Assignment

APA Reference

LaMontagne, L. (2015). MarketingSherpa consumer purchase preference survey: Demographics of customer reasons to follow brands’ social accounts. Retrieved from https://www.marketingsherpa.com/article/chart/demographics-why-customer-follow-brands-social-media

Kiráľová. A. & Pavlíčeka, A. (2014). Development of Social Media strategies in tourism destination. Procedia- Social and Behavioral Sciences, 175. 358–366. doi.10.1016/j.sbspro.2015.01.1211

Sharda, H. & Motwani, B. (2015). Discriminant model for online viral marketing influencing consumers behavioural intention. Pacific Science Review B: Humanities and Social Sciences, 1(1). 49–56. doi:10.1016/j.psrb.2015.12.002

Tong, B. & Tung-lung, C. S. (2014). Finding disseminators via electronic word of mouth message for effective marketing communications.  Decision Support Systems, 67. 21–29. doi:10.1016/j.dss.2014.07.006

Purpose & Significance (Theme)

Researchers provided gradations to establish population characteristics of following social accounts of brands.

The epistemology aimed to establish how tourist destination collaborates with tourists or customers online via social networks, and the effect it has on product sales.

Didactic research succinct how individuals leverage viral marketing, whereby messages are sent to millions of people on social profiles within a short period of time.

Researchers presented an examination aimed at identifying the effects social media marketing has imposed on brand loyalty.

The research established whether online customer reviews on friends social networks lead to growth in sales.

Research Question(s):

For which of the following reasons, if any, do you follow, like, and/or connect with a brand's social media account(s)?

The participants were asked to send profiles for a virtual tour of Cape Town’s least explored areas, amongst other questions

Multiple questions on questionnaires.

Questions presented tested loyalty, and why consumers stick to brands on social media, and different categories.

As a consumer, do you like to talk to your friends about certain products?

Methodology:

Online Survey

Theoretical background study of social media sites and practical observations

Questionnaires

Administration of structured questionnaires

Survey Questionnaire

Source 6

Source 7

Source 8

Source 9

Source 10

APA Reference

Hajli, N. M. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3). 387-404. doi:10.2501/UMR-2014-02

Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2014). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47. 68-76. doi:10.1016/j.tourman.2014.0911

Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1). 76–82. doi:10.1016/j.ijinfomgt.2012.07.003

Nicholls, J. (2012). Everyday, everywhere: Alcohol marketing and Social Media—Current trends. School of Humanities and Cultural Industries, 47(4). 486-493. doi: 10.1093/alcalc/ags043

Purpose & Significance (Theme)

The study produced analytical details explaining how consumers of various brands interconnect using the Internet, and Social media.

Researchers focused on the effects of Social media on relationships of customers on product brands.

The research aimed to understand the effects of Social media, and customer loyalty regarding product brands.

The author’s research exemplified the efforts performed by hotel management in Istanbul to market hotel services on Social media channels, and mobile applications.

Nicholls research illustrates the effects of Social media, and marketing of alcohol brands in the United Kingdom.

Research Question(s):

Do social media in social networking sites affect the user’s trust?

Do PU and trust affect the user’s intention to buy?

Which factors (PU or trust?) are more important in determining the user’s intention to buy?

To what extent does social media interaction affect consumers' emotional attachment with festival brands?

Do stronger brand relationships, cultivated through social media interaction, enhance the willingness to recommend the brand?

The research provided an interesting questionnaire.

Which social media channel is preferred for marketing efforts in Turkey or which channels are used by companies for CRM based efforts?

Which of our reds is your favorite?

If you were a Blossom Hill wine, which would you be?

Methodology:

PLS-SEM

Surveys were administered online

Researchers sent questionnaires through several posts on websites, such as Facebook, MySpace, and Twitter along with distribution lists.

In-depth questions; field survey

The researchers used Standard screen capture technology to take snapshots of complete Twitter timelines, and Facebook walls with the brands.