Sunday 27 July 2014

the impact of social media marketing on brand loyality

The Impact of Social Media Marketing on Brand Loyalty

  • İrem Eren Erdoğmuş
  • Mesut Çiçek
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Under a Creative Commons license

Abstract

Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. Marketers have utilized various means to maintain the brand loyalty of their customers. One of the recent means is the social media marketing. The aim of this study is to identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners. The scope of the study consists of customers who follow at least one brand on the social media in Turkey and the data were collected through the administration of a structured questionnaire with a sample of 338 people and tested via stepwise multiple regression analysis. The results of the study showed that brand loyalty of the customers is positively affected when the brand (1) offers advantageous campaigns, (2) offers relevant content, (3) offers popular contents, (4) appears on various platforms and offers applications on social media; were used by using SPSS 17.0 version. Customers prefer to share music, technological-related, and funny contents on social media platforms. Based on our results, this study can be considered as a pioneer in this new area of marketing, and propose several tactics for the practitioners.

Keywords

marketing strategy for small businesses

Title:The online connection: transforming marketing strategy for small businesses
Author(s):Lisa Harris, (Senior Lecturer in Marketing based at Management, Southampton, UK), Alan Rae, (Managing Partner of AI Consultants based at Southampton University School of Newick, UK)
Citation:Lisa Harris, Alan Rae, (2010) "The online connection: transforming marketing strategy for small businesses", Journal of Business Strategy, Vol. 31 Iss: 2, pp.4 - 12
Keywords:Communication, Online operation, Small to medium-sized enterprises
Article type:Research paper
DOI:10.1108/02756661011025017 
Publisher:Emerald Group Publishing Limited
Abstract:Purpose – The purpose of this paper is to review recent developments in online marketing strategy which demonstrate the growing power of online communities in building brand reputations and customer relationships.
Design/methodology/approach – The work draws upon the results of an ongoing research project which is investigating the use of new technologies by entrepreneurial businesses in the London area. A range of examples from our 30 case study businesses are drawn upon to illustrate some of the opportunities and threats associated with these new marketing priorities.
Findings – We conclude that social networks will play a key role in the future of marketing; externally they can replace customer annoyance with engagement, and internally they help to transform the traditional focus on control with an open and collaborative approach that is more conducive to success in the modern business environment.
Research limitations/implications – Further research should aim to track this activity as it integrates with more mainstream marketing over time.
Practical implications – Developments in the technologies themselves, as well as a reduction in costs, will mean that more and more information will be available to consumers. This results in unprecedented levels of transparency of dealings between businesses and their customers. A key challenge when engaging customers through these social networks is how to give away power and control while at the same time avoiding embarrassment to the company.
Originality/valueThe paper provides practical guidance on the opportunities and threats associated with marketing through social networks, based on lessons learned from “early adopters”.

Monday 21 July 2014

Introduction of marketing

Armstrong, Gary and Kotler, Philip and Harker, Michael and Brennan, Ross (2012) Marketing : An Introduction. Pearson Prentice-Hall

Abstract

Introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy. The book's strength lies in the many international practical examples and real-world cases. Special attention to customer relationships, the creation of value and brand equity reflects well today's marketing requirements. A focus on the ever-increasing importance of new technologies makes this book invaluable for business schools – in the UK and abroad.
Item type: Book
ID code: 34452
Keywords: marketing , customer behaviour, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
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Depositing user: Pure Administrator
Date Deposited: 15 Nov 2011 11:35
Last modified: 22 May 2013 11:49