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...

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

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Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users

Notes on Contributor

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.

Social Media Content and Product Co-Creation: An Emerging Paradigm

Upstream social marketing strategy: An integrated marketing communications approach

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...

The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly by David Merman Scott

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.

Understanding the Impact of Social Media on Marketing Strategies of Organizations in India

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 ...

Deepali Bhardwaj

Papers

The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly by David Merman Scott

Understanding the Impact of Social Media on Marketing Strategies of Organizations in India

Analytics to action, a guide to social media measurement