Thu, Mar 30, 2017 | updated 06:24 AM IST

Social media marketing helps businessmen connect customers

Updated: Nov 19, 2016 16:09 IST

Washington D.C [USA], Nov. 19 (ANI): According to new research from the University at Buffalo School of Management, social media posts with high engagement have the greatest impact on customer spending.

The study published in the Journal of Marketing, assessed social media posts for sentiment (positive, neutral or negative), popularity (engagement) and customers' likelihood to use social media, and found the popularity of a social media post had the greatest effect on purchases.

"A neutral or even negative social media post with high engagement will impact sales more than a positive post that draws no likes, comments or shares," says study co-author Ram Bezawada, PhD, associate professor of marketing in the UB School of Management.

"This is true even among customers who say their purchase decisions are not swayed by what they read on social media," he added.

The researchers studied data from a large specialty retailer with multiple locations in the northeast United States. They combined data about customer participation on the company's social media page with in-store purchases before and after the retailer's social media engagement efforts. They also conducted a survey to determine customers' attitudes toward technology and social media.

The study also found that businesses' social posts significantly strengthen the effect of traditional television and email marketing efforts. When social media is combined with TV marketing, customer spending increased by 1.03 percent and cross buying by 0.84 percent. When combined with email marketing, customer spending increased by 2.02 percent and cross buying by 1.22 percent. Cross buying refers to when a customer purchases additional products or services from the same firm.

"The clear message here is that social media marketing matters, and managers should embrace it to build relationships with customers," says Bezawada.

"Developing a community with a dedicated fan base can lead to a definitive impact on revenues and profits," he added.(ANI)

Washington D.C. [USA], Mar. 29 (ANI): A study finds that preserving and promoting natural amenities - clean air, hiking trails, beaches - and quality of life may give a double shot boost to economic growth important for human capital.

Full Story >>

New Delhi [India], Mar. 29 (ANI): DLF Emporio's Design Awards, in their fifth year, honored promising young names in fashion with a glittering awards ceremony.

Full Story >>

Washington D.C. [USA], Mar. 29 (ANI): For a longer life, eat higher proportion of carbohydrates - grains, pulses, vegetables, sweet potato - and about 100 grams of protein in middle-age daily to cut the chances of heart disease, cancer and other diseases in old age, suggests a study.

Full Story >>

London [UK], Mar. 29 (ANI): Ladies, do not hesitate to put on your sexy, body hugging clothes to office any more.

Full Story >>

Washington D.C. [USA], Mar. 29 (ANI): A team of Canadian researchers has found that teenagers, who begin smoking pot as early as 15 or younger, may suffer long-term cognitive impairment, memory loss, physical illnesses and respiratory diseases.

Full Story >>

Drinking tea may prevent you from diabetes

Updated: Mar 29, 2017 12:11 IST

Washington D.C. [USA], Mar. 29 (ANI): After understanding the health benefits of a cup of tea, a study finds that drinking tea can prevent diabetes.

Full Story >>

Washington D.C. [USA], Mar. 29 (ANI): A new research suggests that parents who play Pokemon Go with their kids report a number of side benefits such as including increased exercise, more time spent outdoors and opportunities for family bonding.

Full Story >>

New Delhi [India], Mar. 29 (ANI): PyotrIlyich Tchaikovsky's classical ballet 'Swan Lake', one of classical ballet's most beloved pieces, is set to come alive on the Indian stage as NavrasaDuende, a leading production house, announces to collaborate with Moscow-based Royal Russian Ballet and enthral the Indian audience.

Full Story >>

Philadelphia [US], Mar. 28 (ANI): Mural Arts Philadelphia has created thousands of murals over its more than 30-year history, and each one has a unique story, connecting communities through public art. In 2017, Mural Arts has added new opportunities to hear some of those stories first-hand on several tours that visit a wide swath of neighborhoods across the City of Philadelphia.

Full Story >>

London [UK], Mar. 28 (ANI): While finding a perfect partner seems like a tough job to many, the fact is, the effort that needs to be put in retaining that partner can be a painstaking process.

Full Story >>

New Delhi [India], Mar. 28 (ANI): The 2017 Coachella Valley Music and Arts Festival lineup is now official, and this year's two-weekend extravaganza at the Empire Polo Club in Indio is sure to be one for the ages, with Radiohead, Lady Gaga and Kendrick Lamar headlining the performances between April 14 and April 23.

Full Story >>

New Delhi [India], Mar. 28 (ANI): In an emphatic show of courage and hope, survivors of acid attack victims recently took to the ramp at a unique fashion show at the India Showcase Week, demolishing stigma and redefining the concept of beauty.

Full Story >>

New Delhi [India], Mar. 28 (ANI): From getting your child ready for school to sorting the daily chores- mornings are super hectic for women, especially the working ones.

Full Story >>

This summer, enjoy sweat-free workout

Updated: Mar 28, 2017 12:41 IST

New Delhi [India], Mar. 28 (ANI): As summer draws close, Reebok has yet again come up with an exciting range of its ActivChill apparel for a more sweat-free workout!

Full Story >>

New Delhi, Mar.28 (ANI): Cuemath, the premier program for 'math excellence' for students in KG to grade 8 organized a prestigious one day event to honour its wide network of Cuemath Teachers in Delhi recently.

Full Story >>

London [UK], Mar. 28 (ANI): With progress in technology, people's view towards things change, of course on a positive note.

Full Story >>

London [UK], Mar. 28 (ANI): From our very young age, we're told cheating is wrong and we should all be faithful to our partners.

Full Story >>

Washington D.C. [USA], Mar. 28 (ANI): If you have a particular tree nut allergy, then generally you are being asked to avoid every kind of nuts.

Full Story >>

London [UK], Mar. 28 (ANI): Does your boss nag and expect a lot from you? Here's a solution to keep up to their expectations- take a power nap in the afternoon!

Full Story >>