Social Media Flashcards
Define social media marekting
Social media marketing is the utilization of social media technologies, channels and software to create, communicate, deliver, and exchange offerings that have value for an organisations and stakeholders” (Tuten and Solomon, 2017)”
definition of social media expanded
referred to as real time marketing, it is the multichannel engagement, using more than one channel to communicate with the customer, based on real-time insights (Kallier, 2017)
social media marketing is an integral element of 21st centaury business (Felix, 2017)
One of the biggest misconception is that social media marketing is a new phenomenon, however this is not correct, social media marketing does not just refer to social networking sites Facebook, twitter and Instagram but also that of discussion boards and chat forums (Ryan and Jones, 2012)
HOWEVER, the literature on social media marketing remains fragmented and is focused on isolated issues, such as tactics for effective communication (Felix, 2017)
how did felix 2017 define social media
social media marketing is an integral element of 21st centaury business (Felix, 2017)
how did Ryan and Jones 2012 define social media
One of the biggest misconception is that social media marketing is a new phenomenon, however this is not correct, social media marketing does not just refer to social networking sites Facebook, twitter and Instagram but also that of discussion boards and chat forums (Ryan and Jones, 2012)
how did Kallier 2017 define social media
referred to as real time marketing, it is the multichannel engagement, using more than one channel to communicate with the customer, based on real-time insights (Kallier, 2017)
discuss the rise of social media marketing/ real time marketing
Aral et al (2013) argue that social media is “fundamentally changing the way we communicate, collaborate, consume, and create”
today’s world of instant gratification, social media and real-time chatter, as the World Wide Web is open for business all the time
social media networks such as Facebook, twitter and LinkedIn are free. it represents a powerful personalization tool as it enables individuals to both produce and distribute content by their own participation. (Neuman, 2013)
social media marketing and electronic word of mouth - guilford, 2012
At its core, social media marketing is an amped-up version of the oldest and most powerful form of marketing: word-of-mouth. (Guilford, 2012)
The goal is to stimulate people to pass along a product message.(Guilford, 2012)
electronic word of mouth - lovett 2013
powered by tools such as email and instant messenger wom has given rise to new forms of online communication, containing both primary and secondary data. Primary data is consumers direct experiences whereas secondary data is information consumers have heard from others
(Lovett, 2013)
word of mouth - xia 2008
positive WOM(PWOM) is thought to originate from satisfactory experiences,negative WOM(NWOM) is thought to be a result of many motives and needs commonly identified as ‘negativity bias’
esearch on the topic has discovered that negative information is more surprising and therefore might draw more attention (Xia, 2008)
word of mouth - hornick 2012
The significance of WOM in marketing theory and practice is undisputed.
Today’s digitally driven, easily accessible, interconnected virtual and technological world is giving it new significances. research suggests it is one of the most effective and persuasive ways of shaping consumer preferences and purchasing behaviours
(Hornick, 2012)
what authors discussed word of mouth
Guilford 2012
Lovett 2013
Hornick 2012
Xia 2008
what three aspects am i discussing in social media part A?
electronic word of mouth
generational differences
consumer expectations
social media and consumer expectations
Research by Felix (2017) suggests that both the type of industry and the type of product influences the impact of social media marketing.
However, Consumers may perceive companies and brands as “interlopers,” “party crashers”, or unwanted guests in the interactive space (Fournier & Avery, 2011)
some researchers suggest that many users expect firms to participate in social media, pulling firms into the social media conversation by either mentioning the brand or “hash tagging” the firm. This discrepancy may reflect a heterogeneous consumer base, in which one group of consumers is comfortable with proactive and engaged firms while another rejects the corporate invasion of social media space .
what did felix 2017 say about consumer expectations
Research by Felix (2017) suggests that both the type of industry and the type of product influences the impact of social media marketing.
what did Fournier & Avery, 2011 say about consumer expectations
However, Consumers may perceive companies and brands as “interlopers,” “party crashers”, or unwanted guests in the interactive space (Fournier & Avery, 2011)
what did Xia 2008 say about consumer expectations
some researchers suggest that many users expect firms to participate in social media and may even purposely pull firms into the social media conversation by either mentioning the brand or “hash tagging” the firm. This discrepancy may reflect a heterogeneous consumer base, in which one group of consumers is comfortable with proactive and engaged firms while another rejects the corporate invasion of social media space (Xia, 2008).
What authors discussed consumer expectations
Felix 2017
Fournier and Avery 2011
Tia 2008
social media and different generations - krishen 2016
much like many technological advances in the past and present, social media developments run the risk of increasing the generation gap. (Krishen, 2016)
generations - Bobkowski and the guardian
It is a foregone conclusion for many youth researchers, advocates, and educators that social media are vital tools for reaching today’s youth. However, such studies tend to ignore the fact that not all young people use social media (Bobkowski, 2013).
The Guardian (2018) identifies that there is growing backlash among young people disillusioned with the negative aspects of the technology, such as online abuse and fake news with many young people have indicated that social media was having a negative impact on their emotional wellbeing and consequently the numbers of young people using social media sites are declining (the guardian, 2018)
what did Bobkowski say about generational differences
It is a foregone conclusion for many youth researchers, advocates, and educators that social media are vital tools for reaching today’s youth. However, such studies tend to ignore the fact that not all young people use social media (Bobkowski, 2013)
what did the guardian say about generation differences
The Guardian (2018) identifies that there is growing backlash among young people disillusioned with the negative aspects of the technology, such as online abuse and fake news with many young people have indicated that social media was having a negative impact on their emotional wellbeing and consequently the numbers of young people using social media sites are declining (the guardian, 2018)
generation differences - ellison 2018
Although the traditional veiw is that social media is more popular with younger people, research suggests that adults aged 65 and older are increasingly adopting social networking. Findings suggest that the engagement with others via social media does not significantly differ in levels between younger and older members of society (Ellison, 2018)
generation differences - karma 2011
Howeveras the proportion of Facebook users who engage with the site daily has significantly increased and increasingly integrating Facebook use into their daily life there is evidence that some older adults have integrated SNSs into their daily routines so that they can stay connected with their family and friends (karimi, 2011)
generation differences - sharit 2010
However Some research suggests that older adults may be less likely to engage in various Facebook activities, including frequency of use, than younger adults because the ability to perform tasks on the Internet is increasingly determined by physical conditions, such as cognitive ability (Sharit, 2010)
