IS IT WORTH IT? DISMANTLING THE PROCESS OF SOCIAL MEDIA RELATED SALES PERFORMANCE

Social media platforms present unique possibilities for companies to interact with their customers and take up a key role in building relationships. A substantial body of research has demonstrated the impact of social media regarding, for example, brand awareness and corporate reputation. However, little is known concerning the financial Return on Investment from social media engagement and specific strategies to leverage it. To this end, the study draws on relationship marketing theory to develop and operationalise a research model, which understands objective firm performance in terms of sales as a result of relationship antecedents (i.e., corporate investment and dyadic similarity) mediated through the customer-perceived relationship strength. To test the assumed research model, we collect and analyse a dataset of over 1.5 million Twitter messages revolving around ten car manufacturers and measure the impact on new car registration volumes. The results of this study suggest that companies can increase their sales volume through greater relationship investment (i.e., by providing interest group-specific information) and by adopting a social media strategy that promotes the users’ relationship satisfaction (i.e., raises the share of voice within user messages)

The Influence of Social Media on Sales Performance

Purpose – The purpose of this paper is to investigate the factors that influence  small and medium enterprises(SMEs). In addition,it examines thei mpact of social media on firm sales performance of the SMEs.Design/methodology/approach – This study examined the influence of social media, social network, marketing linking capability and its subsequent impact on sales performance. Statistical analyses were based on the data collected, through survey questionnaire from 367 SMEs in Indonesian. Structural Equation Model (SEM) method was used to test the hypotheses.Findings –the results show that social media positively affect social network, social network and marketing linking capability positively affect sales performance in the context of small and mediumsized enterprises.  In addition, the results of this study also show that social network mediates the relationship between  social media and sales performance. This study is limited in selection of samples.The sample only covered one community of SME in Indonesian which limits generalizability of the findings.Managerial implications are provided regarding the potential power social media, social network and marketing linking capability has on sales performance. Key word: Social media, social network, marketing linking capability, sales performance, SMEs    

TOWARDS AN UNDERSTANDING OF CONSPIRACY ECHO CHAMBERS ON FACEBOOK

Selective online exposure to information that serves to only affirm people’s opinions or is strongly aligned with their interests is considered to be a major issue in modern societies. Echo chambers, for example, are online environments in which users are only exposed to confirming opinions and alternative voices are excluded or discredited. Echo chambers are considered to be particularly dangerous, because they may lead to polarization and even radicalization. Social media facilitate the formation of echo chambers as described in the Social Identity Theory by means of homophily and depersonalization. This can be especially harmful in the case of conspiracy beliefs, where particularly extreme opinions lead to a stronger seclusion from society, encourage socially destructive actions, and curate Fake News. In our research we will assess different echo chambers in terms of actively established common patterns of consumed online information sources. To that end, we analyse the news source Likes from over 7,000 users with their approximately 1,450,000 Likes on Facebook. We intend to identify different types of Facebook echo chambers with a focus on conspiracy groups, understand distinguishing characteristics in communicative behaviour of the conspiracy groups on Facebook and explore unique characteristics of users in conspiracy echo chambers

Ο ρόλος του digital marketing στο εξαγωγικό εμπόριο

Διπλωματική εργασία--Πανεπιστήμιο Μακεδονίας, Θεσσαλονίκη, 2019.Στη σύγχρονη εποχή, το διαδίκτυο χρησιμοποιείται για πολλούς λόγους και όχι μόνο για την συλλογή και ανταλλαγή πληροφοριών, αλλά και για την ανάπτυξη των επιχειρήσεων. Μέσω των εργαλείων που προσφέρει συμβάλλει στην αύξηση της ανταγωνιστικότητάς τους αλλά και στην ανάπτυξη του διεθνούς εμπορίου. Ένα από τα εργαλεία που προέκυψαν λόγω της ύπαρξης και αύξησης της χρήσης του διαδικτύου, είναι το digital marketing ή αλλιώς «ψηφιακό μάρκετινγκ» το οποίο βοηθά και υποστηρίζει τις επιχειρήσεις στην ηλεκτρονική τους παρουσία. Στην παρούσα εργασία γίνεται μία προσπάθεια ανάλυσης της σχέσης μεταξύ ψηφιακού μάρκετινγκ και διεθνούς εξαγωγικού εμπορίου