Trends in the Use of Social Media as a Tool of Marketing Communications in FMCG Sector in India
TL;DR: It is highlighted that Indian FMCG businesses are using Social Media for brand re-positioning and developing a brand image while focusing on developing relationships with consumers rather than on merely providing information.
Abstract: The advent of Social Media has changed the way FMCG companies conduct their business. With nearly 45 million users in India and growing rapidly, social media's popularity is making organizations to participate in social media to communicate with their customers and also encourage sales. By some estimates, social networking now accounts for 40 percent of all time spent online in India. Nearly one in 10 Internet visits ends up at a social network; nearly one in four page views is on a social networking site, thus making social networking a lucrative option for brand managers to communicate their brand and to create a brand identity. The Indian FMCG Sector has recently started adopting social media as a tool of marketing communications along with traditional media. This paper, based on desk reviews, highlights that Indian FMCG businesses are using Social Media for brand re-positioning and developing a brand image while focusing on developing relationships with consumers rather than on merely providing information.
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01 Jan 2014
TL;DR: In this article, the authors investigated the relationship between market orientation and the open innovation by pursuing a grounded theory methodology in combination with a specific case study of a leading container shipping company.
Abstract: The global marketplace is characterized by various changes taking place in social, economic, natural, and technological areas. As these changes occur both at the organizational and market levels, innovations act as the main processes that accelerate the adaptation of these changes to the services/products of the organizations. Considering the involvement of many stakeholders and the partners within the dynamic business environment of the organizations, an increasing need for the cooperation and the coordination of such actors in the development of service innovations is observed. As topical research areas of both the marketing and management disciplines, this chapter focuses on discovering the relationship between market orientation and the open innovation by pursuing a grounded theory methodology in combination with a specific case study of a leading container shipping company. The originality of the research lies on the investigation of the unexplored research field of open innovation from the perspective of the grounded theory methodology as well as the generation of an emergent theory by the use of an inductive approach. Gul Denktas-Sakar Dokuz Eylul University, Turkey Cimen Karatas-Cetin Dokuz Eylul University, Turkey Omur Yasar Saatcioglu Dokuz Eylul University, Turkey
10 citations
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01 Jan 2011TL;DR: In this article, the authors provide a synthesis of research and literature across several related, but seldomly connected fields including, organizational theory, leadership, adult development and learning, 21st century learning, distance learning and human resource management.
Abstract: This chapter informs SME (small and medium enterprise) owners, developers, consultants, and academics with the reasons, means, and possibilities afforded by 21st century technology in helping SMEs to improve their operational efficiencies and discover more effective marketing strategies for their products and services. With the rapid development and broad-based integration of web-based technologies across domains of communication, marketing, e-Commerce, and training, SMEs can benefit greatly by using these inexpensive tools to their advantage. SMEs typically underutilize opportunities to enhance their efficiencies by using more complex e-Business systems, and in so doing under develop the talents of their workforce for innovation and success. This underutilization is not just because of ignorance of technological capabilities, but also from a lack of exposure to leadership and HR development training. Knowing the need to learn must be a strong foundation before technological development can ensue. This chapter provides a synthesis of research and literature across several related, but seldomly connected fields including, organizational theory, leadership, adult development and learning, 21st century learning, distance learning and human resource management. In developing this chapter, the authors are attempting to communicate the need for SMEs to both develop leadership and technological program developments to implement the changes needed to compete in a marketplace that reflects rapid change and imperfect information. DOI: 10.4018/978-1-61692-880-3.ch005
9 citations
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TL;DR: In this article, the authors identify the general use of the internet and examples of main social media used by residents of Bangladesh and discover their potential in building marketing communication between FMCG manufacturers and consumers.
Abstract: The purpose of this paper is twofold: first, to identify the general use of the internet and examples of main social media used by residents of Bangladesh and second, to discover their potential in building marketing communication between FMCG manufacturers and consumers.
6 citations
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01 Jan 2011TL;DR: Ariel ranks number one top-of-mind brand in Egypt, ahead of even Coca-Cola and Pepsi as discussed by the authors, and has been the pioneer in introducing the reality concept in its campaigns, and competitors are just trying to replicate our ideas.
Abstract: “Ariel ranks number one top-of-mind brand in Egypt, ahead of even Coke and Pepsi! That’s an incredible success story,” said Hany Farouk, Ariel Egypt Brand Manager, beaming at Waleed Azmy, Account Manager of Saatchi & Saatchi, the promotional company of Procter & Gamble (P&G), and at Hamed Ibrahim, its General Manager. Ibrahim nodded in satisfaction, saying: “Ariel will always be the brand of the people that provides superior cleaning no matter what happens in the market, thanks to 13 years of road shows and events that have brought Ariel so close to the hearts and minds of Egyptian consumers.” Smiling, Azmy added: “And don’t forget that Ariel was the pioneer in introducing the reality concept in its campaigns, and competitors are just trying to replicate our ideas.” Farouk took a deep breath and added: “But we need to save the position of Ariel Hand Wash in the market. We have lost significant market share to competitors and to Ariel Automatic Wash as well.” After Azmy and Ibrahim left, Farouk returned to his office. He glanced quickly through his Ariel High-Suds file, pausing for a minute as it opened Ahmed Tolba American University in Cairo, Egypt Ariel Egypt: From Market Penetration to Fierce Competition
1 citations
References
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TL;DR: A classification of Social Media is provided which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds.
13,932 citations
"Trends in the Use of Social Media a..." refers background in this paper
...Social network sites, allow users to create profiles on the site, to post information and share that information and communicate with other users of the site (Kaplan & Haenlein 2010)....
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TL;DR: In this article, the authors present a framework that defines social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups, and explain the implications that each block can have for how firms should engage with social media.
Abstract: Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms – such as content sharing sites, blogs, social networking, and wikis – to create, modify, share, and discuss Internet content. This represents the social media phenomenon, which can now significantly impact a firm’s reputation, sales, and even survival. Yet, many executives eschew or ignore this form of media because they don’t understand what it is, the various forms it can take, and how to engage with it and learn. In response, we present a framework that defines social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups. As different social media activities are defined by the extent to which they focus on some or all of these blocks, we explain the implications that each block can have for how firms should engage with social media. To conclude, we present a number of recommendations regarding how firms should develop strategies for monitoring, understanding, and responding to different social media activities.
3,551 citations
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TL;DR: In this article, the authors present a framework that defines social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups, and explain the implications that each block can have for how firms should engage with social media.
3,073 citations
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TL;DR: The authors examined the influence of influential individuals in the formation of public opinion and found that large cascades of influence are driven not by influential individuals but by a critical mass of easily influenced individuals.
Abstract: A central idea in marketing and diffusion research is that influentials—a minority of individuals who influence an exceptional number of their peers—are important to the formation of public opinion. Here we examine this idea, which we call the “influentials hypothesis,” using a series of computer simulations of interpersonal influence processes. Under most conditions that we consider, we find that large cascades of influence are driven not by influentials but by a critical mass of easily influenced individuals. Although our results do not exclude the possibility that influentials can be important, they suggest that the influentials hypothesis requires more careful specification and testing than it has received.
1,842 citations
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TL;DR: It is found that microblogting is an online tool for customer word of mouth communications and the implications for corporations using microblogging as part of their overall marketing strategy are discussed.
Abstract: In this paper we report research results investigating microblogging as a form of electronic word-of-mouth for sharing consumer opinions concerning brands. We analyzed more than 150,000 microblog postings containing branding comments, sentiments, and opinions. We investigated the overall structure of these microblog postings, the types of expressions, and the movement in positive or negative sentiment. We compared automated methods of classifying sentiment in these microblogs with manual coding. Using a case study approach, we analyzed the range, frequency, timing, and content of tweets in a corporate account. Our research findings show that 19p of microblogs contain mention of a brand. Of the branding microblogs, nearly 20p contained some expression of brand sentiments. Of these, more than 50p were positive and 33p were critical of the company or product. Our comparison of automated and manual coding showed no significant differences between the two approaches. In analyzing microblogs for structure and composition, the linguistic structure of tweets approximate the linguistic patterns of natural language expressions. We find that microblogging is an online tool for customer word of mouth communications and discuss the implications for corporations using microblogging as part of their overall marketing strategy. © 2009 Wiley Periodicals, Inc.
1,753 citations