Social Media Influence: Metrics Matter

It is imperative for companies to engage in social media marketing as consumers are often dependent on online information and electronic word-of-mouth. Past literature claims that consumers evaluate the influence of communications differently on social media than they would in a traditional environment because of the nature of the internet. This study aims to analyze user’s perceptions of social media marketing influence and determines if user’s perception of influence changes based on the number of social media metrics (likes, comments, and shares) that accompany a Facebook post. The study also investigates if perceptions of influence vary depending on a user’s level of involvement in the situation. A 2x2 factorial design is utilized to manipulate both level of involvement and amount of likes, comments, and shares that accompany a Facebook post. The results contend that a high number of likes, comments, and shares on Facebook leads to increased perceptions of source credibility and information usefulness. In particular, the results prove that a high number of likes, comments, and shares on Facebook leads to increased purchase intention in a low-involvement situation. These results are essential to marketers as they prove the importance of curating engaging content on company’s Facebook pages in order to generate high amounts of likes, comments, and shares. Increasing the amount of likes, comments, and shares on Facebook will make the post more influential to users

Interactive Food and Beverage Marketing: Targeting Children and Youth in the Digital Age

Looks at the practices of food and beverage industry marketers in reaching youth via digital videos, cell phones, interactive games and social networking sites. Recommends imposing governmental regulations on marketing to children and adolescents

Persona based marketing strategies:creation of personas through data analytics

Abstract. In this study, we purposed a novel approach of using data analytics for persona generation. We design a process which can be adoptable for companies to enhance their marketing efforts, specifically, enabled them to focus real potential audience. To carry out our research we use company’s sales data and digital analytics to generate consumer personas. These personas can be used in various actions like content creation, UX designing and creation of marketing strategies. The research focuses on the development of marketing strategies and analyzes the impact of those marketing strategies on conversion rate. Previously researchers worked on customer segmentation by using customer data from Google Analyticsand data originated from social media analytics, however, this research focuses on giving the action-based approach to companies in order to find out their real customers and enhance their conversion rate by using all means of analytical data i.e. companies own sales data, social media analytics, and Google Analytics. This study adopts persona development to recognize and define potential customers. Personas are fictional but with the help of data, we can develop them more closely to a real audience. The rapidly evolving digital marketing landscape required more and more technicalities to drive result-oriented marketing strategies. In this study, we employed a qualitative methodology, which includes designing a process (framework) from digital data analytics. Some of the features of personas were extracted from data analytics obtained from Facebook insights, Google Analytics, and company’s sales database while some of the qualitative feature like Bio, motivation and taglines of personas were extracted from specially designed workshop with people from company’s sales and marketing department. This research is conducted in a company named “Quieton Oy” and the results of this research depicts the effectiveness of the process, its validity and the reliability of the process. The main objective of this thesis is to enable the creation of consumers personas based on data analytics and the efficient utilization of those personas for defining the marketing strategies

Online Purchase Intention: A Study on Consumer Behaviour in Indian Digital Environment

With a potent market like India and the preference being given to a convenient lifestyle and the now happening digital revolution, Indian marketers and purchasers have started to understand the importance and the advantages of utilizing the online shopping platforms. Digital marketing is what affects the purchasing tendency and intentions of people. The motivation behind this research is to recognize the factors influencing Indian customers' frame of mind towards shopping on the internet along the lines of digital marketing to use it for the benefit of both, the marketer and the consumer. Based on Theory of Planned Behavior, constructs/variables like Perceived Behavioral Control, Subjective Norms, Attitude and India-specific factor (covers several socio-economic factors) were examined and analyzed. Two factors, online buying intention, and online purchase were created to extend the research.  The result shows that online purchase intention has the most significance in converting a buyer to actually make an online purchase. Out of the other factors, subjective norms positively affect the online buying intentions the most and perceived behavior negatively affects the same. The study highly reflects that digital marketing and targeting the right audience positively influence the purchase intention of an individual such that it converts into actual purchase

The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models

Early Market Entry Strategies for Commercialization of Digital Innovation in the Welfare Sector: A Case of Smart Nutritional Bottle “FitPot”

This thesis embarks on a journey that began in May 2022, a semester before our thesis period, with the ideation stage of FitPot, a promising start-up aimed at revolutionizing hydration practices. This study examines the convergence of hydration, well-being, and technology through the innovative product design of FitPot—a technologically advanced water bottle that incorporates nutritional flavors—with the aim of helping FitPot validate its idea and advance toward the commercialization phase. The research conducted in this thesis involves a comprehensive analysis of the market landscape, including competitor assessment and an exploration of consumer preferences. By employing both primary and secondary data collection methods, this study provides a thorough evaluation of FitPot's strengths and weaknesses, as well as the opportunities and threats present within the industry. The thesis encompasses a combination of face-to-face and online surveys, with a sample size of 89 and 214 respondents, respectively. The face-to-face surveys have been conducted in Stavanger, Oslo, Bergen, and Trondheim. The investigation extends further to explore potential growth strategies and market positioning for FitPot, including collaborations with fitness influencers, expansion into new markets, diversification of product offerings, and integration with popular fitness and health-tracking apps. The research outcomes offer valuable insights into the dynamic nature of hydration and wellness, shedding light on the important role technology plays in enhancing consumer wellbeing. The findings of this thesis not only provide strategic recommendations but also serve as a roadmap for FitPot's progression toward product commercialization and expansion. With the support of innovation studies, FitPot is equipped with the necessary insights and guidance to navigate the remaining stages of its journey. By adopting these proposed suggestions, FitPot can effectively move towards a successful market launch, capturing significant market share and maximizing its potential for long-term success. In essence, this thesis represents a collaborative effort to support FitPot in transforming its innovative idea into a tangible reality, creating a lasting impact on hydration and well-being

Early Market Entry Strategies for Commercialization of Digital Innovation in the Welfare Sector: A Case of Smart Nutritional Bottle “FitPot”

This thesis embarks on a journey that began in May 2022, a semester before our thesis period, with the ideation stage of FitPot, a promising start-up aimed at revolutionizing hydration practices. This study examines the convergence of hydration, well-being, and technology through the innovative product design of FitPot—a technologically advanced water bottle that incorporates nutritional flavors—with the aim of helping FitPot validate its idea and advance toward the commercialization phase. The research conducted in this thesis involves a comprehensive analysis of the market landscape, including competitor assessment and an exploration of consumer preferences. By employing both primary and secondary data collection methods, this study provides a thorough evaluation of FitPot's strengths and weaknesses, as well as the opportunities and threats present within the industry. The thesis encompasses a combination of face-to-face and online surveys, with a sample size of 89 and 214 respondents, respectively. The face-to-face surveys have been conducted in Stavanger, Oslo, Bergen, and Trondheim. The investigation extends further to explore potential growth strategies and market positioning for FitPot, including collaborations with fitness influencers, expansion into new markets, diversification of product offerings, and integration with popular fitness and health-tracking apps. The research outcomes offer valuable insights into the dynamic nature of hydration and wellness, shedding light on the important role technology plays in enhancing consumer well-being. The findings of this thesis not only provide strategic recommendations but also serve as a roadmap for FitPot's progression toward product commercialization and expansion. With the support of innovation studies, FitPot is equipped with the necessary insights and guidance to navigate the remaining stages of its journey. By adopting these proposed suggestions, FitPot can effectively move towards a successful market launch, capturing significant market share and maximizing its potential for long-term success. In essence, this thesis represents a collaborative effort to support FitPot in transforming its innovative idea into a tangible reality, creating a lasting impact on hydration and well-being

Social Marketing Approach to Recruit Cancer Survivors for Research and Treatment

Recruitment is fundamental to project success and the production of clinically and statistically meaningful results. However, researchers have been challenged to recruit adequate numbers of participants for supportive interventions for cancer survivors (Buss et al., 2008). The purpose of this dissertation was to use social marketing theory as a framework to better understand recruitment for a web-based psychosocial intervention for cancer survivors. The study sample included cancer survivors from the Loma Linda University cancer registry or reached via population-level recruitment efforts (e.g., web and print advertisements). Of the 384 eligible potential participants, 197 fully enrolled in the intervention. Among potential participants, greater distress was associated with younger age, being female and lower SEER score, and study enrollment was higher among individuals with greater distress. Additionally, further progression through the recruitment process (i.e., full study enrollment versus just registration) was associated with higher income, being male, non-Hispanic White ethnicity, and a high level of distress. Consistent with previous research, perceived barriers/costs of enrollment were identified among individuals who declined participation, including personal reasons and health factors. With regard to effectiveness, generalized population-level strategies (e.g., web and print advertisements) were more effective and less resource intensive overall, but did not yield a representative sample. The results of this study may serve to guide selection of appropriate strategies in recruitment and intervention design in future cancer research. This study also demonstrates the feasibility of using social marketing theory as a framework within which to evaluate existing recruitment and intervention data

Segmentation Based On Media Consumption: A Better Way To Plan Integrated Marketing Communications Media

This paper provides an example of utilizing survey data to develop the initial media and method (Advertising, PR, Interactive, Word of mouth) mix.  Utilizing K-Means Cluster analysis and discriminant analysis to profile the clusters three segments were identified based on media consumption.  Differences in the segments were also found to exist regarding the perceptions of the benefits and concerns regarding e-commerce.  This indicated that in addition to different media/method mixes, different message strategies are also appropriate for the segments. The segments were then profiled utilizing Multiple Correspondence Analysis to determine the relationship between the segments and the demographic variables and also between the segments and shopping behavio