The use of social media has revolutionized the internal and external communications and management of many businesses. This paper discusses the various social media platforms in the context of UK building societies. Many companies from the banking sector are utilizing social media, and in some this is outpacing traditional methods of marketing and internal communication. The main aim of this re...

Customer response modeling is essential for a firm to allocate the marketing resources to active customers who have potential values. With the development of social media, customer response modeling in social media plays important roles in the firms’ marketing decisions. For customer response modeling in social media, the inputs involve multiple types of data and the purposes are to identify re...

Social media has become an important tool in establishing relationships between companies and customers. However, creating effective content for social media marketing campaigns is a challenge, as companies have difficulty understanding what drives user engagement. One approach to addressing this challenge is to use analytics on user-generated social media content to understand the relationship...

Recent years have witnessed the increasing development of Twitter. Given a specific target, all the followers and other participants who have interactions such as mentions with target, are called audiences of the target. As one of the significant applications in social media marketing, classifying Twitter audiences is inherently equivalent to potential customer classification. In this paper, we...

This paper aims to locate the key schools of thought in viral marketing (VM) literature, recognise the various sub-sets within viral marketing overall area of research and to identify the different gaps in viral marketing research literature offering a summation of the existing work done so far. The paper tries to build on the existing body of literature in the field of viral marketing, its rel...

Social media websites have created valuable opportunities for electronic word of mouth (eWOM) conversations. People are now able to discuss products and services of brands with their friends and acquaintances. The aim of this study is to examine the influence of these conversations in social media on consumers' purchase intentions. For this purpose, a conceptual model was developed based on the...

This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher be...

OBJECTIVE This article categorizes and describes current media campaigns to reduce college student drinking, reviews key principles of campaign design and outlines recommendations for future campaigns. METHOD The article describes three types of media campaigns on student drinking: information, social norms marketing, and advocacy. Key principles of campaign design are derived from work in co...

AIM A great deal of enthusiasm and interest exists in using social media for public health communications, but few research studies have examined its success in promoting and adopting protective health behaviours. To begin to understand how best to develop effective online social marketing campaigns, this paper provides a summary of success factors and key lessons learnt from selected social me...

While the tools of social media are ubiquitous in contemporary consumer marketing, there is little evidence about the extent to which they have been adopted by business-to-business marketers. Although experts argue that B2B firms can and should use platforms such as FaceBook and YouTube, almost all of the popular examples used in mainstream seminars, conferences and the practitioner press are o...