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What is Social Media Marketing

Chapter 293
Encyclopedia of Information Science and Technology, Fourth Edition
The use of social media by marketers to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers. Social media marketing should be well coordinated with social customer service, community management, and social selling activities to create seamless relationships with customers across their life cycle (Hootsuite, 2016 AU54: The in-text citation "Hootsuite, 2016" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Published in Chapter:
Gender Differences in Advertising Engagement Using the Case of Facebooks Ads
Eva Lahuerta-Otero (University of Salamanca, Spain) and Rebeca Cordero-Gutiérrez (University of Salamanca, Spain)
Copyright: © 2018 |Pages: 12
DOI: 10.4018/978-1-5225-2255-3.ch293
Abstract
In recent years, social media have transformed the worldwide web into a participatory community where both users and companies co-create, share and modify content. The importance and the attention that social media has gained is widely studied among the scientific community as their growth seems unstoppable. The raise of online advertising has made companies to design new marketing plans to adapt both their strategic and tactic operations to meet multichannel customers' needs. Since Social media marketing is a core part of any firms' marketing strategy, companies and organizations are starting to use Facebook Ads as a marketing tool. In spite of the extensive statistics the software provides, little research is done on the effectiveness of social marketing campaigns according to gender. Therefore, the purpose of the study is to try to aim this gap by analyzing several Facebook campaigns in the education sector to discover which gender group reacts best to advertising.
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Chapter 12
Real-Time Marketing as a New Marketing Approach in the Digital Age: A Study on the Brands' Social Media Sharing in Turkey
Refers to the process of using social media such as Twitter, Facebook and YouTube as a means of interacting with target audiences. Social media marketing means marketing on social networks, or the promotion of goods and services through digital media. By utilizing the social aspect of the web, social media marketing is able to connect and interact on a much more personalized and dynamic level than through traditional marketing.
Published in Chapter: Real-Time Marketing as a New Marketing Approach in the Digital Age: A Study on the Brands' Social Media Sharing in Turkey; From: New Media and Visual Communication in Social Networks
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Chapter 1
Digital Marketing for NPOs
All marketing techniques which can be deployed on social media in an effort to promote a company, product or a service.
Published in Chapter: Digital Marketing for NPOs; From: Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs
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Chapter 5
Social Enterprise Digital Marketing
The use of social media platforms to build or grow an online presence for a brand, product or cause.
Published in Chapter: Social Enterprise Digital Marketing; From: Strategic Marketing for Social Enterprises in Developing Nations
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Chapter 154
Social Media Marketing: Psychological Insights, Managerial Implications, and Future Research Directions
The different marketing functions that are serviced by major social media platforms.
Published in Chapter: Social Media Marketing: Psychological Insights, Managerial Implications, and Future Research Directions; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 9
Then, Now, and Hereafter of Customer Engagement: Insights From Bibliometric and Thematic Literature Review
Social media marketing refers to the use and process of creating content for social media platforms to promote a product or service.
Published in Chapter: Then, Now, and Hereafter of Customer Engagement: Insights From Bibliometric and Thematic Literature Review; From: Contemporary Trends in Innovative Marketing Strategies
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Chapter 4
Exploring the Role of Social Media: An Innovative Tool for Entrepreneurs
A kind of marketing in which social media platforms are used to advertise products and services.
Published in Chapter: Exploring the Role of Social Media: An Innovative Tool for Entrepreneurs; From: Applying Metalytics to Measure Customer Experience in the Metaverse
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Chapter 11
Digital Marketing and the Sustainable Performance of Small and Medium Enterprises
The usage of social media platforms where people create social networks and share information by building a company's brand, boosting sales, and increasing website traffic.
Published in Chapter: Digital Marketing and the Sustainable Performance of Small and Medium Enterprises; From: Advancing SMEs Toward E-Commerce Policies for Sustainability
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Chapter 13
The Role of the Electronic Word-of-Mouth in the Hotel Industry
A form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce contents that users will share with their social network to help a company increase brand exposure and broaden customer reach.
Published in Chapter: The Role of the Electronic Word-of-Mouth in the Hotel Industry; From: Exploring the Power of Electronic Word-of-Mouth in the Services Industry
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Chapter 3
Reinforcement Learning in Social Media Marketing
Marketing using media channels provided by social media like Facebook, Instagram, etc.
Published in Chapter: Reinforcement Learning in Social Media Marketing; From: Handbook of Research on Applied AI for International Business and Marketing Applications
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Chapter 150
The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing
It is a proven tool which indicate the strong focus of companies toward social media advertising in order to reach the customer in a more effective way.
Published in Chapter: The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing; From: Encyclopedia of Organizational Knowledge, Administration, and Technology
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Chapter 5
Online Purchase and Advertising in Latin America: A Consumer Comparison Among Mexico and Colombia
Ad targeting refers to the selection of potential customer groups to which an advertisement will be displayed. This specification of the ad’s audience is done using targeting parameters including demographic and geographic information, interests, and device preferences.
Published in Chapter: Online Purchase and Advertising in Latin America: A Consumer Comparison Among Mexico and Colombia; From: Impacts of Online Advertising on Business Performance
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Chapter 16
Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers
Social media marketing is the process of generating viral communication, that uses social media channels to create, communicate, deliver, and exchanging of information, and value.
Published in Chapter: Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers; From: Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer
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Chapter 14
Bookstagrammers vs. BookTubers: A Comparative Study on Readers' Preferred Social Media Book Influencer
Social media marketing comprises of marketing activity targeted at gaining traffic or attention via online communities, social networks, or other platforms. Marketers leverage the power of social media platforms to persuade customers that a marketer’s products or services are valuable.
Published in Chapter: Bookstagrammers vs. BookTubers: A Comparative Study on Readers' Preferred Social Media Book Influencer; From: Marketing Innovation Strategies and Consumer Behavior
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Chapter 5
Advertisement Practices in Bangladesh: Agency Perspectives
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Chapter 19
Social Media as a Tool for Gastronomy: An Analysis Through Instagram on Turkish Cuisine
Social media marketing is a form of digital marketing that utilizes social networking websites as a marketing tool.
Published in Chapter: Social Media as a Tool for Gastronomy: An Analysis Through Instagram on Turkish Cuisine; From: Handbook of Research on New Media Applications in Public Relations and Advertising
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Chapter 8
Virtual Influencers: A Bibliometric Analysis
A digital marketing strategy that uses social media (e.g., social networking sites) to interact with their target audiences and achieve diverse digital marketing objectives (e.g., reach, engagement, sales).
Published in Chapter: Virtual Influencers: A Bibliometric Analysis; From: Using Influencer Marketing as a Digital Business Strategy
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Chapter 3
MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India
Marketing of product and services with the help of social media like Facebook, Twitter, etc.
Published in Chapter: MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India; From: Recent Developments in Individual and Organizational Adoption of ICTs
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Chapter 1
Smart Technology For Addressing Pandemic Disruption: Impact of Social Media Influencers on Brand Awareness During the Pandemic
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
Published in Chapter: Smart Technology For Addressing Pandemic Disruption: Impact of Social Media Influencers on Brand Awareness During the Pandemic; From: Using Information Technology Advancements to Adapt to Global Pandemics
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Chapter 23
Does Social Media Marketing Improve Business Performance?
Marketing activities performed through the use of social media.
Published in Chapter: Does Social Media Marketing Improve Business Performance?; From: Handbook of Research on Effective Advertising Strategies in the Social Media Age
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Chapter 1
The Influence of Social Media on Food Choices: A Bibliometric Approach
using digital technologies and social media channels to create and deliver valuable content.
Published in Chapter: The Influence of Social Media on Food Choices: A Bibliometric Approach; From: Influences of Social Media on Consumer Decision-Making Processes in the Food and Grocery Industry
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Chapter 9
Nonprofit Fundraising Transformation through Analytics
Marketing strategy used to attract attention to product using social media channels like Facebook, Twitter and YouTube.
Published in Chapter: Nonprofit Fundraising Transformation through Analytics; From: Handbook of Research on Organizational Transformations through Big Data Analytics
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Chapter 149
Social Media Mining
The process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.
Published in Chapter: Social Media Mining; From: Encyclopedia of Organizational Knowledge, Administration, and Technology
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Chapter 15
Social Media Marketing Applications and Fashion Brands: A South Asian Perspective
Social media marketing, often known as the use of social media to market brands, is the promotion of brands through social media platforms to interact with potential clients.
Published in Chapter: Social Media Marketing Applications and Fashion Brands: A South Asian Perspective; From: Social Media and Online Consumer Decision Making in the Fashion Industry
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Chapter 10
Marketing Trends in the Cryptocurrency Industry
The use of social media platforms to promote a product, service, or brand by connecting with and engaging audiences, creating brand awareness, and driving web traffic.
Published in Chapter: Marketing Trends in the Cryptocurrency Industry; From: Mainstreaming Cryptocurrency and the Future of Digital Finance
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Chapter 18
Competitive Analysis Based on Social Media Mining
The process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.
Published in Chapter: Competitive Analysis Based on Social Media Mining; From: Handbook of Research on Global Enterprise Operations and Opportunities
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Chapter 249
Social Commerce Using Social Network and E-Commerce
The process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.
Published in Chapter: Social Commerce Using Social Network and E-Commerce; From: Encyclopedia of Information Science and Technology, Fourth Edition
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Chapter 5
ChatGPT and Its Role in Revolutionizing Digital Marketing and Enhancing Customer Engagement
Promoting products or services on social media platforms to reach and engage with potential customers.
Published in Chapter: ChatGPT and Its Role in Revolutionizing Digital Marketing and Enhancing Customer Engagement; From: Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement
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Chapter 18
How Social Media is Transforming Marketing?
It refers to the process of marketing through the use of social media platforms.
Published in Chapter: How Social Media is Transforming Marketing?; From: Handbook of Research on Managerial Thinking in Global Business Economics
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Chapter 14
An Integrated View on Social Media Marketing Actions and Their Expected Impacts on Consumer Behavior
One of the strategies of digital marketing, which comprises content sharing, interaction with consumers, and advertising on social media platforms.
Published in Chapter: An Integrated View on Social Media Marketing Actions and Their Expected Impacts on Consumer Behavior; From: Management and Marketing for Improved Retail Competitiveness and Performance
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Chapter 14
The Effect of Social Media Marketing on Luxury Brand Purchase Intention
Is defined by scholars and expert in the field of social media as the use of social media platforms and websites in order to promote a product or a service, it is sometimes called electronic marketing and digital marketing in the context of academic literature.
Published in Chapter: The Effect of Social Media Marketing on Luxury Brand Purchase Intention; From: Sales Management for Improved Organizational Competitiveness and Performance
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Chapter 8
Designing Digital Marketing Strategies for International Business: A Comparative Analysis
Social media marketing is a form of Internet marketing that utilizes social networking websites as a marketing tool.
Published in Chapter: Designing Digital Marketing Strategies for International Business: A Comparative Analysis; From: Handbook of Research on Strategic Fit and Design in Business Ecosystems
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Chapter 6
Leveraging New Media as Social Capital for Diversity Officers: How Equity, Diversity, and Inclusion Professionals Can Use Social Media to Foster Equality
The process of using social media to drive traffic to online web properties, generate interest in them, generate new leads, and enhance existing stakeholder relationships.
Published in Chapter: Leveraging New Media as Social Capital for Diversity Officers: How Equity, Diversity, and Inclusion Professionals Can Use Social Media to Foster Equality; From: Handbook of Research on Race, Gender, and the Fight for Equality
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Chapter 619
Social Media and Business Practices
It is a term which describes the actual activities involved in using SM platforms for marketing purposes.
Published in Chapter: Social Media and Business Practices; From: Encyclopedia of Information Science and Technology, Fourth Edition
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Chapter 228
Social Commerce Using Social Network and E-Commerce
The process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.
Published in Chapter: Social Commerce Using Social Network and E-Commerce; From: Encyclopedia of Information Science and Technology, Third Edition
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Chapter 1
New Media Channels in Corporate Communication and Interaction With the New Consumer: Digital Marketing
Social Media marketing is all marketing strategies made on social media platforms where the promotion, advertisement, and brand awareness of a product or service are carried out on social media networks.
Published in Chapter: New Media Channels in Corporate Communication and Interaction With the New Consumer: Digital Marketing; From: Innovative Perspectives on Corporate Communication in the Global World
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Chapter 20
Social Media and Cultural Tourism
Brands and businesses can use the features of social media and social networking environments and the shares of their target audiences on this platform for their purposes in the name of marketing policies.
Published in Chapter: Social Media and Cultural Tourism; From: Handbook of Research on Digital Communications, Internet of Things, and the Future of Cultural Tourism
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Chapter 8
The Importance of Social Media in Destination Choice: The Power of e-WOM
Gaining customers and attracting attention through social media sites.
Published in Chapter: The Importance of Social Media in Destination Choice: The Power of e-WOM; From: Impact of New Media in Tourism
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Chapter 18
Advertising Ethics in the Social Media Age
Marketing activities performed through the use of social media.
Published in Chapter: Advertising Ethics in the Social Media Age; From: Handbook of Research on Effective Advertising Strategies in the Social Media Age
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Chapter 17
Understanding E-Marketing Strategies
Is the use of social media platforms and websites to promote a product or service.
Published in Chapter: Understanding E-Marketing Strategies; From: Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy
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Chapter 7
The Youth's Way of Personal Branding as Bookstagrammers
Social media marketing comprises of marketing activity targeted at gaining traffic or attention via online communities, social networks, or other platforms. Marketers leverage the power of social media platforms to persuade customers that a marketer's products or services are valuable.
Published in Chapter: The Youth's Way of Personal Branding as Bookstagrammers; From: Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence
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Chapter 1
An Unexpected Journey: Designing a Social Media Marketing Framework for Small and Medium Enterprises (SMEs)
Social media marketing, often known as use of social media to market the brands, is the promotion of brands through the use of the social media platforms to interact with potential clients.
Published in Chapter: An Unexpected Journey: Designing a Social Media Marketing Framework for Small and Medium Enterprises (SMEs); From: Strengthening SME Performance Through Social Media Adoption and Usage
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Chapter 5
Post-Truth and Marketing Communication in Technological Age
A process of marketing promotion and communication that makes use of Web 2.0 or higher level internet technologies and a range of social media platforms to raise the visibility, and promote a brand, product, idea, service or a person or an organization by building social networks, and for exchanging ideas and knowledge. It may use, audio, videos, wikis, blogs, photo sharing, news, message boards, and posts on social networking platforms to reach a large or targeted audience.
Published in Chapter: Post-Truth and Marketing Communication in Technological Age; From: Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer
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Chapter 2
The Dynamics of Social Media and Value Co-Creation
Marketing techniques adopted by businesses that are based on the ecosystem of social media to communicate information, knowledge, values, and morals related to the service or product in order to attract customers to interact with the business and help to establish and manage cordial relationships with customers.
Published in Chapter: The Dynamics of Social Media and Value Co-Creation; From: Leveraging Computer-Mediated Marketing Environments
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Chapter 2
Gamification and Social Media as Tools for Tourism Promotion
The process of gaining website traffic or attention through social media sites. The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company.
Published in Chapter: Gamification and Social Media as Tools for Tourism Promotion; From: Handbook of Research on Effective Advertising Strategies in the Social Media Age
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Chapter 12
Economic Impacts of the Pandemic on Tourism Management in Turkey: The Case of COVID-19
It refers to marketing strategies made through social media platforms. It is effective in campaign and news announcement and promotional activity.
Published in Chapter: Economic Impacts of the Pandemic on Tourism Management in Turkey: The Case of COVID-19; From: Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry
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Chapter 354
Social Media as a Channel of Constructive Dialogue for Tourism Businesses
A set of marketing techniques that use SM to create increases in brand awareness, achieve increased visitation and enable interaction, communication and collaboration of user-generated content.
Published in Chapter: Social Media as a Channel of Constructive Dialogue for Tourism Businesses; From: Encyclopedia of Information Science and Technology, Fourth Edition
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Chapter 141
How to Achieve and Measure Success in Social Media Marketing
A new marketing approach, involving indirect promotion through communication with customers via internet web-sites by posting or sharing comments, videos and pictures.
Published in Chapter: How to Achieve and Measure Success in Social Media Marketing; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 13
Strategizing Islamic Medicine Marketing Through Social Media: The Case of Northern Nigeria
The process of advertising, buying, and selling products through virtual means with the help of social media platforms.
Published in Chapter: Strategizing Islamic Medicine Marketing Through Social Media: The Case of Northern Nigeria; From: Strategies and Applications of Islamic Entrepreneurship
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Chapter 15
Background of “Pinned” Images: Lifestyle Advertising in Social Media
A way of internet marketing based on social networks and applications.
Published in Chapter: Background of “Pinned” Images: Lifestyle Advertising in Social Media; From: The Role of Language and Symbols in Promotional Strategies and Marketing Schemes
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Chapter 157
The Valuable Alliance between Social Media and E-Commerce: Social Networks as a Tool for Transparency, Dialogue, and Sales
It enters social media on the Internet as a component of the corporate marketing strategy, such as advertising, communication, market research and product development, care and customer loyalty.
Published in Chapter: The Valuable Alliance between Social Media and E-Commerce: Social Networks as a Tool for Transparency, Dialogue, and Sales; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 5
Enhancing Consumer-Brand Relationships Through Luxury Brand Experiences
The process of promoting a product or service through the use of social media platforms.
Published in Chapter: Enhancing Consumer-Brand Relationships Through Luxury Brand Experiences; From: Building Consumer-Brand Relationship in Luxury Brand Management
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Chapter 4
Social Media Marketing of Brands in the COVID-19 Pandemic: Exploring the Crisis-Related Content
Utilizing social media channels such as social networking sites to promote a brand, acquire and retain customers, and increase sales and website traffic.
Published in Chapter: Social Media Marketing of Brands in the COVID-19 Pandemic: Exploring the Crisis-Related Content; From: Handbook of Research on Interdisciplinary Perspectives on the Threats and Impacts of Pandemics
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Chapter 7
Social Media as a Communication Channel
Represents use of all social networks for marketing, creating value, public relations, and customer relationship management.
Published in Chapter: Social Media as a Communication Channel; From: Business Management and Communication Perspectives in Industry 4.0
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Chapter 6
On-Line Media Planning and On-Line Media Common Measurement Currencies
Social Media Marketing seeks companionship with customers that have similar interests via social media avenues so as to develop a long lasting relationship and as a result, drive more revenues.
Published in Chapter: On-Line Media Planning and On-Line Media Common Measurement Currencies; From: Handbook of Research on Effective Advertising Strategies in the Social Media Age
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