Digitalization completely has transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. In addition, it has modified marketing strategies, tactics, and ...processes, offering a wide range of mechanisms that allow companies, of all types and sizes, to enhance their commercial actions.
The growth of social media has completely revamped the way people interact, communicate and engage. These platforms play a key role in facilitating greater outreach and influence. This study proposes ...a mechanism for measuring the influencer index across popular social media platforms including Facebook, Twitter, and Instagram. A set of features that determine the impact on the consumers are modelled using a regression approach. The underlying machine learning algorithms including Ordinary Least Squares (OLS), K-NN Regression (KNN), Support Vector Regression (SVR), and Lasso Regression models are adapted to compute a cumulative score in terms of influencer index. Findings indicate that engagement, outreach, sentiment, and growth play a key role in determining the influencers. Further, the ensemble of the four models resulted in the highest accuracy of 93.7% followed by the KNN regression with 93.6%. The study has implications across various domains of e-commerce, viral marketing, social media marketing and brand management wherein identification of key information propagators is essential. These influencer indices may further be utilized by e-commerce portals and brands for the purpose of social media promotion and engagement for larger outreach.
•We investigate the impact of social media engagements on “Measuring social media influencer indices”.•The study is performed on three well known social media platforms- Facebook, Twitter, and Instagram.•The study identifies the celebrities influence index and provides a list of top 10 influencers.•A comparative analysis is presented to showcase the impact of social influencers on varying social media platforms.
An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning ...and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies. The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy. Key features: Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok. A brand-new case study on Strava runs throughout the book to help you apply what you've learnt to real-world scenarios. 'Ethical Insight' boxes provide a reflective and challenging look at social issues and the negative side of marketing. 'Digital Tool' boxes introduce professional tools, such as 'Spot the Troll', Hootsuite and Padlet. The 'Smartphone Sixty Seconds' feature provides super-quick online activities using needing only your phone. Includes a new 'Journal of Note' feature in each chapter, to direct you to a key source of further reading. Worked digital marketing plan. Complimented by online resources, including PowerPoint slides, and Instructor's Manual, quizzes, recommended video links and free SAGE Journal articles. Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.
To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a ...step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally.
Readers will learn service quality, peer pressure, online reviewers' effect in the digital environment to aid in understanding the various risks and challenges involved in the digital environment, ...with examples of changing business and consumer scenario case studies as a result of Digital Transformation.
How craigslist champions openness, democracy, and other vanishing principles of the early web Begun by Craig Newmark as an e-mail to some friends about cool events happening around San Francisco, ...craigslist is now the leading classifieds service on the planet. It is also a throwback to the early internet. The website has barely seen an upgrade since it launched in 1996. There are no banner ads. The company doesn't profit off your data. An Internet for the People explores how people use craigslist to buy and sell, find work, and find love—and reveals why craigslist is becoming a lonely outpost in an increasingly corporatized web.Drawing on interviews with craigslist insiders and ordinary users, Jessa Lingel looks at the site's history and values, showing how it has mostly stayed the same while the web around it has become more commercial and far less open. She examines craigslist's legal history, describing the company's courtroom battles over issues of freedom of expression and data privacy, and explains the importance of locality in the social relationships fostered by the site. More than an online garage sale, job board, or dating site, craigslist holds vital lessons for the rest of the web. It is a website that values user privacy over profits, ease of use over slick design, and an ethos of the early web that might just hold the key to a more open, transparent, and democratic internet.
This paper examines the factors that influence competitive showrooming, whereby consumers visit an offline retail store to gather information but make their purchase online at a competing retailer. ...We survey 556 respondents to study how the benefits and costs of showrooming influence the consumer's decision to showroom. Not surprisingly, we find that expected average price savings from showrooming are positively associated with showrooming. In addition, however, the perceived dispersion in online prices is also positively related to showrooming. Moreover, we find that non-price factors play a key role in consumers' showrooming decisions: perceived gains in the quality of the product purchased when showrooming (measured as the fit with a consumer's need) and waiting time for service in the brick-and-mortar store are positively associated with showrooming. Online search costs are negatively related to showrooming. Time pressure that consumers face when shopping is negatively associated with their propensity to showroom. We discuss implications for researchers and retail managers. For example, managers of offline retail stores can curtail showrooming by increasing the number of sales personnel available in-store instead of providing currently employed personnel with more training. To encourage showrooming, managers of online retailers should make it easier for the customer to search online.
•Expected average price savings when buying online are positively related to showrooming.•Perceived dispersion in online prices is also positively related to showrooming.•Perceived gains in the quality when showrooming are positively related to showrooming.•The time to wait for service in the brick-and-mortar store is positively related to showrooming.•Online search costs and time pressure are negatively related to showrooming.
Internet marketing tools Sturienė, Urtė
Vilnius University open series (Online),
12/2019
2
Journal Article
Peer reviewed
Open access
In today's world, every business organization can pursue marketing goals online. Choosing the right Internet marketing tools or combining several may be significant in reaching the target audience. ...Therefore, without precise criteria for assessing the impact of Internet marketing tools on business organizations, it is not very easy to choose the most appropriate tools to compete with other businesses. This paper aims to investigate the impact of Internet marketing tools on business organizations. In order to achieve this goal, the following tasks are set: to analyse the Internet marketing concept and to reveal the impact assessment criteria. The results have shown that there is no agreed scientific definition of the term and concept of Internet marketing tools. However, it is obvious that Internet marketing is the part of digital marketing. Also, the Internet marketing impact criteria consist of short-term effect, long-term effect, and alternatives. Internet marketing tools typically drive sales growth, strengthen the brand and help to build and maintain relationships with clients.
This article examines how the electronic word of mouth (eWOM) information direction (positive vs. negative) and a website's reputation (established vs. unestablished) contribute to the eWOM effect. ...The article describes a study focusing on the moderating role of the product type (search vs. experience). The results of the experiment show that the eWOM effect is greater for negative eWOM than for positive eWOM, greater for established websites than for unestablished websites, and greater for experience goods than for search goods. The results support the moderating effects of product type on the eWOM information direction-website reputation-eWOM effect relationship. The impact of negative eWOM on the eWOM effect is greater for experience goods than for search goods. Similarly, the impact of website reputation on the eWOM effect is greater for experience goods than for search goods. The findings provide managerial implications for an Internet marketing strategy.
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