Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus

Li, Fangfang; Larimo, Jorma; Leonidou, Leonidas C.

doi:10.1002/mar.21746

Cited by 43 publications

(25 citation statements)

References 116 publications

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“…Social media is a double-edged sword (Li et al, 2023). Although its "bright side" and seemingly endless benefits to both society and businesses have been emphasized, a "dark side" also exists (Dwivedi et al, 2018(Dwivedi et al, , 2021.…”

Section: Discussionmentioning

confidence: 99%

Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers

Fernandes,

Oliveira

2024

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Purpose Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers. Design/methodology/approach Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands’ social media presence to users’ disengagement. Findings Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands. Originality/value The study contributes to social media research by addressing its “dark side” and empirically validating the role of brands’ social media presence in developing young users’ fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.

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Section: Discussionmentioning

confidence: 99%

Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers

Fernandes,

Oliveira

2024

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“…(4) Social media -a large part of the known players rely on the analysis of user behavior in real time and are increasingly becoming marketing platforms with exceptionally rich opportunities for boosting brand equity (Li, Larimo & Leonidou, 2023;Abbasi et. al., 2024);…”

Section: Fig 1 Google Search and Social Mentions Of Ai And Marketingmentioning

confidence: 99%

A dive into the marketing trends of 2024: insights to unlocking potential

Zhechev

2024

BMC

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Marketing is witnessing unparalleled growth of solutions and innovations that can supercharge those market players ready to embrace the capabilities of GenAI, ML, LLMs, AR/VR, among others. Moreover, displaying brand engagement and sustainability sets new standards in marketing tactics. Various leading marketing agencies have dedicated great deal of research and analytical effort to produce reports including noteworthy marketing trends that can aid CMOs in dealing with the dynamics of the landscape. Whilst most of these reports revolve around technologies and customer experience, few of them give strategic orientation to companies of different size and industry as to how to exploit the opportunities of the new (marketing) reality. In view of this, the aim of this paper is to synthesize, contrast and evaluate some of the newest marketing reports by the industry’s leading companies. This review identifies the commonplace trends; major industries and contrasts them according to content and orientation. One limitation of the paper is that it does not attempt to cover all existing reports in marketing but the ones published by some of the most reputable sources and thus – to combine viewpoints and draw conclusions for businesses. This article provides context and agenda for entrepreneurs and marketing experts pertaining to their future marketing efforts. The originality of this paper resides with the fact that it examines the most contemporary trends in marketing as seen by world-renowned consults, strategists, CMOs and other decision-makers.

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“…Seiring dengan semakin melekatnya media sosial dalam kehidupan sehari-hari konsumen, semakin banyak pula perubahan yang terjadi pada cara konsumen dan pemasar berinteraksi satu sama lain. Media sosial telah menjadi salah satu metode yang paling efektif untuk pemasaran konsumen (Li, 2023). Media sosial telah berkembang menjadi media yang penting untuk bertukar pengetahuan, membuat konten, dan mengekspresikan sudut pandang (DeMers, 2014).…”

Section: Pendahuluanunclassified

Pengaruh Media Sosial Terhadap Perilaku Pembelian Ramah Lingkungan Generasi Milenial Dan Generasi Z

Hasdiansa,

Hasbiah,

Aswar

2023

jbk

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This study examines how social media affects green buying among millennials and Generation Z. This study aims to understand better how these platforms affect the attitudes and behaviours of consumers toward environmentally conscious purchasing decisions. This information can aid businesses and marketers in promoting environmentally friendly consumption and accelerating beneficial environmental changes by allowing them to target and engage with the appropriate demographic groups. This study used a descriptive research approach to examine how social media influences the environmentally conscious consumption patterns of millennials and members of Generation Z. This study carried out a quantitative examination of the questionnaire-collected data. Purposeful sampling was employed to select participants from each age group. Non-probability purposive sampling targeted specific millennial and Generation Z age groups. The sample used for this study included 300 respondents. The results of this study suggest that social media plays a significant role in influencing the preferences of members of generations millennials and z for environmentally friendly products.

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Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus

Cited by 43 publications

References 116 publications

Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers

Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers

A dive into the marketing trends of 2024: insights to unlocking potential

Pengaruh Media Sosial Terhadap Perilaku Pembelian Ramah Lingkungan Generasi Milenial Dan Generasi Z

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