| مشخصات مقاله | |
| ترجمه عنوان مقاله | بازاریابی رسانه های اجتماعی برای مشاغل: تبلیغات ارگانیک پیوندهای وب در فیس بوک |
| عنوان انگلیسی مقاله | Social media marketing for businesses: Organic promotions of web-links on Facebook |
| انتشار | مقاله سال 2021 |
| تعداد صفحات مقاله انگلیسی | 17 صفحه |
| هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
| پایگاه داده | نشریه الزویر |
| نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
| مقاله بیس | این مقاله بیس میباشد |
| نمایه (index) | Scopus – Master Journals List – JCR |
| نوع مقاله | ISI |
| فرمت مقاله انگلیسی | |
| ایمپکت فاکتور(IF) |
7.550 در سال 2020 |
| شاخص H_index | 195 در سال 2020 |
| شاخص SJR | 2.049 در سال 2020 |
| شناسه ISSN | 0148-2963 |
| شاخص Quartile (چارک) | Q1 در سال 2020 |
| فرضیه | دارد |
| مدل مفهومی | ندارد |
| پرسشنامه | ندارد |
| متغیر | دارد |
| رفرنس | دارد |
| رشته های مرتبط | مدیریت |
| گرایش های مرتبط | مدیریت کسب و کار، بازاریابی، مدیریت بازرگانی، مدیریت فناوری اطلاعات |
| نوع ارائه مقاله |
ژورنال |
| مجله | مجله تحقیقات کسب و کار – Journal of Business Research |
| دانشگاه | Department of Operations Research and Business Intelligence, Faculty of Computer Science and Management, Wrocław University of Science and Technology, Poland |
| کلمات کلیدی | بازاریابی از طریق رسانه های اجتماعی، بازاریابی فیس بوک، تبلیغ ارگانیک، لینک های وب، لینک های خارجی |
| کلمات کلیدی انگلیسی | Social media marketing – Facebook marketing – Organic promotion – Web links – External links |
| شناسه دیجیتال – doi |
https://doi.org/10.1016/j.jbusres.2021.06.020 |
| کد محصول | E15876 |
| وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
| دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
| سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
| فهرست مطالب مقاله: |
| Abstract Keywords Introduction Literature review Experimental design, method and metrics Experimental results and observations Discussion and conclusion Limitations and future research Declaration of Competing Interest Acknowledgement Appendix A. References |
| بخشی از متن مقاله: |
| ABSTRACT The effectiveness of social media marketing is a topic of great interest for researchers as well as marketers. To enrich the literature regarding the effectiveness of various types of posts with a web-link, we designed and conducted an experiment on Facebook (FB). This experiment was conducted in a real business environment, through the FB fanpage of a Polish e-commerce store. The observations were analyzed using multiple linear regression and metrics adapted to this experiment from the literature. The results show that a web-link placed in the comments of an FB post, instead of the caption, is more lucrative. It is also shown that, based on the aims of the campaign, such metrics can give valuable information about the optimal time for posting, as well as the interval between posts. Introduction Exponential growth in the number of internet users has led businesses to explore efficient ways of managing their presence in electronic space. Businesses have adapted new business models that allow them to utilize the opportunities that the internet has to offer (Wielki, 2010). Together with the growing number of internet users, social media has also gained traction rapidly and a significant increase in social media users is still noticeable across the globe. It was anticipated that, in 2020, the user base would reach 2.96 billion, which would further grow to 3.09 billion in 2021.1 According to the latest reports,2 in 2020 when much of the world was in lockdown, the number of social media users grew at its fastest rate in recent years and reached 4.2 billion, thus surpassing the forecast by an enormous margin. The power of the social media ecosystem has been amplified due to these substantial numbers, but its high importance is due to the fact that it connects, directly or indirectly, online elements of the economy to its offline elements (Hanna, Rohm, & Crittenden, 2011). This is especially true in the case of Facebook (FB), with more than 2.74 billion users active monthly2 , which has proven to be a very popular platform for marketing products, promoting brands, managing relationships and communicating with customers (Chodak & Suchacka, 2017; Myers West, 2018). |