...Recommendation: A Case Study of Nike and Facebook Simon Karuku Freelancers Union Abstract The purpose of the research was to define critically the efficiency of social media and the role it plays in impacting consumer relationship management. The study first looks at the works of many scholars in analyzing the effectiveness of social media over traditional media. Thereafter a critical analysis of the strategic differences between the two types of media with a greater emphasis on social media as a marketing tool. Consumer relationship management entails the strategies, practices and technologies that have been used by different companies so as to analyze and manage data and consumer interactions throughout the lifecycle of the consumer. Its goal is to improve on business relationships that greatly exist with customers thus assisting the retention of the customers and also the driving sales of growth. Traditional media is also essential as it helps capture the advertisements and is able to reach millions of people within a span of time with no bias on the social economic status on the different people. Social media is however more flexible than traditional media and is greatly used on a large scale purposes especially in marketing of products and the effective recommendation of different products to different consumers. The rise and shine of social media has been attributed by the advancement of technology all over the world. Research was carried out by survey method...
Words: 13765 - Pages: 56
...UNIT 10: Marketing Research ● Give two examples of appropriate primary research methods Primary research is research collected directly from the research subject/area, by the researcher. It usually involves the researcher going into the market place (field) to find the information they are looking for. If the researcher does not go into the field they may send or place something into the field to record information for them. Examples: Primary Data Collection Methods Primary data collection methods include observations, interviews and trials. The appropriate method of research will depend on the aim of the research and the time, money and resources available to the researcher. Each research method has its limitations and margin of error; research analysis will need to take these into account. Observations Trained observers or cameras will record how people behave in a certain situation e.g. how consumer respond to an organisation's customer service Interviews Face to face interviews will take place between an interviewer and the respondent in their home, a location chosen by the interviewer or a public place such as a shopping centre. The interviewer will ask the respondent/interviewee questions and record their responses. Interviews can also be carried out on the telephone; for telephone interviews the researcher will ring the person they would like to interview or make a number of random telephone calls so that they have a varied selection of respondents...
Words: 2227 - Pages: 9
...THE STUDY OF THE EFFECT SOCIAL MEDIA FACEBOOK AND ITS MOBILE APPLICATIONS ON THE PURCHASING INTENTION OF FASHION APPAREL PRODUCTS TOWARDS THE GENERATIONS Y CONSUMERS IN HONG KONG SIN KIT YING, EMILY BA(Hons)Scheme in Fashion and Textiles (Fashion Marketing and Merchandising Management) INSTITUTE OF TEXTILES & CLOTHING THE HONG KONG POLYTECHNIC UNIVERSITY 2015 THE STUDY OF THE EFFECT SOCIAL MEDIA FACEBOOK AND ITS MOBILE APPLICATIONS ON THE PURCHASING INTENTION OF FASHION APPAREL PRODUCTS TOWARDS THE GENERATIONS Y CONSUMERS IN HONG KONG A Thesis Submitted In Partial Fulfillment of the Requirements For the Degree of Bachelor of Arts (Honours) in Fashion & Textiles (Fashion Marketing and Merchandising Management Specialism) under the Supervision of Dr. CHANG M.T. Jimmy by Emily, Kit Ying SIN Institute of Textiles & Clothing The Hong Kong Polytechnic University May 2015 ACKNOWLEDGEMENTS CERTIFICATE OF ORIGINALITY I hereby declare that this thesis is my own work and that, to the best of my knowledge and belief, it reproduces no material previously published or written, nor material that has been accepted for the award of any other degree or diploma, except where due acknowledgement had been made in the text. _____________________________________________________(Signed) __________________________________________________(Name of student) ABSTRACT Summary of the contents and finding of the thesis briefly LIST OF TABLES ...
Words: 13347 - Pages: 54
...Methods of analysing marketing opportunities Market research involves collecting, recording and making sense of all the available information which will help a business unit to understand its market. Market research sets out to answer the following questions: * Who makes up the target audience? * What do they want? * When do they need it? * Where does it sell best? * How can it be taken to them? * Why do they want/need it? * What are our competitors doing? * How is our market changing? Market research helps firms to plan ahead rather than to guess ahead In business, demand is always changing and therefore it is essential to know how things are changing. Market research requires a special form of skill and therefore market research companies are often employed because they have the necessary experience and also because market research takes up a lot of time. Methods used in marketing research Data gathering involves collecting as much information as possible about the market, usually before any further steps are taken. It relies on desk research and field research. Data is divided into primary and secondary categories. Primary data are collected in the field. Secondary data are gathered from all the material that is at present available on the subject, and is always studied first when doing desk research. Desk research This method involves the search for secondary data, whether published or unpublished. A good place to begin is with a company's...
Words: 810 - Pages: 4
...on customer's comments without sacrificing much costs and time compared to other marketing channels. Social network also improved customer insights. By the reaction and comments posted by customers, you can gather information about what your customers are interested in. It also directly helps of what they think of your business which will give you an opportunity to improve a certain areas of your product or services. In this stage we can surely say that social network is really helpful on marketing campaigns. Every actions we do, social media is a high presence on every one’s life which sometimes result to misuse of social networks. For instance, an average of over 1.3 billion monthly active users (Facebook, Statistics Brain Research Institute, 2015) was sign up to Facebook but how do we determine the fake accounts? And...
Words: 3198 - Pages: 13
...Task B Survey use of social media by customers Questionnaire to customer type associations Compile questionnaire Identify associations Strategy for surveying Social media platforms enable you to create and engage communities online. These communities are of like-minded people who share opinions, ideas, and information of interest with one another. The networks that evolve on social media platforms like Facebook, Twitter, LinkedIn, Pinterest, Foursquare, Google Plus might include the very audiences your business serves. And at some point, you may want to ask for their feedback. For example, let’s say your company is planning to introduce a new mobile app and wants to do a little more market research. You might consider posting a short survey on Facebook and offering a 50 percent discount to the first 50 customers who complete it for you. How to Use Social Media Surveys Social media channels assessments. Do your clients and customers use the Internet and social networks? If so, which ones? Are they on Facebook, Twitter, LinkedIn, Pinterest, Foursquare, Google Plus—or all of the above? How often do they participate in these communities, and for what purposes? What devices do they use to connect, and how likely are they to engage as a consumer? A mobile user will engage with your products very differently than someone who primarily accesses the Internet from Mac or Windows desktop. Use this information to build your digital marketing strategy, including which...
Words: 1518 - Pages: 7
...Networking Sites are experiencing a rapid growth; there seems to be no limit to their size. Many Social Networking Sites boast with millions of members using their networks on regular basis to communicate, share, create, and collaborate with others. Popular examples of these Social Networking Sites are Facebook, LinkedIn and Bebo. Although most of these sites lack decent business models, they are valued at millions of pounds. Google paid 1.5 billion dollar for YouTube when it wasn’t even earning a single penny. The reason successful Social Networking Sites have become so valuable is due to the amount of people that are using it; and people are exactly what organisations are after. This report aims to find out whether Social Networking Sites have the same value in the context of recruitment. Academic literature extensively discusses online recruitment, however not much is said about recruitment on Social Networking Sites: ‘Sociocruitment’. Research revealed that professionals are quite optimistic about Sociocruitment. Although users of Social Networking Sites had a disperse opinion on organisations contacting them on these websites; not many were negative. The contemporary research furthermore harvested information from a range of sources to create understanding of key issues allowing readers to familiarise themselves with the concept. Finally the report...
Words: 26147 - Pages: 105
...1.0 INTRODUCTION 1. Background of the Study: The research investigates the impacts of social networking websites on undergraduate students’ performance at Technology College Sarawak. The variables identified are age, gender, education, social influence and academic performance. Questionnaire will be design based on the requirement to determine the reasons and factors that affect the students’ performance and will be distributed to 30 correspondents, which consist of students in Technology College Sarawak. Social networking is the grouping of individuals into specific groups, like small rural communities or a neighborhood subdivision, if one’s will. Although social networking is possible in person, especially in the workplace, universities, and high schools, it is most popular online. An online social networking is a place where people build social relations by sharing information’s, interests, activities, or their real lives connections too. It allows users to communicate with each other without limits and boundaries. When it comes to online social networking, websites are commonly used. These websites are known as social sites. Social networking websites function like an online community of internet users. Depending on the website in question, many of these online community members share common interests in hobbies, religion, politics and alternative lifestyles. Once the user is granted access to a social networking website they can begin to socialize...
Words: 6596 - Pages: 27
...Exploring Negative effects of social media in work places Muriithi, Mary Watetu A research term paper in econometrics submitted to Jomo Kenyatta University of Agriculture & Technology in partial fulfillment of the requirement for the PHD degree in Business Administration Jomo Kenyatta University of Agriculture &Technology 2014 DECLARATION This report is my original work and has not been submitted or presented for examination in any other university, either in part or as a whole. Supervisor – …………………………………. Signature………………………….. Date……………………………………… Name: MURIITHI, MARY WATETU Signature………………………. Date: ……………………………… Table of contents I. Title……………………………………………………………………. 1 II. Declaration ……………………………………………………………. 2 III. Table of Contents……………………………………………………… 3 IV. List of Tables…………………………………………………………… 4 V. Symbols and Abbreviations…………………………………………… 5 IV Abstract…………..…………………………………………………. 6 1. Introduction…………………………………………………………….. 8 1. Background…………………………………………………….. 8 2. Statement Of The Problem……………………………………… 8 3. Purpose of the study………………………………………...…… 8 4. Specific Objectives……………………………………………… 8 5. Research Questions……………………………………………… 8 6. Justification Of The Study……………………………………… 8 7. Limitations of the study………………………………………… 11 2. Literature review…………………………………………………… ….. 12 1. Conceptual framework……………………………………….. 14 3. Methodology…………………………………………………………….. 15 ...
Words: 3487 - Pages: 14
...to determine the level of influence social media on customer knowledge towards the Malaysian SMEs companies brand, products and services and second, to investigate the causes and effects of the usage social media as marketing strategies for SMEs companies in Malaysia. The study was conducted based on a quantitative approach. A set of questionnaire was distributed to 30 random respondents. In addition, the research pointed out that there are a lot of factors influencing the success of social media as a marketing strategy. The conclusion drawn from the research was that internal and external factors are affecting the effectiveness of social media as one of the marketing tools. One of the major limitations encountered in the research was time constraint. Future researchers are advised to conduct this research for a longer period of time in order to collect more data. Keywords: effectiveness, social media, SMEs in Malaysia, quantitative Introduction In today’s technology driven world, social media have become a venue where retailers most of them use it to expand their marketing strategies or campaign to acknowledge their existence in the market. Many retailers and companies believe the social marketing is the viral new marketing concepts in the industry and most of the co owner wants to know more how social media can generate value for their business. This will facilitates the information flow between the business and the...
Words: 5471 - Pages: 22
...Industry - $230 Million of the $65Billion Food Industry Current Growth Rate: 15% & Expected Rate: 16-17% Coke & Pepsi Co covers 90% of the market. Juices will surpass carbonate market by 2016 Globally The global soft drink industry is estimated to reach $310 billion in 2015. The soft drink industry spans sparkling drinks, bottled water, smoothies, ready-to-drink tea, concentrates, juices and coffee and functional drinks. In a recent survey conducted by Associated Chambers of Commerce and Industry, consumers are seeking healthier beverages even if they are more costly, due to their positioning. The rising awareness levels with regard to obesity and related health issues, especially amongst teenagers and young adults, have helped push sales of non-carbonates. The report revealed that there has been a strong recent shift in consumer beverage demand towards non-carbonated alternatives creating opportunities for drink manufacturers in the country. The report also pointed out that juice segment is the fastest growing segment with the growth of 3035% annually while the fruit drink industry has been witnessing growth of 10-15%. Beverages account for $230 million in the $65 billion food processing industry in India. In terms of volume, total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year ($1billion). The market is predominantly urban (75%) and (25%) contribution comes from rural areas. In the year 1990 people got more inclined towards living...
Words: 1916 - Pages: 8
...Mikhail Zenchenkov ABSTRACT While firms strive to survive by gaining a significant market share and to position their products in the market with the ultimate aim of generating sufficient profits to sustain their survival, research has demonstrated that the marketing approach adopted by these firms underlies the strength of their positions in the market today. That has driven a significant number of firms in the world to invest a significant share of their revenues to conduct the marketing of their product using direct marketing strategies on the best media that has in the recent past unveiled itself, social media. Typically, that is because the internet has virtually merged the real world with the virtual world and its presence in the whole world is overwhelming. Unlike, therefore, the traditional marketing strategies that focused on segmentation with the 4Ps underlying concepts, a radical departure in the recent past where social media is increasingly taking the place of social media has been the trend. However, the implications and future trend share that firms have to fully get into the internet and use social media as one of the best strategies of direct marketing to reap the benefits of direct marketing strategies to generate higher company revenues. TABLE OF CONTENTS ABSTRACT 2 TABLE OF CONTENTS 3 1.0 INTRODUCTION 4 1.0 Aim 5 1.2 Objective 5 1.3 Problem statement 5 1.4 Research Questions 5 2.0 LITERATURE REVIEW 7 2.1 Introduction 7 2.2 Prominent Social Sites...
Words: 5173 - Pages: 21
...library to search something. Now, with just one click or tap, we can now access or learn different things in the internet. One of the leading social networking site is the Facebook. There are 1.59 billion users are active all over the world and still counting. Facebook has affected the social life and activity of people in various ways. Facebook allows people using computers or mobile phones to continuously stay in touch with friends, relatives and other acquaintances wherever they are in the world, as long as there is access to the internet. Before, we can only see advertisement through television, posters, and newspapers, but now that Facebook has launched a new portal for marketers, it is easy for them to promote their products. BACKGROUND OF THE STUDY Facebook is a social networking service launched in February 4, 2004. It was founded by Mark Zuckerberg with his college roommates and fellow Harvard University student Eduardo Saverin. The website’s membership was initially limited by the founders to Harvard students, but was expanded to other colleges in Boston area, the Ivy League, and gradually most universities in Canada and the United States corporations, and by September 2006, to everyone of age 13 and older with a valid email address. Facebook has two names before it was called “Facebook”; Facemash and Thefacebook.com. Facemash, was opened on October 28, 2003. Initially, the website was invented by Mark Zuckerberg, Andrew McCollum, Chris Hughes andDustin Moskovitz...
Words: 5146 - Pages: 21
...Fulfillment of the Requirement for the subject Individual Research Project Master of Business Administration Assumption University Semester 2/2012 Submitted To: Dr. Vorapot Ruckthum Table of Contents ABSTRACT 4 CHAPTER 1 5 GENERALITIES OF STUDY 5 1.1 INTRODUCTION 5 1.2 TOPIC OF INTEREST 6 1.3 RATIONALE OF STUDY 7 1.4 RESEARCH OBJECTIVES 7 1.5 PURPOSE OF STUDY 8 1.6 METHODOLOGY 8 1.7 RESEARCH DESIGN AND DATA ANALYSIS 8 1.8 LIMITATION 9 1.9 SCOPE OF RESEARCH 9 CHAPTER 2 10 LITERATURE REVIEW 10 2.1 INTRODUCTION 10 2.2 THEORIES 10 2.2.1 Effects of Electronic Word-of-Mouth 10 2.2.2 Observation Learning 11 2.2.3 Influence of Trust on Purchase Intention 13 2.2.4 Source of Information 14 CHAPTER 3 15 THEORETICAL AND CONCEPTUAL FRAMEWORK 15 3.1 THEORETICAL BACKGROUND 15 3.2 CONCEPTUAL FRAMEWORK 21 3.2.1 Explanation of Conceptual Framework 22 3.3 HYPOTHESES 24 CHAPTER 4 26 RESEARCH METHODOLOGY 26 4.1 RESEARCH METHODS 26 4.2 POPULATION OF STUDY 26 4.3 SAMPLING UNIT 27 4.4 SAMPLE SIZE 27 4.5 RESEARCH INSTRUMENT 27 CHAPTER 5 28 DATA ANALYSIS 28 5.1 INTRODUCTION 28 5.2 INTERPRETATION OF DATA 28 5.2.1 Descriptive Analysis 28 5.2.2 Hypothesis Testing 37 CHAPTER 6 43 CONCLUSIONS & RECOMMENDATION 43 Future Studies 45 REFERENCES 46 Questionnaire 48 ABSTRACT This report is a part of an individual research project which has been conducted in terms of finding some results...
Words: 9242 - Pages: 37
...| | |Personality Traits and Facebook Use | | | | | |Author James | | | |Professor Hiroshi Ajas | |PS315 | |Theories of Personality | | | |September 29, 2015 ...
Words: 2800 - Pages: 12
