University of Macau / Faculty of Social Sciences / Department of Communication

Consumers had either positive or negative interpretations based on multiple factors. However, the factors we were able to spot were the following: 1. Content 2. Timing 3. Relevancy 4. The metaphors used and its simplicity. 5. Cultural values 6. The message of the ad and its validity. These 6 factors formed discussions in regards to the participant's interpretation of the ads and, in return, ended up with themes that we, as researchers, could identify as either positive or negative interpretations of the ads. Thus, through the observation of the connection between the overarching themes mentioned in 4.5, figure 8 was created to visualise the connection. For social media networks like Tiktok, people are more interested in marketing campaigns that are direct and informative. Further, consumers are attracted to colourful ads with humour, as it eases up the ad for the consumer and makes the ad feel less pushy. Consumers also preferred skippable ads over non-skippable ads as it gave them the chance to decide if the ad was in their interest or not.

Mit dem Konzept der Erstellung und Verbreitung mobiler Kurzvideos hat sich die Plattform TikTok innerhalb von fünf Jahren zu einer Konkurrenz für weltweit etablierte Namen wie Instagram oder YouTube entwickelt. Insbesondere Verlage mit einem Fokus auf Belletristik, wie Penguin Random House und Bastei Lübbe mit seinem New-Adult-Imprint Lyx, haben eine Präsenz auf TikTok bereits in ihre Kommunikationspolitik integriert. Doch bietet die Plattform auch kommunikationspolitische Potenziale für Ratgeberverlage, wie z.B. humboldt? Ziel dieser Arbeit ist die analytische Ermittlung einer Handlungsempfehlung der potentiellen Integrierung von TikTok in die Kommunikationspolitik von Ratgeberverlagen. Diese wird basierend auf den Potenzialen zur Erreichung von Kommunikationszielen auf der Plattform erörtert. Hierzu wird die Forschungsfrage gestellt: Ist die Plattform TikTok ein geeigneter Kanal für die Kommunikationspolitik des Ratgeberverlages humboldt? Zur Beantwortung dieser Frage sind die kommunikationspolitischen Ziele und Voraussetzungen einer TikTok-Präsenz aus der Innenperspektive der Marke humboldt mittels eines Experteninterviews zu erheben. Das Erreichen der Ziele wird mittels eines Vergleichs des Mediennutzungsverhaltens von TikTok-Nutzern und der ratgeberaffinen Zielgruppe der Marke humboldt zu überprüft. Zur Generierung der notwendigen Daten ist eine empirische Datenerhebung im Rahmen einer Online-Umfrage durchzuführen. Eine Konkurrenzanalyse hinsichtlich der Social-Media-Kommunikation der direkten und indirekten Konkurrenz von humboldt ergänzt diese Erkenntnisse, wodurch eine abschließende fundierte Aussage und Zukunftsperspektive der Eignung von TikTok als Kommunikationsinstrument für Ratgeberverlage entsteht.:1. Einleitung 1.1 Motivation und Darstellung des Forschungsthemas 1.2 Zielsetzung und Erkenntnisinteresse 1.3 Argumentationsstruktur und Forschungskonzept 2. Der Ratgebermarkt in Deutschland 2.1 Nutzenversprechen und Zielgruppe der Warengruppe Ratgeber 2.2 Marktsituation 2.3 Konkurrenzsituation 2.4 Herausforderungen und deren Auswirkungen auf den Ratgebermarkt 3. Online-Marketing als Bestandteil der Kommunikationspolitik 3.1 Theoretische Grundlagen des Online-Marketings 3.2 Social-Media-Marketing 3.3 Aktuelle Anforderungen an die Kommunikation im Online-Marketing 4. TikTok als Kommunikationsinstrument für Verlage 4.1 Die Social-Media-Plattform TikTok 4.2 Erfolgsfaktoren einer Präsenz auf TikTok 4.3 Chancen und Risiken für das Online-Marketing von Verlagen 5. Das Ratgeber-Imprint humboldt 5.1 Die Verlagsmarke humboldt 5.2 Experteninterview mit humboldt-Kommunikationsmanagerin 5.3 Auswertung der Ausgangssituation für die Erstellung einer TikTok-Präsenz 5.4 Grundvoraussetzungen für die Erstellung einer TikTok-Präsenz 6. Affinität der humboldt-Zielgruppe zu der Plattform TikTok 6.1 Online-Umfrage in der humboldt-Zielgruppe 6.2 Nutzungsverhalten von Social Media 6.3 Markenwahrnehmung 6.4 Die humboldt-Zielgruppe und TikTok 7. Konkurrenzanalyse 7.1 Direkte Konkurrenz 7.2 Indirekte Kommunikationskonkurrenz auf TikTok 8. Eignung von TikTok als Kommunikationsinstrument für humboldt 8.1 Kommunikationsziele 8.2 Zielgruppenplanung 8.3 Handlungsempfehlung 8.4 Zukunftsperspektive 9. Reflexion und Ausblick Bibliographie Literaturverzeichnis Onlinequellenverzeichnis Anlagen Selbstständigkeitserklärung

Yes / The objective of this research is to increase understanding about B2B company-led user engagement on social media content. Building on hierarchy-of-effects (HoE) theory, we explore how the world’s leading B2B companies use content objectives (why), strategies (how), and tactics (what) on Twitter. We first integrate B2B advertising and social media research on companies’ content objectives, strategies, and tactics. Then, using qualitative analyses, we examine the existence of objectives, strategies, and tactics in the most engaging tweets (N=365) of the worlds’ ten leading B2B brands, covering five industries, in 2017. Finally, we quantitatively examine how the use of diverse objectives and strategies differs between the most engaging tweets (N=318) and least engaging tweets (N=229) of the companies in 2018. The companies use objectives, strategies and tactics that relate to creating awareness, knowledge and trust, interest, and liking in the majority of their most and least engaging tweets, and express preference, conviction and purchase aspects much less. Differences exist in general, industry-wise, and company-wise. The study is a rare attempt to integrate the extant B2B advertising and social media research, and compare the most and least engaging B2B social media content.

Yes / Social media facilitates and enhances communication between businesses and customers. Nowadays, although it is commonly recognised that companies implement social media into their marketing activities, it is also acknowledged that companies struggle to calculate the return on investment (ROI) from social media marketing efforts as most of them focus only on certain tangible outcomes such as the impact on sales and purchases. Attempts have been made by researchers to identify how to measure key impacts of social media in relation to marketing; however, there remains a lack of empirical data and no comprehensive overview of what “ROI” can mean for an organisation seeking returns on their social media adoption. By knowing how to measure ROI from social media, companies can produce valuable insights which can help enhance marketing strategies in promoting their products/services. Thus, the aim of this chapter is to provide a review of ROI in social media marketing with a particular focus on intangible outcomes such as brand awareness, customer engagement/relationship and eWOM.

Yes / Return on investment (ROI) from social media marketing activities has attracted significant attention from academics and practitioners resulting in an increasing number of studies on this important topic. The current study conducted a bibliometric analysis to provide a consolidated view on the topic of ROI in social media marketing. By using 115 outputs from the Web of Science database and employing software CiteSpace the study presents and discusses the analysis of temporal distribution, cited countries, cited journals, cited authors, and research hotspots from 2009 till 2020. A holistic picture of this topic will help researchers to get an overview of this field and develop directions for future studies.

Background: The development of social media brings traditional marketing into a newera - social media marketing - which offers new platforms through which brands cancarry out marketing activities and connect with their customers. Thus, social mediamarketing has become important for brands and marketers to reach their customers andsocial media marketing activities (SMMAs) include entertainment, trendiness,customisation, interaction, and word of mouth (WOM). Purpose: The purpose of this paper is to explain the impact of social media marketingactivities (SMMAs) on customer satisfaction.  Methodology: A quantitative method and deductive research approach were adopted inthis research as a means of gathering data. Through a cross-sectional research design, anonline self-completion questionnaire was created and conducted with consideration ofethical and societal issues; as a result, 165 valid responses were collected. The collecteddata from the respondents were analysed through frequency analysis, descriptiveanalysis, explore analysis, reliability analysis, correlation analysis as well as multipleregression analysis. Findings: The results of this research revealed that both H3 and H4 were accepted,meaning that customisation and interaction have a significant positive impact oncustomer satisfaction. Conversely, H1, H2, and H3, i.e., entertainment, trendiness, andword of mouth (WOM), were rejected. Conclusion: This study concluded that customisation on social media (H3) positivelyinfluences customer satisfaction which can be understood as customised content isaimed in a way to suit the customers’ own preferences. Furthermore, interaction onsocial media (H4) was revealed to have a significant and positive impact on customersatisfaction. As firms and businesses interact with their customers on social media, theyallow for communication between a brand and the customer. Whereas, entertainment(H1), trendiness (H2) and WOM (H5) on social media do not significantly impactcustomer satisfaction.

Background: Social media marketing has been used to facilitate communications and interactions between customers and brands and is considered as the effective driver to influence the customers’ buying behaviours and loyalty. Since its emergence in Vietnam market, Samsung smartphone brand has secured a considerable market share in this country and has activated some social media platforms to stay connected with its customers. Though the social media marketing activities and their impacts on brand loyalty have been studied by a number of researchers, the specific case of the smartphone industry has not been eyed enough.  Purpose: The purpose of this study is to investigate how social media marketing activities influence brand loyalty with the specific case of Samsung smartphones in Vietnam.  Method: The chosen approach to address the purpose of this study is deductive. Descriptive design and quantitative technique are purposefully selected to form a structure of methodology of this study. Specifically, the data collected via the tool of survey questionnaires which were delivered to respondents through social media platforms to yield out 197 usable answers.  Conclusion: The results show that the six elements of social media marketing activities, namely: Entertainment, Interaction, Trendiness, Customization, Word of Mouth and Promotion have positive correlations with Brand loyalty. With some differences in terms of responses from different age groups and genders in each category towards the dimensions being utilized on social media sites, the brand is suggested to give a better focus on the importance of Entertainment and Promotion. Also, the platforms of Instagram and Youtube should be better managed to attract and satisfy a larger number of followers.

The purpose of this thesis is to analyse and to explore how B2C e-commerce businesses could use social media marketing strategies to increase their consumers purchase intentions on their sites. Findings enabled the development and research of a comprehensive social media marketing system which includes a general set of components and tools aiming at increasing purchase intentions on such sites. The theoretical framework of the thesis is based on literature as well as previous studies of Social Media, Social Media Marketing, Social Media Marketing System, E-commerce, B2C, Social Commerce, S-commerce, Online Purchase Intentions, Trust and Social Trust. A conceptual framework was created and led the research method which used a convergent parallel mixed method design that includes gathering and analysing both qualitative and quantitative data. The data is gathered from potential users and clients of the system and led by the user-centered design (UCD) process. The obtained qualitative and quantitative data was analysed separately and then merged together by a side-by-side comparison. With the use of this approach, several ways businesses can increase consumers purchase intentions towards their B2C e-commerce site were discovered. Social media presence, published content, publishing frequency, content type, special sale promotions and social media friends are variables that have been found to be influential upon purchase intentions. The integration of a social media marketing system combined with these variables was found to be a successful tool for B2C e-commerce businesses wanting to increase consumers purchase intention through social media networks.

Die Arbeit beschäftigt sich mit der Frage, welche Motive Konsumenten dazu verleiten, soziale Medien im sogenannten "Web 2.0" aktiv oder passiv zu nutzen. Hierbei liegt das Augenmerk insbesondere auf soziodemographischen und psychologischen Merkmalen der Nutzer. Als zentrales Ergebnis der Arbeit kann herausgestellt werden, dass sich die befragten 188 Personen insgesamt anhand von zwei Dimensionen: Aktivität vs. Passivität und soziale Motivation vs. individuelle Motivation in 5 Gruppen beschreiben lassen. Mithilfe klassischer und neuer Marketing-Instrumente (z.B. Virales Marketing) lassen sich diese Gruppen zielgenau ansprechen.