Online interpersonal interaction and communication has become an important aspect of social activities, especially among Millennials (young adults). However, the African continent has the lowest Internet access across the globe, but the development and rapid adoption of mobile technology has led to a major increase in the usage of Internet and new online Information and Communications Technolog...

Recently, more and more German universities have decided to pursue an active marketing strategy for student recruitment. Given the fact that the target group of these marketing efforts, i.e. potential students, belong to the generation of so-called „digital natives‟, it seems indisputable that the integration of social media channels in academic marketing campaigns is indispensable. German inst...

ISIS has run the most effective social media marketing campaign in history. In fact, violent extremist organizations (VEOs) market their ideology and organizations to a global audience in ways that rival even the savviest of conventional organizations. However, applying marketing theory and methodology to study VEOs has not been done to date for the security community. Thus, the goal of the pre...

For marketing to function in a globalized world it must respect a diverse set of local cultures. With marketing efforts extending to social media platforms, the crossing of cultural boundaries can happen in an instant. In this paper we examine how culture influences the popularity of marketing messages in social media platforms. Text mining, automated translation and sentiment analysis contribu...

Social media marketing is playing a growing role in firms’ marketing efforts. However, industry practice suggests that firms have difficulty in quantitatively measuring its impact and implementing effective content management strategy. This study attempts to assess the value of Facebook marketing for the financial success of a movie’s theatrical release, and investigate what kind of high qualit...

Marketing has been criticised from all spheres today since the real worth of all the marketing efforts can hardly be precisely determined. Today consumers are better informed and also misinformed at times due to the bombardment of various pieces of information through a new type of interactive media, i.e., social media (SM). In SM, communication is through dialogue channels wherein consumers pa...

This study aims to establish and develop an understanding of the effect social media and social networks technologies have in developing and sustaining rural SMMEs, by evaluating how social media and social networks can be used to enhance and add value to the marketing promotions and development of rural SMMEs in KZN. A mixed approach of qualitative and quantitative techniques was used to colle...

OBJECTIVE This paper reviews how the tobacco industry is promoting its products online and examines possible regulation models to limit exposure to this form of marketing. Opportunities to use new media to advance tobacco control are also discussed and future research possibilities are proposed. DATA SOURCES Published articles and grey literature reports were identified through searches of th...