The Impact of Social-Media Performance on Sales of Retail-Food Brands

Chang, Qingqing; Peng, Yuqi; Berger, Paul D.

doi:10.29121/granthaalayah.v6.i2.2018.1535

Cited by 3 publications

(4 citation statements)

References 2 publications

(1 reference statement)

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“…To keep pace with sales practices, many multinational firms have invested significant resources into new information communication technologies (Weber and Haseki, 2019). Extant literature documents increasing SMM importance in today’s marketplace (Chang et al , 2018; Opute, 2017, 2020a), a shift that finds its plausibility in the market power shift from organizations to consumers (Agnihotri et al , 2012; Opute, 2017; Constantinides, 2014). Thus, SMM has changed the marketplace power balance between organizations and customers: consumers are, therefore, assuming high strategic importance for organizations and can compare prices, strongly voice their dissatisfaction and opt for the best sales deals (Edelman and Singer, 2015; Opute, 2017).…”

Section: Literature Review and Theoretical Perspectivementioning

confidence: 99%

Marketing-sales-service interface and social media marketing influence on B2B sales process

Enyinda

Opute²,

Fadahunsi

et al. 2020

JBIM

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Purpose The purpose of this paper is to understand marketing–sales–service (M-S-S) interface from the point of how social media marketing (SMM) platforms are prioritized and associated business-to-business (B2B) sales process influence. This study also seeks to understand whether effective triadic alignment is achieved between marketing, sales and service. Design/methodology/approach This study combines literature review and the analytical hierarchy process model. In total, 30 M-S-S managers of a multinational electronics firm situated in Africa and the Middle East participated in this study. The authors collected data from M-S-S managers during training sessions on marketing, sales, service alignment and SMM role in sales process. Findings In their drive for customer orientation and improved organizational performance, marketing, sales and service managers view understanding the customer as the most important sales process attribute. Considered second most significant sales process attribute is needs discovery, whereas approaching the customer is ranked the least important. From the ratings of sales process attributes evaluation and rankings of SMM platform alternatives, the results show a significant hierarchical influence of Facebook, LinkedIn and Twitter on sales process. The results also show an enabling influence of SMM activity on M-S-S interface alignment. Research limitations/implications This study has a twofold limitation. First, it explored only one major B2B firm in the electronics industry. Second, only the African and Middle East settings are considered in this study. These limitations could be addressed in future research. Practical implications This paper provides practical insights into how M-S-S managers may leverage social media to enhance customer orientation and boost organizational performance. The use of SMM can help M-S-S managers of the focal firm to predict purchase behavior of customers more accurately and as a result effectively manage and improve sales performance. In that drive of using SMM-based competitive intelligence to deliver superior customer experience and enhance sales performance, B2B marketing-oriented firms can also leverage the interdependence (information sharing and involvement) in the M-S-S interface during the SMM activity to enhance triadic alignment. Originality/value This study contributes to the literature by developing a framework for modeling SMM influence on M-S-S and B2B sales process to deliver superior customer experience and drive business performance.

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Section: Literature Review and Theoretical Perspectivementioning

confidence: 99%

Marketing-sales-service interface and social media marketing influence on B2B sales process

Enyinda

Opute²,

Fadahunsi

et al. 2020

JBIM

View full text Add to dashboard Cite

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“…The following are the results of the coefficient of determination analysis shown in Table 7. Chang et al (2018). The results of the second hypothesis can be said that the better the quality of the products offered by Paradise Cafe to its consumers, the higher the sales volume, supported by previous research conducted by Mokalu and Tumbel (2015).…”

Section: Coefficient Of Determination (R2)mentioning

confidence: 53%

The Influence of Product Quality, Promotion and Social Media towards increase sales Volume (A case Study at paradise Cafe Surabaya)

Sutanto¹,

Minantyo²,

Soediro³

2022

IJEBMR

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Purpose – This paper aims to determine the influence of product quality, promotion, and social media on sales volume at Paradise Cafe. Design/methodology/ approach - The population use disallat Paradise Café Surabaya consumers who have made transactions with thecriteriaofatleast2 times. Data collection techniques in this study by distributing online questionnaires in the google form and sample size is 140 respondents. The data processing process used the SPSS version 25program. Findings-The results of the research analysis is, it was found that all the variables studied influenced sales volume, either partially or simultaneously. Practical implementations – The during the covid-19 pandemic, researchers had difficulties meeting respondents directly, so the solution was to distribute research instruments using google forms or done online, but some respondents who like to ask questions then this is also a bit difficult because on average they want via chart and don't want to be called directly. Originality/ value-The results of this study will add references for future researchers and will automatically reproduce the literature.

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“…Salah satunya adalah meningkatkan kinerja pemasaran, yang pengukuran kinerjanya dilihat dari peningkatan volume penjualan, pertumbuhan konsumen dan pertumbuhan pendapatan (Tajvidi & Karami, 2017). Chang et al (2018) menyatakan penggunaan media sosial berpengaruh terhadap pendapatan penjualan. Intensitas yang tinggi dalam mempromosikan produk melalui sosial media dapat menumbuhkan ketertarikan calon pembeli untuk membeli produk tersebut (Wang & Kim, 2017).…”

Section: Hubungan Antar Variabelunclassified

“…pendapatan penjualan. Apabila jumlah pendapatan penjualan meningkat maka akan mencapai kinerja pemasaran yang lebih baik (Chang et al, 2018). Penggunaan media sosial terbukti berpengaruh signifikan terhadap kinerja pemasaran UMKM dalam meningkatkan laba dan pendapatan penjualan (Tajvidi & Karami, 2017).…”

Section: Hubungan Antar Variabelunclassified

Pengaruh Penggunaan Media Sosial terhadap Kinerja Pemasaran selama Pandemi Covid-19 dengan Mediasi Kemampuan Inovasi dan Kemampuan Branding (Studi pada Pelaku UMKM yang Menggunakan Media Sosial).

Anggraeni

Sanaji

2021

JIM

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The Covid-19 virus that spreads globally has an impact on economic growth in Indonesia. Several business sectors have experienced a decline in performance due to the government's restrictions on outdoor activities to prevent the spread of this virus. For this reason, SMEs must be able to adjust their marketing channels from offline to online to optimize marketing performance during the Covid-19 pandemic. One of the online marketing tools is social media. This study investigates the use of social media on marketing performance with innovation capability and branding capability as mediating variables. This study uses 200 samples of respondents who are the owners of SMEs that collected through an online questionnaire. We use the Partial Least Square (PLS) method to test the hypothesis. The results of this study indicate that social media has a significant effect on innovation capability and branding capability and helps SMEs improve their marketing performance. This research also proves that innovation capability and branding capability successfully mediate the influence of the relationship between social media use on marketing performance.

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The Impact of Social-Media Performance on Sales of Retail-Food Brands

Cited by 3 publications

References 2 publications

Marketing-sales-service interface and social media marketing influence on B2B sales process

Marketing-sales-service interface and social media marketing influence on B2B sales process

The Influence of Product Quality, Promotion and Social Media towards increase sales Volume (A case Study at paradise Cafe Surabaya)

Pengaruh Penggunaan Media Sosial terhadap Kinerja Pemasaran selama Pandemi Covid-19 dengan Mediasi Kemampuan Inovasi dan Kemampuan Branding (Studi pada Pelaku UMKM yang Menggunakan Media Sosial).

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