Academic Pinstitution: Higher Education's Use of Pinterest for Relationship Marketing

Linvill, Darren L.; Rowlett, Jerrica Ty; Kolind, Mette M.

doi:10.1080/15332667.2015.1093581

Cited by 12 publications

(5 citation statements)

References 16 publications

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“…Marketing relacional: El marketing relacional surge como respuesta a una necesidad, a la de atender al público, anteriormente se venía atendiendo de una manera que se denomina mercadeo tradicional, con una cierta metodología que, aunque efectiva se veía relegada con el transcurso del tiempo, la hiperconectividad que se vive en la actualidad es el factor determinante que ha impulsado ese cambio de paradigmas, debido a las nuevas tecnologías y la constante preocupación de las empresas para forjar relaciones comerciales duraderas. Por esta razón el marketing relacional ha evolucionado hasta convertirse en lo que es definido por Grónroos (2004) citado por (Linvill, 2015) "el proceso de identificar y establecer, mantener, mejorar, y cuando las relaciones de terminación necesarios con los clientes y otras partes interesadas, a un beneficio, de manera que se cumplan los objetivos de todas las partes". (Grónroos, 2004) destaca la importancia de mantener las relaciones más allá de lo netamente transaccional, lo que se busca es una relación de beneficios bilaterales que permita tanto a la empresa como a los clientes sentirse a gusto, igualmente es de vital importancia para dichos negocios prestar atención a los detalles.…”

Section: Resultsunclassified

Resúmenes del Simposio de Investigación Ustamed 2018

Velásquez¹,

cvlac²,

visualizador³

et al. 2020

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En los últimos 10 años, Colombia ha realizado múltiples reformas tributarias con el fin de dinamizar su economía, todas ellas, han sido influenciadas por momentos en los cuales la economía del país se encontraba atravesando momentos de déficit, y por lo tanto, era necesario implementar estrategias por medio de la creación de reformas tributarias, que permitieran una mayor recopilación de tributos para subsanar las carencias monetarias del momento y también, para la consecución de mayores recursos para el desarrollo de diversos proyectos gubernamentales. En este sentido, es válido destacar que algunas de las mismas han sido efectivas en cuanto a la obtención de mayores ingresos, pero con otras reformas la renta fija de los colombianos se ha visto perjudicada debido a que en muchos casos se presentan inequidades en el pago de los impuestos.Por lo tanto, los resultados para los diferentes sectores no siempre han sido positivos, en algunos gobiernos, se aumentaban los tributos de las empresas y estas, se veían en la necesidad de reducir sus gastos para solventar los impuestos generados, dicha acción, se veía reflejada en algunas ocasiones con recortes de personal, otras, por el contrario, buscaban aumentar los rubros de inversión extranjera por medio de la reducción de las tasas impositivas, lo que es un panorama más alentador para los colombianos en general, por el aumento principalmente en empleos tras la implantación de nuevas unidades de negocio en el país.

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Section: Resultsunclassified

Resúmenes del Simposio de Investigación Ustamed 2018

Velásquez¹,

cvlac²,

visualizador³

et al. 2020

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“…As for the design of social media, previous research suggests the following. First, an iterative design–redesign process is necessary (Linvill et al , 2015). This is a neglected but important aspect due to the ever-changing characteristics of social media and the fact that it is often collectively inhabited by many members (Aral et al , 2013).…”

Section: Resultsmentioning

confidence: 99%

Social media capability in B2B marketing: toward a definition and a research model

Wang

Rod

et al. 2017

JBIM

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Purpose The purpose of this study is to explore organizational social media capability in business-to-business (B2B) marketing, by focusing on what social media capability is in a B2B marketing context and how it is developed in firms engaged in B2B marketing. Design/methodology/approach This is a thematic literature review, drawing on both B2B marketing and Information Systems literature. In total, 112 academic articles from nine journals were identified and analyzed. The findings were synthesized and compiled to provide answers to the predefined research questions. Findings The results suggest that organizational social media capability is dependent on a deep understanding of a firm’s technological capability, i.e. recognizing the key features and categories of social media and dynamically upgrading the recognition in response to the environmental change. A four-level Social Media Capability Maturity Model (technological, operational, managed and strategic level) that collectively transfers social media’s technological capability to dynamic organizational capability is proposed. Originality/value This study contributes to an understanding of the use of social media in the context of B2B marketing from an organizational dynamic capability perspective. The model is particularly relevant to organizations that have adopted or plan to adopt a B2B social media strategy and is relevant for B2B researchers who are interested in social media research.

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“…Meanwhile, most colleges and universities are increasingly looking to social media as a means of engaging with stakeholders, including alumni (Linvill, Rowlett & Kolind, 2015;Palmer, 2013;Kelleher & Sweetser, 2012). In extending the residual commitments of their alumni, many alumni associations focus on emotive appeals (Solinger, Hofmans, & Olffen, 2015).…”

Section: University and Alumni Communicationmentioning

confidence: 99%

“…Such interaction can be ways for alumni to, at least partially, fulfil their social interaction needs (Alhabash, McAlister, Hagerstrom, Quilliam, Rifon & Richards, 2013). Universities now need to re-evaluate their social media plans to acknowledge their specific alumni user needs and different generational audiences, aligned with the functionality of specific social media platforms, particularly as the 'net' generation (NetGen) reach alumni status (Linvill, et al, 2015). Interactively sharing information should be the core of the relationship building activities initiated by the alumni associations (Barnard & Rensleigh, 2008).…”

Section: University and Alumni Communicationmentioning

confidence: 99%

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Hotel school alumni’s intentions to use communication channels – a cross-generational comparison study

Chen

Murphy

2018

Journal of Teaching in Travel & Tourism

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Alumni communication is vital in sustaining the relationship between alumni and their alma maters. This research investigated four cohorts of alumni, and their intentions to use a range of traditional and digital communication channels, including social media. An online questionnaire was sent to 8,060 alumni and resulted in 595 usable responses, yielding a 7% response rate. The research results showed that alumni have the highest intentions to use the alumni enewsletter and the alumni website and the lowest intentions to use social media, e.g. Twitter, Instagram, and YouTube. Among alumni cohorts, significant statistical differences in their intentions to use these communication channels were identified. Given our findings, alumni communication staff are encouraged to leverage different communication channels targeting alumni in different age groups.

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Academic Pinstitution: Higher Education's Use of Pinterest for Relationship Marketing

Cited by 12 publications

References 16 publications

Resúmenes del Simposio de Investigación Ustamed 2018

Resúmenes del Simposio de Investigación Ustamed 2018

Social media capability in B2B marketing: toward a definition and a research model

Hotel school alumni’s intentions to use communication channels – a cross-generational comparison study

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