N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations

Ananda, Artha Sejati; Hernández-García, Ángel; Lamberti, Lucio

doi:10.1016/j.jik.2016.01.003

Cited by 67 publications

(61 citation statements)

References 56 publications

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“…This study helps to fill in a gap in the literature with regard to research that focuses on social media use by the agricultural sector (Lockshin, & Corsi, 2012), and on the factors that explain their efficient use (Ananda et al, 2016). For this reason, the two objectives of this study were to verify whether the effectiveness of SNS activity in a particular sector is influenced by the commercial strategy that has traditionally been followed in the off-line environment, and to detect the decisive factors for achieving satisfactory results on SNS.…”

Section: Discussionmentioning

confidence: 99%

“…Planning requires setting goals, deciding strategies, putting someone in charge, and providing the necessary resources to develop efficient social media management (LLoret, 2011). Indeed, there is a clear conviction that the advantages afforded by these media are not being used to the full due to a lack of solid commitment, in the form of greater investment and planning for these tools (Ananda et al, 2016;Bernal, Mozas, Fernández, and Medina, 2017;Kietzmann, Hermkens, McCarthy, & Silvestre, 2011). Consequently, the fourth hypothesis is as follows:…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

“…Numerous studies have attempted to identify, on the demand side, the sociodemographic and attitudinal characteristics that positively influence consumers' use of social networks (Hilverda, Kuttschreuter, & Giebels, 2017;Karoui et al, 2015), and on the supply side, the factors that explain social network adoption for business purposes (Goldfarb, & Prince, 2008;Kim, and Jee, 2007;Talib, Rahman, & Qureshi, 2011 Ananda, Hernández, and Lamberti, 2016 drew attention to the scarcity of scholarly research that has focused on analyzing efficiency in connection with the use of social media, and the strategies developed for this purpose, particularly in the agri-food sector (Lockshin, & Corsi, 2012). The present study makes a contribution to filling this gap in the literature.…”

Section: Introductionmentioning

confidence: 99%

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Explanatory factors for efficiency in the use of social networking sites—The case of organic food products

Jurado

Moral

Uclés

et al. 2017

Psychology and Marketing

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In some markets, organic foods face problems such as consumer misinformation and confusion, high prices compared to conventional equivalents, or few points of sale. The answers to these problems include information and communication technologies, particularly social networking sites (SNS), given their potential for conveying information and connecting customers and suppliers at less cost. It would be useful to ascertain the psychology of social media use and which factors determine SNS efficiency among organic producers. This study of the efficiency of SNS use in two strategic sectors for Spain—olive oil and wine—used data envelopment analysis and, in a second stage, qualitative comparative analysis (QCA) to detect the contextual variables that explain the highest efficiency indices. The results showed that the more market‐oriented sector (wine) has a higher average efficiency of SNS use and pointed to the following explanatory factors: SNSs mentioned on corporate websites, number of employees, the manager's educational background, and length of SNS use.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Explanatory factors for efficiency in the use of social networking sites—The case of organic food products

Jurado

Moral

Uclés

et al. 2017

Psychology and Marketing

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“…Customer acquisition, retention and loyalty are the main pillars of the organisation that are concretely build using social CRM practices and that ultimately result in the enhanced profitability of the organisation (Elena, 2016). Social media enables the organisations to become more customer-oriented and market driven (Ananda et al, 2016). The merging of customer relationship management with social media programs is facilitating the collaborative dialogues and social experiences and is being highly valued by customers.…”

Section: Literature Reviewmentioning

confidence: 99%

Analysis of operative factors and practices in social CRM

Tiwari¹,

Misra²

2018

IJDET

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In today's world, the culmination of CRM and social media provides a huge platform for handling and networking with the customers. Organisations nowadays are training their workforce in social CRM technologies. There are immense opportunities and huge scope for marketers in the field of social CRM. Social media extends its powerful impact on the core areas of CRM and hence can be used as a very powerful weapon for the organisations. The purpose of this research paper is to study the impact of operative factors in social CRM domain on the performance measures of the organisation. The study aims to discover and assess the implications of social CRM on the organisation's performance behaviour. The performance measures are identified in the light of social CRM domain. The identified operative factors such as customer focus, competitor focus, marketing intelligence and cross-functional collaboration are the factors that play a pivotal role in determining the performance of the organisation. Institute of Information Technology Allahabad, India. He has more than 16 years of experience in the field of management education. For the last 12 years, he has been a faculty member at the Department of Management Studies at IIIT-Allahabad. His research interest includes marketing, strategy and technology forecasting, process management and business process re-engineering, consultancy, information strategy and digital marketing. He has published various papers in reputed journals and has contributed in several books.

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“…In marketing literature, [18] noted that social media focuses on content, with end-users taking an active role in the creation of that content. Similarly, [2] noted that the media in organizations develop content that includes some of the tools such as Facebook, Twitter, and LinkedIn.…”

Section: B Social Media As a Marketing Toolmentioning

confidence: 99%

The Use of Social Media as a Marketing Tool for Purchase Adaption and Purchase Intention to Improve Competitive Advantage

Jarrah¹

2018

IJTEF

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the use of social media as a marketing tool is one of the important issues affecting the achievement of an organization's objectives in competitive business. As a result, there is a growing interest in the further study of the factors that lead to a competitive advantage. Today, the focus is on these factors related to social media as a marketing tool on purchase adaption and purchase intention to improve competitive advantage. Hence, in this paper, we propose a conceptual model of social media as a marketing tool on purchase adaption and purchase intention to improve competitive advantage. It highlights the different purchase adaption factors (customer acquisition, customer retention, and customer expansion) and purchase intention factors (customer satisfaction, customer loyalty, and customer profitability) and how their existence can affect the cloud environment. This conceptual model provides useful insights and suggestions for organizations that could ultimately lead to organizational competitiveness and an increased level of trust between organizations and customers to improve competitive advantage.Index Terms-Social media, marketing, purchase adaption, purchase intention, and competitive advantage.

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N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations

Cited by 67 publications

References 56 publications

Explanatory factors for efficiency in the use of social networking sites—The case of organic food products

Explanatory factors for efficiency in the use of social networking sites—The case of organic food products

Analysis of operative factors and practices in social CRM

The Use of Social Media as a Marketing Tool for Purchase Adaption and Purchase Intention to Improve Competitive Advantage

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