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Influencer marketing has become one of the most popular marketing strategies in today’s ever changing digital scene. Despite being a popular technique of engaging customers, influencer marketing is still difficult for marketers and brands to understand the meaning behind of it and how to take advantage of influencer marketing. The research delves into the multifaceted landscape of influencer marketing. The research questions revolved around three key aspects of influencer marketing. Firstly, a profound exploration of influencer marketing was undertaken, delving into its evolution, benefits and underlying principles of influencer marketing was important to fully understand its dynamic role in modern marketing. Beyond this, an in-depth analysis scrutinized the impact of influencer marketing on consumer purchase behavior, peeling back layers to reveal the nuanced interplay of trust, and authenticity. To answer these questions a thorough analysis of influencer content and consumer interactions was done. To extract meaningful insights, to provide a holistic understanding of the symbiotic relationship between influencers and consumers. Trust emerged as a linchpin in the effectiveness of influencer marketing, profoundly influencing consumer perceptions and behaviors. Conclusively, the study highlights the indispensability of trust and authenticity in influencer marketing. Brands seeking success in influencer-driven consumer engagement must prioritize and harness these factors to navigate the complexities of contemporary marketing landscapes successfully.
This research focuses on explaining the relevance of social media and innovation process within companies. The main scope of this paper is to explain the different types and platforms of social media, how they can be of an importance to companies & businesses and to explain in details which aspects of the Innovation process could be influenced by social media. In order to develop a deeper understanding, an interview with Chief Innovation Officer Dr. Marcell Vollmer was conducted, followed by a mini case study and market research to test the validity of the information received. Several factors can work as a barrier on the way of utilizing social media networks for business purposes as well as current and future challenges, what they are and what their possible outcomes are, are discussed in details in this paper.
Roles and responsibilities regarding HR marketing on online business networks in mid-sized companies
(2020)
This paper discusses the roles and responsibilities in managing online business networks for human resource marketing and then applies these concepts to the case of the German company IMS Gear SE & Co. KGaA. It is important for companies to consider which departments and employees are responsible for social media, as this is the first step to ensure the success of a possible social media strategy.
For the practical part of this paper, a benchmark analysis with four companies and interviews with the employees of IMS Gear were conducted. The findings were used to develop a feasible recommendation for IMS Gear.
The literature review shows that it is not advisable for companies to only have roles and responsibilities regarding business networks and human resource marketing, but that they need a comprehensive strategy for all social media channels and a cross-departmental approach for managing social media. At the end of the paper, a possible team structure for IMS Gear is developed. However, the employees would not have the time to add the necessary roles to their daily working routine. Various ideas have been collected to suggest how the company could still build up an active social media presence and ensure the accomplishment of the tasks connected to social media.
The use of social media for marketing purposes has already begun replacing virtually all traditional marketing practices in order to cater to a generation of digital natives and young festival goers – a trend that can be especially observed in the music industry today. For all that, not all marketers of music festivals are fully informed about the necessity of a well-developed and multifaceted social media strategy. The goal of this study was to explore the topic of strategic social media in music festival organizations and to derive a model upon which music festival organizations can establish and form their social media strategy more effectively. For this purpose, a literature review was conducted and a combined social media model for assessing social media strategies of music festival organizations was proposed. Six prevailing themes pertaining to social media strategy that were identified constitute the model: 1. Channel selection and evaluation, 2. Audience analysis, 3. Communication style, 4. Social media content, 5. Social monitoring and risk management, and 6. Roles and responsibilities. In the second part of this study, a qualitative research design employing interviews and a case study was used in order to explore strategic social media use in leading festivals in Serbia, Croatia and North Macedonia. The findings of this study reveal about the impact of specific social media platforms, the use of analytics tools for gathering audience insights, the two-way interactive communication with the fans, the efficiency of content resulting from co-creation, the role and importance of PR in social media, as well as the position of social media in the organization and the staffing approach for social media marketing.
Social media and social networks are terms which appear daily in all sort of different contexts. The importance of such online platforms is growing day by day. People spend an immense time of their everyday life in such networks. Therefore, it is not surprising that marketers have encountered the great opportunity coming along with this. This paper contributes to the little research on follower demographics and delivers an insight into the hotel industry in the Black Forest. It attempts to close the knowledge gap of comparing social media followers of hotels to actual hotel guests, shows how hotels can integrate social media in their marketing strategy and why it is relevant for different market participants. Moreover, a comparison of possible target groups was made.
For analysing social media followers of hotels, own primary data was collected in form of an email survey of hotels in the Black Forest. The findings were afterwards compared to actual tourist demographics derived from a former hotel guest survey in the Black Forest. According to responses of 85 hotels, the study found that hotel guests are usually from older generations (60+) and mainly male, whereas hotel social media follower tend to be younger (around 30) and female. This shows the possibility for hotels to target customers, different from their loyal customer base, via social media. Secondary data helped drawing further conclusions. Instagram clearly supports hotels to attract new customers. It has high relevance for hotels, as well as individuals, and can be integrated in each step of a marketing planning process. Target group analysis of current guests and potential new clients, who are present on social media, has made clear that both are coming with advantages and disadvantages. Hotels should enter new markets to enlarge their customer group, however, not at the dispense of loyal guests. Loyalty and customer relation management in the accommodation industry will always be an essential point.
Social media has become inseparable from our daily lives thanks to the widely use of internet and mobile technological advancement. Travel and tourism has benefited a lot from social media, especially the travelers. Not only can they find travel-related information on social media platforms, but they can also discuss and exchange necessary and relevant opinions and information.
The purpose of this research study is to examine how social media influences where German millennials determine their holiday destination. This dissertation analyzes to what extend social media influences the individual German millennial’s decision and whether reviews and comments affect their decisions.
The research study comprises of 5 chapters which represent the analytical process from beginning to end. The first chapter is the introduction, then literature reviews, then the methodology for primary research of this research is identified and explained. Results from the online questionnaire are then presented followed by an analysis and interpretation. Finally, the conclusion and limitation of the research have been discussed.
This research study concludes that social media does influence German millennials when they use social media to compare the holiday destinations in comparison to those who do not use social media for this purpose. It is clear that social media is the main source of information when they are looking for holiday destination information and is preferred compared to travel books and travel agencies. The results have shown that TripAdvisor is the most used holiday destination information page among other social media platforms. Furthermore, most of German millennials are passive users of travel-related social media platforms. That means they only consume information but do not necessarily write reviews or comments after their holiday experience.
This study explores the attitudes and perceptions of consumers of the baby boomer generation (age 50-62) concerning contents on the social media channels of Facebook and YouTube. Ten in-depth interviews are conducted in which representatives of the target group perform tasks on the two platforms such as gathering information about a firm or comparing advertisements. The main finding of the empirical research conducted is a set of preferences and attitudes about social media contents classified in following categories: 1) company profiles on Facebook 2) company channels on YouTube 3) sponsored posts on Facebook 4) sponsored search results on YouTube and 5) navigation on the two platforms. The obtained results significantly complement existing research on firm-supplied contents on social media for several reasons. Firstly, baby boomers represent a highly valuable target group as they possess immense consumption power and demonstrate high willingness to try new products and services, as well. Moreover, they increasingly join social networks, first of all Facebook,and they browse other social media channels, but they have been mostly neglected in research about social media in Germany. Secondly, this study links inbound marketing via social media to small and medium-sized enterprises. For the latter, this holds substantial benefits to facilitate being found by consumers on social media platforms in order to compete against larger firms. Therefore, implications for small business managers and marketing representatives are given. Thirdly, the study focuses on the attitudes and perceptions of consumers in order to replenish data on consumer behavior on Facebook and YouTube obtained by the algorithms of the platform providers. Therefore, it complements extensive existing studies focusing on analyzing the latter. Furthermore, the distinct advertising and targeting functions of Facebook and YouTube have been considered in the creation of the interview in pursuance of pertinent practically oriented results.