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Full-Text Articles in Marketing
Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat
Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat
Journal of Global Business Insights
As internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and challenges for organizations. Therefore, the aim of this research was to investigate how the intensity of Instagram’s usage as a social media platform affects conspicuous consumption. The data was gathered through a questionnaire administered to Instagram users (N = 230). Partial least squares structural equation modeling (PLS-SEM) determined the effect of the intensity of Instagram’s …
Social Media Framework For Businesses, Nawel Amrouche
Social Media Framework For Businesses, Nawel Amrouche
University of South Florida (USF) M3 Publishing
Social media is gaining popularity and many studies are investigating the topic by providing contradictory conclusions about its effectiveness. To scrutinize this incongruence, we first differentiate social media from other communication tools and describe its challenges. Next, based on an extensive literature review collecting research papers from 2004 to 2016, we propose a structural framework explaining the role of managerial, individual, and contextual variables that affect the social media value chain. We find that social media has a controversial effect on businesses’ objectives depending on the context of studies. We also find that social media’s objectives could be classified into …
Social Media Marketing The African Door Of Return Experience In Badagry-Nigeria, Huseyin Arasli, Maryam Abdullahi, Tugrul Gunay
Social Media Marketing The African Door Of Return Experience In Badagry-Nigeria, Huseyin Arasli, Maryam Abdullahi, Tugrul Gunay
University of South Florida (USF) M3 Publishing
This study examines the role of social media in promoting the standard of return festivals and revisiting intentions in Badagry, Lagos, Nigeria. The festival, also known as the Door of Return festival, is a cultural event commemorating 400 years of African ancestors who were forcibly taken away as slaves and are now back to their mother land as queens and kings. The African ‘door of experience’, which took place in Lagos Nigeria is the 3rd door of return ceremony reflecting the significance of the slave trade activities that took place in the ancient town of Badagary. Data was collected in …
Accelerated Modernity: What Are The Social Media Stories Undergraduate Students Engage With?, Pericles A. Rospigliosi, Sebastian Raza-Mejia
Accelerated Modernity: What Are The Social Media Stories Undergraduate Students Engage With?, Pericles A. Rospigliosi, Sebastian Raza-Mejia
University of South Florida (USF) M3 Publishing
This paper aims to show how current undergraduate students use social media in their daily lives, taking the first ten minutes of the day as a concentrated insight into their priorities of practice. The work draws on primary data from four focus groups of UK business students in higher education. Through the application of Rosa’s construct of social acceleration, initial findings indicate a hierarchy of priorities, shaped by economic, cultural and structural drivers in what social media is engaged with, in what sequence, and for what purpose. These choices reflect acceleration in the changes to the technology, the pace of …
Marketing A Destination On Social Media: Case Of Three Municipalities Of Izmir, Huseyin O. Altin, Ige Pirnar
Marketing A Destination On Social Media: Case Of Three Municipalities Of Izmir, Huseyin O. Altin, Ige Pirnar
University of South Florida (USF) M3 Publishing
Social media, which emerged as a result of rapid developments in information and communication technologies, is known all over the world. Social media and Web 2.0 systems provide huge benefits to its users when compared with conventional media tools such as newspapers, televisions and radio. Destinations from all over the world utilize social media liberally to compete with each other to grab bigger market shares in an overly-saturated market. Aware of the benefits it provides, municipalities use social media for various reasons such as mass announcements, information dissemination and self-promotion. Within this context, main aim of this study is to …
Youtube Advertising Value And Its Effects On Purchase Intention, Duygu Firat
Youtube Advertising Value And Its Effects On Purchase Intention, Duygu Firat
Journal of Global Business Insights
This study investigated the factors that affect the YouTube advertising value and its effect on purchasing intention. The data were gathered through a 52-item questionnaire administered to YouTube users (n = 420). Multiple regression analysis determined the effect of the factors on YouTube advertising value, and simple regression analysis determined the effect of its value on purchasing intention and ANOVA test was run to determine the differences of demographic groups via YouTube ads value. The findings indicated that informativeness and entertainment and trendiness had a positive effect on YouTube advertising value; however, irritation had a negative effect. In addition, …
Womenpreneurs In A Digital Environment: Utilizing Instagram To Build A Personal Brand, Michelle N. Nuñez
Womenpreneurs In A Digital Environment: Utilizing Instagram To Build A Personal Brand, Michelle N. Nuñez
USF Tampa Graduate Theses and Dissertations
Personal branding on social media is a growing and expanding field. The present research works to uncover the processes and practices of womenpreneurs and the ways in which they utilize social media, specifically Instagram, to build and maintain their personal brands. Grounded theory is used to underpin the research and provide a basis of which the study is conducted. The review of literature provides the context necessary to support the methods of a content analysis and semi-structured interviews. There is a gap in research as it pertains to the conceptualization of personal branding practices on Instagram and the present study …
Social Media Deployment In A Business To Business Environment: Theory And Practice., Loran Jarrett
Social Media Deployment In A Business To Business Environment: Theory And Practice., Loran Jarrett
USF Tampa Graduate Theses and Dissertations
Social media is increasingly being used by business-to-business (B2B) firms to engage with their customers as they seek to maintain and grow their relationship with their customers. In my dissertation, I examine what communication objectives B2B firms seek to achieve via social media at different stages of the relationship cycle (exploration, expansion, maturity). I then use a panel of social media experts to evaluate the social media efforts of these firms to determine how well these firms achieve their social media objectives. I then contrast how the social media communication objectives of these firms at different stages of the relationship …
Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika
Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika
USF Tampa Graduate Theses and Dissertations
The purpose of this study was to determine how organizations communicate on Facebook during a crisis, from a relationship management perspective, and how their interactivity, responsiveness, and transparency affect their Fan page's relevance, importance, and appeal. In this study, the researcher conducted a controlled experiment to examine if a strategized Facebook Fan page that contained a high level of interaction, responsiveness, and transparency contributed to long-lasting relationships with fans or helped organizations recover/prevent a crisis. The researcher created eight different conditions (Facebook Fan Pages) presenting a crisis message, and recruited 200 students (25 participants per condition) from the University of …