“Journal of Digital and Social Media Marketing provides a unique blend of practitioner and academic expertise to offer the reader an in-depth understanding of digital marketing case studies and authoritative opinion. Each article passes a peer-review prior to publication, by leaders in the industry from around the globe, ensuring the reader gets the best-of-the-best in digital marketing insights.”
Volume 12 (2024-25)
Each volume of Journal of Digital & Social Media Marketing consists of four 100-page issues in both print and online.
The articles published in Volume 12 are below.
Volume 12 Number 3
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Editorial
Simon Beckett, Publisher -
Practice Paper
Google, SEO and helpful content: How artificial intelligence can be helpful for e-commerce websites
Russ Macumber, Managing Director, Impressive Digital, and Venkata Durga Eswar Pagadala, SEO Product Manager, Apartments.com
This paper explores the impact of artificial intelligence (AI) on search engine optimisation (SEO) practices within a marketing agency setting, with a particular focus on quality, topical authority and relevance over quantity. By leveraging AI-powered content creation tools, the study explores the effectiveness of generating various SEO elements for enhancing the visibility and ranking of product pages. Using models such as OpenAI’s text-davinci-003, the study demonstrates the generation of SEO elements tailored to specific product details, brand names and website URLs. Through examples of fitness equipment, the study showcases the creation of SEO-friendly content, enhancing the discoverability of product pages and user engagement. Furthermore, the study extends its focus beyond textual content to include the generation of image alt tags, identifying low-resolution images and implementing contextual internal linking using AI techniques. The study explores methodologies for generating alt tags for images based on image URLs, identifying low-resolution images from a list of URLs, and recommending internal links based on content similarity and topical relevance. The study also describes practical applications of AI in various SEO optimisation tasks, emphasising the role of AI-driven solutions in enhancing website crawlability, user experience and overall SEO performance, thereby contributing to improved visibility, traffic and conversion rates. By addressing key SEO challenges and leveraging AI technologies, marketing agencies can optimise their strategies for better search engine visibility, ultimately driving growth and competitiveness in the digital landscape.
Keywords: search engines; e-commerce; artificial intelligence (AI); search engine optimisation (SEO); SEO and AI; e-commerce and AI; marketing agency; Google -
Case Study
Jobs-to-be-done at scale: Disrupting the status quo with customer focus
Jim Kalbach, Chief Evangelist, Mural, Yann Wermuth, Partner, Vendbridge, Sabrina Duda, Principal UX Researcher, and Florin Ciontu, SVP Product, The Stepstone Group
This paper shows how Stepstone leveraged the Jobs-to-be-done (JTBD) framework to achieve customer focus at scale. Transformations typically span a decade and often fall short of initial goals. In under three years, however, Stepstone successfully ingrained a strong customer-focused mindset throughout the organisation, with tangible contributions to its product pipeline. Four phases were critical. First, recognising the need for change, setting a vision and getting senior leadership in touch with JBTD was critical. Secondly, an extensive customer research project identifying opportunities was conducted; indepth qualitative research uncovered Jobs-to-be-done and unmet user needs and a large sample size survey quantified these unmet needs. Thirdly, internal JTBD champions in the product and research departments were trained on the insights and provided with tools to apply them in workshops across the organisation. Finally, JTBD insights were integrated into regular product development. Stepstone is on course for shifting the mindset from inside-out (ie a technology-driven perspective focused on optimising and scaling existing solutions) to an outside-in viewpoint (ie a focus on unmet user needs in the market and user-focused growth and innovation).
Keywords: jobs-to-be-done; innovation; customer experience; user experience; human-centred; user-focused -
Research Papers
Youth perspectives on native short-video advertising on Chinese social media
Ruowen Wang, Integrated Marketing Communications Specialist, Alibaba Group, and Huan Chen, Chair, Department of Advertising, University of Florida
Since 2016, the popularity of social media marketing and short videos on Weibo has encouraged brands and companies to collaborate with influencers to create appealing short-format video content to advertise to consumers. The study on which this paper is based used the qualitative research method to explore Chinese consumers’ attitudes and perceptions of native advertising with shortformat video. The current authors conducted interviews with 20 consumers of short-format video content on Weibo to understand their experiences of short-format video advertising. The study has theoretical implications for influencer marketing, native advertising and social media marketing research. The study also guides social media influencers and brands on how to create effective shortformat video for native advertising on social media.
Keywords: social media marketing; native advertising; short video; China; qualitative research -
Advertisement avoidance and algorithmic media: The role of social media fatigue, algorithmic literacy and privacy concerns
Setareh Alavi, Doctoral Student, University of Texas at Austin, Pooja Iyer, Assistant Professor of Advertising, University of Colorado Boulder, and Laura F. Bright, Associate Director and Associate Professor of Media Analytics, University of Texas at Austin
This paper investigates the intricate dynamics of advertising avoidance within social media platforms, emphasising the roles of social media fatigue, privacy concerns and algorithmic media content awareness. With the pervasive influence of algorithms in curating user experiences, this research explores how these technological underpinnings, alongside users’ privacy apprehensions and the exhaustion from continuous media consumption, contribute to the growing tendency to bypass advertisements. Through a comprehensive review of literature and empirical analysis, the paper delineates the nuanced interplay between personalisation technologies and user engagement, offering insights into the psychological constructs that drive advertising avoidance behaviours. The findings underscore the need for a balanced approach in digital advertising, advocating for strategies that respect user privacy, mitigate social media fatigue and foster transparency in algorithmic content curation. This study not only broadens the academic discourse on digital advertising resistance but also provides practical implications for marketers aiming to navigate the complex landscape of consumer engagement in algorithm-driven media environments. The paper also addresses the challenge of balancing commercial interests with user satisfaction, encouraging innovative solutions for enhancing user engagement without compromising privacy or contributing to media fatigue. Through its comprehensive approach, the research provides valuable insights for academics and practitioners alike, suggesting future directions for developing more sustainable models of digital advertising that align with evolving user expectations and technological advancements.
Keywords: advertising avoidance; social media; digital advertising; algorithms; social media fatigue; privacy -
The effect of gamification on brand awareness: A study of retail industry and healthy-living applications
Hulya Alsan, MBA Student, and Dilaver Tengilimoǧlu, Professor of Management, Atilim University
Rapid developments in digitisation have resulted in gamification (ie, the use of game elements and game mechanics in non-game areas) becoming more common and easy to apply in digital environments. This study examines the use of gamification in the field of marketing, specifically its effects on brand awareness. As the paper shows, gamification helps to establish important bonds between the brand, the company and the customer. In this context, the paper analyses brand awareness by means of the survey method. Due to the size of the study population, the scope of the study was narrowed to apps promoting healthy living and apps produced by the retail sector. Convenience sampling was used to recruit 400 respondents. The survey found that gamification has a positive effect on brand awareness (r = 0.55) and that attitude to gamified apps has a positive effect on brand awareness (r = 0.58). Certain demographic factors were also found to influence the use of gamified apps.
Keywords: gamification; gamified marketing practices; brand awareness; brand attitude; gamified applications
Volume 12 Number 2
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Editorial
Simon Beckett, Publisher -
Case Study
Data enrichment and customer insights for hyper-personalised experiences: An automotive case study
Chanuttita Chitmanasak, Regional CRM and Marketing Automation Lead — East Asia and Australia, Michelin ROH Co
In our increasingly interconnected world, companies are seeking to connect with their customers through multiple touch points, both offline and online. For companies specialising in products and services, success is no longer about gaining one-time momentum but rather about creating deeply personalised interactions with customers along their purchase journey. Meeting the customer’s needs requires providing them with the right information at the right place and the right time. This paper argues that those companies that are collecting and enhancing consumer data will find themselves developing the most effective targeting strategies. The paper examines how data enrichment plays an integral part in providing a better customer experience and why hyper-personalisation should be at the core of your commercialisation strategy. By way of illustration, the paper describes how Tesla Motors embarked on a programme of data enrichment and personalisation. The paper concludes with key takeaways for companies looking to achieve sustainable engagement in a rapidly evolving digital landscape.
Keywords: automotive; personalisation; customer experience; customer data; data enrichment; innovation; digital transformation -
Practice Papers
Are you AI-ready? A roadmap to mastering marketing technology in a data-driven world
Britta Daffner, Head of Data Strategy and Data Culture, O2 Telefónica
Artificial intelligence (AI) is a game-changing technology that learns from data to deliver hyper-personalised experiences and predict consumer behaviour with unprecedented accuracy. This paper discusses how it is revolutionising marketing strategies and empowering businesses to thrive in the digital age. In particular, the paper explores how marketers are harnessing AI to create personalised strategies tailored to individual customer needs, augmenting the power of content marketing in order to engage customers across diverse channels and touch points. As this paper explains, however, for a company to transition from AI experimentation to mastery, it needs more than just technological prowess. Rather, it requires a holistic approach that integrates technology, strategy and people, supported by a data culture leader: a visionary tasked with aligning AI initiatives with strategic goals and fostering a culture of data-driven decision-making within the organisation. This paper provides actionable insights and thought-provoking questions to guide organisations in their quest for AI mastery. From assessing technological infrastructure to defining strategic objectives and cultivating a culture of innovation, the paper explores the key pillars of AI-driven marketing success.
Keywords: artificial intelligence (AI); digital marketing; data-driven strategies; marketing transformation; data culture leadership -
The power of social content: Transforming digital commerce
Liz Griffin, Global Vice President of Social Commerce, Bazaarvoice
In the rapidly evolving digital landscape, brands must adopt innovative strategies to stay competitive and engage effectively with their target audiences. Social content, traditionally confined to social media platforms, has proven to be a powerful tool for brand awareness, customer engagement and driving sales. However, to fully harness its potential, brands must integrate social content across the entire marketing funnel. This approach not only enhances customer experience but also leads to significantly better commercial performance. This paper explores the importance of utilising social content throughout the marketing funnel, discusses different types of social content, examines how content can be made shoppable and provides robust evidence that brands employing this strategy outperform those that do not.
Keywords: social shopping; UGC; social commerce; e-commerce; shoppable social content -
Effective emoji use for public agencies
Warren Kagarise, Digital Engagement Manager, King County, Washington
Emoji offer a way to convey information quickly in a visually appealing format, engender positive feelings among audiences, appear more relatable in conversations and encourage user engagement. Emoji offer a free, entertaining way to jump into the conversation but the low barrier to use does not always mean low risk. For public agencies, emoji use must balance considerations related to clarity, accessibility and representation. With more than 3,700 emoji now available and audience attitudes changing, understanding emoji use in official communications is growing in importance. This paper examines how public agencies can use audience data, best practices and historical context to better connect with the public through effective emoji use.
Keywords: civic engagement; emoji; government; government social media; social media; social media strategy -
The future for chief marketing officers in financial services
Lindsey Ogan, Chief Marketing Officer, Stride Bank
The role of the chief marketing officer (CMO) has undergone significant scrutiny and transformation in recent years, particularly within the context of rapid technological advancement and industry disruption. This paper examines the evolving landscape of marketing leadership, exploring the challenges faced by CMOs in adapting to changing market dynamics and the imperative for redefining their roles within organisations. Drawing on insights from the financial services industry and broader market trends, the study analyses the strategies and competencies required for CMOs to navigate the complexities of modern marketing. By synthesising theoretical frameworks with empirical evidence, the paper offers actionable recommendations for enhancing marketing leadership effectiveness in an era of digital and social media marketing. The research methodology involved a review of existing literature, including books, academic journals, industry reports and case studies, to identify key themes and trends affecting the CMO role. Additionally, qualitative interviews with business leaders from various industries were conducted and referenced to gather first-hand insights and experiences to validate the conclusions.
Keywords: marketing leadership; brand innovation; digital marketing trends; financial services disruption; marketing strategy evolution; customer behaviour analysis -
Research Papers
Instagram as a communication tool in sports: A case study of handball
Diego Berraquero Rodríguez, PhD Student, Ana María Gallardo Guerrero, Doctor, San Antonio Catholic University of Murcia, Carlos Chavarría-Ortiz, Managing Director, and Rafael Baena-González, University School of Osuna
Social networks are essential digital marketing tools that allow brands to build relationships with consumers. However, there is little evidence of their value in the field of sports. This study investigates what motivates handball fans to interact with handball organisations in four different countries, identifying digital communication patterns, and exploring the role of Instagram as a tool for participation. The paper focuses on one handball league from each of the study territories, namely: Liga Asobal (Spain), Liga Andebol (Portugal), Ligue Nationale de Handball (France) and Liqui Moly HBL (Germany). Using a sample of Instagram posts made over a three-month period, the study identifies trends in digital communication strategies, as well as peculiarities. The results indicate that all four leagues had a daily presence on Instagram, although ASOBAL and ANDEBOL showed significant difference in their use, participation and success on Instagram compared with HBL and NHL. The study concludes that the opportunities for interaction offered by social platforms and other means of two-way communication are not being fully exploited.
Keywords: sports; digital marketing; social networks; digital communication; engagement -
Marketing priorities and digital tactic effectiveness: A business strategy perspective
Eric M. Olson, Professor of Marketing and Strategic Management, Andrew J. Czaplewski, Professor of Marketing and International Business, University of Colorado Colorado Springs, Kai M. Olson, College of Business, Colorado State University, and Thomas Aicher, Dean and Professor of Sport Management, University of Colorado Colorado Springs
Digital marketing has emerged as a key component of marketing strategy and by extension has become an important source of competitive advantage for the firm. Firms adopt digital marketing strategies and tactics to address specific marketing priorities (eg sales growth, brand building etc). Digital marketing strategies represent the adoption of specific sets of digital marketing tactics. While these tactics are widely recognised, little attention has been paid to determining the conditions under which some digital marketing tactics are more effective than others. In this exploratory study, marketing managers were surveyed to understand the comparative importance of seven alternative strategic marketing priorities and the perceived effectiveness of seven alternative digital marketing tactics in addressing those priorities. Responses from 236 senior marketing managers/executives were analysed through a series of paired t-tests and one-way ANOVAs in SPSS Version 26. Significant differences were observed between firms pursuing prospector, analyser, low-cost defender and differentiated defender business strategies. These findings provide marketing and general managers alike with practical insights into the management of their digital marketing strategies.
Keywords: business strategy; marketing strategy; digital marketing tactics; competitive advantage; strategic marketing priorities
Volume 12 Number 1
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Editorial
Simon Beckett, Publisher -
Practice Papers
How to increase response by triggering hardwired human behaviours
Nancy Harhut, Chief Creative Officer, HBT Marketing
Marketers constantly seek ways to optimise engagement and response rates. Yet they often overlook the scientific evidence that reveals how people actually make decisions. Research shows that although people think they know why they do what they do, very often there are other factors at play that influence their decisions — factors that customers and prospects are unaware of. This paper demonstrates how marketers can take advantage of this phenomenon by embedding proven triggers of human behaviour into marketing strategy and execution. By using behavioural science principles such as autonomy bias, reciprocity and loss aversion, marketers can prompt decision defaults and considerably increase the chance that people engage with and respond to their communications.
Keywords: behavioural science; autonomy bias; reciprocity principle; loss aversion; decision defaults; engagement; response; consumer behaviour; human behaviour; marketing strategy; behavioural triggers -
Instinct over strategy: The pivotal shift in social media marketing
Tom Sweeney, Global Vice President, Influencer, Brainlabs, and Harriet Phillips, Founder, Turn the Tables
Strategic planning on social is starting to give way to another tactic — instinct. With AI integrated feeds dominating platforms like TikTok brands must adopt a more fluid approach to marketing. Success in this arena is based on pace, the right creatives and collaboration. The brands that can quickly identify emerging trends (by detecting ripples) leverage them (by riding waves) will reap the benefits long term (with the power of tides). This paper details how to blend data analysis with the right creativity to help ‘manufacture luck’ on social and foster genuine connections in the new era of social media.
Keywords: influencer marketing; social media marketing; marketing; social strategy; performance marketing; creative strategy; AI -
Creativity: Firing on all generative AI cylinders
Andrew Pearson, Managing Director, Intelligencia Ltd, Macau
Generative AI is unquestionably having its moment in the digital sun. It is currently being used to build applications that can generate new content quickly, efficiently and responsibly, as well as to augment the skills of workers. As this paper will show, however, its ability to create text, images, music, animation, video and even build software code from simple, user-generated text prompts will simplify business processes in a multitude of ways. With generative AI having already demonstrated its ability to ‘see’, ‘hear’, ‘speak’, ‘move’ and ‘write’, the power of its creativity will be increasingly embraced. It will not only be associated for image, audio and video content creation, but will also help with content personalisation, content automation, coding creation and assistance, augmenting customer support, augmenting workers, product design and content repurposing. The potential support it can provide to business is almost limitless.
Keywords: artificial intelligence; generative AI; Gen AI -
Research Papers
Female motorsport fan engagement on social media-based brand communities
Elisabeth Lick, Software Engineer, Aston Martin F1 Team, Rashid Bakirov, Visiting Fellow, Bournemouth University, and Tauheed Ahmad Ramjaun, Principal Academic in Corporate & Marketing Communications, Bournemouth University
This study explored the engagement of female motorsport fans within F1 team brand communities on Twitter (now ‘X’). Specifically, we sought to investigate why and how female fans were engaging with social media-based brand communities managed by F1 motorsports teams, and to gain better insights into the factors that encourage or deter female fan engagement within such communities. Our research methods combined online surveys and content analysis of Twitter posts. The investigation revealed that female fans seemed hesitant to engage actively within motorsports team brand accounts due to a fear of receiving negative reactions to their comments. The findings also identified differences between the participation activities of female and male fans, as well as interest in different content categories. This study recommends that motorsports team brand community managers or social media managers give greater consideration to the well-being of female fans interacting on their social media platforms and communities. They also need to be aware of gender-based differences in engagement as well as the specific issues faced by female publics.
Keywords: social media marketing; Formula 1; motorsports; Twitter; online brand community -
Segmenting e-sports players: Consumer profiles of generation Z e-sports enthusiasts
Claudia Brauer, Professor of Business and Management, MCI Internationale Hochschule GmbH, Kirstin Hallmann, Director of the MSc Sport Management Programme, German Sport University Cologne, and Anita Zehrer, Head of the Family Business Center, MCI The Entrepreneurial School
Generation Z people born between 1995 and 2006 cite gaming as their favourite media and entertainment activity. For this reason, e-sport continues to be developed as a key channel for interactive marketing. This study aims to segment generation Z e-sports enthusiasts and create meaningful consumer profiles. This exploratory study employed an online survey (n = 429) to collect data on generation Z e-sports enthusiasts. A two-step cluster analysis was conducted based on motives. Socio-demographic information and behaviours served as descriptor variables to create consumer profiles. Four clusters were revealed: excitement lovers, sportscape experience seekers, immersed players and spectators, and entertainment and excitement adorers. Differences across the clusters merged across age and gender, but also hours played per week, games played and watched, and other behaviours. This study adds to the still limited body of academic segmentation studies on e-sports consumers, focusing on generation Z.
Keywords: market segmentation; e-sports players; e-sports motivation; buyer personas -
Who shows more emotion when interacting with a company on social media? A study of political orientation and tweet sentiment
Jong Seok Lee, Associate Professor, University of Tennessee, and Jeffrey P. Kaleta, Assistant Professor, Appalachian State University
This study provides insights into how consumers interact with companies on social media. The study draws upon the theory of personality and political orientation to examine the relationship between consumers’ political orientation and the emotion used in their online interactions with companies. To provide additional understanding of this relationship, the study incorporates the political orientation of companies as a moderator. Leveraging Twitter (now known as ‘X’) as a research context, the study provides empirical evidence that more conservative consumers show less positive emotion when interacting with companies. The findings suggest that this relationship is weaker when the company involved has a more conservative (or less liberal) political orientation. Finally, the main effect follows a non-linear pattern that becomes stronger at an exponential rate among the most conservative consumers.
Keywords: social media; consumer behaviour; consumer emotion; political orientation; Fortune 500 companies; tweet sentiment; congruence of political orientation.