to buying and selling activities and compare data for developed versus emerging markets (Gilfoil, 2012;Jobs, 2011;Jobs & Gilfoil, 2011). These studies, however, do not examine SMM activity of actual companies and limit their observations of emerging economies to the BRIC group (Brazil, Russia, India, China) and NIC (Mexico, Malaysia) markets.…”

Section: Review Of the Literaturementioning

confidence: 99%

Social Media Marketing in Emerging Economies: A Mongolian Case Study

Borker¹

2014

IJMS

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There exists substantial research on social media marketing (SMM) in the United States and other developed countries. Studies of SMM in emerging economies, such as the eleven Global Growth Generator (3G) economies, are rare. This study seeks to discover and characterize the use of social media marketing channels in the Republic of Mongolia, an emerging economy, transitioning from socialism and at the earliest stages of marketing development. The study is limited to twenty companies listed on the Mongolia stock exchange. These companies are categorized by whether they are involved in social media marketing based on direct or indirect presence on Facebook, YouTube, or Twitter with supporting quantitative data on activity levels. Also, specific content is examined descriptively in order to characterize the primarily functions of social media marketing in this special environment.

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Mapping Social Media Tools For Sell vs Buy Activities Into Emerging And Developed Markets

Abstract: This paper studies usage patterns of global sellers and buyers using five forms of Web 2.0 social broadcast behaviors -blogging, micro-blogging, social networking, online video, and

Cited by 3 publications

References 20 publications

A Measurement Framework for Assessing the Contribution of Social Media to Public Engagement: An empirical analysis on Facebook

A Measurement Framework for Assessing the Contribution of Social Media to Public Engagement: An empirical analysis on Facebook

Social media as communication channel in emerging economies: a closer look at cultural implications

Social Media Marketing in Emerging Economies: A Mongolian Case Study

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