Volume 9 (2021-22)

Each volume of Journal of Digital & Social Media Marketing consists of four 100-page issues in both print and online. Articles scheduled for Volume 9 are available to view on the 'Forthcoming content' page.

The articles published in Volume 9 are listed below.

Volume 9 Number 1

  • Editorial
    Simon Beckett, Publisher, Journal of Digital Social Media Marketing
  • Papers:
    The US Army’s path to virtual recruiting
    Xeriqua Garfinkel, Public Affairs Officer and Shauna M. Clark, Digital Media Program Manager, US Army Recruiting Command

    The US Army is currently undergoing a multi-year process of adopting virtual techniques to recruit its target market. When the world pivoted to social isolation due to the COVID-19 pandemic, the Army easily adapted to the new environment. The US Army Recruiting Command, responsible for marketing the Army and processing new recruit packets, focused on leveraging virtual tools, social media intelligence analysis, and adapting its traditional culture of in-person recruiting to a more online, story-centric and visual content recruiting effort. The COVID environment expedited the expansion of virtual recruiting practices from just marketing to include most of the job application process, traditionally completed in-person. The result is an engaged online following that is reaching the target audience who are eligible for military service. The Army achieved its personnel end-strength goal for fiscal year 2020 despite closing 1,400 physical recruiting stations for two weeks, reopening less than 1 per cent through the summer and cancelling nearly all physical recruiting events. The Army also demonstrated its adaptation to virtual recruiting by digitally processing eligible civilians into the military while taking care of its existing force by adhering to nationwide social distancing mandates.
    Keywords: Virtual recruiting, digital media, social media marketing, online influencer, marketing strategies

  • How agencies are adapting during COVID-19
    Marco Giuliani, Content Marketer and Xenia Muntean, Chief Executive Officer and Founder, Planable

    The impact of COVID-19 has been felt by agencies, big and small, worldwide. The advent of the ongoing pandemic saw many agencies scrambling for new ways of working, as non-essential businesses closed down and workers around the world bunkered down in their homes. While much ink has been spilled on the impact that COVID-19 has had on agencies, little research has been conducted into how agencies are adapting to it. Teams have replaced meeting halls with Zoom calls and water cooler chit-chat with online, socially distanced team-building exercises. This paper explores how agencies have been affected by COVID-19, the implications, and various ways of adapting to the new economic landscape.
    Keywords: COVID-19, agencies, marketing, digital media, advertising

  • Scaling search engine visibility for franchises: A guide for multi-location brands
    Steve Wiideman, Chief Executive Officer, Wiideman Consulting Group

    Organisations with multiple brick-and-mortar locations face an array of challenges controlling and improving visibility within popular search engines such as Google and Bing. Problems stem from content development at scale to rogue franchisees or location managers competing against corporate efforts rather than working collaboratively. This article references case studies and research to provide a multi-location strategy for improving keyword rankings within blended search results, including digital maps, navigation and organic web search results.
    Keywords: SEO, SEO strategy, search engine optimisation, local marketing, franchise marketing, inbound marketing, Google, maps

  • Is offline media becoming the biggest driver of online engagement? A review of recent trends and opportunities
    Srikanth Ramachandran, Founder and Chief Executive Officer and Mehul Mandalia, Co-founder and Head of Demand Platforms, Moving Walls Holding Pte

    As advertising spend continues to shift online, out-of-home (OOH) advertising has bucked the trend by transforming itself using digital technologies. Indeed, in all types of locations, the age-old billboard is proving to be an effective driver of online engagement. This article examines how this offline channel has intertwined itself with online media and the various ways in which marketers can use it to drive digital campaign performance. It also looks at OOH’s pivotal role at different stages of the marketing funnel.
    Keywords: Out-of-home media, outdoor advertising, digital marketing, offline media, programmatic advertising, location data

  • How the study of social media data has evolved through time, putting social media insights-led actions at the heart of many organisations’ strategy
    Jackie Balchin, Senior Social Strategist, NetBase Quid

    This article reviews how the use of social media data has evolved over the last ten years. It also provides actionable tips on how social media data obtained through social media listening platforms can be analysed more efficiently, with examples of how to go beyond standard platform outputs to obtain a deeper understanding of customers. The article argues that social media data should be a guiding force for brand action and thus have a seat at the table when strategic decisions are being made. It also provides guidance on how to obtain this level of maturity.
    Keywords: Social media insights, campaign reporting, social data, social listening

  • Marketing collaborations between luxury brands and hip-hop artists: An analysis of community feedback on Instagram
    Jonas Polfuß, Professor of Brand Management and Marketing, EBC Hochschule

    Luxury fashion and hip-hop music have become intertwined, but their relationship remains conflict-ridden. This study examines the collaboration between luxury brands and rappers based on three marketing collaborations from 2019: Gucci, Fendi and Chanel. Critical user and community feedback are examined using quantitative and qualitative in-depth analyses of Instagram posts. The evaluation takes the form of an engagement and sentiment analysis, the results of which mirror previous research on hip-hop marketing and social media monitoring. This study provides insights into the opportunities and risks of lifestyle marketing in collaboration with artists.
    Keywords: Marketing, social media, Instagram, likes, user engagement, luxury brands, hip-hop, community

  • The influence of the relationship life cycle on business-to-business social media: Theory and practice
    Loran Jarrett, Instructor and Sajeev Varki, Associate Professor, Muma College of Business

    Business-to-business (B2B) firms are increasingly using social media platforms to engage with their customers as they seek to maintain and grow their relationships with customers. This study examined the social media communication objectives of B2B firms at the exploration, expansion and maturity phases of the relationship life cycle. Social media experts were interviewed regarding social media efforts and objectives. The objectives observed in practice were contrasted with theoretical recommendations of appropriate objectives at corresponding phases of the relationship. Several gaps between practice and theory were identified. Further research is necessary to better understand those social media communications objectives deemed important in practice but for which there is little theoretical support.
    Keywords: relationship quality, relationship life cycle, relationship marketing, social media, business to business