Using social network sites
-
Upload
balqees-almubarak -
Category
Marketing
-
view
379 -
download
1
description
Transcript of Using social network sites
![Page 1: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/1.jpg)
The Effect of Using Social Network
Sites in Business Marketing
A STUDY OF BAHRAINI ORGANIZATIONS
By
Balqees Al.Mubarak
May, 2011
![Page 2: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/2.jpg)
Introduction
Definition:
Social network site is best understood as a group of new
kinds of online services, which share most or all of the
following characteristics:
• Participation
• Openness
• Conversation
• Community
• Connectedness
![Page 3: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/3.jpg)
Introduction
• People joining a social network usually
▫ create a profile and then,
▫ build a network by connecting to friends and
contacts in the network,
▫ inviting real-world contacts and friends to join
the social network.
![Page 4: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/4.jpg)
The Difference between Conventional
and Conversational Internet
![Page 5: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/5.jpg)
Social Network Sites in BahrainAccording to a research conducted by Jazeerah.net in February 2010, on
13 countries in the MENA region (Middle East and North Africa), the
total amount of Facebook users in Bahrain was 181,991 users. The
questions that can be raised here are:
▫ How many of these are actually organizations who are marketing for their
businesses?
▫ What about the other social network sites?
▫ Are Bahraini organizations benefiting from social network sites in
marketing?
▫ Do Bahraini organizations realize the benefit of social network sites to
maximize profit?
![Page 6: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/6.jpg)
Research Objectives
1. Identify the usefulness of social network sites available for business
owners.
2. Determine the effective utilization of social network sites for marketing
purposes.
3. Investigate the need of using social network sites in marketing strategies.
4. Measure managers' preference of using social network sites.
5. Identify the relationship between the use of social network sites and
profit.
6. Identify the relationship between the using of social network sites on
customers' loyalty.
![Page 7: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/7.jpg)
Literature Review
Timeline of the lunch dates of many social network sites.
![Page 8: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/8.jpg)
Literature Review
"… History suggests that where there is so much
user engagement, dollars follow. “
Chris Dixon" (Fitton, 2008)
![Page 9: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/9.jpg)
The Daily Reach of Social Network Sites
The Daily Reach of Social Network Sites: YouTube, Wikipedia, Facebook, MySpace, and Flikr.com. (Source: Social Media Roadmaps, Exploring the futures triggered by social media. By: Tony Ahlqvist, Asta Bäck, Minna Halonen & Sirkka Heinonen, 2008)
![Page 10: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/10.jpg)
Social Network Sites Business Opportunities
(Source: Social Media Roadmaps, Exploring the futures triggered by social media. By: Tony Ahlqvist, Asta Bäck, Minna Halonen & Sirkka Heinonen, 2008)
![Page 11: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/11.jpg)
Social Network Sites in Bahraini Business
Bahrain usage of twitter (Source: eHulool eCommerce Projects, 2011)
![Page 12: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/12.jpg)
Social Network sites in Bahraini Business
The new statistics reveal usage trends of twitter in
Bahrain, and it is clearly stated that Bahraini usage
trend had jumped to a very high percentage due to
political events. New users had signed up to use
twitter, this in turn form a good basis of potential
customer base. This could be a good opportunity for
businesses to benefit from.
![Page 13: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/13.jpg)
Research Methodology
• Research Questions:
1. Does the usage of social network sites in marketing affect people's
awareness of the business?
2. Does the utilization of social network sites influence customers' loyalty?
3. Does the number of visitors of a social network site reflect a better
reputation of the business?
4. Does the usage of social network sites in marketing influence the profit?
![Page 14: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/14.jpg)
Research Design
• This study will incorporate the quantitative
descriptive research method, because it uses a
formal instrument that is needed to describe
frequencies, averages, and other statistical
calculations.
• A questionnaire and telephone interviews will be
used to collect data.
![Page 15: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/15.jpg)
The Questionnaire
In designing the questionnaire, Bourque and Clark (1994)
suggest that the researcher can choose any of the three
methods for creating the questions. It could be either:
• Adopt questions that are used in other questionnaires,
• Adapt questions used in other questionnaires, or
• Develop new questions.
![Page 16: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/16.jpg)
• New questions were developed for this study, in
addition to adopted questions.
• The questionnaire was divided into three parts;
the first part aims to collect general information
about the organization itself.
The Questionnaire
![Page 17: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/17.jpg)
• The second and the third parts aim to check how
business people are interacting with their
customers through social network sites, and to
assess the effect of using social network sites on:
The Questionnaire
1. Customers' awareness of the
business,
2. Customers' loyalty to the business,
3. Business's reputation,
4. The effect on profit
generated.
![Page 18: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/18.jpg)
• Structured questionnaire was also developed
based on qualitative research (in depth
interviews)
The Questionnaire
![Page 19: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/19.jpg)
An interview was conducted with
the two e-marketing specialists in
Gulf Air, Mr. Nicola Simionato, a
Senior Manager Sales Steering
and Distribution at Gulf Air and
Mr. Ali Hussain.
The Questionnaire
![Page 20: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/20.jpg)
Population and Sampling
• The target population consisted of all the
Bahraini organizations or businesses that use
social network sites to market their business.
• Used "Non-probability Convenience" sampling.
![Page 21: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/21.jpg)
• Target sample was 50 businesses or
organizations.
• Used Quota sampling procedure based on
business size.
Population and Sampling
![Page 22: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/22.jpg)
• The proportions would be the following:
▫ 70% of the sample will be of small size businesses
▫ 15% of the sample will be of medium size
businesses
▫ 15% of the sample will be of large size businesses
Population and Sampling
![Page 23: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/23.jpg)
Data Collection Procedure
• An electronic form of the questionnaire was created,
and distributed the link through
Emails (official companies’ sites )
Facebook pages
LinkedIn profiles and groups
Forums (Bahrain Trade Center)
BlackBerry Messenger
Hard copy of the questionnaire was also distributed.
![Page 24: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/24.jpg)
Validity and Reliability
Validity
▫ The measure (questionnaire) was tested by pilot
testers to insure its face validity.
Reliability
▫ "Reliability applies to a measure when similar results
are obtained over time and across situations"
(Zikmund, 2003).
![Page 25: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/25.jpg)
Reliability
• The coefficient alpha of Cronbach's alpha is
calculated to check reliability.
• The results of the split-half reliability analysis
showed that Cronbach's alpha was 0.917.
![Page 26: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/26.jpg)
Data Analysis and Tools
• Descriptive statistics is used to organize, summarize and
describe the responses of the participants.
• Inferential statistics such as Analysis of Variance
(ANOVA), and Pearson correlation coefficient.
• Using the Statistical Package for Social Sciences (SPSS)
version 17.0.
![Page 27: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/27.jpg)
Data Analysis and Results
• 65 responses representing 65 Bahraini
organizations using social network sites for
marketing.
![Page 28: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/28.jpg)
Organization Size
![Page 29: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/29.jpg)
Organization Age
![Page 30: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/30.jpg)
Business Field
![Page 31: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/31.jpg)
The Period in Which the Organization is
Using Social Network Sites
![Page 32: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/32.jpg)
Social Network Sites that Bahraini
Organizations are using
![Page 33: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/33.jpg)
Number of Organizations' Connections
![Page 34: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/34.jpg)
Number of Daily asked Questions
![Page 35: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/35.jpg)
Number of Daily Interactions
![Page 36: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/36.jpg)
Scale Questions Frequencies
![Page 37: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/37.jpg)
Answer to Research Question number 1
• "Does the usage of social network sites in marketing
affect people's awareness of the business?"
• The factors used are:
(1) Period of using social network sites for the business
(2) Number of connections the business has
(3) Number of daily questions sent to the sites
![Page 38: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/38.jpg)
The Period of Using Social Network Sites
and People Awareness of the Business
• Using Spearman's rho (ρ) Correlation
Coefficient since the variables are of different
types.
![Page 39: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/39.jpg)
ANOVA Test
• To assure the previous result ANOVA test is used
• Based on the results obtained by the correlation analysis
and analysis of variance, researcher can conclude that the
period since the business is using the social network sites
has no effect on people awareness of the business.
![Page 40: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/40.jpg)
Recalling the Factors
(1) Period of using social network sites for the
business
(2) Number of connections the business has
(3) Number of daily questions sent to the sites
![Page 41: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/41.jpg)
Number of Connections the Business has
• Using ANOVA test
From the above result, researcher can conclude that the
"number of the connections the business has" has no
effect on people awareness of the business.
![Page 42: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/42.jpg)
Recalling the Factors
(1) Period of using social network sites for the
business
(2) Number of connections the business has
(3) Number of daily questions sent to the sites
![Page 43: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/43.jpg)
Number of Daily Questions sent to the
Sites
• Using ANOVA test
Based on the results obtained, the researcher
concludes that the number of daily sent questions has
no effect on people awareness.
![Page 44: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/44.jpg)
Answer to Research Question number 2
• "Does the utilization of social network sites
influence customers' loyalty?“
• The factor to test customers’ loyalty is
▫ People likeness of the business
![Page 45: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/45.jpg)
• The Pearson Correlation Coefficient test is used to find the correlation between the two variables.
Answer to Research Question number 2
![Page 46: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/46.jpg)
• ANOVA test is used to confirm the previous result.
Answer to Research Question number 2
Based on the results obtained, the researcher concludes
that customers' loyalty is affected by people likeness of the
business.
![Page 47: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/47.jpg)
Answer to Research Question number 3
• "Does the number of visitors of a social network site
reflect a better reputation of the business?"
• The factors used to test this question are:
(1) Number of daily sent questions to the site
(2) Number of daily interactions encountered by the
site
![Page 48: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/48.jpg)
The Number of Daily Sent Questions and
Business Reputation
• ANOVA test is used
Based on these results, the researcher concludes that
number of daily sent questions to the site has no effect on
business reputation.
![Page 49: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/49.jpg)
The Number of Daily Interactions
Encountered by the site and Business
Reputation
• ANOVA test is used
Based on these results, the researcher concludes that
number of daily encountered interactions has no effect on
business reputation.
![Page 50: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/50.jpg)
Answer to Research Question number 4
• "Does the usage of social network sites in marketing
influence the profit?"
• To test this question, the factors tested are:
(1) The increased number of inquiries,
(2) the increased number of orders,
(3) The increased revenue,
(4) the increased market share, and
(5) the increased profit.
![Page 51: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/51.jpg)
• The five items mentioned are all of type interval
scale, which allows using the Pearson's
Correlation Coefficient test.
Answer to Research Question number 4
![Page 52: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/52.jpg)
Answer to Research Question number 4
![Page 53: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/53.jpg)
• This reflects strong relationship amongst all the
mentioned factors.
• In addition, ANOVA test is used to find the
differences in the means of the five items.
Answer to Research Question number 4
![Page 54: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/54.jpg)
Answer to Research Question number 4
![Page 55: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/55.jpg)
• Based on the results Pearson Correlation Coefficients,
and ANOVA test shown, the researcher concludes that:
▫ the increased number of inquiries,
▫ the increased number of orders,
▫ the increased revenue, and
▫ the increased level of market share
influence the level of profit.
Answer to Research Question number 4
![Page 56: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/56.jpg)
Discussion
• The results obtained to answer the first research
question indicates that:
▫ There is no relationship between the factors
mentioned and people awareness of the business.
![Page 57: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/57.jpg)
• The result obtained for answering the second
question indicates that:
▫ People likeness of the business affects customers'
loyalty.
Discussion
![Page 58: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/58.jpg)
• The results obtained to answer the third research
question indicate the following:
▫ There is no relationship between the number of daily
sent questions to the site and business reputation.
▫ There is no relationship between the number of daily
interactions encountered by the site and business
reputation.
Discussion
![Page 59: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/59.jpg)
• The results obtained to answer the fourth research
question indicate the following:
▫ There is a strong positive correlation between all the
five mentioned items. They are correlated in a
significant level of less than 0.01.
• This result can clearly explain the way businesses can
benefit from using social network sites for marketing.
Discussion
![Page 60: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/60.jpg)
Conclusion
• From the research findings researcher can conclude:
▫ Social network sites marketing can only increase
people awareness to the business if used in a positive
way.
▫ Business reputation can not only be raised from the
increased number of customers' questions, inquiries,
and interactions, but from the way marketers deal with
these aspects.
![Page 61: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/61.jpg)
▫ Customers' loyalty is built on their likeness and
awareness of the business.
▫ Social network sites marketing have huge potential to
gain profit.
Conclusion
![Page 62: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/62.jpg)
Recommendations and Further Studies
• The same aspects used in this study can be used to get
more results regarding how organizations benefit from
marketing through social network sites.
• Further study can explore the effect of organization size
on profit.
• A study can utilize the sampling of customers using
social network sites to get their needs (either services or
products).
![Page 63: Using social network sites](https://reader034.fdocuments.net/reader034/viewer/2022051610/548478a95906b5ad158b479f/html5/thumbnails/63.jpg)
Thank You