Journal of Social Media Marketing <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> en-US ( ) (Technical Support Contact) Wed, 27 Dec 2023 09:09:51 +0000 OJS 60 Describing Innovative Development Process on Reconstructing a Cryptocurrency-Oriented Social Media: Walking Through Taiwan Potato Media as an Example <p>This study has explored and analyzed a new Web3 social media for innovative development and built a theoretical framework for future counterparts. The researcher took the Taiwan Web3 social media platform, Potato Media, as a case study with the walkthrough method for both data gathering and analyzing. The present study shows that Potato Media has reformed, reconstructed and renewed their out-of-date Web2 online service using blockchain technology and cryptocurrency for governing and promoted user-led marketing actions. At the same time, Potato Media facilitated all users to build a marketing vision based on Web3 discourse in an advanced manner. The study concludes that new innovative social media with Web3 technology could initiate innovative development and marketing for three reasons: First, they could do it to enhance the inclusion of all users and creators and sustain core value of creativity; second, they could do it by creating the cryptocurrency as the governing tool for managing organizations and fulfilling token/ sharing economy; third, they could do it to represent their innovative social media marketing visions. This study finally suggests that all the social media platforms could have Web3 reforming plans for pursuing future business goals.</p> Kai-Hung Liao Copyright (c) 2023 Kai-Hung Liao Wed, 27 Dec 2023 00:00:00 +0000 Mobile Marketing in the Art Industry <p>The rising prevalence of mobile devices has transformed consumer behaviors and created new opportunities for audience engagement through mobile marketing in the art world. However, there has been limited research on implementing effective mobile strategies for art professionals. This study aimed to systematically review mobile techniques over the past five years based on academic literature and industry reports. It analyzed key mobile marketing campaigns from prominent art institutions focusing on approaches like apps, augmented reality, and location-based services. The literature revealed several important findings about mobile marketing effectiveness. According to Pew Research Center data from 2019, 81% of Americans now own smartphones frequently used for internet access, demonstrating widespread mobile access. Studies of apps found those displaying artist portfolios and enabling ticket purchases had high audience engagement. Augmented reality apps providing interactive experiences attracted more first-time museum visitors than non-users. Location services increased nearby gallery foot traffic up to 35% by capitalizing on proximity. Case studies indicate mobile strategies can significantly boost participation when integrated across digital and physical channels through profiles, ticketing, content, and location promotion to spur visits. As a result, mobile technologies may help arts institutions connect with broader demographics in novel ways. However, usability and data privacy must be addressed. The review concluded that mobile techniques are highly impactful for boosting audience involvement, working best as an omni-channel approach across platforms and interactivity. Adopting established mobile marketing best practices is essential for arts professionals and organizations to thrive in today’s digital landscape and engage wider audiences.</p> FRANCIS ANKYIAH Copyright (c) 2023 FRANCIS ANKYIAH Wed, 27 Dec 2023 00:00:00 +0000 Impact of Social Media Marketing on Purchase Intention: The Moderating Role of Perceived Enjoyment <p>The purpose of this study is to the effect of social media marketing on the purchase intention as the mediating role of perceive enjoyment. This study used the Theory of Planned Behavior (TPB) to examine the variables that influenced participants’ decisions about whether or not to buy tickets to events using social networking sites. This study presented an online survey disseminated through social media based on TPB, using a quantitative research approach. Controllers of events pages on Facebook, Twitter, and Instagram formed the sample population of the study. Convenience sampling technique use for this study and select ample of N= 125. The review showed that all research protocols were accepted. Among all the independent variables of event fans intention, event fans behavior EWOM and brand loyalty had a significant positive effect on the dependent variable of intention to purchase event tickets. This study provided statistical support for the performance of the TPB when it comes to event marketing and social media activities. This suggests a deeper understanding of rational decision-making and social influences in the formation of behavioral intentions and intentions. The model also included a component of subjective pleasure. While there was perceived interest, the event’s social media pages were well received. This emphasizes the importance of presenting information and content in an engaging and simple way. When it comes to promoting events, perceived enjoyment seems to be an important influence. This highlights the need to create a great user experience for the product page, emphasizing customer feedback, information sharing through their engaging product-related stories and experiences between social media, for customers connect, communicate, share with their friends and help, that’s a brand new marketing strategy. Event marketers should use social media to help create, promote and organize events. If the marketing goal is to spark broad interest in the event, social media is a great way to reach a core group of customers, members and donors.</p> Muhammad Zulqarnain, Muneeb Iqbal, Samavia Muneer Copyright (c) 2023 Muhammad Zulqarnain, Muneeb Iqbal, Samavia Muneer Wed, 27 Dec 2023 00:00:00 +0000