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Can social media marketing lead to abnormal portfolio returns?

Bank, Semra; Yazar, Evrim Erdogan; Sivri, Ugur - In: European research on management and business economics 25 (2019) 2, pp. 54-62

This study tests the impact of usage of Twitter as a microblogging service provider on shareholders' returns and … Twitter account and, if so, their number of followers and tweets and the increase in the number of followers. The returns from … these portfolios indicate that better Twitter performance according to these metrics does not provide any significant …

Persistent link: https://www.econbiz.de/10012016588

A Conceptual Model for the Use of Social Media in Companies

Nistor, Cristian - 2015

Social media is currently an evolving “wave” in online business marketing. Marketers are beginning to drive the use of social media as a component in their marketing strategy and campaigns to reach out to customers and fans. Within the subdisciplines of marketing that may use social media...

Persistent link: https://www.econbiz.de/10014042994

Worlds Collide : Exploring the Use of Social Media Technologies for Online Learning

Friedman, Linda Weiser; Friedman, Hershey H. - 2013

Models of distance education have evolved over decades, just in time to collide with modern pedagogies in which communication, interaction, student engagement, and active learning are of critical importance. The social media technologies encompass a wide variety of Web-based technologies such as...

Persistent link: https://www.econbiz.de/10014043207

An Integrated Marketing Communications Perspective on Social Media Metrics

Barger, Victor A.; Labrecque, Lauren - 2016

Marketers are being inundated with social media metrics, but there is little consensus on what one should be measuring, let alone how these measures inform marketing strategy. This article attempts to bring clarity to the situation by adopting an integrated marketing communications perspective....

Persistent link: https://www.econbiz.de/10014156792

Social Media Marketing Strategy : A Case Study of AGTS

Vij, Sandeep - 2013

The case looks at the social media marketing experience of Akash Gautam Training Solutions (AGTS). It covers many dimensions of using social media as an alternative and cost effective channel of communication. The case highlights the important considerations and tactics which can be used to...

Persistent link: https://www.econbiz.de/10014162280

Digital Video as a Promotional Media and Brand Equity of a Product that Has an Influence on Consumer Buying Interest (A Research of Social Media Active Users)

Hapsari, Ayuningtyas - 2017

Objective – The research aims to test influence of promotion in social media and effect of brand equity on Consumer Buying Interest. Methodology/Technique – This research uses descriptive verification method that examines many as 115 respondents with 15-40 years of age category, because it...

Persistent link: https://www.econbiz.de/10014120122

Social Media Marketing Activities Influencing Brand Equity and Buying Commitment towards Customer Response in the Luxury Hotel Industry

Janda, Julian; Mitchev, Tzvetan; Nuangjamnong, Chompu - 2022

Social media has become an influential and dynamic virtual space where the platform is used for social networking and a great opportunity to digitally promote a business and establish relations with customers. This study aims to understand how social media marketing activities influence brand...

Persistent link: https://www.econbiz.de/10014082121

Consumer Behaviour Towards Social Media Advertising : A Comparative Analysis of Companies in the Life Insurance Sector in India

Pareek, Manoj; Dua, Nikita; Mittal, Monika - 2022

Businesses are increasingly relying on digital advertising options such as display and social media advertising. However, the insurance industry continues to lag behind other industries. A survey through a structured questionnaire was used to investigate consumer behavior, views of social media...

Persistent link: https://www.econbiz.de/10014085422

Social Media Marketing - A Paradigm Shift in the Marketing Practice

Dutta, Koushik - 2014

Facebook, Twitter and dozens of others just makes it easier. The focus is not so much on seller-buyer dialogue because the …

Persistent link: https://www.econbiz.de/10014142496

Contagious Content : Viral Video Ads Identification of Content Characteristics that Help Online Video Advertisements Go Viral

Knossenburg, Yentl - 2017

Why do some online video advertisements go viral while others remain unnoticed? What kind of video content keeps the viewer interested and motivated to share? Many companies have realized the need to innovate their marketing strategies and have embraced the newest ways of using technology, as...

Persistent link: https://www.econbiz.de/10012966089