Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
Full-Text Articles in Business
Online Influencer Marketing – An Effective Marketing Technique For Strategic Branding, Resonating Communication And Customer Engagement, Prashant Chaudhary
Online Influencer Marketing – An Effective Marketing Technique For Strategic Branding, Resonating Communication And Customer Engagement, Prashant Chaudhary
Management Dynamics
The power of word-of-mouth is all omnipresent, but with the advent and proliferation of social media with its speed of spreading the word, it’s more significant than ever before. Online influencer marketing is bringing fashion brands and customers specifically to the millennials – closer than ever before. Personality and content are what social influencers provide to the prospective customers of a fashion brand. Having created their online niche and their follower base these influencers are often probably like-minded individuals. Recommendations from influencers have become more effective and can hold more weight than various impersonal forms of advertisement. A business partnership …
Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger
Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger
Honors Theses
This thesis and its research focuses on the topic of modern influencer marketing through digital media. Throughout the thesis, traditional marketing tactics and the power of influence is discussed, and then it moves into the topic of modern advertising and the role that modern social media influencers play in reaching the consumer. The methodology behind influencer marketing is explained and consumer behavior is analyzed. The 2017 Fyre Festival promotional event is then used as an example to dissect this marketing tactic and how the event impacted the future of influencer marketing. Finally, a modern-day, hypothetical campaign based on the concept …
Determinants Of Sme’S Social Media Marketing Adoption: Competitive Industry As A Moderator, Ghazanfar Ali Abbasi, Noor Fareen Abdul Rahim, Hongyan Wu, Mohammad Iranmanesh, Benjamin Ng Chee Keong
Determinants Of Sme’S Social Media Marketing Adoption: Competitive Industry As A Moderator, Ghazanfar Ali Abbasi, Noor Fareen Abdul Rahim, Hongyan Wu, Mohammad Iranmanesh, Benjamin Ng Chee Keong
Research outputs 2022 to 2026
In light of the growing role of social media marketing in the success of businesses and its low adoption rate among small and medium enterprises (SMEs), this study aims to identify determinants of SMEs’ social media marketing adoption by considering the competitive industry as a moderator. Data were collected from 214 SMEs in Malaysia. Unlike extant literature, this study proposed a dual-stage analysis involving partial least squares (PLS) technique and artificial intelligence named deep artificial neural network (ANN). The application of deep ANN architecture is used to predict 91% of accuracy for the proposed model. The results showed that perceived …