SOCIAL MEDIA GOVERNANCE: ROLE OF E-PROMOTION MIX
Keywords:
e- Promotion Mix, Social Media, online buying behaviorAbstract
Globally, governance of social media is the critical challenge for most of the companies for customer engagement, which can ensure sustainability of any firm. Consequently, key objectives of this research study are to discover the latest trend of e-promotion strategies and their effect on the buying behavior of French Customers. Data for this research study was collected from 150respondents from Paris (France), using internet with a response rate of 64.51%. Our results depict that the online promotional strategies play a significant role to explain the French customer’s behavior. This study can help the marketing managers to understand the importance of e-promotion mix as a cost-effective solution for firms to engage consumers online.
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buying behavior. Journal of consumer research, 305-313.
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attitudes toward Internet advertising. Journal of interactive
marketing, 13(3), 34-54.
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Journal of Retail Marketing & Distribution Management, 1(3), 25-36.
Subramanian, S., & Monisha, M. R. (2016). A study on E-promotional
activities of online shoppers in Chennai. International Journal
of Research in IT and Management, 6(11), 96-102.
Wang, W., & Benbasat, I. (2005). Trust in and adoption of online
recommendation agents. Journal of the Association for
Information Systems, 6(3), 72-101.
Weitz, B. A., & Bradford, K. D. (1999). Personal selling and sales
management: a relationship marketing perspective. Journal of
the Academy of Marketing Science, 27(2), 241-254.
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of Germany and Poland. Springer.
Zghidi, A. B. Y., Boubakri, W. B., & Zaiem, I. (2013). Factors determining export
performance: a comparative study of three industrial sectors.
International Journal of Business Competition and Growth, 3(1), 43-66.
Zha, X., Yang, H., Yan, Y., Liu, K., & Huang, C. (2018). Exploring the
effect of social media information quality, source credibility and
reputation on informational fit-to-task: Moderating role of
focused immersion. Computers in Human Behavior, 79, 227-237.
Zhang, J., & Wedel, M. (2009). The effectiveness of customized
promotions in online and offline stores. Journal of Marketing
Research, 46(2), 190-206.
Zhou, L., & Wang, T. (2014). Social media: A new vehicle for city
marketing in China. Cities, 37, 27-32.
Zott, C., Amit, R., & Donlevy, J. (2000). Strategies for value creation in
e-commerce: best practice in Europe. European Management
Journal, 18(5), 463-475.
advertising. Electronic Commerce Research and Applications, 11(3), 229-240.
Al-Abdallah, G. M., & Abou-Moghli, A. A. (2012). The Effect of Promotional
Mix on Internet Adoption in Jordanian Small and Medium
Enterprises. European Scientific Journal, ESJ, 8(12), 96-112.
Andrews, K. T., & Biggs, M. (2006). The dynamics of protest diffusion:
Movement organizations, social networks, and news media in the
1960 sit-ins. American sociological review, 71(5), 752-777.
Bellman, S., Lohse, G. L., & Johnson, E. J. (1999). Predictors of online
buying behavior. Communications of the ACM, 42(12), 32-38.
Bagde, D. V. R. (2015). A study of sales & marketing management. Dmietr, 1 (1), 41-54.
Bezawada, R., & Pauwels, K. (2013). What Is Special About Marketing
Organic Products? How Organic Assortment, Price, and Promotions
Drive Retailer Performance. Journal of Marketing, 77(1), 31-51.
Boulding, W., Lee, E., & Staelin, R. (1994). Mastering the mix: Do
advertising, promotion, and sales force activities lead to
differentiation? Journal of Marketing Research, XXXI: 159-172.
Brousseau, E. (2003). E-Commerce in France: did early adoption prevent
its development?. The Information Society, 19(1), 45-57.
Cheng, H. K., & Dogan, K. (2008). Customer-centric marketing with
Internet coupons. Decision Support Systems, 44(3), 606-620.
Constantinides, E. (2002). The 4S web-marketing mix model. Electronic
Commerce Research and Applications, 1(1), 57-76.
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2017). Social media:
communication strategies, engagement, and future research directions.
International Journal of Wine Business Research, 29(1), 2-19.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic
social media marketing: A holistic framework. Journal of
Business Research, 70, 118-126.
Goodwin, S., & Etgar, M. (1980). An experimental investigation of comparative
advertising: impact of message appeal, information load, and utility
of product class. Journal of Marketing Research, 17(2), 187-202.
Ha, L. (2008). Online advertising research in advertising journals: a review.
Journal of Current Issues & Research in Advertising, 30(1), 31-48.
Kalyanam, K., & McIntyre, S. (2002). The e-marketing mix: a contribution
of the e-tailing wars. Journal of the academy of marketing
science, 30(4), 487-499.
Koss, V., Miles, J., & Boyes, E. (2013). M-commerce comes of age: Collaborate
to succeed. Journal of Payments Strategy & Systems, 7(1), 50-60.
LaRose, R., & Eastin, M. S. (2004). A social cognitive theory of Internet uses
and gratifications: Toward a new model of media attendance. Journal
of Broadcasting & Electronic Media, 48(3), 358-377.
Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2018).
A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management.
https://doi.org/10.1016/j.indmarman.2018.01.001
Li, H., Kuo, C., & Rusell, M. G. (1999). The impact of perceived channel
utilities, shopping orientations, and demographics on the
consumer’s online buying behavior. Journal of Computer
Mediated Communication, 5(2), 1-20.
Lucas, M., & Koff, E. (2014). The role of impulsivity and self-perceived
attractiveness in impulse buying in women. Personality and
Individual Differences, 56, 111-115.
McCarthy Jerome, E. (1960). Basic Marketing-A Managerial Approach. Irwin, Illinois.
Mahajan, P., & Suresh, G. (2017). e-Promotion: A Revolution in Technical
Education Evolution. Shirpur-Department of Economics. 5(1), 5079-5085.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element
of the promotion mix. Business Horizons, 52(4), 357-365.
Meslat, N. (2018). Impact of social media on customers’ purchase decision: case: Chocolaterie Thibaut, France.
MarketLine: Online Retail Industry Profile- France. (2017). Online Retail
Industry Profile: France, 1-32. Available from: Business Source
Complete, Ipswich, MA. www.marketline,com. Accessed December 25, 2017.
Pallant, J. (2010). SPSS survival manual: A step by step guide to data
analysis using SPSS. McGraw-Hill International.
Pescher, C., Reichhart, P., & Spann, M. (2014). Consumer decisionmaking
processes in mobile viral marketing campaigns. Journal
of interactive marketing, 28(1), 43-54.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive
buying behavior. Journal of consumer research, 305-313.
Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of Internet users’
attitudes toward Internet advertising. Journal of interactive
marketing, 13(3), 34-54.
Shukla, S. (2018). The Marketing Mix Strategies of Patanjali Ayurveda.
Journal of Retail Marketing & Distribution Management, 1(3), 25-36.
Subramanian, S., & Monisha, M. R. (2016). A study on E-promotional
activities of online shoppers in Chennai. International Journal
of Research in IT and Management, 6(11), 96-102.
Wang, W., & Benbasat, I. (2005). Trust in and adoption of online
recommendation agents. Journal of the Association for
Information Systems, 6(3), 72-101.
Weitz, B. A., & Bradford, K. D. (1999). Personal selling and sales
management: a relationship marketing perspective. Journal of
the Academy of Marketing Science, 27(2), 241-254.
Wedel, M. (2016). The European integration of RES-E promotion: the case
of Germany and Poland. Springer.
Zghidi, A. B. Y., Boubakri, W. B., & Zaiem, I. (2013). Factors determining export
performance: a comparative study of three industrial sectors.
International Journal of Business Competition and Growth, 3(1), 43-66.
Zha, X., Yang, H., Yan, Y., Liu, K., & Huang, C. (2018). Exploring the
effect of social media information quality, source credibility and
reputation on informational fit-to-task: Moderating role of
focused immersion. Computers in Human Behavior, 79, 227-237.
Zhang, J., & Wedel, M. (2009). The effectiveness of customized
promotions in online and offline stores. Journal of Marketing
Research, 46(2), 190-206.
Zhou, L., & Wang, T. (2014). Social media: A new vehicle for city
marketing in China. Cities, 37, 27-32.
Zott, C., Amit, R., & Donlevy, J. (2000). Strategies for value creation in
e-commerce: best practice in Europe. European Management
Journal, 18(5), 463-475.
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Published
2018-06-15
How to Cite
Mustafa, D. F., Saleem, D. I., & Zafar, D. J. (2018). SOCIAL MEDIA GOVERNANCE: ROLE OF E-PROMOTION MIX. Journal of Business Strategies, 12(01), 109–130. Retrieved from https://greenwichjournals.com/index.php/businessstudies/article/view/356
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