International Journal of Online Marketing最新文献_第2页

SOCIAL MEDIA MARKETING IN EMERGING MARKETS 新兴市场的社交媒体营销

IF 1.1

International Journal of Online Marketing Pub Date : 2016-12-01 DOI: 10.5455/IJOMR.2016254411

J. Olotewo

{"title":"SOCIAL MEDIA MARKETING IN EMERGING MARKETS","authors":"J. Olotewo","doi":"10.5455/IJOMR.2016254411","DOIUrl":"https://doi.org/10.5455/IJOMR.2016254411","url":null,"abstract":"Globalization has transformed the marketing field from traditional marketing media to social marketing media because of its numerous roles of reaching more customers at the least cost. Traditional marketing communicates with customers through dedicated media channels like television, radio, newspaper, magazine, but the failure of traditional marketing channels to yield significant returns on investment is attributed to many reasons including lack of interactive engagement between the customers and the brand. Social media appeared as the solution to the letdown of traditional marketing, social media are online platforms that facilitate social conversation between social agents regardless of the geography while social media marketing is the promotion of products and services through social media platform. Thus, considering its ability to penetrate across national boundaries without any stoppage, this study found it worthwhile to investigate social media marketing in emerging markets using social media marketing platforms such as Facebook, Twitter, Instagram, YouTube, Whatsapp, LinkedIn, et cetera. The study adopted purposive and systematic sampling technique to ensure that mature adults who fall within the age of 18 and 65 with deep knowledge of social media marketing in organizations in emerging economies are involved in the study through a standard questionnaire which was designed for such purpose. Classical regression model was adopted for the analytical findings, the study concluded that social media activity positively affect brand success in emerging economies. In other words, there is a direct and positive relationship between social media activity and success of an organization's brand in the market. It is recommended that Organization should design effective social media marketing strategy in order to increase its brand engagement and create more customer delights","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"34 1","pages":"10-18"},"PeriodicalIF":1.1,"publicationDate":"2016-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85943369","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 16

ACQUIRING LOYALTY OF CUSTOMER AS MARKETING STRENGTH: INTERRELATIONSHIPS OF BRAND REPUTATION, BRAND EQUITY AND BRAND LOYALTY IN THE TEXTILE SECTOR OF PAKISTAN 获得顾客忠诚度作为营销力量:巴基斯坦纺织业品牌声誉、品牌资产和品牌忠诚度的相互关系

IF 1.1

International Journal of Online Marketing Pub Date : 2016-12-01 DOI: 10.5455/IJOMR.2016254422

Saad Ghafoor, N. Aslam, B. Nazir, Farhana Bashir

引用次数: 2

E-Satisfaction and E-Loyalty 电子满意度和电子忠诚

IF 1.1

International Journal of Online Marketing Pub Date : 2016-10-01 DOI: 10.4018/978-1-5225-9282-2.ch006

KushwahaGyaneshwar Singh, KaushalMukesh

引用次数: 7

MEASURING SERVICE QUALITY AND ITS EFFECTS ON CUSTOMER SATISFACTION: A STUDY ON THE FIVE-STAR HOTELS IN TURKISH REPUBLIC OF NORTHERN CYPRUS 衡量服务质量及其对顾客满意度的影响:对北塞浦路斯土耳其共和国五星级酒店的研究

IF 1.1

International Journal of Online Marketing Pub Date : 2016-06-01 DOI: 10.5455/IJOMR.2016216353

Erdem Demirkan

{"title":"MEASURING SERVICE QUALITY AND ITS EFFECTS ON CUSTOMER SATISFACTION: A STUDY ON THE FIVE-STAR HOTELS IN TURKISH REPUBLIC OF NORTHERN CYPRUS","authors":"Erdem Demirkan","doi":"10.5455/IJOMR.2016216353","DOIUrl":"https://doi.org/10.5455/IJOMR.2016216353","url":null,"abstract":"Especially in today's world of high globalization and intense competition, the service sector has become one of the main areas where the companies may obtain significant competitive advantage (Hipp and Grupp, 2005). This may be done by improving the service quality in order to increase customer satisfaction, and the long term customer engagement. The service sector also constitutes an important part of the national economies, as an indicator of countrywide development and recovery (Wright, 2014). If the developmental trajectory of the service sector is investigated, it can be claimed that the position of the service sector in the economy has increased very rapidly during the last 30 years (Hipp and Grupp, 2005). As a result of the shift towards the service sector as an important part of the economy, the quality standards and applications that have been used for the production sector have started to be adapted to the service sector, in order to hold the service quality above a certain level to ensure customer satisfaction (Enderwick and Enderwick, 2013). At that point, it is apparent that the measures of success in the service sector are more abstract and intangible, when it is compared with the success indicators of the production sector, since service applications cannot be classified according to their physical and measurable properties as the way the production sector outcomes can be classified. Therefore, setting certain quality standards and measuring the customer feedback in an objective manner has even become more crucial for the service sector applications.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"65 1","pages":"22-31"},"PeriodicalIF":1.1,"publicationDate":"2016-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84758433","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

The impact of corporate social responsibility on corporate reputation using Marketing as Moderate variable 以市场营销为调节变量研究企业社会责任对企业声誉的影响

IF 1.1

International Journal of Online Marketing Pub Date : 2016-06-01 DOI: 10.5455/IJOMR.207243

Amro Alzghoul, Hamzah Elrehail, Prof.Dr. Serdar Saydam, S. Alnajdawi, Kayed Al'Ararah

{"title":"The impact of corporate social responsibility on corporate reputation using Marketing as Moderate variable","authors":"Amro Alzghoul, Hamzah Elrehail, Prof.Dr. Serdar Saydam, S. Alnajdawi, Kayed Al'Ararah","doi":"10.5455/IJOMR.207243","DOIUrl":"https://doi.org/10.5455/IJOMR.207243","url":null,"abstract":"Reputation has critical role for each business organization. Without a good reputation, success is limited and the organization's long-term future is in doubt. Today organization is changing into very important issue, corporate social responsibility (CSR) being respectable by organizations through CSR activities. In this paper, the impact of CSR and marketing on corporate reputation (CR) was explored; also the role of CSR in CR building is confirmed. The methodology of this study we use a questionnaire by using Likert five-options to obtain individuals feedback. We regard 93 samples to collect data from different management level and other stuff from the companies; we received 86 questionnaires in total. The study questionnaire includes 27 queries concerning the three dimensions of the model CSR, Marketing and CR. The study finding show that marketing and CSR are playing critical role in enhance CR; also there is a significant positive relation between CSR and CR. Organizations which are more socially responsible have better retain and enhance to them CRs. Furthermore, when organizations improve reputation this can let them reach business success and goals in the long-term and vice versa. There is no specific method to make CSR contribute to reputation due to each organization; each country and each culture are operating differently. CSR have a positive impact on CR, for that CSR has to be considering while formulating organization strategy.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"52 1","pages":"1-13"},"PeriodicalIF":1.1,"publicationDate":"2016-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91213561","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 6

Online Shopping Risks and effects on Consumers Purchasing Behavior 网上购物风险及其对消费者购买行为的影响

IF 1.1

International Journal of Online Marketing Pub Date : 2016-06-01 DOI: 10.5455/IJOMR.2016216685

N. Almatarneh

引用次数: 5

GREEN CONSUMERS IN GREEN MARKETING 绿色营销中的绿色消费者

IF 1.1

International Journal of Online Marketing Pub Date : 2016-06-01 DOI: 10.5455/IJOMR.2016208434

U. Yorulmaz

引用次数: 0

Analyzing the Effect of Big Five Model of Personality on the Relationship between Service Quality and Customer Satisfaction 大五人格模型对服务质量与顾客满意关系的影响分析

IF 1.1

International Journal of Online Marketing Pub Date : 2016-06-01 DOI: 10.5455/IJOMR.2016216636

Z. Ismael

引用次数: 0

Market classification - The faith-Based Analysis approach 市场分类-基于信念的分析方法

IF 1.1

International Journal of Online Marketing Pub Date : 2016-06-01 DOI: 10.5455/IJOMR.2016216556

J. Olotewo

引用次数: 2

The Role of Knowledge Sharing Mechanism in the Development of Pricing Strategy 知识共享机制在定价策略制定中的作用

IF 1.1

International Journal of Online Marketing Pub Date : 2016-06-01 DOI: 10.5455/IJOMR.204243

Hamzah Elrehail, Amro Alzghoul, S. Saydam, Kayed Al'Ararah

引用次数: 13