Content marketing model for leading web content management

This paper is envisaged to provide the Ukrainian businesses with suggestions for a content marketing model for the effective management of website content in order to ensure its leading position on the European and world markets. Our study employed qualitative data collection with semi-structured interviews, survey, observation methods, quantitative and qualitative methods of content analysis of regional B2B companies, as well as the comparative analysis. The following essential stages of the content marketing process as preliminary search and analysis, website content creation, promotion and distribution, and content marketing progress assessment were identified and classified in detail. The strategic decisions and activities at each stage of the process showed how a company’s on-site and off-site content can be used as a tool to establish the relationship between the brand and its target audience and increase brand visibility online. This study offered several useful insights into how website content, social media and various optimization techniques work together in engaging with the target audience and driving website traffic and sales leads. We constructed and described the content marketing model elaborated for effective web content management that can be useful for those companies that start to consider employing content marketing strategy for achieving business goals and increasing a leadership position

Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands

This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history

What do you think of the return of dungarees?: Social media interactions between retail locations and their customers

Social media presents new digital interaction opportunities and challenges to urban retail locations such as shopping malls, centres and streets. Platforms such as Facebook facilitate online communication with, and between, customers that is not possible through traditional media and marketing techniques. Using data gathered from the Facebook pages of six urban retail locations over 12 months, this paper considers the possible factors that shape online customer engagement and conversation. In particular, we present a thematic analysis of content in shared posts, and discuss how characteristics of a retail location and the structure of the consumer community shape these posts. Our findings are used to form suggestions to further investigate engagement between customers and retail locations via social media

Les caractéristiques du brand content et les déterminants de l'engagement des consommateurs sur Facebook

Résumé Cet article, qui s’inscrit dans le cadre du marketing des médias sociaux, s’intéresser aux caractéristiques du Brand Content qui ont été explorées dans la littérature en tant que facteurs potentiels ayant un impact sur l’engagement des consommateurs, nous allons présenter les objectifs, la méthodologie et l’analyse bibliométrique de la revue de littérature systématique sur la base de 44 articles en vue de mesurer des variables explicatives impactant l’engagement des consommateurs sur les médias sociaux Mots clés: Marketing des médias sociaux – Brand Content – Engagement des consommateurs   Abstract This article, which is part of the social media marketing framework, focuses on the characteristics of Brand Content that have been explored in the literature as potential factors impacting consumer engagement, we will present the objectives, methodology and bibliometric analysis of the systematic literature review based on 44 articles to measure explanatory variables impacting consumer engagement on social media Keywords Social Media Marketing - Brand Content - Consumer Engagemen

Are black friday deals worth it? Mining twitter users' sentiment and behavior response

The Black Friday event has become a global opportunity for marketing and companies’ strategies aimed at increasing sales. The present study aims to understand consumer behavior through the analysis of user-generated content (UGC) on social media with respect to the Black Friday 2018 offers published by the 23 largest technology companies in Spain. To this end, we analyzed Twitter-based UGC about companies’ offers using a three-step data text mining process. First, a Latent Dirichlet Allocation Model (LDA) was used to divide the sample into topics related to Black Friday. In the next step, sentiment analysis (SA) using Python was carried out to determine the feelings towards the identified topics and offers published by the companies on Twitter. Thirdly and finally, a data-text mining process called textual analysis (TA) was performed to identify insights that could help companies to improve their promotion and marketing strategies as well as to better understand the customer behavior on social media. The results show that consumers had positive perceptions of such topics as exclusive promotions (EP) and smartphones (SM); by contrast, topics such as fraud (FA), insults and noise (IN), and customer support (CS) were negatively perceived by customers. Based on these results, we offer guidelines to practitioners to improve their social media communication. Our results also have theoretical implications that can promote further research in this area

Social media marketing in Italian luxury fashion

Industries nowadays have been comfortable with the incorporation of social media to their marketing strategy. Italy has been known as a major center of the European fashion industry, a sector that is also following the social media marketing trends. This paper provides empirical findings on Italian luxury fashion brands? social media marketing activities. We present and analyze two case studies of Italian luxury fashion brands: Gucci and The Bridge (Il Ponte Pelletteria). Gucci is one of worldwide leading Italian fashion companies and The Bridge is a SME fashion brand that focuses on leather products. This study is based on a conceptual framework on social media marketing strategy synthesized from extensive social media marketing literature. The research methodology includes content analysis of Gucci?s and The Bridge?s public posts on their Facebook brand pages and Twitter. Our findings suggest that social media actions implemented by both brands are directed toward promotion and sales marketing activities. However, there are differences on the specific actions carried out by both brands, and the use the companies make of the two social media platforms. This paper provides valuable insight for framing social media marketing strategic actions and set the basis for social media performance measurements, especially among luxury fashion brands

Digital Consumer Engagement: Examining the Impact of Audio and Visual Stimuli Exposure in Social Media

The promotion of coffee shops through Instagram content has become highly beneficial to consumers’ decision-making, as short videos reel Instagram and photos can help consumers judge and experience products through visual and audio stimuli on content. Consequently, scholars and managers must understand consumer behaviors regarding audio-visual stimuli on Instagram content and identify factors influencing perception and consumer engagement with content. A novel contribution of this study is the introduction of audio-visual stimuli on Instagram content based on the stimulus-organism-response paradigm, which explains how sensory marketing and information adoption affect consumer engagement on social media Instagram. To empirically evaluate the proposed research model, we conducted an online survey with 120 participants who followed Instagram @kopijanjijiwa and @kopikenangan. We performed data analysis using structural equation modelling and Smart-PLS software and the results indicated that all hypotheses, except for perceived cognitive and audio-visual stimuli, significantly affected consumer engagement. This study could provide insights into the antecedents of perceived cognitive and consumer engagement on social media Instagram. Thus, contributing knowledge of digital consumer behavior helps managers understand consumer behavior regarding social media and formulate marketing strategies

Study of Social Media Engagement on Online Food Delivery Services (OFDS) Platform

The purpose of this study is to understand the role of social media content on users’ engagement behavior in the context of online food delivery services (OFDS). Social media has become a tool for marketing campaigns in various industries but one of the interests is for OFDS because of its own challenge. The COVID-19 pandemic has engendered a pronounced proliferation in the utilization of) OFDS as a consequence of the digitalization of culinary establishments and the pervasive digital marketing campaigns promoting this service category. The marketing strategy for OFDS presents unique challenges due to the heavy reliance on visual communication through imagery, promotional incentives such as discounts and complimentary delivery, as well as bundled offerings (comprising various food items and beverages at discounted rates) to explore how to create effective visual and textual content on social media to drive user engagement. Prior studies have examined the effectiveness of social media textual content such as messages’ popularity or persuasiveness. Studies have also been conducted to understand how to optimize best practices to increase customer engagement on a social media platform. However, most of these studies only focus on textual context of social media. On a social media platform, the image has become popular to convey messages and attract users. Little has been done to understand how image content can be used effectively together with textual content to affect user engagement. In this study, we develop a research model that investigates how textual content and image content can be used to increase user engagement on social media of online food delivery services. We identify three dimensions of textual content, i.e., text sentiment, text topic, and entertainment embeddedness, and three dimensions of image content, i.e., image colorfulness, consummatory image, and entertainment embeddedness. We argue that each of these dimensions will positively affect user engagement. In addition, we propose that the compatibility of textual and image entertainment embeddedness will also help increase user engagement. We collected data from Twitter posts from Grubhub which is one of the top OFDS in the US. The data set includes 3200 tweets original tweets (not retweeted tweets) posted on Grubhub Twitter account from June 2021 to April 2022. The tweets include only the ones posted by Grubhub and each thread of posts counted as one post. Preliminary data analysis was conducted on the sentiments of the text message. In the future, we will conduct text analysis on the other dimensions of the text content. We plan to analyze images using Google Cloud Vision AI which trains machine-learning models that classify and derive insights from images. This study will contribute to the understanding of social media strategies for OFDS, including image context that has not been investigated before. It will also help understand how a textual message and image can complement each other to enhance their positive impact on user engagement

Learning and the Practice of Social Media in Informal Science Education Centers

Both social media and informal learning spaces have the potential to foment knowledge-building. This article aims to bridge theory and practice with an analysis of the social media practices across informal science learning centers through the lens of the Contextual Model of Learning. We evaluate strategies through directed content analysis of phone interviews, online surveys, and researcher field notes. Our findings reveal that informal science learning centers create marketing-related social media strategies as opposed to ones which align with contemporary learning in informal settings. Implications for researchers who seek to use social media in an educative manner are discussed

Branding of Candidates and Parties: U.S. News Media and the Legitimization of New Polical Term

Political marketing research indicates that brands and branding are a robust aspect of politics. However, little is known of the broader cultural appreciation of political branding. Through a content analysis of major U.S. newspapers over a 40-year period, we provide evidence that the U.S. news media is increasingly aware of political branding. Moreover, we present a typology of media treatment that indicates that the national media in the U.S. increasingly perceive brands and branding in the public sphereas an innate, multifaceted, and effective part of modern politics