Social Media Marketing
This topic currently groups 5 published articles across 5 issues.
Determining which metrics matter in social media marketing
Rosa Lemel
Volume 15 Issue 02 · 29 Apr 2021
This article surveys the available academic literature on using the proper metrics to measure the effectiveness of a social media marketing campaign. The academic literature is sadly outdated and incomplete when c…
The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective
Bader M. A. Almohaimmeed
Volume 13 Issue 04 · 02 Jul 2019
The aim of this study was to explore the effects of the antecedents of social media marketing, brand loyalty and purchase intention. Furthermore, the study aims at investigating the effect of social media marketing on b…
The impact of social media marketing on brand equity - A perspective of the telecommunication industry in Ghana
George Kofi Amoako • Bernard K. Okpattah • Emmanuel Arthur
Volume 13 Issue 03 · 01 Apr 2019
Purpose - As the digital version of word-of-mouth, social media represents the materialization, storage, and retrieval of word-of-mouth content online. The study examined the social media marketing activities of Vodafon…
Does social media marketing enhance impulse purchasing among female customers case study of Jordanian female shoppers
Mohammad Fahmi Al-Zyoud
Volume 13 Issue 02 · 07 Dec 2018
In a report about social media presented by the Arab Social Media Influencer Summit (2015) it was mentioned that 86% of young individuals between the ages of 25-35 are involved in almo…
The identification of criteria for the optimal use of Facebook pages for marketing purposes: a South African perspective
S.M. Barnard • C.H. Bothma • M.C. Cant
Volume 11 Issue 2 · 30 Jan 2017
The development of non-traditional communication channels in recent years has progressively created a world more digital, networked and interlaced by a myriad of communication tools than ever before. With Facebook being…