Skip to main content

2018 | OriginalPaper | Buchkapitel

Using the Concept of SoLoMo Marketing in Digital Environment to Increase Brand Awareness and Communication with Customers

verfasst von : Pavol Križo, Karol Čarnogurský, Mária Sirotiaková

Erschienen in: Knowledge Management in Organizations

Verlag: Springer International Publishing

Aktivieren Sie unsere intelligente Suche um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

In today’s digital age, businesses are doing a lot of their activities online. The internet always brings new possibilities in every area and the area of integrated marketing communication is one of the most developing fields. An important role is played by social media with links to user geolocation and mobile devices, i.e. mobile marketing. These marketing techniques are based on attracting attention to the brand, product, or particular business. The aim of this paper is to examine and point out the effect of ads on Facebook’s social network using mobile marketing tools. The data were obtained with the conducted survey and the internal documents of the selected company. The results confirmed the premise that using the latest marketing communications in the digital environment greatly increases brand awareness and geolocation. The target is therefore to create user-friendly content and get its attention. Such a way of integrated marketing communication represents the most popular way to attract customers in a simple and effective way with properly placed content and information. However, the principle of both-sided, active communication is a prerequisite for such functioning. Today’s customers are very happy to in-form others about where they are, what they are doing, where they are shopping, and so on. This behavior helps companies actively monitor their activities and prepare an attractive offer for them. Since the issue of SoLoMo marketing is still relatively little explored in Slovakia, the paper points out mainly the theoretical knowledge of the given issue.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

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!

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!

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!

Literatur
2.
Zurück zum Zitat Chang, Y.T., Yu, H., Lu, H.P.: Persuasive messages, popularity cohesion, and message diffusion in social media marketing. J. Bus. Res. 68(4), 777–782 (2015)CrossRef Chang, Y.T., Yu, H., Lu, H.P.: Persuasive messages, popularity cohesion, and message diffusion in social media marketing. J. Bus. Res. 68(4), 777–782 (2015)CrossRef
3.
Zurück zum Zitat Chen, Q., Zhang, N.: IT-supported business performance and e-commerce application in SMEs. J. Electron. Commer. Organ. (JECO) 11(2), 41–52 (2013)CrossRef Chen, Q., Zhang, N.: IT-supported business performance and e-commerce application in SMEs. J. Electron. Commer. Organ. (JECO) 11(2), 41–52 (2013)CrossRef
4.
Zurück zum Zitat Chi, H.H.: Interactive digital advertising vs virtual brand community: exploratory study of user motivation and social media marketing. J. Interact. Advert. 12(1), 44–61 (2011)CrossRef Chi, H.H.: Interactive digital advertising vs virtual brand community: exploratory study of user motivation and social media marketing. J. Interact. Advert. 12(1), 44–61 (2011)CrossRef
5.
Zurück zum Zitat Durkin, M., McGowan, P., McKeown, N.: Exploring social media adoption in small to medium-sized enterprises in Ireland. J. Small Bus. Enterp. Dev. 20(4), 716–734 (2013)CrossRef Durkin, M., McGowan, P., McKeown, N.: Exploring social media adoption in small to medium-sized enterprises in Ireland. J. Small Bus. Enterp. Dev. 20(4), 716–734 (2013)CrossRef
7.
Zurück zum Zitat Han, S., Huang, D.: Marketing Your Local Business Online: Key Strategies to Increasing Sales and Profit Using the Internet: GetInternetExposure.com (2012) Han, S., Huang, D.: Marketing Your Local Business Online: Key Strategies to Increasing Sales and Profit Using the Internet: GetInternetExposure.com (2012)
8.
Zurück zum Zitat Hrnčiar, M., Madzik, P., Uram, M.: Unfamiliar relatives in the service sector. Benchmarking: Int. J. (2018) Hrnčiar, M., Madzik, P., Uram, M.: Unfamiliar relatives in the service sector. Benchmarking: Int. J. (2018)
9.
Zurück zum Zitat Knoll, M., Bronstein, J.: An examination of the information disclosure behavior of infertility bloggers: patterns of self-disclosure and anonymity. Aslib J. Inf. Manag. 66(2), 175–201 (2014)CrossRef Knoll, M., Bronstein, J.: An examination of the information disclosure behavior of infertility bloggers: patterns of self-disclosure and anonymity. Aslib J. Inf. Manag. 66(2), 175–201 (2014)CrossRef
10.
Zurück zum Zitat Kriechbaumer, F., Christodoulidou, N.: SME website implementation factors in the hospitality industry: groundwork for a digital marketing roadmap. Worldw. Hosp. Tour. Themes 6(4), 328–351 (2014)CrossRef Kriechbaumer, F., Christodoulidou, N.: SME website implementation factors in the hospitality industry: groundwork for a digital marketing roadmap. Worldw. Hosp. Tour. Themes 6(4), 328–351 (2014)CrossRef
11.
Zurück zum Zitat Lapointe, P.: Measuring Facebook’s impact on marketing. J. Advert. Res. 52(3), 286–287 (2012)CrossRef Lapointe, P.: Measuring Facebook’s impact on marketing. J. Advert. Res. 52(3), 286–287 (2012)CrossRef
12.
Zurück zum Zitat Ledbetter, A.M., Mazer, J.P., DeGroot, J.M., Meyer, K.R., Mao, Y., Swafford, B.: Attitudes toward online social connection and self-disclosure as predictors of Facebook communication and relational closeness. Commun. Res. 38(1), 27–35 (2013)CrossRef Ledbetter, A.M., Mazer, J.P., DeGroot, J.M., Meyer, K.R., Mao, Y., Swafford, B.: Attitudes toward online social connection and self-disclosure as predictors of Facebook communication and relational closeness. Commun. Res. 38(1), 27–35 (2013)CrossRef
13.
Zurück zum Zitat Lee, J.Y., Bell, D.: Neighborhood social capital and social learning for experience attributes of products. Mark. Sci. 32(6), 960–976 (2014)CrossRef Lee, J.Y., Bell, D.: Neighborhood social capital and social learning for experience attributes of products. Mark. Sci. 32(6), 960–976 (2014)CrossRef
14.
Zurück zum Zitat Lee, Y.-C.: Determinants of effective SoLoMo advertising from the perspective of social capital. Aslib J. Inf. Manag. 68(3), 326–346 (2016)CrossRef Lee, Y.-C.: Determinants of effective SoLoMo advertising from the perspective of social capital. Aslib J. Inf. Manag. 68(3), 326–346 (2016)CrossRef
15.
Zurück zum Zitat Madzík, P.: Increasing accuracy of the Kano model – a case study. Total Qual. Manag. Bus. Excell. 29(3–4), 1–23 (2016) Madzík, P.: Increasing accuracy of the Kano model – a case study. Total Qual. Manag. Bus. Excell. 29(3–4), 1–23 (2016)
16.
Zurück zum Zitat Madzík, P., Chocholáková, A.: Structured transfer of customer’s requirements into product quality attributes - a university case study quality - access to success. Calitatea 17(154), 38–45 (2016) Madzík, P., Chocholáková, A.: Structured transfer of customer’s requirements into product quality attributes - a university case study quality - access to success. Calitatea 17(154), 38–45 (2016)
17.
Zurück zum Zitat Murphy, J., Scharl, A.: An investigation of global versus local online branding. Int. Mark. Rev. 24(3), 297–312 (2007)CrossRef Murphy, J., Scharl, A.: An investigation of global versus local online branding. Int. Mark. Rev. 24(3), 297–312 (2007)CrossRef
18.
Zurück zum Zitat Nguyen, T.T., Quan, T.T., Phan, T.T.: Sentiment search: an emerging trend on social media monitoring systems. Aslib J. Inf. Manag. 66(5), 553–580 (2014)CrossRef Nguyen, T.T., Quan, T.T., Phan, T.T.: Sentiment search: an emerging trend on social media monitoring systems. Aslib J. Inf. Manag. 66(5), 553–580 (2014)CrossRef
19.
Zurück zum Zitat Prunesti, A., Lalli, F.: Social, Local, Mobile Marketing: Informing, Knowing and Engaging Customers Via Mobile Apps and Social Games. Self Publishing (2012) Prunesti, A., Lalli, F.: Social, Local, Mobile Marketing: Informing, Knowing and Engaging Customers Via Mobile Apps and Social Games. Self Publishing (2012)
20.
Zurück zum Zitat Rosenberg, J., Egbert, N.: Online impression management: personality traits and concerns for secondary goals as predictors of self-presentation tactics on Facebook. J. Comput. Mediat. Commun. 17(1), 1–18 (2011)CrossRef Rosenberg, J., Egbert, N.: Online impression management: personality traits and concerns for secondary goals as predictors of self-presentation tactics on Facebook. J. Comput. Mediat. Commun. 17(1), 1–18 (2011)CrossRef
21.
Zurück zum Zitat Safko, L., Brake, D.K.: The Social Media Bible. Wiley, Hoboken (2009) Safko, L., Brake, D.K.: The Social Media Bible. Wiley, Hoboken (2009)
22.
Zurück zum Zitat Seidman, G.: Self-presentation and belonging on Facebook: how personality influences social media use and motivations. Pers. Individ. Differ. 54(3), 402–407 (2013)CrossRef Seidman, G.: Self-presentation and belonging on Facebook: how personality influences social media use and motivations. Pers. Individ. Differ. 54(3), 402–407 (2013)CrossRef
24.
Zurück zum Zitat Water, S., Ackerman, J.: Exploring privacy management on Facebook: motivations and perceived consequences of voluntary disclosure. J. Comput. Mediat. Commun. 17(1), 101–115 (2011)CrossRef Water, S., Ackerman, J.: Exploring privacy management on Facebook: motivations and perceived consequences of voluntary disclosure. J. Comput. Mediat. Commun. 17(1), 101–115 (2011)CrossRef
25.
Zurück zum Zitat Yu, J., Zo, H., Choi, M.K., Ciganek, A.P.: User acceptance of location-based social networking services: an extended perspective of perceived value. Online Inf. Rev. 37(5), 711–730 (2013)CrossRef Yu, J., Zo, H., Choi, M.K., Ciganek, A.P.: User acceptance of location-based social networking services: an extended perspective of perceived value. Online Inf. Rev. 37(5), 711–730 (2013)CrossRef
Metadaten
Titel
Using the Concept of SoLoMo Marketing in Digital Environment to Increase Brand Awareness and Communication with Customers
verfasst von
Pavol Križo
Karol Čarnogurský
Mária Sirotiaková
Copyright-Jahr
2018
DOI
https://doi.org/10.1007/978-3-319-95204-8_46