Journal of Social Media Marketing 2022-11-10T08:50:35+00:00 Open Journal Systems <p>Journal of Social Media Marketing (JSMM) is a peer-reviewed, open-access journal that provides rapid publication of articles in all areas of Social Media Marketing. JSMM is an international, scholarly and peer-reviewed, semi-annual journal (online) published by Diamond Scientific Publishing, Lithuania.</p> The Role of Social Media on Selected Businesses in Nigeria in The Era of COVID-19 Pandemic 2022-09-05T07:14:12+00:00 Cajetan Ihemebiri Elochukwu Ukwandu Lizzy Ofusori COmfort Olebara <p>As several countries were experiencing unprecedented economic slowdowns due to the outbreak of COVID-19 pandemic in early 2020, small business enterprises started adapting to digital technologies to transact business. However, in Africa, particularly Nigeria, COVID-19 pandemic resulted to some financial crisis that impacted negatively on the sustainability of small and medium-sized (SMEs) businesses. Thus, this study examined the role of social media on selected SMEs in Nigeria in the heat of the COVID-19 pandemic that led to several lock downs in a bid to curtail the spread of the virus. Cross-sectional survey research design was used alongside convenience population sampling techniques. The population was categorised based on selected SMEs businesses, while a quantitative research approach was adopted, and primary data were collected using a questionnaire. The questionnaires were administered to owners and operators of SMEs in Ikotun and Ikeja areas of Lagos State, Nigeria. A total of 190 copies of the questionnaires were distributed and a total of 183 usable responses were analysed.&nbsp; The findings of the study show that SMEs were aware of the usefulness of social media to their business as they largely leveraged it in doing their business during the national lockdowns. The study recommended that labour/trade unions should sensitise and encourage business owners on the benefits of continuous use of social media in carrying out their business transactions.</p> 2022-11-10T00:00:00+00:00 Copyright (c) 2022 Journal of Social Media Marketing Advertising in Greek media during the Covid-19 pandemic 2022-11-05T12:05:28+00:00 Panagiotis Tzavaras Aria Angeliki Bousoulegka Spyridon Stelios <p>This paper investigates social advertising both in social media and mass media during the first lockdown of the Covid-19 pandemic in Greece. It presents a qualitative analysis of the advertisements that were part of the coronavirus campaigns “Stay at home” and “Stay safe”, from March to June 2020. The analysis is based on semiotic and communication models. The aim of the research is to find out to what extend those advertising spots shaped the new daily life of the citizens, acting either informatively or instructively. Findings indicate that the campaign adapted to the needs of an already tired public. Furthermore, those specific social ads neither did they meet the expectations, nor resulted as expected, reproducing mostly stereotypes. They eventually did not innovate, express better ideas nor effectively communicate the intended message without provoking, distracting from the central objective or raising debate for all the wrong reasons.</p> 2022-06-20T00:00:00+00:00 Copyright (c) 2022 Journal of Social Media Marketing A Literature Review on Digital Marketing: The Evolution of a Revolution 2022-11-07T10:41:56+00:00 Marina Basimakopoulou Kostas Theologou Panagiotis Tzavaras <p>This literature review aims at providing a comprehensive and consolidated representation on how Digital Transformation in Marketing has, so far, influenced value making for businesses and discuss prospective ways ahead. In particular, current key concepts that need to be redefined have been spotted, as well as challenges in the digital marketing sector that need to be tackled with regards, especially, to social media and mobile marketing. A new structured approach is proposed on how businesses can stay up to date, exploiting the advantages, while minimizing the effects of disadvantages, of an almost inescapable decision to adopt, develop and implement a Digital Marketing Strategy. Future in marketing seems to embrace augmented and virtual reality as it’s natural progression, therefore, technology along with development and adoption of specific organizational capabilities and management tools respectively, integration of robust business processes, such as effective media derived data conversion and resource transformation exchange, and certainly, acquisition of invaluable human expertise, provide a solid basis for businesses to stay competitive in a fast changing and challenging marketplace. A systematic, five-step research method process for literature review has been used, taking into consideration article publication year 2020 onwards, from credible academic database sources.</p> 2022-06-27T00:00:00+00:00 Copyright (c) 2022 Journal of Social Media Marketing