Journal of Social Media Marketing

Building Cancer Hospitals’ Reputed Brands through Health Education and Mobile Apps

2025-04-10T12:53:46+00:00

Cancer hospitals implement communication initiatives to promote their brands, such as websites, patient portals, social media platforms, or mobile applications. However, they face different challenges: legal frameworks, patients’ requirements, and global competition. This paper analyzes how hospitals manage mobile applications to implement health education initiatives, allowing them to reinforce their relations with stakeholders and promote their brands. We conducted a literature review about cancer hospitals' brands (health communication, branding, health education, mobile applications), and then we carried out a quantitative analysis of how the 250 best cancer hospitals in the world managed their mobile applications for health education and branding purposes. We found that most cancer hospitals used websites (99,6%) and social media platforms (90,4%), but only a few of them managed general mobile applications for patients (52,8%) and mobile applications for cancer patients (7,6%). We concluded that most cancer hospitals mainly use applications for administration tasks and only focus on patients, constituting a reputational risk for these organizations.

How Social Media Advertisement Affect Purchase Intention?

2024-12-31T11:44:50+00:00

This study is conducted to investigate social media advertisements that consists of product involvement, creative characteristics, celebrity endorsement and emotional appeal to research how it’s affected purchase intention. It’s employed a quantitative methodology to gather information from participants using an online survey. The purposive sampling method was used in with 148 participants who are laptop product buyers based in Tangerang City, Indonesia participating in an online survey. The Structural Equation Model – Partial Least Square method is used to examine the data. The result is Purchase Intention is positively affected by Emotional Appeal, Celebrity Endorsement and Product Involvement. In the meantime, Purchase Intention is not positively affected by Creative Characteristics. The managerial implication of this research is companies can effectively employ Emotional Appeal, Celebrity Endorsement and Product Involvement in social media advertisement to generate consumers purchase intention.

An Investigation of Consumer Responses to Visual and Textual Elements of Meme Marketing Advertisements

2025-02-17T07:07:45+00:00

Brands have started using internet memes as a marketing tool on social media to combat declining engagement rates among consumers. Despite increased adoption in professional practice, limited scholarly attention has been paid to meme marketing, or to the elements that may contribute to the success of memes intended as brand advertisements. Employing heuristic cues to facilitate peripheral cognitive processing and controlling for humor perception and advertising skepticism, two interrelated experiments investigate how ad type, brand identity, humor, and perceived popularity of a social media marketing post containing a meme influence consumer attitudes and behavioral intentions. Results indicate that consumers prefer ads in the form of humorous memes to text-only ads without memes. Brands with less serious identities and posts that are perceived as more popular also evince more favorable responses. These findings offer theoretical and practical insights into optimizing meme marketing engagement in content-saturated digital environments.