Social Media Marketing Strategies for Enhancing Brand Awareness: A Study with reference to select Startups

Chitra, K.; Sasikala, K.

doi:10.5958/2249-7315.2016.00856.x

Cited by 6 publications

(11 citation statements)

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“…The other group suggested that interactivity is a phenomenon that can be seen in the eyes of the beholder. Basically, it is how a consumer perceives it [26][27][28][29]. The concept of interactivity can be conceptualized by considering qualitative experiences of consumers [26][27][28].…”

Section: Perceived Interactivitymentioning

confidence: 99%

“…Basically, it is how a consumer perceives it [26][27][28][29]. The concept of interactivity can be conceptualized by considering qualitative experiences of consumers [26][27][28]. According to Chitra and Sasikala [27], it is very crucial to understand how consumer considers interactivity in order to find out how new technologies and the form of media is influencing them in their personal lives.…”

Section: Perceived Interactivitymentioning

confidence: 99%

“…The concept of interactivity can be conceptualized by considering qualitative experiences of consumers [26][27][28]. According to Chitra and Sasikala [27], it is very crucial to understand how consumer considers interactivity in order to find out how new technologies and the form of media is influencing them in their personal lives. Individual perception must be considered as a focal point to understand the concept of interactivity and new online media [29,30].…”

Section: Perceived Interactivitymentioning

confidence: 99%

“…It has improved the skylines of correspondence more than the customary. According to Chitra and Sasikala [27] and Çïzmecï and Ercan [49], digital advertising gives the workplace to the advertisers and purchasers in light of the time and area for speedier reaction. Digital advertisers utilize intuitive and advanced elements for giving data and arranging the clients in view of their necessities, so, along these lines, it is a magnificent and the best media diverts with a specific end goal to make brand mindfulness that helps for building brand sustainability [53,54].…”

Section: Digital Media Communication Channelsmentioning

confidence: 99%

“…Currently, the Internet is a backbone of information technology that has transformed the marketing communication in an effective way around the globe, thus this technology has provided the ease to the consumers to reach out significantly towards a large number of brands at one-click [134]. According to Chitra and Sasikala [27], Çizmeci and Ercan [49], Blair [88], and Montgomery and Chester [135], the information technology has provided the vast mass communication channels to the advertisers and marketers for the promotion and brand awareness of their brands, so, in this way, the information technology is considered as a powerful moderator. Thus, on the basis of the above discussions and previous literature, we have developed the following hypotheses for the moderating role of innovation in information technologies between exogenous variables and effectiveness of online digital media advertising for building brand sustainability [136,137]: Hypothesis 13 (H13A).…”

Section: Innovations In Information Technology and The Effectiveness mentioning

confidence: 99%

See 4 more Smart Citations

Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan

et al. 2019

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The purpose of the undertaken study is to examine the effectiveness of online digital media advertising as a strategic tool for building brand sustainability. For this purpose, we investigate the impact of different channels of online media, such as email marketing, mobile phone marketing, search engine optimization and companies’ websites, and social media marketing for the effectiveness of online digital media advertising. Moreover, the researchers have introduced eight mediating variables and six moderating variables to examine the impact between exogenous variables and online digital media advertising (endogenous). The researchers have taken 910 responses through a modified questionnaire and employed quantitative research methods, such as the structural equation modeling, exploratory factor and confirmatory factor analyses, and Hayes process approach for examining the mediation and moderation amongst the variables. The results of direct impact have demonstrated that all of the channels of digital media advertising have a positive and significant influence on the effectiveness of online digital media that creates brand sustainability for fast moving consumer goods (FMCG) and services sectors of Pakistan. The outcomes of hypotheses pertaining to the mediating and moderating effects of different variables have shown the significant influence between exogenous variables and endogenous variable. The results of the undertaken study are beneficial for the existing literature that provides the basic foil for future research studies. Moreover, the results have significant industrial implications for the marketers and digital media managers that they can devise effective media and marketing strategies to maintain optimum market share and competitive advantages.

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Section: Perceived Interactivitymentioning

confidence: 99%

Section: Perceived Interactivitymentioning

confidence: 99%

Section: Perceived Interactivitymentioning

confidence: 99%

Section: Digital Media Communication Channelsmentioning

confidence: 99%

Section: Innovations In Information Technology and The Effectiveness mentioning

confidence: 99%

See 3 more Smart Citations

Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan

et al. 2019

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StUpGrowthPath: A Growth Hacking Marketing Approach for Digital Startups

Ziakis

Vlachopoulou²

2023

Springer Proceedings in Business and Economics

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The integration of corporate social responsibility and marketing concepts as a business strategy: evidence from SEM-based multivariate and Toda-Yamamoto causality models

Štreimikienė

Ahmed

2021

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Research background: This paper integrates the marketing and corporate social responsibility concepts by investigating how the previous studies de-bated CSR as a business strategy. This discussion extended from academics to business practices. Hence, this study investigated the concept of CSR as a business strategy in a multifactorial fashion in the marketing field. Purpose of the article: This study evaluates the modified model of CSR initiatives as business and marketing strategy and their impact on customers' buying behavior. For this purpose, we have taken dimensions of Carroll's pyramid of CSR as marketing strategies. We have also examined the influence of brand loyalty and cause-related marketing as mediating variables and technology as a moderator between dimensions of Carroll's pyramid and customers' buying behavior. Methods: We employed modified theoretical & conceptual model for evaluating the direct and indirect hypothesized relationship. We have collected 693 responses from the structured and adapted questionnaire. The survey was done among marketing and senior managers of the Asian pharmaceutical industry. We employed SEM-based multivariate modeling to examine the hypothesized relationship. Findings & value added: The finding of this research exhibited that dimensions of Carroll?s pyramid of CSR have a positive and significant impact on customers' buying behavior. The results further demonstrated that brand loyal-ty and cause-related marketing positively and significantly impact mediators between CSR dimensions and customers? buying behavior. Finally, the technology has a significant influence as a moderator between exogenous and endogenous factors. The undertaken study demonstrated important theoretical and practical implications. The modified conceptual framework has provided several new dimensions for future researchers to use and replicate in different economic sectors. On the other hand, practitioners of the pharmaceutical industry should incorporate Carroll's CSR pyramid as business strategies to gain the trust and respect of their customers.

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Social Media Marketing Strategies for Enhancing Brand Awareness: A Study with reference to select Startups

Cited by 6 publications

References 0 publications

Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan

Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan

StUpGrowthPath: A Growth Hacking Marketing Approach for Digital Startups

The integration of corporate social responsibility and marketing concepts as a business strategy: evidence from SEM-based multivariate and Toda-Yamamoto causality models

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