SMM1 - Introduction (keyterms, mp + scenario questions)

What is social media (definition)?

Internet applications for social interaction where users can add content to share, inform, and create

What are the 5 characteristics of social media marketing (van Noort & Antheunis, 2011)?

1. All marketing communications 2. Initiated by a marketer/organization 3. To influence a target audience 4. By creating a process of sharing the message 5. By users of a social medium

What is the goal of social media marketing?

Build brand loyalty, increase brand awareness, recognition, and brand recall

What is UGC?

User-generated content — content created and shared by consumers about products/services

What are the 3 groups of UGC participants?

1. Creators (active producers) 2. Critics (dissatisfied users) 3. Collectors/consumers (including lurkers who are passively influenced)

What is the difference between WOM and eWOM?

WOM is word-of-mouth in general; eWOM is the electronic/online version — both are forms of UGC

What distinguishes social media from mass media?

Mass media is one-to-many with no interaction (TV, radio, newspaper); social media can be both mass and one-to-one

What distinguishes social media from personal media?

Personal media (email, phone) allows interaction on a small scale; social media can reach millions while still enabling one-to-one communication

What are 4 reasons Ryanair's TikTok strategy works?

1. Inexpensive and scalable 2. Trendjacking (piggybacks on viral content) 3. Self-deprecation (uses flaws as content) 4. Shifts narrative on negative comments

What is trendjacking?

A brand strategy where you piggyback on other people's viral trends or videos to gain reach at low cost

What is real-time marketing?

Marketing that reacts to current events or trends as they happen (e.g., April Fools campaigns)

What are 3 forms of active brand presence on social media?

1. Banners/paid ads 2. Social campaigns 3. Company pages

What does the SMM flow model look like?

Users → Medium → Effects

What is GEO?

Search Everywhere Optimization (Generative Engine Optimization) — optimizing for AI-driven conversational search instead of keyword-based search

What are the top 3 social media platforms in the Netherlands by size?

1. WhatsApp 2. YouTube 3. Facebook

What did Li, Larimo & Leonidou (2021) research?

How to define and classify social media marketing strategies based on strategic maturity

What are the 4 components of the SMM strategy development process (Li et al., 2021)?

1. Drivers (firm objectives + customer motivations) 2. Inputs (engagement initiatives + customer behaviors) 3. Throughputs (social connectedness + social interaction) 4. Outputs (customer engagement)

What are the 4 SMM strategy types in Li et al. (2021) taxonomy?

1. Social Commerce (one-way, promote & sell) 2. Social Content (firm-initiated two-way, connect & collaborate) 3. Social Monitoring (customer-initiated two-way, listen & learn) 4. Social CRM (collaborative, empower & engage)

What distinguishes Social Commerce strategy from Social CRM strategy?

Social Commerce is one-way, transactional, low engagement, short-term revenue focus; Social CRM is collaborative, integrates social data with CRM systems, enables value co-creation, highest engagement

What is customer engagement (Li et al., 2021)?

The intensity, passion, and commitment with which an individual autonomously participates in and feels a lasting connection with a brand's activities

What is social connectedness?

The quantity, strength, and reach of social ties a consumer or firm holds within a digital network

What is value co-creation?

A collaborative process where active consumers contribute creativity, knowledge, and ideas to jointly improve products and services with the organization

What did Li, Larimo & Leonidou (2023) research?

How to synthesize the fragmented SMM literature into a coherent framework using a value creation perspective

What are the 5 research streams in Li et al. (2023)?

1. Promotion & selling (transactional value) 2. Communication & branding (media value) 3. Monitoring & intelligence (informational value) 4. CRM & value co-creation (relational value) 5. General strategic tool (strategic value)

What does atheoretic mean in the context of Li et al. (2023)?

Studies that are data-driven and not based on a specific theoretical framework — 52.6% of SMM studies fall in this category

What is a social media firestorm?

A sudden, massive buildup of negative eWOM and complaints against a brand that spreads virally across social channels

What did Borges-Tiago, Tiago & Cosme (2019) research?

What factors motivate social media users to participate in and share viral communication

What are the 3 user types in Borges-Tiago et al. (2019)?

1. Heavy users (large networks, driven by social pressure) 2. Social-driven users (use SM for communication/socialization) 3. Research-driven users (use SM as info tool, most likely to promote viral content)

What is meaningfulness in the context of viral content (Borges-Tiago et al., 2019)?

The degree to which an individual considers an online stimulus valuable, relevant, and personally important — it positively influences emotion tone and arousal

Explain the attitude-behavior gap in viral marketing (Borges-Tiago et al., 2019)

A positive attitude toward content does not automatically lead to sharing it. People are far more willing to passively participate than to actively forward content to their network

What is arousal in viral communication?

The psychological and physiological activation triggered by emotional content that motivates the user toward further sharing

For which user group does social pressure most strongly drive viral sharing behavior?

Heavy users — their online actions are most strongly influenced by peer pressure from their network

What is the difference between transactional value and relational value (Li et al., 2023)?

Transactional value = immediate financial returns from selling via SM; Relational value = long-term returns from personalized trust-based relationships with connected consumers