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The article examines the role of stakeholders in shaping firm behavior in the digital era. It acknowledges that social media has made it easier for individuals to express their concerns to companies, but argues that this has not necessarily resulted in increased influence. The authors propose the concept of "heterogenous convergence," where stakeholders with diverse perspectives can find common ground through the use of generic hashtags. However, they express skepticism about the effectiveness of this approach in driving substantive changes. The article also highlights the challenges posed by disinformation and information overload on social media platforms. [Extracted from the article]

Background: Globally, over 81 million people use e-cigarettes, and the majority of them are young adults. Using e-cigarettes causes different types of adverse health effects both in adults and elderly people. Over time, using e-cigarettes has detrimental consequences on lung function, brain development and numerous other illnesses. Methods: This study employed a mixed-methods conducted between June and September 2023, comprising two phases: Geographical Information System (GIS) mapping of available e-cigarette point-of-sale (POS) locations and conducting 15 in-depth interviews (IDIs) with e-cigarette retailers, along with 5 key informant interviews (KIIs) involving tobacco control activists and policy experts. ArcGIS was employed for spatial analysis, creating distribution and type maps, and buffer and multi-buffer ring analyses were conducted to assess proximity to hospitals and academic institutions. Data analysis involved descriptive statistics for GIS mapping and qualitative analysis for interview transcripts, utilizing a priori codebook and thematic analysis. Results: A total of 276 POS were mapped in the entire Dhaka city. About 55 POS were found within 100m distance from academic institutions in Dhaka city, which offers the easy accessibility of young generations to e-cigarettes. The younger generation is becoming the major target for e-cigarettes because of their alluring flavors, appealing looks, and variation in flavors. Sellers have been using different marketing tactics such as postering, offering discounts and using internet marketing on social media. Moreover, they try to convince the customers by saying that e-cigarettes are 'not harmful' or 'less harmful'. However, retailers were mostly taking e-cigarettes from local wholesalers or distributors. Customers buy these products both from in-store and online services. Due to the absence of laws and regulations on e-cigarettes in Bangladesh, the availability, marketing, and selling of e-cigarettes are increasing alarmingly. Conclusion: E-cigarette retail shops are mostly surrounded by academic institutions, and it is expanding. Besides, frequent exposure, easy accessibility, and tactful promotion encourage the younger generations to consume e-cigarettes. The government should take necessary control measures on manufacturing, storage, advertising, promotion, sponsorship, marketing, distribution, sale, import, and export in order to safeguard the health and safety of young and future generations. [ABSTRACT FROM AUTHOR]

Iyyappan, T.; Santhakumar, R.; Oli, G.A; Padmavathy, P.; Athithan, S.; Subash, P., and Ramkumar, S., 2024. Assessment of knowledge, attitudes, and constraints among ornamental fish entrepreneurs along the Tamil Nadu coast: A market-oriented approach. Journal of Coastal Research, 40(6), 1189–1200. Charlotte (North Carolina), ISSN 0749-0208. This study assessed the current level of knowledge, attitudes, and constraints towards market-oriented approaches among the ornamental fish entrepreneurs (OFEs) in Tamil Nadu, India. A validated questionnaire was given to 290 OFEs, and SPSS was performed for data analysis after pilot-testing. The results revealed a strong understanding of social media for marketing among OFEs, but with a moderate level of attitude toward market-oriented approaches. Respondents (4.33 mean) agreed on avoiding similar fish species production to prevent price crashes and demand slumps, which depicts their focus on consumer-oriented markets (4.31). Entrepreneurs (4.19) agreed that a successful producer prioritizes quality, attractive, and unique fish varieties in the market. They also agreed that social media is a prominent tool for business (4.3). The industry lacks quality brooders and seeds and struggles with a poor marketing system. A significant (P < 0.05) moderate correlation (r = 0.33) existed between knowledge and attitudes, but not with constraints. This study indicates the current state of market approaches and the access patterns of the OFEs in Tamil Nadu, and the results offer clarity for policymakers, planners, and stakeholders to further consider and develop market-oriented strategies for achieving successful business production and marketing in the ornamental fish industry. [ABSTRACT FROM AUTHOR]

Generation Z has entered a labour market recently and most of its members are about to finish their studies and start their careers at the workplaces. It is the least numerous generation which is present at workplaces nowadays and some employers face lack of talents. To be able to recruit suitable job applicants they need to present themselves well. Since social media are natural way of communication of generation Z, they seem to be suitable tool for this purpose. This paper aims to investigate if employers are aware of specifics of generation Z and if they consider social media useful for recruiting the youngest generation at the labour market. Empirical research included combination of qualitative and quantitative method and based on findings several managerial implications were formulated. [ABSTRACT FROM AUTHOR]

This article proposes to analyze the digital legal marketing mechanisms used by law firms in Montes Claros/MG as a strategy for publicizing legal activity, through provision no. 205/2021 of the OAB - Brazilian Bar Association. This approach brings together a connection structure between the legal activity and society, enabling a new perspective on the legal activity based on the aforementioned provision. In relation to empirical research, this can be characterized as exploratory and descriptive and was developed with 15 interviewees representing 7 offices. In view of the analyses, the empirical research showed that all interviewees considered the inclusion of digital marketing important and necessary, in addition to the traditional one that was already used, although only three interviewees reported not using digital marketing but rather traditional marketing such as word of mouth. word of mouth (customer referral). The analyzes led to the conclusion that traditional marketing has been gradually supplanted by digital legal marketing. The study pointed out that, although not all interviewees make use of digital legal marketing, there was a consensus regarding the importance and need for these practices to publicize legal activity in Montes Claros/MG. [ABSTRACT FROM AUTHOR]

Social Media Marketing (SMM) has impacted marketing significantly in the past decade. This study uses bibliometric and content analysis to examine academic research on Social Media Marketing (SMM). Focusing on the Scopus database, the research analyzed 899 papers from 2011 to 2021, excluding duplicates. We employed performance analysis, science mapping, and content analysis to understand social media marketing comprehensively. The top journal publishing SMM papers was the Journal of Interactive Marketing, with 6424 citations and 41 articles. The most influential author was Hollebeek L D..Science mapping revealed that ‘"influencer marketing",’ ‘"social media advertising,"’ and ‘"social media"’ are the trending themes in SMM. These themes complement the results found in cocitation clusters. Future research should use new theoretical frameworks like the Consumers Online Brand Related Activities (COBRA) Framework and apply Pierre Bourdieu's social capital theory in the context of SMM. This study offers a comprehensive understanding of social media marketing by visualizing the latest fields of research and trending themes. This study identifies various strategies used in social media marketing and how marketers can garner high engagement. This study utilizes various bibliometric methods to deliver a broad view of social media marketing and content analysis. The latest trends in the field are identified through science mapping techniques. Further, it also gives insight into the top authors and journals that prominently publish literature on social media marketing. [ABSTRACT FROM AUTHOR]

This research examines whether prosumer‐generated (vs. firm‐generated) content fosters consumer engagement through content relevance and perceived content sponsorship. Four between‐subjects experiments (N = 1048) show that prosumer‐led (vs. firm‐led) conversations, mediated by perceived content sponsorship and content relevance, generate higher engagement. Furthermore, consumer engagement increases significantly when prosumers share hedonic content and disclose information about their identity. A fifth study, a qualitative investigation with brand managers and marketing practitioners, further validates and extends these findings, providing nuanced insights in the form of four prosumer‐led engagement strategies for consumer engagement. These strategies have practical implications for companies seeking to leverage prosumers in social media marketing. Together, the current work broadens the research scope of prosumers from content co‐creators to drivers of brand engagement, while revealing the factors that increase the effectiveness of prosumer‐led social media content. Specifically, this research suggests that content type and authenticity are fundamental criteria for choosing a prosumer to engage social media brand followers. From a managerial viewpoint, the findings indicate that companies should identify, connect, and engage with online prosumers, as they will actively contribute towards improving consumer engagement levels. [ABSTRACT FROM AUTHOR]

Objectives: To explore the promotion of fast food to lower-income adolescents on Instagram with the specific aims of (i) identifying the marketing strategies used by fast food brands on Instagram to promote fast food to Nigerian adolescents and (ii) examining the influence of these strategies on user engagement. Design: A content analysis of posts from a 90-day period of the Instagram accounts of five fast-food brands in Nigeria was conducted. Overall, 576 posts were analysed, using a codebook developed based on the relevant literature, to identify adolescent-targeted strategies. User engagement was measured by number of likes each post received. Results: The observed brands frequently utilised adolescent-targeted marketing strategies, with the most popular strategies being emotional appeal, 'teen language' and product appeal. The results of Mann-Whitney U tests revealed significant associations between the use of these promotional strategies and user engagement. Adolescent-aimed strategies like product appeal and competitions resulted in higher user engagement with fast food promotional content. Conclusion: Fast food companies heavily target lower income adolescents through the use of Instagram. This raises health concerns related to the consumption of unhealthy food that arises from regular advertising in that demographic. Further, this exposure increases ad interactions that could cause adolescents to view fast foods more positively. Overall, findings indicate the need for actions aiming to limit and reduce the effect of adolescents' exposure to fast food marketing on social media, to target the features of social media platforms which affords users the ability to interact with fast food advertisements. [ABSTRACT FROM AUTHOR]

Objective: This study aims to examine the impact of e-WOM on customer purchase intentions in Facebook fan pages using theories of trust, value co-creation and brand attitude. The present research has set out to explore this emerging domain of study and has thus developed & tested propositions which attempt to establish a relationship between e-WOM and customer's purchase intentions. A deeper understanding of this possible association is obtained by studying the mediating roles of Trust, Value Co-Creation, Brand Image and Brand Attitude. Methodology: The context for exploring this phenomenon is chosen to be the fan pages of smartphone brands on Facebook. The study involved conducting a sample survey of 490 respondents, comprising of both male and female, who belong to 5 smartphone brands Facebook fan pages–Samsung, Moto G, Lenovo, MI and ASUS are considered for the study. Out of which sample of 100 each has been targeted individually Findings: The findings suggested that e-WOM significantly predicts the purchase intentions of the customers of a specific product and considerable impacted on the purchase decision. The findings of the study also reveal that customer 's trust beliefs, perceived value co-creation, brand image and brand attitude partially mediate in between relationships of e-WOM and purchase intention Conclusion: The actual presence of different types of consumer electronics brands on the social media, more prominently, the smartphones, which undoubtedly are the most ubiquitous product of this segment. In fact, this indicates that presence on social media is a well- thought organizational strategy developed by companies to gain partial control over the customer 's decision- making process by establishing a close connect with the customers for a long period. Implication: This consequence will significantly impact the decision-making process of marketers or practitioners in relation to their marketing tactics. This research also indicates that marketers could devise more effective methods for distributing marketing content through social networking sites, while corporations can cultivate favorable electronic word-of-mouth for their products or services. Through the implementation of social media marketing strategies, companies can increase their sales volume and generate higher revenue. The study examined the role of trust, virtual community participation, and desire to purchase as mediators on smartphone brand fan sites on Facebook. It was observed that these factors had a partial influence on customer purchase intention. [ABSTRACT FROM AUTHOR]

This article analyzes the process and analytics of the promotion of an asynchronous scholarly communications educational challenge in the setting of an academic health sciences library. The campaign used a content marketing strategy to create interest in and illustrate the importance of each day of the challenge. The campaign resulted in a click-through rate of approximately 8.7%, 63 sign-ups, and 546 research guide views. The reflections on this campaign unveil potential pitfalls and opportunities when marketing to researchers and others interested in scholarly communications. [ABSTRACT FROM AUTHOR]

This study explores how academic libraries use humor to communicate their value and services to their university community through social media. This study is a content analysis of posts created by a sampling of seven academic library Instagram and TikTok accounts. The study reviews and categorizes the multiple types of humor present among the particular content analyzed by looking at the combinations of humor types and then separating them out for individual analysis. This analysis shows that while Comparison and Silliness humor types were the most prevalent in the social media posts reviewed, Exaggeration received the highest average numbers of likes and comments. Sarcasm received the second most average likes, while Comparison received the second highest average number of comments per post. These findings suggest that expanding the usage of Exaggeration, Sarcasm, and Comparison in library social media content strategy could encourage engagement from audiences. [ABSTRACT FROM AUTHOR]

This research investigated the performance of microfinance institutions (MFIs) with the focus of social media marketing as the predictor of the performance. The research was carried out in Dodoma City whereas a crosssectional research design with involvement of 84 staff selected proportionately from MFIs’ strata was employed. Key informants were managers of the MFIs who were purposively selected. Data were collected using questionnaire and interviews. Analysis of qualitative data was undertaken by using adopting content analysis. Regarding quantitative data, application of descriptive statistics in form of percent, frequency and cases of occurrence in multiple responses fashion was carried out that was followed by further econometric analysis using and logit model to determine the performance of MFIs as contributed by social media as marketing strategies. The results indicated that WhatsApp, Instagram, Twitter and Facebook statistically were significant (p < 0.05) with positive relationship with increase in sales. The conclusion made from this research is that social media as marketing strategies positively influence the performance of MFIs. Serious investment in the usage of social media in marketing MFIs and their activities should be maximized for optimal performance. [ABSTRACT FROM AUTHOR]

Fission marketing is important for e-commerce platforms to import new consumers from social media platforms. However, fission marketing may bring social pressure, resulting in consumer loss and poor platform reputation. We study fission marketing decisions under reputation-based and discount-based models, considering three fission marketing degrees of non-fission, moderate fission, and extensive fission. Our findings demonstrate that the platform can adopt fission marketing with a high sales price. Extensive fission can be the most effective in improving profits when with either more fission marketing preference consumers or a high sales price, and a small cost coefficient of fission marketing. Otherwise, moderate fission is the best choice. Specifically, by employing reputation-based marketing, extensive fission can always generate more demand, while adopting discount-based marketing, owing to consumer's aversion sentiment, extensive fission may lead to less demand than moderate fission. Extending models to consider endogenous price, we find deceptive marketing behavior may exist. [ABSTRACT FROM AUTHOR]

Virtual influencers (VIs) have become a powerful marketing tool for brands to promote their products, due to their trouble-free experiences, compared with human influencers. However, uncanny valley, a theory that describes the negative psychological responses triggered by humanoid robots or avatars, suggests that VIs might exert negative responses from social media audiences. Thus, this study aims to investigate how social media audiences perceive Ling, the first computer-generated VI in China. Four research questions were proposed: 1) how Ling builds its persona on Weibo, 2) how consumers perceive Ling's identity, 3) how social media audiences respond to Ling's VI marketing strategies, 4) how social media audiences express their intimacy towards Ling. As an exploratory qualitative research method, textual analysis was employed to reveal underlying meaning in social media audiences' perceptions of VI, and 79 Weibo posts and 8442 comments were collected as the research text. The results showed that users' response to Ling can be summarized into three dimensions: (1) VI identity as a CGI character, (2) endorser identity as a social media marketing tool, and (3) national identity as a cultural ambassador. [ABSTRACT FROM AUTHOR]

E-commerce utilization has turned into a part of our regular routines. Ease of access and wide range of audience has made social media an effective medium to increase the marketing performance of firms. Due to its importance, the Fast-moving consumer goods and retail businesses in Pakistan have employed social/ digital media managers to manage their social media platforms like Facebook, Instagram, etc. The social media managers have designed digital marketing to increase their social media performance. This is shown by the number of followers, likes, and sharing by the target audience and prospective customers. The job and abilities of Web based business assumed a significant part in our research. At the culmination, 232 respondents' outcomes were taken into contemplation for our data analysis by using SPSS and Hayes Process Macro. The direct relationships have significant values and all hypotheses are accepted. The research attempted to help brands, and social media managers devise better strategies to increase their market share and social media ratings. It also tried to contribute to literature for firms who are left far behind in employing the E-commerce and social media strategies framework to enhance their market performance and online transactions abilities. Additionally, our research examination adds to the current writing by offering bits of knowledge for firms that still can't seem to completely use internet business and entertainment procedures. By taking on these structures, organizations can further develop their market execution and online exchange abilities. Our review highlights the groundbreaking effect of advanced advertising on business development and client commitment [ABSTRACT FROM AUTHOR]

Research Aim is to identify the evaluation of the investment of digital rights for the brand of European sports clubs. The research relied on the descriptive analytical approach as it suits the nature of the research. The research community was represented by employees of sports institutions, sponsorship companies, and fans. where the questionnaire was presented to the research sample of directors of sports clubs, federations, club administrators, directors of sponsorship companies, and fans of sports clubs, and through the results reached by the researcher, it is concluded that evaluating the investment of digital rights for the brand of European sports clubs is done through developing Advanced digital strategies achieve generally better financial performance compared to clubs that apply traditional marketing strategies. Increasing the digital audience’s interaction with the sports club brand leads to increased loyalty and engagement, and opens new doors to sponsorship and marketing opportunities such as partnerships with technology companies and marketing via social media platforms. Sports clubs have integrated strategies that combine traditional and digital elements to make the most of digital rights investment. Egyptian sports clubs’ digital rights investment has a positive impact on financial and marketing performance, emphasizing the need for integrated and advanced strategies to make the most of this investment., the researcher recommends that sports clubs need to develop integrated digital strategies that combine traditional and digital elements, and that these strategies include active interaction via social media and live broadcast platforms, in addition to providing innovative digital experiences for fans. [ABSTRACT FROM AUTHOR]

This study examines the relationship between Bitcoin market dynamics and user activity on the r/cryptocurrency subreddit. The purpose of this research is to understand how social media activity correlates with Bitcoin price and trading volume, and to explore the sentiment and topical focus of Reddit discussions. We collected data on Bitcoin's closing price and trading volume from January 2021 to December 2022, alongside the most popular posts and comments from the subreddit during the same period. Our analysis revealed significant correlations between Bitcoin market metrics and Reddit activity, with user discussions often reacting to market changes. Additionally, user activity on Reddit may indirectly influence the market through broader social and economic factors. Sentiment analysis showed that positive comments were more prevalent during price surges, while negative comments increased during downturns. Topic modeling identified four main discussion themes, which varied over time, particularly during market dips. These findings suggest that social media activity on Reddit can provide valuable insights into market trends and investor sentiment. Overall, our study highlights the influential role of online communities in shaping cryptocurrency market dynamics, offering potential tools for market prediction and regulation. [ABSTRACT FROM AUTHOR]

Drawing upon the stimulus-organism-response framework and incorporating green trust and perceptions of information usefulness, we formulated a model to explore how marketing on social media impacts consumers' intentions towards eco-friendly purchases, using eastern Chinese cities as a case study. The findings indicate that: (1) marketing on social media significantly boosts intentions for eco-friendly purchases, and green trust positively affects the perceptions of information usefulness. (2) Green trust and perceptions of information usefulness jointly act as mediators between social media marketing and eco-friendly purchase intentions, with green trust exhibiting a stronger effect (0.306 > 0.122). The multi-group analysis findings indicate significant disparities in several potential pathways as a result of moderating factors such as educational attainment, etc. The benefits are especially apparent in women, people with middle to high incomes, people with intermediate to high levels of education, and people who engage with social media for over three hours per day. Through the effect analysis between marketing on social media, green trust, and perceptions of information usefulness on consumers' intentions towards eco-friendly purchases, this study offers insights to social media platforms, businesses, and policymakers, enabling them to enhance strategies for fostering eco-friendly consumer behavior through social media channels. [ABSTRACT FROM AUTHOR]

Although there are studies in the literature investigating the effect of social media marketing activities (SMMAs) on brand equity and purchase intentions, scant information is available regarding consumers' attachment to social media (ASM) and usage frequency considering the abovementioned variables. Accordingly, one of the main purposes of this study is to investigate the effect of consumers' ASM on their perceptions of SMMAs. The second main purpose of this study is to test whether social media usage frequency has a moderating effect regarding the impact of perceived SMMAs on brand equity and purchase intentions. Questionnaires were collected face-to-face and a data set of 907 Turkish youth consumers were evaluated. Two major international technology brands were selected for the purposes of this study. Hypotheses were tested using structural equation modeling and the bootstrapping method for mediation analysis. The results showed that ASM and social media usage frequency are distinctive factors in the context of perceived SMMAs. Consumers' ASM creates a psychological difference that positively affects their perceptions of brands' SMMAs. Moreover, social media usage frequency negatively moderates the effect of perceived SMMAs on brand equity and purchase intentions. Another important finding is that brand equity partially mediates the impact of perceived SMMAs on purchase intentions. The present article describes the first study to test the effect of consumers' ASM on perceived SMMAs and to investigate the moderating effect of social media usage frequency regarding the effect of perceived SMMAs on brand equity and purchase intentions. The conceptual framework contains both a mediator and moderator that generated additional insights into the literature regarding the context of this study. [ABSTRACT FROM AUTHOR]

For “centuries” manufacturers have been using marketing tools to disseminate information to customers regarding their products. The development of internet has forced companies to use digital technologies to interact with customers and tell them about their products. The purpose of this study was to analyse the impact of digital marketing on brand awareness among the customers of sportswear in Dar es Salaam City, Tanzania. This study applied analytic crosssectional design to analyse quantitative collected from sportswear customers that were selected using simple random technique. The data was gathered using structured questionnaire from 250 sportswear customers in Kigamboni and Kinondoni districts. Data were analysed using descriptive statistics and multiple linear regression model. The findings of this study indicate that, five marketing tools namely, content marketing, social media marketing, affiliate marketing, paid advertising marketing and pay-per-click marketing have positive and significant impact on brand awareness. On the contrary, e-mail marketing was found to have non-significant impact on brand awareness. This study has informed customers that searching for information regarding sportswear products is less time consuming and low cost. Moreover, this study informs sportswear manufacturers have to use more paid advertisements marketing since they capture more customers. Based on the findings, this study recommends that sportswear to invest heavy and continue to improve their paid advertising and pay-per-click marketing campaigns and to combine digital marketing and traditional marketing strategies for effective ad wide coverage in order to achieve higher brand awareness. The two-marketing media can create a synergy that is more beneficial than using either medium separately. [ABSTRACT FROM AUTHOR]

This study explores the factors influencing consumer satisfaction among young Muslim online shopping users. Exogenous variables include celebrity endorsement, social media marketing, and promotion programs. Data were taken from 306 young Muslims from several cities in Indonesia. The analysis technique adopted structural equation modeling (SEM) with a reflective construct model. The findings reveal that celebrity endorsement through social media as the technology collection exerts the most significant influence on both direct and indirect relationships. Conversely, social media marketing demonstrates minimal impact, with insignificant effects observed in direct and indirect relationships. However, promotional programs emerge as a significant determinant of customer satisfaction, directly and as a mediating variable in purchase decisions. Additionally, importance‐performance map analysis (IPMA) confirms the prioritization of celebrity endorsement to enhance consumer satisfaction. This study is the first to examine the relationship between celebrity endorsements and young Muslims when shopping online and whether it can influence their decision to buy and their satisfaction. It provides unique insights into how promotional programs and social media marketing impact this demographic, utilizing SEM for robust analysis. The findings highlight the significant role of celebrity endorsements and promotional programs in driving customer satisfaction, offering valuable implications for marketers targeting young Muslim consumers. [ABSTRACT FROM AUTHOR]

In the era of digitalization, social media platforms have become a vital and imperative channel for doing businesses to connect with their target audience. However, with the ever-increasing competition, to remain successful in drawing potential customers attention especially, in the virtual world has become a huge challenge to marketers. A popular mode of digital/online advertisement is through Pop-up advertisements/ads. Such popup ads can enhance a brand's visibility and awareness on social media users. A highly targeted, contextual, welltimed and strategized pop-up ads can help on generating a desired course of action of users such as making a final purchase decision through social media sites. Using pop-up ads can have lasting effects on the online buyers retention thereby reducing their attrition rate. This research study is conducted to explore how pop-up advertisements/ads can effectively contribute to brand's success, capture the attention of social media users, engage them actively and create a positive experience through out. Further, this study tries to outline some marketing strategies in order to maximize the impact of pop-up advertisements in the context of social media platforms and provides insights in these related areas. [ABSTRACT FROM AUTHOR]

Social media has become the burning trend for the fashion industry. Social media nowadays is not only for communication and interaction but is used for promotion and advertising the brands also. Social media marketing activities has five dimensions namely Word of mouth, Interaction, Trendiness, Customization and Entertainment (Kim & Ko, 2012). Apart from these, Content sharing dimension has also been considered in this study (Beig & Khan, 2018). In a virtual consumer environment, social media brand communities have prime importance. Social media brand communities not only give the platforms to advertise their product but also provides a platform to build a relationship with customers (Hollebeek et al., 2014). Through social media companies are getting better understanding of their customers due to the customer company interactions and customer-customer interaction (Felix et al. 2017). Social media has huge impact on customers thought process and decision-making process. Social media helps customers to build an opinion towards a brand because social media is giving information, awareness about products, brands (Mangold & Faulds, 2009). Social media marketing is important to promotional mix in new digital world to influence brand image (Mangold & Faulds, 2009). Instagram has around 1 billion and Facebook has daily around 2 billion daily users so marketers had seen huge potential on social media platforms to promote their products and brands (West, 2019). 92 percent marketers surveyed and the result showed that social media is beneficial for their company (Stelzner, 2014). Social media can have a huge impact on reputation and image of a brand (Kim & Ko, 2010a). [ABSTRACT FROM AUTHOR]

Aim/purpose - Consumers are showing interest in digital marketing tools that augment purchase intention (PI). Among several products, apparels are well-known for its own creativity and fashionable brands and the increasing rate of purchase also augments economic condition of the country. The present investigation aimed to predict PI as per dataset of Social Media Marketing Activities (SMMA) viz. Facebook (FB) add (advertisement), other social media (SM) add, short message service (SMS) add and online add among consumers who visited organized apparel sector in eastern India. Design/methodology/approach - The forecast of PI through machine learning algorithm modelling plays an important role in recent days. In the present study, 599 datasets of consumers as per categorization of Likert scale in which 14 algorithms were selected by using WEKA tool. Findings - The better performance accuracy predicted that three models followed by other eight models as per training and testing dataset. The PI has cumulative effect when these four SMMA viz. FB add, other SM add, SMS add and online add are functioning at a time. Research implications/limitations - As per the study methods, a limitation of the research attributes viz. FB add, other platform, adv., SMS adv. and online adv. are focused on SMMA, without consideration of each platform adv. being used as Twitter, YouTube, Instagram, etc. Each platform along with FB may provide better data accuracy on machine learning algorithms. Other limitation observed is small number of respondents (599 nos.) and the study was carried out only in one region of India. Originality/value/contribution - The findings showed that performance accuracy of PI of apparel products through the influence of SMMA was much better as per ML algorithms in the Eastern part of India. [ABSTRACT FROM AUTHOR]

In the era of digitalization, businesses are continuously adapting to innovative marketing strategies to engage with their consumers effectively. This study aims to delve into the intricate relationship between digital marketing strategies and consumer buying behaviour. With the proliferation of online platforms and the advent of social media, understanding how these digital avenues influence consumer decisions has become paramount for marketers. The research employs a mixed-methods approach, combining quantitative analysis with qualitative insights. Quantitative data will be gathered through surveys distributed among a diverse sample of consumers across different demographics. These surveys will gauge consumer perceptions, preferences, and behaviours concerning digital marketing channels such as social media advertising, email marketing, influencer endorsements, and search engine optimization. Qualitative data will be collected through in-depth interviews and focus group discussions. These qualitative methods will provide a nuanced understanding of the underlying motivations and psychological processes guiding consumer responses to digital marketing stimuli. Key variables under investigation include consumer engagement metrics, purchase intention, brand loyalty, and the role of trust and credibility in digital marketing interactions. Furthermore, the study will explore how demographic factors, such as age, gender, income, and digital literacy, moderate the relationship between digital marketing strategies and consumer behaviour. The findings of this study are expected to contribute significantly to both academia and industry. From an academic standpoint, it will advance theoretical frameworks concerning consumer behaviour in the digital age, enriching the existing literature with empirical evidence. For practitioners, the insights derived from this study will inform strategic decision-making processes, enabling businesses to tailor their digital marketing efforts more effectively to meet consumer expectations and enhance competitive advantage. [ABSTRACT FROM AUTHOR]

The rise of social media has changed how people get and use knowledge, giving university libraries new ways to connect with their academic groups. This study looks into what social media tactics work best for promoting library tools in order to get more people to know about them, use them, and get involved. Libraries can reach many people, like students, teachers, and graduates, through social media s ites like Facebook, Twitter, Instagram, and LinkedIn. There are both objective and qualit ative talks and polls with libraries and social media workers from different colleges as part of the study. Key results show that different types of content, like lessons, resource features, and event announcements, make users much more likely to connect with the content. There are also more interactions with visual material like charts and movies than with text-only posts. Keeping a busy online profile also depends on how often and when you post changes. The study also talks about how important it is to have material that is suited to the academic needs and hobbies of different groups of users. First-year college students might like study tips and resource guides more, while professors might like news about academic journals and research tools. By adding user-generated material like student reviews and staff highlights, the library's social media presence is made even stronger by creating a feeling of community and being real. Dealing with problems like bad comments and making sure the quality of the content stays high are also t alked about, along with suggestions for the best ways to handle these problems. The resu lts show that a well-thought-out social media approach can make library tools much more vis ible and increase their perceived value, which will eventually help the univers ity group do better in school. This study gives libraries a complet e plan for how to improve their social media involvement and marketing. [ABSTRACT FROM AUTHOR]

The aim of this study is to explore social media marketing influencers and their impact on consumer intentions (Entertainment, purchase, Information seeking). This study also analyses the mediating roles of social media presence and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in India. A self-administered questionnaire was used collect data from respondents. We used online influencer in inviting respondents to answer our questionnaire. This paper will take social media influencers activities as the main research object to explore the impact of use of social media short video marketing on consumers' brand attitude. Specifically, this paper divides social media marketing uses into five dimensions: Entertainment, purchase, satisfaction, Information seeking, social media presence. And measures the effects of these five variables in influencing consumers. Entertainment, purchase, satisfaction, Information seeking, social media presence are independent variable and consumer demographics as a dependent variable. SPSS was used to analyze the data collected from 593 questionnaires, and the following conclusions were drawn. [ABSTRACT FROM AUTHOR]

This research explores the role of digital marketing on brand awareness with special reference to SMEs in Tamil Nadu. Given the current trends on the use of the internet and social media, branding of SMEs has emerged as a double-edged sword. This research focuses on four key strategies: Social media marketing, email marketing, content marketing and search engine marketing. The study employed survey research technique using closed ended questionnaires administered on a cross-sectional sample of SMEs. To analyse the associations between the strategies and brand awareness, path analysis was conducted as the statistical method. Findings suggest that all the digital marketing initiatives help improve brand recall, although social media marketing has the strongest impact. The findings of this study thus have significant implications on the best strategies by which SMEs can successfully market their brands in light of growing competition. In this light, this research seeks to respond to the knowledge gap that exists in the evaluation of the effectiveness of digital marketing within the context of Tamil Nadu SMEs. [ABSTRACT FROM AUTHOR]

Social media usage extends beyond conventional ways for promoting library services. Social media aids libraries in disseminating vital information about their collections, programmes, services, events, and more, it promotes user engagement. There is no doubt that the phenomenal technological advancement of the twenty-first century has affected library services worldwide particularly in India. The social media boom has gradually seeped into the library profession. With social media sites like Facebook, Twitter, Instagram, and YouTube, it has become clear that library services need to alter to suit the expanding needs of the end users. The need of the hour is to use Social media platforms for circulation of the information among users as the best marketing practice in today's world. The study's goal was to identify the social media platforms used by that five Indian Institutes of Technology (IITs) of northern India. The findings showed that everyone uses Facebook extensively, but the Institute under investigation uses blogs only infrequently. The IITs are using other social media sites, such Linkedin, YouTube, Instagram, X (previously twitter), and others, to share the most recent information on advancements within the institutions. [ABSTRACT FROM AUTHOR]

The core objective of the research primarily investigated four marketing on sns practices and its collective impact over purchasing behaviour in luxury articles domain. It also tried to figure out whether image of the brand mediates in this relationship between these two. The information was gathered using a quantitative online survey from people visiting different apparel shops in delhi and national capital region (ncr). Once the proper responses were acquired, data was transferred to an amos 22 for analysis. The results indicated that the image of a brand matters in deciding whether or not to buy, above all, the findings indicated that informativeness of a message content, perceptual relevance and interactivity are positively related to behaviour towards purchase. However, it was found that entertainment has very limited influence on purchase intention. Secondly, the results found that the effects of interactivity and informativeness in social media advertising on consumer's purchase intention were significantly mediated by consumer image related to brand of company. As not many studies that discussing brand image within the northern and, we have already made our theoretical contribution to existing literature by examining brand image as mediator between four character of social media advertising on purchasing behaviour. This paper also offers fresh empirical inputs from delhi and ncr. [ABSTRACT FROM AUTHOR]

This study explores the digital marketing practices, benefits, and challenges faced by small and medium-sized enterprises (SMEs) in India. Using primary data from 150 respondents, the research highlights that social media marketing, search engine optimization (SEO), and content creation are the most commonly adopted digital marketing practices. SMEs have observed a significant increase in customer base and sales as a result of digital marketing. However, a lack of familiarity with analytics and limited resources pose notable challenges. The findings suggest that while SMEs recognize the value of digital marketing, they often struggle to fully optimize their efforts due to resource constraints. In terms of benefits, improved brand visibility and higher returns on investment are the top advantages identified by the respondents. The ability to target specific customer segments and foster better customer relationships further underscore the effectiveness of digital marketing. On the other hand, keeping up with changing digital trends, lack of expertise, and limited funding remain key challenges for SMEs. This study emphasizes the need for greater support in terms of training, resources, and tools to help SMEs fully leverage digital marketing for long-term business growth. [ABSTRACT FROM AUTHOR]

Social media has transformed the marketing landscape, providing a platform for businesses to engage with consumers in dynamic and interactive ways. This study examines the influence of social media marketing on consumer buying behaviour, particularly in the durable goods sector in Odisha. It explores how factors such as brand visibility, customer reviews, influencer marketing, and targeted advertisements impact consumer decisions. Using a combination of surveys and interviews, the study collected data from various consumers across various demographic groups. The findings reveal that social media significantly influences brand perception, trust, and purchase intention, especially among younger consumers. Furthermore, platforms like Facebook, Instagram, and YouTube have emerged as critical channels where consumers seek product information before making durable goods purchases. This research contributes to the growing body of literature on digital marketing and provides insights for businesses aiming to enhance their social media strategies to attract and retain customers in the durable goods market. In the contemporary digital age, social media has emerged as a significant platform for marketing, influencing consumer choices, especially for durable goods. This study explores the impact of social media marketing on consumer buying behaviour in Odisha, focusing on how various social media channels like Facebook, Instagram, and YouTube shape consumers' purchasing decisions. Data were collected through surveys and interviews with a diverse demographic of consumers across Odisha. "The findings reveal that social media marketing not only enhances brand visibility but also plays a crucial role in trust-building and decision-making processes for durable goods purchases. This study provides insights for marketers aiming to optimiConsumer Behavioure their social media strategies to better engage and influence the modern consumer. [ABSTRACT FROM AUTHOR]

This document is an editorial that explores the challenges and opportunities presented by the global economy's transition from free trade to protectionism. It discusses the rise of new business ventures, particularly in the internet age, and the role of internet-supported job creation. The editorial emphasizes the importance of sustainable governance and the value of emotional ties and trust in the networked economy. It concludes by highlighting the need for workable mechanisms and win-win paradigms to enhance sustainable performance for all participants in the network. The document also discusses the concept of perceived support in a network, the importance of value-sharing, and the role of partnerships and network managers in promoting sustainable performance. It addresses challenges such as climate change and acknowledges the role of mediators in these partnerships. [Extracted from the article]

In March 2020, the outbreak of COVID-19 precipitated one of the most significant stock market downturns in recent history. This paper explores the relationship between public sentiment related to COVID-19 and stock market fluctuations during the different phases of the pandemic. Utilizing natural language processing and sentiment analysis, we examine Twitter data for pandemic-related keywords to assess whether these sentiments can predict changes in stock market trends. Our analysis extends to additional datasets: one annotated by market experts to integrate professional financial sentiment with market dynamics, and another comprising long-term social media sentiment data to observe changes in public sentiment from the pandemic phase to the endemic phase. Our findings indicate a strong correlation between the sentiments expressed on social media and market volatility, particularly sentiments directly associated with stocks. These insights validate the effectiveness of our Sentiment(S)-LSTM model, which helps to understand the evolving dynamics between public sentiment and stock market trends from 2020 through 2023, as the situation shifts from pandemic to endemic and approaches new normalcy. [ABSTRACT FROM AUTHOR]

This study aimed to demonstrate the impact of digital marketing and evaluate the level of use through its strategies of search engine optimisation, search engine marketing, marketing content creation, social media marketing, mobile marketing, and email marketing on the market share of five-star hotels in Jordan. The current study focuses on the importance of digital marketing in the tourism industry. Both current and potential tourists depend on digital communication tools to obtain information about services, products, promotions and other related details online. Digital marketing allows for personalised communications and offers, but it is necessary to understand its types and value in tourism activities. As the industry becomes more complex and competitive, traditional marketing methods may no longer be sufficient. Therefore, tourism companies rely heavily on information and communications technology and work with global digital networks to distribute and sell their products. Effective digital marketing strategies are essential for increasing online exposure and attracting potential customers. The study adopted the descriptive and analytical field approach to collect data from the study sample of marketing managers, reservations and sales managers, and other participants in the marketing process. Moreover, the population consisted of all leadership and supervisory positions in twenty-one five-star hotels in Jordan, with approximately 500 employees. The sample selected was 222 employees. The author also used the PLS‒SEM technique to analyse the data. This finding revealed that dimensions such as email marketing have a significant and positive effect on the market share of five-star hotels in Jordan. Similarly, mobile marketing, search engine marketing and social media marketing also have significant positive effects on the market share of the hotels studied. On the other hand, the results did not show that marketing content creation and search engine optimisation had no noticeable effect on market share. Furthermore, more studies on search engine optimisation and the creation and promotion of attractive marketing content are recommended, given the inability of the current study to prove its impact on market share. It also recommends that hotels strengthen their digital strategy to keep pace with rapid developments and the strength of competition across networks. [ABSTRACT FROM AUTHOR]

The objective of this study is to analyze the use of the social network Facebook by clients of the Hotel RZR, located in the city of Cúcuta, Colombia. The study is quantitative, follows a cross-sectional design and the questionnaire was applied to a sample of 102 hotel guests. The descriptive statistics reflect a standard deviation of 0.579, which indicates that there is a low dispersion of the data with respect to the average value. The results show that age, the level of study and gender are aspects related to customers' preferences in the use of Facebook. It is concluded that Facebook's social network has become a valuable digital marketing tool and the RZR Hotel must innovate in the network, to boost communication with customers and exploit other benefits offered by Facebook, such as segmentation, branding, online reputation and traffic generation. [ABSTRACT FROM AUTHOR]

Franchise systems invest great resources into building and advertising their brands, so as to cultivate a favorable image in the minds of potential customers. The rise of the Internet and social media marketing has made it easier for brands to reach their customers and has led to creative ways of connecting with the public. While this new marketing environment has opened opportunities for business, it also has amplified the negative effects that a marketing blunder or miscommunication can have on a brand. As political discourse in the United States has become more polarized, the perception that a brand or its representative has wrongly or at least foolishly adopted political stances can swiftly damage the brand. This impact is of particular concern in franchising, because both franchisors and franchisees depend on the strength of the franchise brand to drive business, and both groups invest resources to generate goodwill for that brand. The reliance on this shared brand means that any political speech by a franchisor’s spokesperson or by an individual franchisee can harm the entire system. Moreover, while the First Amendment protects the right of individuals and businesses to engage in political speech, some restriction on the speech of franchisees and franchisors is likely desirable for the overall health of a franchise system. As explored in this article, franchise participants have legal remedies to recover from damaging speech, although the franchise agreement itself may not effectively control franchisee speech. Instead, franchise participants should communicate and set clear standards for what types of expression will or will not be acceptable. [ABSTRACT FROM AUTHOR]

This study explores the impact of social media on market anomalies in Tier 2 cities, focusing specifically on Amravati. With the rise of social media platforms like Facebook, Instagram, and WhatsApp, consumer behavior in these cities is rapidly evolving, influenced by changing demographics and increased internet access. Market anomalies--such as sudden shifts in product demand and price fluctuations--are becoming more pronounced due to viral social media trends. This research employs a descriptive design, gathering data from 80 respondents through a systematic questionnaire distributed to over 100 customers in Amravati. The findings aim to assess the demographic profile of social media users, examine the influence of social media on purchasing decisions, and analyze how local businesses can adjust their marketing strategies to navigate the complexities of these digital-driven market dynamics. Despite limitations, including potential biases from convenience sampling and self-reported data, the study provides valuable insights into the interplay between social media and market behavior, highlighting emerging opportunities for businesses in Tier 2 cities. [ABSTRACT FROM AUTHOR]

In the last two decades, the widespread adoption of social media has fundamentally transformed our media consumption habits. This study examines the role of the latest influential network, TikTok, in this transformation. In recent years, TikTok has become a trendsetter in the social media market, which means that the platform significantly influences the direction of development in this sector. Therefore, it is worthwhile to study the platform’s operation in detail to gain a more comprehensive understanding of the future trajectory of social networks. The text discusses four key aspects: the new forms of social media sites and the operational principles of the For You algorithm; the widespread adoption of the short video format; the use of social media platforms as search engines; and the changes observed in news consumption. [ABSTRACT FROM AUTHOR]

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More and more companies are using social media in their marketing. They're spending a lot of money to make sales and connect with customers quickly, which helps their brands do better and gets more people visiting their websites. This paper wants to look at how people's feelings and thoughts about a brand affect how they act on social media. Knowing how different people think is really important for managers who spend money on marketing. This study looks at how what people think about a brand relates to what they say about it on social media and if they support the brand there too. The research uses special ways to study how brands behave on social media. It focuses on how people feel about brands and how this affects what they do online. This study found that how people feel about a brand is connected to what they do to support it online. It also showed that different kinds of people act differently on social media, which is helpful for companies to know. Understanding how people feel about brands and act on social media is super important for companies. The study's results give useful ideas to make social media strategies better and to get more people involved with brands online. [ABSTRACT FROM AUTHOR]

Preventive health care information (PHCI), which functions as a cost-effective or cost-saving means of reducing mortality and improving life quality, also fuels consumer demand for otherwise underutilized preventive medical services, thereby improving profitability for service providers. This study provides healthcare marketing professionals with media usage insights and psychographic profiles useful for developing effective PHCI communication strategies. This research is based on questionnaire responses (n = 813). Analysis of the variance (ANOVA) was used to assess and compare the importance consumers assigned to online PHCI sources. Factor analysis was used to determine whether attitude patterns tended to covary. ANOVA was used to compare generations according to five composite factored variables. Institutional websites and internet search engines were among the most important PHCI sources. Millennials assigned significantly greater importance to 20 of the 27 sources. YouTube was the only mainstream social media and networking (SM&N) site to which consumers assigned importance. Five composite factors were identified. Millennials were significantly more likely to report attitudes and behaviors of the “Techy” healthcare consumer (p = 0.000) and “Other-Oriented” healthcare consumer” (p = 0.000). Baby Boomers were significantly more likely to report attitudes and behaviors of the “Responsible” healthcare consumer (p = 0.003) and the “Clinician-Connected” healthcare consumer (p = 0.000). This research offers new insights concerning Baby Boomer, Generation X, and Millennial healthcare consumer use of digital resources to access preventive health care information (PHCI), along with psychographic profiles useful for developing message strategy. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level. Design/methodology/approach: A novel-phased approach using transformative advertising research and positive psychology is adopted for an in-depth examination of Lululemon, a well-being brand advocate. The study combines secondary case data, analysis of brand messaging on Instagram, interviews with brand followers, and six months of Instagram posts consumer responses. Findings: Four themes – inspiring personal journeys and potential, encouraging mindfulness and gratitude, supporting connection and community and advancing diversity and equity – are used to develop a typology of well-being advertising message elements on Instagram. Originality/value: This study contributes to the call for research on transformative advertising by establishing that Instagram is a powerful platform for well-being messages, particularly from brands committed to social issues. Practical implications for brands and avenues for future research are provided. [ABSTRACT FROM AUTHOR]

Purpose — This study aims to examine and analyze the effects of various social media marketing dimensions—entertainment, customization, interaction, and trendiness—on purchase decisions. Method — The study focuses on micro-, small-, and medium-sized enterprises (MSMEs) in Indonesia. Data were collected through an online survey of 245 consumers who actively use social media and follow at least one MSME social media account. Purposive sampling methods were used to select respondents. The data were analyzed and hypotheses tested using Structural Equation Modeling—Partial Least Squares (SEM-PLS). Result — The study confirmed that customization, interaction, and trendiness have a positive and significant effect on purchase decisions. Conversely, entertainment was found to have a nonsignificant effect. Among the variables, interaction had the greatest impact on driving purchase decisions. Novelty — This study focuses on micro-, small-, and medium-sized enterprises (MSMEs) in Indonesia within the context of social media marketing. MSMEs are increasingly recognizing the advantages of leveraging social media to promote their products and brands. Additionally, this research directly examines the impact of social media marketing on purchasing decisions among MSMEs in Indonesia. [ABSTRACT FROM AUTHOR]