Open AccessJournal Article
Social Media in an Alternative Marketing Communication Model
Cristina Castronovo,Lei Huang +1 more
TLDR
In this paper, the authors profile the current literature landscape surrounding word-of-mouth marketing, alternative marketing communications, and social media as viable components of integrated marketing communications and develop an integrated alternative marketing communication conceptual model that can be applied by industrial practitioners to help them achieve their marketing objectives.Abstract:
While current literature has sufficiently profiled word-of-mouth (WOM) marketing, customer relationship management, brand communities, search engine optimization, viral marketing, guerilla marketing, events-based marketing, and social media each on an isolated, individual basis, there is no comprehensive model that effectively incorporates all of these elements. The first purpose of this paper is to therefore profile the current literature landscape surrounding WOM marketing, alternative marketing communications, and social media as viable components of integrated marketing communications. Additionally, this paper aims to develop an integrated alternative marketing communication conceptual model that can be applied by industrial practitioners to help them achieve their marketing objectives.read more
Citations
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The effect of social media communication on consumer perceptions of brands
TL;DR: In this paper, the authors investigated the impact of social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland and found that user-generated social media communications had a positive influence on both brand equity and brand attitude.
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Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective
Zhan Wang,Hyun Gon Kim +1 more
TL;DR: In this paper, the authors examine how social media usage can help firms build new CRM capabilities and thus improve marketing adoption strategies and business performance, and suggest that social CRM capability is critical when companies merge social media into their marketing strategies to improve customer engagement and firm performance.
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Factors Influencing SMEs Adoption of Social Media Marketing
TL;DR: In this paper, the authors review the academic literature on factors that drive social media marketing adoption in SMEs and organization and provide a balanced view of the current state of global social media adoption research.
Journal ArticleDOI
Understanding mobile marketing adoption intention by South African SMEs
TL;DR: Perceived relative advantage, perceived cost, top management support, employees' IT capability, and customer pressure are identified as important drivers of mobile marketing adoption intention by South African SMEs.
Journal ArticleDOI
Social Media Marketing: A Literature Review and Implications
TL;DR: This article carried out content analysis and systemizing articles on social media marketing in the Web of Science database, in accordance with a variation on the systematic review approach, involving synthesis-and interpretation-based assessment.
References
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Journal ArticleDOI
Customer Loyalty: Toward an Integrated Conceptual Framework:
TL;DR: In this paper, customer loyalty is viewed as the strength of the relationship between an individual's relative attitude and repeat patronage, and the relationship is mediated by social norms and situational factors.
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Social Ties and Word-of-Mouth Referral Behavior
TL;DR: In this paper, the relational properties of tie strength and homophily were employed to examine referral behavior at micro and macro levels of inquiry, showing that weak ties displayed an important bridging function allowing information to travel from one distinct subgroup of referral actors to another subgroup in the broader social system.
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Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site
TL;DR: In this paper, the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles is studied. But the authors employ a vector autoregressive (VAR) modeling approach.
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Using Online Conversations to Study Word-of-Mouth Communication
David Godes,Dina Mayzlin +1 more
TL;DR: It is found that online conversations may offer an easy and cost-effective opportunity to measure word of mouth and it is shown that a measure of the dispersion of conversations across communities has explanatory power in a dynamic model of TV ratings.
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Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective
TL;DR: The authors investigated the effects of word-of-mouth (WOM) communications and specific attribute information on product evaluations and found that a face-to-face WOM communication was more persuasive than a printed format.