Social Media Marketing on Instagram. Exploration of Strategic Perspectives
Social Media Marketing on Instagram. Exploration of Strategic Perspectives

Author: Lisa Jessen

Publisher: GRIN Verlag

Published: 2018-06-20

Total Pages: 77

ISBN-13: 3668731543

DOWNLOAD EBOOK

Master's Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, University of Potsdam, language: English, abstract: With 800 million users worldwide Instagram is one of the world’s leading social media platforms. The reason for the increasing relevance of Instagram is its mobile, local, social and visual character, which reflects how individuals are currently using social media and will continue to do so in the future. Instagram's combination of emotional visual content, story-telling and interaction with the community also makes it a platform that allows brands to differentiate themselves from others - to become unique in what are often very saturated markets. While Instagram is a new application and previous research focuses mainly on long established social media platforms such as Facebook, this thesis aims to explore the various strategic perspectives of successful social media marketing on Instagram by developing a theoretical frame work and presenting the practical strategies of three very different organisations in a multiple-case study design. The framework and the case studies prove that the five identified social media dimensions - content marketing, engagement marketing, influencer marketing, hashtags and Instagram advertising - are applied in practice but are adapted very individual on each organisation, its goals and its target group.

Digital and Social Media Marketing
Digital and Social Media Marketing

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

DOWNLOAD EBOOK

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Social Media Marketing
Social Media Marketing

Author: Melissa S. Barker

Publisher: Cengage Learning

Published: 2012-03-01

Total Pages: 250

ISBN-13: 9781133589273

DOWNLOAD EBOOK

SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, International Edition promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals.

Strategy as Practice
Strategy as Practice

Author: Gerry Johnson

Publisher: Cambridge University Press

Published: 2007-08-02

Total Pages: 245

ISBN-13: 0521862930

DOWNLOAD EBOOK

This is an analysis of what managers actually do in relation to the development of strategy in organisations.

Global Perspectives on Social Media Influencers and Strategic Business Communication
Global Perspectives on Social Media Influencers and Strategic Business Communication

Author: Bi, Nicky Chang

Publisher: IGI Global

Published: 2024-05-22

Total Pages: 451

ISBN-13:

DOWNLOAD EBOOK

In an era of social media, influencers wield unprecedented power over global consumer decisions. As digital natives increasingly turn to influencers for guidance, the need for comprehensive research on their impact becomes paramount. Brands, aiming to connect with a precisely targeted audience, must grapple with ethical considerations in this rapidly evolving sphere. Global Perspectives on Social Media Influencers and Strategic Business Communication delves into influencer research and practices, exploring their impact on various industries and sectors. This book dissects the motives and characteristics of social media influencers and navigates the terrain of ethical considerations surrounding their collaboration with businesses and organizations. This book covers influencers' effect on brand loyalty, cultural norms, community building, and their role in business management, advertising, and strategic communication. The book dissects the impacts of social media influencers on audience behavior, exploring areas such as brand attitudes, purchase intentions, and the dynamics of parasocial relationships. It examines the nuances of engagement, differentiating between paid endorsements, sponsored content, and pure electronic word-of-mouth while also spotlighting the influence of live streaming on consumer behaviors. This book is a valuable resource for businesses, strategic communicators, marketers, scholars, and anyone seeking a profound understanding of the dynamic world of social media influencers.

The B2B Social Media Book
The B2B Social Media Book

Author: Kipp Bodnar

Publisher: John Wiley & Sons

Published: 2011-12-20

Total Pages: 216

ISBN-13: 1118214307

DOWNLOAD EBOOK

Advance your B2B marketing plans with proven social media strategies Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies. This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level. Describes a methodology for generating leads using social media Details how to create content offers that increase conversion rates and drive leads from social media Offers practical advice for incorporating mobile strategies into the marketing mix Provides a step-by-step process for measuring the return on investment of B2B social media strategies The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.

Social Media Influencers in Strategic Communication
Social Media Influencers in Strategic Communication

Author: Nils S. Borchers

Publisher: Routledge

Published: 2021-12-21

Total Pages: 164

ISBN-13: 1000525341

DOWNLOAD EBOOK

This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.

Visual Social Media Marketing
Visual Social Media Marketing

Author: Krista Neher

Publisher: Boot Camp Digital Publishing

Published: 2013-01

Total Pages: 128

ISBN-13: 9780983028628

DOWNLOAD EBOOK

Visual Social Media Marketing is changing the way that we communicate online. This book will show you exactly how to harness the explosive growth of visual sites and social networks to get results for your business. Over the past few years, the web has become very crowded and social networks are even more cluttered. Visual images have emerged as an effective way to break through the clutter and reach your audience online. It isn't just about social media or social networks either. If you want your website or any of your online content to be shared or travel through the web, images should be at the forefront of your strategy. This book will share with you WHY images are so important as well as HOW to create a comprehensive image strategy for your business online. In addition, we'll also cover the key image tools and sites that can help your business grow. The tools that we'll cover in the book are: -Instagram: a leading mobile phone social network and image creation site -Image creation: strategies and tools to create amazing images Infographics: one of the best ways to share your story -Pinterest: the visual social sharing site that is taking the social media world by storm You will finish this book with not only a strategic understanding, but also a tactical plan for how you can grow your business by using visuals.

No Business is an Island
No Business is an Island

Author: Håkan Håkansson

Publisher: Emerald Group Publishing

Published: 2017-09-01

Total Pages: 348

ISBN-13: 1787149714

DOWNLOAD EBOOK

The base for this book is 40 years of research on business relationships between companies evidencing the interactive features of the contemporary business world that have important consequences for management, policy and research.