Mining social networks using heat diffusion processes for marketing candidates selection

The aim of this study is to design a model for enhancing organizational efficiency with an emphasis on the role of social network marketing at Pegah Company. A qualitative research method was employed to examine the hypotheses and address the research questions. To gather information on the theoretical foundations and literature, as well as to extract variables affecting organizational efficiency, extensive library research was conducted. This included reviewing Persian and English books, peer-reviewed articles, Internet sources, and related studies in the field. Additionally, semi-structured interviews were conducted to identify relevant variables. The study population comprised experts in the dairy industry and digital marketing specialists. Purposive sampling was used, and the sample size was determined by the theoretical saturation of the research questions; in this study, the final sample consisted of 15 participants. Thematic analysis (TA) was utilized to evaluate the hypotheses and answer the research questions. TA is a method for analyzing qualitative data that focuses on identifying patterns of meaning within a dataset. This process involves recognizing recurring themes within the qualitative data. By synthesizing the extracted variables through a comprehensive literature review and interviews with experts, and by organizing and categorizing these variables using thematic analysis, a model was developed indicating that two primary factors influence organizational efficiency. These two main factors are: (a) Social Network Marketing and (b) the Efficiency of Social Network Marketing. The Social Network Marketing factor comprises several sub-variables, including the efficiency and effectiveness of the social network, the company’s capability and credibility, the utilization of appropriate information within the network, the trust of network members in the network’s security, the participation of network members in information sharing, the use of suitable network content, and the financial support for marketing activities in social networks. Similarly, the Efficiency of Social Network Marketing factor consists of multiple sub-variables, including the company’s adaptability to the market environment, its social network marketing strategy, its approach to utilizing digital platforms, the perception of customer needs, the perceived quality of products, management performance, and the perceived quality of services.

The aim of the article. The purpose of the article is to research social network marketing as a modern element of promotion in the Internet space. Analysis results. The rapid development and digitization of society has caused the transformation of traditional marketing tools and methodologies into new, more effective marketing elements and methods. Social networks as a new space for the presence of consumers have acquired their own characteristics and properties that distinguish them from traditional ones, which is why the very methods of working in the acquired conditions differ from classical ones. Because it is vital for business entities to respond in a timely and competent manner to modern trends and changes in consumer behavior, making social networks an important element of their marketing processes. Marketing activity in social networks has become one of the most effective ways to attract and engage more consumers, however, it remains a fairly new concept and is characterized by constant and dynamic changes, so it is worth investigating the features and trends in the development of social network marketing, their tasks, advantages, disadvantages and opportunities application of social networks in the marketing strategy of enterprises. Today, using social media marketing is the most versatile method of online promotion. The pace of development is so rapid that every year social media become an integral part of the marketing activities of any enterprise. The article discusses the issue of marketing ,as an important component of the modern Internet space. The right choice of Internet marketing strategy and tools is one of the components of marketing. Attention is focused on the use of an effective social media marketing strategy in modern business conditions. Conclusions and directions for further research. The relevance and necessity of using the described type of marketing has been proven, as it contributes to increasing the competitiveness of economic entities in the modern business environment. Therefore, today's business environment requires establishing a strong presence in the Internet space, and the use of an effective social media marketing strategy allows today's market representatives to influence traffic and conversions. Thus, today, social network marketing is becoming a valuable tool that helps to create and develop modern brands, increase consumer confidence and form demand not only on the Internet, but also in traditional markets

The rapid growth of tourism sector can positively impact the performance of Small and Medium Enterprises (SMEs) in the tourism industry. However, the performance of tourism SMEs largely depends on how many domestic and international tourists arrive in Indonesia. The research aimed to determine the effect of social capital, social media marketing, and entrepreneurial orientation on the performance of tourism SMEs in Greater Jakarta. These indicators were adapted from several previous researchers. The research applied a quantitative approach. The primary data were obtained through interviews and questionnaires from 116 tourism SMEs. Then, the research analyzed the data using a Likert scale and Partial Least Squares-Structural Equations Model (PLS-SEM). The results support the acceptance of all three hypotheses, indicating that social capital, social media marketing, and entrepreneurial orientation significantly impact the performance of SME tourism. The research suggests substantial implications for tourism businesses and policies in Greater Jakarta. Strengthening social capital is essential for SMEs by requiring networking with business partners, suppliers, and local communities. Similarly, promoting marketing through social networks and investing in content strategies, targeted advertising, and collaboration with influencers are necessary. SMEs must apply an entrepreneurial perspective by encouraging innovation, new opportunities, and adaptation. Last, the government and stakeholders must support programs and policies that stimulate the development of these elements that contribute to the growth and sustainability of the tourism sector in the region.

In this fast-paced society, the social network has become one of the major channels for a company to engage with its customers. Social networking provides the platform for organizations to engage and find like-minded consumers. Therefore, social marketing is extremely important for an organization to influence their consumers’ behavior in order to increase its profitability. This marketing approach is often applied especially for online companies. Besides, the perspective of consumer to the company becomes the major reason to keep them loyal to a particular company. In this research paper, I will analyze how social media marketing can influence the profitability of an online company from a consumer point of view.

Social media network marketing in a company attracts consumers to relate to each other so that it will provide an increase in consumer purchase intentions. The purpose of this study was to determine the effect of social media network marketing on Instagram Digital Amoeba and the relationship between consumers and consumers' purchase intentions. This study uses a quantitative research methodology with a causal associative research approach with data analysis techniques using Structural Equation Model (SEM) and analysis tools using AMOS 24.0. The population in this study were all Instagram Digital Amoeba followers. The sample size in this study was 314 respondents with the characteristics of already following Instagram @digitalamoeba; aged 18-54 years; work as students, employees, and entrepreneurs; and Indonesian Citizens. The results of the study indicate that social media network marketing has a significant effect on consumer purchase intentions with consumer linkage acting as an intervening variable in influencing social media users to have consumer purchase intentions.

Butterfly Effect in Social Network: Analysis of Churn Under Network Influence

The previous study has concluded that internet scrolling is required to generate business, and social media employs psychological techniques to advertise for business purposes. The primary objective of this study was to investigate the opinions and experiences of bachelor’s level students on the role of internet scrolling addiction impact on social media marketing. This study applied the quantitative approach and the survey instrument to collect data. The sample population was two hundred bachelor’s level students at Oxford College of Engineering and Management. A random sampling method was used to select sample students among three thousand students
 The results show a significant association between internet scrolling habits and observing social media marketing, implying a negative association with using social media marketing (p < 0.05). Similarly, there was a positive association between social media marketing and influence on chatting apps (p < 0.05). Further, the results indicated a negative association between time of activeness and the use of social media with social media marketing. This study's implication would benefit social media marketers, students, scholars, entrepreneurs and owners of social media marketing businesses.

With the ever-increasing development in information and communication technology and the spread of the internet into personal computers and mobile devices, the promotion of products has become an essential component in the new digital age, mostly thanks to digital marketing. Every day, companies increasingly share information on the internet to connect with customers through social media, digital advertising, email marketing, and online brochures, enabling the transition from traditional marketing to digital marketing. Through digital marketing, companies promote their products and services using social networks and inform their customers through personal messages about the characteristics of the products they offer on the market, which directly affect and increase sales. Following global tendencies and practices, Kosovo companies increasingly use digital marketing to communicate with customers and promote products and services primarily through social media. Nowadays, regardless of whether a company produces and sells high-quality products and services, promotion through digital marketing is one of the most important things a business needs to do. Kosovar companies follow this trend of promoting products and services through digital marketing, mainly social media marketing. This paper discusses the transition from traditional marketing to digital marketing in Kosovo. We examine the trend of using digital marketing, mainly social media marketing by Kosovar citizens and businesses, based on the results of surveys conducted by the Regional Cooperation Council 2022 edition of the Balkan Barometer for citizen and business perception in Western Balkan Countries. The goal of this paper is not only to determine the growing trend of digital marketing and social media marketing but also to evaluate their impact on increasing sales of products and services for Kosovar businesses compared to other Western Balkan countries.

The purpose of the study was to assess how social media marketing (SMM), which includes trendiness, eWOM, interactivity, and informativeness, affected brand awareness in the education services industry in Lusaka, Zambia, with a focus on the University of Zambia. The study’s theoretical foundations were the Stimulus-Organism-Response (SOR) and Customer Bonding theories. A structured survey questionnaire was used in data collection, and Pearson’s R was used to analyze the effect of SMM on brand awareness. The University of Zambia’s 277 students were the study’s target population. The method of simple random sampling was applied. The study found that SMM significantly increased brand awareness in the education services industry in trendiness, eWOM, interaction, and informativeness. The study also found that poor scheduling for SMM and problems with internet access affect how effective SMM is at raising brand awareness in the Lusaka, Zambia, education services industry. The SMM framework for increasing brand awareness was designed based on the findings. According to the study’s findings, social media marketing (SMM) is an essential instrument for market communication in the Lusaka, Zambia, education services industry, helping to raise brand awareness. Accordingly, the study suggested that Zambian educational institutions consistently invest in social media marketing (SMM) to build and enhance brand recognition.

Traditional viral marketing problems aim at selecting a subset of seed users for one single product to maximize its awareness in social networks. However, in real scenarios, multiple products can be promoted in social networks at the same time. At the product level, the relationships among these products can be quite intertwined, e.g., competing, complementary and independent. In this paper, we will study the interTwined Influence Maximization (i.e., Tim) problem for one product that we target on in online social networks, where multiple other competing/complementary/independent products are being promoted simultaneously. The Tim problem is very challenging to solve due to (1) few existing models can handle the intertwined diffusion procedure of multiple products concurrently, and (2) optimal seed user selection for the target product may depend on other products' marketing strategies a lot. To address the Tim problem, a unified greedy framework Tier (interTwined Influence EstimatoR) is proposed in this paper. Extensive experiments conducted on four different types of real-world social networks demonstrate that Tier can outperform all the comparison methods with significant advantages in solving the Tim problem.

The purpose of this research is to analyze the impact of the CEO’s and CFO’s social network capital on tail risk. The CEO and CFO are the most dominant members of the top management team. Relationships between the CEO, CFO, and a firm’s stakeholder groups (shareholders, employees, customers and suppliers, society, the environment, and government) form to create a social network that can evolve into social capital. I tested whether the CEO and CFO, with high social capital, can reduce the probability of their company stock persistently landing in the bottom 10% of yearly returns. Various stakeholders in the hierarchy of a social capital network can contribute to this prevention. I found the CFO total connections variable significant in the base model, the overall model, and several subsample models. The interesting result was that CFO and CEO total connections were significant with market risk but not idiosyncratic risk.

Purpose: The purpose of this study was to determine and analyze the effect of advertising promotion strategies and sales promotions through social media marketing on the sales volume of small and medium enterprises after the Covid 19 pandemic.
 Design/methodology/approach: This study uses quantitative research methods and includes explanatory research because this study intends to explain the causal relationship between variables through hypothesis testing using partial least squares path modeling (PLS-SEM) analysis techniques. The population is MSMEs that use promotional strategies to increase sales volume where the population size is not known with certainty, so for determining the sample using the Chocran formula and based on these calculations, in this study the number of samples used was 100 respondents.
 Findings: Based on the results of hypothesis testing using SEM-PLS, it is known that the effect of advertising on social media marketing has a significance of 0.04 which is smaller than 0.05. The test results of the influence of Advertising on Sales Volume show a significance scores of 0.19 which is greater than 0.05 and this is in accordance with the facts on the ground due to the COVID-19 pandemic, there is no advertising ability from MSMEs. The test results of the influence of sales promotion on social media marketing show a significance scores of 0.00 which is lower than 0.05. The test results of the influence of sales promotion on sales volume showed a significance scores of 0.00 lower than 0.05. The test results of the influence of social media marketing on sales volume show a significance scores of 0.00 which is lower than 0.05. The effect of X1 on Sales Volume (Z) through social media marketing (Y) is only 7.2%. This effect is small, positive and not significant, as well as the effect of Sales Promotion (X2) on Sales Volume (Z) through social media marketing (Y) of 13%, This effect is small, positive and insignificant. However, the total effect of X1 on Z is 0.202, which means that if X1 increases by one unit, Z can increase directly and indirectly through Y by 20.2%. This effect is Sales Volume (Z), which means that if X2 increases by one unit, Z can increase directly and indirectly through Y by 57.7%. To increase the sales volume of MSMEs after the COVID-19 pandemic, it is necessary to increase the ability of MSMEs to advertise through social media marketing without paying by creating attractive and effective sales promotion strategies in the form of news through social media which can have an impact on increasing MSME sales volume.
 Paper types: Research paper

Nowadays social media has revolutionized as the media that facilitate interaction and information using User Generated Content (UGC). Due to this thing many people especially marketer utilize social media as marketing tool that is why people named it social media marketing. In term of marketing field social media is used to do branding activities, increase website traffic, increase customer and brand loyalty, enhance conversion rate, and create other activities for business exposure. Some researched found that utilizing social media marketing brings significant effect to increase purchased intention. That’s why authors want to know more about social media marketing especially in entertainment (ENT), interaction (INT), and customization (CUST) that happened on social media itself. This study will examine the effect of social media marketing of one of online platform named Grab Indonesia with Instagram account @grabid. The author examined and analyzed ENT, INT, and CUST in their social media especially Instagram toward customer’s purchased intention. ENT, INT, and CUST on @grabid social media could influence purchased intention (PI) both simultaneously and partially. Hopefully the result of this study could contribute in developing social media marketing literature, and become references for brands in developing social marketing strategy.

A key challenge in the social network community is the problem of network generation -- that is, how can we create synthetic networks that match characteristics traditionally found in most real world networks? Important characteristics that are present in social networks include a power law degree distribution, small diameter, and large amounts of clustering. However, most current network generators, such as the Chung Lu and Kronecker models, largely ignore the clustering present in a graph and focus on preserving other network statistics, such as the power law distribution. Models such as the exponential random graph model have a transitivity parameter that can capture clustering, but they are computationally difficult to learn, making scaling to large real world networks intractable. In this work, we propose an extension to the Chung Lu random graph model, the Transitive Chung Lu (TCL) model, which incorporates the notion transitive edges. Specifically, it combines the standard Chung Lu model with edges that are formed through transitive closure (e.g., by connecting a 'friend of a friend'). We prove TCL's expected degree distribution is equal to the degree distribution of the original input graph, while still providing the ability to capture the clustering in the network. The single parameter required by our model can be learned in seconds on graphs with millions of edges, networks can be generated in time that is linear in the number of edges. We demonstrate the performance of TCL on four real-world social networks, including an email dataset with hundreds of thousands of nodes and millions of edges, showing TCL generates graphs that match the degree distribution, clustering coefficients and hop plots of the original networks.

PurposeBased on the stimulus-organism-response (SOR) framework, this study aims to investigate the effect of social media marketing (SMM) activities on consumers’ purchase intention (PI), as well as to test the mediation effect of consumer-based brand equity (CBBE) and consumer inspiration (INS) between the relationship of SMM and PI. Further, this study has also proposed and validated SMM as a reflective–formative higher-order construct (R-F-HOC) with its five first-order dimensions: customization, entertainment, interaction, trendiness and word of mouth (WoM).Design/methodology/approachUsing a non-probability purposive sampling method, a structured questionnaire survey using Google forms was used to collect data from a sample of 236 UAE consumers. Subsequently, the data was analyzed with a hybrid method that combined partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) analysis.FindingsThe findings suggest that SMM has a direct effect on CBBE, INS and PI. Both proposed mediation effects are statistically significant, and there is a partial complementary mediation effect of CBBE and INS between SMM and PI. This study validated the operationalization of SMM as R-F-HOC. Further, the results of the ANN analysis validate the results of the PLS-SEM, suggesting that SMM is the strongest predictor of PI followed by CBBE and INS.Research limitations/implicationsIn terms of theoretical significance, this study has advanced our understanding of the process by which the influence of SMM is transferred to PI via CBBE and INS. This study has also made a significant contribution by validating SMM as a R-F-HOC. In terms of practical implications, this study suggests that SMM should be best assessed as a R-F-HOC construct with five dimensions: customization, entertainment, interaction, trendiness and WoM. This study has also demonstrated the importance of CBBE and INS in transmitting the effect of SMM on PI to marketers.Originality/valueThis study contributes to the digital advertising literature by filling a knowledge gap about the mediation effect of CBBE and INS between SMM and PI via the SOR framework. SMM’s multidimensionality as a R-F-HOC has also been established.