Social media marketing as an entrepreneurial learning process

Lagrosen, Stefan; Josefsson, Pernilla

doi:10.1504/ijtmkt.2011.045912

Cited by 16 publications

(9 citation statements)

References 25 publications

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“…Other studies confirm the existing connection between company's dimension (size) and its development of online strategies and interactions (Arnott and Bridgewater 2002;Sigala 2001;Gilbert et al 2002;Bai et al 2006;Romenti et al 2011). Especially companies that focus on brand (members of a hotel chain) are more likely to adopt and develop IT (Wang and Qualls 2007;Scaglione et al 2005) and invest more in social media to create online relationships as a way of strengthening their brand (Lagrosen and Josefsson 2011). The connection between a company's quality level, as an antecedent of IT adoptions, and online interactions orientation is resulted to be more conflicting: some scholars confirm the relationship between quality level 30 CRM strategies in the online environment are also called CRM 2.0, Social CRM or Electronic Customer Relationship Management (eCRM) (Gummesson 2006;Sigala and Christou 2006).…”

Section: Electronic Customer Relationship Management In Tourism and Hmentioning

confidence: 99%

Social Media Marketing in Tourism and Hospitality

Minazzi¹

2015

125

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Section: Electronic Customer Relationship Management In Tourism and Hmentioning

confidence: 99%

Social Media Marketing in Tourism and Hospitality

Minazzi¹

2015

125

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“…Social media could be an economic alternative especially for entrepreneurs and smaller businesses as low costs are needed, apart from working hours. Nevertheless, many companies are uncertain regarding how to use social media and many use it just in order to appear modern (Lagrosen and Josefsson, 2011).…”

Section: Social Media and Marketingmentioning

confidence: 99%

Social media marketing in the wellness industry

Olof Lagrosen,

Grundén

2014

The TQM Journal

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Purpose – The advent of social media is dramatically changing the way marketing communication is conducted. This paper reports a study regarding the use of social media in the wellness industry. This industry is competitive and utterly dependent on creating mutually beneficial relationships with customers. The purpose of this paper is to investigate the use of social media marketing in the wellness industry. Design/methodology/approach – Qualitative methods have been used. In-depth interviews have been carried out with marketing communication professionals in seven leading Swedish spa-hotels. The data from the interviews were analysed utilising the constant comparative method from the grounded theory approach. Findings – Dimensions describing the activities, challenges and results of social media in the hotels have been defined. The findings are related to service quality theory, in particular the service dominant logic of marketing (SDL), and a comprehensive framework is proposed. Research limitations/implications – The findings should be useful for the scientific understanding of the effects of social media in marketing. The study is based entirely on qualitative data. Practical implications – The results of the study should be useful for managers trying to market their offers effectively through social media. Originality/value – The connections between social media and the SDL has not previously been studied in the wellness industry and such studies in other industries are rare.

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“…It plays a major role in promotion and management of these businesses (Leung et al , 2013) and many studies revealed that there is a positive behavioural intention to use social media for business promotion (Akar and Mardikyan, 2014; Ramadari et al , 2014). But some companies are using social media just to show their presence without understanding its true essence (Lagrosen and Josefsson, 2011).…”

Section: Review Of Literaturementioning

confidence: 99%

“…Nonetheless, when using social media marketing, it is advised to use the “Pull strategy” to lure customers to interact with business. According to this strategy, efforts should be made to convey the information related to the products or services to the client (Lagrosen and Josefsson, 2011). By crafting customised messages, the business can fetch (pull) customers, who have very specific interests (Hallock et al , 2019).…”

Section: Review Of Literaturementioning

confidence: 99%

Social media usage in Indian beauty and wellness industry: a qualitative study

Kaur

Kumar

2020

TQM

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PurposeAdvancement in technology has increased the use of social media among Internet users. People are on social media all day and brands cannot miss this opportunity to turn these users into potential customers. The purpose of this research paper is to identify the prominent social media platforms in Indian beauty and wellness industry and to establish dimensions of social media activities.Design/methodology/approachThis is a qualitative study in which in-depth interviews were conducted with owners and managers of beauty and wellness centres, who use social media for promotion of their business.FindingsThis study establishes 5M's of social media activities (Motives, Media, Management, Merits and Metrics) that play a major role in social media promotion. It also identifies that Facebook and Instagram are prominent social media platforms for this industry, followed by Snapchat, YouTube and LinkedIn.Research limitations/implicationsBeing a qualitative study, it is exploratory in nature and confined to beauty and wellness centres only, thus, findings cannot be generalised. Research implication is that social media still preserves its popularity over traditional media for marketing purposes.Practical implicationsThe results of the study are useful for business owners, promoters and marketers, who are struggling to effectively use this low-cost marketing tool.Social implicationsThe result of the study are useful in providing awareness and the importance of social media in promoting benefits to the society.Originality/valueSocial media is extensively used for promotion of beauty services but there are very few theoretical studies on the same. This paper provides rich understanding about how to use social media effectively using 5M's.

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Social media marketing as an entrepreneurial learning process

Cited by 16 publications

References 25 publications

Social Media Marketing in Tourism and Hospitality

Social Media Marketing in Tourism and Hospitality

Social media marketing in the wellness industry

Social media usage in Indian beauty and wellness industry: a qualitative study

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