Pengaruh sosial media marketing activities terhadap customer response pada Chatime

Currently technology continues to progress where the impact given is very large, especially in the business world. Sosial media Instagram is one of the platforms most widely used by business people in conducting marketing activities or commonly called Sosial Media Marketing Activities. This study aims to determine whether the influence of sosial media marketing activities carried out by Chatime has an influence on customer response, namely e-wom and commitment which is mediated through brand equity variables. The dimensions of brand equity that will be measured are brand awareness and brand image. This study uses quantitative methods. Respondent data was collected by distributing questionnaires through sosial media and the analytical technique used was Structural Equation Modeling (SEM) with the help of SmartPLS software. The samples used are Chatime consumers, Instagram sosial media users and followers who have accessed Chatime Instagram sosial media accounts. The results showed that the hypothesis contained in the study had a positive influence between sosial media marketing activities on customer response, namely e-wom and commitment as well as brand awareness and brand image

Factors influencing hotels’ online prices

Digital corporations are creating new paths of business driven by consumers empowered by social media. Understanding the role that each feature drawn from online platforms has on price fluctuation is vital for leveraging decision making. In this study, 5603 simulations of online reservations from 23 Portuguese cities were gathered, including characterizing features from social media, web visibility and hotel amenities, from four renowned online sources: Booking.com, TripAdvisor, Google, and Facebook. After data preparation, including removal of irrelevant features in terms of modeling and outlier cleaning, a tuned dataset of 3137 simulations and 30 features (including the price charged per day) was used first for evaluating the modeling performance of an ensemble of multilayer perceptrons, and then for extracting valuable knowledge through the data-based sensitivity analysis. Findings show that all features from the encompassed factors (social media, online reservation, hotel characteristics, web visibility and city) play a significant role in price.info:eu-repo/semantics/acceptedVersio

PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION KONSUMEN BRAND SKINCARE AVOSKIN DI KOTA BANDUNG

Abstract: The post-modern business era has provided many opportunities such as social media and offers many challenges to business sustainability. Covering almost all age groups and different regions, the use of social media makes this digital platform a way to showcase a brand. To build its brand, Avoskin uses various digital platforms, such as social networks, websites and e-commerce. Social media marketing can influence consumer interests, interests, decisions, in choosing products or services, consumers choose products that are familiar or suitable. This research examines the influence of social media marketing on brand awareness and purchase intention of consumers of the Avoskin skincare brand in Bandung. The object of this research is consumers of the Avoskin skincare brand in Bandung. The method used in this research is quantitative with a Structural Equation Modeling (SEM) approach with a PLS approach with the help of data processing software SmrtPLS 4.0. Data collection uses an online questionnaire.Keywords: Social Media Marketing; Brand Awareness; Purchase Intention.Abstrak: Era bisnis pasca modern telah memberikan banyak peluang seperti adanya sosial media dan menawarkan banyak tantangan pada keberlanjutan bisnis. Mencakup hampir semua kelompok umur dan wilayah yang berbeda, penggunaan media sosial menjadikan platform digital ini sebagai cara untuk memamerkan sebuah brand. Untuk membangun mereknya, Avoskin menggunakan berbagai platform digital, seperti jejaring sosial, website, dan e-commerce. Social media marketing dapat mempengaruhi minat, ketertarikan, keputusan konsumen, dalam memilih produk atau jasa, konsumen memilih produk yang familiar atau cocok. Penelitian ini menguji pengaruh social media marketing terhadap brand awareness dan purchase intention konsumen brand skincare Avoskin di Bandung. Objek penelitian ini adalah konsumen brand skincare Avoskin di Bandung. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan pendekatan Structural Equation Modeling (SEM) dengan pendekatan PLS dengan bantuan pengolahan data software SmrtPLS 4.0. Pengambilan data menggunakan kuesioner online.Kata Kunci: Social Media Marketing; Brand Awareness; Purchase Intention.

Destination Image on the DMO's Platforms: Official Website and Social Media

Tourists usually configure and develop ideas about possible destinations based on information previously gathered from both social media and the official web of the destination management organization (DMO). In spite of the relevance of said information sources, there have not been many studies evaluating how these different sources influence the destination image. This research proposes a model intended to explain the image creation process of a destination taking into account both the DMO’s online platforms and the perceived psychological distance. The proposed model is tested with an empirical study including a questionnaire which collects data from 264 participants. The validity of the model is reviewed through PLS analysis. Results show that the psychological distance does not influence the overall destination image. In addition, the overall destination image can be estimated to a larger extent when tourists approach social media as their main source of information. Implications and conclusions are discussed.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Social media analytics: a survey of techniques, tools and platforms

This paper is written for (social science) researchers seeking to analyze the wealth of social media now available. It presents a comprehensive review of software tools for social networking media, wikis, really simple syndication feeds, blogs, newsgroups, chat and news feeds. For completeness, it also includes introductions to social media scraping, storage, data cleaning and sentiment analysis. Although principally a review, the paper also provides a methodology and a critique of social media tools. Analyzing social media, in particular Twitter feeds for sentiment analysis, has become a major research and business activity due to the availability of web-based application programming interfaces (APIs) provided by Twitter, Facebook and News services. This has led to an ‘explosion’ of data services, software tools for scraping and analysis and social media analytics platforms. It is also a research area undergoing rapid change and evolution due to commercial pressures and the potential for using social media data for computational (social science) research. Using a simple taxonomy, this paper provides a review of leading software tools and how to use them to scrape, cleanse and analyze the spectrum of social media. In addition, it discussed the requirement of an experimental computational environment for social media research and presents as an illustration the system architecture of a social media (analytics) platform built by University College London. The principal contribution of this paper is to provide an overview (including code fragments) for scientists seeking to utilize social media scraping and analytics either in their research or business. The data retrieval techniques that are presented in this paper are valid at the time of writing this paper (June 2014), but they are subject to change since social media data scraping APIs are rapidly changing

Fiercely Real?:Tyra Banks and the making of new media celebrity

This paper will examine former supermodel Tyra Banks as a contemporary “celebrity entrepreneur,” focusing on Banks’ recent shift from television persona to multimedia icon within a neoliberal popular culture. I argue that our contemporary new media environment, marked by convergent media texts, self-branding, and interactivity, provides an ideal space for Banks to produce and globally circulate her postfeminist star text. Through her websites, Facebook, and Twitter confessionals, Banks is able to successfully navigate the contradictory discourses that insist female celebrities be both “authentic” selves while maintaining a disciplined, hegemonic femininity that becomes legitimized and naturalized. I conclude that while Banks’ mobilization of a hypervisibility and sense of individual agency generates an authenticity that may resonate with her fans, she remains contained by the neoliberal and postfeminist discourses that allow her to have such a prominent Internet presence. Consequently, this paper serves to raise unexplored questions about the relationship between celebrity culture, postfeminist and neoliberal subjectivities, and new media

Effectiveness of Corporate Social Media Activities to Increase Relational Outcomes

This study applies social media analytics to investigate the impact of different corporate social media activities on user word of mouth and attitudinal loyalty. We conduct a multilevel analysis of approximately 5 million tweets regarding the main Twitter accounts of 28 large global companies. We empirically identify different social media activities in terms of social media management strategies (using social media management tools or the web-frontend client), account types (broadcasting or receiving information), and communicative approaches (conversational or disseminative). We find positive effects of social media management tools, broadcasting accounts, and conversational communication on public perception