A survey of the role of social media platforms in viral marketing: The influence of eWOM

Authors

  • Mahmoud Alghizzawi Faculty of Economics and Management Sciences, University Sultan Zainal Abidin, Terengganu, Malaysia

Abstract

The main objective of this paper is to highlight the importance of social networking platforms in viral marketing and the word spoken electronically. The revolution of modern technology with social media platforms offers new opportunities for communication between consumers and marketers. Organizations need to always have a way to stay in touch with customers and achieve this through the platforms of social communication, which is still the first in the world about disseminating information and communication. Therefore, the importance of social communication platforms increased with their impact on customers through the electronic word of mouth and viral marketing. The results of this study provide insights for decision-makers, marketers, and organizations to focus on the social communication platforms and the opinions shared between consumers to stay updated for any comment. It also emphasizes the effectiveness of marketing through social networking platforms, especially if it is a piece of information or advertising among consumers. This study will contribute to the development of broad lines for the future to help decision-makers in marketing plans and strengthening academic literature in this field.

References

Abd Al-sameeM. (2012). Role of Social Media sites in Marketing Egypt as an international tourist destination.

Al-Abdallah, G. M., & Bataineh, A. Q. (2018). Social networking sites and fashion e-purchasing process. Journal of Business and Retail Management Research, 13(2).

Al-Emran, M. (2015). Hierarchical Reinforcement Learning: A Survey. International Journal of Computing and Digital Systems, 4(2), 137–143.

Al-Emran, M., & Malik, S. I. (2016). The Impact of Google Apps at Work: Higher Educational Perspective. International Journal of Interactive Mobile Technologies, 10(4), 85–88. https://doi.org/10.3991/ijim.v10i4.6181

Al-Qaysi, N., & Al-Emran, M. (2017). Code-switching Usage in Social Media: A Case Study from Oman. International Journal of Information Technology and Language Studies, 1(1), 25–38.

Al-Qaysi, N., Mohamad-Nordin, N., & Al-Emran, M. (2018). A Systematic Review of Social Media Acceptance from the Perspective of Educational and Information Systems Theories and Models. Journal of Educational Computing Research. https://doi.org/https://doi.org/10.1177/0735633118817879

Alghizzawi, M. (2019). The role of digital marketing in consumer behavior: A survey. International Journal of Information Technology and Language Studies, 3(1).

Alghizzawi, M., Ghani, M. A., Som, A. P. M., Ahmad, M. F., Amin, A., Bakar, N. A., … Habes, M. (2018). The Impact of Smartphone Adoption on Marketing Therapeutic Tourist Sites in Jordan. International Journal of Engineering & Technology, 7(4.34), 91–96.

Alghizzawi, M., Salloum, S. A., & Habes, M. (2018). The role of social media in tourism marketing in Jordan. International Journal of Information Technology and Language Studies, 2(3).

Allcott, H., Braghieri, L., Eichmeyer, S., & Gentzkow, M. (2019). The Welfare Effects of Social Media. National Bureau of Economic Research.

Alshurideh, M., Salloum, S. A., Al Kurdi, B., & Al-Emran, M. (2019). Factors affecting the Social Networks Acceptance: An Empirical Study using PLS-SEM Approach. In 8th International Conference on Software and Computer Applications. ACM.

Bolotaeva, V., & Cata, T. (2010). Marketing opportunities with social networks. Journal of Internet Social Networking and Virtual Communities, 2010, 1–8.

Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic Journal of Communication, 23(1), 46–65.

Cheung, C. M. K., & Thadani, D. R. (2010). The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis. Bled EConference, 23, 329–345.

Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75.

De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.

Fisher, T. (2009). ROI in social media: A look at the arguments. Journal of Database Marketing & Customer Strategy Management, 16(3), 189–195.

Furner, C. P., Zinko, R. A., Zhu, Z., McDowell, W. C., & Dalton, A. (2014). Online Word-Of-Mouth and Mobile Product Reviews: An Experimental Investigation of the Mediating Role of Mobile Self Efficacy. In WHICEB (p. 66).

Gulbahar, M. O., & Yildirim, F. (2015). Marketing efforts related to social media channels and mobile application usage in tourism: Case study in Istanbul. Procedia-Social and Behavioral Sciences, 195, 453–462.

Gunawan, D. D., & Huarng, K.-H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237–2241.

Habes, M. (2019). The influence of personal motivation on using social TV: A Uses and Gratifications Approach. International Journal of Information Technology and Language Studies, 3(1).

Habes, M., Alghizzawi, M., Khalaf, R., Salloum, S. A., & Abd. Ghani, M. (2018). The Relationship between Social Media and Academic Performance: Facebook Perspective. International Journal of Information Technology and Language Studies, 2(1), 12–18.

Habes, M., Alghizzawi, M., Salloum, S. A., & Ahmad, M. (2018). The Use of Mobile Technology in the Marketing of Therapeutic Tourist Sites: A Critical Analysis. International Journal of Information Technology and Language Studies, 2(2).

Habes, M., Salloum, S. A., Alghizzawi, M., & Alshibly, M. S. (2018). The role of modern media technology in improving collaborative learning of students in Jordanian universities. International Journal of Information Technology and Language Studies, 2(3), 71–82.

Howard, P. N., & Parks, M. R. (2012). Social media and political change: Capacity, constraint, and consequence. Oxford University Press.

Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54(3), 253–263.

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.

Kim, S., Baek, T. H., Kim, Y.-K., & Yoo, K. (2016). Factors affecting stickiness and word of mouth in mobile applications. Journal of Research in Interactive Marketing, 10(3), 177–192.

Knight, C. M. (1999). Viral marketing. Boardwatch Magazine, 13(11), 50–52.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468.

Lusky, M. (2012). Online reviews, word-of-mouth and recommendations generate the most marketing trust. Denver Business Journal. Retrieved June, 25, 2013.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.

Mhamdi, C., Al-Emran, M., & Salloum, S. A. (2018). Text mining and analytics: A case study from news channels posts on Facebook. Studies in Computational Intelligence (Vol. 740). https://doi.org/10.1007/978-3-319-67056-0_19

Miller, R., & Lammas, N. (2010). Social media and its implications for viral marketing. Asia Pacific Public Relations Journal, 11(1), 1–9.

Minazzi, R. (2015). The digitization of word-of-mouth. In Social Media Marketing in Tourism and Hospitality (pp. 21–45). Springer.

Modzelewski, F. M. (2000). Finding a cure for viral marketing. Direct Marketing News, 11(09), 100.

Motteh saleh al-shibly, B. M. (2018). The Influence of eWOM on Facebook on the Jordanian Consumers’ Intentions Towards Restaurants. International Journal of Applied Business and Economic Research, 15, Number 22 (Part-III).

Palka, W., Pousttchi, K., & Wiedemann, D. G. (2009). Mobile word-of-mouth–A grounded theory of mobile viral marketing. Journal of Information Technology, 24(2), 172–185.

Penni, J. (2015). The Online Evolution of Social Media: An Extensive Exploration of a Technological Phenomenomen and its Extended Use in Various Activities. University of Huddersfield.

Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44(4), 333–348.

Rahi, S. (2018). EXAMINING THE EFFECTS OF TRAVEL CONSTRAINTS, TOURIST SATISFACTION AND WEBSITE IMAGE ON TOURIST LOYALTY IN DEVELOPING COUNTRIES CONTEXT. Economic and Social Development: Book of Proceedings, 478–487.

Rauniar, R., Rawski, G., Yang, J., & Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: an empirical study on Facebook. Journal of Enterprise Information Management, 27(1), 6–30. https://doi.org/10.1108/JEIM-04-2012-0011

Richardson, M., & Domingos, P. (2002). Mining knowledge-sharing sites for viral marketing. In Proceedings of the eighth ACM SIGKDD international conference on Knowledge discovery and data mining (pp. 61–70). ACM.

Saa, A. A., Al-Emran, M., & Shaalan, K. (2019). Factors Affecting Students’ Performance in Higher Education: A Systematic Review of Predictive Data Mining Techniques. Technology, Knowledge and Learning. https://doi.org/10.1007/s10758-019-09408-7

Sajid, S. I. (2016). Social media and its role in marketing.

Salloum, S. A., Al-Emran, M., Abdallah, S., & Shaalan, K. (2017). Analyzing the Arab Gulf Newspapers Using Text Mining Techniques. In International Conference on Advanced Intelligent Systems and Informatics (pp. 396–405). Springer. https://doi.org/10.1007/978-3-319-64861-3_37

Salloum, S. A., Al-Emran, M., Khalaf, R., Habes, M., & Shaalan, K. (2019). An Innovative Study of E-Payment Systems Adoption in Higher Education: Theoretical Constructs and Empirical Analysis. International Journal of Interactive Mobile Technologies, 13(6). https://doi.org/10.3991/ijim.v13i06.9875

Salloum, S. A., Al-Emran, M., & Shaalan, K. (2017a). Mining Social Media Text: Extracting Knowledge from Facebook. International Journal of Computing and Digital Systems, 6(2), 73–81. https://doi.org/10.12785/ijcds/060203

Salloum, S. A., Al-Emran, M., & Shaalan, K. (2017b). Mining Text in News Channels: A Case Study from Facebook. International Journal of Information Technology and Language Studies, 1(1), 1–9.

Salloum, S. A., Al-Emran, M., & Shaalan, K. (2018). The Impact of Knowledge Sharing on Information Systems: A Review. In 13th International Conference, KMO 2018. Slovakia.

Salloum, S. A., Maqableh, W., Mhamdi, C., Al Kurdi, B., & Shaalan, K. (2018). Studying the Social Media Adoption by university students in the United Arab Emirates. International Journal of Information Technology and Language Studies, 2(3), 83–95.

Salloum, S. A., Mhamdi, C., Al-Emran, M., & Shaalan, K. (2017). Analysis and Classification of Arabic Newspapers’ Facebook Pages using Text Mining Techniques. International Journal of Information Technology and Language Studies, 1(2), 8–17.

Salloum, S. A., Mhamdi, C., Al Kurdi, B., & Shaalan, K. (2018). Factors affecting the Adoption and Meaningful Use of Social Media: A Structural Equation Modeling Approach. International Journal of Information Technology and Language Studies, 2(3), 96–109.

Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58–69.

Silverman, G. (2001). The Secrets of Word-of-Mouth. Marketing.

Smith, B. G. (2010). Socially distributing public relations: Twitter, Haiti, and interactivity in social media. Public Relations Review, 36(4), 329–335.

Statista. (2018). Number of social media users worldwide from 2010 to 2021 (in billions).

Statistics. (2019). Most famous social network sites worldwide as of April 2019, ranked by number of active users (in millions).

Steffes, E. M., & Burgee, L. E. (2009). Social ties and online word of mouth. Internet Research, 19(1), 42–59.

Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17–21.

Subramani, M. R., & Rajagopalan, B. (2003). Knowledge-sharing and influence in online social networks via viral marketing. Communications of the ACM, 46(12), 300–307.

Yoo, C. W., Kim, Y. J., & Sanders, G. L. (2015). The impact of interactivity of electronic word of mouth systems and E-Quality on decision support in the context of the e-marketplace. Information & Management, 52(4), 496–505.

Downloads

Published

2019-08-11

Issue

Vol. 3 No. 2 (2019)

Section

Articles

License

Authors submitting articles to the IJITLS warrent that the work is original and that she/he is the author of the submission together with the named co-authors; to the extend the submission incorporates text passages, figures, data or other material from the work of others, the submitting author has obtained any necessary permission.


Articles in this journal are published under the Creative Commons Attribution Licence (CC-BY 4.0).


By submitting an article, the author grants to this journal the non-exclusive right to publish it. The author retains the copyright and the publishing rights for his article without any restrictions.