Social content marketing, social media and product development process effectiveness in high-tech companies

Seyyedamiri, Nader; Tajrobehkar, Ladan

doi:10.1108/ijoem-06-2018-0323

Cited by 44 publications

(37 citation statements)

References 56 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Due to its interactive two-way communication model, DCM can often help managers to elicit information from the customers. This in turn provides value to both firm and customers by getting transformed into a useful feedback system, which helps firms improve products and services (Seyyedamiri & Tajrobehkar, 2021).…”

Section: Implications Limitations and Directions For Future Researchmentioning

confidence: 99%

Conceptualising Digital Content Marketing for Greater Consumer Brand Engagement

Jacob¹,

Johnson²

2021

Colombo Bus. J

View full text Add to dashboard Cite

Digital Content Marketing (DCM) is the creation of valuable, relevant, and compelling content by brands, and its dissemination to their target audiences through digital platforms.In this paper, we provide a conceptual analysis of DCM and present three fundamental propositions (FPs). Underpinned by the Uses and Gratification Approach, FP1 explores six key characteristics of DCM communications (content value, relevance, reliability, consistency, interactivity, and entertainment) which can be considered as the motives for consumers to interact with them. FP2 elucidates the importance of selecting appropriate content formats (e.g., images, text-based articles, reports, videos) and content disseminating platforms (e.g., social media, websites, blogs, brand communities and discussion forums) in a DCM communication. FP3 explains the nexus between the key characteristics disseminated in different formats, through different platforms and Consumer Brand Engagement. It proposes that engagement triggered by different content formats over different platforms varies based on the gratification sought by targeted audiences.

show abstract

Section: Implications Limitations and Directions For Future Researchmentioning

confidence: 99%

Conceptualising Digital Content Marketing for Greater Consumer Brand Engagement

Jacob¹,

Johnson²

2021

Colombo Bus. J

View full text Add to dashboard Cite

show abstract

“…Young consumers search for products they need with the help of suggested keywords. As such, the firms strive toward encouraging customers to their brand websites via social media and search engine optimization (Seyyedamiri and Tajrobehkar, 2021). Under the influence of social media, young consumers' shopping habits have changed significantly and impulse consumption has increased, as suggested by the following interviewees:…”

Section: New Product Pre-announcementsmentioning

confidence: 99%

To buy or not to buy: how young consumers approach new smart products in the social media context

Guan

Lau

Yang

et al. 2021

View full text Add to dashboard Cite

Purpose This paper aims to explore factors affecting young consumers’ purchasing of new smart products under the influence of social media. Design/methodology/approach Twenty semi-structured, face-to-face, in-depth interviews were conducted with young consumers who used new media, and five extended interviews were conducted with popular smartwatch retailers in Macau. Findings The findings reveal that they tend to garner product information from multiple channels of communication. Social media exert the greatest influence. Reliable information, strong branding and interactions with vendors are also influential, although new product pre-announcements may be boring and difficult to understand. Originality/value This study presents new insights into diffusion of innovation theory and provides retailers launching smart products with a better understanding of their target young customers’ purchasing behavior.

show abstract

“…Cooperation between active purchasers and offerors can be defined as undertaking joint actions aimed at creating products and other elements of a marketing offer so that their material and non-material features effectively meet the expectations of final purchasers [19], bringing both the purchasers and offerors various measurable and immeasurable benefits. These actions must be effectively managed [20] so that they contribute to an increase in the competitive abilities of offerors [3].…”

Section: Literature Reviewmentioning

confidence: 99%

The Preferences of Active Final Purchasers Regarding the Environment of Cooperation with Offerors and Benefits Achieved Thanks to Such Cooperation

Baruk¹

2021

Energies

View full text Add to dashboard Cite

The aim of this study was to identify the preferences of final purchasers regarding the environment of cooperation with offerors and the benefits of cooperation, as well as to identify dependencies between two groups of preferences, taking into account the age of purchasers. The results of an analysis of the global literature on the subject indicate that so far these issues have not been studied, either in relation to the energy market or other areas of the consumer market. Therefore, we can talk about a cognitive and research gap in this area. In order to reduce the gap, seven research hypotheses were formulated and primary research was carried out on 1196 adult representatives of final purchasers in Poland to verify the hypotheses. The collected data were subjected to quantitative analysis, the results of which made it possible to state that most respondents preferred the parallel use of the online and offline environments as a place of interaction with offerors. More than half of the respondents stated that a combination of material and non-material benefits achieved through cooperation with offerors effectively encourages purchasers to undertake this cooperation. Non-material benefits such as the possibility of gaining new knowledge, the possibility of gaining new skills, and the possibility of establishing relationships with new people turned out to be particularly important. Statistically significant dependencies were identified between the preferences regarding the environment of cooperation and preferences regarding the benefits of cooperation. Moreover, dependencies were identified between age and the general specificity of benefits of cooperation with offerors, and between age and twelve specific benefits of cooperation. Conclusions drawn from the results obtained have great cognitive and application value, enriching knowledge of the behavior of final purchasers and making it easier for offerors, including companies operating on the consumer energy market, to make effective decisions about encouraging recipients to cooperate in the process of creating a marketing offer.

show abstract

Social content marketing, social media and product development process effectiveness in high-tech companies

Cited by 44 publications

References 56 publications

Conceptualising Digital Content Marketing for Greater Consumer Brand Engagement

Conceptualising Digital Content Marketing for Greater Consumer Brand Engagement

To buy or not to buy: how young consumers approach new smart products in the social media context

The Preferences of Active Final Purchasers Regarding the Environment of Cooperation with Offerors and Benefits Achieved Thanks to Such Cooperation

Contact Info

Product

Resources

About