Marketing Strategies on Social Media Platforms

Rosário, Albérico Travassos; Dias, Joana Carmo

doi:10.4018/ijebr.316969

“…In addition, the LRSB involves a rigorous and well-defined research process that increases the quality of the synthesized results. Therefore, the LRSB involves the screening and selection of information sources to ensure the validity and accuracy of the data presented, in a process consisting of 3 phases and 6 steps by Rosário (2021); Rosário and Dias (2023); Rosário and Dias (2022); Rosário et al (2020); , (Table 1).…”

Section: Methodsmentioning

confidence: 99%

“…Thus, providing a very real view of the researched subjects with scientific and/or academic relevance. However, we assume that the study has the limitation of considering only the SCOPUS database, excluding the other academic bases (Rosário, 2021;Rosário and Dias, 2023;Rosário and Dias, 2022;Rosário et al, 2020;. The first step in this study involved conducting a comprehensive search through the Scopus database to identify all relevant studies.…”

Section: Communicationmentioning

confidence: 99%

Sustainable Entrepreneurship and Corporate Social Responsibility: Systematic Bibliometric Literature Review

Rosário¹,

Figueiredo²

2023

Preprint

2

0

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At a basic level, entrepreneurship refers to an individual or a small group of partners that intend to create a new business. Entrepreneurship is at forefront of any competitive economy due to the creation of new products and services that comes from new ideas. In other words, entrepreneurship is associated with economic wealth, growth and innovation. The usage of resources in the creation of new businesses needs to be rational because investors normally are risk averse, and nowadays, the purpose of a new business needs to be for a long-term period, and the usage of resources has to take into mind the possible damage to the planet. In other words, entrepreneurs and the sustainability of the planet are interconnected. Beyond this, entrepreneurs need to take care of the corporate social responsibility of each new business, considering the interests of itself, its stakeholders, and the public. Nevertheless, existing research has not shown in full all the research streams, how they interact with each other and their potential knowledge development. Thus, a literature review on social entrepreneurship and corporate social responsibility in the last decade are opportune. This paper aims to identify research trends in the field through a Systematic Bibliometric Literature Review of social entrepreneurship and corporate social responsibility research. The review includes 69 articles published in the Scopus® database, presenting up-to-date knowledge on the topic.

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“…Thus, providing a very real view of the researched subjects with scientific and/or academic relevance. However, we assume that the study has the limitation of considering only the SCOPUS database, excluding the other academic bases (Rosário, 2021;Rosário and Dias, 2023;Rosário and Dias, 2022;Rosário et al, 2020;. Following the PRISMA 2020 statement, the first step in this study, the eligibility criteria, and the information sources (Page et al, 2021), involved conducting a comprehensive search through the Scopus database to identify all relevant studies.…”

Section: Methodsmentioning

confidence: 99%

Sustainable Entrepreneurship and Corporate Social Responsibility: Systematic Bibliometric Literature Review

Rosário¹,

Figueiredo²

2023

Preprint

1

0

View full text Add to dashboard Cite

At a basic level, entrepreneurship refers to an individual or a small group of partners that intend to create a new business. Entrepreneurship is at forefront of any competitive economy due to the creation of new products and services that comes from new ideas. In other words, entrepreneurship is associated with economic wealth, growth and innovation. The usage of resources in the creation of new businesses needs to be rational because investors normally are risk averse, and nowadays, the purpose of a new business needs to be for a long-term period, and the usage of resources has to take into mind the possible damage to the planet. In other words, entrepreneurs and the sustainability of the planet are interconnected. Beyond this, entrepreneurs need to take care of the corporate social responsibility of each new business, considering the interests of itself, its stakeholders, and the public. Nevertheless, existing research has not shown in full all the research streams, how they interact with each other and their potential knowledge development. Thus, a literature review on social entrepreneurship and corporate social responsibility in the last decade are opportune. This paper aims to identify research trends in the field through a Systematic Bibliometric Literature Review of social entrepreneurship and corporate social responsibility research. The review includes 69 articles published in the Scopus® database, presenting up-to-date knowledge on the topic.

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“…Timely and effective customer support through social media channels also significantly influences customer satisfaction. Different social media platforms offer unique features and (Rosário, 2023) have explored the impact of social media platform selection on customer satisfaction. Platform popularity, user engagement, and perceived authenticity influence customer satisfaction (Shahid et al, 2023).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Additionally, cultural and demographic factors may moderate the effectiveness of social media marketing efforts in influencing purchase intentions (Rosário, 2023). Understanding the overall influence of social media marketing on customers' purchase intentions has important implications for marketing strategies.…”

Section: Literature Reviewmentioning

confidence: 99%

Impact of Social Media Marketing On Consumer Purchase Intention: A SEM Based Study of Attitude towards Information

Madiha Raees,

Khan,

Kousar Zaheer

2023

International Journal of Social Science Entrepreneurship

0

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Social media is becoming an essential aspect of people’s lives in the digital age, giving a wealth of opportunities for businesses to connect with their target audience. With the massive increase in the internet and the use of smartphones across Pakistan, social media has emerged as a powerful marketing tool. This study aims to investigate the effect of social media advertisement on customer buying intentions throughout the Pakistani market—a gap in research to determine the impact of social media marketing on Pakistani consumers. This study will address an absence of information about how social media promotion influences customer purchasing intentions in Pakistan, especially the moderating influence of satisfaction, product type, and direct impact. Focusing on the quantitative approach, an online survey method is used to gather participants’ data through a questionnaire from 87 participants. Partial least square (PLS) with structural equation modeling (SEM) combines factor analysis and regression analysis to examine the complex relationships between observed and latent variables to investigate the data. In conclusion, the impact of social media marketing on consumer buying intentions in Pakistan by leveraging social media platforms effectively, businesses can enhance brand awareness, build credibility, and influence consumer buying decisions through influencer marketing, social media advertising, and user-generated content. The research is significant as the study explores the relationship between social media marketing strategies and consumer purchase intention, providing valuable information about the factors driving consumers to purchase. It provides empirical evidence and insights that other researchers can reference.

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Marketing Strategies on Social Media Platforms

Cited by 25 publications

References 129 publications

Sustainable Entrepreneurship and Corporate Social Responsibility: Systematic Bibliometric Literature Review

Sustainable Entrepreneurship and Corporate Social Responsibility: Systematic Bibliometric Literature Review

Sustainable Entrepreneurship and Corporate Social Responsibility: Systematic Bibliometric Literature Review

Impact of Social Media Marketing On Consumer Purchase Intention: A SEM Based Study of Attitude towards Information

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