Social Media Marketing - An Effective Solution for Non-Profit Organizations

Social media has provided promotion and communication channels for organizations to reach their target audience efficiently and cost-effectively. Despite wide social media analytics applications in different areas, scant studies focus on NGOs. This research analyzes the use of social media by a well-known NGO, the Hong Kong Generation Next Arts Limited (HKGNA), on its presence and user sentiment on Twitter and Facebook to evaluate the brand image, engagement conditions, and promotion effectiveness. These findings showed a low usage frequency of their Twitter channel. Despite the overall positive sentiment, there are some deviations from their charity mission. Yet, their Facebook channel serves well for publicity, and the interaction is relatively active. Thus, more measures are necessary to improve the digital relationship between HKGNA and its targeted audience. Moreover, this methodology for data analysis serves as an example for other NGOs to improve their communication.

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A Systematic Bibliometric Literature Review on Data Science in Marketing

Rosário

2023

Advances in Business Information Systems and Analytics

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Data science in marketing has become critical in gaining sustained competitive advantage in a rapidly changing business environment. It involves using advanced analytics and scientific principles to extract valuable information from large volumes of data gathered from multiple sources, such as social media platforms. There are multiple benefits to using data science in marketing, including proper data-based planning, enhanced customization, enhanced forecasting through predictive analytics, effective ROI measuring, and improved pricing models. The research explains how companies can turn the potential and opportunities of these advanced analytics techniques into real company performance in a competitive marketing environment. This research aims to explore how firms can use marketing analytics and big data to improve capabilities and performance. Specifically, the study argues that big data and marketing analytics can be used to extract valuable and meaningful marketing information and insights that can be integrated to improve marketing effectiveness and performance.

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Social Media Marketing - An Effective Solution for Non-Profit Organizations

Cited by 3 publications

References 10 publications

Web based Application Platform to Give and Seek Support during Life Challenging Moments

Web based Application Platform to Give and Seek Support during Life Challenging Moments

Social Media Analytics for Non-Governmental Organizations

A Systematic Bibliometric Literature Review on Data Science in Marketing

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