Integrating community and relationship building into universities’ social media marketing

Hou, Jenny Zhengye

doi:10.4324/9781315563312-3

Cited by 6 publications

(5 citation statements)

References 1 publication

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“…Therefore, helping promote the further development of enterprises and increase the economic benefits of enterprises [5]. Hou starts with consumers' purchasing decisions on social media, analyzes the influence of social media on consumers' purchasing behaviors, analyzes the problems that may occur when enterprises use social media marketing, and puts forward suggestions [6]. Han found that the social media marketing strategies are different from those traditional marketing strategies like 4P, 4R, and 4C but cover the strategies from P to R and R to C [7].…”

Section: Literature Reviewmentioning

confidence: 99%

Research on Social Media Marketing Strategies of Chinese Small and Medium-sized Enterprises in the Post-epidemic Era

Zhang¹

2023

BCPBM

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This paper investigated how social media marketing strategies may help SMEs in China recover in the post-epidemic era. SMEs are crucial to the economics of China since their development can affect GDP growth. In this paper, a survey and case study are used. It has been found that social media marketing can not only help SMEs to recover in the short-run but also bring long-term benefits to them and help build a steadier relationship between the firms and the customers. However, it also has drawbacks, such as the uncontrollability and unpredictability of markets and barriers to entry. To solve the problems, it is suggested to establish relevant supervision departments and rules, and relevant training programs can also be offered to SMEs. From the microeconomics perspective, this study can provide an idea to all the firms about how to adapt to the current market and use the most suitable marketing strategies at the moment. This paper also helps achieve economic growth and a low unemployment rate from the macroeconomics side.

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Section: Literature Reviewmentioning

confidence: 99%

Research on Social Media Marketing Strategies of Chinese Small and Medium-sized Enterprises in the Post-epidemic Era

Zhang¹

2023

BCPBM

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“…The content created by the public relations section of the Nurul Ulum Islamic boarding school is exciting, makes the community memorable and is by the actual conditions of the institution. Content is still king because good content can at least help attract consumers to engage (Hou, 2017). Content is created and uploaded regularly so that people know and are familiar with the Nurul Ulum Islamic boarding school.…”

Section: Created Contentmentioning

confidence: 99%

Utilization of Social Media as a Digital Publication Strategy at Nurul Ulum Islamic Boarding School

Indrioko

2023

Al-Hayat J. Islamic. E.

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Social media is essential for introducing Islamic educational institutions to the broader community. The presence of social media is beneficial and provides benefits for Islamic educational institutions in the digital publication of the educational services offered. This study aims to describe the use of social media as an effort for digital publications carried out by the Nurul Ulum Islamic boarding school Blitar City. This research uses a qualitative approach, and this type of research is descriptive. This study's data sources were Islamic boarding school caretakers, public relations schools, teaching boards, and administrative staff. This study used several data collection methods: participatory observation methods, in-depth interview methods, and documentation methods. The data analysis technique used is; data reduction, data presentation, and conclusion. The study's results stated that the types of social media users at the Nurul Ulum Islamic boarding school included Facebook, Instagram, TikTok, and YouTube. This research shows that YouTube is a social media often used as a digital publication. The purpose of using social media at the Nurul Ulum Islamic boarding school is as a medium of communication, media for promotion, and media to build institutional brands. The real implication of using social media is that the wider community increasingly recognizes the Nurul Ulum Islamic boarding school, the number of students is increasing yearly and has received broad public trust.

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“…E, por atuarem de forma mais nichada, costumam ter taxas maiores de envolvimento com o público em seus perfis, gerando, consequentemente, mais vendas para empresas locais (PARK et al, 2021). E, apesar de ser difícil mensurar com precisão o retorno sobre investimento, empresas locais se beneficiam de contratações e parcerias desenvolvidas com microinfluenciadores (HOU, 2017). Dessa forma, a mensuração do sucesso costuma ser analisada por meio de curtidas, percentual de seguidores que gostam das publicações e aumento no número de seguidores para as empresas (KIM & XU, 2019).…”

Section: Influenciadores E Parceriasunclassified

Microinfluenciadores Digitais e Parcerias

et al. 2023

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O objetivo do estudo é discutir os processos de contratação dos serviços de microinfluenciadores digitais e parcerias com empresas locais. A metodologia desenvolve-se por meio de abordagem qualitativa, procedimento de pesquisa de levantamento e técnica de questionário. Os resultados demonstram que a atuação como micro influenciador é uma atividade secundária no início da carreira. E que o preparo de portfólio, feedbacks frequentes, publicações de qualidade e acessos são essenciais para as contratações desses profissionais por empresas locais. Desse modo, estes precisam compreender e satisfazer o cliente, gerar visibilidade e engajamento, aumentar vendas e promover o relacionamento para desenvolver boas parcerias com empresas locais e regionais.

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Integrating community and relationship building into universities’ social media marketing

Cited by 6 publications

References 1 publication

Research on Social Media Marketing Strategies of Chinese Small and Medium-sized Enterprises in the Post-epidemic Era

Research on Social Media Marketing Strategies of Chinese Small and Medium-sized Enterprises in the Post-epidemic Era

Utilization of Social Media as a Digital Publication Strategy at Nurul Ulum Islamic Boarding School

Microinfluenciadores Digitais e Parcerias

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