Author
Deepali Bhardwaj
Bio: Deepali Bhardwaj is an academic researcher from Banasthali Vidyapith. The author has contributed to research in topics: Social media & Viral marketing. The author has an hindex of 2, co-authored 3 publications receiving 54 citations.
Papers
More filters
TL;DR: The use of mobile technology and social media has affected our daily routine, life style, and decision-making processes as mentioned in this paper, and it has become a ubiquitous presence in our lives today.
Abstract: Web has a ubiquitous presence in our lives today. Incessant use of mobile technology and social media has affected our daily routine, life style, and decision-making processes. Millions of people a...
70 citations
21 Jun 2017
TL;DR: Technology Acceptance Model, Users and Gratification Theory (U&G) and Technology -- Organization -- Environment (TOE) framework will be studied to identify key factors leading to adoption of social media by the organizations.
Abstract: Social media has empowered customers' to play an active role through liking, commenting, interacting and building communities, giving feedback and co-creating products and services. So it has become imperative for organizations to adopt social media and engage their customers positively. Studies on the drivers for the organization to adopt social media, a socio-technical innovation, are very few. This paper studies the factors for an organization that lead to adoption of social media. Technology Acceptance Model, Users and Gratification Theory (U&G) and Technology -- Organization -- Environment (TOE) framework will be studied to identify key factors leading to adoption of social media by the organizations. The research also explores the impact of social media adoption on marketing strategies of the organization.
2 citations
TL;DR: Tim Cigelske's latest book, “Analytics to Action” focuses on the importance of analysis of “right” metrics for effective action, and gives the readers a measurement and analytics framework which articulates quantitative and qualitative metrics, tools for measurement and an approach that can help in making informed business decisions.
Abstract: Social media has become an integral part of everyday life and one notices a steady increase in social media users across popular social media channels. At the time of writing this review, Facebook ...
Cited by
More filters
TL;DR: In this paper, preliminary research involves preliminary research to understand the mechanism by which influencer marketing affects the effectiveness of influencer campaigns, and the results show that the effect of influencers' marketing on the performance of online advertising has been studied.
Abstract: In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects...
739 citations
TL;DR: The research findings show that celebrities on Instagram are influential in the purchase behaviour of young female users, however, non-traditional celebrities such as bloggers, YouTube personalities and ‘Instafamous’ profiles are more powerful, as participants regard them as more credible and are able to relate to these, rather than more traditional, celebrities.
693 citations
Posted Content•
TL;DR: The review and arguments presented in this paper suggest that the social media approach adds more value than the traditional approaches for obtaining insights about the products.
Abstract: Purpose – The purpose of this paper is to conceptualise and discuss the possible insights that can be generated for product development by analysing the user-generated content available from various social media platforms.Design/methodology/approach – The paper reviews the role of user generated content in developing products and its features (e.g. appearance and shape). It delineates the directions in which the relationship between social media content and customer oriented concepts evolve while developing successful new products.Findings – The review and arguments presented in this paper suggest that the social media approach adds more value than the traditional approaches for obtaining insights about the products. Availability of users’ opinions and information about existing products provide insights for the improvement in the product design process. Co-creation and self-construal are important components that are based on customer engagement and customer behaviour, respectively, in the product design and development.Practical implications – As social media creates new ways of communication with users, businesses can include users into the product development process to improve and refine their products or for making the next generation of products.Originality/value – This paper suggests a new approach in getting useful insights about the products from user-generated contents. This way of using social media helps businesses to move forward from the traditional product development paradigms.
119 citations
TL;DR: In this paper, a conceptual application model and five-stage process for an upstream social marketing strategy based on integrated marketing communications (IMC) is presented for an organized approach for managers to develop social marketing strategies that target upstream decision and policy makers.
84 citations