Shadow Side of Social Media Marketing: A User’s Perspective

Shirish, Anuragini

doi:10.1007/978-981-10-5323-8_5

Cited by 5 publications

(3 citation statements)

References 29 publications

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“…Therefore, social media facilitates direct marketing communication with the target market (Herawati et al, 2024). Five main forms of social media marketing can be identified: Social media marketing communication (Shirish, 2018Duffett, 2017; social media marketing analytics and reporting (Gonçalves, 2017); Social media marketing customer engagement (Atherton, 2023; Tsiotsou, 2020; Zailskaite-jakste & Kuvykaite, 2012); social media social listening (Stewart & Arnold, 2018), and social media marketing public relations (Kim, 2020; Quesenberry, 2020). Among these, the feature seen in the interface of social media marketing is social media marketing communication.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Effect Of Social Media Marketing Communication On Customer Behavioral Intention Of Fast-Food Restaurant Chain Customers In Sri Lanka: Brand Image As A Mediator

Jayathunga

2024

EATP

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Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Effect Of Social Media Marketing Communication On Customer Behavioral Intention Of Fast-Food Restaurant Chain Customers In Sri Lanka: Brand Image As A Mediator

Jayathunga

2024

EATP

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“…Then, it can increase a company's online visibility, strengthen client relationships, and expand word-ofmouth advertising (Krasniak, Zimmerman, & Ng, 2021). In other words, marketing through social media is an essential need to support the company's business activities (Shirish, 2018).…”

Section: N P R E S Smentioning

confidence: 99%

The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee

Simbolon

Nurcholifa

Safarina

2022

Binus Business Review

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In the digital era, social media increasingly has an important role as a marketing tool that needs to be optimized to increase a company’s sales and profitability. Social media continues growing and is widely used by all levels of society to become the appropriate media to offer products or services. The research aimed to test and prove the effect of social media marketing using Instagram on purchase decision through brand awareness for Bulog products in Shopee. The research used 397 respondents through purposive sampling with criteria of Instagram users who made transactions of Bulog products in Shopee during the last eight months. Data were collected using a questionnaire and distributed online through Google Form. Then, data were analyzed by Structural Equation Modeling - Partial Least Square (SEM-PLS) with WarpPLS 7.0. The results find that social media marketing through Instagram significantly influences brand awareness. It impacts the purchasing decisions at Perum Bulog in Shopee. Brand awareness also significantly influences purchase decision and mediates the effect of social media marketing on the purchase decision. Hence, companies must make social media the main tool for marketing programs. It can improve marketing personnel’s competence and creativity in creating marketing content on social media.

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“…Most of the research on social media marketing has focused on the opportunities and advantages of these developments. Relatively little work has been done examining the negative ramifications (Shirish 2018). The negative impact of social media marketing is illustrated by a report appearing on BBC about the fake web reviews of Samsung products.…”

Section: Introductionmentioning

confidence: 99%

Spammer Group Detection Using Machine Learning Technology for Observation of New Spammer Behavioral Features

Cheng

2021

Journal of Global Information Management

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Recently, the rapid growth in the number of customer reviews on e-commence platforms and in the amount of user-generated content has begun to have a profound impact on customer purchasing decisions. To counter the negative impact of social media marketing, some firms have begun hiring people to generate fake reviews which either promote their own products or damage their competitor's reputation. This study proposes a framework, which takes advantage of both supervised and unsupervised learning techniques, for the observation of behaviors among spammers. Then, based on the behavior of participants on web forums, the authors build up a post-reply network. The main focus is on the behavior-related features of the reviews, their propagation, and their popularity. The primary objective of this study is to build an effective online spammer detection model and the method detailed in this work can be used to improve the performance of spammer detection models. An experiment is carried out with a real dataset, the results of which indicate that these new features are important for identifying spammers. Finally, random walk clustering is applied to investigate the post-reply network. Some interesting and important features are observed in the interactions between a group of spammers which could be subjected to further research.

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Shadow Side of Social Media Marketing: A User’s Perspective

Cited by 5 publications

References 29 publications

Effect Of Social Media Marketing Communication On Customer Behavioral Intention Of Fast-Food Restaurant Chain Customers In Sri Lanka: Brand Image As A Mediator

Effect Of Social Media Marketing Communication On Customer Behavioral Intention Of Fast-Food Restaurant Chain Customers In Sri Lanka: Brand Image As A Mediator

The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee

Spammer Group Detection Using Machine Learning Technology for Observation of New Spammer Behavioral Features

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