Top

Published in:

2021 | OriginalPaper | Chapter

Strategic Social Media Marketing and Data Privacy

Author : Kevser Zeynep Meral

Published in: Management Strategies to Survive in a Competitive Environment

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

Internet, digital and social media has changed the roles in advertising. Social media has enabled customers via negative or positive electronic word-of-mouth comments may affect other customers. Digital and social media marketing used in various sectors can be cheaper, viral, easy for circulation and affect relationships between customers and the company via interaction. This study aims to define digital marketing and social media marketing, advantages for the customers and the marketers along with the potential risks for the customers and marketers. As a result of the literature review of the keywords, it is found that for the customers’ data privacy is an important risk as the private data of the users collected by the social media platforms might be used improperly, and for the marketers, the negative electronic word-of-mouth about the product or services might have negative outcomes for the company.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Generating Innovative Financial Strategies for Turkish Deposit Banks

next chapter Digital Transformation and Changing Marketing Dynamics in the World

Adams, M. (2017). Nesnelerin İnterneti çağında büyük veri ve bireysel gizlilik. Teknoloji İnovasyon Yönetimi Dergisi, 7(4), 2–24.

Adjei, M. T., Noble, S. M., & Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634–653. https://doi.org/10.1007/s11747-009-0178-5.CrossRef

Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Shuib, N. L. M. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems.

Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers’ attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35–67. https://doi.org/10.1080/15332861.2011.558456.CrossRef

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001.CrossRef

Amato-McCoy, D. M. (2018, March 6). Marimekko taps social media data to create customer-driven assortments. Chain Store Age. Retrieved from https://www.chainstoreage.com/technology/marimekko-taps-social-media-data-create-customer-driven-assortments/

Arnold, A. (2018). Consumer trust in social media is declining: Here’s how brands should change their strategies. Forbes. Retrieved from https://www.forbes.com/sites/andrewarnold/2018/07/29/consumer-trust-in-social-media-is-declining-heres-how-brands-should-change-their-strategies

Azucar, D., Marengo, D., & Settanni, M. (2018). Predicting the Big 5 personality traits from digital footprints on social media: A meta-analysis. Personality and Individual Differences, 124, 150–159.CrossRef

Bailey, A. A., Bonifield, C. M., & Arias, A. (2018). Social media use by young Latin American consumers: An exploration. Journal of Retailing and Consumer Services, 43, 10–19. https://doi.org/10.1016/j.jretconser.2018.02.003.CrossRef

Barrutia, J. M., & Echebarria, C. (2005). The internet and consumer power: The case of Spanish retail banking. Journal of Retailing and Consumer Services, 12(4), 255–271.CrossRef

Berger, J., & Milkman, K. L. (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192–205.CrossRef

Bitiktas, F., & Tuna, O. (2020). Social media usage in container shipping companies: Analysis of Facebook messages. Research in Transportation Business & Management, 100454.

Bloom, M., & Orme, J. (1994). Ethics and the single-system design. Journal of Social Service Research, 18(1–2), 161–180.

Boateng, H., & Okoe, A. F. (2015). Consumers’ attitude towards social media advertising and their behavioural response: The moderating role of corporate reputation. Journal of Research in Interactive Marketing, 9(4), 299–312. https://doi.org/10.1108/JRIM-01-2015-0012.CrossRef

Brandimarte, L., & Acquisti, A. (2012). The economics of privacy. The Oxford Handbook of the Digital Economy, 20.

Breitwieser, J. (2020). The difference between digital marketing and social media marketing (and why you should care). Business2community.com. Retrieved from https://www.business2community.com/digital-marketing/the-difference-between-digital-marketing-and-social-media-marketing-and-why-you-should-care-02302456#:~:text=Digital%20marketing%20uses%20both%20online,online%20advertising%2C%20SMS%2C%20etc

Browne, R. (2019). Getting facial recognition right means balancing privacy with security, Chinese tech exec says. CNBC (November 18). Retrieved January 3, 2020, from https://www.cnbc.com/2019/11/18/cloudwalk-vp-candy-wu-on-facial-recognition-privacy-concerns.html

Chang, C. C., Hung, S.-W., Cheng, M.-J., & Wu, C.-Y. (2015). Exploring the intention to continue using social networking sites: The case of Facebook. Technological Forecasting and Social Change, 95, 48–56.CrossRef

Cochrane, K. (2018). To regain consumers’ trust, marketers need transparent data practices. Harvard Business Review. Retrieved from https://hbr.org/2018/06/to-regain-consumers-trust-marketers-need-transparent-data-practices

Dans, E. (2018). Facial recognition and future scenarios (June 25). Retrieved January 3, 2020, from https://www.forbes.com/sites/enriquedans/2018/06/25/facial-recognition-and-futurescenarios/#334380eb1ac9

DeYoung, C. G., Quilty, L. C., & Peterson, J. B. (2007). Between facets and domains: 10 aspects of the big five. Journal of Personality and Social Psychology, 93(5), 880.CrossRef

Dimitriu, R., & Guesalaga, R. (2017). Consumers’ social media brand behaviors: Uncovering underlying motivators and deriving meaningful consumer segments. Psychology and Marketing, 34(5), 580–592. https://doi.org/10.1002/mar.21007.CrossRef

Dubois, E., Gruzd, A., & Jacobson, J. (2018). Journalists’ use of social media to infer public opinion: The citizens’ perspective. Social Science Computer Review, 1–18. https://doi.org/10.1177/0894439318791527

Dwivedi, Y. K., Kelly, G., Janssen, M., Rana, N. P., Slade, E. L., & Clement, M. (2018). Social media: The good, the bad, and the ugly. Information Systems Frontiers, 20(3), 419–423.CrossRef

Ekonomist.com. (2020). Instagram’ın reklam geliri Youtube ve Facebook’u geride bıraktı. Retrieved from https://www.ekonomist.com.tr/teknoloji/instagramin-reklam-geliri-youtube-ve-facebooku-geride-biraktui.html

Eppler, M. J., & Mengis, J. (2004). The concept of IO: A review of literature from organization science, marketing, accounting, MIS and related disciplines. The Information Society: An International Journal, 20(5), 1–20.CrossRef

Ferrell, O. C. (2017). Broadening marketing’s contribution to data privacy. Journal of the Academy of Marketing Science, 45(2), 160–163.CrossRef

Figueiredo, B., & Scaraboto, D. (2016). The systemic creation of value through circulation in collaborative consumer networks. Journal of Consumer Research, 43(4), 509–533.CrossRef

Foxman, E. R., & Kilcoyne, P. (1993). Marketing practice, and consumer privacy: Ethical issues. Journal of Public Policy and Marketing, 12, 106–119.CrossRef

Goldenberg, J., Han, S., Lehmann, D. R., & Hong, J. W. (2009). The role of hubs in the adoption process. Journal of Marketing, 73(2), 1–13.CrossRef

Goldfarb, A., & Tucker, C. (2013). Why managing consumer privacy can be an opportunity. MIT Sloan Management Review, 54(3), 10–12.

Gruzd, A., Haythornthwaite, C., Paulin, D., Gilbert, S., & Del Valle, M. E. (2018). Uses and gratifications factors for social media use in teaching: Instructors’ perspectives. New Media & Society, 20(2), 475–494.CrossRef

Gruzd, A., & Hernández-García, Á. (2018). Privacy concerns and self-disclosure in private and public uses of social media. Cyberpsychology, Behavior and Social Networking, 21(7), 418–428. https://doi.org/10.1089/cyber.2017.0709.CrossRef

Harvey, J., Smith, A., & Golightly, D. (2017). Giving and sharing in the computer-mediated economy. Journal of Consumer Behaviour, 16(4), 363–371.CrossRef

Hewett, K., Rand, W., Rust, R. T., & Van Heerde, H. J. (2016). Brand buzz in the echoverse. Journal of Marketing, 80(3), 1–24.CrossRef

Hinds, J., & Joinson, A. N. (2018). What demographic attributes do our digital footprints reveal? A systematic review. PLoS One, 13(11), e0207112.CrossRef

Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of Marketing, 75(6), 55–71.CrossRef

Jiang, Z., Chan, J., Tan, B., & Chua, W. S. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems, 11(1). Retrieved from https://aisel.aisnet.org/jais/vol11/iss1/1. https://aisel.aisnet.org/jais/vol11/iss1/1

Jiang, S., Lian, M., Lu, C., Gu, Q., Ruan, S., & Xie, X. (2018). Ensemble prediction algorithm of anomaly monitoring based on big data analysis platform of open-pit mine slope. Complexity.

Jung, A.-R. (2017). The influence of perceived ad relevance on social media advertising. Computers in Human Behavior, 70, 303–309. https://doi.org/10.1016/j.chb.2017.01.008.CrossRef

Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of stimulus-organism-response. International Journal of Information Management, 39, 169–185.CrossRef

Kang, J.-Y. M., & Kim, J. (2017). Online customer relationship marketing tactics through social media and perceived customer retention orientation of the green retailer. Journal of Fashion Marketing and Management, 21(3), 298–316. https://doi.org/10.1108/JFMM-08-2016-0071.CrossRef

Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20(3), 531–558. https://doi.org/10.1007/s10796-017-9810-y.CrossRef

Kapp, J. M., Peters, C., & Oliver, D. P. (2013). Research recruitment using Facebook advertising: Big potential, big challenges. Journal of Cancer Education, 28(1), 134–137.CrossRef

Katona, Z., & Sarvary, M. (2014). Maersk line: B2B social media—“It’s communication, not marketing”. California Management Review, 56(3), 142–156.CrossRef

Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89.CrossRef

Lacka, E., & Chong, A. (2016). Usability perspective on social media sites’ adoption in the B2B context. Industrial Marketing Management, 54, 80–91.CrossRef

Lambe, C. J., Wittmann, C. M., & Spekman, R. E. (2001). Social exchange theory and research on business-to-business relational exchange. Journal of Business-to-Business Marketing, 8(3), 1–36.CrossRef

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146–172.CrossRef

Lee, I. (2018). Social media analytics for enterprises: Typology, methods, and processes. Business Horizons, 61(2), 199–210.CrossRef

Lee, S. M., & Trimi, S. (2018). Innovation for creating a smart future. Journal of Innovation & Knowledge, 3(1), 1–8.CrossRef

Leonard, P. (2014). Customer data analytics: Privacy settings for ‘big data’ business. International Data Privacy Law, 4(1), 53–69.CrossRef

Levesque, L., Flannagan, B., & Lauritano, M. (2015). Economic impact of advertising in the United States. IHS, March. Retrieved from www.ana.net/content/show/id/ADTAX

Maignan, I., & Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32(1), 3–19.CrossRef

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.CrossRef

Martin, K. D., & Murphy, P. E. (2017). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(2), 135–155.CrossRef

Martín-Consuegra, D., Díaz, E., Gómez, M., & Molina, A. (2018). Examining consumer luxury brand-related behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations. Physiology & Behavior. https://doi.org/10.1016/j.physbeh.2018.03.028

Matsa, K. E., & Shearer, E. (2018). News use across social media platforms 2018. Pew Research Center, 10.

Misirlis, N., & Vlachopoulou, M. (2018). Social media metrics and analytics in marketing –S3M: A mapping literature review. International Journal of Information Management, 38(1), 270–276. https://doi.org/10.1016/j.ijinfomgt.2017.10.005

Murphy, P. E., Laczniak, G. R., & Wood, G. (2007). An ethical basis for relationship marketing: A virtue ethics perspective. European Journal of Marketing, 41(1/2), 37–57. https://doi.org/10.1108/03090560710718102.CrossRef

New York Times. (2018). Cambridge Analytica and Facebook: The scandal and the fallout so far. Retrieved from https://www.nytimes.com/2018/04/04/us/politics/cambridge-analytica-scandal-fallout.html

O’Flaherty, K. (2019, February 18). China facial recognition database leak sparks fears over mass data collection. Forbes. Retrieved January 3, 2020, from https://www.forbes.com/sites/kateoflahertyuk/2019/02/18/china-facial-recognition-database-leak-sparks-fearsover-mass-data-collection/#1c377844fb40

Paniagua, J., & Sapena, J. (2014). Business performance and social media: Love or hate? Business Horizons, 57(6), 719–728.CrossRef

Pratskevich, A. (2018). Google Display Ads CPM, CPC, & CTR benchmarks in Q1 2018. Ad Stage (June 13). https://blog.adstage.io/google-display-ads-cpm-cpc-ctr-benchmarks-in-q1-2018 (captured by archive. org on 12/14/2018).

Quan-Haase, A., & Young, A. L. (2010). Uses and gratifications of social media: A comparison of Facebook and instant messaging. Bulletin of Science, Technology & Society, 30(5), 350–361. https://doi.org/10.1177/0270467610380009.CrossRef

Rahwan, I., Cebrian, M., Obradovich, N., Bongard, J., Bonnefon, J. F., Breazeal, C., et al. (2019). Machine behaviour. Nature, 568(7753), 477–486.CrossRef

Raschke, R., Krishen, A. S., & Kachroo, P. (2014). Understanding the components of information privacy threats for location-based services. Journal of Information Systems, 28, 227–242.CrossRef

Romanosky, S. (2016). Examining the costs and causes of cyber incidents. Journal of Cybersecurity, 2, 1–15.

Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital marketer model for the communication industries. International Journal of Information Management, 34(2), 65–73.CrossRef

Ruddick, G. (2016, November 2). Facebook forces admiral to pull plan to price car insurance based on posts. The Guardian. Retrieved from https://www.theguardian.com/money/2016/nov/02/facebook-admiral-car-insurance-privacy-data

Schweidel, D. A., & Moe, W. W. (2014). Listening in on social media: A joint model of sentiment and venue format choice. Journal of Marketing Research, 51(4), 387–402. https://doi.org/10.1509/jmr.12.0424.CrossRef

Seidman, G. (2013). Self-presentation and belonging on Facebook: How personality influences social media use and motivations. Personality and Individual Differences, 54(3), 402–407.CrossRef

Shen, B., Centeio, E., Garn, A., Martin, J., Kulik, N., Somers, C., & McCaughtry, N. (2018). Parental social support, perceived competence and enjoyment in school physical activity. Journal of Sport and Health Science, 7(3), 346–352.CrossRef

Shi, Y., Hu, X., & Peng, C. (2018). Research on human trajectories inside large-scale commercial facilities: A case study of Nanjing Grand Ocean Department Store. IOP Conference Series: Earth and Environmental Science, 189, 6, 062063, IOP, Bristol. https://doi.org/10.1088/1755-1315/189/6/062063

Simmons, G. (2008). Marketing to postmodern consumers: Introducing the internet chameleon. European Journal of Marketing, 42(3/4), 299–310. https://doi.org/10.1108/03090560810852940.CrossRef

Singer, N. (2012). Mapping, and sharing, the consumer genome. New York Times, 16.

Soler-Labajos, N., & Jiménez-Zarco, A. I. (2016). Social CRM: The role of social media in managing customer relations. In Managing public relations and brand image through social media (pp. 134–159). IGI Global.

Statista.com. (2012). Statistics and market data on online advertising & marketing. Retrieved from https://www.statista.com/markets/424/topic/543/advertising-marketing/

Statista.com. (2019). Digital advertising spending worldwide from 2018 to 2023 (in billion U.S. dollars). Retrieved from https://www.statista.com/statistics/237974/online-advertising-spending-worldwide/

Statista.com. (2020a). Digital advertising report 2020 – Social media advertising. Retrieved from https://www.statista.com/study/36294/digital-advertising-report-social-media-advertising/

Statista.com. (2020b). Digital advertising. Retrieved from https://www.statista.com/outlook/216/100/digital-advertising/worldwide

Statista.com. (2020c). Facebook’s advertising revenue worldwide from 2009 to 2019. Retrieved from https://www.statista.com/statistics/271258/facebooks-advertising-revenue-worldwide/

Statista.com. (2020d). Internet social media & user-generated content. Retrieved from https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/

Statistica.com. (2018). Facebook advertising average cost-per-mille (CPM) in selected countries worldwide as of March 2018 (in U.S. dollars). Retrieved from https://www.statista.com/statistics/829495/cpm-facebook-countries/

Statistica.com. (2020). Number of social network users worldwide from 2017 to 2025 (in billions). Retrieved from https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/

Sterne, J. (2010). Social media metrics: How to measure and optimize your marketing investment. New York: Wiley.

Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N. (2017). What messages to post? Evaluating the popularity of social media communications in business versus consumer markets. Industrial Marketing Management, 62, 77–87.CrossRef

Taoboa.com. (2020). Retrieved from https://world.taobao.com/

Tskhay, K. O., & Rule, N. O. (2014). Perceptions of personality in text-based media and OSN: A meta-analysis. Journal of Research in Personality, 49, 25–30.CrossRef

Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of Marketing Research, 51, 546–562.CrossRef

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. New Delhi: Sage.

van Dijck, J. (2012). Facebook as a tool for producing sociality and connectivity. Television and New Media, 13(2), 160–176.CrossRef

Varadarajan, P. R., & Yadav, M. S. (2002). Marketing strategy and the internet: An organizing framework. Journal of the Academy of Marketing Science, 30(4), 296–312.CrossRef

Walker, K. L. (2016). Surrendering information through the looking glass: Transparency, trust, and protection. Journal of Public Policy and Marketing, 35(1), 144–158.CrossRef

Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community. Tourism Management, 25(6), 709–722.CrossRef

Wang, Y., McKee, M., Torbica, A., & Stuckler, D. (2019). Systematic literature review on the spread of health-related misinformation on social media. Social Science & Medicine, 240, 112552.CrossRef

Wechat.com. (2020). Retrieved from https://www.wechat.com/en/

Weinberg, B. D., Milne, G. R., Andonova, Y. G., & Hajjat, F. M. (2015). Internet of Things: Convenience vs. privacy and secrecy. Business Horizons, 58, 615–624.CrossRef

Western Digital. (2018, March 6). Mining your social media data to make travel more personalised. Forbes India Blog. Forbes India. Retrieved from http://www.forbesindia.com/blog/uncategorized/mining-your-social-media-data-to-make-travel-more-personalised/

Westin, A. F. (1968). Privacy and freedom. Washington and Lee Law Review, 25(1), 166–170.

Wind, J., Mahajan, V., & Foreword By-Hagel III, J. (2001). Convergence marketing: Strategies for reaching the new hybrid consumer. Financial Times/Prentice Hall.

Xu, H., Teo, H. H., Tan, B. C., & Agarwal, R. (2012). Research note—Effects of individual self-protection, industry self-regulation, and government regulation on privacy concerns: A study of location-based services. Information Systems Research, 23(4), 1342–1363.CrossRef

Yadav, R. K., Gastine, T., Christensen, U. R., & Duarte, L. D. (2013). Consistent scaling laws in anelastic spherical shell dynamos. The Astrophysical Journal, 774(1), 6.CrossRef

Zhang, Y., Shen, T., & Li, I. (2019). In depth: China’s big data clampdown leaves online lenders in a bind. Caixin (October 30). Retrieved from https://www.caixinglobal.com/2019-10-30/in-depth-chinas-big-data-clampdown-leaves-online-lenders-in-a-bind101476995.html

Title: Strategic Social Media Marketing and Data Privacy
Author: Kevser Zeynep Meral
Publisher: Springer International Publishing
Book: Management Strategies to Survive in a Competitive Environment
Print ISBN: 978-3-030-72287-6

Electronic ISBN: 978-3-030-72288-3

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-3-030-72288-3_13

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Springer Professional "Technik"