Topics Variables:

(Finance) Capital Budgeting, Capital structure, Working capital management,

(HRM) Job Satisfaction, Organizational Culture, Whistle blowing
(Marketing) Brand Image, Brand Loyalty, Customers satisfaction Brand Equity

Preferable journals databases:

1- ELSEVIER
2- Emerald
3- Science Direct
4- Springer
5- Taylor & Francis
6- MDPI

Special Topics in Digital

Marketing
Semester Spring 2019

Articles’ Summary
| Special Topics in Digital Marketing
1)
Name of the Article: The Impact of Social Media on Consumers’ Acculturation and Purchase Intentions
Name of the Author(s): Hatice Kizgin, Ahmad Jamal, Nripendra P. Rana
Year of Publication: 2017
Name of the journal: Information Systems Frontiers
Summary:
Abstract:
In this research the authors are proposing idea of social media being a vital role of culture change and a
driver of acculturation strategies. (Acculturation is cultural modification of an individual, group, or people by
adapting to or borrowing traits from another culture) The authors tell first role of social media as an agent of
culture change in terms of how it impacts acculturation and consumption. This paper discusses implication
for theory development and practice. The authors tell that social media has emerged as an important and
effective means of supporting and promoting activities and interactions among peers, consumers and
organizations that transcend the boundaries of time and space.

Research Model

Research Methodology:
In their research they consider the largest non-Western\Turkish-Dutch ethnic group in the Netherlands. The
survey respondents were hired from a large panel via Markteffect. a leading company that specializes in
survey sampling. This research Applied to the social media context, the individual items were used to
segment the respondents into the separation, assimilation or integration categories. The response options for
the items include (a) Turkish only, (b) mostly Turkish, (c) in Turkish and Dutch about equally, (d) mostly
Dutch only and (e) Dutch only. There were 514 participants from Netherlands in which 54.1% male and
45.9% female. The sample selected from the different age, occupation, education and location within the
Netherlands.
Conclusion and Directions for future research
In the conclusion of this research the authors tell that in marketing communication strategies, social media
provides great success. Some ethnic brands used the combination of different languages like Urdu, Hindi,
Bengali and English to know about the cultural disposition of South Asia. The current research by authors
provide motivation on nature of and reason of acculturation.

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 Future research is also required on how social media language preferences and cultural orientation affect
online consumer behavior. The social media-based interaction could be further investigated to access the
inter and intra community interaction within and beyond national boundaries.

2)
Name of the Article: THE IMPACT OF CONSUMER INTERACTION ON SOCIAL MEDIA ON BRAND
AWARENESS AND PURCHASE INTENTION! CASE STUDY OF SAMSUNG
Name of the author(s): Rohail Khan
Year of Publication: 1st August 2018
Journal name: Journal of Marketing & Logistics Volume
Page: 114-129
Summary:
Abstract:
In this research the author is proposing the impact of social media on consumer interaction and on brand
awareness. Social media has around 2 billion community and this media has huge impact on the product
purchase of the brands. Now a day’s consumer of any brand is living in the community of social media
where they share all type of experiences regarding brands. To keep yourself and other be updated use this
medium in the digital era is tremendous. The author is trying to identify the factor that are influencing on one
of the biggest smart phone brand Samsung customer purchase intensions.

Research Model

Research Methodology:
The author used multi linear and convenient sampling technique to achieve the objective of the research.
Primary data was collected from the Universities students of three private universities of KASB institute of
technology, IQRA University and SZAB institute of Science and technology. The questionnaire was
designed to conduct this study for brand interaction on social media. The final questionnaire is filled by the
Universities. And the respondents are the social Media user which are students enrolled in Management
science program at KASBIT University, SZAB institute of science and technology and IQRA University.
Total 350 sample size used out of which 192 were selected. 76% male and 24% female.
Conclusion and Directions for future research

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 Conclusion of entire research is that annoyance viral Advertisement and Opinion Seeking don’t have any
direct effect on the purchase intention of the consumer. Brand page, brand awareness and word of mouth
have direct effect on the purchase intention. These variable interlinked which effects the purchase of the
consumer. More variables are required to add in future studies, due to the short time author used only some
variables. Some other population is required with same model in the demographic location with some other
brands as well.
This study suggest that brand should build communication channels on social media platform be respondent
to query of the consumer and lunch time to time social media campaign.

3)
Name of the article: Digital, Social Media, and Mobile Marketing in industrial buying: Still in
need of customer segmentation? Empirical evidence from Poland and Germany
Name of the author(s): Julian M. Müller⁎, Benjamin Pommeranz, Julia Weisser, Kai-Ingo Voigt
Year of publication: 2018
Name of the journal: ELSEVIER
Page number: 1-14
Summary:
Abstract:
The authors investigated the necessity of customer segmentation in industrial buying regarding Digital,
Social Media, and Mobile Marketing (DSMM) from the perspective of a German sensor supplier. It
condenses several technological developments affecting marketing research and practice.

Research Model

Research Method:
Authors used email questionnaires. 139 responses were obtained, 100 from Poland and 39 from Germany.
Response rate is 5.1% in Poland and 2.1% in Germany. The response time was between 7 to 9 minutes. Out
of 139 responses, 14 come from procurement, 9 from management, 21 from senior management, 60 from
production-related functions and 25 from R&D-departments. Further, 10 respondents did not state their
function. Regarding the industry sector, 16 responses are from consumer goods, 8 from raw materials, 28
from the automotive industry, 26 from the electrical and ICT industry and 45 from machine building
industries.

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 Conclusion and Directions for future research
Our paper investigates changing information behavior in industrial buying in context of DSMM. The
frequency of buying shows a positive correlation with requirement for information and a negative
correlation with future requirement for information concerning data security.
For future research, an interconnection of the research streams identified would present a valuable
contribution. This includes, for example, the interconnection of DSMM content analysis, the measurement
of its outcomes as well as factors leading to and preventing its usage by customers.
4)
Name of the Article: A study on the effects of social media marketing activities on brand equity and
customer response in the airline industry
Name of the author: Eun-Ju Seo, Jin-Woo Park
Year of publication: 2017
Name of the journal: ELSEVIER
Page: 36 to 41

Summary:
Abstract:
In this research authors proposing the effect of social media marketing activities on brand equity and
customer response in the airline industry. In today’s world billion of people are connected in real time,
social media is making traditional methods of finding information and purchasing items obsolete and such
new social and economic consequences are being generated. Social media is very important and convenient
in leading the companies to use it in external promotions, marketing, customer management and as an
internal channel for employee communication. It is expected that the results of this study may be used as
fundamental data in the development of airline SMMA strategies, particularly by investigating the relative
importance of each SMMA component and analyzing the effects of SMMAs.

Research Model

Research Method:
The survey was conducted via developed questionnaire. The questionnaire surveyed airline SMMAs with
five components – entertainment, interaction, trendiness, customization, and perceived risk – covered by 11
items. Four more components – brand awareness, brand image, e-WOM, and commitment – were covered
by three items each, resulting in a total of 23 items. The survey was carried out with convenience sampling

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 method at Incheon International Airport and Gimpo International Airport. 380 questionnaires were
distributed, 352 of which were returned. However, six questionnaires were incomplete, and 44 of the
respondents reported that they had not used airline social media, leaving 302 questionnaires for analysis.
Conclusion and Directions for future research
The author investigated in this study about the effect of airline SMMAs on two types of brand equity –
brand awareness and brand image – and two types of customer response – e-WOM and commitment. The
result are as follows, First, SMMAs had positive effects on brand awareness and brand image. Second,
brand awareness had a positive effect on commitment, confirming that airlines with low awareness could
actively pursue SMMAs to increase awareness and develop committed customers. Third, brand image
significantly affected e-WOM and commitment, demonstrating that SMMAs have a positive effect on
brand, thereby developing committed customers by affecting customer emotions and e-WOM.
The future recommendation studies are as follows. First, the sample for this study was restricted to Korean
passengers. More comprehensive studies incorporating a broader spectrum of passengers would allow for a
more meaningful generalization of the results. Second, although this study empirically demonstrated that
SMMAs had a positive effect on customer response, the consequences of these effects on proficiency or the
managerial achievement of companies were not addressed.

5)
Name of the article: Do social media marketing activities enhance customer equity? An empirical study of
luxury fashion brand
Name of the author: Angella J. Kim a,1, Eunju Ko
Year of publication: 2011
Name of the journal: ELSEVIER
Page: 1480-1486
Summary:
Abstract:
In this research authors study the attributes of Social media marketing activities and examine the
relationship among those perceived activities, value equity, brand equity, customer and purchase intension
through a structural equation model. Luxury market is a high value-added industry basing on high brand
assets. Due to the increased demand for luxury in emerging markets such as China, India, and the Middle
East, opportunities abound to expand the business more than ever. social media can have a dramatic impact

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on a brand's reputation. One-third of survey participants posted opinions about products and brands on the
brand's blog, and 36% thought more positively about companies that have blogs.

Research Model

Research Methods:
A preliminary test was completed to select a sample luxury brand. Fifteen graduate students majoring in
fashion marketing were asked to list three luxury fashion brands that came to mind when thinking of luxury.
Convenience samples were drawn from the Seoul metropolitan area via mall intercept method. Among a
total of 362 luxury consumers, most of the respondents were female (79.3%), 58% were in their twenties,
and 22.9% were in their thirties (consumers in their forties and fifties took up almost 9% each).
Conclusion and Directions for future research
Authors presented in this study about the effects of the social media marketing activities of luxury fashion
brands on customer equity and purchase intention. As the main purpose of marketing communication is to
improve customer equity drivers by strengthening customer relationship and creating purchase intent, SMM
activities contribute as effective marketing communication methods.
Future study should develop effective instrument to measure social media marketing more appropriately
because initial effort to evaluate effect of social media marketing, a visual stimulus used to measure
attributes of social media marketing activities face difficulties in controlling possible error.

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