Action research in social media marketing to improve firm performance: Conceptual paper
In a hyper-rapidly growing business and marketing environment, with digital platforms increasingly at the center of consumer engagement, companies are constantly looking for innovative strategies to improve performance and remain competitive. This research explores the impact of three social media i...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Human Resource Management Academic Research Society
2024
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| Subjects: | |
| Online Access: | http://eprints.utm.my/109063/1/ZhangYuefei2024_ActionResearchinSocialMediaMarketingtoImprove.pdf |
| _version_ | 1824452093481582592 |
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| author | Zhang, Yuefei Teo, Poh-Chuin Baskaran, Shathees |
| author_facet | Zhang, Yuefei Teo, Poh-Chuin Baskaran, Shathees |
| author_sort | Zhang, Yuefei |
| collection | ePrints |
| description | In a hyper-rapidly growing business and marketing environment, with digital platforms increasingly at the center of consumer engagement, companies are constantly looking for innovative strategies to improve performance and remain competitive. This research explores the impact of three social media interventions - social media advertising, live streaming and influencers on firm performance. These tools provide companies with a dynamic method of connecting with their target audience. This conceptual paper delves into the effectiveness of social media advertising in reaching and engaging specific demographics, the power of live streaming in making real-time connections, and the impact of working with social media influencers. It is expected that the adoption of these modern marketing strategies will lead to practical insights for E-commerce business. Finally, this study proposed a conceptual framework that serves as a major attempt to understand the role of social media advertising, live streaming, and influencers on business performance. |
| first_indexed | 2025-02-19T02:45:03Z |
| format | Article |
| id | utm.eprints-109063 |
| institution | Universiti Teknologi Malaysia - ePrints |
| language | English |
| last_indexed | 2025-02-19T02:45:03Z |
| publishDate | 2024 |
| publisher | Human Resource Management Academic Research Society |
| record_format | dspace |
| spelling | utm.eprints-1090632025-01-28T07:42:43Z http://eprints.utm.my/109063/ Action research in social media marketing to improve firm performance: Conceptual paper Zhang, Yuefei Teo, Poh-Chuin Baskaran, Shathees HB Economic Theory In a hyper-rapidly growing business and marketing environment, with digital platforms increasingly at the center of consumer engagement, companies are constantly looking for innovative strategies to improve performance and remain competitive. This research explores the impact of three social media interventions - social media advertising, live streaming and influencers on firm performance. These tools provide companies with a dynamic method of connecting with their target audience. This conceptual paper delves into the effectiveness of social media advertising in reaching and engaging specific demographics, the power of live streaming in making real-time connections, and the impact of working with social media influencers. It is expected that the adoption of these modern marketing strategies will lead to practical insights for E-commerce business. Finally, this study proposed a conceptual framework that serves as a major attempt to understand the role of social media advertising, live streaming, and influencers on business performance. Human Resource Management Academic Research Society 2024-02-16 Article PeerReviewed application/pdf en http://eprints.utm.my/109063/1/ZhangYuefei2024_ActionResearchinSocialMediaMarketingtoImprove.pdf Zhang, Yuefei and Teo, Poh-Chuin and Baskaran, Shathees (2024) Action research in social media marketing to improve firm performance: Conceptual paper. International Journal of Academic Research in Business and Social Sciences, 14 (2). pp. 848-855. ISSN 2222-6990 http://dx.doi.org/10.6007/IJARBSS/v14-i2/20701 DOI:10.6007/IJARBSS/v14-i2/20701 |
| spellingShingle | HB Economic Theory Zhang, Yuefei Teo, Poh-Chuin Baskaran, Shathees Action research in social media marketing to improve firm performance: Conceptual paper |
| title | Action research in social media marketing to improve firm performance: Conceptual paper |
| title_full | Action research in social media marketing to improve firm performance: Conceptual paper |
| title_fullStr | Action research in social media marketing to improve firm performance: Conceptual paper |
| title_full_unstemmed | Action research in social media marketing to improve firm performance: Conceptual paper |
| title_short | Action research in social media marketing to improve firm performance: Conceptual paper |
| title_sort | action research in social media marketing to improve firm performance conceptual paper |
| topic | HB Economic Theory |
| url | http://eprints.utm.my/109063/1/ZhangYuefei2024_ActionResearchinSocialMediaMarketingtoImprove.pdf |
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