The Role of Marketing in Social Media: How Online Consumer Reviews Evolve

Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan

“…Social Media adalah lingkungan online tempat orang-orang dengan minat yang samasama mendukung untuk berbagi, komentar, dan mendukung mereka (Weber, 2007). Penggunaan platform komunikasi online berdasarkan penggunaan Internet dan teknologi berbasis seluler dalam aksi pemasaran oleh bisnis sangat penting berupa efek yang diperuntukkan konsumen terhadap produk dan merek mereka dan disajikan yang mereka buat pada konsumen lain (Sigala & Marinidis, 2009;Chen et al, 2011).…”

The new era of electronic word of mouth (eWOM): ‘Be More Chill’ overrules the critics

“…Without doubt, we are seeing impacts such as dialogue on social media channels helping or hurting brands as well as seeing online reviews play a major role in the success or failure of many businesses (Chen, Fay, and Wang 2011;Kim, Cheong and Kim 2017;Maslowska, Malthouse, and Bernritter 2017). While the power of word-of-mouth has been well documented for some time, with innovation guru Everett Rogers (2003) even postulating that in some contexts it can be more powerful than advertising, we continue to see evidence of how strong the force of eWOM can be.…”

How social media increase selling trend in clothes industry? (Case study: selling brand clothes named Cotton in Iran via Instagram)

“…Social media became the place for people to share their personal stories about purchase process (Adams, 2011). Social media give access to the customers to share their experiences and recommend the products, so, the purchasing decisions change after using that source of information (Chen et al, 2011).…”