Використання маркетингу соціальних медіа в МСП: фактори впливу
DOI:
https://doi.org/10.26661/2522-1566/2021-1/16-06Ключові слова:
маркетинг у соціальних мережах, комунікація з клієнтами, проінформованість про бренд.Анотація
Це дослідження спрямоване на вивчення факторів, що стимулюють використання маркетингу в соціальних мережах у секторі Café & Resto, а також на виявлення його переваг. За допомогою описового дослідницького підходу було проведено онлайн-опитування в секторі Café & Resto в місті Маланг, Індонезія. Зразки були відібрані за допомогою зручної методики вибірки, респондентів попросили заповнити форму Google, яка була надіслана на їхні адреси в соціальних мережах. Всього через їхні акаунти через соціальні мережі було встановлено контакт із 300 кафе та ресторанами, що відповідало 106 респондентам. Результати показали, що основними факторами, які розглядають компанії Café & Resto при виборі маркетингу в соціальних мережах, було представлення продуктів споживачам, оскільки більшість споживачів були користувачами соціальних мереж, збільшення популярності бізнесу та обмін інформацією зі споживачами. Додатковими факторами є заохочення конкурентів, які також використовують соціальні мережі, та низька вартість. Основними перевагами, отриманими від використання маркетингу в соціальних мережах, є збільшення комунікації з клієнтами, поінформованість про бренд та імідж бренду, залучення нових клієнтів, економія на рекламних витратах, збільшення продажів та здатність управляти невдоволенням (обслуговування клієнтів та зворотній зв'язок). Це дослідження має обмеження – кількість респондентів, які беруть участь, необхідні подальші дослідження на більш широкій вибірці. Крім того, подальші дослідження можуть бути розроблені шляхом перевірки ефективності використання кожного каналу соціальних мереж, оскільки кожен канал соціальних мереж має різні характеристики та цілі користувачів.
JEL Classification: L1, M31.
Посилання
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Chaffey, D. (2015), Digital Business and E-Commerce Management: Strategy, Implementation and Practice, New York : Pearson Education Limited.
Chen, A., Lu, Y. and Wang, B. (2017), ‘Customers’ purchase decision-making process in social commerce: A social learning perspective’, International Journal of Information Management, 37(6), pp.627-638. Available at: http://dx.doi.org/10.1016/j.ijinfomgt.2017.05.001.
Christina, I. D., Fenni, F. and Roselina, D. (2019), “Digital marketing strategy in promoting product”, Management and Entrepreneurship: Trends of Development, 4(10), pp. 58-66. Available at: http://dx.doi.org/10.26661/2522-1566/2019-4/10-05.
Cooper, D. R., Schindler, P. S. and Sun, J. (2006), Business research methods, Mcgraw-hill New York.
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Durkin, M., McGowan, P. and McKeown, N. (2013), “Exploring social media adoption in small to medium-sized enterprises in Ireland”, Journal of Small Business and Enterprise Development, 20(4), pp.716-734. Available at: http://dx.doi.org/10.1108/jsbed-08-2012-0094.
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Garrido-Moreno, A. et al. (2020), “Social Media use and value creation in the digital landscape: a dynamic-capabilities perspective”, Journal of Service Management, 31(3), pp.313-343. Available at: http://dx.doi.org/10.1108/josm-09-2018-0286.
Godey, B. et al. (2016), “Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior”, Journal of Business Research, 69(12), pp.5833-5841. Available at: http://dx.doi.org/10.1016/j.jbusres.2016.04.181.
Goodrich, K. and De Mooij, M. (2014), “How ‘social’ are social media? A cross-cultural comparison of online and offline purchase decision influences”, Word of Mouth and Social Media, pp.114-127. Available at: http://dx.doi.org/10.4324/9781315776279-12.
Guesalaga, R. (2016), “The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media”, Industrial Marketing Management, 54, pp.71-79. Available at: http://dx.doi.org/10.1016/j.indmarman.2015.12.002.
Hudson, S. and Thal, K. (2013), “The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing”, Journal of Travel & Tourism Marketing, 30(1-2), pp.156-160. Available at: http://dx.doi.org/10.1080/10548408.2013.751276.
Hutter, K. et al. (2013), “The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook”, Journal of Product & Brand Management, 22(5/6), pp.342-351. Available at: http://dx.doi.org/10.1108/jpbm-05-2013-0299.
Ismail, A. R. (2017), “The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness”, Asia Pacific Journal of Marketing and Logistics, 29(1), pp. 129-144. Available at: http://dx.doi.org/10.1108/apjml-10-2015-0154.
Jalilvand, M. R. and Samiei, N. (2012), “The effect of electronic word of mouth on brand image and purchase intention”, Marketing Intelligence & Planning, 30(4), pp.460-476. Available at: http://dx.doi.org/10.1108/02634501211231946.
Jin, S. V., Muqaddam, A. and Ryu, E. (2019), “Instafamous and social media influencer marketing”, Marketing Intelligence & Planning, 37(5), pp.567-579. Available at: http://dx.doi.org/10.1108/mip-09-2018-0375.
Kaplan, A. M. and Haenlein, M. (2010), “Users of the world, unite! The challenges and opportunities of Social Media”, Business Horizons, 53(1), pp.59-68. Available at: http://dx.doi.org/10.1016/j.bushor.2009.09.003.
Kim, A. J. and Ko, E. (2012), “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand”, Journal of Business Research, 65(10), pp.1480-1486. Available at: http://dx.doi.org/10.1016/j.jbusres.2011.10.014.
Kozinets, R. V et al. (2010), “Networked narratives: Understanding word-of-mouth marketing in online communities”, Journal of Marketing, 74(2), pp.71-89. Available at: http://dx.doi.org/10.1509/jmkg.74.2.71.
Kristina, T. and Sugiarto, C. (2020), “The role of trust mediates in the influence of social media marketing and Electronic Word-of-Mouth on purchase intention”, Management and Entrepreneurship: Trends of Development, 4(14), pp. 102-113. Available at: http://dx.doi.org/10.26661/2522-1566/2020-4/14-08.
Langaro, D., Rita, P. and de Fátima Salgueiro, M. (2018), “Do social networking sites contribute for building brands? Evaluating the impact of users’ participation on brand awareness and brand attitude”, Journal of Marketing Communications. Routledge, 24(2), pp. 146-168. Available at: https://doi.org/10.1080/13527266.2015.1036100.
Lim, Y., Chung, Y. and Weaver, P. A. (2012), “The impact of social media on destination branding: Consumer-generated videos versus destination marketer-generated videos”, Journal of Vacation Marketing, 18(3), pp.197-206. Available at: http://dx.doi.org/10.1177/1356766712449366.
Lin, Y. (2013), “Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit”, International Journal of Contemporary Hospitality Management, 25(3), pp.346-364. Available at: http://dx.doi.org/10.1108/09596111311311017.
Magasic, M. (2016), “The “Selfie Gaze” and “Social Media Pilgrimage”: Two Frames for Conceptualising the Experience of Social Media Using Tourists”, Information and Communication Technologies in Tourism 2016, pp.173-182. Available at: http://dx.doi.org/10.1007/978-3-319-28231-2_13.
Malangtimes (2019), Sektor kuliner menjamur di Kota Malang, Penelitian BI: sutainability masih kurang. Available at: https://www.malangtimes.com/baca/40284/20190606/073000/sektor-kuliner-menjamur-di-malang-penelitian-bi-sustainability-masih-kurang (Accessed 20 March 2021), (in Indonesian).
Marshall, G. W. et al. (2012), “Revolution in Sales: The Impact of Social Media and Related Technology on the Selling Environment”, Journal of Personal Selling & Sales Management, 32(3), pp.349-363. Available at: http://dx.doi.org/10.2753/pss0885-3134320305.
Quinn, K. (2016), “Why we share: A uses and gratifications approach to privacy regulation in social media use”, Journal of Broadcasting & Electronic Media, 60(1), pp.61-86. Available at: http://dx.doi.org/10.1080/08838151.2015.1127245.
Schultz, D. E. and Peltier, J. J. (2013), “Social media’s slippery slope: challenges, opportunities and future research directions”, Journal of Research in Interactive Marketing, 7(2), pp. 86-99. Available at: https://doi.org/10.1108/jrim-12-2012-0054.
Seo, E.-J. and Park, J.-W. (2018), “A study on the effects of social media marketing activities on brand equity and customer response in the airline industry”, Journal of Air Transport Management, 66, pp.36-41. Available at: http://dx.doi.org/10.1016/j.jairtraman.2017.09.014.
Thoring, A. (2011), “Corporate Tweeting: Analysing the Use of Twitter as a Marketing Tool by UK Trade Publishers”, Publishing Research Quarterly, 27(2), pp.141-158. Available at: http://dx.doi.org/10.1007/s12109-011-9214-7.
Tsai, W.-H. S. and Men, L. R. (2013), “Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites”, Journal of Interactive Advertising, 13(2), pp.76-87. Available at: http://dx.doi.org/10.1080/15252019.2013.826549.
Tsimonis, G. and Dimitriadis, S. (2014), “Brand strategies in social media”, Marketing Intelligence & Planning, 32(3), pp.328-344. Available at: http://dx.doi.org/10.1108/mip-04-2013-0056.
Tuten, T. L. (2020), Social Media Marketing, Singapore : SAGE Publications.
Wahyudi, I. (2019), “Segmen Merata, Apkrindo Yakin Pertumbuhan Kafe Berbasis Kopi Meningkat”, RRI Malang. Available at: https://m.rri.co.id/malang/ekonomi-perbankan/730573/segmen-merata-apkrindo-yakin-pertumbuhan-kafe-berbasis-kopi-meningkat (Accessed 20 March 2021), (in Indonesian).
Ardiansyah, F. and Sarwoko, E. (2020), “How social media marketing influences consumers purchase decision: A mediation analysis of brand awareness”, JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 17(2), pp. 156-168. Available at: http://dx.doi.org/10.31106/jema.v17i2.6916.
Barreda, A. A. et al. (2015), “Generating brand awareness in Online Social Networks”, Computers in Human Behavior, 50, pp. 600-609. Available at: http://dx.doi.org/10.1016/j.chb.2015.03.023.
Bilgin, Y. (2018), “The effect of social media marketing activities on brand awareness, brand image and brand loyalty”, Business & Management Studies: An International Journal, 6(1), pp. 128-148. Available at: http://dx.doi.org/10.15295/bmij.v6i1.229.
Binienda, N. J. (2016), “Transformational advertising via Instagram and its impact on expected happiness and willingness-to-pay”, Erasmus University Rotterdam, Business Economics. Available at: https://thesis.eur.nl/pub/36917 (Accessed 20 March 2021).
Brogan, C. (2010), Social media 101: Tactics and tips to develop your business online, John Wiley & Sons. Available at: http://dx.doi.org/10.1002/9781118256138.
Buttle, F. and Maklan, S. (2019), Customer relationship management concepts and technologies, Fourth Ed., New York : Routledge.
Chaffey, D. (2015), Digital Business and E-Commerce Management: Strategy, Implementation and Practice, New York : Pearson Education Limited.
Chen, A., Lu, Y. and Wang, B. (2017), ‘Customers’ purchase decision-making process in social commerce: A social learning perspective’, International Journal of Information Management, 37(6), pp.627-638. Available at: http://dx.doi.org/10.1016/j.ijinfomgt.2017.05.001.
Christina, I. D., Fenni, F. and Roselina, D. (2019), “Digital marketing strategy in promoting product”, Management and Entrepreneurship: Trends of Development, 4(10), pp. 58-66. Available at: http://dx.doi.org/10.26661/2522-1566/2019-4/10-05.
Cooper, D. R., Schindler, P. S. and Sun, J. (2006), Business research methods, Mcgraw-hill New York.
Dahnil, M. I. et al. (2014), “Factors influencing SMEs adoption of social media marketing”, Procedia – Social and Behavioral Sciences, 148, pp.119-126. Available at: http://dx.doi.org/10.1016/j.sbspro.2014.07.025.
Durkin, M., McGowan, P. and McKeown, N. (2013), “Exploring social media adoption in small to medium-sized enterprises in Ireland”, Journal of Small Business and Enterprise Development, 20(4), pp.716-734. Available at: http://dx.doi.org/10.1108/jsbed-08-2012-0094.
Elwalda, A. and Lu, K. (2016), “The impact of online customer reviews (OCRs) on customers’ purchase decisions: An exploration of the main dimensions of OCRs”, Journal of Customer Behaviour, 15(2), pp. 123-152. Available at: https://doi.org/10.1362/147539216x14594362873695.
Garrido-Moreno, A. et al. (2020), “Social Media use and value creation in the digital landscape: a dynamic-capabilities perspective”, Journal of Service Management, 31(3), pp.313-343. Available at: http://dx.doi.org/10.1108/josm-09-2018-0286.
Godey, B. et al. (2016), “Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior”, Journal of Business Research, 69(12), pp.5833-5841. Available at: http://dx.doi.org/10.1016/j.jbusres.2016.04.181.
Goodrich, K. and De Mooij, M. (2014), “How ‘social’ are social media? A cross-cultural comparison of online and offline purchase decision influences”, Word of Mouth and Social Media, pp.114-127. Available at: http://dx.doi.org/10.4324/9781315776279-12.
Guesalaga, R. (2016), “The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media”, Industrial Marketing Management, 54, pp.71-79. Available at: http://dx.doi.org/10.1016/j.indmarman.2015.12.002.
Hudson, S. and Thal, K. (2013), “The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing”, Journal of Travel & Tourism Marketing, 30(1-2), pp.156-160. Available at: http://dx.doi.org/10.1080/10548408.2013.751276.
Hutter, K. et al. (2013), “The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook”, Journal of Product & Brand Management, 22(5/6), pp.342-351. Available at: http://dx.doi.org/10.1108/jpbm-05-2013-0299.
Ismail, A. R. (2017), “The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness”, Asia Pacific Journal of Marketing and Logistics, 29(1), pp. 129-144. Available at: http://dx.doi.org/10.1108/apjml-10-2015-0154.
Jalilvand, M. R. and Samiei, N. (2012), “The effect of electronic word of mouth on brand image and purchase intention”, Marketing Intelligence & Planning, 30(4), pp.460-476. Available at: http://dx.doi.org/10.1108/02634501211231946.
Jin, S. V., Muqaddam, A. and Ryu, E. (2019), “Instafamous and social media influencer marketing”, Marketing Intelligence & Planning, 37(5), pp.567-579. Available at: http://dx.doi.org/10.1108/mip-09-2018-0375.
Kaplan, A. M. and Haenlein, M. (2010), “Users of the world, unite! The challenges and opportunities of Social Media”, Business Horizons, 53(1), pp.59-68. Available at: http://dx.doi.org/10.1016/j.bushor.2009.09.003.
Kim, A. J. and Ko, E. (2012), “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand”, Journal of Business Research, 65(10), pp.1480-1486. Available at: http://dx.doi.org/10.1016/j.jbusres.2011.10.014.
Kozinets, R. V et al. (2010), “Networked narratives: Understanding word-of-mouth marketing in online communities”, Journal of Marketing, 74(2), pp.71-89. Available at: http://dx.doi.org/10.1509/jmkg.74.2.71.
Kristina, T. and Sugiarto, C. (2020), “The role of trust mediates in the influence of social media marketing and Electronic Word-of-Mouth on purchase intention”, Management and Entrepreneurship: Trends of Development, 4(14), pp. 102-113. Available at: http://dx.doi.org/10.26661/2522-1566/2020-4/14-08.
Langaro, D., Rita, P. and de Fátima Salgueiro, M. (2018), “Do social networking sites contribute for building brands? Evaluating the impact of users’ participation on brand awareness and brand attitude”, Journal of Marketing Communications. Routledge, 24(2), pp. 146-168. Available at: https://doi.org/10.1080/13527266.2015.1036100.
Lim, Y., Chung, Y. and Weaver, P. A. (2012), “The impact of social media on destination branding: Consumer-generated videos versus destination marketer-generated videos”, Journal of Vacation Marketing, 18(3), pp.197-206. Available at: http://dx.doi.org/10.1177/1356766712449366.
Lin, Y. (2013), “Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit”, International Journal of Contemporary Hospitality Management, 25(3), pp.346-364. Available at: http://dx.doi.org/10.1108/09596111311311017.
Magasic, M. (2016), “The “Selfie Gaze” and “Social Media Pilgrimage”: Two Frames for Conceptualising the Experience of Social Media Using Tourists”, Information and Communication Technologies in Tourism 2016, pp.173-182. Available at: http://dx.doi.org/10.1007/978-3-319-28231-2_13.
Malangtimes (2019), Sektor kuliner menjamur di Kota Malang, Penelitian BI: sutainability masih kurang. Available at: https://www.malangtimes.com/baca/40284/20190606/073000/sektor-kuliner-menjamur-di-malang-penelitian-bi-sustainability-masih-kurang (Accessed 20 March 2021), (in Indonesian).
Marshall, G. W. et al. (2012), “Revolution in Sales: The Impact of Social Media and Related Technology on the Selling Environment”, Journal of Personal Selling & Sales Management, 32(3), pp.349-363. Available at: http://dx.doi.org/10.2753/pss0885-3134320305.
Quinn, K. (2016), “Why we share: A uses and gratifications approach to privacy regulation in social media use”, Journal of Broadcasting & Electronic Media, 60(1), pp.61-86. Available at: http://dx.doi.org/10.1080/08838151.2015.1127245.
Schultz, D. E. and Peltier, J. J. (2013), “Social media’s slippery slope: challenges, opportunities and future research directions”, Journal of Research in Interactive Marketing, 7(2), pp. 86-99. Available at: https://doi.org/10.1108/jrim-12-2012-0054.
Seo, E.-J. and Park, J.-W. (2018), “A study on the effects of social media marketing activities on brand equity and customer response in the airline industry”, Journal of Air Transport Management, 66, pp.36-41. Available at: http://dx.doi.org/10.1016/j.jairtraman.2017.09.014.
Thoring, A. (2011), “Corporate Tweeting: Analysing the Use of Twitter as a Marketing Tool by UK Trade Publishers”, Publishing Research Quarterly, 27(2), pp.141-158. Available at: http://dx.doi.org/10.1007/s12109-011-9214-7.
Tsai, W.-H. S. and Men, L. R. (2013), “Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites”, Journal of Interactive Advertising, 13(2), pp.76-87. Available at: http://dx.doi.org/10.1080/15252019.2013.826549.
Tsimonis, G. and Dimitriadis, S. (2014), “Brand strategies in social media”, Marketing Intelligence & Planning, 32(3), pp.328-344. Available at: http://dx.doi.org/10.1108/mip-04-2013-0056.
Tuten, T. L. (2020), Social Media Marketing, Singapore : SAGE Publications.
Wahyudi, I. (2019), “Segmen Merata, Apkrindo Yakin Pertumbuhan Kafe Berbasis Kopi Meningkat”, RRI Malang. Available at: https://m.rri.co.id/malang/ekonomi-perbankan/730573/segmen-merata-apkrindo-yakin-pertumbuhan-kafe-berbasis-kopi-meningkat (Accessed 20 March 2021), (in Indonesian).
Завантаження
Опубліковано
2021-06-20
Номер
Розділ
Маркетинг
Як цитувати
Nurfarida, I.N. and Sudarmiatin, S. (2021) “Використання маркетингу соціальних медіа в МСП: фактори впливу”, Менеджмент та підприємництво: тренди розвитку, 2(16), pp. 70–81. doi:10.26661/2522-1566/2021-1/16-06.
