phd thesis on social media marketing pdf

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An analysis of digital marketing strategy in the era of social media in China

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Digital Commons @ USF > Muma College of Business > Marketing > Theses and Dissertations

Marketing Theses and Dissertations

Theses/dissertations from 2023 2023.

How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim

Theses/Dissertations from 2022 2022

Spillover Effects in Product Customization , Samuel Babu Sekar

Theses/Dissertations from 2021 2021

External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann

Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu

Theses/Dissertations from 2020 2020

The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu

Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey

Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen

Theses/Dissertations from 2019 2019

How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell

Theses/Dissertations from 2018 2018

The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt

Theses/Dissertations from 2017 2017

Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan

The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin

Product Shadows and Ad Evaluations , Nazuk Sharma

Theses/Dissertations from 2016 2016

Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa

Branding Implications of Co-Created Social Responsibility , Alexander J. Kull

Theses/Dissertations from 2015 2015

How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo

Theses/Dissertations from 2014 2014

Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan

Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata

Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs

Theses/Dissertations from 2012 2012

Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat

Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko

Theses/Dissertations from 2010 2010

Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka

Theses/Dissertations from 2009 2009

An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker

Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming

Theses/Dissertations from 2008 2008

Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer

Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson

Theses/Dissertations from 2007 2007

Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon

The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle

Theses/Dissertations from 2005 2005

The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat

Theses/Dissertations from 2004 2004

Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott

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Impact of social media marketing on the growth of e-service sales: Case study

This study aims to prove that consumer behaviour now it’s an important thing for any company and that because of it the company can understand the way of thinking in the target market, and can also know the preferences of consumers, and also the types that can follow. After the evolution of the technologies and also after the appearance of social media, many terms changed, and now it became an important step to study the buying decision according to social media marketing, and like we are seeing how many social media platforms being now a big part of our daily life, and it achieves a big growth in the last five years, and for example Facebook have now more 1,72 billion active users monthly. The huge number of users mentioned above and on many social media platforms make these tools a good and strong one to reach the target audience of the companies and organisations all around the world. And to test our hypothesis, we took Yassir App as a case to study the big benefits that marketing achieves using social media platforms, and to show the importance of making a new studies to know the role of this tools in the achievement of the marketing aims, and to motivate companies and organisations to use social media and especially in Algeria, and according to that we made our research to study the impact of social media marketing on the growth of e-services sales.

Related Papers

The impact of Social Media Marketing on The Development of Digital Business

Ahmed El Amine Benhamimid

The main purpose of this thesis titled “The impact of social media marketing on the development of digital business’’ is to help Algerian digital businesses understand social media marketing and how it can be their powerful tool to succeed in the market and achieve their development goals explained by customer acquisition and brand loyalty. Our graduation thesis is composed of two parts; the first one is an overview of the literature, and it is divided into 3 chapters, the first chapter includes the necessary definitions and aspects related to social media marketing. The second chapter talks about digital business, its definition, and main characteristics, and treats the key elements of its development, customer acquisition, and customer loyalty. The third chapter of our thesis treats social media strategies and campaigns. The second part of this thesis represents a case study elaborated during our internship with HEETCH EL DJAZAIR company, and it is subdivided into two parts, the first one is the presentation of the hosting institution and the second one represents the case study, its results, and analysis. Our research method is a mix of quantitative and qualitative methodology, we analyzed the achieved results from the case study and interviewed the direct responsible for its execution to support the results and confirm our hypotheses. The work is concluded with a statement of the general results of the study and the most important questions resulting from it, which allow researchers to expand on this study. Keywords: Social Media, Digital Business, Customer Acquisition, Brand loyalty.

international journal for research in applied science and engineering technology ijraset

IJRASET Publication

Social Media in many aspects has been changing industry. Since we're in the digital age, internet & social media have a most significant impact on the consumers behavior. We are witnessing a radical transition to digitalization in India. Social networking is a medium that not only links people around the world but serves the best for online marketing as well. The unwavering increase in demand and supply is increasing due to the rapid evolution of technology. Due to evolution of technology, the unremitting increase in supply & demand is growing. With the growth of the internet and an increase in utilization of smartphones, the time has come to change the conventional way of marketing. The no. of social media users in India is more than that of the other countries. Knowledge of customer motivation is critical as it gives consumers an understanding of what drives a brand or store to create content. Numerous methods of targeting customers are introduced. The use of Internet data by ordinary Indians is on the rise, with a lot of reliance on social media apps like Instagram , Facebook, Myspace, Twitter , LinkedIn, and Snapchat. Far more significant is the impact these apps have on daily life. The research can be expanded further to equate the techniques of internet making with those common to different customers.

Hasanuddin Journal of Business Strategy

Indrianty Sudirman

Social media currently plays a very important role as a process of communication and interaction between humans that is not limited by time and space. It is also used as a promotional media by companies to introduce their products to consumers. Many Muslim brands cosmetics also use social media and brand equity to attract consumer interest. This research was conducted on Muslim brand users in Makassar, who were dominated by women with an age range of 20-22 years who were students. The results showed that social media marketing and brand equity had a positive and significant effect on Muslim Cosmetic Brand cosmetics purchasing decisions in Makassar. Marketing online using social media has successfully built brand equity, which in turn affects the buying decision.

UNICAF UNIVERSITY

Geofrey Lusaggi

For any business to thrive in this era, it has to embrace social media in its marketing strategy combination as a critical element of business operations. The strength of the customer relationships is through uniting communications across the entire business, from 6 marketing and sales to customer service and operations. Cheri Husney in Guth, D. J .(2021) is asserts that even if one uses the traditional marketing platforms like seminar, the exercise becomes more fulfilling and effective when followed by social media platforms like tweeter, SMS, and others. A business must engage hybrid marketing approach of including online and traditional marketing. This helps the business to optimize the scarce recourse for best results. Integration of social media marketing to other core business process enables greater yields (Bae, Il-Hyun, Zamrudi, M.F., 2018). This approach strikes a balance between the positives impacts of conventional marketing like: ease, faster and cheap way of reaching mass customers, instant feedback, market intelligence and proactive enablement among others, yet traditional marketing approaches bring in positives impacts like: the ability to reach prospects that are off online or not any social media, control of people’s feedback, focused customer reach and others. Furthermore, elements in a marketing mix complement and generate information of one another. Data security and information control must be handled with lots vigilance and with caution.

Assoc. Prof. Dr. Rashad Yazdanifard

Abstract Globalization and advanced technology developments have a very big impact on the marketing landscape and multinational marketing strategies. The Internet and the World Wide Web have become two key components in today's technology based organizations and businesses. The popularity of Internet starts to make a big impact on people's day-today life. As a result of this revolutionary transformation towards the modern technology, social networking on the World Wide Web has become an integral part of a large number of people's lives. Social networks are websites which allow users to communicate, share knowledge about similar interests, discuss favorite topics, review and rate products or services. These websites have become a powerful source in shaping public opinion on virtually every aspect of commerce. The advancement and popularity of social networks have had a tremendous impact on the way companies manage their marketing. Companies must be creative in order to target specific audiences and make a profit. Social network is a marketing channel that needs to be integrated with other traditional marketing channels, and considered as part of the marketing mix. Social network is not a replacement of traditional marketing tools but another tool that is able to reach the community which prefers electronic media. Globally, customers that are buying the items that they wanted via virtual media had increased drastically. Traditional customer relationship management is not sufficient for a company to interact with customers. Social media has definitely changed the way big companies communicate with their customers. This study explains how social media contributes to multinational marketing strategies. Besides that, this study will also describe about the impacts social media have on customer relationship management. Keywords: social media, multinational marketing strategies, customer relationship management.

Velayudhan Karthik

Social media marketing off late has gained importance in the marketing departments to the extent of allocating human, technological and financial investments as a separate cost centre in the marketing plan of organizations during the budget planning stage. Social media is one of the main megaphones that a company uses to create its overall online presence, which in turn shapes brand recognition and sentiment. Any startup company or small business does not have an option to ignore social media as a means of communication and promotion given the rising costs of advertising and other traditional promotional methods. There is a building enthusiasm in marketers that social media is the next happening advertising or promotional space where one has to be. More than any other forms of communication models social media focus more on frequency and format of the information presented. It is a growing phenomenon that if a company is not in the social media, it may miss out the attention of a huge market segment who are totally internet addictive. But the fact that whether social media really benefits to organizations in increasing their 3 R’s- reach, revenue and rationale in buying decision is totally depended about how smartly the content is being used and networking is done. The demographics of the practioners and the target audience to whom the medium is targeted and the influence it has on buying decisions is still a big query for traditional marketers. There are many views associated with social media especially like, the target segment is very narrow or the product categories which can be marketed are specific and it is majorly for new age and digital products. There are even opinions relating to the discussion on credibility and negative feedback which are outcomes of posting information over the open social media which may in-turn affect the attractiveness of the products and services being promoted. There is a huge question mark about the success of social media in business to business (B2B) promotions because marketers believe that social media is keenly focused on individual customers rather than corporations and the impact will be minimal. This conceptual paper aims to address a set of 6 important and distinctive opinions about social media and applies system approach to find out whether they are indeed myths or realities and if they are myths what are the realities and finds out what are the factors which led to these myths and factors which will help in finding about the realities.

milad kiaei

Paula Dewanti

Charita Jashi

Consumers began using more online sources today, thanks to the rapid development of technology and communication channels. The most important of these tools are social media. Consumers access to the information they need about goods and services which will be awarded through social media dramatically. It is clear that now day, social media components are popular like Facebook and Twitter have got an attention to consumer markets. Therefore, this study is aimed to determine the effect of social media in our lives in recent years and to determine the effects of social networks on the purchasing behavior of consumers in Pakistan. This study consisted of a sample of 1,000 young consumers between the age group of 18-50 years using social media platforms having an account in any of the social networks. Questionnaire was used to get the data of the study. The results form collected data indicate that the social media has a significant impact on consumption behavior in Pakistan. Abstract-Consumers began using more online sources today, thanks to the rapid development of technology and communication channels. The most important of these tools are social media. Consumers access to the information they need about goods and services which will be awarded through social media dramatically. It is clear that now day, social media components are popular like Facebook and Twitter have got an attention to consumer markets. Therefore, this study is aimed to determine the effect of social media in our lives in recent years and to determine the effects of social networks on the purchasing behavior of consumers in Pakistan. This study consisted of a sample of 1,000 young consumers between the age group of 18-50 years using social media platforms having an account in any of the social networks. Questionnaire was used to get the data of the study. The results form collected data indicate that the social media has a significant impact on consumption behavior in Pakistan.

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