Exploring Big Data Applications in Social Media Marketing: Insights and Innovations

Chen Mengqiang; Jessa Frida T. Festijo

doi:doi:10.11648/j.sjbm.20231104.15

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Exploring Big Data Applications in Social Media Marketing: Insights and Innovations

Chen Mengqiang^*, Jessa Frida T. Festijo

Published in Science Journal of Business and Management (Volume 11, Issue 4)

Received: 4 October 2023 Accepted: 15 December 2023 Published: 26 December 2023

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Abstract

This quantitative descriptive research study delves into the influence of Big Data analytics on the effectiveness of social media marketing strategies in the Chinese market. The research employed a survey questionnaire to gather data from 225 businesses that have integrated Big Data analytics into their social media marketing endeavors. The primary focus areas encompassed data collection, data analysis, and insights utilization, exploring their impact on understanding consumer behavior, preferences, and brand sentiments. The findings revealed several significant insights. Firstly, Big Data application substantially enhances the collection and analysis of consumer data from social media platforms, leading to more effective targeting and segmentation of audiences. Additionally, real-time data processing is crucial in adapting marketing strategies to the dynamic Chinese social media landscape. The study also emphasized the importance of personalization, as tailored content resonates strongly with individual consumer preferences. The research design allowed for the examination of demographic variations among respondents, revealing that age, gender, and social media engagement frequency do not significantly alter the impact of Big Data on marketing effectiveness. By harnessing data-driven insights and recognizing the nuances of the Chinese digital landscape, businesses can optimize their strategies for more personalized, timely, and effective engagement with consumers.

Published in	Science Journal of Business and Management (Volume 11, Issue 4)
DOI	10.11648/j.sjbm.20231104.15
Page(s)	174-189
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2023. Published by Science Publishing Group

Keywords

Big Data Analytics, Social Media Marketing, Chinese Market, Consumer Behavior, Marketing Effectiveness

References

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[5]	Gao, S., Yang, L., Zhang, M., Li, W., & Shen, H. (2021). Social Media in China: Opportunities and Challenges for Brands. In Social Media Marketing in Emerging Economies (pp. 125-140). Routledge.
[6]	Abdul, S. S., Zhang, Y., & Zhuang, H. (2018). Sentiment analysis in social media. In Social Media Mining and Social Network Analysis (pp. 1-25). Springer.
[7]	Cai, Y., Zhang, L., & Yang, Y. (2021). Big data applications in consumer behavior research: A literature review. Journal of Retailing and Consumer Services, 61, 102537.
[8]	Li, X., Zhang, Y., Shang, J., & Liu, K. (2020). Understanding consumer experience through big data analytics: a case study of mobile applications. Enterprise Information Systems, 14 (4), 460-476.
[9]	Kaur, S., & Malhotra, S. (2021). The Role of Big Data Analytics in Social Media Marketing. International Journal of Information Management, 57, 102267.
[10]	Narula, R., Kumar, S., & Bansal, N. (2019). Predictive Analytics: A Game-Changer in Social Media Marketing. Procedia Computer Science, 165, 439-447.
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[15]	Li, H., & Lu, Y. (2019). Social media in China: A comprehensive review. Computer in Human Behavior, 97, 312-329.

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APA Style

Mengqiang, C., Festijo, J. F. T. (2023). Exploring Big Data Applications in Social Media Marketing: Insights and Innovations. Science Journal of Business and Management, 11(4), 174-189. https://doi.org/10.11648/j.sjbm.20231104.15

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ACS Style

Mengqiang, C.; Festijo, J. F. T. Exploring Big Data Applications in Social Media Marketing: Insights and Innovations. Sci. J. Bus. Manag. 2023, 11(4), 174-189. doi: 10.11648/j.sjbm.20231104.15

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AMA Style

Mengqiang C, Festijo JFT. Exploring Big Data Applications in Social Media Marketing: Insights and Innovations. Sci J Bus Manag. 2023;11(4):174-189. doi: 10.11648/j.sjbm.20231104.15

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@article{10.11648/j.sjbm.20231104.15,
  author = {Chen Mengqiang and Jessa Frida T. Festijo},
  title = {Exploring Big Data Applications in Social Media Marketing: Insights and Innovations},
  journal = {Science Journal of Business and Management},
  volume = {11},
  number = {4},
  pages = {174-189},
  doi = {10.11648/j.sjbm.20231104.15},
  url = {https://doi.org/10.11648/j.sjbm.20231104.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20231104.15},
  abstract = {This quantitative descriptive research study delves into the influence of Big Data analytics on the effectiveness of social media marketing strategies in the Chinese market. The research employed a survey questionnaire to gather data from 225 businesses that have integrated Big Data analytics into their social media marketing endeavors. The primary focus areas encompassed data collection, data analysis, and insights utilization, exploring their impact on understanding consumer behavior, preferences, and brand sentiments. The findings revealed several significant insights. Firstly, Big Data application substantially enhances the collection and analysis of consumer data from social media platforms, leading to more effective targeting and segmentation of audiences. Additionally, real-time data processing is crucial in adapting marketing strategies to the dynamic Chinese social media landscape. The study also emphasized the importance of personalization, as tailored content resonates strongly with individual consumer preferences. The research design allowed for the examination of demographic variations among respondents, revealing that age, gender, and social media engagement frequency do not significantly alter the impact of Big Data on marketing effectiveness. By harnessing data-driven insights and recognizing the nuances of the Chinese digital landscape, businesses can optimize their strategies for more personalized, timely, and effective engagement with consumers.
},
 year = {2023}
}

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TY  - JOUR
T1  - Exploring Big Data Applications in Social Media Marketing: Insights and Innovations
AU  - Chen Mengqiang
AU  - Jessa Frida T. Festijo
Y1  - 2023/12/26
PY  - 2023
N1  - https://doi.org/10.11648/j.sjbm.20231104.15
DO  - 10.11648/j.sjbm.20231104.15
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 174
EP  - 189
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.20231104.15
AB  - This quantitative descriptive research study delves into the influence of Big Data analytics on the effectiveness of social media marketing strategies in the Chinese market. The research employed a survey questionnaire to gather data from 225 businesses that have integrated Big Data analytics into their social media marketing endeavors. The primary focus areas encompassed data collection, data analysis, and insights utilization, exploring their impact on understanding consumer behavior, preferences, and brand sentiments. The findings revealed several significant insights. Firstly, Big Data application substantially enhances the collection and analysis of consumer data from social media platforms, leading to more effective targeting and segmentation of audiences. Additionally, real-time data processing is crucial in adapting marketing strategies to the dynamic Chinese social media landscape. The study also emphasized the importance of personalization, as tailored content resonates strongly with individual consumer preferences. The research design allowed for the examination of demographic variations among respondents, revealing that age, gender, and social media engagement frequency do not significantly alter the impact of Big Data on marketing effectiveness. By harnessing data-driven insights and recognizing the nuances of the Chinese digital landscape, businesses can optimize their strategies for more personalized, timely, and effective engagement with consumers.

VL  - 11
IS  - 4
ER  -

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Author Information

Chen Mengqiang

School of Economics and Management, Guangdong Technology College, Zhaoqing, China

Contact Email
Jessa Frida T. Festijo

Claro M. Recto Academy of Advanced Studies, Lyceum of the Philippines University, Manila, Philippines

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Plain Text BibTeX RIS

APA Style

Mengqiang, C., Festijo, J. F. T. (2023). Exploring Big Data Applications in Social Media Marketing: Insights and Innovations. Science Journal of Business and Management, 11(4), 174-189. https://doi.org/10.11648/j.sjbm.20231104.15

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ACS Style

Mengqiang, C.; Festijo, J. F. T. Exploring Big Data Applications in Social Media Marketing: Insights and Innovations. Sci. J. Bus. Manag. 2023, 11(4), 174-189. doi: 10.11648/j.sjbm.20231104.15

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AMA Style

Mengqiang C, Festijo JFT. Exploring Big Data Applications in Social Media Marketing: Insights and Innovations. Sci J Bus Manag. 2023;11(4):174-189. doi: 10.11648/j.sjbm.20231104.15

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@article{10.11648/j.sjbm.20231104.15,
  author = {Chen Mengqiang and Jessa Frida T. Festijo},
  title = {Exploring Big Data Applications in Social Media Marketing: Insights and Innovations},
  journal = {Science Journal of Business and Management},
  volume = {11},
  number = {4},
  pages = {174-189},
  doi = {10.11648/j.sjbm.20231104.15},
  url = {https://doi.org/10.11648/j.sjbm.20231104.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20231104.15},
  abstract = {This quantitative descriptive research study delves into the influence of Big Data analytics on the effectiveness of social media marketing strategies in the Chinese market. The research employed a survey questionnaire to gather data from 225 businesses that have integrated Big Data analytics into their social media marketing endeavors. The primary focus areas encompassed data collection, data analysis, and insights utilization, exploring their impact on understanding consumer behavior, preferences, and brand sentiments. The findings revealed several significant insights. Firstly, Big Data application substantially enhances the collection and analysis of consumer data from social media platforms, leading to more effective targeting and segmentation of audiences. Additionally, real-time data processing is crucial in adapting marketing strategies to the dynamic Chinese social media landscape. The study also emphasized the importance of personalization, as tailored content resonates strongly with individual consumer preferences. The research design allowed for the examination of demographic variations among respondents, revealing that age, gender, and social media engagement frequency do not significantly alter the impact of Big Data on marketing effectiveness. By harnessing data-driven insights and recognizing the nuances of the Chinese digital landscape, businesses can optimize their strategies for more personalized, timely, and effective engagement with consumers.
},
 year = {2023}
}

Copy | Download

TY  - JOUR
T1  - Exploring Big Data Applications in Social Media Marketing: Insights and Innovations
AU  - Chen Mengqiang
AU  - Jessa Frida T. Festijo
Y1  - 2023/12/26
PY  - 2023
N1  - https://doi.org/10.11648/j.sjbm.20231104.15
DO  - 10.11648/j.sjbm.20231104.15
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 174
EP  - 189
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.20231104.15
AB  - This quantitative descriptive research study delves into the influence of Big Data analytics on the effectiveness of social media marketing strategies in the Chinese market. The research employed a survey questionnaire to gather data from 225 businesses that have integrated Big Data analytics into their social media marketing endeavors. The primary focus areas encompassed data collection, data analysis, and insights utilization, exploring their impact on understanding consumer behavior, preferences, and brand sentiments. The findings revealed several significant insights. Firstly, Big Data application substantially enhances the collection and analysis of consumer data from social media platforms, leading to more effective targeting and segmentation of audiences. Additionally, real-time data processing is crucial in adapting marketing strategies to the dynamic Chinese social media landscape. The study also emphasized the importance of personalization, as tailored content resonates strongly with individual consumer preferences. The research design allowed for the examination of demographic variations among respondents, revealing that age, gender, and social media engagement frequency do not significantly alter the impact of Big Data on marketing effectiveness. By harnessing data-driven insights and recognizing the nuances of the Chinese digital landscape, businesses can optimize their strategies for more personalized, timely, and effective engagement with consumers.

VL  - 11
IS  - 4
ER  -

Copy | Download