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How Motivation, Opportunity, and Ability Impact Travelers' Social Media Involvement and Revisit Intention

How Motivation, Opportunity, and Ability Impact Travelers' Social Media Involvement and Revisit Intention | IMC-Kevin | Scoop.it

(2013). How Motivation, Opportunity, and Ability Impact Travelers' Social Media Involvement and Revisit Intention. Journal of Travel & Tourism Marketing: Vol. 30, Social Media, pp. 58-77.

 

The study applied the motivation, opportunity, and ability (MOA) theory and the concept of involvement in exploring travelers' behaviors in hotel social media pages. An online survey was conducted using the Facebook and the Twitter pages of a hotel brand as stimuli. The results showed that travelers' motivation and opportunity have positive relationships with their involvement in hotel social media pages, and travelers' social media involvement positively impacts their revisit intention pages. However, travelers' ability was not significantly related to their social media involvement. Interestingly, the relationships among motivation, opportunity, social media involvement, and revisit intention were not different between Facebook and Twitter, suggesting that hotel managers can employ the same marketing strategy in different social media channels.

 

Source:  http://www.tandfonline.com/doi/abs/10.1080/10548408.2013.751211

Kevin Tu's insight:

From my perspective, this article firstly suggests or even proves that social media has a positive impact on travelers’ motivation of purchasing the products and there are not many differences with the marketing strategies with different social Medias. In other words a same strategy can be implementing into different social Medias. This at one hand highlighted the need of using social media as an agent for the marketers and at the other hand pointed out the question, is it possible to differentiate the segment by using different social Medias? If yes, what are the benefits of it?

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록시's comment, March 20, 2013 7:30 AM
I guess by differentiating the segments by using different social medias, the marketers could benefit from targeting different cultures, since I heard the facebook was banned in china so they may target chinese people with another social media. Other than that the social medias use same strategies to grab consumers attention and be engaged with them so there wont be a big change made whether the segments are differentiated.
Theoni Paulse's comment, March 21, 2013 3:50 PM
Great points team, also like to add that I think it is possible to differentiate the segment by using different social media's. As we are all different ages differentiating different age groups can be done. The younger generations seem to be online most of the time and there is an opputunity to deliver the message there. Also the use of apps maybe can design specific apps to different segements. I guess the benefits would be a wider source of consumers and different ways to motivate them.
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3 Ways to Use Social Media to Increase Sales Productivity | Business 2 Community

3 Ways to Use Social Media to Increase Sales Productivity | Business 2 Community | IMC-Kevin | Scoop.it
For sales professionals, the advent of the Internet Age has been something of a mixed blessing. Certainly, online communication has presented innumerable
Kevin Tu's insight:

This article illustrates how you can boost your sales and productivity by using social media. The idea is simple to invest in your social media and base on the responds that you received to plan on your business strategies. Personally I believe that if you invest enough time and maximize the use of the social media site. The activities between you and consumers should be very often. Thus the information you retrieve will be more accurate, compare to a site that has never been developed and once a while you receive feedback from customer on the social media site. You can receive feedback, collecting consumer profiles, do online survey, identify your consumer age group and if you can develop the website well you may do forecast for your product. Thus I believe social media is the best tool to use to communicate with consumers and it’s probably the most effective way too inducing promoting the business. As there are not many technique requires to run a face book page.

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The Role of Direct Mail in the Modern Marketing Mix « iMediaConnection Blog

The Role of Direct Mail in the Modern Marketing Mix « iMediaConnection Blog | IMC-Kevin | Scoop.it
Kevin Tu's insight:

This article illustrates the importance of direct marketing in the modern world. The author suggests that direct mail can creates greater emotions which leads respondents to take action to respond. Today, there are many channels and methods for marketers to choose to market the consumers. However in the business sense, it’s about ROI; Author also mentioned that direct marketing is a very useful tool to use to collect quality data. From my perspective, although there are many ways to target the consumers now days, it is important to take ROI into account. Thus I reckon in cases direct marketing is actually a better tool to use especially the elder consumers who does not use much current technologies.

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Theoni Paulse's comment, May 9, 2013 6:28 PM
I agree with you Kevin. Direct marketing in terms of mailing is still relevant today and shoudn't be discarded as it puts the information about a brand in the hands of teh consumer which social networking can't do like the article says. Any kind of awareness of a brand is good in my opinion so the more you get your brand out there the better including using direct marketing
록시's comment, May 9, 2013 9:06 PM
I agree with your point Kevin about how you said direct marketing can be a useful tool to target elder consumers since they are not familiar with newest technologies as much as younger generation of consumers. Direct marketing can be a simple and a low on budget marketing tool to use.
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5 Types of Snack Size Content for Social Media Marketing Worth Considering

5 Types of Snack Size Content for Social Media Marketing Worth Considering | IMC-Kevin | Scoop.it
Written by Jeff Bullas Our attention spans and communication habits seem to be following the development path of micro-processors.

Via The Fish Firm
Kevin Tu's insight:

this article pointed out a very common moden behaviour of comsumers which is that their communication habbit has shiffted from receving all messages and information to selective ones only and those are commenly the ones thats short. This article pointed out the importance of understanding people's communication behaviour and as a marketer, we should design ads thats fits the behaviour of comsumers which is make it easy for comsumers to understand and short. A good marketer should be able to understand how to be communicate effectivly with comsuers.

 

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angelbaby's curator insight, January 26, 2013 11:38 AM

..

록시's comment, April 9, 2013 9:48 AM
But I reckon some of the ads on todays media are too short that it doesnt get any message across.
Theoni Paulse's comment, April 9, 2013 6:56 PM
As long as the ads that are short get to the point staright away and don't creat confusion between the brand and the message. Sometimes long ads drag on for too long and teh mesage is lost
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Your Business: Strategic communication involves entire company

Communication must be leadership driven, credible and carried out by everyone.

 

Within business communications, the newest buzzwords of "strategic communication" continue to leave some asking, "What exactly is this stuff?"

 

Practiced and honed within the U.S. government for several years now, the plainest definition of strategic communication (or StratComm) is: "A series of words, actions and images designed to achieve a desired effect."

 

As an overall strategy, everything should flow from your company's strategic communications plan: marketing, advertising, public relations and internal communications....


Via Jeff Domansky
Kevin Tu's insight:

I agree with the author, in my opinion that a company’s action should follow its strategy. It means that you need to think of the consequences of each action before you take it as each action will have impact on you brand and brand image. For instance, as we talked about in the class how does the BNZ ad to do with the appeal on their name in super rugby’s shirt. There’s no direction link and the message are different, it appeals that they are not sure what strategy they are using. As it was mentioned in the article, when a strategy is implemented, everyone in the company should understand the full meaning of it, thus the entire company can move forward toward to the goal together to reach the success they want. Therefore, choosing partnership and agencies are very important depends on the strategy of your company and what images you are building and messages you are sending to the public’s. Can you think of an example of a company successfully chose the partnership to help themselves gain positive feedback to the brand?

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록시's comment, March 21, 2013 11:31 PM
I can think of Nike + ipod as a successful brand collaboration as an example. I guess they had the strategies all planned out perfect and knew who to assign as their partner for this project.
Theoni Paulse's comment, April 3, 2013 7:12 PM
Great article. It really emphasises how important communication is within a company. In order for collaborations like Roxy suggested to be successful, communication between both of these brands must be in unison so that both brands can achieve their goal. What also got me was that it doesn't just stop at the leaders of the company but also with people who work in the stores of a brand need to be up to date with what is going on to keep the brand message consistent.
Theoni Paulse's comment, April 3, 2013 7:20 PM
http://www.content4reprint.com/business/the-importance-of-good-communication-to-a-business.htm This article here also backs up your article Kevin as it talks about how important communication is for a company and different ways communication helps.
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How Motivation, Opportunity, and Ability Impact Travelers' Social Media Involvement and Revisit Intention

How Motivation, Opportunity, and Ability Impact Travelers' Social Media Involvement and Revisit Intention | IMC-Kevin | Scoop.it

(2013). How Motivation, Opportunity, and Ability Impact Travelers' Social Media Involvement and Revisit Intention. Journal of Travel & Tourism Marketing: Vol. 30, Social Media, pp. 58-77.

 

The study applied the motivation, opportunity, and ability (MOA) theory and the concept of involvement in exploring travelers' behaviors in hotel social media pages. An online survey was conducted using the Facebook and the Twitter pages of a hotel brand as stimuli. The results showed that travelers' motivation and opportunity have positive relationships with their involvement in hotel social media pages, and travelers' social media involvement positively impacts their revisit intention pages. However, travelers' ability was not significantly related to their social media involvement. Interestingly, the relationships among motivation, opportunity, social media involvement, and revisit intention were not different between Facebook and Twitter, suggesting that hotel managers can employ the same marketing strategy in different social media channels.

 

Source:  http://www.tandfonline.com/doi/abs/10.1080/10548408.2013.751211

Kevin Tu's insight:

From my perspective, this article firstly suggests or even proves that social media has a positive impact on travelers’ motivation of purchasing the products and there are not many differences with the marketing strategies with different social Medias. In other words a same strategy can be implementing into different social Medias. This at one hand highlighted the need of using social media as an agent for the marketers and at the other hand pointed out the question, is it possible to differentiate the segment by using different social Medias? If yes, what are the benefits of it?

more...
록시's comment, March 20, 2013 7:30 AM
I guess by differentiating the segments by using different social medias, the marketers could benefit from targeting different cultures, since I heard the facebook was banned in china so they may target chinese people with another social media. Other than that the social medias use same strategies to grab consumers attention and be engaged with them so there wont be a big change made whether the segments are differentiated.
Theoni Paulse's comment, March 21, 2013 3:50 PM
Great points team, also like to add that I think it is possible to differentiate the segment by using different social media's. As we are all different ages differentiating different age groups can be done. The younger generations seem to be online most of the time and there is an opputunity to deliver the message there. Also the use of apps maybe can design specific apps to different segements. I guess the benefits would be a wider source of consumers and different ways to motivate them.
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Real Brands Need Real-Time Leaders | Blue Focus Marketing

Real Brands Need Real-Time Leaders | Blue Focus Marketing | IMC-Kevin | Scoop.it
The Importance of Embracing Social Media in the C-Suite The impact of social media in the digital bazaar is undeniable.
Kevin Tu's insight:

This article basically talked about the importance of social media. Many company and organization now have social media pages operating, however not all company is taking the full advantage of having social media pages. Many companies are still heavily relies on the traditional ways of communication mix such as focus group, survey and interviews to communicate with consumers. Social media quite often get left out as a technique to use as a communication mix. I believe that CEOs and senior management team of all organizations should start paying more attention on social media. Like any other communication tools, social media has its weakness, but often it has valuable information lies within.

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Estimating the market size | MaRS

Estimating the market size | MaRS | IMC-Kevin | Scoop.it

Sizing the market is a necessary task for business and marketing planning, and budgeting for all start-ups, especially those that seek third-party financing such as venture capital. Even though their investment philosophies may differ, most VCs and angel investors would like to know that they are investing in a market with a large potential size (typically, at least $1 billion).


Via mcgrawmarketing
Kevin Tu's insight:

this article suggests that as a marketer, you need to know the size of your market first before you do any plan on it. in my onpion that is very imporant becasue that can help you to budeget your program, Knowning how big is the tartget market so you can know how much money you should spend on per head and to caculate whats the return on investment.

 

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mcgrawmarketing's curator insight, April 8, 2013 7:59 AM

A nice introduction and overview of how to estimate the size of a market.  I would add that when you get to setting goals, it is extremely helpful to look at your competitors performance over time.

 

For example, if the market leader currently has 10% of the market and it took them 10 years to get there...you probably shouldn't be projecting 15% share within 5 years for your own business unless you have a solution that will revolutionize the market.

 

 

mcgrawmarketing's comment, April 9, 2013 9:35 PM
Completely agree Kevin...thanks for sharing!
록시's comment, April 10, 2013 1:52 AM
Good point Kevin. without knowing your market there wont be good business planning including the budgeting.
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The power of setting your Company Goals and Objectives Company-wide

The power of setting your Company Goals and Objectives Company-wide | IMC-Kevin | Scoop.it
Company goals means productivity & profitability for business.

Via Ritu Raj
Kevin Tu's insight:

this article suggests that goals and objectives are very power thing. As we all learned that objective need to be SMART, but also it needs to be alignmented with ur companys vision, culture and mission; more importantly objective need to line up with your employees as wellridge you successfully do so. The effesioncy of I your employees will increase. In opinion, it's about communicating with your company, every objectives that's been set for a company should be understand by all the employees and by the costumers. 

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록시's comment, April 9, 2013 9:41 AM
yeah in my opinion its more important for the communication to happen between the employees within the company in order to clarify and understand the objectives and goals because if it cant be understood by the employees the consumers will eventually fail receiving understanding the objectives at some point.
Theoni Paulse's comment, April 9, 2013 6:58 PM
Without good communication there wont be synergy within the company and teh common objective would be all mixed up so yes communication is key to maintain the goals and objectives of a company
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MASSEY Magazine Article | Fine wines and high finance

MASSEY Magazine Article | Fine wines and high finance | IMC-Kevin | Scoop.it
Kevin Tu's insight:

In my opinion, brand is the path to success just like how kim crawford wine did. Instead of spending money on their vineyard and sell it, they built up the brand, sell the brand name and keep the vineyard and sell their brand name to other company which is very clever. I totally agree that you must have a decent or strong product to make your brand successful, but when everyone else in your business have just as strong products as you do, the brand, the augmented product of yours is how you differentiate yourself with others. for instance now days most 5 star hotels provides almost the same amenities, gym, free WiFis, fine dining restaurants, nice lobby...etc but it’s how they position their products make them so different them others. for instance Skycity owns two hotels, Sky city hotel and Grand hotel, their amenities are very similar, in fact you can use both hotels amenities no matter which one you booked at, however, grand hotels is considered as luxury hotel that is because the augmented product that skycitiy positioned themselves differently. Also because people are very objective, they choose to believe things they beloved. Therefore as a marketer, the brand, and the augmented product is how you differentiate yourself, the chance to convinced the customers that you are the best in the market. that’s why I believe branding is the path to success.

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Theoni Paulse's comment, March 21, 2013 4:06 PM
http://socialmediatoday.com/samir-feroze/1080006/why-colors-are-important-brands This areticle here also mentions the importance of brands and their identity but how you can make it stand out even more by using colours and imprving your websites. I do agree taht the Brand name and brand is important because that is the first thing you notice and not the features or that it has a 2 year warranty with it. This article also suggests ways to make it easier for consumers to 'like' or 'comment' on certain things about your brand on your websites and to make things like that more visible for customers so that there is that communication with the consumers.
록시's comment, March 21, 2013 10:58 PM
This is a really smart idea of building up a brand. Because Im sure that there are lots of companies that run low on funds that after investing their money to the product there wont be enough funds to investigate back to building up their brand. And as the similar concept to this we can view Apple as an example. The competitors such as Samsung will launch the products that offers the consumers higher quality and maybe better design, yet large population of the consumers choose to go for Apple due to it's strong brand image.