The Effect of Social Network Sites on the hotels’ Innovation capabilities and performance. A review paper

Social Network Sites SNSs plays an important role in knowledge transfer which can be used in several applications. The past literature paid attention to the role of SNSs on communication and social relationship management in general and marketing activities such as promotion in particular. However, SNSs are important sources of knowledge that can be used not only in social network management or marketing activities but also in the development of innovation capabilities of the firms. Recently, few studies indicate that SNSs are important sources for innovation development and firm performance, but with slight explanation in how SNSs influence innovation capabilities. Therefore, this study aims to explain the role of SNSs on innovation capabilities and Hotels performance. This study also intends to propose a framework that explains the interaction between SNSs and hotels innovative activities and performance

Effect of Social Media Usage and Entrepreneurial Marketing on The Success of Organic Processed Food MSMEs

Social media usage has been adopted by entrepreneurs to achieve business goal. The rise of health and sustainability awareness has opened an opportunity for entrepreneurs to start organic processed food business despite the marketing obstacle about organic food informations. Entrepreneurial marketing is considered as a more appropriate marketing approach for limitation in MSMEs which is able to indicate the perception of entrepreneurs who use the social media for overcoming technology and information resource obstacle. This study was aimed to analyze effect of social media usage and entrepreneurial marketing on the success of organic processed food MSMEs based on the analysis of Structural Equation Modelling (SEM) with Partial Least Squares (PLS). The study was conducted on Komunitas Organik Indonesia in Greater Jakarta (Jabodetabek) with a total population of 400 MSMEs from December 2020 to March 2021. The data source used was primary data that was collected from 63 respondents which use social media on business need. Based on result of SEM analysis, the use of social media for marketing, customer relation and service, and accessibility of information have a significant and positive effect on entrepreneurial marketing. Moreover, social media usage for marketing and information accessibility was found to have direct effect which could increase business success even though social media usage for customer relation and service did not affect business success. On the other hand, entrepreneurial marketing also directly influenced business success. The use of social media together with application of entrepreneurial marketing will have effect on business success. Keywords: social media usage, entrepreneurial marketing, business success, MSMEs of organic processed food, SEM-PL

The effect of lockup and persuasion on online investment decisions: an experimental study in ICOs

Many firms use social media (SM) to solicit online investments. In this study, we examine the interaction between SM attributes and online-investment attributes to determine how this interaction shapes users’ investment decisions. Specifically, we investigate initial coin offerings (ICOs) as an application domain of distributed ledger technology for peer-to-peer investment. We use signaling theory to develop a context-specific explanation for how the interplay of persuasion signals found in SM and technology-enforced lockups shapes individuals’ ICO investment decisions. To evaluate this interplay, we conducted a 2 × 2 factorial experiment with 473 participants. The results show that when an investment does not require a technology-enforced lockup, persuasion signals encourage investments in ICOs; however, when an investment requires a technology-enforced lockup, persuasion signals do not affect investments in ICOs. Furthermore, our analyses suggest that combining a technology-enforced lockup and persuasion signals reduces the ICO’s plausibility. This is the first study to investigate how the willingness to invest in ICOs is influenced by the relationship between technology-enforced lockups and persuasion signals. The findings have practical implications for individuals attempting to make sound decisions on ICO investments, policymakers regulating online investments, and firms seeking to attract investors

Marketing relacional : uso de social media, um estudo das PME’s portuguesas

Mestrado em Ciências EmpresariaisAs PME's representam em Portugal, uma parte significativa do volume de negócios desenvolvidos, bem como da percentagem de emprego, no entanto as mesmas, possuem recursos limitados, pelo que se torna importante identificar de que formas as mesmas podem angariar e reter clientes, a custos reduzidos. Numa era, em que noventa e seis porcentos dos portugueses utilizam redes sociais, é importante para as empresas identificarem de que formas podem utilizar estes recursos para desenvolver ações de marketing, no decurso deste trabalho foram identificados vários fatores que levam à adoção de social media, bem como de que formas podem as empresas desenvolver a sua estratégia, que métodos podem ser utilizados para o desenvolvimento da suas carteiras de clientes. Foi aplicado um questionário, para identificar como as empresas portuguesas desenvolvem as suas estratégias de SM e que métodos usam, e pode-se concluir que as mesmas estão cientes da importância destes recursos para o desenvolvimento dos seus negócios, no entanto verificou-se que a maioria das empresas estão conscientes da sua presença nos SM, utilizando-os para angariar novos clientes e gerir a sua reputação.In Portugal SME's represent, a significant part of the total business volume, and many work posts, however, they have limited resources, what makes it important to identify new ways to acquire and maintain clients, at low costs. In an age, where ninety six percent of the Portuguese use some social network, it is important for companies to identify how they can use this type of resources to develop marketing actions. In this paper were identified, several factors that lead to the adoption of social media, several forms companies may adopt to develop their online strategies and methods to be used to enhance client base. An online survey was applied, to understand how Portuguese companies put forth their SM strategies, which methods they use. From the responses were deducted that they understand the importance of this type of resources to their business prosecution, it was also verified Portuguese companies are aware of their presence is social media, using them mainly, to acquire new customers and manage reputation.info:eu-repo/semantics/publishedVersio

Plano de social media marketing para a marca Hard Rock Cafe Lisboa

Mestrado em MarketingO objectivo deste Trabalho de Projecto foi construir um Plano de Social Media Marketing para o Hard Rock Cafe Lisboa. Atualmente, o planeamento em social media é um elemento crucial no marketing de qualquer organização que ambicione uma presença forte no espaço online. O estudo qualitativo efectuado teve a action research como estratégia de investigação. Através da informação recolhida foi possível fazer uma análise interna e externa, definir objectivos de social media, caracterizar o segmento-alvo e delinear uma estratégia de social media e um plano de activação que permitam alcançar os objectivos de social media propostos: melhorar a perceção da marca, aumentar a lealdade da marca e impulsionar recomendações word-of-mouth. Estas recomendações devem servir de guidelines para a gestão do Hard Rock Cafe Lisboa para o período de Janeiro a Dezembro de 2017.This Project Work intends the development of a social media marketing plan for the organization Hard Rock Cafe Lisboa. Currently, planning in social media is a crucial marketing element in any organization that ambitions a strong presence in the online space. The qualitative study carried out the action research as research strategy. Through the information gathered, it was possible to make an internal and external analysis, define the social media objectives, characterize the target segment and outline a social media strategy and activation plan to achieve the proposed social media objectives: enhance the perception of the brand, increase brand loyalty and drive word-of-mouth recommendations. These recommendations should serve as guidelines for the management of Hard Rock Cafe Lisbon for the period from January to December 2017.info:eu-repo/semantics/publishedVersio

Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

Purpose: The social media have enabled companies to reach out to global markets and provided them with the opportunity to customize their strategies and offerings in an unprecedented way. Given the scant empirical evaluation of social media use in the SMEs Business-to-Business (B-to-B) context, this paper aims to offer a comprehensive description of the antecedents and consequences of social media use in international B-to-B Small and Medium-sized Enterprises (SMEs) and the way in which this use affects their export performance. Design/methodology/approach: This study uses a sample of 277 British Business-to-Business SMEs and employs positivist research with a quantitative approach, adopting a survey strategy through questionnaires and structural equation modeling (SEM). Findings: The results reveal that the use of social media influences export performance through the quality of international business contacts – understanding customers’ views and preferences; brand awareness and knowledge of the competition in various international markets. This study contributes to the emerging literature on B-to-B SMEs digital marketing by determining the mechanism through which B-to-B SMEs may benefit from using the social media in their efforts to export. Originality/Value: Despite the promising potential of the social media, especially for export-oriented companies, very limited attention has hitherto been paid to the relationship between the use of social media and export performance. This study attempts to fill the gap by investigating the extent to which actual use of social media impacts on the performance of exporting firms

The use of social media by exporting B2B SMEs, implications for performance

Previously held under moratorium from 1st December 2016 until 1st December 2021.The evolution of social media enables the creation of virtual customer environments where online communications have impacted increasingly on the marketing environment. As such, 21st century firms need to consider the many opportunities that social media present. Given the scant empirical evaluation of social media use in the SMEs Business-to-Business (B2B) context, this thesis aims to “empirically investigate SMEs B2B firms’ actual use of social media and how it impacts their export performance”. This study contributes to the emerging SMEs B2B digital marketing literature by determining, firstly, the factors that affect SMEs B2B firms using social media and, secondly, the mechanism through which SMEs B2B firms can potentially benefits from using social media in their exporting efforts. A number of hypotheses were developed building on the available literature. These hypotheses were examined using data from a sample of 277 British firms from different industries. Structural equation modelling was employed to test the hypotheses. The results suggest that the usage of social media is affected significantly by perceived ease of use; perceived relative advantage; and subjective norms. Additionally, both the firm’s training and innovativeness enhance the relationship between subjective norms and social media use. The results reveal, also, that the social media use influences export performance indirectly through the quality of international business contacts; understanding customers’ views and preferences; and understanding competition in different markets. However, the link between social media use and export performance is not indirectly influenced by the number of international business contacts and brand awareness. Furthermore, customer engagement enhances the relationships between social media use and the aforementioned factors through which social media use indirectly influences export performance. Cultural adaptation enhances, also, the relationships between understanding customers’ views and preferences;understanding competition in different markets; and export performance. Important implications for how SMEs B2B firms may benefit best from using social media for their exporting efforts and future research are derived from the findings.The evolution of social media enables the creation of virtual customer environments where online communications have impacted increasingly on the marketing environment. As such, 21st century firms need to consider the many opportunities that social media present. Given the scant empirical evaluation of social media use in the SMEs Business-to-Business (B2B) context, this thesis aims to “empirically investigate SMEs B2B firms’ actual use of social media and how it impacts their export performance”. This study contributes to the emerging SMEs B2B digital marketing literature by determining, firstly, the factors that affect SMEs B2B firms using social media and, secondly, the mechanism through which SMEs B2B firms can potentially benefits from using social media in their exporting efforts. A number of hypotheses were developed building on the available literature. These hypotheses were examined using data from a sample of 277 British firms from different industries. Structural equation modelling was employed to test the hypotheses. The results suggest that the usage of social media is affected significantly by perceived ease of use; perceived relative advantage; and subjective norms. Additionally, both the firm’s training and innovativeness enhance the relationship between subjective norms and social media use. The results reveal, also, that the social media use influences export performance indirectly through the quality of international business contacts; understanding customers’ views and preferences; and understanding competition in different markets. However, the link between social media use and export performance is not indirectly influenced by the number of international business contacts and brand awareness. Furthermore, customer engagement enhances the relationships between social media use and the aforementioned factors through which social media use indirectly influences export performance. Cultural adaptation enhances, also, the relationships between understanding customers’ views and preferences;understanding competition in different markets; and export performance. Important implications for how SMEs B2B firms may benefit best from using social media for their exporting efforts and future research are derived from the findings