Peculiarities of Social Media Integration into Marketing Communication

Jucaitytė, Indrė; Maščinskienė, Jūratė

doi:10.1016/j.sbspro.2014.11.227

Cited by 10 publications

(5 citation statements)

References 9 publications

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“…Digital platforms are used by companies to sense the market and build relationships with customers so that they can respond quickly to customer needs (Wang, 2020). Likewise, social media is used to support marketing activities that allow users to communicate and share timely information in a virtual environment (Indre Jucaitytơ, 2014). Digital marketing has a significant contribution to improving marketing performance, in the form of sales growth, profitability, market share (Chinakidzwa & Phiri, 2020;Hashim et al, 2022).…”

Section: Value Creation Ambidexterity As a Mediating Variablementioning

confidence: 99%

Improvement of marketing performance: Role of market sensing, digital marketing, and value creation ambidexterity

Mulyana,

Nurhayati,

Putri

2023

CyA

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Section: Value Creation Ambidexterity As a Mediating Variablementioning

confidence: 99%

Improvement of marketing performance: Role of market sensing, digital marketing, and value creation ambidexterity

Mulyana,

Nurhayati,

Putri

2023

CyA

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“…Organisasi bisnis harus tertarik tidak hanya dalam menciptakan hubungan dengan pelanggan tetapi juga dalam penguatan dan pengembangan serta mencari cara baru untuk meningkatkan loyalitas pelanggan. Tujuan terpenting organisasi untuk berpartisipasi dalam media sosial adalah untuk mencapai kemampuan organisasi untuk membuat dampak pada pengambilan keputusan pelanggan (Jucaitytė & Maščinskienė, 2014).…”

Section: Pemasaran Media Sosialunclassified

Evaluasi Manajemen Media Sosial Instagram Menggunakan Framework Dragons: Studi Kasus Pada Program Studi Pascasarjana Di Surabaya

Ruse¹,

Jaolis²,

Wijaya³

2023

JMP

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Dalam lima tahun terakhir, tidak sedikit universitas yang mulai memanfaatkan media sosial untuk membangun engagement dengan pemangku kepentingan utamanya seperti mahasiswa dan calon mahasiswa. Dalam manajemen media sosial sebagai sarana pemasaran, perlu adanya rancangan strategi konten yang efektif untuk mendorong performa pemasaran sebuah universitas lewat engagement. Penelitian ini bertujuan untuk menganalisis efektivitas manajemen media sosial dari sebuah akun Instagram program pascasarjana di salah satu universitas di Surabaya menggunakan framework DRAGONS. Framework ini terdiri dari tujuh elemen utama yaitu Dialogue, Relatability, Authenticity, Give, Opinion, Niche dan Sales Hasil penelitian menunjukkan, bahwa sejauh ini menajemen media sosial dari objek analisis masih menitikberatkan pada elemen Dialogue dan Relatability dari keseluruhan elemen framework. Rekomendasi praktikal terkait perancangan dan penerapan konten Instagram dari objek analisis berdasarkan elemen DRAGONS lainnya yang belum dielaborasi juga diberikan untuk meningkatkan engagement para pengikut akun Instagram dari program studi.

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“…Integrated Marketing Communication is one part of marketing management which consists of advertising, public relations and sponsorship, personal selling, direct marketing, and sales promotion, which are integrated and support each other (Belch & Belch, 2015;Jucaitytė & Maščinskienė, 2014). The existence of Integrated Marketing Communication makes a company or industry can target market share effectively and appropriately (Grizane & Jurgelane, 2016;Jucaitytė & Maščinskienė, 2014). Integrated Marketing Communication is not only focused on the marketing side of things but also on the communication side.…”

Section: Connectivity With Followers and Customersmentioning

confidence: 99%

Local Online Courier and Ride-Hailing Service Social Media Marketing

Lampe

Alatas

Orynka

et al. 2021

jkm

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Topokeni was a local online courier and ride-hailing service in Palu. In this study, we tried to understand the social media marketing strategies used by Topokeni, as we assumed that Topokeni had specific strategies to compete with national and international scale ride-hailing services such as Grab and Gojek. Thus, this study was focused and aimed to understand and describe the Instagram marketing strategies of Topokeni based on four aspects of social media marketing in a qualitative-case study approach. Data were collected through in-depth interviews, observations, and document study on social media and other relevant archives. The results showed that social media became an alternative to survive and increase tenants and consumers. In the context aspect, Topokeni admins used nicknames such as kakak (bro/sis) to their customers to reach broader targets. In the communication aspect, Topokeni used graphic elements in photos, videos, infographics, and testimonials posts. In the collaboration aspect, Topokeni merged the tenant's market with Topokeni's customers. In the connectivity aspect, Topokeni synergized the contents, themes, and brand positioning using #kurirpalu and #deliverypalu, also @(mention) feature on partner tenant accounts and personal customers as a form of appreciation and responsibility.

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Peculiarities of Social Media Integration into Marketing Communication

Cited by 10 publications

References 9 publications

Improvement of marketing performance: Role of market sensing, digital marketing, and value creation ambidexterity

Improvement of marketing performance: Role of market sensing, digital marketing, and value creation ambidexterity

Evaluasi Manajemen Media Sosial Instagram Menggunakan Framework Dragons: Studi Kasus Pada Program Studi Pascasarjana Di Surabaya

Local Online Courier and Ride-Hailing Service Social Media Marketing

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