Social Media Strategies in the Retail Sector: Analysis and Recommendations for Three Multi-National Retailers

During the last twenty years (1995-2015), the world of commerce has expanded beyond the traditional brick-and-mortar high street to a global shop front accessible to billions of users via the Worldwide Web (WWW). Consumers are now using the web to immerse themselves in virtual shop fronts, using Social Media (SM) to communicate and share product ideas with friends and family. Retail organisations recognise the need to develop and adapt their strategies to respond to the increasing use of SM. New goals must be set in order to identify how companies will integrate social media into current practices. This research aims to suggest an advisable and comprehensive SM strategy for companies operating in the global retail sector, based on an exploratory analysis of three multi-national retail organisations' existing SM strategies. This will be assessed in conjunction with a broader investigation into social media in the retail industry. From this, a strategy will be devised to improve internal and external communication as well as knowledge management through the use of social media. Findings suggest that the use of SM within the retail industry has dramatically improved collaboration and communication processes for organisations as they are now able to converse better with stakeholders and the tools are relatively simple to integrate and implement as they benefit one another.

Social media integration for the purpose of self-regulated learning

In this study, design based research in a teacher design team is performed. Teachers who intend to use social media to extend their school class teaching, are confronted with a lack of clear guidelines that inform them how to utilize them effectively. In this study, we aim at formulating such guidelines and testing their usefulness. First, opportunities to facilitate self-regulated learning (SRL) in higher education through the use of social media are elaborated in a literature study. Second, these opportunities are translated into teacher education to search for stimulating and limiting factors within the design, resulting in guidelines for effective social media integration.

Social media to support collaboration in the product life cycle of SMEs

Abstract : The use of social media tools to support small and medium-sized enterprises (SME) to support their business activities throughout the product life cycle (PLC) phases represents an interesting opportunity. SMEs operate in very competitive environments, and face significant challenges primarily caused by their size disadvantage. By nature, social media tools and platforms can enable them to overcome some of these challenges, as they are often very inexpensive, familiar and easy to use, allowing them to reach large audiences they would not be able to reach with traditional and expensive marketing initiatives. To provide solutions to this problem, this research identified three main objectives. The first objective was to draw a picture of the existing academic literature on the use of social media tools in the PLC context to better understand how these tools were studied and used in businesses, and for what purpose. Second, this research aimed at understanding how SMEs actually use social media tools to support their different business activities to identify the gap between academic research and actual business practices. Finally, based on the findings highlighted from the previous objectives, this research aimed at developing theory on this topic by proposing a conceptual framework of customer engagement enabled by social media. The conceptual framework aimed at answering general questions that emerged from the initial two objectives: Why do some SMEs use social media to support customer engagement, while others do not? Why do firms use different social media tools to support their customer engagement initiatives? Why does the scope of customer engagement initiatives (i.e., across different PLC phases) vary between SMEs? What are the potential outcomes of conducting customer engagement initiatives for the organizing firms? In order to achieve these research objectives, the methodology employed for this research is threefold. First, a systematic literature review was performed in order to properly understand how the use of social media tools in the PLC context had been studied. The final results consisted of 78 academic articles which were analyzed based on their bibliometric information and their content. Second, in order to draw the contrast between the academic publications and managerial reality of SMEs, six semi-structured interviews were conducted to understand how these firms actually use social media to support different activities in each of the PLC phases. Third, five additional semi-structured interviews were performed to gather a deeper understanding of this phenomenon and generate theory to support the proposed conceptual framework. The conceptual framework focuses on the degree of customer engagement, which is comprised of the scope (PLC phases) of customer engagement and the technology (social media tools) employed to support these initiatives. Two sets of antecedents were examined, firm motivators and firm impediments, as they could both potentially affect the scope and the social media tools used to support customer engagement initiatives. Finally, potential customer engagement outcomes for SMEs developing these initiatives were also examined. The semi-structured interviews lasted approximately 25-35 minutes, and were performed using an interview grid consisting of 24 open-ended questions. The interview grid was developed based on the findings of the systematic literature review, and this qualitative approach allowed for a rich understanding of the interviewed SMEs’ use of social media tools to support and engage customers in their different PLC activities. The main results highlighted by this project demonstrate that this field is relatively recent and sees constant increase in research interest since 2008. However, most of the academic research focuses on the use of social media tools to support innovation activities during the new product development process, while the interviewed firms almost exclusively used the tools to engage customers in the later phases of the PLC, primarily for promotion, customer service support, and business development activities. Interestingly, the interviewed firms highlighted several benefits of using social media tools to engage customers, some of which could help them overcome certain size disadvantages previously mentioned. These firms are in need of further guidelines to properly implement such initiatives and reap the expected benefits. Results suggest that SMEs are far behind both large companies and academic research in their use of social media to engage customers in different business activities. The proposed conceptual framework serves as a great tool to better understand their reality and eventually better support them in their social media and customer engagement efforts. However, this framework needs to be further developed and improved. This research project provides a 360-degree view of the phenomenon of the use of social media to support customer engagement for SMEs, by providing both a thorough systematic review of the academic research and an understanding of the managerial reality of SMEs behind this phenomenon. From this analysis, a conceptual framework is then proposed and serves as a stepping stone for future researchers who are interested in developing theory in this field.

The role of networking and social media tools during job search: an information behaviour perspective.

The paper presents a critical analysis of the extant literature pertaining to the networking behaviours of young jobseekers in both offline and online environments. A framework derived from information behaviour theory is proposed as a basis for conducting further research in this area. Method. Relevant material for the review was sourced from key research domains such as library and information science, job search research, and organisational research. Analysis. Three key research themes emerged from the analysis of the literature: (1) social networks, and the use of informal channels of information during job search, (2) the role of networking behaviours in job search, and (3) the adoption of social media tools. Tom Wilson’s general model of information behaviour was also identified as a suitable framework to conduct further research. Results. Social networks have a crucial informational utility during the job search process. However, the processes whereby young jobseekers engage in networking behaviours, both offline and online, remain largely unexplored. Conclusion. Identification and analysis of the key research themes reveal opportunities to acquire further knowledge regarding the networking behaviours of young jobseekers. Wilson’s model can be used as a framework to provide a holistic understanding of the networking process, from an information behaviour perspective.

Flooded with Information from Social Media: Effects of Disaster Information Source and Visuals on Viewers' Cognitive, Affective, and Behavioral Responses

While a variety of crisis types loom as real risks for organizations and communities, and the media landscape continues to evolve, research is needed to help explain and predict how people respond to various kinds of crisis and disaster information. For example, despite the rising prevalence of digital and mobile media centered on still and moving visuals, and stark increases in Americans’ use of visual-based platforms for seeking and sharing disaster information, relatively little is known about how the presence or absence of disaster visuals online might prompt or deter resilience-related feelings, thoughts, and/or behaviors. Yet, with such insights, governmental and other organizational entities as well as communities themselves may best help individuals and communities prepare for, cope with, and recover from adverse events. Thus, this work uses the theoretical lens of the social-mediated crisis communication model (SMCC) coupled with the limited capacity model of motivated mediated message processing (LC4MP) to explore effects of disaster information source and visuals on viewers’ resilience-related responses to an extreme flooding scenario. Results from two experiments are reported. First a preliminary 2 (disaster information source: organization/US National Weather Service vs. news media/USA Today) x 2 (disaster visuals: no visual podcast vs. moving visual video) factorial between-subjects online experiment with a convenience sample of university students probes effects of crisis source and visuals on a variety of cognitive, affective, and behavioral outcomes. A second between-subjects online experiment manipulating still and moving visual pace in online videos (no visual vs. still, slow-pace visual vs. still, medium-pace visual vs. still, fast-pace visual vs. moving, slow-pace visual vs. moving, medium-pace visual vs. moving, fast-pace visual) with a convenience sample recruited from Amazon’s Mechanical Turk (mTurk) similarly probes a variety of potentially resilience-related cognitive, affective, and behavioral outcomes. The role of biological sex as a quasi-experimental variable is also investigated in both studies. Various implications for community resilience and recommendations for risk and disaster communicators are explored. Implications for theory building and future research are also examined. Resulting modifications of the SMCC model (i.e., removing “message strategy” and adding the new category of “message content elements” under organizational considerations) are proposed.

Planeamento em social media : elaboração de um plano de social media marketing para a empresa The Bakery Crossfit

Mestrado em Marketing

Integrating social media tools in a web portal

Benefitting from Web 2.0 features, Social Media allows organisations to be where the users are, creating proximity, talking to them, and knowing what they want. Going viral and word-of-mouth become easier, as these platforms allow us to share, to like, and to use multimedia and convergence – as they can interact with each other, communicating on a large scale. Given that online portals provide for a highly competitive environment, players strive to get more visits, better search rankings, and even aspire to be the homepage for the Web universe. We discuss the integration of Social Media tools in a Web Portal, and explore how using these together may improve the competitiveness of a Web Portal. A large Web Portal was selected to develop this case study. We found that, although for this particular Web Portal conditions were created to accommodate and integrate the chosen Social Media platforms, this was done in an organic and fluid way, with great focus on community construction and less focus on absorptive capacity. Based on the findings of this case study, we propose a dynamic cycle of benefits for integrating Social Media tools in a Web Portal.

The space for social media in structured online learning

In this paper, we explore the benefits of using social media in an online educational setting, with a particular focus on the use of Facebook and Twitter by participants in a Massive Open Online Course (MOOC) developed to enable educators to learn about the Carpe Diem learning design process. We define social media as digital social tools and environments located outside of the provision of a formal university-provided Learning Management System. We use data collected via interviews and surveys with the MOOC participants as well as social media postings made by the participants throughout the MOOC to offer insights into how participants’ usage and perception of social media in their online learning experiences differed and why. We identified that, although some participants benefitted from social media by crediting it, for example, with networking and knowledge-sharing opportunities, others objected or refused to engage with social media, perceiving it as a waste of their time. We make recommendations for the usage of social media for educational purposes within MOOCs and formal digital learning environments.

Sponsoring, brand value and social media

The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.

Pharmaceutical marketing and social media : a facebook, twitter and youtube analysis

Dissertação de Mestrado em Gestão de Empresas/MBA.

Social Media Integration in Video Games: A Social Overlay for Desktop Games

Simpósio de Informática (INForum 2015), Covilhã, Portugal. Notes: Best paper award nominee.

How to engage low category users through social media: The case of the make-up sector in Portugal

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

O Impacto dos Social Media no Comportamento dos Consumidores de Health Clubs em Portugal

Este estudo enquadra-se num contexto do Marketing Digital e do Comportamento do Consumidor, tendo como tema o impacto dos social media no comportamento dos consumidores de health clubs no mercado português. O principal objectivo deste trabalho está em perceber até que ponto são os consumidores influenciados por aquilo que é publicado nos social media, no momento de aderir a um health club. O desenvolvimento da Web 2.0 proporcionou o aparecimento de uma nova forma de comunicação através dos social media. Inicialmente apareceram como meio de comunicar entre familiares e amigos, só há pouco tempo os social media começaram a ser vistos pelas empresas como uma ferramenta de comunicação. A partir de então a forma de comunicar das empresas sofreu significativas alterações. Como consequência desta nova forma de comunicação, deparamo-nos com uns consumidores mais informados, activos e exigentes que exercem um maior controlo sobre consumo que fazem dos media. De acordo com um estudo da Marktest de 2013, é o Facebook que lidera as preferências dos utilizadores das redes sociais. Numa sociedade de consumo onde reina o culto ao corpo, o desporto assume actualmente um papel fulcral no bem-estar dos indivíduos pois não só é visto como meio para se melhorar as condições físicas e de saúde mas também como meio de relaxamento e anti-stress. Desde os anos 80 que se tem vindo a multiplicar os health clubs pelos centros urbanos, altura em que a prática de exercício físico começou a assumir uma maior regularidade na vida dos portugueses. No entanto, constatamos nos dias de hoje que existe uma grande preocupação em corresponderem às necessidades da sociedade relativamente à prática de actividade física. De modo a perceber-se melhor esta problemática foi desenvolvida uma investigação focada nas páginas na rede social Facebook de health clubs do mercado português. Neste estudo foram utilizados estudos do tipo qualitativo e quantitativo. No que respeita ao método qualitativo recorremos a duas entrevistas exploratórias estruturadas a responsáveis pela concepção e implementação das estratégias de Marketing Digital nos departamentos de Comunicação e Marketing de dois diferentes health clubs. Por outro lado, utilizamos o inquérito por questionário, onde foram recolhidas cem respostas, e a observação directa às páginas do Facebook do Fitness Hut Arco do Cego, Solinca, Holmes Place Alvalade e Virgin Active Portugal em dois diferentes dias. Apesar de se concluir que a maioria dos inquiridos não só tem conhecimento que o health club que frequenta tem página numa rede social como também é seguidor/amigo/colocou um like na mesma, a percentagem de inquiridos que afirma que a sua decisão no momento de escolha em aderir a um health club foi condicionada por um comentário que publicado numa rede social é bastante reduzida. Porém, a mesma situação aplicada a comentários/ posts num blogue ainda é mais insignificante. Outra conclusão a que chegámos prende-se com o facto das páginas de Facebook dos health clubs estarem, pelo conteúdo publicado, mais direccionadas para satisfazer as necessidades dos consumidores que já são clientes do que para conquistar novos.

Social-media monitoring for cold-start recommendations

Generating personalized movie recommendations to users is a problem that most commonly relies on user-movie ratings. These ratings are generally used either to understand the user preferences or to recommend movies that users with similar rating patterns have rated highly. However, movie recommenders are often subject to the Cold-Start problem: new movies have not been rated by anyone, so, they will not be recommended to anyone; likewise, the preferences of new users who have not rated any movie cannot be learned. In parallel, Social-Media platforms, such as Twitter, collect great amounts of user feedback on movies, as these are very popular nowadays. This thesis proposes to explore feedback shared on Twitter to predict the popularity of new movies and show how it can be used to tackle the Cold-Start problem. It also proposes, at a finer grain, to explore the reputation of directors and actors on IMDb to tackle the Cold-Start problem. To assess these aspects, a Reputation-enhanced Recommendation Algorithm is implemented and evaluated on a crawled IMDb dataset with previous user ratings of old movies,together with Twitter data crawled from January 2014 to March 2014, to recommend 60 movies affected by the Cold-Start problem. Twitter revealed to be a strong reputation predictor, and the Reputation-enhanced Recommendation Algorithm improved over several baseline methods. Additionally, the algorithm also proved to be useful when recommending movies in an extreme Cold-Start scenario, where both new movies and users are affected by the Cold-Start problem.

Social media: The new tool in firms’ marketing strategies

In this work project we discuss the advantages and disadvantages of social media as a marketing tool. Four international cases were analyzed to provide anecdotal evidence of how social and viral marketing have been used by four firms in very different industries. We reviewed empirical evidence on the topic to discuss the main components of viral marketing. We concluded that positive (electronic) word of mouth, short response time and seeding through high network value customers are the main drivers of the success of a viral marketing campaign. We also conducted a study of the Portuguese telecommunications industry, in particular, the mobile segment. We found that the three main players operating in this market have been using social media successfully as a marketing tool in a strategic approach to the 14-25 years old segment.